(Yicai Global) Sept. 20 -- Alibaba Group Holding Ltd's [NYSE:BABA] business-to-consumer e-commerce platform Tmall has reached cooperation agreements with four well-known Australian healthcare brands to develop an original traceability program to guarantee food safety and attract more young Chinese consumers to the website's global platform.

The four brands, Chemist Warehouse, Health and Happiness H&H International Holdings Ltd's [HKG:1112] Swisse, Blackmores Ltd. [ASX:BKL] and Sanofi Consumer Healthcare, will create the system to allow Tmall Global users to query product information, such as origin and production details.

Overseas healthcare products are now very popular in the Chinese market due to increased health awareness among the nation's consumers. Younger shoppers are the primary market for imported healthcare products. The proportion of young consumers (those born in the 1990s) has increased from 30 percent to 39 percent in the last six months, Tmall data show.

These consumers tend to buy products through overseas agents or cross-border e-commerce platforms, and attach great importance to product safety. Australian healthcare products, by virtue of their consistent high quality, are more sought-after in China.

Australia ranked fifth among the most popular import countries on Tmall, with health-care products representing the most popular type. Tmall Global has imported more than 400 mainstream healthcare brands from over 30 countries to date.