Nicole Yang, CMO, SECOO Group
A Breakthrough Reversed Data Approach to Locate True Luxury Consumers
About SECOO.com
1 2
3 4
No.1 The biggest(5 Billion) vertical e-Com platform focused on high-end in China
Advantages of
SECOO
Premium Consumers Highest (RMB4,500) online spending consumers in China
Globalization Globalized logistic
system and online and offline retail network
Authentic Professional authentication
system to guarantee authentic products, with government
certificated.
What have been changed in the E-com World?
The Consumer Path
China Market Cap. No.1 Internet Company China No.1 Luxury E-com Platform
+
China Market Cap. No.1 Internet Company China No.1 Luxury E-com Platform
+
BIG DATA of
Luxury Digital Ad. & Communication
BIG DATA of
Luxury E-com Consumption
For the Very Frist Time Release and Analyze the 15million users’
big data in past 8 years
To Reflect the True Digital Path
• “Digital Path to Purchase” as the key
research model to study the consumer behavior online;
• Focus on Top 10 Luxury Category:
Bags, Watches, Shoes, Clothes, Jewelry, Accessories, Artwork, Liquor, Beauty and Lifestyle.
• Deep dive into 3 Categories: Bags, Watches and Shoes.
Contents
3 Trace Back Path
Digital Path
Consideration Path 2
1 The Core Difference between Online and Offline Paths
Brand Marketing with the End in Mind
Bridging the Wide Gap between Awareness and Purchase
盛典介绍 Digital Path
Path to Purchase of Offline vs. Online
信息层面 Information
态度层面 Attitude
行为层面 Behavior
流量入口
Traffic
收藏、加购
Add to Fav, Add to Cart
下单、付款
Place order
复购
Repurchase
浏览、搜索
Browse, Search
认知
Awareness 考虑
Consideration
初购
Trial 复购
Repurchase
传统线下消费路径 Traditional Path to Purchase
奢侈品网络消费路径 E-com Path to Purchase
流量入口
Traffic
收藏、加购
Add to Fav, Add to Cart
下单、付款
Place order
浏览、搜索
Browse, Search
复购
Repurchase
1、Browse Marketing
2、 Search Marketing
3、Fav. Marketing
4、Cart Marketing
Two New Knowledge Systems of E-com
Male Consumers, the Dark Horse of Luxury E-com
47%
53%
Male Female
49%
51%
Percentage of User# in 2016 Percentage of Order# in 2016
Male Female
Male Consumers, the Dark Horse of Luxury E-com
Male
Female
3,177
2,993
Male
Female
15%
12%
2016 Avg. Spending per Purchase (CNY) 2016 Percentage of Purchase Frequency>3
Tier 1 cities lead and Tier 2\3 cities as Long Tail Distribution
Top 20 Cities by Order# and Consumers#
Order# Consumer#
Amazed Tier 3\4 cities Purchase Power and Frequency
Top 10 Cities by Purchase Frequency per Consumer
18.0
9.5 9.0
5.9 5.0 4.9 4.7 4.5 4.2 4.0
盛典介绍 Consideration
Path
信息层面 Information
态度层面 Attitude
行为层面 Behavior
流量入口
Traffic
下单、付款
Place order
复购
Repurchase
浏览、搜索
Browse, Search
认知
Awareness 初购
Trial 复购
Repurchase
考虑
Consideration
传统线下消费路径 Traditional Path to Purchase
奢侈品网络消费路径 E-com Path to Purchase
收藏、加购
Add to Fav, Add to Cart
考虑
Consideration
The Bridge between “Awareness” and “Purchase”
浏览比例
Browse%
加购转化率
Add-to-Cart Conv%
下单转化率
Cart-to-order Conv%
复购率
Repurchase%
消费频次
Purchase Frequency
间隔天数
Purchase Interval
销售额占比
Share of Sales
Bags 30.1% 9.2% 3.5% 24.4% 1.4 52 30.7%
Clothes 19.8% 8.5% 9.8% 44.6% 2.5 36 19.2%
Watches 12.0% 4.7% 2.8% 9.4% 1.1 50 11.6%
Shoes 12.8% 7.8% 7.3% 31.1% 1.7 50 11.3%
Accessories 6.6% 10.7% 7.7% 20.9% 1.3 52 9.0%
Jewelry 9.8% 8.9% 7.1% 23.2% 1.5 46 9.2%
Lifestyle 3.8% 18.3% 20.1% 36.3% 1.9 36 4.5%
Beauty 4.5% 9.8% 17.4% 27.6% 1.6 47 2.7%
Liquor 0.5% 8.5% 38.2% 33.0% 2.0 18 1.1%
Artworks 0.2% 7.3% 20.9% 30.8% 2.5 13 0.7%
Top 10 Luxury Category Path Overview
Bags Category Browsing Ranking
FURLA/芙拉
Salvatore Ferragamo/菲拉格慕
Bottega Veneta/葆蝶家
FENDI/芬迪
BURBERRY/博柏利
Michael Kors/迈克·科尔斯
PRADA/普拉达
COACH/蔻驰
Louis Vuitton/路易威登
GUCCI/古驰 10.7%
10.7%
9.8%
9.0%
7.6%
4.5%
3.4%
3.4%
2.8%
2.8%
64.6%
The Percentage of Top
10 Brands in Browsing
流量入口
Traffic
付款
order
复购
Repurchase
收藏、加购
Add to Fav, Add to Cart
浏览、搜索
Browse, Search
FURLA/芙拉
FENDI/芬迪
Salvatore Ferragamo/菲拉格慕
Bottega Veneta/葆蝶家
Louis Vuitton/路易威登
BURBERRY/博柏利
PRADA/普拉达
GUCCI/古驰
Michael Kors/迈克·科尔斯
COACH/蔻驰 15.4%
10.3%
7.6%
7.1%
4.6%
4.5%
4.3%
3.7%
3.2%
2.7%
63.4%
Bags Category Order Ranking
流量入口
Traffic
复购
Repurchase
收藏、加购
Add to Fav, Add to Cart
浏览、搜索
Browse, Search
付款
order
The Percentage of Top
10 Brands in Order#
Bags Category Cart-to-order Conversion% Ranking
Longchamp/珑骧
ARMANI JEANS/阿玛尼牛仔
COACH/蔻驰
FURLA/芙拉
Michael Kors/迈克·科尔斯
FENDI/芬迪
BALLY/巴利
Salvatore Ferragamo/菲拉格慕
Dolce&Gabbana/杜嘉班纳
PRADA/普拉达
10.8%
7.1%
7.1%
4.8%
4.5%
4.1%
4.0%
3.2%
3.1%
3.0%
流量入口
Traffic
复购
Repurchase
浏览、搜索
Browse, Search
付款
order
收藏、加购
Add to Fav, Add to Cart
Percentage of Price Range of Bags
RMB 6,000-7,999 24.7%
RMB 8,000 -11,999 17.8%
RMB 1,000-2,999 17.3%
RMB 3,000-5,999 34.1%
RMB 12,000 and Above 6.1%
Percentage of Price Range of Bags
29 year-old
48 year-old
Dolce&Gabbana/
杜嘉班纳
Salvatore Ferragamo/
菲拉格慕
FENDI/
芬迪
PRADA/
普拉达 Bottega Veneta/
葆蝶家
BURBERRY/
博柏利 COACH/
蔻驰
GUCCI/
古驰
Michael Kors/
迈克·科尔斯
48 42 42 41 41 39 38 37 29
信息层面 Information
态度层面 Attitude
行为层面 Behavior
流量入口
Traffic
下单、付款
Place order
复购
Repurchase
浏览、搜索
Browse, Search
认知
Awareness 初购
Trial 复购
Repurchase
考虑
Consideration
传统线下消费路径 Traditional Path to Purchase
奢侈品网络消费路径 E-com Path to Purchase
收藏、加购
Add to Fav, Add to Cart
考虑
Consideration
Online Data can Help to Analyze the Overall Business Issue
盛典介绍 盛典嘉宾 Trace Back
Path
Data Management Platform (DMP)
The Concept of Targeting Digital Ad.: DMP
DMP, the Most Comprehensive Data System
Demographics (age, gender,
Education level…)
Social (QQ,Qzone…)
Content
(QQ.com, Tencent
Video, Weibo…)
Gaming (play time, payment…)
E-commerce (online shopping,
Paipai.com,
Yixun.com…)
Others (search, payment, IMEI…)
User Profile
Nearly 3000 Tags available and updated every day
Basic
Tag
Syste
m
Ready-to-use Tags Exploring Tags
Category Description No. Category Description No.
Demographics Age, gender, education,
location 300+ Favorite APPs
Kid, music, w ealth
management etc. 80+
Mobile device OS, screen size, brand,
price 10+
Favorite public
accounts on
Education, travel,
f inance, realty etc. 200+
Favorite video
content
Star, type of TV series,
favorite channel(s),
view ing time
600+ Favorite types of
QQ Group
House purchase,
study/exam, daily
life/leisure etc.
60+
Favorite ads Advertiser’s industry 400+ Favorite products Men’s clothes,
w omen’s clothes,
shoes/hats etc.
20+
Favorite w eb
content Channel/theme of article 400+
Favorite content Mom-kid, f inance, auto
etc. 10+
Total 1720+ Total 360+
Unique Challenge for Luxury Brands: 1.Performance Ad
Interested ≠ Purchaser
Targeted Audience ≠
Purchaser
Unique Challenge for Luxury Brands: 2. Brand Ad
Data Fraud Common Challenge for All the Brands:
Trace Back Path 1
信息层面 Information
态度层面 Attitude
行为层面 Behavior
流量入口
Traffic
复购
Repurchase
浏览、搜索
Browse, Search
初购
Trial 复购
Repurchase
考虑
Consideration
认知
Awareness
传统线下消费路径 Traditional Path to Purchase
奢侈品网络消费路径 E-com Path to Purchase
收藏、加购
Add to Fav, Add to Cart
认知
Awareness
下单、付款
Place order
News
Entertainment
Social
Ad Placement
Exposure
Click
Interact
Lapsed Browse
Details
comment
Favorite
Shop Cart
Buy Now
Pay
Other Products
Other Brands
Bounce
Details
Aside
Check Out
Coupon
Wait
Pay
Check Out
Buy Now
TA
SKIP
Brand Marketing E-com Conversion Tencent SECOO
From Ad to Order, Restore the Full Path Digitally
Lapsed
Lapsed
Lapsed
Lapsed
Lapsed
Lapsed Lapsed
Browse
Bounce
Wait
Wait
Unique Challenge for Luxury Brands: 1.Performance Ad
Interested ≠ Purchaser
Secoo Luxury Goods Purchasers Tencent Luxury Interested Users
Data Source:Secoo and Tencent’s Internal Data, Nov.2016
34.0% 24.0% 42.0%
High Income Mid Income Low Income
Labeled by “Interested in Luxury” People Distribution
+33%
45.3% 34.0% 23. 1% 24.0% 31.6% 42.0%
Compared with Luxury “Purchaser” Distribution
-25%
Data Source:Secoo and Tencent’s Internal Data, Nov.2016
Secoo Luxury Goods Purchasers Tencent Luxury Interested Users
High Income Mid Income Low Income
Targeted Audience ≠
Purchaser
Unique Challenge for Luxury Brands: 2. Brand
Ad
What Video do Luxury Target Audiences watch?
International News?
Sports?
Finance?
Luxury Purchaser Video Channel Preference
数据来源:腾讯内部数据,2016年11月
Life Fun
Automobile
Music
Show
Animation News
Sports
Game
TV Series
Entertainment
Movie
News
Entertainment
Social
Ad Placement
Exposure
Click
Interact
Lapsed Browse
Details
comment
Favorite
Shop Cart
Buy Now
Pay
Other Products
Other Brands
Bounce
Details
Aside
Check Out
Coupon
Wait
Pay
Check Out
Buy Now
TA
SKIP
Brand Marketing E-com Conversion Tencent SECOO
Lapsed
Lapsed
Lapsed
Lapsed
Lapsed
Lapsed Lapsed
Browse
Bounce
Wait
Wait
E-com Data can Help Ad. Efficiency
Trace Back Path 2
传统线下消费路径 Traditional Path to Purchase
奢侈品网络消费路径 E-com Path to Purchase
信息层面 Information
态度层面 Attitude
行为层面 Behavior
流量入口
Traffic
收藏、加购
Add to Fav, Add to Cart
下单、付款
Place order
复购
Repurchase
浏览、搜索
Browse, Search
认知
Awareness 考虑
Consideration
初购
Trial 复购
Repurchase
Leverage E-com Big Data to Optimize Offline
Leverage E-com Big Data to Optimize Offline
Test 1:Product Recommendation
Leverage E-com Big Data to Optimize Offline
Test 2:Product Link-sell
Leverage E-com Big Data to Optimize Offline
Test 3:Create New Segment
The Two Paths are NOT Isolated, but Interlinked
信息层面 Information
态度层面 Attitude
行为层面 Behavior
流量入口
Traffic
收藏、加购
Add to Fav, Add to Cart
下单、付款
Place order
复购
Repurchase
浏览、搜索
Browse, Search
认知
Awareness 考虑
Consideration
初购
Trial 复购
Repurchase
传统线下消费路径 Traditional Path to Purchase
奢侈品网络消费路径 E-com Path to Purchase
Thanks!