VIEWPOINT Chinese marketplace still
strong for Western retailers By Andy Muldoon, CEO, Powaweb
Jimmy Choo increased its annual global revenue in 2015 by 7 per cent to £318m thanks in part to its eight new stores in China. Tis demonstrates the continuing popularity with western brands in the country. Retail sales in China for December 2015 were up 10.1 per cent year on year despite the worries about the overall economy as the nation continues to be a hotbed for retailers. To sell successfully online it is critical that retailers offer a
localised online service for the country, as 32 per cent of Chinese consumers’ state they shop online to access a wider range of brands, highlighted particularly amongst those who live away from the major cities. Tis is key given the vast size of China. And we know they love to buy from abroad. A recent payments
report stated that thirty-five per cent of online shoppers in China are now buying cross-border. Tis is driven by consumers wanting the guarantee of high quality goods that is ensured from buying direct from foreign brands. Tis quality assurance is the reason that 51 per cent of consumers in China use eCommerce. For businesses, developing a direct eCommerce strategy reinforces this brand integrity, while offering a localised website for the Chinese economy allows for convenience, easy access and simple payment acceptance.
It’s great to see how resilient the Jimmy Choo brand has been
in the Chinese market, yet by adopting a direct online retail approach, it can also significantly increase its potential consumer- base. With the high-street store having a relatively limited reach due to the size of the country, retailers must take full advantage of the penetration rate of online shopping which stands at roughly 55.7 per cent. Online purchasing in China is not limited to low-cost goods,
on average 17 per cent of consumers spent RMB1515 on their most recent purchase, with another 17 per cent having spent at least RMB2000 on a single product. With total eCommerce sales about to reach $1 trillion in China by 2019, it is of vital importance that retailers establish their strategy and avoid falling behind competitors in this fast growing market. With such large amounts being spent online in China, retailers
need to offer a direct to consumer eCommerce solution that compliments the brick-and-mortar stores to create a dedicated omni-channel environment for their consumers. To not offer this is damaging to retailers particular as the rising middle-class are often the biggest spenders on high-quality products, are located away from the major cities.
NEXT ISSUES May/June 2016
MONETISING SOCIAL Social channels are gaining ground and many direct commerce retailers social media. What is working for which brands here and overseas - and how can retailers and B2B suppliers leverage social channels for the best results. From content development and marketing, to “buy” buttons, wish-list creation & sharing, we’ll explore case studies, facts and how to’s
IMPROVING WEB & MOBILE PERFORMANCE – PART ONE
Many businesses are planning for peak and examining what they can realistically afford to invest to improve their online trading results. For some that will mean fully re-platforming and/or gaining greater looking for support in the development of personalised recommendations, basket retrieval, better search results, quicker download times… We’ll cover as much as we can in this issue – with even more How To’s and case studies in part two which will appear in our July/August issue along with a review on Amy Africa’s sessions at the DCA’s Annual Summit.
RAISING INVESTMENT FOR GROWTH
Mindful that a large number of our readers are in the driving seats of their own businesses and that many have developed great brands with very little external investment – we look at recent “deals” and sources of investment for growing businesses.
July/August 2016
THE ECMOD DIRECT COMMERCE AWARD WINNERS REVIEW
Hot from the presentations on June 2nd, this special review will feature all of the winners complete with “from – the – night” photography, and sponsor messages.
judges’ comments
IMPROVING WEB & MOBILE PERFORMANCE – PART TWO
Many businesses are planning for peak and examining what they can realistically afford to invest to improve their online trading results. For some that will mean fully re-platforming and/or gaining CMS and PIM solutions. Others may be looking for support in the development of personalised recommendations, basket retrieval, better search results, quicker download times… with even more How To’s and case studies along with a review on Amy Africa’s sessions at the DCA’s Annual Summit.
To have your business message & branding included in these editorial features or in any of our regular columns please call Sam or Victoria on 01271 866112 – always happy to help.
Direct Commerce |
www.directcommercemagazine.com
39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40