The largest summer sale in China is rapidly approaching... Tmall's "6-18" event.
One interesting change is how they're unifying cross-store coupons: 30 RMB off every 200 RMB spent. In the past there were always multiple variations of such coupons so this will be less complicated to both shoppers and merchants.
Does that mean they can spend 200 on some other store and get 30 off in my store?
Fortunately the Alibaba's platform is reasonably fair with coupons.
The coupon amount applied to each store is proportional to the shopper's total order. If the shopper bought a bunch of stuff and the products from your store took up a third of their total order, only 10 RMB of the total 30RMB coupon would be applied to your store.
Should brands and stores participate in this?
Absolutely. "30 off every 200" really means "max 15% off." If they spend 390RMB, they still only get 30RMB off, which ends up being only 7.6% off.
In exchange, you'd be gaining much more exposure through various event spotlights as well as better search rankings.
If you don't participate, your competitors would gain this edge against you.