BÀI TẬP NHÓM ECOMMERCE: ALIEXPRESS VÀ CHIẾN LƯỢC BÁN HÀNG (LOGISTICS SCM) | Môn Thương mại điện tử căn bản - Trường Đại Học Kinh Tế Quốc Dân

NATIONAL ECONOMICS UNIVERSITY
ADVANCED EDUCATION PROGRAMS
……….o0o………. ECOMMERCE GROUP ASSIGNMENT Topic: AliExpress Class:
Logistics & Supply Chain Management Group: 11 Members: Le Minh Khue Nguyen Phuong Linh Nguyen Ngoc Linh Nguyen Thao Linh Phan Thi Thuc Anh Hanoi, February 2024 MỤC LỤC
I. WHAT IS B2C? ....................................................................................................................... 3
II. WHAT IS ALIEXPRESS? ..................................................................................................... 3
III. POLICIES FOR SELLERS .................................................................................................. 3
II. POLICIES FOR BUYERS ..................................................................................................... 5
IV. LIST OF FEES COLLECTED BY ALIEXPRESS ............................................................... 6
V. HOW TO OPTIMIZE YOUR SEARCH RANKING WITHIN ALIEXPRESS? ................... 6
VI. HOW ALIEXPRESS CONVERTS VISITORS INTO PURCHASING CUSTOMERS? .10
VII. HOW CAN WE APPLY TECHINQUES IN SELLING PRODUCTS? ............................ 13
REFERENCE ........................................................................................................................... 18 2 I. WHAT IS B2C?
- Business-to-Consumer (B2C) refers to the process by which businesses sell
products or services directly to individual consumers. It is the most common form of
commercial transaction and includes a wide range of industries, from retail and
entertainment to food services. With the rise of the internet, the B2C model has
expanded significantly, particularly through e-commerce platforms like Amazon and
AliExpress, allowing businesses to reach a global audience. Key features of B2C include
a focus on customer experience, wide market reach, direct sales without intermediaries,
and strategies that often encourage impulse buying.
- In this model, businesses focus on building strong relationships with customers,
offering personalized experiences, and enhancing customer satisfaction to stay
competitive in a global marketplace.
II. WHAT IS ALIEXPRESS?
- AliExpress is one of the most prominent examples of a B2C e-commerce
platform, being launched in 2010 by Alibaba Group. AliExpress serves as a global online
retail marketplace that connects sellers, primarily from China, with consumers around
the world. The platform has become a go-to destination for consumers seeking
affordable products across a wide range of categories, including electronics, fashion, home goods, and more.
- AliExpress has played a significant role in the globalization of e-commerce,
enabling small businesses and manufacturers from China to reach international
consumers directly. The platform's success has been driven by its affordability, product
diversity, and ease of use. While it competes with other global e-commerce giants like
Amazon or eBay, AliExpress has carved out a niche for itself, particularly among
consumers looking for bargain prices and unique products.
III. POLICIES FOR SELLERS 1. Privacy policy
Sellers must go through a verification process before they can start selling on
AliExpress. This often includes providing identification, business licenses, and other relevant documentation. 2. Product listings
According to AliExpress’s Product listing Policy, sellers must not post products
that are prohibited by law in any jurisdiction. Certain items are prohibited from being
sold on AliExpress, including: Illicit items and services; Government, law enforcement
and military issued items; Medical drugs and devices; Collections, artifacts and precious
metals (gold, silver, diamond and others but not including jewelry); Human parts, human
remains and protected flora and fauna; Offensive material and information detrimental
to national security; Tobacco products; Gambling equipment.
3. Intellectual property rights (IPR) protection policy 3
Repeat violations of IPR policy may result in a range of actions: Removal of listings -
Posting restrictions - Account suspension - Termination of membership service
agreement. The IPR protection policy includes:
a. Faces, names and signatures: Items containing the likeness, image, name, or signature
of another person are prohibited, unless the products were made or authorized by that person.
b. Replica and counterfeit items
- Listing of counterfeits, non-licensed replicas, or unauthorized items is strictly prohibited.
- However, postings of branded products are permitted if a certificate of authorization
has been issued by the brand owner. c. Software
- Academic Software: If sellers are not authorized, they must not list any academic
software. Postings violating academic software policy may be deleted prior to publication.
- Original Equipment Manufacturer (OEM) Software (software that is obtained as part
of the purchase of a new computer): Sellers can only list OEM Software if they are
selling it with computer hardware.
d. Unauthorized copy of intellectual property: The listing or sale of unauthorized copies
of software programs, video games, music albums, movies, television programs,
photographs or other protected works is forbidden on the Site.
4. Product safety and compliance
Sellers are responsible to ensure that the goods they offer comply with the
relevant laws and regulations in the target market. One of the most stringent rules is the EU Regulations:
- Products exported to the EU must meet CE requirements. Specific categories require
CE qualifications and additional documentation.
+ The CE mark indicates that the product may be traded freely in any part of the European Economic Area (EEA).
+ The presence of the logo CE on commercial products indicates that the
manufacturer or importer affirms the goods' conformity with European health, safety,
and environmental protection standards. The CE marking is required for goods sold in EEA. 6. Customer Service:
- Shipping and Delivery: Sellers must ship products in good condition to customers
within the specified handling time and provide tracking information.
- Handling Disputes and Returns: 4
+ Sellers are required to handle after-sales services including disputes, refunds
and returns in compliance with Aliexpress’s terms and conditions.
+ Depending on the situation, sellers may be required to cover return shipping
costs, especially in cases where the product is defective, damaged, or not as described. 7. Commissions
Sellers have to pay commission fee when selling products on Aliexpress.
Commissions will be retained only for items sold, around 5-8%.
II. POLICIES FOR BUYERS 1. Privacy policy
- Buyers are asked to provide: contact information, purchase and/or payment
information, information about your purchases, information about and/or to support
complaints, ID (such as a passport)
- Buyers should keep their account information secure, using strong passwords and not sharing sensitive data.
2. Buyer protection policy
- Buyers can get a full refund (shipping costs included) if:
+ Products aren’t received in guaranteed delivery time. + Products are counterfeit.
- Returns and Refunds: Buyers can request returns or refunds if items are not as
described, defective, damaged, or if they simply change their mind (if the seller allows
returns for this reason) within 15 days after package arrival.
- Return Process: Buyers must follow the return instructions provided by the seller and
are responsible for return shipping cost if they decide to return an item due to a change
of mind. Otherwise, the cost will be covered by the sellers.
- Dispute Resolution: If there are issues with the order, buyers can open a dispute within
the Buyer Protection period. AliExpress will review the evidence and make a final
decision, which can include issuing a refund or other compensation. 3. Order cancellation:
- Before shipment: Buyers can submit an order cancellation request before the seller
ships their order. Refunds will be sent to their account within 20 working days.
- After shipment: Once shipped, cancellation is not possible, and the buyer must wait for
the item to arrive and then follow the return process if necessary. 4. Payment methods:
Buyers can pay using credit/debit cards, PayPal (available in certain regions), AliPay,
bank transfers, and other local payment methods supported by AliExpress. 5
IV. LIST OF FEES COLLECTED BY ALIEXPRESS 1. Commission fees
In AliExpress platform, sellers will only pay for each product they sell.
Commissions vary between 5% and 8% depending on the product category. 2. Transaction fees
Aliexpress charges fees for processing payments through various payment
methods. This fee will not exceed 3% of the product quotation. 3. Advertising fees
Depending on the chosen type of service, AliExpress offers three billing models:
- Pay per click (PPC): Fees are based on the number of clicks or impressions. The cost
per click will not exceed the user-defined maximum price.
- Pay per impression (PPI): Fees are based on the supply of information reaching a
specified number of impressions, with the total fee not exceeding the predetermined price for that exposure.
- Pay per duration Pay (PPD): Fees are based on supply information displayed
for a specific duration as per the marketing plan, with costs capped at the user-defined total duration price.
4. Performance Guarantee Deposit:
A security deposit to ensure sellers fulfill their obligations and protect buyers'
interests. The amount varies based on the product category and seller's location.
5. Logistics and Shipping Fees:
Fulfillment and Shipping Costs: If sellers use AliExpress's logistics services, they
may be charged for fulfillment, warehousing, and shipping. Fees depend on the size,
weight, and destination of the package.
6. Refund and Dispute Fees:
Dispute Resolution Fees: In case of disputes between buyers and sellers,
AliExpress may charge a fee for mediation and handling.
V. HOW TO OPTIMIZE YOUR SEARCH RANKING WITHIN ALIEXPRESS?
1. Keyword Research and Optimization
- Keyword Research: Use tools such as AliExpress's own search suggestions (AliGPT,
AliEx Search Suggestion Expander, AliExpress Dropshipping Center…), or third-party
tools (EcomStal, Google Keyword Planner,...) to find high-volume, low-competition
keywords relevant to your products. - Title Optimization: 6
+ Create a clear and concise title that accurately describes your product and
incorporates high-ranking keywords.
+ Keep titles less than 128 characters including spaces to avoid truncation.
+ Place most important keywords closer to the beginning of the title.
2. High-Quality Product Listings - Image optimization:
+ Use professional, high-resolution images that clearly showcase your product.
Multiple angles and close-up shots can enhance the perceived value of the product.
+ Maintain a consistent style across all product images, including background, lighting, and angles.
+ Show the product in use. For example, with a dress, show how it’s styled and its appearance when worn
+ The image needs to meet some requirements:
• The supported format for the pictures can be JPEG and PNG only
• The size should not exceed 5MB
• Try not to add images with watermarks or text
- Detailed Product Description:
+ Write detailed descriptions with relevant keywords. Describe the features,
benefits, and use cases of the product.
+ Use concise, scannable formatting (headings, bullet points, short paragraphs).
+ Include relevant, high-quality images - Example:
3. Seller Performance and Feedback
- Maintain exceptional seller performance: AliExpress evaluates a store based on
shopper appraisal, item quality, shipping speed, customer service, after-sales service and
dispute handling. The store rating represents the overall experience level and
professionalism of the store. The higher the score, the better the shopping experience. 7 - Foster positive feedback:
+ Deliver exceptional customer experiences.
+ Encourage reviews through tailored, post-purchase communication.
+ Respond to negative reviews constructively, offering solutions or improvements. - Example: 4. Store Optimization - Storefront design:
+ Make the store visually appealing and easy to navigate. A professional design can increase customer trust.
+ Ensuring your store is mobile-friendly is crucial as most consumers use mobile devices for online shopping.
- Product Category & Attributes
+ Place products in relevant categories and subcategories to improve discoverability. - Example: 8
5. Regular Updates and Seasonal Relevance
- Monitor and adapt to search trends: Adjust keywords, titles, and descriptions based on
changing demand and customer behavior.
- Refresh product content: Periodically update images, descriptions, and specifications
to showcase new features or improvements.
- During specific seasons or holidays, feature relevant products prominently in your
store. Use seasonal banners, create special collections, and run targeted promotions.
- Run seasonal promotions or discounts to capitalize on increased buyer interest during
specific times of the year. Offer free shipping, bundle deals, or limited-time discounts.
6. Link-building strategy - High-quality backlinks:
+ Guest posting: Write guest posts on relevant blogs or websites in your niche.
Include a link back to your AliExpress product listings.
+ Directory submissions: Submit your AliExpress store to relevant online directories.
+ Social media sharing: Share your products on social media platforms and
encourage others to share them as well.
+ Forums and communities: Participate in online forums and communities related
to your products and leave links to your listings. - Internal Linking: 9
+ Interlink products: Create internal links between related products on AliExpress
store. This helps search engines understand the structure of your site and improves navigation.
+ Use relevant anchor text: Use descriptive anchor text for internal links to
indicate the content of the linked page. - Paid Advertising:
+ AliExpress Advertising: Utilize AliExpress's advertising platform to promote
your products and increase visibility.
+ Google Ads: Consider using Google Ads to target potential customers with relevant keywords.
VI. HOW ALIEXPRESS CONVERTS VISITORS INTO PURCHASING CUSTOMERS?
1. User-Friendly Platform
- Buying on AliExpress has been designed for simplicity. Sellers create listings with
detailed product specifications, images, pricing, and shipping options.
- As a customer, you can easily browse or search for products, communicate with sellers
via messaging to ask questions or negotiate bulk order discounts.
- Useful tools provided include: Keyword tracking to optimize product listings,
Analytics on seller performance, Marketing app integration (with Oberlo or Dropified),
Multi-language interfaces for international access (including Vietnamese). 2. Competitive Pricing
- AliExpress offers the cheapest prices among B2B e-market platforms. The low prices
are based on low costs (manufacturing, labor, raw materials and supplies) in China and the lack of middlemen.
- On AliExpress’ s website, you can also easily see its slogan “Better choices, Better prices”.
- Example: Comparison of a specific product’s price between AliExpress and eBay: AliExpress 10 eBay
➔ eBay offers higher prices than products you would find on Aliexpress 3. Product Variety
- With its focus on wholesale trade, AliExpress gives customers access to incredibly
affordable products across a wide range of categories. You can search for a wide range
of products on this e-marketing place, with 24 categories and each category includes different kinds of products.
- Searching for niche, customizable, or printed-on-demand products is also easy thanks
to AliExpress’s global supply chain connections. With some research, unique bestsellers can be discovered. 4. Mobile Optimization
- With the Responsive Design, AliExpress ensures a seamless shopping experience
across various devices, including smartphones and tablets.
- Its Mobile-Specific Features offers features like mobile-only deals or one-click
checkout to enhance the mobile shopping experience.
- Example: Witnessing the rapid growth of mobile commerce, which increased three
times as much compared to ecommerce, the company decided to invest in their mobile
presence. After research, they realized a severe mismatch in performance between the 11
website and mobile app. Their platform back then was not optimized for mobile, while
this is their primary source of discovery. Finally, they went for PWA (Progressive
Web Apps) for two main reasons: Not every user would download the app and it took
a larger investment yet couldn’t totally attract users for installation and re-engagement;
besides, they simply needed a mobile platform that converted a non-app user to an app user.
→ The Outcomes Of AliExpress PWA:
+ Functions: Apart from the ability to work across browsers, offline usage, and
reconnect with frequent buyers by pop-up messages, here are the specialties of AliExpress PWA:
• The loading speed is incredibly satisfying, with the first-page load taking place within 3-5 seconds.
• Every page transition is a one-time load per visit. Thus, driving each
interaction with the site runs seamlessly and swiftly.
• All the elements and effects appear almost instantly and fully after the transitions.
• The navigation is quite clear and straightforward.
• The layouts: Many customers review that they like how they put the
overall product review on the top just behind the search. + Results:
• 0,4% increase in total new users; 82% increase in iOS conversion rate.
• Double pages visited total per session per user.
• 74% increase in the total time spent per session.
5. Excellent Customer Service
- AliExpress provides timely and helpful assistance to address customer inquiries and
concerns. Besides, it also offers Easy Returns and Refunds, which simplifies the return
and refund process to build customer confidence. - Example:
+ With AliExpress “Free Return” service, you get an extra 15 days (on top of the
on-time delivery date) to decide if you want to keep or return the item for any reason. It
is totally free. If the seller offers Free Return, it will be clearly marked on the item details page as follows:
+ Offers steps for customers to follow to use “Free Return” service
+ Has a link to answer customers’ questions about “Free Return” service
6. Trust and Credibility 12
- On this e-marketing place, sellers are verified to ensure the authenticity and quality of products.
- Besides, it has many policies such as Product Safety, Privacy, Buyer Protection or
Secure Payment Methods so that it can guarantee its customer safe and quality
experiences when purchasing products on AliExpress.
VII. HOW CAN WE APPLY TECHINQUES IN SELLING PRODUCTS?
Our team choose to put all of the above mentioned techniques into real case when
we would like to open a store selling jelwery on AliExpress. The three first products that
we want to sell are three kinds of earrings.
1. What are the policies that we need to focus?
- Product Authenticity and Quality: Sellers must accurately represent the jewelry they
are selling, with clear descriptions, high-quality images, and detailed information about
the materials used (gold, silver, plated, or synthetic materials)
- Intellectual Property Compliance: Sellers must avoid infringing on trademarks,
patents, or copyrighted designs. AliExpress is stringent about removing listings that
violate intellectual property rights, and repeat offenders can be banned.
- Customer Protection Policy: AliExpress requires sellers to offer reasonable refund
and return policies if products do not meet the standards or do not match the description.
Depending on the type of jewelry, sellers may need to provide a warranty
- Shipping and Delivery: Sellers are responsible for providing accurate shipping
information and ensuring timely delivery
- Pricing and Tax Policies: The price of the jewelry must be clear and transparent.
Sellers must comply with the tax regulations of the country or region where they are conducting business
- Product Certification and Safety: Sellers may need to provide certification from a
testing agency verifying the metal or gemstone composition to ensure the quality and safety of products.
2. Some fees sellers must pay for Aliexpress
With jewelry and accessories, commission rates are between 5% and 8% depending on
the product type, 5% for fine jewelry, and 8% for other categories. 13
3. How can we optimize the ranking of products on AliExpress?
- Keywords Optimization: Use Ecomstal extension to find high-volume keywords and
place them in title, description to make sure that the customer can find the products easily.
Based on some aforementioned techniques to optimize search ranking on AliExpress,
our group suggests some ways to optimize the store and three products that we want to
sell. We would like to analyse one product and other products can be optimized in the similar way. - Title Optimization:
+ Three-layers Women Earrings Dangle Gold C-shaped Hollow Tube Metal
Drop Earrings Personality Punk Ear Jewelry Party Gifts
+ Black Color Bean Irregular Geometry Stud Earring for Women Korean Style
Earring Jewelry Brincos Wedding Girl Gift
+ New Fashion Beans Shape Women's Stud Earrings Smooth Metal Korean
Fashion Small Earrings Lovely Cute Fashion Earring Jewelry - Image Optimization: 14
+ Showing the size of the earrings.
+ Showing the earrings in use.
+ Inserting images with different angels of the earrings. - Description: + Metals Type: Zinc alloy + CN: Zhejiang + Fine or Fashion: Fashion + Gender: Women + Shape/pattern: Geometric + Earring Type: Drop Earrings + Material: Metal + Features:
• Occasion: Party Gifts - Ideal for parties, these earrings make a thoughtful
gift for friends and loved ones.
• Applicable People: Women - Specially designed for women, these
earrings are a statement piece for any fashion-forward individual.
• Type: Drop Earrings - Dangle earrings with a drop design, perfect for
adding movement and style to any outfit.
• Best Gold Earrings|Cheap Gold Plated Jewelry|Material: Zinc Alloy -
Crafted from durable zinc alloy, these earrings resist tarnish, ensuring lasting shine.
• Design: C-shaped Hollow Tube - Featuring a unique C-shaped hollow
tube design, these earrings add a touch of punk elegance.
- Seller Performance and Feedback:
+ Try to maintain the store credibility with store rating, ttems as description,
communication, shipping speed more than 4.5 15
+ Customer reviews should have more than 95% positive feedbacks
- Store optimization: Categorise the products into top sales, new arrivals, earrings and other products.
- Link-building strategy:
+ Create internal links from other earrings store, jewelry store.
+ Share products on social media platforms.
+ Promote products through AliExpress’s ads.
4. How to convert visitors into purchasing earrings? - Marketing strategy
+ Our team suggests using the Aliexpress Affiliate Program. This program
allows the act of promotion of its publishers to popularize its products:
• Influencers: Post earrings information on social media or social chat groups.
• Content/blog sites: Promote earrings copy in articles.
• Networks and agencies: Promote earrings through cooperation with multiple sites and channels.
• Deal sites: List great deals from AliExpress.
• Cashback sites: Reward cashback to buyers for making purchases with AliExpress.
• Coupon sites: Share discount codes and store coupons with buyers.
- Variety and Customization:
+ We will offer an unparalleled selection of jewelry, ranging from classic
diamond rings, necklaces, and earrings to unique, handcrafted designs.
+ We will also support custom orders, allowing customers to personalize their
purchases with specific stone cuts, metals, and even colors.
- High-Quality Standards: We decide that this can be achieved through our:
+ Rigorous supplier vetting processes + Quality control checks
+ Positive customer feedback mechanisms - Pricing strategy:
+ Offer Affordable Prices: On the platform, like other sellers, we try to leverage
economies of scale, direct supplier partnerships, and global shipping logistics to
minimize costs and pass on the savings to the consumer. 16
+ We encourage buyers to add the Aliprice Shopping Assistant extension on
chrome so that they can track the price of that product including:
+ Product Price History: This function allows customers to view the product
price history for the last three or six months, as well as the highest and lowest prices of
the product at different times.
+ Receiving Notifications When Prices Drop: When the price drops below the
price at which the product was saved to your favorites when you track the product’s
price, the extension will send an email to your bound email address to remind you of the price drop.
+ Automatic Search for Coupons and Promotional Codes: You simply need
to click the discount button on the right side of the checkout page, and the extension will
automatically search for available coupons and promotional codes, and calculate the best money-saving choice.
+ Saving Products to Favorites: Any of your added favorite products that have
a price increase or decrease will be at the top of the list and a green number will appear
next to any product that has a new price drop.
+ Searching for Similar Products: This function helps customers find similar
products on different platforms and search for similar products by image. 17 REFERENCE
1. POLICIES FOR SELLERS
- Privacy Policy: https://terms.alicdn.com/legal-
agreement/terms/suit_bu1_aliexpress/suit_bu1_aliexpress201909171350_82407.html
- Product Listings and IPR Protection Policy:
https://sell.aliexpress.com/en/ pc/WeV0sNuNoP.htm
- Product Safety and Compliance:
https://sell.aliexpress.com/zh/ pc/yFWQH5EOSP.htm
https://sell.aliexpress.com/ pc/3VoBaHI1lC.htm?spm=5261.ams_103845.0.0.6d434b c0C85cgm - Customer Service:
https://sale.aliexpress.com/ pc/ym1QYdCzjk.htm - Commissions:
https://rule.aliexpress.com/rule-channels/37978936/137259094 2. POLICIES FOR BUYERS - Privacy Policy:
https://service.aliexpress.com/page/knowledge?pageId=186&knowledge=1060015216 &language=en - Buyer Protection Policy:
https://sale.aliexpress.com/ pc/ym1QYdCzjk.htm
https://sale.aliexpress.com/ pc/buyerprotection-seller_guaranteed.htm - Order cancellation:
https://service.aliexpress.com/page/knowledge?pageId=37&category=1000021992&k
nowledge=1060062491&language=fr - Payment methods
https://service.aliexpress.com/page/knowledge?pageId=186&knowledge=1060068630 &language=en
3. HOW TO OPTIMIZE YOUR SEARCH RANKING WITHIN ALIEXPRESS?
https://www.piccopilot.com/blog/aliexpress-summer-sales-2024_2bd03da2-5f7c-4877- b363-9cedd5bb1267
https://rankstar.io/aliexpress-store-seo/
https://sale.aliexpress.com/ pc/pctip2article.htm 18
4. HOW TO CONVERT VISITORS INTO PURCHASING CUSTOMERS?
- How to convert visitors into purchasing customers in general:
https://www.adroll.com/blog/e-commerce-how-to-convert-visitors-into-customers
- Conversion rate optimization:
https://reads.alibaba.com/conversion-rate-optimization-9-powerful-strategies/ - Aliexpress traffic:
https://www.similarweb.com/website/aliexpress.com/#overview - Competitive pricing:
https://wozo.com/is-aliexpress-legit-why-is-aliexpress-so-cheap/ - Mobile optimization:
https://www.tigren.com/blog/aliexpress-pwa/ - Excellent customer service:
https://service.aliexpress.com/page/knowledge?pageId=37&category=1000038344&k
nowledge=1060015164&language=fr - Trust and credibility:
https://service.aliexpress.com/page/knowledge?pageId=186&knowledge=1060015216 &language=en
https://sale.aliexpress.com/ pc/ym1QYdCzjk.htm
https://sale.aliexpress.com/ pc/buyerprotection-seller_guaranteed.htm - Marketing strategy:
https://www.aliprice.com/taobao_tutorials/731_425/Introduction-of-Price-Tracker- for-AliExpress 19