China Connect Mornings - Special "Singles' Day / 11.11"

ChinaConnectEU
chinaconnectforum.com
Nov 29,
2017

@ChinaConnectEU chinaconnectforum.com

« So strong my country »
Ofo wishes you a great
XIXth PCC Congress

The 3h President’s speech wrappred
in a 3’ animated video
“What is modernization? Let us tell you in a rap!”
Weibo hashtag for the Shi-jiu-da ‘big 19’ event #十九大#
was viewed over 3,6 million times on Friday
Copyright (C) https://www.whatsonweibo.com

Xi Jinping’s address gamified
became viral
Tencent’s mobile game « Clap for Xi Jinping »
was played 1,2 billion times in less than 48h
Copyright (C) https://www.whatsonweibo.com

Beware of the celebrities you pick
Past online behaviours costed some to be denied a visa to
attend/participate in Victoria Secret Show in Shanghai this
November

“[We will] put forward a responsibility system in the field of
ideology, enhance the management … and take a clear-cut stand
in resisting all kinds of wrong views”
What’s your sesame credit score?

WeChat’s WeSeer:
From article popularity prediction …
to automating rumor detection
WeChat-HKUST Joint Lab on Artificial Intelligence Technology
Source: TechInAsia

Beijing Sinnet Technology Co Ltd, Amazon’s China partner,
buys Amazon Web Services (AWS) public cloud computing unit in
China for up to 2B Yuans ($301.2M)
Wanna play in China’s tech world ?
Play by Beijing’s rules
Source: Supchina

Source: Mintel - China Consumer Trends 2018
Youtu Lab automatically analyses fashion trends by
scanning billions of photos on Qzone.

Mondelēz x Tmall limited edition Oreo Music Box allows consumers to record sweet
words and show their affection for family and friends

Pitu is a Chinese airbrushing beauty app
that transforms its users into fantasy characters.

VR Pay from Alipay is a payment service that enables
shoppers to pay items with a nod of their head.A cemetery in China helps customers honour their ancestors
during Qingming Festival (Tomb Sweeping Day) by
livestreaming a special ceremony via WeChat. Source: Mintel - China Consumer Trends 2018

Source: 2017 China’s E-commerce Research Center
ePurchase decisions first affected by

McKinsey&Co - November 2017 China Consumer Report
« Value for money » tops preference
ranking for either local or foreign brands
Followed by quality products, and good aftersales service

Source: eMarketer – June 2017
China Sales In Billions
Retail ecommerce sales projected to
top double by 2021

Tmall & JD lead China Online Retail
Source: China Internet Watch- November 2017
• Online Retail: +38,7% YoY
• Online B2C: +39,1% YoY
+47% YoY, 59% of total
transactions
+41% YoY, 26,9% of total
transactions
Q3 2017

Cross border shoppers will exceed
70M in 2018
Source: in Millions
iiMediaresearch - WalkTheChat

Source: eMarketer – November 2017
China Sales In Billions
Healthy growth of cross border retail
sales driven by growing middle class
and opportunities in categories like baby, maternity, health and beauty
with the average spend per cross-border digital buyer at $882

On a large range of consumer goods, from infant
formula, personal care, medicines to alcohols…
to
boost domestic growth (and the prospects of
some multinationals in the Chinese market)
vs
shopping during overseas trips
However, lower import taxes
will apply Dec 1, 2017

A fragmented market unlike the
traditional B2C market
Source: iiMediaresearch - WalkTheChat

@ChinaConnectEU
Chinese influencers
also « cross-bordered »…
Source: Parklu
+550% vs 2016 Total sales volume
500+ mid-tier and micro beauty & fashion KOLs were activated on
weibo by Netease’s Kaola.com for 2017 Black Friday

@ChinaConnectEU
… and reign supreme:
Toutiao will spend $300M to help
influencers make money
And hopes to help create 1,000 influencers
with 1M+ followers in the coming year
*China's top AI-driven content platform
Source: GGV Capital

The rise of …
automated POS
Unmanned convenient stores
Enter & Pay with WeChat

November 2017
Convenient stores/supermarkets of imported goods
April Gourmet first fully automated store in Beijing
Powered by QRcode + Wechat mini-program
The rise of …
automated POS

The rise of …
facial recognition
« Smile To Pay »

Source: 2017 Wavemakers
Social activity dominates most of the
year except when 11.11 comes

« Singles’ Day in China makes the U.S.
consumer look like an irrelevance »
Jim O'Neill
Former Chairman
Goldman Sachs Asset Management

Alibaba makes a record 25B$ sales,
+39% vs 2016

Early-bird promotions are an EVER
MORE important battleground
“There are 10 types of red
packets (coupons) and so
many different rules and
exceptions. I need to call my
math teacher to figure out
how much I’m actually
paying!”
Famous vlogger Papi Jiang’s video went viral, commenting how
complicated brands’ promotion mechanisms have been this year

@ChinaConnectEU
It's no longer just about Alibaba
Source: Fung Global Retail Tech survey
JD was already a close second to Tmall/Taobao on purchase
intentions prior to 11.11

Communication war:
« Choose good products, come on JD.com »
Ad in the Beijing subway

Communication war: branding
Bus shelters in Shanghai

Communication war:
copy and media strategy
Long billboards in Beijing

JD.com highlights its performance on
« hot categories », on twitter

@ChinaConnectEU
Toplife comes to life

@ChinaConnectEU
JD Luxury Express:
White-glove delivery

JD.com makes a record 19,2B$ sales
over the 11-day period, +50% vs 2016
Jingdong 11.11 « Global Good Things Festival »

… and taunts Tmall on DDay
At 07:46:58, on JD.com for the period Nov 1 to 11 (left)
A bit later, at 09:00:04, on Tmall for the sole 11.11 (right)
Total orders reached 1000 Billion Yuans (15B$)

@ChinaConnectEU
« The race »: Alibaba / JD timelines
of « new Retail » expansion
Nov 2017 Alibaba / SunArtRetail JD plans to open up to 300 bricks-and-mortar
stores mainly selling consumer-electronics
products by the end of 2017, using a franchise
model. JD calls its offline stores 'retail
experience shops'.

@ChinaConnectEU
Chinese Influencer Fashion brands confirm
breaking sales in 2017 edition
Source: Parklu
Accelerated & powered by incubators
Within the first 30’, Taobao stores run by famous Influencers Zhang Dayi
& Cherie stormed into the Top-10 of the entire women’s apparel
category. A premiere in Singles’ Day history.

THANK YOU @ChinaConnectEU chinaconnectforum.com
Exclusive video – Special « Singles’ Day »
Interview of the speakers

THANK YOU
In partnership with
Hosted by

GROUPE SEB
China Connect 29/11/17
ALL-CLAD I ARNO I ASIAVINA I CALOR I CLOCK I EMSA I ESTERAS I HEPP I IMUSA I KAISER I KRUPS I LAGOSTINA I MAHARAJA WHITELINE I MIRRO I
MOULINEX I OBH NORDICA I PANEX I ROCHEDO I ROWENTA I SAMURAI I SCHAERER I SEB I SILIT I SUPOR I TEFAL I T-FAL I UMCO I WEAREVER I WMF

51
• 9 produits vendus
dans le monde par seconde
• 286 millions
de produits commercialisés
chaque année dans près
de 150 pays
• Des positions de leader
dans plus de 25 pays
sur tous les continents
n°1
de multiples catégories
de produits et dans
de nombreuses
géographies
Leader mondial
du Petit Equipement Domestique
Présentation du Groupe SEB – Octobre 2017

Europe
Occidentale
43 %
Autres pays EMEA
12%
Amérique du Nord
10 %
Amérique du Sud
6 %
Chine
19 %
Autres pays d'Asie
Pacifique
10 %
16 %
*21 %
55%
*49 %
29 %
*30 %
52
*36 %
*13 %*13 %
*8 %
*9 %
La Chine représente 19% des ventes du
groupe – 1er marché devant la France
Présentation du Groupe SEB – Octobre 2017
6 100 M€
*Ventes 2015

SUPOR
53Présentation du Groupe SEB – Octobre 2017
•Un des leaders chinois du petit équipement domestique
•Fondé en 1994
•2006: 300 Millions € de CA
•2006: Acquisition par une société française, Groupe Seb
•2016 : 1 160 Millions € de CA

« Quand il y’a une
innovation, les américains en
font un business, les chinois
copient, les européens
réglementent »
Emma Marcegaglia – PDG ENI – 20/01/2016
Idée reçue

Quand il y’a une innovation,
elle vient souvent de Chine
qui en fait un business, les
européens et les américains
la copient.
Ce que nous commençons à constater

Comment Supor crée de la valeur pour
Groupe Seb
7 usines
(10 usines
en France)

Groupe Seb
Des produits
De qualité
(à destination des
Classes moyennes
chinoise)
7 usines
(10 usines
en France)

Groupe Seb
7 usines
(10 usines
en France)
Des innovations
(que le monde
Entier
leurs envient)
Des produits
De qualité
(à destination des
Classes moyennes
chinoise)

Fort focus (et forte avance) sur les
réseaux sociaux

Poids croissant E Commerce et 11.11
2013
11%
2017
35%
POIDS E-COMMERCE (T-Mall / JD)
2014-2016
X3
CROISSANCE CA 11.11

11.11: L’événement retail revisité
Une planification parfaite et une execution
sans faille
MAI
Création de SKU
Low cost
spécifiques
JUILLET
Promotion
Jusque Top 2
Avec un maintien
Du prix
AOÛT
Début livraisons
En vue 1111
SEPTEMBER
Produit qualifié
« Promotional
Item » par T-Mall
Puis selectionné
pour être
Listé sur « 1111 festival
1st page »
OCTOBRE
Finalisation de
La livraison des
100 000 unités
5-11 NOV
100 000
Discounts
Envoyés à des
personnes
targetées
11 NOV
Produit mis en avant
Sur l’ensemble
Des channels/Stores
85 000 Unités vendues
POST 11 NOV
Ventes +40%
Sur 6 mois post
1111

Une copie complexe
•Nécessité d’une grande flexibilité industrielle vs production
d’un produit spécifique
•Nécessité d’embarquer les différentes catégories de parties
prenantes (Bus, logistique,..) qui sont dispersées
•Nécessité de convaincre les clients (puissance marque)
•Nécessité d’avoir une culture du risque

MERCI

CONFIDENTIEL ALIBABA GROUPCONFIDENTIEL ALIBABA GROUP
64
China Connect Mornings – 29/11/2017
Happy 11.11
Festival !
2017 edition
CONFIDENTIEL ALIBABA GROUP

CONFIDENTIEL ALIBABA GROUP
65
LAURA PHO DUC
Head of Marketing &
Communication
Alibaba Group
linkedin.com/in/lphoduc
facebook.com/Laura0309
Laura 风安 Pho Duc
@lauraphoduc
laura@alibaba-inc.com

What do you need to know
about the 11.11?
The event started in 2009 with 52 million
RMB (7.6 million USD).
Just 27 merchants joined that 1st edition…
It’s a 24-hour shopping online event hosted
on Nov, 11th based on promotions like
Black Friday in the US
It’s known as the Single days (11.11)

11.11
Campaign
Brands
Campaigns
Consumers pre basket (-24 days)
Gala 11.11
20/10+/- 1,month
Tmall
Collection
+/- 1 month 10/11
00h 00h

140,000 total
merchants
US$25,3 billion
total GMV
39% YoY Growth
90% Mobile GMV
325 000 orders
Per second
812 million
Delivery Orders
Processed by Cainiao
Network

What were
the 2017
innovations ?

From our perspective, the most important
opportunity on the horizon is not
growing online sales in
isolation but rather helping
traditional retailers upgrade
into a brand-new retail model.
October 2017
Daniel Zhang, Chief Executive Officer
“
“
73

Pre sale consumer engagement

“See now Buy now” Fashion Show - 2nd edition

Smart Stores

Pop Up Stores

LST (Ling Shou Tong)
before after

Getting more global and more premium

“
“From:
Made in China
To:
Created by China
“
“

MERCI!

86
Next Beauty
Our Team
Projects

88
#Premiumization #Merchandize

89
#Personalization #Limited Edition

90
#Retailtainment #SeeNowBuyNow
Example of MAC taking part in Tmall Collection Fashion Show :

92
#Globalisation #Nuxe #Succesfull 11.11
AugustJune OctoberSeptemberMay
• Align on 11.11 Strategy
- Theme
- Marketing Plan
• Tmall store design
November
• KOL Campaign
- 1 Star KOL > 2 M followers
- 4 Influencers
• Products Offer :
- Leverage Hero products
- Build new Heroes
50% of yearly
Target in 1 day !!!

THANK YOU @ChinaConnectEU chinaconnectforum.com
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LauredeCarayon

China Connect Mornings - Special "Singles' Day / 11.11"

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