1. Tmall: China’s Premier Shopping Destination

2. 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.

3. Agenda
China E-commerce Landscape
Introduction to Tmall and Collaboration Model:
Tmall.com or Tmall Global
Enrollment and Preparation to Launch on Tmall

4. 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

5. 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

6. 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

7. 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

8. 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

9. Agenda
China E-commerce Landscape
Introduction to Tmall and Collaboration Model:
Tmall.com or Tmall Global
Enrollment and Preparation to Launch on Tmall

10. 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

11. 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

12. 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

13. International Brand Flagships on Tmall
Source: Alibaba

14. 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

15. 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

16. 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

17. 11.11 ‘Singles Day’, ‘Online Shopping Day’
On this day each year, history is made…
Source: Alibaba

18. Agenda
China E-commerce Landscape
Introduction to Tmall and Collaboration Model:
Tmall.com or Tmall Global
Enrollment and Preparation to Launch on Tmall

19. Tmall Platform’s Business Structure
Source: Alibaba

20. 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

21. Tmall Store Application Process
Source: Alibaba

22. Tmall.com Required Documents
Source: Alibaba

23. Tmall Global Store Application Process
Source: Alibaba

24. A digital link to your business in China

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