The new way for mobile-commerce - HKRMA
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The new way for mobile-commerce
By 2020, China’s e-tailing market could grow to High case
Base case
$420 billion–$650 billion Low case
Compound annual
China’s e-tailing market size, 2003–201 growth rate (%)
$ billion 2011–15 2015–20
648
128 35 10
100 32 8
395
37
99
420 21 10
120
259
74
44
5 10 22
1 2 3
2003 04 05 06 07 08 09 10 11 20151 20201
2015 and 2020 population forecasts are 1,368 million and 1,387 million.
NOTE: Numbers may not sum due to rounding.
SOURCE: iResearch
1
The way in which consumers engage with companies is
radically changing in light of new digital technologies
Trends fueling the next wave of change
Real-time relevance – Explosion of new data sources and analytic
techniques is enabling companies to deliver increasingly personalized
and more targeted consumer journeys
Next-generation digital experiences – Consumer journeys are being
redesigned around emerging technologies, fundamentally changing how
companies interact with consumers
Mobile-first – Escalating mobile adoption and shifting consumer
preferences toward mobile first is leading companies to raise the bar on
their mobile offerings and deliver more value-add utility
Omnichannel adaptation – In response to heightened consumer
expectations for seamless cross-channel experiences, companies are
radically adapting and evolving their business models
You-inspired – With social media usage proliferating , companies are
leveraging social platforms in more sophisticated ways to drive
engagement, sales and loyalty
2
Winners are successfully adapting to these trends to
achieve superior digital performance
From2 To Applications
Real-time Broad-scale, one size Hyper-targeted consumer
relevance fits all messaging and journeys grounded in rich data
interactions & insights
Next-gen Ongoing step-change Rapid testing of radical, next-
digital improvements to the generation experiences
experiences consumer experience leveraging the latest
technologies
Mobile-first Basic mobile Value-add mobile functionality
functionality (i.e., designed with the “mobile-first”
smartphone/tablet apps) consumer in mind
Omni- Basic level of cross- Truly seamless journeys that
channel channel messaging encourage “simultaneous” (vs.
adaptation and coordination sequential) omnichannel
behaviors
You- Basic presence on all Effectively leveraging social
inspired major social platforms platforms and data to drive
desired business outcomes
3
WeChat Overview
4
80% China Internet users have WeChat
5
WeChat has tapped into various user scenarios in retail
industry Payment
QR Code
Advertisement
Coupon
Shake it
Lucky Money Official Account
6
Red Envelop
WeChat Lucky money – Chinese New Year Eve campaign
1 billion “Red envelop” sent
and received in 1 day
Key Achievement
11 billion “Shakes” in 5 - Exposure to 800
hours during Chinese New Year million Chinese
Eve - 120 million
Wechat payment
account
810 million “Shakes” per - “Shake it” habit
minute at 22:30 established
- T2O model
exploration
75 million users sharked
for 378 million “e-coupon”
Shake for Shake for
lucky money e-Coupon
7
Official Account
WeChat Official Account
8
Official Account
Every Official Account is a mobile APP
9Official Account
Leading brands are using Official Account for marketing
and customer relationship building
▪ Starbucks is promoting its WeChat presence on its China
homepage using customized QR codes that are integral to
the messaging service
▪ Scanning QR code user add Starbucks as a contact
▪ Starbucks begins by sending a short music video promoting
some overpriced fruit tea drink with a fancy name, and
some other occasional missives will presumably follow
▪ Nike China launched its first WeChat marketing campaign
▪ its presence is a “sports-brand subscription platform” with
a “Nike sports-on-the-go” concept,” allowing users the
option of following the company to receive daily news and
Nike-related updates via WeChat
▪ Cadillac try out WeChat with its “Discover Route 66″
campaign, a crossover of the Weibo effort of the same
name, updates to users highlighting different sights along
the famed American highway
▪ Cadillac also used WeChat to send inclement weather
updates to followers and encourage them to drive safely
at all times
10Advertisement
Advertisement can also become part of life
Moment (朋友圈) Advertisement
▪ Only targeted users receive Ads
▪ Users show off to friends received Ads on
Moments
▪ More and More users ARE expecting for
receiving an Ads
▪ Self-reinforcing social network effect after
introducing Moment Ads
11Payment
WeChat payment – credit card binding
12Payment
WeChat payment – make a payment
13QR Code
Scan for purchase
14Key drivers for brands to choose Wechat public platform
for marketing
▪ In China, mobile-based communication has become WeChat is very different from
Reach the form of communication, as smartphone and Twitter — or Sina Weibo — as it’s
mobile Internet usage has become a key medium to
predominantly a messaging app, so
reach target consumer groups.
▪ Weichat enable the touch of over 100mn mobile there’s no live feed of information
users aside from the more public WeChat
“Moments” feature, which is
▪ Subscribers/followers can be choose via location more like a Facebook Wall.
Targeting and media they reads Nonetheless, WeChat has over
▪ In store promotion became easy via QR codes, e- 100 million users globally, and
membership cards can be issue to user and viewed those who are in China are likely
in public accounts. E-membership cards and QR to be smartphone-toting and
codes also make O2O possible
urban. Basically, a brand’ ’s
▪ 100% WeChat user on smartphone representing an
average higher income segment in mobile user dreamboat of consumers.
▪ Message can be send to sub group of people based - Millward of Tech in Asia
on gender and location
WeChat is our ultimate platform to build
▪ WeChat campaigns go beyond the usual up our CRM system. We want to deepen
Enhanced “broadcast” model of brand self-promotion the connection with consumers, from
communica- ▪ Increase the ability of a brand to enhance their one- broadcasting to conversing, from
to-one customer relationships via exclusive content ‘one to many’ ’ to ‘one to one’ ’.
tion reserved for followers. - Nike Greater China media manager,
▪ Sets apart from weibo — where followers and non- Vicky Huang
followers alike can see the same publicly posted
messages and brands generally engage in one-way
communication.
15Future development
WeChat “Smart Life” solutions for industries
16Future development
Oversea mobile commerce for Chinese consumers
A Product
B
Service
Mainland
Consumer
Order placement to HK
Huge traffic from WeiXin and QQ helps Consumers place orders, make supplier with logistics
boost user base for oversea ecommerce payment, and select pick-up / information
platform, presenting HK products/service service appointment in mainland
to Chinese consumers China
Mainland Product delivery to
consumers pay pickup-locations
visit to service
providers in HK
per appointment
(e.g. body
checkup, tickets)
Consumer review on
oversea ecommerce
platform
Multiple pick-up &
Experience sharing
delivery options
on Moments & social
network
17THANK YOU!
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