Retail

Implementing China E-Commerce with Overseas Fulfillment as a Distribution and Marketing Channel 为某英国时尚品牌实施由海外发货的电子商务业务,作为其在华的分销和营销渠道

我们的客户是一个英国时尚品牌,希望探索和构建一个由海外发货的本土电子商务业务,并将其作为针对潜在的中国消费者的分销和营销渠道。我们评估客户在中国电子商务领域的机会并给出建议,同时为客户挑选合适的电商服务合作伙伴,促进双方谈判合作。

Background

The client, a UK fashion brand, wanted to explore and implement a local e-commerce presence with international fulfillment as a distribution and marketing channel among its potential Chinese consumers


Solutions

•    Phase 1: Evaluating the client’s E-commerce Opportunity in China

--- Evaluation of various e-commerce platform/service providers and recommendations for implementation for client, including choice of platforms, setting of realistic sales targets, infrastructure costs and analysis of marketing in China through the online space
--- Identifying client’s addressable e-commerce market in China
--- Selection of key online platforms and service providers
--- Expectations for e-commerce regarding sales and  infrastructure costs
--- Expectations for marketing a foreign brand in China in the online space

•    Phase II: Implementation of E-Commerce/Service Provider Partner Selection

--- Identified key e-commerce partners based on partner selection criteria developed with client
--- Pre-qualifying and suggesting potential e-commerce partners and service providers from Phase 1 and incorporating a one week trip to China by the client team in May or June conduct on the ground meetings


Methodology

•    Interviewed KOLs to understand the overall opportunity, including mid to high-end apparel retailers, fashion experts, advertisement firms

•    During implementation, SmithStreet acted as the client’s China team and conducted meetings with all relevant vendors and third parties to work through implementation issues, shortlist vendors, and create an implementation roadmap


Selected Findings



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