.
Few Chinese consumers would notice that when they shop from a non-Chinese brand on Tmall, they are interacting with a brandâs local Tmall Partner instead of the brand itself.
A typical shopping journey to get a pair of Air Jordan sneakers or Diesel jeans on Tmall looks like this: a style-conscious twentysomething spots a cool social media post, goes to the Tmall product page and clicks on the coupon banner before finalising the order. The order is then confirmed by the e-commerce team, noted in the inventory system, added to the daily sales report sheet, sent to the warehouse team and taken off the stock shelf for package preparation. These steps would be executed and managed by the brandâs Tmall Partner.