Best White Book for Build an E-Commerce Platform in Thailand (version 2017)
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My presentation for "E-Biz Expo 2017" & "6th E-Commerce Day 2017" @ Queen Sirikit National Convention Center (QSNCC) on Jun 16th, 2017 (Facebok Live: goo.gl/Msz8at)
![[A] Factor - Platform
for running E-Commerce Business](https://image.slidesharecdn.com/bestguideforbuildane-commerceplatform-thailandwhitebook2017-170618102453/85/Best-White-Book-for-Build-an-E-Commerce-Platform-in-Thailand-version-2017-3-320.jpg)
![[A] Factor - Business
for Pure Player vs Retail Player](https://image.slidesharecdn.com/bestguideforbuildane-commerceplatform-thailandwhitebook2017-170618102453/85/Best-White-Book-for-Build-an-E-Commerce-Platform-in-Thailand-version-2017-6-320.jpg)
![[B] E-Commerce Business Direction
for Pure Player vs Retail Player](https://image.slidesharecdn.com/bestguideforbuildane-commerceplatform-thailandwhitebook2017-170618102453/85/Best-White-Book-for-Build-an-E-Commerce-Platform-in-Thailand-version-2017-8-320.jpg)
![[B] E-Commerce Customer Behavior
for Pure Online vs Retail Online](https://image.slidesharecdn.com/bestguideforbuildane-commerceplatform-thailandwhitebook2017-170618102453/85/Best-White-Book-for-Build-an-E-Commerce-Platform-in-Thailand-version-2017-10-320.jpg)
![[C] E-Commerce Execution Plan
Make your business come online stronger than other](https://image.slidesharecdn.com/bestguideforbuildane-commerceplatform-thailandwhitebook2017-170618102453/85/Best-White-Book-for-Build-an-E-Commerce-Platform-in-Thailand-version-2017-12-320.jpg)
![[D] Operation from Execution Plan
Make your business come online stronger than other](https://image.slidesharecdn.com/bestguideforbuildane-commerceplatform-thailandwhitebook2017-170618102453/85/Best-White-Book-for-Build-an-E-Commerce-Platform-in-Thailand-version-2017-14-320.jpg)
Best White Book for Build an E-Commerce Platform in Thailand (version 2017)
- 1. E-Commerce White Book Put the right step on your E-Commerce business
- 2. 犖犖巌犖犖犖朽犖犖伍犖犖萎犖犖犖ム険犖犖犖迦犖犖ム険犖犖犖迦犢犖犖迦牽犖園犖犖園犖犖迦牽犖犖犖犖∇顕犖∇犖朽 犖犖硬 Factor 犢犖ム鍵 Limitation 犖犖犖犖犖伍牽犖犖巌犖犖園硯犢犖犖犖犖朽犖犖萎犖犖迦肩犖高項犖ム顕犖 E-Commerce 犖犖硬犖о鹸犖犖朽犖迦牽犖犢犖迦見犖犖 Direction 犖犖迦 Factor 犢犖ム鍵 Limitation 犖犖伍牽犖犖巌 E-Commerce 犖犖犖犖犖園硯犢犖犖 犖犖硬犖о鹸犖犖朽犖迦牽 Execution 犖犖伍牽犖犖巌 E-Commerce 犖犖犖犖犖園硯犢犖犖犖犖迦 Direction 犖犖朽犖犢犖迦見犖犖 犖犖硬犖о鹸犖犖朽犖迦牽犖犢犖迦犖犖 Operation Plan 犢犖犖劇犖犢犖犖犖迦牽 Execution 犢犖邸犖犢犖犖犖迦検犢犖÷顕犖犖÷顕犖 A B C D
- 3. [A] Factor - Platform for running E-Commerce Business
- 4. 犖犖ム険犖犖犖迦牽犖犖巌犖迦牽犖犖迦犖ム厳犖犖犢犖 Platform 犖犖迦権犖犖巌犖犖 犖犢犖迦犖о SKU (Stock Keeping Unit) 犖犖迦権犖犖犖巌犖迦牽 犖犖萎犖犖犢犖迦牽犖萎犖犖巌犖犖ム顕犖犖犖ム顕犖 犖犖萎犖 Warranty 犖犖ム険犖犖犖迦牽犖犖迦権 犖犖萎犖犖犖迦牽犖犖園犖項 犖犖迦牽犖項犖項賢犖/犢犖犖ム元犢犖∇犖犖巌犖犖, 犖犖迦牽犖項犖犖劇犖犖巌犖犖, 犖犖迦牽犖犖劇犢犖犖巌 犖犖萎犖犖犖巌犖犖迦検犖犖犖迦犖萎肩犖巌犖犖 (犖犖犖項) 犖÷元犖犖迦牽犖犢犖迦見犖犖犖о険犖犖項犖犖巌犖犖 犖犢犖迦犖о SKU (Service Keeping Unit) 犖犖萎犖犖犢犖迦牽犖萎犖犖巌犖モ項硯犖犖犖犖 犖犖萎犖 Guaranty/Guarantee 犖項賢犖-犖犖ム険犖犖犖迦牽犖犖犖巌犖迦牽 犢犖≠項検犖朽牽犖萎犖犖犖迦牽犖犖園犖項 犖犖迦牽犖犖劇犢犖犖巌/犢犖犖÷犖犢犖犖 犢犖≠項検犖朽犖迦牽犖犖巌犖犖迦検犖犖犖迦犖萎肩犖巌犖犖 (犖犖犖項) 犖÷元犖項硯犖犢犖о献犖迦犖迦牽犖犖園犖犖犖巌犖迦牽
- 5. Key Success 犖犢犖迦見犖犖園犖犖萎犖犖犖犖迦牽犖迦 (Online Front Store Format) 犖犖劇犖犢犖犢犖÷犢犖犖 犖犖о牽犖÷元犖犖犖萎検犖迦 2 8 犖犖園硯犖犖園犖犖 (犢犖≠項牽犖о検 .com/.co.th) 犖犖迦牽犢犖犖犖犖項硯犖犖ム犢犖ム鍵犢犖犖犢犖÷犖園犖 犢犖≠項犖о牽犖÷元犢犖犖巌 8 犖犖伍/犖÷顕犖 犖項賢犖犖犖 犖犖迦牽犢犖犖犖犖項硯犖犖ム犖犖巌犖犖 犢犖ム鍵犖犖犖巌犖迦牽犖犖朽犖犖ム顕犖犖犖ム顕犖∇犖犖犖犖迦肩犖巌犖犖 1BRAND 2STORE 3SERVICE 犢犖犖 USP 犖犖朽犖犖迦検犖迦牽犖犖犖犖犖犖園犖犖犖巌犖迦牽犢犖犖ム弦犖犖犖迦犖犢犖犖犖園 犖÷顕犖犖犖朽犖犖伍犢犖≠項犖犖巌 4 犖犖迦 犢犖犖犖犖迦犖犖 犢犖ム厳犖犖犖犖巌犖犖迦犖朽犢犖邸犖 Positive margin 犢犖犢犖犖о犖朽犖犖犖 (犖項賢犖犖迦犢犖犖о犖犖犖犖朽犢犖邸犖犖犖犖犖ム犖犖迦犖) 犢犖≠項犖о牽犖÷元犖犖巌犖犖迦犖犖巌 15 犖犖迦権犖犖迦牽犖項賢 1 犖犖犖迦肩犖巌犖犖 犖犖о顕犖÷犖犢犖о犖犖犖迦牽犢犖犖ム犖犖犖迦肩犖巌犖犖 犢犖≠項犖о牽 犢犖犖巌 3.35 犖о鹸犖犖迦犖 犖項賢 犖犖犖迦肩犖巌犖犖 犖犖迦牽犖犢犖迦犖犖犖犖о鹸犖犖朽犖迦牽犖犢犖迦牽犖萎犖犖巌犖犖朽犖犖ム顕犖犖犖ム顕犖 犢犖ム鍵犖÷顕犖∇犖迦牽犖園犖犖朽犖о顕犖÷項顕犢犖犖劇犖犖犖劇賢犢犖犖犖犖迦肩犖巌犖犖 犖÷元犖犖犖巌犖迦牽犖犖園-犖項 犖犖巌犖犖 犖犖迦検犖犖о顕犖÷犖犖犖犖迦牽 犢犖ム鍵犖犖о顕犖÷肩犖萎犖о犖犖犖犖ム弦犖犖犖迦犖犖犖犖迦権犖劇犖∇険犖犖犖迦牽犖犖園犖項/犖犖園犖犖巌犖犖 犖÷元犖犖萎犖犖犖朽犢犖犖犖÷顕犖犖巌犢犖犖犖園犖犖巌犖犖巌犖巌犖犖犖犖朽犖÷顕犖犖犖р項顕 犢犖犖∇犖≠項犢犖迦犖邸犖犖р項顕犖犖犖犢犖邸犖犢犖犖劇犖犖犖項硯犖犖ム犢犖犖朽権犖犖犖≒項顕犖犢犖犖朽権犖
- 6. [A] Factor - Business for Pure Player vs Retail Player
- 7. Factor Most Investment Strategy Pure Player (Channel-Less) 犖÷険犖犖ム犖犖伍犖犖迦 Innovation 犖犖項犖犖р項顕 Technology Retail Player (Omni-Channel) 犖犖犖犖ム犖犖伍犖犖迦 Technology 犖犖項 犢犖犖犖迦鍵犢犖≠項賢犖迦犖犖萎犖園 犖犖萎犖犖犖犖犢犖犖巌検犢犖犢犖犖∇項顕犖 犢犖犖犖ム犖犖伍犖犖迦犖犖園犖о鹸犖犖園権, 犖犖園犖犖園犖犖迦犖ム鹸犖犖犖園犖 , 犖犖園犖о鹸犖犖∇顕犖犖迦肩犖犖Ｂ 犢犖ム鍵犖犖園犖о鹸犢犖犖犖迦鍵犖 犖÷顕犖 犖犖犖園犖犖犖伍犖犖萎犖犖犖迦牽犖犖犖項, 犖犖萎犖犖犖迦牽犖о鹸犢犖犖犖迦鍵犖, 犖犖萎犖 犖о顕犖犢犖犖犖犖園犖犖劇犖, 犖犖萎犖犖犖迦牽犖犢犖迦牽犖萎犖犖巌 犖犖伍犢犢犖犖犖÷顕犖 犖犖犖犖ム犖犖伍犖犖迦犖犖園犖犖園犖犖迦犖犖犢犖犖犖 犢犖ム鍵 Non- Platform Staff 犖÷顕犖 犖犖犖犖ム犖犖伍犢犖犖犖迦牽犖犢犖迦牽犖萎犖 Integration 犖犖項, 犢犖犖巌犖 犖ム犖犖伍犢犖犖犖萎犖 CRM/Big Data 犢犖犖巌犖
- 8. [B] E-Commerce Business Direction for Pure Player vs Retail Player
- 9. E-Commerce Business - Direction Pure Player (Channel-Less) 犖犖園犖犖 IoT 犖犖ム顕犖犖犖ム顕犖∇検犖迦犢犖迦見犖犖迦犖朽犢犖犖犖犖犖迦牽犖迦 Retail Player (Omni-Channel) 犖犖園犖犖迦犖迦犢犖犖犢犖犢犖ム権犖朽牽犖迦犖犖迦賢犖犖犢犖ム 犢犖犖犖硬犖犖園犖ム弦犖犖犖迦犢犖迦見犖犖犖犖ム権犖伍犖 24/7 犢犖犖劇犖犖犖Ｅ犖迦 IoT 犖犖朽犖犖ム顕犖犖犖ム顕犖 犢犖犖犖犖∇顕犖 Touch Point 犢犖犖劇犖犢犖犖巌犖 Engagement 犢犖ム鍵 Trustworthy 犖犖Ｅ犖迦 E-Business Platform 犢犖犖劇犖犢犖犖迦犖謹犖犖む犖巌犖犖犖 犖ム弦犖犖犖迦犖犖巌検犢犖犖÷顕犖犖犖朽犖犖伍 犖犖о検犖犖謹犖犖謹犖犖迦犖ム幻項検犖ム弦犖犖犖迦犖犖≠ 犖犖園犖犖迦犖犖劇犖犖 Integration 犖犖萎見犖р項顕犖 Legacy System 犢犖犖巌検犖犖園 E-Business Platform 犢犖犖≠ 犢犖犖劇犖犖犖Ｅ犖迦 Engagement O2O
- 10. [B] E-Commerce Customer Behavior for Pure Online vs Retail Online
- 11. 犖犖園犖犖о鍵犢犖犖犖朽権犖犢犖犖朽権犖 Direction Engaging Your Customer 22% 36% 14% 28% 犖犖園犖犖о鍵犖犖犖犖犖園硯犢犖犖 19% 17% 9% 12% 11% 32% 犖犖犖犖園権犢犖犖巌 % CR 22% 18% 11% 24% 25% 100% 60% 30% 2% - 4%
- 12. [C] E-Commerce Execution Plan Make your business come online stronger than other
- 13. Branding Definition Web/App Conception & Design Marketing Strategy Traffic Channel Creation Analytic & CR tools Advertisement Agency Streams List of projects Workload/HCDeliverables Marketing & Communication 20 - 40 TBC Product Sourcing & Pricing Trade Marketing Web/App Commercial Active Sales & Product Sourcing 15 - 35 TBC Backup Contact Center Operational Excellence Customer Services Goal Customer Experience 15 - 25 TBC Infrastructure Transportation SC Operating Model Delivery from Store Pickup/Locker/ Collect PointSupply Chain 45 - 65 TBC Economic Model Digital MKT Modules Product Positioning Seller ModulesMarketplace Seller 40 - 70 TBC Finance & Accounting Audit Biz Structure & Brand Protection Legal SupportLegal, Finance, Accounting 35 - 60 TBC Human Resources IT System Product & Itemize Recruitment Planning Training Program Organization & HR Processes Facility & Equipment 20 - 30 TBC Sourcing Processes Product Tree & Key Referential Product Enrichment Processes Product Catalog Enrichment 5 - 8 TBC API Projects Frontend Projects Backend Projects 200 - 280 TBC A B C D E F G H I WMS Project Business Side GFO GMO GBO Budgeting & Cash Control Execution E-Commerce (Marketplace) Program Structure Tracking CRM After Sale Process
- 14. [D] Operation from Execution Plan Make your business come online stronger than other
- 15. Make Execution Plan to Action Plan Jun July Aug Sep Oct Nov Legal (processes, legal documents,.) User Friendly Test End-to-End full testingTest Plan and Scripts Preparation Priority Critical path Positioning definition Committee#2 Go LiveGo / No Go CommitteeCommittee#1 Committee#3 Marketing & Communication Sales & Product Sourcing Customer Experience Supply chain Marketplace Seller Legal, Finance, Accounting Human Resources IT System Products & Itemize Branding definition Marketing plan Launch plan definition and implementation Website mock-up & graphics Analytic & conversion Tools Website traffic creation Advertisement offer and pricing model Ads operating model Advertisement commercial prospection Product catalog design, sourcing and pricing Trade marketing Website merchandizing & organization Sourcing processes Website commercial activation Product tree Product referential creation Product catalog enrichment (inc. descriptions, pictures,) Customer services Targeted level of quality definition Call center requirements Call center contracting, processes & reporting Training Internal and external service level agreements Product positioning Economic model Website development Organization at launch Jobs description consolidation Recruitment Training plan & sessions Structure creation & brand protection Finance & Accounting Audit E-Commerce WMS implementation to merchandising stock Product attributes Product enrichment processes Facility SCM value prop WMS gaps & development requirements Facilities & equipments req. Delivery model def Logistic flows & processes WMS testing & training Warehouse set-upWH contract signed Transporter selection Training Backend adaptation (All Legacy System) merchandising management system Value proposition Products delivery in WH Order process creation
- 16. 犖犖巌犖犖犖朽犖犖伍犖犖萎犖犖犖硬犖犖迦犖犢犖犖巌犢犖犖犖迦犢犖犖巌犖÷見犖ム険犖犖犖迦牽犖犖犖犖∇顕犖∇犖朽 犖犖硬犖犖園犢犖犖犖劇犖犖犖÷厳犖犖犖朽犢犖犖犢犖迦犖伍牽犖犖巌 E-Commerce 犖р項顕犖犖園硯犢犖犖犢犖犖÷顕犖萎犖萎犖犢犖÷厳犢犖犢犖犖ｂ 犖犖硬犖о鹸犖犖朽犖伍権犖犖園 犖犖朽犖犖犖謹犖犖 犖犖犖劇賢 Agency 犖犖迦 E-Commerce 犖р項顕犖犖∇顕犖犢犖犖項硯犖∇犖迦犢犖 犖犖≒項顕犖犖犖犖犖犖犖萎犖犢犖 犖犖硬犖о鹸犖犖朽項賢犖∇賢犖犢犖犖劇犖犖犖謹犖犖迦犖犖Ｂ蹩犖犢犖迦見犖犖園犖犢犖 Execution 犢犖犖犖犖伍牽犖犖巌 E-Commerce 犖犖犖犖犖園硯犢犖犖 犖犖硬犖о鹸犖犖朽犖迦牽犢犖犖朽権犖 Operation Plan 犢犖犖犖伍牽犖犖巌犖犖園硯犢犖犖 犢犖犖劇犖犖÷賢犖犢犖犢犖犖犖犖犖伍犖犖犖巌犢 犢犖ム鍵犢犖犖巌犖÷犖о顕犖÷肩犖迦検犖迦牽犖犖犖犖犖犖伍牽犖犖巌 E F G H
- 17. E-Commerce Closed Book Put the risk & rise with your confidence
- 18. 犖犖巌犖犖犖朽犖犖園犖ム犖犖伍犖∇険犖犖犖園犖о献犖項賢犖犖迦牽犖犢犖迦犖伍牽犖犖巌 E-Commerce 犖∇険犖犢犖≠項牽犖硬犖犖萎犖犖巌犖÷権犖園犢犖 犖犖犖犖犖謹犖犖迦犖犖劇犖犖犢犖犖犖項賢犖 犖÷元犖犖迦権犖犖伍犖項顕犖犖犖迦犖巌犖園犖 Lazada (Alibaba) 犖犖犖犖犖犖ム顕犖 犖犖о検犖犖謹犖犖迦牽犢犖犖迦検犖 犖犖犖 11Street 犢犖≠項犖迦 犢犖ム鍵犖∇険犖犖÷元犖項顕犖о献犖劇賢犢犖犖劇犖犖 JD.com 犖犖萎犖犖迦検犖迦犖犖犖犖萎犖犖犢犖犖 犢犖ヅ犖о犖硬犖犖犖萎犖犖犖犖伍牽犖犖巌犖犖迦 E-Commerce 犢犖犖巌検 犖犖萎犖犖犖犖園犖÷厳犖犖∇険犖犢犖 犖犖о牽犖犖園犖о献犖犖犖劇賢犢犖≠ 犢犖≠項牽犖硬犢犖犖劇犖犖犢犖犖犢犖犢犖ム権犖 犢犖≠項牽犖硬犖р項顕犖犖о牽犖犖萎検犖朽犖犖犖犖萎検犖迦犢犖項顕犢犖犖ｂ 犢犖ヅ犖о献犖犖犖伍犢犖犢犖ヅ犖о犖萎犖古犖÷項顕犖犖犖劇賢犢犖≠ 犢犖≠項牽犖硬犖р項顕犖犖萎見犖迦犖犖犢犖迦犖迦犖犖迦犖犖朽犢犖犖犖朽犢犖犖 犖犖ム険犖о献犖犖犖伍犢犖ヅ犖о肩犖項犢犖犖モ項顕
- 19. 犖犖巌犖犖犖朽犖犖硬犖犖犖巌犖犖犖犖萎犖犢犖犖 犖犖迦牽犢犖ム厳犖犖犖犖劇犖犖犖巌犖犖迦犖犖犖犖迦犖犖犖萎犖邸犖 Channel-Less/Order-Less 犖犖≒項顕犖犖犖ム元犖犢犖ム元犢犖∇犢犖≠項犖 犖犖迦牽犖犢犖迦牽犖萎犖犖巌犖犖萎肩犖萎犖о犖犖謹犖 犢犖項犢犖犖萎検犖朽犖犖犖迦犖犢犖犖劇犖犖犖犖迦牽犖犖犢犖犖巌犖犖劇 犢犖犖劇犖犖犖犖迦犖犖犖犖犖犖犢犖∇犖迦権犖犖迦犖犖犖迦犖迦牽 犢犖ム鍵 犖犖迦犖犖園犖犖朽犖犖犖犢犖犖迦検犖迦検犖朽犖犖犖迦犖犢犖迦犖園犢犖犖劇犖犖項硯犖∇犖犖ム厳犖犖犖園犖犖犖硬犖犖犖巌犖犖 犢犖ム鍵犖犖硬犖犖犖萎犖犖犖犖迦牽 犖犖む犖巌犖犖犖÷犖犖÷弦犖ム項顕犖犢犖犖犖犢犖犖迦犖萎犖項犖犖謹犖犖迦犖犖∇牽犖萎犖犖犖犖犖蹬犖о牽蹩犖園犖犖犖巌権犖 (AI) 犖÷顕犖犖犖謹犖 犖犖犖犖迦犖犖朽犖犖迦賢犖迦犖犖萎牽犢犖迦犖迦 犖犖犖劇賢 犖о鹸犖犖犖犖園犖о献 犖犖劇犖 Media Social 犖項顕犖犢犖犖朽犢犖犖迦犖犖犖迦犖犖犖朽犖犖犖犖犖伍犖園 犖犖萎犖邸犖犖犖犖犖朽犢犖犖犖犖÷弦犖ム犖犖迦犖犖劇犖犖犖迦牽犖犖迦検犖迦犖犖謹犖犖犖р項顕犢犖犖巌検
- 20. Personal Presentation TUM MR. NUTTAPORN VOONKLINHOM
- 21. Passion In 1995, Dream to be No.1 Professional an Online Shopping Store in Thailand (e-Commerce) Goal Succeed, October 2013 In 2014, Dream to be No.1 Professional an Full Automated Lifestyle Shopping (Channel-Less) Im on the way MY AMBITION
- 22. Thank you Contact Tum@Tum.im (E-mail) +66 (09) 1649-5646 (Mobile) https://www.Tum.im (Website) LINE ID: TUMLAZIER