eCommerce in Asia & China - How to drive profitable growth
 

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Presented at French Chamber of Commerce & Industry event in Hong Kong on Jan 15th, 2014, covering the following: ...

Presented at French Chamber of Commerce & Industry event in Hong Kong on Jan 15th, 2014, covering the following:
• How the e-commerce landscape and consumer behavior are rapidly evolving in Asia with a special focus in China
• What are the opportunities and challenges in building a strong e-commerce business
• Design the right e-Channel strategy for your Brand
• How to grow e-commerce sales by driving traffic, improving conversion and customer retention?

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  • Olay sells in almost all platforms but it lacks consistency in promotions and pricing
  • There are many metrics that aneCommerce business needs to constantly monitor.At the top line, obviously you look into revenue and profit, and number of orders.Inventory turnover ratio is also an important metrics, it measures the liquidity of your inventory. A high ratio means your business is efficiently managing and selling its inventory. The faster inventory sells, the less cash company would tie up in stock. In contrast, a low ratio can mean you are holding up obsolete inventory that may be difficult to sell. You will need to examine further and plan what to do to move the stock again.On the traffic driver side, you would measure cost per visit, qualified visits, and so on. But the most important aspect is the channel attribution, which let you understand the role and true effect of each traffic source, instead of just the last click conversion. Two other metrics we mentioned earlier are the conversion rate and average order value. The cart abandonment rate is also an important measure on the effectiveness of the site.On the customer acquisition side, the customer acquisition cost and customer lifetime value are the most an important metrics in this aspect. The traditional RFM, which is Recency, Frequency and Monetary, are also useful metric to segment your customer. At the end of the day, customer satisfaction is also critical, especially in the social world full of reviews in your site and offsite, you shall also measure the Net Promoter Score in this front.

eCommerce in Asia & China - How to drive profitable growth Presentation Transcript

  • 1. E-Commerce in Asia How to drive profitable growth Charles Chan, Founder & Managing Director of CLEARgo Presented at The French Chamber of Commerce and Industry in HK Jan 2014
  • 2. About CLEARgo The Brand eCommerce Agency that delivers eCommerce success for clients PLAN BUILD GROW E-Business Strategy Online Branding, User Experience & Technology Performance Marketing, CRM & Conversion Optimization
  • 3. On 2013.11.11 Over RMB100 million in sales during the 1st minute
  • 4. RMB 35 billion sales at Taobao & Tmall in one day on
  • 5. 11.11 is a lot bigger than Cyber Monday & Black Friday Sales In Billions Alibaba’s Singles’ Day Sales U.S. Cyber Monday and Black Friday Sales* $6 $5 $4 $3 $2 $1 2009 2010 2011 2012 2013 *Non-travel (retail) e-commerce spending excludes auctions and large corporate purchases Source: BCA Research, Alibaba Weibo, Comscore, Bloombery Industries, U.S. Global Investors
  • 6. China is already the #1 online retail market in value & penetration, with momentum that’s expected to continue
  • 7. Retailer should no longer ignore online as its % of retail grows
  • 8. The stages of eCommerce varies significantly for different countries in Asia Pacific • Nascent – India – Still tiny now (less than 1% compared to China), but expecting rapid growth (over 50% CAGR for next few years) • Ascending – China – Already huge in size, and is still growing rapidly • Mature – Japan, Korea, Australia – Reasonably large eCommerce markets but growth has slowed down
  • 9. You know there is opportunity in tapping to eCommerce, But HOW?
  • 10. First, deciding on the eCommerce Channel Model brand.com mall-operate branded store brand-operate marketplace store authorized online distribution
  • 11. In China, eCommerce has been marketplace driven
  • 12. Tmall and the rest
  • 13. Horizontal and Vertical eCommerce Platforms Horizontal Platforms Luxury Cosmetics Consumer Electronics Media Grocery Private Selling Fashion
  • 14. Dual Channel Approach
  • 15. Coach closed its online flagship store in Tmall only one month after it opened, and shifted to sell in its brand site instead
  • 16. Olay has flagship stores in almost all platforms except brand.com
  • 17. The luxury divide on brand site and marketplaces Brand Site Official eCommerce presence No Official eCommerce presence
  • 18. So which channel is right for you? Brand.com Brand Image Control Demand Capturing CRM/Loyalty Integration Data Ownership Setup & Operating Cost Operations Complexity Brand Operate Store @ Mall Mall Operate Store @ Mall Distribution Only
  • 19. To Sell in Tmall - Do you have a Chinese entity already? Have you registered and trademarked your brand already?
  • 20. Tmall now allows foreign brands to setup without local entities and sell to Chinese consumers as cross border transactions
  • 21. A few things you need to know about setting up your eCommerce operations in China
  • 22. 欢迎光临本店 登录 注册 订购热线:400-6615-888 [产品体验] 去黄提亮焕白精华(2) 首⻓ 页 品牌故事 企业文化 草药解说 美丽零⻓险 风 会员权益 留言板 优惠活动 热門搜索 : 痘 祛斑 美白 补水 去黄提亮 薄肌专用 敏感肌肤 去结算 您的购物⻓有商品: 0 件 车 当前位置: 首⻓ > 产品划分 > 面部 理套装 > 正品迪豆大亚洲组合100g+22ml+8ml+22ml+8ml 深层清洁 低碱低泡沫洁面乳 不 水配方洗面奶 控油清爽 预防痘痘反复 抑制油脂 页 护 损 分泌 收细美白 祛黑头紧致毛孔 7天快速祛痘 最有效青草药祛痘淡印套装 正品迪豆大亚洲组合100g+22ml+8ml+22ml+8ml 深层 全部商品分类 清洁 低碱低泡沫洁面乳 不 水配方洗面奶 控油清爽 预 损 产品划分 防痘痘反复 抑制油脂分泌 收细美白 祛黑头紧致毛孔 7 洁面乳 天快速祛痘 最有效青草药祛痘淡印套装 爽肤水 面膜 ¥149元 面部精华 ¥298元 面部 理套装 护 商品货号:dd000197 乳液/面霜 商品库存: 972 套 商品品牌:迪豆 身体 理 护 上架时间:2012-08-06 眼部 理 护 商品点击数:1019 此商品为免运费商品,计算配送金额时将不计入配送费用 男士 理 护 BB霜 卸妆 购买数量 T区 理 护 1 商品总价:¥149元 肤质划分 干性肌肤 中性肌肤 油性肌肤 混合性肌肤 敏感性肌肤 购买过此商品的人还购买过 功能划分 美白去黄 正品迪豆中健肤组合 补水保湿 50g+15ml+15ml 深层... 正品迪豆胶原蛋白紧致隐 正品迪豆中健肤组合 洗面膜60g 青草药独特配 形面膜贴6片/盒 全球首 50g+15ml+15ml 深层... 方... 正品迪豆草药防痘舒缓免 祛斑嫩白 款青... 薄肌生⻓ 长 修复痘印 祛痘套装 祛痘单品 控油清爽 ¥88元 抚 平细纹 ¥98元 立即购买 立即购买 ¥49元 ¥88元 立即购买 立即购买 提拉紧致 丝滑柔嫩 细致毛孔 平复眼袋 商品描述: 消除黑眼圈 商品属性 商品标签 去黄提亮 细致白皙 晒后修复 祛鸡皮肤 去除黑头 瞬间遮瑕 隔离防 护 完美裸妆 深层卸妆 深层清洁 浏览历史 Create an eCommerce user experience for China – Information to help customers making decisions 用户评论 (共0条评论) 暂时还没有任何用户评论 总计 0 个记录,共 1 ⻓。 第一⻓ 上一⻓ 下一⻓ 最末⻓ 页 页 页 页 页 用户名: 匿名用户 E-mail: 评价等级: 评论内容: 验证码: 提交评论 猜你还喜欢 正品迪豆即时 纹弹力套装 抚 100g+120ml+30... ¥506元 正品迪豆薄肌生⻓韧白精华30g 长 正品迪豆遮瑕亮颜隔离bb霜(曼丝 青草药配方温和亲肤... 紫)60g 全球首... ¥136元 立即购买 新手上路 订购方式 立即购买 配送与支付 支付方式说明 ¥138元 正品迪豆即时 纹弹力套装 抚 100g+120ml+30... ¥506元 立即购买 服务保证 产品质量保证 联系我们 投诉与建议 立即购买 会员中心 我的订单 购物流程 配送支付智能查询 售后服务保证 选机咨询 我的收藏 售后流程 货到付款区域 退 货原则 换 网站故障 告 报 资金管理 © 2005-2012 迪豆官方订购商城 版权所有,并保留所有权利。 Tel: 4006615888 E-mail: kefu@didou.cn ICP备案证书号:闽ICP备07073730号-1 共执行 85 个查询,用时 0.460008 秒,在线 30 人,Gzip 已启用,占用内存 4.920 MB * a typical product detail page in China
  • 23. Payment methods in China Alipay, China UnionPay, Direct Debit, etc Most people don’t have credit card and are unable to pay non-RMB transactions
  • 24. “Fapiao” – not just an official invoice This is how local Government keeps track of your Value Added Tax (VAT)
  • 25. Customer Service – Live Chat Hotline & Live Chat for both Pre-Sales & Post-Sales is a must in China AliWangWang is the standard Live Chat platform for Tmall & Taobao
  • 26. Warehousing, Fulfillment & Delivery A range of domestic and international providers Service quality from domestic providers still varies but improving Amazon Fulfillment Service
  • 27. In-house vs. Outsource Outsource some or all aspects of the puzzle Merchandising & Inventory Mgmt Customer Care Store Management Marketing & CRM Order & Fulfillment Management eCommerce Technology
  • 28. You now have your eCommerce presence, Customers will come?
  • 29. In the offline world, it is all about Location, Location & Location In the online world, it is all about Search, Search & Search
  • 30. Get Exposure & Be Found E-DM Directory Search (SEM/SEO) Display Ads Brand eCommerce CSE Product Search Affiliate Marketing Social Media
  • 31. The Keywords Traffic Drivers & Customer Acquisition Cost (CAC)
  • 32. Once you get a potential customer into your shop, the key is to get them to make purchase
  • 33. Key Factors that determine conversions Overall Site Usability & Speed (Recommendations) Product Reviews Cross Selling & Up Selling Product Display In-Site Search & Filters Pricing & Promotions Product Content Checkout Process & Payment Shipping Fee & Delivery Time Cart Abandonment
  • 34. The Keyword Conversion Rate & Average Order Value (AOV)
  • 35. Typical Customer Database of an Online Store after a while Best Customers Repeat Customers Business Value Churned Customers One-Off Customers Non-Activated Members Size of your Database
  • 36. Improving e-Commerce Profit through moving customers to profitable life stages New Member (Subscriber) First Purchase Repeat Purchases Best Customers Churned • On-boarding series • Welcome discount • 1st purchase push • Browse retargeting • Newsletter • Post-purchase Cross-Sell / Up-Sell • Browse Retargeting • Repurchase Alert • Newsletter • Best customer • Post-purchase care & reward Cross-Sell / Up-Sell • Review Solicitation • Loyalty Update • Browse Retargeting • Member-getmember • Repurchase Alert • Loyalty Update • Member-get-member • Newsletter • Win-back Offer Series
  • 37. The Keyword Repeat Customers & Customer Lifetime Value (CLV)
  • 38. eCommerce Metrics Sales Revenue & Profit # of Orders Inventory Turnover Ratio Traffic Drivers Conversion Customers Cost per Visit Qualified Visits Unique Visitors Channel Attribution Conversion Rate Average Order Value Cart Abandonment Rate Customer Acquisition Cost Customer Lifetime Value RFM (Recency, Frequency & Monetary) Net Promoter Score
  • 39. 11.11 – the date that takes months to get ready
  • 40. How Chinese sellers are preparing for 11.11
  • 41. Summary 1 Develop an e-Commerce Channel Strategy 2 Understand the Chinese online purchase behavior and habits 3 Setup a suitable Operations & Organizational Model 4 Build Traffic, Optimize Conversions, Acquire & Grow Customers
  • 42. THANK YOU for your time & attention For more information, please contact: Charles Chan charles@cleargo.com +852 9470 6088 http://www.cleargo.com