Tmall: China’s Premier Shopping Destination

Introduction

Owned by Alibaba, Tmall is China’s number 1 B2C e-commerce platform (marketplace) with

more than 50% market share. Tmall.com targets domestic retailers and foreign retailers that

already have a Chinese entity. Tmall.hk, or Tmall Global targets foreign companies without any

official presence in China and allows them to sell directly to consumers in China. This

presentation is based on an official document provided Alibaba.

Agenda

China E-commerce Landscape

Introduction to Tmall and Collaboration Model: Tmall.com or Tmall Global

Enrollment and Preparation to Launch on Tmall

Facts About Chinese Netizens

China’s online population reached 620 million by the end of 2013 with an internet penetration of 45.8%. China internet growth is not only in penetration but also in usage frequency.

Urban areas have a higher penetration among the online population while rural areas have more potential to grow.

Mobile

Population reached 500 million by end of 2013

E-commerce Total users reached 300 million in 2013 (half of total online population) Population grew 24.7% during 2013 Mobile commerce accounts for 140 million users

Social media Reached 530 million users by the end of 2013

Because the ratio of mobile population to total population is larger than the ratio of mobile commerce to total commerce, we believe there is large potential for mobile commerce to grow.

Source: CNNIC

China E-commerce: Largest E-commerce Market in the World

China surpassed the US in both e-commerce sales and e-commerce share of total retail sales

Source: Kantar Retail Analysis

E-commerce: 10% of China Total Retail Sales in 2013

E-commerce accounted for 10% of China’s total retail sales in 2013 and is forecasted to reach 20% by 2017

Source: Kantar Retail Analysis

B2C Vs. C2C

China’s B2C sector has enjoyed rapid development in recent years. With the maturity of China e-commerce, the total B2C market is forecasted to take over the C2C market in 2018

Source: Kantar Retail Analysis

Customer Profiles & Insights

Netizens aged 20-29 are the largest online group. In terms e-commerce, they value more on purchase comments & e-commerce site reputation. Older age groups place more value on the brands and price

Source: CNNIC

Agenda

China E-commerce Landscape

Introduction to Tmall and Collaboration Model: Tmall.com or Tmall Global

Enrollment and Preparation to Launch on Tmall

Alibaba’s Mission & Vision

Mission

To make it easy to do business anywhere

Vision

To become the first platform of choice for sharing data To be an enterprise that has the happiest people

To last at least 102 years

Goals for this decade

To create an e-commerce platform that will host:•10 million small business enterprises

•100 million jobs and meet the every day needs of •1 billion people around the world

Source: Alibaba

Tmall: China’s Premier Online Shopping Destination

Launched in April 2008, Tmall was established to fulfill two primary needs:

1. Brand owners’ need for a direct online channel to the mass Chinese consumer market 2. Chinese consumers’ demand for guaranteed authentic, brand-name products

On January 11 2012, Tmall changed its name from “Taobao Mall (淘宝商城 )” to “Tmall (天猫 )”

This reflects Tmall’s status as a stand-alone platform offering premium quality products.

Today, Tmall has become the largest B2C shopping site in China (accounting for over 50% of China’s B2C market) and the premier destination for high quality products; catering to increasingly sophisticated Chinese consumers.

Source: Alibaba

Tmall: China’s Premier Online Shopping Destination

Launched in April 2008, Tmall was established to fulfill two primary needs:

1. Brand owners’ need for a direct online channel to the mass Chinese consumer market 2. Chinese consumers’ demand for guaranteed authentic, brand-name products

70,000 International and Chinese Branded Storefronts

Source: Alibaba

International Brand Flagships on Tmall

Source: Alibaba

Marketing on the World’s Largest Billboard

Tmall is the ultimate platform for Chinese consumers to shop, discover the latest trends, and to research product and pricing information.

This can be leveraged for executing effective promotions and campaigns:

Source: Alibaba

How Tmall Creates Social Commerce Influence

Tmall acts as a big social platform:

• NBA: online community • Weitao: Mobile social commerce page • L’oreal eSkin: online expert consultation

Maximize communication messaging on established SNS platforms

•American Carnival: broadcast via Weibo, WeChat•LACOSTE: co-op with Sina, SNS•11.11: Leveraged celebrities’ social power

Source: Alibaba

Marketing Tools and Exposure Opportunities

Merchants selling through Tmall Global enjoy:

•Exclusive marketing and promotional opportunities•Consumers reassured that genuine product is coming directly from overseas

Source: Alibaba

11.11 ‘Singles Day’, ‘Online Shopping Day’

On this day each year, history is made…

Source: Alibaba

Agenda

China E-commerce Landscape

Introduction to Tmall and Collaboration Model: Tmall.com or Tmall Global

Enrollment and Preparation to Launch on Tmall

Tmall Platform’s Business Structure

Source: Alibaba

Tmall Payment and Instant Messenger Tools

Secure Online Payment Service Instant Sales Messenger

• Alipay is the leading online payment system in China

• Alipay provides an escrow service between Taobao buyers and sellers

• AliWangWang is the most utilized IM tool in China’s ecommerce market

Alipay Payment Process

Source: Alibaba

Tmall Store Application Process

Source: Alibaba

Tmall.com Required Documents

Source: Alibaba

Tmall Global Store Application Process

Source: Alibaba

A digital link to your business in China

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