Download as PDF, PPTX
Edblad Chinese marker plan from Mia
- 1. Chinese market development plan forEdblad YITINGWANG 2016
- 2.
- 3. 1/ Chinese marketfacts
- 4. 1/ Chinese Marketfacts Chinese market retail sales rose steadily: 11.48 billion RMB in 2008 ; 18.39 billion RMB in 2011; 26. 20 billion RMB in 2014 Sources: CHINESE RETAIL MARKET: REAL POTENTIAL TO BECOME THE GREATEST WORLDWIDE BEFORE 2020 2011 2012 2013 2014 2015 2016 2017 2018 estimate prospects China 9.1% 8.7% 9.3% 8.8% 8.7% 8.6% 8.0% 7.9% Hong Kong 18.6% 5.5% 6.6% 3.1% 2.0% -1.0% 0.4% 1.3% Taiwan 3.6% 0.6% 2.5% 2.9% 2.5% 2.4% 2.7% 2.3% Japan 0.1% 1.5% 0.7% 0.2% 0.0% 0.3% 0.4% 0.8% Growth rates of retail sales in some Asian markets during 2011-2018
- 5. Chinese jewelry marketis more impressive: “In 2014, The Global Jewelry Sales Reported USD157 Billion, Of Which, China (Mainland And Hong Kong) Contributed Retail Sales Of USD 80.7 Billion Sweeping A Global Share Of 51.4%” jewelry in China grew in current retail value terms by 5% in 2015, rising to USD 91.02 Billion . 2015 fall, Pandora’s revenue in the Asia market •Mainland 30% •Hong Kong 30% personal appearance；crucial fashion ；premium jewelry-- investment tool Resources: http://www.researchandmarkets.com/research/vm39ff/global_and；http://www.euromonitor.com/jewellery-in-china/report 1/ Chinese Market facts
- 6. Chinese market review2015: 2015 fall, Pandora’s revenue in the Asia market •Mainland 30% •Hong Kong 30% Resources: Pandora 2015 company statement 1/ Chinese Market facts
- 7.
- 8.
- 9. 2/ Target customersanalysis Date collection: questionnaire to 18 female Data analyses a) Age: 94% age 24-30 b) Education: 88.24% > Bachelor c) Region: Shanghai, Beijing, Hong Kong, Xiamen, Shenyang, Dalian d) Channel: 82.3% through Wechat 17.65% 58.82% 17.65% 5.88% <3000 3000- 6000 7000- 12000 >12000 income/month
- 10. 65%, Types of charms koreanstyle europe& us style no limination others 65%, Yearly costs on charms <1000 1000-3000 3000-5000 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Channels buy charms 2/ Target customers analysis
- 11. 48% 35% 18%, Price & Design willbuy if extremely like buy it easily will buy when on sale don’t like it at all 2/ Target customers analysis
- 12. frequently consumedbrand? a) Price 50-200: H&M, Ajidou, Natkiel b) Price 500-1500: J.ESTINA, Swarovski, Agatha, Tous, c) Price >1500: Pandora, Tiffany, Channel, I do, Choutaifook most precious jewelry? a) Average price 3600 2/ Target customers analysis
- 13.
- 14. 1/Quality Fine art Shining Never loosecolor 3/ Our product& brand value 2/Design Simple Classical Low-key Basic Multi-match3/ Added value Spirit Story behind founders Customers involved
- 15.
- 16. 4/ Chinese marketentrance strategy online shop of TMALL and JD JD-the 2nd biggest store saw $71b in purchases last year OFFCIAL ONLINE shop with the website Resources: https://www.techinasia.com/jd-gmv-2015-omg-wtf-bbq Online
- 17. Resources: https://www.techinasia.com/jd-gmv-2015-omg-wtf-bbq Offline-Brick andmortar Pop-up shops in Shanghai ( Tianzifang)& Beijing ( Nanluoguxiang) • Typical Hutong/ Longtang culture & mixed international culture • High passengers flow • petit bourgeois CBD shopping mall • Local center for white-collars • One stop shopping 4/ Chinese market entrance strategy
- 18. ① Weibo=twitter andtumblr • 222million MAU (monthly active users) (2015, 9) ② Wechat= combination of facebook and instagram • 600million MAU （2015.8.12） ③ Meipai video& on-live • Next trend after weibo and wechat • Total accounts140milion, 45 million MAU (2015,5) Resources: http://data.weibo.com/report/reportDetail?id=297 ; http://chairmanmigo.com/wechat-user-data-infographic/; http://tech.ifeng.com/a/20150812/41417209_0.shtml Marketing- social media 4/ Chinese market entrance strategy
- 19. Resource: https://www.techinasia.com/search?query=wechat Funny factsabout China’s Internet What is happening every 1 minute on China’s Internet …… ” “ Weibo WeChat T-mall
- 20. 5/ Market TippingPoint Cooperation with stars Example: ACNE STUIDIOS & HAPPYSOCKS
- 21. Cooperation with potentialidol deeper spirit inside of our charms, more value symbols Wang Xiao • Writer; Entrepreneur; fashion icon; Female leader Her fans • high quality customer • Stable, rational, strong loyalty 5/ Market Tipping Point
- 22. Work hard Warm family Strongnetwork withCosmopolitan fashion circle Healthy life Fan s gala464127 Care & love Deserve fancy
- 23. 6/ Cooperation withJNBY Cooperation Methods: • Shop-in-shop • Period / Theme (charity)co-operation Complementary economy Aim: fast positioning our brand in a new market Why JNBY • overlapped target customers • Share similar value • Products commitment • Good reputation • Pandora× Disney / Choutaifook × • Chinese company founded in Hangzhou since 1994 • 41 stores in more than 10 countries • Paris(Lafayette), New York （ Soho), Dubai, Spain, Japan, Canada, etc.
- 24.
- 25. Why me? Passion Value Cooperation Saturated in design Better understanding on the products and customers Chinese market knowledge and contact Professional consultant company experience Jewelry experience in Nepal and Beijing
- 26.