(Source: https://pltfrm.com.cn)
Introduction
China’s top ecommerce platforms, Tmall and JD, offer more than just marketplace access—they provide performance advertising tools that can turn visibility into conversion at scale. For overseas brands, mastering these built-in ad services is the key to competing with local giants, surfacing during shopping festivals, and turning browsers into buyers. This article highlights the most impactful performance ad services on Tmall and JD, and how to use them to drive sustainable ecommerce growth in China.
1. Use Zhitongche to Dominate Tmall Search Results
Target category-specific and branded keywords with precision
Zhitongche enables sponsored placements in Tmall’s native search results. Brands can create keyword bundles and test cost-per-click (CPC) bids based on user intent and conversion likelihood.
Incorporate A/B creative testing into every campaign
The platform supports multiple image and text combinations. Overseas brands can test lifestyle vs. product-focused visuals to determine what resonates best with Chinese shoppers.
2. Optimize With JD’s Tuiguangbao for Dynamic Retargeting
Serve display ads based on user behavior across the JD ecosystem
Tuiguangbao allows brands to retarget users who viewed or carted items but didn’t purchase. Display banners can include product recommendations, discounts, or reminders.
Use for cart recovery and seasonal re-engagement
During peak shopping seasons or holiday periods, retargeting inactive users boosts campaign efficiency and recovers potential lost sales.
3. Activate Tmall Super Recommendations (超级推荐)
Feed product listings into AI-powered discovery feeds
This native recommendation engine pushes products into personalized scrollable feeds across Tmall and Taobao based on user habits.
Useful for new product trials or underexposed SKUs
Super Recommendations helps new brands surface organically by aligning content with individual preferences rather than relying only on keyword-driven traffic.
4. Link Campaigns With Smart Store and Mini Program Journeys
Connect ad traffic directly to exclusive experiences or bundles
Use Tmall’s Smart Store features or WeChat Mini Programs to offer loyalty registration, product education, or bundled deals—extending value beyond a single transaction.
Track user paths and re-engage with CRM-integrated retargeting
These ecosystems enable precision targeting based on previous exposure, spend level, and engagement history, optimizing repeat conversion rates.
Case Study: Australian Vitamin Brand Boosts Sales With Super Recommendations
A cross-border supplement brand deployed Tmall’s Super Recommendations to promote a new collagen powder SKU, aiming at beauty-conscious shoppers aged 25–40. Paired with a voucher and smart PDP visuals, the campaign drove a 34% increase in first-time buyers and lifted category ranking by 11 positions in under 10 days. The brand later re-engaged these users via Tuiguangbao during 11.11 to drive repeat orders.
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!
