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Most western orgs that have heard of Tmall wonder how to set up a store. (link the last four words to our page with the "Tmall" deck) But for those thinking of leveraging the world's largest e-commerce platform to reach Chinese consumers, it's never too early to consider how such consumers buy.
Citation preview
Things
Chinese Shoppers
Check Before Buying on
Tmall
5
Suppose someone in China wants to buythis yellow jacket online. !!They’re highly likely to go to Tmall’s home page and search for a North Face Jacket using brand name key terms such as“The North Face” in the search bar.
Shoppers can also go to the side bar on the home page and click on “Men/Sports/Outdoors” and then select “Jackets” to find The North Face brand products available on Tmall.
Now shoppers can click The North Face logo, amongst other brands, after searching for “Outdoor” and “Jackets”
After clicking on The NorthFace logo, they’ll see thispage of products.
They will also see two identical North Face jackets… …which one will they choose?
From the Flagship Store
Not from the Flagship Store
1. Official Flagship Store
Many Chinese consumers will feel more secure buying the jacket
from The North Face’s OFFICIAL FLAGSHIP STORE
- even though it is a bit more expensive.
When the Store name includes “官⽅方旗舰店” or “旗舰店” ,
it means it’s a flagship store.
Product page from the official flagship store
2. Reduced prices
Can you see the discounted price? !
This is something Chinese shoppers focus a lot on when buying on Tmall. !
If they see a good deal, they’ll often buy it right away.
3. Shipping Fees
Same product, but different stores shipping to Beijing: !
From The North Face flagship store, shipping is free.
From the non-flagship store, regular shipping is ¥ 6.00, and express service is ¥25.00.
4. Ranking
There are 3 different rating scores: • Product: If the description
of the product on Tmall matches the product received.
• Service: The level of customer service.
• Shipping time: Time the seller takes to send the product to the shipping company.
RED means above average and, GREEN, below average.
As you can see, the store on the right is the one with better scores.
5. Evaluation
The evaluation is composed of the comments made by the buyers about the product & service. !Chinese shoppers pay a lot of attention to this and it’s also part of the ranking - it serves as a guide for other buyers. !Note: This feedback cannot be deleted by the seller. It will be the point where the final decision will be made to buy that yellow jacket or not.
This picture shows the Evaluation area from the non-flagship Tmall Store - there’s only one comment and one response from the agent. !In comparison with the picture above, the The North Face’s flagship store had 33 comments, making the evaluation much more valuable for Chinese shoppers when buying this yellow jacket, or any other product on Tmall.
Extra…
From the flagship store Same picture on non-flagship store
Notice how the non-flagship store has copy and pasted The North Face’s original content onto their own store…
…but at least they had the decency to place a watermark overtop notifying shoppers that it isn’t their content.
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