Tmall: Gen Z

E-commerce platform, Tmall, connected with Gen Z in China with a virtual spokesperson and online hub built around the audience's shopping behaviours.

Campaign details

Brand: Tmall Brand owner: Alibaba Agency: BBDO China Market: China (Mainland) Sector: Online retail Media channels: Online video, Websites & microsites, Virtual & augmented reality Budget: Up to 500k

Executive summary

To most Chinese Gen Z, Tmall (China's number-one e-commerce brand) was just a shop-and-go platform. No wonder they were less 'sticky' with Tmall vs. other mainstream short video and social content platforms. We found that Gen Z didn't want to be limi

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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