Only fashion TMall mobile store

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According to an analysis, M-commerce has 12.5% market share in B2C e-commerce and TMall takes 44.1% out of the total. Furthermore, 15-20% of TMall’s traffic comes from mobile. Only is one of the …

According to an analysis, M-commerce has 12.5% market share in B2C e-commerce and TMall takes 44.1% out of the total. Furthermore, 15-20% of TMall’s traffic comes from mobile. Only is one of the western fashion brands successfully running a Tmall flagship store. The store is also number 6 best-selling fashion brands on TMall in Q1 2013. We use Only as an example to showcase its mobile store.

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  • According to an analysis, E-commerce has 12.5% market share in B2C e-commerce and TMall takes 44.1% out of the total. Furthermore, 15 - 20 % of TMall traffic comes from mobile. We would like to take Only as an example to showcase its mobile store. Only is one of the western fashion brands successfully running a Tmall flagship store. The store is also number 6 best-selling fashion brands on T M all in Q1 2013.
  • As most of mobile site on TMall, Only’s mobile store uses a simple tile-based layout with each tile on homepage indicating a promotion theme such as ‘New arrival for autumn’, ‘New arrival’, ‘clearance’ and etc. On the very top of the homepage are a ‘Homepage’ button and ‘Product category’ tab, below are two boxes served as ‘Company info’ tab and a search box.
  • A click on the ‘Product category’ tab brings out a dropdown menu of all product categories such as ‘All products’, ‘New arrivals – arranged by date of arrival’, ‘New arrival arranged by product type’, ‘Best seller’, ‘Summer discount product arranged by discount level’, ‘Summer discount product arranged by price’ and so on.
  • ‘ Company info’ takes users to a new page with more details about the seller, including the Over Score, Store Info and a list of Buyers’ review.
  • Each promo theme is composed of a promo tab surrounded by a few product recommendations. Clicking one of the promo tabs takes users to a promo collection page where all products in this category are listed. Users can scroll down and click on ‘Next page’ tab at the bottom of the page to see all the products, or they can first use one of the three tabs on top to sort the products by sales volume, price and new arrivals.
  • The product page is clear and well-organized. Users can scroll through the slides on top to see a few product images, choose the right size and color before going through purchasing journey or putting the item in shopping cart. If they can’t decide right way, they can either click on the ‘Customer service chat’ tab to speak to one of the customer service people or simply bookmark it. Users’ review and more detailed product description are also available at the bottom of the page.
  • To complete the purchase, users need to log in to their Taobao account from this page and pay through Alipay, which is just a few clicks away.
  • At the bottom of each page, a ‘Contact’ tab can send users to a page with a few phone numbers for questions about Taobao, Alipay and the seller.

Transcript

  • 1. Only Fashion TMall Mobile Online Store
  • 2. Company info New arrival for autumn New arrival Clearance Homepage Product category Search box
  • 3. Product category page
  • 4. Overall score: •Consistency of description •Service level •Delivery speed Store info: The seller •Popularity for bookmarking •Main business •Company location •Service phone number Buyers’ review Company info page
  • 5. Listed by new arrivals Listed by price Listed by sales volume Promo section: New arrival
  • 6. Product images Product name ‘Buy’ button ‘Add to cart’ button Users review Product description Product page Bookmark tab Customer service chat tab
  • 7. User name Password Log in page
  • 8. About Taobao mobile About Alipay About the seller Contact
  • 9. A digital link to your business in China
  • 10. Website: www.advangent.com Email: info@advangent.com Facebook: on.fb.me/13lRQqX Twitter: twitter.com/Advangent Youtube: bit.ly/13soRjV Slideshare: www.slideshare.net/advangent