從零開始到網上建立消費品牌

1. Copyright © 2014. Adams Company Limited. All rights reserved.
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2. DISCLAIMER
Copyright © 2014.
Adams Company Limited
No part of this presentation material is
allowed to circulate publicly.
Copyright © 2014. Adams Company Limited. All rights reserved.
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3. 阿里巴巴集團在「雙十一光
棍節」，打破了自09年購物
節開始以來多項紀錄，由11
日凌晨開始網民瘋狂購物，
只是短短8個多小時，銷售
金額已經打破去 年美國
（Cyber Monday）…衝破
300億元銷售額大關。
阿里主席馬雲在杭州總部表
示，超過300億元不是問 題，
未來幾年做到
1000億元…
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4. US$439.72
Billions
Source: http://www.dazeinfo.com/2013/07/01/globalecommerce-sales-2013-india-us-uk/
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5. Source: http://www.atkearney.com/documents/10192/3609951/FGOnline-Retail-Is-Front-and-Center-in-the-Quest-for-Growth-1-intro.jpg
18 November 2013
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6. • 11/12/2013 Inditex's net sales climb 5% to 11.93 billion euros [Zara plans to roll out its online platform in South Korea and Mexico in 2014 ]
• 18/09/2013 Inditex’s net sales rise 6% to 7.7 billion euros [In August Zara launched its online sales in the Russian Federation, Massimo Dutti
and Zara Home began to sell online in Canada ]
• 12/06/2013 Inditex Group net sales rose by 5% in 1Q 2013 [Zara launched online sales in Canada in April and plans to deploy its e-commerce
platform in Russia this autumn]
• 13/03/2013 Inditex’s 2012 net sales rose 16% [The online store network continued to expand, reaching 23 markets, with noteworthy
launches including Zara online stores in China in 2012 and Canada in 2013. Zara is set to launch its online store in the Russian Federation
during the Autumn/Winter 2013 season.]
• 12/12/2012 Inditex’s net sales climb by 17% to 11,362 million euros [*Zara’s online store is set to launch in Canada in the 2013 springsummer season ]
• 19/09/2012 Inditex’s net sales rise 17% to 7.2 billion euros during the first half of 2012 [Zara has launched its online sale in China on the 5th
of September. ]
• 13/06/2012 Inditex’s net sales rose by 15% to 3.4 billion euros in the first quarter of 2012 [Zara plans to launch online sales in China in
September]
• 21/03/2012 Inditex’s 2011 net sales rose 10% [Zara will launch an online store in China during next winter season. ]
• 14/12/2011 Inditex achieves net sales of 9,709 million euros, an increase of 10% [Online operations commenced in a total of 15 European
markets. ]
• 21/09/2011 Inditex’s net sales rise 12% to 6,209 million euros in the first half of 2011 [Zara is set to launch online shopping in Japan on 20
October ]
• 15/06/2011 Inditex's net sales rose by 11% to 2,960 million euros in the first quarter of 2011 [Zara plans to begin e-commerce sales in US
from 7 September]
• 23/03/2011 Inditex’s FY2010 net sales rose to 12,527 million euros [During the fall/winter season, Pull&Bear, Massimo Dutti, Bershka,
Stradivarius, Oysho and Uterqüe will launch e-stores, while Zara Online, now available in 16 countries, will expand to another two markets:
the United States and Japan. ]
• 15/12/2010 Inditex’s net sales rose by 14% to 8,866 million euros [Furthermore, the third quarter saw the launch of Zara.com, Zara's online
store, in six European countries]
• 22/09/2010 Inditex’s net sales reached 5,525 million euros in the first half of 2010 [On 2 September Zara began to sell its products online in
six European countries: France, Germany, Italy, Portugal, Spain and UK, with a satisfactory customers’ reception. Zara plans to launch online
selling in Austria, Ireland, the Netherlands, Belgium and Luxembourg during the second half of 2010, extending the platform to US, Canada,
South Korea and Japan during FY11.]
• 09/06/2010 Inditex’s net sales reached 2,665 million euroshttp://economics- of 2010 [Zara will begin online sales on 2 September, 2010 in
Source: in the first quarter
France, Germany, Italy, Portugal, Spain, and the United Kingdom. The online service will be accessible from conventional Internet access
files.pomona.edu/jlikens/SeniorSeminars/Likens2013/reports/inditex.pdf
networks, smartphones and tablet devices. ]
• 17/03/2010 Inditex’s 2009 net sales rose to 11,084 million euros [Inditex plans to launch its Zara online store to coincide with its AutumnWinter season. The Zara online store will initially be available in France, Germany, Italy, Portugal, Spain and the United Kingdom. ]
It is reported that this growth rate is to be
maintained for the next three to five years, with
an emphasis in Asia. Sales also benefited from a
global rollout of online stores, starting with Zara
Home in 2007 and each additional retail format
in 2010. Zara is the most prominent online
concept currently receiving more than 1.3
million unique visitors per day.
Though Inditex has yet to provide more
information about online sales, Credit Suisse
estimates online purchases will generate over
$782.5 million by the end of 2013, almost
doubling 2012 levels
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7. Are your brand online Ready?
Searchable
(Brand, Category, Association…)
Memorable
(Simple, Visual, Meaningful)
Viral
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8. Rewriting A Story from 400 Years Ago…
Building Your Brand Online
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9. 7 Success Factors of e-Commerce
1.
2.
3.
4.
5.
6.
7.
Site design
User-friendliness
Product range
Pricing level
Payment methods
Shipping options
Delivery of goods
Friday 20 January 2012
The results of the largest survey of customer satisfaction in German ecommerce, conducted by ECC Handel and Hermes, were published on
the occasion of the Online Trading Congress in Bonn. More than 10,000
consumers and customers of 108 German online shops
In order to run a
successful online store it
is especially important to
gain loyal
customers as well as
to keep those
customers
satisfied.
Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/
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10. What are you
doing to…?
grow new orders
grow repeat/return orders
encourage referral orders
shorten buying decisions time
perfect customer experience
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11. Best Online, Digital, Mobile
Integrated Marketing Campaigns
SEO: Online PR
e-Branding
Social Media
Search Engine
Marketing
e-Mails
Display
Banner Ad.
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Mobile
Marketing
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12. Call to Actions
• Are you determined to sell
online in 2014?
• e-Branding is a persistent effort
• Customer (mobile) experience
is the only way
• Do you have an O2O strategy?
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13. Thank you!
We look forward to collaborating with you
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