Tmall Global's three cross-border import models work together to help overseas brands expand into the Chinese market

"This year, overseas direct purchase will be officially integrated with Tmall International's business . The three major import models of direct purchase, platform, and self-operation will work together in depth to give full play to their respective advantages and form synergy to better assist the growth of cross-border merchants in the Chinese market. " On September 7, Tmall International General Manager Dong Zhenzhen said at the 2022 Global Partner Conference.

This means that overseas merchants can choose a cross-border import model that suits them, settle in Tmall Global, and explore import business opportunities in the domestic market.

Specifically, for merchants who want to test the Chinese market with a light model, the "overseas direct purchase" model is the most efficient, which achieves the efficient introduction of massive commodities through a flexible overseas warehouse supply chain model. The "platform model" of opening a brand's overseas flagship store is the main position for merchants to build brand awareness and accumulate brand members . The "self-operated model" is an efficient sales position that can incubate hot products faster.

According to Dong Zhenzhen, in the past year, more than 300 overseas brands have successfully tested the "overseas direct purchase" model and subsequently opened overseas flagship stores on Tmall International.

The cross-border import market is still full of opportunities. With the restrictions on cross-border travel, cross-border e-commerce has become an important channel for consumers to purchase imported consumer goods. In the past three years, cross-border e-commerce imports have maintained an average annual growth rate of nearly 20%, and have become an important growth engine for the Chinese consumer market.

In order to work with cross-border merchants to better serve imported consumers, Tmall Global announced this year's new business strategy, focusing on three key words: good products, good service, and fun shopping.

"We will explore new product category trends based on insights into the core import consumer groups." Dong Zhenzhen said that from the perspective of Tmall International, the three key groups are the exclusive experiencers who pursue quality consumption, the urban lifestylers who have family purchasing power, and the young fans of cutting-edge brands who keep up with the trend. The company will incubate more new brands and create potential explosive products based on the needs of these groups.

(Dong Zhenzhen, General Manager of Tmall Global )

The service experience of imported consumption is accelerating. This year, Tmall Global has made great efforts in logistics and distribution, providing merchants with free access to the "Cainiao Direct Delivery" warehouse and distribution service, so that cross-border goods can be delivered to their doorsteps. As of now, 80% of Tmall Global bonded warehouse routes support door-to-door delivery services, covering more than 250 cities across the country.

At the same time, Tmall Global has comprehensively upgraded its customer service system, allowing consumers to experience more professional and warmer customer service. Before sales , the single question-and-answer service has been upgraded to a shopping guide service that can understand consumers; after sales, if there are abnormal situations at each stage of the order, it will proactively call consumers to solve the problem.

Tmall Global has also become more pleasant to shop at. This year, it has successively carried out channel revisions, content innovation, created its own stores for people with vertical interests, and upgraded overseas direct purchases to global exploration.

In addition, in order to ease the operating pressure of cross-border merchants, Tmall Global has also launched a number of business -friendly initiatives to reduce costs and improve efficiency. For example, it collaborated with Alipay to provide cross-border merchants with a rapid repayment quota of more than 4 billion yuan ; it was the first in the industry to pilot a deposit sharing and exemption mechanism, which exempted 50% of the deposit .

It is understood that Tmall Global continues to improve its import infrastructure capabilities, with six overseas direct procurement centers deployed around the world , more than 1.7 million square meters of bonded warehouses, and more than 1,300 international import routes. So far , Tmall Global has attracted more than 39,000 overseas brands from more than 90 countries and regions around the world , covering more than 7,000 categories .

Tmall Global

Overseas direct purchase