Launched in 2014, the purpose of Tmall Global was to make it easier for merchants outside China to get their goods to the burgeoning ecommerce shopping population in China.
Tmall try before you buy fashion service
Tmall have launched a try before you buy service, similar to Amazon Wardrobe which launched a year ago but just expanded to all Amazon US Prime members. The proposition is that you can try on clothes in your own home before committing to purchase them.
Alibaba said it wanted to make shopping even more convenient by eliminating the hassle of returns and refunds for consumers searching for the perfect fit. The new service will let Alibaba Super Members with a Zhima credit score of over 550 to order clothes without payment and try them for seven days. If they decide to keep them, Tmall will automatically deduct the cost from their Alipay accounts. If not, shoppers can return them free of charge.
Currently, more than 14,000 products from 15 local and international brands are participating in the service, including Italy’s Miss Sixty, Vancouver-based Lululemon and China’s home-grown labels Stella Luna, Dazzle, Ein, Yiner and Conquis.
“Fashion brands can attract more premium consumers through this all-new shopping model… and it highlights how these brands are dedicated to enhancing the customer experience.”
– David Ye, head of Tmall Fashion and Luxury’s customer operations unit
Tmall plans to expand the model to other categories and channels in the near future.