Let’s face it, you have to master both WeChat and Tmall in order to promote your brand in China. But most brands, even the largest ones, are struggling to perform well on both channels.
Today we’ll dive into how to direct traffic and retain users between WeChat and Tmall.
Why is it so hard to master both Tmall and WeChat?
WeChat and Tmall block each other. On WeChat, users are not able to directly open a Tmall link. Tmall specifically banned merchants to mention anything WeChat related.
Sharing Tmall content on WeChat is also restricted. In order to do so, users will have to copy a code on their clipboard. If another user copies this code and opens the Taobao App, it will automatically open the product page.
These “hacks” enable some interaction between WeChat and Tmall, but they remain a poor user experience.
A last point which makes it difficult for some WeChat brands to move to Tmall is the difference in positioning. While unique brands can stand out on WeChat via influencer marketing, they might find it hard to be visible in Tmall’s search-driven, review-driven and volume-driven ecosystem.
The brand that masters both channels: HomeFacialPro
HomeFacialPro (HFP) is ranked as the number 4 skincare brand on Tmall according to 2019 July 18th Tmall sales ranking, right after L’Oréal, Olay, and Lancome. It was only founded in 2014, launched on Taobao in 2016, and later on Tmall in August 2016. Most products are priced between RMB 100 to RMB 200. It had over RMB 280 million monthly sales on Tmall last month according to Daigou Hunter.
To read the rest of this very in-depth report, please visit the author’s site located HERE. (Source: WalkTheChat.com)