Alibaba’s Tmall Global takes European Brands into China

Category: Brands
Alibaba's Tmall Global takes European Brands into China

Alibaba Group’s Tmall Global has introduced a wide array of selected speciality European brands to the thriving Chinese market. This strategic move allows prestigious brands from the UK, France, Spain, and other European regions to make an impactful debut in China, diversifying the retail landscape and creating unprecedented opportunities for consumers and brands alike.

We’re thrilled to bring a diverse range of exceptional European brands, which have already achieved success in their local markets, to the Tmall Global platform. This is a significant milestone in our commitment to enriching our product selection with world-class offerings and empowering overseas brands with unparalleled business opportunities in the Chinese market. In the upcoming year, Tmall Global aims to further enhance our momentum by introducing 10,000 new brands on the platform.

– William Zhao, General Manager, Global Business Development, Tmall Global

Tmall Global has curated a selection of brands from the UK and rest of Europe that represent a variety of categories and regional specialities, including the vitamin company Vitabiotics and the luxury skincare brand TempleSpa, two UK brands which have launched on Tmall Global with considerable success. Spanish anti-aging oral care brand 180 The Concept and French luxury skincare brand Cible Skin have achieved multi-million sales since their debut on Tmall Global. Additionally, Germany’s health brand Nature Love swiftly established its niche on the platform despite its recent entry, showcasing Tmall Global’s potential to facilitate both popular and emerging brands in expanding their reach in China.

Tmall Global has brought trending categories and uniquely European offerings to Chinese consumers including superfoods, CleanBeauty’s range, perfumes, and high-quality electrical appliances. This curated selection not only enriches the options for Chinese consumers but also offers them a glimpse into the European lifestyle, further bridging cultural experiences through retail.

Trending product categories vary across countries. In France, beauty and personal care products are popular, while Spanish customers lean towards cosmeceuticals and healthcare products. In the UK, customers have a more diverse range of preferences, including baby products, mother and infant items, and trendy tech and fashion brands.

With over 46,000 brands from more than 90 countries and regions, Tmall Global serves as a gateway for over one billion Chinese customers to access a diverse array of global products. Over the past year, Tmall Global has seen significant growth in various brand categories, from beauty to home appliances and pet products. During the Tmall 11.11 Global Shopping Festival 2022, sales of imported brands skyrocketed, with over 750 overseas brands experiencing year-on-year sales growth exceeding 100%. Over 300 overseas brands joined the ‘Million Club,’ and 20 new overseas brands achieved transactions exceeding ten million.

Looking ahead, Tmall Global is set to further elevate the retail landscape with plans to introduce 10,000 new brands in the coming year. It aims to facilitate the entry of new European brands by leveraging advanced algorithms to match brands with the most suitable consumer demographics, optimizing their market entry. With a steadfast commitment to a data-driven approach, Tmall Global will continue to provide invaluable insights into Chinese consumer preferences, enabling brands to tailor their offerings more closely to local demands.


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