Exactly, sorry - should have explained this. While aliexpress etc. are similar to Amazon marketplace, the tmall.hk site is geared towards trusted, foreign brands and big shops. You can setup a very distinctively looking shop, maintain your brand and standing out completely from the surrounding hosting site.
You are not allowed to open a tmall.hk shop unless you are a globally recognized brand or a shop that makes at least xx million € of revenue a year, its more or less invite only. Its a premium platform.
The reason Alibaba did this is that chinese people don't trust their own brands and shops, so for certain goods where safety is important and luxury goods they flock to foreign brands.
