(Source: https://pltfrm.com.cn)
Introduction
2025 marks a golden window for overseas brands: Tmall Global has rolled out its most brand-friendly policies in years, including lowered entry barriers, increased traffic subsidies, and new “Country Pavilions 2.0”. Understanding these changes is the difference between waiting 18 months for approval and launching in under 60 days.
1. Simplified Entry Requirements in 2025
1.1 Reduced Financial Guarantees The standard 1 million RMB deposit has been cut by up to 70% for selected categories and countries with trade agreements. Brands from “Belt and Road” countries and RCEP members now enjoy priority review lanes.
1.2 Fast-Track Categories List Expanded Over 180 new sub-categories (including pet nutrition, functional food, and niche beauty) were added to the fast-track list with approval times as short as 20 working days.
2. New Traffic Subsidies and Growth Incentives
2.1 Free Traffic Package for New Brands Every new flagship store launched in 2025 receives 5-20 million free impressions in the first 90 days through the “Global New Brand Plan”.
2.2 GMV-Linked Cash Rebates Achieve 10 million RMB in the first 6 months and receive up to 8% cash rebate on platform commission — some categories even qualify for 100% commission waiver in year one.
3. Enhanced Country Pavilion 2.0 Program
3.1 National Brand Clusters Countries now have dedicated pavilion pages with unified design and joint marketing budgets — think “New Zealand Week” or “Australian Health Month” with millions in co-funded exposure.
3.2 Co-Marketing Funds Tmall Global matches up to 1:1.5 for country-level marketing campaigns executed through authorized agencies.
4. Upgraded Cross-Border Logistics Infrastructure
4.1 Next-Day Delivery Pilot in 100 Cities Bonded warehouses in Shanghai, Guangzhou, and Zhengzhou now support next-day delivery to over 100 cities for selected categories.
4.2 Green Channel Customs Clearance Average clearance time dropped from 24 hours to under 4 hours thanks to AI-powered risk assessment systems rolled out nationwide.
Case Study: Spanish Olive Oil Brand That Leveraged 2025 Policy Changes
A family-owned Spanish extra-virgin olive oil brand used the reduced deposit + Country Pavilion 2.0 program to launch in March 2025. With zero paid traffic in the first 60 days, they still achieved 28 million RMB GMV by riding the free impressions wave and Spain National Pavilion campaign — becoming the No.3 imported olive oil brand on Tmall Global within four months.
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!
