TMALL GLOBAL Alibaba’s Mission & Vision
OUR MISSION OUR VISION To make it easy to do business anywhere To build the future infrastructure of commerce To be a company that lasts at least 102 years
FOUNDED IN HANGZHOU IN 1999 The Alibaba Economy
DIGITAL MEDIA & LOCAL ENTERTAINMENT CORE COMMERCE SERVICES
PAYMENT & FINANCIAL SERVICES
LOGISTICS
MARKETING SERVICES & DATA MANAGEMENT PLATFORM
CLOUD COMPUTING The China Opportunity Today
Retail Market Retail Market Online Taste for Size Penetration Imported Goods
In 2016 China became Online penetration of China’s The proportion of online the world’s largest retail overall retail market consumers in China who buy market at will reach foreign/ imported goods US $ 4.88 trillion 33% by 2020 40% of online consumers
Source: 1 & 3 eMarketer 2016, 2 Statista 2017, 4 Oliver Wyman 2016 2017 11.11 Global Shopping Festival
11.11 2009: RMB 52 million ~ 140,000 Participating brands 11.11 2010: RMB 936 million >US$25.3 billion 11.11 2011: RMB 5 billion Total GMV 11.11 2012: RMB 19 billion 39% YoY Growth 11.11 2013: RMB 36 billion 11.11 2014: RMB 57 billion 90% Mobile GMV 11.11 2015: RMB 91 billion 1.48 billion Payment 11.11 2016: RMB 120.7 billion transactions processed 812 million Delivery orders processed by Cainiao network Cross-border E-commerce in China
By 2020, half of all Chinese online shoppers will have bought an item from cross-border e-commerce
Cross-border e-commerce buyers in China (millions) 292 272 249 CBEC Market 221 Size (US$ BN) 181 2016 $79 128 2017 $100 75 2018 $115
2014 2015 2016 2017e 2018e 2019e 2020e
% of online shoppers 20.0 31.0 40.0 45.5 48.0 49.5 50.7
% of population 6.5 11.2 15.8 19.1 21.5 23.4 25.0
Source: Emarketer 2016; 2017. Internet users who have made at least one purchase from a foreign seller either directly or through an intermediate, excl. Hong Kong BUSINESS MODEL 1. Flagship Store Model
Bulk Bonded Store Sale Domestic Buyer shipping warehouse operation delivery
Merchant (together with TP) is responsible for the entire business chain including – marketing/branding, daily operations, customer service, logistics. MARKETING ON TMALL GLOBAL Marketing to Your Chinese Consumers . SOME EXAMPLES OF THE TAOBAO APP HOME PAGE AND SELECTED CONTENT MARKETING CHANNELS IN THE APP TARGETIVE MARKETING - E-CRM TOOL
CUSTOMIZE HOMEPAGE BASED ON CUSTOMER ATTRIBUTES.
FEMALE MALE
NEW CUSTOMERS
OLD CUSTOMERS
DEFAULT HANGZHOU Harbin CONTENT MARKETING
LIVE STREAM(直播) WEITAO(微淘) Fans Party(粉丝趴) LIVE STREAM FOR MARKETING CAMPAIGNS BRAND OWNED SOCIAL ACCOUNT(TWITTER) FOR INTERACTIONS WITH MEMBERS AND FANS BY NEW ARRIVALS AND BRAND NEWS UPDATE STRONG BRAND STORY HIGH EXPOSURE & ATTRACT NEW VISITORS ENGAGE WITH CUSTOMERS EVERYDAY CREATE LONG-LASTING CONSUMER LOYALTY. Tmall Global as a Marketing Channel
• Tmall Global is not a pure sales channel, it’s a place to build your brand in China • Swisse combined cutting edge online and offline marketing for its Super Brand Day
Deals on In-App promotions Interactive games selected items Offline event in Shanghai Celebrity livestreaming
Celebrity popular Taobao homepage “Catch the cat” & “Car racing” Deals on 20+ products Co-branded with Ferrari with young consumers Integrated Marketing Channels
At Alibaba, Digital Media and Entertainment are Completely Integrated into the marketplaces
Taobao & Tmall Apps Shopping, Marketing, and Entertainment platforms
Entertainment Youku Tudou (“Chinese Youtube”) Alibaba Pictures, Alibaba Sports, Largest video site in China One “Super ID” Alibaba Music, Tmall TV Personalized User Experience Across all platforms
UC Web 2nd largest mobile web browser Weibo (“Chinese Twitter”) and newsfeed Largest microblogging site Selected Brands on Tmall Global
Supermarkets Fashion Department Stores Beauty, Personal Care, Mother & Baby Cosmetics
Health & Pharmacy Fast-Moving Consumer Food & Beverages Goods (FMCG) Alibaba: Making it Easy to do Business Anywhere
10 MILLIONS 2 BILLION MERCHANTS CONSUMERS
GLOBAL GLOBAL GLOBAL GLOBAL GLOBAL BUY SELL PAY TRAVEL DELIVER