宝洁案例 如何利用网络进行品牌建设

Official E-Commerce Partner-Strawberry
Official E-Shop
MAYBELLINE (Google)
E-Commerce Website
(Joyo Amazon)
MAYBELLINE (Baidu)
E-Commerce Website
to them; – They are attracted by perceived 20%-40% off
value, yet not necessarily bought the things in final basket with such level savings
Competitor – L’Oreal Group
• eRetailer:
The retailer which does business through internet. eRetailer normally have their own website to sell products as well as in-house supply chain capability
90MM
1.9 hour TV
+64% vs. YA 25% China 1+/1 83% age 16-32
3 hour Internet
57.5% search before buy
74% college+
48.7% HH income>5000/m,
178 index rep
Data source: 1. CATI research, Feb08, SinoMonitor
Source: Quantitative test among on-line users in Feb09 (IResearch on-line Panel)
Consumer: Purchase Barrier
Purchasing barrier Worry about fake product Extra delivery fee Can’t physicically experience products Complicated refund No big pricing advantage
etc.) • DTC selling: brand website plays brand building and selling. • Strategic partnership with eRetailers • Lancome as pioneer
Integrated Digital SEM & eCommerce - L’Oreal
Official E-Commerce Partner-Strawberry
E-Commerce Website
(Joyo Amazon)
BIOTHERM (Baidu)
E-Commerce Website
(Joyo Amazon)
Official E-Commerce Partner-Strawberry
FMCG sales($MM)
Strong Government Drive on eCommerce
• 1st eCommerce 5-Year Development Strategy and Plan issued in June’07 - by National Development and Reform Commission (NDRC)
More Heavy Players, Strong Moves
#1 IM (200MM users), now the #2 C2C retailer
#1 Search Engine, now the #3 C2C retailer
#1 Online Book Seller, now put skincare as priority (￥30/Free Shipping) #1 Asia Beauty Seller, extend official service to Mainland shoppers
• Employment has become top priority for Chinese government – “In 2008, Taobao created 570M new jobs that equals to the total number of newly created jobs in ShangHai.” – “2008 eCommerce Market Research Report” by iResearch.
China Digital Business Team March 2, 2009
Terminology
• FMCG: P&G related categories including: Skin Care, Baby Care, Grooming, Hair Care, PCC, Oral Care, F&HC, Fem Care
130 2007
2995
1518
209
583
2008
2009
2010
2011
US UK Korea China Japan Taiwan
4639 2012
6770 2013
2013 FMCG online MSE % of total eCommerce 3.6% 8.0% 4.5% 3.9% 4.5% 3.9%
Agenda Today
– What we’ve learned
• Industry • Consumer • Competitors • Global / other markets • Taobao
– What we propose – What we need
China - the most promising market in the world
90% info from internet
Consumer: they are buying FMCG…
Skin Care Hair Care PCC Oral Care Laundry Fem. Care Diaper Grooming
Shop on-line penetration in P3M 63% 51% 50% 43% 40% 35% 18% 16%
Integrated digital marketing & sales model • Search: leading digital marketing strategy across brands • Corporate model across brands (Loreal Paris, HR, Vichy, Biotherm,
Importance (score 7 to 1)
6
5.6
5.5
5.4
5.2
* Source: Quantitative test among on-line users in Feb09 (IResearch on-line Panel)
Consumer
• Insight
– Time/effort saving drives on line shopping; – Credibility & emotional connection adds value
• The State Council just published “China Top 10 Industry Development Plan in the Next 3 Years” , 2 eCommerce fundamentals listed: 1) next generation of internet application with more users & faster; 2) Logistic - www.gov.cn
0.0%
FMCG online MSE
FMCG online MSE% of ttl eCommerce market
ຫໍສະໝຸດ Baidu
Country US UK Korea China Japan Taiwan
9000 8000 7000 6000 5000 4000 3000 2000 1000
0
56 2006
FMCG online MSE by market
900 800 700
#1 Internet market 298MM internet users
600
(22.9% penetration)
500
400
300
200
100
0 2006 2007 2008 2009
2010
2011
2012
2013
#1 eShopper market 456MM eShopper
Official E-Commerce Partner-Zoshow
Olfficial E-Commerce Partner-Strawberry
E-Commerce Website
(Joyo Amazon)
Lancome (Google)
Official E-Commerce Partner-Sasa
(Google)
E-Commerce Website
(Joyo Amazon)
Official E-Commerce Partner-Sasa
Official E-Commerce Partner-Strawberry
Integrated Digital SEM & eCommerce L’Oreal (Baidu)
• DTC: Refers to one of eCommerce business model where manufacturers sell their products directly to consumer
• Open market:
Refers to a online shopping portal where it is open for everyone to sell and buy on the portal, e.g: Taobao.com in China, Gmarket.com in Korea, eBay.com in US
Unit: $MM
8000 7000 6000 5000 4000 3000 2000 1000
0
4.5%
3.6%
3.9%
3.9%4.0% 3.5%
1.5%
1.6%
2.0%
2.2%
2.7%
3.0% 2.5% 2.0% 1.5%
1.0%
0.5%
2006
2007
2008
2009
2010
2011
2012
2013
Official E-Shop
E-Commerce Website
(Joyo Amazon)
Lancome (Baidu)
Official E-Shop
Official E-Shop
E-Commerce Website
(Baidu YouA)
BIOTHERM (Google)
Official E-Commerce Partner-Sasa
2012
2013
Taiw an
Data source: 20090212 – iResearch.com
2008-2009 China internet shopping industry development report
How FMCG online business in China?
FMCG online MSE % ttl eCommerce MSE
#1 online baby store Redbaby, extend priority to skin Amazon – “49 + Free shipping” 1st pure online grocery store
Taobao – selling? brand building !
Consumer: a generation P&G not yet but must win!
250
200
150
$bn
100
50
0
Online shopper population (MM) Online MSE
Internet population (MM)
#2 eCommerce market 2013 $163b
2006
2007 US
2008
2009
UK
Korea
2010 China
2011 Japan