Inspiring Green Lifestyles: Tmall’s Forest Market and Green Consumption Initiative

The Context

As one of China’s largest e-commerce platforms, Tmall recognised the growing importance of sustainable consumption for both consumers and brands. With more consumers seeking eco-friendly options, Tmall partnered with Ant Forest to create a platform that would lower barriers to green living, support brand sustainability storytelling, and engage millions of users in climate-friendly behaviours.

The Initiative

In November 2024, Tmall launched the Tmall Forest Market, a dedicated online green consumption space integrated directly into the Tmall app. Initially developed in partnership with Ant Forest, the initiative built on Ant Forest’s “green energy” system to reward users for browsing, clicking, and purchasing certified green products — linking “green consumption” directly with “green behaviour.”

As the initiative evolved, Tmall expanded its focus from green consumption to a broader “green lifestyle” movement. This evolution included:

• The introduction of the Tmall Green Lifestyle marketing IP, promoting sustainable living as a mainstream lifestyle choice.

• Integration of green standards across the entire product life cycle — from green design and manufacturing to packaging, transport, and recycling.

• Enhanced merchant participation through simplified registration standards based on Ant Forest’s Environmental Friendly Standards, plus new mechanisms such as Public Welfare Products and green cashback subsidies.

• Cross-platform engagement between Tmall and Ant Forest, creating a seamless green experience that empowered both brands and consumers.

Nationwide marketing campaigns, collaborations with NGOs, scientific institutions, and government media ensured the Forest Market gained visibility and credibility.

The Impact

• 10 million+ users (up to June 2025) engaged with the Forest Market in its first phase.

• 100,000+ green consumption orders (up to June 2025) placed.

• Millions of consumers exposed to certified green products.

• Campaigns received endorsement and coverage from key authorities including the National Development and Reform Commission (NDRC), State Administration for Market Regulation (SAMR), and CCTV News.

Flagship campaigns like Tmall Green 618 and Double 11 Little Green Bag encouraged climate-friendly choices with 100 million yuan in green subsidies.

Looking Ahead

Tmall’s vision is to make green consumption a mainstream lifestyle. Through initiatives such as the Tmall Green Lifestyle IP, co-created brand advocacy campaigns, and omni-channel philanthropic innovation, the company continues to empower consumers and brands to act sustainably.

Importantly, Tmall is also collaborating with the CGF China team through the Climate Transition Local Working Group, sharing experiences and learnings from the Forest Market and Green Lifestyle initiatives. These insights will be shared back with the global Coalition, supporting the CGF’s collective ambition to accelerate decarbonisation and promote sustainable lifestyles worldwide.