Things
Chinese 

Shoppers
Check Before
Buying on
Tmall
5
Suppose someone 

in China wants to buy

this yellow jacket online.
!
!They’re highly likely to go to 

Tmall’s home page ...
Shoppers can also go to the
side bar on the home page
and click on “Men/Sports/
Outdoors” and then select
“Jackets” to fin...
Now shoppers can click The North Face logo, amongst other
brands, after searching for “Outdoor” and “Jackets”
After clicking on
The North

Face logo,
they’ll see this

page of
products.
They will also
see two
identical
North Face
ja...
1. Official Flagship Store
Many Chinese consumers will feel
more secure buying the jacket
from The North Face’s OFFICIAL
F...
2. Reduced prices
Can you see the discounted
price?
!
This is something Chinese
shoppers focus a lot on
when buying on Tma...
3. Shipping Fees
Same product, but
different stores shipping
to Beijing:
!
From The North Face
flagship store, shipping
is...
4. Ranking
There are 3 different rating
scores:
• Product: If the description
of the product on Tmall
matches the product
...
5. Evaluation
The evaluation is composed
of the comments made by
the buyers about the product
& service.
!
Chinese shopper...
This picture shows the Evaluation area from the non-flagship Tmall Store - there’s only one
comment and one response from ...
Extra…
From the flagship store Same picture on non-flagship store
Notice how the non-flagship store has
copy and pasted Th...
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5 Things Chinese Shoppers Check Before Buying on Tmall

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Most western orgs that have heard of Tmall wonder how to set up a store. (link the last four words to our page with the "Tmall" deck) But for those thinking of leveraging the world's largest e-commerce platform to reach Chinese consumers, it's never too early to consider how such consumers buy.

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5 Things Chinese Shoppers Check Before Buying on Tmall

  1. 1. 
 Things Chinese 
 Shoppers Check Before Buying on Tmall 5
  2. 2. Suppose someone 
 in China wants to buy
 this yellow jacket online. ! !They’re highly likely to go to 
 Tmall’s home page and search 
 for a North Face Jacket using brand name key terms such as
 “The North Face” in the search bar.
  3. 3. Shoppers can also go to the side bar on the home page and click on “Men/Sports/ Outdoors” and then select “Jackets” to find The North Face brand products available on Tmall.
  4. 4. Now shoppers can click The North Face logo, amongst other brands, after searching for “Outdoor” and “Jackets”
  5. 5. After clicking on The North
 Face logo, they’ll see this
 page of products. They will also see two identical North Face jackets… …which one will they choose? From  the  Flagship  Store Not  from  the  Flagship  Store
  6. 6. 1. Official Flagship Store Many Chinese consumers will feel more secure buying the jacket from The North Face’s OFFICIAL FLAGSHIP STORE - even though it is a bit more expensive. When the Store name includes 
 “官⽅方旗舰店” or “旗舰店” ,
 it means it’s a flagship store. Product  page  from  the   official  flagship  store  
  7. 7. 2. Reduced prices Can you see the discounted price? ! This is something Chinese shoppers focus a lot on when buying on Tmall. ! If they see a good deal, they’ll often buy it right away.
  8. 8. 3. Shipping Fees Same product, but different stores shipping to Beijing: ! From The North Face flagship store, shipping is free. From the non-flagship store, regular shipping is ¥ 6.00, and express service is ¥25.00.
  9. 9. 4. Ranking There are 3 different rating scores: • Product: If the description of the product on Tmall matches the product received. • Service: The level of customer service. • Shipping time: Time the seller takes to send the product to the shipping company. RED means above average and, GREEN, below average. As you can see, the store on the right is the one with better scores.
  10. 10. 5. Evaluation The evaluation is composed of the comments made by the buyers about the product & service. ! Chinese shoppers pay a lot of attention to this and it’s also part of the ranking - it serves as a guide for other buyers. ! Note: This feedback cannot be deleted by the seller. It will be the point where the final decision will be made to buy that yellow jacket or not.
  11. 11. This picture shows the Evaluation area from the non-flagship Tmall Store - there’s only one comment and one response from the agent. ! In comparison with the picture above, the The North Face’s flagship store had 33 comments, making the evaluation much more valuable for Chinese shoppers when buying this yellow jacket, or any other product on Tmall.
  12. 12. Extra… From the flagship store Same picture on non-flagship store Notice how the non-flagship store has copy and pasted The North Face’s original content onto their own store… …but at least they had the decency to place a watermark overtop notifying shoppers that it isn’t their content.
  13. 13. Have Feedback or Questions? Add us on WeChat! Click here to learn How To Follow Us on WeChat • Get the latest from CDR • Send messages & get quick answers, anonymously. • Be on the inside of China’s biggest social trend.

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