Web Presence In China has just completed a survey of 10,000 Chinese online shoppers, which reveals that transparency, and the trust that such transparency inspires, is the single most important factor in Chinese website design.
“There have been a lot of misconceptions about what constitutes successful Chinese website design in recent years,” says Grace Chen, marketing specialist for Web Presence In China. “The dense, chaotic structure of early portals such as Sina were taken as a paradigm of what Chinese online viewers preferred, rather than what they put up with. Consultant agencies also reaped handsome fees advising on cultural differences for color and imagery preferences.”
“In the end, it’s transparency that wins the day. Tmall’s preeminence in China ecommerce proves it.”
Indeed, Tmall’s quick rise from its launch in 2008, from among a host of ecommerce players, to gaining more than 50% of China’s online B2C market share, is largely attributable to its transparency. Prior to Tmall, a “Wild East” China ecommerce scenario prevailed, where Chinese online shoppers had to take much on faith, leading to rampant fraud and bad service.
Tmall was the first China platform to introduce a rigorous rating and comment system. Buyer reviews are indelible, and are rigorously categorized according to quality of the product, delivery service, and customer service. These ratings are aggregated into an overall score that appears on every store’s page.
“Individual Tmall store sales largely depend on that rating,” says Chen. “Chinese online shoppers will frequently pay significantly more for a product from a store with a high rating, than for an identical product from a store with a lower one.”
Other Tmall transparency characteristics, pioneered on Taobao, Tmall’s C2C sister site, have greatly influenced China website design best practice. “Chinese online shoppers now demand several high resolution pictures of not just the product but also the packaging, from different angles, as well as scans of all labeling and guides included with the product,” says Chen.
An astonishing 83% of respondents to Web Presence In China’s survey listed transparency in product and terms as the most important factor in a commercial website’s design. Other factors, such as engaging imagery, varied multimedia, and brand history placed far behind.
“To be sure, many aspects of Tmall’s layout have become standard for China website design, especially for commercial sites,” says Stacy Xu, a Web Presence In China account manager. “Many of our clients adopt Tmall’s easy-flow, vertical drop down category menu design for their Chinese ecommerce sites. But even more are opting to set up on Tmall and forego their own site.”
“More and more, it makes sense for a Western brand to establish on Tmall, which obviously is at the forefront of high-profit China website design and Chinese ecommerce,” says Jacob Cooke, CEO of Web Presence In China. “Incredible hosting, payment gateway, and the world’s largest population of online shoppers looking for goods to purchase. Of course there are challenges to setting up on Tmall, but more and more, these challenges are proving well-worth tackling, especially in comparison to the challenges of resources necessary to drive Chinese online consumers to a stand-alone site.”
About Web Presence In China:
A full-service digital marketing firm headquartered in Beijing, Web Presence In China offers tech-supported marketing solutions to western organizations seeking China market share: China SEO, PPC, Display Advertising, Website/App Design, Hosting, CRM, Site Integration and more.
Company Name: Web Presence In China
Contact Person: Karla Sanchez
Email:Send Email
Phone: +10 85803111
Country: China
Website: www.web-presence-in-china.com
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