1/15/2018

• Partner
Partner with

ChinaE-CommerceInsights with

forMalaysiaMerchants

SophieLi
2018.01.15

Introduction: Sophie Li

• Graduated from Fudan University: Double Major in Statistics & Corporate 
Accounting
• 7 Years Investment Consulting Experience: Especially in China Ecommerce Market 
Entry Strategy Development for Overseas Brands
• 7 Years Ecommerce Operation Experience: Hands‐on Operation of 5 Top Tmall 
Stores in Different Categories
• Author of 《72 Ecommerce Essentials: Taobao Data Operation Handbook》
• Co‐founder of an Ecommerce Data Analysis Software
• Fashion‐Social Ecommerce App Start‐up
• Certified Lecturer of Taobao University 

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1
China Ecommerce Overview

2
Table
Alibaba Ecommerce Platforms
of
Contents

3
Malaysia Brands Case Study

PART

China Ecommerce Overview

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NUMBEROFPEOPLE AVERAGEANNUAL
POPULATION PURCHASINGVIA PERCAPITA ECOMMERCESPENDING
ECOMMERCE GDP PERSHOPPER

31 14 9,508 64
MILLION MILLION USD USD

1,385 530 8,123 710

MILLION MILLION USD USD

Data Source: 

45x 38x 0.85x 11x

Internetworldstats, 
CIA World Factbook,
World Bank 2016‐
2017

Top Ecommerce Market in the World
China $672 Billion USD
United States $340 Billion USD
United Kingdom $99 Billion USD
Japan $79 Billion USD
Germany $73 Billion USD
Data Source: Business.com & Alibaba

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Reason for Growth 
Service Availability
Return 72% Rural
Report 0.6 sqm
Rating
07 01

06
Trust Rising Income
Escrow Payment 02 7‐8% YoY Growth Rate 
in the Last 5 Years
05
03
Investment  04
Environment Discounts
Government Promotion
Investor Cost Cost of Comparison
Convenience Time
Transport

Chinese Ecommerce Retail Market Turnover
China Ecommerce Retail Market Turnover (Trillion RMB)
中国网络零售交易额（万亿元）

Ecommerce Retail Market as % of Total Retail Sales of Consumer Goods
网络零售占比社会消费品零售总额

Data Source: 
Commerce 
Department, National 
Statistics Bureau, 
Alibaba Research 
Center

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Ecommerce Development：Who is Buying What?

Core Core Non-Core Non-Core

Non-Core Core Non-Core Core

Ecommerce Development：Phases

Traffic Surplus Investment Surplus New Model

• Growth of • Numerous Apps • Content Driven
Online  • Internet Bubble • Data Driven
Population • Inward Driven 
• Outward Driven
• Quality/Self 
Driven

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Future Prospect

E‐commerce Will Account for  42% of the Estimated 2.3 Trillion USD 

Consumption Growth in the Next 5 Years 

Number of Affluent Chinese Family will  Double from 2015 to 2020, to a 

Total of 100 Million Households

Spending Power of the New Generation Consumer is  40% Higher

Data Source: BCG, Alibaba Research Center

Key Ecommerce Personas

Post 90s Business  Young

Internet Natives Elite Mother

Self‐Centered Efficiency & Taste Quality Lifestyle

Individual   % of 
Freedom Consumption 
Word of Mouth Spent Online
Diversity

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Growing Market for High‐end Overseas Products

Cross‐Border Ecommerce Transaction Volume (Trillion RMB)
跨境电商交易规模（万亿）

China Total Import & Export Volume (Trillion RMB)
货物进出口总值（万亿）

Data Source: Commerce 
Department, National 
Customs, Alibaba 
Research Center

Categories of Interest & Countries of Origin

Data Source: Commerce Department, National Customs, Alibaba Research Center

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Malaysia Products on Tmall Global

Food
Including Biscuits, 
Instant Coffee, 
Chocolate Beverage, 
Milk Tea Powder

Times Mother & Baby 
Products

Others

Malaysia Tmall Global Products Sales  Malaysia Product Categories by Revenue
Increased 140 Times  Data Source: Tmall Global, Alibaba Research Center
from 2015 to 2016

PART

Alibaba Ecommerce Platforms

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B VS 04
C
Store Store

Store Registered  Store Registered 
with Business License with Personal ID

Detailed Comparison: B Store vs. C Store
技术服务年 流量及活动
开店证照资质 佣金 申请资质 是否有专属
费 支持 信任度
店铺类型 Commission 押金Deposit 类目
Registration 种类Variation Annual Registration Designate Traffic& Trust-
StoreType （% of (RMB) worthiness
License ServiceFee Requirement dCategory Promotion
Revenue） Support
(RMB)

1. Brand Owner
天猫店铺 0.5%-5%
www.tmall.com
100,000 (Tmall) Authorization
Letter or Brand
营业执照 Trademark License
B店 Example： 30,000- 150,000-
天猫国际
Business Apparel 5% 60,000 300,000 Yes High High
BStore License
www.tmall.hk Food & (Refundable) (Tmall Global,
2. Product Specific
Qualification
Beverage 1-2%
depending on Documents as
天猫超市 Electronics 2-
category) Govt. Regulation
chaoshi.tmall.com 5%
Applies

淘宝店铺
www.taobao.com

C店 个人身份证 淘宝全球购
0 0 1,000 None No Low Low
CStore PersonalID g.taobao.com

企业店铺
tb.am/ue33c

Data Source: https://rule.tmall.com/tdetail‐6375.htm?spm=a2177.7731966.0.0.3a62433eq82Hee&tag=self

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B Store & C Store Variations:

B
Store
C
Store

TMALL
SUPER‐
TMALL STANDARD  TAOBAO COMPANY 
TMALL GLOBAL C STORE GLOBAL C STORE
MARKET

B Store & C Store Variations (Examples)

Taobao
Color
Coding

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TMALL

Official Company Site: 
Daily UV: Approx. 25,000

VS
Tmall Flagship Store: 
Daily Sales: 17 million RMB
Daily Units Sold: 128,000
Daily UV Estimate: 2,500,000
Data Source: Alexa & Tmall Webpage

Sales Data of Uniqlo Tmall Flagship Store
Key Data:     

Monthly Sales: 
514 Million RMB
(310 Million MYR) 

Daily Sales: 
17 Million RMB
(11 Million MYR) 

Items Sold per Day: 
128,398

Average Price:
133 RMB

Shelf Sales Ratio: 
98.9%
Data Source: Public Webpage & 
Paid Subscription

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TMALL
SUPER‐
MARKET

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STANDARD 
C STORE

&
COMPANY 
C STORE

Cross‐Border Ecommerce Model

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阿里系跨境电商：天猫国际
TMALL
GLOBAL

Skincare:
Paula’s Choice

https://blzx.tmall.com/

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TAOBAO
GLOBAL

Friend in the Charity with 
Foreign Country Commerce

Unique Extreme
Craftsmanship Luxury

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B2B Platforms for Imported Commodities

Global Supply 
Alibaba  Alibaba Import 
& Marketing 
Domestic IN Selection
Platform 

PART

MalaysiaBrandsCaseStudy

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Old Town Coffee on Tmall
Product Title

Product Price: 49.9 RMB
(30.7 MYR)
Current Promotion

Monthly Sales: 3031 Units
Accumulative Reviews: 18,279

https://detail.tmall.com/item.htm?id=173472
38532

Opportunities & Potential: 73% Brand Related Keywords

Malaysia Old Town 
Brand Related Keywords

Generic Coffee
Related Keywords
Data Source: sycm.taobao.com 
(Alibaba Data Service Tool for 
Merchants)

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Comparison: 98.6% Generic Keywords

Brand Related 
Keywords
Generic Coffee
Related Keywords

Data Source: sycm.taobao.com 
(Alibaba Data Service Tool for 
Merchants)

35

Zhengdian Bird’s Nest on Tmall Global

Product Title

Product Price: 3,199 RMB

Monthly Sales: 614 Units
Accumulative Reviews: 826

https://detail.tmall.com/item.htm?spm=a220
m.1000858.1000725.11.6b6f067a29QalD&id
=541228684104&areaId=310100

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Social Media Launch
10 KOL (Buyer)
1 Day
1   Million View
2 Million RMB Sales 
(1.23 Million MYR)

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MIMI Shrimp Strips on Tmall Supermarket

Product Title

Product Price: 19.8 RMB

Monthly Sales: 30,076 Units
Accumulative Reviews: 297,127
http://chaoshi.detail.tmall.com/item.htm?id=
520943302241

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Traffic Source Breakdown: Over 98% Free Traffic

Other Free Traffic
Search Traffic
Shopping Cart Traffic
My Account Traffic

Free Source of Traffic 

Data Source: sycm.taobao.com 
(Alibaba Data Service Tool for 
Merchants)

Julies Biscuits on Taobao Global & Company Store

Product Title

Product Price: 63.9 RMB
(39 MYR)
Product Options

https://item.taobao.com/item.htm?id=5
31032690075

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Keyword Breakdown & Source of Traffic 

Mix of 
Generic &  More than 
Brand Specific  20% Paid 
Keywords Traffic

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Strategy for Smaller Players
Key Data:                                  Monthly Sales: 343,000 RMB 
Average Price 34.66 RMB      Shelf Sales Ratio: 97.87%

Data Source: Public Webpage & Paid Subscription

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1
China Ecommerce Overview

2
Alibaba Ecommerce Platforms
Summary
3
Malaysia Brands Case Study

Thank you!

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