HONG KONG SAR -�Media OutReach - 27 January 2022 - Global marketplace accelerator Pattern has analysed 40 consumer brands selling on Tmall Global, the cross-border platform of China’s largest online marketplace, to understand and create benchmarks for best practice on the platform. The analysis has been published in the company’s Tmall Global Benchmarking Report that is available for free download.
The report highlights how top brands in three key product categories Baby, Beauty, and Vitamins & Supplements are managing the customer experience delivered on Tmall Global to maximise sales of their products and delight Chinese consumers.
Two brands tied for the top-performing position in the benchmarking ranking, namely Jellycat (Baby) and OUAI Haircare (Beauty), both with a remarkable score of 90.8%. The results highlight how brands selling on Tmall’s cross-border platform must work hard to utilise the features and functionality of the platform to meet the expectations of sophisticated Chinese online shoppers.
Tmall Global owner Alibaba says that there are 100 million active shoppers on the platform, and it has a fast-growing cohort of younger Generation Z shoppers which provides a huge opportunity for Western brands to sell cross-border.
The brands were assessed against a set of criteria that measures how well their Tmall Global flagship store and top three listings performed, including product information, product imagery, branded content, seller proposition & customer service, and brand awareness.
Beauty was the top-performing category averaging a score of 79.7% of the possible marks, while the Baby (77.3%) and Vitamins & Supplements (75.9%) categories closely followed.
14 brands achieved the top five scoring positions, with 83% or higher. They were: Jellycat, OUAI Haircare (90.8%); Jamieson (86.7%); ISDIN, Obagi (85.8%); PhD, StriVectin, Swanson (84.2%); Augustinus Bader, Dr. Dennis Gross, Mederma, OLAPLEX, Pixi Beauty, and Replenix (83.3%).
Pattern sees this result as a testament to Western brands being very capable of achieving a strong presence on Tmall Global by adapting to local customers’ requirements and behaviour. However, the scorecard analysis shows that even brands with a relatively strong presence on Tmall Global can improve their sales performance further with minor changes.
Below are highlights from the report:
“Tmall Global is a marketplace with abundant opportunities but also stiff competition. To thrive there, western brands need to excel in varying aspects; from product content to brand awareness, from customer services to shipping timeframes. Pattern recommends consumer brands take a data-driven approach to trading on Tmall, leveraging insight to support strategic and tactical decision-making at every stage of their Tmall journey.” said Pattern’s General Manager, Asia, Arthur Cheung.
You can download the full report here: https://info.pattern.com/tmall-global-benchmarking-report-2022
Pattern is the ecommerce accelerator of choice for a growing number of consumer brands acting as their Trade Partner or Master Distributor in key markets. It is in the top 5% of authorised Tmall Trade Partners, one of the largest Amazon sellers in the world and also supports brands to sell on marketplaces such as JD.com, Lazada, Shopee, Coupang, eBay and others.
Pattern takes care of every aspect of a brand’s marketplace presence and provides full visibility of key success metrics. Unlike other Trade Partners in the region, Pattern operates a stock-buy model to equally share risk and reward while working closely with brands to build demand for their products and accelerate their Tmall presence.
In addition, Pattern’s consulting team supports brands with their strategic ecommerce challenges, including whether they should sell online in China and which other APAC markets they should expand to online.
For more information, visit https://pattern.com/hk-en/
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The issuer is solely responsible for the content of this announcement.
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