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Chinese market
development plan
for EdbladYITINGWANG 2016
ChineseMarketfacts
customerown
productsstrategy
Agenda
1/ Chinese market facts
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
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
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
Market
Steady
PotentialCustomer
Who, Where
Requirement
Preference
2/ Target customers
2/ target customers
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 Wechat17.65%
58.82%
17.65%
5.88%
<3000
3000-
6000
7000-
12000
>12000
income/month
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
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
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
3/ Edblad’s Strengths
1/QualityFine artShiningNever loose color
3/ Our product& brand value
2/DesignSimpleClassicalLow-keyBasicMulti-match3/ Added value
SpiritStory behindfoundersCustomers involved
4/ Statics& Strategies
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
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
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
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
5/ Market Tipping Point
Cooperation with stars
Example: ACNE STUIDIOS & HAPPYSOCKS
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
Work hard
Warm family
Strong network
withCosmopolitan fashion
circle
Healthy lifeFan
s
gala464127
Care & love Deserve fancy
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.
6/ Cooperation
with JNBY
http://s.weibo.com/weibo/JNBY?topnav=1&wvr=6&b=1
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
Thank you!