Taobao/Tmall

Nine dimensions merchants should review before joining:

Merchant snapshot

Kufanelekile kumabrendi nabathengisi abakhulu naphakathi: abathengi abasebenzayo ngonyaka abacishe babe yizigidi eziyikhulu (10亿), isisekelo sezigaba zonke, ithrafikhi inkulu kodwa izikhangiso + izimali zensiza ziphakamisa izindleko, umncintiswano wabathengisi abancane naphakathi uyaqina.

Entry requirements

I-Tmall idinga izimfanelo zebhizinisi: ilayisensi yebhizinisi, igunya lebrendi/uphawu lokuhweba, kukhokhwa isibambiso nemali yonyaka yobuchwepheshe; i-Taobao ivumela abantu/amabhizinisi amancane ukuvula izitolo ngezindleko eziphansi (kukhokhwa isibambiso, ngokwezigaba), inqubo yokujoyina yenziwa ku-inthanethi, kunesistimu yokuhlola izigaba. Izinhlangano zangaphandle kudingeka zijoyine ngenkampani yaseShayina/i-agent noma ngesiteshi se-Tmall Global. Isithiyo sokuqala: isibambiso + imali yonyaka ye-Tmall siphezulu, i-Taobao icishe ingabi nasithiyo, kodwa kusukela ngo-September 2024 imali yensiza yesofthiwe eyisisekelo yabangela ukuthi bonke abathengisi bathwale umthwalo wezindleko ezingaguquki.

Fee structure

Ukuthola imali kugxile ku-CMR (imali engenayo yokuphatha amakhasimende: izikhangiso zomthengisi + ikhomishini); kusukela ngo-2024.9.1 ama-oda aphethwe kukhokhiswa imali yensiza yesofthiwe eyisisekelo engu-0.6% yenani elitholiwe, kwake kwabekwa umkhawulo we-¥60 nge-oda (ngemuva kwengxabano impendulo esemthethweni yengeza izaphulelo, kumboza zonke izigaba, ngokwesimemezelo sakamuva esisemthethweni) [亿邦动力/DoNews]; kukhona futhi isibambiso, imali yonyaka ye-Tmall (ngokwezigaba futhi inesistimu yokubuyisela), izikhangiso ze-Alimama (直通车/引力魔方/万相台) nenzilingo zokuthutha njll. Ikhomishini yezigaba ngokohlelo lwemali olusemthethweni.

Getting traffic

Ithrafikhi yemvelo igxile ekusesheni + izincomo (猜你喜欢), amalungu e-88VIP anenani eliphezulu anikela ekuthengeni okuphindwayo okukhulu; uhlelo lwezikhangiso nge-Alimama (直通车, 引力魔方, 万相台), ngo-2025 kwengezwa ukukhangisa kwe-AI nokuthenga ngokushesha kwe-Taobao Flash Sale. I-DAU ye-Double 11 '25 yaba ngu-508 million, iyinsuku yokuqala kwezinkundla ezihlanganisiwe, kodwa ukwabiwa kwethrafikhi kuthambekela kumabrendi nasekutshalweni okukhokhelwayo, ithrafikhi yemvelo yabathengisi abancane naphakathi icindezelwa (kukhona abathengisi okwehle ngayo inani lama-oda ngosuku le-Double 11 kusuka ku-200 kuya ku-20).

Fulfilment & logistics

Kugxilwe ekuzithumeleni komthengisi (inethiwekhi ye-Cainiao inikeza ukusebenzisana kwamalebula/ukuthathwa kwamaphasela, inkundla ihlola isikhathi sokuthumela); izimo zokuzithengisa ezifana ne-Tmall Supermarket zisebenzisa ukugcina nokuletha kwe-Cainiao, kuvamile ukufinyelela ezinsukwini ezi-3 emazweni onke; i-Taobao Flash Sale yokudayisa ngokushesha incike ekuhlinzekweni kwasendaweni ukuze ifinyelele ngehora.

Payments & settlement

I-Alipay iyona ehamba phambili, ikhokhelwa nge-yuan; ngemuva kokuthi umthengi eqinisekise ukuthola impahla kukhokhelwa ngokwesikhathi senkundla (isikhathi ngqo ngemithetho esemthethweni); kusekelwa amathuluzi okukhokha ngesikweletu afana ne-Huabei (ukukhokha ngezicucu).

Compliance

Kudingeka ilayisensi yebhizinisi, izimfanelo zezigaba negunya lebrendi; i-e-commerce yasekhaya ikhokha i-VAT/intela yebhizinisi; imikhiqizo kudingeka ihambisane nezindinganiso ze-GB nokuhlolwa okungazelelwe kwenkundla; amaphuzu emithetho yenkundla ahlanganisa ukukhululwa komthetho we-refund-only (ukulungiswa kwango-2024), imicimbi yokumaketha nokulawulwa kwamanani; ukulawulwa kokulwa nokuncintisana okungafanele komnotho wezinkundla kuyinto yezinqubomgomo yesikhathi eside. Umbono wokuwela imingcele: i-Tmall Global igxile ekungeniseni amabrendi aphesheya eShayina, i-Taobao ethumela emazweni ngamazwe (ukuthunyelwa kwamahhala komhlaba wonke kwezingubo ezinkulu) igxile kubathengi baphesheya.

Key risks

(1) Ukukhushulwa kwamanani okuthola imali (imali yensiza yesofthiwe eyisisekelo engu-0.6% + ukubhida kwezikhangiso) kucindezela inzuzo yabathengisi abancane naphakathi, kubizwa ngokuthi inhlekelele yesithathu yabathengisi abancane naphakathi be-Taobao/Tmall; (2) ithrafikhi igxila kubasakazi abakhulu/ekutshalweni okukhokhelwayo, ithrafikhi yabathengisi abancane naphakathi yehla kakhulu nge-Double 11 (ama-oda ngosuku 200→20); (3) ukukhula kubuthakathaka — i-CMR ye-Q4 FY25 ngu-+3% kuphela, i-GMV idonselwa i-Douyin/Pinduoduo (isabelo se-GMV sokubukela bukhoma kwe-Douyin ~28% sidlula esika-Taobao <20%); (4) izinqubomgomo zenkundla zishintsha njalo (refund-only, impi yamanani iyaphindaphindeka).

Best-fit sellers

Kufanelekile kakhulu kubathengisi bamabrendi nezigaba ezinamandla zohlelo lwe-Taobao ezifana nezingubo/izimonyo/izinto zasekhaya, kanye nakubathengisi abakhulu naphakathi abanethimba eliphelele lokusebenza kwe-e-commerce; akufanelekile kwimikhiqizo engenabrendi, encike entengweni kuphela (ingcindezi yezindleko inkulu) nabaqalayo abangenasabelomali (isithiyo sokubhida kwezikhangiso siphezulu).

Sources

research/sections/cn_platforms.md §4.2.1; research/China_ecommerce_top5_research.md §2#1; https://www.yilantop.com/news/42501; https://www.ebrun.com/businessnews/20240924/559755.shtml; https://www.donews.com/article/detail/7780/75868.html

I-Taobao/Tmall ivela ohlwini lwe-Top-5 lwezifunda ezingu-1: i-China.

• i-China（#1）：Inamandla ngokwembatha, ubuhle, nekhaya; 88VIP; yethule i-Taobao Flash Sale ngo-2025

Inombolo ngayinye ithathwe embikweni we-Top-5 nasekuHlolweni kwemithombo yaleso sifunda. Akukho ukuguqulwa kwezifunda noma izilinganiso ezintsha: