The most common error people make when thinking about entering China ecommerce....
Assuming that Tmall stands alone. It doesn't.
Tmall is a STATUS SYMBOL in something much larger…a place where 670 million people begin and end their journey to buy nearly everything under the sun. That place is Taobao.
Taobao has 80 million active store fronts and is a unique and all-encompassing experience. It is C2C, B2C, M2C, DTC, B2B, B2B2C, M2B, M2B2C, M2B2C. It is not EBay. It is not a flea market.
Every permutation of buying and selling between individuals in China is represented. Here I can buy direct from brands AND factories.
When shopping, 90%+ of Chinese consumers use mobile Taobao to browse, interact, purchase, and write reviews. This is because Taobao is a platform where you can get access to ALL Alibaba channels (e.g. Tmall, Tmall Global, Tmall Supermarket, Suning, etc).
It's an 'All Inclusive' platform. The largest and most successful online marketplace on earth. If you don't believe me, simply take a look at Alibaba's annual report or analysts who cover it.
Look for GMV data for every channel owned by or integrated into the Taobao marketplace. Then add up the numbers.