Date: 20/11/2015

Case Study: Royal Mail Tmall Global Store

Market Analysis

Royal Mail Tmall Store – Homepage

Simple message: Direct shipping for the UK, 100% authentic products guaranteed

Market Analysis

Royal Mail Tmall Store – Product Drop Down Menu

Product category and brands are listed in the same drop-down menu

Market Analysis

Royal Mail Tmall Store – Milk

As the best-selling product category, milk powder has a special page

Market Analysis

Royal Mail Tmall Store – About Royal Mail

Market Analysis

Royal Mail Tmall Store – Product Category/Brand/Sales

CATEGORY SUB-CATEGORY BRAND SALESBefore Singles Day

SALES1 Day After Singles Day

Milk Powder Baby Milk PowderAptimal

329,060€ 692,142€Cow & Gate

Cosmetics

Personal Care/Hair Care Grow Gorgeous

91,055€ 112,274€SkincareWorkwithwaterHand ChemistryJivesse

Slim MetaburnOrganic Food Food Suppliment Linwoods 2,254€ 2,372€Jewlery Bracelet Halcyon 157€ 157€

Fashion/Shoes/Accessories

Men's Shoes Clarks 5,183€ 5,558€Women's Shoes Clarks 5,863€ 6,028€

Child Clothes

Early Days

1,375€ 1,375€Pixie DixieBrinley Lad FstLong Wave ApparelLittle Lord & Lady

Accessories Cavenagh London 0€ 58€

ElectronicsMobile Phone Casa Snugg

309€ 367€iPad Case/Laptop Bag Snugg

Bycicles Foldable Bycicle Brompton 4,260€ 4,334€

CollectablesStamps Royal Mail

783€ 4,942€Collectables Royal Mail

TOTAL 440,299€ 829,618€

Market Analysis

Royal Mail Tmall Store - % of Sales Per Category (Pre - Singles Day)

Before Singles Day 1 Day After Singles Day

Market Analysis

Royal Mail Tmall Store - Summary

• Launched in May 2015

• 8 Product Categories; 15 Product Sub-Categories; 21 Brands; 129 Products

• Low value – High volume strategy: The majority of sales come from milk powder and cosmetics

• Total sales was about €440,000 before Singles Day and €830,000 after Singles Day, achieving growth of 88%

Important Lessons:

• Food and cosmetics sell better – they generate repeat purchase

• Famous brands sell better

• Joining the Singles Day campaign is very important, particularly for FMCG

• Choose the right product categories mix is crucial

• Some products can be better represented with their own brand store

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