In China, the game is changing fast and the big platforms aren’t just fighting for traffic anymore. They’re fighting to become brand accelerators.

Ladies and gentlemen I am Olivier VEROT founder of GMA 15 years expertise in Marketing in China.

I will explain the big battle now 😉 big giant Tmall, JD, Pinduoduo, are in a all Into win over international brands not just by offering shelf space, but by working on growth with deep resources, better tech, and unprecedented merchant support.

This is not the old “more sellers, more GMV” play. This is about “branding”

building real brand equity in China’s most competitive Market .

Let’s break it down. 😉

Tmall: From Marketplace to Brand Incubator

Tmall isn’t playing around. In 2025, they rolled out what they call “unprecedented” support: rebates, free traffic, extended launch cycles, and performance-based perks. Translation? They’re investing with you, not just in you.

Their pilot rebate program saw 90% of brands grow double digits. MUJI alone saved over 3M RMB in costs while seeing a 40% YoY sales bump. Tmall then expanded this to all categories. The message is clear: if you’re a serious brand, Tmall will be your growth partner, not just your landlord.

Campaigns like Tmall Super Launch helped push 34,000 new products past the 10M RMB mark in 2024. This is brand acceleration at scale.

JD.com: From Retailer to Relationship Builder

JD is having its “renaissance “momentum”. After a strong Q4 in 2024 (13.4% revenue growth), they’re doubling down on premium brand experience.

How? By tightening the loop between logistics, loyalty, and branding. Think exclusive collabs, VIP delivery, smart placement and a growing reputation for being the “white-glove” service of Chinese e-commerce.

If you’re a global brand that values trust, fast delivery, and curated positioning, JD isn’t just a sales channel it’s a relationship channel.

🔥 Pinduoduo: The challenger with 100 Billion Yuan investment

Pinduoduo used to be known for rock-bottom prices. Now? It’s the platform funding China’s next brand explosion.

They’ve pledged 100 billion yuan (~$13B USD) over 3 years to help brands grow subsidies, logistics support, SaaS tools, and even capital injections.

For small or mid-sized international brands, this is gold. Pinduoduo is rolling out the red carpet for newcomers who want fast traction and real ROI.

Popular “branding” platform in China : Douyin and RED

🎬 Douyin: Content. Entertainement and eCommerce.

With over 3.5 trillion RMB in GMV last year, Douyin has officially graduated from short videos to full-blown commerce powerhouse.

It’s no longer about dance trends and viral filters. Douyin is now the most dynamic sales engine in China—with KOL matchmaking, in-house ad tech, product seeding programs, and ultra-precise audience targeting.

If you’re a brand with a story and a good product Douyin’s ecosystem lets you turn views into sales, fast.

💄 Xiaohongshu (RED): The Premium SM Forget mass-market.

RED is where aspirational living meets e-commerce. It’s the go-to for beauty, fashion, lifestyle and it speaks directly to young, affluent Chinese women.

Xiaohongshu.com

With branded content studios, co-creation campaigns, and trend reports, RED helps brands create cultural relevance, not just sales pages.

If you want to build love, loyalty, and luxury positioning, RED is your runway into China’s trend-driven consumer elite…

🎯 Final Thought: The Platforms Are Now the Partners

The narrative has changed. China’s top platforms aren’t just digital shelve they’re growth engines. Each one offers a different strategic edge, but all are investing in brand success, not just seller numbers.

If you’re ready to play smart in China, pick your platforms not just based on traffic, but based on how they can fuel your long-term brand vision.

Want tailored insights for your brand strategy in China? Let’s break it down by category, channel, or budget.