A marketer's guide to Tmall 天猫

Tmall is huge. Alibaba’s B2C market place has 500 million users and commands roughly 60% of the B2C space in China. Its site hosts hundreds of thousands of international brands and is reportedly the world’s third most visited website.

It can be no surprise then that international brands are clamoring for a presence on Tmall’s virtual store. However, the vast scale of the site can be daunting for marketers, as can the different business and advertising models on offer as well as the variety of trusted partners.

Designed by Marketing-Interactive, a pan-Asia media & events brand that is passionate about the progression of marketing, this online course aims to equip you with the necessary knowledge and skills to:

Get an strong understanding of what Tmall can offer your brand
Understand what a trusted partner has to offer, and how to choose the right one
Use the tools and features on the platform effectively
Learn the dos and don’ts of an effective Tmall advertising campaign

Attend this course if you want to:

Gain an understanding of the various Tmall sites and which one would fit your brand best
Learn how to develop an authentic ad campaign in Tmall's saturated market
Understand how to effectively use live streaming on the site to maximize your potential growth
Run an effective campaign with KOLs
Know the different advertising models on offer, and which one to best suit your needs

Video recordings and teachings from a leading expert
Prepared simulation and exercises
Materials for reference and self study
Case studies and best practices that prepare you for situations you may face

Course Syllabus

Module 1

Module 1: A road map to the multiple Tmall sites

A break down of personality of
- T-Mall classic
- T-Mall global
- Luxury pavilion

Module 2

Module 2: Trusted partners

What do trusted partners do for Tmall and you?
What are the services that TPs offer?
How to spot a good TP? What to look out for?

Module 3

Module 3: Overview of different models

Branded flagship store
Multi brand store
- Tmall Global Web2Web (W2W) program – benefits and requirements
Business models
- Brands B2C
- Merchants B2C
- Merchants looking direct B2B2C

Module 4

Module 4: Store and product pages

What does an effective design for a brand store look like?
What does an effective page design for a multi-brand store look like?
How to design a product page; the do’s and don’ts

Module 5

Module 5: Driving website traffic

How to develop organic web traffic
A look at the paid traffic options
- Zhitongche SEM
- Taobaoke Affiliate
- Diamond Booth Display Ads
- Pinxiaobao DSP Ads
- Super Recommendation Retargeting Ads
- Juhuasuan Group-Buying Ads
- Zhitongche SEM
- Taobaoke Affiliate

Module 6

Module 6: Live streaming on Tmall

Live streaming as a tool for brand introduction – do’s and don’ts
Examples of interactive elements to a live stream
Case study of a successful live stream

Module 7

Module 7: Tmall campaigns

What are Tmall campaigns?
What are the different campaigns available on the platform?
A look at a typical Tmall campaign time table
A look at the Tmall calendar of campaigns

Module 8

Module 8: Assessing the success of a Tmall campaign

The do’s and don’ts of a campaign
How to assess the effectiveness of a campaign
How to succeed in customer retention

Practical application

The course avoids theory-heavy lectures, and instead offers learning in practical, bite-sized modules that participants can complete in their own time.

High quality materials

Participants gain access to expert materials and step-by-step training to prepare themselves and guide others in specific situations with in-depth guidelines and scenarios.

Flexible and mobile learning mode

Materials are available 24/7 online, so participants can access the course in their own time. Our Uniqskills programmae will remember their progress, so they can come back to it when it suits them and revisit the course whenever they need.

Good investment

An online course saves time and money compared to traditional face-to-face events or expensive consultants.

Certificate of completion

The self-assessment quiz allows participants to test their knowledge, and upon completion, receive a certificate documenting their professional development.

You will take part in