Alo’s Tmall launch illustrates how established demand can become sales when consumers finally have a trusted official channel. Its reported results should not be treated as a cold-start benchmark for every international brand. Other cases in the account show different routes: concentrating limited resources on proven products, explaining unfamiliar technology, or addressing a narrowly defined customer need. We explore what these approaches mean for China marketing, from connecting Chinese social media with commerce to choosing creators and measuring repeat purchases. The practical priority is to identify the customer’s biggest obstacle and build a launch around removing it.