M Commerce in China

3 BRAND stORIEs  

3’ ON M-Commerce in china (Video)

DS FIRST automobile brand to sell on

WeChat

Target: Young  Modern  Business  Elite  with  an  Interna5onal  culture,  in  search  of  a  unique  and  very  contemporary  French  luxury  experience  

"Chinese   consumers  want   a   new   type  of   premium   cars:   they   are   looking   for  technology  and  aesthe9cism”  Arnaud  Ribault  –  VP  Global  Sales  &  Marke8ng  at  DS  

Objective: Develop  an  innova5ve  e-­‐commerce  strategy  for  DS  5LS  while  illustra5ng  DS  brand  values:  progressive,  dis5nc5ve,  audacious.    

Strategy:  Leverage  WeChat  social  commerce  plaJorm  as  the  key  driver  for  conversa5on  and  sales  

IDea:

First  automo5ve  crowdfunded  campaign,  with  3  new  e-­‐commerce  products:  

Pay 1 Yuan and Get a 1 Yuan gift: People  who  pay  1  Yuan  can  benefit  DS  5LS  Luxurious  feast:  a  100  000  KM  free  maintenance  for  3  years  

“DS OrdersBao ”: Pay  5  000  RMB  in  deposit,  and  get  11,11  RMB  per  day”  

*

*the  name  «  ordersbao  »  is  inspired  from  Alibaba’s  «  Yulebao  »,  the  crowdsourced  film  investment  fund  launched  march  31  2014  witch  met  its  funding  target  of  $11.77  million  (73  million  yuan)  a_er  just  five  days  

“1 Yuan Premium DS Crowdfunding”:

Create  a  mobile  internet  circle  sales  mode  

¥  

•  40  000  people  opened  an  account  on  DS  Crowdfunding  

•  600  000  have  paid  1¥  for  their  friend  to  get  a  car  

•  5  500  cars  sold  using  this  WeChat  Crowdfunding  

9 Months Campaign Results

“We   want   to   develop   WeChat   as   an   Ecommerce   plaDorm   [...]   The   biggest  challenge  with  WeChat  was   to   embark  with   us   all   our   dealers,   and   to  make  them  understand  how  to  leverage  it  and  work  with  it”  Arnaud  Ribault  –  VP  Global  Sales  &  Marke8ng  at  DS  

For  more  details:  hbp://ow.ly/LJJqB  

Source:  DS  

                                                                                                                                                                                       

                                                                                                                               Source:  Yihaodian  

YIHAODIAN Embracing mobile commerce

YHD N°6 2013 CHINA B2C ECOMMERCE WEBSITE

Source:  advandgent.com  

68.7   67.7   65.7  

34.0  

10.0   7.0   7.0   6.0   5.1   3      JingDong          Tmall    Yihaodian          Amazon          Suning              Jumei            Yixun          VIP.com          Womai                      Dangdang  

YHD ranked N°3 most capable e-commerce companies in china*

*The   5   following   capaci5es  were   totalized   to   give   these   scores   (rated   over   100   points)   :   commercial   strength,   strategic  strength,  opera5onal  strength,  marke5ng  strength,  organiza5on  and  capacity  building                Source  :  KantarRetail  

age Of yihaodian customers

38,00%  

22,30%  

20,80%  

8,60%  

5,30%  4,70%  

25-­‐30  

19-­‐24  

31-­‐35  

36-­‐40  

41-­‐45  

over  45  Source  :  Yihaodian  

% Of customers By Income

9,4%

1,9%

17,8%

33,2%

37,8%

12,0%

30,8%

25,9%

18,5%

13,7% Above  5000RMB    

3000  –  5000  RMB      

2000  –  3000  RMB    

Below  2000  RMB    

No  Income    

Online  Shoppers      YHD  Customers  

Source  :  Yihaodian  

GENDER YHD customer vs overall customer

34%  

52%  

66%  

48%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

YHD  Customer   Overall  Ne9zen  

Male   Female   Source  :  Yihaodian  

Typical yhd customer Primarily White Collar

High Income

High Consumption

19 – 40 Years Old

YIHAODIAN Virtual stores… In the subway,

... TO PLAY AND WIN, in the streetS

…TO 1,000 ACROSS THE COUNTRY (video)

“We deliver goods in

less than 3 hours” Chris guo – VP YIHAODIAN

“Supply chain is the key to compete in the E-commerce market. Tmall has just half of the value chain: they don’t deliver the goods by themselves”

KFC CHINA the magic mobile gameplay recipe

objectives •  Build  KFC  China  brand  •  Generate  engagement  •  Drive  purchase  

Strategy •  Build  a  3D  Tap  Tap  branded  

game    •  Develop  O2O  ac5va5on  

IDEA •  Associate  famous  Korean  

Boy’s  Band  EXO-­‐M  •  Create  EXO-­‐M  figurine  

Toys  with  QR  codes  to  unlock  game  levels    

“The   opportunity   of   really   leveraging   games   for   brands   is   par9cularly  important   today   because   the   cost   for   building   a   game   on  mobile   is   far   less  expensive  than  on  a  console  or  PC  ”  Thomas  Meyer  –  Co-­‐founder  of  Mobile  Now  Group  

TVC : campaign launch (video)

TVC: Game Launch (video)

Results

“Brands   are   selling   entertainment,   That   is   why   there’s   a   real   synergis9c  symbiosis   with   games,   because   they   are   a   perfect   media   to   create   that  experience,  and  even  to  sell  products”  Thomas  Meyer  –  Co-­‐founder  of  Mobile  Now  Group  

Game Launch day: DeC. 29, 2014 •  Within  2  weeks:  reached  20  years  of  accumulated  game  play  •  Within  4  weeks:  30  years    •  As  of  April  10,  2015:  43  years    •  +1.6  Million  downloads  

TOP MUSIC GAME •  Top  music  game  in  China  for  many  days  (Android  &  Apple)  •  Accidentally  reached  N°2  Music  App  in  Japan  too  (Apple)  

Millions of meals sold Millions  of  downloads  +  Toys  produced  =  Millions  of  meals  sold  

                                               

                                         Source:  Mobile  Now  Group  

On  launch  day,  figurine  toys  were  already  sold  in  China  on  Tmall.    

The  day  a_er,  in  Asia,  toys  were  available  on  an  Ecommerce  website  in  Thailand,  selling  the  whole  collec5on  with  pre-­‐payment  in  a  8  to  

10  day  delivery.  

Anecdote

                     

Twiber:  @ChinaconnectEU    www.chinaconnect.fr