(Source: https://pltfrm.com.cn)
Introduction
Tmall Global remains the premier cross-border e-commerce platform for overseas brands targeting Chinese consumers. With increasing competition and algorithm-driven visibility, it’s essential to understand what products are trending and why. This article explores the product categories that are consistently ranking at the top of Tmall Global’s sales charts and offers actionable insights for overseas brands planning market entry.
1. Dietary Supplements and Herbal Wellness Continue to Surge
1.1 Elderly Health and Longevity Supplements
With China’s aging population, there’s rising demand for supplements focused on bone density, joint support, and heart health. Overseas brands with certifications and clinical data are seen as more credible and reliable.
1.2 Functional Herbs and Traditional-Ingredient Fusions
Products blending Western formulations with Chinese medicinal ingredients (e.g., turmeric + goji) gain interest as consumers seek balance between science and heritage in their wellness routines.
2. Skin Barrier Repair and Anti-Aging Dominate Skincare
2.1 Skin Barrier Restoration Is a Growing Segment
Pollution, stress, and overuse of actives have led to demand for barrier-repair serums and creams. International derma brands with science-backed claims are seeing rapid growth, especially from Korea, Japan, and Europe.
2.2 Early Anti-Aging for Gen Z and Millennials
Chinese consumers are starting anti-aging regimens earlier. Overseas brands offering retinol, peptides, and firming solutions with sensitive-skin compatibility are performing especially well.
3. Pet Products: A Rising Star in Cross-Border Sales
3.1 Premium Pet Nutrition and Grooming
As pet ownership grows in urban China, so does spending on imported pet food, treats, and grooming supplies. Natural and grain-free pet food from Australia, Canada, and the U.S. dominate Tmall Global’s pet product rankings.
3.2 Emotional Attachment Drives Loyalty
Chinese pet owners are loyal once they trust a brand. Overseas labels that localize messaging and ensure availability through flagship stores can build deep consumer bonds.
4. High-End Home Appliances and Smart Gadgets
4.1 Health-Focused Devices Like Air Purifiers and Water Filters
Smart appliances that offer tangible health benefits are increasingly popular. Overseas brands with sleek designs and WeChat-integrated control systems are leading in air purification and sleep tech.
4.2 Compact and Aesthetic Products for Urban Homes
With limited space in Chinese urban apartments, products that are multifunctional and minimalist in design win. Small kitchen appliances and smart wellness devices are often gifted during online shopping festivals.
5. Case Study: Canadian Smart Air Purifier Brand Captures Attention
A Canadian home appliance brand specializing in smart air purification entered China via Tmall Global. PLTFRM helped localize its product page with data on PM2.5 and air quality awareness. The brand ran a joint campaign with Weibo parenting influencers during spring allergy season and quickly became a category leader. Within one quarter, it achieved over 200,000 RMB in monthly sales and grew its WeChat Mini Program following 5x through after-sale service integration.
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!
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