Retail

Identifying E-commerce Partner(s) and Supporting Business Operation for a Major International Consumer Care Brand 为一家全球领先医疗集团的消费者保健品牌入驻电商平台寻找合作伙伴并支持其运营

客户是一家全球领先的医疗集团,为了扩大旗下消费者保健品的销售渠道,增加在中国的品牌知名度和销量,决定入驻国内主要的电商平台并建立品牌旗舰店。为此我们帮助客户进行前期的运营合作伙伴的筛选、多方谈判,成功入驻电商平台。

Background

The client, a major global healthcare brand, wanted to establish their e-commerce platform as a sizable and profitable channel to increase total sales in their consumer division


Solutions

•    Identified Tmall as the optimal platform for their e-commerce business

–Evaluated 3-5 platforms to understand performance opportunities and limitations
–Conducted interviews with online KAs to understand business potential
–Conduct introduction meetings with Tmall and Alihealth to understand their long term goals


•    Conducted RFP process to identify the ideal partners for both Tmall domestic and global business for e-commerce implementation

–Developed shortlist of partners recommended by Tmall
–Conducted meetings with vendors to understand scope and capabilities
–Review of proposals and developed business case to understand ideal partnership model


•    Developed marketing plan at the platform and product category levels

–Worked in conjunction with Tmall and partners to understand ideal time structure for marketing campaigns
–Worked with the clients internal marketing department to align all messaging across platforms and channels


•    Identified and structured the internal e-commerce team for handover

–Developed the long term structure of the e-commerce internal division
–Identified ideal candidates to manage after handover


Selected Findings



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