e-commerce in China for complementary medicine December 2015

Transcription

1 e-commerce in China for complementary medicine December 2015 Brent Moore, Trade Commissioner, Shanghai Phillip Wen, General Manager, Overseas Division, Shanghai Pharma Health

2 Five reasons why Australian companies need to be selling online in China Capitalise on market growth Mature technology enables buyers and sellers Australian products are in demand Influence and understand your consumers Avoid complex regulatory procedures Australia Unlimited 2

3 Million Chinese online consumers spent A$500 billion in 2014 Australia Unlimited 3

4 Image source: Bloomberg, NBC News Australia Unlimited 4

5 2. Mature technology enables both buyers and sellers Australia Unlimited 5

6 Online shopping is a way of life. Australia Unlimited 6

7 100% Australian, 100% strange Australia Unlimited

8 3. Australian products and brands are prized Australia Unlimited 8

9 4. Influence and understand your consumers (1/2) HOW MUCH CAN YOU SAY ABOUT YOUR BRAND AND PRODUCT? Australia Unlimited 9

10 4. Influence and understand your consumers (2/2) 12 Mackie s of Scotland Price range Key marketing messages RMB8.8/40g to Selected potatoes grown RMB 10.8/40g in the UK Number of reviewed purchases on YHD.com 2,868 Award winning Nine flavours available for the Chinese market Positive reviews: 50% Tastes good Looks like a genuine product Good logistics Negative reviews: 50% Too expensive Too salty Packaging smaller than expected Dorito s (from Taiwan) Price range Key marketing messages Positive reviews: 75% Negative reviews: 25% RMB6.3/65g to Non-GM corn Fantastic taste A bit too sweet RMB 12.8/65g Number of reviewed purchases on YHD.com 15, years brand history Flavour too strong Australia Unlimited 10

11 5. Cross-border changes everything Reduced regulatory compliance Most products legally sold in country of origin can be imported without Chinese label, establishment registration, CIQ testing or CNCA approval NO import duty; NO VAT Discounted postal tax rates apply, waived if calculated tax is below 50RMB ($10) Sent via post or from bonded warehouse in seven cities Consumers assured that the goods originate from outside China Bulk goods can be drip-shipped from bonded warehouses Australia Unlimited

12 Australia Unlimited 12

13 How it works Major companies Business models Distribution modes Tips and advice Australia Unlimited 13

14 How it works - Marketplaces Business model Deposit? Terms? In-house logistics? Online Bazaar NO Commission on merchant stores NO Crossborder? NO Online Mall YES Commission on merchant stores Hypermarket MAYBE Commissions Direct buy Ex-Australia Imported goods direct sales NO Direct buy Consignment or Ex-Australia Flash Sales NO Short run buy or consignment NO YES NO YES YES YES YES YES B2B Wholesale Directory NO Listing fee NO NO Australia Unlimited 14

15 How it works: distribution modes Where? How? Comment Held in Australia Shipped duty-free through international postal or courier system Only cost effective for very high value goods. Held in China by authorised agent, distributor or independent shopfront Purchased by integrated marketplace Sold directly to consumers via conventional 3PL (Tmall/Taobao model) Released to consumers from bonded cross-border warehouse in seven cities Distributed from JD or YHD s own same delivery network (JD = 3,539 across China) Most common model for F&B items. Duties and CIQ apply. Duties and CIQ do not apply. Products must achieve high turnover. Duties and CIQ may not apply. Australia Unlimited 15

16 Australia Unlimited 16

17 Australia Unlimited 17

18 Tips and advice Register your IP first Plan your marketing collateral and distributor conversations Emphasise providence, family, quality Seek multiple sources of advice Be prepared for pre-sales Maximise unit volume and value Respect packaging and consider the gift giving culture Build brand and extend Manufactured products enjoy better market access Australia Unlimited 18

19 Road to China E-commerce Opportunity for Australian Complimentary Medicine Present by Phillip Wen General Manager - Overseas Division, Shanghai Pharma Health Commerce Co Ltd

20 About SPH Sales Revenue 2014: Billion (RMB) Profit in 2014: Billion (RMB) Chinese Pharma Group Ranking No Fortune China 500 Ranking 67th Dual-listed Listed on Shanghai Stock Market and Hong Kong Stock Market 24 15,188 Products reaches sales of over RMB100 Million Over 15,188 medical institutions covered by distribution network 46,000+ Employees austrade_webinar_ _phillipwen_sph 20

21 SPH Distribution Channel wholesale to 35,000+ retail pharmacies, 15,100+ hospitals nationwide Beijing Shanghai Note: SPH distribution coverage is marked in blue austrade_webinar_ _phillipwen_sph 21

22 Overview of the China Health Food Industry a 900 billion RMB combined market include TCM, functional food, VDS (vitamin and dietary supplements), etc. VDS category market worth over 100 billion RMB over 60% of the China VDS market belongs to MLM (multi level marketing) brands around 20% of the China VDS market belongs to conference sale channel total imported VDS consumption is estimated just over 10 billion RMB, include online & offline, representing in approx. 80% and 20% ratio austrade_webinar_ _phillipwen_sph 22

23 Current Imported VDS E-commerce Market in China beginning stage with low establishment cost rapid growth during the last 3 years especially after CBEC (cross border e-commerce) opening low in government control and regulation, a quick path for market access majority in US and Australian products product driven branding instead of branding driven sales a social media driven marketplace cautious consumers in authenticity, somewhat price sensitive top 6 E-commerce VDS brands in 2015 as: Swisse, Amway, Herbalife, GNC, By-Health and Blackmores austrade_webinar_ _phillipwen_sph 23

24 E-commerce Channels in China Online 4.5% China E-tailer Market Others 16.5% B2C (Tencent) (e.g. Tmall.com, JD.com, etc) 2.9% C2C (e.g. Taobao.com) 3.4% 3.6% 3.9% Flashsale (e.g. VIP.com) 7.7% 8.5% 49.0% Social Media (e.g. RED, Wechat) China B2C E-commerce Market 1.3% 1.4% 1.7% 2.9% 3.2% 1.3% (Tencent) 54.3% 18.6% 1.1% Others 7.1% 61.4% China's largest e-tailer, with 49% market share Tmall.com and JD.com are dominating the E-commerce Market Source: iresearch 2014 data austrade_webinar_ _phillipwen_sph 24

25 Other Imported VDS Distribution Channels Offline (Normal Trade) - Pharmacy (Shanghai Pharma, Sino Pharma, etc) - Hospital - Health and Beauty (Watson etc) - Convenient Stores (7-11, etc) - Supermarket (Ole, City Store, etc) - Hypermarket (Metro etc) - TV Shopping (Oriental CJ, etc) - *MLM (Amway, etc) - *Conference Sale austrade_webinar_ _phillipwen_sph 25

26 Route to Market Australian Brand China Border FTZ Border Clearance & Registration Agency CBEC Wholesaler CBEC Retailer Wholesaler Offline Retailer Offline Consumer Normal Trade Channel Online Consumer E-commerce Channel austrade_webinar_ _phillipwen_sph 26

27 Normal Trade - must have health food registration or import pre-approval - strictly follow <National Food Safety Standard> reissued by 1/10/ product RDI must comply with MOH benchmarks - a minimum 20% custom duty with a fixed 17% VAT on import - tightly controlled distribution channels mostly by state owned businesses Policies & Compliance E-commerce - more flexibilities by CBEC early stage, however, e-platforms are tightening store opening requirement - government new regulation is synchronizing with normal trade requirements - misaligned individual FTZ policies causing difficulties for stock movement - local governing bodies varies with policies and requirements in customs clearance - a 10% line mail tax apply to any purchase over 500 RMB for food category a channel with low entry barrier, however, price driven with no royalty to brand, immature market with volatile stock demand a channel has high entry requirement, product must be registered and established, it is a long term sustainable business model adopted by many companies in medical and VDS industry austrade_webinar_ _phillipwen_sph 27

28 Strategic Mapping Positioning, self evaluation, knowing what is your brand and product Researching, get to know your market and consumer Planning, set up your short term and long term plan, allocate resource & budget Searching, look for the right partner and distribution agent Execution, launch and activate the operation Managing, observe the market, and fine tuning your direction to suit Enjoying, a sustainable long term win Recommend a combined E-commerce & Normal Trade strategy to ensure product quick entry to the market, benefiting from the short term financial gain, at the same time, establishing a long term offline distribution channel. austrade_webinar_ _phillipwen_sph 28

29 Pitfalls Some typical misunderstanding when conducting business in China: Premium quality is our best branding endorsement - every single import brand says this, give us something new, precise and unique Launch in few key accounts enable you to takeover the whole market - there is no Wow or Coles like market dominating key accounts in China Assume what is working in Australia should be working in China - huge difference between what consumers are looking for these two markets This guy says he has the connection and network to sale. million - every chinese businessman says so, do your own homework and due diligence austrade_webinar_ _phillipwen_sph 29

30 Go With SPH Ready to go import registration & online retail team The leading CBEC wholesale company can touch China hospital channel & DTP service A rare partner understand two side of the Australia / China VDS market The leading CBEC wholesale company can help on China offline product registration Access to the complete Australia VDS export network austrade_webinar_ _phillipwen_sph 30

31 Phillip Wen Wechat: wenphillip austrade_webinar_ _phillipwen_sph 31

32 Services for clients and partners Awareness and education Tailored service National promotions Australia Unlimited 32

33 Opportunity awareness and education 64-page e-commerce in China guide available now at Three-city roadshow June/July 2015 Five-city regional roadshow and partner briefings September 2015 Newsletters, seminars, webinars and podcasts Australia Unlimited 33

34 Tailored Services Market entry and research report Qualitative and quantitative analysis based on sales performance and consumer feedback Advice on cross-border regulations Marketplace and BDM feedback Includes introductions to key marketplaces and participation in national promotions Starting at four $275 per hour Australia Unlimited 34

35 National promotions Proven to result in significant increase in visitor traffic and sales Products should be Australian made and already selling on major marketplace Date Marketplace Promotion name 1 7 August 2015 Tmall Global Carnival 8 August 2015 Tmall International Day 27 August 2015 Yihaodian Australian Fresh Pavilion 29 September 2015 VIP.com Australian beauty promotion November 11 All Singles Day TBA TBA Gold Coast product promotion Australia Unlimited 35

36 Further Questions Please direct all questions to Austrade Direct Telephone: Website: Australia Unlimited 36