china e-commerce landscape & alibaba story · china e-commerce landscape & alibaba story...
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CHINA E-COMMERCE LANDSCAPE & ALIBABA STORY
판이진 대표이사
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AGENDA
CHINA ECOMMERCE LANDSCAPE
ALIBABA APPROACH
THE NIELSEN BIG DATA
SOLUTIONS
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CHINA E-COMMERCE LANDSCAPE
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UNMATCHED DEMAND IN LOWER TIERS / WEST CHINA - PURCHASING POWER VS. B&M DEVELOPMENT
FREE DELIVERY
DRAMATIC INCREASING OF MOBILE PENETRATION
CHINA’S E-COMMERCE HAS BEEN BOOMING IN RECENT YEARS
2010-2014 eCommerce Retail Sales (Billion US$)
What are the drivers?
Source: Internet Retail Search
127 203
290
462
27 32 36 42
198 227
260 304
2011 2012 2013 2014
China Korea USA
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HUGE POTENTIAL FOR THE FUTURE ECOMMERCE GROWTH IN CHINA
Note: the value is calculated in general trend by total ecommerce value/ online shopping population
48%
89%
China 2014 Korea 2014
Online Penetration Online Shopping Penetration
55% 65%
China 2014 Korea 2014
1,279
1,690
China 2014 Korea 2014
68%
70%
China 2014 Korea 2014
Source: CNNIC & Statistics Korea
Annual Online Consumption Value * (USD/Person)
Smart Phone Penetration
THE ALIBABA APPROACH
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80%
10%
10%
UNLIKE KOREA, CHINA’S ECOMMERCE IS HIGHLY CONCENTRATED BY FEW KEY PLAYERS
Note: Gmarket & Auction has been merged by Ebay Source : Nielsen Koreanclick Behavioral Data (2013.12)
DIVERSED, FRAGMENTED, HIGHLY COMPETITIVE
DOMINANT BY FEW ETAILERS
22%
20%
16%
8%
5%
29%
EBay
EBay
OTHERS
OTHERS
&
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ALIBABA CLOUD (Data platform and third-party)
1688.COM
(China Wholesale Marketplace)
JUHUASUAN
(Group Buy / Social Commerce)
ALIBABA AS ECOMMERCE PLATFORM
TAOBAO
MARKETPLACE (Online Shopping
Destination)
TMALL.COM (Brand & Retail
Platform)
ALIEXPRESS
(Global Consumer Marketplace)
ALIBABA.COM (Global Wholesale
Marketplace)
ECOMMERCE ECOMMERCE RELEVANT BIZ
DATA PLATFORM
ALIPAY (Payment Service)
CAINIAO (Logistic info
Platform)
ALIMAMA
(Online Marketing
Service)
ALIBABA / NIELSEN BIG DATA SOLUTIONS
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ALIBABA LEVERAGES NIELSEN TO HELP SELLERS WIN IN EACH STAGE ONLINE
TEST PRODUCT BEFORE LAUNCH
ONLINE
REACH THE RIGHT AUDIENCE
TRACK SALES
MEASURE MARKETING
EFFECTIVENESS
MULTI TOUCH
ATTRIBUTION
NEW OFFER
ADVISOR
DIGITAL AD
RATING
OMNI CHANNEL
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HOW ALIBABA LEVERAGE NIELSEN FOR PRODUCT TEST? OPTIMIZATION ONLINE CONSUMER JOURNEY, AIM TO ENHANCE THE CONVERSION RATE AND USER EXPERIENCE
VISIT TAOBAO SEARCHING PAGE
¥ 549.00
Purchase
STORE PAGE REPURCHASE
THUMBNAIL APPEAL
E-CONTENT APPEAL
IMPULSE PURCHASE
CONVERSION TO PURCHASE STORE STICKINESS BRAND LOYALTY
SEARCH EFFECTIVENESS
NOA
45 55 31 6
7 90 80
Brand A Brand A Brand A Brand A
Brand A Brand A Brand A
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HOW CHINA SELLERS AND BUYERS USE OMNI CHANNEL?
OMNI
CHINA TOTAL OFFLINE SALES
OMNI CHANNEL
+ CHINA TOTAL ONLINE SALES
ONLINE
13%
+63%
2,285 MARKET SIZE
IMPORTANCE
VAL GROWTH
OFFLINE
87% +1%
15,021 MARKET SIZE
IMPORTANCE
VAL GROWTH
CHOCOLATE
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MTA IDENTIFIES WHICH MEDIA VEHICLE IS MORE EFFECTIVE AND WORTH INVESTING MORE
MTA
Mobile
TV
Radio
…
ONLINE SALES
OFFLINE SALES
Internet
In Store
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CROSS BOARDER ECOMMERCE JUST
STARTED
CHINA HAS HUGE POTENTIAL
ALIBABA IS GIGANTIC
WE CAN LEAD YOU THE WAY
BE OPEN!
ECOMMERCE IS ALL ABOUT
EXPERIMENT AND INNOVATION
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