2014EssilorProposalEnglishversion-PPT.ppt

2014EssilorE commerceProposal 2014 02 2014EssilorE commerceProposal Part2IndustryAnalysisE commerceOverviewIndustryDataBrandSituation Part3E commerceOperationBrandStrategiesE commerceOperationIntegratedMarketing Part1IntroductionofJoywellCompanyoverviewClassicalcasesJoywellservices FocusondigitalmarketingfortenyearsDomesticleadinge commerceserviceprovider Joywellisdedicatedtohelpingpeopleimprovethequalityoflifeofthebrand thepracticeofintegratinge commerceoperationservice aimtobecomeChina smostprofessionalandmosttrustedbrande commerceserviceprovider WhoamI WhoamI 2002F 2005EstablishmentofJoywell 2007Infocusmediasystem 2008Revenuebreakthrough420million 2009Beginwithecommerce 2010Industryrecognition 2011Harvestthesuccessofcustomers 2012Transformationofecommerce 2013Serviceinternationalbrandcustomers 2014NewJoywellNewlevel RichandProfessionalExperience RichandProfessionalExperience OurPointofView Integratedinteractivemarketingandcontinuoususercommunicationarethecoreofbrandecommerceoperation Alleffectivecommunicationiscustomerrelationshipmanagement BetteruserexperienceisthecoreofCRM OurServices Joywellbelieves inthefaceofmoreandmorerationalconsumers today scommodityplan isnotdeterminedbythebuyer butdecidedbymarketdata Joywellalwaysupholdthe nodata noprofessional theprincipleofdataoriented Throughdataminingforindustry brandandcompetinggoodsanalysis toguidethebrandecommercestrategy creativityandcommodities OurServices OurServices OurCreativity OurCreativity OurCreativity OurCases OurCases G2000 Casebackground JoywellistheinternationalfamousclothingbrandG2000overalloperatinge commerceserviceproviderinChina assistandcompletemarketing brandplatformoperation ITsystems warehousinglogistics customerservice theimplementationofpre saleandafter saleandsoon Theoveralloperationandunifiedbrandeachplatformactivity officialTmallflagshipstore weibo wechatandaswellasothermediaplatformstoachieveintegratedmarketingactivities Implementationoftheplatform Tmallflagshipstore onlineinApril2013 Goal Brandcommunication usercommunicationandexperience Productdisplayandsales Strategy Well knownbusinesscasualclothingG2000ownsfourbrands accordingtoitsdifferentbusinesscharacteristics Joywellcreated GBusinessUcasual Slogan aperfectG2000brandclothingpositioning G2000menU2lab haveverygoodbrandpromotioneffectinthemarketing sincethefirstdayofG2000Tmallflagshipstoreonline we vereceivedstronglysupportedfromTmallplatform andachievedgoodperformanceinboththeplatformactivitiesandevents AsagoldTmallTaobaopartnerinclothingcategory JoywellwithgoodBDrelationshiphelpG2000participatevariousactivities accumulatetotalsalesof16million itisworthmentioningthatforthefirsttimeG2000toparticipateNovember11thactivityin2013 dailysalesbreakthroughtenmillion andG2000inmen sclothingcategoryrankinghasrisenfrom389to67fromApriltoDecemberin2013 Duringdailyoperationprocess inadditiontoitsownthemeactivities G2000alsoparticipateofflinemarketingactivities suchas 杜拉拉2之似水年华 辣妈正传 andotherTVseries Tmallofficicalflagshipstorealsotakesfulladvantageofthe weitao houyuan andotherinteractiveplatformtocommunicatewithusers Throughbranddisplayandinteractiveactivities shortendistancebetweenbrandandusers OurCases OurCases OurLove NonprofitOrganizations TheNatureConservancy OurPartners OurTeam Ourachievements Joywellisoperatingout doorbrand TNF Nautica WearesilverTaobaoPartinerinTmallsport Outdoorcategory Infuture weareabletoprovidemorecooperationoppertunitiesandbetterplan IndustryAnalysisE commerceOverviewIndustryDataBrandSituation 2009 2013ChinaE commerceTradingVolume DataSources Iresearch Accordingtoiresearchreleased 2009 2013China se commerceindustrydevelopmentreport theoverallChina se commercesizeisinrapiddevelopmentperiod From2009to2013 theaveragegrowthrateisupto28 2 After2014 thegrowthrateisexpectedtoslow Thee commercemarketscalewillreachto21 6trillionyuanin2017 24 33 46 16 22 2009 2013MajorE commerceplatformssales DataSources Baidu 2013ChineseE commerceMarketdata DataSources Iresearch TheChina sonlineshoppingtransactionsreachto1 85Trillionin2013 Iresearchdatashowthatin2013China sonlineshoppingmarkettransactionsreachedto1 85trillionyuan anincreaseof42 0 comparedwith2012 Accordingtotheministryofcommerceofthelatestdata the2013onlineshoppingtransactionsreachedto7 8 ofthetotalretailsalesofsocialconsumergoods anincreasedby1 6 thanlastyear DataSources Iresearch TheChina sEcommecemobiletransactionsreachto167 4Billionin2013 TheMobileshoppingbecomeoneoftheprimarymethodforChina sonlineshoppersduetorapiddevelopment Mainlyduetothefollowingreasons 1 aslowgrowthrateofonlineshoppingviaPCandthemobilemarketgraduallybecomeanewgrowthpointofe commerce Moste commercegiantsstarttofocusonendusersshoppinghabitsandoptimizetheuserexperienceinordertotakemoremarketshare 2 animprovementinternetcoverageformobilephoneandtabletPCusers DataSources Iresearch 2011 2013TaobaoGlassesCatagorySales DataSources Tmall 2011 2013FunctionalGlassesSales DataSources Tmall TheDifferencesbetweenFrameglassesandFrames FrameGlasses Glassescannotonlyrefractivecorrectioncanalsobebeautiful Apairofglassesareusuallymadeoflens lensring nasal pilehead feetandothermajorparts Mainmaterialsincludemetal plasticorresin naturalmaterials suchasdividedintofullframe halfboxandrimlessglasses Frames animportantpartoftheglasses supportingglasslenses Apairofframesareusuallymadeofglass nasal pilehead feetandothermajorparts Mainmaterialsincludemetal plasticorresinandnaturalmaterials etc Dividedintofullframe rimless halfboxtype etc 2013TaobaoReebokSales DataSources Tmall EssilorTaobaoIndex Search Transcations Followsfromfigure Thefirstfigureshowsthewholeyear 2013 01 01 2013 12 31 taobaosearchindex theavgindexis700 duringChinesenewyearthesearchindexreachesthelowestpoint OnNov11th thesearchindexreachesthehighestpoint Thesecondfigureshowsthewholeyear 2013 01 01 2013 12 31 transactionindex OnNov 11th thetransactionindexreachesthehighestpointwhichis104 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 RaybanTaobaoSeach Transcationindex Theabovetwoscreenshotsshowscomparisonfiguresofthreebrandssearchandtransactionindex Essilor Bolon RayBan 2013EssilorTaobaoIndex Regionalsegmentation ThegraphicshowsEssilorbuyersgeographicdifference ThetopthreeareGuangdongProvince BeijingandZhejiangProvincewhicharemoredevelopedregions Thoseregionsaremainlypopulatedbypeoplewhowerebornafter1980 andhaveonlineshoppinghabits 2013EssilorTaobaoIndex Customerpositioning 1 ASwecanseefromEssilorbuyers therationbetweenmenandwomenis7 3whichmainlyaremen 2 Thehighestof25to29agegroupaccountedfor33 1 followedby30to34agegroupaccountedfor26 5 thetwoagegroupsaretotalaccountedfor59 6 whichhavestrongspendingpowers ATPRESENT TAOBAO SSEACHRESULTSHOWSPRODUCTSRELATEDTOESSILORARE13 2THOUSAND RELATEDSHOPSARE1149 NOESSILORSTORESHOWSINEITHERTAOBAOORTMALL MOSTSELLERSDOPROCUREMENTSERVICES THEOVERALLSALESISORDINARY Essilorbrandcategorysearchconditions EssilorBrandSWOTAnalysis StrengthTheEssilorBrandhasalonghistory richproductline goodmarketoperationandmanagement JoywellwasusedtobeaTmallserviceproviderforaglassesbrandcalledConantandwekeepagoodrelationshipwithTmall canobtainmoreplatformactivitiesandpromotionalresources WeaknessAtpresent thesalesofEssilorbrandinTmallandTaobaoareweak BecausetheEssilorbrandisgatheringwithothersub brandsales brandawarenessisnothigh OpportunitiesOnlineshoppinghasbecomeawayoflife andthenumberofonlineshoppingisincreasing ThreatsMoreandmoreglassesbrandlaunchedtheironlinesaleschannel andmakercompetitionisintense ForearlystageofthenewTmallflagshipstoreonline usersandsalesrequirescertainaccumulations EssilorTmallStrategies 1 Brandbuilding productexposure andtheofficialonlinepurchasechannels2 Increaseonlinesaleschannels toacquirenewusers accumulationofbranddatabaseandusermanagement 3 Marketdirectionbased O2Ointegration sellproductsonlineandprovideservicesoffline 4 Improveproductsalesandtheuserexperience E commerceOperationBrandStrategiesE commerceOperationIntegratedMarketing EssilorAudienceanalysisandstrategicpositioning FashionLoversYoungfashionfemales focusonbeauty featuresandprices Computerenthusiasts sportsenthusiasts oldpeople Thisgroupofpeopleismainlybuyradiationprotectionglasses sportsgoggles readingglasses etc requiringlessofglasses morecareaboutthebrand thisisthegroupofpeopleweneedtofocus Students MyopiaandothergroupsDemandingglassesandprofessionaloptometry EssilorE commercestrategy TmallflagshipstoreEssilorofficalonlinepurchase saleschannels Increasebrandcommunicationandloyalty Integrateonlineandofflineusers tohelpofflineusersaccumulation Brandpublicity Productsales brandawarenessaccumulationandusermanagement Theproduct price activitiesunifiedmanagementWethinkintegratedmarketingisthecoreofE commerceoperation Distribution O2OProductstructureoptimization multi channelcontrol onlineandofflineuserexperience StartingPeriod Tmall Growthperiod multi channelsales onlineandofflineintegration EssilorE commercestrategy EssilorE commerceSystem OnlineRetail EssilorE commercesystemsetup Traffic Conversionrate PerCustomerTransaction Repeatpurchase SALESTARGET PRODUCTSPLATFORMACTIVITIESMARKETINGUSERSACCUMULATIONACTIVITIES PROMOTION CATEGORYNAVIGATIONPRODUCTSPAGEDESIGNPRODUCTDISPLAYCUSTOMERSERVICEUSERREVIEWAFTER SALESERVICEACTIVITIES PROMOTION PRODUCTSSKUACTIVITIES PROMOTIONRELATEDSALESPRODUCTSTRUCTURE PRODUCTEXPERIENCECUSTOMERLOYALTYCRMUSEREXPERIENCEACTIVITIES PROMOTION EssilorE commerceOperation Goal 1 Reviewsoftheproducts giveaclearpropositionatthemodelproducts themainsalesproducts registrationproducts 2 Setdownthepricesystem themarketprice Tmallprice activityprice andclearanceprice 3 Improvebrandawareness attentiontouser userexperienceandthepublicreputation viathepromotionofbrandmarketing 1 Giveaclearpropositionatthecoreadvantage striveformoreTmallsupport 2 CooperatewiththeInternationalDepartment 3 Tmallactivity 4 EnterournameforTmallpromotion 5 Payattentiontothepublicrelationscrisis 1 Differentialmarketing 2 Marketingstrategy 3 Themeactivities 4 Visualpresentation 5 Dataanalysis 6 Membermanagement EssilorE commerceOperationCore IdealProductPlanning NewBrandProductLowFamiliarity ReebokorOthersBrandProductHaveacertainvisibility Suitableforlarge scaleactivities EssilorE commerceProduct HotsaleItem ExclusiveItem Enhancethepriceagainstperformanceofproductandpromoteinabigscaletobecomehotsalesorstaritem attractmoreuserandincreaseSKU TakepartinTmallpromotionactivitytoattractmoreusersandtransformintosalesisimportantwaytoraisethesales Essiliorofferlowdiscountornodiscountusually meanwhileprovideE commerceexclusivemodeltoraisesales whichgetreadytoTmallactivity DuetotheparticularityofglassesproductsellinE commerceplatform theshopwillsellfunctionalglassesmainly andprovideseasonalproduct Forexample insummer tinted wearglasses inschoolseason anti fatigue anti bulelight EssilorE commerceOperationStrategy CustomerOriented SeenfromsomeusersofRay Ban theypaymoreattentiontothequalityoftheproducts thedesign cheapfakesorgenuineproducts etc Secondly theyconcernabouttheprice discount giftsandotheractivities whichisTmallusersusuallycareabout Thirdly packagingisveryimportantforsuchproducts whichalwaysgivepeoplethemostimportantfirstimpression Finally usersalsothinkofthesellercustomerservice andlogisticsetc Users evaluationcaneasilyaffectotheruserstoselectandpurchasedesire sothedescriptionoftheproductshouldpayattentiontothecustomerdemandandtheproblemtheyaremostconcernedabout Also Weneedtomakeourofficialvoice ensureproductqualityandcustomerservice EssilorE commerceOperationStrategy MaketheBestSelling ThebestsellingproductofRay BanisaSunglassesfor882RMB whichsales4 361piecestotal Wealsoneedtomakethecost effectiveproducts suchasusevariouschannels Tmallactivitiesandothersalespromotionmeanstopromote tomakeitbecomethestarandthebestsellingproduct thenpromotetheeffectofourbrandandproducts ThepictureshowsLee sactivitypage whichourshopalsoneedsinthefuture Wecanmakethemepromotions holidaypromotions storemarketingactivities Tmallactivities Tmallpromotions etc tosaleourproducts maketheunfamiliarusersintoconsumers EssilorE commerceOperationStrategy Activity Forexample JoywellcostumedforLee HowtomaintainedJeans topopularizetheknowledgeofmaintainingJeans whichiswidelylikedbypeople Infuture Essilornoonlysellglassesproduct butalsohelpcustomertounderstandthedesignconcept popularizeglassesknowledge tobecomeprivatefashionconsulter Integratethebrandvalue communicatedeeply Increasecustomerretention provideeffectivevalue addserviceasmoreaspossible EssilorE commerceOperationStrategy Value addedServices 1 一Buyandsharepicturewithgoodcomment upgradeEssilormembersorofferrelatedencouragement 2 Setexclusiveactivityformembersandrelatedpolicy alsovalidforoff linecustomer Forexample discountfromcustomer3 OldcustomerbecomeTaobaoKe Encouragreeveryusertopublicizethereputation 4 Accumulatedata5 Communicatecustomerdeeply EssilorE commerceOperationStrategy MembershipManagement OurPointofView Integratedinteractivemarketingandcontinuoususercommunicationarethecoreofbrandecommerceoperation Alleffectivecommunicationiscustomerrelationshipmanagement BetteruserexperienceisthecoreofCRM 心无界 视无界 EssilorIntegratedMarketingStrategy EssilorTmallOperationStage Mar Jun Apr May Jul Oct Aug Sep Nov Feb Dec Jan TmallActivities PromoteandTakeMoreCustomers TmallPace 4SalesPromotion OpenandTrialOperation OptimizeOurStorePromotionInTheComingNewYear StoreDailyOperation PromoteandTakeMoreCustomers Essilor2014AnnualMarketingPlan 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 TmallPlatformPromotionofresources Zuanshizhanwei banneradvertising Thebanneradvertisingisdesignedtohaveahighdemandforinformationreleasesellersandcustomizedproducts atpresent thezhuanshizhanweiischargedbyCPM zhitongche StorePromotionzhitongcheissimilartoPPC thepriceischargedbasedonclicks andthestoreshowsontopofsearchresultwhentherelatedkeywordsarebeingsearched TmallPlatformActivityResources TmallPromotion Essilor houyuan Planning HouyuanasknownasTmall sbackyardistheplacewheretodemonstratestorebrands andinteractivesiteformembers Brandcouldintroducerelevantenterpriseinformationtofans suchasofficeenvironment teamwork funstories andstoriesbehindtheproducts letbuyersunderstandenterprisetoincreasecommunicationbetweenusersan