Alibaba Group’s e-commerce marketplace Tmall has launched a dedicated gateway for consumers to find new products on its sister Mobile Taobao app.

Taobao users can click on a Tmall icon to access the Tmall New Products channel, which features creative content and personalised recommendations. The Taobao app has nearly 700 million mobile monthly active users and is opened 7.8 times a day by Chinese users, according to Alibaba.

“Our goal is for Tmall to become the top launchpad for global brands’ debuts,” stated Jiang Fan, president of Taobao and Tmall. “We will provide the necessary support to brands to make their product launches more effective, on target and successful.”

The new channel also means brands using Tmall’s suite of marketing solutions, such as Hey Box or the Tmall Innovation Center, can further extend their reach through the Taobao app.

Launched in 2017, Hey Box has helped drive the product launches for beauty brands such as Yves Saint Laurent Beaute, Giorgio Armani Beauty and Clinique.

Last week, New York-based skincare brand Kiehl’s debuted a new cream on Hey Box, with Tmall shoppers getting a 30-day headstart to pre-order the new product, leading to more than 2,000 jars ordered on the first day of pre-sales, and over 10,000 orders by the end of the week.

“Tmall Hey Box has an influential power on consumers who love to try new products, while allowing brands to command the valuable attention and focus of the Chinese market onto exciting new products,” said Cheryl Vitali, the general manager of Kiehl’s.

Tmall is working with Kiehl’s to identify its target audience for the product, as well as giving out 200,000 product samples to consumers, whose feedback helps the brand modify its product marketing strategies. In the month following the launch, Tmall will continue to monitor sales trends and user input to help the brand adjust their sales and channel strategies, said Jason Chen, the general manager of Tmall Beauty.

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