银奖 创新的网络销售

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1、eCommerceInnovation创新网上营销Servemoreshoppers,inmorepartofChina,在更多地方，更加全面地morecompletely服务更多的中国消费者JaniceDongNewChannelTradeMarketingDirector,P&GChinaJune,2012eCommerceMarket:ChinaisBigandFastGrowing市场概况：容量大且快速增长ChinaeCommerceSize500,00010.0%9.0%400,0008.0%7.0%300

2、,0006.0%5.0%200,0004.0%3.0%100,0002.0%1.0%-0.0%2006200720082009201020112012e2013e2014e2015eeCommerceMarket%ofOfflineRetailChinais#1Internet/eShopperMarket,withhugepotential中国是第一大网购市场并有巨大的增长潜力*TNSDigitalLife2012,CNNICJan’12WhyShoppershoponline为什么消费者选择网上购买Onlines

3、hoppingdriverOneConvenience89morepurchaseTosavetime60Toshopatanytime59ForConvenience/comfort53ProfessionalToavoidgoingtothestore52&responsivecounselingTogetproductfaster24Value84Tocomparepricesandsavemoney82Superiorbenefit&bettervalueSearchforbargainsonline1977

4、Selection55Tobuythingsnotavailableinmylocalarea38TobuythingsnotavailableinChinaNavigationOptimization36TogetthelatestproductsTogetabetterselection29HowP&Gserveon-lineshoppers宝洁是如何满足网上购物者的CoverageCatch-Connect-Close-ContinueWorkwitheCommerce4CModel•一号店全方位地满足网上购

5、物者的需求！Fulfille-ShopperNeedswith“4CYihaodian.comModel”•当当网Dangdang.com•亚马逊Amazon.cn/Joyo.com•京东商城360buy.com•淘宝商城“生活家”FlagshipstoreinTmall.com•…其他区域性网站…otherregionalsitesImplementthe4C’ModelwitheRetailer通过4CModel与客户创造价值TheeCommerceSalesDrivers网络营销的增长点•SearchCatch

6、Browsing•iMediaBuyItNow(BIN)Awareness•BrandSiteBIN•ShopperBasedDesignShopperConnect•MeetHer/HisNeedsAction•Selection/NewnessBuyer•RightValueCloseAdvocacy•MultiBrands/Categories•LoyaltyConsumerContinue•AdvocacyIntroductiontoYihaodian/一号店介绍DeloitteTechnologyFast5

7、00AsiaPacific2011德勤:科技增长最快亚洲500强2011YihaodianisanonlinesupermarketFirstPlaceWinner/第一位thatprovidesitscustomerswithasuperiorcustomerexperience,avastselectionofproductsandlowprices.Yihaodianoffersits20million-plususersmorethan250,000SKUsover13productlines.Yihaodi

8、anenjoysareputationasthefastestgrowinge-commercecompanyinChina.RapidGrowthAcrossAllMetrics/全面快速增长Catch:Drivehighqualitytraffictogether捕捉WebsiteEDM/SMWeiLuoVirtualSearchUnion