C2C vs B2C

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    ricardoshops.chautoricardo.ch ricardolino.chricardo.ch

    Discussion on: C2C vs B2C – how to combine the

    two on a marketplace platform, how

    to cooperate with classified

    business in the country / in the

    group ves !aeder 

    "eptember #$th, Berlin

    19.09.2013

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    9/19/2013

    | 2

    Basic believes & intro ricardo.ch

    Discussion points • Brand

    • Format & Pricing • Activities to grow B2C and maintain C2C

    Agenda

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    Free classifieds is a very disruptive format (free, simple), that monetizes a lot less than transaction (

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    ricardo Group Switzerland Structure

    General Free Classifieds (C2C)

    Monhtly Traffic Figures*

    Unique Visitors: 252k Page Views: 3m

    (CH): #127

    Current #2 in …..

    Proposition Conveniently buy and sell

    used goods and services from people like and near

    you.

    Unaided brand awareness

    of 40% 3 month after launch.

    Marketplace for Top-Tier- Online-Shops (B2C)

    Monhtly Traffic Figures*

    Unique Visitors: 159k Page Views: 2m

    (CH): #7

    Restructuring Phase 

    Proposition Buy from the largest

    selection of new branded products from professional

    brands and renowned retailers (B2C).

    Transferring the ricardo- brand into B2C.

    Cars & Bikes Classifieds (C2C & B2C)

    Monhtly Traffic Figures*

    Unique Visitors: 226k Page Views: 9m

    (CH): #7

    Current #2 in …..

    Proposition We empower users to 

    make educated decisions when dealing with cars  and bikes on the largest C2C-platform in vehicles.

    Only vehicles platform offering auction-format.

    Auctioning/Marketplace (C2C & b2C)

    Monhtly Traffic Figures*

    Unique Visitors: 894k Page Views: 76m

    (CH): #7

    Current #1 in …..

    Proposition Trade on the largest Swiss

    marketplace for unique products from private 

    (C2C) and SMBs (b2C).

    Annual GMV of CHF

    ~700m – over 2m registered members.

    *Source: ComScore MyMetrix Switzerland – 3-Month-Average as of February 2013; Local Alexa-rank as of April 4th 2013 (www.alexa.com)

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    Basic believes & intro ricardo.ch

    Discussion points • Brand

    • Format & Pricing • Activities to grow B2C and maintain C2C

    Agenda

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    Umbrella brand strategy in Switzerland

    • brand power transfer from «household brand» ricardo.ch (trust, Swissness)

    • Share user base

    • explaining the difference “ricardolino.ch vs ricardo.ch” to our users

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    • What’s the experience in terms of brand

    “closeness” in other markets? • What are the pros and cons from your

    experience?

    • Is the brand a critical part of the winning formula?

    Discussion: Brand

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    We feel the impact from C2C trade

    migrating to free classifieds (incl. our own)

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    C2C is still the dominant seller segment on ricardo.ch

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    Strategic priorities ricardo.ch FY2014

    Double GMV from B2C

    sellers year- end

    Stable GMV from private

    sellers

    Become fresh, easier to use

    and modern

    Improve the relevance of

    the result set

    Be the leading mobile player

    in CH

    Abacus - major product release on Aug 20th, addressing 4/5 of our strategic priorities

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    Abacus (incl. solr search) feature set

    • New search engine core & auto

    • New design search result page

    • New back loaded pricing on core and auto

    • Free Gallery picture, free subtitle, free listing of private cars & auctions with startprice 1.-

    • New sell-your-item form on core and auto

    • Integration of external ads on auto • New dynamically priced exposure feature on

    core

    • New SaaS seller tool (ricardo assistant)

    • Free live chat in CS

    Abacus was a complex release to

    significantly improve marketplace health

    Improved Buyer

    experience • More relevant

    search

    • Decluttered buying experience

    • More selection

    (esp. B2C)

    Improved Seller

    experience • Success based fees

    • Easy listing tools

    • New promotion feature

    • New bulk listingpackages

    Objectives

    • Improved selection • Improved conversion

    • Drive sales volume (not a price hike)

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    Basic believes & intro ricardo.ch

    Discussion points • Brand

    • Format & Pricing • Activities to grow B2C and maintain C2C

    Agenda

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    • New online tool for frequent listing

    • Replacing old offline tool that was hindering our top sellers to list

    more • Share at 20% of newly

    posted articles via APIv2.0

    Grow B2C…first steps done, still a huge potential ahead of us

    • Improved API, making it easier to connect directly to our platform

    • Including a discussion

    forum to share development ideas / status

    • Premium Listing Packages with up to 94% discount on insertion fee

    • Sold 1’201 packages for CHF 64’328 (excl. VAT) (Aug 21st – Sep 17th)

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    Maintain C2C – decrease hurdles for casual sellers to sell on ricardo.ch

    • New Sell-your-item form

    • Increased conversion by 16% points (according to GA)

    • Auctions with start price

    < CHF 1 for free• +15% more listings with startprice < CHF 1 (Aug 21st – Sep 17th)

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    Discussion: Grow B2C & maintain C2C

    • What kind of activities have proven to be most

    efficient in your market to grow B2C? • How do you compete against (free) horizontal

    classifieds?

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    Free classifieds is a very disruptive format (free, simple), that monetizes a lot less than transaction (

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    Back-up

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    Background info: New Articles per category

    SWITZERLAND 2'507'105 854'160 3'361'265 B2C C2C TOTAL

    Core 2'507'105 854'160 3'361'265 -11.5% -11.9% -11.6%

    Antiquitäten & Kunst 97'101 12'764 109'865 0.3% 14.0%   1.7% 1'807

    Audio, TV & Video 54'262 23'752 78'014 -30.4% -14.7%   -26.3%   -27'835

    !ie"#$!en 125'327 29'574 154'901 -1.8% 5.9%   -0.4%   -640

    (e! & )o#is 85'355 2'977 88'332 -16.7% 4.1%   -16.1%   -17'010

    !o & *e+e!e 55'913 39'365 95'278 -4.4% 12.6%   2.0% 1'837 )o#ute! & et/+e! 85'612 57'578 143'190 -14.9% -26.6%   -20.0%   -35'776

    e!ien & eisen 1'444 107 1'551 -23.8% -17.1%   -23.4%   -473

    i#e & V 73'261 1'695 74'956 -13.5% -84.3%   -21.5%   -20'532

    oto & ti 33'309 26'735 60'044 -23.6% -1.2% -15.0% -10'588

    *$#es & ieonsoen 67'389 12'852 80'241 -27.0% -24.2%   -26.6%   -29'068

    $nd+e! & *$!ten 94'717 108'723 203'440 -6.4% 16.5%   4.6% 8'971

    $nd, estnet/, un 101'696 107'923 209'619 -34.2% -16.8%   -26.2%   -74'571

    $us($t & o(nen 243'415 111'610 355'025 -4.9% 22.7%   2.4% 8'193 Kind & $ 163'165 22'450 185'615 -10.4% -47.9%   -17.6%   -39'670

    Keidun & Aessoi!es 277'488 40'061 317'549 -12.3% 1.8%   -10.7%   -38'224

    Kos#eti & :"ee 38'529 28'717 67'246 -6.3% -7.3%   -6.7%   -4'823

    ;ode$u & o 78'687 17'965 96'652 -11.0% -2.1%   -9.5%   -10'114

    ;n/en 63'550 6'078 69'628 -3.3% -11.5%   -4.1%   -2'958

    ;usi & ;usiinst!u#ente 97'192 22'130 119'322 -20.6% -24.8%   -21.4%   -32'483

    $##en & etenes 233'553 20'904 254'457 -7.8% -72.2%   -22.5%   -73'976

    ie/eu & $sten 131'805 16'747 148'552 -3.1% -33.8%   -7.9%   -12'717

    o!ts 141'888 66'637 208'525 2.3% 12.8%   5.4% 10'769

    Tiets & *uts(e