Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Embracing Change with Digital Marketing in cross-border e-Commerce

A series of forum was held by Alibaba to support their joint event with OGCIO of "HK Outstanding e-Commerce Competition 2015"

On behalf of icm.hk, a presentation titled "Embracing Change with Digital Marketing in cross-border e-Commerce" was delivered to participants on 11 Feb 2015

  • Be the first to comment

Embracing Change with Digital Marketing in cross-border e-Commerce

  1. 1. KF Cheng Vice President kfcheng@icm.hk 11 Feb 2015
  2. 2. A Real Story http://v.youku.com/v_show/id_XNzQwODIzMDY4.html
  3. 3. A Snapshot in Beijing
  4. 4. SME Issues Access International Market Entrepreneur & Innovation Access to Finance
  5. 5. e-Commerce: The Pros • Access to international market • Lower barriers • Lower cost of operations • Speed to market • Systematic & efficient management • Automation • 24x7 service • Tools to reach customers direct • Direct connection with customers • Customer relation management • Business & Market Analysis Online Marketing Offline Marketing
  6. 6. Online Business Cycle • Online payment • Online logistics arrangement • Integration with real business  Shorten transaction time  Shorten business cycle  Improve cash flow
  7. 7. Change: Bypass the Middlemen CustomersRetailersWholesalers Import Organizations Export OrganizationsFactory Customerse-CommerceFactory Traditional Now
  8. 8. Increasing Margin from 5%to 54% Advantage: Increased Margin Logistics 10% Net Profit 54% Manufacturing Cost 12% Online Payment 4% Web Store 20% Net Profit 5% Manufacturing Cost 8% Overseas Retail 25% Overseas Channel 50% Domestic Channel 12% Traditionally e-Commerce
  9. 9. An ICT-based New Supply Chain
  10. 10. New Eco-System in Business Margin Transaction Cost Business Cycle Global Market Safe & Transparent Direct to Customers Analytics
  11. 11. Examples of E-Commerce Users Sellers Buyers SME suppliers Traditional wholesaler exporters Trading companies Web merchant entrepreneurs SME retailers Wholesalers & distributors Small business for own use Part/time business owners Young entrepreneurs
  12. 12. Forecast: US Online Retail Sales 2012-2017 Forecast by Forrester back in 2013 http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
  13. 13. Forecast: Online Retail Growth in Other Countries Forecast by Forrester back in 2013 http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
  14. 14. Driving A New Consumer Culture
  15. 15. e-Commerce: China vs US
  16. 16. Buyer Sourcing via Multiple Channels Supplier websites Web searches Industry press (print) Word of mouth Direct mail Press advertising Facebook Blogs LinkedIn Twitter Other social media Any traditional online — 88% Any offline — 74% Any new online/social media — 40% *Source: A total of 1,017 European buyers took part in the BUYERSphere survey 2011 Near 90% buyers source via online channels (including sourcing websites, suppliers websites and search engines) >70% continue to source via traditional mediums (trade fairs, magazines)
  17. 17. e-Commerce: Digital Marketing
  18. 18. Traffic to Your Website: SEO
  19. 19. Search Engine Marketing
  20. 20. Social Media Marketing
  21. 21. eDM: Email Marketing
  22. 22. CRM: Customer Relation Management
  23. 23. Video Marketing
  24. 24. Affiliate Marketing
  25. 25. Noise in the Market
  26. 26. Mobile, Tablets, & Others … LBS Wearable Technology
  27. 27. and more …
  28. 28. Know Your Business
  29. 29. Big Data: Business Intelligence
  30. 30. It’s all about TRUST Build TRUST on internet Build your Digital Branding
  31. 31. O2O
  32. 32. Common Issues in China Sellers • Dishonesty – Product Description, Photo, Color, Size, … – Counterfeit – Wrong Tracking No • Language – English, Spanish, … – Communication, Culture • Copying – Products, photos, descriptions Buyers • Dishonesty – Fault Payments • Custom & Tax • Consumer Culture • Returns
  33. 33. KF Cheng Vice President kfcheng@icm.hk hk.linkedin.com/in/kfcheng 11 Feb 2015

×