1. Chinese market
development plan
for Edblad
YITINGWANG 2016

2. Chinese
Market
facts
customer
own
products
strategy
Agenda

3. 1/ Chinese market facts

4. 1/ Chinese Market facts
Chinese market retail sales rose steadily:
11.48 billion RMB in 2008 ; 18.39 billion RMB in 2011; 26. 20 billion RMB in 2014
Sources: CHINESE RETAIL MARKET: REAL POTENTIAL TO BECOME THE GREATEST WORLDWIDE BEFORE 2020
2011 2012 2013 2014 2015 2016 2017 2018
estimate prospects
China 9.1% 8.7% 9.3% 8.8% 8.7% 8.6% 8.0% 7.9%
Hong Kong 18.6% 5.5% 6.6% 3.1% 2.0% -1.0% 0.4% 1.3%
Taiwan 3.6% 0.6% 2.5% 2.9% 2.5% 2.4% 2.7% 2.3%
Japan 0.1% 1.5% 0.7% 0.2% 0.0% 0.3% 0.4% 0.8%
Growth rates of retail sales in some Asian markets during 2011-2018

5. Chinese jewelry market is more impressive:
 “In 2014, The Global Jewelry Sales Reported USD157 Billion, Of Which, China
(Mainland And Hong Kong) Contributed Retail Sales Of USD 80.7 Billion
Sweeping A Global Share Of 51.4%”
 jewelry in China grew in current retail value terms by 5% in 2015, rising to USD
91.02 Billion .
 2015 fall, Pandora’s revenue in the Asia market
•Mainland 30%
•Hong Kong 30%
 personal appearance；crucial fashion ；premium jewelry-- investment tool
Resources: http://www.researchandmarkets.com/research/vm39ff/global_and；http://www.euromonitor.com/jewellery-in-china/report
1/ Chinese Market facts

6. Chinese market review 2015:
 2015 fall, Pandora’s revenue in the Asia market
•Mainland 30%
•Hong Kong 30%
Resources: Pandora 2015 company statement
1/ Chinese Market facts

7. Market
Steady
Potential
Customer
Who, Where
Requirement
Preference
2/ Target customers

8. 2/ target customers

9. 2/ Target customers analysis
 Date collection:
questionnaire to 18 female
 Data analyses
a) Age: 94% age 24-30
b) Education: 88.24% > Bachelor
c) Region: Shanghai, Beijing, Hong
Kong, Xiamen, Shenyang, Dalian
d) Channel: 82.3% through Wechat
17.65%
58.82%
17.65%
5.88%
<3000
3000-
6000
7000-
12000
>12000
income/month

10. 65%,
Types of charms
korean style
europe& us style
no limination
others
65%,
Yearly costs on
charms
<1000 1000-3000
3000-5000
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Channels buy charms
2/ Target customers analysis

11. 48%
35%
18%,
Price & Design
will buy if extremely like
buy it easily
will buy when on sale
don’t like it at all
2/ Target customers analysis

12.  frequently consumed brand?
a) Price 50-200: H&M, Ajidou, Natkiel
b) Price 500-1500: J.ESTINA, Swarovski, Agatha, Tous,
c) Price >1500: Pandora, Tiffany, Channel, I do, Choutaifook
 most precious jewelry?
a) Average price 3600
2/ Target customers analysis

13. 3/ Edblad’s Strengths

14. 1/Quality
Fine art
Shining
Never loose color
3/ Our product& brand value
2/Design
Simple
Classical
Low-key
Basic
Multi-match3/ Added value
Spirit
Story behind
founders
Customers involved

15. 4/ Statics& Strategies

16. 4/ Chinese market entrance strategy
 online shop of TMALL and JD
JD-the 2nd biggest store saw $71b in
purchases last year
 OFFCIAL ONLINE shop with the
website
Resources: https://www.techinasia.com/jd-gmv-2015-omg-wtf-bbq
Online

17. Resources: https://www.techinasia.com/jd-gmv-2015-omg-wtf-bbq
Offline-Brick and mortar
 Pop-up shops in Shanghai ( Tianzifang)& Beijing ( Nanluoguxiang)
• Typical Hutong/ Longtang culture & mixed international culture
• High passengers flow
• petit bourgeois
 CBD shopping mall
• Local center for white-collars
• One stop shopping
4/ Chinese market entrance strategy

18. ① Weibo=twitter and tumblr
• 222million MAU (monthly active users) (2015, 9)
② Wechat= combination of facebook and instagram
• 600million MAU （2015.8.12）
③ Meipai video& on-live
• Next trend after weibo and wechat
• Total accounts140milion, 45 million MAU (2015,5)
Resources: http://data.weibo.com/report/reportDetail?id=297 ; http://chairmanmigo.com/wechat-user-data-infographic/;
http://tech.ifeng.com/a/20150812/41417209_0.shtml
Marketing- social media
4/ Chinese market entrance strategy

19. Resource: https://www.techinasia.com/search?query=wechat
Funny facts about China’s Internet
What is happening every 1 minute on China’s Internet ……
” “
Weibo WeChat T-mall

20. 5/ Market Tipping Point
Cooperation with stars
 Example: ACNE STUIDIOS & HAPPYSOCKS

21. Cooperation with potential idol
 deeper spirit inside of our charms, more value
symbols
 Wang Xiao
• Writer; Entrepreneur; fashion icon; Female leader
 Her fans
• high quality customer
• Stable, rational, strong loyalty
5/ Market Tipping Point

22. Work hard
Warm family
Strong network
withCosmopolitan fashion
circle
Healthy life
Fan
s
gala464127
Care & love Deserve fancy

23. 6/ Cooperation with JNBY
 Cooperation Methods:
• Shop-in-shop
• Period / Theme (charity)co-operation
 Complementary economy
 Aim: fast positioning our brand in a new market
 Why JNBY
• overlapped target customers
• Share similar value
• Products commitment
• Good reputation
• Pandora× Disney / Choutaifook ×
• Chinese company founded in
Hangzhou since 1994
• 41 stores in more than 10
countries
• Paris(Lafayette), New York
（ Soho), Dubai, Spain, Japan,
Canada, etc.

24. 6/ Cooperation
with JNBY
http://s.weibo.com/weibo/JNBY?topnav=1&wvr=6&b=1

25. Why me?
 Passion
 Value
 Cooperation
 Saturated in design
 Better understanding on the products and customers
 Chinese market knowledge and contact
 Professional consultant company experience
 Jewelry experience in Nepal and Beijing

26. Thank you!