Temat: Taobao Mall Launches New Independent Web Domain, Shares...

Taobao Mall Launches New Independent Web Domain, Shares Strategy to Elevate Online Shopping Infrastructure.

RMB200 Million Investment on Brand Building Campaign to Drive Consumer Awareness


BEIJING, November 1, 2010 – Taobao Mall, China's leading business-to-consumer (B2C) platform, today launched a new independent web domain http://tmall.com that will feature an emphasis on product verticals and a standardized framework to guide Taobao Mall’s supply chain partners and merchants, covering areas including logistics; product quality; and customer service, that will serve to provide users with an improved shopping experience. Taobao Mall will also invest RMB200 million over the next three months on a brand building campaign. With these initiatives, Taobao Mall expects to create opportunities for growth for new and existing Taobao Mall merchants, as well as to elevate quality of products and services for consumers.



"Taobao Mall aims to raise the standards of the online retail experience for Chinese consumers and the key is to re-organize the e-commerce value chain in accordance to the unique characteristics of each product or geographic vertical," said Daniel Zhang, CFO of Taobao. "This direction is grounded in Taobao's principals of openness and sharing, and our goal is to create a framework for merchants and service provider partners that will allow each to optimize their own competitive advantage so as to establish a new B2C e-commerce ecosystem that will collectively serve the needs of Chinese consumers."



"For the past two years, Taobao Mall has established itself as the destination for quality, brand name goods catering to a population of Chinese consumers who are growing ever more sophisticated in their consumption needs and expectations," said Ye Peng, Taobao vice-president in charge of Taobao Mall. "By linking up merchants, third-party vendors and logistics partners in a standardized framework, we hope to create a more effective and economical distribution channel that will allow merchants to not only offer quality products but also differentiate themselves through quality point-to-point service to consumers in a crowded retail environment."



In the past year, Taobao Mall has already launched a small number of verticals for select popular consumer product categories and specialty products from geographical regions. These verticals group together quality merchants in each product category, making it easier for consumers to find exactly what they want from an assembly of merchants with product quality and customer service guarantees. Verticals introduced in 2010 include Consumer Electronics Mall, Hong Kong Design Gallery Mall, Taiwan Mall and Designer Footwear Mall. Taobao Mall is expected to launch verticals for home furnishing; skincare and cosmetics; fashion accessories and an online supermarket in the near future.



The cornerstone of Taobao Mall's new strategy is the establishment of a set of standards specific to each product vertical designed to guide merchants and service provider partners in their practices. All merchants and service provider partners will be required to adhere to the established standards, which will cover core aspects of the online retail chain including brand building; product management; customer service; and logistics. It will build on the existing rigorous customer satisfaction and consumer protection measures such as the seven-day, no-questions-asked refund policy required of all Taobao Mall merchants.



Over the coming three months, Taobao Mall will engage in a brand building campaign that will reach out to Chinese consumers through a variety of channels. To celebrate the launch of Taobao Mall’s independent domain, Taobao Mall will be joined by many of its leading brands in a special promotional event on November 11 that will be advertised on CCTV as well as numerous regional television networks. An offline billboard advertising campaign will also blanket eight major cities across China including Beijing, Shanghai and Chengdu.



Launched in April 2008, Taobao Mall is the leading B2C platform for retailers in China featuring more than 30,000 major multinational and Chinese brands. UNIQLO, adidas, Procter and Gamble, L'Oreal Paris, Lenovo, Li Ning and Revlon have all launched official online retail storefronts on Taobao Mall as part of their e-commerce strategy.

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Zakupy na Taobao: http://HotToSell.plTen post został edytowany przez Autora dnia 23.07.14 o godzinie 09:46