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Seamless KITA e-Global Business Service

for SMEs’ International Success

United Nations Economic and Social Commission for APAC

November 2016

e-Business SVC Group

Korea International Trade Association

KITA’s e-Business Service

What is KITA? 1

2

3

Agenda

B2B/B2C e-Marketplace & Paperless Trade

3-1. e-Marketing & Business Matching3-2. Paperless Trade ( KTNET )

4 Global Marketing Cooperation with KITA

5KITA’s Suggestion for SMEs’ Success in Cross Border E-Commerce

What is KITA?

- 1 -- 1 -

Introduction of KITA

Supporting domestic companies to expand their business on a global scale

Fostering partnerships between domestic and overseas enterprises

Foundation Established in 1946

Status Korea’s largest and most influential business association with 70,000 members

Goals

Website www.kita.org

View of the World Trade Center Seoul

- 2 -

KITA’s Main Activities

1. Opening Doors For Foreign Traders & Investors

� Networking with foreign traders & investors

� Marketing through KITA’s e-Marketplace, tradeKorea (tradeKorea.com)

& Kmall24(Kmall24.com)

� Hosting exhibitions & conventions

2. Improving the Trade Environment

� Representing Korea’s trade community

� Promotion of Free Trade Agreements

� Cooperation with partner organizations

3. Building u-TradeHub for Paperless Trade

� Carrying out the “e-Trade Services” project as part of the “e-Government

Agenda”

� Supporting e-Trade business from marketing to the settlement stage

Major exhibitions hosted by KITA

SPOEX (Sports & Leisure) | www.spoex.com

Jewel Fair Korea | www.jewelfair.com

World IT Show | www.wisexpo.co.kr

BIO Korea | www.biokorea.org

Marine Week | www.marineweek.org

- 3 -

KITA’s Main Activities

OFFICE SPACE : Trade Tower, ASEM Tower, CALT Tower

BUSINESS FACILITIES : COEX Convention Facilities, COEX Exhibition Halls

TRANSPORTATION : CALT (City Airport, Logis & Travel)

LODGING : Grand & COEX InterContinental Hotel, Oakwood Premier COEX Center

SHOPPING : COEX Mall, Hyundai Department Store

LEISURE : COEX Artium Performance Center, Movie Theater, Aquarium, Seven Luck Casino

4. Researching the Global Economy & Training Trade Experts

� Research on trade policy and strategy

� Training trade experts & personnel

� Promotion of new growth engines

5. Developing an Advanced Logistics Industry

� Attracting foreign investment in logistics

� Pursuing international cooperation in logistics

6. Operating the World Trade Center Seoul since 1988

- 4 -

KITA’s

e-Business Service

- 1 -- 5 -

1 추진배경01 tradeKorea 고도화 사업 중간 보고

Open , the 1st trade information portal

Open KITA’s e-Business Group

KITA-Alibaba

Kmall24

tradeNavi

e-Biz Group

KOTIS

tradeKorea.com

KITA-India

Nov1988

Open , Global e-Marketplace

Mar2007

Apr2008

Aug2008 KITA-AlibabaOn-Offline Cooperation MOU

(2009-2010 KITA-Alibaba BizmatchingEvent)

Apr2010 KITA-tradeIndiaCooperation MOU

Jan2012 Open , integrated trade info portal

Jun2014 OpenOnline Shopping Mall

1995.7

1995.9

1998.9

1999.10

2003.5taobao.com

2008.4

- 6 -

Established KTNETJun1991

May2015Kmall24-Tmall Open Tmall.com

Kmall24-Korea Mall

- 7 -

e–Marketing & Biz Matching

- 1 -- 8 -

B2B/B2C e-Marketplace & Paperless Trade

tradeKorea.com, B2B e-Marketplace

- 9 -

◈ Users in tradeKorea

� 120,000 Members (Korea)

� 250,000 Members (Global)

� 630,000 Products

� 44,000 Inquiries (2015)

� 640 Contracts (2015)* US$ 41 million

- Promoting Omni-Chanel (Online + Offline Exhibition) Marketing

tradeKorea Main Services for finding buyers

- 10 -

� Customized matching service upon each buyer’s request� 1:1 Matching Specialists’ support in finding the most reliable and suitable partners

BuyertradeKorea’s

Matching

Specialists

tradeKorea’s Database

Seller

Buyer DB

1.5 million

Seller DB

100,000

1. Application 3. Contact

5. Providing

Suitable

Supplier

4. Informing

Business

intent

2. Analyze

25,000 Business Matching Performed in 2015

Global Business Matching Service (GBMS)

- 11 -

Kmall24.com, the Best Online Store for Fans of Korea

� Export-oriented online shopping mall for international customers

• Payment in Alipay and global credit cards

• Customer service in English, Chinese, and Japanese

• Support buyers’ wholesale inquires through GBMS

• Also available on global platforms including Tmall Global, Ebay, and

Amazon Global/Japan/Canada

English website : Kmall24.com

Chinese website : Kmall24.com.cn

� Dedicated to support Cross Border

e-Commerce of Korean suppliers

and promote high-quality, authentic

Korean products to the world.

- 12 -

Global Marketing

� Online marketing and promotions

• SNS (Weibo, Facebook, and Instagram) & Email marketing

• Collaboration with popular K-POP communities and power bloggers

• PPL Marketing in K-Dramas and many other K-Culture promotions

Kmall24 items on famous K-dramas Congratulatory message from K-POP stars- 13 -

The Best Online Store for Fans of Korea

� Kmall24’s cultural events and promotions are gaining popularity

• Viral marketing by Kmall24 customers through SNS

• Kmall24’s next step : online gateway of Korean Wave

Unboxing videos on Youtube

Photo uploads and reviews on SNS- 14 -

for Paperless Trade

- 1 -- 15 -

B2B/B2C e-Marketplace & Paperless Trade

2-2. Korean Single Window, enables

Seamless Paperless Trade supporting the whole cycle of trade process

One-Stop, One-Click and One-time Document Submission Service

� P/O, Invoice, P/L

� Certificates/License

� e-C/O, Tax Bill

� Purchase Confirmation

of raw material, Local

L/C� e-L/C, e-

L/G

� e-

Negotiation

� Settlement

� Export Clearance

� Import Clearance

� Duty Draw-back

� Manifest, e-B/L

� General

Declaration

� Cargo Visibility

� API, ACI

� PAA Initiative

� Korea-Taiwan

e-C/O Paperless

Trade Initiative

Customs

B2B

Commerce/License

& Certification

Trade Finance

Logistics

Cross Border Transaction

Service ApplicationService Application

Data

Warehouse

Data

Warehousee-Document

Repository

e-Document

Repository

e-Document Exchange Hub

- 16 -

On/Offline

Marketing Cooperation with KITA

- 1 -- 17 -

� On-Offline Cooperation MOU (‘08. 8)� Co-hosted Biz matching Event (‘09~’10)

KITA-AlibabaGroup Marketing Cooperation (1/5)

- 18 -

� Online Promotion – Alibaba.com & tradeKorea.com (’09~’10)

KITA-AlibabaGroup Marketing Cooperation (1/5)

- 19 -

� Online B2C Cooperation (Kmall24.com x Tmall.com) (‘15. 5)

KITA-AlibabaGroup Marketing Cooperation (2/5)

- 20 -

� Alibaba Internship Program (‘15.7~) � Co-hosted e-Commerse Conference (’15.12)

KITA-AlibabaGroup Marketing Cooperation (3/5)

- 21 -

� Korean High Quality and Good Design Products Matching Fair(‘16.7) - KITA – Taobao.com

KITA-AlibabaGroup Marketing Cooperation (4/5)

- 22 -

� Alipay – COEX MALL Partnership (‘16.5)� Alipay O2O Service Center open in COEX (‘16.6)

KITA-AlibabaGroup Marketing Cooperation (5/5)

- 23 -

� Online Sourcing Fair (’15.6) , Offline Trade Show� Info sharing on how to operate Bizmatching SVC

KITA(tradeKorea) -Royal Thai Government (Thaitrade) (1/2)

- 24 -

- 25 -

KITA(tradeKorea) -Royal Thai Government (Thaitrade) (2/2)

� Online Trade Show (’15. 8 ~)

KITA-Vietnam MPI(Ministry of Planning and Investment )

- 26 -

� KITA-MATRADE MOU(2002)� KITA-MATRADE CEO Meeting and Workshop (’15.11)� KITA-MATRADE Working Level Workshop (’16.5)

KITA(tradeKorea) –National Trade Promotion Agency of Malaysia(MATRADE)

- 27 -

KITA-IDB (Inter-American Development Bank)

� Signing MOU for Online Cooperation (‘15.3)

- 28 -

KITA-ASBDC (America’s Small Business Development Center)

� KITA-ASBDC MOU and KITA Reception (‘15.9)� KITA & ASBDC Washington B2B Trade Fair (‘16. 4)

- 29 -

KITA-D&B (Dun & Bradstreet)

� Signing MOU for On-Offline Cooperation (‘16.2)� KITA – NICE D&B (D&B’s Korea Branch) Contract for CBT Marketing Center

- 30 -

KITA’s Suggestions for SMEs’ Success in Cross Border e-Commerce

- 1 -- 31 -

- 32 -

★★★★ Expand Global Opportunities for CBeC Information Exchange

- Share and distribute CBeC related information and statistics

to secure ‘virtuous cycle of CBeC information’.

★★★★ Joint Efforts to Disseminate CBeC Technique to Global SMEs

- Educate and promote CBeC concept, technique, trend, successful

cases, requirements and recommendations, etc. among SMEs.

Joint Efforts for CBeC Information Exchange &Technique Dissemination

- 33 -

★★★★ Support SME Marketing with Leading Players of CBeC

- Hold exhibitions, business meetings, and offer incubating &

mentoring for beginners and SMEs, with CBeC leader companies.

★★★★ Expand Global CBeC Market along with CBeC Leading Countries

- Facilitate joint business with ASEAN and Southeast Asian

countries, and expand the range of CBeC players and business.

Support CBeCGlobal Expansion with Leading Nations & Enterprises

- 34 -

★★★★ Update and Revise Relevant International Laws&Regulations

- A big step forward in global CBeC system through a single

clear standard and regulations

★★★★ Jointly Endeavor to Set Up a Large Integrated CBeC

Platform for Global SMEs

- Construct a huge dream market in the e-world, open to any

global citizen regardless of nationality, size of the company,

age, or gender.

* Alibaba Chairman Jack Ma also advocates e-WTP(e-World Trade Platform)

concept, for SMEs in developing countries, young generation and women.

Shared Efforts to Maintain International Standards & Build Global Platform

Korea International Trade Association