China's mass local brands are gaining shelf share of Alibaba's Tmall platform while the visibility for western brands is increasingly challenging. Chinese color cosmetic brands now account for 55% of top 10 default search results and 65% of sales-sorted search results, up 14% and 11% YoY respectively, according to a Gartner report.
The report shows Tmall marketing activations are key for driving traffic and brand awareness on the platform. Featured by nearly 40% of analyzed brands, Tmall Super Brand Day and Tmall Hey Box are the most commonly promoted by brands on Chinese social platform Weibo.
Singer-turned-entrepreneur Victoria Beckham is launching her eponymous beauty line on Alibaba Group’s cross-border e-commerce platform Tmall Global this week, marking the brand’s first foray i...
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