复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Marketing in Chiana Presentation（Tmall）

2013/14 Fall Semester Marketing in China THALL COM Presented by John Ho何炜亮 Sam miura三浦修一

2013/14 Fall Semester Marketing in China Presented by: John Ho 何炜亮 Sam Miura 三浦修一

Background What's tmall o(天猫)? A Chinese b2c online shopping platform Operated by alibaba group 0又O 天猫τ MALL.CO

Background What’s Tmall (天猫)? • A Chinese B2C online shopping platform • Operated by Alibaba Group 2

Alibaba Group Type Private Industry Internet, e-commerce, computer software Founded in Hangzhou, China(1999) Area Served China and overseas Alibaba group primarily operates in the PRC, and in March 2013 it was estimated by The Economist magazineto have a valuation between $55 billion to more than $12o billion

Alibaba Group Type Private Industry Internet, e-commerce, computer software Founded in Hangzhou, China (1999) Area Served China and overseas Alibaba Group primarily operates in the PRC, and in March 2013 it was estimated by The Economist magazine to have a valuation between $55 billion to more than $120 billion. 3

Affiliated entities ∠22 Alibaba.com Cabal trade tarte here 淘宝网 Alibaba. com is the global leader in e-commerce with an online business community Taobao. com Alibaba Taobao Marketplace is Chinas primary C2C online ∞ YAHOO! shopping destination 中国雅虎 China yahoo! is one of the 淘宝商 Alibaba Group eleading Chinese-language www.tmallcom Alibaba Group is the worlds Taobao Mall is Chinas iggest e-commerce company leading B2C online and has 6 subsidiaries and 1 rketplace for affiliate company name goods 间里巴巴计 ALbata cloud eTao is comprehensive Alipay Alibaba Cloud Computing is shopping search engine a developer of advanced data-centric cloud 支付宝 computing services Alipay. com

Affiliated Entities 4

In Tmall, you can find Chinese brands Global Brands Luxury brands SAMSUNG 中国移动通信 y CHINA MOBILE LOUIS VUITTON Haier GUCCI QLO

In Tmall, you can find… 5 Chinese Brands Global Brands Luxury Brands

Market Overview

Market Overview 6

Online b2C Market in the World Global E-Commerce Sales to Reach $1.2 Trillion This Year Estimated global e-commerce sales and online buyer penetration in 2013 North America Western Europe S Central Eastern $$419.53b $$29147b Europe 12.5%息72.0% 14.0%息72.3% $$48.56b 20.9%息41.6% Latin America Middle east $$4598b Africa 221%330% $27.00b Asia-Pacific 31.0%31.3% $$38875b Worldwide 231%446% $$1,221.29b 17.1%40.4% s E-Commerce Sales 7 Sales Growth g Buyer Penetration

Online B2C Market in the World 7

The growth of E-commerce B2C market 32C Ecommerce sales share Wordwide, by Region Top 5 Countries, Ranked by B2C Ecommerce sales, 20112016 20112013 of total billions 1.6% 27.9% 35.9% 28.0%3.6% s301.69 s343.43 s384.8o 2. China** 30.5% 33.5% 269%3.8% 56.69 34% 5110.04 3times 2.1% 334% 315% 257%3.99% 3. UK 3.5% s10903 2.2% 512476 297% 24.3%3.9% s141.53 3.6% s11278 2.3% s12782 288%234%38% s140.35 5. Germany 2.3% s38.08 39.75 282%226%37% 4700 s5300 Asia-Pacific ■ Western Europe■ Latin America 3.5% North America Eastern Europe Middle East Africa 2011 ■2012 ■201 Note: includes travel, digital downloads and even sed via any digital channel incuding online, mobile and tablet: excludes gambling bay digita/ chan e including online mo tilekansd ambling umbers may not add up to 100% due to rounding ource: eMarketer Jan 2013 businesses that occur over C2C platforms: excludes Hon 8 Source: eMarketer, Jan 2013 50894 wwwemarketer.com 151019 wwe Marketer.c

The growth of E-commerce B2C market 8 3 times

Number of people doing online shopping in China (per10000),2012 30000 50% 42.9% 5% 25000 37.8% 40 35.1% 24202 19395 35% 20000 2819 24.5% 24.8%6 16051 30% 15000 22.19 25% 10800 10000 7400 15% 4641 5000 3357 10% 5% 2006.122007.122008.122009.122010.122011.12201212

Number of people doing online shopping in China (per 10,000), 2012 9

Trade volume of e-commerce in China ( per RMB10,000),2012 14000 12594 140% 12000 1229% 120% T0.1% 17:0%109.2% 10000 100% 7566 8000 80% 6000 64.0% 5231 665% 0%6 4000 44.6% 2500 40% 1208 542 20% 258 0% 2006 2007 2008 2009 2010 2011 2012

Trade volume of e-commerce in China (per RMB 10,000), 2012 10