2015 贝恩杯案例分析大赛初赛题目

FuelingFutureGrowthforApparelCo.EcommerceStrategy,April,2015,ApparelCo.,Casebackgroundandnextsteps(1/3),Welcometothe2015Baincasecompetition!YourteamhasbeeninvitedbytheStrategyDirectorofApparelCo.toparticipateinapre-discussiononApparelCo.secommercestrategyinChinaforthenext5years.ThequalityofyourproposalandpresentationwilldeterminewhetheryoucangettothediscussionwithCEOonapotential3-monthconsultingprojectApparelCo.isaleadingChineseapparelcompanyengaginginthewholevaluechain:design,manufactureandsales.Ithasmultiplegarmentbrandswithdifferentbrandpositioning(seebelow).Allaremainlysoldthroughphysicalchannels-bothcompanyownedandfranchisestores,althoughtheyhavealsostartedusingtheonlineplatformtoalimiteddegree.Inthepast2years,toplinegrowthhassloweddown.Asthecurrentmanagementhavelittleonlineexpertiseorinterest,theCEOandStrategyDirectorarelookingforsomehelptoassessonlineplatformasapotentiallevertodrivefuturegrowth.,Brand1,Brand2,Brand3,Brand,High-endbusinessformal,Youngandtrendycasual,Businesscasual,Casebackgroundandnextsteps(2/3),Toprepareforthediscussion,yourteamneedtothinkthroughthesequestions:WhatarethedemographicsprofileofthetargetconsumersandvaluepropositionsforApparelCo.sbrandsrespectively?Whatisthestatusquoofofflinebusinessandhowwillonlinebusinessaffectofflinebusiness?Basedonyourunderstandingofthetwoquestionsabove,theStrategyDirectorexpectsyoutomakerecommendationonthebreadthanddepthofonlineoperation:Whichbrand(s)shouldgoonline?Alongthecustomerjourney,whatkindofinitiative(s)shouldbedoneonlinetofulfilcustomerneeds?YouteamneedtotellacompellingstorysupportedbyrobustdataandanalysesThisproposalisduebyendofdayMay4th,andyoumaybeaskedtopresentthesematerialstoStrategyDirectorinthefollowingweekToensurethatyourpresentationhitsthemostimportantpointsandis“communicating-for-results”,youhaveagreedwiththeStrategyDirectorthatMaximum15slidesforthepresentation(notincludingagendapagesoradditionaldataanalysesinbackupmaterials)Minimum26fontsizeforslidetaglines;minimum14fontsizeformainbodytext;minimum3charts/graphsonaslideAllpagesshouldbeeasytoreadandunderstandforaudiencewithageneralbackground,3_85,Casebackgroundandnextsteps(3/3),Toseta“PointofDeparture”,yourteamcaneitherchooseanexistingapparelplayerwithbrandportfolioandsaleschannelsimilartotheonedescribedbefore(forexample,Youngor,Baoxiniao,Lancy,Anzheng,etc.)asthehypotheticalclient,orassumeanonexistentplayerwithsimilarcharacteristicsTohelpyouquicklygetup-to-speed,theStrategyDirectorhaskindlysharedsomereferencematerials.Althoughsomeofthesematerialsmaybeoutdated,he/shebelievesthatyourteamwillbeabletogatherotherinterestingandpowerfulinformationfrompubliclyavailablesources(panyannualreports,analystreports,businessnews)orprimaryresearchtosupportyouranalysisandrecommendation,Goodluck!,ReferenceMaterials,Chinaapparelecommercetrends,Chinadigitalretailmarkethasbecome#2intheworldin2012,andexpectedtoexceedUSin2013,Note:ExchangerateRMB/USD:6.8(2009),6.3(2012),6.1(2015F)Source:iResearch;Euromonitor;expertinterviews;Bainanalysis,andisexpectedtoreachRMB3Tin2015,drivenbyB2C,ChinahasbecometheNo.2inglobaldigitalretailmarket,ChinaisexpectedtoovertakeU.S.tobeno.1in2013,Lowerpriceisstatedasthesinglemostimportantreasonthatdrivesconsumerstoshoponline,“Whydoyoubuyonline?”,Source:Bain2013digitalshoppersurvey(n=1324),MostpreferbricktouchAnalysysInternational;Bainanalysis,Forapparel,womenclothesandlow-mediumpricedapparelitemsaremostpopularonlinecategories,Womensclothesisthemostpopularsegmentforapparelonlinebusiness,Low-mediumpricedapparelproductisthemajorsegment,Apparelonlineshoppersareyoungwithratherlowincome,Apparelonlineshopperareyoungasmostofthemarelessthan30yearsold,Incomeofonlineshopperislimited,*:Estimatedbasedonhouseholdincomelevelfromphrase1streetinterceptsurveySource:iResearch;AnalysysInternational;Bainanalysis,Example,Online-World,Offline-World,Searchengine,Homepage,Store,Salesmanatstore,Onlineshop,Store,Dinnerwithfriends,OnlineSocialNetwork,TVadvertisement,Possiblecustomerjourney,Integratedonlineandofflineplatformhasmadenewcustomerjourneypossibleforshopping,Source:BainExperience,3_84,Apparelecommercechannelhasexperienceddifferentdevelopmentstages;4majormodelsexistincurrentstage,Off-seasoninventoryfromofflinestores,Off-seasoninventoryfromofflinestores,O2O,Model1,OnlineexclusiveSKU,Model2,1990,2000,2010,2030E,Earlystage,Growthstage(exploration),Futuretrends,Brandproductmodel,Channelmodel,TaobaoC2C,TaobaoC2C+B2C+Officialwebsite+OtherB2Cplatforms,Officialwebsite+B2C,Onlinesub-brand,Model3,“Low-price”oriented,“Convenience”oriented,Diversifiedconsumpt