上線前準備唯品會商務(wù)

1、3深度合作，互利共贏Deeper Collaboration to Achieve Mutual Benefits2新New Ways1唯品會簡介roduction to唯品會簡介roduction toPart 1唯品會簡介 行業(yè)地位1roduction toition in Ecommerce MarketPart2015年第4季中天貓絡(luò)零銷B2C市場份額京東唯品會在易觀發(fā)布的2015年Q4“中購零售B2C市場份額”“中國移動網(wǎng)購市場份額”中，唯品會位列前三及20.80%63.50%is red number 3he “China2015年第4季度中國移動網(wǎng)購市場份額Ecommerce R

2、etail B2C Market Share”and “China Mobile Ecommerce Retail Market Share” reports in Q4 2015 byysys淘寶+天貓京東唯品會1.7%9%84%手機唯品會唯品會2.60%唯品會簡介 發(fā)展歷程1roduction to Our HistoryPart2015自建配物流體系Self-directed logisticsdistribution system20142月收購樂蜂網(wǎng)9月全球特賣上線3月23日紐交所成功上市 Listed in New York Stock Exchange (VIPS) on Mar

3、. 23rd, 2012(現(xiàn)更名為唯品國際)AcquiredEstablished VIPin Feb,ERNATIONAL in Sep.2012201311月啟動新唯品會上線went live onDec. 8th, 20082011Newnamewas launchedon Nov. 30th, 201320102008唯品會簡介 數(shù)據(jù)1roduction to凈營收Net Revenue DataPart總訂單數(shù)Total # of Orders總客戶Total # of Members：百萬單Unit: Million Orders：百萬人Unit: Million Individu

4、als：百萬Unit: Million USD6200193.180%64%1003773122%107.3117%481887145%169758.7124%49.227205%6927.31221.9227202%2011 2012 2013 2014 2015 Q12013201420152011 2012 2013 2014 20151.9億單190 Million OrdersQ12016201662 億6.2 Billion USD1.4億人140 Million Members唯品會的訂單量以及客戶數(shù)量都在穩(wěn)定快速地逐年增長。此外，唯品會在營收方面，更是以連續(xù)14個季度的成績一次

5、次刷新行業(yè)。2016 1Q總凈營收同比增長41%至18億9000萬。有效客戶增加53%，總訂單數(shù)量增至5870萬Total # of orders and members have been steadily increasinconsecutive quarters, breaking ecommerce market bener the years. Additionally,has been profitable over 14arks each time. Q1 2016 achieved 1.89B USD and 41% growth over thesame Q last yea

6、r. Customer count increased 53% and Total # of Orders to 58.7M唯品會簡介 參數(shù)1roduction to DataPart70%復(fù)購率70%Repurchase Rate展現(xiàn)了客人對唯品會的信任Shows the trust customershavehe platform87%移動銷售比87%Revenue from APP行業(yè)領(lǐng)先移動占比，為個性化打下堅實基礎(chǔ) Leading the market, basis foralization200萬Banner獨立訪客2 MillionUV per Banner每個Banner平均流

7、量，品牌Average UV per Banner togive brands exure270元平均客單價270 RMBAverage per Order高于許多同類Highern numerous similarplatforms1700萬活躍獨立訪客17 MillionDaily Unique UV每天有2X紐約唯品會2X+ the population of NewYork City visits daily唯品會簡介 參數(shù)1roduction to DataPart性別分布Gender Distribution分布Age Distribution20%女性80%至今唯品會在26-40

8、歲跨度的層已有穩(wěn)定并高消費的人群，19-25歲段的群體增長速度也在日益加快。男士商品的消費能力也逐漸同步增長To date,has built a strong & steady following from the 26-40 age range which has high purchasinger, 19-25 range is growing at a fast pace. The purchasinger for male products is also growing40%32%29%30%20%18%18%10%3%0%唯品會簡介 內(nèi)容1roduction to Content

9、 Focused Ecommerce PlatformPart常態(tài)NormalPlatform每天都會看Visit Everyday有需求才去看Visit as Needed無搜索引擎，引導(dǎo)逛街式消費（內(nèi)容）提供目的性搜索（交易型）No search function, Guided Shop(Content Focused Platform)Provideed search & purchase (Trade Focused Platform)單一性Single Goal目的性場景式Scenes逛街式PurefulWindow Shop品質(zhì)控價格控Price Focused款式控SKU Fo

10、cusedQuality Focused品牌控Brand Focused唯品會簡介 內(nèi)容1roduction to Content Focused Ecommerce PlatformPart內(nèi)容Content FocusedPlatform無目的性瀏覽，容易受到頁面的感性信息，產(chǎn)生共鳴與啟發(fā)沖動消費，消費者更為專注于產(chǎn)品的亮點之處，容易忽略其缺陷Window shop, easily influenced by emotional information, inspire impulse to buy,consumers more focused on highlights of produ

11、ct and over lookings不同的場景設(shè)計與搭配，容易消費者的共鳴與啟發(fā)，減少其認知閉合需求與對產(chǎn)品各方面的顧慮Diverse themes and scenes, easily resonate with consumers andinspire them. Reduce their need to understand all data and concerns更加直面地讓用戶接受所要傳達的信息與內(nèi)容，讓用戶更加專注于產(chǎn)品的亮點之處，而忽視它的缺陷，感性沖動消費Directly convey messages to consumers for acceptance, enabl

12、econsumers to focus on the highlights of the product and ignore ings, emotional impulse spendingLive Streaming場景結(jié)合Scene Combinations唯品會簡介 交易型1roduction to Trade Focused Ecommerce PlatformPart目的明確，過分糾結(jié)比對產(chǎn)品的各項參數(shù)與價格，欲望極易受到產(chǎn)品的缺點與其評論動搖，理性選擇交易型Trade FocusedPlatformPureful purchase, overly tangled with pro

13、duct parameters and pri,the desire for purchase is affected bynegative comments. It is a rational choiceings of the product and新New WaysPart 2新New Ways2Part場景ContentFocused MarketingLive Streaming特賣 旗艦店Flagship Stores預(yù)付專場Pre-paid EventsOXO模式OXO專項配置SpelConfigurations個性化alization長檔期(3+N)Extended Event

14、s (3+N)私密特賣Private Sale新 私密特賣2New Ways Private SalesPart以品牌等級、貨品情況為準，根據(jù)品牌品類、會員等級、瀏覽及消費軌跡等參數(shù)圈定目標用戶，通過預(yù)熱頁面等途徑供用戶訂閱。以訂閱情況確定用戶意向，對用戶等級、瀏覽深度等分組，給不同組別的用戶特征，通過內(nèi)容告知用戶，提醒用戶回訪Based on brand, products, category, member level, browsing & purchasingbehavior to IDdetermine usmembers. Entice entrance through pre-p

15、ublications toarticipation. Furtheryze data on member level, browsinghabits and tag different groups to entice revisit using marketing contents提醒入場用戶分組確定用戶意愿圈定目標用戶選定目標品牌Entrance NoticeGroup MembersCarotnicfiiprmatiMonembSMeleemctbersSBerlaenctd私密尊貴稀缺PrivatePrivilegedScarce新 個性化New Ways alization貨Pro

16、ducts人群覆蓋越來越廣Covering more people關(guān)聯(lián)程度越來越低利用大數(shù)據(jù)分析，系統(tǒng)抓取會員的相關(guān)結(jié)合品牌特性自動生成個性化專場，定向推送Lesser-connectionsUtilize Big Dao identify人People時間碎片F(xiàn)ragmented time點差異越來越大pros tags on members andbrands, automaticallygeneratealized eventsand push to the right個性化專場為品牌帶來更合適的客戶，準確觸達客戶，轉(zhuǎn)化DiversifiederestsBring appropriate

17、 customersto brands,increase convered marketing,rate場Location轉(zhuǎn)化率Increased converrate2Part新 個性化 2 New Ways alization最常護膚、女裝、彩妝、鞋、個護、箱包Most purchased items: skincare, female apparel, Partcosmetics, shoes,al care, bags18-25歲學(xué)生人群為主 消費能力有限18-25 age range with limited spending年網(wǎng)購花費3.8K(平均)淘牌/大眾休閑女裝衣舍/ 森馬/

18、 藍色天空/ 唐獅 /衣品天成brands/ popular female apparel such as HanduGroup, Semir, MBSKY, Tonlion, and EptisonerAnnual spending online 3.8k (Average)追潮流 不出格 Follows trend, avoids standing out會時刻緊跟潮流，但不會為嘗試新事物而出格 Follows current trend closely, but wont stand out bytrying something new輕品牌重打折Less focused on bran

19、ds, needs discounts不看 牌的所附加的滿足感，關(guān)注打折促銷 Does not gain satisfaction by using name-brands, more focused on discounts90后麗人特征相對較多護膚、彩妝、淘品牌護膚品More purchases skincare, cosmetics,Characteristics of FemalesBorn After 1990andskincare products御泥坊 / 韓束 / 膜法世家 /小迷糊 / 歐詩漫Yuni/ Kans/ Mofashijia/ Xiaomihu/ Hanhoo/

20、OSM客單價 220元（全體）Average Order Value 220RMB (Overall)件單價 102元（全體）Average Item Value 102RMB (Overall)關(guān)注商品詳情Attention to product details關(guān)注頁信息，需要依賴清晰的全面信息進行選購Pays attention to detailed product information, depends on clear &comprehensive information to make purchases要折扣Wants discounts期望通過促銷活動買到性價比商品Expec

21、ts to purchase inexpensive good products through promotions物流要快Fast logistics期望下單后能夠盡快收到貨物不閑逛 愛比價 Does not browse aimlessly, Loves to compare pricing帶著目標在網(wǎng)購上選購，熱衷多方比價Shops online wigoal, loves to compare priacross th看評論 慎考慮Reads comments, considers carefully關(guān)注商品買家評論，在下單前會花時間慎重考慮Reads buyer reviews,

22、spends time carefully consider beforepurchasing年輕者Young Hedonist愛逛街/愛購物/愛 /愛聚會/看 及看劇ent, parties, movies, and TV seriesExpect fast delivery aft討厭貨不對板lacing ordersDespises product differencompared to offlineEnjoys shop, enterta抗拒線上與實體店商品不符Resists product differenbetn online and offline新 個性化2New Ways

23、alizationPart最常 女裝、護膚、鞋、男裝、彩妝、家居百貨、少淑/淘牌女裝 26-35歲已婚有孩26-35 years old, married with childrenMost purchased items: female apparel, skincare, shoes, male apparel, cosmetics, home goods, Brand female apparels 企業(yè)職員/工作者/蘇醒的樂園/唯/拉夏貝爾 Employees of companies/Freelance消費能力可觀/百圖/ Ladel Joiuxindeleyuan/AIOV/La

24、Chletu/X.YING/Ladel er相對較多、童裝、童鞋、 Considerable spending 年網(wǎng)購花費7.3K（全體）孕嬰童用品/服飾、舒適時尚童裝Annual online spending 7.3k (Average)Purchases more childrens clothing/shoes, baby items/clothing, comfortable 愛嘗鮮樂于fashionable childrens clothing（相對） GERAS/ Open t things , enjoys sharing 事事走面，并常告訴別人GERAS/Bobdog/MAJ

25、IC客單價 268元（全體）Average Order Value 268RMB（Overall)相對較多More purchases comparatively中高端品牌Mid to high level brands家庭生活消費較多More spending on Home & LivingCharacteristics of FemalesBorn After 1970看到喜歡的商品直接下單買ion when sees liked items、鉆石會員More high level membersPurchases without hesi客單價 358元（全體）Average Orde

26、r Value 358RMB (Overall)件單價 152元（全體）Average Item Value 152RMB (Overall)期望 知名品牌 Expects more known brands期望檔次和知名度的品牌Wants classy and famous brands高等級會員最常相對較多女裝/鞋/護膚、家居百貨/運動戶外/男裝/彩妝Most purchased items: female apparel/shoes/skincare, home goods, outdoor,male apparel, cosmetics女裝、鞋、首飾配飾、進口食品、家居百貨舒適優(yōu)雅女裝

27、Female apparel, shoes, acelegant female clothingsories, imported food, home goods, comfortable依美/絲柏舍/梵希蔓/High level members with preferred acsAMII/nyimei/Spel/You E Me/V Iml.y/Pierre Cardin會員等級要有用途，期望不同等級有差別的會員權(quán)益Member level should be useful, expects different benefits線下大眾/調(diào)性女鞋Offline brands/classy

28、female shoes諦奇/世紳/駱駝/妮克/萊丹for their member susBoerdiqini/Pierce Gentry/Camel/Komanic/Harson/Le Saunda新 個性化2New Ways alizationPart最常男裝、鞋、運動戶外、女裝、護膚、箱包、首飾配飾26-40歲Most purchased items: male apparel, shoes, outdoors, female apparel, skincare, bags, acsories26-40 years old males相對較多鞋、男裝、運動戶外、數(shù)碼電子、大眾/時尚/商

29、務(wù)休閑男裝 企業(yè)管理者、戶為主Most often purchase shoes, male apparel, outdoors, electronics, leisure/fashion/work a parelsCompany managers, Business owners消費力強森馬/布衣/衣品天成/凡兔/七匹狼/Semir/Pouilly Legende/Eptison/One-T/Septwolves/Mark Fairwhale High spending er大眾品牌男鞋Male shoes famous brands年網(wǎng)購花費8.2K（全體）木/歐利薩斯/森馬/紅蜻蜓/An

30、nual online spending 8.2K(Overall)喜歡體育及戶外運動Enjoys sports and outdoorsMulinsen/Oulisasi/Semir/Peter.Cart/Red Dragonfly/Yearcon客單價 283元（全體） Average Order Value 283RMB (Overall)件單價 144元（全體）Average Item Value 144RMB (Overall)期望有檔次和知名度的品牌Wants classy and famous brands物流要快Fast logistics期望下單后能夠盡快收到貨物Expect

31、s fast delivery afturchasing男士人群Characteristic會員權(quán)益差異化Differentiated member benefits不同等級會員權(quán)益有所差別Members of different levels enjoy different benefitsLoves new things, enjoys sharing 商品試戴體驗Virtual fitting experience online 期望有虛擬試戴功能Wants virtual fitting experience function動態(tài)商品介紹Dynamic product descript

32、ion 期望短形式的商品介紹Expects product description inform事事走面，并常告訴別人 Ahead of the curve, shares with others期望有促銷折扣 Expects additional discounts銅牌、銀牌會員為主 Mainly mid-Level Members享受名牌帶來的滿足感Enjoys satisfaction from famous brands不喜閑逛或比價特征Dislikes browsing or comparing pri喜歡的商品直接下單s of MalesPurchases when IDs lik

33、ed item愛嘗鮮樂于新 個性化長檔期（3+N)2New Ways alized Extended Events (3+N)Part3天閃購3 Day Flash SalesN天個性化推送N Daysalized Push延長檔期售賣時間，充分利用商品，爭取產(chǎn)出最大化Extend selling period, utilize available products toize revenue降低大出的品類，節(jié)省物流成本Reduce transporion segments therefore reducing logistics cost個性化精準地定向推動，帶動潛在客戶產(chǎn)生，轉(zhuǎn)化edali

34、zed push, entice purchasing from potential customers, increase converrate延長售賣時間，直到售達到預(yù)期或者是一定時效后再做下線處理Extend selling period until achieving certaetrics, then take offline結(jié)合大數(shù)據(jù)分析，個性化定向推送，主要針對閃購的三天期間未有產(chǎn)生的潛在用戶Combined with Big Data, conductalized pushing consumers not exed duringthe 3 day flash sales pe

35、riod新 特賣旗艦店New Ways Discounted Flagship Stores集合折扣商品的常態(tài)銷售店鋪，供應(yīng)商可發(fā)布、管理商品庫存、售價Collection of discounted productswith extended selling period.can freely manage inventory, selling price, product selectionr模式創(chuàng)新、貨品、靈活上線Innovative Method, More Products, Flexible虛擬旗艦店 常態(tài)銷售貨品Virtual Flagship StoreExtended Sel

36、ling Period虛擬旗艦個性化運營 特賣自動快速建檔VirtualAutomaticQuickFlagship StorealizationOperations供應(yīng)商自助管理Brand Manages Autonomously2Part新 OXO模式New Ways OXOOXOWhat is OXOOXO是唯品會首創(chuàng)的一種新型供應(yīng)鏈模式OXO is an innovative logistics mpioneered by一盤貨SameProducts其目的是為了打通線上銷售柜或門店和線下品牌專The goal is to connect online platform tooffli

37、ne brand shops將商家專柜或門店的新品拿到唯品會進行限時特賣銷售，然后經(jīng)由唯品會的快遞從商家線下專柜或門店攬貨后，以最快的時效配送給客戶Running flash sales events for new線上線下products from the brand shops, productsare then picked up and delivered by2Part新 OXO模式2New Ways OXOPartOXO的Commerl Value of OXO線上線下共享庫存、門店貨品快速流轉(zhuǎn)Online & Offline share inventory, efficient

38、logistics01品牌專柜或門店可以更快的通過唯品會的銷售平臺流轉(zhuǎn)門店庫存Brand shops can quickly turnover shop inventory using利用線上巨大流量大幅門店銷售額02Use large UV online to increase shop revenue線上銷售計入線下，線下門店帶來的銷售紅利線上巨大流量Online revenue counted for offline, large UV from online createsrevenue benefits線上客流至線下服務(wù)制造新商機03Online customers directed

39、 offline, creatingadditional opportunities將線上客流定向至線下，通過個性化服務(wù)為線下門店帶來新的客源Direct online customers to offline, create new customers foroffline retail throughalization新 場景2New Ways Content MarketingPart跨品類跨品牌組合構(gòu)建不同的場景，創(chuàng)建專場，打造高端時尚，且沖擊力極強的視覺效果，為用戶提供更高品質(zhì)的購物體驗Creating different scenes across brands and categ

40、ories, building spelized events,construct high-end fashion, and strong visual effects. Providing customers with high-quality shopexperien共鳴，誘導(dǎo)連帶消費Create Resonance,Enticing Consumption創(chuàng)造和提高會員的Create & EnhanceMembers desire to buy品牌形象與價值Elevate Brand Image& Value場景結(jié)合Scene Combinations新 場景New Ways Cont

41、ent Marketing由于不同的場景進行，為每/日上新的品牌進行特殊推介與導(dǎo)購，以及對個別SKU產(chǎn)品進行專業(yè)的使用講解等Live streamernetalities/cerities underdifferent scenes, guided shopbehavior throughdaily brand & productroductions, focus on specificSKU for profesal explanations結(jié)合場景推廣，品牌形象Content marketing to elevate brand image互動，提高趣味性，了解會員真實想法更好地進行管理e

42、raction to raise erest. Understandmembers to better manage 實時推介上線品牌與商品，專業(yè)導(dǎo)購與為品牌 專場精準 Livemendation of brands & products online, profesal guides to direct ed traffic to brands 2Part新 預(yù)付專場2New Ways Pre-paid EventsPart預(yù)付專場的優(yōu)勢Advantages of Pre-paid Events提高用戶的期待值Increase customer desire1有利于季前測試產(chǎn)品市場，即時反應(yīng)

43、，避免生成過剩，降低 庫存風(fēng)險Advantageous for testing products prior preseason, quick2feedback, avoid ovroduction , reduce inventory risk限量選購或定制，營造產(chǎn)品的稀缺感，加速用戶的Limited purchased & customized products,creating scarcity and desire to purchase3新 專屬項配置New Ways Spel Configurations品牌專屬流量包Brand Specific Mobile Data Plan定

44、向流量Directed Traffic品牌偏好人群Members who prefer thebrand轉(zhuǎn)化IncreasedConverRate關(guān)聯(lián)品類偏好人群Members who prefer theassoted category歷史瀏覽+有行為人群Browsing history + activemembers大數(shù)據(jù)+Big Data +結(jié)合推送push2Part新 專屬項配置2New Ways Spel ConfigurationsPart會員專享Only For Members1結(jié)合唯品會與供應(yīng)商資源，贏得高價值會員的關(guān)鍵真理時刻利用品牌的小樣、紅包等組高價值會員的專屬生日禮品牌

45、的代言人為高價值會員錄制生日祝福2雙方為對方高價值會員提供專屬禮遇唯品會為供應(yīng)商線下高價值會員提供待遇3個月供應(yīng)商線下店為唯品會會員線下店VIP禮遇權(quán)益互換Birthday深度合作互利共贏DeeperCollaboration to Achieve Mutual BenefitsPart 3 3 深度合作，互利共贏Deeper Collaboration to Achieve Mutual Benefits Part品牌貨品資源的升級Upgrade of Brand Products充足的貨值豐富的款式 &SKUAbundant products, Rich styles & SKUs正品 質(zhì)

46、量好性價比高AuthenticHigh quality Good discount13貨品資源ProductResour24符合潮流的當季新品 Appropriate forcurrent season差異化款DifferentiationCustom products當季新品與更好的差異化貨品In-season and differentiated products 3 深度合作，互利共贏Deeper Collaboration to Achieve Mutual Benefits Part資源共享，共同打造品牌形象Resourharing, Strengthen Brand Image T

47、ogether01品牌0203根據(jù)唯品會的數(shù)據(jù)分析與要求， 提供更符合唯品會客群的定制款商品Based on dataysis performed by,provide customized goodsfor members ofedBrand合力開發(fā)的新，配合唯品會展開試行工作，并根據(jù)體驗進一步完善Develop more marketing methods together,assistarket testing, and further improve based on feedback推廣資源的共享，如代言與唯品會合作共同為品牌宣傳Sharing marketing resour,su

48、ch as joly promoting the brandwith cerity endorsement signed by the brand 3 深度合作，互利共贏Deeper Collaboration to Achieve Mutual Benefits Part專業(yè)買手提供品牌運營方向Profesal Buyers Providing Advi1超過1000名專業(yè)的買手Over 10002Profesal Buyers3通過對于品牌的認知精準定位Determineitioningthought understanding of each brand通過買手確認當季時尚潮流Deter

49、mine in-seasonfashion trends through buyers提高品牌的價值與銷售 Enhancebrand value & renuve在大數(shù)據(jù)的支撐下，給到更符合品牌的發(fā)展方向指引，結(jié)合市場與品牌現(xiàn)狀提供專業(yè)的建議，助力品牌更好的發(fā)展Based on Big Dataand market condition, provide advifor design and profesalmendations, help brands to further develop通過大數(shù)據(jù)分析唯品會客群喜好Determine memberpreferenthrough Big Dat

50、aysis 3 深度合作，互利共贏Deeper Collaboration to Achieve Mutual Benefits Part運用新，提高銷售Utilize the New Ways to Increase Revenue個性化/alization更精準找到客群，提高轉(zhuǎn)化率和銷售特賣旗艦店/Discounted Flagship StoreFindinged crowd with銷售，個性化推additional preci, increase送。進一步開發(fā)有消費需求的客群Additional selling channelconverrate and revenuecombined withalizedcontent. Further developcustomers with will to purchase3+N除了可以獲取閃購的爆發(fā)力，3天后的常態(tài)個性化銷售可以抓到其他有消費需求的客群。常態(tài)銷售也減少了物流退貨的成本Besides t