3 Ecommerce and Mobile Commerce case studies in China. See how, -1/ DS Premium Car Brand builds a community, engagement through a crowdfunding campaign leading to the sales of + 5000 cars -2/ Yihaodian (YHD)

1. E & M Commerce
in China
3 BRAND stORIEs

2. 3’ ON M-Commerce in china

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
For
more
details:
hbp://www.chinaconnect.fr/virtual-­‐
always-­‐real-­‐automo5ve-­‐industry-­‐china/

12. 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. ... in the street

21. 1,000 3D Virtual Stores

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. z
TVC : campaign launch

28. TVC: Game Launch

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. 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