Presented By: Mark Murphy, Managing Director China January 7th 2014
Hong Kong Toy Fair
Building A Retail Brand in the China market
Definition of A Brand
2 Source: sethgodin.typepad.com
Definition of A Brand
3
“Brand Equity is the totality of the
brand’s perception, including the relative quality of the products and services, financial performance, customer loyalty, satisfaction and overall esteem towards the brand. Brand Equity relates to how the customers, consumers, employees and all the stake holders feel about the brand”
………………………..Konapp (2000)
Source: http://www.scribd.com/doc/127990172/Brand-Equity
How Brand Equity Provides Value
Provides value to customer:
Assists in customer information processing Increases confidence in purchase
Increases satisfaction in product use
Provides value to the business:
Increases effectiveness of marketing programs. Increases customer loyalty and trade leverage. Is a source of competitive advantage
4
High Brand
Loyalty
High Perceived
Quality
High Brand Awareness
Other Brand Assets
Source: Aaker (1991) “Managing Brand Equity”
The Beginning: In 1948, Charles Lazarus turned his dream of creating a child-oriented business into a reality. Lazarus opened his 1st retail store in Washington, D.C.1
Background – Toys“R”Us Story
5
The Toys“R”Us brand has a rich heritage across the world; including Asia for many years.
Charles Lazarus opens first store
1957
1948
Chain renamed Toys“R”Us
Toys“R”Us goes public
1978
First international store opens
(Canada)
1984
First Asia store opens in Hong Kong
2006
First China store opens in Shanghai
2013
Background – Toys“R”Us Story
6
1986
Geoffrey is the Toys“R”Us Mascot for nearly 50 years
“R” Geographical Footprint
More than 1700 Stores
in worldwide
Ecommerce webstores in 13 countries
7
Toys“R”Us is the largest child-related product specialty chain store in the world
“R” Geographical Footprint
Toys“R”Us is ranked #48 of the world top 100 beloved brands in 2013
Source: http://www.adweek.com/news/advertising-branding/check-out-top-100-beloved-brands-last-decade-153026 8
Background – Toys“R”Us story in Asia
Singapore
Malaysia
Thailand Hong Kong
Taiwan
Mainland
China
Brunei
South Korea
Japan
Philippines
Macau
9
No. of store operating in Asia as of 30.8.2013
China 54
Hong Kong 15
Macau 1
Taiwan 20
Singapore 7
Brunei 1
Malaysia 24
Thailand 12
Philippines 52
Japan 162
South Korea 86
Total 434
Vision & Mission
VISION To be recognized by our
customers as the leading toys, babies and educational retailer for
children across Asia.
MISSION To create a unique
and differentiated shopping experience for the benefit of our
customers.
10
11
Building the
Brand in
0
2
4
6
8
10
12
30 35 40 45 50 55 60 65 70 75 80
China
Singapore
U.S. UK Japan
India
Malaysia
Thailand Indonesia
South Korea Taiwan
Vietnam
Philippines
Personal consumption (% of GDP)
Size of bubbles reflects private consumption in US$ bn, 2010.
Let’s Go Shopping
Source: Economist Intelligence Unit
12
13
Shaanxi
Hunan
Heilongjiang
Jilin
Liaoning
Hebei
Shandong
Jiangsu Henan
Anhui
Zhejiang Hubei
Fujian
Guangdong Yunan
Sichuan
Gansu
Jiangxi
Sha’xi
Guangxi
Hainan
Inner Mongolia
Guizhou
Qinghai
Tibet
Taiwan
Ningxia
Xingjiang
Chongqing
First store opened on Nov 17th 2006 at SuperBrand Mall, Pudong, Shanghai Store penetration
Year No. of new store
2006 1
2007 1
2008 12
2009 2
2010 7
2011 8
2012 6
2013 23 (est)
Total 54 stores in 28 cities
China History and Facts
SuperBrand Mall Store – 1st in China
Event at SuperBrand Mall
Store at SuperBrand Mall
14
Adapting the Business Model
15
Think global, act local
Adapting the Business Model
Think global, act local Flexible business model tailored to each
market’s needs
Each market’s management team implements best fit business model for their market
Stores in China are MALL BASED rather than standalone
Toys“R”Us is the anchor tenant and destination shop on the kids floor 16
Adapting the Business Model
Think global, act local Store format and set up is
adapted for Asian market place:
− “WOW” experience in store
− Size / Format
− Zone Concept
17
The customer is the core focus !
Toys R Us format “fits” most Malls:
Store Formats - Operating Model Tailor Made for Asia
Flagship Store Area: 2,500 – 3,000 sq. m.
Community Store
Area: 1,200 – 1,900 sq. m.
Toy Box & Toy Express Area: 500 – 1,000 sq. m.
18
Store Formats - Flagship Store
19
Store Formats - Community Store
20
Store Formats - Toy Box & Toy Express Store
21
Store Setup - Unique Store Appearance
Easy Shopping by Zone and Category! 22
International Brands
Offer widest range of international brands, many unique to Toys“R”Us 23
Store Setup - Creating a Unique & Differentiated Shopping Experience
“WOW” environment Great environment for kids in store
(and their parents.) – continuously delight
Hassle-free shopping
Breadth and depth of range; offer unique and exclusive products
Good, better, best pricing
We don’t just put up products
We put up a SHOW 24
Store Setup - Unique Store Experience: Instore Demos
25
Products are set up for kids to play within store.
26
Building Customer Trust & Confidence
Local call centre (in house) to deal with customer enquiries and issues
Safety and quality of products and services
Best return policy in market
Matching price policy
Marketing Communication and CRM Initiatives
27
• Building Trust and Confidence of mum & dad
• 360o Customer Contact
• Social Media / Loyalty Program
How do we stay relevant to our core customer?
Customer Focus - Touch Points: 360o Contact
Customer
Instore
eCom-merce
Social Media
Customer Hotline
Star Card CRM
TVC; Advtg &
PR
Events & Offsites
Toys”R”Us Websites
Catalogs *(Started May 2012)
28
Customer Focus
Social media
Loyalty / membership program
Meet & exceed the needs and expectations of our customers
29
30
Where Does Social Media Fit in China
31
Customer Focus - Social media in China
Geoffrey Video Site @ Tudou Over 400 videos
Total Site Page view:20.3M Total Spots:34.9M
TRU Mainland China launched WeChat as official account since Jun. 2013
Upgrade to service account since Oct. 2013
123k fans on Sina Weibo in Mainland China
Valued Relationship with Vendors, suppliers, landlords
32
• Build trust and confidence with retail partners for the long term
• Grow Toys“R”Us brand awareness with joint investments from suppliers into activities and promotions;
• Develop win-win programs to retain and recruit existing and new customers
• Strategic alliances with Asian and local landlords – brand status and awareness is key; anchor tenant status; in mall events and activities; other foot fall drivers etc
In Summary, Toys“R”Us is building our brand equity day by day
Toys“R”Us brand awareness, relationships and geographic footprint makes TRU China’s no.1 toy specialty retailer
Toys“R”Us is primarily MALL BASED, anchors the kids and family zone in these malls
Toys“R”Us has unique store set up appearance geared for a WOW shopping experience
Customer is at the centre of all we do; 360o marketing and trusted 2 way relationship
We know our marketplace very well; use local team to drive the business
Management team is experienced, capable and equipped to manage growth and market change
Toys“R”Us in China is a good corporate citizen (CSR)
33
New Vendor Requirements
Tax license
Enterprise code license
Product liability insurance
Test report
3C certificate if 3C product
Chinese labeling
Barcode license
34
35
FUN!!
Safety
No. 1 brand for children Quality
WOW!!