(Source: https://pltfrm.com.cn)
Introduction
With over 900 million Chinese consumers shopping online, Tmall and JD are essential gateways for overseas brands entering China. But visibility doesn’t come for free. To compete in these marketplaces, brands must master each platform’s built-in performance ad tools—from search-based bidding to retargeted display and smart segmentation. This article explores the most effective ecommerce ad services on Tmall and JD, and how cross-border brands can use them to drive clicks, conversions, and long-term customer value.
1. Tap Into Tmall Zhitongche for Search and Product Push Ads
Bid on high-intent search keywords tied to your product
Zhitongche (直通车) is Alibaba’s equivalent of Google Ads for ecommerce, allowing brands to bid on category-specific keywords that drive visibility within Tmall’s search results.
Customize by consumer behavior and price tier
Use Alibaba’s behavioral data to set keyword targeting parameters—such as cart abandoners, repeat purchasers, or shoppers within specific price bands.
2. Use JD’s JZT Platform for Smart Ad Optimization
Automate campaign setup based on budget and goals
JZT (京准通) supports multiple ad formats—search, display, and personalized feeds—powered by machine learning and customer behavior mapping.
Ideal for new product launches and SKU prioritization
JZT auto-allocates impressions to top-performing SKUs and allows for dynamic creative testing without the need for manual rule setting.
3. Launch Tmall BrandZone Ads for Full-Width Impact
Blend branding with promotion in prime homepage real estate
BrandZone ads feature banners, videos, and product grids at the top of category or brand search pages. They dominate visual space and dramatically improve CTR.
Best for Double 11, 618, or category-wide promotions
This format pairs perfectly with flash deals, cross-store promotions, or new brand introductions.
4. Retarget With Display Ads Across Ecosystems
Follow users with cart or view history across app and web
Tuiguangbao and Alibaba’s DSP allow brands to track user journeys and re-engage them with personalized display ads—whether on Tmall, Youku, or JD mobile apps.
Use dynamic product feeds to personalize ad content
Display banners can auto-populate with products the user recently engaged with, including pricing updates, time-limited offers, or coupon badges.
Case Study: Korean Skincare Brand Drives 5.1X ROAS on Tmall With Zhitongche
A Korean brand launched a new hyaluronic acid serum and used Zhitongche to bid on long-tail keywords like “hydrating essence for oily skin.” Paired with a voucher and 20-second video embedded in the PDP, the campaign reached top placement for 14 days during 6.18. It generated over 72,000 clicks and increased new customer orders by 42%, achieving a 5.1X return on ad spend.
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!
