E & M Commerce in China
3 BRAND stORIEs
3’ ON M-Commerce in china
DS FIRST automobile brand to sell on
Target: Young Modern Business Elite with an Interna5onal culture, in search of a unique and very contemporary French luxury experience
"Chinese consumers want a new type of premium cars: they are looking for technology and aesthe9cism” Arnaud Ribault – VP Global Sales & Marke8ng at DS
Objective: Develop an innova5ve e-‐commerce strategy for DS 5LS while illustra5ng DS brand values: progressive, dis5nc5ve, audacious.
Strategy: Leverage WeChat social commerce plaJorm as the key driver for conversa5on and sales
IDea:
First automo5ve crowdfunded campaign, with 3 new e-‐commerce products:
Pay 1 Yuan and Get a 1 Yuan gift: People who pay 1 Yuan can benefit DS 5LS Luxurious feast: a 100 000 KM free maintenance for 3 years
“DS OrdersBao ”: Pay 5 000 RMB in deposit, and get 11,11 RMB per day”
*
*the name « ordersbao » is inspired from Alibaba’s « Yulebao », the crowdsourced film investment fund launched march 31 2014 witch met its funding target of $11.77 million (73 million yuan) a_er just five days
“1 Yuan Premium DS Crowdfunding”:
Create a mobile internet circle sales mode
¥
• 40 000 people opened an account on DS Crowdfunding
• 600 000 have paid 1¥ for their friend to get a car
• 5 500 cars sold using this WeChat Crowdfunding
9 Months Campaign Results
“We want to develop WeChat as an Ecommerce plaDorm [...] The biggest challenge with WeChat was to embark with us all our dealers, and to make them understand how to leverage it and work with it” Arnaud Ribault – VP Global Sales & Marke8ng at DS
For more details: hbp://www.chinaconnect.fr/virtual-‐always-‐real-‐automo5ve-‐industry-‐china/
YIHAODIAN Embracing mobile commerce
YHD N°6 2013 CHINA B2C ECOMMERCE WEBSITE
Source: advandgent.com
68.7 67.7 65.7
34.0
10.0 7.0 7.0 6.0 5.1 3 JingDong Tmall Yihaodian Amazon Suning Jumei Yixun VIP.com Womai Dangdang
YHD ranked N°3 most capable e-commerce companies in china*
*The 5 following capaci5es were totalized to give these scores (rated over 100 points) : commercial strength, strategic strength, opera5onal strength, marke5ng strength, organiza5on and capacity building Source : KantarRetail
age Of yihaodian customers
38,00%
22,30%
20,80%
8,60%
5,30% 4,70%
25-‐30
19-‐24
31-‐35
36-‐40
41-‐45
over 45 Source : Yihaodian
% Of customers By Income
9,4%
1,9%
17,8%
33,2%
37,8%
12,0%
30,8%
25,9%
18,5%
13,7% Above 5000RMB
3000 – 5000 RMB
2000 – 3000 RMB
Below 2000 RMB
No Income
Online Shoppers YHD Customers
Source : Yihaodian
GENDER YHD customer vs overall customer
34%
52%
66%
48%
0%
10%
20%
30%
40%
50%
60%
70%
YHD Customer Overall Ne9zen
Male Female Source : Yihaodian
Typical yhd customer Primarily White Collar
High Income
High Consumption
19 – 40 Years Old
YIHAODIAN Virtual stores In the subway...
... in the street
1,000 3D Virtual Stores
“We deliver goods in
less than 3 hours” Chris guo – VP YIHAODIAN
“Supply chain is the key to compete in the E-commerce market. Tmall has just half of the value chain: they don’t deliver the goods by themselves”
KFC CHINA the magic mobile gameplay recipe
objectives • Build KFC China brand • Generate engagement • Drive purchase
Strategy • Build a 3D Tap Tap branded
game • Develop O2O ac5va5on
IDEA • Associate famous Korean
Boy’s Band EXO-‐M • Create EXO-‐M figurine
Toys with QR codes to unlock game levels
“The opportunity of really leveraging games for brands is par9cularly important today because the cost for building a game on mobile is far less expensive than on a console or PC ” Thomas Meyer – Co-‐founder of Mobile Now Group
z
TVC : campaign launch
TVC: Game Launch
Results
“Brands are selling entertainment, That is why there’s a real synergis9c symbiosis with games, because they are a perfect media to create that experience, and even to sell products” Thomas Meyer – Co-‐founder of Mobile Now Group
Game Launch day: DeC. 29, 2014 • Within 2 weeks: reached 20 years of accumulated game play • Within 4 weeks: 30 years • As of April 10, 2015: 43 years • +1.6 Million downloads
TOP MUSIC GAME • Top music game in China for many days (Android & Apple) • Accidentally reached N°2 Music App in Japan too (Apple)
Millions of meals sold Millions of downloads + Toys produced = Millions of meals sold
On launch day, figurine toys were already sold in China on Tmall.
The day a_er, in Asia, toys were available on an Ecommerce website in Thailand, selling the whole collec5on with pre-‐payment in a 8 to
10 day delivery.
Anecdote
Twiber: @ChinaconnectEU www.chinaconnect.fr
Top Related