银奖 创新的网络销售.pdf

eCommerce Innovation Serve more shoppers in more part of China more completely Janice Dong New Channel Trade Marketing Director P G China June 2012 创新网上营销 在更多地方 更加全面地 服务更多的中国消费者 eCommerce Market China is Big and Fast Growing 市场概况 容量大且快速增长 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0 10 0 100 000 200 000 300 000 400 000 500 000 2006200720082009201020112012e2013e2014e2015e China eCommerce Size eCommerce Market of Offline Retail China is 1 Internet eShopper Market with huge potential 中国是第一大网购市场并有巨大的增长潜力 TNS Digital Life 2012 CNNIC Jan 12 Why Shopper shop on line 为什么消费者选择网上购买 Online shopping driver Convenience To save time To shop at any time For Convenience comfort To avoid going to the store To get product faster Value To compare prices and save money Search for bargains online Selection To buy things not available in my local area To buy things not available in China To get the latest products To get a better selection 89 60 59 53 52 24 84 82 19 77 55 38 36 29 One more purchase Professional responsive counseling Superior benefit better value Navigation Optimization How P G serve on line shoppers 宝洁是如何满足网上购物者的 Coverage Work with eCommerce 一号店 Y 当当网 D 亚马逊 A 京东商城 淘宝商城 生活家 Flagship store in T 其他区域性网站 other regional sites Catch Connect Close Continue 4 C Model 全方位地满足网上购物者的需求 Fulfill e Shopper Needs with 4C Model Implement the 4 C Model with eRetailer 通过4 C Model 与客户创造价值 Search iMedia Buy It Now BIN Brand Site BIN Shopper Based Design Meet Her His Needs Selection Newness Loyalty Advocacy The eCommerce Sales Drivers 网络营销的增长点 Advocacy Action Shopper Buyer Consumer Continue Close Connect Awareness Browsing Catch Right Value Multi Brands Categories Introduction to Yihaodian 一号店介绍 Yihaodian is an online supermarket that provides its customers with a superior customer experience a vast selection of products and low prices Yihaodian offers its 20 million plus users more than 250 000 SKUs over 13 product lines Yihaodian enjoys a reputation as the fastest growing e commerce company in China Deloitte Technology Fast 500 Asia Pacific 2011 德勤 科技增长最快亚洲500强2011 First Place Winner 第一位 Rapid Growth Across All Metrics 全面快速增长 Catch Drive high quality traffic together 捕捉 Website Union EDM SM DM Wei Luo Cheng Virtual store Search engine Exchange resource with synergized planning and execution Catch Drive high quality traffic together 捕捉 Exchange resource with synergized planning and execution Connect Provide Best eContent to Shoppers 连结 Enhanced Content from plain word description to more vivid look Connect Provide Best eContent to Shoppers 连结 Enhanced Content from plain word description to more vivid look Connect Provide Best eContent to Shoppers 连结 Develop Tailor Made Content for Yihaodian Activity System Close Trade In Up and Across Bigger Basket 购买 Multi Brands and Categories Drive Close Trade In Up and Across Bigger Basket 购买 DIY Virtual Bundling Virtual Gift Pack for Thank You Mum Close Trade In Up and Across Bigger Basket 购买 1 item within Category 1 item across Category Continue Build Shopper Loyalty 延续 Systems CRM Sourcing Logistics Warehouse Exchange capabilities in both sides to improve shopper loyalty A good start of Shopper Based J