Tmall, China’s most popular B2C ecommerce platform

Jack Ma appears on the cover of Forbes Magazine

Jack Ma, the first mainland Chinese entrepreneur to appear on the cover of Forbes Magazine and ranks as one of the world’s billionaires.

Tmall is a Chinese business-to-consumer ecommerce platform operated by Alibaba Group. Established in 2008 by Jack Ma, Tmall is a spin-off from Taobao. Tmall is now the biggest Chinese website connecting international brands and Asian netizens. Aside from China, Tmall also provides services to online shoppers living in Hong Kong, Macau and Taiwan.

Company Profile

Name: Tmall
Founder: Jack Ma
Core Business: B2C ecommerce

Basic Information


Alipay, a 3rd-party online payment platform owned by Alibaba Group, is the preferred payment solution for transactions on

Users can use Alipay or domestic bank cards.

Users can simply scan the QR code on the top left to use Alipay or pay via domestic bank cards.

In order to increase communication, Alibaba developed AliWangWang, an instant messaging program for Taobao and Tmall. This offers a convenient customer service platform between customers and merchants.

Users can chat with merchants on Aliwangwang.

Users can directly chat with the merchants to ask questions, confirm the products, and receive large-quantity discounts.

Singles Day

Singles Day, November 11th (11/11), is a shopping holiday for singles. The date is chosen for the connection between being single and the number ‘1’, hence 11-11.  Singles Day has become the largest online shopping holiday in the world, generating total sales of US$5.8 billion in 2013 and US$9.3 billion in 2014 on Tmall and Taobao.

Alibaba reached $9.3 billion on 2014 Singles’ Day

Alibaba reached a record of $9.3 billion on Singles Day 2014. Singles Day is China’s largest online shopping holiday.

At the end of the Singles Day 2014 sale, Xiaomi was Tmall’s best seller across 7 categories. Xiaomi’s President Bin Lin stated that Xiaomi sold 1.16 million phones in the full 24-hour period, generating a total of 1.56 Billion RMB.

Xiaomi sold 720k Mi-series smartphones in the first 12 hours

In just 12 hours, Xiaomi sold a total of 720,000 Mi-series smartphones.

Tmall Global

In 2014, Tmall launched Tmall Global, a platform connecting foreign merchants and Chinese consumers. Tmall Global not only gives Chinese consumers access to authentic products but also helps foreign companies set up a cross border ecommerce platform without having an official presence in China.

Tmall Global keeps an official "Baidu Brandzone" company profile

To guarantee authentic information, Tmall Global keeps an official “Baidu Brandzone” company profile.

Costco Wholesale Corporation, an American membership-only warehouse club, launched their Tmall Global flagship store in October of 2014. Costco’s Tmall Global goes against Costco’s usual policy of only selling to members. They offer their wide selection of products to the general public.

Costco's Tmall Global page

Costco’s Tmall Global page

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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