(Source: https://pltfrm.com.cn)
Introduction
Budget confusion stops more overseas brands than qualification issues. This transparent cost breakdown shows exactly what you’ll spend to launch and operate on Tmall Global in 2025 — from entry fees to monthly marketing — so you can plan with confidence.
1. One-Time Entry Costs
1.1 Security Deposit Ranges from ￥150,000 to ￥1,000,000 (refundable); many categories reduced 50–70% in 2025 under new overseas brand support policies.
1.2 Annual Technical Service Fee ￥30,000 or ￥60,000 per year depending on store type — fixed cost, no percentage of sales.
2. Store Setup & Localization Investment
2.1 Design & Photography Professional Chinese-standard detail pages with localized photography and video: ￥80,000–￥200,000 one-time.
2.2 Initial Inventory & Logistics First bonded warehouse shipment + customs duties typically ￥300,000–￥800,000 depending on category and volume.
3. Monthly Operating Costs (TP Model)
3.1 Platform Commission 0.5%–5% of GMV by category (much lower than domestic Tmall).
3.2 TP Service Fee Most reputable TPs charge 8%–15% of GMV covering store operation, customer service, and basic marketing.
4. Marketing Budget That Actually Moves the Needle
4.1 First 90 Days Average new overseas brand invests ￥500,000–￥1,500,000 in Zhitongche, KOL seeding, and big promotion slots to reach break-even quickly.
4.2 Steady-State (Month 4+) Top brands allocate 15–25% of revenue to marketing and still achieve 35%+ net margin.
5. Hidden Costs Most Brands Miss
5.1 Return & Refund Buffer Budget 8–12% of GMV for returns, especially in apparel and beauty categories.
5.2 Trademark Protection Register your trademark in China early (￥15,000–￥30,000) to avoid hijacking after success.
Case Study: Nordic Home Appliance Brand Real Cost Breakdown
A Swedish air purifier brand invested ￥2.8 million total in the first six months (deposit + setup + inventory + marketing). They achieved ￥36 million GMV and positive cash flow by month five, with full investment recovered in under eight months — typical for high-margin categories using the TP model.
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 overseas brands for over 10 years, helping them successfully localize and scale in China. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
