mailordermarketpotentialinchina(ppt53)-经营管理(编辑修改稿)

mailordermarketpotentialinchina(ppt53)-经营管理(编辑修改稿)内容摘要：

DM, Show room, Agent, direct seller •Sales volume: 200 Mio. RMB •Break even expected in 2020 •Future perspective: optimistic, but regional coverage limited by political concern Seizing the Future: Mail Order Market Potential in China 23 Key Information of the Main Player(IV) XiaoKangPaul /”fortable Home” •Established in 1987, investment and manager from US, conservative injection of money •Target customer: young generation / undergraduate •Order value in average: 40 RMB, quite low •Product: gift / souvenir ware / novel small hard ware •Customer base: over Mio., concentrated in South (40%) •Problem: fluctuation in customer base •Management style: family control, tough cost control •Sale volume: 18 Mio. RMB, break even already in 1997 •Future perspective: started with tollfree 800 service, emphasis put on customer relationship management, list broker, engage in emerce Seizing the Future: Mail Order Market Potential in China 24 Japanese retail group will be expected The local pany is catching up with the foreign petitors with solid basis of capital and customer relationship The mailorder panies in existence are adjusting their investment The mailorder market will face fierce petition in near future Benchmarking： The mailorder sales accounts for about 5% of the total retail sales in ,while only % in Chinese urban area. While the Chinese mailorder market is expanding, the petition is getting hot Seizing the Future: Mail Order Market Potential in China 25 Intra （ back office） •Strengthen management of customer relationship and internal operation system •Multidimension data mining analysis as decisionmaking foundation •Strengthen supplier management, establish more effective supply chain, short handling cycle •Realtime tracking system making customer know the processing status of the product he bought Inter （ front office） •More product information on time •Shorten time for decision making • variety of payment modes •Feedback from customer and authoritative opinion on product, interactive munication opportunity with customer •Reduce advertising cost •Exploit new customer data •Speed up the product design process Opportunities from inter technology can be utilized Seizing the Future: Mail Order Market Potential in China 26 0 100 200 300 400 500 600 700 800 900 1000 Inter users Inter users forecasted in December,1998 The number of Chinese puter connected increases from . in Oct,1997 to . in Jan, bandwidth of leased international connection: 351M. By the end of 2020, 1500M. Domestic inter interface bandwidth: 100M. 85 percent of inter users express that they will go shopping on line when the interface condition bees mature. (10000 persons) The speedy development of inter in China Source:CNNIC Seizing the Future: Mail Order Market Potential in China 27 Content A. Development of Chinese Retail Market B. Mail Order Market Analysis in China C. Quelle Shanghai SWOT Analysis D. Action Plan and Sales Forecast E. Conclusion Seizing the Future: Mail Order Market Potential in China 28 At the end of May 2020, Quelle Shanghai has generated a list with more than 500,000 target customers, of which 84,000 are active consumers. The response rate of average customer is % on the first quarter of 2020, and the average order value is RMB. Corresponding figures for the active customers reached % and 200 RMB respectively. The sales volume was million in 1999, and the gross demand was as high as million. Due to the still small customer base, Quelle Shanghai suffers from loss. Quelle Shanghai has trained and built up professional management team. The highlights of Quelle Shanghai 19972020 Seizing the Future: Mail Order Market Potential in China 29 Based on both the strong industry experiences of Germany Quelle, and its threeyear operation in Chinese market, the pany has reached deep understanding of Chinese mail order market. The customer appreciate the products and service of Quelle Shanghai very much. Quelle has already built up to some extent brand name among potential customers. The pany holds a superior supplier relationship. The high reputation of Quelle to supplier was confirmed by our talk with them. Such as the strictly ontime payment for goods and the strict quality requirement for supplier help Quelle to serve its customers with quality products. The core management has built high cohesive team force. SWOT—— Strength of Quelle Seizing the Future: Mail Order Market Potential in China 30 Since Quelle does not provide delivery service by itself can not control the whole logistics process effectively, some customers are not satisfied with the delivery service quality today. The lack of investment has the result that customer service and transaction system can not satisfy the demand. Without large sales volume in China， it is hard for Quelle to get better price from or to form strategic alliance with large suppliers. Limited marketing budget puts Quelle Shanghai in a weak position in battle for winning target customer SWOT—— Weakness of Quelle Seizing the Future: Mail Order Market Potential in China 31 Emergence of middle class is not only in coastal cities, also in small and medium cities in hinterland. The separation of post and munication will lead to better post service quality, which will get rid of some barriers for mailorder panies. Shanghai is very famous for setting fashionable trend, which could be used for localization of fashion。