Dive Brief: 

• Alibaba's Tmall.com, a massive online mall catering to the Chinese market, is looking to help Western brands navigate the system with a how-to guide. 
• Tmall commands approximately half of the Chinese business-to-consumer market, meaning brands looking to reach Chinese shoppers—particularly those not located in cities—need a presence on Tmall. 
• The guide helps users who may not be able to read Chinese understand the policies and procedures of Tmall. 

Dive Insight: 

With $190 billion in online sales for 2012 alone, there is money to be had in the Chinese ecommerce market. Tmall is making a smart move in easing the transition for western brands with their how-to guide. The easier they make it for non-Chinese brands to sell on Tmall, the more commission they will receive.