Tmall Global adds 2,600 new overseas brands for 11.11 event

Tmall Global is planning to add 2,600 new international brands, with more than 2,000 overseas products, in time for China's 11.11, or Singles' Day, shopping festival.

The number of new brands launched on the platform increased 125 per cent year-on-year, with Tmall's president of import and export Alvin Liu stating that COVID travel restrictions have caused "significant growth" in demand for imported goods amongst Chinese consumers.

“International brands need a trusted channel for reaching Chinese consumers, while domestic shoppers are looking for ways to buy more quality products from abroad - our capabilities in consumer analytics, logistics, channel management and marketing support are making Tmall Global the premier meeting place for this activity.”

Tmall Global has set up livestream studios in bonded warehouses and regional industrial parks, where hosts interactively demonstrate imported products with viewers. The studios will be expanded to another 10 cities in China, including Hainan and Shanghai, in the coming year.

These sessions will include subsidies and promotions, such as offerings from Alibaba’s value-for-money branded product platform Juhuasuan, to increase import consumption.

The company also announced the rebranding of Tmall Overseas Fulfilment (TOF) as Tmall Global Discovery Mall.

Launched in 2014, Tmall Global is an extension of Alibaba Group’s Tmall platform to address the increasing Chinese consumer demand for international products and brands.

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