E-commerce in Italy: State of mobile and social commerce

Vendesi!
Come sta l’E-commerce in Italia.

HAGAKURE @ State of The Net 2012

Chi parla

Vendesi!
L’E-commerce in Italia.
Alberto D’ottavi - Social Commerce - Blomming

Matteo Menin - Il mercato in Italia - Between

Marco Massarotto - Mobile commerce - Hagakure

Hanchao Li - E-commerce in Cina - Domus Academy


Di cosa si parla

Vendesi!
L’E-commerce in Italia. Mobile Commerce

Numeri e scenario

Social Commerce

Ecommerce in Cina

Trends e sﬁde


Trieste Porto Franco



1719 3.000 abitanti -> 1900 200.000 abitanti -> 2.012 200.000 abitanti




Cittadinanza garantita a ebrei e altre popolazioni




Cittadinanza garantita a ebrei e altre popolazioni

Se avevi debiti col ﬁsco del tuo paese e investivi a Trieste eri protetto


Vendesi! Come sta l’M-commerce.


Lo sapevamo dal 2010


Commerce is Mobile


Reputation

http://www.thinkwithgoogle.com/insights/featured/our-mobile-planet-2012/


Drive to store



Decisioni d’acquisto



Multicanale



Trending



Loyalty



Types of transaction

Mobile ATM
Mobile ticketing
Mobile vouchers, coupons and
loyalty cards
Content purchase and delivery
Location-based services
Information services
Mobile banking
Mobile StoreFront
Mobile brokerage
Auctions
Mobile Browsing
Mobile Purchase
Mobile marketing and advertising


Throughout the consumer journey


Shopping related activities


Elettronica, Fashion, Food e home products


Mobile. The new freeport for commerce


Vendesi! Come sta l’E-commerce in Italia.


Vendesi! Come sta il Social Commerce in Italia.


Social Commerce: Forecast

“Rapid integration with social sites,
reductions in cost and time to market,
and decreases in complexity are high priorities
for retailers and manufacturers looking to drive
more business through e-commerce channels”.

“By 2015, companies will generate 50% of Web sales
via their social presence and mobile applications”.

“Cool Vendor in E-Commerce, 2012”
http://bit.ly/gartcvec12

Social Commerce

Social Commerce
is all about people
and their social power

Social Sharing

62% of online shoppers have read
product-related comments
from their friends on Facebook

The #1 value to shoppers in reading social sharing is that it
“helps them discover a product they might want to buy”

More info on: http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Inﬂuence-of-Social-Sharing-on-Consumer-Purchase

Social Sharing

75% of shoppers who read
Social Sharing comments
have clicked on the product link
in their friends’ Facebook posts,
going to the product page
on a retailer’s website


Social Sharing

53% of the shoppers who have clicked
through to the retailer’s site
have made a purchase


Social Sharing

81% of consumers who purchase products
they learn about through Social Sharing
are valuable Social Sharers themselves
thus creating a cycle of sharing and buying


Facebook Commerce

Almost 40% of small businesses that sell on
Facebook say it is their sole sales channel

More info on: http://www.emarketer.com/Article.aspx?R=1008936&ecid=a6506033675d47f881651943c21c5ed4

Is F-Commerce good for everyone?
Some brands opened and then shutted down
a Facebook shop during 2011

"We just didn’t get the return on investment
we needed from the Facebook market,
so we shut it down pretty quickly” -
Ashley Sheetz, Gamestop VP Marketing
More info on: http://articles.businessinsider.com/2012-02-19/tech/31076370_1_zynga-facebook-market-e-commerce

You need a Social Audience

More info on: http://socialcommercetoday.com/does-social-commerce-work-fact-or-ﬁction-infographic/

On your Blomming pages

Creating
a Shop
on Blomming
you can
immediately
sell...


On websites and/or blogs

Creating
a Shop
on Blomming
you can
immediately
sell...



Creating
a Shop
on Blomming
On your Facebook page
you can
immediately
sell...



Creating
a Shop
on Blomming
you can
immediately
On Blomming’s Storefront
sell...



Creating
a Shop
on Blomming
you can
immediately
On Blomming’s Storefront
sell...

On other sites
and mobile
API devices

Results

We have a tested solution. People is using the
service and selling, everyday
Steady growth. May, 2012:
+12.000 Registered users
~6.000 Shops, +3.300 on Facebook
~80.000 Products on sale (for free, by now)
~8.000 Products sold

Pre-release

Wow! Jeckerson (@Jeckerson_news)
has choosen @Blomming
for its Facebook Store

Thanks!

Blomming.com
Company.Blomming.com
Help.Blomming.com
Magazine.Blomming.com
Twitter.com/Blomming
Facebook.com/Blomming

nicola@blomming.com
alberto@blomming.com
matteo@blomming.com

Vendesi! Come sta l’E-commerce in Cina.


State of the net

Ecommerce in China

Hanchao Li
Business designer from Domus Academy
seyalee@gmail.com

Content
• General scenario
• Case – Taobao
• Case – VANCL Info. source
• Challenge and opportunity • Government report
• Research institute
• Companies report
• Survey and interview
• Personal experience

Ecommerce in China Hanchao Li

General scenario in China | Users
In 2011, there were a great number of online shoppers focusing on
products’ quality and price.

• How many people involved?

Netizen
513M

Population * Population of Italy: 61M
of China Online shopper
1370M 203M


In 2011, there were a great number of online shoppers focusing on
products’ quality and price.

• How many people involved?

Netizen
513M

Population * Population of Italy: 61M
of China Online shopper
1370M 203M

• Why online shopping?

cheaper than stores 50.10%

convenient delivery 22.50%

more choices and info. 20.80%

only sold online 5.80%

other 0.80%



• Who are online shoppers?
9% 9%
9% Age
<18
18-24
25-30
15% 29% 31-35
36-40
>40

29%



1%5%
• Who are online shoppers? 6%
9% 9%
Education
University
9% Age College
<18 High school
19% 43% Master
18-24
25-30 PhD.
15% 29% 31-35 Other
36-40
>40
26%
29%



1%5%
9% 9%
Education
University
9% Age College
<18 High school
19% 43% Master
18-24
25-30 PhD.
15% 29% 31-35 Other
36-40
>40
26%
29%

12% 12%
Salary (RMB ￥)

0
8% <1000
18% 1000-2000
2000-3000
3000-5000
>5000
26%
24%



1%5%
9% 9%
Education
University
9% Age College
<18 High school
19% 43% Master
18-24
25-30 PhD.
15% 29% 31-35 Other
36-40
>40
26%
29%

12% 12%
Salary (RMB ￥)

0
8% <1000 The online shoppers
18% 1000-2000
2000-3000 are mainly young and
3000-5000 high-educated people.
>5000
26% Low-income people
24%
form an important
segmentation.


General scenario in China | Revenue
The Ecommerce market in China is huge and proﬁtable. Its revenue has
increased signiﬁcantly year by year.
1225
39.0%

875
46.4%

32.4% 600
23.0% 450
362

2008 2009 2010 2011 2012
estimate
Unit: Billion euro


General scenario in China | Platform
The Ecommerce market in China is developing very fast. A great number of
Ecommerce companies are pushing the market to mature.

Top10 B2C Platform in China (2011)
Rank Name Logo Type

1 淘宝商城 General

2 京东商城 General

3 当当网 General

4 亚马逊 General

5 凡客诚品 Clothing

6 QQ商城 General

7 苏易购 General

8 一号店 General

9 梦芭莎 Clothing

10 唯品会 clothing


Case | Taobao
Taobao – The giant Ecommerce
leader

Taobao was launched in May 2003 by Alibaba Group. In April 2008, Taobao introduced
a dedicated B2C platform called Taobao Mall to complement its C2C marketplace. In
June 2011, Alibaba Group Chairman and CEO Jack Ma revealed that Taobao would be
split into three different companies: eTao (shopping searches), Tmall (a B2C platform),
and Taobao Marketplace(a C2C platform).


Case | Taobao

• How did Taobao beat ebay? VS.

To counter eBay’s expansion, Taobao offered free listings to sellers and introduced
website features designed better for local consumers, such as an instant message
tool for simplifying buyer-seller communication and an escrow-based payment tool,
Alipay. As a result, Taobao became the undisputed market leader in mainland China
within two years.

Market share
79%
Free entrance Taobao
ebay 59%

Aliwangwang 36%

8%
Alipay
2003 2005

2011 revenue: 125B
Euro


Case | Taobao

• What is Taobao’s strength?

Accurate Convenient The
market methods of intangible
positioning payment asset

Taobao's market segment Alibaba's third-party A decent brand image, an
was the low-end customers payment companies, Alipay, excellent business credit
during the early days. From account for 47.1% market and aggressive company
the “Online Shopping share in 2009, so the scale culture make it have larger
Report in 2009” we could of the user is a basic influence than other
find the Taobao buyers guarantee for its rapid companies. "Taobao" has
mainly were less than $ growth. Among the online become a common word in
5000 low-income people, banking users, 54.8% of spoken language, people
which was different with the them chose the third-party would say “I Taobao a dress
EBAY. payment platform, which today” or “she is a Taobao
reflects the importance of queen”.
this trend.


Case | VANCL
VANCL – The new fashion trend-
setter

Started in 2007 as a specialty men's shirt
e-retailer, and has become the No.1
internet apparel brand in China. It focused
on bringing quality men and women's
fashions, shoes, and other lifestyle goods
at reasonable prices to customers.

Currently, our designers come from
around the globe, including Spain, Japan,
and Korea.
At VANCL, they believe that everyone
should have access to well-made fashion.
Available only online, it is known for
offering great styles and great quality at
great prices with exceptional customer
service.


Case | VANCL

• What is VANCL’s fashion?

High quality at high cost

Brand unique
fashion
Best consumer
experience


Case | VANCL

• What is VANCL’s fashion?

2011 revenue: 750M
Euro

Digital fast fashion brand
High quality at high cost High quality at low cost

Brand unique Unlimited choice of the global
fashion fashion
Best consumer Best consumer
experience experience


Case | VANCL

• How did VANCL become popular?

€5
T-
sh
irt

€5
han
d bag


Case | VANCL

• How did VANCL become popular?

€5
T-
sh
irt
Door to door
delivery Return and
exchange
in 30 days

+ Free exchange
at home

€5
han Immediate
d bag Try


Challenge and opportunity

• What is the trend of Ecommerce in China?

1 Multiple channels

2 C2C shifts to B2C
As C2C consumers gain more Ecommerce
experience, they are moving to B2C sites
searching for higher-quality products and
3 Geographic spread
services.
Beijing
As C2C sellers become more settled, they
are launching their own B2C sites.

Shanghai
Hangzhou

Guangzhou

Shenzhen



• What will be the essential factors in
Ecommerce?

Lower price is a main reason to shop Product
online. And consumers focus on the • High quality at
quality of the products. low cost

Operation
• Web-based
service

Marketing
• Targeted
segmentation



Ecommerce?


Shopping platforms usually provide a wide
Operation
range of high-quality products, but the
quality of services, such as return, • Web-based
exchange, and trying, is different. service
• Online shopping
exp.

Marketing
• Targeted
segmentation



Ecommerce?


Shopping platforms usually provide a wide Operation
range of high-quality products, but the
quality of services, such as return,
• Web-based
exchange, and trying, is different. service
• Online shopping
exp.

People love to share the online shopping Marketing
experience. People tend to trust the • Targeted
comments from other consumers on the segmentation
website. • Social media


State of the net

Ecommerce in China | Hanchao Li

Thank you
23.06.2012

Let’s move


E-commerce in Italy: State of mobile and social commerce

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