Summary
Taking a business online in China is intimidating. Seemingly endless red tape, a diverse online population, and differences in consumer behavior are all issues a company must carefully consider. Tmall, Taobao's marketplace for licensed brands and China's biggest B2C website, removes certain market entry barriers while offering exposure to a group of 400 million registered users. Online consumers in China have steadfast online shopping habits, and registered Tmall stores can take advantage of Taobao's extensive experience in eCommerce. While there are benefits and conveniences, Tmall will not be the best choice for every type of business: Tmall's highly templated offering means brand creativity remains limited, and it can be hard to launch and maintain a successful Tmall business without on-the-ground support.
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