The Chinese ecommerce titan is launching a ‘brand incubation’ programme to increase the number of international brands it offers on its Tmall platform and increase the engagement of those already selling on it.

The online retail group will offer a raft of measures to “to help brands flourish in China”, including an English-language customer-service system and a pledge to have any new brand’s storefront live on the Tmall website within 30 days of registration.