3 brand stories from China Connect 2015 edition. Discover how automotive brand DS, Chinese pure player Yihaodian and FMCG KFC China, Successfully leverage mobile in 2014. http://www.chinaconnect.fr/

1. M Commerce in China
3 BRAND stORIEs

2. 3’ ON M-Commerce in china
(Video)

3. DS
FIRSTautomobile brand to sell on
WeChat

4. 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

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

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

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

8. 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

9. “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

10. “1 Yuan Premium DS
Crowdfunding”:
Create
a
mobile
internet
circle
sales
mode
¥

11. • 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

12.
Source:
Yihaodian
YIHAODIAN
Embracing mobile
commerce

13. YHD N°6
2013 CHINA B2C ECOMMERCE WEBSITE
Source:
advandgent.com

14. 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

15. 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

16. % 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

17. 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

18. Typical yhd customer
Primarily White Collar
High Income
High Consumption
19 – 40 Years Old

19. YIHAODIANVirtual stores…
In the subway,

20. ... TO PLAY AND
WIN, in the
streetS

21. …TO 1,000 ACROSS THE COUNTRY
(video)

22. “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”

23. KFC CHINA
the magic mobile
gameplay recipe

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

25. Strategy
• Build
a
3D
Tap
Tap
branded
game
• Develop
O2O
ac5va5on

26. 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

27. TVC : campaign launch
(video)

28. TVC: Game Launch
(video)

29. 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

30. 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

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

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

33.
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

34.
Twiber:
@ChinaconnectEU
www.chinaconnect.fr