Two Major solution of entering China’s E-commerce Footwear Market

July 25, 2017


There are two vital approaches to enter and be successful on Chinese E-commerce platforms.


Entering Chinese E-commerce via Tmall/Tmall global

TMALL holds the biggest market share in e-commerce market of China at 57%. It mainly focuses on premium brands. This characteristic makes TMALL most expensive e-commerce marketplace in China. For Chinese consumers, high price indicates high quality therefore many customers prefer buying their products from TMALL is owned by Alibaba Group. It provides an opportunity to International brands to open exclusive online stores and directly sell products to Chinese consumers without being physically present in China.


TMALL has invitation-only policy where only qualified international brands can either be invited to join or can apply through a certified third party agency (TP). For more information on how to sell International products through TMALL, please contact local digital marketing agency.


Apart from aforementioned formalities the brand needs to have strong digital marketing strategy catered towards Chinese online customers. The International brands need to gain visibility and build E-reputation in order to have successful presence on TMALL platform.


Entering Chinese E-commerce via Taobao

Taobao is owned by Alibaba Group. It offers largest C2C e-commerce marketplace in China. Taobao allows registered or non-registered businesses to sell directly to consumers. It has more than a million sellers, along with countless product categories. Establishing a store on Taobao is virtually free but the online marketplace is ruled by small sole sellers who compete fiercely on price and honesty and authenticity is an unwritten rule of their trade ethics. Sellers with low budget and low quality products opt for this platform. Taobao also needs strong digital marketing skills to be visible to online customers.


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