alibaba tmall china - operation procedure
DESCRIPTION
TMALL - B2C E-commerce in China. All data from public. Just for acedmic proposeTRANSCRIPT
Supplier Operation Procedure – TMALL in China
Prepared by Charlotte Lee 2013 Oct
• Shop Registration Procedure
• Payment
• Delivery Procedure
• Marketing
Vendor Application Procedure
Seller has Bank account in China
Apply account in Alipay.com
Alipay link up with Seller Bank account
Alipay verification
Alipay Account OPEN
TMALL account application
TMALL regulation & operation exam
Decide either flagship or boutique
Shop name, tag word … etc. set up
SHOP PLATFORM SET UP
Business license & document support
Trade register doc.Brand, logo … co chop
TMALL verify shop information
TMALL cross check government doc
Authorization
7 days 4 days 3 days
Product photo & details
Promotion, Event, Ads
Logic, customer service, invoice…etc
SHOP OPEN
Online Registration Procedure
General Requirement
Attention
1. Business Registration License (Copy + Co chop) 营业执照副本复印件
2. Tax registration form 税务登记证(国税和地税)复印件
3. Trademark Certification 商标注册证明
4. Brand Authorization 品牌所有者出具的授权信和商标使用许可
5. Alipay authorization letter 商户向支付宝公司出具的授权书
1. E-Shop Type Selection: Flagship 旗舰店 vs Franchise 专营店
2. Security deposit: Flagship ¥ 100K, Franchise ¥ 150K
3. Technology Annual Service Charge: ¥ 30K - ¥ 60K (but refundable based
n DSR >4.6 scores
4. Follow Chinese Law
Payment (details as appendix)
Buyer Transaction
1. Pay via Alipay
2. Pay money to Alipay and Alipay will inform seller to deliver goods
3. Buyer will inform Alipay to transfter money to seller
SellerTransaction
1. Request using Alipay in shop
2. Receive notification from Alipay and deliver the goods
3. Receive money from Alipay and complete the order
Marketing in TMALL
Free-Of-Charge Service Paid Service
SEO, Community, Fan “Hot” sell shop
Click apply link, my favorite function Ads, banner
VIP buyer club, VIP shop list CRM system
Coupon, Trial sample forum, Gift after reach certain sales amount
Tao $$ scheme Discount “Time”
Official events & promotion activities Official e-magazine ads
Prepared by Charlotte Lee 2013 Oct
THANK YOU• This presentation focus on how TMALL operate in China.
• Other B2B and B2C platform operation system will be
summarizing and compare in last section
• New brand + e-commerce strategy in China
Appendix
Apart from the usual inclusion of product name, image, image enlargement, price, delivery info and ‘Buy Now’ and ‘Adding to Shopping Cart’ buttons, the page tries to list every possible thing a buyer could ever think about: specifications, product information, product function, a comparison of various product versions, product features, cross-sell banner, customer service hours, purchasing notes (about purchasing process, return and exchange, delivery), photos of packaging and invoices, customer review, quantity sold monthly, service quality (as scored by TMall and users) and recommended products.
Appendix
a standard TMall feature box with more seller information including scores for the consistency of product description(4.8), attitude of service staff (4.8) and shipping speed (4.8).
Appendix
the page does a good job by listing all shopping details and ever more nicely sitting on the top of the page, a progress bar indicating the 4 steps buyers need to walk through in order to complete a purchase: Checking shopping cart, check out, payment with Alipay (TMall’s default payment method, but options for other methods are available), verification of delivery and leaving a comment.
Appendix
PaymentOnce logged into the account, users need to fill in and confirm their billing and delivery address before making a payment.
Appendix
On the payment page, users can pay online with Alipay if they already have an account, otherwise they will be asked to register an Alipay account, or choose from many other options supported by Microsoft TMall store such as Alipay card, credit card and cash on delivery.