TMALL - B2C E-commerce in China. All data from public. Just for acedmic propose

1. Supplier Operation Procedure –
TMALL in China
• Shop Registration Procedure
• Payment
• Delivery Procedure
• Marketing
Prepared by Charlotte Lee
2013 Oct

2. Vendor Application Procedure
7 days
4 days
3 days
Seller has Bank account
in China
TMALL account
application
Business license &
document support
Product photo &
details
Apply account in
Alipay.com
TMALL regulation &
operation exam
Trade register doc.
Brand, logo … co chop
Promotion, Event,
Ads
Alipay link up with
Seller Bank account
Decide either flagship
or boutique
TMALL verify shop
information
Logic, customer
service,
invoice…etc
Alipay verification
Shop name, tag
word … etc. set up
TMALL cross check
government doc
Alipay Account OPEN
SHOP PLATFORM
SET UP
Authorization
SHOP OPEN

3. Online Registration Procedure
1. Business Registration License (Copy + Co chop) 营业执照副本复印件
General
Requirement
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
Attention
3. Technology Annual Service Charge: ￥30K - ￥60K (but refundable based n
DSR >4.6 scores
4. Follow Chinese Law

4. Payment (details as appendix)
Buyer
Transaction
Seller
Transaction
1. Pay via Alipay
1. Request using
Alipay in shop
2. Pay money to
Alipay
and
Alipay
will
inform seller
to
deliver
goods
3. Buyer will
inform Alipay to
transfter money
to seller
2. Receive
notification
from
Alipay
and deliver the
goods
3. Receive money
from
Alipay
and complete
the order

5. 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

6. 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
Prepared by Charlotte Lee
2013 Oct

7. 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.

8. 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).

9. 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.

10. Appendix
Payment
Once logged into the account, users need to fill
in and confirm their billing and delivery
address before making a payment.

11. 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.