Scribd Logo
Încărcați

Bine ați venit la Scribd!

  • China Media Insights - Mediacom

    Încărcat de

    Tan Le
    8 vizualizări21 pagini
    This document discusses the transformation of consumer shopping paths in China driven by e-commerce and mobile payments. It notes the increasing complexity of shopping paths with multiple devices, ways to navigate, and ways to buy. New forms of commerce like content commerce, social commerce, O2O, T2O and R2O are further shortening the consumer journey and changing how people shop. Alignment of online and offline pathways is important, as is outcome-based budgeting. Artificial intelligence will further change shopping through personalized communications, shopping assistance, and impacts across the entire value chain from prediction to experience. Machines may one day outperform humans in building brands and communicating. The future holds significant value creation if the right frameworks for data and

    Descriere originală:

    Titlu original

    China Media Insights_Mediacom

    Drepturi de autor

    © © All Rights Reserved

    Formate disponibile

    PDF, TXT sau citiți online pe Scribd

    Vi se pare util acest document?

    Este necorespunzător acest conținut?

    Raportați acest document
    This document discusses the transformation of consumer shopping paths in China driven by e-commerce and mobile payments. It notes the increasing complexity of shopping paths with multiple devices, ways to navigate, and ways to buy. New forms of commerce like content commerce, social commerce, O2O, T2O and R2O are further shortening the consumer journey and changing how people shop. Alignment of online and offline pathways is important, as is outcome-based budgeting. Artificial intelligence will further change shopping through personalized communications, shopping assistance, and impacts across the entire value chain from prediction to experience. Machines may one day outperform humans in building brands and communicating. The future holds significant value creation if the right frameworks for data and

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    8 vizualizări21 pagini

    China Media Insights - Mediacom

    Încărcat de

    Tan Le
    This document discusses the transformation of consumer shopping paths in China driven by e-commerce and mobile payments. It notes the increasing complexity of shopping paths with multiple devices, ways to navigate, and ways to buy. New forms of commerce like content commerce, social commerce, O2O, T2O and R2O are further shortening the consumer journey and changing how people shop. Alignment of online and offline pathways is important, as is outcome-based budgeting. Artificial intelligence will further change shopping through personalized communications, shopping assistance, and impacts across the entire value chain from prediction to experience. Machines may one day outperform humans in building brands and communicating. The future holds significant value creation if the right frameworks for data and

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 21

    THE

    TRANSFORMATIONAL
    P2P
    深处变革中的消费者购物路径

    PETER PETERMANN
    Chief Strategy Officer MEDIACOM CHINA

    Shanghai, October 23, 2017


    THE P2P IS ALREADY COMPLEX
    购物路径愈渐纷繁复杂

    Almost infinite Multiple devices Multiple ways to


    ways to navigate and screens buy
    无尽的引流方式 跨屏多设备联动 多渠道实现消费
    RECENTLY IN CHINA THIS HAS
    GONE TO NEW EXTREMES
    而中国市场更是走向新的极致

    Content Social O2O T2O R2O


    Commerce Commerce Online to Offline TV to Online Retail to Online
    内容电商化 社会化电商 线下实体电商化 节目电商化 电商化零售
    SHORTENING THE PROCESS AND CHANGING
    THE WAY WE SHOP
    这些新的商业模式大大缩短了购物路径，改变我们的消费方式
    CONTENT & INFLUENCER
    020 R2O
    COMMERCE
    线下实体电商化 电商化零售
    内容及影响者电商化

    KOL participate & lead to offline Home ordering and sharing Alibaba Herma Stores
    意见领袖引导线下销售 外卖及共享经济 阿里巴巴盒马线下店
    DRIVEN FORWARD BY ECOMMERCE
    AND MOBILE PAYMENTS
    当前零售市场变革以电商及移动支付为主要驱动

    45% 85%
    e-Commerce Mobile
    Payments
    WE HAVE TO REINVENT THE WAY WE
    PLAN COMMUNICATION
    沟通策略需要重新定义

    Attract Inform Convert Build


    吸引 提供信息 转化 建立品牌忠诚

    Along the Consumer Journey & against a single set of outcomes

    与消费路径衔接 & 区别于单一指标的评估策略


    WE KNOW THAT SALES ARE DRIVEN
    BY MENTAL AVAILABILITY
    销售取决于品牌在消费者心中占据多少位置

    Offline Branding & Online


    Sales Engagement Sales

    线下销售 品牌与互动 线上销售


    ALIGNING ONLINE AND OFFLINE P2P
    整合线上线下 P2P

    OFFLINE
    P2P
    线下

    Attract Inform Convert Build

    ONLINE
    P2P
    线上
    A SYSTEM FOR OUTCOME BASED BUDGETING
    以销售转化为基础的预算分配系统

    eComm
    电商
    Budget
    Media 预算
    媒介 Budget
    预算
    Non-org. Traffic 非自然流量
    Non-org. Conversion 非自然转化

    自然流量 Org Traffic


    自然转化 Org Conversion

    Net Outside Sales (NOS)


    净销售额
    BUT WHAT DOES THE FUTURE HOLD?
    但是未来，会怎样？
    AI Branding
    messages
    基于人工智能的品牌沟通

    AI Personalized
    communications
    基于人工智能的
    个性化传播

    P2P FUELED BY AI
    人工智能将全面改变购物路径 AI Shopping and
    Retail assistance
    基于人工智能的
    购物及零售协助
    IMPACT ACROSS THE VALUE CHAIN
    全价值链影响

    PREDICT PRODUCE PROMOTE EXPERIENCE


    预测 生产 推广 体验
    MACHINES BUILDING BRAND 54% vs. 46%
    机器可以构筑品牌

    Human CD AI CD
    MACHINES TALKING TO HUMANS 54% vs. 46%
    机器与人类的对话

    Human CD AI CD
    MACHINES TALKING TO HUMANS
    机器也可以对话人类
    MACHINES TALKING TO HUMANS
    机器也可以对话人类
    MACHINES TALKING TO MACHINES 31% 33%
    机器甚至可以向机器学习 Agree “I don’t have time to
    consider which brand I’m
    Say “most of the time I’m
    happy if someone else makes
    buying”. the decisions for me”

    100b daily programmatic


    impressions (top 3 DSPs in China)
    100B日常程序化曝光
    （中国前三DSP）

    Over 2b “human” cookies and


    device ids (top 3 DSPs in China)
    超过2B 人工cookies及设备号
    （中国前三DSP）

    1.8 billion personal


    assistant users by 2020
    到2020年18亿个人助理用户
    AND CREATES VALUE ACROSS
    THE ENTIRE VALUE CHAIN
    为全产业链创造新价值 REAL TIME BRAND TRACKING TO FORE-
    1 CAST DEMAND
    对品牌的实时监测用来预测需求

    CONSTANT CONSUMER FEEDBACK FOR


    2 DYNAMIC PRODUCT DEVELOPMENT
    持续的消费者反馈应对多变的产品发展计划

    DYNAMIC TARGETING & ADAPTIVE PRICING


    3 多样的目标制定计划和灵活的定价方案

    REAL-TIME PERSONALIZATION & CUSTOM-


    4 IZATION
    实时的个性化和可定制化
    MEDIACOM'S TOP 5
    竞立首要五项工作

    BUILD THE RIGHT FRAMEWORK FOR DATA


    1 搭建正确的数据框架

    INVEST BEHIND SELF-LEARNING ALGORITHMS


    2 投资智能学习技术

    CREATE A DYNAMIC ASSET PIPELINE


    3 建立多元的资源渠道

    BE PREPARED FOR M2M COMMUNICATION


    4 准备好迎接M2M时代

    INVEST IN PEOPLE
    5 投资人才
    In 30 years, a robot will
    likely be on the cover of
    Time Magazine as the
    best CEO.

    “30年以后，机器人将登上时代
    杂志封面，成为年度最佳CEO”
    ——马云, 2017年贵阳数博会
    THANK YOU

    PETER PETERMANN
    CSO MEDIACOM CHINA

    S-ar putea să vă placă și