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1、Fueling Future Growth for ApparelCo.Ecommerce Strategy,April,2015,ApparelCo.,Case background and next steps(1/3),Welcome to the 2015 Bain case competition!Your team has been invited by the Strategy Director of ApparelCo.to participate in a pre-discussion on ApparelCo.s ecommerce strategy in China fo
2、r the next 5 years.The quality of your proposal and presentation will determine whether you can get to the discussion with CEO on a potential 3-month consulting projectApparelCo.is a leading Chinese apparel company engaging in the whole value chain:design,manufacture and sales.It has multiple garmen
3、t brands with different brand positioning(see below).All are mainly sold through physical channels-both company owned and franchise stores,although they have also started using the online platform to a limited degree.In the past 2 years,top line growth has slowed down.As the current management have
4、little online expertise or interest,the CEO and Strategy Director are looking for some help to assess online platform as a potential lever to drive future growth.,Brand 1,Brand 2,Brand 3,Brand,High-end business formal,Young and trendy casual,Business casual,Case background and next steps(2/3),To pre
5、pare for the discussion,your team need to think through these questions:What are the demographics profile of the target consumers and value propositions for ApparelCo.s brands respectively?What is the status quo of offline business and how will online business affect offline business?Based on your u
6、nderstanding of the two questions above,the Strategy Director expects you to make recommendation on the breadth and depth of online operation:Which brand(s)should go online?Along the customer journey,what kind of initiative(s)should be done online to fulfil customer needs?You team need to tell a com
7、pelling story supported by robust data and analysesThis proposal is due by end of day May 4th,and you may be asked to present these materials to Strategy Director in the following weekTo ensure that your presentation hits the most important points and is“communicating-for-results”,you have agreed wi
8、th the Strategy Director thatMaximum 15 slides for the presentation(not including agenda pages or additional data analyses in backup materials)Minimum 26 font size for slide taglines;minimum 14 font size for main body text;minimum 3 charts/graphs on a slideAll pages should be easy to read and unders
9、tand for audience with a general background,3_85,Case background and next steps(3/3),To set a“Point of Departure”,your team can either choose an existing apparel player with brand portfolio and sales channel similar to the one described before(for example,Youngor,Baoxiniao,Lancy,Anzheng,etc.)as the
10、hypothetical client,or assume a nonexistent player with similar characteristicsTo help you quickly get up-to-speed,the Strategy Director has kindly shared some reference materials.Although some of these materials may be outdated,he/she believes that your team will be able to gather other interesting
11、 and powerful information from publicly available sources(pany annual reports,analyst reports,business news)or primary research to support your analysis and recommendation,Good luck!,Reference Materials,China apparel ecommerce trends,China digital retail market has become#2 in the world in 2012,and
12、expected to exceed US in 2013,Note:Exchange rate RMB/USD:6.8(2009),6.3(2012),6.1(2015F)Source:iResearch;Euromonitor;expert interviews;Bain analysis,and is expected to reach RMB3T in 2015,driven by B2C,China has become the No.2 in global digital retail market,China is expected to overtake U.S.to be n
13、o.1 in 2013,Lower price is stated as the single most important reason that drives consumers to shop online,“Why do you buy online?”,Source:Bain 2013 digital shopper survey(n=1324),Most prefer brick touch&feel in stores is the key driver,“Do you prefer pure online shopping website or e-store of a bri
14、ck&mortar player?”,“Why do you prefer e-store of a brick&mortar player?”,Source:Bain 2013 digital shopper survey(n=1324),Source:iResearch;Analysys International;Bain analysis,For apparel,women clothes and low-medium priced apparel items are most popular online categories,Womens clothes is the most p
15、opular segment for apparel online business,Low-medium priced apparel product is the major segment,Apparel online shoppers are young with rather low income,Apparel online shopper are young as most of them are less than 30 years old,Income of online shopper is limited,*:Estimated based on household in
16、come level from phrase 1 street intercept surveySource:iResearch;Analysys International;Bain analysis,Example,Online-World,Offline-World,Search engine,Homepage,Store,Salesman at store,Online shop,Store,Dinner with friends,Online Social Network,TV advertisement,Possible customer journey,Integrated on
17、line and offline platform has made new customer journey possible for shopping,Source:Bain Experience,3_84,Apparel ecommerce channel has experienced different development stages;4 major models exist in current stage,Off-season inventory from offline stores,Off-season inventory from offline stores,O2O
18、,Model 1,Online exclusive SKU,Model 2,1990,2000,2010,2030E,Early stage,Growth stage(exploration),Future trends,Brand product model,Channel model,Taobao C2C,Taobao C2C+B2C+Official website+Other B2C platforms,Official website+B2C,Online sub-brand,Model 3,“Low-price”oriented,“Convenience”oriented,Diversified consumption motivations,Same SKU/price,Model 4,Four major models with pros and cons,with many examples for reference,Pros,Cons,Key Success Factors,Online exclusive SKU,Off-season inventory from offline stores,Online sub-brand,Same SKU/price,Model 1,Model 2,Model 3,Model 4,
