Essilor Proposal English version-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 Data Analysis Offer the most effective guidance of one-stop ecommerce services Establish brands/products and effective communication between the target users Brand Strategy Store Operation Store Promotion Visual Creativity Daily Management Custom Service 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 Data Analysis Brand Strategy Commodity Plan Visual Creativit y Through the industry analysis, brand and quality of data mining, customize brand ecommerce strategy. Through stores data mining analysis of consumer preferences and behaviors, optimize the creative design, improving the users shopping experience. Through brands and products sales data analysis, optimize commodity plan, enhance the conversion rate and sales. Our Services NauticaThe North FaceLee Our Creativity ENZOAlexandre De ParisWhinny Home Our Creativity G2000TNF Promotion Focus PictureLee 1212 the end of world focus picture Our Creativity Our Cases The North Face Case background：Joywell is the international famous outdoor brands The North Face overall operating e-commerce service provider in China, assist and complete marketing, brand platform operation, IT systems, warehousing logistics, customer service, and the implementation of pre-sale and after-sale and so on, The overall operation and unified brand each platform activity, official website, official Tmall flagship store, weibo, wechat and as well as other media platforms to achieve integrated marketing activities. Implementation of the platform： 1、Official website - Q（online in December 2012） 2、Tmall flagship store（online in August 2012） Goal: Brand communication; user communication and experience; Product display and sales Strategy: Quyeba is The North Face meticulously one-stop shopping, sharing, photography, travel and outdoor social e-commerce platform. In , it is not only communication between brand and consumers, but also between consumers and professional outdoor clubs. Users get points by participating online and offline activities, and use points to get discounts to purchase outdoor cloth and equipments. The best shopping experience to consumers. Since the first day of TNF Tmall flagship store online, weve received strongly supported from Tmall platform, and achieved good performance in both the platform activities and events. TNF Tmall official platform is positioned by integrating brand communications, user experience and product sales of the three-in-one. Especially on November 11th in 2012, no single product was on sales and achieved millions sales performances. Again on November 11th 2013, The north face won the forth positions in the outdoor category sales, and the sold out rate as high as 84%. Lee Case background：Joywell is an international well-known menswear brand of Lee 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 August 2012） Goal: Brand communication; user communication and experience; Product display and sales Strategy：since the first day of Lee Tmall flagship store online, weve received strongly supported from Tmall platform, and achieved good performance in both the platform activities and events. Lee Tmall official platform is positioned by integrating brand communications, user experience and product sales of the three-in-one. Joywell fully understand the culture of brand Lee, integrating keywords manipulation into products promotions. During e-commerce operation, Joywell more concerned about the user experience and in-depth communication with customers, such as the November 11th 2012, the “single, also not be conquered“ topic. To integrate the end of world promotion, we put all products off shelves, and we started an online discussion called “if there is tomorrow“, guide users through the homepage to the landing page for leaving messages to participate with gifts rewards. User data proves that our activity responded positively with positive comments. 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 NAUTICA Case background：Joywell and Nautica established direct partnership, and as a dealer for e-commerce operations and sales. Implementation of the platform： 1、Tmall flagship store（online in April 2013） 2、JD flagship store（online in April 2013） 3、QQ 、（online in July 2013） 4、Yintai, yougou, VIP, dianping, okbuy and other distribution platforms. Goal: Brand communication; user communication and experience; Product display and sales. Strategy：Nautica as main business of Joywell in 2013, different from other clients and distributors. we focused on the integration of the retail and distribution platforms, and multi-channel marketing, Since the establishment of direct partnership, we got four main retail platforms: Tmall, JD, QQ wanggou, Yixun, It is worth mentioning that for the first time for Nautica to participate November 11th activity in 2013, daily sales breakthrough ten millon, Per Customer Transaction achieved nearly 900 yuan. Besides online retails, Nautica established good relationship with distribution plaforms such as: Yintai, yougou, VIP, dianpin, okbuy. Under the limited funding, Nautica still achieved the overall sales exceeds 20 million. Our Cases Our Love (Nonprofit Organizations) The Nature Conservancy In July 2011 Free lunch for children foundation opened the first domestic foundation store in Tmall. Followed by joining Juhuasuan, it raised more than 2 million in three days. Joywell Corporate social responsibility department The following year in February, Joywell officially involved in NPO Projects with business advantage and resource integration. The second Tmall NPO store opened with authorization of one foundation The third NPO project Hunan TV The fourth NPO project The Nature Conservancy “ ” Our Partners Mic Logistics Official Tmall only system, storage service provider. ITOCHU Logistics The earliest domestic logistics company with most advanced dust-free circulation and advanced warehouse technology and equipment. Warehousing logistics Baison Baison is Chinas largest fashion enterprise information solutions provider. Provides IT solutions and management consulting for thousands of fashion enterprises. Shopex Chinas largest e-commerce software and service providers, long-term focus on research and development and provide relevant solutions and services. IT system Elitephotos Specializing in enterprise product image shooting, image promotion planning and printing. Black Card Focus on e-commerce comodity photography, image processing services, and estiablish industry service standard. Product Photography Our Team Client Direct ContactIndirect Contact Project manager Develop projects plan for the overall control, fulfill the obligations of the contract, supervision and contract execution, handling the contract to change, to ensure that the project objectives. Customer Service Team Customer communication, order process, and relevant customer complaints handlings. Project execution Daily work performed, including shop log consolidation, advertising executive, daily service,store weekly and monthly supervision. Visual creativity Creativity design, store visual display, store front interactive behavior design, advertising, page design, etc., Copywriting Planning Marketing activities planning, page UE and copywriting write, data analysis and final report, etc., Technical support Independent e-commerce platform setup, maintenance and function development based on Shopex Ecstore system. Our achievements Gold Taobao Partner in Tmall Clothing Category Silver Taobao Partner in Tmall Sports Tmall flagship store operations planning, and marketing activities, visual creative, platform, data analysis, implementation and follow up, etc Products selection and planning, the commodity plan; Product pricing; Product Photography, etc. The order processing system(shopexs ERP,wuzhous ECP); and the independent ecommerce platform like shopexs Ecstore Customer communication, order processing, customer complaint and order return processing, mainly divides into the pre-sales and after-sales. Using self-built or rental warehouse, site, storage, loading and unloading cargo handling, distribution. Essilor E-commerce system setup Traffic Conversion rate Per Customer Transaction Repeat purchase SALES TARGET * = PRODUCTS PLATFORM ACTIVITIES MARKETING USERS ACCUMULATION ACTIVITIES/PROMOTIO N CATEGORY NAVIGATION PRODUCTS PAGE DESIGN PRODUCT DISPLAY CUSTOMER SERVICE USER REVIEW AFTER-SALE SERVICE ACTIVITIES/PROMOTIO N PRODUCTS SKU ACTIVITIES/PROMOTION RELATED SALES PRODUCT STRUCTURE PRODUCT EXPERIENCE CUSTOMER LOYALTY CRM USER EXPERIENCE ACTIVITIES/PROMOTIO N Essilor E-commerce OperationGoal operation product sales platform support 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 1 Regular Operation As one theme to carry out all of the year, and match subtopic and monthly activity. 2 Resource Integration Cooperate with Tmall platform, juhuasuan, brand promotion sales, and integrate the resources and activities. 3 Tmall Promotion Join Tmalls big promotion activities. 4 Upgrade Experience Mobile internet，APP, commutate deeply with users. Members value-add service and CRM system, enhance shopping experience. Essilor Tmall Operation Stage MarJunAprMayJulOctAugSepNovFebDecJan 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 1 Regular Operation As one theme to carry out all of the year, and match subtopic and monthly activity. Essilor 2014 Annual Marketing Plan 1 Regular Operation As one theme to carry out all of the year, and match subtopic and monthly activity. 第一季：视界无限第二季：睛彩世界 发掘新视界