alibaba taobao china - operation procedure
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Operation Procedure – Taobao in China
• Company Background
• Shop Registration Procedure
• Payment
• Delivery Procedure
• Marketing in Taobao + Tmall
Prepared by Charlotte Lee
2013 Oct
阿里巴巴B2B
Daily Transaction ¥60M Traffic Market share
members
Selling qty
370 M
3650K
80M Product qty
195M
80%
Company background
Customer Characteristic
Source: CNNIC、
北京江苏 上海
浙江福建广州
Customer Characteristic
• 6 main province along coast including Beijing, Jiangsu, Shanghai, Zhejiang,
Fujian, Guangzhou
• Taobao buyer average monthly salary ¥ 7030
Vendor Application Procedure
Seller has Bank account in China
Apply account in Alipay.com
Alipay link up with Seller Bank accountAlipay verification
Alipay Account OPEN
Personal account application
Chinese ID Card copy need to provide
Sign up agreementNeed to pass Exam
SHOP PLATFORM SET UP
Taobao verify ID card
Taobao verify bank account with ID
AUTHORIZATION
7 days
Product photo & details (at least 10)Promotion, Event, Ads
Logic, customer service, invoice…etc.
SHOP OPEN
Application is more simple than TMALL
Payment
Payment is same as TMALL
Delivery Optimization – Taobao logistic
Receive order, SCM, replenishment, package Courier pick-up, delivery Buyer receive goods, Seller collect $
Receive order SCM Package, Delivery Buyer receivegoods
Seller collect$$
Goods Touch point Goods Touch point
Goods Touch point Goods Touch point
Traditional C2C logistic
Taobao logistic
Delivery Optimization – Taobao logistic
1、 Service Charge • Delivery Charge include warehouse, product pickup, security, storage insurance• Courier Charge varies destination and courier selection• Package material
2、 Payment : Early Month
3、 Analysis
Pros ConsDelivery efficiency TrustLower business cost Goods ownership
Economic of scales Industrial standard
Free of Charge Marketing in Taobao
Free-Of-Charge Traffic
SEO, Community, Fan
Click apply link, my favorite function
VIP buyer club, VIP shop list
Coupon, Trial sample forum,
Tao $$ scheme
Official events & promotion activities
Free of Charge Marketing in Taobao
Paid Marketing in Taobao
Paid Service
“Hot” sell shop
Ads, banner
CRM system
Gift after reach certain sales amount
Discount “Time”
Official e-magazine ads
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单击添加署名或公司信息•This presentation focus on how Taobao 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
THANK YOU