Alibaba’s cross-border e-commerce site Tmall Global unveiled its new business strategy on Wednesday ahead of the June 18 shopping event. TG recognizes the potential for significant growth in import consumption by offering competitive prices while transitioning from a pure low-price focus to a balance between quality and price. 

Key strategies include lower prices, discount channels and live streaming. 

The platform will also expand its range of global brands and introduce new merchants. The focus is on upgrading services and offering discounts, global next-day delivery, and door-to-door experiences to make TG China’s import destination in a content-driven e-commerce landscape.