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P1 The Chinese exclusive private network
 

P1 The Chinese exclusive private network

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A brief overview of P1, the private social network for affluent Chinese.

A brief overview of P1, the private social network for affluent Chinese.

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    P1 The Chinese exclusive private network P1 The Chinese exclusive private network Presentation Transcript

    • Thursday, April 14, 2011
    • • The leading social network for affluent Chinese • Works as an online private club where membership is by invitation only • 1 million members today • Above 40% market penetration in Beijing, 15% in Shanghai and rapid growth • B2B & B2C business modelThursday, April 14, 2011
    • Thursday, April 14, 2011
    • • Chinese Internet & mobile market full urban penetration • Chinese luxury market 2nd largest,soon global leader • Chinese young affluent class primary driver • Age 20-40 instead of 40+ • Highly socially active • Market size 80-100 million,fast growing • Do not use and do not want to be associated with mass SNS • Global luxury digital marketing adoption • Chinese e-Commerce market taking offThursday, April 14, 2011
    • • By 2020,working class will decrease from 50% to 10%,upper middle class will grow from 15% to 60% and affluent class from 5% to 15% to become 150 million • Fighting for the masses,focus the next 5 years for Kaixin001, Renren,and QQ will be on the middle class,not on the affluent class • The affluent class spends 40% of their income while the middle class spends 11%. This means that the affluent will spend 5 times more than all other social classes combined. Social networking Social class services (annual income RMB) Global affluent (>250k) Mass affluent (100k-250k) Upper middle class (50k-100k) Lower middle class (25k-50k) Working Class (<25k) Source:McKinsey and othersThursday, April 14, 2011
    • Acquisition Retention Monetization Manual Social platform B2B – Photography in high – Similar minded – Branding:Ads & content end venues network mgmt – CRM:Brand pages Organic Consumption platform – Campaigns & lead – Ambassadors & – Access to luxury generation segmentation products & services – Market research – Application & – Exclusivity B2C recommendations Mobile – Online mall – Database & venue – Value added services CRM acquisitionThursday, April 14, 2011
    • • The average time a member spend on P1 each day is 30 minutes • The gender ratio of members is 60% female and 40% male • 83% of P1 members own a smart phone • 54% of P1VIP members own 2 or 3 vehicles. • 10% of female members spend over 5,000 RMB monthly on beautyThursday, April 14, 2011
    • - 5,000 10,000 15,000 20,000 25,000 01/11/09 02/11/09 03/11/09Thursday, April 14, 2011 04/11/09 05/11/09 06/11/09 07/11/09 08/11/09 09/11/09 10/11/09 11/11/09 12/11/09 01/11/10 02/11/10 03/11/10 04/11/10 05/11/10 06/11/10 07/11/10 08/11/10 09/11/10 10/11/10 11/11/10 12/11/10 Member base growth rate 2009-now 01/11/11 02/11/11 03/11/11 Organic Total member base growth
    • Sales order volume 2009-now ¥4,500,000 ¥4,000,000 ¥3,500,000 ¥3,000,000 ¥2,500,000 ¥2,000,000 ¥1,500,000 ¥1,000,000 ¥500,000 ¥- Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Total order volumeThursday, April 14, 2011
    • Thursday, April 14, 2011
    • The P1 Mall is an online mall that hosts online stores for luxury ecommerce operators The stores are hosted through brand pages The mall front page shows the daily top product offeringsThursday, April 14, 2011
    • Thursday, April 14, 2011
    • Thursday, April 14, 2011
    • Thursday, April 14, 2011
    • P1 MINI CAR CLUB EVENT & SUPER CAR RACING CARNIVALThursday, April 14, 2011
    • SAMSUNG CHINA LAUNCH OF TOP OF THE LINE 3DTV C9000 - EXCLUSIVE FOR P1 MEMBERSThursday, April 14, 2011
    • P1 MEMBER EVENTSThursday, April 14, 2011
    • Thursday, April 14, 2011
    • 1008,NorthTower B,SOHO Shangdu, ChaoYang District,Beijing,100020 China Tel: +86 10 5820 1000 Email:info@p1.cnThursday, April 14, 2011