China’s e-commerce landscape is dominated by giants like Tmall and JD.com, where brands compete fiercely for consumer attention and loyalty.

However, one of the biggest challenges for brands on these platforms is the limited access to customer data, which significantly restricts their retargeting ability and retail digital transformation in China.

In this article, discover how Huiyuantong (HYT) — the official data bridge provided by e-commerce platforms — and Customer Data Platform (CDP) integration can empower brands to collect, unify, and activate customer data from Tmall and JD.com, unlocking true omnichannel marketing and customer experience.

The Challenges of Data Collection on E-Commerce Platforms in China

For brands entering the Chinese market, launching on major e-commerce platforms like Tmall and JD.com is often the first step.

These marketplaces offer instant access to a massive audience and campaign opportunities, allowing brands to quickly boost brand awareness and sales. (Keep in mind: While having a sufficient marketing budget is an essential driver, it alone does not guarantee e-commerce success.)

In fact, even as the market saturates, many established (and even new) brands still rely on Tmall and JD.com for the bulk of their China sales, with some reaching up to 80% to 90%.

However, while they are essential for growth, as public traffic platforms, they present significant challenges when it comes to collecting and using customer data:

• Data Silos: Customer data exists in each platform as a silo — fragmented from other brand systems, making it hard for brands to see the full customer journey or build unified profiles.
• Limited Data Access: Due to platform rules, brands can typically only access basic order details. Critical information — such as key customer contact details like phone numbers — remains out of reach without official solutions.
• Manual Processes: Even the data that is available often has to be exported by hand, creating repetitive, time-consuming work for CRM teams.
• Strict Privacy Laws: China’s Personal Information Protection Law (PIPL) adds another layer of complexity, with strict rules on how brands can collect, store, and use customer data.

In short, while Tmall and JD.com are powerful sales channels, brands face real barriers to unlocking the customer insights needed for advanced marketing and true omnichannel strategies.

This is where Huiyuantong comes in.

What is Huiyuantong (HYT)?

If you are wondering how to collect customer data from Tmall, Huiyuantong is an official solution provided by leading e-commerce platforms (e.g., Tmall Huiyuantong, JD.com Huiyuantong) to help brands achieve omnichannel operations.
 
It acts as a strategic and technical bridge, enabling brands to access and integrate essential customer data from these platforms into their own systems.

Here’s how it works:

Unlike traditional CRM tools, HYT does not offer a backend interface; it is purely an integration module. After activation and integration, brands can retrieve customer data, such as purchasing data like order information and purchase history.

For personal data (e.g., phone numbers, real names), brands need to obtain explicit customer consent, ensuring compliance with PIPL, before collection.

As the platform-endorsed solution, HYT is more reliable and cost-effective than third-party or custom-built alternatives in the market.

How to Elevate by Integrating Huiyuantong with Customer Data Platform (CDP)

Integrating HYT with a Chinese Customer Data Platform is a game-changer for brands looking to unlock the full value of their eCommerce data. This basically allows brands to integrate marketplaces like Tmall with CDP for unified customer insights.

For HQ Teams

While HYT provides the official, secure bridge to access essential customer data from public traffic marketplaces, a CDP acts as the central hub where all this information — and more from other channels — comes together for centralized analysis and decision-making by the local HQ team.

For enterprises, by connecting HYT to your CDP, you can:

• Break Down Data Silos: HYT centralizes marketplace data, and the CDP consolidates it with data from other sources like WeChat Official Account, WeChat Mini Program, WeCom clienteling, and offline stores. This creates a unified, 360° view of each customer.
• Enable “One ID” Mapping: Only a CDP can map unique identifiers (such as phone numbers) across platforms, allowing brands to recognize and track customers no matter where they interact and convert.
• Unify Loyalty Strategy: Consolidate membership data from the loyalty programs on eCommerce platforms with the brand-owned loyalty program for WeChat Mini Program and offline stores. This integration breaks down the barriers between separate programs — so customers receive consistent recognition and benefits, no matter where or how they engage with your brand.
• Drive Data-Driven Decisions: With all your data in one place, your CRM and marketing teams can make smarter, faster decisions — prioritizing high-ROI campaigns and targeting or retargeting the right customers at the right time.
• Streamline Operations: Automated data flows between HYT and your CDP eliminate manual exports and repetitive tasks, freeing up your team to focus on strategy and customer engagement.

The real power of this integration lies in enabling true omnichannel operations. With HYT and CDP working together, brands can finally connect the dots across online and offline touchpoints, ensuring every customer interaction is informed by a complete, unified profile.

For Sales Associates

For the front-line Sales Associates to access and use this centralized customer data in their daily clienteling, however, brands need to go a step further.

This is typically achieved by building a clienteling WeCom Mini Program that connects with the CDP. Through this integration, Sales Associates using the WeCom Mini Program can view the omnichannel customer data and perform personalized clienteling tasks directly on their devices.

For instance, before this integration, a brand’s Sales Associate in-store would have no visibility into a customer’s purchase history on Tmall. Even if a client had made numerous purchases online, they might be treated as a first-time visitor in the physical store, missing out on VIP recognition or tailored recommendations.

Now, thanks to HYT and CDP integration, Sales Associates can instantly see a customer’s full journey with the brand — including their Tmall activity, loyalty status, and past product purchasing preferences — empowering them to deliver personalized, high-touch service and truly seamless omnichannel experiences.

For Customers

This means a smoother, more personalized experience that not only improves satisfaction but also increases retention and lifetime value.

Considerations for Decision-Makers Before Activating Huiyuantong

• Lay the Right Foundation: Before considering HYT, make sure your brand has established a basic digital presence in China (including being active on Tmall/JD.com, WeChat, and WeCom) — focusing first on building brand awareness and a solid customer base.
• Define Your Vision: Define what you want to achieve with unified data — better targeting, loyalty, or operational efficiency.
• Plan for Compliance: Ensure all data collection and processing aligns with PIPL and other local regulations.
• Invest in the Right Technology: Choose a CDP that supports integration with HYT and other key platforms.
• Prepare for Change Management: Integration projects require cross-functional collaboration and ongoing support.

Want to know if your brand is prepared for Huiyuantong integration? Contact us for the readiness checklist.

How IT Consultis (ITC) Can Support

Activating Huiyuantong and integrating it with a Customer Data Platform in China requires more than just technical know-how. It demands strategic planning, technical and regulatory expertise, and a deep understanding of China’s digital landscape.

ITC can offer comprehensive support at every stage of your China retail digital transformation:

• Strategic Omnichannel Strategy Consulting: We assess your digital readiness, clarify your business objectives, and help you design a roadmap for HYT activation and CDP integration. Our team ensures your local Customer-Data-Platform-of-choice aligns with your short-term and long-term goals.
• Seamless Integration: ITC manages the technical implementation, from HYT setup and CDP configuration to data mapping and automation. We ensure smooth data flows between Tmall, JD.com, WeChat, WeCom, offline stores, and your CDP for a unified customer view.
• Regulatory Compliance: Our experts can support you in navigating China’s data privacy laws, including PIPL, by providing guidance on best practices for compliant data collection, consent, storage, and cross-border data transfer — helping you reduce risk and protect your brand and customers.
• Change Management & Training: We provide tailored training and change management support to empower your teams — ensuring everyone can leverage the new systems effectively and collaborate across departments.
• Ongoing Optimization: After launch, ITC continues to monitor performance, provide analytics, and recommend improvements. We help you adapt to new opportunities and challenges as your business grows.

With ITC’s local expertise and proven methodology, brands can confidently unlock the full value of Huiyuantong and the Customer Data Platform — achieving unified customer insights, seamless omnichannel experiences, and sustainable growth in China.