Tmall Global’s decade-long fast track platform paves the way into China for international brands

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In the quiet moments before sleep, Li Miao places an order on her mobile phone for a bag of Ethiopian Yirgacheffe coffee beans and a jar of premium French face cream. The next day, they arrive on her doorstep in China. This seamless shopping experience is made possible by the efficient logistics orchestrated by Tmall Global’s transformative “fast track into China” platform. This pathway not only brings diverse products to the doorsteps of mainland Chinese consumers, but also acts as a catalyst for global brands, propelling them into the vast and lucrative Chinese market at an unprecedented pace.

Established in 2014, at a time of the surge in cross-border online shopping in mainland China, Tmall Global has evolved significantly over the past decade. From its initial offering of 100 overseas brands, it has grown into a powerhouse featuring more than 46,000 global brands from 90 countries and regions, covering 7,000 product categories. This remarkable growth, facilitating access for over 100 million users to imported goods from around the world, is a testament to Tmall Global’s enduring commitment to innovation.

Fast track to China: a decade of innovation

Tmall Global’s fast track into China platform has been a journey of innovation and adaptation. It has revolutionised cross-border e-commerce by establishing bonded warehouses, a strategic move that allowed overseas brands to build a direct connection with mainland Chinese consumers by shipping products in advance.

In 2016, Tmall Global introduced business procurement centres to facilitate direct engagement and collaboration with overseas suppliers. Two years later, Tmall Global underwent a substantial onboarding transformation, shifting from an invitation-only model to an application-based approach. This strategic change aimed to enhance convenience, enabling a broader spectrum of overseas brands to establish their presence on Tmall.