If you want to sell cross-border into China via an ecommerce marketplace, it basically comes down to two choices: Tmall vs. JD.com.
George Gallate, CMO and EVP of Global Development for Merkle, says that with both of those options, you tend to not have the same control as you would as an ecommerce merchant in the U.S.
This is why Gallate recommends the addition of their own dot-com (or .cz) site when you enter the Chinese market – even if you’ll get a majority of your sales from the marketplaces. Gallate also recommends using Baidu – China’s equivalent of a Google on steroids – to ensure you’re getting traffic to all your sites.
In this video, Gallate explains the difference between Tmall and JD.com, and what that means to you, the merchant, if you’re planning to sell cross-border into China.