Handing your Tmall store to a TP agency is the moment most SME fashion brands lose control of their brand in China. Not because TP agencies are dishonest — but because the brief is almost always inadequate. A TP optimising for GMV without clear brand guidance will discount products, approve off-brand creative, and respond to reviews in ways that actively damage the positioning you spent months building.
What a TP Agency Controls Daily
- Product pricing and promotional mechanics
- Store creative — banners, product pages, seasonal visuals
- Product listing copy and attribute tags
- Customer service responses — tone, speed, resolution offers
- Campaign participation — which Tmall promotions to join, at what discount
- Ad spend allocation — which products to promote, which keywords to bid
Every one of these touches brand positioning. Without guidance, the TP defaults to category norms — which may be completely wrong for your brand.
The Brand Brief: What to Include
| Section | What to specify |
|---|---|
| Brand positioning | One paragraph in Chinese: who the brand is for, what it stands for, how it should feel. Include 3 brand adjectives and 3 things the brand is NOT. |
| Pricing rules | Minimum discount floor, which SKUs can never be discounted, promotional calendar approval process. |
| Visual standards | Approved colour palette, photography style. Include 5-10 reference images. |
| Copy tone | On-brand and off-brand copy examples in Chinese. Do not leave tone guidance in English only. |
| Customer service protocol | Response templates for common situations. Escalation path for complex issues. |
| Approval process | What requires brand sign-off. Response time commitment from both sides. |
Operational Rhythm That Keeps Control
- Weekly: 30-minute call with TP account manager. Review previous week GMV, upcoming promotions, creative needing approval.
- Monthly: performance review — conversion rate, customer service score, review sentiment, ad performance vs targets.
- Quarterly: creative refresh — seasonal banners, product page imagery, listing copy updates.
Brands that establish this rhythm in month 1 consistently maintain stronger brand positioning than brands that check in quarterly and find the store has drifted.
Our e-commerce team acts as the brand’s representative — managing TP relationships, approving creative, and ensuring daily operations stay aligned with brand positioning. The r/Marketing_China community has candid discussions on TP management. Our colleagues at Ecommerce China Agency publish TP guidance regularly. Follow our LinkedIn page for TP management case studies.
About Fashion China Agency
Fashion China Agency manages Tmall Global operations for international fashion brands — TP selection, brief development, and ongoing brand oversight. We act as your eyes and ears in China, ensuring daily e-commerce operations reinforce rather than erode brand positioning. Based in Shanghai.
Philip Chen is co-founder of GMA (Gentlemen Marketing Agency), one of China’s leading independent digital marketing agencies. Over 12 years working with fashion, beauty, and lifestyle brands on China market entry. Connect on LinkedIn.