(Source: https://pltfrm.com.cn)
Introduction
Tmall offers unmatched access to China’s massive online consumer base, but standing out in a crowded marketplace requires strategic execution. From in-platform advertising to localization and customer retention, overseas brands must implement tailored strategies to maximize their impact. Here’s how top-performing brands grow sustainably on Tmall.
1. Invest in In-Platform Advertising Early
1.1 Leverage ZTC and Brand Zone Ads
ZTC (直通车) is Tmall’s keyword bidding system that helps surface your listings in high-traffic search results. Pair this with Brand Zone for exclusive placements and custom landing pages.
1.2 Run Retargeting Campaigns
Tmall offers data-driven retargeting through tools like “万相台,” allowing you to re-engage shoppers who viewed but didn’t purchase. These ads yield higher ROI due to pre-qualified interest.
2. Product Strategy: Start Narrow, Then Expand
2.1 Hero SKU Launch Method
Focus marketing and ad spend on 1–2 hero SKUs. These flagship products build category authority and gain algorithmic favor, making future SKU launches easier.
2.2 Expand Based on Data, Not Assumptions
Use Tmall backend analytics to monitor SKU-level performance and user behavior. Gradually expand your assortment based on top keyword searches and conversion metrics.
3. Improve Store Engagement with Interactive Tools
3.1 Tmall Livestreaming
Incorporate livestreams with hosts who can explain product benefits and answer questions in real time. Chinese shoppers trust real-time demos more than static product pages.
3.2 Gamified Campaigns
Run in-store games, red envelope giveaways, or lucky draw events. These tactics not only drive traffic but also extend time spent in-store, improving your ranking in Tmall algorithms.
4. Focus on Post-Purchase Loyalty and Repurchase
4.1 Build a Private Traffic Pool
Encourage buyers to follow your brand store, join your WeChat group, or sign up for SMS updates. This allows you to remarket directly without relying solely on Tmall traffic.
4.2 Design a CRM-Driven Repurchase Flow
Send repurchase incentives (e.g., 10% off next order) at intervals aligned with product usage cycles. This helps increase LTV (lifetime value) and strengthen customer retention.
5. Case Study: Italian Kitchenware Brand Grows 8x in One Year
A high-end Italian kitchenware company entered Tmall with PLTFRM’s support. Rather than listing its entire catalog, it focused on a single non-stick pan optimized for Chinese cooking habits. Using ZTC ads, JD Live demos, and CRM retargeting, the brand built strong buyer confidence. It then introduced new SKUs based on user feedback, resulting in an 8x increase in sales within 12 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 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!
info@pltfrm.cn
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