Cross-Border e-Commerce Strategy Luncheon: WeChat & O2O Marketing

Cross-Border e-Commerce
Strategy Luncheon
WeChat & O2O Marketing
Dick Ng
June 24, 2016

© GS1 Hong Kong 2016
GS1 is a neutral, not-for-
profit, user-driven
standards body, which
facilitates collaboration to
create more efficient, safer
and sustainable value
chains through the
adoption of easy-to-
implement global standards.
The Global Language of Business
The most widely used supply chain standards system
in the world

GS1 Standards
3

© GS1 Hong Kong 2016 4
Global Unique Product Identification
Global Trade Item Numbers (GTIN):
• most widely implemented GS1 standard
• a reliable and fast way to confirm the identity of the
product at any packaging level (e.g., consumer unit, inner
pack, case, and pallet)

Digital Product Barcode
5
More efficient product
search on the web
Key for big data
analytics for on-line/
off-line
Enabling GTIN
specific QR code for
product level
marketing
Item level or GTIN
level counterfeit
Future
The unique product
identifier – Connecting the
on-line and off-line
consumers
Enhance retail
check out
efficiency
Accurate
inventory
management
Efficient
paperless order
to cash process
Enable
consumer
products
research
Current

Top e-retailers adopt GS1 Standards to
support O2O e-commerce
6
As we continue to create a seamless
shopping experience across online, mobile
and stores, we rely on accurate and
consistent product information. The GS1
GTIN Validation Guide is an important tool
for improving the quality of product data
and the relevance of online and mobile
search results. — Walmart Global eCommerce
The GTIN Validation Guide will help eBay
find and resolve incorrect, duplicate and
conflicting product information, improving
visibility for merchant offers and enhancing
the consumer search experience. — eBay
GS1 standards have been very valuable in
our efforts to improve the online shopping
experience by harmonising product data
and eliminating inaccuracies. — Google
Online
Audience
(in millions)
Source: comScore, Inc., March 2014
Amazon, eBay, Walmart, Apple iTunes
and Google require or endorse GS1
identification for e-commerce.
GTIN - The unique
product identifier –
Connecting the on-
line and off-line

Global eCommerce Players adopt GS1
Standard to facilitate trusted data source and
big data analytics
• eBay, Google and Walmart endorse GS1 Standard
for Improving Online Commerce
• Locating Product Identifiers
• For most product categories, sellers are required to use an industry-standard
product identifier when creating new pages in the Amazon.com catalog. These
product identifiers are part of a system called GTINs, or Global Trade Item
Numbers.
“As we continue to create a seamless shopping experience across online, mobile
and stores, we rely on accurate and consistent product information”
said Jeremy King, Chief Technology Offier, Walmart Global eCommerce
“GS1 Standards have been invaluable in our efforts to improve the online
shopping experience by harmonizing product data and eliminating inaccuracies.”
said Eric Tholome, Product Management Director, Google Shopping
Details: https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190

China eCommerce adopt GS1 Standard to
facilitate trusted data source and big data
analytics
8
In China, T-Mall & Taobao partner with GS1 China to require their
business suppliers to add bar code number ( GTIN on the web ) for
management function.
Bring Benefits to Business Suppliers & Consumers:
1.Consumers check the trusted data source. GS1 is international standard code to
provide product detail ( from which manufacturer, produce country, manufacture date,
produce type, expiry date…..etc ). GS1 offer trusted product information and propagate
to authorized eCommerce platform.
2.Enable consumers buying efficiency and gain good experience due to no fake product.
3.Can offer consumer buying behavior analysis report for internal strategy planning.
Details: http://www.tmall.com/go/rgn/spbctm.php?spm=0.0.0.0.zR0N3

SMART
SEARCH
GS1 e-Commerce
9
Physical
Digital

Hong Kong Trusted Product
• Soft launch in July & official launch in
• Provide a low investment channel for
Hong Kong SME to enter the door of
e-Commerce business
• One stop solution for SME to kick
start e-Commerce business
• Enhance consumer trust by utilizing
the neutral status of GS1 and reliable
mailing service from HK Post

1111
Label Serial Secure Code
Secure Code Validation:
Not ready to SellNeed to Recall
Successful Validate Already Registered
1
2
3
4
5
GLN lookup for
urn:epc:id:sgln:
4891668.32668.0
GS1 Value+, Anti-Counterfeit
Secure Code Validation and Traceability e-Pedigree
using ezTRACK (EPCIS)

Genuine product
Counterfeit product
Encrypted barcode printing file provided
by GS1
Special encryption pattern hidden in the
barcode
GS1 HK trusted mobile apps
Barcode copied from the genuine
product packaging
Special encryption pattern CANNOT be
copied GS1 HK trusted mobile apps
Before Purchase, consumer can verify the product is genuine or fake
GS1 REAL Barcode, Anti-Counterfeit
How it works

Cross Border e-Commerce Channel

Cross Border e-Commerce Channels
• Mail by post office (郵政)
• Courier service (快遞)
• B2C consolidation service (集運)
• B2B2C (保稅備貨)
14

Mail by Post Office
• Key Features
- Without product registration requirement
- Without CIQ or licensing requirement
- No tax for personal items
- Personal Postal Article Tax will be imposed if
applicable
- Suitable for small package
15

Courier Service
• Key Features
- Without product registration requirement
- Without CIQ or licensing requirement
- Normal trade tax will be imposed if applicable
- Suitable for small
16

B2C Consolidation Service
• Key Features
- Product registration is required
- 三單一證
- New tax policy (After 8-Apr) will be applied
- Approved commodity list will be applied
17

B2C Consolidation Service
• Key Features
- Operated in bonded zone (Type B)
- Product registration is required
- 三單一證
- New tax policy (After 8-Apr) will be applied
- Approved commodity list will be applied
18
Bonded
Zone
Bonded
Zone

Taxation Policy After 8-Apr-2016

• Based on CIF value to impose
- Import Duty (0%)
- Value Added Tax (70%)
- Consumption Tax (70%)
• Maximum value of each
transition is CNY2,000
• Personal quota is CNY20,000
per annum
Tax Policy for B2C & B2B2C
20

• Major Impact
• Commodity cannot be imported
1. Raw material 2. Sizeable shipment
3. High tech electronic product 4. Cosmetics which not be imported before
(化妝品需要非首次進口)
5. Non registered powdered formula 6. Customs not allow
Tax Policy for B2C & B2B2C
21
Product Cat. Before 8-Apr Now
Low Value Cosmetic Tax value below
CNY100  No Tax
47%
Luxury Product CIF value above
CNY2,000  30%
Normal Trade tax will
be imposed  65%
Infant Care Product Tax value below
CNY100  No Tax
11.90%

Personal Postal Article Tax
• Tax amount below CNY50.00  Waived
• Personal quota  CNY20,000 per annum
• No product registration & CIQ requirement
Tax Policy for Mail Channel
22
Tariff
Code
Description Items Tax Rate
1 Product with 0%
duty
IT products, Food & Beverage,
Toys, Publication & Video…etc
15%
2 Product not cover
under 1 & 3
Sports products, garments,
television, bicycle and others
30%
3 Product with
Consumption Tax
Tobacco & Alcohol, Luxury Watch,
Golf Equipment, Make-ups
60%

Summary
23
Tariff
Code
Description Items Tax Rate
1 Product with 0%
duty
IT products, Food & Beverage,
Toys, Publication & Video…etc
15%
2 Product not cover
under 1 & 3
Sports products, garments,
television, bicycle and others
30%
3 Product with
Consumption Tax
Tobacco & Alcohol, Luxury Watch,
Golf Equipment, Make-ups
60%
BBC BC Courier Mail Before
8-Apr
Mail After
8-Apr
Personal Quota CNY20,000 per
annum
CNY20,000 per
annum
N/A N/A CNY 20,000 per
annum
Max cargo value
per transition
N/A N/A N/A CNY1,000 CNY2,000
Tax (VAT +
consumption
tax) x 70%
(VAT +
consumption tax)
x 70%
Normal trade
tax
(If applicable)
Personal Postal
Article Tax
10%/20%/30%/50%
(If applicable)
Personal Postal
Article Tax
15%/30%/60%
(If applicable)
Commodity
(Illegal product
is prohibited)
Approval list Approval list N/A N/A N/A
e-Marketplace Fully connected
with customs
Product
registeration
N/A N/A N/A

Choice of Channel
24
• Mail - High flexibility
- Simple operation requirement
• B2C - Approval list
- Product registration
- Customs inspection
• B2B2C - Approval list
- Operation efficiency for final mile
- Product registration & customs
inspection

迎戰跨境電商策略專題午餐會(二):微信及O2O營銷
如何令微信更適合香港商家
http://www.chinamarketing.com.hk/

迎戰跨境電商策略專題午餐會

微信公眾帳號Wechatofficialaccount
跨境支付及跨境電商CrossBorderPayment&CrossBorderE-commerce
O2OMarketing
O2O推廣

如何令微商更適合香港商家
香港中國
微信公眾號+自建跨境商城
香港商家國內銷費者

微信結合跨境電商
國內不用倉存 ***
產品價格更自由 **
建立品牌 *******
自己的大數據 ******
只需繳納香港低銷售稅 *****

重點一
不要將微信公眾帳號成為你唯一的資料庫

平台(載體)
微信公眾號
http://www.86shop.com.tw
/
自建跨境商城
消費購物(實際收入)
線下接線上推廣
O2OMarkeing
最實際吸粉方法

重點二
香港公司如何申請微信公眾號

香港商家申請微信公眾號的方法及注要事項
申請方法
A：國內工商執照
B：找可信代理公司處理
C：使用香港BR申請認證服務號
甚麼是可信
１：不可以認證
２：如要認證有財付通證明文件
不認證情況有財付通認證情況
使用香港BR申請需知
1：（暫時）同時申請跨境微信支付

重點三
微信維護是整個營銷有沒成果的命脈

微信公眾帳號的基本維護
１：自定義菜單
２：每周新聞內容
３：優惠活動
４：客服回答
1. 3x5格
2. 可連接
• 普通文章
• 手機版E-SHOP
• 微網站
• 微電子目錄
更可增加
• 百度/Google地圖
• 照片牆
• 留言板
• 線上預訂/問卷調查
• 砸金蛋、大轉盤、刮刮卡

３：優惠活動
４：客服回答
微信新聞與Facebook新聞的分別
Facebook
休閒類新聞
數據性分析
新聞式用詞
軟性宣傳/較含蓄
微信
銷售優惠類新聞
感受性用詞
網絡用詞
硬性引導/較豪放

３：優惠活動
４：客服回答
剁手黨
瑪莉蘇
猴塞雷
悶騷

３：優惠活動
４：客服回答
重點:
平均每個月或重要節日
利用不同的遊戲工具
配合線下體驗活動

３：優惠活動
４：客服回答
客戶留言可回覆時間：
48小時後就不能再回復，但留言記錄最多留5天.
（如按了收藏就沒有時限，記錄不會清除）

重點四
國內的銷售重點與香港的不同

國內的銷售手法及重點
重點：國內的銷售手法及重點

香港與中國的營銷手法的大不同
Marketing市場推廣
手法平台香港
Facebook
Instagram
Contactmarketing
Youtube
Viralmarketing
AdsMarketing
RealTimeMarketing
中國
微博
微信事件式營銷
O2O營銷

重點五
甚麼是國內的O2O

O2O
Offline2Online
中國
将线下的商务机会与互联网结合，让互联网成为线下客戶的聯絡平台

O2O
Online2Offline
港式
中國式
10個大類
每個大類最少10個小分類

香港與中國的營銷手法的大不同
Marketing市場推廣 O2O(線下接線上)營銷
江苏镇江富兴国际半岛：新娘也疯狂，全城派红包
50位娇滴滴的美新娘，顶着烈日给镇江广大市民派发装有刮刮卡的红包，配合
微信端晒幸福活动，整合了婚纱摄影机构、美食餐饮等共同参与，引发极大反响。

小紅書透過線下營線，『突擊』小區及寫字樓，目標為年輕女性，或
得上百萬的關注及留言

河狸家推出史上最萌上门服务——一键预约小狗上门

適當宣傳目標
適當地點
適當ShowGirl/Boy
適當禮物
020男
仕
30-
50歲
身體
毛病
學校
大學
商場
白領區
小鮮肉
皮膚好
樣子平凡
試用裝
合照
分享
朋友圈
女
仕
18-
28歲
化粧
美容
目標
召集最多適合會員

B2C

微信及跨境電商實戰篇
B2B

重點五
甚麼是事件式營銷

事件式營銷
Marketing市場推廣事件式營銷 (悬念广告营销)

事件式營銷
Marketing市場推廣事件式營銷
王老吉與加多寶『大戰』

事件式營銷

事件式營銷
2014年雙11
天猫苏宁撕逼大战

事件式營銷

微信公眾號
關注
微信新聞
增加認知性
活動
溫熱客戶
跨境商城
購物
O2O線下活動
增加認受性
朋友圈活動
細菌式擴散
關注後分享獲優惠
親友式散播
百度新聞
加強品牌效應

http://www.chinamarketing.com.hk/
謝謝!
ThankYou!

Thank You
Mr. Dick Ng
Manager, Marketing & Industry Engagement
Email: dickng@gs1hk.org
GS1 Hong Kong

Cross-Border e-Commerce Strategy Luncheon: WeChat & O2O Marketing

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