\n<\/p>\n
HONG KONG SAR –\u00a0Media \u00a0<\/p>\n The report highlights how top brands in three \u00a0<\/p>\n Two brands \u00a0<\/p>\n Tmall \u00a0<\/p>\n The brands were assessed against a set of criteria \u00a0<\/p>\n Beauty was \u00a0<\/p>\n 14 brands achieved the top five scoring \u00a0<\/p>\n Pattern \u00a0<\/p>\n Below are highlights from the report:<\/p>\n “Tmall Global \u00a0<\/p>\n You can download the full report here: https:\/\/info.pattern.com\/tmall-global-benchmarking-report-2022<\/a>\n<\/p>\n
\nOutReach<\/a>\u00a0–\u00a027 January 2022\u00a0–\u00a0Global marketplace accelerator Pattern<\/a>
\nhas analysed 40 consumer brands selling on Tmall Global, the cross-border
\nplatform of China’s largest online marketplace, to understand and create
\nbenchmarks for best practice on the platform. The analysis has been published
\nin the company’s Tmall Global Benchmarking Report<\/i><\/b><\/a> that is available for free
\ndownload.<\/p>\n
\nkey product categories \u2013 Baby, Beauty, and Vitamins & Supplements \u2013 are
\nmanaging the customer experience delivered on Tmall Global to maximise sales of
\ntheir products and delight Chinese consumers.<\/p>\n
\ntied for the top-performing position in the benchmarking ranking, namely Jellycat
\n(Baby) and OUAI Haircare (Beauty), both with a remarkable score of 90.8%. <\/b>The
\nresults highlight how brands selling on Tmall’s cross-border platform must work
\nhard to utilise the features and functionality of the platform to meet the
\nexpectations of sophisticated Chinese online shoppers.<\/p>\n
\nGlobal owner Alibaba says that there are 100 million active shoppers on the
\nplatform<\/a>,
\nand it has a fast-growing cohort of younger Generation Z shoppers which
\nprovides a huge opportunity for Western brands to sell cross-border.<\/p>\n
\nthat measures how well their Tmall Global flagship store and top three listings
\nperformed, including product information, product imagery, branded content, seller
\nproposition & customer service, and brand awareness.<\/p>\n
\nthe top-performing category averaging a score of 79.7% of the possible marks, while
\nthe Baby (77.3%) and Vitamins
\n& Supplements (75.9%)
\ncategories closely followed.<\/p>\n
\npositions, with 83% or higher. They were: Jellycat, OUAI Haircare (90.8%); Jamieson
\n(86.7%); ISDIN, Obagi (85.8%); PhD, StriVectin, Swanson (84.2%); Augustinus
\nBader, Dr. Dennis Gross, Mederma, OLAPLEX, Pixi Beauty, and Replenix (83.3%).<\/p>\n
\nsees this result as a testament to Western
\nbrands being very capable of achieving a strong presence on Tmall Global by
\nadapting to local customers’ requirements and behaviour. However, the scorecard
\nanalysis shows that even brands with a relatively strong presence on Tmall
\nGlobal can improve their sales performance further with minor changes. <\/p>\n\n
\nawareness, each brand’s presence on top social platforms in China was reviewed. Brands can’t rely on on-platform marketing alone to acquire
\ncustomers, as a strong presence on social channels is critical. While the
\nmajority of the brands had accounts on the key social platforms in China, they
\ncould do more to increase their followers, leveraging social channels to
\ncomplement their marketing on Tmall.<\/li>\n
\nfor each brand’s flagship store, the quality of customer services is the
\nweakest link, compared with the accuracy of product information and delivery
\nproposition. Only 10%
\nof the brands had their customer service agents replying to all written
\ncomments on the listings we evaluated. Brands scored much better on another key
\ncustomer service criteria, with 92.5% of brands replying to Live Chat questions
\nfrom customers within just 30 seconds.<\/li>\n
\ninformation there converts them to buyers. A Frequently Asked Questions section
\ncan help to build confidence and trust from existing and future customers of
\nthe brand, but only 32.5% of brands had such a section for all of their
\nproducts we reviewed.<\/li>\n
\ntheir products, but only two-thirds of them provided video thumbnails to show
\nthat a product video was available. Product videos help products stand out as
\nthey educate and entertain consumers, demonstrate the product in use and answer
\nconsumers’ product questions.<\/li>\n
\nparticularly their length, as just 45% of the brands achieved best practices
\nfor all their products reviewed. Maximising keywords used in product titles is
\ncrucial to appear in search results and help new potential customers find your
\nproducts when they may not search directly for your brand.<\/li>\n<\/ul>\n
\nis a marketplace with abundant opportunities but also stiff competition. To
\nthrive there, western brands need to excel in varying aspects; from product
\ncontent to brand awareness, from customer services to shipping timeframes.
\nPattern recommends consumer brands take a data-driven approach to trading on
\nTmall, leveraging insight to support strategic and tactical decision-making at
\nevery stage of their Tmall journey.” said Pattern’s General
\nManager, Asia, Arthur Cheung<\/b>. <\/p>\n