Ethan Li

Project Manager

April 23, 2015

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Leverage the Best of O2O Retailing to Win Customers

Deliver the Omni-channel, consistent shopping experience

With the smartphone penetration rate rising, the customer shopping behavior in retail market has changed dramatically and impacted the traditional business model. According to a survey on online retail market in UK, mobile commerce has increased 254% between 2010 and 2011, and risen by a further 300% between 2011 and 2012. 69% of tablet owners make a purchase on their devices every month. The trend happens in emerging markets right now. Consumers have gradually adopted the new Omni-Channel shopping approaches, such as ordering from online shopping websites or App portals.

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April Wu

China Market Strategy

March 23, 2015

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2015 Most Valuable Chinese Apparel Brands

Top 7 Local Apparel Brand Rankings

In late January, Millward Brown and WPP have published ” BrandZ ™ Top 100 Most Valuable Chinese Brands ” list.

For the local apparel brand owners, there are huge competition from international fast fashion brands, such as Zara, C&A, Uniqlo, H&M as well as the impact of economic slowdown regarding weaker purchasing power. They have optimized development strategy somehow in terms of business challenges. More and more continue to open new stores in tier2-3 cities. Outer growth of untapped area is one way to expand footprints and increase market share. Despite e-commerce booming, Chinese consumers are used buying clothes in physical stores. Store network planning will be a big concern for all market players in China.

Top Local Apparel Brands List

  •  Belle 百丽
    Belle is the top ladies’ shoes brand in China offering footwear products to the market. The target consumers are mainly the middle-class female which look for modern classic style.

 

  • Anta 安踏
    Anta is a sportswear brand covering products like sports footwear, apparel and accessory. Up to 2014, Anta’s market value was summed up to USD 3.87billion, which became the 5th biggest sporting goods company (market value) in the world after Nike, Adidas, Puma and Asics.

 

  • Metersbonwe 美特斯邦威
    Metersbonwe is leading casualwear retail brand in China. The company targets 18 to 25-year-old male and female consumers. The corporate slogan is “Be Different”.

 

  • Tata 他她
    Targeting city girls in 20-30s, Tata positon themselves a fashionable, trendy shoes brand which is young, stylish with attitude.

 

  • Youngor 雅戈尔
    Youngor is primarily engaged in manufacture of apparels and textile products, selling gentleman clothing.

 

  • Semir 森马
    Semir was created in 1998 and has since become a leading brand for casual clothing in youth market. Now it has over 3,000 shop outlets across China.

 

  • Septwolves 七匹狼
    Septwolves is one of the most famous men’s clothing makers in China. And it   and children’s wear.
Sam Ho

SVP, Data Intelligence

March 6, 2015

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Simple Retail Trick to Push Consumers Shop

Leveraging location-based technology to pump up revenue

 

The goal of the marketing is always to send the right message to the right people at the right time on the right spot. Location-based marketing or geo-marketing seems trendy now but it is not a new idea at all. Traditional billboard ads at “selected” locations, or “regional local” TV commercials are also applying “location-based” concept in marketing campaign since it is broadcast the message to certain target audience by selected areas.

In the earlier web era, marketer used email or other web site to do promotion electronically but had not much choices on location or target segments. It was just a transformation from printed format to electronic format and was still a blind and massive way to push “unappreciated” message out to consumers.

Location-based marketing helps target consumers more precisely

Sending out the “right” message to target consumer is always the challenges to the marketers. With new technology and mobile device wildly adoption, it is now possible to capture where and when the consumer is, which presents consumer’s lifestyle as well as the product preference or interests. In short, location-based marketing can be more precisely target the potential clients to raise the campaign success rate. There are two main technologies used in location-based marketing currently:

  • Geofencing – It is the application or software that use GPS technology to establish a virtual perimeter or boundary around a physical geographic location, which requires satellites and cell phone towers to communicate with mobile devices. It is used in outdoor and larger areas to identify consumer’s proximal location.
  •  Beacon – It is a device by using bluetooth technology to constantly emitting a signal to the receiver (mobile device) within a very short distance to trigger an application. It is usually used indoor to know more precise location of the consumer.

With those two technologies, marketers can track the consumer no matter they are indoor or outdoor, and hold different marketing activities to consumers based on the locations and time.

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Nowadays Location-based marketing usually involves the four elements:

  1. Smart phone/ tablet device – It is the central media to interact with consumers. Without the device, it is impossible to make the campaign happen.
  2. Proximal location identification technology – As described above, it is to get where the consumer are in real time.
  3. Campaign APPs – All the promotion idea and objective of the campaign are delivered through the APPs, which is the most critical part of the marketing activities.
  4. Consumer’s behavior database/ model – No matter it is real time analysis or pre-set model, marketer needs to know what the consumer is interested or care, so that the appropriate message/ actions can then be brought to consumers.

More and more retailers are using location-based marketing campaign and getting good results from it. It is not just the trend but seems like an essential element to involve location component on all service to bring customer with better experience on shopping.

Below are some interesting and successful location-based marketing cases:

  1. Paul Bakery in Prague, the Czech Republic, 2012: Sending the SMS message to those people within 1-km radius at lunch time for free croissant and coffee. It is the most direct way of using geofencing technology for campaign.
  2.  The Montana Bureau of Tourism, USA, winter of 2013-2014 : Pre-setting targeting consumer and analyzing demographics, sending out the relevant ads to those people who have visited ski-related store or locations in that season. This campaign combined consumer analysis in-advanced.
  3.  American Eagle, USA, 2013: Shopkick roll out 100 AOE stores with iBeacon trial plan. Customers will get message of the specific promotion of the store righter after they walked in the door.
  4.  Macy’s, USA, 2013-2014: in 2013, Macy’s applied iBeacon with opt-in app to track customer in store for promotion, and it seems play a big role for the 2013 black sales. In 2014, Macy’s combined the Apple pay to enhance customer’s shopping experience and convenience in store.
Sherry Shi

Project Specialist

March 2, 2015

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General Schema of Retail Site Location Assessment_part 2

Site Analysis at the Micro-Scale

site accessment

Fig.  Classification of assessment location explanatory variables

 

Previously we have talked about what elements to look at when evaluating a retail site in a macro perspective.  (Click to read more) Now we will formulate a location strategy of prospective sites into micro analysis.

 Micro Problem

Micro problem is the other main component of assessing a site location. Retailers have always understood location as paramount, but understanding all aspects of store performance, site potential in addition to consumer behavior demands a great amount of information. This involves an understanding of the geographical, demographic, socioeconomic, and competition data in the area. The figure above suggests a possible classification of assessment location explanatory variables. In opposition to trade zone evaluation (demand and competition), the site and store variables intend to evaluate internal factors or the new store offerings.

The retail sector is going through a restructuring phase, driven by factors such as increasing consumer mobility, increasing electronic commerce, changing household size, concentration of market power, market saturation, and changes in planning legislation. These changes require retail groups to invest strongly in stores of smaller dimension while focusing on a strategy that prioritizes proximity to the target customer and quality of goods and services. This investment has a long – run as well as smaller economies of scale, which forces careful decision-making.

 

 Also worth reading:
General Schema of Retail Site Location Assessment_part 1 (Decision-Making In A Macro Perspective)

April Wu

China Market Strategy

February 6, 2015

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Top 20 Cities For Business In China

 

Forbes China has announced a ranking of best cities for business in China. Business development has expanded to tier2, tier 3 cities in addition to Beijing, Shanghai, and Guangzhou. Below are the top 20 cities.

 

top business cities in china

 

getchee Insights

 

From the outward growth of business focus we can find that either local or foreign enterprises have altered their network planning. How brand owners to prioritize their city expansion strategy in terms of business requirements is crucial to the future success of the firms. Benchmark your brand to competitors and prioritize cities with most potential to help you develop best market plan.

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