Tmall launches dedicated gateway in Taobao app to drive product discovery

Tmall has announced the launch of a dedicated gateway for product discovery through the Taobao app. As of today, app users will be directed to a “Tmall New Products” channel by clicking on the TMall icon in the app. The channel also now features specific subsections to improve customer navigation, including “Most Sought-after New Items,” “The Next New Things,” “Limited Editions” and “New Flagships.” The channel will also be supported by brands and KOLs to provide customers with information and recommendations on new products. In a statement, Jiang Fan, president of Taobao and Tmall said, “Building on our strong track record, we will continue to invest heavily in 2019 to help Tmall brands and merchants attract traffic and infuse innovation into their supply chain management, product development and cross-disciplinary collaboration. Our goal is for Tmall to become the top launchpad for global brands’ debuts. We will provide the necessary support to brands to make their product launches more effective, on target and successful.” As Alibaba Group’s third-party brand and retail platform, Tmall takes the title of the world’s largest B2C online and mobile marketplace. But rather than rest on that position, the company has been making several product launches in recent years including the “Hey Box” product-debut tool and the Tmall Innovation centre in 2017. Both massive successes, TMIC notably halved the company’s product development cycle to nine months and in the last year found that 82% of products tailored for the platform become top-three sales items.