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1、TmallChinaLaunchProposal26th August 2013Estee LauderThetask:what youve asked usTheapproach:how we plan to do itThesolution:initial creative and strategic outputQuestionsWhat we are going to discuss todayTHE TASKSHARING / INSIGHTThe officialTMall storeWhat do we want to achieve?THE TASKTmall store ce
2、ntered on brand awareness+education+drivingsales through a unique value offering and experience.THEAPPROACHHowdowepositionourselvesastheskinexpert?Howdoweconvincethemofourproductsefficacy?Howdowestayonbrandwhilebeingyoungandaspirational?Howdoweincreaseawareness|trial|recruitment|conversion?Howdowege
3、nerateadvocatesandloyals?THEAPPROACHTHEAPPROACHThe BEST brand selling storyMAXIMIZE THEPRESTIGE EXPERIENCEMAXIMIZE THE TMALLEXPERIENCESelf RewardingOn BrandEducationalConnectedSmart ShoppersFunctionalDynamicConnectedTHEAPPROACHTHEAPPROACHMAXIMIZE THEPRESTIGE EXPERIENCEOn BrandWe focused on creating
4、an experience that not only respects the visual guidelines of Estee Lauder but most importantly creates a digital experience that matches the brands premium skincare market positioning and high touch service.THEAPPROACHTHEAPPROACHMAXIMIZE THEPRESTIGE EXPERIENCEIn order to ensure this remains a self
5、rewarding, feeling good purchase we made sure we balanced the content that is around functions with the one that is about beauty, looking and feeling exceptional and aspirational and inspirational images.Self RewardingTHEAPPROACHTHEAPPROACHMAXIMIZE THEPRESTIGE EXPERIENCEEstee Lauder is talking to di
6、fferent types of audiences: brand loyalists, people trading up and trying the brand for the first time (but aware of it) and people from tier 4 and tier 5 cities who may come in contact with it for the first time. Our website structure and content addresses all these journeys.EducationalMAXIMIZE THE
7、 TMALLEXPERIENCEFunctionalTMall users are extremely purchase driven:- 75% of them goes straight to the product page- 60% of them is used to shopping in 8 clicks- Overall we know they expect to be able to choose between education and immediate transactionTHEAPPROACHData source: Taobao LiangziMAXIMIZE
8、 THE TMALLEXPERIENCETMall users are very sensitive to:- Finding a special deal- Validating their purchase with peers- Interacting with a brand if there is a value exchange: sampling, exclusive bundle offers or online exclusivesSmart ShoppersTHEAPPROACHMAXIMIZE THE TMALLEXPERIENCETMall users are like
9、ly to:- Come from another platform like Weibo- Shop from mobile (on the go)- Interact socially with brands- Engage with relevant (personalized) contentDynamicTHEAPPROACHMAXIMIZE THE TMALLEXPERIENCETMall users are used to:- 85% reads a product review before buying- 15% stays loyal to the shop after h
10、aving made it favourite- Following brands on social channels (Weibo, Youku and Wechat mainly)- They expect to interact with the brand after purchaseConnectedTHEAPPROACHData source: Taobao LiangziTHE SOLUTIONSHARING / INSIGHTThe officialTMall storeHow do we get there?THESOLUTIONWe create the BEST bra
11、nd selling story for our TARGET AUDIENCE:- Premium shoppers- Young consumers trading up- Tier 3 & 4 consumers (less sophisticated)To find out more about audiencesTHEAPPROACHUsedatatoconstantlyoptimizeandimprovetheEsteeLauderTmallStorePrioritize Marketing ActionsDiscoveryExplorationConversionLoyaltyA
12、dvocacyTHESOLUTIONWe give the best experience to all these consumers byOFFERINGDYNAMICCONTENTBASEDONBEHAVIORALDATASEARCHING SEARCHING BRANDBRANDSEARCHINGSEARCHINGFUNCTIONFUNCTION保湿SEARCHINGSEARCHINGCATEGORYCATEGORY精华露READINGREADINGCOMMUNITYCOMMUNITYBROWSINGBROWSINGTMALL TMALL ACTIVITIESACTIVITIESThe
13、 BEST brand selling storyTHESOLUTIONWhileSATISFYINGTHEIRFEATURESANDFUNCTIONAPPETITEThe BEST brand selling story at all stagesBRAND AWARENESSBRAND AWARENESSPRODUCT PRODUCT CATEGORYCATEGORYPRODUCT EFFICACYPRODUCT EFFICACYCERTIFICATIONCERTIFICATIONPROMOTIONPROMOTIONIWOMIWOMDirect visit/Shopping bagThe
14、brand logo zoneBookmark/Exchange E-store linkStor newsTao pictorial/The news/Wan TuThe diamond-booth banner/Search star E-store/Taobao SEME-Magazine/EDMOut of taobao(SEM/SNS/EPR)Collect productsHelp me choose Tao pictorial/Product newsWan TuE-store newsTmall pre-SaleThe diamond-Booth bannerTaobao SE
15、MOut of taobaoTmall Pre-saleTaobao TianxiaThe Beauty placeThe trial center/Taobao SEMOut of taobao（SEM）Tmall pre-saleThe trial centerTaobao SEMOut of taobao（SEM）Taobao worth buyingTmall club-more point redemption Shopping bag/E-couponThe diamond-booth bannerPromotion campaignsThe trial centerOn sale
16、 rveryday/Big promotionTao coinsBrand group onThe famous brands/JuhuasuanOut of taobaoTaobaoke/Products sharingThe trial centerTaobao BBSTaobao bangpaiTmall clubThe Tao ladiesOut of taobaoTHESOLUTIONWhileSATISFYINGTHEIRCONTENTAPPETITEThe BEST brand selling story at all stagesBRAND STORY AND FEELBRAN
17、D STORY AND FEELHOT PRODUCTSHOT PRODUCTSNEW ARRIVALSNEW ARRIVALSCERTIFIED PRODUCTSCERTIFIED PRODUCTSKOLS RECOMMENDATIONSKOLS RECOMMENDATIONSUNIQUE PACKAGINGUNIQUE PACKAGINGGIFTINGGIFTINGSKIN CARE TOOLSSKIN CARE TOOLSREVIEWINGREVIEWINGCATEGORY MIXCATEGORY MIXSOCIAL INTEGRATIONSOCIAL INTEGRATIONTHESTO
18、REDESIGNTHE HOMEPAGEThe first image on the homepage is animated and invites the netizen to an immediate action. This type of shot is also ideal as it delivers in itself 2 key messages: premium and skin absolute focus.Just by rolling on the image the user can discover our eyecare best selling product
19、, with immediate click to buy.Again, just with a mouse over our most popular skincare product is shown with an immediate CTA.This mood is fresher and younger, as to attract and engage a younger audience, always with immediate call to action and clear messaging.Always in sight are two very important
20、features:- The stamp which reassures the user she is on the official platform;- The chance of adding EL to the favorite stores list which we know helps generate repeat purchases.The navigation on the left allows the user to navigate by image and highlighted content or immediately access the desired
21、product.The third alternating page is product focused, so that we can test which converts better in terms of mood and still life shot or not.In order to increase trial while gathering user information the third banner on the homepage invites the user to download a QR code to receive a free sample.Ou
22、r QR code sends the user to Weixin which allows us to:1. Get the user data2. Establish a longer term engagement with potentials3. Create member-gets-member incentives4. Of course send the user to Tmall to redeemTo focus on education and brand building we dedicated this banner to Aerin Lauder: the vi
23、deo is a great rich content piece which should resonate well with people who have lower brand awareness.Lastly we wanted to bring the skin analyzer you have on your global site to Tmall. This could be a Tmall exclusive (as its not on ) and it will allow users to not only engage with the brand but fe
24、el a personalization touch.First we invite people to upload their picture:Then tell us a bit more about their skin issues and how they wish their complexion to be.At this point we recommend them the best product for their skin. All within the homepage.When the user scrolls down he sees the most exci
25、ting new products.We came up with a stamp that visually communicates to the user the idea of new (and has a sense of officiality).We create an icon for easy access to customer service that stays with the user during his shopping journey.Another QR code invites the user to get in touch with EL about
26、this product on Weixin. Again it allows data gathering and it becomes a long term engagement opportunity with new users.If the user clicks on the product he can see the story of how it came to life, read more and of course go straight to purchase. For each line of products the mood will be different
27、 and in line with the TA and look & feel.Going back to our homepage. Below the banner we will feature 3 hero products, each one of them with a different characteristic.The newest one.The most popular.The most endorsed.After our 3 hero products, each with a different Estee Lauder TMall stamp we want
28、users to discover a broader selection, across face care, make up, more expensive and basic range through our top 10 selection. This is a popular Tmall tactic.THESTOREDESIGNAwarded productsThe star product series section is meant to educate users about a specific product line and its related product.
29、 This should help them categorize EL products and related benefits and allow an easier selection and product orientation, especially for new consumers and up-cross-selling.The last sections of the page are dedicated to: a section of navigation where users can again type a search keyword or work or e
30、asily navigate the product rangeThe next section is dedicated to bundles and sets.The last one is dedicated to kols and bloggers, so its social content related to a set of products or a specific product. So we want to ensure we have a space dedicated to advocacy were influencers can help the brand e
31、ndorse the products in the best way.THE HOMEPAGETHE PRODUCTPAGEThe product page features the clear message the user is on an official brand channel.A clear navigation allows them to go back or look for other products directly. Also considering over 75% of users are directed immediately to the produc
32、t page.Immediately below the product we want to focus on 4 hero products which should be the top selling related to the one on top.We want to give users a chance of engaging with the brand story and heritage through several quotes we think would be particularly relevant for our audience.After the ed
33、ucational content we want the user to have easier access to product related specific content - reading the most popular questions and answers around it.After the peers insurance on efficacy we want to also use the brand language to reinforce the excellence of EL products and their outstanding perfor
34、mance.We want to reinforce the authenticity concept making sure users feel comfortable they are in the best place to buy the best products.If for any reason they still have a doubt we want to give them a chance of connecting directly with the brand on another channel.After the authenticity reassuran
35、ce we thought about integrating some kols or user generated content and tips.Here we made sure we included even more detailed product information including ingredients, specs, size. and more visually compelling assets.Considering users may not have been to the homepage of the store yet we want to fe
36、ature our 10 hero products also on this page.We want to show users some special packages, smaller size and entry price product types.Lastly we want to feature the packaging the user will receive the merchandising in, again to reinforce the premium feel and the officiality of our store.THE PRODUCTPAG
37、ETHEAPPROACHForhalfacenturyEsteeLauderhashashelpedwomeninthequestforbeauty.TheLOOKcreativeconceptisarefreshedinterpretationoftheunsurpassedmythofbeauty.Centeredaroundwomenwhoarelookingtolookbetter:followingMrs.Laudersmissionofbringingbeautytoeverywoman.-Themodelsfaceallowswomentoemotionallyconnectwi
38、ththesitesimages,perceivingahumantouchthroughoutthejourneys.THESTOREDESIGNThe2ndconceptofHomepageTHEAPPROACHGenerationsofsophisticatedskincareexpertskeepdeliveringtheperfectskincaresolutiontowomenaroundtheworld.TheSIGNATUREconceptenhancesthebrandspositioningastheultimateskincareexpert,adheringtothes
39、piritofinnovationofthebrandwhocomesfromdecadesofuninterrupteddevelopmentandscientificsophistication.-Thefocusonproducts,bottles,dosagesticks,packagingandtexturesensuresthebrandisperceivedasaveryscientific,trustedandbest-in-classpartnerforwomensbeauty.THEIAThebestbrandsellingstoryuserexperienceandjou
40、rney:THEANIMATIONFlashNEXT STEP1.Client to revert to us2.Develop Tmall launch program3.Strategize campaigns for 2014THECOSTSHARING / INSIGHTCostBusiness DirectorNora HeHead of OperationChris Yue-Commerce Practice LeadBillboard KwokCORETEAMACCOUNTTEAMCREATIVETEAMRegional ecommerce consulting Director
41、Giulia CallegariTECH&TEAMCreative DirectorCopy WriterInteractive Art DirectorTHETEAMTraffic managerAccount Director/AADECDPlannerProject managerAccount ExecutiveStore managerDesigner Backend office support within Ogilvy Group (HR, Hero, Training, IT and Admin, & Legal)THECOSTScopeDeliverableChina (R
42、MB)DiscoveryStakeholder interviews and visioning sessions; analytics research; competitive analysis; user experience 300,000 Strategic Recommendations and RoadmapA vision document that defines: site purpose; communication strategy; how the site will convey our brand statement, high-level user experi
43、ence and feature set. This document will guide our efforts and set priorities to move forward into the next phase. 400,000 Information Architecture An overall navigation structure, user flows and content pages including Category page, Single Product Page and some unique campaign pages. Wireframe ele
44、ments on checkout are pre-defined. 200,000 Design6-8 key pages and a Style guide for implementation across all pages. Launch assets (i.e. campaign visuals, illustrations, brand videos etc) needed for this project in line with the Brand vision. 350,000 PhotographyProviding creative direction and/or s
45、upervision for the basic product photography to be done by the TP. 100,000 CopyDevelopment of content outline to brief clients copywriter. 150,000 Implementation GuideProvide detailed direction on implementing the design and the experience in a manual format. 100,000 Total 1,600,000 Note： cost not i
46、nclude photo shooting, typeface, illustration, mockup cost for photography, consumer focus group field costAFTER ALLSHARING / INSIGHTAppendixSome data!“Ionlyshopthebestpremiumbrands”Rich and fashionable upper-middle class, living the quintessential luxury lifestyleOur customers The branded (head-to-
47、toe) They shop.Search on mobileShop both offline and onlineThey shop Estee Lauder and:They wear.They love.Attend social eventsShowing off their know how and avoiding the baofahu etiquette“Iwanttoelevatemysocialstatus”Young and fashionable middle-class white collars who buy luxuries to elevate their
48、social circle and show offOur customers Fashion FanaticThey shop.Spends a lot of time searching for reviews and price comparisonsShops both offline and onlineShe is looking to trade up from premium mass brands.They wear.They love.Following kols and bloggers - people they want to be likeShowing their
49、 latest purchase in a constant quest of showing taste and knowledge“Thebestprice+giftwithpurchase”Lives in Tier 3 or tier 4 cities and only occasionally buys entry level price luxury brands.Our customers Middle Class AspirantThey shop.Is looking to find the best offerShops mainly offline and occasio
50、nally onlineShe tried brands like Lancome and Swarovski because she was given a gift with purchase!They wear local brandsmainly.They love.Following kols and bloggers - people they want to be likeShe is a consumer of great fashion, beauty and travel related content and reposts from brands (as she has
51、 not much content form her own)BACK4 unique site features drivingconversionDynamismPersonalizationSocial IntegrationUnique environmentCategoryCertifiedEfficacyBrandCertifiedIWOMEfficacyPromotionFor example:For example:NALA娜拉PurchasingagentlStyle:1,890lSales amount:Jun:10,926,210RMBJul :11,494,942RMB
52、首页及产品页都包含了消费者的6大消费动机。CategoryEfficacyCertifiedIWOMPromotionPromotionBrand【猪哼少】 护肤彩妆：lStyle:2,259lSales amount:Jun:25,619,665RMBJul :27,838,051RMB首页及产品页都包含了消费者的6大消费动机。For example:PurchasingagentFor example:【猪哼少】 护肤彩妆CategoryEfficacyCertifiedIWOMBrandPromotionPRomotIonCategoryEfficacyEfficacy美货满仓：lSty
53、le:734lSales amount:Jun:2,141,076RMBJul :2,294,566RMB首页及产品页都包含了消费者的6大消费动机。For example:PurchasingagentFor example:美货满仓CategoryCertifiedCategoryIWOMIWOMBrandPromotionEfficacyEfficacyEfficacyUSA SHOP：lStyle:369lSales amount:Jun:3,675,116RMBJul :3,366,597RMB首页及产品页都包含了消费者的6大消费动机。For example:Purchasingage
54、ntFor example: USA ShopCategoryBrandEfficacyIWOMCategoryEfficacyBrandPromotionCertifiedEfficacyEfficacyIWOMPromotion薹北美肌馆：lStyle:3715lSales amount:Jun:952,436RMBJul :1,838,331RMB首页及产品页都包含了消费者的6大消费动机。For example:PurchasingagentFor example: 薹北美肌馆CategoryEfficacyBrandCertifiedIWOMPromotionCertifiedIWOM
55、小也官方旗舰店：lStyle:936lSales amount:Jun:2,655,001RMBJul :3,488,214 RMB首页及产品页都包含了消费者的6大消费动机。For example:TmallFor example:小也官方旗舰店CHINA = of the luxury market in 201520%RMB212B in 2010; 60% spent outside the MainlandTotal China luxury spend(RMB B)100%156Overseas(Rest of world)38212Overseas(Rest of world)52
56、CAGR(09-10)36%38%80HK & Macau50HK & Macau7245%604020Mainland 68Mainland 8727%020092010Source: Bain Survey of Luxury Goods Consumers in Mainland China 2011 (n=1,959)Luxury brands upping their games to get ahead Many brands upgrading existing stores and building larger ones to improve shopping experie
57、nceSource: Literature searchBrands deepening communication efforts with consumers by actively showcasing culture & heritageUpper Middle class sustain the growth of luxury223million HouseholdsUrbanhouseholds:54Mpeople (8% or 18mHH)Uppermiddleclass(earning15.4K/year)88%ShareofLuxurymarketThe three eme
58、rging luxury consumer segments in China 2. Fashion fanaticsAnnual income: RMB 100,000 -200,000 Account for 7% of the total luxury3% of luxury consumers, spend up to 40% of their income on luxury3. Middle class aspirantsAnnual income: RMB 60,000 - 200,00051% of luxury consumers, will rise to 61% by 2
59、015, 16% of the spendingSpend RMB 5,000 to 15,000 per or 9% 1. ModernistLuxury role modelsSelf-employed or corporate executives1% of luxury consumers, account for 24% of the spending by 2015;Spend RMB 150,000 annually on luxury, or about 10% of their disposable income. Luxuryrolemodels:Rich and fash
60、ionable upper-middle class, living the quintessential luxury lifestyleFashionfanatics:Young and fashionable middle-class white collars who buy luxuries to elevate their social circle and show offLatest purchasesWishlist “Branded” shotsDaily lifePosing with her new buysFashionFanatic: passionate abou
61、t cutting edge design and urban culture Travelling to my dream destinationSocial lifeLatest GadgetsStylish productsIn touch with Int pop cultureMiddleclassaspirants:Young, middle-class, who occasionally splurge on luxury goodsSelf portrait“Love my new earrings from Swaroski”RoadtripsMy birthday wishlistLancome - Gift with Purchase
