THOUGHT LEADERSHIP

 

How to Drive Sales for Your Tmall Store?

Jul 18, 2017

Tmall, as one of the biggest eCommerce platforms, attracts a lot of brands to open a flagship store on it. Generally, sales are the most direct and effective factor to evaluate a store's operation, and three factors can affect sales – store traffic, conversion rate and per customer transaction value. Every brand must be dedicated to improving sales by all manner of means in the competitive eCommerce world. We would like to introduce some general methods on Tmall store operations:


1. Identify your product positioning and target customers

As a seller on Tmall, three critical questions you need to consider before you start your store:

-          Who are you? Each brand has their own brand image and value that it wants to deliver to customers. Knowing your strengths, weaknesses and target customers is the foundation;

-          Which products? If a store can build one hot product, which could have enduring popularity, it is successful and brings continuous revenue. So, combining market conditions with your own status in the industry, you should know which products customers are more likely to buy, as well as choose several products as your main featured products;

-          Which customers? It is essential to have a clear understanding of who are likely to be interested your products, in order to proactively take steps to connect with potential customers.


2. Design your store page layout well 

Entering the online store, customers will have a first impression on your brand visually by page design. A creative design makes your store outstanding and more attractive than your competitors. The product details should have a logical typesetting, which highlights the strengths and selling points. From the standpoints of customers, considering what interests and attracts them most will help sharpen your brand image.


3. Pay attention to mobile APP store design

Statistics show that about 95% people shop online on APPs by their mobile phones in China. Tmall has its own APP, and particularly, products on Tmall can also be searched on Taobao, which also belongs to Alibaba group and owns the most active users. The pages showing on the phone screen are different from those on the websites. So, the page design should make some adaptions, such as font size, picture positions, etc. Besides, there are some extra functions on APPs, like Weitao (similar as an inside Twitter) and Livestreaming, which help to connect and interact with customers.


4. Drive more traffic to your store 

The more people enter your store, the more potential customers you attract. You should try by various tools to increase the ranking of your product on search result pages. The most economical way is to optimize the title or keywords of the product, which needs a lot of modification and tests to find the best. Some paid in-platform marketing tools, like ZTC (Express Train), Flagship Store Banner, Diamond Booth and Taobao Guest, can also be used in combination depending on your budget. As to out-platform promotions, brand can do optimization on specific websites, such as SEO/SEM on Baidu, content marketing on Xiaohongshu.com, SMZDM.com or forums. Using Wechat, Weibo, KOLs are also popular in digital marketing activities.


5. Attend campaigns held by Tmall or launch promotions regularly on your own to continuously stimulate customers' buying motivation

Every year, Tmall will have big shopping events such as the Double 11 on November 11 and the Mid-Year Promotion on June 18. During that period, stores use heavy discounts and other benefits to attract as many customers as possible. That is a good opportunity for brands to increase their sales and gain more resource from Tmall. Thus, preparing well for such annual events and maintain high product exposure are crucial. Beside annual events, there are some regular campaigns corresponding to some festivals. Even some small promotions held by brands themselves can help. Just by giving some benefits or coupons could make big difference. 


6. Improve your customer service to establish ongoing relationships with customers

Chinese customers always love consulting sellers about the products before they pay money. Sometimes, your service quality will directly influence customers’ buying behavior, such as your respond time to their questions, your attitude, and even your professionalism matters.

Besides, if there appear some problems after sales, such as customers want to return and refund because of product quality, unsuitable size or personal reasons, how to deal with after-sales service is also very important. After all, customers are the god. Their comments left below your product description should be always taken into consideration for most other customers to decide if they will buy your products or not. Other factors like delivery speed, package as well as gifts are often regarded as main criteria for customer service evaluation.


Free Lunch is a bite size dose of China content to help keep you up to date on trends and happenings in the China market.

SmithStreet will be providing you free content we think will be valuable to you and your organization. Please feel free to drop us a note at info@smithstreetsolutions.com if you have topics of interest you would like us to cover or any questions about the China market.


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