Modern Marketing

Alibaba launches English language website for brands to reach Chinese Tmall users

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By Charlotte McEleny | Asia Editor

June 27, 2019 | 3 min read

Alibaba has made a major move in increasing the opportunity for foreign brands to sell to Chinese consumers, with its first Tmall website in the English language.

The website explains how brands can set up stores on the e-commerce platform, via its flagship store option and use its Tmall Overseas Fulfillment (TOF) service that helps brands sell to Chinese consumers online without launching their own delivery and fulfillment systems.

Alibaba 2018

Alibaba seeks more brands for Tmall with English launguage website

Yi Qian, deputy general manager of Tmall Global, said: “Tmall Global’s mission is to connect high-quality international brands across the globe with Chinese consumers. We believe the launch of this English-language website will expedite the process for brands and merchants to introduce their products to Chinese consumers. The website will widen our reach to merchants, especially to those medium and small sized businesses around the world.”

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According to Alibaba, Tmall Global already has 20,000 international brands in over 4,000 categories from 77 countries and regions. It expects this new move to accelerate those numbers further, as it will allow brands to directly get in touch with the company.

The new website will be used as a way to funnel new brands into a conversation with Alibaba, so the e-commerce company can assign staff to help brands set up shops.

Alibaba is increasingly making connections between consumers in China and e-commerce outside the country. The launch of Tmall World saw the company connect its services with Chinese speakers outside the country.

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