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【Basic Outline of e-Commerce】

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Japanese e-Commerce business enviroment with the recent trends, size of markets, major players, etc.

Japanese e-Commerce business enviroment with the recent trends, size of markets, major players, etc.

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    • 1. 1 < Sheets for sharing for Creating Detail Strategy > Potential EC + Contents Business Framework 20100915 / Cozy Mizoguchi cozymizo@hotmail.co.jp / +81-80-1205-8448 Cozy Mizoguchi, all rights reserved 2010 This is Brief version, Details separately.
    • 2. 2 Cozy Mizoguchi, all rights reserved 2010 Index Business Approach 1 Analysis Competitive Environments - Japanese Internet Market, Fashion EC, etc 2 Setting up Positioning in Market - Targeting Matrix, Smart-Phone, Mobile EC, etc 3 Clarifying Business Domain - Type of EC Business, Strategy Matrix, Major Players in Japanese EC, etc 4 Mapping out of Marketing Strategy - Critical Pillars of EC, Positioning, Revenue Schemes, Marketing / Alliances, Project Formation, etc 5   Planning Mid-Long Terms Business Scenario                                                                      Outline of Basic Business Direction
    • 3. 3 Cozy Mizoguchi, all rights reserved / Sept, 2010 Basic Approach to Develop Internet Business 1 Analysis of Competitive Environments - to grasp Market Potential / Risks, by SWOT analysis, etc 2 Setting up Positioning in Market - to focus on entering market by leveraging our strengths, etc 3 Clarifying Business Domain “WHAT” - to fix targeting clusters + unique / appealing services from other competitors 4 Mapping out of Marketing Strategy “HOW to” - to develop Business Model + Tactics + Operational Flow, etc 5 Planning Mid-Long Terms Scenario “until WHEN” - to pave the Roadmap + Business Plan for stable/reliable growth “WHERE” “How Much” “WHICH ZONE” “to WHOM”
    • 4. 4 Cozy Mizoguchi, all rights reserved / Sept, 2010 1 Analysis of Competitive Environments - to grasp Market Potential / Risks, by SWOT analysis, etc “to WHERE & HOW Much Japanese Customers tend to spend money in Internet ?” 1 Analysis of Competitive Environments
    • 5. 5 Cozy Mizoguchi, all rights reserved / Sept, 2010 *resource from NRI research institute, 2009 1 The entire Japanese Internet markets: to expand to 14 trillion in 2014 = 1.8 times 2009 markets size = 8 trillion 2 The biggest market = B2C EC: to increase 12 trillion in 2014 due mainly to Mobile EC growth = 2.5 trillion / 20% share in entire EC from 17% in 2009 3 Internet AD: to expand to 900 billion = 12% share among the entire Japanese AD arena, due also to the growth of Mobile AD = 25% share in all internet AD 4 Mobile Contents: to increase 460 billion, lead mainly by Entertainment related such as: e-Magazines/Books, Online-Game, etc but growth rate to slow down 5 Online Game: to expand slightly from 110 billion in 2009 to 158 billion in 2014 1-1 Japanese Internet Market - Major Trends -
    • 6. 6 Cozy Mizoguchi, all rights reserved / Sept, 2010 1-2 Japanese Internet Market - Internet Population - Generic trends of Japanese entire internet market / % of Penetration % of Penetration# of Users (Units; million) Close to 100million = around 80% of Japanese experienced Internet *resources from MIC, GarbageNews.com
    • 7. 7 Cozy Mizoguchi, all rights reserved / Sept, 2010 1 Size of B2C-EC markets < 2008/ Impress inc. >  ・ Food Retails ; 251billion 123%↑/ to compared with last year  ・ Medical / Cosmetics : 141b 127%↑  ・ Entertainment ; 222b   115%↑  ・ Travel / Hotel / Gourmet ; 651b   128%↑ 2 % of actual experiences of EC: 82,4% <2009 / Impress, inc> 3 % of potential needs for EC : 52.4% <2009 / Impress, inc> 4 Actual items / commodities bought via EC <2009 / Impress, inc>  ・ Books / Magazines ; 60.1%  ・ Apparel / Accessories / Fashion ; 47.5% ・ Travel / Hotel ; 42.1% ・ CD / DVD / Bluray ; 45.4% ・ (Drop shipment kind of) Foods / Beverages / Drinks ; 33,2%   →  Where are the growing arena ?   ・ Current EC users; 87.9m * 39% increasing from 2008 **26% in all net users 3.4b ・ Main clusters : 18 ~ 24 ages ( 53.3 %)、 25 ~ 30 ages ( 28.4 %) ・ Main genre in EC ; 1 Apparel / Fashion ( 61.5 %)  2 Jewry / Cosmetics ( 23.5 %)   3 Books ・ CD ・ DVD ( 20.2 %)  4 Electronics ( 13.2   →  How about China EC market ?   < Comparison data > 1-4 Japanese Internet Market - EC -
    • 8. 8 Cozy Mizoguchi, all rights reserved / Sept, 2010 <Main Reason for using EC> by Cross Marketing inc, 2010 1 Enable to buy items by reasonable / cheaper prices than real shops 61.4% 2 Enable to buy any items without considering time 54.0%   * especially higher points in “Health / Cosmetics / Fashion / Apparel 3 Easy to compare the prices 4 Original / Premium items only @ EC stores   * especially higher points in “Health / Cosmetics / Fashion / Apparel 5 Convenient delivery   * especially higher points in “Health / Cosmetics / Fashion / Apparel < Average spending fees for 1time @ EC Stores > *resource from Nikkei, 2008 - 11,101 in Fashion / 23,625 in Furniture *15,308 in Fashion @ Real / 36,492 in Furniture @ Real < Main way to Pay > *resource from MasterCards, 2009 - 20s female; 8.9% 3times @ 1week to use EC, exceeding 20s male w/ 8.1% - 30s, 40s, 50s Female: each group 5% increasing for EC usages < Increasing Clusters > *resource from JADMA, 2009 - 71.8% by Credit Cards 1-5 Japanese Internet Market - Fashion EC related -
    • 9. 9 Cozy Mizoguchi, all rights reserved / Sept, 2010    2 Setting up Positioning in Market - to focus on entering market by leveraging strengths, etc POSITIONING is Critical, based on targeting Clusters’ NEED / WANTS “WHICH Zone in Market & WHO are the Primary Clusters?” 2 Setting up Positioning in Internet Market
    • 10. 10 Cozy Mizoguchi, all rights reserved / Sept, 2010 *resource from impress R&D, 2010 - Clusters by Accessing Tools to Internet based on Age / Gender – FEMALE MALE ELDER YOUNGER Less Using Group -MALE:50.3% -Ave Age:43.5 = Female: housewife /30s above + Male: Office Workers/50s above, having his own house – Married %:68.3% Other Devises Group -MALE:47.5% -Ave Age:41.0 = Female: housewife /30s above + Male: Office Workers / 50s above, having his own house Married %:57.4% -MALE:46.9% -Ave Age:33.2 = Female: housewife, Students /10-30s + Male: Students/ 20-30s Married %:47.1% Mobile Main Group P C Main Group -MALE:63.6% -Ave Age:41.3 = Male: Office Workers/30s above, having his own house – Married %:51.8% PC + Mobile Group -MALE:58.4% -Ave Age:30.6 = Female: students / Under 20s + Male: Students, Tech related / Under 30s, Married %:33.3% Smart - phone Group -MALE:81.7% -Ave Age:30.7 = Male: IT, Tech related, Services, Media, etc / 20 - 30s, -having his own house -Married %:32.5% -Higher PC = Mac Usage, Higher expenditure to Net related 2-2 Targeting Matrix by Tools / Preferences How to differentiate from Competitors, Potential Clusters ?
    • 11. 11 Cozy Mizoguchi, all rights reserved / Sept, 2010 *resource from impress R&D, 2010 2-4 Smart Phone Expansion < # of Sold units > 2011; 660million, 2012; 1,050million, 2013; 1,539million, 2014; 1,840million, 2015; 2030million 54.6 % to be covered by Smart-Phone in 2015 < # of Signed up > 2009; 315million, 2015; 4,760milliom ・ Volume of shipments in 2009: 3.02 million / 219% increased ・ Predicted shipments in 2010: 4.75 million / 157% from 2009 % of having Smart-phone 33.9% in Urban area to compared w/ nationwide average 12.7% / 28.4% owned by Businessman - Smart-phone market in Japan - # of sold # of Signedmillion million Smart-Phone expanding into various clusters
    • 12. 12 Cozy Mizoguchi, all rights reserved / Sept, 2010 3 Clarifying Business Domain - to fix targeting clusters + unique / appealing services from other competitors “WHAT are the fundamental business scheme?” ⇒ Most Growing Category = EC Business Study 3 Clarifying Business Domain                          
    • 13. 13 Cozy Mizoguchi, all rights reserved / Sept, 2010 - Major EC Players in each categories - Online GMS 3-1 Type of EC Business Model - Gross Sales; $19billion - Operation Profits:$0.8billion - % of Profits: 4.4% *purchasing commodities directly Online GMS + Mall Online Fashion Mall *mixture business by GMS + Mall - Gross Sales; 35billion - Operation Profits:3billion - % of Profits: 9.0% *Fashion centric EC Mall - Gross Sales; 17billion - Operation Profits: 2.2billion - % of Profits: 20.8% ZOZOTOWN Online Mall *renting online space to tenants - Gross Sales; 63billion - Operation Profits:31billion - % of Profits: 48.8% Online Time Sales *Time Sales featured EC GMS - Gross Sales; 13billion - Operation Profits:0.3billion - % of Profits: 2.1% Online Specialty Shop *Entertainment centric EC - Gross Sales; 15billion - Operation Profits:1.2billion - % of Profits: 8.0%
    • 14. 14 Cozy Mizoguchi, all rights reserved / Sept, 2010 Importance of establishing useful / efficient EC business formation with useful partners + Step by step approach for realizing EC as new profit line < Needs to set up realistic EC strategy based on CSF of EC > Organic Alliance / ASP M & A Items / Services ◆Biz-Dev Matrix ◆ Delivery / Settlement Marketing / DB Usability / Visibility ◎ ○some expectation for reality + $$ ◎much expectation for reality + $$△ less expectation for reality + $$ ○○ ◎ *◎ ◎ ◎ ○ 3-8 Matrix of Executing EC Business
    • 15. 15 Cozy Mizoguchi, all rights reserved / Sept, 2010 4-15 Project Structure <3> < Legal Scheme > - Specified Commercial Transactions - Personal Information Protection - Products Liability - Protection of a Trademark - Electronic Consumer Contracts - Electronic Acceptance Notice - Terms of use concerning all relevant web pages - Legal Responsibility of Improper Price Indications - Copyrights - Consumers Protection - Cleaning-Off - Legal Responsibility regarding Identity Theft, etc To make all relevant legislative preparations
    • 16. 16 Cozy Mizoguchi, all rights reserved / Sept, 2010 CDN 子 cache C A R P 親 cache *負荷分散+耐障害性向上+トラフィック対 応 WEB APP D B SAN NAS 4-16 Project Structure <4> < System Scheme > To pave reliable / secure backyards scheme efficiently
    • 17. 17 Cozy Mizoguchi, all rights reserved / Sept, 2010 2011 2012 2013 - Efficient + Practical Stepping Up for Realizing EC / Net Business- Spread Stable 5 Mid-Long terms Business Roadmap 1 e-Commerce 2 AD Business 4 Contents Billing 3 Affiliate Start
    • 18. 18 Cozy Mizoguchi, all rights reserved 2010 Index 1 LAWSON inc. - Japanese 2nd ranked Convenient company 2 EMI Music Japan inc. - Global Record company 3 Entertainment Plus inc. - Japanese 2nd ranked Ticketing Agency 4 Label Mobile inc. - Japanese biggest mobile contents provider *Due 100% to confidentiality, only outline posted in the following.                                                                    Case Studies for EC (re) Construction
    • 19. 19 ⇒ 4 Major Record Company *Useful Global Deals, etc ⇒ Wide array of Repertories *Beatles, Stones, Boowy, etc ⇒ High Profits on Digital area < Strengths > < Weaknesses > Established World Company ⇒ No New Comers ⇒ Relying mainly on UTADA ⇒ Shrinking Business Profits ⇒ Less revolution culture ⇒ Old type of Revenue Stream - Example 2 - < Opportunities > < Threats > Expanding Net Business Aggressive Net Business  ⇒ EC: 7trillion / AD: 700billion Digital Contents: 1trillion ⇒ Entertainments Increasing ⇒ Having own mobile service ⇒ Having own distribution scheme ⇒ AVEX; Own EC Services with 1million User ⇒ Sony Music; Expanding MUSIC360 Business Model ⇒ Declining Size of Market Cozy Mizoguchi, all rights reserved / 201010 Less Attractive Rosters
    • 20. 20 Maximizing Own Assets< Business Direction > Organic Alliance / ASP M & A Items / Services ◆Biz-Dev Matrix ◆ Delivery / Settlement Marketing / DB Usability / Visibility ◎◎ ◎ - Example 2 - Cozy Mizoguchi, all rights reserved / 201010 ◆Strategy ◆ To Leverage Mobile + PC media as new EC business windows by effectively connecting the backyard scheme already paved in mail order service to sell mainly EMI catalogues. ◆Solution ◆ Organic EC business by efficiently leveraging own assets + already scheme via additional minimal system investment ◎ ◆Purpose ◆ EC as new efficient + reliable profits stream

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