Tmall Global incubation programme targets brands looking to crack China

Alibaba Group’s Tmall Global unit is aiming to bring 1,000 new international brands onto its e-commerce platform in the next 12 months.

This is part of a $200 billion, five-year programme announced at the China International Import Expo in Shanghai in 2018. Tmall Global will also be offering a series of tools, incentives and campaigns to help brands flourish in China.

“We’ve seen more and more brands choosing Tmall Global as their favoured platform to tap into the China market. These brands quickly see the importance of the digital analytics we provide to better understand the Chinese consumers’ preferences and develop relevant strategies for their online business – and even to bolster their offline business,” says Alvin Liu, President of Tmall Import and Export.

The venture is rolling out an English language customer service and self-service registration system for brands, and the platform will ensure new storefronts open within 30 days of registration. It says that its aim is to help each new brand reach a GMV of RMB 1 million within their first 90 days in the incubation programme.

On the 21st of each month, top performing brands will have access to livestreaming campaigns set up specifically for them and promoted on the Taobao Live channel. Other features include Tmall Global marketing support during high profile campaigns, such as Super Import Day.

Tmall Global last year piloted the incubation programme prior to its wider roll-out. Top sellers were in the cosmetics, medical care and personal care product categories, including brands such as Fenty Beauty, DPC and Brandfree.

Over 25,000 brands from 92 countries and regions have come onto the platform. More than 80% of them were entering the China market for the first time.