||This article appears to be written like an advertisement. (February 2013)|
|Type of site||B2C E-Commerce|
|Alexa rank||54 (April 2013[update])|
Tmall.com (Chinese: 天猫; pinyin: Tiānmāo), formerly Taobao Mall, is a Chinese-language website for business-to-consumer (B2C) online retail, spun off from Taobao, operated in the People's Republic of China by Alibaba Group. It is a platform for local Chinese and international businesses to sell quality, brand name goods to consumers in mainland China, Hong Kong, Macau and Taiwan.
Tmall.com was first introduced by Taobao in April 2008 as Taobao Mall (simplified Chinese: 淘宝商城; traditional Chinese: 淘寶商城; pinyin: Táobǎo Shāngchéng), a dedicated B2C platform within its consumer e-commerce website. Since then, Taobao Mall has established itself as an online gateway for leading local and global brands to reach out to the growing Chinese consumer base as well as the destination for domestic online shoppers to purchase quality, brand name goods.
In November 2010, Taobao Mall introduced an independent web domain, tmall.com, to differentiate listings by its merchants, who are either brand owners or authorized distributors, from Taobao’s C2C merchants. Meanwhile, it kicked off a US$30 million advertising campaign to raise brand awareness among consumers. It also announced an enhanced focus on product verticals and improvements in shopping experience.
In June 2011, Alibaba Group Chairman and CEO Jack Ma announced a major restructuring of Taobao through an internal email. It was reorganized into three separate companies. As a result, Tmall.com became an independent business under Alibaba Group. The other two businesses that resulted from the reorganization are Taobao Marketplace (a C2C marketplace) and eTao (a shopping search engine). The move was said to be necessary for Taobao to “meet competitive threats that emerged in the past two years during which the Internet and e-commerce landscape has changed dramatically.”
In October 2011, Tmall.com experienced two successive waves of online rioting  since it significantly increased fees on online vendors. The service fees raised from 6,000 yuan ($940) to 60,000 yuan ($9,400) a year, and a compulsory fixed sum deposit gone from 10,000 yuan ($1,570) to up to 150,000 yuan ($23,500). According to Tmall.com, the price increase was intended to help weed out merchants that are too often a source of fakes, shoddy products and poor customer service. Stores that earn top ratings for service and quality from customers and high sales volumes are entitled to partial or full refunds.
On January 11, 2012, TMall.com officially changed its Chinese name to Tian Mao (天猫), the Chinese pronunciation of Tmall, which literally means “sky cat”, to strengthen the platform’s positioning as a shopping destination for high-quality, brand-name products.
As of now, brands that have established flagship stores on Tmall.com include P&G, Adidas, UNIQLO, GAP, Nine West, Reebok, Ray-Ban, New Balance, Umbro, Lenovo, Dell, Nokia, Philips, Samsung, Logitech and Lipton.
Tmall.com currently features more than 70,000 international and Chinese brands from more than 50,000 merchants and serves more than 180 million buyers. Tmall.com ranked number one among all Chinese B2C retail websites for 2010 in terms of transaction volume, with a gross merchandise volume of RMB30 billion – about three times the amount facilitated by 360buy, its closest competitor. The site accounts for a 47.6% share of the B2C online retail market in China, followed by 16.2% of 360buy and 4.8% of Joyo Amazon.
According to Alexa, Tmall.com is the 43st most visited website globally and is the 8th most visited site in China.
Alipay, an escrow-based online payment platform, is the preferred payment solution for transactions on Tmall.com.
As on Taobao Marketplace, the C2C e-commerce platform under Alibaba Group, a distinctive feature of shopping on Tmall.com is the pervasive communication between buyer and seller prior to the purchase through its embedded proprietary instant chat program, named AliWangWang. It has become a habit among Chinese online shoppers to “chat” with the sellers or their customer service team through AliWangWang to inquire about products, engage in bargaining, etc. prior to purchase.
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