eCommerce and Social Media are like rainy days and classical music. They were made for each other.
How do you drive sales through social? How do you tell a story and sell your product…through social?
Recently, Nicky Szmala, Digital Director, and colleague Rachel Guo, of Geometry Global Beijing (our sister company), shared their perspective on the most recent and best examples of eCommerce from China that Social@Ogilvy – and now you! – can apply to the rest of the world.They included case studies and analysis of brands such as RoseOnly, Hey Juice, Taobao and Xiaomi.
Case studies and analysis of brands such as RoseOnly, Hey Juice, Taobao and Xiaomi.
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E-commerce trends 2014: what can we learn from China?
1. 1
eCommerce on Steroids:
An introduction to China’s social eCommerce brands and
what we can learn from them.
Nicky Szmala & Rachel Guo
June 2014 | Beijing
2. 2
OUR AGENDA
Quick snapshot of China’s eCommerce landscape
What we can learn from them
Intro to social eCommerce-only brands
13. eCommerce is tightly
integrated into
social channel
Jingdong-WeChat1 Dianping-QQ2 Taobao-Weibo3
600 Million Users 800 Million Users 500 Million Users
Data Source:We are Social, China Digital Landscape 2014
17. “Internet users in select countries who would buy a brand because
of a friend ‘Likes’ or follows it on a social networks”
Data Source: IPSOS OXT and Ipsos Global, 2012
CHINA
54%INDIA
44%
INDONESIA
39%
USA
15%AUSTRALIA
15%
SOUTH
KOREA
14%
JAPAN
6%
28. Niche Target Audience
Electronic device fans, who are
passionate about being involved
in product development
College students, who are tech savvy but
have limited budget for smartphones
29.
30. A gift for the only one in your life
Emotional Story
31. Functional Story
Roses are imported from exclusive gardens
high in the mountains of Ecuador
Chocolate is imported from Belgium and
made by Jean George, a three-star Michelin
restaurant in NYC
32. Experience
• Products are delivered in exquisite
packages by well dressed male
models
• Guaranteed to be delivered within
24 hours
33. Sales Mechanics
For the lifetime of each customer account, only a single recipient can be registered
35. Partnerships
• Trendgroup Media: gains media and
celebrity resources
• Jean George Restaurant :
establishes a light-luxury image
36. Niche Target Audience
Urban, upper middle class males with
high demand for luxury experiences
and quality products
Well educated females with appreciation for
exclusive products and high expectation
around relationships