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Velvet_magentocom_china_event

Bluecom Group
Bluecom Group

This document discusses trends in fashion e-commerce in China. It summarizes that: 1) Mobile commerce is taking off in China, with transactions on Taobao and Alipay mobile apps increasing significantly on Singles Day in 2013. 2) WeChat has begun allowing users to scan products to directly pay and add to carts, replacing traditional online shopping carts. 3) Customer service is evolving through tools like click-to-call on websites and using social media platforms. 4) Product presentation is incorporating new methods like video shopping.

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Successful businesses need creative strategies EVOLUTION & UPCOMING TRENDS OF FASHION E-COMMERCE IN CHINA MagentoCom event, November 2013 VELVET GROUP, 2013 息
VELVET IS A DIGITAL CONSULTING AGENCY SERVING FASHION, LUXURY AND BEAUTY BRANDS. WE ARE BORN LUXURY, DIGITAL, CHINESE... AND GLOBAL 2
DIGITAL STRATEGY CONSULTING & EXECUTION Social Search POS Mobile Brand content Official site DELIVER EXCEPTIONNAL CUSTOMER EXPERIENCE ACROSS BRAND RETAIL TOUCHPOINTS Brand awareness, personal connection,! emotion and engagement ! eCRM VELVET GROUP, 2013 息 e-Commerce 3
AVENE YVES SAINT LAURENT KERING GROUP GALERIES LAFAYETTE CLARINS BOUCHERON PARIS LOREAL GROUP CHRISTIAN LOUBOUTIN NOELI GALLERY
E-COMMERCE CONSULTING Market Research Business Opportunities Deliverable Industry Product Understand Target Audience Business Proposition Competition Analysis Research Findings Project Design Planning Deliverable Consumer Journey Business Scenarios Business Model Project Roadmap Business Requirements Selection of service providers solutions Deliverable IT Warehouse Payment Operations CRM Delivery Call center Marketing V E L V E T Group (HK) Ltd Confidential 2013 Service Providers Selection 5
E-COMMERCE CONSULTING TYPICAL PROJECTS BUSINESS SCENARIOS TO START E-COMMERCE IN CHINA DESIGN ENTIRE E-COMMERCE PROJECT DEFINE THE PATH TO PROFITABILITY PL ESTIMATIONS OMNI-CHANNEL STRATEGY AUDIT OF EXISTING E-COMMERCE PLATFORMS V E L V E T Group (HK) Ltd Confidential 2013 6
FULL E-COMMERCE SETUP - KEY PERFORMANCE DRIVERS Display E-足mail marke9ng Front-足end Search u汲Merchandizing Omn i-足cha nnel u汲Services u汲Loyalty program Social Media Tra鍖 c dri vers u汲MarkeEng u汲Inventory management PRODUCT (fashion lifestyle) u汲Logis9cs u汲Finance Back-足end u汲Call center u汲IT solu9ons Online wholesale Partners JD, Suning, Amazon etc VELVET GROUP, 2013 息 Mobile store Strategic Online partners Tmall, Bank e-足malls and 鍖ashsale sites Stores China France
CHINA BECAME IN 2013 THE WORLD BIGGEST E-COMMERCE MARKET V E L V E T Group (HK) Ltd Confidential 2013
242 million (2012) China has the highest number of Online consumers in the world 75 M More than USA 2x Double size of Japan 6x Sixth times the size of UK 7.5 x more than 7 times the size of France V E L V E T Group (HK) Ltd Confidential 2013 9
And it will continue to grow steadily 2012 竪 2016 +50 M Every year X1.75 423.4 million 242 2012 V E L V E T Group (HK) Ltd Confidential 2013 2016 10
Market size 2012 竪 2015 169 billion 319 billion EURO B2C = 45% 95.8 billion X2 93.5 billion 159 billion B2C = 30% 45 billion EURO V E L V E T Group (HK) Ltd Confidential 2013 11
CHINA HAS PLENTY OF ROOM FOR GROWTH Internet users as a % of the total population Korea VELVET GROUP, 2013 息 US Europe China Asia India 12
FASHION IS THE N属1 CATEGORY 27% 18% 5% Apparel, footwear, bags and suitcases VELVET GROUP, 2013 息 Consumer Electronic, Home appliances Cosmetics 4% Mother Baby care 3% Music, Video books 13
APPAREL ACCESSORIES SALES DURING 11/11 VELVET GROUP, 2013 息 14
DOUBLE 11 TOP 10 BEST SELLERS Apparel takes up 5 positions among top 10 best sellers. JACK JONES Apparel CAMEL (menswear) UNIQLO YINMAN ARTKA VELVET GROUP, 2013 息 Apparel 15
DOUBLE 11 TOP 10 WOMENS APPAREL RMB 140,000,000 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 RMB 780,593,247 EUR 100 million 0 VELVET GROUP, 2013 息 16
COMPETITIVE ENVIRONMENT CONDITIONS OF SUCCESS
TOP B2C WEBSITES BY MARKET SHARE 57% Tmall (Alibaba Group) 20% JD 1% Dang dang 4% QQ Mall 4% Suning 2% Vancl 3% Amazon VELVET GROUP, 2013 息 18
LAUNCHED EARLY NOVEMBER 19
LAUNCHED 1 WEEK AGO 20
fashion shopping UPCOMING TRENDS
OMNI-CHANNEL IS THE NEW NORMAL 則р Today's customer experience spans across multiple touchpoints 則р Challenge is to provide an integrated customer experience WEBSITE STORES 8% Shoppable of total retail or not sales is online 50% of retail sales Digital is online or web-足 in-stores in鍖uenced Order online, collect return offline MOBILE (smartphones tablets) 79% oShoppable f US smartphone owners use tnot phones to or heir help with shopping Source: Forrester Research, Web Influenced Retail Sales Forecast, 2013 - USA VELVET GROUP, 2013 息
E-SHOPPING IS A MULTI-SCREEN AND MULTI-DEVICE EXPERIENCE ATAWAD CONSUMERS VELVET GROUP, 2013 息 23
IT IS CRITICAL TO MAP THE CONSUMER JOURNEY RESEARCH WEB SELECT Comparison site PURCHASE Chat Pick up at local store Visit retail store Kiosk Browse catalog Return instore E2 = EXPERIENCE + E-COMMERCE MOBILE Google search Begin catalog order Product info Email Order confirm w/ Rec EMAIL VELVET GROUP, 2013 息 Issue complaint Phone order IN-STORE SOCIAL SERVICE Buy online CONTACT CENTER CATALOG RECEIVE / USE Facebook Fan club Read reviews Share experience on Twitter Complain on brands Twitter 24
1. MOBILE COMMERCE IS TAKING OFF IN CHINA ≒ Single day transactions from Taobao APP exceeded RMB 5.35 billion o 5.6 times over last years RMB 960 million o Number of active users: 127 million o Number of transactions: 35,900,000 ≒ Alipay mobile exceeded RMB 11.3 billion (10 times over 2012). o 45 million transactions* No. of Mobile transactions Percentage to total No. Transactions Transaction amount 2011 1,710,000 n/a 2012 9,000,000 8% RMB 1,200,000,000 2013 45,180,000 24% RMB 11.300,000,000 * 2013 Double 11 total number of transactions through Alipay: 188,000,000 VELVET GROUP, 2013 息 25
1. MOBILE COMMERCE IS TAKING OFF IN CHINA 則р Key functions: ≒ product browsing/ product review ≒ shopping cart ≒ order tracking ≒ order management ≒ user account ≒ coupon Available on iPhone and Android VELVET GROUP, 2013 息 26
2. WECHAT COMMERCE DEBUTS SCAN-TO-PAY KILLS SHOPPING CART Scan with WeChat VELVET GROUP, 2013 息 27
2. WECHAT COMMERCE DEBUTS SCAN-TO-PAY KILLS POS ≒ ≒ Scan to place the item in Tmall shopping cart Over 200,000 items have been placed in the shopping cart prior to double 11. VELVET GROUP, 2013 息 28
3. EVOLUTION OF CUSTOMER SERVICE CLICK-TO-CALL (BURBERRY) 1 Click-to-Call function on the header 2 Provide number to the customer service 3 Immediately connected with customer service ≒ Customers can indicate country, number and the time to call ≒ The service is available 24/7 4 Receive a phone call from the US within the next 5 seconds. The customer representative is bilingual in English and Chinese and answers customer inquiries with clear explanation VELVET GROUP, 2013 息 29
3. EVOLUTION OF CUSTOMER SERVICE SOCIAL MEDIA PLATFORMS FOR CUSTOMER SERVICE Burberry customer care Weibo account Message board dedicated to customer care VELVET GROUP, 2013 息 30
4. PRODUCT PRESENTATION VIDEO SHOPPING VELVET GROUP, 2013 息 31
CONTACT US Velvet Group Limited Greenland Plaza - 1258, Yuyuan Road - 20050 Shanghai China www.velvetgroup.com | +86 21 61 16 72 32 Patrice NORDEY CEO pnordey@velvetgroup.com VELVET GROUP, 2013 息

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Velvet_magentocom_china_event

  • 1. Successful businesses need creative strategies EVOLUTION & UPCOMING TRENDS OF FASHION E-COMMERCE IN CHINA MagentoCom event, November 2013 VELVET GROUP, 2013 息
  • 2. VELVET IS A DIGITAL CONSULTING AGENCY SERVING FASHION, LUXURY AND BEAUTY BRANDS. WE ARE BORN LUXURY, DIGITAL, CHINESE... AND GLOBAL 2
  • 3. DIGITAL STRATEGY CONSULTING & EXECUTION Social Search POS Mobile Brand content Official site DELIVER EXCEPTIONNAL CUSTOMER EXPERIENCE ACROSS BRAND RETAIL TOUCHPOINTS Brand awareness, personal connection,! emotion and engagement ! eCRM VELVET GROUP, 2013 息 e-Commerce 3
  • 4. AVENE YVES SAINT LAURENT KERING GROUP GALERIES LAFAYETTE CLARINS BOUCHERON PARIS LOREAL GROUP CHRISTIAN LOUBOUTIN NOELI GALLERY
  • 5. E-COMMERCE CONSULTING Market Research Business Opportunities Deliverable Industry Product Understand Target Audience Business Proposition Competition Analysis Research Findings Project Design Planning Deliverable Consumer Journey Business Scenarios Business Model Project Roadmap Business Requirements Selection of service providers solutions Deliverable IT Warehouse Payment Operations CRM Delivery Call center Marketing V E L V E T Group (HK) Ltd Confidential 2013 Service Providers Selection 5
  • 6. E-COMMERCE CONSULTING TYPICAL PROJECTS BUSINESS SCENARIOS TO START E-COMMERCE IN CHINA DESIGN ENTIRE E-COMMERCE PROJECT DEFINE THE PATH TO PROFITABILITY PL ESTIMATIONS OMNI-CHANNEL STRATEGY AUDIT OF EXISTING E-COMMERCE PLATFORMS V E L V E T Group (HK) Ltd Confidential 2013 6
  • 7. FULL E-COMMERCE SETUP - KEY PERFORMANCE DRIVERS Display E-足mail marke9ng Front-足end Search u汲Merchandizing Omn i-足cha nnel u汲Services u汲Loyalty program Social Media Tra鍖 c dri vers u汲MarkeEng u汲Inventory management PRODUCT (fashion lifestyle) u汲Logis9cs u汲Finance Back-足end u汲Call center u汲IT solu9ons Online wholesale Partners JD, Suning, Amazon etc VELVET GROUP, 2013 息 Mobile store Strategic Online partners Tmall, Bank e-足malls and 鍖ashsale sites Stores China France
  • 8. CHINA BECAME IN 2013 THE WORLD BIGGEST E-COMMERCE MARKET V E L V E T Group (HK) Ltd Confidential 2013
  • 9. 242 million (2012) China has the highest number of Online consumers in the world 75 M More than USA 2x Double size of Japan 6x Sixth times the size of UK 7.5 x more than 7 times the size of France V E L V E T Group (HK) Ltd Confidential 2013 9
  • 10. And it will continue to grow steadily 2012 竪 2016 +50 M Every year X1.75 423.4 million 242 2012 V E L V E T Group (HK) Ltd Confidential 2013 2016 10
  • 11. Market size 2012 竪 2015 169 billion 319 billion EURO B2C = 45% 95.8 billion X2 93.5 billion 159 billion B2C = 30% 45 billion EURO V E L V E T Group (HK) Ltd Confidential 2013 11
  • 12. CHINA HAS PLENTY OF ROOM FOR GROWTH Internet users as a % of the total population Korea VELVET GROUP, 2013 息 US Europe China Asia India 12
  • 13. FASHION IS THE N属1 CATEGORY 27% 18% 5% Apparel, footwear, bags and suitcases VELVET GROUP, 2013 息 Consumer Electronic, Home appliances Cosmetics 4% Mother Baby care 3% Music, Video books 13
  • 14. APPAREL ACCESSORIES SALES DURING 11/11 VELVET GROUP, 2013 息 14
  • 15. DOUBLE 11 TOP 10 BEST SELLERS Apparel takes up 5 positions among top 10 best sellers. JACK JONES Apparel CAMEL (menswear) UNIQLO YINMAN ARTKA VELVET GROUP, 2013 息 Apparel 15
  • 16. DOUBLE 11 TOP 10 WOMENS APPAREL RMB 140,000,000 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 RMB 780,593,247 EUR 100 million 0 VELVET GROUP, 2013 息 16
  • 18. TOP B2C WEBSITES BY MARKET SHARE 57% Tmall (Alibaba Group) 20% JD 1% Dang dang 4% QQ Mall 4% Suning 2% Vancl 3% Amazon VELVET GROUP, 2013 息 18
  • 20. LAUNCHED 1 WEEK AGO 20
  • 22. OMNI-CHANNEL IS THE NEW NORMAL 則р Today's customer experience spans across multiple touchpoints 則р Challenge is to provide an integrated customer experience WEBSITE STORES 8% Shoppable of total retail or not sales is online 50% of retail sales Digital is online or web-足 in-stores in鍖uenced Order online, collect return offline MOBILE (smartphones tablets) 79% oShoppable f US smartphone owners use tnot phones to or heir help with shopping Source: Forrester Research, Web Influenced Retail Sales Forecast, 2013 - USA VELVET GROUP, 2013 息
  • 23. E-SHOPPING IS A MULTI-SCREEN AND MULTI-DEVICE EXPERIENCE ATAWAD CONSUMERS VELVET GROUP, 2013 息 23
  • 24. IT IS CRITICAL TO MAP THE CONSUMER JOURNEY RESEARCH WEB SELECT Comparison site PURCHASE Chat Pick up at local store Visit retail store Kiosk Browse catalog Return instore E2 = EXPERIENCE + E-COMMERCE MOBILE Google search Begin catalog order Product info Email Order confirm w/ Rec EMAIL VELVET GROUP, 2013 息 Issue complaint Phone order IN-STORE SOCIAL SERVICE Buy online CONTACT CENTER CATALOG RECEIVE / USE Facebook Fan club Read reviews Share experience on Twitter Complain on brands Twitter 24
  • 25. 1. MOBILE COMMERCE IS TAKING OFF IN CHINA ≒ Single day transactions from Taobao APP exceeded RMB 5.35 billion o 5.6 times over last years RMB 960 million o Number of active users: 127 million o Number of transactions: 35,900,000 ≒ Alipay mobile exceeded RMB 11.3 billion (10 times over 2012). o 45 million transactions* No. of Mobile transactions Percentage to total No. Transactions Transaction amount 2011 1,710,000 n/a 2012 9,000,000 8% RMB 1,200,000,000 2013 45,180,000 24% RMB 11.300,000,000 * 2013 Double 11 total number of transactions through Alipay: 188,000,000 VELVET GROUP, 2013 息 25
  • 26. 1. MOBILE COMMERCE IS TAKING OFF IN CHINA 則р Key functions: ≒ product browsing/ product review ≒ shopping cart ≒ order tracking ≒ order management ≒ user account ≒ coupon Available on iPhone and Android VELVET GROUP, 2013 息 26
  • 27. 2. WECHAT COMMERCE DEBUTS SCAN-TO-PAY KILLS SHOPPING CART Scan with WeChat VELVET GROUP, 2013 息 27
  • 28. 2. WECHAT COMMERCE DEBUTS SCAN-TO-PAY KILLS POS ≒ ≒ Scan to place the item in Tmall shopping cart Over 200,000 items have been placed in the shopping cart prior to double 11. VELVET GROUP, 2013 息 28
  • 29. 3. EVOLUTION OF CUSTOMER SERVICE CLICK-TO-CALL (BURBERRY) 1 Click-to-Call function on the header 2 Provide number to the customer service 3 Immediately connected with customer service ≒ Customers can indicate country, number and the time to call ≒ The service is available 24/7 4 Receive a phone call from the US within the next 5 seconds. The customer representative is bilingual in English and Chinese and answers customer inquiries with clear explanation VELVET GROUP, 2013 息 29
  • 30. 3. EVOLUTION OF CUSTOMER SERVICE SOCIAL MEDIA PLATFORMS FOR CUSTOMER SERVICE Burberry customer care Weibo account Message board dedicated to customer care VELVET GROUP, 2013 息 30
  • 31. 4. PRODUCT PRESENTATION VIDEO SHOPPING VELVET GROUP, 2013 息 31
  • 32. CONTACT US Velvet Group Limited Greenland Plaza - 1258, Yuyuan Road - 20050 Shanghai China www.velvetgroup.com | +86 21 61 16 72 32 Patrice NORDEY CEO pnordey@velvetgroup.com VELVET GROUP, 2013 息