e-commerce market in china: t-mall seminar 17th february 2014
DESCRIPTION
Read and download the full presentation from the evening’s seminar including key facts about the e-commerce market in China.TRANSCRIPT
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The Westminster Conference
Tmall Seminar
17th February 2014y
e Centre
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C t ib tContributorsJanet Wang TmallJanet Wang Tmall
Mike Rowe ESTATE
J th W MW T dJonathan Wyness MW Trade
Mary-Ellen Field Vintage Ma
M k Th R l M ilMark Thomson Royal Mail
Domenica Di Lieto Qumin
Michael Boarer ProfulfilmeMichael Boarer Profulfilme
Richard Unwin Backbone
2
M kMarks
anagement Ltd
entent
IT Group
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The Westminster Conference
Tmall Seminar
17th February 2014y
e Centre
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Tmall Seminar
Tmall
Janet Wangg
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AgendAgendaAgendAgenda
China Ecommerce Lan
Introduction to Tmall and CollaborationTmall com or Tmall GlobalTmall.com or Tmall Global
Enrollment and Preparation to Launch o
dadadscape
Model:
on Tmall
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Facts About Chinese NetizenChina’s online population reached 620 mill
t ti f 45 8% Chi i t tpenetration of 45.8% . China internet growusage frequency.
Unit: 10000
Urban areas have a higher penetration amhave more potential to grow.
Mobile Population reached 500 million by end of 2013
ecommerceTotal users reached 300 million in 2013 (half of total online population)Population grew 24.7% during 2013p g gMobile commerce accounts for 140 million users
slion by the end of 2013 with an internetth i t l i t ti b t l iwth is not only in penetration but also in
ong the online population while rural areas
Urban Rural
Social Media Reached 530 million users by the end of 2013y
Because the ratio of mobile population to total population is larger than the ratio of mobile commerce to total commerce, we believe there ,is large potential for mobile commerce to grow. Data source: CNNIC
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China eCommerce: Largest eCChina surpassed the US in both ecommercep
Source: Kantar Retail Analysis
Commerce Market in the Worlde sales and eCommerce share of total retail sales
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eCommerce: 10% of China toeCommerce accounted for 10% of China’s treach 20% by 2017.
Source: Kantar Retail Analysis
otal Retail Sales in 2013total retail sales in 2013 and is forecasted to
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China’s B2C sector has enjoyed rapid devel
B2C vs. C2Cj y p
China eCommerce, the total B2C market is
Source: Kantar Retail Analysis
lopment in recent years. With the maturity of p y yforecasted to take over the C2C market in 2018.
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Consumer Profile and InsightNetizens aged 20‐29 are the largest onlinepurchase comments & eCommerce site rebrands and price.
Under 10 10‐19 20‐29 30‐39
China’s netizens are more engaged in the Europe’s netizens. This gives brands much
tse group. In terms eCommerce, they value more on putation. Older age groups place more value on the
Data source: CNNIC
40‐49 50‐59 Above 60
social environment than the US’s and h opportunity to connect with consumers.
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AgendAgendaAgendAgenda
China Ecommerce
Introduction to Tmall aCollaboration ModelCollaboration Model
Enrollment and Preparation to Launch o
dada
and
on Tmall
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Alibaba Group’s MAlibaba Group’s Mission and Miss
Vis
To make it easy to do bu
To become the first platTo be an enterprise thaTo last at least 102 year
Goals for the CTo create an e‐commer• 10 million small busi• 100 million jobs and • 1 billion people arou
ission and VisionVisionsion
ion
usiness anywhere
tform of choice for sharing datat has the happiest peoplers
Current Decadece platform that will host: iness enterprises meet the everyday needs of
und the world
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Tmall: China’s Premier OnlinLaunched in April 2008 Tmall was estabLaunched in April 2008, Tmall was estab1. Brand owners’ need for a direct onlin2. Chinese consumers’ demand for gua
On January 11th 2012, Tmall changed its namfrom “Taobao Mall (淘宝商城)” to “Tmall (天猫)”猫)”
This reflects Tmall’s status as a stand‐aloneplatform offering premium quality productsplatform offering premium quality products
e Shopping Destinationblished to fulfill two primary needs:blished to fulfill two primary needs:ne channel to the mass Chinese consumer marketranteed authentic, brand‐name products
me 天
s.
Today, Tmall has become the largest B2C shopping site in China (accounting for over 50%
s.
of China’s B2C market) and the premier
destination for high quality products; catering to increasingly sophisticated Chinese consumers.g y p
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Tmall: China’s Premier Online
O 1 T illi RMB i h dOver 1 Trillion
100 000 000
RMB inmerchand
Tmall and Taobao
Daily Average UV100,000,000
70,000
Daily Average UV
International and
Chinese consumers see Tmall as the premier destination for:
• Following the latest fashion trends• Accessing the widest variety of brands• Purchasing high‐quality, premium products
e Shopping Destination
di l d bdise volume transacted by
platforms in year 2012
across Taobao/Tmall platformsacross Taobao/Tmall platforms
Chinese Branded Storefronts
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International Brand Flagships on Tmall
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Tmall.com vs. Tmall Global
• Product is stored customs‐cleared in Mainland China• Customers expect fast delivery (typically within 1‐3 days
of order placement)• Store has Chinese business license
• Local team required • Payment received in CNY
• Chinese legal entity required
• Product may be imported on a per‐order basis• Customers can accept a slower shipping time as
product is indicated as coming directly from abroad• Business is located abroad
• No local team necessary • Payment received in local currency• International legal entity currency
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Top Product Categories
Food3%
Other
Fashion
Beauty4%
14%
40%
3C Digital22%
Home17%
22%
Other3%
Baby Care17% Health &
N t iti
Food11%
Nutrition19%
Apparel19%
Beauty31%
19%
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Successful UK Brands on Tmal
• Clarks
• Mothercare
ll’s Platform
• KarenMillenKarenMillen
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Marketing on the World’s LargTmall is the ultimate platform for Chinese ctrends, and to research product and pricinThis can be leveraged for executing effectiv
gest Billboardconsumers to shop, discover the latest g information.
ve promotions and campaigns:
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How Tmall Creates Social ComTmall acts as a big social platform: • NBA: online communitycommunity
• Weitao: Mobile social commerce page
• L’oreal eSkin: online expert consultation
mmerce Influence
M i i i tiMaximize communication messaging on established SNS platforms•American Carnival: broadcast via Weibo, Wechat•Lacoste: co‐op with Sina, SNS •11.11: Leveraged celebrities’ social power
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Merchants selling through Tmall enjoy
Marketing Tools and Exposur
Merchants selling through Tmall enjoy:• Various marketing and promotional opportuni• Consumers reassured that genuine product is
re Opportunities
ities coming directly from brands/retailers
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11.11 “Singles Day” “Onlin
On this day each year, history is made…
¥30¥35
¥40
MB)
¥17 5¥20.0
¥30.
¥20
¥25
¥30
e (Billions RM
2013
¥5.0¥6.7
¥10.0
¥17.5
¥10
¥15
¥20
Sales Vo
lume
¥1.0
¥0
¥5
0:06 0:38 0:01 5:49 12:00 13:39
24 hours
e Shopping Day”
11.11 2011: ¥5 billion11.11 2012: ¥19 billion11.11 2013: ¥35 billion
…
0
¥35.0 ¥35 billion by Tmall + Taobao
>2.5x Cyber Monday 2013 ($2.3B)0 ¥100M RMB in first 55 seconds
>15% sales via mobile device
>400 million total UV in 24 hours
2012 $19.1 billion
21:19 0:00
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AgendAgendaAgendAgenda
China Ecommerce
Introduction to Tmall and CollaborationTmall com or Tmall GlobalTmall.com or Tmall Global
Enrollment and PreparatioTmall
dada
Model:
on to Launch on
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Tmall Platform’s Business Str
Brand Owner/Retail
Tmall Platform
In
3rd Party Service Provider or Brand’s In‐house Team
Store
Maintenanc
ucture
ler ProductBrandingBrandingMarketing
Promotional
IT &
Payment
Tools and
EventsData
Analysis & y
nfrastructure
y
DiagnosticsProduct
CustomerContent
Editing
Customer
ServiceDay
to Day Logistics &
e Operations Warehousing
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Tmall Global: Cross‐border So
Set up branch office in Cor authorize company inMerchantsMerchants or authorize company inChinaMust comply with ChineCIQ requirements; only c
MerchantsMerchants
ProductsProducts CIQ requirements; only cimport model is accepteAnnual fee: 30K or 60K RDeposit: 50K or 150K RMFeesFees pCommission: 2‐5%
olution for Global Retailers
China Overseas merchants using local business entities
se cargo Direct shipment as personal cargo d parcel, no CIQ requirements
RMBMB
Annual fee: 5K or 10K USDDeposit: 25K USDpCommission: 3‐6%
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Tmall Global: Cross‐border So
MainlaTarget Consumers
Within
Withi
g
Legal entity and tax g
Legal entity and tax registration
Corporate bank Within
Within
Corporate bank account
Warehouse
Registere
Within
Trademark
Shipment and
2‐yDelivery
Commission Charge Commission Charge on Sales
olution for Global Retailers
nd China Mainland China
n China
Chi
Outside of China
H t b kn China
in China
Home country bank account
Outside of China
ed in China
n China
Any country
Overseas directly to
‐5%Chinese consumers
3‐6%
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Merchants’ Import/Fulfillmen
Income Tax
Overseas Import Fulfillment
Custom duties Import Tax VAT
Custom Duties V
Tmall.com ✔
Tmall Global
nt Models
PersonalParcel Tax
Overseas PostChina Post
EMSEMS
*Parcels that would have less than 50 USD calculated tax are tax free
VAT Income Tax Personal Parcel Tax*
✔ ✔
calculated tax are tax-free
✔
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li i
Tmall Payment and Instant M
Secure Online Payment Service
• Alipay is the leading online payment system in China
• Alipay provides an escrow service between Taobao buyers and sellers
Alipay Payment ProcessAlipay Payment Process
SelectProduct
Pay toAlipay
Shopperconfirms
order arrival
Alipay pays
merchantTransaComp
1 2 3 4 5
Seller fails todeliver/productstandard unmet
4 5 Alipayrefundsbuyer
Shopper applies for return
3
Messenger Tools
Instant Sales Messenger
• AliWangWang is the most utilized IM tool in China’s ecommerce market
actionplete
TransactionComplete
6
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Tmall.com Store Application Process
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List of Documents from Merchant
Tmall.com Required Docume
List of Documents from MerchantBusiness License
Tax Registration Certificates g
Certificate of Trademark or Notification of Acceptance of Trademark (Mandatory for Brand Owner)
Brand authorization certificate (Mandatory for Agent)
Terms of Services
Agreement of ServiceAgreement of Service (Download online and print)Alipay Authorization (Download online and print)(Download online and print)For full list see: http://www.tmall.com/go/chn/mall/zha
Remarks
nts
RemarksBusiness License in Mainland China
Tax Registration Certificates in Mainland ChiChina
For Flagship Store
For Franchise Store
Minimum Guarantee & Commission Rate
5 copies with common seal and5 copies with common seal and embossed stamp
5 copies plus original sealed copy
aoshang_flow.php?spm=3.21146.0.0.g0yFNd
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Tmall Global Store Applicatio
Send application wSend application w1.Phas10
Wait for applicatWait for applicat2.
se IDays
Register forRegister for3.Phase14‐20
Sign theSign the4.
e IIDays
Tmall GTmall G5.
Final
on Process
with merchant and product infowith merchant and product info
tion processing and approvaltion processing and approval
r Alipay oversea version r Alipay oversea version
e service agreemente service agreement
lobal Store Openinglobal Store Opening
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Tmall Global Required Documments
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Visit about.ttmall.com for more information
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The Westminster Conference
Tmall Seminar
17th February 2014y
e Centre
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Tmall Seminar
Estate
Mike Rowe
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ESTATEExploring the China Market with T
Mike Rowe, Director of ESTATE
2/24/2014
TMall Online and Estate Offline
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ESTATE BackgroundESTATE公司背景
Parent company Dyna-Pac established 20+and exporter of footwear.
ESTATE公司背景
20多年之前母公司恒晋鞋业成立于青岛,是一
• Annual output: 4 millions pairs of vulcanized
年产量:400万双热硫化帆布鞋及室内拖鞋
• Key accounts 主要客户:• H&M• Dunlop• Padders• Clarks• Fred Perry• Hush Puppies
years ago in Qingdao as a manufacturer
一家专业从事鞋履制造的出口企业。
d sneakers and slippers
鞋
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ESTATE as a Luxury RetailerESTATE:奢侈品零售商
Started importing UK and other European bl di UK b d i t th f f t f
ESTATE:奢侈品零售商
leading UK brands into the very forefront of
3年前开始将英国及其他欧洲品牌引入中国,
的最前沿的最前沿。
• Increasing domestic demand of Chinese c中国消费者不断增长的消费需求
• Rich history and heritage of UK brands英国品牌自有的历史底蕴和沉淀
• Quality of UK brandsQuality of UK brands英国品牌的质量水准
brands 3 years ago, and brought manyf Chi ’ t il tf China’s retail sector.
,并将优质的英国品牌引进到了中国零售业
consumers
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Some of our UK partners我们的英国伙伴举例们的英国伙伴举例
More brands are enthuMore brands are enthu
更多品牌也在积极
usiastic to join…usiastic to join…
极加入……
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In addition to UK brands, there are also many oth
除了英国品牌,在我们的组合当中,也有众多其他
• KENZO of LVMH granted ESTATE as the exclusive pa
LVMH旗下的KENZO授权ESTATE为其在中国市场的男LVMH旗下的KENZO授权ESTATE为其在中国市场的男
• We set up Santoni’s very first and so far the only “new
我们为意大利的Santoni建立了其在中国的第一家也是迄
her European brands in our portfolio, for example:
他欧洲品牌,例如:
artner of men’s shoes in China
男鞋独家合作伙伴男鞋独家合作伙伴
w concept” shop in China
迄今唯一一个“新概念店”
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8 stores in premium shopping malls within just 2 yea
2年之内建立了8家实体店面
– Beijing 北京:– Shin Kong Place 新光天地
– Season’s Place 金融街购物中心
– Galleries Lafayette 老佛爷百货
– Charter Beijing 卓展购物中心
– Shanghai 上海:– L’Avenue 尚嘉中心
– Qingdao 青岛:– Hisense Plaza 海信广场海信广场
– Changchun:– Charter Changchun 卓展购物中心
ars
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ESTATE multi-brand store in L’AvenESTATE在上海尚嘉中心的多品牌集合ESTATE在上海尚嘉中心的多品牌集合
ue Shanghai合店合店
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ESTATE multi-band store in SeasonESTATE 在北京金融街购物中心的多ESTATE 在北京金融街购物中心的多
’s Beijing多品牌集合店多品牌集合店
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ESTATE multi-brand corners in GalleESTATE 在北京老佛爷百货的多品牌ESTATE 在北京老佛爷百货的多品牌
eries Lafayette牌集合柜台牌集合柜台
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Our Santoni Mono-brand store at L’Av我们在上海LV大厦的Santoni单品牌店我们在上海LV大厦的Santoni单品牌店
venue Shanghai 店店
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The Right Location: an example“合适的场所”举例合适的场所 举例
LG11LG113
L’Avenue Shanghai – Brand-m
LG11305 s
Montbl(Duple
LG115
LG112229 sm
Gant
484 smBurberry(Duplex)
LG132
95sm
VertuLG
127
50sm
Tudo
r
LG114180 sm
Longchamp
LG115308 sm
Ralph Lauren(Duplex)
LG12583sm
a.testoni
LG12
810
0 sm
Rol
ex
LG117
LG116172 sm
Loro Piana
LG118221 smBerluti
LG12
976
sm
Hub
lot
LG12052
LG117193 smFendi
LG101823 sm
Louis Vuitton(Duplex)
LG102255 sm
Ermenegildo Zegna
(Duplex)140
LG103-104334 sm
Dior
52 smZenit
140 sqm
11
mix of LG1
Fashion & Accessories11smancex)
Menswear
Watches
LG109197 sm
LG110167 smHackett
Jewelry
Loewe
LG108121 smTod’s
(Duplex)
LG12264 sm
Santoni
0a LG120b26
LG106-107
496 smPRADA(Duplex)
LG105243 sm
Salvatore Ferragamo
mth
26 smBaume & Mercier
Ferragamo (Duplex)
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ESTATE to expand in 2014/2015ESTATE在2014/2015年的发展规划ESTATE在2014/2015年的发展规划
ESTATE will expand in 2014/2015ESTATE在2014/2015年将继续拓展
• 20 new physical shops in 2014
2014年将增加20个实体店面
N b f h ill d bl b d f 2015• Number of shops will double by end of 2015
到2015年底,店面数量将翻番
49
Changchun/长春
Qingdao/青岛
Nanjing/南京
Beijing/北京
Chengdu/成都
Chongqing/重庆Hangzhou/杭州
Nanjing/南京Shanghai/上海
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Who is the Chinese Consume
• In China, luxury consumers are much younger中国的奢侈品消费者比欧洲消费者年轻很多。
• The growing middle-class are those who gdevelopment.中国迅速增加的中产阶级是在经济迅猛增中国迅速增加的中产阶级是在经济迅猛增
• China’s middle-class are more used to seAlibaba is now the world’s largest e-comm这些中产阶级更加习惯于先上网查询而后
商平台)
• The “second generation wealthy” has comg y中国的“富二代”也已长大成人
• …
r?
than their European counterparts.
grew up during the country’s rapid economic
增长的大潮中成长起来的。增长的大潮中成长起来的。
eeking information online before shopping (e.g.merce platform)后再采购(例如:阿里巴巴已经成为全球最大的电
me of ageg
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Who is the Chinese Consume
• To Chinese consumers, a credible shopping centcredibility to consumers, especially when a brandy p y对于中国消费者来说,高端商场里面的品牌可以让
候。
• China is the only luxury market where men spend• China is the only luxury market where men spend奢侈品市场中,中国是唯一一个男性消费者比女性
r?
er (shopping mall, department store) gives mored is “unknown”.让他们更放心,特别是当这些品牌尚不为人知的
d more money than womend more money than women.性花钱多的地方。
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Chinese consumers are migrating from中国的消费者日趋成熟,并从 “in the s中国的消费者日趋成熟 并从
Source: “China Luxury Stud
m “in the show” to “in the know”show” 走向 “in the know”走向
dy 2012”, by Bain & Company
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ESTATE to Launch e-commerceESTATE即将启动电商业务ESTATE即将启动电商业务
E-commerce will fundamentally change the wacommerce growing at the speed and scale ascommerce growing at the speed and scale as电子商务将彻底改变我们的购物方式。目前没有任
国相比较。
• Broader and deeper exposure of our partners’ brand
使得与我们合作的品牌的曝光率更广更深
• Practically unlimited display of various productsy p y p
产品的展示可以说是几乎是毫无局限的
• More options for the consumers
给了消费者以更多的选择给了消费者以更多的选择
• Larger demographic and geographic coverage
无论在地域上还是目标人群的覆盖都会更加广泛
ay we shop. In no other country is e-in Chinain China.
任何一个国家的电子商务发展速度及规模可以与中
ds
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Why TMall for ESTATEESTATE为什么选择天猫
On the “double 11” event initiated by TMall,China’s largest e-commerce platform,
ESTATE为什么选择天猫
China s largest e commerce platform,transaction volume hit RMB35 billion(approximately GBP 3.5 billon) in aone-day trading.
仅仅是在双十一当天,天猫的日成交量就达到了350亿元人民币(约合英镑35亿元)。
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ESTATE flagship store on TMALL will open in M
ESTATE在天猫的旗舰店将于2014年3月开幕
March 2014
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How will ESTATE work on TMallESTATE将如何在天猫操作ESTATE将如何在天猫操作
• ESTATE is a one stop shop for both UK brandsbetween brands and end usersbetween brands and end users.
无论是对于英国的品牌还是中国消费者,ESTA
端用户提供了无缝链接。
• ESTATE will
ESTATE 将负责:
– Organize import of goods and handle tax commodit– Organize import of goods and handle tax, commodit组织货物的进口、报关报验、完税等一系列手续
– Handle customer service, return of unsatisfactory me客户服务、退换货等
– Take care of delivering goods to the consumers from从我们自己的仓库把产品的交付给顾客
– Initiating and implementing marketing activities策划并执行市场营销活动策划并执行市场营销活动
s and Chinese consumers and a seamless connection
ATE提供的都是一站式的解决方案,更是为品牌和终
ty inspectionty inspection
erchandise
m our own warehouse and
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How will ESTATE Support British Bra
To explore and grow a market, you must inve
要拓展并培育市场,各个领域的投入是必须的要拓展并培育市场,各个领域的投入是必须的
• Financial investment
资金的投入资金的投入
• Human resources
人力资本的投入
• Time and energy• Time and energy…
时间和精力的投入…
ands
est:
的:的:
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Some Requirements by TMall天猫国际的部分要求际的部分要求
• Products descriptions must be in Chineselanguage
商品信息必须用中文
• Chinese live service through Alibaba’sinstant messaging platform “Alitalk”
配备中文旺旺客服
• Product return facilities must be inmainland China
必须在中国大陆设置退货点
• Security deposit 保证金: USD25,000.-
• Annual Fee 年费:
• USD5,000.- or USD10,000.- according todifferent categories
按不同类目分5,000美金和10,000美金两档
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How will ESTATE work on TMall
• We also support our partners in other regards, example, we have helped a couple of our partnregistration of trade mark.不仅仅是这些。我们在知识产权保护等方面给品
伴,把他们在中国被恶意抢注的商标夺取回来伴,把他们在中国被恶意抢注的商标夺取回来
• In short, to partner with a RIGHT Chinese comt k ti i t th dcustomer, marketing, service etc. on the ground
for a UK brand’s exploration in the China marke简而言之,对于一个希望开拓中国市场的英国品
中国本土公司联手合作,无论是线上还是线下业
such as intellectual Property Protection. Forners successfully in fighting against malicious
品牌以支持,例如,我们已经成功地协助一些合作伙
,维护了品牌的利益。维护了品牌的利益
pany with RIGHT skills who handles the logistics,d i Chi ill b d fi it l ffi i lti lid in China will be definitely an efficiency multiplierets, both online and offline.品牌而言,与一家拥有“合适的”能力的“合适的”业务,无疑会事半功倍。
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How will ESTATE Market itself on TMaESTATE将如何在天猫操作
At the same time, as a portfolio manager of imp
image, ESTATE is working with an Italian PR co
ESTATE将如何在天猫操作
image, ESTATE is working with an Italian PR co
as design and construction of corporate website
做为一家进口品牌的管理公司,为了打造一个国
来协助我们的市场推广、网页设计和建设等诸个
all
ported brands, in order to build an international
ompany for marketing and PR activities, as wellompany for marketing and PR activities, as well
e which will be launched very soon.
国际化的形象,我们聘请了一个意大利的PR公司
个领域的工作。
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ESTATE marketing activities Pop UpESTATE市场推广活动举例ESTATE市场推广活动举例
p Stores
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Celebrity Endorsements!
Boris Johnson, Mayor of LBoris Johnson, Mayor of L伦敦市长鲍里斯·约翰
Source: BBC (http://www.bbc.co.uk/ukchina/simp/multim
London visiting ESTATELondon visiting ESTATE翰逊访问ESTATEmedia/2013/10/131014_pic_gal_boris_beijing.shtml)
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Lesser known Celebrities!
Speech at UK-China Business Summit when受邀在卡梅伦首相访华期间举办受 卡 伦首相访华期间举办
n Prime Minister Cameron visiting China办的“中英贸易峰会”上演讲办的 英贸易峰会 演讲
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Conventional Marketing
Special report by GQ and LEONGQ和《男人风尚》LEON杂志的深度专访
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Social Media Marketing
ESTATE “WeChat”
ESTATE自有的微信二维码ESTATE自有的微信二维码
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Marketing with Social responsibility
Joint-charity sales of ESTATE and Highgrove,y g g ,
founded and owned by Prince Charles,.
ESTATE携手由查尔斯王子创立并拥有的公益
品牌Highgrove举行慈善义卖。
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The Westminster Confer
Tmall Seminar
17th February 2014y
rence Centre
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Tmall Seminar
MW Trade Marks & M t LtdJonathan Wyness & MaManagement Ltd Jonathan Wyness & Ma
Vintage
ary Ellen Fieldary-Ellen Field
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PROTECTING YOPROTECTING YOPROTECTING YOPROTECTING YO
• Jonathan W• Senior Partner M
• Jonathan W• Senior Partner M• Senior Partner, M
A• Mary-Ellen Field,
• Senior Partner, MA
• Mary-Ellen Field,
OUR IP IN CHINAOUR IP IN CHINAOUR IP IN CHINAOUR IP IN CHINA
Wyness FITMAMW Trade Marks LtdWyness FITMAMW Trade Marks LtdMW Trade Marks LtdAnd Vintage Management
MW Trade Marks LtdAnd Vintage Management
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IntroductionIntroduction
What is intellectual property (IP) What is intellectual property (IP)
Risks of doing business in China
How to protect your brands, optio
Benefits of trade mark registration
New Trade Mark Law
Key points
Chinese versions
ons, costs
n
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What are Intellectual Property RWhat are Intellectual Property Rp yp y
• Registered U• Registered
1.Trade Marks ®
U
1
2.Designs
1
2
3 Patents 33.Patents
Rights?Rights?gg
UnregisteredUnregistered
1. Unregistered Trade Marks1. Unregistered Trade Marks
2. Unregistered Designs
3. Copyright
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A trade mark is a sign which distinguithose of your competitors A trade mark is a sign which distinguithose of your competitors those of your competitors those of your competitors
TMs includeTMs include• Brand names• Logos
Product shapes • Product shapes • Colours• Slogans
TMs can be owned, bought and sold like tra
TMs are valuable business assets which gua
shes your goods and services from shes your goods and services from
aditional property
rantee of origin and quality to your customers
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Risk of doing business in ChinRisk of doing business in Chin
culture of copying
problem with trolls or cybersquatterto sell them back
no protection for foreign brands unle
products on TMall have high visibility
TMall (as with many e-commerce sitopportunity for counterfeiters
Local partners/contract mfrs will re
essential to register your trade mag y
na na
rs who steal foreign trade marks and try
ess registered
y
tes) provides a cheap and anonymous
gister your mark
ark
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19
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20
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Registration is everything Registration is everything
No rights to a mark unless it is regist
Once registered it can be used as a b
- Cease and Desist letter against infringer
- Opposition to an application to register a sim
- Complaint to the administrative authorities
- Registration with Customs to prevent import
- Bringing infringement proceedings in Court
- Licensing local companies and receiving roy
in China! in China!
tered in China
basis for:
milar mark
(AIC)
ts/exports of counterfeits
yalties
18
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Benefits of RegistrationBenefits of Registration
Provides freedom to use the trade marks without cha
l f bl k h d f Essential for blocking the use and registration of simi Required by law in China for licensing local partners
overseas)
Required for assistance from Customs and AIC
Improves the value of the business and the attractivsee that the trade marks and other intellectual propep p
Acts as a deterrent and warning notice to third partie
Allows the licensing of the mark to group companies g g p pmanner and/or control the manner in which the hous
Registrations can be used to generate funds via mortg
Increased remedies (damages) in litigation
allenge or interference
l k kl d lilar marks quickly and inexpensively(and recordal of license essential for royalty payments
eness of it to investors or potential buyers who need to erty are adequately protectedy q y p
es
or third parties to generate royalties in a tax efficient p g yse marks are used around the group
gages or other loans
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Protecting your TM In ChinaProtecting your TM In China
Clear your trade mark(s) (circa GBP 450)
Register your trade mark(s) (circa GBP 90
Police, monitor and enforce your trade madistributors, manufacturers etc.
Register your patents and designs
Keep a record of your copyright works andp y py g
aa
0)
arks and control their use by local importers,
d sales
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Registration procedureRegistration procedure
Filing (classification)
Examination
Publication for opposition Publication for opposition
Registration (12-18 months)
Renewal every 10 years
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FilingFiling National or via the Madrid Protocol
National route is good if China is the only co
Madrid Protocol is a more cost effective wayChina (need a home application)
the application must be filed in respect of sp the application must be filed in respect of sp(45 classes)
China adopts sub-classes (identical marks cafootwear because they fall in different subcfootwear because they fall in different subcmust register in all relevant subclasses)
China does not currently allow multi-class apP t lProtocol
Consider also registering Chinese versions ofbrands in Chinese (creating an opportunity f
23
ountry of interest (nb. Hong Kong separate)
y of covering several countries including
pecified classes and goods/servicespecified classes and goods/services
an be registered for clothing and for lasses within International Class 25 so lasses within International Class 25 - so
pplications unless filed via the Madrid
f Latin marks as consumers will refer to for infringers)
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Register in Latin and ChineRegister in Latin and Chine
Registration in Latin does not offergtransliteration/translation
A quarter of the worlds population A quarter of the worlds population and so you should consider a Chine
Bi b d ll h Chi i l Big brands all have Chinese equival
eseese
r protection for the Chinese p
(your potential customers) are Chinese (your potential customers) are Chineseese equivalent of your brand name
l t ( h th th lik it t!)lents (whether they like it or not!)
24
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Highlights of New TM LawHighlights of New TM Law
Effective 1 May 2014 (but no imple
Multi class applications
Reduced time periods for respondin
Statutory damages increases from increased deterrent
Bad faith provisions - to help again
ementing regulations yet)
ng to office actions and oppositions
0.5 m to 3m RMB (360,000 Euros) -
nst TM trolls
29
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Key pointsKey points Search to ensure your mark is available fo
Register it in Latin and Chinese and in all r Register it in Latin and Chinese and in all r
Deposit it with Customs
Put in place agreement and trade mark liclicense if royalties to be paid overseas)
Send Cease and Desist letters/complain to Send Cease and Desist letters/complain to
Put in place a trade mark watch service toregister your markregister your mark
Keep good records
ACT NOW BEFORE IT’S TOO LATEACT NOW BEFORE IT’S TOO LATE
r your use and registration
relevant classes/subclassesrelevant classes/subclasses
cense with distributor/partner (and record
o AIC immediately infringements are detectedo AIC immediately infringements are detected
o provide early warning of attempts to
30
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Top 15 most valuable brandsTop 15 most valuable brands 8
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TM protection in Chinese isTM protection in Chinese is
Coca-Cola: 可口可乐 (Ke Kou Ke
McDonald’s: 麦当劳 (Mai Dang La
P & G: 宝洁 (Bao Jie)
St b k 星巴克 (Xi B K )Starbucks: 星巴克 (Xing Ba Ke)
KFC: 肯德基 (Ken De Ji)
s importants important
e Le)
ao)
9
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It is important to get the ChIt is important to get the Ch
When Coca-Cola started maW e Coca Cola sta ted awould sound like coca-cola to mean “Bite the wax tad
An advertising campaign inFinger lickin’ good! into Chiyour fingers off.y f g ff
Pepsi allegedly introduced tp g yalive with the Pepsi Generabrings your ancestors back
hinese TM righthinese TM right
arketing in China they used characters that a et g C a t ey used c a acte s t at when spoken. Unfortunately, it turned out pole”.
China attempting to translate the slogan inese failed miserably, proclaiming Eat
their slogan into the Chinese market “Come gtion” translated into Chinese it read “Pepsi
k from the grave”.
10
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Don’t leave it to chance!Don’t leave it to chance!
Ralph Lauren didn’t a
L t f d th t Later found that cons‘San Jiao M
Whi h t l t “Which translates as “
Quaker Oatmeal beco
‘Lao Ren Pai’Lao Ren Pai
Which translates as “
adopt a Chinese version of their mark.
h d d th i sumers had made up their own:a’ (三脚马)
Th L d H ”Three Legged Horse”
ome known as:
(老人牌) (老人牌)
“Old Man Brand”
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www.vintagefinancial.co.ukg
Mary-Ellen Field7a Wyndham PlaceLondon W1H 1PN
Mary Ellen Field
T: 020 8371 3111F: 020 8371 3112E: [email protected]
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MW Trade Marks LtdMW Trade Marks Ltd• Jonathan Wyness • Senior Partner, MW Trade Marks Ltd• jon@mwtrademarks com• [email protected]
25 years experience helping businesses ofChi d i t ti llChina and internationally
including 10 years of industry experience goods groupgoods group
several visits to China to meet with the Redeal with counterfeitsdeal with counterfeits
offer cost effective strategies and practica
f all sizes protect their brands and other IP in
as in-house IP attorney for Richemont luxury
egistrar of Trade Marks and local lawyers to
al advice for all budgets
32
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The Westminster Conference
Tmall Seminar
17th February 2014y
e Centre
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Tmall Seminar
Royal Mail
Mark Thomson
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Ecommerce fulfillmentChi ’ M k t lChina’s Marketplace
Mark Thomson
Managing Director -InternationalRoyal Mail GroupRoyal Mail Group
t - Opening the Door to
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The opportunity
China’s cross-border online shopping pp gworth c. £5.5 billion in 2012 – five times 2011 figures
British brands are trusted and desiredBritish brands are trusted and desired The “GREAT” campaign The emerging middle class
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How we respond Royal Mail is expanding its service offering acrooss the parcel delivery value chain
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RMG resources & capaFull service offer from all aspects of marketin
– campaign manageto response and evaluationp
capability to man – capability to manto fulfillment
– extensive range of based on value and delivery timescales
abilityng to fulfillment
ement and advice from planning through
nage inward receipts stock managementnage inward receipts, stock management
products providing end to end service
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RMG resources & capa
Sales specialists providing expert adviceand experience for all export productsand experience for all export products
Country specific data on restrictions and prohibitionsand prohibitions
We have helped some of the UK’s largeste-commerce concerns expand globally ae-commerce concerns expand globally aspecifically into China
Tailored product development based on Tailored product development based on bespoke customer or sector requirement
ability
e
t ndnd
ts
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RMG partnerships
Long standing commercial relationship wit
Royal Mail, along with China Post and 8 of organisations is a member of Kahala Post
o Improving delivery and service capabo Operational and Customer Service audo Product development to enhance outbp
Dedicated partnership team co-located UK
o Frequent visits to manage service offe
Commercial partnership in China providing
th China Post
the largest global postal ts Group which aims to:
ilitiesditsbound and return logistics capabilitiesg p
K & China
ering and joint developments
g export to EU capability
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RMG fulfilment Fully tracked Global Priority serviceFully tracked Global Priority service
oo 33--6 day end to end delivery timesc6 day end to end delivery timesccollection to delivery and all eventcollection to delivery and all eventcollection to delivery and all eventcollection to delivery and all event
oo Supported by a dedicated customeSupported by a dedicated customePost’s express networkPost’s express network
oo Option to build in dedicated after sOption to build in dedicated after s
Tracked small parcel service (InternatioTracked small parcel service (Internatiooo <2kg, providing tracking out of UK<2kg, providing tracking out of UKoo Delivery aim of 5Delivery aim of 5--7 days7 days
Untracked small parcel serviceUntracked small parcel serviceoo <2kg providing economic service<2kg providing economic serviceoo Delivery aim of 5Delivery aim of 5--7 days7 daysyy yy
All undeliverable items returned free ofAll undeliverable items returned free of Loss compensation included for trackeLoss compensation included for tracke
purchase additional coverpurchase additional coverpurchase additional coverpurchase additional cover
cales. Tracking from UK cales. Tracking from UK ts in betweents in betweents in betweents in betweener service link with China er service link with China
sales servicesales service
onal Signed For)onal Signed For)K and signatureK and signature
f chargef chargeed products with option to ed products with option to
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RMG fulfilment
Currently dispatching over 8 tonnes of parcCurrently dispatching over 8 tonnes of parcChina on a daily basis containing documensupplies
Frequency and volume support robust endtimescales and an economic supply chain
Now actively engaged with Alibaba to exploopportunities covering:
P to Paymento Consolidation and fulfillmento Customs integration
cel and letter traffic tocel and letter traffic to nts, clothing and essential
d to end delivery
ore integration
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Top 10 tips for exporting
1. Do Your Research – be clear on any import restri2. Be Prepared to Adapt2. Be Prepared to Adapt3. Protect Your Profit4. Make Your Website Easy to Understand – what w
consumer5. Get Your Payment Sorted6. Address Packages Accurately – provide telephon
used to effect delivery in China7. Package Securely – items will be flown and mech8. Get the Price Right9. Consider Customs and Insurance - product by prp y p10. Any Questions, we have specialists who can adv
on your requirements
g success
ictions by country
works for the Chinese
ne numbers as they will be
hanically sorted
roductvise specifically
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A Guide to Chinese Con
• Royal MBusines
• We havecomprehcompreh
Leave youth
nsumers
Mail is a member of the China British-s Council
e worked with them on the development of hensive guide on the Chinese Consumerhensive guide on the Chinese Consumer
ur business card with us today & we will give he first 50 a free copy of the guide!!!
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Resources
Doing Business with China’s CA Guide for UK Business CBBA Guide for UK Business – CBB
Consumers –BC & Royal MailBC & Royal Mail
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Thank you
For your time todayy y
To UKTI for the opportunity to invoinitiativeinitiative
Contact us through : [email protected] [email protected]
Good luck with your expansion into
lve ourselves with this
omco.uk
o the Chinese market
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The Westminster Conference
Tmall Seminar
17th February 2014y
e Centre
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Tmall Seminar
Qumin
Dominica Di Lieto
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MARKETING YOUTHE BASICS OF
BY DOMENIC
UR TMALL STORE CHINA DIGITAL
CA DI LIETO
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50 million daily active
users
503 macco
FACTS
millions unts
Link with Taobao
ecommerce
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100 million overseas users
5.0 vewit
enhanfunct
T FACTS
ersion th nced tions
235.8 million active users
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CONVERTIN
• C t t d i f ti th t APPEALS• Content and information that APPEALS
• What is the value of the brand?
• MerchandisingMerchandising
• Price
• Offers/ promotionsp
• Product adaptations
• Customer service
NG TRAFFIC
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RETAINING C
• Aft l i• Aftersales service
• CRM
• Social media engagementSocial media engagement
• Mobile marketing
• Listen and adapt- don’t stay still! Be flexible
CUSTOMERS
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MEASURING
• Setting achievable tangible goals is essential
• Track success against metrics focused on China tr• Track success against metrics focused on China tr
• Social media engagement
• Tmall sales
• Order value
• Site traffic
Sit i• Site conversions
G SUCCESS
raffic/salesraffic/sales
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SUMM
hChina is
• Listen and adaptListen and adapt
• Emphasise your “Britishness “, communicate your
• Use a specialist reputable agencyp p g y
• Grow credibility and trust through social media
MARY
f !for you!
brand values
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The Westminster Conference
Tmall Seminar
17th February 2014y
e Centre