Taobao: The relaunch of Taobao Mall as Tmall.com

Taobao is the world's largest ecommerce platform and in 2008 launched Taobao Mall in China, which allowed businesses to sell online to consumers via a Taobao-branded platform.

Taobao: The relaunch of Taobao Mall as Tmall.com

Lowe

Advertiser: TaobaoBrand: Taobao MallAgency: Lowe ChinaMarket: China

Background

China's Taobao is the world's largest ecommerce platform, with over 200 million users. The consumer-to-consumer shopping site (often referred to as 'China's eBay') was founded by Alibaba Group in 2003. As the consumer market base in China grew and increasingly tech-savvy Chinese consumers began to shop online, Taobao introduced a business-to-consumer platform called Taobao Mall in 2008. This allowed businesses to sell online to consumers via a Taobao-branded platform.

Taobao Mall carried with it the baggage...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands