上线前准备唯品会商务

1、3深度合作，互利共赢Deeper Collaboration to Achieve Mutual Benefits2新New Ways1唯品会简介roduction to唯品会简介roduction toPart 1唯品会简介 行业地位1roduction toition in Ecommerce MarketPart2015年第4季中天猫络零销B2C市场份额京东唯品会在易观发布的2015年Q4“中购零售B2C市场份额”“中国移动网购市场份额”中，唯品会位列前三及20.80%63.50%is red number 3he “China2015年第4季度中国移动网购市场份额Ecommerce R

2、etail B2C Market Share”and “China Mobile Ecommerce Retail Market Share” reports in Q4 2015 byysys淘宝+天猫京东唯品会1.7%9%84%手机唯品会唯品会2.60%唯品会简介 发展历程1roduction to Our HistoryPart2015自建配物流体系Self-directed logisticsdistribution system20142月收购乐蜂网9月全球特卖上线3月23日纽交所成功上市 Listed in New York Stock Exchange (VIPS) on Mar

3、. 23rd, 2012(现更名为唯品国际)AcquiredEstablished VIPin Feb,ERNATIONAL in Sep.2012201311月启动新唯品会上线went live onDec. 8th, 20082011Newnamewas launchedon Nov. 30th, 201320102008唯品会简介 数据1roduction to净营收Net Revenue DataPart总订单数Total # of Orders总客户Total # of Members：百万单Unit: Million Orders：百万人Unit: Million Individu

4、als：百万Unit: Million USD6200193.180%64%1003773122%107.3117%481887145%169758.7124%49.227205%6927.31221.9227202%2011 2012 2013 2014 2015 Q12013201420152011 2012 2013 2014 20151.9亿单190 Million OrdersQ12016201662 亿6.2 Billion USD1.4亿人140 Million Members唯品会的订单量以及客户数量都在稳定快速地逐年增长。此外，唯品会在营收方面，更是以连续14个季度的成绩一次

5、次刷新行业。2016 1Q总净营收同比增长41%至18亿9000万。有效客户增加53%，总订单数量增至5870万Total # of orders and members have been steadily increasinconsecutive quarters, breaking ecommerce market bener the years. Additionally,has been profitable over 14arks each time. Q1 2016 achieved 1.89B USD and 41% growth over thesame Q last yea

6、r. Customer count increased 53% and Total # of Orders to 58.7M唯品会简介 参数1roduction to DataPart70%复购率70%Repurchase Rate展现了客人对唯品会的信任Shows the trust customershavehe platform87%移动销售比87%Revenue from APP行业领先移动占比，为个性化打下坚实基础 Leading the market, basis foralization200万Banner独立访客2 MillionUV per Banner每个Banner平均流

7、量，品牌Average UV per Banner togive brands exure270元平均客单价270 RMBAverage per Order高于许多同类Highern numerous similarplatforms1700万活跃独立访客17 MillionDaily Unique UV每天有2X纽约唯品会2X+ the population of NewYork City visits daily唯品会简介 参数1roduction to DataPart性別分布Gender Distribution分布Age Distribution20%女性80%至今唯品会在26-40

8、岁跨度的层已有稳定并高消费的人群，19-25岁段的群体增长速度也在日益加快。男士商品的消费能力也逐渐同步增长To date,has built a strong & steady following from the 26-40 age range which has high purchasinger, 19-25 range is growing at a fast pace. The purchasinger for male products is also growing40%32%29%30%20%18%18%10%3%0%唯品会简介 内容1roduction to Content

9、 Focused Ecommerce PlatformPart常态NormalPlatform每天都会看Visit Everyday有需求才去看Visit as Needed无搜索引擎，引导逛街式消费（内容）提供目的性搜索（交易型）No search function, Guided Shop(Content Focused Platform)Provideed search & purchase (Trade Focused Platform)单一性Single Goal目的性场景式Scenes逛街式PurefulWindow Shop品质控价格控Price Focused款式控SKU Fo

10、cusedQuality Focused品牌控Brand Focused唯品会简介 内容1roduction to Content Focused Ecommerce PlatformPart内容Content FocusedPlatform无目的性浏览，容易受到页面的感性信息，产生共鸣与启发冲动消费，消费者更为专注于产品的亮点之处，容易忽略其缺陷Window shop, easily influenced by emotional information, inspire impulse to buy,consumers more focused on highlights of produ

11、ct and over lookings不同的场景设计与搭配，容易消费者的共鸣与启发，减少其认知闭合需求与对产品各方面的顾虑Diverse themes and scenes, easily resonate with consumers andinspire them. Reduce their need to understand all data and concerns更加直面地让用户接受所要传达的信息与内容，让用户更加专注于产品的亮点之处，而忽视它的缺陷，感性冲动消费Directly convey messages to consumers for acceptance, enabl

12、econsumers to focus on the highlights of the product and ignore ings, emotional impulse spendingLive Streaming场景结合Scene Combinations唯品会简介 交易型1roduction to Trade Focused Ecommerce PlatformPart目的明确，过分纠结比对产品的各项参数与价格，欲望极易受到产品的缺点与其评论动摇，理性选择交易型Trade FocusedPlatformPureful purchase, overly tangled with pro

13、duct parameters and pri,the desire for purchase is affected bynegative comments. It is a rational choiceings of the product and新New WaysPart 2新New Ways2Part场景ContentFocused MarketingLive Streaming特卖 旗舰店Flagship Stores预付专场Pre-paid EventsOXO模式OXO专项配置SpelConfigurations个性化alization长档期(3+N)Extended Event

14、s (3+N)私密特卖Private Sale新 私密特卖2New Ways Private SalesPart以品牌等级、货品情况为准，根据品牌品类、会员等级、浏览及消费轨迹等参数圈定目标用户，通过预热页面等途径供用户订阅。以订阅情况确定用户意向，对用户等级、浏览深度等分组，给不同组别的用户特征，通过内容告知用户，提醒用户回访Based on brand, products, category, member level, browsing & purchasingbehavior to IDdetermine usmembers. Entice entrance through pre-p

15、ublications toarticipation. Furtheryze data on member level, browsinghabits and tag different groups to entice revisit using marketing contents提醒入场用户分组确定用户意愿圈定目标用户选定目标品牌Entrance NoticeGroup MembersCarotnicfiiprmatiMonembSMeleemctbersSBerlaenctd私密尊贵稀缺PrivatePrivilegedScarce新 个性化New Ways alization货Pro

16、ducts人群覆盖越来越广Covering more people关联程度越来越低利用大数据分析，系统抓取会员的相关结合品牌特性自动生成个性化专场，定向推送Lesser-connectionsUtilize Big Dao identify人People时间碎片Fragmented time点差异越来越大pros tags on members andbrands, automaticallygeneratealized eventsand push to the right个性化专场为品牌带来更合适的客户，准确触达客户，转化DiversifiederestsBring appropriate

17、 customersto brands,increase convered marketing,rate场Location转化率Increased converrate2Part新 个性化 2 New Ways alization最常护肤、女装、彩妆、鞋、个护、箱包Most purchased items: skincare, female apparel, Partcosmetics, shoes,al care, bags18-25岁学生人群为主 消费能力有限18-25 age range with limited spending年网购花费3.8K(平均)淘牌/大众休闲女装衣舍/ 森马/

18、 蓝色天空/ 唐狮 /衣品天成brands/ popular female apparel such as HanduGroup, Semir, MBSKY, Tonlion, and EptisonerAnnual spending online 3.8k (Average)追潮流 不出格 Follows trend, avoids standing out会时刻紧跟潮流，但不会为尝试新事物而出格 Follows current trend closely, but wont stand out bytrying something new轻品牌重打折Less focused on bran

19、ds, needs discounts不看 牌的所附加的满足感，关注打折促销 Does not gain satisfaction by using name-brands, more focused on discounts90后丽人特征相对较多护肤、彩妆、淘品牌护肤品More purchases skincare, cosmetics,Characteristics of FemalesBorn After 1990andskincare products御泥坊 / 韩束 / 膜法世家 /小迷糊 / 欧诗漫Yuni/ Kans/ Mofashijia/ Xiaomihu/ Hanhoo/

20、OSM客单价 220元（全体）Average Order Value 220RMB (Overall)件单价 102元（全体）Average Item Value 102RMB (Overall)关注商品详情Attention to product details关注页信息，需要依赖清晰的全面信息进行选购Pays attention to detailed product information, depends on clear &comprehensive information to make purchases要折扣Wants discounts期望通过促销活动买到性价比商品Expec

21、ts to purchase inexpensive good products through promotions物流要快Fast logistics期望下单后能够尽快收到货物不闲逛 爱比价 Does not browse aimlessly, Loves to compare pricing带着目标在网购上选购，热衷多方比价Shops online wigoal, loves to compare priacross th看评论 慎考虑Reads comments, considers carefully关注商品买家评论，在下单前会花时间慎重考虑Reads buyer reviews,

22、spends time carefully consider beforepurchasing年轻者Young Hedonist爱逛街/爱购物/爱 /爱聚会/看 及看剧ent, parties, movies, and TV seriesExpect fast delivery aft讨厌货不对板lacing ordersDespises product differencompared to offlineEnjoys shop, enterta抗拒线上与实体店商品不符Resists product differenbetn online and offline新 个性化2New Ways

23、alizationPart最常 女装、护肤、鞋、男装、彩妆、家居百货、少淑/淘牌女装 26-35岁已婚有孩26-35 years old, married with childrenMost purchased items: female apparel, skincare, shoes, male apparel, cosmetics, home goods, Brand female apparels 企业职员/工作者/苏醒的乐园/唯/拉夏贝尔 Employees of companies/Freelance消费能力可观/百图/ Ladel Joiuxindeleyuan/AIOV/La

24、Chletu/X.YING/Ladel er相对较多、童装、童鞋、 Considerable spending 年网购花费7.3K（全体）孕婴童用品/服饰、舒适时尚童装Annual online spending 7.3k (Average)Purchases more childrens clothing/shoes, baby items/clothing, comfortable 爱尝鲜乐于fashionable childrens clothing（相对） GERAS/ Open t things , enjoys sharing 事事走面，并常告诉别人GERAS/Bobdog/MAJ

25、IC客单价 268元（全体）Average Order Value 268RMB（Overall)相对较多More purchases comparatively中高端品牌Mid to high level brands家庭生活消费较多More spending on Home & LivingCharacteristics of FemalesBorn After 1970看到喜欢的商品直接下单买ion when sees liked items、钻石会员More high level membersPurchases without hesi客单价 358元（全体）Average Orde

26、r Value 358RMB (Overall)件单价 152元（全体）Average Item Value 152RMB (Overall)期望 知名品牌 Expects more known brands期望档次和知名度的品牌Wants classy and famous brands高等级会员最常相对较多女装/鞋/护肤、家居百货/运动户外/男装/彩妆Most purchased items: female apparel/shoes/skincare, home goods, outdoor,male apparel, cosmetics女装、鞋、首饰配饰、进口食品、家居百货舒适优雅女装

27、Female apparel, shoes, acelegant female clothingsories, imported food, home goods, comfortable依美/丝柏舍/梵希蔓/High level members with preferred acsAMII/nyimei/Spel/You E Me/V Iml.y/Pierre Cardin会员等级要有用途，期望不同等级有差别的会员权益Member level should be useful, expects different benefits线下大众/调性女鞋Offline brands/classy

28、female shoes谛奇/世绅/骆驼/妮克/莱丹for their member susBoerdiqini/Pierce Gentry/Camel/Komanic/Harson/Le Saunda新 个性化2New Ways alizationPart最常男装、鞋、运动户外、女装、护肤、箱包、首饰配饰26-40岁Most purchased items: male apparel, shoes, outdoors, female apparel, skincare, bags, acsories26-40 years old males相对较多鞋、男装、运动户外、数码电子、大众/时尚/商

29、务休闲男装 企业管理者、户为主Most often purchase shoes, male apparel, outdoors, electronics, leisure/fashion/work a parelsCompany managers, Business owners消费力强森马/布衣/衣品天成/凡兔/七匹狼/Semir/Pouilly Legende/Eptison/One-T/Septwolves/Mark Fairwhale High spending er大众品牌男鞋Male shoes famous brands年网购花费8.2K（全体）木/欧利萨斯/森马/红蜻蜓/An

30、nual online spending 8.2K(Overall)喜欢体育及户外运动Enjoys sports and outdoorsMulinsen/Oulisasi/Semir/Peter.Cart/Red Dragonfly/Yearcon客单价 283元（全体） Average Order Value 283RMB (Overall)件单价 144元（全体）Average Item Value 144RMB (Overall)期望有档次和知名度的品牌Wants classy and famous brands物流要快Fast logistics期望下单后能够尽快收到货物Expect

31、s fast delivery afturchasing男士人群Characteristic会员权益差异化Differentiated member benefits不同等级会员权益有所差别Members of different levels enjoy different benefitsLoves new things, enjoys sharing 商品试戴体验Virtual fitting experience online 期望有虚拟试戴功能Wants virtual fitting experience function动态商品介绍Dynamic product descript

32、ion 期望短形式的商品介绍Expects product description inform事事走面，并常告诉别人 Ahead of the curve, shares with others期望有促销折扣 Expects additional discounts铜牌、银牌会员为主 Mainly mid-Level Members享受名牌带来的满足感Enjoys satisfaction from famous brands不喜闲逛或比价特征Dislikes browsing or comparing pri喜欢的商品直接下单s of MalesPurchases when IDs lik

33、ed item爱尝鲜乐于新 个性化长档期（3+N)2New Ways alized Extended Events (3+N)Part3天闪购3 Day Flash SalesN天个性化推送N Daysalized Push延长档期售卖时间，充分利用商品，争取产出最大化Extend selling period, utilize available products toize revenue降低大出的品类，节省物流成本Reduce transporion segments therefore reducing logistics cost个性化精准地定向推动，带动潜在客户产生，转化edali

34、zed push, entice purchasing from potential customers, increase converrate延长售卖时间，直到售达到预期或者是一定时效后再做下线处理Extend selling period until achieving certaetrics, then take offline结合大数据分析，个性化定向推送，主要针对闪购的三天期间未有产生的潜在用户Combined with Big Data, conductalized pushing consumers not exed duringthe 3 day flash sales pe

35、riod新 特卖旗舰店New Ways Discounted Flagship Stores集合折扣商品的常态销售店铺，供应商可发布、管理商品库存、售价Collection of discounted productswith extended selling period.can freely manage inventory, selling price, product selectionr模式创新、货品、灵活上线Innovative Method, More Products, Flexible虚拟旗舰店 常态销售货品Virtual Flagship StoreExtended Sel

36、ling Period虚拟旗舰个性化运营 特卖自动快速建档VirtualAutomaticQuickFlagship StorealizationOperations供应商自助管理Brand Manages Autonomously2Part新 OXO模式New Ways OXOOXOWhat is OXOOXO是唯品会首创的一种新型供应链模式OXO is an innovative logistics mpioneered by一盘货SameProducts其目的是为了打通线上销售柜或门店和线下品牌专The goal is to connect online platform tooffli

37、ne brand shops将商家专柜或门店的新品拿到唯品会进行限时特卖销售，然后经由唯品会的快递从商家线下专柜或门店揽货后，以最快的时效配送给客户Running flash sales events for new线上线下products from the brand shops, productsare then picked up and delivered by2Part新 OXO模式2New Ways OXOPartOXO的Commerl Value of OXO线上线下共享库存、门店货品快速流转Online & Offline share inventory, efficient

38、logistics01品牌专柜或门店可以更快的通过唯品会的销售平台流转门店库存Brand shops can quickly turnover shop inventory using利用线上巨大流量大幅门店销售额02Use large UV online to increase shop revenue线上销售计入线下，线下门店带来的销售红利线上巨大流量Online revenue counted for offline, large UV from online createsrevenue benefits线上客流至线下服务制造新商机03Online customers directed

39、 offline, creatingadditional opportunities将线上客流定向至线下，通过个性化服务为线下门店带来新的客源Direct online customers to offline, create new customers foroffline retail throughalization新 场景2New Ways Content MarketingPart跨品类跨品牌组合构建不同的场景，创建专场，打造高端时尚，且冲击力极强的视觉效果，为用户提供更高品质的购物体验Creating different scenes across brands and categ

40、ories, building spelized events,construct high-end fashion, and strong visual effects. Providing customers with high-quality shopexperien共鸣，诱导连带消费Create Resonance,Enticing Consumption创造和提高会员的Create & EnhanceMembers desire to buy品牌形象与价值Elevate Brand Image& Value场景结合Scene Combinations新 场景New Ways Cont

41、ent Marketing由于不同的场景进行，为每/日上新的品牌进行特殊推介与导购，以及对个别SKU产品进行专业的使用讲解等Live streamernetalities/cerities underdifferent scenes, guided shopbehavior throughdaily brand & productroductions, focus on specificSKU for profesal explanations结合场景推广，品牌形象Content marketing to elevate brand image互动，提高趣味性，了解会员真实想法更好地进行管理e

42、raction to raise erest. Understandmembers to better manage 实时推介上线品牌与商品，专业导购与为品牌 专场精准 Livemendation of brands & products online, profesal guides to direct ed traffic to brands 2Part新 预付专场2New Ways Pre-paid EventsPart预付专场的优势Advantages of Pre-paid Events提高用户的期待值Increase customer desire1有利于季前测试产品市场，即时反应

43、，避免生成过剩，降低 库存风险Advantageous for testing products prior preseason, quick2feedback, avoid ovroduction , reduce inventory risk限量选购或定制，营造产品的稀缺感，加速用户的Limited purchased & customized products,creating scarcity and desire to purchase3新 专属项配置New Ways Spel Configurations品牌专属流量包Brand Specific Mobile Data Plan定

44、向流量Directed Traffic品牌偏好人群Members who prefer thebrand转化IncreasedConverRate关联品类偏好人群Members who prefer theassoted category历史浏览+有行为人群Browsing history + activemembers大数据+Big Data +结合推送push2Part新 专属项配置2New Ways Spel ConfigurationsPart会员专享Only For Members1结合唯品会与供应商资源，赢得高价值会员的关键真理时刻利用品牌的小样、红包等组高价值会员的专属生日礼品牌

45、的代言人为高价值会员录制生日祝福2双方为对方高价值会员提供专属礼遇唯品会为供应商线下高价值会员提供待遇3个月供应商线下店为唯品会会员线下店VIP礼遇权益互换Birthday深度合作互利共赢DeeperCollaboration to Achieve Mutual BenefitsPart 3 3 深度合作，互利共赢Deeper Collaboration to Achieve Mutual Benefits Part品牌货品资源的升级Upgrade of Brand Products充足的货值丰富的款式 &SKUAbundant products, Rich styles & SKUs正品 质

46、量好性价比高AuthenticHigh quality Good discount13货品资源ProductResour24符合潮流的当季新品 Appropriate forcurrent season差异化款DifferentiationCustom products当季新品与更好的差异化货品In-season and differentiated products 3 深度合作，互利共赢Deeper Collaboration to Achieve Mutual Benefits Part资源共享，共同打造品牌形象Resourharing, Strengthen Brand Image T

47、ogether01品牌0203根据唯品会的数据分析与要求， 提供更符合唯品会客群的定制款商品Based on dataysis performed by,provide customized goodsfor members ofedBrand合力开发的新，配合唯品会展开试行工作，并根据体验进一步完善Develop more marketing methods together,assistarket testing, and further improve based on feedback推广资源的共享，如代言与唯品会合作共同为品牌宣传Sharing marketing resour,su

48、ch as joly promoting the brandwith cerity endorsement signed by the brand 3 深度合作，互利共赢Deeper Collaboration to Achieve Mutual Benefits Part专业买手提供品牌运营方向Profesal Buyers Providing Advi1超过1000名专业的买手Over 10002Profesal Buyers3通过对于品牌的认知精准定位Determineitioningthought understanding of each brand通过买手确认当季时尚潮流Deter

49、mine in-seasonfashion trends through buyers提高品牌的价值与销售 Enhancebrand value & renuve在大数据的支撑下，给到更符合品牌的发展方向指引，结合市场与品牌现状提供专业的建议，助力品牌更好的发展Based on Big Dataand market condition, provide advifor design and profesalmendations, help brands to further develop通过大数据分析唯品会客群喜好Determine memberpreferenthrough Big Dat

50、aysis 3 深度合作，互利共赢Deeper Collaboration to Achieve Mutual Benefits Part运用新，提高销售Utilize the New Ways to Increase Revenue个性化/alization更精准找到客群，提高转化率和销售特卖旗舰店/Discounted Flagship StoreFindinged crowd with销售，个性化推additional preci, increase送。进一步开发有消费需求的客群Additional selling channelconverrate and revenuecombined withalizedcontent. Further developcustomers with will to purchase3+N除了可以获取闪购的爆发力，3天后的常态个性化销售可以抓到其他有消费需求的客群。常态销售也减少了物流退货的成本Besides t