By sales model, China’s e-commerce platforms can be divided into self-operated channels (B2B2C), brand-direct channels (B2C), distribution channels (B2B), social channels, interest-based channels and content channels. Each has distinct characteristics and suits different products and brands.
| Channel Type | Mainstream Channel | Channel Advantages | Suitable Brands & Products | Rating |
|---|---|---|---|---|
| B2C | Tmall Flagship Store | High visibility and traffic; broad consumer reach Low platform cost and strong return on investment Systematic operations with limited manual interference Benchmark brand channel Strong control and alignment with brand plans | Brands with established influence and recognition Full product range | ★★★ |
| B2C | Tmall Global Flagship Store | High visibility and traffic; broad consumer reach Low platform cost and strong return on investment Systematic operations with limited manual interference Benchmark brand channel Strong control and alignment with brand plans | Brands with established influence and recognition Full product range | ★★☆ |
| B2C | JD POP Store | Access to JD’s self-operated logistics network | Brands with established influence and recognition Full product range | ★★ |
| B2B2C | Tmall Supermarket | High visibility and traffic Self-operated logistics with reliable speed Broad consumer reach | Brands with established influence and recognition Standardized products | ★★☆ |
| B2B2C | Tmall TDI | High visibility and traffic Self-operated logistics with reliable speed Broad consumer reach | Brands with established influence and recognition Standardized products | ★★ |
| B2B2C | JD Self-Operated | Strong consumer purchasing power Self-operated logistics with reliable speed | Brands with established influence and recognition Standardized products | ★★☆ |
| B2B2C | JD Worldwide Self-Operated | Strong consumer purchasing power Self-operated logistics with reliable speed | Brands with established influence and recognition Standardized products | ★☆ |
| B2B2C | Vipshop Self-Operated | Clearance platform | Requires strong brand equity | ★ |
| B2B | Distribution Channels | Expand the sales system and reach more consumers Can move products nearing expiry | Brands with established influence and recognition FMCG products | ★★ |
| B2B | Enterprise Procurement | Expand the sales system and reach more consumers Can move products nearing expiry | Brands with established influence and recognition FMCG products | ★☆ |
| B2B | Loyalty-Points Platforms | Expand the sales system and reach more consumers Can move products nearing expiry | Brands with established influence and recognition FMCG products | ★☆ |
| Content | Douyin | Expand the sales system and reach more consumers Advertising value that supports brand image | FMCG products | ★☆ |
| Content | Kuaishou | Expand the sales system and reach more consumers Advertising value that supports brand image | FMCG products | ☆ |
| Interest | Xiaohongshu (RED) | Advertising value that supports brand image Large female user base | No specific requirement | ★☆ |
Next, we will take a closer look at Tmall.
GANDE · Insights