(Source: https://pltfrm.com.cn)
Introduction
Every month, hundreds of overseas brands get rejected or delayed on Tmall Global simply because they miss one critical document or misunderstand a policy. This complete step-by-step guide eliminates the guesswork and shows exactly how to enter smoothly and start selling within 60–90 days.
1. Pre-Application Qualification Check
1.1 Brand Strength Assessment Tmall Global requires proof of offline retail presence in at least three countries or annual revenue above a category-specific threshold. Prepare audited financials and retail store photos early.
1.2 Category Restriction Screening Some categories (e.g., infant formula, medical devices) have extra licenses; use the official “Category Access List 2025” to confirm eligibility before investing time.
2. Document Package Preparation (The Make-or-Break Step)
2.1 Complete Authorization Chain Overseas headquarters → regional distributor → China applicant must be fully notarized and legalized. One missing stamp can add 3–6 months of delay.
2.2 Deposit & Annual Fees 2025 deposit ranges from ￥150,000–￥1,000,000 depending on category; many countries now enjoy 50–70% reductions under new policies.
3. Store Setup & Design That Meets Tmall Standards
3.1 Visual Identity Localization Main visuals must follow Tmall Global’s 2025 design guidelines: white background for first image, Chinese text overlays allowed up to 20%.
3.2 Mandatory Trust Elements Display authenticity certificates, overseas retail proof, and the official “Tmall Global” logo in prominent positions to trigger consumer trust instantly.
4. Logistics & Payment Setup
4.1 Choose Logistics Partner Early Sign contracts with Cainiao or approved bonded warehouse operators before store approval — logistics setup is required for final audit.
4.2 Alipay International Integration Link your overseas bank account to Alipay Cross-Border for seamless RMB settlement (typically T+3 or T+7).
Case Study: Canadian Functional Food Brand
A Canadian collagen supplement brand avoided common pitfalls by partnering with an experienced TP from day one. They submitted a perfect document package, passed audit in 28 days, and launched in April 2025. First-month GMV exceeded ￥19 million thanks to zero delays and immediate traffic activation.
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!
