Brand’s Guide to Selling on Tmall Global

Tmall Global, also known as Tmall International, is the largest online marketplace for international brands in China. It provides a unique opportunity for global brands to enter the Chinese market and reach a vast number of consumers. However, selling on Tmall Global can be complex and challenging for brands that are new to the platform. In this article, we’ll provide a guide to help brands navigate the Tmall Global landscape and successfully sell their products in China.

1. Understand Tmall Global’s Unique Features and Requirements

Tmall Global has unique features and requirements that brands need to understand before selling on the platform. Firstly, Tmall Global requires brands to have a business entity in their home country and a strong brand reputation. Secondly, brands need to have at least two years of experience in international markets and a proven track record of success. Additionally, brands need to comply with Chinese regulatory requirements such as labelling and product certification.

Tmall Global also offers unique features such as cross-border logistics, marketing tools, and access to a vast consumer base. Brands can leverage these features to reach a wider audience and grow their sales. However, brands must also adhere to Tmall Global’s strict customer service standards, which include responding to customer inquiries within 24 hours and providing timely and accurate order fulfilment.

2. Choose the Right Tmall Global Partner

To sell on Tmall Global, brands need to work with a Tmall Global partner. These partners are responsible for facilitating all aspects of the selling process, including product listings, promotions and marketing, customer service, and logistics. Therefore, choosing the right partner is crucial for a brand’s success on Tmall Global.

There are two types of Tmall Global partners: Tmall Global agencies and service providers. Tmall Global agencies are authorized to provide end-to-end services for brands, including product listing, marketing, and logistics. On the other hand, Tmall Global service providers offer specialized services such as marketing, logistics, or customer service.

When choosing a Tmall Global partner, brands should consider factors such as the partner’s experience, expertise, and reputation. Brands should also evaluate the partner’s pricing model and services offered to ensure they align with their business needs.

3. Optimize Tmall Global Product Listings

An optimized product listing is critical for driving sales on Tmall Global. Brands should ensure their product listings are accurate, detailed, and include high-quality images and videos. They should also localize their product listings to appeal to Chinese consumers by translating product information into Mandarin and using culturally relevant imagery and messaging.

Another crucial aspect of optimizing product listings on Tmall Global is providing customer reviews and ratings. Chinese consumers highly value peer reviews when making purchasing decisions, and listings with positive reviews are more likely to be successful. Therefore, brands should encourage their customers to leave reviews on Tmall Global to increase their product visibility and credibility.

4. Leverage Tmall Global Marketing Tools

Tmall Global offers a variety of marketing tools that brands can leverage to increase their visibility and drive sales. These tools include banner ads, in-app promotions, livestreaming, and influencer marketing. Brands should work with their Tmall Global partner to identify the most effective marketing tools for their product and target audience.

Livestreaming has become a popular marketing strategy on Tmall Global, allowing brands to showcase their products in real-time and interact with customers in a more personal way. Brands can also work with Tmall Global influencers to promote their products and reach new audiences.

5. Monitor Data and Performance Metrics

To succeed on Tmall Global, brands need to regularly monitor their performance metrics and data. Tmall Global provides a variety of metrics that brands can use to evaluate their performance, such as conversion rates, click-through rates, and sales volume. Brands should regularly analyze this data to identify areas for improvement and optimize their strategy accordingly.

Brands should also monitor customer feedback and complaints to ensure they are meeting Tmall Global’s customer service standards. Consistently providing excellent customer service will improve the overall customer experience and encourage repeat purchases.


Tmall Global is a unique opportunity for global brands looking to enter the Chinese market. However, selling on the platform can be complex and challenging, requiring a thorough understanding of Tmall Global’s unique features and requirements. By following this guide and choosing the right Tmall Global partner, optimizing product listings, leveraging marketing tools, and monitoring performance data, brands can successfully sell their products to a vast audience of Chinese consumers.