The document proposes a strategy for Cho Tot, a C2C e-commerce platform in Vietnam, to encourage more people to sell their used items. It suggests partnering with online and offline retailers to trigger people to sell old items on Cho Tot when they want to buy something new. A series of viral video clips will be created showing people selling old items before "welcoming a new love", playing on the Vietnamese idiom "tiễn bồ cũ rước bồ mới" (bidding farewell to an old love to make way for a new one). This strategy aims to make the selling process on Cho Tot as easy as clicking a button.

1. Chotot Proposal
HIEU AN – QUANG HUY – AI TRANG – MINH TRANG– HOANGYEN

2. Market Understanding
C2C E-COMMERCE
BIDDING C2C E-COMMERCE
PLATFORM
Allow sellers to put up items for sales on
the site with a floor price and .buyers can
bid on the item. The main revenue is from
commission.
CLASSIFIED C2C E-COMMERCE
PLATFORM
Allow sellers to put up items for sales on
the site with already set price. The source
of revenue is from VIP subscription to
boost ads.

3. Debrief
CONTEXT
Cho Tot wants to recruit more sellers to satisfy the huge demand from buyers.
BUT people don’t intend to sell because they think that:
- The items are not sellable
- The items can come handy later
- The items hold emotional meaning/attachments
- SELLING IS NOT TOP OF MIND AND COMES ACROSS AS
INCONVENIENT
How to trigger the thought of selling to become TOM for people?
How to make the process of selling on Cho Tot as easy as a click?
CHALLENGE

4. Target Audience
• 20-30 ABC, live in urban
• Online almost 24/24
• Smart, funny and Practical
• Making decision base on proved benefit/examples
People 20 – 30: 15,58 million
Market size: 15,58 *0,65 = 11,3 million (ABC = 65%)
(Source:Indexmundi,CIA World Factbook)
• Techsavvy, influenced by social conservation
• The trend is using idle funds cash to buy new things
(According The research reports on Consumer behaviors in
the fourth quarter / 2015 by Nielsen,)
Indulge to buy the new stuffs and when they have new stuffs, they want to get rid of the old ones
PROFILING
PROFILING

5. Challenge
How to trigger the thought of selling to become TOM for people?
How to make the process of selling on Cho Tot as easy as a click?
WHAT IF
Trigger at the right moment and the right places to
remind them that they have things to sell
They feel the urge to get rid of the old one in order to obtain
the new one as soon as possible
OBSERVATION
TRIGGER THEM TO SELL THEIR OLD STUFFS ON CHOTOT.VN
AT THE MOMENT THEY WANT TO BUY ANY NEW STUFF
STRATEGY

6. Business Strategy
WHICH WAY SHOULD CHOTOT GO?
Jumping into the moment of truth (when people have needs of new
things, they want to get rid of old ones), we appear to trigger them to
sell their used & preloved things ON CHO TOT
WHEN THERE IS A NEED OF NEW THINGS
THERE WILL BE A ENCOURAGEMENT TO SELL OLD THINGS ON CHOTOT
WHAT DO CHOLON DO WITH THAT STRATEGY?
BUILD PARTNERSHIPS WITH ONLINE AND OFFLINE RETAILERS
When people go shopping at online and offline channels, ChoTot will appear to
encourage to sell their used or old items on ChoTot and then buy the new ones

7. Find out more
Want to buy it?
Sell your old one
on ChoTot
Roll-out
ONLINE PARTNERSHIPS STRATEGY
Create chotot buttons on digital platforms where there is needs of buyingnew things.
We’ve illustrated on most of the prominent online retailers and shopping websites in
Vietnam. Besides that, we have partnerships with some online newspaper to create
the button at stores websiteaddress (themost popular and interesting ones)
Find out more
Sell your old things
on ChoTot to buy new
ones at this store
Find out more
Sell your old things
on ChoTot to buy new
ones at this store
ONLINE RETAILERS
ONLINE SHOPPING WEBSITE
ONLINE NEWSPAPER

8. Roll-out
OFFLINE PARTNERSHIPS STRATEGY
Run the activation booth and POSM where there is needs of buying
new things. We’ve illustrated on most of the prominent offline retailers
and shopping stores in Vietnam.

9. BIG IDEA
TIỄN BỒ CŨ, RƯỚC BỒ MỚI
BYE TO EX TO HI TO NEW
HERO TACTICS: SERIES OF VIRAL CLIPS

10. STORES 1: TWO OLD LADIES
Câu chuyện 1: Hai bà già gọi điện cho nhau
bán răng giả:
A: Mặc dù anh ấy đã từng môi kề môi với tôi
mấy chục năm nay. Nhưng dạo này dường
như tôi có tuổi nên không còn … vừa nữa. *
ngượng ngùng *
B: Vậy bà nhường cho tôi đi. Hàng ổng tốt,
chắc, khoẻ. Xài được. Chắc tôi với ổng phen
này dài lâu. Tôi ưng bụng lắm. * cười *
Pop Up: ChợTốt.vn - Tiễn bồ cũ rước bồ
mới!
(Hiện cảnh bà già A lấy tiền mua bộ răng
vàng mới)

11. STORES 2: A MAN
Câu chuyện 2: Một gã đàn ông khá côn đồ
gặp tại cổng nhà một bà cô (bán áo lông thú)
Bà cô: Em trai hả, thấy tin hai đứa chia tay là
chị qua hốt liền nè. Em yên tâm, cứ cho nó
vào động của chị, chị hứa sẽ chăm em nó
mướt.
Gã đàn ông: Em chưa xài nhỏ đó nhiều đâu.
Chị xem giá cao cao cho em hộ nha.
Pop Up: ChợTốt.vn - Tiễn bồ cũ rước bồ
mới!
(Hiện cảnh gã đàn ông đếm tiền cười khẩy)

12. STORES 3: HAMSTER SELLING
Câu chuyện 3: Bán chuột hamster.
A: Dạo này con bồ tao nó hơi khó chìu. Tao
đang tính chia tay rồi bồ con khác mày ạ.
B: Chia tay đi cả hai bớt đau khổ.
A: Nhưng mà nó … có bầu rồi.
B: Thôi vậy ráng tiễn nó trước khi nó sinh đi
chứ con cháu đầy nhà sao mẹ mày đồng ý.
Pop Up: ChợTốt.vn - Tiễn bồ cũ rước bồ
mới!
(Hiện cảnh tiễn con hamster mua một con
mèo về nhà nuôi)

13. B A N N E R.C O N T E N T Background bright urban student life, promotion,
scholarship
B A N N E R.&.FB A D.P R.A R T I C L E S.&I N F L U E N C E R