Who’s Embracing Chinese Netizens via Tmall Flagship Stores?


Tmall, the most popular B2C ecommerce platform, has more and more international brands launching flagship stores. On the homepage of Tmall, users can simply see the list of authentic global brands:

However, Tmall promotes their listed brands in a very subtle way => meaning not all real brands are listed or not all listed are official flagship stores. The listed brands can be categorized into 6 types: Luxury, (Fast) Fashion, Beauty & Cosmetics, Automobile, Activewear and Spirit.
Due to the nature (small size and easy to transfer) and popularity (local/global spokespersons and fashion stills), there are most brands under beauty and (fast) fashion categories. As the highly popular beauty brands, Maybelline and L’Oreal, sells 21,008,598 and 14,860,091 respectively in monthly average. Together with heat to Korea and Korean TV shows, tons and tons Korean cosmetics brands such as innisfree and Etude use social engagements to drive sales on ecommerce.
Sub-brands under Estée Lauder with Tmall flagships:
Now going to gym and doing exercise somehow becomes a global trend, activewear giants NIKE and Adidas both open Tmall flagships to boost sales on Singles Days. Casual outfits labels like Converse and VANS  successfully reach their target audiences with young and fun tone and manner across their branded social channels then to push sales. When Coach followed Burberry’s steps to enter Tmall quietly, a lot more brands are more aware of potential among netizens such as Chanel launching ecommerce with Net-A-Porter and Hermès’ growing digital focus to electronic shopping.

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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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