Tmall Marketing: How to Drive Traffic to your Tmall Store

Joanna Perry

July 28, 2020

Off-platform marketing is crucial to your Tmall marketing strategy when you are launching your Tmall store and establishing yourself on China's most important online marketplace. With demand for premium Western brands increasing in the aftermath of COVID-19, if your brand is already being sold on Tmall it's also a crucial time to ensure that you have the optimal marketing mix.

While Tmall has done a great job of expanding the range of marketing types within its platform - including livestreaming, which we talk about in more detail here - it's also crucial to use external marketing channels to build your customer base. 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 store.

As part of the Tmall marketing plan we put together for every client we are the Tmall Trade Partner for, we always include off-platform marketing channels. Below we describe some of the channels we use, and the part they can play in growing your Tmall store sales.

RED and KOLs

Little Red Book - or RED - is a useful channel for raising awareness of new brands and products through paid recommendations by influencers. The social commerce platform specialises is promoting fashion, beauty and other premium Western items to affluent younger women in China’s larger cities.

While the platform has run into some issues in recent years - and temporarily delisted from many app stores - it was still estimated to have 73 million users in late 2019.

We work with micro key opinion leaders (KOLs) to raise awareness of our brands on RED. These KOLs are much more cost-effective to work with than China's nationally famous influencers, and have a following that can be specific to a product category or city.

Influencers must have more than 5,000 followers on RED - and more than 10,000 average post views in the preceding month - to post paid content for a brand. From January 2020 influencers have also had to pay RED a percentage of the fee they earn from brands for paid posts.

WeChat to target older consumers

Its 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.

Like Facebook in the West, as WeChat has evolved it has also been very good at developing its older user base, who may not be reached by other online marketing channels. It has more than 60 million users aged 55 or older; its fastest growing user segment.

While brands with a domestic presence can choose to build a WeChat store within the app, those selling cross-border can direct their brand fans from WeChat to their Tmall Global store.

Viral video translates into Tmall searches 

TikTok – or Douyin in China – is the short-form video social platform that has created a new breed of influencers, and particularly reaches younger consumers. 32% of users in China are under 25, with another 51% in the 25-35 age group.

Douyin had 400 million daily active users in January 2020, up from 250 million in January 2019. The app is important to watch even if you aren’t actively posting brand content or working with influencers who use the platform.

Videos that go viral featuring products quickly translate into increased product searches on Tmall. For example, consumers wanting to buy toys will search Tmall for terms such as “Douyin toys” to find products they have seen in videos. That search term is almost as popular as other generic terms such as “Toys for girls”, “Toys for babies” or “Educational toys”.

Daily engagement with Weibo's huge audience

Weibo is China’s equivalent of Twitter, and brands must register for an official account on the platform, use paid advertising and invest in high-quality organic content if they want to build an audience there and use it as an engagement channel.

With 497 million active monthly users, and 216 million active daily users in 2019, the platform has carved out a niche to differentiate itself from WeChat. Posts must be less than 2,000 Chinese characters, but Weibo also allows live broadcasting, polls, paid posting and paid subscriptions. 

Activity on Weibo can very much complement your Tmall marketing activity through the marketplace's own social network Weitao.

Tmall marketing includes offline activity

While Chinese consumers are some of the most digitally engaged on the planet, there is still very much a place for offline marketing.

Despite China’s fast adoption of all things digital, offline channels including outdoor advertising at public transport hubs and referral programmes utilsiing product experts - beauticians, clinicians, personal trainers etc - can also influence new customers.

QR codes and other trackable links can be utilised to ensure that return on investment for all Tmall marketing is accurately measured, and any product experts or businesses taking part in the referral scheme receive a percentage of the sales that they generate for your Tmall store.

Competition for brand awareness and spend is extremely fierce in the Chinese market, and both domestic and international brands can blow up there quickly if the brand owner is prepared to invest enough in marketing.

We advise brands who are new to Tmall and China that they will need to spend up to 30% of their total projected first year revenue on marketing in order to build brand awareness and establish their Tmall sales at a level where they can move towards profitability.

For more information on demand generation marketing and other aspects of successful Tmall trading download our new Tmall Trading Guide.

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Global Ecommerce Weekly News: 27th September 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.

Global Ecommerce: Weekly News (20th September 2022)

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail]( Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail]( --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail]( THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail]( --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail]( US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail]( Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail]( Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](