Karl Lai

Solutions Manager

September 11, 2017

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Case Study – Uniqlo Expansion Path Review, 2013-2017

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The fast fashion industry in China has grown rapidly for last decade, yet now slows pace down. Taking a look at recent trends in the number of Uniqlo stores from 2013 to 2017, we found out that there was an expansion speed peak in 2015. In this research we try to track changes of Uniqlo store growth within recent four years. The figures reported here are based on store counts of every two year.

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Eason Lin

Business Analyst

January 28, 2016

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Mobile payment: from data collection to trade zone analysis

KFC, McDonald's to accept Alipay in China

KFC alipay

KFC China fast food restaurants accepted Alipay mobile payments since July 2015. McDonald’s China also adapted Alipay in September 2015. Consumers now can use unique Alipay QR code in their smartphones to pay for the orders, which transactions will take only two seconds or less. It will be more convenient and efficient for both customers and cashiers. All KFC restaurants in the country only accepted cash payments in the past 27 years. Though Alipay simplifies the payment process, yet the benefit of creating consumer behavior database has been the main reason to accelerate the cooperation of these two industry giants.

For retailers in food and beverage or FMCG industry, knowing consumer behavior and target customer segments for different trade zones is as important as improving product and service quality. Classify customers into different groups in terms of different needs and characteristics to optimize its products and marketing mix for store performance improvement.

Usually, brand owners could pull out consumer behavior data from CRM database. Yet it’s hard to attract people to sign up for the membership program without big incentives such as discounts or exclusive deals. Now collecting consumer data through mobile payment makes it easier. Using big data technology to build customer profiles, to forecast the spending potential from purchase orders. Specify demographics like age, gender and behaviors like product-purchase interests in local areas. Identify high potential customers regarding different trade zones to enhance sales promotion and market strategy planning for better store performance. Different target segments in different trade zones could also be a good reference for the new store location selection, sales forecast and lease negotiations.

Mobile payment not only provides superior customer shopping experience, but supports the demands of O2O commerce. Retailers could also use big data analysis to find out who are the most desirable customers, and then create personalized offers which they are likely to buy.

 

Featured image credit : pintu360.com

 

 

April Wu

China Market Strategy

November 19, 2015

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5 Remarkable TED Talks for Social Media Insights

A collection of the best TED Talk videos every digital marketer should watch

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We all know that social media is a must for most brand owners nowadays. As a marketer, understanding what your customers act on social media is key for better engagement, and vice versa. Here are 5 inspiring social media TED Talks give you ideas how business can maximize the potential of social media.

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April Wu

China Market Strategy

November 3, 2015

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Top 10 China B2C E-commerce Sites 2015

tmall singles day shopping

Since Double Eleven Shopping Festival is coming, most retail brands are so prepared to join this year’s event. Brand owners not only offer discounts in ecommerce sites to attract consumers, but also set up experience areas in physical stores where people can feel the products in hands and purchase online/offline at special prices set for the event. It’s big sales holiday for most famous ecommerce platforms in China.

Below is the ranking of top 10 ecommerce sites in China in 2015 published by China e-Business Research Center.(中国电子商务研究中心) The new study indicates that Tmall was number one among all Chinese B2C retail websites for 2013. The site accounts for a 50.4% share of the B2C online retail market in China, followed by 20.7% of JD and 5.7% of Suning. Following No.4 to No.10 are Tencent (5.4%)、Vip(2.6%)、Amazon China(2.3%)、Dangdang (1.9%)、Gome(1.7%)、YHD(1.6%)、Vancl(0.8%).

 No.1  Tmall.com天猫商城  TB1BOzhJVXXXXXnXVXXXXXXXXXX-190-153
 No.2  JD.com京东商城  jd
 No.3  Suning.com苏宁易购  suning
 No.4  Tencent腾讯电商QQ网购易迅网  buyqq易迅網
 No.5  Vip.com唯品会  vip
 No.6  Amazon亚马逊中国  amazon.cn
 No.7  dangdang.com当当网  dangdang
 No.8  gome.com.cn国美在线  gomelogo
 No.9  yhd.com 1号店  yhd
 No.10  vancl凡客诚品  vancl

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Reference

2015 China B2C E-Commerce Market Research   (2015 年(上)中国电子商务市场数据 监测报告)

April Wu

China Market Strategy

October 15, 2015

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How data can empower retail marketing campaigns?

Data-driven activities to target people highly likely to buy

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O2O is a very good concept for retailers to truly engage with customers. Whether consumers purchase online or offline, the buying journey is much more important for brand owners to profile customers and predict their next move. Retailers need to dig out who the customers are and what they want through bunches of data, then push the right messages that they wont’ignore.

Identify business problems and set up objectives

Nowadays data steam from consumer’s daily life: from browsers of websites, apps of mobiles and tablets, from credit cards and transactions of POS, and any other digital track from intelligence devices. Data collection is no longer as difficult as it was in old days. Before analyzing the data, marketers should be very clear about what’s the ultimate goal for pulling out so much data. Specify business problems the company try to solve, so that marketers can ask the right questions while looking at abundant numbers without getting lost.

Now we are talking about how data could be helpful in optimizing marketing campaign.

woman-169286_640

Find out most desirable customers and most valuable customers

Sometimes we will get into the trap of always finding new leads. Marketers held a lot of campaigns to acquire new customers. Yet, the point is not how big the customer base; the quality counts. Instead sleeping customers, people visit often and be willing to buy more expensive option are the main contribution and loyal members. Reevaluate your existing customers and use creative ways to activate them.

Customize messages to target more precise segment of audience

In addition to traditional broadcasting advertisement, create tailored messages to different target audiences. With the analysis of transaction data, CRM data, and market data, we can likely predict customer preference, not wild guess. Since we figure out what they probably like and their intent for next move, we can provide best offer for the right groups to maximize the campaign results.

Use location analysis to get actionable metrics

Consider “where” factor in customer behavior analysis. Ask questions like where the customer purchase the product, where they surf the internet, or where they use specific service/apps. Do some research on target customers and other key market drivers (key accessibility, business, lifestyle, residential, tourist points, competitors, ant etc.). Use demographics, business point data for market overview and better environment understanding. Visualize high potential trade zones that you haven’t taped in. Marketers can always know where to put ads, digitally or physically, in the clusters people will actually purchase.

Above all, brands need to embrace digital channel to grab each chance of engagement with customers. The more data collected from consumers, the more we can increase success rate of marketing activities.

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