Retail

Mapping Out a Light Luxury Brand’s E-commerce Market Potential and Entry Strategy in China 为某轻奢品牌分析中国电商潜力并制定进入中国电商市场策略

美国一个标志性的时尚潮流品牌,想要借助中国迅猛发展的电子商务市场开展电商业务。为此我们向客户详细介绍了中国的电商模式,并根据客户的品牌形象推荐选择最优的平台、合作模式和营销策略,最终预计客户进入中国电商后的财务损益,确保客户可以达到预期盈利。

Background

The client, an iconic American lifestyle brand, wants to map out their e-commerce market potential and entry strategy in China


Solutions

•    Evaluated potential revenue opportunity 

--- Understood e-commerce luxury market size by obtaining light luxury online transactions
--- Identified the best practices through mapping out how 3-4 prioritized peer brands are performing

•    Analyzed purchasing behaviors of target consumers 

--- Identified different key consumer segments
--- Understood different segment of consumers’ shopping behaviors and preferences for online shopping
--- Mapped out tailored strategies to attract, acquire and retain target consumers

•    Determined how client should build its e-commerce operations

--- Analyzed which platform(s) client should leverage and the timeline of platform development
--- Conducted a cost benefit analysis of a local e-commerce presence with international fulfillment versus domestic fulfillment
--- Understood required e-commerce operational team structure 

•    Identified effective marketing initiatives and determined optimal spending

--- Analyzed peer brands’ successes and failures in marketing approaches
--- Analyzed peer brands’ marketing spending history and ROIs
--- Mapped out appropriate marketing strategies and determined optimal spending for the client in the first four years of entry 

•    Projected client’s P&L to understand how client’s financial goals can be achieved


Methodology

•    SmithStreet conducted 6 consumer focus discussion groups 

•    SmithStreet conducted ~70 in-depth investigative interviews with peer brands and platform employees, fashion experts and KOLs


Selected Findings



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