China's mass local brands are gaining shelf share of Alibaba's Tmall platform while the visibility for western brands is increasingly challenging. Chinese color cosmetic brands now account for 55% of top 10 default search results and 65% of sales-sorted search results, up 14% and 11% YoY respectively, according to a Gartner report.
The report shows Tmall marketing activations are key for driving traffic and brand awareness on the platform. Featured by nearly 40% of analyzed brands, Tmall Super Brand Day and Tmall Hey Box are the most commonly promoted by brands on Chinese social platform Weibo.
Singer-turned-entrepreneur Victoria Beckham is launching her eponymous beauty line on Alibaba Group’s cross-border e-commerce platform Tmall Global this week, marking the brand’s first foray into the China market.
Tmall is China’s leading online commerce destination for beauty brands.
The Gartner report suggests brands should:
optimize product descriptions and target paid me...
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