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[Fórum 2020 - Global Edition] O E-Commerce após a quarentena

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O E-Commerce após a quarentena
Painel Felipe Mendes - GFK e Alberto Serrentino - Varese Retail

Published in: Education
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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[Fórum 2020 - Global Edition] O E-Commerce após a quarentena

  1. 1. A Pandemia foi uma Panaceia? FÓRUM E-COMMERCE BRASIL Felipe.Mendes@GfK.com
  2. 2. © GfK© GfK 2 1 2 3 O varejo físico reagiu rapidamente ao desafio logístico A pandemia exacerbou a vantagem logística do e-commerce Temos oportunidades para melhorar a experiência Figital4 O consumidor transferiu expectativas entre canais (borderless)
  3. 3. © GfK 3 E-commerce como alternativa logística
  4. 4. © GfK Há 3 principais disparadores do e-commerce nos países estudados Acesso Experiência Logística
  5. 5. © GfK 23 23 24 25 Germany Jan-Dec 2019 Jan-Dec 2018 Jan-Dec 2017 Jan-Dec 2016 33 35 36 38 Great Britain 8 8 9 10 Japan Eletroeletrônicos Share de vendas ($) online% 18 19 22 26 Russia 25 30 34 38 China 4 6 11 11 South Africa 21 23 22 24 Brazil Source: GfK Consumer Life 2019, GfK Retail Point of Sales Tracking Technical Consumer Goods (TCG): Consumer Electronics, IT, Office Equipment, Multifunctional Technical Goods, Photo, Telecom, Small & Major Domestic Appliances, Personal Diagnosis Devices Brasil similar a Alemanha e acima de França (23%), Espanha (21%) e Itália (16%), em Eletroeletrônicos 3 3 4 6 Turkey PRJ 101566 - RG 5357026 - RP 35939797 - ID 553907674 5
  6. 6. © GfK Durante a Pandemia, o acesso e especialmente a intensidade cresceram (vantagem logística) Acesso Experiência Logística
  7. 7. © GfK Mar 20 Feb 20 Jan 20 Dec 19 Nov 19 31% 31% 28% 29% 39% Western Europe Source: GfK Point-of-Sales Monthly Retail Panel, International coverage (excl. North America, India & Philippines), Sales Value USD with a fixed exchange rate, Value Growth % Year-on-Year Technical Consumer Goods (TCG): Consumer Electronics, IT, Office Equipment, Multifunctional Technical Goods, Photo, Telecom, Small & Major Domestic Appliances, Personal Diagnosis Devices PRJ 101566/206542 - RG 5481054 - RP 37600691 - ID 569248389 Rápida aceleração do online em todo o mundo, com a China crescendo antes e retornando ao físico muito rápido 7 34% 29% 30% 29% 41% Eastern Europe 53% 43% 41% 61% 47% China 27% 27% 26% 29% 34% CIS Countries 11% 12% 11% 11% 12% Developed Asia 6% 4% 4% 4% 7% Middle East & Africa 17% 17% 15% 16% 19% Emerging Asia 29% 22% 23% 23% 31% LATAM Eletroeletrônicos Share de vendas ($) online%
  8. 8. © GfK Vendas Eletroel./Canal Europa (não “Latina”): online crescendo entre 80% e 150% Source: GfK Point of Sales Tracking, Argentina; Calendar week 1 2019 – 26 2020; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser and inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): shavers, food preparation, hot beverage makers; Value is in LC Calendar week Retail sales (value EUR) for technical consumer goods (TCG), YoY growth % -80% -40% 0% 40% 80% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Online growth Offline growth TCG growth Calendar week Retail sales (value EUR) for technical consumer goods (TCG), YoY growth % -100% -40% 20% 80% 140% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Online growth Offline growth TCG growth Calendar week Retail sales (value EUR) for technical consumer goods (TCG), YoY growth % -100% -50% 0% 50% 100% 150% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Online growth Offline growth TCG growth O e-commerce se mantém acelerado, com o físico retomando crescimento em ritmos diferentes (restrições)
  9. 9. © GfK UK mostra a força do e-commerce Alimentar e segue com perspectivas de crescimento no geral. Na Alemanha, previsão é de volta aos padrões. In % Alimentos Vestuário Linha Marrom Linha Branca R03_FR. Consider your shopping habits for the following products, what was the main point of sales you shopped at before the lockdown? R03_Frbis. And now, during the lockdown situation, what is main point of sales you shopped at? R03_FR_ter And think now about your shopping habits after the lockdown situation, what do you think will be the main point of sales you will shop at? Canais mais frequentes de compra antes/durante/depois lockdown Base: compradores desses produtos em cada uma das fases Durante lockdown Antes lockdown Após lockdown 3 41 38 36 5 58 51 43 4 38 39 35 12 29 36 36 18 43 48 46 16 34 41 38
  10. 10. © GfK Vendas Eletroel./Canal Europa (“Latina”): ritmos diferentes de crescimento do online Source: GfK Point of Sales Tracking, Argentina; Calendar week 1 2019 – 26 2020; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser and inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): shavers, food preparation, hot beverage makers; Value is in LC Calendar week Retail sales (value EUR) for technical consumer goods (TCG), YoY growth % -80% -40% 0% 40% 80% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Online growth Offline growth TCG growth Calendar week Retail sales (value EUR) for technical consumer goods (TCG), YoY growth % -80% 0% 80% 160% 240% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Online growth Offline growth TCG growth Calendar week Retail sales (value EUR) for technical consumer goods (TCG), YoY growth % -100% 0% 100% 200% 300% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Online growth Offline growth TCG growth A retomada ao trabalho e à vida “normal” acelera rapidamente o canal físico
  11. 11. © GfK Itália com potencial de crescimento, já Espanha e França desejam voltar ao comportamento anterior. França com menor crescimento no lockdown. In % Alimentos Vestuário Linha Marrom Linha Branca R03_FR. Consider your shopping habits for the following products, what was the main point of sales you shopped at before the lockdown? R03_Frbis. And now, during the lockdown situation, what is main point of sales you shopped at? R03_FR_ter And think now about your shopping habits after the lockdown situation, what do you think will be the main point of sales you will shop at? Canais mais frequentes de compra antes/durante/depois lockdown Base: purchasers of this type of product before / during the lockdown / intenders to purchase it after the lockdown 3 18 28 13 8 43 40 28 8 24 32 18 During lockdown Before lockdown After lockdown 5 30 27 21 8 49 26 23 4 32 28 22 3 41 38 36 5 58 51 43 4 38 39 35 12 29 36 36 18 43 48 46 16 34 41 38 8 25 39 18 12 54 53 30 7 22 41 22
  12. 12. © GfKLATAM Market Insight Webinar Em LatAm, online já “devolveu” metade dos (enormes) ganhos A reabertura gradual das lojas físicas diminui o gap Calendar Week 52% das vendas ($) da última semana de Maio já foram realizadas em lojas físicas 26% 30% 35% 63% 66% 65% 63% 59% 56% 53% 54% 53% 55% 48% 46% 45%
  13. 13. © GfK Vendas Eletroel./Canal América “Latina” (excl. Brasil): enorme crescimento, devido a menor penetração e maiores restrições Source: GfK Point of Sales Tracking, Argentina; Calendar week 1 2019 – 26 2020; Technical consumer goods include: Telecom: Smartphones – IT: Mobile/Desk computing (excl. Media sticks/boxes), media tablets – Office: Laser and inkjet printers – Consumer Electronics (CE): TVs, audio home systems – Major domestic appliances (MDA): Cooling and washing machines - Small domestic appliances (SDA): shavers, food preparation, hot beverage makers; Value is in LC Retail sales (value LC) for technical consumer goods (TCG), YoY growth % -100% 0% 100% 200% 300% 400% 500% 600% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 TCG Internet Sales Traditional Sales Calendar week Retail sales (value LC) for technical consumer goods (TCG), YoY growth % -100% 0% 100% 200% 300% 400% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 TCG Internet Sales Traditional Sales Calendar week Retail sales (value LC) for technical consumer goods (TCG), YoY growth % -100% 0% 100% 200% 300% 400% 500% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 TCG Internet Sales Traditional Sales Calendar week Retail sales (value LC) for technical consumer goods (TCG), YoY growth % -100% 100% 300% 500% 700% 900% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 TCG Internet Sales Traditional Sales
  14. 14. © GfK Vendas Eletroeletrônicos no Brasil: algumas tendências claras, mas resta a dúvida do novo patamar do online Calendar week Retail sales (value LC) for technical consumer goods (TCG), YoY growth % -100% -50% 0% 50% 100% 150% 200% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 TCG Internet Sales Traditional Sales 68 64 62 32 30 34 35 40 42 47 43 45 45 51 53 51 50 53 53 32 36 38 68 70 66 65 60 58 53 57 55 55 49 47 49 50 47 47 S10 S11 S12 S13 S14 S15 S16 S17 S18 S19 S20 S21 S22 S23 S24 S25 S26 S27 S28 Online Físico PÂNICONORMAL ADAPTAÇÃO % Importância Faturamento dos Canais -100% -50% 0% 50% 100% 150% 200% 250% W1 W3 W5 W7 W9 W11 W13 W15 W17 W19 W21 W23 W25 Título do EixoCLICK&MO ONLINE Traditional Sales PURE PLAYER ONLINE +63% -31% +15% Físico retomando a importância, mas (ainda) 15 pontos menor que pré Covid. Entre os formatos do e-commerce, “pure player” cresce menos (Figital?)
  15. 15. © GfK No Brasil, claro potencial de crescimento no “pós”, em especial nos canais menos desenvolvidos In % Linha Marrom Linha Branca Portáteis R03_FR. Consider your shopping habits for the following products, what was the main point of sales you shopped at before the lockdown? R03_Frbis. And now, during the lockdown situation, what is main point of sales you shopped at? R03_FR_ter And think now about your shopping habits after the lockdown situation, what do you think will be the main point of sales you will shop at? Canais mais frequentes de compra antes/durante/depois lockdown Base: purchasers of this type of product before / during the lockdown / intenders to purchase it after the lockdown During lockdown Before lockdown After lockdown 36 40 47 26 43 41 54 41 49 53 53 37 4 9 16 8 15 21 9 15 33 32 32 35 41 38 44 51 49 49 Alimentos Cuidados Pessoais DIY Smartphone Computador Livros, DVD’s Vestuário
  16. 16. © GfK 16 O Figital se impõe como solução
  17. 17. © GfK Entrega a domicílio gratuita Opção de entrega geral Opção de entrega rápida Diferentes métodos de pagamento Garantia de estoque Restrições de quantos itens comprar Que os funcionários não toquem nas coisas Que os funcionários usem máscaras e proteção Clique e retire Suporte por vídeo ou Skype Suporte telefônico Serviço de instalação em casa 27/07/2020 17 P04 [GRID - S IN COLUMNS] O que você espera dos varejistas que você está visitando agora? 75 69 75 69 69 28 49 54 59 57 67 56 A crise traz uma clara e inédita convergência de expectativas on/offline: processo e compra “Figital” © GFK | COVID 19 SURVEY – WAVE 2 21-24 ABRIL WAVE 3 11-14 MAIO O que você espera dos varejistas que você está visitando agora? (%) E-commerce Física 63 62 57 64 64 49 50 78 54 38 51 46
  18. 18. © GfK27/07/2020 ▪ GfK 2020 | petlove 18 ▪ Março: ▪ 100ª loja (SP, Shoping Eldorado) ▪ Abril: ▪ Cobasi no seu Carro (“Cheguei!”) ▪ Maio: ▪ Loja Campinas 400m2 (Cambuí) ▪ Loja R.Preto 1000m2 ▪ Junho: ▪ Loja Sta.Barb.Oeste 800m2 (Tivoli) ▪ Julho: ▪ Cobasi em Casa (18 lojas) ▪ Whatsapp, Dinheiro, Cartão C./D. ▪ Março: ▪ Cobasi Labs ▪ Julho: ▪ Update no aplicativo ▪ Tecnol. PWA (velocidade, “peso”) ▪ Monitoramento do pedido ▪ Gerenciamento da assinatura ▪ NOVOAPP10: 1a primeira compra 1391 1188 658 334 Desenvolvimento comercial “Figital’ # (k)Visitas/mês
  19. 19. © GfK %dosconsumidoresemcadaumadasjornadas 14% 54% 32% 2019 +4pp 27/07/202027/07/202027/07/202027/07/2020Fonte: GfK Consumer Insights Engine 2019 Global @GfK2020 - Todos os direitos reservados. Fica vedada a reprodução, cópia e/ou compartilhamento total ou parcial sem prévia e expressa autorização da GfK 19 A jornada Figital é 2x maior que as vendas, mas o Figital tem várias formas no Brasil! Jornadas em 2019 ▪ Pre-COVID-19: 24% ▪ Post-COVID-19: 65% Vendas on-line Eletroeletrônicos (% do total)
  20. 20. © GfK Uma oportunidade é a definição do mix de categorias, marcas e preços. Mix no Brasil é super premium. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 2016 2017 2018 2019 Eletroelet. .– Índice % de preço do ecommerce vs total Total China Brazil ▪ Source: GfK Retail Panel, Jan-Dec ▪ *All audited GfK countries (no North America) ▪ **CE, IT, Photo, Telecom, SDA, MDA ▪ Sales figures of Smart-Mobilephones are calculated with "Non Subsidised estimated Prices" Brasil: Mix super premium converte o canal em ideal para épocas promocionais, porém compete com prazos da loja física China: Mercado de massa com preços reduzidos em diversas categorias
  21. 21. © GfK O online é muito barato no Brasil: oportunidade com maior freq./penetr.? (50 itens vendidos em ambos os canais) 92 97 102 107 2014 2015 2016 2017 2018 2019 92 97 102 107 2014 2015 2016 2017 2018 2019 92 97 102 107 2014 2015 2016 2017 2018 2019 92 97 102 107 2014 2015 2016 2017 2018 2019 Laptops TV’s Máq. Lavar Refrigerador +10.3pp +1.9pp +7.2pp +5.4pp +9.1pp +2.6pp +0.7pp +1.0pp C H +2.1pp +3.6pp +0.1pp +6.5pp C H +4.4pp +0.8pp -0.2pp +1.9pp C H +1.6pp +1.5pp -0.3pp +2.5pp C H
  22. 22. © GfK 22 A oportunidade parece estar sendo aproveitada, ao menos para Eletroeletrônicos MUDANÇAS NO MIX E NOS PREÇOSMENOS PROMOÇÕES E-commerce Físico Video Games Liquidif./ Batedeiras Fritadeiras +32% +17% +9% Video Games Liquidif./ Batedeira s Desktop +21% +13% +5% TOP 3 variações de preço médio 25% 25% 25% 13% 12% 12% S17 S18 S19 2019 2020 25% 31% 47% 8% 7% 12% S17 S18 S19 2019 2020 FísicoE-commerce Itens com descontos >=10%
  23. 23. © GfK % crescim. semana da Black Friday vs semana média 88% 103% 48% 172% 203% 80% 20% 260% 133% 180% 113% 145% 135% 176% 251% 93% 32% 291% 134% 176% 13% 21% 59% 2% 16% 7% 10% 9% 1% DE GB FR IT ES PL RU BR TR CN GrowthRates% Axis title Vendas Unidades Vendas Valor Preço médio E aí, o que faremos na Black Friday? Ou na Semana do Brasil?
  24. 24. © GfK 24 Em resumo, vento em popa, mas oportunidades
  25. 25. © GfK© GfK 25 1 2 3 O varejo físico reagiu rapidamente ao desafio logístico A pandemia exacerbou a vantagem logística do e-commerce Temos oportunidades para melhorar a experiência Figital4 O consumidor transferiu expectativas entre canais (borderless)
  26. 26. A Pandemia foi uma Panaceia? FÓRUM E-COMMERCE BRASIL Felipe.Mendes@GfK.com

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