Q: For managing B2C logistics in Tmall, what specific considerations should we include while looking for a 3PL service?
A: The biggest sticking point = integration
You need to decide how you will integrate with the 3PL & Tmall. I suggest keeping it analog at first but likely you will want key data feeding into your ERP ASAP.
B: Packaging & handling
A moment of brand experience ignored by most, but leveraged by the best. How do you want them to feel when they open the box? What will they see/touch/hear/smell? Most brands are BORING. But China 3PLs customize & it is important that you IMPRESS your name on consumers. A great example is 3 Squirrels: they sell snack nuts…BRILLIANTLY. Everything you receive is fun, surprising & useful. A centerpiece of their marketing success.
C: Responsiveness & flexibility
You set the standard for what the 3PL must achieve on a daily basis & for high traffic periods (like 11.11). Most midsize 3PLs are well established with brands on Tmall but small enough to give you the personal attention you need. By contrast, CaiNiao (Alibaba’s logistic arm) can be difficult to navigate for newbies. China is often more “advanced” in 3PL service levels. Focus on your unique requirements & let them guide you.