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    Velvet_magentocom_china_event Velvet_magentocom_china_event Presentation Transcript

    • Successful businesses need creative strategies EVOLUTION & UPCOMING TRENDS OF FASHION E-COMMERCE IN CHINA MagentoCom event, November 2013 VELVET GROUP, 2013 ©
    • VELVET IS A DIGITAL CONSULTING AGENCY SERVING FASHION, LUXURY AND BEAUTY BRANDS. WE ARE BORN LUXURY, DIGITAL, CHINESE... AND GLOBAL 2
    • DIGITAL STRATEGY CONSULTING & EXECUTION Social Search POS Mobile Brand content Official site DELIVER EXCEPTIONNAL CUSTOMER EXPERIENCE  ACROSS BRAND & RETAIL TOUCHPOINTS Brand awareness, personal connection,! emotion and engagement ! eCRM VELVET GROUP, 2013 © e-Commerce 3
    • AVENE YVES SAINT LAURENT KERING GROUP GALERIES LAFAYETTE CLARINS BOUCHERON PARIS L’OREAL GROUP CHRISTIAN LOUBOUTIN NOELI GALLERY
    • E-COMMERCE CONSULTING Market Research & Business Opportunities Deliverable Industry Product Understand Target Audience Business Proposition Competition Analysis Research Findings Project Design & Planning Deliverable Consumer Journey Business Scenarios Business Model Project Roadmap Business Requirements Selection of service providers & solutions Deliverable IT Warehouse Payment Operations CRM Delivery Call center Marketing V E L V E T Group (HK) Ltd – Confidential 2013 Service Providers Selection 5  
    • E-COMMERCE CONSULTING TYPICAL PROJECTS BUSINESS SCENARIOS TO START E-COMMERCE IN CHINA DESIGN ENTIRE E-COMMERCE PROJECT DEFINE THE PATH TO PROFITABILITY & P&L ESTIMATIONS OMNI-CHANNEL STRATEGY AUDIT OF EXISTING E-COMMERCE PLATFORMS V E L V E T Group (HK) Ltd – Confidential 2013 6  
    • FULL E-COMMERCE SETUP - KEY PERFORMANCE DRIVERS Display   E-­‐mail   marke9ng   Front-­‐end   Search   u Merchandizing   Omn i-­‐cha nnel   u Services   u Loyalty   program   Social  Media   Traffi c  dri vers u MarkeEng   u Inventory   management   PRODUCT (fashion & lifestyle)   u Logis9cs   u Finance   Back-­‐end   u Call  center   u IT  solu9ons   Online     wholesale   Partners   JD,  Suning,   Amazon  etc   VELVET GROUP, 2013 © Mobile  store   Strategic     Online   partners   Tmall,  Bank     e-­‐malls  and   flashsale  sites     Stores   China  &  France  
    • CHINA BECAME IN 2013 THE WORLD BIGGEST E-COMMERCE MARKET V E L V E T Group (HK) Ltd – Confidential 2013
    • 242 million (2012) China has the highest number of Online consumers in the world 75 M More than USA 2x Double size of Japan 6x Sixth times the size of UK 7.5 x more than 7 times the size of France V E L V E T Group (HK) Ltd – Confidential 2013 9  
    • And it will continue to grow steadily 2012 è 2016 +50 M Every year X1.75 423.4 million 242 2012 V E L V E T Group (HK) Ltd – Confidential 2013 2016 10  
    • Market size 2012 è 2015   169 billion 319 billion EURO B2C = 45% 95.8 billion X2 93.5 billion 159 billion B2C = 30% 45 billion EURO V E L V E T Group (HK) Ltd – Confidential 2013 11  
    • CHINA HAS PLENTY OF ROOM FOR GROWTH Internet users as a % of the total population Korea VELVET GROUP, 2013 © US Europe China Asia India 12  
    • FASHION IS THE N°1 CATEGORY 27% 18% 5% Apparel, footwear, bags and suitcases VELVET GROUP, 2013 © Consumer Electronic, Home appliances Cosmetics 4% Mother & Baby care 3% Music, Video & books 13  
    • APPAREL & ACCESSORIES SALES DURING 11/11 VELVET GROUP, 2013 © 14
    • DOUBLE 11 TOP 10 BEST SELLERS Apparel takes up 5 positions among top 10 best sellers. JACK JONES Apparel CAMEL (menswear) UNIQLO YINMAN ARTKA VELVET GROUP, 2013 © Apparel 15
    • DOUBLE 11 TOP 10 WOMEN’S APPAREL RMB 140,000,000 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 RMB 780,593,247 ≈ EUR 100 million 0 VELVET GROUP, 2013 © 16
    • COMPETITIVE ENVIRONMENT & CONDITIONS OF SUCCESS
    • TOP B2C WEBSITES BY MARKET SHARE 57% Tmall (Alibaba Group) 20% JD 1% Dang dang 4% QQ Mall 4% Suning 2% Vancl 3% Amazon VELVET GROUP, 2013 © 18  
    • LAUNCHED EARLY NOVEMBER 19
    • LAUNCHED 1 WEEK AGO 20
    • fashion shopping UPCOMING TRENDS
    • “OMNI-CHANNEL IS THE NEW NORMAL” §  Today's customer experience spans across multiple touchpoints §  Challenge is to provide an integrated customer experience WEBSITE STORES 8%  Shoppable of  total  retail   or not sales  is  online   50%  of  retail  sales   Digital is  online  or  “web-­‐   in-stores influenced”   Order online, collect & return offline MOBILE (smartphones & tablets) 79%  oShoppable f  US  smartphone   owners  use  tnot phones  to   or heir   help  with  shopping     Source: Forrester Research, Web Influenced Retail Sales Forecast, 2013 - USA VELVET GROUP, 2013 ©
    • E-SHOPPING IS A MULTI-SCREEN AND MULTI-DEVICE EXPERIENCE ATAWAD CONSUMERS VELVET GROUP, 2013 © 23  
    • IT IS CRITICAL TO MAP THE CONSUMER JOURNEY RESEARCH WEB SELECT Comparison site PURCHASE Chat Pick up at local store Visit retail store Kiosk Browse catalog Return instore E2 = EXPERIENCE + E-COMMERCE MOBILE Google search Begin catalog order Product info Email Order confirm w/ Rec EMAIL VELVET GROUP, 2013 © Issue complaint Phone order IN-STORE SOCIAL SERVICE Buy online CONTACT CENTER CATALOG RECEIVE / USE Facebook Fan club Read reviews Share experience on Twitter Complain on brand’s Twitter 24  
    • 1. MOBILE COMMERCE IS TAKING OFF IN CHINA •  Single day transactions from Taobao APP exceeded RMB 5.35 billion o  5.6 times over last year’s RMB 960 million o  Number of active users: 127 million o  Number of transactions: 35,900,000 •  Alipay mobile exceeded RMB 11.3 billion (10 times over 2012). o  45 million transactions* No. of Mobile transactions Percentage to total No. Transactions Transaction amount 2011 1,710,000 n/a 2012 9,000,000 8% RMB 1,200,000,000 2013 45,180,000 24% RMB 11.300,000,000 * 2013 Double 11 total number of transactions through Alipay: 188,000,000 VELVET GROUP, 2013 © 25
    • 1. MOBILE COMMERCE IS TAKING OFF IN CHINA §  Key functions: •  product browsing/ product review •  shopping cart •  order tracking •  order management •  user account •  coupon Available on iPhone and Android VELVET GROUP, 2013 © 26  
    • 2. WECHAT COMMERCE DEBUTS SCAN-TO-PAY KILLS SHOPPING CART Scan with WeChat VELVET GROUP, 2013 © 27
    • 2. WECHAT COMMERCE DEBUTS SCAN-TO-PAY KILLS POS •  •  Scan to place the item in Tmall shopping cart Over 200,000 items have been placed in the shopping cart prior to double 11. VELVET GROUP, 2013 © 28
    • 3. EVOLUTION OF CUSTOMER SERVICE CLICK-TO-CALL (BURBERRY) 1 “Click-to-Call” function on the header 2 Provide number to the customer service 3 Immediately connected with customer service •  Customers can indicate country, number and the time to call •  The service is available 24/7 4 Receive a phone call from the US within the next 5 seconds. The customer representative is bilingual in English and Chinese and answers customer inquiries with clear explanation VELVET GROUP, 2013 © 29  
    • 3. EVOLUTION OF CUSTOMER SERVICE SOCIAL MEDIA PLATFORMS FOR CUSTOMER SERVICE Burberry customer care Weibo account Message board dedicated to customer care VELVET GROUP, 2013 © 30  
    • 4. PRODUCT PRESENTATION VIDEO SHOPPING VELVET GROUP, 2013 © 31  
    • CONTACT US Velvet Group Limited Greenland Plaza - 1258, Yuyuan Road - 20050 Shanghai – China www.velvetgroup.com | +86 21 61 16 72 32 Patrice NORDEY CEO pnordey@velvetgroup.com VELVET GROUP, 2013 ©