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Adams Paypal Seminar - Building Consumer Brands Online from Scratch 20140116
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Adams Paypal Seminar - Building Consumer Brands Online from Scratch 20140116

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從零開始到網上建立消費品牌

從零開始到網上建立消費品牌

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  • 1. Copyright © 2014. Adams Company Limited. All rights reserved. 1
  • 2. DISCLAIMER Copyright © 2014. Adams Company Limited No part of this presentation material is allowed to circulate publicly. Copyright © 2014. Adams Company Limited. All rights reserved. 2
  • 3. 阿里巴巴集團在「雙十一光 棍節」,打破了自09年購物 節開始以來多項紀錄,由11 日凌晨開始網民瘋狂購物, 只是短短8個多小時,銷售 金額已經打破去 年美國 (Cyber Monday)…衝破 300億元銷售額大關。 阿里主席馬雲在杭州總部表 示,超過300億元不是問 題, 未來幾年做到 1000億元… Copyright © 2014. Adams Company Limited. All rights reserved. 3
  • 4. US$439.72 Billions Source: http://www.dazeinfo.com/2013/07/01/globalecommerce-sales-2013-india-us-uk/ Copyright © 2014. Adams Company Limited. All rights reserved. 4
  • 5. Source: http://www.atkearney.com/documents/10192/3609951/FGOnline-Retail-Is-Front-and-Center-in-the-Quest-for-Growth-1-intro.jpg 18 November 2013 Copyright © 2014. Adams Company Limited. All rights reserved. 5
  • 6. • 11/12/2013 Inditex's net sales climb 5% to 11.93 billion euros [Zara plans to roll out its online platform in South Korea and Mexico in 2014 ] • 18/09/2013 Inditex’s net sales rise 6% to 7.7 billion euros [In August Zara launched its online sales in the Russian Federation, Massimo Dutti and Zara Home began to sell online in Canada ] • 12/06/2013 Inditex Group net sales rose by 5% in 1Q 2013 [Zara launched online sales in Canada in April and plans to deploy its e-commerce platform in Russia this autumn] • 13/03/2013 Inditex’s 2012 net sales rose 16% [The online store network continued to expand, reaching 23 markets, with noteworthy launches including Zara online stores in China in 2012 and Canada in 2013. Zara is set to launch its online store in the Russian Federation during the Autumn/Winter 2013 season.] • 12/12/2012 Inditex’s net sales climb by 17% to 11,362 million euros [*Zara’s online store is set to launch in Canada in the 2013 springsummer season ] • 19/09/2012 Inditex’s net sales rise 17% to 7.2 billion euros during the first half of 2012 [Zara has launched its online sale in China on the 5th of September. ] • 13/06/2012 Inditex’s net sales rose by 15% to 3.4 billion euros in the first quarter of 2012 [Zara plans to launch online sales in China in September] • 21/03/2012 Inditex’s 2011 net sales rose 10% [Zara will launch an online store in China during next winter season. ] • 14/12/2011 Inditex achieves net sales of 9,709 million euros, an increase of 10% [Online operations commenced in a total of 15 European markets. ] • 21/09/2011 Inditex’s net sales rise 12% to 6,209 million euros in the first half of 2011 [Zara is set to launch online shopping in Japan on 20 October ] • 15/06/2011 Inditex's net sales rose by 11% to 2,960 million euros in the first quarter of 2011 [Zara plans to begin e-commerce sales in US from 7 September] • 23/03/2011 Inditex’s FY2010 net sales rose to 12,527 million euros [During the fall/winter season, Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho and Uterqüe will launch e-stores, while Zara Online, now available in 16 countries, will expand to another two markets: the United States and Japan. ] • 15/12/2010 Inditex’s net sales rose by 14% to 8,866 million euros [Furthermore, the third quarter saw the launch of Zara.com, Zara's online store, in six European countries] • 22/09/2010 Inditex’s net sales reached 5,525 million euros in the first half of 2010 [On 2 September Zara began to sell its products online in six European countries: France, Germany, Italy, Portugal, Spain and UK, with a satisfactory customers’ reception. Zara plans to launch online selling in Austria, Ireland, the Netherlands, Belgium and Luxembourg during the second half of 2010, extending the platform to US, Canada, South Korea and Japan during FY11.] • 09/06/2010 Inditex’s net sales reached 2,665 million euroshttp://economics- of 2010 [Zara will begin online sales on 2 September, 2010 in Source: in the first quarter France, Germany, Italy, Portugal, Spain, and the United Kingdom. The online service will be accessible from conventional Internet access files.pomona.edu/jlikens/SeniorSeminars/Likens2013/reports/inditex.pdf networks, smartphones and tablet devices. ] • 17/03/2010 Inditex’s 2009 net sales rose to 11,084 million euros [Inditex plans to launch its Zara online store to coincide with its AutumnWinter season. The Zara online store will initially be available in France, Germany, Italy, Portugal, Spain and the United Kingdom. ] It is reported that this growth rate is to be maintained for the next three to five years, with an emphasis in Asia. Sales also benefited from a global rollout of online stores, starting with Zara Home in 2007 and each additional retail format in 2010. Zara is the most prominent online concept currently receiving more than 1.3 million unique visitors per day. Though Inditex has yet to provide more information about online sales, Credit Suisse estimates online purchases will generate over $782.5 million by the end of 2013, almost doubling 2012 levels Copyright © 2014. Adams Company Limited. All rights reserved. 6
  • 7. Are your brand online Ready? Searchable (Brand, Category, Association…) Memorable (Simple, Visual, Meaningful) Viral Copyright © 2014. Adams Company Limited. All rights reserved. 7
  • 8. Rewriting A Story from 400 Years Ago… Building Your Brand Online Copyright © 2014. Adams Company Limited. All rights reserved. 8
  • 9. 7 Success Factors of e-Commerce 1. 2. 3. 4. 5. 6. 7. Site design User-friendliness Product range Pricing level Payment methods Shipping options Delivery of goods Friday 20 January 2012 The results of the largest survey of customer satisfaction in German ecommerce, conducted by ECC Handel and Hermes, were published on the occasion of the Online Trading Congress in Bonn. More than 10,000 consumers and customers of 108 German online shops In order to run a successful online store it is especially important to gain loyal customers as well as to keep those customers satisfied. Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/ Copyright © 2014. Adams Company Limited. All rights reserved. 9
  • 10. What are you doing to…? grow new orders grow repeat/return orders encourage referral orders shorten buying decisions time perfect customer experience Copyright © 2014. Adams Company Limited. All rights reserved. 10
  • 11. Best Online, Digital, Mobile Integrated Marketing Campaigns SEO: Online PR e-Branding Social Media Search Engine Marketing e-Mails Display Banner Ad. Copyright © 2014. Adams Company Limited. All rights reserved. Mobile Marketing 11
  • 12. Call to Actions • Are you determined to sell online in 2014? • e-Branding is a persistent effort • Customer (mobile) experience is the only way • Do you have an O2O strategy? Copyright © 2014. Adams Company Limited. All rights reserved. 12
  • 13. Thank you! We look forward to collaborating with you Find us on Add us to Phone Book Copyright © 2014. Adams Company Limited. All rights reserved. 13