How to understand and reach the Chinese consumer through Tmall

China is projected to become one of the world’s largest consumer markets as consumption in the region continues to grow exponentially. According to a 2016 study conducted by McKinsey & Company, the majority of Chinese consumers are increasingly interested in buying premium quality products across categories, meaning they are willing to spend more money to ensure satisfaction with their purchases. Forty-eight percent of consumers responded that they would pay at the top of their price range for the best product in apparel, while 51 percent agreed with the statement in regards to fast moving consumer goods and 49 percent in regards to consumer electronics.