Chinese market

development plan

for EdbladYITINGWANG 2016

ChineseMarketfacts

customerown

productsstrategy

Agenda

1/ Chinese market facts

1/ Chinese Market facts

Chinese market retail sales rose steadily:11.48 billion RMB in 2008 ; 18.39 billion RMB in 2011; 26. 20 billion RMB in 2014

Sources: CHINESE RETAIL MARKET: REAL POTENTIAL TO BECOME THE GREATEST WORLDWIDE BEFORE 2020

2011 2012 2013 2014 2015 2016 2017 2018

estimate prospects

China 9.1% 8.7% 9.3% 8.8% 8.7% 8.6% 8.0% 7.9%

Hong Kong 18.6% 5.5% 6.6% 3.1% 2.0% -1.0% 0.4% 1.3%

Taiwan 3.6% 0.6% 2.5% 2.9% 2.5% 2.4% 2.7% 2.3%

Japan 0.1% 1.5% 0.7% 0.2% 0.0% 0.3% 0.4% 0.8%

Growth rates of retail sales in some Asian markets during 2011-2018

Chinese jewelry market is more impressive:

“In 2014, The Global Jewelry Sales Reported USD157 Billion, Of Which, China

(Mainland And Hong Kong) Contributed Retail Sales Of USD 80.7 Billion

Sweeping A Global Share Of 51.4%”

jewelry in China grew in current retail value terms by 5% in 2015, rising to USD

91.02 Billion .

2015 fall, Pandora’s revenue in the Asia market•Mainland 30%

•Hong Kong 30%

personal appearance；crucial fashion ；premium jewelry-- investment tool

Resources: http://www.researchandmarkets.com/research/vm39ff/global_and；http://www.euromonitor.com/jewellery-in-china/report

1/ Chinese Market facts

Chinese market review 2015:

2015 fall, Pandora’s revenue in the Asia market•Mainland 30%

•Hong Kong 30%

Resources: Pandora 2015 company statement

1/ Chinese Market facts

Market

Steady

PotentialCustomer

Who, Where

Requirement

Preference

2/ Target customers

2/ target customers

2/ Target customers analysis

Date collection:

questionnaire to 18 female

Data analyses

a) Age: 94% age 24-30

b) Education: 88.24% > Bachelor

c) Region: Shanghai, Beijing, Hong

Kong, Xiamen, Shenyang, Dalian

d) Channel: 82.3% through Wechat17.65%

58.82%

17.65%

5.88%

<3000

3000-

6000

7000-

12000

>12000

income/month

65%,

Types of charms

korean style

europe& us style

no limination

others

65%,

Yearly costs on

charms

<1000 1000-3000

3000-5000

77%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Channels buy charms

2/ Target customers analysis

48%

35%

18%,

Price & Design

will buy if extremely like

buy it easily

will buy when on sale

don’t like it at all

2/ Target customers analysis

frequently consumed brand?

a) Price 50-200: H&M, Ajidou, Natkiel

b) Price 500-1500: J.ESTINA, Swarovski, Agatha, Tous,

c) Price >1500: Pandora, Tiffany, Channel, I do, Choutaifook

most precious jewelry?

a) Average price 3600

2/ Target customers analysis

3/ Edblad’s Strengths

1/QualityFine artShiningNever loose color

3/ Our product& brand value

2/DesignSimpleClassicalLow-keyBasicMulti-match3/ Added value

SpiritStory behindfoundersCustomers involved

4/ Statics& Strategies

4/ Chinese market entrance strategy

online shop of TMALL and JD

JD-the 2nd biggest store saw $71b in

purchases last year

OFFCIAL ONLINE shop with the

website

Resources: https://www.techinasia.com/jd-gmv-2015-omg-wtf-bbq

Online

Resources: https://www.techinasia.com/jd-gmv-2015-omg-wtf-bbq

Offline-Brick and mortar

Pop-up shops in Shanghai ( Tianzifang)& Beijing ( Nanluoguxiang)

• Typical Hutong/ Longtang culture & mixed international culture

• High passengers flow

• petit bourgeois

CBD shopping mall

• Local center for white-collars

• One stop shopping

4/ Chinese market entrance strategy

① Weibo=twitter and tumblr

• 222million MAU (monthly active users) (2015, 9)

② Wechat= combination of facebook and instagram

• 600million MAU （2015.8.12）

③ Meipai video& on-live

• Next trend after weibo and wechat

• Total accounts140milion, 45 million MAU (2015,5)

Resources: http://data.weibo.com/report/reportDetail?id=297 ; http://chairmanmigo.com/wechat-user-data-infographic/;http://tech.ifeng.com/a/20150812/41417209_0.shtml

Marketing- social media

4/ Chinese market entrance strategy

Resource: https://www.techinasia.com/search?query=wechat

Funny facts about China’s Internet

What is happening every 1 minute on China’s Internet ……” “

Weibo WeChat T-mall

5/ Market Tipping Point

Cooperation with stars

Example: ACNE STUIDIOS & HAPPYSOCKS

Cooperation with potential idol

deeper spirit inside of our charms, more value

symbols

Wang Xiao

• Writer; Entrepreneur; fashion icon; Female leader

Her fans

• high quality customer

• Stable, rational, strong loyalty

5/ Market Tipping Point

Work hard

Warm family

Strong network

withCosmopolitan fashion

circle

Healthy lifeFan

s

gala464127

Care & love Deserve fancy

6/ Cooperation with JNBY

Cooperation Methods:

• Shop-in-shop

• Period / Theme (charity)co-operation

Complementary economy

Aim: fast positioning our brand in a new market

Why JNBY

• overlapped target customers

• Share similar value

• Products commitment

• Good reputation

• Pandora× Disney / Choutaifook×

• Chinese company founded in

Hangzhou since 1994

• 41 stores in more than 10

countries

• Paris(Lafayette), New York

（ Soho), Dubai, Spain, Japan,

Canada, etc.

6/ Cooperation

with JNBY

http://s.weibo.com/weibo/JNBY?topnav=1&wvr=6&b=1

Why me?

Passion

Value

Cooperation

Saturated in design

Better understanding on the products and customers

Chinese market knowledge and contact

Professional consultant company experience

Jewelry experience in Nepal and Beijing

Thank you!