文档介绍：Communication Strategy for China Launch
Prepared for: pared by: HuiCong International Advertising
Market Situation
market has developed tremendously, and users in China will double
Online stores, as a worldwide business, have a very bright future
8848 has gained some awareness among users, most of whom have already been the pioneer online consumers
Strategy Development Process
Where are we?
Where we want to be?
How can we get there?
Market Situation
users are somewhat restrained by offline shopping in terms of way and concept
users don’t trust online shopping for the immature consumption environment
online payment system
offline delivery system
Actual difficulties for on-line sales
Target...
Primary: Netizens
Secondary: the izens
Demographics:
Males
Aged from 16 to 35 who are mainly:
Students
White-collars
Persons concerned puter technology
munication persons
Target...
Psychographics
Affluent & Mobile life style
Working or living in environment
Easy to adapt the up-to-date international tendency
Some are westernized, seeking for quality life
Consumer U&A Towards e-Shopping...
Most of them have heard the e-shopping concept whereas very few ever tried.
Some have already known the e-shopping sites, such as , Sohu & Netease
All of them believe the generic benefits of online shopping:
- Convenience/Fashion/Fun/Value-for-money
- Key barriers:
Product Attributes
Ample products’ choices
9 varieties
Over 100 thousands of books, 20 thousands of software
Flexible and safe online payment
17 payment choices
Product Attributes
Nationwide delivery system
441cities across China
Price’s discount
For 95% of the products
50% discount at most, and 10% at least
Good after-sales service
Double guarantee from both the manufacturer and the online store