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台湾ECを始めるにあたって必ず覚えておくこと

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  • 1. BtoC E-Commerce Report 2013 in Taiwan Commune, Inc. Yoshio Narita
  • 2. E C
  • 3. EC 1. E 2. E 3. EC 1
  • 4. cmmninc.com/ Google ec ec facebook.com/yoshio.narita VOGUE.comGQ.com 2
  • 5. E
  • 6. 3 - ATM 1 1 2 : 1 2011, 2 JCB
  • 7. 4 20EC n = 52 20 - :
  • 8. 5 - () 2000 EMS : 900 : 7,000 : japan.internet.com , EMS () Website
  • 9. 6 - Internet Penetration Internet Users 1,615 69 % ( 3digitalminds) 74% (2012) 4 : We Are Social 2nd ed. 2012
  • 10. 7 - SNS Social Networking PenetrationSNS Social Networking Users 1,294 2549 SNS 95% Facebook 1,000 : , Facebook Website, We Are Social 2nd ed. 2012 56 %
  • 11. 8 - Mobile Subscribers 2,892 Mobile Penetration 124 % 1 51% 1 7 64 59 62 2 : 1 Google Our Mobile Planet, 2 Google 2012, We Are Social 2nd ed. 2012
  • 12. 9 : Boston Consulting Group Global Wealth Market-Sizing Database 2013
  • 13. 10 2 :
  • 14. TAIWAN 37 CHINA 255 JAPAN 854 THE PHILIPPINES 2 S KOREA 103 SINGAPORE 8 INDONESIA 1 MALAYSIA 7 VIETNAM 0 THAILAND 6 UNIQLO : Website 11
  • 15. 12 EC -
  • 16. E
  • 17. EC : 1 MIC 2011, 2 2013 2011BtoC EC4,300 (14,000) 1 20%1/6 2012EC176,600 (22,000) 2 13
  • 18. PHILIPPINES 3 $10 $ VIETNAM 19 $ INDONESIA MALAYSIA : eMarketer 2012, We Are Social 2nd ed. 2012, Barclays Capital 2011, 2011, MIC 2011 JAPAN TAIWAN SKOREA SINGAPORE THAILAND CHINA 856 $ 886 $ = 87,000 508 $ 325 $ 271 $ 205 $ 34 $ BtoC EC / () 1EC 14
  • 19. EC EC (2010) 9,671 (32,000) 20092010999 (3,300) 5,00029,999 (16,50099,000) : MIC 2010 15
  • 20. EC - Yahoo!PChomeEC EC7 16 : 2013
  • 21. EC - EC Yahoo!PChome 17 : EZprice 2013
  • 22. n = 52 20 EC - Yahoo! 20Yahoo! 18 :
  • 23. EC - Yahoo! 20 ECYahoo! n = 52 20 : 19
  • 24. EC - Yahoo! : MIC 2010 20
  • 25. EC 21 EC EC Yahoo! / PChome ECEC Yahoo!EC EC ECEC
  • 26. : Website 99 = 330 199 = 660 299 = 990 1,000 22
  • 27. : lativ, Color99 Website EC 201140 ((132) 1,400 286 (944) 1/3 EC EC 23
  • 28. Made in Japan 24
  • 29. E C
  • 30. EC4 1. Facebook 2. 3. 25
  • 31. Facebook Facebook cacaFly () FacebookEC () EC 26
  • 32. Case Study Facebook: Building Essential Connections In order to combat a declining registration rate and to increase ROI on discounts, myDress.com.tw optimized their page posting and ran Facebook Offers. Goals In a competitive, price driven environment, myDress. com.twsoughttoimprovetheirsitetrafc,registration rates and ROI on campaigns: Increase brand awareness Drive trafc and new registrations to the myDress.com.tw online store Increase ROI on discounts promotion from 2x to 5x Approach myDress.com.tw improved the content of their Facebook Page to reect what their fans wanted and used Offers to give them a promotion: To optimize the content of their page posts, they monitored Page Insights carefully. They found that questions posts with high quality photos were the most effective. In order to keep users engaged, they posted new products and asked fans and friends of fans to vote on their favorite items. They increased the reach of the optimized Page Posts by running Facebook Page Post Ads. To give their engaged fans base a promotion, they created a Facebook Offer for 25% off all products and boosted it as an ad for seven consecutive days in November 2012. myDress.com.tw is a Taiwanese e-commerce site specializing in dresses, with over 150 thousand members in Taiwan. Facebook.com/myDresstw Case Study | Category Results users reached in 5 days Average ROI of for page post ads for the Offer, 500 of them occurred during the rst 24 hours for the offers post compared to on search and credit card co- marketing for the same offer 29% increase in site trafc while Offer was running 25% higher registration rate while Offer was running The ROI from Facebook Offer is way above our imagination. It helped us to reach out to our potential customers effectively. We are impressed by how fast Facebook can help us to spread the promotional message just overnight. We think Offer as a product is more then just a coupon delivery tool, instead it is a feature which can help maximizing the awareness of a brand, and have the fans to inuence their friends. Julian Lin, CEO, Mydress.com.tw Limited Facebook - myDress EC Yahoo! EC 9Facebook 3,000 Facebook 30 : cacaFly Facebook Nov 2012 27
  • 33. Facebook - myDress 28 : myDress Website
  • 34. Facebook - myDress Facebook () 300 (1,000) : myDress Website 29
  • 35. Facebook - myDress Goals 1. Facebook 2. EC 3. ROI Approach Facebook Facebook Facebook Facebook Facebook (Facebook Oer) : cacaFly Facebook Nov 2012 30
  • 36. Facebook - myDress Results 5140 (Facebook101) 9Facebook 8,257 (Facebook Oer) 15 Facebook2 Facebook46 29%25% F

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