Taobao / Tmall Launch Guide for International Merchants

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Taobao/Tmall Guide for International Brands

Dec 2013


China Internet Watch

Introductory CONTENT LEVEL:

This guide is for companies who want to set up an online store on Tmall without having a registered business in China.


INTRODUCTION

•  Tmall, formerly Taobao Mall, the largest B2C platform for online retailers in China

•  Two ways to start a Tmall store 1.  License your brand to an e-commerce/

Tmall operation team like Incitez China 2.  Open directly on Tmall getting help on

store design, marketing and customer service


Content

•  Qualifications and requirement •  Costing •  Taobao/Tmall Set-up •  Q&A •  Contact


QUALIFICATIONS Are you qualified? What requirement should you know?


Qualifications for International Brands

1.  You are a registered company outside China

2.  You are a certified retail / trading company

3.  The product(s) is your own brand or licensed, with purchase invoice


Preferred Tmall Retailers •  Retailers who are in operation for over 2

years with over USD 20 million annual return

•  Large and well known B2C websites •  Brand owners or agents with licensed

brands •  Preferred categories: babies and kids,

healthcare products, apparels and clothing, shoes and bags

•  International well known brands


•  All products must join Tmall’s genuine product protection agreement; products produced or being sold overseas should be delivered by international logistics company via proper custom channels

•  Product pages on Tmall should be in Chinese, with international metric measurements

•  Aliwangwang should be used for online customer service •  Products should be shipped within 72 hours once buyers

complete the transaction via individual package or China free trade zone providing package tracking information

•  Products return location must be arranged within mainland China

Requirements for Products


COSTING

Costs you should be aware of setting up Tmall store


Set-up Cost

Deposit USD 25K

Annual fee of

USD 5K/10K

Store design USD

1K-‐3K


Ongoing Cost

Tmall

Technical service charge

5% or 6% of online sales

Tmall marketing cost

Agency services Marketing service

fee

Conversion optimization

Outsourced online customer service

New product update

Other

Analytics software

CRM cost

External marketing costs such as PPC

Packaging and delivery cost


Contact Incitez China for a detailed cost estimation: http://ciw.me/1cc5vBz Scan the QR Code or access the URL above.


TMALL SET-UP


Submit required info (10 days)

Register Alipay account (7-‐10 days)

Sign agreement and pay deposit and annual fee (7-‐10 days)

Register Tmall account and upload company and product info

Launch online store

Tmall Online Store Setup


1.  Submit company and products information form and wait for about 10 working days for verification

2.  Register Alipay oversea account (Taiwan, Hongkong, Macau, Janpan, South Korea, Singapore and Malaysia could apply online) –  Offline application takes about 7-10 working days

3.  Sign the agreement with Tmall and pay security deposit and service fee. (7-10 working days)

4.  Register Tmall platform international account, fill in company information and upload products info

5.  Launch online store

Tmall Online Store Setup


Q & A


Q&A •  Q: How does international companies

receive the payment from China internet customers?

•  A: When the buyer has completed the payment, the amount will be allocated to a partner settlement bank for currency exchange, and then the payment amount will be remitted into the seller's international bank account once the agreed settlement amount or settlement time is met.


Q&A

•  Q: What are the marketing options •  A: It depends on the products,

business/brand strategy and online marketing strategy. Generally, keywords marketing (similar to Google Pay-Per-Click inside Taobao/Tmall) and display advertising, affiliate programs are available.


Contact Incitez China for a detailed cost estimation: http://ciw.me/1cc5vBz Scan the QR Code or access the URL above.

Need more info?

Business

Taobao / Tmall Launch Guide for International Merchants