cross-border e-commerce strategy - we chat & o2o marketing

Cross-Border e-Commerce Strategy Luncheon

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WeChat & O2O Marketing

Dick NgJune 24, 2016

© GS1 Hong Kong 2016

GS1 is a neutral, not-for-profit, user-driven

standards body, which facilitates collaboration to create more efficient, safer

and sustainable value chains through the adoption of easy-to-implement global

standards.

The Global Language of Business

The most widely used supply chain standards system in the world


GS1 Standards

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© GS1 Hong Kong 2016 4

Global Unique Product Identification Global Trade Item Numbers (GTIN):• most widely implemented GS1 standard• a reliable and fast way to confirm the identity of the product at any packaging level (e.g., consumer unit, inner pack, case, and pallet)


Digital Product Barcode

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More efficient product search on the web

Key for big data analytics for on-line/

off-line

Enabling GTIN specific QR code for

product level marketing

Item level or GTIN level counterfeit

Future

The unique product identifier – Connecting the

on-line and off-line consumers

Enhance retail check out efficiency

Accurate inventory

management

Efficient paperless order to cash process

Enable consumer products research

Current


Top e-retailers adopt GS1 Standards to support O2O e-commerce

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As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information. The GS1 GTIN Validation Guide is an important tool for improving the quality of product data and the relevance of online and mobile search results. — Walmart Global eCommerceThe GTIN Validation Guide will help eBay find and resolve incorrect, duplicate and conflicting product information, improving visibility for merchant offers and enhancing the consumer search experience. — eBay

GS1 standards have been very valuable in our efforts to improve the online shopping experience by harmonising product data and eliminating inaccuracies. — Google

Online Audience(in millions)

Source: comScore, Inc., March 2014

Amazon, eBay, Walmart, Apple iTunes and Google require or endorse GS1 identification for e-commerce.

GTIN - The unique product identifier – Connecting the on-

line and off-line


Global eCommerce Players adopt GS1 Standard to facilitate trusted data source and big data analyticseBay, Google and Walmart endorse GS1 Standard for Improving Online Commerce

Locating Product Identifiers•For most product categories, sellers are required to use an industry-standard product identifier when creating new pages in the Amazon.com catalog. These product identifiers are part of a system called GTINs, or Global Trade Item Numbers.

“As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information” said Jeremy King, Chief Technology Offier, Walmart Global eCommerce

“GS1 Standards have been invaluable in our efforts to improve the online shopping experience by harmonizing product data and eliminating inaccuracies.” said Eric Tholome, Product Management Director, Google Shopping

Details: https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190

https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190

http://www.amazon.co.jp/ref=footer_logo/375-3566305-9338112


China eCommerce adopt GS1 Standard to facilitate trusted data source and big data analytics

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In China, T-Mall & Taobao partner with GS1 China to require their business suppliers to add bar code number ( GTIN on the web ) for management function.

Bring Benefits to Business Suppliers & Consumers:1. Consumers check the trusted data source. GS1 is international standard code to

provide product detail ( from which manufacturer, produce country, manufacture date, produce type, expiry date…..etc ). GS1 offer trusted product information and propagate to authorized eCommerce platform.

2. Enable consumers buying efficiency and gain good experience due to no fake product.

3. Can offer consumer buying behavior analysis report for internal strategy planning.

Details: http://www.tmall.com/go/rgn/spbctm.php?spm=0.0.0.0.zR0N3

http://www.tmall.com/go/rgn/spbctm.php?spm=0.0.0.0.zR0N3


SMARTSEARCH

GS1 e-Commerce

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Physical

Digital


Hong Kong Trusted Product

• Soft launch in July & official launch in

• Provide a low investment channel for Hong Kong SME to enter the door of e-Commerce business

• One stop solution for SME to kick start e-Commerce business

• Enhance consumer trust by utilizing the neutral status of GS1 and reliable mailing service from HK Post


1111

Label Serial Secure Code

Secure Code Validation:

Not ready to SellNeed to Recall

Successful Validate Already Registered

1

2

3

4

5

GLN lookup for urn:epc:id:sgln:4891668.32668.0

GS1 Value+, Anti-CounterfeitSecure Code Validation and Traceability e-Pedigree using ezTRACK (EPCIS)


Genuine product

Counterfeit product

Encrypted barcode printing file provided by GS1

Special encryption pattern hidden in the barcode

GS1 HK trusted mobile apps

Barcode copied from the genuine product packaging

Special encryption pattern CANNOT be copied GS1 HK trusted mobile apps

Before Purchase, consumer can verify the product is genuine or fake

GS1 REAL Barcode, Anti-CounterfeitHow it works


Cross Border e-Commerce Channel


Cross Border e-Commerce Channels

• Mail by post office (郵政 )

• Courier service (快遞 )

• B2C consolidation service (集運 )

• B2B2C (保稅備貨 ) 14


Mail by Post Office

• Key Features- Without product registration requirement- Without CIQ or licensing requirement- No tax for personal items- Personal Postal Article Tax will be imposed if applicable- Suitable for small package


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Courier Service

• Key Features- Without product registration requirement- Without CIQ or licensing requirement- No tax for personal items- Normal trade tax will be imposed if applicable- Suitable for small


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B2C Consolidation Service

• Key Features- Product registration is required- 三單一證- New tax policy (After 8-Apr) will be applied- Approved commodity list will be applied


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B2C Consolidation Service

• Key Features- Operated in bonded zone (Type B)- Product registration is required- 三單一證- New tax policy (After 8-Apr) will be applied- Approved commodity list will be applied


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BondedZone

BondedZone


Taxation Policy After 8-Apr-2016


• Based on CIF value to impose - Import Duty (0%)- Value Added Tax (70%)- Consumption Tax (70%)

• Maximum value of each transition is CNY2,000

• Personal quota is CNY20,000 per annum

Tax Policy for B2C & B2B2C

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• Major Impact

• Commodity cannot be imported1. Raw material 2. Sizeable shipment3. High tech electronic product 4. Cosmetics which not be imported before

(化妝品需要非首次進口 )5. Non registered powdered formula 6. Customs not allow

Tax Policy for B2C & B2B2C

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Product Cat. Before 8-Apr NowLow Value Cosmetic Tax value below

CNY100 No Tax47%

Luxury Product CIF value above CNY2,000 30%

Normal Trade tax will be imposed 65%

Infant Care Product Tax value below CNY100 No Tax

11.90%


Personal Postal Article Tax

• Tax amount below CNY50.00 Waived• Personal quota CNY20,000 per annum• No product registration & CIQ requirement

Tax Policy for Mail Channel

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Tariff Code

Description Items Tax Rate

1 Product with 0% duty

IT products, Food & Beverage, Toys, Publication & Video…etc

15%

2 Product not cover under 1 & 3

Sports products, garments, television, bicycle and others

30%

3 Product with Consumption Tax

Tobacco & Alcohol, Luxury Watch, Golf Equipment, Make-ups

60%


Summary

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Tariff Code

Description Items Tax Rate

1 Product with 0% duty

IT products, Food & Beverage, Toys, Publication & Video…etc

15%

2 Product not cover under 1 & 3

Sports products, garments, television, bicycle and others

30%

3 Product with Consumption Tax

Tobacco & Alcohol, Luxury Watch, Golf Equipment, Make-ups

60%

BBC BC Courier Mail Before 8-Apr

Mail After 8-Apr

Personal Quota CNY20,000 per annum

CNY20,000 per annum

N/A N/A CNY 20,000 per annum

Max cargo value per transition

N/A N/A N/A CNY1,000 CNY2,000

Tax (VAT + consumption tax) x 70%

(VAT + consumption tax) x 70%

Normal trade tax(If applicable)

Personal Postal Article Tax 10%/20%/30%/50%(If applicable)

Personal Postal Article Tax 15%/30%/60%(If applicable)

Commodity(Illegal product is prohibited)

Approval list Approval list N/A N/A N/A

e-Marketplace Fully connected with customs

Product registeration

N/A N/A N/A


Choice of Channel

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• Mail - High flexibility- Simple operation

requirement- No tax for personal

items

• B2C - Approval list- Product

registration- Customs

inspection

• B2B2C - Approval list- Operation

efficiency for final mile- Product

registration & customs inspection


迎戰跨境電商策略專題午餐會 (二 ):微信及 O2O營銷如何令微信更適合香港商家

http://www.chinamarketing.com.hk/


迎戰跨境電商策略專題午餐會


迎戰跨境電商策略專題午餐會迎戰跨境電商策略專題午餐會

微信公眾帳號Wechatofficialaccount

跨境支付及跨境電商CrossBorderPayment&CrossBorderE-commerce

O2OMarketingO2O推廣


迎戰跨境電商策略專題午餐會如何令微商更適合香港商家香港中國

微信公眾號+自建跨境商城香港商家國內銷費者


迎戰跨境電商策略專題午餐會如何令微商更適合香港商家

微信結合跨境電商國內不用倉存 ***產品價格更自由 **建立品牌 *******自己的大數據 ******只需繳納香港低銷售稅 *****



重點一不要將微信公眾帳號成為你唯一的資料庫



平台 (載體 )

微信公眾號http://www.86shop.com.tw/

自建跨境商城

消費購物 (實際收入 )

線下接線上推廣O2OMarkeing

最實際吸粉方法



重點二香港公司如何申請微信公眾號


迎戰跨境電商策略專題午餐會香港商家申請微信公眾號的方法及注要事項申請方法A：國內工商執照B：找可信代理公司處理C：使用香港 BR申請認證服務號甚麼是可信１：不可以認證２：如要認證有財付通證明文件

不認證情況有財付通認證情況使用香港 BR申請需知1：（暫時）同時申請跨境微信支付



重點三微信維護是整個營銷有沒成果的命脈


迎戰跨境電商策略專題午餐會微信公眾帳號的基本維護１：自定義菜單２：每周新聞內容３：優惠活動４：客服回答

1. 3x5格2.可連接

• 普通文章• 手機版 E-SHOP• 微網站• 微電子目錄更可增加• 百度 /Google地圖• 照片牆• 留言板• 線上預訂 /問卷調查• 砸金蛋、大轉盤、刮刮卡



微信新聞與 Facebook新聞的分別Facebook

休閒類新聞數據性分析新聞式用詞軟性宣傳 /較含蓄

微信銷售優惠類新聞感受性用詞網絡用詞硬性引導 /較豪放



剁手黨瑪莉蘇猴塞雷悶騷



重點 :平均每個月或重要節日利用不同的遊戲工具配合線下體驗活動



客戶留言可回覆時間：48小時後就不能再回復，但留言記錄最多留 5天 .（如按了收藏就沒有時限，記錄不會清除）



平台 (載體 )


自建跨境商城



最實際吸粉方法１


重點四國內的銷售重點與香港的不同



迎戰跨境電商策略專題午餐會國內的銷售手法及重點

重點：國內的銷售手法及重點


迎戰跨境電商策略專題午餐會香港與中國的營銷手法的大不同Marketing市場推廣

手法平台香港FacebookInstagram

Contactmarketing

YoutubeViralmarketingAdsMarketing

RealTimeMarketing

中國微博微信事件式營銷

O2O營銷


重點五甚麼是國內的 O2O



迎戰跨境電商策略專題午餐會線下接線上推廣

O2OOffline2Online

中國

将线下的商务机会与互联网结合，让互联网成为线下客戶的聯絡平台


迎戰跨境電商策略專題午餐會線下接線上推廣O2O

Online2Offline港式

中國式

10個大類每個大類最少 10個小分類


迎戰跨境電商策略專題午餐會香港與中國的營銷手法的大不同Marketing市場推廣 O2O(線下接線上 )營銷江苏镇江富兴国际半岛：新娘也疯狂，全城派红包50位娇滴滴的美新娘，顶着烈日给镇江广大市民派发装有刮刮卡的红包，配合微信端晒幸福活动，整合了婚纱摄影机构、美食餐饮等共同参与，引发极大反响。

http://data.house.sina.com.cn/zd110933/


迎戰跨境電商策略專題午餐會線下接線上推廣Marketing市場推廣 O2O(線下接線上 )營銷小紅書透過線下營線，『突擊』小區及寫字樓，目標為年輕女性，或得上百萬的關注及留言


迎戰跨境電商策略專題午餐會線下接線上推廣Marketing市場推廣 O2O(線下接線上 )營銷河狸家推出史上最萌上门服务——一键预约小狗上门


適當宣傳目標適當地點適當 ShowGirl/Boy適當禮物

020男仕

30-50歲

身體毛病

學校大學商場白領區

小鮮肉

皮膚好樣子平凡試用裝

合照分享朋友圈女仕

18-28歲

化粧美容

目標召集最多適合會員




B2C


微信及跨境電商實戰篇線下接線上推廣

B2B


重點五甚麼是事件式營銷



迎戰跨境電商策略專題午餐會事件式營銷Marketing市場推廣事件式營銷 (悬念广告营销 )


迎戰跨境電商策略專題午餐會事件式營銷Marketing市場推廣事件式營銷

王老吉與加多寶『大戰』



2014年雙 11天猫苏宁撕逼大战


迎戰跨境電商策略專題午餐會事件式營銷



平台 (載體 )


自建跨境商城



最實際吸粉方法

１２


迎戰跨境電商策略專題午餐會如何令微商更適合香港商家微信公眾號關注

微信新聞增加認知性

活動溫熱客戶跨境商城購物

O2O線下活動增加認受性朋友圈活動細菌式擴散

關注後分享獲優惠親友式散播

百度新聞加強品牌效應



http://www.chinamarketing.com.hk/

謝謝 !ThankYou!


Thank You

Mr. Dick NgManager, Marketing & Industry EngagementEmail: [email protected]

GS1 Hong Kong