The document discusses how to expand mainland China's domestic market through internet shopping. It outlines key statistics on China's internet and mobile users, popular mobile apps in China, and factors for successful e-commerce such as site design, payment options, and customer service. The presentation concludes that to target China's "M-generation," companies need an omnichannel customer management strategy using multiple marketing platforms like social media, messaging apps, and offline stores to engage customers anywhere, anytime.

1. 如何利用網購拓展中國內銷市場
How to Expand Mainland Domestic Market
Through Internet Shopping
September 23, 2014
Matthew Kwan 關廣智
Principal Consultant
Adams Company Limited
1
The Hong Kong Exporters’ Association – Seminar on “Latest Development of ASEAN and China Markets”
Copyright © 2014. Adams Company Limited. All rights reserved.

2. DISCLAIMER
Copyright © 2014.
Adams Company Limited
No part of this presentation is allowed
to circulate publicly.
Copyright © 2014. Adams Company Limited. All rights reserved. 2

3. Copyright © 2014. Adams Company Limited. All rights reserved. 3

4. The Biggest
IPOs In U.S.
History
Alibaba broke records as
the largest IPO in history
after pricing its offering
at $68 per share on
Sept. 18, 2014. After an
overallotment option the
total proceeds rose to
$25 billion, easily
surpassing the likes of
Visa and Facebook.
http://www.forbes.com/pictures/eimh45efgld/the-biggest-ipos-in-u-s-history-4/
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5. 你的客戶群
在那裡?
Confidential. Copyright © 2014. Adams Company Limited. All rights reserved. 5

6. 69億
手機用户
28億
互聯網用户
17.5億
智能手機
5億
中國手機網民
6億
中國網民
13億
Facebook 用户
Source:
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribers
http://www.internetworldstats.com/stats.htm
http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/1010536
http://www.cnnic.cn/hlwfzyj/hlwxzbg/
http://newsroom.fb.com/Key-Facts
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7. 中國手機網絡應用統計
6-2014 用户规模（万）
網民
使用率
搜索40,583 77%
新闻39,087 74%
音乐35,462 67.3%
视频29,378 55.7%
游戏25,182 47.8%
文学22,211 42.1%
支付20,509 38.9%
购物20,499 38.9%
微博18,851 35.8%
網上银行18,316 34.8%
邮件14,827 28.1%
中國互聯網络信息中心http://www.cnnic.cn/hlwfzyj/hlwxzbg/201408/P020140826366265178976.pdf
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7

8. 「M-世代」的媒體戰場！
由4 吋到10 吋
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9. 主要宣傳平台?
Picture from: http://www.todayonline.com/tech/chinas-wechat-app-may-be-good-news-users-and-censors
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10. 例: LOUIS VUITTON – 服務號

11. 例: SaSa – 訂閱號

12. 手機版? 自動調寬?
Confidential. Copyright © 2014. Adams Company Limited. All rights reserved. 12

13. 7
電子商務的成功因素
1. Site design
2. User-friendliness
3. Product range
4. Pricing level
5. Payment methods
6. Shipping options
7. Delivery of goods
In order to run a successful online
store it is especially important to
gain loyal customers as well as
to keep those customers
satisfied.
Friday 20 January 2012
The results of the largest survey of customer satisfaction in German e-commerce,
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
Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/
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14. Case Study:
World Famous Brand: Baby Clothing
HK as base for developing online market in China
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15. O2O
Online to Offline??
http://www.webgranth.com/wp-content/uploads/2013/02/Take-a-Sip-of-QR-Code-Coffee.jpg Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html
Confidential. Copyright © 2014. Adams Company Limited. All rights reserved. 15

16. 客戶管理和聯繫
需要多元化
而且中西並重
*All names & brands are property of their respective owners
Copyright © 2014. Adams Company Limited. All rights reserved. 16

17. 你可以在手機上
被聯繫嗎？？
Copyright © 2014. Adams Company Limited. All rights reserved. 17

18. 總結
• 你的客戶群在那裡? 不同商城有不同特點。
• 要發展產品和品牌，必需考慮移動技術平台的推廣，包
括廣告、公關、宣傳......
• 要成功接觸目標的消費者和客戶群,就要選擇最切合其銷
費行為及社交模式的應用程式。社交網路、即時通訊、
影音播放......
• O2O 在乎產品的應受性和知名度的協同效應
• 『M-世代』的客戶管理在乎隨時隨地多管道，新的銷售
和服務模式必然是取勝的關鍵。
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19. 19
謝謝
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