E L I T E D E V E L O P M E N T P R O G R A M 4

V I E T N A M Y O U N G L I O N S 2 0 1 7 A S S I G M E N T

C Y B E R L E A G U E

Thái Hoàng - Yến Anh - Lan Chi - Minh Hoàng - Bảo Minh

D E B R I E F

OBJECTIVES

• Uplift 50,000 sellers/ 3 months

• Building brand- Brand positioning: Most well-

known and reliable c2c online-trading marketplace

- Brand personalities: Youthful, cheerful, helpful and meaningful

TO-BE-TAKEN ACTION

• Tackle the group of people who do not sell their redundant items

• Address their issue: Selling as an action doesn’t come to their minds

• Target audience (business target also)

- 25 - 30 y/o; urban and key big cities;

- Digital-native; trend-adopter and mass market-influencer;

THE CHALLENGE

- Chợ Tốt is on the growth phase but currently shaking due to the lack of supply though there’s a huge demand (2nd-hand items offer people an alternative to satisfy a specific need with a lower price compared to the brand new ones)

- This is the first time – first campaign to promote the supply side (previous campaigns since launching just target in the demand side (buyers) not in the supply side yet so the perception that Chợ Tốt is an online platform to sell 2nd-hand items usually comes as an association, an obvious consequential thought)

1 2 3 4K E E P G I V E AWAY S E L L T H R O W

To rescue the items from abandonment and

depreciation. Don’t throw away/ get rid of the items due to the

feeling of regret

To appreciate the value and benefits brought by those items and want to transfer them to others

to continue using

To take back part of money they consumed, in another saying is to convert the remaining

value of those items into money

Broken or disliked items (whether they

are usable or not) mainly

SEGMENTATION

OF THE ITEMS

- Awaiting (used/unused): Items that are rarely in use/ not use yet but be set asides for special need/occasions

- Memories: Items that are so attached to people that mark a chapter of their lives and become their keepsake, remarkable and indispensable

- Redundant (usable but no more using): Usually be kept at home or give away, rarely be sold

Usable but no more using => SEGMENTATION OF PEOPLE’S ACTIONS

P R O B L E M

Why an act of selling only comes at the 3rd? WHY PEOPLE DON’T SELL THEIR REDUNDANT ITEMS?

• Vietnam is a developing countries, the average of residents have low and middle income so they tend to take full advantage of each items they bought (especially elderly and old-fashion people) => Few chances for the items to be re-sold

• The income gap (the rich and the poor gap) between people is not so big which leads to the lack of supply side

VIETNAM MARKET

Vietnamese don’t have the habit of selling their belongings (redundant

items)

TARGET AUDIENCE

DO NOT have the habit of selling something• Selling sth = An act of earning money: They earn their

money by doing other jobs, using the money to buy things so they are more familiar/interested in buying than selling things

• Selling sth = Selling sth new not a 2nd-hand items: Most of the items they bought are for the purpose of consumption (perceived as a sunk cost) not for the purpose of trading/ commercializing (not a cash –generating source);

• Selling sth = Selling 2nd-hand items: If there’s a need of re-selling 2nd-hand items, they would rather sell high value items (ex: house, vehicles) which are only accounted for a small percept of their belongings due to their limit of earning and accumulating. Small value items (the majority of their belongings) is not worth re-selling (low margin)

DO NOT think that they can sell those items to any other one

(They don’t believe in the success of 2nd-hand items trade )

When it comes to the role of a seller, people just INSIST ON playing THE ROLE OF A

BUYER

P R O B L E M

Why an act of selling only comes at the 3rd? WHY PEOPLE DON’T SELL THEIR 2ND-HAND ITEMS?

• Vietnam is a developing countries, the average of residents have low and middle income so they tend to take full advantage of each items they bought (especially elderly and old-fashion people) => Few chances for the items to be re-sold

• The income gap (the rich and the poor gap) between people is not so big which leads to the lack of supply side

VIETNAM MARKET

Vietnamese don’t have the habit of selling their belongings (redundant

items)

DO NOT have the habit of selling

something

TARGET AUDIENCEDo not think that they can sell their items

Segmentation in the group of people who don’t sell:• Mr/Ms. Selfish: “I don’t want to loss the feeling of

owning something” => Keeping things means owning the value of that things. They don’t want to sell nor give them away as they hate and fear the feeling of

losing belongings/possessions/ownership• Mr/Ms. Haughty: “It’s not worth selling my

belongings” => They think the others will pay for theirs at a lower price than that in their expectation which

depreciate the items and make an act of selling become meaningless (no more than getting rid of

them)• Mr/Ms. Shy: “I think my belongings is not worth the

others’ buying” => They depreciate and have low respect for their items that they think the other’s are

their like-mind people, though in fact they are not.

When it comes to the role of a seller, people just INSIST ON playing THE ROLE OF A

BUYER

P R O B L E M

Why an act of selling only comes at the 3rd? WHY PEOPLE DON’T SELL THEIR 2ND-HAND ITEMS?

• Vietnam is a developing countries, the average of residents have low and middle income so they tend to take full advantage of each items they bought (especially elderly and old-fashion people) => Few chances for the items to be re-sold

• The income gap (the rich and the poor gap) between people is not so big which leads to the lack of supply side

VIETNAM MARKET

Vietnamese don’t have the habit of selling their belongings (redundant

items)

DO NOT have the habit of selling

something

DO NOT think that they can sell those items to any other one

(They don’t believe in the success of 2nd-hand items trade)

When it comes to the role of a seller, people just INSIST ON playing THE ROLE OF A BUYERInconvenient truth (comes as a result of the

business category’s nature): A c2c trading model always face the of dual-role effect which means

people have the mindset of both seller and buyerand the buyer mindset buyer tends to dominate and

infringe the seller mindset.

• What they think? => I’m obsessed of what make others not to buy my items instead of what make

them buy• Why they think? => They are using a buyer’ mind,

thinking the way of a buyer (include their judge), • What they do? => They rather keep those items

at home or give them away (if there’s a request) instead of call for others’ purchase

• Why they do? => They perceive their to-be-sold items are not worth the other’s buying

TARGET AUDIENCE

P R O B L E M

I don’t want to sell my belongings (usable but no longer in use/ redundant items) because I think they are not valuable enough for anyone

to buy them

S E L L E R ’ S I N S I G H T

C r e a t i v e i n s i g h t

Thatpeoplethinktheitemisnotsellabledoesn’tmeanthattheitemisnotworthyof

theothers’buying

B I G I D E A

You can sell every thing!

(Bán tất, quá chất!)

• Twist, guide and show them a new angle of thinking to:

- Change their mindset about an act of selling from a failure mission to an successful mission

- Change their perception about their redundant items from low value, hopeless to desirable items

• Build up and reinforce the belief in the 2nd-hand items trading success, making them believe that “They can sell everything” even their items

STRATEGICAPPROACH

E x e c u t i o nr o a d m a p

P h a s e 1 Series storiesVIRAL CLIP

Bán tất, quá chất!

STORY 1

BÁN THÂN!

1 anh đứng cầm bảng ghi chữ “Rao bán! Cần ngườinuôi, hứa sẽ ngoan.”1 chị lại gần hỏi “Hàng second-hand?”Anh: *gật*Mặt chị có vẻ suy nghĩ, mặt anh lo lắngChị: Không sao! Còn dùng được! Mua!2 người vui vẻ nắm tay nhau đi, anh cười vô cùng hạnhphúcKết thúc đoạn 1 logo Chợ tốt + tagline Bán tất, quá chất! Hiện lên cùng voice over (Bạn có thể bán mọi thứ tại Chợ tốt)

E x e c u t i o nr o a d m a p

P h a s e 1 Series storiesVIRAL CLIP

Bán tất, quá chất!

STORY 2

BÁN XE!

1 anh lái chiếc xe hơi đang cười tính tứ vớingười yêu chạy ngang qua ven đường bỗngphanh gấp lại, xuống xe hỏi mua 1 thứ.Anh xe hơi: Hàng second-hand? *nhướn mày*Anh bán hàng: *mặt căng thẳng* Đúng ạ.Anh xe hơi nhìn ý tứ sang chị người yêu đứngcạnh, chị bẽn lẽn cười.Anh xe hơi: Không sao! Còn dùng được! Mua!(Chuyển sang cảnh sau thấy anh xe hơi chởchị người yêu trên chiếc xe đạp cọc cachcười hạnh phúc “Lâu rồi mình không tậnhưởng tư vị cuộc sống như này em nhỉ" . Đimột lúc thì té sấp mặt)Kết thúc đoạn 2, logo Chợ tốt + tagline Bán tất, quá chất! hiện lên cùng voice over (Bạn có thể bán mọi thứ tại Chợ tốt)

STORY 3

BÁN TẤT!

1 người đàn ông có khuôn mặt khả nghi, lấm lalấm lét đứng ôm 1 bịch giấy.1 người chạy lại mặt cũng căng thẳng không kém.2 người mặt căng thẳng nhìn nhau.ĐO2: Hàng...second-hand?ĐO1: Đúng. Ông thực sự muốn mua? *căng thẳng**2 người nhìn nhau căng thẳng*ĐO2: Không sao! Còn dùng được! Mua!Sau đó ĐO2 lấy cái bịch từ người đàn ông kia, rútra 1 đôi tất cũ, vui vẻ mang lên chân mình

Kết thúc đoạn 3, logo Chợ tốt + tagline Bán tất, quá chất! hiện lên cùng voice over (Bạn có thể bán mọi thứ tại Chợ tốt)

MECHANISM: air on fanpage & youtube channel of Chợ tốt, then seed by page Robbey and Phở

Follow up by PR post on comics page like Thăng Fly, Thỏ bảy màu, Bà già kêu ca. Quote lines (Không sao! Còn dùng được! Mua!; Bán tất) in a funny way to make it viral

Step 1: Scan you items you want to sell

Step 2: Chotot show number of people want to buy the

item (Base on Big Data and Cho Tot’s Data)

Có 100ngườimuốn mua sảnphẩm này

Step 3: Chotot give you advice about estimate price

CHO TOT Super SoiButton

E x e c u t i o nr o a d m a p

P h a s e 2

E X E C U T I V E S U M M A R Y

• Objectives: Change people perception of their items and recruit 50,000 sellers/ 3 months

• Target audience- 25 - 30 y/o; urban and key big cities; - Digital-native; trend-adopter and mass market-influencer• Insight: I don’t want to sell my belongings because I think there is

no one to buy them• Idea: You can sell every thing! (Bán tất, quá chất!)• Key hook: Viral clip + New feature on mobile app• Key channels: Youtube and Facebook

CAMPAIGNSUMMARY

CREATIVEINSIGHT

That people think the item is not sellable doesn’t mean that the item is not worthy of the others’ buying

You can sell any thing as long as you have a thing to sell!Do not worry about the demand side, let Chợ Tốt take care of that issue

Use the big data tracking algorithm and analyzing tool to launch a new feature of mobile app as a measure of the demand for every items

SOLUTION

• Viral clip aired on YouTube and shared on Facebook: Fun, awakening message telling in a gentle way that direct resonate to target audience

• New feature on mobile app: Enforce audience trust, give them a new, interesting experience and drive trial/ register at the same time

T H A N K YO U !MARCH 18TH 2017