Having 100 million active shoppers on the platform, Tmall Global, the cross-border section of China’s largest online marketplace, is filled with abundant opportunities but also stiff competition. In 2021, more than 5,000 new overseas brands have launched on the platform, while more than 2,000 small- and medium-sized businesses achieved annual sales of over RMB 1 million.
To understand and create benchmarks for best practices on Tmall Global, we analysed 40 consumer brands selling on the platform from the Baby, Beauty, and Vitamins & Supplements categories in our Tmall Global Benchmarking Report. The brands were assessed against a set of criteria that measures how well their Tmall Flagship store and top three product listings performed.
Following an introduction on how to refine your brand’s Tmall Flagship store to recruit and retain Chinese online shoppers, this time we examine how Western brands’ marketing effort on Chinese social channels help to boost their sales on Tmall Global.
Why social channels are essential for selling in China
While Tmall has done a great job of expanding the range of marketing types within its platform, including livestreaming, it’s necessary to also use external marketing channels, particularly social channels, to build your Chinese customer base.
Unlike in the West, social channels play a massive part in the marketing mix in the Chinese market for brands to maximise their discoverability, and acquire, engage and retain customers. Influencer marketing is one of the most widely adopted approaches on Chinese social channels, while social channels and online marketplaces have built their livestreaming platforms to facilitate brands working with a wide range of influencers.
You can check our previous articles on the importance of social selling in the Asia Pacific Region, and how to create a successful influencer marketing campaign for practical tips on launching your influencer marketing campaigns.
Western brands yet to master marketing on Chinese social channels
Our benchmarking research reviewed the 40 brands’ official accounts on three leading social channels in China, namely WeChat, Weibo and Little Red Book (Xiahongshu). Thirty of them had their footprints on all three channels, and the rest were on at least one of the three channels. However, the magnitude of their presence on those social channels widely varied.
Overall, only around a third of the brands reviewed demonstrated the best practices for the number of followers on their social channels. We consider 50,000 or more Weibo followers and 10,000 or more Little Red Book followers optimal to achieve the ecommerce goal. 30% of the brands met this standard on Weibo, with an average of 135,000 followers, while 27.5% of them achieved that on Little Red Book, with an average of 37,700 fans.
Only a minority of the brands could meet the best practices we set for the quantity and quality of content on the brands’ social channels. We found 37.5% of the brands with more than 500 relevant posts on Weibo, and 20% of them with 5,000 or more posts on its Little Red Book account, matching our recommended best practice. Besides, 35% of the brands had more than 500 average reads of their posts on WeChat, which we regarded as the best practice.
In general, Little Red Book saw the most mediocre performance of these brands. 55% of the brands had less than 5,000 followers and 37.5% of them generated less than 1,000 posts, both deemed not up to the standard required. We recommend Western brands further leverage this platform for brand awareness and demand generation marketing, as it is an ideal channel for promoting fashion, beauty and other premium and luxury Western items, thanks to its user base of young, affluent Chinese consumers – predominantly female.
How Pattern can help
Most of the Western brands reviewed tried to leverage local social channels to engage with Chinese consumers, but only a minority of them could successfully exploit these platforms for their off-platform marketing effort. It comes as no surprise, as social media marketing relies on highly localised content.
For this reason, our local Chinese professionals take a data-driven approach to trading the brands we work with on Tmall Global, leveraging insight to plan and implement social media marketing campaigns and initiatives to support our brand partners’ growth in the marketplace.
We partner with brands through a unique model where we buy our partners’ stock and sell it for them on online marketplaces, such as Tmall, JD.com, Lazada, Amazon, Shopee, Coupang and eBay. As one of the top 5% of authorised Tmall Trade Partners, we provide our brand partners with a comprehensive service that helps them protect their brand in China while driving profitable growth.
Contact us to learn more about how Pattern can help your brand grow in Tmall Global.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
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.