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Introduction
Tmall Global has become one of the most important gateways for overseas brands looking to access China’s booming cross-border e-commerce market. For companies aiming to build a direct-to-consumer channel in China without a physical presence, Tmall Global offers visibility, trust, and integrated logistics. This guide walks you through the essential steps for registering a seller account and preparing for success on the platform.
1. Understand Tmall Global’s Business Models
1.1 Flagship Store vs. Authorized Store
Tmall Global supports several store types. A flagship store is best for brands that own a trademark, while authorized stores suit distributors. Choosing the right type impacts how you’re listed and what control you have over branding.
1.2 Cross-Border License and Product Category
Only legally registered overseas businesses can apply. Make sure your product category is approved by Tmall Global and complies with Chinese import regulations for cosmetics, supplements, fashion, or food.
2. Gather the Required Documentation
2.1 Business Registration and Trademark Certificate
Prepare documents such as your overseas business license, proof of trademark ownership, and an authorization letter (if applicable). All must be translated and notarized before submission.
2.2 Bank Account and Financial Records
Tmall Global requires proof of a legitimate overseas bank account under the company’s name. You’ll also need to submit financial records to demonstrate business viability.
3. Complete the Online Application Process
3.1 Submit Via Tmall Global Merchant Portal
Create an account on the merchant platform and submit your application. Ensure all documentation is complete and in accordance with their latest checklist, which may vary by industry.
3.2 Pay the Platform Fees
Once approved, you’ll need to pay a deposit (typically between RMB 50,000–100,000 depending on your category) and an annual technical service fee (around RMB 30,000).
4. Prepare for Store Launch
4.1 Build Your Product Listings and Content
Use high-resolution images, localized Chinese descriptions, and key selling points that resonate with Chinese consumers. Many brands also incorporate product demo videos and user reviews.
4.2 Connect to Logistics and Payment Partners
Tmall Global integrates with bonded warehouse and direct shipping options via Cainiao. Set up Alipay as the payment gateway to receive RMB funds which can be settled internationally.
Case Study: Australian Organic Baby Brand Enters China via Tmall Global
An organic baby product brand from Australia used Tmall Global to test the China market. They registered a flagship store and worked with a local Tmall Partner (TP) to assist with application, content, and logistics. Within three months of launch, they saw over 20,000 monthly visits, with 17% of traffic converting during shopping festivals. Product authenticity and organic certifications helped them stand out in a competitive space.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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