TMall Tests Four New Services
Tencent Tech, 2/08/13
On April 8, Alibaba Group's B2C e-commerce site TMall announced four new products — TMall Albums, TMall Pre-Sale, TMall Exclusive, and "Warranty Protector" (all unofficial translations) — which it will test from April 8 to April 15 at its "New Style" site (http://new.tmall.com) before promoting them as permanent services.
In a break from the traditional grid-based layout of product display pages, "TMall Albums" allows brands a greater degree of control over the arrangement and matching of products, allowing them to group products according to trends, themes, and design in order to increase product visibility and "browseability." Customers will be able to browse different stores' "windowfronts" to select products that match, cutting down on unnecessary searching and product browsing.
"TMall Pre-Sale" and "TMall Exclusive" both offer innovations to TMall's existing sales models. The former will allow customers to pre-pay down payments for items, enabling merchants to lock in consumers before stocking up on items in order to more effectively manage their upstream and downstream supply chains. "TMall Exclusive" will offer customers a range of deals — including special pricing, special services, and unique products, gifts, and service bundles — exclusive to TMall's platform.
During the "New Style" trial period, TMall will also continue to promote its "Warranty Protector" service and will upgrade its services to add an "appliance manager" express channel for manufacturer repair and maintenance services.
TMall marketing spokesperson Po Tian explained that "TMall Albums" is intended to support the platform's apparel merchants, while "TMall Pre-Sale" is intended to support verticals such as home decoration and foods, "TMall Exclusive" targets fashion goods, and "Warranty Protector" is intended to cover 3C products.
Editor's Note: "Warranty Protector" is a repair and maintenance service offered by TMall for notebook computers, mobile handsets, and cameras. In cases where manufacturer warranties do not cover damage from drops or pressure, TMall will repair the items, or offer exchanges in case of severe damage.
Keywords: marketing Po Tian service/quality guarantee e-commerce Internet warranty B2C TMall
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