世界电子商务发展趋势-江苏太湖云计算七匹浪案例分享

NewTrendsofB2Cglobally&RecommendationstoChineseOnlineRetailersB2C全球新趋势及对中国在线零售商的建议BillHoltshouserProgramDirector,Commerce/WRSStrategyandProductManagementCommerce/WRSIBM全球电子商务战略和产品管理总监Agenda•B2CdevelopmentinUS–aRealCase•B2C在美国的发展与现状•TrendsofB2Cglobally•B2C的全球新趋势•ChallengesAheadofAllOnlineRetailers•对所有在线零售商的挑战–UserCentricity以用户为中心–CrossChannelOptimization跨渠道优化–AdvancedInfrastructure高级架构•RecommendationstoChineseOnlineRetailers•对中国在线零售商的建议–OnTopoftheShouldersofGiants站在巨人的肩膀之上–StartfromaSolidBase&GrowgraduallyWithVision从坚实的基础开始，携广阔的视野成长–EmbraceNewDeliveryModel&Technology拥抱新的交付模型和技术–EmbraceNewBusinessModel拥抱新的商务模式E-Commercethen…电子商务的过去E-CommerceThenE-commerceNowE-CommerceTomorrowE-Commercethen…电子商务的过去…E-CommerceThenE-CommerceTomorrowCategory主类别Sub-Category子类别Products商品ProductSummary商品概要Details商品细节HTML页面刷新HTML页面刷新HTML页面刷新HTML页面刷新Product-centriccatalogs按商品分类Confusingprocessesandpoorusability繁冗的流程和低可用性Browsing,productselection,andoveralluserexperiencewaslimitedbystaticHTMLandforcedpagerefreshes被静态HTML限制用户体验，如浏览，选择商品等Passiveshoppingexperience被动的购物体验E-Commercethenandnow电子商务的过去和现在E-CommerceThenE-commerceNowE-CommerceTomorrowBookpackCustomizerAgenda•B2CdevelopmentinUS–aRealCase•B2C在美国的发展与现状•TrendsofB2Cglobally•B2C的全球新趋势•ChallengesAheadofAllOnlineRetailers•对所有在线零售商的挑战–UserCentricity以用户为中心–CrossChannelOptimization跨渠道优化–AdvancedInfrastructure高级架构•RecommendationstoChineseOnlineRetailers•对中国在线零售商的建议–OnTopoftheShouldersofGiants站在巨人的肩膀之上–StartfromaSolidBase&GrowgraduallyWithVision从坚实的基础开始，携广阔的视野成长–EmbraceNewDeliveryModel&Technology拥抱新的交付模型和技术–EmbraceNewBusinessModel拥抱新的商务模式OnlineshoppingtransformedintoCustomerCentricExperience用户为中心的体验•Onlineshoppingisnowacustomercentricexperiencewhereservicesandproductsmustbebuiltaroundindividualcustomers•在线购物:用户为中心，商品和服务都必须围绕每一个的用户建立。•Customerbehaviorwillcontinuetoevolve•购物方式继续改变•Moresavvyandcomfortablewithtechnologywhichischangingthewaytheyshop•善于使用工具协助购物–Moreknowledgeableaboutproducts,costs,andprice–更了解商品，更了解成本，更了解报价–Utilizenewshoppingaides–借助多种多样的购物助手•Moredemanding•希望更多的商品能被在线购买CustomerExperience客户体验80%ofCEO’sbelievetheirbrandprovidesasuperiorcustomerexperience(80%的CEO相信他们的品牌提供了极好的消费体验)8%oftheircustomersagree(8%的消费者认同)44%ofconsumerssaythemajorityoftheircustomerexperiencesare“bland”(44%的消费者说他们的大部分用户体验平平)Source:Bain&CompanyTime&ConveniencearebecomingNewCurrency时间和便利成为新的货币•ArecentIBMstudyidentifiedconvenienceasoneofthemostimportantattributestodrivingcustomersatisfactionandadvocacyintheonlinechannel•IBM近期研究发现：便捷已经成为顾客满意度最重要的决定性因素•Faster,Easier,Moreintuitive,Moreintegrated•更快，更便捷，更直观，更高整合度Crosschannelshopperswillpayforconveniencewith39%indicatingthattheyarewillingtopaymoreforproducts(andbuyfromretailers)thatsavetimeandreducehassle39%的跨渠道顾客表示，愿意为了节约递送时间和减少递送过程中的问题，额外付钱¾ofallshoppersuseratingsandreviews¾的购物者撰写商品评价Arecentconsumersurveyrankedconsumercontentasthe#1aidtoabuyingdecision,citedby91%ofrespondents据调查，顾客评价对了解商品最有帮助此调查中，91%的顾客支持顾客评价这一选项89%ofshopperstrust“OtherConsumers”somewhatorcompletely89%的顾客相信其他顾客的评价Sources:Forrester;JCWilliamsGroupMarketingScienceInstitute,2006Theageofsociallyconnectedconsumerishere社区化用户群的时代到来了！Today‘sShoppersSeamlesslyCrossChannelsDuringaSingleBuying今天的消费者在一个单一购买流程中是无缝跨越多个渠道的Order(定单)Serve(服务)Market(市场)Sell(销售)DemandGeneration(产生需求)Browse(流览)Research(研究)Configure&Select(配置&选择)Transact(交易)Service&Support(服务&支持)Cross-ChannelPrecisionMarketingWillReplaceIneffectiveTraditionalMarketingTechniques跨渠道的精确市场营销将取代带传统的市场营销•MediaProliferation媒体爆炸–13,500radiostationstoday(4,400in1960)–13,500个广播电台(1960年4,400个)–17,300magazinetitles(8,400in1960)–17,300种杂志(1960年8,400个)–82.4TVchannelsperhome(5.7in1990)–平均每个家庭能接收到82.4个电视台(1990年5.7个)–Thousandsofimpressions–各种各样的新概念–Millionsofsites–几百万个网站–Billionsofpages–几十亿个网页•Customersareactiveparticipants•顾客们积极的参与其中Sources:Businessweek“TheVanishingMassMarket”;InternetAdvertisingBureau(资料来源)In1965,80%of18-49year-oldsintheUScouldbereachedwiththree60-secondTVspots.In2002,itrequired117prime-timecommercialstodothesame.”-JimStengel,GlobalMarketingOfficer,P&G在1965年，向美国80%的青年人推广产品，只需要插播3则60秒长的电视广告；在2002年，则需要117个在黄金时间播出的广告。Cross-ChannelPrecisionMarketingWillReplaceIneffectiveTraditionalMarketingTechniques跨渠道的精确市场营销将取代带传统的市场营销SMSOrderConfirmationThankyouforyourpurchase.Yourorder#is13721(谢谢你的购买,定单号称3721)PlacesOrder(下定单)CustomerRegisters(客户注册)Customers’currentcommerceplatformsarenotmeetingtherigorousperformance,scalability,andflexibilityrequirements目前的商务平台不能满足性能，伸缩性，灵活性等各种严格的要求CEOsandLOBleadersareplacingarenewedfocusoninnovationandseekaflexiblefoundationtosupportsell-sideinnovationCEO和LOB主管们都在努力寻求一个能够支持卖方创新的基础架构CompaniesSeekGreaterScalability,PerformanceandFlexibility商家期望更大的可伸缩性，更好的性能，更好的灵活性ofcustomerscomplainthatwebsitesloadtooslowlyandmorethanhalfofthoseshopperssaidtheyswitchtoacompetitor’ssitewhenthathappens*OnValentinesDay,Hallmarkhostedmorethan48Millionvisitorsandcapturedmorethan3.5MillionuniqueeCardorders.AtitspeakthesystemsenteCardsatarateof991eCards/secwithasustainedrateofover200eCards/sec!!Staplesdrove9,000ordersperhouror2.6orderspersecondo