Tmall President Wang Yulei: E-commerce in the future must return to consumer experience

We have just launched a plan to upgrade the consumer experience and announced our new thinking on services for 2015. We will help honest merchants grow in all aspects and improve their service capabilities. At the same time, we will work with merchants to provide different services for different categories of goods and continuously optimize the consumer service experience.

In the new service standards for 2015 released this time, we will use three "magic weapons" on the consumer side to improve the consumer experience and expand the boundaries of existing services; on the merchant side, Tmall will use four "weapons" to help honest merchants grow. Dishonest merchants with poor consumer experience will also be punished according to Tmall's corresponding rules.

On the surface, all e-commerce platforms are doing these two things, but the results are unknown. As the largest B2C e-commerce platform in China, we have been improving consumer experience and helping merchants develop sustainably. This is also the core of our rapid growth in the past few years.

The essence of future e-commerce will return to consumer experience. Tmall will upgrade from a simple sales platform to a consumer connection platform, and move from e-commerce to social commerce.

Optimizing transaction links to improve consumer experience

Consumer experience, these five words sound very abstract, but it is not easy to make such abstract services real.

For example, during the Tmall Double 11 shopping event this year, the return dispute rate was 0.03%. In other words, among hundreds of millions of purchases, 99.97% of people were satisfied. This is a gratifying thing for a 24-hour online shopping carnival with hundreds of millions of consumers participating. At least, our team is very excited, and it has increased slightly compared to last year.

Don't underestimate the small step we have taken. This requires our team to continuously optimize various shopping links over the past year to ensure that the entire shopping chain is smooth and worry-free. In our view, even a 0.0001% improvement is our goal. For an e-commerce company with a market share of more than 60% and covering hundreds of millions of users, any small step will have a profound impact on the entire market.

Next year, we will continue to improve the consumer experience. Generally speaking, we will take action in the areas of industry services, membership services and after-sales protection. For example, Tmall is trying to launch "allergy protection" for beauty products. Because allergy problems vary from person to person and are not a product quality issue, it is an important consideration for consumers when purchasing beauty products and is a necessary basic service.

In terms of after-sales service, Tmall will also work with merchants to optimize the platform's rapid after-sales processing mechanism and launch a consumer compensation plan so that consumers can meet their after-sales service demands in the shortest time possible, even without any extra waiting.

In addition, we will continue to provide tiered and personalized services to Tmall members, such as the courier door-to-door delivery service with garbage collection launched by Tmall Supermarket this year, member priority purchasing, installment purchasing of large home appliances, drive-before-you-buy car services, and clothing buy-while-you-see services, etc. Next year, we will continue to build on this foundation and expand the boundaries of our personalized services to benefit more consumers.

Upgraded service solutions help merchants grow

Tmall can only better serve consumers if it serves merchants well. We will support honest merchants and crack down on merchants that engage in various dishonest behaviors such as cheating, selling inferior goods as good ones, etc., so that honest merchants can truly "have wealth in terms of credit".

Tmall has the most complete and diverse merchants in China, including many international brands. These international brands are the most sensitive to the platform and regard their brand and consumer reputation as their life. The important criterion for them to choose a platform is not how much goods they sell, but the group of people who use the platform to serve their brand, or to convey the brand to potential interested consumers through the platform.

The requirements for our services will only get higher and higher. In 2015, merchants with honest business and good consumer experience will receive more support from the platform. First, we will diagnose and provide targeted assistance to merchants. Tmall will conduct data-based operations based on the merchant service capabilities, and propose targeted merchant service optimization plans based on the results of data output; we will also launch a training program to improve the online and offline service capabilities of platform merchants, focus on improving the merchant service capabilities, and provide merchants with necessary assistance and guidance in combination with platform resources; in addition, Tmall will continue to optimize merchant communication channels and establish an operation and product optimization mechanism based on merchant feedback issues.

However, while helping honest merchants grow, we will use big data to locate merchants with poor consumer service experience, especially merchants and products with product quality problems, and deal with the products as soon as possible, while increasing the intensity of mystery purchase sampling. For merchants with serious circumstances, in addition to using Tmall rules to regulate, restrict or terminate their business activities on Tmall, we will also feedback the corresponding situation to law enforcement departments to speed up information sharing and strengthen offline crackdowns.

We will not fight just for the sake of fighting, but rather eliminate those businesses that engage in dishonest business practices, thereby providing a good market environment for businesses that operate with integrity and provide good consumer experience, and at the same time, concentrating more resources on them.

Different paths lead to the same destination. Merchants here have better growth, small merchants gradually become medium-sized and large merchants, and large merchants become century-old stores. Ultimately, consumers will also benefit from it, and the service experience will naturally be improved.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.