a breakthrough reversed data approach to locate …china market cap. no.1 internet company china...

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


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




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



收藏、加购


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


浏览、搜索

Browse, Search

FURLA/芙拉

FENDI/芬迪


Bottega Veneta/葆蝶家

Louis Vuitton/路易威登

BURBERRY/博柏利

PRADA/普拉达

GUCCI/古驰


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


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


FENDI/芬迪

BALLY/巴利


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


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




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



收藏、加购


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

WeChat

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




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



收藏、加购


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






流量入口

Traffic

收藏、加购


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


Test 1：Product Recommendation


Test 2：Product Link-sell


Test 3：Create New Segment

The Two Paths are NOT Isolated, but Interlinked




流量入口

Traffic

收藏、加购


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



Thanks!

a breakthrough reversed data approach to locate …china market cap. no.1 internet company china...

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