Retail Safari In China

Retail Safari In China
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 1 RETAIL SAFARI IN CHINA
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 22 Avertissement Ce document émane de la société Les Brigades du Marketing, agence de conseil et de service en marketing, à découvrir à l’adresse www.lesbrigadesdumarketing.com. Le plus heureux des hasards a fait que des papillons ont bien voulu se poser aux endroits où apparaissent des informations sensibles (noms de marques, de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi à préserver leur confidentialité. Pour contacter l’auteur de ce document, nous vous invitons à adresser un e- mail à l’adresse suivante : contact@lesbrigadesdumarketing.com. Avertissement Ce document émane de la société Les Brigades du Marketing, agence de conseil et de service en marketing, à découvrir à l’adresse www.lesbrigadesdumarketing.com. Le plus heureux des hasards a fait que des papillons ont bien voulu se poser aux endroits où apparaissent des informations sensibles (noms de marques, de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi à préserver leur confidentialité. Pour contacter l’auteur de ce document, nous vous invitons à adresser un e- mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 3 Table of contents 1. Context 2. Main issue 3. Proposition 4. Overview 5. Budget & Planning 6. Contact
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 4 1. Context • NUXE has four brands : – |||||||||||||||||||||||||||||||||||||||| – ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| • The brands are sold in three distribution channels. • NUXE has launched an e-commerce business : – Having in mind the multi-channel conflict risk, – Willing to develop a cross canal strategy. • The roadmap for the e-commerce sites is: – France 2011 – US 2012 – UK 2013 – Continental China 2015 • A digital department has been created in march 2013 to developed and support business in Europe.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 5 1. Context • The e-commerce sites are running under a legacy system. • A benchmark between Demandware and Hybris solutions is on going. • CRM is ensured by Sogec. • History of NUXE in Continental China started years ago : – A first attempt to launch NUXE in Continental China occurred six years ago. – Expected results were not reached. – An office in Hong Kong manages the regional distributors in Asia. – A short list of new potential distributors for NUXE in Continental China is under construction. – The target is to re-launch NUXE in Continental China in September 2013. – E-commerce launch in Continental China is scheduled for 2015.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 6 2. Main issue In this context NUXE is investigating to define the best way to launch its e-commerce business in Continental China
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 7 3. Proposition We recommend to make a 360° strategic survey interviewing Chinese professionals split in experts groups
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 8 4. Overview • First selection of targeted experts • Objectives • Methodology • Deliverables
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 9 4. Overview / First selection of targeted experts • For this survey we recommend to closely work with a network of local Chinese professionals emanating from: – Business tours in China with the HKPU (Hong Kong Polytechnic University) started with an executive MBA (a part-time international program established by the INSTITUT FRANÇAIS DE LA MODE in tandem with the Fashion Institute of Technology in New York and the Hong Kong Polytechnic University) – China market experience acquired at Cerruti – Regular connections with China through the independent consultants collective www.lesindemodables.com – Accountancies and regular contacts with IFM and HKPU teachers and associate consultants. • A first short list of potential experts is proposed in the next slides.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 10 4. Overview / First selection of targeted experts Country General Manager, Audemars Piguet China Lili is Chinese and lives in Shanghai. Prior to become Country General Manager at Audemars Piguet China, she worked for L’Oréal Luxe during ten years, in Continental China, where se occupied various positions in Sales, Marketing and Wholesales fields. Lili is graduated from Tsinghua University and IFM (Institut Français de la mode).
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 11 4. Overview / First selection of targeted experts Founder and General Manager of Chocolate Agency Valérie is French-Chinese and created her company in Shenzen. Marketing, communication and design agency with a strong positioning in innovative concepts and iconic design, she delivers with her team of 32 People, qualitative services with an holistic approach integrating general marketing design trends from the product conception to the marketing tools. Chocolate Agency business focus is in: • Brand strategy, product planning and design strategy: • Product Design • Branding and communication tools
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 12 4. Overview / First selection of targeted experts VP Branding/Advertising at Meilishuo From 2005 until 2009, Dan was Editor in Chief of Golfweek and Editor of Golf Magazine. Dan is graduated from an MBA at Wharton in 2012, and joined Meilishuo.com as VP in charge of Branding/Advertising in June 2012. Launched March 2010, Meilishuo.com is China’s leading interest driven social network with a focus on woman fashion, and both online and mobile entrances. Meilishuo guides fashion trends and aggregates the most valuable group of women customers who pursue high-quality lifestyle, while also directing e-commerce businesses and advertisers towards more effective promotion and marketing
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 13 4. Overview / First selection of targeted experts Angela – Lee jeans for VF Corporation Lee jeans is the key business driver of the world’s largest apparel company VF Corporation in China. She focuses on expanding the brand’s eCommerce business with emphases on brand building and online-offline integration in her current role. Previously she oversaw all digital initiatives for Lee, including its brand marketing and eCommerce setup in the market. Prior to working at VF, Angela was in charge of business development and digital marketing for Sasa.com, the eCommerce arm of Asia’s leading cosmetics retailer Sasa Angela holds a master’s degree in Museum Studies by Johns Hopkins University in the United States. Besides utilizing digital endeavors to engage with consumers and drive business for commercial entities, her interest also deeply lies in reaching and benefiting the public through evolving technological means in museums.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 14 4. Overview / First selection of targeted experts Head of wireless business of Yihaodian (Walmart), China This former senior media professional is familiar with the communications industry, and focuses on product research and development in the field of mobile Internet Lili joined Yihaodian e-commerce grocer (in which US Walmart has a majority stake) in 2010, as founder of the wireless dpt., within a short period of time successfully established team and completed the wireless market strategic plan, and launched the products and operations of the “Mobile Yihaodian” and “Unlimited Yihaodian” project, which led important domestic and foreign media and industry concern.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 15 4. Overview / First selection of targeted experts Senior Director of National Business Development YOUKU-TUDOU Leo has been in Sales and Marketing field for more than 15 years, mainly working for international companies like P&G, Pioneer, Starcom. He joined Youku in early 2010, chasing the tide of digital boom in China. After leading the International Account Team in South China for 2.5 years, he is now in charge of National Business Development for both Youku and Tudou.”
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 16 4. Overview / First selection of targeted experts Sirena, President, FILMWORKS CHINA Entertainment Marketing, China. Sirena Liu founded Filmworks China Entertainment Marketing in early 2010. The company focuses on comprehensive collaboration between high profile international entertainment properties and leading Chinese brands. Liu holds an MBA from Claremont Graduate University in Claremont, California. In last year’s smash hit “Transformers 3”, Filmworks arranged prominent placement for four Chinese companies: Yili, Metersbonwe, TCL and Lenovo. This marked the debut for Chinese brands in a major international film, an accomplishment drew much attention from home and abroad. FilmWorks China has since amassed a portfolio of feature film titles including Kung Fu Panda 2, Madagascar 3, and Ice Age 4. For these studio films, FilmWorks married Chinese brands with Hollywood titles in the area of tie-in promotion and/or consumer product. Early this year, FilmWorks extended its reach to the ever-growing gaming world, successfully integrated the largest online shopping site in China into the well known game Sims created by EA.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 17 4. Overview / First selection of targeted experts Program Manager, E-Merchant, Asia Minh Tri is Chinese –Vietnamese. He is e-commerce Program Manager for luxury brands, selling their products worldwide, such as ST Dupont. Before working for E-Merchant Minh Tri has been working during fifteen years at Accentures and at LVMH. At LVMH he handle numerous set up of e- commerce worldwide sites for luxury brands such as Guerlain, Givenchy, Kenzo. Minh Tri is a track records IT specialist in e-commerce plate-form and solutions. He holds an engineer degree in computing science.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 18 4. Overview / First selection of targeted experts Designer / artistic director / visual merchandising / brand management and positioning / sales / production Cici is based in Beijing. Founder and designer of her own label, one of the first chinese fashion labels, she now focuses her talent working as consultant for brands. Prior to launching her own creative studio in Beijing (green phoenix and red dragon fashion studio), she was in charge of visual merchandising in china for Gianfranco Ferré as well as de Teng’s Clothing Company and Shunmei Clothing Group, both celebrated chinese fashion labels. Cici received her bachelor’s degree in fashion design from the Beijing institute of clothing technology and a diploma in art from the Beijing culture and art university. She holds an executive MBA from IFM.
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 20 4. Overview / Objectives 1. Identify the potential strategic options for NUXE to launch e-commerce in Continental China 2. Answer to the open questions hosted inside every e-commerce sides. 3. Identify the critical points and reveals the risks 4. Recommend the one best way to NUXE 8 Organisation 9 Budget 1 Front end 2 Back end 3 Hosting 4 Payment 5 Supply chain 6 CRM 7 e-Marketing NUXE e-commerce
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 22 4. Overview / Methodology 1. Analyze, challenge and synthesis of the existing materials (Gartner, Forrester...). 2. Meetings with key players and potential partner (e.g.: e-commerce platform vendors, supply chain providers, eCRM solution providers, etc.) – 10 meetings 3. Creation of four groups of experts to interview - 20 Chinese experts organized in four groups: Group 4 IT & Technology Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Group 3 eMarketing in China Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Group 2 eCommerce in China Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Group 1 Digital cosmetics in China Expert 1 Expert 2 Expert 3 Expert 4 Expert 5
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 24 4. Overview / Deliverables 1. China digital cosmetics market analysis (deliverable N°1): a. Key Figures b. Relevant facts c. Main Trends d. Key players e. Market rules f. Competition g. Strategic landscape h. Drivers and inhibitors 2. E-commerce strategic options for NUXE (deliverable N°2): a. Critical topic n°1 b. Critical topic n°2 c. Critical topic n°N d. Benchmark of the scenario e. Key success factors f. Risks analysis
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 25 4. Overview / Deliverables 3. Strategy proposition (deliverable N°3): a. E-Commerce strategic components converted into action plan (macro level) b. Roadmap c. Organization d. Budget
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 26 5. Budget & Planning • Time for the mission : 2 months • Possible starting date : Mid May 2013 • Amount : 20 K€ (with 30% at the starting of the mission)
www.lesbrigadesdumarketing.com Les Brigades du Marketing © 2013 Page 27 6. Contact Bertrand Jouvenot +33 6 24 63 51 71 bertrand@jouvenot.com Les Brigades du Marketing www.lesbrigadesdumarketing.com

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