Retail Safari In China

www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 1
RETAIL SAFARI IN CHINA

Avertissement
Ce document émane de la société Les Brigades du Marketing, agence de
conseil et de service en marketing, à découvrir à l’adresse
www.lesbrigadesdumarketing.com.
Le plus heureux des hasards a fait que des papillons ont bien voulu se poser
aux endroits où apparaissent des informations sensibles (noms de marques,
de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi
à préserver leur confidentialité.
Pour contacter l’auteur de ce document, nous vous invitons à adresser un e-
mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.
Avertissement
Ce document émane de la société Les Brigades du Marketing, agence de
conseil et de service en marketing, à découvrir à l’adresse
www.lesbrigadesdumarketing.com.
Le plus heureux des hasards a fait que des papillons ont bien voulu se poser
aux endroits où apparaissent des informations sensibles (noms de marques,
de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi
à préserver leur confidentialité.
Pour contacter l’auteur de ce document, nous vous invitons à adresser un e-
mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.

Table of contents
1. Context
2. Main issue
3. Proposition
4. Overview
5. Budget & Planning
6. Contact

1. Context
• NUXE has four brands :
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• The brands are sold in three distribution channels.
• NUXE has launched an e-commerce business :
– Having in mind the multi-channel conflict risk,
– Willing to develop a cross canal strategy.
• The roadmap for the e-commerce sites is:
– France 2011
– US 2012
– UK 2013
– Continental China 2015
• A digital department has been created in march 2013 to developed and support business in
Europe.

1. Context
• The e-commerce sites are running under a legacy system.
• A benchmark between Demandware and Hybris solutions is on going.
• CRM is ensured by Sogec.
• History of NUXE in Continental China started years ago :
– A first attempt to launch NUXE in Continental China occurred six years ago.
– Expected results were not reached.
– An office in Hong Kong manages the regional distributors in Asia.
– A short list of new potential distributors for NUXE in Continental China is under construction.
– The target is to re-launch NUXE in Continental China in September 2013.
– E-commerce launch in Continental China is scheduled for 2015.

2. Main issue
In this context
NUXE is investigating to define
the best way to launch its e-commerce business in Continental China

3. Proposition
We recommend to make a 360° strategic survey
interviewing Chinese professionals
split in experts groups

4. Overview
• First selection of targeted experts
• Objectives
• Methodology
• Deliverables

4. Overview / First selection of targeted experts
• For this survey we recommend to closely work with a network of local Chinese professionals
emanating from:
– Business tours in China with the HKPU (Hong Kong Polytechnic University) started with an executive MBA
(a part-time international program established by the INSTITUT FRANÇAIS DE LA MODE in tandem with
the Fashion Institute of Technology in New York and the Hong Kong Polytechnic University)
– China market experience acquired at Cerruti
– Regular connections with China through the independent consultants collective www.lesindemodables.com
– Accountancies and regular contacts with IFM and HKPU teachers and associate consultants.
• A first short list of potential experts is proposed in the next slides.

Country General Manager, Audemars Piguet China
Lili is Chinese and lives in Shanghai.
Prior to become Country General Manager at Audemars Piguet China, she
worked for L’Oréal Luxe during ten years, in Continental China, where se
occupied various positions in Sales, Marketing and Wholesales
fields.
Lili is graduated from Tsinghua University and IFM (Institut Français de la
mode).

Founder and General Manager of Chocolate Agency
Valérie is French-Chinese and created her company in Shenzen.
Marketing, communication and design agency with a strong positioning in
innovative concepts and iconic design, she delivers with her team of 32
People, qualitative services with an holistic approach integrating general
marketing design trends from the product conception to the marketing tools.
Chocolate Agency business focus is in:
• Brand strategy, product planning and design strategy:
• Product Design
• Branding and communication tools

VP Branding/Advertising at Meilishuo
From 2005 until 2009, Dan was Editor in Chief of Golfweek and Editor of
Golf Magazine.
Dan is graduated from an MBA at Wharton in 2012, and joined
Meilishuo.com as VP in charge of Branding/Advertising in June 2012.
Launched March 2010, Meilishuo.com is China’s leading interest driven
social network with a focus on woman fashion, and both online and mobile
entrances. Meilishuo guides fashion trends and aggregates the most
valuable
group of women customers who pursue high-quality lifestyle, while also
directing e-commerce businesses and advertisers towards more effective
promotion and marketing

Angela – Lee jeans for VF Corporation
Lee jeans is the key business driver of the world’s largest apparel company
VF Corporation in China. She focuses on expanding the brand’s eCommerce
business with emphases on brand building and online-offline integration in
her current role. Previously she oversaw all digital initiatives for Lee,
including
its brand marketing and eCommerce setup in the market.
Prior to working at VF, Angela was in charge of business development and
digital marketing for Sasa.com, the eCommerce arm of Asia’s leading
cosmetics retailer Sasa
Angela holds a master’s degree in Museum Studies by Johns Hopkins
University in the United States. Besides utilizing digital endeavors to engage
with consumers and drive business for commercial entities, her interest also
deeply lies in reaching and benefiting the public through evolving
technological means in museums.

Head of wireless business of Yihaodian (Walmart), China
This former senior media professional is familiar with the communications
industry, and focuses on product research and development in the field of
mobile Internet
Lili joined Yihaodian e-commerce grocer (in which US Walmart has a
majority
stake) in 2010, as founder of the wireless dpt., within a short period of time
successfully established team and completed the wireless market strategic
plan, and launched the products and operations of the “Mobile Yihaodian”
and “Unlimited Yihaodian” project, which led important domestic and foreign
media and industry concern.

Senior Director of National Business Development YOUKU-TUDOU
Leo has been in Sales and Marketing field for more than 15 years, mainly
working for international companies like P&G, Pioneer, Starcom.
He joined Youku in early 2010, chasing the tide of digital boom in China.
After leading the International Account Team in South China for 2.5 years,
he
is now in charge of National Business Development for both Youku and
Tudou.”

Sirena, President, FILMWORKS CHINA Entertainment Marketing, China.
Sirena Liu founded Filmworks China Entertainment Marketing in early 2010.
The company focuses on comprehensive collaboration between high profile
international entertainment properties and leading Chinese brands.
Liu holds an MBA from Claremont Graduate University in Claremont,
California.
In last year’s smash hit “Transformers 3”, Filmworks arranged prominent
placement for four Chinese companies: Yili, Metersbonwe, TCL and Lenovo.
This marked the debut for Chinese brands in a major international film, an
accomplishment drew much attention from home and abroad. FilmWorks
China has since amassed a portfolio of feature film titles including Kung Fu
Panda 2, Madagascar 3, and Ice Age 4. For these studio films, FilmWorks
married Chinese brands with Hollywood titles in the area of tie-in promotion
and/or consumer product.
Early this year, FilmWorks extended its reach to the ever-growing gaming
world, successfully integrated the largest online shopping site in China into
the well known game Sims created by EA.

Program Manager, E-Merchant, Asia
Minh Tri is Chinese –Vietnamese.
He is e-commerce Program Manager for luxury brands, selling their
products worldwide, such as ST Dupont.
Before working for E-Merchant Minh Tri has been working during fifteen
years
at Accentures and at LVMH. At LVMH he handle numerous set up of e-
commerce worldwide sites for luxury brands such as Guerlain, Givenchy,
Kenzo.
Minh Tri is a track records IT specialist in e-commerce plate-form and
solutions.
He holds an engineer degree in computing science.

Designer / artistic director / visual merchandising / brand management
and positioning / sales / production
Cici is based in Beijing. Founder and designer of her own label, one of the
first chinese fashion labels, she now focuses her talent working as
consultant
for brands.
Prior to launching her own creative studio in Beijing (green phoenix and red
dragon fashion studio), she was in charge of visual merchandising in china
for Gianfranco Ferré as well as de Teng’s Clothing Company and Shunmei
Clothing Group, both celebrated chinese fashion labels.
Cici received her bachelor’s degree in fashion design from the Beijing
institute of clothing technology and a diploma in art from the Beijing culture
and art university. She holds an executive MBA from IFM.

4. Overview
• Objectives
• Methodology
• Deliverables

4. Overview / Objectives
1. Identify the potential strategic options for
NUXE to launch e-commerce in Continental
China
2. Answer to the open questions hosted inside
every e-commerce sides.
3. Identify the critical points and reveals the
risks
4. Recommend the one best way to NUXE
8
Organisation
9
Budget
1
Front end
2
Back end
3
Hosting
4
Payment
5
Supply chain
6
CRM
7
e-Marketing
NUXE
e-commerce

4. Overview
• Objectives
• Methodology
• Deliverables

4. Overview / Methodology
1. Analyze, challenge and synthesis of the existing materials (Gartner, Forrester...).
2. Meetings with key players and potential partner (e.g.: e-commerce platform vendors, supply chain
providers, eCRM solution providers, etc.) – 10 meetings
3. Creation of four groups of experts to interview - 20 Chinese experts organized in four groups:
Group 4
IT & Technology
Expert 1
Expert 2
Expert 3
Expert 4
Expert 5
Group 3
eMarketing in China
Expert 1
Expert 2
Expert 3
Expert 4
Expert 5
Group 2
eCommerce in China
Expert 1
Expert 2
Expert 3
Expert 4
Expert 5
Group 1
Digital cosmetics in
China
Expert 1
Expert 2
Expert 3
Expert 4
Expert 5

4. Overview
• Objectives
• Methodology
• Deliverables

4. Overview / Deliverables
1. China digital cosmetics market analysis (deliverable N°1):
a. Key Figures
b. Relevant facts
c. Main Trends
d. Key players
e. Market rules
f. Competition
g. Strategic landscape
h. Drivers and inhibitors
2. E-commerce strategic options for NUXE (deliverable N°2):
a. Critical topic n°1
b. Critical topic n°2
c. Critical topic n°N
d. Benchmark of the scenario
e. Key success factors
f. Risks analysis

4. Overview / Deliverables
3. Strategy proposition (deliverable N°3):
a. E-Commerce strategic components converted into action plan (macro level)
b. Roadmap
c. Organization
d. Budget

5. Budget & Planning
• Time for the mission : 2 months
• Possible starting date : Mid May 2013
• Amount : 20 K€ (with 30% at the starting of the mission)

6. Contact
Bertrand Jouvenot
+33 6 24 63 51 71
bertrand@jouvenot.com
Les Brigades du Marketing
www.lesbrigadesdumarketing.com

Retail Safari In China

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