(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, Tmall Global is one of the most trusted gateways to reach cross-border e-commerce consumers. But not every product category succeeds equally. Understanding the top-performing product verticals—and why they resonate with Chinese consumers—can make or break your entry strategy. This article breaks down the top-selling categories on Tmall Global and what overseas brands can learn from them.
1. Health Supplements and Functional Foods Are Booming
1.1 Demand for Immunity and Wellness
Post-pandemic awareness has driven exponential demand for imported vitamins, collagen products, probiotics, and other supplements. Chinese consumers associate overseas brands with safety, clinical testing, and premium quality.
1.2 Purchase Behavior and Recurring Sales
Many supplement purchases are subscription-based, creating repeat buying opportunities. Leading brands offer educational livestreams on product benefits and FAQs to increase consumer trust and loyalty.
2. Beauty and Skincare Continues to Lead Cross-Border Sales
2.1 Strong Preference for Niche and Clean Formulas
Chinese consumers actively seek out niche beauty brands, particularly those offering clean ingredients or problem-solving products (e.g., anti-acne, anti-aging, sensitive skin). KOL endorsements on Douyin or Xiaohongshu help create viral traction.
2.2 High Margin and High Trial Conversion
Beauty shoppers in China are open to trying new brands via travel-size SKUs or livestream discounts, making it easier for new entrants to test products before full launches.
3. Mother and Baby Products Earn Long-Term Loyalty
3.1 Trust in Imported Baby Formula and Care Products
Safety concerns over domestic products have made international brands the go-to choice for baby formula, diapers, and children’s personal care. Brands from Australia, Europe, and New Zealand dominate this space.
3.2 Brand Loyalty Passed Through Word-of-Mouth
Motherhood communities on WeChat and Xiaohongshu are powerful drivers of product recommendations. Brands with good reputation management and responsive customer service can generate years of brand loyalty.
4. Fashion and Footwear Brands Gain Ground via Tmall Global Flagship Stores
4.1 Direct-to-Consumer Models Attract Fashion-Conscious Buyers
Young Chinese consumers look for exclusive overseas styles that aren’t available in domestic channels. Global sportswear, designer accessories, and lifestyle brands use Tmall Global to launch China-only capsules and limited drops.
4.2 Influencer Styling and Seasonal Promotions
Successful brands leverage influencer-curated outfits and key shopping festivals (e.g., 618 and Double 11) to push traffic and convert style inspiration into cart additions.
5. Case Study: Italian Nutraceutical Brand Breaks Into China
An Italian nutraceutical company specializing in joint health and skin collagen supplements partnered with PLTFRM to launch on Tmall Global. We identified category demand signals, localized product descriptions, and collaborated with Chinese fitness influencers for credibility. Within 6 months, the brand became a top-5 collagen product in its category and doubled its forecasted quarterly sales.
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
www.pltfrm.cn
