FSN ASIA-Behave Global Selected as Partner of Chinese 'Tmall'

[Asia Economy Reporter Jang Hyowon] Behave Global, a subsidiary of Future Stream Networks (hereinafter FSN), a comprehensive digital marketing specialist company, has acquired the official partner (TP, T-mall Partners) status of China’s Tmall, the world’s number one e-commerce sales platform.

Through obtaining this TP status, Behave Global can now officially support domestic brands wishing to enter the Chinese e-commerce market with their Tmall store openings and operational management services.

Recently, Behave Global collaborated with agency partner Kauli Oblis to complete the establishment of dedicated e-commerce teams in Beijing and Weihai, China. Accordingly, it plans to provide comprehensive one-stop services covering store openings, operations, logistics, and promotional marketing on Alibaba-affiliated platforms such as Tmall and Taobao for domestic brands aiming to enter the Chinese e-commerce market.

In addition, considering the rapidly growing demand in the Chinese e-commerce market amid the COVID-19 pandemic since last year, Behave Global has taken proactive measures. Earlier this month, the company expanded its business division by onboarding the CEO and key personnel of Hipster Cat, an official vendor of Xiaohongshu, a social networking service (SNS)-styled shopping platform currently wielding significant influence in China’s cosmetics, food, and apparel categories.

Jinseong Park, head of Behave Global, stated, “With Hipster Cat joining, Behave Global’s business capabilities now cover not only Tmall but also Xiaohongshu store openings and operations. This synergy will accelerate the next step for brands verified in the Chinese direct-to-consumer market to enter Tmall more swiftly. We plan to create the most efficient process for targeting the Chinese e-commerce market by discovering and verifying more quality domestic brands and considering their entry into the local Chinese market.”

Behave Global is a subsidiary of FSN ASIA, FSN’s overseas business corporation, responsible for global marketing of prominent domestic and international brands targeting Greater China and English-speaking regions. In particular, it holds first-tier official marketing agency status for leading Chinese platforms such as TikTok, Tencent, and Weibo, providing comprehensive support for domestic brands aiming to enter the Chinese market, including platform store openings, operations, logistics, and promotional marketing.