E-commerce in China : decoding & opportunities
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Transcript of E-commerce in China : decoding & opportunities
E-COMMERCE IN CHINA
Decoding & opportunities
2016, September 28th
AGENDA
ALIBABA DIGITAL ECOSYSTEM
CHINESE CONSUMER KEY E-COMERCE
DRIVERS
PARTNERSHIP AXA GROUP &
ALIBABA
ALIBABA CLOUD
HOW TO ENTER CHINA E-COMMERCE?
THE 1ST ECOMMERCE MARKET IN THE
WORLD
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EQUANCY SHANGHAI
We are a leading global consulting and innovation firm, specialized in marketing and
communication. We go from strategy to implementation to boost your business
4
FOUR OFFICES, ONE OPERATIONAL COMPANY
SHANGHAI 15 people
GROWTH STRATEGY
BRANDING
DIGITAL
PARIS 120 people
GROWTH STRATEGIES
DIGITAL STRATEGY
DATA, ANALYTICS & SOLUTIONS
BRANDING
CORPORATE COMMUNICATION
INNOVATION
CUSTOMER MARKETING
NEW YORK 15 people
BRANDING
INNOVATION
MUMBAI 3 people
DIGITAL STRATEGY
ANALYTICS
5
OUR SHANGHAI OFFER
DIGITAL GROWTH
MARKETING
BRANDING
6
OUR CLIENTS
THE 1st ECOMMERCE MARKET IN THE WORLD
China’s economic dream may be ending…
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But...
Source: Internet Live Stats / eMarketer, Worldwide Retail Ecommerce Sales Will Reach $1.915 Trillion This Year, August 2016
of world Internet users
1/5 of world
e-commerce sales
1/2
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…and we think this is just the beginning
+176%USA Sales Growth from 2012 to 2016
+434%China Sales Growth from 2012 to 2016
225 263 298 397
525
210 297
473
911
1568
2012 2013 2014 2016 2018
USA China
Retail ecommerce sales in China & US compared (in billion US $)
Source: 2014-2018: Statista, Retail ecommerce in China, USA and France
How China became the world’s ecommerce king?
Consumers played a central role in the development of the e-commerce
BEST DEAL Cautious consumers always looking for the best deal
WORD OF MOUTH Supported by eager consumers to share on social media
LOW AVAILABILITY Underdeveloped retail infrastructures in lower tier cities and rural areas
CONVENIENCE Chinese delivery system is deregulated thus very efficient and fast
EARLY ADOPTERS NO BARRIER TO BUYING ONLINE Curious consumers willing to try new brands and products
QUALITY Willing to buy imported products as quality guarantee
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By being on the quest to get value
PREMIUMIZATION EXPERIENCIAL LOYALTY
Source: McKinsey, What’s driving the Chinese consumer, 2016
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And being completely digitalized
= =
Source: eMarketer, Worldwide Internet & Mobile Users, 2015
563
million smartphone
users in China
O2O is now disrupting the way business is done
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ONLINE OFFLINE2
NEW O2O CONSUMER
HABITS
NEW DIGITAL ECOSYSTEM
DEVELOPMENT
E-COMMERCE
MOBILE APPS
OFFLINE RETAILS
SOCIAL MEDIA
1
2
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The power of WeChat
Source: McKinsey, How savvy, social shoppers are transforming chinese ecommerce, 2016
ALIBABA DIGITAL ECOSYSTEM
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Alibaba, the leader of Chinese E-commerce
Retail ecommerce GMV in US and China in 2015 in billion USD
Alibaba sales alone exceeded that of
USA in 2015 343
672
476
US CHINA ALIBABA
Source: Statista, Alibaba
19
« In America, there’s Walmart, there’s
Kmart. All retailers are everywhere so e-commerce
is just like a dessert. In China,
e-commerce is the main course. »
Jack Ma - Apec - 2015
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Alibaba eco-system
THE LINK TO WATCH THE VIDEO ONLINE https://www.youtube.com/watch?v=CtXxAA5Hg60
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Alibaba, the world largest e-commerce marketplace
434 M
42 M
1 bn $485bn
+10 M
GMV (full fiscal year 2016)
PACKAGES DAILY
ACTIVE SELLERS
ACTIVE BUYERS (427M mobile)
PRODUCTS & SERVICES LISTINGS
On March 21st, 2016…
RMB 3 trillion milestone
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China B2C market penetration
Tmall is Asia’s largest B2C site
61,4%
Tmall + Taobao 86% on Mobile
86%
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Single Day: the largest shopping festival in the world
$14.4 bn GMV in 1 day
70% through mobile
140,000 transactions per second during the high moment
16,000 international brands (33%)
$2 bn in 8 minutes
467 M deliveries
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Globalization strategy
New embassies all over the world to help local SMEs to sell to China
Over the next decades we plan to help tens of millions of global merchants sell internationally
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Tmall opportunities
B2C B2C
Cross-border
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Online flagship store
with a real consumer experience
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Maserati Tmall page
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International brand flagship store on Tmall
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French brand flagship store on Tmall
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Tmall Global
TO DIRECTLY ENTER CHINA’S ONLINE RETAIL MARKET
Overseas merchants can join Tmall Global using the business
license of their home country
2014
Cross-border Cross-border
Purchasing power of Chinese consumers
216 280
364
480
624
1000
2013 2014 2015 2016 2017 2018 *in RMB billion
Source: Nilson
Cross-border Spending by Chinese Shoppers
x 5
33
International Brand Flagship Stores on Tmall Global
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Marketing on the World’s largest billboard
36
34
Success case on Tmall Global: Costco
40 million RMB in sales in first month
30 tons of mixed nuts and dried cranberries were shipped through bonded wareouse logistics model during 11:11
CHINESE CONSUMER KEY E-COMMERCE DRIVERS
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Video consumer
THE LINK TO WATCH THE VIDEO ONLINE http://ar.alibabagroup.com/2015/china-context/index.html
PARTNERSHIP AXA GROUP & ALIBABA
ALIBABA CLOUD
Alibaba Cloud Key Figures Since 2009…
No.1 Public Cloud vendor in Greater China
No.3 worldwide by 2016 Q1
over 2.3 million customers…
…including over 500,000 paying customers
3000+ employees o/w 80% developers
launched 22
new products
12 in big data
612 new features
& services
World-class Cloud Computing Business
2016 Q1
FY 2016
YoY growth
175%
YoY growth
138%
Revenue
RMB 1,066 M
Revenue exceeds
RMB 3 Bln
106% 128% 126%
175%
2015 Q2 2015 Q3 2015 Q4 2016 Q1
Série1
Triple-digit growth for 4 quarters
42
40
Alibaba Cloud Services Portfolio
ODPS
ECS SLB RDS OSS OTS OCS CDN
CloudShield CloudWatch DPC ONS SLS OpenSearch
Hangzhou Qingdao Beijing ShenZhen HongKong US West
ACE
~230 CDN Node
ADS
Elastic Compute Database
OAS
Security & Admin Large scale compute
Storage & CDN
Extensive Services
Basic services
Infrastructure
Industry Solutions eCom. Fin. Gov. … Games Mobile IoT Media
ESS DRDS
PTS CDP
Application Services
VPC
Singapore
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Global footprints
Global coverage Hangzhou, Qingdao, Shenzhen, Beijing, Shanghai Hong Kong, US West, US East, Singapore. Coming soon: Europe, Japan, Dubai, Australia, India, …
CDN Network with Best Quality 500+ CDN nodes throughout China, 100+ overseas CDN nodes and a total bandwidth of 10 Tbps. BGP Access for Multiple Carriers Where ever your uses are, they will enjoy a same high-quality experience when accessing your services provisioned on Alibaba Cloud.
East Coast
Opened
West Coast
Coming soon Australia
Europe
Middle East India
Singapore
Hong Kong
South China
North China
East China
Alibaba Cloud’s
Global Data Centers
42
Europe GTM Strategy
SMB and Startup will be the focus
Ecosystem (marketplace) and white label sales
Online marketing to drive the brand
awareness
Build Flagship cases
43
Growing Number of Partners…
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China Connect
THE LINK TO WATCH THE VIDEO ONLINE https://intl.aliyun.com/chinaconnect
HOW TO ENTER CHINA E-COMMERCE?
How to enter China e-commerce?
You need to be everywhere
Every digital touch point, from SNS to Ecommerce platforms, is visited during the Chinese consumer journey. So you need to be present at every step to meet your customer.
du
Go through the B.A.T. is inevitable
Baidu – Alibaba – Tencent. They rule the digital landscape in China. It is a must to be at least in each of their platforms to be considered by the Chinese online users.
Existing digital strategies cannot be replicated
The Chinese ecommerce ecosystem is unique in the world. Hence, a Chinese specific strategy has to be created.
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How to enter China e-commerce?
CONSIDER THE MUTIPLICITY OF PLATFORMS IN ORDER TO CONNECT THEM MATCHING CONSUMER SPECIFICITIES
BE READY TO RETHINK YOUR BUSINESS MODEL WITH NEW PRODUCTS & SERVICES
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Q&A
THANK YOU