Facebook Mobile Moves Commerce by aCommerce Group CMO, Sheji HoRuchipha Thakral
Sheji Ho, aCommerce Group CMO shared his insights and recommendations on how to make an entry into the Southeast Asian ecommerce market at the Facebook event in Taipei on Oct 27. The event focused on mobile commerce trend and customer journey and opportunities to win in a mobile world.
Facebook Mobile Moves Commerce by aCommerce Group CMO, Sheji HoRuchipha Thakral
Sheji Ho, aCommerce Group CMO shared his insights and recommendations on how to make an entry into the Southeast Asian ecommerce market at the Facebook event in Taipei on Oct 27. The event focused on mobile commerce trend and customer journey and opportunities to win in a mobile world.
成功大學工業設計系102級畢業審查#2
Thesis design 2nd presentation
industrial design department in National Cheng Kung University, Taiwan
presented by Vince Hung and Nicholas Gu
最新发布的“Making Sense of IWOM”(洞察网络口碑)是上一份“The Internet is THE Community"(网络即社区)系列的延续,通过分析消费者对网络口碑的关注情况,网络口碑是否影响消费者对品牌的态度,和网络口碑和其他购买决策要素的角色互补等方面来重点探讨网络口碑在中国消费者的购买决策中正在扮演的角色。该系列主题一”网络口碑在购买决策中扮演的角色“具体分析了以下四个问题:
1. 消费者关注网络口碑吗?
2. 消费者为什么关注网络口碑?
3. 网络口碑会影响消费者对品牌的态度吗?
4. 网络口碑如何影响购买决策过程?
Overview – Retail Sales Looking Brighter for Back-to-School
2Q Update – Earnings Scorecards; Consumer Discretionary Leads Growth
July Same-Stores Sales Somewhat Mixed
Back-to-School Drives July Traffic to Best Month of Calendar Year
Back-to-School Outlook; Solid Forecast, Room for Upside
Category Spend; School Supplies and Clothing Highest Growth
Finding Dollars in New Places
Where Consumers Plan to Shop – Discount Stores & Online
Shopping and Advertising Starting Earlier
Fashion Trends
Calendar Impact
2016 Second Half Predictions
Macro Outlook
ICSC—Texas New Techies: A Retail Startup Pitch CompetitionDeborah Weinswig
- A startup pitch competition is a session where entrepreneurs with innovative business ideas can boost awareness of their products and ideas and convince potential investors to invest in their company.
- Each company will have five minutes to present, followed by a 75-second Q&A session today.
1. Favorable Macro Backdrop
2. Overview: Optimistic About Holiday 2016
3. E-Commerce Driving Holiday Growth
4. A Very Mobile Holiday Season
5. E-Commerce: What Do Consumers Respond To?
6. Holiday Hiring Projected to Be Up Slightly; Clear Shift Toward E-Commerce
7. Thanksgiving Day Shopping Will Remain Popular
8. Black Friday: Could It Be Dethroned?
9. Singles’ Day Will Capture More Early-Bird Online Shoppers in the US
10. More Favorable Holiday Calendar
11. Presidential Election Impact
12. Holiday Shopping Themes
13. Holiday Fashion Trends
14. Hot Holiday Tech Giftables
15. Fung Global Retail & Technology’s Hot Toys for 2016
US 2016 Holiday Homestretch: Performance to Date Bodes Well for HolidayDeborah Weinswig
1. Holiday Homestretch: Performance to Date Bodes Well for Holiday
2. Holiday Shopping Season Lengthened
3. Some Retailers Shut their Doors on Thanksgiving
4. Thanksgiving/Black Friday Store Traffic Declined Modestly, but Showed Improvement over Recent Years
5. Black Friday Online Sales Hit Record, Mobile Drove Growth
6. Comments from Retailers on Black Friday Results
7. Cyber Monday Set Online Sales Record
8. Amazon Won Cyber Weekend Again
9. Thanksgiving Weekend: E-Commerce’s Share of Holiday Spending Increased
10. Cyber Monday Becomes Cyber Week
11. Sales by Region: Thanksgiving Day Through Cyber Monday
12. With the Bulk of Major Shopping Days Still Ahead, Expect a Last-Minute Rush of Holiday Shoppers
13. Post–Black Friday Drop-Off in Traffic Seen in Last Few Weeks Is Normal
14. Online Traffic Remained Strong in Early December Despite Expected Post–Black Friday Drop-Off
15. Holiday Promotions Generally Consistent with Last Year, Not as Deep as Black Friday’s
16. Retailers Should Take a Holistic View of Consumers to Be Successful
17. Holiday Themes: Fashion Trends
18. Positive Holiday Calendar
19. Favorable Macro Backdrop
US 2016 Holiday Wrap-Up: Successful Season Driven by a Late-December SurgeDeborah Weinswig
1. Holiday Wrap-Up: Season Was a Success, Driven by a Last-Minute Surge of Shoppers
2. Consumers Were Willing to Wait for the Best Deals, Which Resulted in a Last-Minute Rush in Sales
3. Favorable Holiday Calendar; Day Before Christmas Was a Saturday
4. Cold Weather Caused an Uptick in Outerwear Sales
5. Holiday Online Sales Growth Outpaced In-Store Sales Growth
6. Retailers Managed Online/Offline Balance Better than in Years Past
7. Amazon Won with Its “Best Ever” Holiday Season
8. In-Store Traffic Increased When Online Delivery Window Closed
9. Not Everybody Won—Department Store Sales Growth Was Less Robust and Apparel Struggled amid Discounting
10. This Season’s Best-Sellers: Tech-Related Products
11. Traffic Momentum Continued After Christmas
12. National Returns Day, January 5, Expected to Draw 1.3 Million Package Returns
13. Brick-and-Mortar Stores See Returns as an Opportunity to Drive Sales
14. Favorable Macro Backdrop
8. 8
2. Mobile Apps Bury the Browser In Shopping
移动应用购物远超浏览器购物
The browser is dead …
浏览器时代已经殆尽…
88% 82%
12% 18%
Smartphone Tablet
Mobile App vs. Browser Split
App Browser
R.I.P.
BROWSER
安息吧,浏览器
1999-‐2014
… long live app nation!
…移动应用万岁
智能手机 平板电脑
应用
浏览器
移动应用与浏览器使用比例
9. 9
人们的购物方式
THE WAY PEOPLE SHOP
3. Click & Collect Blurring Lines Between Online And Offline Channels
网上点击购买/店内提货模式模糊了线上和线下销售渠道
10. 10
• What is Click & Collect 什么是点击提货
• More than two-thirds of UK shoppers used Click & Collect services in 2014
2014年超过三分之二的英国消费者使用过点击提货服务
Walmart
Drive-‐Through
3. Click & Collect Blurring Lines Between Online And Offline Channels
网上点击购买/店内提货模式模糊了线上和线下销售渠道
11. 11
3. Click & Collect Blurring Lines Between Online And Offline Channels
网上点击购买/店内提货模式模糊了线上和线下销售渠道
• Amazon launched its lockers in Sept. 2011
亚马逊在2011年9月份推出储物柜服务
• Only 17% of US consumers used Click & Collect in 2013
2013年只有17%的美国消费者使用点击提货服务
• Walmart started testing a drive-through grocery pick-up service in Oct. 2014
沃尔玛在2014年10月开始测试免下车食品杂货提货服务
Walmart
Drive-‐Through
Walmart
Drive-‐Through
沃尔玛免下车服务
15. 15
4.Webrooming Beats Showrooming
网络展厅击败线下展厅的现象
Why Shoppers Webroom? 为什么购物者会通过网络展厅方式购物?
• Don’t want to pay for shipping 不想支付运费 (47%)
• Don’t want to wait for delivery不想等待送货(23%)
• Like to touch and feel a product before they buy
他们购买之前, 喜欢手触商品 (46%)
• Like to ask store to match better prices found online
喜欢要求店家匹配他们在网上发现的更优惠的价格 (36%)
• Like the option to return to store if needed喜欢能去商店退货 (37%)
16. 16
人们的购物方式
THE WAY PEOPLE SHOP
5. Subscription Models As Convenient Alternatives
(网络)订期购买模式成为便捷的替代方案
17. 17
5. Subscription Models as Convenient Alternatives
(网络)订期购买模式成为便捷的替代方案
• Consumers love the convenience and dependability of the services
消费者喜欢便捷和可信赖的服务
• Retailers love subscription models as a source of recurring revenue
零售商希望将(网络)订购模式作为循环性的收入来源
20. 20
6. Ecommerce Pure Plays Open Brick-and-Mortar Stores
纯粹的线上品牌公司都开设了实体店
• Excluding Amazon, most online pure-plays hit a $1
billion revenue ceiling
除亚马逊之外,大部分纯粹的线上品牌公司都一般在10亿
美元时达到营收上限
• Establishing a brick-and-mortar presence aids in
brand building and growing consumer awareness
设立实体店有助于推广品牌和提高消费者认知
• Easier to get VC funding with technology connection
in the apparel/retail business model
在服装/零售商业模式中结合高技术更容易获得风险投资
• More in 2015 2015年这一趋势会继续
22. 22
7. Online Grocery Is A New Growth Area
线上食品百货是新的增长领域
• Global Grocery Market: $4 Trillion 全球食品杂货市场:4万亿美元
• U.S. Grocery Market: $600B 美国食品杂货市场:6000亿美元
• Percent Online 在线销售比例: 1.2%
• Approx. 12% of Internet users have bought grocery items online
大约12%的互联网用户曾经在线购买过食品杂货
• 主要品牌
– Fresh Direct
– Google Express
– Instacart
26. 26
9. Retailer Tech Spending On the Rise
零售商的技术支出在不断增加
• Capex was approximately 3.6% of sales in 2013
资本支出大约占到2013年销售额的3.6%
• We estimate that this increased to 4% in 2014
预计这一比例会在2014年增加到4%
• Technology capex:
技术资本支出:
– Walmart: 30% of capex in 2013; Spending $1.2-$1.5B on
ecommerce in FY2016 (= 9-13% of total)
沃尔玛:2013年占到30%的资本支出;2016财年电子商务支
出为12-15亿美元(占全部支出的9-13%)
– Nordstrom: “Technology investments account for more
than 30% of our plan, up from roughly 20% historically”
诺德斯特龙:“技术投资占到计划投资的30%以上,超过以
往最高的20%左右”
– Home Depot: “Tilting investments towards
interconnected retail and technology”
家得宝: “联网零售和技术方面的投资比例在不断增加”
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
JCPenneyNordstrom Target TJ Maxx Kohl's Macy's Walmart Home
Depot
CVS Sears
Capex/Sales Average
Capex/Sales
for
Selected
Retailers
所选零售商的资本支出/销售额
Average
=
3.6%
平均值
资本支出/销售额
平均值
28. 28
10. Social Media Becomes A New Platform For Marketing
社交媒体成为新的营销平台
• Internet now ruled by pictures and videos
互联网上现在充斥着图片和视频
• Consistent but slowing growth in social media
usage expected worldwide over the next 5 years
未来五年社交网络使用量会出现持续但缓慢的增长
• Most of the growth in Asia
大部分的增长来自亚洲
• Growth in the number of users is decelerating
用户增长率趋缓
• Many social media experiences now on a
mobile phone
许多人通过智能手机访问社交网络
1.22
1.47
1.73
1.97
2.18
2.37
2.55
23.7%
20.4%
18.0%
13.4%
10.8%
8.9%
7.5%
2011
2012
2013
2014
2015
2016
2017
Social
Network
Users
Worldwide
(Bil.)
全球社交网络用户
Social
Network
Users
Change
%
Source: eMarketer, April 2013
Note: Internet users using a social networking site at least once a month
来源:电子营销者,2014年4月
社交网络用户全球 增长率
29. 29
10. Social Media Becomes A New Platform For Marketing
社交媒体成为新的营销平台
移动消息
估测计量
31. 31
11. Beacons Augment Couponing and Loyalty Programs
信标有助于零售商发放优惠券和实施积分计划
• What is a beacon? 什么是信标?
• The best solution for improving
the in-store retail experience
信标是改善店内购物体验的最佳解决方案
33. 33
11. Beacons Augment Couponing and Loyalty Programs
信标有助于零售商发放优惠券和实施积分计划
• 2016 is expected to be the Year of The Beacon
预计2016年将成为信标年
• US installed base expands rapidly, but consumer
response is key to further penetration
美国信标安装量在快速增加,不过顾客反应是进一步
渗透的关键
$4.1
$44.4
2015 2016
Beacon-Influenced In-Store Retail Sales
($ Billion)
信标影响的店内零售销售额 (10亿美元)
Source: Bi Intelligence, Feb. 9, 2015
38. 38
13. Gamification Stimulates New Customer Behaviors
游戏化刺激新的消费行为
• Gamification is the use of elements from
computer and video games in real-world
or other activities
游戏化是指在真实世界或其他活动中使用计
算机和视频游戏元素
• These elements stimulate our
psychological needs for desire,
incentive, challenge, achievement and
rewards, feedback, and mastery
这些元素模拟我们的各种心理需求:
渴望、刺激、挑战、成就感等等
40. 40
14. Uberfication Enbodys The Sharing Economy Model
Uber实现分享经济模式
• Uber is the most visible player (and driver)
of the “sharing economy”
Uber是“分享经济”最著名的参与者
和推动者)
• Changing consumer mindsets will
challenge retailers
改变消费者的思维观念会对零售商提出新挑战
• Opportunities for retailers: How much is
convenience worth?
零售商的机遇:便捷性到底有多少价值?
42. 42
15. Cybersecurity Demands Smarter Investment
网络安全要求零售商更有策略的投资
• Retailers need to spend smarter, not
necessarily more on cybersecurity
在网络安全方面,零售商需要作出更加明智
的支出,但是支出量不一定会增加
• Holistic, enterprise-wide cyber-risk
detection and prevention are critical
first steps
首先应当实施覆盖整个企业的整体性网络风
险监测和预防措施
• Human error has played a major role
in the recent cyber-attacks
在最近的网络攻击中,人为错误占主要因素
43. 43
1. Everything is Smart
2. Mobile Apps Bury The Browser In Shopping
3. Click & Collect Blurring Lines Between Online And Offline Channels
4. Webrooming Beats Showrooming
5. Subscription Models As Convenient Alternatives
6. Pure Plays Open Brick-and-mortar Stores
7. Online Grocery Is A New Growth Area
8. Tap & Pay Mobile Is Poised For Dramatic Growth
9. Retailer Tech Spending On The Rise
10. Social Media Becomes A New Platform For Marketing
11. Beacons Augment Couponing And Loyalty Programs
12. Micro-locations Improve In-store Experience
13. Gamification Stimulates New Customer Behaviors
14. Uberfication Enbodies The Sharing Economy Model
15. Cybersecurity Demands Smarter Investment
RETAIL & TECHNOLOGY TRENDS
15大零售高科技趋势