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Remodista Consumer Mosaic: We Are More Alike Than Different
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Remodista Consumer Mosaic: We Are More Alike Than Different

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McKinsey projects that China will become the world's largest online retail market by 2020 with online sales forecasted to exceed $420 billion annually, driven by a growing consumer class and the ...

McKinsey projects that China will become the world's largest online retail market by 2020 with online sales forecasted to exceed $420 billion annually, driven by a growing consumer class and the world's largest population of Internet users, now more than 500 million people. This captive audience of consumers is often categorized by a singular retail brand minded trope, when in reality the Chinese consumer is as varied and complex as the Western consumer. Digital convergence and the influence of mobility is not isolated to the Western world- it is having an impact everywhere. It's time to reinterpret the marketplace, embrace complexity, and redefine your brand to excel in a critical market. Using our Women's Global Initiative as an example, we will help you begin to understand how to win the Chinese consumer by building strategies that integrate social and mobile channels.

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    Remodista Consumer Mosaic: We Are More Alike Than Different Remodista Consumer Mosaic: We Are More Alike Than Different Presentation Transcript

    • REMODISTA PRESENTS! The Global Consumer Mosaic! South Africa! Global Mobility! Consumer! Remodista! China! Women! Elevated! Retail ! Direct to Consumer! Brazil!
    • Overview!
    • Jackie! Emma! Rose! Emily! Alex! Daisy! Caitlin! Kyla! Fiona! Miko!
    • Jackie   Emma   Rose   Emily   Alex   Daisy   Caitlin   Kyla   Fiona   Miko   Boyfriend in Birmingham! Ren Ren! Sina Weibo! Tencent QQ! Juicy Couture! Jackie! Hong Kong! Bobbi Brown! Forever 21!
    • Jackie   Emma   Rose   Emily   Alex   Daisy   Caitlin   Kyla   Fiona   Miko   Pinterest! NYMag! Instagram! NYC! Caitlin! Le Fashion! Shop Bop! Rag and Bone! MAC Cosmetics! Facebook! Zara! Music Festivals!
    • Jackie   Emma   Rose   Emily   Alex   Daisy   Caitlin   Kyla   Fiona   Miko   Gilt Groupe! Spain! Instagram! Buzzfeed! Facebook! Emily ! One King’s Lane! Nars! Rag and Bone! Top Shop!
    • Jackie   Emma   Rose   Emily   Alex   Daisy   Caitlin   Kyla   Fiona   Miko   Black Orchid! Chicago! TechCrunch! Instagram! Facebook! Kyla! NY Times! Laura Mercier! All Saints! Spotify!
    • Jackie   Emma   Rose   Emily   Alex   Stella   Caitlin   Kyla   Fiona   Miko   Skiing! Paris! Tencent QQ! Sina Weibo! Mikka! Japan! Restaurants! Chanel!
    • Jackie   Emma   Rose   Be:y   Emily   Daisy   Serene   Stella   Fiona   Miko   Paris! La Go Go! Tencent QQ! Sina Weibo! Serene! Ren Ren! Taiwan! England!
    • Digital  Behavior  +  Global  Mobility  Intersect   Ø Internet  InnovaKon  in  the  West  inevitably  generates  a  Chinese   parallel  in  the  short  term     Ø Digital  is  driving  convergence  between  East  and  the  West     Ø We  are  all  engaging,  buying,  connecKng  digitally,  and  are  mobile  
    • Sample  Brand  Mosaic  Framework   FASHION   FORUMS   FREE  STANDING   STORES   ADVERTISING   FREE  STANDING   STORES   SINA  WEIBO   ECOMMERCE/ MCOMMERCE   TMALL   STRATEGIC   PARNERSHIPS   N.A.  FLAGSHIP   BAIDO   GLOBAL   FACEBOOK   TWITTER  
    • Do  You  Know  Your  Consumer  in  the  East?   Ø We  are  Diaosi,  are  you?     Ø Building  personal  brand  is  a  needed  global  behavior.     Ø Time  spent  online  is  greatest  in  3rd  Ker  ciKes.   Ø Xiaomi  smartphone  is  online  +  affordable.  
    • Where  Have  Brands  Failed?     Ø Beijing,  Shanghai,  Guangzhou  and  satellite  ciKes  are  saturated   with  upscale  malls  and  retail  outlets.   Ø There  are  many  China  ciKes  out  west,  that  are  virtually   unknown,  and  have  populaKons  of  2  million  +  with  GDPs   growing  over  10%.     Ø Chinese  can  easily  absorb  and  appreciate  the  ease  and   convenience  of  mobile  shopping.     Ø Think  about  your  website  itself  because  China  has  the  second   slowest  load  Kme  in  the  world.    
    • Where  is  There  Opportunity  to  Win?     Ø Third  Ker  city  online  spending  exceeds  1st  and  2nd  Kers.   Ø Big  brands  spent  money  on  upscale  retail  space  instead  of   engaging  their  target  demographic  on  mobile.     Ø Spend  that  money  on  a  mobile  pla`orm  and  understanding   where  your  consumers  are  both  online  and  offline.   Ø Think  about  audience  and  landscape,  understanding  technical   constraints  are  criKcal.     Ø Everyone  is  on  their  phone,  think  lighter,  think  fast  mobile  sites.  
    •             Appendix  
    • Elevate,  Educate  +  Mentor   Kelly  SKckel     President  +  Global  Community  Builder     Remodista   312-­‐371-­‐9302  I  Skype:  kelly.sKckel   kelly@remodista.com        
    • Remodista  Mission   Remodista  is  a  power  broker  in  connecKng  the  most   influenKal  and  soluKon  oriented  execuKves  working   in   digital,   social,   and   mobile   commerce.     It   is   a   collaboraKve   forum   with   three   primary   goals:   to   elevate   women,   educate   brands,   and   mentor   a   community   focused   on   shaping   universal   best   pracKces   for   global   retail   mobility.   By   connecKng   industry   leaders   with   innovaKve   ideas,   who   are   ready   to   learn,   share   and   bring   visionary   strategies   to   the   market,   Remodista   has   built   a   strong   brand   community.    
    • ElevaKng  women  globally  is  a  core  mission  of  Remodista.    
    • Community  is  Our  DifferenKator   Community     Elevate  Women   Mentor  Youth   Nurture  Globally   SophisKcated     InKmate   Commerce   EducaKon   Community   CollaboraKon   Content  CuraKon