In today’s competitive landscape on digital marketplaces, brands need to explore every avenue to stand out and connect with their target audience. While online marketplaces like Tmall offer immense opportunities, solely relying on on-platform marketing may limit a brand’s reach and potential for growth. That’s where off-channel marketing comes into play. Off-channel marketing, encompassing activities such as social media advertising, influencer collaborations, and content marketing, enables brands to extend their reach beyond the confines of a single platform.
Off-platform marketing is essential to your marketing strategy both when you are launching a Tmall Global store and to drive demand to an existing store. The less brand awareness you have in China, the more you will need to rely on these external channels to drive traffic to your Tmall Global store.
At Pattern, we reviewed 40 brands who sell on Tmall and found that almost every brand had an official account on each of the following platforms: WeChat, Weibo, Little Red Book. Here’s how each platform helps brands achieve an optimal marketing mix and reach their audience beyond Tmall Global.
Using WeChat to Drive Tmall Global Sales
Brands selling cross-border can direct their brand fans from WeChat to their Tmall Global store. WeChat’s large Chinese user base makes it an obvious choice for posting organic and sponsored content related to your brand, that can both engage existing customers and raise awareness with new ones.
The platform’s ecosystem allows brands to reach customers through several touchpoints, all of which help to build trust and awareness.
Using Weibo to Drive Tmall Global Sales
Weibo (which translates to microblog in Chinese) is a key channel for creating trending content and boosting brand exposure.
Brands should consider collaborating with Key Opinion Leaders (KOLs) to reach users of the platform across a wide range of categories, and utilise the various advertising options available to them. Activity on Weibo can very much complement your Tmall marketing activity through the marketplace’s own social network Weitao.
Using Little Red Book to Drive Tmall Global Sales
Little Red Book (RED), is a social shopping app popular with young, affluent Chinese consumers–predominantly female.
Users often search for reviews and recommendations before making purchasing decisions meaning the app is an important touch point in the customer journey for brands. It is a useful channel for raising awareness of new brands and products through paid recommendations by influencers.
The social commerce platform specialises in promoting fashion, beauty and other premium and luxury Western items.
Improve Your Tmall Presence with Pattern
Off-channel marketing plays a crucial role in improving a brand’s presence on Tmall by driving awareness, building credibility, and attracting potential customers. Off-channel marketing will provide brands with:
- Increased brand awareness
- Increased brand credibility
- Targeted specific audience segments
- Cross-promotion and partnerships
- Remarketing and customer engagement
Pattern, as a trusted trade partner in the APAC region, possesses the invaluable local expertise and extensive experience required to assist brands in enhancing their presence on Tmall. With an in-depth understanding of the Chinese e-commerce market, Pattern is well-equipped to guide brands through the intricacies and complexities of Tmall. With Pattern as a partner, brands gain access to invaluable insights, strategic guidance, and a wealth of resources.
Interested in improving your Tmall presence? Contact us.