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eCommerce on Steroids:
An introduction to China’s social eCommerce brands and what we can learn from them.
Nicky Szmala & Rachel Guo
June 2014 | Beijing
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Our agenda
Quick snapshot of China’s eCommerce landscape
What we can learn from them
Intro to social eCommerce-only brands
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China’s Giant
eCommerce Industry
Photo Credit: https://www.flickr.com/photos/23860276@N05/3887510836/
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In 2013 China’s Gross Merchant Value
reached USD 1.63 trillion
Source: iResearch, Jan. 2014
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1.000.000.000.000
(12 zeros)
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Up 21.3%
from 2012
Source: iResearch, Jan. 2014
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269.4 million
eCommerce users
Source: iResearch, Jan. 2014
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YoY Growth of
Mobile eCommerce:
165.4%
Source: iResearch, Jan. 2014
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eCommerce in China
huge
fast growing
more and more mobile
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China’s eCommerce Ecosystem
Photo credit: https://www.flickr.com/photos/15562978@N08/10149082793/
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Taobao
Tmall
Jingdong
Horizontal
eCommerce Platforms
Electronic Products
Gome,Suning
Apparel
vip.com, Vancl
Grocery & Daily Necessity
SF-Best, 1haodian
Cosmetic
Jumei, Lefeng
Books
Dangdang, Amazon
Offline Service
Meituan, Nuomi, Dianping
Vertical
eCommerce Websites
eCommerce
Brands
Xiaomi
Smartisan
Liebo
Crucco
Three Squirrels
Chu Orange
AFU
Roseonly
Tangcha
Diaoye Brisket
Duokan
Huangtaiji
Pancake
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Taobao is replacing Baidu for product search
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eCommerce is tightly integrated into
social channel
Jingdong-WeChat
1
Dianping-QQ
2
Taobao-Weibo
3
600 Million Users
800 Million Users
500 Million Users
Data Source:We are Social, China Digital Landscape 2014
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Shopping festival
In 2013, sales volume reached 4.8 billion USD
on Taobao Double 11 Festival
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Express delivery infrastructure
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Community based eCommerce stores
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“Internet users in select countries who would buy a brand because of a friend ‘Likes’ or follows it on a social networks”
Data Source: IPSOS OXT and Ipsos Global, 2012
CHINA
54%
INDIA
44%
INDONESIA
39%
USA
15%
AUSTRALIA
15%
SOUTH
KOREA
14%
JAPAN
6%
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WOM
Social Media
Data Source: Accenture, Winning the Heart of Chinese Consumers, 2012
77.4%
92.7%
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Emotional Story
Niche Target Audience
Communication is 100% Social
Experience
Functional Story
Sales Mechanics
Partnerships
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Xiaomi | ??
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Lei Jun – The Steve Jobs of China
Emotional Story
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Functional Story
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Experience
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Sales Mechanics
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Communication is 100% Social
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Partnerships
Partnerships with Chinese telecom operators
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Niche Target Audience
Electronic device fans, who are passionate about being involved in product development
College students, who are tech savvy but have limited budget for smartphones
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Roseonly
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A gift for the only one in your life
Emotional Story
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Functional Story
Roses are imported from exclusive gardens high in the mountains of Ecuador
Chocolate is imported from Belgium and
made by Jean George, a three-star Michelin
restaurant in NYC
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Experience
Products are delivered in exquisite packages by well dressed male models
Guaranteed to be delivered within 24 hours
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Sales Mechanics
For the lifetime of each customer account, only a single recipient can be registered
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Communication is 100% Social
109 comments
573 retweets
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Partnerships
Trendgroup Media: gains media and celebrity resources
Jean George Restaurant : establishes a light-luxury image
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Niche Target Audience
Urban, upper middle class males with high demand for luxury experiences and quality products
Well educated females with appreciation for exclusive products and high expectation around relationships
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HeyJuice
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Emotional Story
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Functional Story
Organic Fruit/Vegetable + Nutrition Recipe
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Experience
Just-in-Time
Production
Kept Fresh
On-Time Delivery
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Sales Mechanics
Subscription Model
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Communication is 100% Social
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Partnerships
Shiyi Pan, as angel investor of HeyJuice, helped recruit celebrities and business elites as early adopters
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Niche Target Audience
The young, professional, LOHAS females who have above average income and invest in their well being
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3 Squirrels | ????
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Emotional Story
A cartoon story about three squirrels with story lines and merchandise crowdsourced by the brand fan base
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Sourcing of the best nuts and
building a distribution system to ensure freshness and high quality
Beijing
Functional Story
Wuhu
GZ
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Experience
Shell Bag
Wet Tissue
Clip
Customer
Feedback
Card
Card Case
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Sales Mechanics
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Niche Target Audience
Young people with tight budgets but willing to pay a little more to enjoy better quality products and services
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What is missing here?
Photo Credit: :https://www.flickr.com/photos/10687935@N04/3552576743/
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Instead invest in:
KOLs
Social Ideas
Social Care
SEO
Product & Customer Experience
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Social works.
For product launches.
And beyond.
What we can learn from eCommerce on Steroids:
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Thank you!
??!
We’re happy to answer your questions:
nicky.szmala@geometry.com
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Image Sources
Slide1: http://1.bp.blogspot.com
Slide 3:http://www.winnipegfilmgroup.com
Slide 9:http://www.liveforthepump.de
Slide 12: http://taobao.com
Slide 13: WeChat App, QQ App, Weibo web page
Slide 14,47:http://www.nipic.com/
Slide 16: http://www.ebrun.com
Slide 21,23,24,25,27:Xiaomi official website
Slide 22:http://coffeeticks.my
Slide26: http://bbs.xiaomi.cn/
Slide 28,36,50:http:www.gettyimages.cn/
Slide 29,30,31,33:http://www.roseonly.com.cn/
Slide 34: Roseonly Weibo and WeChat account
Slide 35: http://news.cecb2b.com
Slide 37,38,39,40,41,42,44: http://www.heyjuice.cn/
Slide 43: scity.weibo.10086.cn
Slide 45,46,49: http://www.3songshu.com/
Slide 51: http://architecturebehindmovies.wordpress.com
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Thanks!
We’ll send you the deck!
Nicky Szmala
nicky.szmala@ogilvy.com
Aoiffe Madden
aoiffe.madden@ogilvy.com
Martyn Rosney
martyn.rosney@ogilvy.com
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Thanks!
We’ll send you the deck!
Jonathan Nguyen
jonathan.nguyen@ogilvy.com
Hannah Law
hannah.law@ogilvy.com
Nicky Szmala
nicky.szmala@ogilvy.com
Thomas Crampton
thomas.crampton@ogilvy.com
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Thanks!
We’ll send you the deck!
Ian Sohn
ian.sohn@ogilvy.com