In November, we ran a successful webinar on the topic of how to profitably sell beauty products on Tmall Global. Below, we share some of the highlights from that presentation, both for brands already trading on the platform, and those who would like to enter the China market using a cross-border model.
Accounting for 60% of total Chinese online sales in 2019, it is clear why Tmall’s reach appeals to international beauty brands who want to expand their sales in the market; and the cross-border site Tmall Global provides the easiest way to reach them. Selling cross-border means beauty brands don't need a Chinese business entity, and also don't need to test their products to Chinese standards.
This year Tmall’s annual Singles' Day festival took a different format than usual. Rather than pushing a single sales peak on 11.11, the platform rolled out its promotions across 11 days from the 1st to the 11th November.
Beauty has long been a leading sales category during the festival and this year was no different. In fact, Alibaba announced that beauty products generated over RMB 10 billion (roughly US$1.5 billion) in GMV in the first 40 minutes of the early sales period. International brands including L’Oréal Paris, Estee Lauder and Lancôme were amongst the strongest performing in the beauty category, having effectively invested in marketing strategies to help drive traffic to their Tmall stores.
Utilising the extensive on-platform marketing types Tmall offers, as well as off-platform marketing channels, is crucial to increase your brand awareness and profitably sell beauty products on Tmall Global.
Demand for products in the beauty category dropped in the initial wake of COVID-19, but savvy brands have repositioned and adapted their marketing to suit changing search trends on the marketplace.
Many skincare brands leveraged livestreaming and key opinion leaders (KOLs) to promote “quarantine skincare routines”. Avène revised product images and titles on Tmall to highlight its products as solutions for skin issues caused by wearing masks.
Similarly, cosmetics brands started to rethink their merchandising strategies to fit Chinese consumers’ needs. Eye makeup became a sweet spot for such brands, thanks to the fact that it is still visible when worn with a mask.
Off-platform social media channels such as Weibo, Little Red Book and Douyin (Tiktok) have grown significantly in popularity for Chinese beauty customers, with hashtags relating to what makeup to wear with masks trending. In fact, social chatter surrounding these trends resulted in a 41% year-on-year increase in eyeshadow sales on Tmall during the first quarter of 2020.
Our Tmall Trading Guide explains more about the importance of driving Tmall traffic from off-platform channels to build customer awareness and new customer acquisition of your brand.
To deliver profitable promotions that tempt existing and new customers, beauty brands must understand the trading cadence in China, and how it substantially differs from that of the West.
The marketplace hosts a number of important promotional trading periods throughout the year in the lead up to its Singles' Day festival, which should be used to test promotions and establish credibility with customers and Tmall.
Key trading dates for beauty brands include International Women's Day - known as Queen’s Day in China – where promotions are usually focused on gifting for women. JD.com's 618 Festival has also been adopted by Tmall, and your sales performance during this June event helps Tmall decide whether to invite your brand to participate in its official 11.11 promotions. Therefore, planning ahead and building your trading momentum throughout the year is crucial to your brand’s success on Tmall.
Pattern’s Greater China team announced record-breaking results for its Tmall Trade Partner business during this year’s 11.11 Shopping Festival. Sales for the Tmall stores we trade grew by an average of 91% year-on-year across the 11 days of the promotional period. Both Pattern’s and Alibaba’s 11.11 trading results demonstrate the resilience of the Chinese economy through the pandemic, and continued demand for international brands by Chinese consumers.
To talk to us about how we could help to profitably sell beauty products on Tmall Global contact us here.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.