CommunicationStrategyfor8848.netChinaLaunchPreparedfor:www.8848.netPreparedby:HuiCongInternationalAdvertisingMarketSituation•Internetmarkethasdevelopedtremendously,andInternetusersinChinawilldouble•Onlinestores,asaworldwidebusiness,haveaverybrightfuture•8848hasgainedsomeawarenessamongInternetusers,mostofwhomhavealreadybeenthepioneeronlineconsumersStrategyDevelopmentProcess•Wherearewe?•Wherewewanttobe?•Howcanwegetthere?MarketSituation•Internetusersaresomewhatrestrainedbyofflineshoppingintermsofwayandconcept•Internetusersdon’ttrustonlineshoppingfortheimmatureconsumptionenvironment–onlinepaymentsystem–offlinedeliverysystem•Actualdifficultiesforon-linesalesTarget...Primary:NetizensSecondary:thepotentialNetizensDemographics:MalesAgedfrom16to35whoaremainly:StudentsWhite-collarsPersonsconcernedwithComputertechnologyTelecommunicationpersonsTarget...•Psychographics–Affluent&Mobilelifestyle–Workingorlivingininternetenvironment–Easytoadapttheup-to-dateinternationaltendency–Somearewesternized,seekingforqualitylifeConsumerU&ATowardse-Shopping...•Mostofthemhaveheardthee-shoppingconceptwhereasveryfewevertried.•Somehavealreadyknownthee-shoppingsites,suchas8848.net,Sohu&Netease•Allofthembelievethegenericbenefitsofonlineshopping:-Convenience/Fashion/Fun/Value-for-money-Keybarriers:ProductAttributes•Ampleproducts’choices–9varieties–Over100thousandsofbooks,20thousandsofsoftware•Flexibleandsafeonlinepayment–17paymentchoicesProductAttributes•Nationwidedeliverysystem–441citiesacrossChina•Price’sdiscount–For95%oftheproducts–50%discountatmost,and10%atleast•Goodafter-salesservice–DoubleguaranteefromboththemanufacturerandtheonlinestoreBenefits•Tofeelacontemporaryonlinepurchasewayininternetenvironment•Toenjoyaneasyshoppingfortime-savingandadaptationofbusylifePersonality•Professional8848isaprofessionalonlinestorewhichcanprovideoverallonlineshoppingservices•Fashionable8848isafashionableonlinestorewhichdeliveramodernlifeway•LifelizationWherearewenow?•Hav...
