(Source: https://pltfrm.com.cn)
Introduction
With more than 900 million active consumers and the highest average order value among China’s cross-border platforms, Tmall Global continues to be the No.1 choice for overseas brands entering China. Launching successfully is no longer about luck — it’s about following a proven, step-by-step system that thousands of international brands have used to go from zero to category leader. Here are the five essential steps every overseas brand must master in 2025.
1. Choose the Right Store Type and Operation Model
1.1 Flagship Store vs Specialty Store Flagship stores give full brand autonomy, the trusted red-shield authenticity badge, and the highest long-term valuation. Specialty stores can be launched in as little as 30–45 days with lower deposits, making them perfect for market testing or seasonal products.
1.2 Self-Operated vs TP (Tmall Partner) Model Self-operation offers complete control over pricing, data, and customer experience but requires a local team and entity. The TP model lets an experienced local agency handle store operation, customer service, logistics, and marketing while you supply products — 72% of new overseas brands in 2025 choose this route for speed and compliance.
2. Prepare and Submit Rock-Solid Qualification Documents
2.1 Brand Authorization Chain Provide a complete authorization chain from overseas headquarters → China entity/TP with notarization and legalization at Chinese embassies. Missing links or translation errors are the No.1 reason for rejection.
2.2 Trademark & Category Alignment Your overseas trademark must match the applied category exactly; R trademark in China is ideal but not mandatory if you have strong overseas proof of use. Work with a local agency to pre-check category restrictions before submission.
3. Build a Fully Localized Store That Converts
3.1 Detail Page Localization Replace overseas product shots with Chinese-model lifestyle images, 15–20-second explainer videos, and benefit-driven copy. Localized pages see 2.5–3× higher conversion rates than direct translations.
3.2 Pricing & Promotion Setup Set psychological pricing (e.g., ¥299 instead of ¥300), stack platform coupons with store coupons, and activate the “global price comparison” module to highlight imported value.
4. Set Up Compliant Cross-Border Logistics
4.1 Bonded Warehouse (Recommended) Use 9610 or 1210 bonded models in Ningbo, Zhengzhou, or Guangzhou for 3–7 day delivery and full tax compliance. Over 90% of top-selling overseas brands rely on bonded warehouses.
4.2 Overseas Direct Shipping (Limited Use) Only suitable for bulky, low-frequency items; delivery times of 10–20 days dramatically hurt conversion and repeat rates.
5. Activate Traffic and Scale Fast After Launch
5.1 First-Month Traffic Blueprint Combine free new-brand impressions from Tmall Global with targeted Zhitongche (Straight Train) and Xiaohongshu/Douyin seeding. Brands following this blueprint typically achieve 7–12× ROAS in month one.
5.2 Daily Operations Rhythm Monitor Business Advisor dashboard every morning, optimize search rankings with keyword bids, and respond to customer reviews within 2 hours — these micro-actions compound into top rankings within 90 days.
Case Study: Italian Luxury Leather Goods Brand
A mid-sized Italian leather handbag brand launched its Tmall Global flagship store via the TP model in February 2025. By using bonded warehouse logistics, hyper-localized detail pages featuring Chinese celebrities, and aggressive Zhitongche + KOL livestreaming, they reached ￥68 million GMV in the first six months and ranked No.3 in the imported luxury bag subcategory.
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!
