珠驾 Communication Strategy for 8848.net China launch Preparedforwww.8848.net Prepared by: HuiCong International Advertising
Communication Strategy for 8848.net China Launch Prepared for: www.8848.net Prepared by: HuiCong International Advertising
Market situation Internet market has developed tremendously, and internet users in China will double Online stores. as a worldwide business have a very bright future 8848 has gained some awareness among Internet users. most of whom have already been the pioneer online consumers 珠朗骂
Market Situation • Internet market has developed tremendously, and Internet users in China will double • Online stores, as a worldwide business, have a very bright future • 8848 has gained some awareness among Internet users, most of whom have already been the pioneer online consumers
Strategy Development Process Where are we? Where we want to be? How can we get there?
Strategy Development Process • Where are we? • Where we want to be? • How can we get there?
Market situation Internet users are somewhat restrained by offline shopping in terms of way and concept Internet users dont trust online shopping for the immature consumption environment online payment system offline delivery system actual difficulties for on-line sales 珠彦閉马 88
Market Situation • Internet users are somewhat restrained by offline shopping in terms of way and concept • Internet users don’t trust online shopping for the immature consumption environment – online payment system – offline delivery system • Actual difficulties for on-line sales
Target Primary: Netizens Secondary: the potential Netizens Demographics Males Aged from 16 to 35 who are mainly Students White-collars Persons concerned with Computer technology Telecommunication persons 珠朗骂
Target... Primary: Netizens Secondary: the potential Netizens Demographics: Males Aged from 16 to 35 who are mainly: Students White-collars Persons concerned with Computer technology Telecommunication persons
Target. Psychographics Affluent mobile life style Working or living in internet environment Easy to adapt the up-to-date international tendency Some are westernized, seeking for quality 珠朗骂
Target... • Psychographics – Affluent & Mobile life style – Working or living in internet environment – Easy to adapt the up-to-date international tendency – Some are westernized, seeking for quality life
Consumer u&A Towards e Shopping Most of them have heard the e-shopping concept whereas very few ever tried. Some have already known the e-shopping sites, such as 8848. net. Sohu Netease All of them believe the generic benefits of online shopping: Convenience/Fashion/Fun/value-for money Key barriers: 珠朗骂
Consumer U&A Towards eShopping... • Most of them have heard the e-shopping concept whereas very few ever tried. • Some have already known the e-shopping sites, such as 8848.net, Sohu & Netease • All of them believe the generic benefits of online shopping: - Convenience/Fashion/Fun/Value-formoney - Key barriers:
Product attributes Ample products' choices 9 varieties Over 100 thousands of books. 20 thousands of software Flexible and safe online payment 17 payment choices 珠朗骂
Product Attributes • Ample products’ choices – 9 varieties – Over 100 thousands of books, 20 thousands of software • Flexible and safe online payment – 17 payment choices
Product attributes Nationwide delivery system 441cities across china Price's discount For 95% of the products 50%discount at most and 10% at least Good after-sales service Double guarantee from both the manufacturer and the online store f珠 88
Product Attributes • Nationwide delivery system – 441cities across China • Price’s discount – For 95% of the products – 50% discount at most, and 10% at least • Good after-sales service – Double guarantee from both the manufacturer and the online store
Benefits To feel a contemporary online purchase way in internet environment To enjoy an easy shopping for time-saving and adaptation of busy life
Benefits • To feel a contemporary online purchase way in internet environment • To enjoy an easy shopping for time-saving and adaptation of busy life