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DIGITAL MEDIA TECHNOLOGY & WINE
SERIES
E-COMMERCE: BREAKING DOWN THE GREAT (E-)WALL
OF CHINA (Tmall)
#vinitaly2013
@vinitalytour
@steviekim222
• Janet Wang, Head of International
Business Development, Tmall (Alibaba
Group)
• Naran Andreyev, CEO, M1nt Cellars
• Jared Liu, Founder/CEO of YesMyWine
• Alvin Huang, Founder of Vinehoo
Seminar 1a tmall intro 2013 (vinitaly)
¥56
¥128
¥263 ¥461
¥785
¥1,304
¥1,850
¥2,450
¥3,020
113% 129% 105% 75% 70% 66% 42% 32% 23%
¥0
¥500
¥1,000
¥1,500
¥2,000
¥2,500
¥3,000
¥3,500
2007 2008 2009 2010 2011 2012 2013e 2014e 2015e
AnnualGrowthRate(%)
OnlineShoppingTransactionSize(billionsRMB)
Transaction Size of China Online Shopping Market Transactions Growth Rate
Total E-Commerce market size has sustained 70% AAGR over past 5 years; with
total transactions breaking USD 200 billion in 2012.
Overall E-commerce Penetration and Uptake in China
Source: iResearch Consulting Group, 2013
As % of Total Retail : 1.1% 2.0% 2.9% 4.3% 6.2% 7.7% 9.0% 10.0%
¥56
¥128
¥263 ¥461
¥785
¥1,304
¥1,850
¥2,450
¥3,020
113% 129% 105% 75% 70% 66% 42% 32% 23%
¥0
¥500
¥1,000
¥1,500
¥2,000
¥2,500
¥3,000
¥3,500
2007 2008 2009 2010 2011 2012 2013e 2014e 2015e
AnnualGrowthRate(%)
OnlineShoppingTransactionSize(billionsRMB)
Transaction Size of China Online Shopping Market Transactions Growth Rate
Total E-Commerce market size has sustained 70% AAGR over past 5 years; with
total transactions breaking USD 200 billion in 2012.
Overall E-commerce Penetration and Uptake in China
Source: iResearch Consulting Group, 2013
As % of Total Retail : 1.1% 2.0% 2.9% 4.3% 6.2% 7.7% 9.0% 10.0%
Shift in Consumer Demand: The Rise of B2C
China’s B2C sector has enjoyed rapid development in recent years;
reaching 350 billion RMB in 2012
Source: iResearch Consulting Group, 2013
92% 86%
77% 70% 65% 59% 54%
8% 14%
24% 30% 35% 41% 46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013e 2014e 2015e
ProportionofSalesRevenue(%)
C2C B2C
China B2C Market Penetration
Tmall is Asia’s largest B2C site, with USD 32 billion sales volume in 2012
57%
20%
6%
5%
3%
2%
1% 1% 1%
1%
4% Tmall
360buy
Suning
Tencent B2C
Amazon.cn
Dangdang
Gomei
Vipshop
Yihaodian
Vancl
Others
Tmall
Source: iResearch Consulting Group, 2013
The Alibaba Ecosystem
eTao
Product Search
Chinese consumers see Tmall as
destination for:
Following the latest fashion trends
Accessing the widest variety of products
Purchasing high-quality, brand-name
products
Asia’s Largest Shopping Platform
B2C Market Share in China
Registered Users
Daily Unique Visitors
GMV in 2012
#1
>57%
>500 million
>40,000,000
>200 billion RMB
KEY STATS
Tmall: China’s Premier Online Shopping Destination
26%
37%
18%
9%
10%
Tmall Age Demographic
18-25
25-31
31-36
36-41
>41
50 100
250
500
750
1000
1500
2100
$0
$500
$1,000
$1,500
$2,000
$2,500
0:14 0:28 1:10 2:49 8:55 11:01 16:46 0:00
SalesinMillions(USD)
11.11 2010: $142 million
11.11 2011: $525 million
November 11 “Singles Day”  “Online Shopping Day”
11.11 2012: $2.1 billion
On this day each year, history is made…
 $3.1 billion by Tmall + Taobao
 2x Cyber Monday 2012 ($1.46B)
 217 merchants broke ¥10M RMB
 3 merchants broke ¥100M RMB
 10 million UV in first minute
 213 million UV total (40% China)
2012
2011 $525 million
2010 $142 million
24 hours
(In USD except where noted)
International Brands on Tmall
Wine Category on Tmall
The sales volume of wine grew from USD 15 million to USD 56 million in 2012
13
500,000 bottles of wine were sold on Tmall.com’s Nov 11 Single Day
100,000liter of wine was sold during Chinese New Year promotion
YesMyWine Flagship Store Torres Flagship Store
1
2
3
4
5
Tmall Wine Shopper Insights
Favorite Wine by Countries
15
Single Italy Wine Sales Records on Tmall.com
Favorite Wine by Types
Red Wine
Sparkling wine
White Wine
90,000 bottles 10,000 bottles 6000 bottles 5000 bottles 7800 bottles
• Gender: 60% Male v.s 40% Female
• Age: 60% at 25-34
• Prefer sweet , gift-packing
• Avg basket: RMB 299
Marketing Campaigns to Promote Wine
16
Featured campaigns and events to promote wine sales and connecting lifestyle & culture
Other Interesting Sales Records
150 gram of Chinese green tea was sold at price
of RMB 8,800
Haagen-Dazs Sandwich, 10,000 pieces valued of
RMB250,000 were sold
3,000 boxes of Leonidas
Chocolate were sold out via pre-sales
channel within 2 days
Seminar 1a tmall intro 2013 (vinitaly)

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Seminar 1a tmall intro 2013 (vinitaly)

  • 1. DIGITAL MEDIA TECHNOLOGY & WINE SERIES E-COMMERCE: BREAKING DOWN THE GREAT (E-)WALL OF CHINA (Tmall)
  • 3. • Janet Wang, Head of International Business Development, Tmall (Alibaba Group) • Naran Andreyev, CEO, M1nt Cellars • Jared Liu, Founder/CEO of YesMyWine • Alvin Huang, Founder of Vinehoo
  • 5. ¥56 ¥128 ¥263 ¥461 ¥785 ¥1,304 ¥1,850 ¥2,450 ¥3,020 113% 129% 105% 75% 70% 66% 42% 32% 23% ¥0 ¥500 ¥1,000 ¥1,500 ¥2,000 ¥2,500 ¥3,000 ¥3,500 2007 2008 2009 2010 2011 2012 2013e 2014e 2015e AnnualGrowthRate(%) OnlineShoppingTransactionSize(billionsRMB) Transaction Size of China Online Shopping Market Transactions Growth Rate Total E-Commerce market size has sustained 70% AAGR over past 5 years; with total transactions breaking USD 200 billion in 2012. Overall E-commerce Penetration and Uptake in China Source: iResearch Consulting Group, 2013 As % of Total Retail : 1.1% 2.0% 2.9% 4.3% 6.2% 7.7% 9.0% 10.0%
  • 6. ¥56 ¥128 ¥263 ¥461 ¥785 ¥1,304 ¥1,850 ¥2,450 ¥3,020 113% 129% 105% 75% 70% 66% 42% 32% 23% ¥0 ¥500 ¥1,000 ¥1,500 ¥2,000 ¥2,500 ¥3,000 ¥3,500 2007 2008 2009 2010 2011 2012 2013e 2014e 2015e AnnualGrowthRate(%) OnlineShoppingTransactionSize(billionsRMB) Transaction Size of China Online Shopping Market Transactions Growth Rate Total E-Commerce market size has sustained 70% AAGR over past 5 years; with total transactions breaking USD 200 billion in 2012. Overall E-commerce Penetration and Uptake in China Source: iResearch Consulting Group, 2013 As % of Total Retail : 1.1% 2.0% 2.9% 4.3% 6.2% 7.7% 9.0% 10.0%
  • 7. Shift in Consumer Demand: The Rise of B2C China’s B2C sector has enjoyed rapid development in recent years; reaching 350 billion RMB in 2012 Source: iResearch Consulting Group, 2013 92% 86% 77% 70% 65% 59% 54% 8% 14% 24% 30% 35% 41% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013e 2014e 2015e ProportionofSalesRevenue(%) C2C B2C
  • 8. China B2C Market Penetration Tmall is Asia’s largest B2C site, with USD 32 billion sales volume in 2012 57% 20% 6% 5% 3% 2% 1% 1% 1% 1% 4% Tmall 360buy Suning Tencent B2C Amazon.cn Dangdang Gomei Vipshop Yihaodian Vancl Others Tmall Source: iResearch Consulting Group, 2013
  • 10. Chinese consumers see Tmall as destination for: Following the latest fashion trends Accessing the widest variety of products Purchasing high-quality, brand-name products Asia’s Largest Shopping Platform B2C Market Share in China Registered Users Daily Unique Visitors GMV in 2012 #1 >57% >500 million >40,000,000 >200 billion RMB KEY STATS Tmall: China’s Premier Online Shopping Destination 26% 37% 18% 9% 10% Tmall Age Demographic 18-25 25-31 31-36 36-41 >41
  • 11. 50 100 250 500 750 1000 1500 2100 $0 $500 $1,000 $1,500 $2,000 $2,500 0:14 0:28 1:10 2:49 8:55 11:01 16:46 0:00 SalesinMillions(USD) 11.11 2010: $142 million 11.11 2011: $525 million November 11 “Singles Day”  “Online Shopping Day” 11.11 2012: $2.1 billion On this day each year, history is made…  $3.1 billion by Tmall + Taobao  2x Cyber Monday 2012 ($1.46B)  217 merchants broke ¥10M RMB  3 merchants broke ¥100M RMB  10 million UV in first minute  213 million UV total (40% China) 2012 2011 $525 million 2010 $142 million 24 hours (In USD except where noted)
  • 13. Wine Category on Tmall The sales volume of wine grew from USD 15 million to USD 56 million in 2012 13 500,000 bottles of wine were sold on Tmall.com’s Nov 11 Single Day 100,000liter of wine was sold during Chinese New Year promotion
  • 14. YesMyWine Flagship Store Torres Flagship Store
  • 15. 1 2 3 4 5 Tmall Wine Shopper Insights Favorite Wine by Countries 15 Single Italy Wine Sales Records on Tmall.com Favorite Wine by Types Red Wine Sparkling wine White Wine 90,000 bottles 10,000 bottles 6000 bottles 5000 bottles 7800 bottles • Gender: 60% Male v.s 40% Female • Age: 60% at 25-34 • Prefer sweet , gift-packing • Avg basket: RMB 299
  • 16. Marketing Campaigns to Promote Wine 16 Featured campaigns and events to promote wine sales and connecting lifestyle & culture
  • 17. Other Interesting Sales Records 150 gram of Chinese green tea was sold at price of RMB 8,800 Haagen-Dazs Sandwich, 10,000 pieces valued of RMB250,000 were sold 3,000 boxes of Leonidas Chocolate were sold out via pre-sales channel within 2 days