1
eCommerce on Steroids:
An introduction to China’s social eCommerce brands and
what we can learn from them.
Nicky Szmala ...
2
OUR AGENDA
Quick snapshot of China’s eCommerce landscape
What we can learn from them
Intro to social eCommerce-only bran...
3
China’s Giant
eCommerce Industry
Photo Credit: https://www.flickr.com/photos/23860276@N05/3887510836/
In 2013 China’s Gross Merchant Value
reached USD 1.63 trillion
Source: iResearch, Jan. 2014
1.000.000.000.000
(12 zeros)
Source: iResearch, Jan. 2014
269.4 million
eCommerce users
Source: iResearch, Jan. 2014
YoY Growth of
Mobile eCommerce:
165.4%
Source: iResearch, Jan. 2014
eCommerce in China
huge
fast growing
more and more mobile
10
China’s eCommerce Ecosystem
Photo credit: https://www.flickr.com/photos/15562978@N08/10149082793/
‹#›
Taobao
Tmall
Jingdong
Horizontal
eCommerce Platforms
Electronic Products
Gome,Suning
Apparel
vip.com, Vancl
Grocery & ...
Taobao is replacing
Baidu for product search
eCommerce is tightly
integrated into
social channel
Jingdong-WeChat1 Dianping-QQ2 Taobao-Weibo3
600 Million Users 800 Mill...
Shopping festival
In 2013, sales volume reached 4.8 billion USD
on Taobao Double 11 Festival
Express delivery
infrastructure
Community based
eCommerce stores
“Internet users in select countries who would buy a brand because
of a friend ‘Likes’ or follows it on a social networks”
...
WOM
Social Media
Data Source: Accenture, Winning the Heart of Chinese Consumers, 2012
77.4%
92.7%
Emotional Story
Niche Target Audience
Communication is 100% Social
Experience
Functional Story
Sales Mechanics
Partnerships
Lei Jun – The Steve Jobs of China
Emotional Story
Functional Story
Experience
Sales Mechanics
Communication is 100% Social
Partnerships
Partnerships with Chinese telecom operators
Niche Target Audience
Electronic device fans, who are
passionate about being involved
in product development
College stude...
A gift for the only one in your life
Emotional Story
Functional Story
Roses are imported from exclusive gardens
high in the mountains of Ecuador
Chocolate is imported from Bel...
Experience
• Products are delivered in exquisite
packages by well dressed male
models
• Guaranteed to be delivered within
...
Sales Mechanics
For the lifetime of each customer account, only a single recipient can be registered
Communication is 100% Social
109 comments
573 retweets
Partnerships
• Trendgroup Media: gains media and
celebrity resources
• Jean George Restaurant :
establishes a light-luxury...
Niche Target Audience
Urban, upper middle class males with
high demand for luxury experiences
and quality products
Well ed...
Emotional Story
Functional Story
Organic Fruit/Vegetable + Nutrition Recipe
Experience
Just-in-Time
Production
Kept Fresh On-Time Delivery
Sales Mechanics
Subscription Model
Communication is 100% Social
Partnerships
Shiyi Pan, as angel investor of HeyJuice, helped recruit celebrities
and business elites as early adopters
Niche Target Audience
The young, professional, LOHAS
females who have above
average income and invest in
their well being
3 Squirrels | 三只松鼠
Emotional Story
A cartoon story about three squirrels with story lines and
merchandise crowdsourced by the brand fan base
Sourcing of the best nuts and
building a distribution system to ensure freshness and high quality
Beijing
Functional Story...
Experience
Shell Bag
Wet
Tissue
Clip
Customer
Feedback
Card
Card Case
Sales Mechanics
Niche Target Audience
Young people with tight budgets but willing to pay a little more
to enjoy better quality products an...
What is missing here?
Photo Credit: :https://www.flickr.com/photos/10687935@N04/3552576743/
Instead invest in:
KOLs
Social Ideas
Social Care
SEO
Product & Customer Experience
Social works.
For product launches.
And beyond.
What we can learn from eCommerce on Steroids:
55
Thank you!
谢谢!
We’re happy to answer your questions:
nicky.szmala@geometry.com
Image Sources
Slide1: http://1.bp.blogspot.com
Slide 3:http://www.winnipegfilmgroup.com
Slide 9:http://www.liveforthepump....
Thanks!
We’ll send you the deck!
Ian Sohn
ian.sohn@ogilvy.com
E-commerce trends 2014: what can we learn from China?
E-commerce trends 2014: what can we learn from China?
E-commerce trends 2014: what can we learn from China?
E-commerce trends 2014: what can we learn from China?
E-commerce trends 2014: what can we learn from China?
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E-commerce trends 2014: what can we learn from China?

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eCommerce and Social Media are like rainy days and classical music. They were made for each other.

How do you drive sales through social? How do you tell a story and sell your product…through social?

Recently, Nicky Szmala, Digital Director, and colleague Rachel Guo, of Geometry Global Beijing (our sister company), shared their perspective on the most recent and best examples of eCommerce from China that Social@Ogilvy – and now you! – can apply to the rest of the world.They included case studies and analysis of brands such as RoseOnly, Hey Juice, Taobao and Xiaomi.

Case studies and analysis of brands such as RoseOnly, Hey Juice, Taobao and Xiaomi.

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  • E-commerce trends 2014: what can we learn from China?

    1. 1. 1 eCommerce on Steroids: An introduction to China’s social eCommerce brands and what we can learn from them. Nicky Szmala & Rachel Guo June 2014 | Beijing
    2. 2. 2 OUR AGENDA Quick snapshot of China’s eCommerce landscape What we can learn from them Intro to social eCommerce-only brands
    3. 3. 3 China’s Giant eCommerce Industry Photo Credit: https://www.flickr.com/photos/23860276@N05/3887510836/
    4. 4. In 2013 China’s Gross Merchant Value reached USD 1.63 trillion Source: iResearch, Jan. 2014
    5. 5. 1.000.000.000.000 (12 zeros)
    6. 6. Source: iResearch, Jan. 2014
    7. 7. 269.4 million eCommerce users Source: iResearch, Jan. 2014
    8. 8. YoY Growth of Mobile eCommerce: 165.4% Source: iResearch, Jan. 2014
    9. 9. eCommerce in China huge fast growing more and more mobile
    10. 10. 10 China’s eCommerce Ecosystem Photo credit: https://www.flickr.com/photos/15562978@N08/10149082793/
    11. 11. ‹#› Taobao Tmall Jingdong Horizontal eCommerce Platforms Electronic Products Gome,Suning Apparel vip.com, Vancl Grocery & Daily Necessity SF-Best, 1haodian Cosmetic Jumei, Lefeng Books Dangdang, Amazon Offline Service Meituan, Nuomi, Dianping Vertical eCommerce Websites eCommerce Brands Xiaomi Smartisan Liebo Crucco Three Squirrels Chu Orange AFU Roseonly Tangcha Diaoye Brisket Duokan Huangtaiji Pancake
    12. 12. Taobao is replacing Baidu for product search
    13. 13. eCommerce is tightly integrated into social channel Jingdong-WeChat1 Dianping-QQ2 Taobao-Weibo3 600 Million Users 800 Million Users 500 Million Users Data Source:We are Social, China Digital Landscape 2014
    14. 14. Shopping festival In 2013, sales volume reached 4.8 billion USD on Taobao Double 11 Festival
    15. 15. Express delivery infrastructure
    16. 16. Community based eCommerce stores
    17. 17. “Internet users in select countries who would buy a brand because of a friend ‘Likes’ or follows it on a social networks” Data Source: IPSOS OXT and Ipsos Global, 2012 CHINA 54%INDIA 44% INDONESIA 39% USA 15%AUSTRALIA 15% SOUTH KOREA 14% JAPAN 6%
    18. 18. WOM Social Media Data Source: Accenture, Winning the Heart of Chinese Consumers, 2012 77.4% 92.7%
    19. 19. Emotional Story Niche Target Audience Communication is 100% Social Experience Functional Story Sales Mechanics Partnerships
    20. 20. Lei Jun – The Steve Jobs of China Emotional Story
    21. 21. Functional Story
    22. 22. Experience
    23. 23. Sales Mechanics
    24. 24. Communication is 100% Social
    25. 25. Partnerships Partnerships with Chinese telecom operators
    26. 26. Niche Target Audience Electronic device fans, who are passionate about being involved in product development College students, who are tech savvy but have limited budget for smartphones
    27. 27. A gift for the only one in your life Emotional Story
    28. 28. Functional Story Roses are imported from exclusive gardens high in the mountains of Ecuador Chocolate is imported from Belgium and made by Jean George, a three-star Michelin restaurant in NYC
    29. 29. Experience • Products are delivered in exquisite packages by well dressed male models • Guaranteed to be delivered within 24 hours
    30. 30. Sales Mechanics For the lifetime of each customer account, only a single recipient can be registered
    31. 31. Communication is 100% Social 109 comments 573 retweets
    32. 32. Partnerships • Trendgroup Media: gains media and celebrity resources • Jean George Restaurant : establishes a light-luxury image
    33. 33. Niche Target Audience Urban, upper middle class males with high demand for luxury experiences and quality products Well educated females with appreciation for exclusive products and high expectation around relationships
    34. 34. Emotional Story
    35. 35. Functional Story Organic Fruit/Vegetable + Nutrition Recipe
    36. 36. Experience Just-in-Time Production Kept Fresh On-Time Delivery
    37. 37. Sales Mechanics Subscription Model
    38. 38. Communication is 100% Social
    39. 39. Partnerships Shiyi Pan, as angel investor of HeyJuice, helped recruit celebrities and business elites as early adopters
    40. 40. Niche Target Audience The young, professional, LOHAS females who have above average income and invest in their well being
    41. 41. 3 Squirrels | 三只松鼠
    42. 42. Emotional Story A cartoon story about three squirrels with story lines and merchandise crowdsourced by the brand fan base
    43. 43. Sourcing of the best nuts and building a distribution system to ensure freshness and high quality Beijing Functional Story Wuhu GZ
    44. 44. Experience Shell Bag Wet Tissue Clip Customer Feedback Card Card Case
    45. 45. Sales Mechanics
    46. 46. Niche Target Audience Young people with tight budgets but willing to pay a little more to enjoy better quality products and services
    47. 47. What is missing here? Photo Credit: :https://www.flickr.com/photos/10687935@N04/3552576743/
    48. 48. Instead invest in: KOLs Social Ideas Social Care SEO Product & Customer Experience
    49. 49. Social works. For product launches. And beyond. What we can learn from eCommerce on Steroids:
    50. 50. 55 Thank you! 谢谢! We’re happy to answer your questions: nicky.szmala@geometry.com
    51. 51. Image Sources Slide1: http://1.bp.blogspot.com Slide 3:http://www.winnipegfilmgroup.com Slide 9:http://www.liveforthepump.de Slide 12: http://taobao.com Slide 13: WeChat App, QQ App, Weibo web page Slide 14,47:http://www.nipic.com/ Slide 16: http://www.ebrun.com Slide 21,23,24,25,27:Xiaomi official website Slide 22:http://coffeeticks.my Slide26: http://bbs.xiaomi.cn/ Slide 28,36,50:http:www.gettyimages.cn/ Slide 29,30,31,33:http://www.roseonly.com.cn/ Slide 34: Roseonly Weibo and WeChat account Slide 35: http://news.cecb2b.com Slide 37,38,39,40,41,42,44: http://www.heyjuice.cn/ Slide 43: scity.weibo.10086.cn Slide 45,46,49: http://www.3songshu.com/ Slide 51: http://architecturebehindmovies.wordpress.com
    52. 52. Thanks! We’ll send you the deck! Ian Sohn ian.sohn@ogilvy.com
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