Asia-Pacific e-Commerce Igniter Presentation
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Presentation slides for the Asia-Pacific e-Commerce team, as presented to the Eddie Bauer company and senior management team upon conclusion of the 2015 Igniter internship.
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Asia-Pacific e-Commerce Igniter Presentation
- 1. TITLE
- 2. VISION To be the best GLOBAL, multichannel, active outdoor lifestyle brand; the outfitter of choice for your life’s adventures.
- 3. BEFORE THE 9 WEEKS EAST ASIA LAUNCH CHINA LAUNCH TMALL LAUNCH Q3 2015
- 5. E-commerce/digital solution that brings a forward- looking brand direction to China and Korea. BRAND WEBSITE DIGITAL MARKETING PLAN LOCAL ASSORTMENT DELIVERABLES
- 8. COMPLETED BY 225 CHINESE CONSUMERS TECH SURVEY NEWS VIA SOCIAL MEDIA & WEBSITE AWARD WINNING PRODUCTS NON LOCAL GUIDES TRAVELHIKING
- 10. CHINA STYLE COUNT: 139 58:61:20 KOREA STYLE COUNT: 185 80:80:25 US STYLE COUNT 367:299 ASIA ASSORTMENT vs. USA USA ASIA
- 13. SHORT TERM MARKETING PLAN weibo
- 15. BRAND SITE
- 16. CAPITAL EXPENDITURE PROJECT DIFFERENCE AT 15% ROI Description Totals Sales $ 248,834 Units 1,238 Margin $ 178,300 % Sales 9% Expenses $ 50,805 Digital Marketing (KOLs) $ 125,805 Web Development & Maintenance $ (75,000) EBITDA $ 37,325 ↓42% REQUIRED SALES AT SAME EBITDA ↓13% COSTS
- 17. 1 YEAR PLAN LOCALIZED PRODUCT LAUNCH KOREA BRANDED LOGOS ASIAN FITS COLORS/PRINTS FASTER SHIP TIMES FLEXIBLE PURCHASING ECONOMIES OF SCALE Q4 2016 TMALL LOCAL & ASIA CENTER DISTRIBUTION
- 18. 自己的探险人生
- 19. QUESTIONS?
Editor's Notes
- AFTER VIDEO: The Asia Pacific market is definitely a region we want to be apart of, its just a matter of taking the right approach, as you can see many of our competitors are already thriving in the market. So how does Eddie Bauer dive in and catch up? Our team has spent the last 9 weeks determining the best approach to most effectively present the brand. My name is Alexa, this is Jarid and Sarah and we are the Asia-Pacific ecommerce team.
- First pillar of vision Germany, Japan, S. America, M.E., SE. Asia Q3: China
- Amazon: the go-to online shopping site (57%) Widest reach of customers through a single platform Difference: unique look/feel to each brand All web and product content is initially coming out of the US
- Consumer trends Competitors Social Media
- Our first step in our project was to do throughout research of our competitors to better understand the international active enthusiast, and how we would go about reaching them. We then focused on the products that best fit the cultural trends amongst our competitors. Some of the cultural trends that we noticed that affected our choice of product, include styles, colors, patterns, and fit. As well as what they specially used the products for. What competitors were doing online Where competitors were selling online, where they represented themselves online What competitors were selling online, how were they selling online (products, styles, prices, returns) What did they look like online (web structure & aesthetics) How competitors represented themselves online (PR, marketing)
- China Solid bright colors Branded product Hiking & traveling Technology = quality Korea Pattern heavy Snowsports Style-conscious Taller, broader physique
- Amazon: the go-to online shopping site (57%) Widest reach of customers through a single platform Difference: unique look/feel to each brand All web and product content is initially coming out of the US
- Pricing Focused on choosing gear that focuses on branding/logo
- Focused on choosing gear that focuses on branding/logo Men’s movement pants were added because of fit, Koreans physiques are closer to Americans. LS Striped Lookout Tee was added to increase the amount of patterned product in the Men’s assortment Korea-more ¼ zips Korea is more focused on prints/patterns, slim leggings, more adventurous gear
- Our long term plans involve travel agency partnerships and interactive guide activities in local areas. Our long term plans are focused on getting the target customer out living their adventure with minimal planning on their part. The typical consumer in China dreads planning, it is the one aspect that keeps them from getting out of the city and living their adventure. If we can bridge the gap and supply the consumer with local activities that are easily accessible, we will successfully we able to reach our target active enthusiast in the Asia-Pacific market. We plan on partnering with local travel agencies that know the area, as well as guides who will be interactive throughout the local area, showing the target customer how easy and rewarding it is to get out of the city will create a relationship between the company and its customers. Social Media-who will manage it, different type accounts, what we will include in it, Guides-Which guides we suggest and why, what they will do, how will they involve the customer and get them interactive w/the brand. Travel Agency-What we will be using them for? Why do we need them? To give the Asian consumer easy access and the ability to get outdoors and live their adventure-They are not willing to plan it all out for themselves to go do. Explain how marketing is what drives awareness of the brand and revenue and in order to do that we need to How we will market the Brand Site, get people to know about the brand since the majority of locals don’t know anything about the brand. We will leverage this lack of knowledge to set our future brand image
- As you can see we decided to display our brand site in a mobile version because mobile ecommerce is dramatically more popular than any other platform. To give you a grasp on that dramatic difference, 76% of Tmalls ecommerce spending in 2014 was done through mobile devices. Since TMall acts solely as a ecommerce provider, we will need to create a brand site that will provide the consumer with knowledge about the brand. It will act solely as an informational site where the consumer can look up anything about the company and the products that it produces. Our brand site focuses on the top two areas that the Asia-Pacific customer are most interested in. Our first main focus within the homepage is to categorize the product within each activity, just as it would go on Tmall. This allows the customer to easily categorize the product according to the intended uses. This method is what the consumer is used to. It simplifies the shopping experience by breaking down the assortment and its technologies that it relates to, all leading to an intuitive, yet simple design. BEGIN SHOWING HOMEPAGE: Here we have our homepage for our brand site. It will act as the first impression of showing the brand off to the user. It will clearly state our future branding image that we are pushing onto the target consumer by displaying a impactful yet meaningful cover image with statements that will stick. When entering this new market, it is crucial to adapt the brand towards the pacific consumer, in this case we have sectioned our product into activity. Our Asia-Pacific customer is very intrigued by the top selling products and how they came to be. We have included all the award winning products that we have included in our assortment. This leads us back to putting our best foot forward and offering only the best of the best. We do this by clearly expressing our top products directly to the customer who doesn’t have a pre conceived mind set of the brand. Allowing us to create our wanted brand image towards our new targeted customers. MOVE ON TO TECHNOLOGY PAGE: The next difference that we focused on within the Asia-Pacific market was the technology that goes into the product. The targeted customer bases their purchases off the technology that goes into the product they are buying. They strive to visually see how the product is going to protect them in the environment and elements in which they are going to be exposed to. This can dramatically alter the decision on whether or not to buy a product. It is very important that we focus on shifting our focus on the science and little features that our products have to offer. This will give the product credibility. Nearly all products on Asia-Pacific ecommerce sites elaborate on the technology aspects that go into the product. We have taken these consumer purchasing trends and linked them in with our brand site, allowing the user to easily grasp and dive in deeper behind the innovative technology that goes into our product. The 6 main technologies that are relevant to our assortment that we focused on are showed above. Each section will elaborate on the scientific specs, the top products within each technology, as well as guide reviews explaining the quality and purpose of each technology/feature. In the end, the brand site will act as an digital branding guide that can be universally applied throughout multiple countries, such as Korea. Although the customer will not be able to purchase merchandise directly off of the website, it will redirect traffic towards Tmall and other locations where the merchandise can be purchased. This site will also link the user to our multiple Social Media accounts that are linked throughout the site. Ultimately driving awareness and buzz to the Eddie Bauer brand.
- Less effort required to hit same level of performance
- Local for local Will have sales history to forecast inventory requirements Encourage customer sales by: Localized product Branded logos Asian fits Colors/prints Move off TMALL Global Ship locally to customer Utilize Asian distribution center
- That means Live Your Adventure. Translating is complicated, your audience has a different cultural background from you, so you have to express yourself using another language while keeping your original message intact. Over the 9 weeks, we’ve translated: our assortment, our story, our marketing. We’ve translated the Eddie Bauer brand, not as where we were – but where we are going. I’m excited for the world to see our translations. It will be with our selected content and design that Eddie Bauer arrives in China, and soon – Korea. We can’t wait for the day that active enthusiasts will be hiking the Great Wall or skiing in Mt. Arirang while wearing Eddie Bauer apparel and Eddie Bauer gear that they bought at one of our Asian sites. Eddie Bauer, let’s take over the world!