Seminar 1a tmall intro 2013 (vinitaly)

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Seminar 1a tmall intro 2013 (vinitaly)

  1. 1. DIGITAL MEDIA TECHNOLOGY & WINESERIESE-COMMERCE: BREAKING DOWN THE GREAT (E-)WALLOF CHINA (Tmall)
  2. 2. #vinitaly2013@vinitalytour@steviekim222
  3. 3. • Janet Wang, Head of InternationalBusiness Development, Tmall (AlibabaGroup)• Naran Andreyev, CEO, M1nt Cellars• Jared Liu, Founder/CEO of YesMyWine• Alvin Huang, Founder of Vinehoo
  4. 4. ¥56¥128¥263 ¥461¥785¥1,304¥1,850¥2,450¥3,020113% 129% 105% 75% 70% 66% 42% 32% 23%¥0¥500¥1,000¥1,500¥2,000¥2,500¥3,000¥3,5002007 2008 2009 2010 2011 2012 2013e 2014e 2015eAnnualGrowthRate(%)OnlineShoppingTransactionSize(billionsRMB)Transaction Size of China Online Shopping Market Transactions Growth RateTotal E-Commerce market size has sustained 70% AAGR over past 5 years; withtotal transactions breaking USD 200 billion in 2012.Overall E-commerce Penetration and Uptake in ChinaSource: iResearch Consulting Group, 2013As % of Total Retail : 1.1% 2.0% 2.9% 4.3% 6.2% 7.7% 9.0% 10.0%
  5. 5. ¥56¥128¥263 ¥461¥785¥1,304¥1,850¥2,450¥3,020113% 129% 105% 75% 70% 66% 42% 32% 23%¥0¥500¥1,000¥1,500¥2,000¥2,500¥3,000¥3,5002007 2008 2009 2010 2011 2012 2013e 2014e 2015eAnnualGrowthRate(%)OnlineShoppingTransactionSize(billionsRMB)Transaction Size of China Online Shopping Market Transactions Growth RateTotal E-Commerce market size has sustained 70% AAGR over past 5 years; withtotal transactions breaking USD 200 billion in 2012.Overall E-commerce Penetration and Uptake in ChinaSource: iResearch Consulting Group, 2013As % of Total Retail : 1.1% 2.0% 2.9% 4.3% 6.2% 7.7% 9.0% 10.0%
  6. 6. Shift in Consumer Demand: The Rise of B2CChina’s B2C sector has enjoyed rapid development in recent years;reaching 350 billion RMB in 2012Source: iResearch Consulting Group, 201392% 86%77% 70% 65% 59% 54%8% 14%24% 30% 35% 41% 46%0%10%20%30%40%50%60%70%80%90%100%2009 2010 2011 2012 2013e 2014e 2015eProportionofSalesRevenue(%)C2C B2C
  7. 7. China B2C Market PenetrationTmall is Asia’s largest B2C site, with USD 32 billion sales volume in 201257%20%6%5%3%2%1% 1% 1%1%4% Tmall360buySuningTencent B2CAmazon.cnDangdangGomeiVipshopYihaodianVanclOthersTmallSource: iResearch Consulting Group, 2013
  8. 8. The Alibaba EcosystemeTaoProduct Search
  9. 9. Chinese consumers see Tmall asdestination for:Following the latest fashion trendsAccessing the widest variety of productsPurchasing high-quality, brand-nameproductsAsia’s Largest Shopping PlatformB2C Market Share in ChinaRegistered UsersDaily Unique VisitorsGMV in 2012#1>57%>500 million>40,000,000>200 billion RMBKEY STATSTmall: China’s Premier Online Shopping Destination26%37%18%9%10%Tmall Age Demographic18-2525-3131-3636-41>41
  10. 10. 50 100250500750100015002100$0$500$1,000$1,500$2,000$2,5000:14 0:28 1:10 2:49 8:55 11:01 16:46 0:00SalesinMillions(USD)11.11 2010: $142 million11.11 2011: $525 millionNovember 11 “Singles Day”  “Online Shopping Day”11.11 2012: $2.1 billionOn this day each year, history is made… $3.1 billion by Tmall + Taobao 2x Cyber Monday 2012 ($1.46B) 217 merchants broke ¥10M RMB 3 merchants broke ¥100M RMB 10 million UV in first minute 213 million UV total (40% China)20122011 $525 million2010 $142 million24 hours(In USD except where noted)
  11. 11. International Brands on Tmall
  12. 12. Wine Category on TmallThe sales volume of wine grew from USD 15 million to USD 56 million in 201213500,000 bottles of wine were sold on Tmall.com’s Nov 11 Single Day100,000liter of wine was sold during Chinese New Year promotion
  13. 13. YesMyWine Flagship Store Torres Flagship Store
  14. 14. 12345Tmall Wine Shopper InsightsFavorite Wine by Countries15Single Italy Wine Sales Records on Tmall.comFavorite Wine by TypesRed WineSparkling wineWhite Wine90,000 bottles 10,000 bottles 6000 bottles 5000 bottles 7800 bottles• Gender: 60% Male v.s 40% Female• Age: 60% at 25-34• Prefer sweet , gift-packing• Avg basket: RMB 299
  15. 15. Marketing Campaigns to Promote Wine16Featured campaigns and events to promote wine sales and connecting lifestyle & culture
  16. 16. Other Interesting Sales Records150 gram of Chinese green tea was sold at priceof RMB 8,800Haagen-Dazs Sandwich, 10,000 pieces valued ofRMB250,000 were sold3,000 boxes of LeonidasChocolate were sold out via pre-saleschannel within 2 days

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