中国电商市场上产品定制的重要性和方法（英文版2015）.docVIP

中国电商市场上产品定制的重要性和方法（英文版2015） Rabobank Industry Note #498 - July 2015 The Success of Chinese Online Sales Teaching Large Companies Product Strategy Lessons Rabobank The online food retail channel is increasingly taking sales away from the Food amp; Agribusiness traditional retail channel in China, while creating consumer interest and Research and Advisory demand of its own. More and more food brands, particularly those with large Sam Gao and extensive multi-layered distribution networks or prestigious market Sam.Gao@rabobank4 positioning, are dropping their resistance to the channel and preparing to go +86 21 2893 4797 online. But is it just about shifting the selling point of the same products sold far.rabobank in traditional outlets? Our answer is no. Based on a study of successful food brands’ online Contents experiences, we believe that surviving in an ever more complex market Introduction 1 means not only having an online presence but also launching customised Product strategy 1: products to meet the needs and aspirations of the new consumer. Tailoring Adjusting product can be applied to areas of product formulation, package design and packaging formulation, pack sizes and sizes, launching an entirely new sub-brand or product series, or marketing package design 4 the products for a more targeted approach by utilising big data and social Product strategy 2: media. Launching new sub-brands or new product series for Introduction the online channel 5 Since the advent of auction sites such as Eachnet—later acquired by eBay—and Product strategy 3: Taobao some 15 years ago, online food retail has expanded to become an integral part Engaging consumers and of overall e-commerce in China. With Chinese consumers shifting their purchases to the promoting products with online channel, online food and drinks sales (both B2C and B2B) grew 49 percent YOY to social media 7 CNY 66.7 billion (USD 10.8 billion) in 2014, according to Euromonitor (see Figure 1). Summary 8 Howeve