(Source: https://pltfrm.com.cn)
Introduction
\Retail media spending in China is projected to exceed ¥500 billion in 2025, growing faster than any other digital channel. Tmall, JD, Pinduoduo, and Douyin have built sophisticated advertising platforms that offer overseas brands closed-loop attribution and unbeatable purchase intent data. Here are the trends reshaping how brands win on China’s retail media battleground.
1. On-Site Sponsored Products and Brand Zones
1.1 Keyword + Category Dominance Bid Optimization: Secure top placements in search results and category pages using automated bidding tools like Tmall’s Super Recommendation. Strategy: Combine broad match with negative keywords and seasonal bid boosters (e.g., 618, Double 11). Result: Sponsored products now drive 40-60% of total platform sales for many overseas brands.
1.2 Brand Zone Takeovers Full-Funnel Control: Rent premium real estate on platform homepages and category fronts for immersive storytelling. Execution: Integrate live rooms, mini-programs, and exclusive coupons within the zone. Impact: Increases brand consideration by up to 400% during takeover periods.
2. Off-Site Retargeting Powered by On-Site Data
2.1 Cross-Platform Audience Extension Data Alliance: Use Tmall/JD shopping data to retarget the same users on Douyin, WeChat, and Xiaohongshu. Mechanism: Alibaba’s Uni Desk and Tencent’s broad alliance enable seamless audience export. Advantage: Turns warm platform shoppers into cross-channel converters at lower acquisition costs.
3. Live Commerce Integration within Retail Media
3.1 Sponsored Live Rooms Paid Exposure: Pay for featured slots in Douyin and Taobao Live discovery feeds. Tactic: Combine paid traffic with influencer hosting for explosive GMV spikes. Performance: Top sponsored lives routinely generate eight-figure sales in hours.
Case Study: Dyson’s Tmall Flagship Domination
Dyson allocated 70% of its 2024 China media budget to Tmall retail media, focusing on sponsored search, brand zone takeovers, and off-site retargeting via Uni Desk. The strategy delivered 500%+ ROAS, propelled the brand to category No.1, and added millions of new members—demonstrating retail media’s unmatched ability to combine branding and performance in one ecosystem.
Conclusion
Retail media networks have become the most powerful growth lever for overseas brands in China. Those who master on-site dominance, off-site extension, and live integration will secure disproportionate share of voice and wallet in the world’s largest e-commerce market.
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!
