Tmall Global releases new strategy for 2023: good products at good prices, import content upgrade

The restart of outbound tourism is bringing new opportunities to the import market, attracting more overseas brands to increase their investment in cross-border e-commerce.

On May 15 , Tmall Global announced its new business strategy at the 2023 Global Partner Conference, focusing on "good prices, good products, good shopping, and good services" to better serve import users.

As people go abroad to shop and compare prices on Taobao, Tmall Global has developed a new strategy this year to provide consumers with the most competitive prices for imported goods. Import merchants who provide consumers with "authentic and value-for-money" imported goods will receive traffic from public channels such as search and 10 billion yuan in subsidies.

(Dong Zhenzhen, General Manager of the Import Division of Taotian Group’s Brand Business Development Center)

In terms of the supply of imported goods, we will continue to adhere to the principle of "creating new things" and introduce more global imported goods, such as pure beauty products, imported bicycles, sports equipment such as tennis and skiing, motorcycle equipment accessories, lure fishing and other global popular trend products.

"This year is a big year for outbound tourism and imported consumption. With more and more consumers traveling abroad, imported consumption is bound to see greater growth." Dong Zhenzhen, general manager of the import business department of Taotian Group's Brand Business Development Center, said that the rich imported goods need to be presented to consumers in a more interesting and vivid way.

How to help overseas brands and new products tell good stories and introduce them to Chinese consumers efficiently, content is the key. Tmall Global will transform from a "shelf" for imported goods to a "window to the world" for displaying global lifestyles, making it easier for consumers to shop here.

(The live broadcast room of overseas merchants is a place for fan interaction and the launch of new products)

As a place for fans to interact and launch new products, the live broadcast rooms of overseas merchants are one of the content-oriented efforts. Tmall International focuses on supporting the creation of content-based store broadcast benchmarks. The first batch of shortlisted live broadcast rooms will receive 600,000 exclusive traffic support, 1-on-1 coaching and public domain traffic support; Tmall launched the " Amazing Store Broadcast " merchant store broadcast challenge plan before June 18 to make imported live broadcast rooms more flourishing.

By leveraging global resources, Tmall Global will accelerate the layout of overseas influencer ecosystem, allowing bloggers and influencers living overseas to use their cameras to help consumers trace global origins, visit overseas stores, and promote overseas lifestyles. "They are like 'translators' and 'portals' between overseas brands and Chinese consumers, allowing people to experience new overseas products more concretely."

It is worth mentioning that in order to better serve import users, Tmall Global has launched a new super user exclusive club "PURPLE   CLUB”, providing exclusive discounts, customized services, cross-border benefits, etc. for the most senior import users. At the same time, the Tmall International Import Supermarket will be upgraded to the “Tmall International Self-operated Global Superstore”, where consumers can enjoy high-quality experiences such as “hard-core subsidies” for popular products, global next-day delivery, and door-to-door delivery.

In addition, on the eve of Tmall 6 18 , Tmall Global announced a series of support measures for overseas merchants, providing more diversified business positions for overseas brands and providing the strongest subsidies ever for new brands, so that both existing overseas brands and new faces entering the Chinese market can obtain high-quality operations .

Data shows that as the preferred platform for overseas brands to enter China, Tmall Global currently has more than 46,000 global brands. In the past year, it has introduced more than 8,000 new brands and launched more than 4 million global new products. The sales of new trend categories such as imported land surfing, skiing, and cycling have doubled.

Tmall Global

New Strategy