Jan. 18, 2018 – On Monday, Alibaba-owned Tmall updated its “Tian Zi Hao”, or “Number One” planning initiative, which helps over one thousand Chinese brands develop global business. The initiative launched Jun. 12, 2017, and is formally called Tmall Chuhai.
On commencing, Tmall Chuhai was a new e-commerce platform for Chinese exporters founded by Alibaba. Relying on Tmall’s Big Data and Alibaba’s robust supply chain to serve consumers world over, emphasizing Southeast Asia and India.
Yue Leng, director of Tmall Hong Kong, said the project would help brands such as The Palace Museum and Ebrumbrella, exploit the global market. The strategy not only makes traditional Chinese culture more familiar to Chinese ex-pats, it also aims to encourage Chinese trends worldwide.
At the close of 2017, Tmall data showed that sales of brands involved grew by more than eighty percent. This signals a shift in the foreign conception of Chinese goods as tea, silk, and porcelain. Canadians are rushing to purchase Bosideng down jackets, a Chinese brand involved in the project that’s giving competition to Canada Goose.
Shanghai’s Jahwa Corporation, a cosmetics producer, also wants to exploit global markets via Tmall Chuhai. Wei Yu, Director of Jahwa, states, “To match Tmall Chuhai planning, Jahwa founded a special department to achieve this goal. We not only want to sell our products via Tmall Global, we also want to build our own brand, connect with consumers, and know preferences of the global market.”
Although Amazon and Alibaba both have global development initiatives, that of Alibaba prioritizes infrastructure including distribution centers and global logistics.
Peng Liu, GM of the International Business Department at Tmall Global, states, “What we need to do is train the infrastructure and logistics specialists who make global commodity circulation efficient on today’s e-commerce platforms.”