2014EssilorProposalEnglishversion-PPT(压缩).ppt

2014 Essilor E-commerce Proposal,2014.02,2014 Essilor E-commerce Proposal,Part 2 Industry Analysis E-commerce Overview Industry Data Brand Situation,Part 3 E-commerce Operation Brand Strategies E-commerce Operation Integrated Marketing,Part 1 Introduction of Joywell Company overview Classical cases Joywell services,Focus on digital marketing for ten years Domestic leading e-commerce service provider,Joywell is dedicated to helping people improve the quality of life of the brand, the practice of integrating e-commerce operation service, aim to become Chinas most professional and most trusted brand e-commerce service provider.,Who am I,Who am I,2002 Former ,2005 Establishment of Joywell,2007 In focusmedia system,2008 Revenue breakthrough 420 million,2009 Begin with ecommerce,2010 Industry recognition,2011 Harvest the success of customers,2012 Transformation of ecommerce,2013 Service international brand customers,2014 New Joywell New level,Rich and Professional Experience,Rich and Professional Experience,Our Point of View,Integrated interactive marketing and continuous user communication are the core of brand ecommerce operation. All effective communication is customer relationship management. Better user experience is the core of CRM.,Our Services,Joywell believes,in the face of more and more rational consumers, todays commodity plan, is not determined by the buyer, but decided by market data. Joywell always uphold the “no data, no professional“ the principle of data oriented. Through data mining for industry, brand and competing goods analysis, to guide the brand ecommerce strategy, creativity and commodities.,Our Services,Our Services,Our Creativity,Our Creativity,Our Creativity,Our Cases,Our Cases,G2000,Case background：Joywell is the international famous clothing brand G2000 overall operating e-commerce service provider in China, assist and complete marketing, brand platform operation, IT systems, warehousing logistics, customer service, the implementation of pre-sale and after-sale and so on, The overall operation and unified brand each platform activity, official Tmall flagship store, weibo, wechat and as well as other media platforms to achieve integrated marketing activities. Implementation of the platform：Tmall flagship store（online in April 2013） Goal: Brand communication; user communication and experience; Product display and sales. Strategy：Well-known business casual clothing G2000 owns four brands, according to its different business characteristics, Joywell created“G Business U casual”Slogan, a perfect G2000 brand clothing positioning. ( G2000men U2lab）have very good brand promotion effect in the marketing. since the first day of G2000 Tmall flagship store online, weve received strongly supported from Tmall platform, and achieved good performance in both the platform activities and events. As a gold Tmall Taobao partner in clothing category, Joywell with good BD relationship help G2000 participate various activities, accumulate total sales of 16 million; it is worth mentioning that for the first time G2000 to participate November 11th activity in 2013, daily sales breakthrough ten million, and G2000 in mens clothing category ranking has risen from 389 to 67 from April to December in 2013. During daily operation process, in addition to its own theme activities, G2000 also participate offline marketing activities, such as “杜拉拉2之似水年华“, “辣妈正传“ and other TV series. Tmall officical flagship store also takes full advantage of the “weitao“, “houyuan“ and other interactive platform to communicate with users. Through brand display and interactive activities, shorten distance between brand and users.,Our Cases,Our Cases,Our Love (Nonprofit Organizations),The Nature Conservancy,Our Partners,Our Team,Our achievements,Joywell is operating out-door brand- TNF & Nautica. We are silver Taobao Partiner in Tmall sport & Outdoor category. In future, we are able to provide more cooperation oppertunities and better plan.,Industry Analysis E-commerce Overview Industry Data Brand Situation,2009-2013 China E-commerce Trading Volume,Data Sources：Iresearch,According to iresearch released “2009-2013 Chinas e-commerce industry development report, the overall Chinas e-commerce size is in rapid development period. From 2009 to 2013, the average growth rate is up to 28.2%. After 2014, the growth rate is expected to slow. The e-commerce market scale will reach to 21.6 trillion yuan in 2017.,24%,33%,46%,16%,22%,2009-2013 Major E-commerce platforms sales,Data Sources：Baidu,2013 Chinese E-commerce Market data,Data Sources：Iresearch,The Chinas online shopping transactions reach to 1.85 Trillion in 2013,Iresearch data show that in 2013 Chinas online shopping market transactions reached to 1.85 trillion yuan, an increase of 42.0%, compared with 2012. According to the ministry of commerce of the latest data, the 2013 online shopping transactions reached to 7.8% of the total retail sales of social consumer goods, an increased by 1.6% than last year.,Data Sources：Iresearch,The Chinas Ecommece mobile transactions reach to 167.4 Billion in 2013,The Mobile shopping become one of the primary method for Chinas online shoppers due to rapid development. Mainly due to the following reasons: (1) a slow growth rate of online shopping via PC and the mobile market gradually become a new growth point of e-commerce. Most e-commerce giants start to focus on end users shopping habits and optimize the user experience in order to take more market share. (2) an improvement internet coverage for mobile phone and tablet PC users.,Data Sources：Iresearch,2011-2013 Taobao Glasses Catagory Sales,Data Sources：Tmall,2011-2013 Functional Glasses Sales,Data Sources：Tmall,The Differences between Frame glasses and Frames,Frame Glasses：Glasses can not only refractive correction can also be beautiful. A pair of glasses are usually made of lens, lens ring, nasal, pile head, feet and other major parts. Main materials include metal, plastic or resin, natural materials, such as divided into full frame, half box and rimless glasses. Frames：an important part of the glasses, supporting glass lenses. A pair of frames are usually made of glass, nasal, pile head, feet and other major parts. Main materials include metal, plastic or resin and natural materials, etc. Divided into full frame, rimless, half box type, etc.,2013 Taobao Reebok Sales,Data Sources：Tmall,Essilor Taobao Index- -Search/Transcations,Follows from figure： The first figure shows the whole year(2013.01.01 - 2013.12.31) taobao search index. the avg index is 700, during Chinese new year the search index reaches the lowest point. On Nov 11th, the search index reaches the highest point. The second figure shows the whole year (2013.01.01 - 2013.12.31) transaction index. On Nov.11th, the transaction index reaches the highest point which is 104. 搜索指数：指数化的搜索量，反映搜索趋势，不等同于搜索次数。 成交指数：指数化的成交量，反应成交趋势，不等同于成交金额或成交数量。 数据来源：淘宝网和天猫的总数据。,Essilor/Bolon/Rayban Taobao Seach/Transcation index,The above two screenshots shows comparison figures of three brands search and transaction index: Essilor, Bolon, RayBan.,2013 Essilor Taobao IndexRegional segmentation,The graphic shows Essilor buyers geographic difference. The top three are Guangdong Province, Beijing and Zhejiang Province which are more developed regions. Those regions are mainly populated by people who were born after 1980, and have online shopping habits.,2013 Essilor Taobao IndexCustomer positioning,1. AS we can see from Essilor buyers, the ration between men and women is 7:3 which mainly are men. 2. The highest of 25 to 29 age group accounted for 33.1%, followed by 30 to 34 age group accounted for 26.5%, the two age groups are total accounted for 59.6% which have strong spending powers.,AT PRESENT, TAOBAOS SEACH RESULT SHOWS PRODUCTS RELATED TO ESSILOR ARE 13.2 THOUSAND, RELATED SHOPS ARE 1149. NO ESSILOR STORE SHOWS IN EITHER TAOBAO OR TMALL. MOST SELLERS DO PROCUREMENT SERVICES. THE OVERALL SALES IS ORDINARY.,Essilor brand category search conditions,Essilor Brand SWOT Analysis,Strength The Essilor Brand has a long history, rich product line, good market operation and management. Joywell was used to be a Tmall service provider for a glasses brand called Conant and we keep a good relationship with Tmall, can obtain more platform activities and promotional resources.,Weakness At present, the sales of Essilor brand in Tmall and Taobao are weak. Because the Essilor brand is gathering with other sub-brand sales, brand awareness is not high.,Opportunities Online shopping has become a way of life, and the number of online shopping is increasing.,Threats More and more glasses brand launched their online sales channel, and maker competition is intense. For early stage of the new Tmall flagship store online, users and sales requires certain accumulations.,Essilor Tmall Strategies,1.Brand building, product exposure, and the official online purchase channels 2.Increase online sales channels, to acquire new users, accumulation of brand database and user management； 3.Market direction based, O2O integration, sell products online and provide services offline； 4：Improve product sales and the user experience。,E-commerce Operation Brand Strategies E-commerce Operation Integrated Marketing,Essilor Audience analysis and strategic positioning,Fashion Lovers Young fashion females,focus on beauty, features and prices.,Computer enthusiasts/sports enthusiasts/old people: This group of people is mainly buy radiation protection glasses, sports goggles, reading glasses, etc., requiring less of glasses, more care about the brand， this is the group of people we need to focus.,Students/Myopia and other groups Demanding glasses and professional optometry,Essilor E-commerce strategy,Tmall flagship store Essilor offical online purchase/sales channels,Increase brand communication and loyalty； Integrate online and offline users, to help offline users accumulation.,Brand publicity； Product sales, brand awareness accumulation and user management.,The product/price/activities unified management We think integrated marketing is the core of E-commerce operation,Distribution/O2O Product structure optimization/multi-channel control/ online and offline user experience,Starting Period：Tmall,Growth period: multi-channel sales/online and offline integration.,Essilor E-commerce strategy,Essilor E-commerce System,Online Retail,Essilor E-commerce system setup,Traffic,Conversion rate,Per Customer Transaction,Repeat purchase,SALES TARGET,*,*,*,=,PRODUCTS PLATFORM ACTIVITIES MARKETING USERS ACCUMULATION ACTIVITIES/PROMOTION,CATEGORY NAVIGATION PRODUCTS PAGE DESIGN PRODUCT DISPLAY CUSTOMER SERVICE USER REVIEW AFTER-SALE SERVICE ACTIVITIES/PROMOTION,PRODUCTS SKU ACTIVITIES/PROMOTION RELATED SALES PRODUCT STRUCTURE,PRODUCT EXPERIENCE CUSTOMER LOYALTY CRM USER EXPERIENCE ACTIVITIES/PROMOTION,Essilor E-commerce OperationGoal,1, Reviews of the products, give a clear proposition at the model products, the main sales products, registration products. 2, Set down the price system: the market price, Tmall price, activity price, and clearance price. 3, Improve brand awareness, attention to user, user experience and the public reputation, via the promotion of brand marketing.,1, Give a clear proposition at the core advantage, strive for more Tmall support. 2, Cooperate with the International Department. 3, Tmall activity. 4, Enter our name for Tmall promotion. 5, Pay attention to the public relations crisis.,1, Differential marketing. 2, Marketing strategy. 3, Theme activities. 4, Visual presentation. 5, Data analysis. 6, Member management.,Essilor E-commerce Operation Core,Ideal Product Planning,New Brand Product Low Familiarity,Reebok or Others Brand Product Have a certain visibility, Suitable for large-scale activities.,Essilor E-commerce Product,Hot sale Item/Exclusive Item,Enhance the price against performance of product and promote in a big scale to become hot sales or star item, attract more user and increase SKU.,Take part in Tmall promotion activity to attract more users and transform into sales is important way to raise the sales. Essilior offer low discount or no discount usually, meanwhile provide E-commerce exclusive model to raise sales, which get ready to Tmall activity. Due to the particularity of glasses product sell in E-commerce platform, the shop will sell functional glasses mainly, and provide seasonal product. For example, in summer tinted/wear glasses, in school season anti-fatigue/anti-bulelight.,Essilor E-commerce Operation Strategy - Customer Oriented,Seen from some users of Ray-Ban, they pay more attention to the quality of the products, the design, cheap fakes or genuine products, etc Secondly, they concern about the price, discount, gifts and other activities, which is Tmall users usually care about. Thirdly, packaging is very important for such products, which always give people the most important first impression. Finally, users also think of the seller customer service, and logistics etc Users evaluation can easily affect other users to select and purchase desire, so the description of the product should pay attention to the customer demand and the problem they are most concerned about; Also, We need to make our official voice, ensure product quality and customer service.,Essilor E-commerce Operation Strategy - Make the Best Selling,The best selling product of Ray-Ban is a Sunglasses for 882RMB, which sales 4,361 pieces total; We also need to make the cost-effective products, such as use various channels, Tmall activities and other sales promotion means to promote, to make it become the star and the best selling product, then promote the effect of our brand and products.,The picture shows Lees activity page, which our shop also needs in the future. We can make theme promotions, holiday promotions, store marketing activities, Tmall activities, Tmall promotions, etc., to sale our products, make the unfamiliar users into consumers.,Essilor E-commerce Operation Strategy - Activity,For example, Joywell costumed for Lee “How to maintained Jeans“ to popularize the knowledge of maintaining Jeans, which is widely liked by people. In future, Essilor no only sell glasses product, but also help customer to understand the design concept, popularize glasses knowledge, to become private fashion consulter. Integrate the brand value, communicate deeply, Increase customer retention, provide effective value-add service as more as possible.,Essilor E-commerce Operation Strategy - Value-added Services,1、一Buy and share picture with good comment, upgrade Essilor members or offer related encouragement. 2、Set exclusive activity for members and related policy, also valid for off-line customer. For example, discount from customer 3、Old customer become Taobao Ke. Encouragre every user to publicize the reputation. 4、Accumulate data 5、Communicate customer deeply.,Essilor E-commerce Operation Strategy - Membership Management,Our Point of View,Integrated interactive marketing and continuous user communication are the core of brand ecommerce operation. All effective communication is customer relationship management. Better user experience is the core of CRM.,心无界，视无界,Essilor Integrated Marketing Strategy,Essilor Tmall Operation Stage,Mar,Jun,Apr,May,Jul,Oct,Aug,Sep,Nov,Feb,Dec,Jan,Tmall Activities, Promote and Take More Customers,Tmall Pace - 4 Sales Promotion,Open and Trial Operation,Optimize Our Store Promotion In The Coming New Year,Store Daily Operation,Promote and Take More Customers,Essilor 2014 Annual Marketing Plan,第一季：视界无限,第二季：睛彩世界,发掘新视界 03月 女人节,04月 天猫大促 新视野，新镜界,05月 五一节 心无界，视无界,06月 天猫大促 见证世界的美丽,07月 暑假 睛彩夏日，美丽绽放,拒绝模糊，钻石闪耀 08月 暑期/七夕,第三季：视不可挡,第四季：视情适性,遇见真实的你 09月 中秋节,10月 国庆节 重返自由，释放自我,纯粹灵魂，清晰可见 11月 天猫大促,一见钟情 02月 情人节,01月 元旦/春节 梦想绽放，拭目以戴,热情注入，致命吸引 12月 圣诞/新年,Tmall Platform Promotion of resources,Zuanshizhanwei (banner advertising) The banner advertising is designed to have a high demand for information release sellers and customized products. at present, the zhuanshizhanwei is charged by CPM.,zhitongche - Store Promotion zhitongche is similar to PPC, the price is charged based on clicks, and the store shows on top of search result when the related keywords are being searched.,Tmall Platform Activity Resources,Tmall Promotion,Essilor “houyuan”Planning,Houyuan as known as Tmalls backyard is the place where to demonstrate store brands, and interactive site for members. Brand could introduce relevant enterprise information to fans, such as office environment, teamwork, fun stories, and stories behind the products, let buyers understand enterprise to increase communication between users and brand.,E-commerce, The Nex