Embracing Change with Digital Marketing in cross-border e-Commerce
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This document discusses the benefits of e-commerce for businesses, including access to international markets, lower costs, and the ability to shorten business cycles. It outlines how e-commerce allows businesses to bypass middlemen and increase margins. The document also provides forecasts for growth in online retail sales in countries like the US and examines some common issues businesses face when selling online, especially in China.
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Embracing Change with Digital Marketing in cross-border e-Commerce
- 1. KF Cheng Vice President kfcheng@icm.hk 11 Feb 2015
- 3. A Snapshot in Beijing
- 4. SME Issues Access International Market Entrepreneur & Innovation Access to Finance
- 5. e-Commerce: The Pros • Access to international market • Lower barriers • Lower cost of operations • Speed to market • Systematic & efficient management • Automation • 24x7 service • Tools to reach customers direct • Direct connection with customers • Customer relation management • Business & Market Analysis Online Marketing Offline Marketing
- 6. Online Business Cycle • Online payment • Online logistics arrangement • Integration with real business Shorten transaction time Shorten business cycle Improve cash flow
- 7. Change: Bypass the Middlemen CustomersRetailersWholesalers Import Organizations Export OrganizationsFactory Customerse-CommerceFactory Traditional Now
- 8. Increasing Margin from 5%to 54% Advantage: Increased Margin Logistics 10% Net Profit 54% Manufacturing Cost 12% Online Payment 4% Web Store 20% Net Profit 5% Manufacturing Cost 8% Overseas Retail 25% Overseas Channel 50% Domestic Channel 12% Traditionally e-Commerce
- 9. An ICT-based New Supply Chain
- 10. New Eco-System in Business Margin Transaction Cost Business Cycle Global Market Safe & Transparent Direct to Customers Analytics
- 11. Examples of E-Commerce Users Sellers Buyers SME suppliers Traditional wholesaler exporters Trading companies Web merchant entrepreneurs SME retailers Wholesalers & distributors Small business for own use Part/time business owners Young entrepreneurs
- 12. Forecast: US Online Retail Sales 2012-2017 Forecast by Forrester back in 2013 http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- 13. Forecast: Online Retail Growth in Other Countries Forecast by Forrester back in 2013 http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- 15. Driving A New Consumer Culture
- 16. e-Commerce: China vs US
- 17. Buyer Sourcing via Multiple Channels Supplier websites Web searches Industry press (print) Word of mouth Direct mail Press advertising Facebook Blogs LinkedIn Twitter Other social media Any traditional online — 88% Any offline — 74% Any new online/social media — 40% *Source: A total of 1,017 European buyers took part in the BUYERSphere survey 2011 Near 90% buyers source via online channels (including sourcing websites, suppliers websites and search engines) >70% continue to source via traditional mediums (trade fairs, magazines)
- 19. Traffic to Your Website: SEO
- 23. CRM: Customer Relation Management
- 24. Video Marketing
- 26. Noise in the Market
- 27. Mobile, Tablets, & Others … LBS Wearable Technology
- 28. and more …
- 30. Big Data: Business Intelligence
- 31. It’s all about TRUST Build TRUST on internet Build your Digital Branding
- 32. O2O
- 33. Common Issues in China Sellers • Dishonesty – Product Description, Photo, Color, Size, … – Counterfeit – Wrong Tracking No • Language – English, Spanish, … – Communication, Culture • Copying – Products, photos, descriptions Buyers • Dishonesty – Fault Payments • Custom & Tax • Consumer Culture • Returns