Alibaba’s Tmall Courts Western Brands With How-To Guide
Western brands: China’s Tmall.com wants you. And for brands embarrassed to admit they still don’t understand how Alibaba’s massive online mall works, there’s a new online how-to guide in English.
With Alibaba’s IPO expected next year, Tmall’s move to enlist more foreign brands and build name recognition in the West couldn’t hurt with investors, either. Tmall commands about half the business-to-consumer marketplace in China, and already hosts an impressive roster of foreign storefronts from Adidas to Godiva to Pampers.
A Tmall presence is an efficient way for foreign brands to reach the Chinese masses, including those in lower-tier cities without great shopping. While Alibaba’s Taobao is comparable to eBay, Tmall feels more like an online mall, with storefronts for brands and retailers.
