Just eight minutes into Singles’ Day, Alibaba won the e-commerce holiday with $1 billion in sales. Similar to on Cyber Monday in the U.S., China’s e-tailers use November 11 to lure buyers with discounts and promotions. Consumers spent a totally of $9 billion on mobile and desktop shopping during last year’s holiday. And this year, they spent $2 billion on Alibaba’s platforms in less than twenty minutes after midnight.

With 61% market share, Tmall is the biggest B2C e-commerce platform in China. Surprisingly, global brands are just beginning to realize the importance of their presence on this retailer. Ninety-five percent of Personal Care brands have set up Tmall brand shops, according to L2’s Digital IQ Index: China Personal Care, and 14% of those have been opened in the past 18 months. Furthermore, not all brands in the study are using Tmall’s features to the fullest. For example, just 39% of brands on Tmall feature video and just 35% integrate a loyalty program on their Tmall pages.

personal-care-china-2015-tmall-brand-shop-featuresReviews is one area in which brands are underinvested, with just one in five brands incentivizing users to write reviews.


For more on how global brands can work with China’s largest e-tailer, download a copy of L2’s Digital IQ Index: China Personal Care.

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