(Source: https://pltfrm.com.cn)
Introduction
Alibaba’s Tmall is the gold standard for cross-border e-commerce in China, serving as a premium gateway for overseas brands. However, success on the platform requires more than just listing products—it demands targeted brand-building, data-driven decision-making, and constant optimization. In this article, we share effective tactics that overseas brands can adopt to grow and thrive on Tmall.
1. Optimize for Tmall’s Algorithm
1.1 Product Listing Optimization
Use keyword-rich titles and descriptions tailored for Chinese shoppers. Ensure your visuals are mobile-friendly and localized, including specs and benefits that resonate with Chinese consumer habits.
1.2 Conversion History and Reviews
Tmall’s search favors listings with high conversion rates and consistent positive reviews. Run early-bird discounts or sample campaigns to generate early feedback and build your review base.
2. Leverage Paid Promotion Tools
2.1 Use Zhitongche for PPC Targeting
Tmall’s in-platform ad system lets you target high-intent buyers with precise keyword bidding. Monitor click-through rates and adjust copy based on real-time campaign data.
2.2 Invest in Feeds and Live Campaign Slots
During shopping festivals, secure banner ads or live-streaming slots on the homepage feed. This dramatically increases visibility and drives premium traffic to your flagship store.
3. Build Trust Through Flagship Branding
3.1 Open a Tmall Flagship Store
A branded flagship gives overseas companies authenticity. Tmall shoppers trust official stores more than third-party sellers, especially in categories like beauty, baby, and health.
3.2 Embed Brand Storytelling
Use the store homepage to tell your brand story with rich visuals, videos, and cultural cues. Consistency across banners, product pages, and customer service builds long-term recognition.
4. Create Shopping Festival Playbooks
4.1 Double 11 and 6.18 Strategy
Plan three months ahead for China’s top sales events. Offer exclusive SKUs, tiered discounts, and pre-sale deposit incentives to drive excitement and sales volume.
4.2 Use SaaS Tools to Track Peaks
Integrate sales analytics platforms to monitor traffic spikes, abandoned carts, and bounce rates during campaigns. Make real-time adjustments to maximize ROI.
5. Engage Post-Purchase for Retention
5.1 Use CRM for Repeat Sales
Send follow-up coupons and product usage guides via SMS or mini-programs. Personalize offers based on past purchases to encourage loyalty.
5.2 Collect Feedback to Refine Offerings
Ask for post-delivery reviews and incentivize with points or perks. Use customer feedback to improve listing copy and product variations.
Case Study: Italian Skincare Brand Drives 2X GMV on Tmall
A Milan-based skincare brand launched on Tmall Global with a minimalist store design and local language support. To boost early momentum, the brand ran a targeted Zhitongche campaign focused on “anti-aging” and “sensitive skin” keywords. It collaborated with mid-tier influencers during 6.18 and offered bundled trial kits. Within 6 months, its monthly GMV doubled, with a 35% return customer rate driven by CRM automation.
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!
