Marketplace and Quality Assurance Presentation - Vincent Chirchir
E-commerce in Italy: State of mobile and social commerce
1. Vendesi!
Come sta l’E-commerce in Italia.
HAGAKURE @ State of The Net 2012
2. Chi parla
Vendesi!
L’E-commerce in Italia.
Alberto D’ottavi - Social Commerce - Blomming
Matteo Menin - Il mercato in Italia - Between
Marco Massarotto - Mobile commerce - Hagakure
Hanchao Li - E-commerce in Cina - Domus Academy
HAGAKURE @ State of The Net 2012
3. Di cosa si parla
Vendesi!
L’E-commerce in Italia. Mobile Commerce
Numeri e scenario
Social Commerce
Ecommerce in Cina
Trends e sfide
HAGAKURE @ State of The Net 2012
6. Trieste Porto Franco
1719 3.000 abitanti -> 1900 200.000 abitanti -> 2.012 200.000 abitanti
HAGAKURE @ State of The Net 2012
7. Trieste Porto Franco
1719 3.000 abitanti -> 1900 200.000 abitanti -> 2.012 200.000 abitanti
Cittadinanza garantita a ebrei e altre popolazioni
HAGAKURE @ State of The Net 2012
8. Trieste Porto Franco
1719 3.000 abitanti -> 1900 200.000 abitanti -> 2.012 200.000 abitanti
Cittadinanza garantita a ebrei e altre popolazioni
Se avevi debiti col fisco del tuo paese e investivi a Trieste eri protetto
HAGAKURE @ State of The Net 2012
9. Trieste Porto Franco
1719 3.000 abitanti -> 1900 200.000 abitanti -> 2.012 200.000 abitanti
Cittadinanza garantita a ebrei e altre popolazioni
Se avevi debiti col fisco del tuo paese e investivi a Trieste eri protetto
HAGAKURE @ State of The Net 2012
10. Trieste Porto Franco
1719 3.000 abitanti -> 1900 200.000 abitanti -> 2.012 200.000 abitanti
Cittadinanza garantita a ebrei e altre popolazioni
Se avevi debiti col fisco del tuo paese e investivi a Trieste eri protetto
HAGAKURE @ State of The Net 2012
20. Types of transaction
Mobile ATM
Mobile ticketing
Mobile vouchers, coupons and
loyalty cards
Content purchase and delivery
Location-based services
Information services
Mobile banking
Mobile StoreFront
Mobile brokerage
Auctions
Mobile Browsing
Mobile Purchase
Mobile marketing and advertising
HAGAKURE @ State of The Net 2012
34. Vendesi! Come sta il Social Commerce in Italia.
HAGAKURE @ State of The Net 2012
35. Social Commerce: Forecast
“Rapid integration with social sites,
reductions in cost and time to market,
and decreases in complexity are high priorities
for retailers and manufacturers looking to drive
more business through e-commerce channels”.
“By 2015, companies will generate 50% of Web sales
via their social presence and mobile applications”.
“Cool Vendor in E-Commerce, 2012”
http://bit.ly/gartcvec12
36. Social Commerce
Social Commerce
is all about people
and their social power
37. Social Sharing
62% of online shoppers have read
product-related comments
from their friends on Facebook
The #1 value to shoppers in reading social sharing is that it
“helps them discover a product they might want to buy”
More info on: http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Influence-of-Social-Sharing-on-Consumer-Purchase
38. Social Sharing
75% of shoppers who read
Social Sharing comments
have clicked on the product link
in their friends’ Facebook posts,
going to the product page
on a retailer’s website
More info on: http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Influence-of-Social-Sharing-on-Consumer-Purchase
39. Social Sharing
53% of the shoppers who have clicked
through to the retailer’s site
have made a purchase
More info on: http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Influence-of-Social-Sharing-on-Consumer-Purchase
40. Social Sharing
81% of consumers who purchase products
they learn about through Social Sharing
are valuable Social Sharers themselves
thus creating a cycle of sharing and buying
More info on: http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Influence-of-Social-Sharing-on-Consumer-Purchase
41. Facebook Commerce
Almost 40% of small businesses that sell on
Facebook say it is their sole sales channel
More info on: http://www.emarketer.com/Article.aspx?R=1008936&ecid=a6506033675d47f881651943c21c5ed4
42. Is F-Commerce good for everyone?
Some brands opened and then shutted down
a Facebook shop during 2011
"We just didn’t get the return on investment
we needed from the Facebook market,
so we shut it down pretty quickly” -
Ashley Sheetz, Gamestop VP Marketing
More info on: http://articles.businessinsider.com/2012-02-19/tech/31076370_1_zynga-facebook-market-e-commerce
43. You need a Social Audience
More info on: http://socialcommercetoday.com/does-social-commerce-work-fact-or-fiction-infographic/
44. On your Blomming pages
Creating
a Shop
on Blomming
you can
immediately
sell...
45. On your Blomming pages
On websites and/or blogs
Creating
a Shop
on Blomming
you can
immediately
sell...
46. On your Blomming pages
On websites and/or blogs
Creating
a Shop
on Blomming
On your Facebook page
you can
immediately
sell...
47. On your Blomming pages
On websites and/or blogs
Creating
a Shop
on Blomming
On your Facebook page
you can
immediately
On Blomming’s Storefront
sell...
48. On your Blomming pages
On websites and/or blogs
Creating
a Shop
on Blomming
On your Facebook page
you can
immediately
On Blomming’s Storefront
sell...
On other sites
and mobile
API devices
49.
50.
51.
52. Results
We have a tested solution. People is using the
service and selling, everyday
Steady growth. May, 2012:
+12.000 Registered users
~6.000 Shops, +3.300 on Facebook
~80.000 Products on sale (for free, by now)
~8.000 Products sold
68. Vendesi! Come sta l’E-commerce in Cina.
HAGAKURE @ State of The Net 2012
69. State of the net
Ecommerce in China
Hanchao Li
Business designer from Domus Academy
seyalee@gmail.com
70. Content
• General scenario
• Case – Taobao
• Case – VANCL Info. source
• Challenge and opportunity • Government report
• Research institute
• Companies report
• Survey and interview
• Personal experience
Ecommerce in China Hanchao Li
71. General scenario in China | Users
In 2011, there were a great number of online shoppers focusing on
products’ quality and price.
• How many people involved?
Netizen
513M
Population * Population of Italy: 61M
of China Online shopper
1370M 203M
Ecommerce in China Hanchao Li
72. General scenario in China | Users
In 2011, there were a great number of online shoppers focusing on
products’ quality and price.
• How many people involved?
Netizen
513M
Population * Population of Italy: 61M
of China Online shopper
1370M 203M
• Why online shopping?
cheaper than stores 50.10%
convenient delivery 22.50%
more choices and info. 20.80%
only sold online 5.80%
other 0.80%
Ecommerce in China Hanchao Li
73. General scenario in China | Users
• Who are online shoppers?
9% 9%
9% Age
<18
18-24
25-30
15% 29% 31-35
36-40
>40
29%
Ecommerce in China Hanchao Li
74. General scenario in China | Users
1%5%
• Who are online shoppers? 6%
9% 9%
Education
University
9% Age College
<18 High school
19% 43% Master
18-24
25-30 PhD.
15% 29% 31-35 Other
36-40
>40
26%
29%
Ecommerce in China Hanchao Li
75. General scenario in China | Users
1%5%
• Who are online shoppers? 6%
9% 9%
Education
University
9% Age College
<18 High school
19% 43% Master
18-24
25-30 PhD.
15% 29% 31-35 Other
36-40
>40
26%
29%
12% 12%
Salary (RMB ¥)
0
8% <1000
18% 1000-2000
2000-3000
3000-5000
>5000
26%
24%
Ecommerce in China Hanchao Li
76. General scenario in China | Users
1%5%
• Who are online shoppers? 6%
9% 9%
Education
University
9% Age College
<18 High school
19% 43% Master
18-24
25-30 PhD.
15% 29% 31-35 Other
36-40
>40
26%
29%
12% 12%
Salary (RMB ¥)
0
8% <1000 The online shoppers
18% 1000-2000
2000-3000 are mainly young and
3000-5000 high-educated people.
>5000
26% Low-income people
24%
form an important
segmentation.
Ecommerce in China Hanchao Li
77. General scenario in China | Revenue
The Ecommerce market in China is huge and profitable. Its revenue has
increased significantly year by year.
1225
39.0%
875
46.4%
32.4% 600
23.0% 450
362
2008 2009 2010 2011 2012
estimate
Unit: Billion euro
Ecommerce in China Hanchao Li
78. General scenario in China | Platform
The Ecommerce market in China is developing very fast. A great number of
Ecommerce companies are pushing the market to mature.
Top10 B2C Platform in China (2011)
Rank Name Logo Type
1 淘宝商城 General
2 京东商城 General
3 当当网 General
4 亚马逊 General
5 凡客诚品 Clothing
6 QQ商城 General
7 苏 易购 General
8 一号店 General
9 梦芭莎 Clothing
10 唯品会 clothing
Ecommerce in China Hanchao Li
79. General scenario in China | Platform
The Ecommerce market in China is developing very fast. A great number of
Ecommerce companies are pushing the market to mature.
Top10 B2C Platform in China (2011)
Rank Name Logo Type
1 淘宝商城 General
2 京东商城 General
3 当当网 General
4 亚马逊 General
5 凡客诚品 Clothing
6 QQ商城 General
7 苏 易购 General
8 一号店 General
9 梦芭莎 Clothing
10 唯品会 clothing
Ecommerce in China Hanchao Li
80. Case | Taobao
Taobao – The giant Ecommerce
leader
Taobao was launched in May 2003 by Alibaba Group. In April 2008, Taobao introduced
a dedicated B2C platform called Taobao Mall to complement its C2C marketplace. In
June 2011, Alibaba Group Chairman and CEO Jack Ma revealed that Taobao would be
split into three different companies: eTao (shopping searches), Tmall (a B2C platform),
and Taobao Marketplace(a C2C platform).
Ecommerce in China Hanchao Li
81. Case | Taobao
• How did Taobao beat ebay? VS.
To counter eBay’s expansion, Taobao offered free listings to sellers and introduced
website features designed better for local consumers, such as an instant message
tool for simplifying buyer-seller communication and an escrow-based payment tool,
Alipay. As a result, Taobao became the undisputed market leader in mainland China
within two years.
Market share
79%
Free entrance Taobao
ebay 59%
Aliwangwang 36%
8%
Alipay
2003 2005
2011 revenue: 125B
Euro
Ecommerce in China Hanchao Li
82. Case | Taobao
• What is Taobao’s strength?
Accurate Convenient The
market methods of intangible
positioning payment asset
Taobao's market segment Alibaba's third-party A decent brand image, an
was the low-end customers payment companies, Alipay, excellent business credit
during the early days. From account for 47.1% market and aggressive company
the “Online Shopping share in 2009, so the scale culture make it have larger
Report in 2009” we could of the user is a basic influence than other
find the Taobao buyers guarantee for its rapid companies. "Taobao" has
mainly were less than $ growth. Among the online become a common word in
5000 low-income people, banking users, 54.8% of spoken language, people
which was different with the them chose the third-party would say “I Taobao a dress
EBAY. payment platform, which today” or “she is a Taobao
reflects the importance of queen”.
this trend.
Ecommerce in China Hanchao Li
83. Case | VANCL
VANCL – The new fashion trend-
setter
Started in 2007 as a specialty men's shirt
e-retailer, and has become the No.1
internet apparel brand in China. It focused
on bringing quality men and women's
fashions, shoes, and other lifestyle goods
at reasonable prices to customers.
Currently, our designers come from
around the globe, including Spain, Japan,
and Korea.
At VANCL, they believe that everyone
should have access to well-made fashion.
Available only online, it is known for
offering great styles and great quality at
great prices with exceptional customer
service.
Ecommerce in China Hanchao Li
84. Case | VANCL
• What is VANCL’s fashion?
High quality at high cost
Brand unique
fashion
Best consumer
experience
Ecommerce in China Hanchao Li
85. Case | VANCL
• What is VANCL’s fashion?
2011 revenue: 750M
Euro
Digital fast fashion brand
High quality at high cost High quality at low cost
Brand unique Unlimited choice of the global
fashion fashion
Best consumer Best consumer
experience experience
Ecommerce in China Hanchao Li
86. Case | VANCL
• How did VANCL become popular?
€5
T-
sh
irt
€5
han
d bag
Ecommerce in China Hanchao Li
87. Case | VANCL
• How did VANCL become popular?
€5
T-
sh
irt
Door to door
delivery Return and
exchange
in 30 days
+ Free exchange
at home
€5
han Immediate
d bag Try
Ecommerce in China Hanchao Li
88. Challenge and opportunity
• What is the trend of Ecommerce in China?
1 Multiple channels
2 C2C shifts to B2C
As C2C consumers gain more Ecommerce
experience, they are moving to B2C sites
searching for higher-quality products and
3 Geographic spread
services.
Beijing
As C2C sellers become more settled, they
are launching their own B2C sites.
Shanghai
Hangzhou
Guangzhou
Shenzhen
Ecommerce in China Hanchao Li
89. Challenge and opportunity
• What will be the essential factors in
Ecommerce?
Lower price is a main reason to shop Product
online. And consumers focus on the • High quality at
quality of the products. low cost
Operation
• Web-based
service
Marketing
• Targeted
segmentation
Ecommerce in China Hanchao Li
90. Challenge and opportunity
• What will be the essential factors in
Ecommerce?
Lower price is a main reason to shop Product
online. And consumers focus on the • High quality at
quality of the products. low cost
Shopping platforms usually provide a wide
Operation
range of high-quality products, but the
quality of services, such as return, • Web-based
exchange, and trying, is different. service
• Online shopping
exp.
Marketing
• Targeted
segmentation
Ecommerce in China Hanchao Li
91. Challenge and opportunity
• What will be the essential factors in
Ecommerce?
Lower price is a main reason to shop Product
online. And consumers focus on the • High quality at
quality of the products. low cost
Shopping platforms usually provide a wide Operation
range of high-quality products, but the
quality of services, such as return,
• Web-based
exchange, and trying, is different. service
• Online shopping
exp.
People love to share the online shopping Marketing
experience. People tend to trust the • Targeted
comments from other consumers on the segmentation
website. • Social media
Ecommerce in China Hanchao Li
92. State of the net
Ecommerce in China | Hanchao Li
Thank you
23.06.2012