DEO Shopper Understanding on Ecommerce Report 20160823 V2-update
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Transcript of DEO Shopper Understanding on Ecommerce Report 20160823 V2-update
Contents
Project Background
Target Shoppers’ Lifestyle
Shoppers’ Attitude to Deodorant
Online Shopping Journey
Study Highlights
Project Background
4
• Background• The current penetration of deodorant in China has room to grow. On the other hand,
ecommerce is developing fast and attract more and more shoppers purchase on it• To seize this opportunity, and utilize ecommerce learnings to increase deodorant
penetration; a study about ecommerce shoppers’ shopping behavior online thus is called for to target their needs on ecommerce
• Research Design• Step I: DEO target shopper understanding
Methodology: Qualitative – WeChat Listening Research Focus:
• Profiling for DEO target shopper (both user & potential user)• Channel Role and Opportunity Identification for Ecommerce
• Step II: Trip Path to Purchase Understanding Methodology: Qualitative
– Shopping behavior tracking on mobile and PC– 10 minutes WeChat interview to understand reason why behind the behavior
Research Focus: Online shopping flow and touch point usage
Research Design – Respondent Criteria
5
• Age: 18-30 y.o.• Gender: Male and Female• Education: College and above• Age & Occupation Quota 18-24 y.o covers university student, first/free jobbers, entrepreneurs 25-30 y.o. full time employee
• All aware of deodorant category• Mix deodorant users and non-users: 50% / 50%• Online Shopper, respondent needs to purchase online, at least, 2 times for last month. Also one of the
purchase must be personal care product.• Respondents should includes both “New Trend Catchers” & “Leading-edge EC User”. Besides criteria above,
respondents should be:• New trend catchers
• Who likes to follow digital media information (e.g. bilibili, acfun, Qdaily, Mono, Zhihu etc, also web celebrities’ or popular blog expert.)
• Familiar and look for newest marketing campaigns/news of website/app, e.g. TED etc• Leading-edge EC users
• Active internet user, spend at least 2 hours online every day (including PC and/or Mobile)• Use eCommerce as key source of information collection and purchase channel for
personal care products (especially new & imported product)• Active in social media such as wechat moment, weibo to share experience & feeling• Always willing to try new product & purchase online such as special facial cleanser (酵
素类/氨基酸类), Dry shampoo, Male facial mask, BB cream & Electrical facial cleanser (any one of them)
6
Behavior Tracking_ mTracker & PCTracker
Research Design – Sample Distribution
WeChat Listening +
DEO User DEO Non-UserBeijing 16 16
1. Deo user, Male: Female => 4:12 1. Deo Non-user, Male: Female => 4:12Deo User Male, age 18-24: 25-30 => 3:1 Deo Non-User Male, age 18-24: 25-30=> 3:1
Deo User Female, age 18-24: 25-30 => 9:3 Deo Non-User Female, age 18-24: 25-30=> 9:32. Leading edge EC Users: New trend catchers=> 8:8 2. Leading edge EC Users: New trend catchers=> 8:8
Shanghai 16 161. Deo user, Male: Female => 4:12 1. Deo Non-user, Male: Female => 4:12
Deo User Male, age 18-24: 25-30 => 3:1 Deo Non-User Male, age 18-24: 25-30=> 3:1Deo User Female, age 18-24: 25-30 => 9:3 Deo Non-User Female, age 18-24: 25-30=> 9:3
2. Leading edge EC Users: New trend catchers=> 8:8 2. Leading edge EC Users: New trend catchers=> 8:8Guangzhou 16 16
1. Deo user, Male: Female => 4:12 1. Deo Non-user, Male: Female => 4:12Deo User Male, age 18-24: 25-30 => 3:1 Deo Non-User Male, age 18-24: 25-30=> 3:1
Deo User Female, age 18-24: 25-30 => 9:3 Deo Non-User Female, age 18-24: 25-30=> 9:32. Leading edge EC Users: New trend catchers=> 8:8 2. Leading edge EC Users: New trend catchers=> 8:8
Total
CityRespondent Quota
96
+ WeChat Interview
Execution Period: Jun 11-17 Jun 18-24 Jul 11-18
Target Shopper Grouping
8
• Among deodorant target shoppers, 4 different groups are identified by their consumption pattern towards personal care product
Smart Shopper
• Both high-end & mass brands
• Quality first, then seek for smart deal channel
Quality Seeker
• High quality life
• High-end brands
• Quality guarantee
• Reliable product source
Economical ShopperPromotion Seeker
• Both high-end & mass brands
• Interested in and proactively search for discounts & promotions
• Mass brands
• Online shopping focus on price comparison and low price
Source: WeChat listening
Overview on Four Groups – Persona Difference
9
Smart ShopperQuality Seeker EconomicalShopper
Promotion Seeker
Source: WeChat listening
Gender Constitute Male VS. Female 1:4Similar to quota setting
Male VS. Female 1:10Majority female
Male VS. Female 1:3Similar to quota setting
Male VS. Female 1:1More male compared to
other 3 groups
MHI High Middle-High Low-Middle Low-Middle
Pressure Level Low Certain Intensity Mixed with low pressure and certain intensity
Mixed with low pressure and high pressure groups
Brands Preference High-end brands Both high-end & mass brands
Both high-end & mass brands Mass brands
Consumption Pattern
• Pursue high quality life and high-end brands
• Care about reliable source and high quality of the products
• Quality first, then seek for smart deal channel
• Proactively search users’ experience sharing through apps e.g. RedBook
• Interested in and proactively search for discounts & promotions from both online and offline channel
• Online shopping focus on price comparison and low price
OccupationTranslator, Manager, Government worker;
Students
Office clerkManagerStudents
Secretary/ AssistantAccountantStudents
Office clerkAccountant/ technician
Students
Lifestyle Label High quality life; relax; rich leisure time Busy Mixed with relax and busy
groupsMixed with busy and easy
& simple life groups
Group Size
10
• Relatively, smart shopper and economical shopper are bigger groups, and the distribution has city difference• More smart shoppers in SH, while more economical shoppers in BJ
• DEO users have more economical shoppers, while Non-Users have more promotion seekers who are easily attracted by promotion to impulsive shopping
City Quality Seeker Smart Shopper Promotion Seeker Economical Shopper Total Respondents
Total 15 34 17 30 96
BJ 6 8 5 13 32
SH 4 17 4 7 32
GZ 5 9 8 10 32
Deodorant User 8 15 6 19 48
Deodorant Non-User 7 19 11 11 48
Source: WeChat listening
Overview on Four Groups – Common Characteristic
11
Sports
TravellingWatch Movies
Painting
Concert Dancing
Rich entertainment hobbies
Large-scale activities / sports events that are popular in
foreign countries and newly introduced to China:Live shows and stars
interactions in shopping mall:Kung Fu performance
DJ live show
Concerts /Band performances
Free SPA Interested activities
Source: WeChat listening
BasketballRunning
Art Exhibition
Overview on Four Groups – Common Characteristic
12
International sports
tournaments
NBA
EuropeanCup
Appearance related:
• Body fitness• Losing weight
• Dress collocation• Beauty makeup
• Skin care
Popular TV dramas,
Movies, and Entertaining
showsWeb celebrities and stars
Latest hot topic or
news in the local
society
Interested topics
Pony
ShanghaiDisney
Huanlesong
Warcraft
Papi
Source: WeChat listening
Overview on Four Groups – Daily Usage of APPs
13
Source: WeChat listeningNote: In the whole report, the “ ” icon indicates the mentioned times.The more “ ”, the more respondents mentioned
Social media
Wechat Weibo QQ Facebook Instagram
Online shopping apps
Taobao Tianmao JD
Red book
Yihaodian
FengquHaitao
WangyiKaola
Yangmatou
Boluomi
Tools
Baiduditu Mojitianqi UC Alipay KEEP
Videos
Bilibili AC fun Youku Aiqiyi Tencent
BaiduNuomi
Food ordering and discount finding
DazhongDianping Meituan Eleme
Transportation
Uber Didi
Music
Xiami Kugo QQ Kuwo Baidu
News and Reading
Zhihu Douban Haoqixinribao
TencentNews
MONO
Photography
MeituXiuxiu Meiyanxiagnji IN Jane HuangyouXiangji
SMZDM
Shoppers’ Lifestyle
14
Quality Seeker
Who
Source: WeChat listening
• Group Size: 15 (Female: 12; Male: 3)• MHI: High (20,000-50,000 CNY)• Occupation & Marriage Status:
• Translator, IT technician, Government worker (Single);• Manager (Married, have children);• Office clerk (Married, no child);• Students
• Personal Care Product: High-end brands
• Lifestyle: • High quality, relaxed and carefree life with little or no pressure• Enough leisure time for entertainment• Many of them have financial source from parents or spouse
Where
• Routine spots:• Weekdays
• Office• Coffee shop
• Weekends• Shopping mall and
restaurants with good environment
• Cinema• Exercise in park or go
to fitness center
K11, Shanghai Longemont, Shanghai TaiKoo Hui, Guangzhou
Quality Guarantee
Oversea shopping agency
Large e-tailers (e.g. Tmall, JD)
Personal care store
Oversea physical
store
Counter in shopping
mall
Online Offline
• Good reputation• Have promotion• Home delivery
• Reliable product source
• Comfortable environment
• Provide product not available in domestic
• Try product sample
• Provide BA Introduction
Source: WeChat listening
Channel choice and reason behind
Shoppers’ Lifestyle – Shopping Channel
15
Quality Seeker
• Consumption Pattern:• Pursue high quality life and high-end brands of personal care products• Care about reliable source and high quality of the products
Shoppers’ Lifestyle
16
Who
Source: WeChat listening
• Group Size: 34, majority female (Female: 31; Male: 3)• MHI: Middle-High (10,000-30,000 CNY)• Occupation & Marriage Status:
• Office clerk (Single);• Manager (Married, some have children);• Students
• Personal Care Product: Jointly use mass brands and high-end brands
• Lifestyle: • Busy, have certain intensity and pressure on work or study• Some of them are married and have children, have pressure on
supporting family.
Where
• Routine spots:• Weekdays
• Office or School• Park or gym• Coffee shop
• Weekends• Shopping mall • Cinema• Game room• KTV• Library / Bookstores• Art gallery
Smart Shopper
Shoppers’ Lifestyle – Shopping Channel
17
Smart Shopper
• Consumption Pattern:• Quality first, then seek for smart deal• Have clear understanding of needs and shopping plans pre store• Proactively search users’ experience sharing through apps
Quality Guarantee
and Smart Deal
Oversea shopping agency
Large e-tailers (e.g. Tmall, JD)
Personal care store
Oversea physical
store
Counter in shopping
mall
Online Offline
• Good reputation• Have promotion• Home delivery
• Price advantage for luxury brands
• Comfortable environment
• Provide product not available in domestic
Source: WeChat listening
Channel choice and reason behind
• Many stores for convenient shopping
• Membership activity• Provide product
sample
• Buy expensive electronic beauty products for worry-free after-sales service
• Compare prices• User comments • Have promotion• Home delivery • Provide BA
introduction• Immediately
use
Red Book SMZDM
Shoppers’ Lifestyle
18
Who
Source: WeChat listening
• Group Size: 17 (Female: 13; Male: 4)• MHI: Low-Middle (8,000-25,000 CNY)• Occupation & Marriage Status:
• Secretary/ Assistant (Single);• Accountant (Married, have children);• Students
• Personal Care Product: Jointly use mass brands and high-end brands
• Lifestyle: Mixed with relax and busy groups• Busy groups:
• Middle MHI, busy working or studying• Have certain financial intensity for supporting parents or
children• Relax groups:
• Low-middle MHI, but enjoy a relaxed life with lots of free time; • Have little or no life pressure
Where
• Routine spots:• Weekdays
• Office or School
• Both weekdays and weekends• Popular discounted
restaurant• Cinema• Shopping mall
Promotion Seeker
Shoppers’ Lifestyle – Shopping Channel
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• Consumption Pattern:• Proactively search for discounts & promotions from both online and offline
channel• Easily influenced by discounts and promotion activities for impulsive
purchase
Promotion Seeker
Source: WeChat listening
Attractive Promotion
Large e-tailers (e.g. Tmall, JD)
Personal care store
Online Offline
• Membership program
• Rich choices• High quality
products
The main shopping channel:• Various promotion
mechanism• Home delivery
Channel choice and reason behind
Shoppers’ Lifestyle
20
Who
Source: WeChat listening
• Group Size: 30, more male compared to other 3 groups (Female: 16; Male: 14)
• MHI: Low to Middle (8,000-20,000 CNY)• Occupation & Marriage Status:
• Office clerk, Sales, Teacher (Single);• Accountant/ Technician (Married, some have children)• Students
• Personal Care Product: Prefer mass brands
• Lifestyle: Mixed with busy and easy & simple life groups• Busy groups:
• Middle MHI, high working pressure• Prefer saving money
• Easy & simple life groups:• Low-middle MHI, mainly students with low study pressure
Where
• Routine spots:• Weekdays
• Office or School• CVS• Restaurant
• Weekends• Stay at home• Shopping mall • Cinema• KTV• Park or suburb
Economical Shopper
Shoppers’ Lifestyle – Shopping Channel
21
• Consumption Pattern:• Focus on low price• Prefer comparing prices on different channels• Shop in supermarket and personal care stores for convenient and time-
saving; also consider the mass brands price is competitive when on promotion
Low Price
Large e-tailers (e.g. Tmall, JD)
Personal care store
Online Offline
Source: WeChat listening
Channel choice and reason behind
Economical Shopper
• Various promotion mechanism
• Home delivery
• Immediately use• Many stores for
convenient shopping
• Higher quality compared to taobao personal seller
Super-market
Channel Role - Online
22
• Purchase products not available domestic
Oversea shopping agency
• Red Book:• Find new products• Refer to user reviews
• Taobao/JD:• Information collection
(Search products showed on TV drama or entertaining show)
• Find promotion / discount
• Price comparison• Purchase personal care
products for stock up
Large e-tailers
• Online channel common role: information collection, explore new products,seek for promotion and price comparison
Source: WeChat listening
Channel Role - Offline
23
• Purchase products with member discount/points rewards
Personal care store / supermarket
• Purchase products cheaper than domestic
• Purchase products not available domestic
Oversea physical store
• Purchase expensive / high value personal care products
Counter in shopping mall
• Offline channel common role: purchase products of immediate needs, try product samples, enjoy shopping experience
Source: WeChat listening
“去屈臣氏,或者专柜买,因为线下可以试用产品,而且比网购更快能拿到产品。”GZ, Miss Jia, Non-User, New Trend Catchers, Smart Shopper
Opportunities for Ecommerce
24
• 4 target groups difference compared to common online shoppers:• For high-end products, to ensure product quality, they prefer to purchase in oversea
physical store, or through oversea shopping agency which with good reputation or introduced by friends, or even purchase in counter of shopping mall
• When shopping online, they like to collect information for smart deal from APPs such as Red Book(小红书), SMZDM(什么值得买)
• Various promotion events, rich product selection and home delivery attract more and more shoppers from offline to online. But lack of usage experience and no product sample available while purchasing new products online, somehow decrease shopping experience satisfaction• Launch new product and increase awareness through ecommerce maybe a good
choice by utilizing the promotion events, and shoppers habits to explore new products online
• Encourage shoppers to publish more positive usage experience reviews after purchase online, to offset the concern of no product sample for trial
Source: WeChat listening
Shoppers’ Attitude to Deodorant
• Awareness Channel of Deodorant
• Usage Occasion of Deodorant
• Barriers of Deodorant Usage
• Triggers to Try a New Personal Care Product
• WOM, advertisement and physical store shelf display are the key channel to impact deodorant awareness
Awareness Channel of Deodorant
26
Source: WeChat interview
• Family member / friend / colleague /
classmate’s recommendation
• TV advertisement
• Online advertisement / Ecommerce advertisement
• Physical store shelf display, especially
Watsons / Poster in shopping mall / Store staff recommendation
• Free sample from gym
• Magazine advertisement
First Time Usage Occasion of Deodorant
27
• To keep a good image when gathering or attending important events is the key trigger for shoppers first time to use deodorant
• To keep a good image• Gathering with friends / Attending party or wedding• Meeting clients / Attending conference• Having a date• Going outdoor / shopping / go to travel
• (Student) have classes• (Employees) at work
• Getting sweaty after exercise and fitness / having P.E lesson
• Hot weather in summer
• Go to interview
• As substitute of perfume (Consider perfume is more expensive)
“以前小,觉得买香水不划算,所以用香体剂”-SH, User,Miss Qi, New trend catcher,Smart Shopper
Source: WeChat interview
Usage Occasion of Deodorant
28
• Shoppers mainly use deodorant in the morning or evening; to prevention before occasion or remedial action after occasion
Prevention before occasion• When:
• Before go out / changing clothes in the morning
• Before exercise• After shower
• Occasion:• Wear sleeveless / short-sleeve
clothes• In public place/in a party
Functional Needs:• Cover the smell of sweat• Prevent body odour• Anti-perspiration• Prevent sweat stain on clothes• Nice Scent of body• Dry and cool feeling
Emotional Needs:• Make a good impression• Improve confidence and
comfortable feelingRemedial Action after occasion (more male shoppers in these occasions)• When:
• Need to go out at night before shower
• After exercise• Clothes smell bad
Source: WeChat interview
Barrier of Deodorant Usage: Non-User
29
• Except for no consumption needs, lack of understanding or even negative feeling for deodorant are the key barriers for shoppers to use deodorant
No consumption needs
• Seldom get sweat• No or little body odour• Don't like to apply anything on body
Lack of understanding or even negative feeling for deodorant
• Don't know its function and effect• Consider it is not daily necessity• Only a few friends or even no friend is using• Feel it represents poor taste
“听说会堵塞毛孔,抑制汗腺,加上我本身没体味”-GZ, Non-User,Miss Yang, New trend catcher,Smart Shopper
“感觉香体剂的质地不好,用了会有种黏黏的感觉,而且觉得会对皮肤不好”-GZ, Non-User,Miss Li, Leading-edge EC user,Promotion seeker
Source: WeChat interview
• Consider it is not good for skin
• Have concern about clog pores or suppress suboriferous
• Feel like mainly for girls / ladies, not suitable for boys / men
Barrier of Deodorant Usage: Non-User
30
• Perceived deodorant fragrance is not so good as perfume, especially for quality seekers, which prevent them to use deodorant
Uncomfortable feeling after usage
• The texture is sticky and not comfortable after usage
Unmet the needs for fragrance
“香水会更好,一般只在冬天用香水。夏天出汗比较多,基本什么都不用。”-BJ, Non-User,Miss Zhao, Leading-edge EC User,Quality Seeker
Source: WeChat interview
• Have the habit of using perfume, and deodorant is not as good as perfume, especially for Quality Seeker
• Short lasting time of deodorant scent
• No favorite scent from deodorant
• The scent of body is not natural after using deodorant
“并没有很吸引我,觉得留香时间不长而且香味比较普通”-GZ, Non-User,Miss Li, New trend catcher,Quality Seeker
Triggers to Try a New Personal Care Product: Non-User
31
Creative and attractive product package
Creative and attractive ads
Product function meet the consumption needsGood word of mouth
• New function / formula / ingredients of the product
• High-tech applied in production
• Not satisfied with current using product and need to find a new replacement
• Positive user reviews• Famous brand• Large user group / hot
selling product in ecommerce
Source: WeChat interview
Triggers to Try a New Personal Care Product: Non-User
32
Reliable recommendation or advertisementReasonable price or on discount/ promotion
• Friends recommend• Web celebrities / Stars / Make-up blogger
recommend; Follow the latest fashion trend• Relatively, Quality Seeker and Smart Shopper
are easily impacted by web celebrities and starts• Hot topic in WeChat moment / Weibo• Recommended by WeChat official account• Impacted by in-game advertising in TV Variety Show,
e.g. Running Man• Ads of reliable brand or physical store / e-store• Recommended by Red Book (小红书)
• Especially attracts the Promotion Seeker and Economical Shopper
Smart ShopperQuality Seeker
Economical Shopper
Promotion Seeker
Source: WeChat interview
Online Shopping Journey• Information Collection
• Shopping Mission
• Online Shopping Journey
Note: In this project, over 90% of shoppers mainly use mobile for online shopping, so the findings from this section of report mainly comes from Mobile Tracking.
34
• For personal care products, shoppers search related information on social
media, or influenced by web celebrities/stars’ sharing
• Web celebrities/stars' posts on Weibo and other social media
• Makeup tutoring videos / Makeup bloggers
• Popular TV dramas, entertaining shows
• Articles in WeChat Moments written by official accounts
Source: WeChat interview and ClickstreamBase: All respondents N=96
• Used Apps during Tracking Period
Information Source Content Timing
• Product Recommendation, write product reviews
• Share shopping experience• Follow web celebrities/ stars, learn
popular products and fashion trend• Subscribe official accounts, read articles
about product recommendation
On transportation (morning and night) Noon breakNight time
InstagramQQ
Social Media 100%
Information Collection
35
• Used Apps during Tracking Period
Information Source Content Timing
• Look for new oversea personal care product shown on TV drama/ entertaining show
• Search product detail information
• Products and pricescomparison
• Browse users reviews and comments
• For female shoppers, they prefer reading product reviews on Red Book and other shopping experience sharing apps
On transportation (morning and night) Noon breakNight timeWeekend
YiHaoDian
YangMaTou
XianYu
Taobao
RedBook
TmallJD
JuMei
VIP.com
TaoCaiMao
TaoPiaoPiao
BoLuoMi
Source: WeChat interview and ClickstreamBase: All respondents N=96
Online Shopping Apps 86%
Information Collection
36
Source: WeChat interview and ClickstreamBase: All respondents N=96
• Used Apps during Tracking PeriodInformation Source Content Timing
• Watch make-up tutoringvideos/ Celebrities live shows
• Learn new products through Ads before playing video
• Learn new products shown on TV drama/ entertaining show
On transportation (morning and night) Noon breakNight timeWeekend
• Group purchase• Find discounted stores and
products
Lunch timeDinner time
• Follow makeup bloggers onsocial forums, broaden fashion and personal care information scope
• News of celebrity to learn about fashion trend
On transportation (morning and night) Noon break
Videos 32%Bilibili
AC fun
YoukuAiqiyi
Tencent
Live Show AppsDouYu YingKe Hua
Jiao
YouTube
DazhongDianping
MeituanEleme BaiDuNuoMi
Food Ordering and Discount Finding 22%
News and Reading 16%
Zhihu DouBanMONOHaoQiXin TencentNews
Information Collection
37
• Replenishment and promotion driven are key triggers for shoppers’ online shopping trip
• Try new product or find replacement for current product, find a solution, also lead to their online shopping trip
Products ran out/ running out
Product promotion/discounts(Key trigger for Promotion Seeker)
Not satisfied with current product/Attracted by new product
In summer, easy to get sweaty because of the hot weather
Replenishment
Promotion Driven
Try New Product/ Replacement
Solution Seeking For DEO
Source: WeChat interview
Shopping Mission
38
• Shoppers with different shopping mission; Male VS. Female; have similar overall shopping journey, but reflect different behavior in detail steps (step 2, 3 & 4)
Source: WeChat interview and ClickstreamBase: All respondents N=96
Online Shopping Journey Overview (1)
1. Enter E-tailersTaobao / Tmall / JD
• Majority shoppers enter directly by mobile apps
2. Search Key words or click navigation bar
on home page
Top 1
Top 2
• Goal-oriented or feel not user friendly through navigation bar: search key words to find products
• For exploration: click navigation bar
For Replenishment, shoppers may enter Product/Merchant List Page through My Favorite in User Information Page
Promotion Seeker may enter Product List Page by clicking ads on homepage
Promotion Driven
Replenishment
Promotion DrivenCategory + Combo(套装)
Promotion Driven
Solution SeekingCategory + Function
39
• Different shopping missions affect shoppers’ Sort & Filter choices on Product List Page
Source: WeChat interview and ClickstreamBase: All respondents N=96
Online Shopping Journey Overview (2)
70% SortMost of them ranking by sales or default order
48% FilterMainly filter by:• Brand• Price range• Dispatch place• Function
3. Click an item and land in product page
• Attract to click an item: Sharp and clear head photo of real product, attractive function in product description, sign of famous e-tailers self-operated / official flagship store, promotion information and free delivery
Promotion Driven
Replenishment
Try New Product/ Replacement
Solution Seeking
Shopping Mission• Replenishment:
• Sort: Price• Filter: Place of Dispatch
+ Price Range• Try New Product/
Replacement:• Sort: Sales Volume,
Credit• Filter: Brand + Price
Range• Promotion Driven:
• Sort: Sales Volume• Filter: Brand + Product
Specification• Solution Seeking:
• Sort: Default Ranking, Comments Volume
• Filter: Brand + Functions/ Product Attributes
40
Source: WeChat interview and ClickstreamBase: All respondents N=96; DEO user* N=48
Online Shopping Journey Overview (3)
52% DEO users* would like to cross purchase DEO with other personal care
products
4. Check product page
• On average, shoppers compare 3 products & spend 25 seconds on each product detail page before final purchase
5. Put into shopping cart
• Top 3 factors impact final purchase decision of DEO• Anti-perspiration effect
and lasting time• Famous brand• Attractive price &
promotion
• Expected show product from different angle (front, side, back, details)
• Both text and pictures to show function / ingredients / scent
Top: Rolling Photos• 65% shoppers browse
Bottom: Product Recommendation
• 52% shoppers browse
Middle: Product Introduction
• Expected show function: Anti-perspiration, lasting time, scent
• Ingredients: non-alcoholic, natural
• Compare price & attributes of similar products
• Search for promotion pack
41
• Majority shoppers enter e-tailers directly by apps• Taobao, Tmall & JD are top 3 e-tailers shoppers would like to purchase online• More male shoppers purchase from JD, while more female shoppers browse
RedBook and Jumei
Apps of Ecommerce
MajorityMobile
Source: Clickstream
Path to enter e-tailers (Mobile)
Step 1: Enter E-tailers
42
• Reading Instruction of Online Shopping Path (Mobile):
PurchaseTriggers Review Engage
E-tailer Home page
Product Navigation Page
Product List Page
Product Detail Page
User Reviews Page Shopping Cart
Merchant Home Page Store List Page
User Information Page
43
• Online Shopping Path in Ecommerce (Mobile):
PurchaseTriggers Review Engage
E-tailerHome Page
Product List Page
Product Detail Page
Path 1:4 key steps
Path 1:4 key steps
Shopping Cart
E-tailerHome Page
Product List Page
Product Detail Page
Path 2:5 key steps
Path 2:5 key steps
User Reviews Page
User Information Page
Product Navigation Page
Product List Page
Product Detail Page
Merchant Home Page
Merchant List Page
Merchant Home Page
E-tailerHome Page
Product List Page
Product Detail Page
Path 3:≥ 6 key steps
Path 3:≥ 6 key steps
User Reviews Page
Repeat browsing
Means“non-mainstream path”Source: Clickstream
Search Click
ClickSearch Click
Click Click Click
Click Ads
Search Click
Click
Click
Click ClickSearch
Click
44
• In-store Product Search in home page: Most shoppers prefer inputting keywords to search product
PurchaseTriggers Review Engage
Banner ads
Navigation Bar
Keyword Searching
Store/Product Favorite
Source: WeChat interview and Clickstream
Top 1
Top 2
Base: Mobile Shopping trip 97
62%
3%
33%
2%
They click at banner ads at around: 12:00, 13:30, 18:00
45
PurchaseTriggers Review Engage
Navigation Bar
Keyword Searching
• Narrow down the product list scope for convenient comparison
• Goal-oriented:• Have clear shopping plan (planned category / brand
/ specific sku), convenient and time saving• No clear brand plan but have some specific product
features preference, such as “function”• Convenient for price comparison for the same
product in search result pages• Navigation bar not user-friendly:
• Don’t know the needed product under which category in navigation bar / Can’t find the needed product through navigation bar
ReasonTop 1
Top 2
• Exploration:• Have no clear shopping plan, utilize navigation bar
for further exploration• Explore various product types / formats• Explore new product
• During online promotion event, e.g. 6/18, it's quick to search for discounted products
Source: WeChat interview
• Shoppers have clear shopping plan would like to input key words to find products• Some shoppers click navigation bar for further exploration
46
PurchaseTriggers Review Engage
Source: WeChat interview and clickstream; Base: Key words searched by DEO User
• Many shoppers just search key words for once. The high frequency key words are “category name / gender and brand name”
01. Category:“香体剂”02. Gender: “男士/女士”03. Brand
DEO:香体剂香体走珠香体喷雾香体露香体液止汗露止汗喷雾
Brand:
舒耐妮维雅多芬
曼秀雷敦阿迪达斯
Fa雅芳
Hot Words
• Logic behind key words searching:• DEO users have clear brand / specific product plan, prefer searching key
words combined with “brand name / product features / category name”
Category + Gender Brand + Category Brand + Category + Gender Category + Place of origin
Brand + Scent Attribute
• Some DEO users only have category plan but no clear brand preference, and they just search category name, then browse product list page for further exploration
“舒耐 无香”
“香体剂 日本”
47
PurchaseTriggers Review Engage
Classification分类
Beauty Makeup美妆 / 个护化妆
Body Care身体护理 / 美容护肤
Sub-Category:香体剂/沐浴露, etc.
Source: WeChat interview and clickstream
• Clicking steps through navigation bar:
48
• In-store Product Search in product list page: Sort or Filter?• Most shoppers prefer ranking products, and around half shoppers also utilize “filter”
function to find the product
PurchaseTriggers Review Engage
Source: WeChat interview and clickstream; Base: All respondents N=96
70% Sort
Sort 排序Credit
Price
Comprehensive Ranking /
Default rankingSales
Volume
Brand
48% Filter
Filter 筛选Functions/
Product Attributes
Price Range
Place of Dispatch
49
• How to sort in product list page:• Ranking by sales volume and default order are more popular by shoppers
PurchaseTriggers Review Engage
Sales Volume
TOP 1
Comprehensive Ranking / Default
Ranking
TOP 2
Price Ranking
TOP 3
Source: WeChat interview
50
PurchaseTriggers Review Engage
BrandTOP 1
Functions/Attributes
TOP 3
Price RangeTOP 2
Place of Dispatch
TOP 3
• How to filter in product list page:
Source: WeChat interview
51
• On average, shoppers compare 3 products & spend 25 seconds on each product detail page before final purchase• Female shoppers spend more time on each product detail page than male shoppers do (27S VS. 17S)
• Product comparison: What attract shoppers to click into specific product detail page?
PurchaseTriggers Review Engage
Head Photo• Attractive product packaging
(Fresh style/ Pop color/ Special bottle design)
• Sharp and Clear photos • Photos of real product• Star endorsement• Marked with price• Sign of Newest Arrival
Product Description• Brand name• Product attributes (e.g. Scent,
lasting time 留香时长/止汗时长); • Attractive function• Package size • Place of Dispatch• Place of Production
E-commence self-operated/ Official Flagship Stores sign
• Sign of Quality Guarantee
• Promotion and discount information
• Free delivery sign
“有活力、构图丰富、色彩鲜艳的产品图片和促销信息吸引我去查看,我希望标题给我提供给一些气味描述。”GZ, Miss Huang, DEO User, New Trend Catcher, Economical Shopper
Source: WeChat interview
52
• Product comparison: Product Detail Page (Top: Rolling photos)• Many shoppers view the rolling photos, with detail expected information and hope to
offset lack of touching real product experience
PurchaseTriggers Review Engage
Source: WeChat interview
• View rolling photos on top
NO
65%
35%
Base: All respondents N=96
Expected information
• Showing product from different angles (Front, Side, Back, Details)
• Packaging (color and bottle design)• Both text and pictures to show:
• Product ingredient / function• Product scent
• Use method• Screenshots of user review• Sign of New Arrivals / Hot selling items/
Promotion
Reason• Already know the
product well, don't need more information
“我希望顶部照片可以拍到这个产品的细节,因为网购没法像实体店一样拿在手里看,最好可以清晰的看到产品成分和保质期。”SH, Miss Chen, DEO User, New Trend Catcher, Smart Shopper
“希望图片有让人感觉闻起来很香的味道,或者类似有止汗效果的图片。”SH, Miss Zhang, DEO User, New Trend Catcher, Quality seeker
53
• Product comparison: Product Detail Page (Middle: Product Introduction)• Function and ingredient are key elements shoppers would like to notice and compare
PurchaseTriggers Review Engage
Source: WeChat interview
• Function and
effect (Scent, Anti-perspiration effect, Lasting time)
• Ingredients (Non-
alcoholic, Natural ingredients, etc.)
• Brand Introduction
• Use Methods
(Convenient to use, usage occasion)
• Packaging (Bottle
design, Size, Easy to carry)
54
• Product comparison: Product Detail Page (Bottom: Product Recommendation)• Shoppers refer to the recommendation when they want to compare product price and
features, or haven’t found ideal product
PurchaseTriggers Review Engage
• Whether will browse?
YES
NO
52%
48%
• Compare the prices and attributes of similar products
• Usually refer to these recommendations when not finding ideal product
• The recommendations meet the needs
• Search for promotion pack
• Have clear shopping plan, don't need other product
• The recommendation do not meet the needs
• Dislike bundle pack• Unattractive promotion
“卖香体剂的店铺卖的全都是香体剂,底下的自由搭配也都是香体剂,没有什么其他自己想要的。”BJ, Miss Jiang, DEO user, New Trend Catcher, Economical Seeker
Source: WeChat interview Base: All respondents N=96
• Anti-perspiration effect and lasting time, famous brand, attractive price & promotion are top 3 factors impact final purchase decision of DEO
Function and effect (Scent, Anti-perspiration effect, Lasting time)
Famous brand / Reliable brand
Price & Promotion (value for money)
Ingredients (Antiallergenic, mild texture)
Positive reviews/comments from users
Packaging (Bottle design, Size and capacity, Easy to carry)
Convenient to use
Hot selling items
Star endorsement
55
PurchaseTriggers Review Engage
Source: WeChat interview
ImportanceHigh
Low
For DEO non-shoppers, scents and ingredients are no longer the top factors impacting final purchase. Price & promotion, brands, and function are critical
56
• Shopping Cart Analysis: Cross Products/Categories Purchase• Male shoppers usually purchase DEO together with facial clean and skin care
products, while female shoppers have richer cross categories purchase (DEO + facial clean and skin care + body care)
PurchaseTriggers Review Engage
Whether cross purchase other products with
DEO
NO
52%
48%
• Add something into shopping cart for free shipping or discounts
• Convenient for one-stop shopping when need other personal care products
• Have clear shopping plan, don't need other products
• Different usage frequency: DEO is running out faster than other personal care products-like shampoo and body wash
Source: WeChat interview Base: DEO user N=48
• Facial clean and skin care: Facial cleanser, Toner, Moisturizer Cream/Spray, Eye cream, Facial mask, Make-up remover, Sun cream
• Body care:Floral water, Mosquito-repellent, Body cream, Depilatory cream
Cross purchase
“都买了香体剂就会一起购买身体乳,因为这几样东西用的速度差不多,自然而然买的速度也极大可能是同步的。”GZ, Miss Chen, DEO User, Leading-edge EC User, Smart Shopper
Who Are Our Target Shoppers and How to Touch & Impact Them
58
• Even though 4 different groups are identified by their consumption pattern towards personal care product, they have common view for the role of online channel:
• Information collection• Explore new products• Seek for promotion and price comparison
• Rich product selection and various promotion events attract more and more shoppers from offline to online
• Ecommerce should be a good choice for UL to increase DEO penetration
Group Quality Seeker Smart Shopper Promotion Seeker Economical Shopper
Group SizeTotal N=96 15 34 17 30
Personal care product brands usage High-end Both high-end and
massBoth high-end and
mass Mass
Consumption pattern Quality guaranteeLess sensitive to price
Smart deal is as important as quality Attractive promotion Low price
Quality Seeker Smart Shopper EconomicalShopper
Promotion Seeker
How to Eliminate Barriers and Trigger Them to Use DEO (1)
59
Why use DEOFunctional Needs
Anti-perspirationNice scent of body (Cover the smell of sweat / prevent body odour)
Emotional NeedsKeep a good image (gathering / dating / attending important events)Improve confidence and comfortable feeling
Usage Occasion
Prevention:When: Before outing / changing clothes in the morning / before exercise / after showerOccasion: Wear sleeveless / short-sleeve clothes, In public place / in a partyRemedial action:When: Need go out at night before shower / after exercise / clothes smell bad
Why not use DEO How to eliminate barriers
Not realize consumption needsSeldom get sweat Educate and develop the
consumption needs by emphasizing the emotional needs, especially for the occasion of prevention
No or little body odour
Lack of understanding or even negative feeling for DEO
Don't know the function Eliminate the concern by professional doctorsHave concern about clog pores or suppress
suboriferous, worry not good for skin
Unmet the needs for fragranceNo favorite scent from DEO, especially for Quality Seeker who are used to use perfume
Launch the fragrance-free sku, and emphasize the functional needs
Short lasting time of DEO scent Improve the fragrance and lasting time
How to Eliminate Barriers and Trigger Them to Use DEO (2)
60
Triggers to try a new personal care productGood word of mouthPositive user reviewsFamous brandLarge user group / hot selling item in ecommerce
Product function meet the consumption needsNew function / formula / ingredient
Creative and attractive product package / advertisementAttractive promotion especially for Promotion Seeker and Economical ShopperReliable recommendation or advertisementRecommend by friends / WeChat official account / RedBook(小红书)Recommend by web celebrities / stars / make-up blogger, especially impact the Quality Seeker and Smart ShopperHot topic in WeChat moment / WeiboImpacted by in-game advertising in TV Variety Show, e.g. Running ManAdvertisement of reliable brand / physical store / e-store
How to utilize digital tools and ecommerce to increase DEO penetration
Utilize the positive and widely impact of APPs: WeChat, Weibo, RedBookEncourage DEO users to publish and share positive reviews in e-tailers / WeChat moment after purchase, so that to build up good reputationCooperate with and endorsed by web celebrities / stars / make-up blogger, to communicate the emotional and functional needs of DEO with usage occasion, so that to educate and develop the consumption needsUtilize in-game advertisement in popular TV drama / entertaining shows
Creative and attractive banner ads in large e-tailers, e.g. JD / Taobao / Tmall, link with promotion events
What Should Improve on Ecommerce Based on Their Shopping Behavior
61
• 4 group shoppers have similar online shopping journey: Search in Home Page - Browse and Select in Product List Page - Compare in Product Detail Page - Purchase
• Improve their shopping experience in ecommerce will contribute to increase the conversion from shoppers to purchasers
• Creative and attractive promotion banners
• Facilitate quick search and prioritize UL brands for goal-oriented shoppers by:• Set UL brands as default key words in Search Box
• Auto fill in UL brands in dropdown list when typing relevant key words
Home Page
• To develop hero SKU, so that to appear at the top of searched list when sort by sales ranking / default order
• Attract to click by:• Sharp and clear head photo of real product
• Attractive function in product description
• Sign of famous e-tailers self-operated / official flagship store
• Provide promotion information and free delivery
Product List Page Product Detail Page Purchase
• Show product from different angle
• Both text and pictures to show function (anti-perspiration, lasting time, scent), ingredients
• Utilize the bottom recommendation product bundle by:• Deliver promotion information
• Bundle with the higher penetration related products to increase DEO penetration
• Encourage positive user reviews
• Utilize cross purchase to increase DEO penetration by:• Provide DEO trial samples when purchase hot selling body care items in summers, e.g. Floral water, Mosquito-repellent, Body cream, Depilatory cream