唯品會(huì)介紹　20副本

1、唯 品 會(huì)VIP.COM2014. 08. 08. 第二部分 唯品會(huì)的特色與優(yōu)勢(shì)Part II Our Features & Advantages第三部分 美妝頻道Part III Beauty ，Cosmetics category 目錄Content第一部分 唯品會(huì)發(fā)展史Part I Our History來源：艾瑞咨詢2013年中國電子商務(wù)交易額超過10萬億，網(wǎng)絡(luò)購物市場規(guī)模達(dá)1.85萬億；其中中國移動(dòng)購物市場規(guī)模1676.4億元，占比9.1%。2013 China E-commerce trading volume exceeded RMB 10 trillion, while onl

2、ine shopping market scale was RMB 1.85 trillion, and mobile shopping market scaled RMB 167.64 billion, accounting for 9.1% of the online shopping market scale.行業(yè)背景Industry Background3Online shopping market scaleMobile shopping market scaleMobile shopping vs. online shopping (%)By iResearch一家年輕的、快速發(fā)展

3、的電商公司A Young Company with Fast Growth唯品會(huì)2008.1220102011201220132012年3月23日 唯品會(huì)美國紐交所成功上市，股票代碼VIPSVipshop was listed in New York Stock Exchange (VIPS) on Mar. 23rd, 201220142014年2月14日 與樂蜂強(qiáng)強(qiáng)聯(lián)手 進(jìn)一步發(fā)力美妝市場Win-win co-oped with Lefeng to speed up development in the cosmetics market since Feb. 14th, 20142008年

4、12月8日 唯品會(huì)上線V went live on Dec. 8th, 200842013年11月30日 唯品會(huì)正式啟用新域New domain name V was launched on Nov. 30th, 20134開創(chuàng)全新的B2C電商模式 A Unique Player in Chinas e-Commerce Landscape集市模式Market Place傳統(tǒng)B2C模式General B2C精選+導(dǎo)購的特賣模式Discount sales retailer52014年7月艾瑞的中國網(wǎng)絡(luò)限時(shí)特賣市場研究報(bào)告指出，中國在線零售市場已呈現(xiàn)三大主流業(yè)態(tài)，分別是淘寶天貓平臺(tái)模式、京東傳統(tǒng)

5、B2C模式和唯品會(huì)特賣模式。整個(gè)中國的在線特賣市場中，唯品會(huì)以38.1%的市場份額成為中國特賣No.1。According to iResearch, Vipshops online discount sales model is one of the three mainstream e-commerce models in China (the other two are market place model of Tmall and genernal B2C model of JD). And Vipshop ranked No.1 in Chinas online discount m

6、arket with 38.1% market shares.5員工與倉儲(chǔ)增長Dynamic Growth in Staff Size and Storage Area員工數(shù)量（人）The Number of Employees倉儲(chǔ)面積（平方米） Storage Area (m2 )訂單量與訂單增長Fast Growth in Orders & Sales 訂單數(shù)量（萬）Number of Orders (unit: 10,000)銷售額（億元）Sales Volume (unit: RMB 100 million)2014年5月，在艾瑞咨詢發(fā)布的 2014年第一季度“中國B2C購物網(wǎng)站交易規(guī)

7、模市場份額”排名及“中國移動(dòng)購物企業(yè)交易規(guī)模市場占比”排名中，唯品會(huì)均排名前三。V ranked No. 3 both in the 2014 Q1 China B2C Online Shopping Market Share and China Mobile Shopping Market Share announced by iResearch.唯品會(huì)3.0%手機(jī)唯品會(huì)2.0%行業(yè)地位 Industrial Leadership 882014年7月艾瑞 2013年中國垂直女性時(shí)尚電商行業(yè)研究報(bào)告顯示，2013年中國垂直女性時(shí)尚電商市場份額唯品會(huì)位居榜首。2013年12月中國垂直女性電商AP

8、P用戶排行榜中，唯品會(huì)APP用戶數(shù)量第一。According to iResearch, Vipshop ranked No.1 in 2013 China Vertical Female E-Commerce Marketing Shares and Vipshop APP user number also ranked No. 1 in Dec. 2013, exceeding its peers. 行業(yè)地位 Industrial Leadership 唯品會(huì)55.2%99 第二部分 唯品會(huì)的特色與優(yōu)勢(shì)Part II Our Features & Advantages第三部分 展望未來Pa

9、rt III Our Promising Future目錄Content第一部分 唯品會(huì)發(fā)展史Part I Our History唯品會(huì)，一家專門做特賣的網(wǎng)站 V, Specialized in Special Sales 特別的價(jià)格正品低價(jià)Genuine Products特別的產(chǎn)品獨(dú)有品牌Exclusive Brands特別的活動(dòng)新品上市New Arrivals11特別的人群高消費(fèi)女性High-consumption WomenSpecial Consumers12重復(fù)購買客戶銷售占比: 90%+Value contribution from repeat users: 90%+每日獨(dú)立訪客

10、：1000萬Daily uv 10 million 移動(dòng)獨(dú)立訪客：500萬，PC獨(dú)立訪客：500萬Daily mobile uv 5 million，Daily pc uv 5 million復(fù)購率:70%+Repeat purchaser: 70%+每一天，遍布全國的高消費(fèi)力、高忠實(shí)度的用戶 Everyday We Have High-Spending, High-Loyalty Consumers across China 1275%25%女Female男Male消費(fèi)者的結(jié)構(gòu)Female vs. Male1313會(huì)員結(jié)構(gòu) User Structure0-18歲 2%19-25歲 25%26

11、-30歲 32%31-40歲 24%41-50歲 16%51歲 1%100萬 1% 會(huì)員各年齡段占比 Age group proportion會(huì)員各年收入占比 Yearly income proportion14各線城市貢獻(xiàn)占比 Sales Contributions by Cities of Different Tiers一線城市Tier 1二線城市Tier 212%39%三線城市Tier 327%四線城市Tier 422%一線城市、二線城市銷售占比51%Tie 1 + Tier 2=51%1515服飾Apparel,Shoes and bags 家居Household items10月 (

12、Oct.)60%環(huán)比(mom)70%Q1 36%親子Maternal and children Products美妝Cosmetics16發(fā)力移動(dòng)端帶來更多優(yōu)質(zhì)客戶 Rapid Growth from Mobile 核心業(yè)務(wù)品類 Core Categories1617來源：尼爾森Nelson research第四季度調(diào)研報(bào)告高知名度、高粘性High Brand Awareness & High Repeat Purchase Rate每天都會(huì)看VisitVIP.com everyday有需求才去看Search when they want buy something常態(tài)電商Other E-Co

13、mmerce websites1818超過800名專業(yè)的買手Over 800 specialized merchandising staff品牌選擇Brand selection銷售管理能力Sales management capability消費(fèi)者洞察Consumer insights定制營銷Customized marketing 銷售活動(dòng)優(yōu)化Sales events optimization123近1萬個(gè)品牌 Nearly 10,000 brands緊密的合作關(guān)系Deepening brand partnership品牌重復(fù)合作率高 Repeat cooperation rate專業(yè)買手

14、精選貨品 精細(xì)運(yùn)營Excellent Merchandising19Relationship with brandsUnderstanding of consumersBusiness intellegence system19倉儲(chǔ)布局Warehouses華中（鄂州）物流園(在建中)40萬平方米Erzhou-Middle China (in construction)400,000 m2西南（簡陽）物流園配送粉色區(qū)域9萬平方米Jianyang-West China90,000 m2華南（佛山）物流園配送綠色區(qū)域9.4萬平方米Foshan-South China, 94,000 m2肇慶物流園（

15、在建中）29萬平方米Zhaoqing-South China(in construction), 290,000 m2華東（昆山）物流園配送黃色區(qū)域8.8萬平方米Kunshan-East China, 88,000 m2華北（天津）物流園配送藍(lán)色區(qū)域12萬平方米Tianjin-North China, 120000 m2天津物流園（在建中）10萬平方米Tianjin (in construction), 100,000m2截至目前，全國已使用倉儲(chǔ)面積達(dá)40萬平方米，在建倉儲(chǔ)面積79萬平方米。20Our current warehouses cover 400,000 m2, and new w

16、arehouse of 790,000 m2 are in construction.倉儲(chǔ)物流Storage & Logistics商品上架揀貨掃描倉庫實(shí)景 Warehouse21Goods in organized storage Picking & scanning會(huì)員體系Membership 會(huì)員量日均獨(dú)立訪客8700萬900萬9000萬次網(wǎng)站日均點(diǎn)擊量高粘性的客戶關(guān)系-會(huì)員成長體系High loyalty consumer relationshipmembership managemetn system在有購買行為的會(huì)員中超過70%以上購買了2次或2次以上鐵牌會(huì)員Iron銅牌會(huì)員Bro

17、nze銀牌會(huì)員Silver金牌會(huì)員Gold鉆石會(huì)員Diamond皇冠會(huì)員Crown 重復(fù)率高Averagedaily UV9.0 millionNumber of members87 millionAverage daily page view90 millionHigh repeat purchasing rate70%+ members purchase 2 or more times技術(shù)支撐體系IT SystemVIP技術(shù)支撐VIP IT SupportWMS倉儲(chǔ)管理系統(tǒng)Warehouse management systemTMS運(yùn)輸管理系統(tǒng)Transportation manageme

18、nt systemODS數(shù)據(jù)倉庫Data warehouseEBS財(cái)務(wù)管理系統(tǒng)Finance management systemCSC客服呼叫系統(tǒng)Consumer service call systemVIS供應(yīng)商平臺(tái)Vendor information systemCRM客戶關(guān)系管理系統(tǒng)Consumer relathionship management systemSMS短信通群發(fā)系統(tǒng)SMS systemPMS活動(dòng)管理系統(tǒng)Program management systemB2C網(wǎng)站管理系統(tǒng)Website management systemTMS運(yùn)輸管理系統(tǒng)Transportation man

19、agement systemODS數(shù)據(jù)倉庫Data warehouse超過1000人的客服團(tuán)隊(duì)，通過在線+電話形式，為消費(fèi)者提供專業(yè)服務(wù)800+ employees provide professional consumer service via online+hotline consultation服務(wù)支持Consumer Service呼叫中心Call center在線客服中心Online service center調(diào)查研究發(fā)現(xiàn)Research Findings在唯品會(huì)購買某一品牌的消費(fèi)者中有 75% 隨后會(huì)去 訪問該品牌網(wǎng)站； Among 75% of the customers p

20、urchasing on VIP will visit the brand official website 約 50% 的人之后還會(huì)從該品牌購買產(chǎn)品； 50% will repurchase the brand products 約 20% 的人之后甚至?xí)瓋r(jià)購買該品牌的產(chǎn)品。 20% will even buy atregularpriceafterwards專業(yè)團(tuán)隊(duì)豐富資源化妝搭配 Make-up & Dressing 量身定制妝容，流行趨勢(shì)搭配 Customized making-up Stylish matches商品拍攝 Products Shooting 高清拍攝，專業(yè)精修 HD shooting; Professional retouching美化設(shè)計(jì) Designing Tuned 深度挖掘賣點(diǎn)、精心視覺設(shè)計(jì)，捕捉用戶眼球 Product-feat