Tofugear-2018亚洲数码转化（英文）-2019.1-36页.pdf

1CONTENTS4FOREWORD5INSIDE RETAIL VIEWPOINT6HIGHLIGHTS8SURVEY SCOPE10 ECOMMERCE AND MARKETPLACES15 SETTING UP FOR DIGITAL SUCCESS19 BARRIERS TO INNOVATION24 DIGITAL MATURITY OF ASIAN RETAILERS29 THE FUTURE STATE OF DIGITAL 42018 ASIA DIGITAL TRANSFORMATION REPORTclear is how retailers in Asia are responding to these challenges.In a joint research study between Tofugear and Inside Retail,weve asked 150 retail executives across the region how their businesses are set up for innovation and how far they are in their digital transformation journeys.If there is a common thread running throughout this report it is an awareness that action is needed now.An overwhelming majority of retailers agrees that investment in digital initiatives is critical if they are to reimagine the customer experience for todays switched-on consumer.However,getting to where they need to be is a whole other question.Respondents to our survey say that innovation is hampered by a focus on short-term return-on-investment and a resistance to change.Meanwhile,larger retailers cite a lack of cross-departmental co-operation as a barrier to getting digital projects off the ground.It is also striking to see that nearly three-quarters of all retailers do not consider their organisations to be flag-bearers for digital transformation.It may not only be a case of investing in new systems and technologies though retailers might also want to look at the way in which they manage innovation.There is a case to be made for the introduction of new digital roles that operate horizontally across the organisation,aligning all departments to the strategy.We intend for this study to be done on an annual basis as a state of the industry for digital transformation and are looking forward to seeing how retailers in Asia continue to evolve their approaches in a fast-changing consumer landscape.We would like to extend a thank you to all retailers that participated in our survey and those that helped put our findings into context by sharing their insights.Without your help,this report would not have been possible.These are testing times for the retail industry.The balance of power has shifted from retailers to the connected consumer,who gets to decide how,when and where they want to engage with your brand.Meanwhile,disruptive retailers like Amazon and Alibaba are continuing to set new standards:raising customer expectations not just for themselves but for everyone in the sector.The need for innovation could not be more pressing.However,whats less FOREWORDPHILIP WIGGENRAAD HEAD OF RESEARCH TOFUGEAR“The need for innovation could not be more pressing.”5just how far retailers have progressed in their digital journey.The reason Tofugear and Inside Retail launched the study was not only so we could build an understanding of how retailers are shaping up,but more importantly to provide a benchmark against which all retailers could measure their own progress.It was highly encouraging to discover that the vast majority of retailers agree that delivering a positive customer experience is critical to their companys success.Much less encouraging,however,that barely half agree that they are actually delivering when it comes to meeting customer expectations.Is this symptomatic of an industry where technology is driving customer expectations at a faster rate than retailers are able to apply the same technologies to keep pace?Is there a reluctance by senior management of retailers-from small businesses through to multinationals-to invest the required resources,in terms of both personnel and money,into closing the gap?Or perhaps there is a problem that too many retailers still do not understand technologys impact on retailing?In the past,being an innovative retailer often came down to introducing a novel style of packaging,a new customer service initiative or selling something no-one else had thought of or could source.But in todays retail environment,innovation is usually about technology:applying solutions based on AI,beating the competition with reverse logistics efficiency,or maybe implementing a social media strategy using Key Opinion Leaders youve never personally heard of.The good news is:everyone is in the same boat.Everyone needs to learn not just what to embrace,but how to embrace it.We hope that this report represents a useful benchmark for your business,helping you work out where you stand on your digital journey.For others,perhaps it will serve as a starting point.Whichever is the case,we hope you find it challenging and useful as you try to keep up with or overtake your competitors.Digital transformation is fast shaping as the modern-day battlefront for retailers globally.As the lines between social media marketing,online retailing and physical stores become increasingly blurred,tomorrows successful retailers will be the ones who have understood technologies and channels and responded with strategies embracing both.The 2018 Asia Digital Transformation Report is believed to be the first such research carried out in Asia to gauge ROBERT STOCKDILL DIRECTOR OF CONTENT-ASIA INSIDE RETAIL“Tomorrows successful retailers will be the ones who have understood technologies and channels and responded with strategies embracing both.”INSIDE RETAIL VIEWPOINT62018 ASIA DIGITAL TRANSFORMATION REPORTHIGHLIGHTSWHO TOOK PART IN THE SURVEY?150RETAILERS IN ASIA11RETAIL SECTORS15COUNTRIESOF RETAILERS CONDUCT ECOMMERCE70%OF RETAILERS WITH ECOMMERCE OPERATIONS MAKE USE OF ONLINE MARKETPLACESTMALL IS THE MOST POPULAR PLATFORM,USED BY NEARLY HALFTHE MARKETING DEPARTMENT LEADS INNOVATION AND DIGITAL INITIATIVES IN ASIAN RETAILSAY THAT ACHIEVING RETURN ON INVESTMENT IS THE MAIN BARRIER TO INNOVATIONTHE NUMBER ONE MOTIVATION TO INVEST IN DIGITAL TRANSFORMATION IS TO IMPROVE THE CUSTOMER EXPERIENCEOF LARGE RETAILERS STRUGGLE TO ACHIEVE CROSS DEPARTMENTAL CO-OPERATION WHEN INNOVATING7RETAILERS IN ASIA FIND THAT THEIR DIGITAL CAPABILITIES ARE LAGGING BEHIND THEIR COMPETITORSJUST 27%BELIEVE THAT THEIR ORGANISATION SETS THE STANDARD FOR DIGITAL TRANSFORMATIONADMIT THAT THEY ARE UNABLE TO MEET CUSTOMER EXPECTATIONS BELIEVE THAT DELIVERING A POSITIVE CUSTOMER EXPERIENCE IS CRITICAL TO THEIR BUSINESSYET:SAY THAT IMPROVING THE CUSTOMER JOURNEY IS THEIR MAIN FOCUS IN THE NEXT 12 MONTHSOF RETAILERS WILL INVEST IN BUSINESS INTELLIGENCE AND DATA CAPABILITIES IT IS THEIR NUMBER ONE INVESTMENT PRIORITY OVER THE YEAR AHEAD AS THEY LOOK TO CAPITALISE ON THE INCREASED AVAILABILITY OF GOOD AND TIMELY DATA RETAILERS ARE LOOKING INTO EMERGING TECHNOLOGIES IN THE SHORT-TERM:INTEND TO IMPLEMENT AUGMENTED REALITY IN NEXT 12 MONTHSHAVE PLANS TO INVEST IN VIRTUAL REALITY43%70%82018 ASIA DIGITAL TRANSFORMATION REPORTSURVEY SCOPETofugear and Inside Retail Asia have partnered in a joint research study to explore how retailers in Asia are developing and adapting their digital strategies as they deal with the raised expectations of todays connected consumer.Merchandising11HRStore OperationsExecutiveManagement50CustomerExperience6Finance43Digital Channels3Supply Chain1Marketing22IT8ROLES OF RESPONDENTSLOCATION OF RESPONDENTSChinaHong Kong,SARMacau,SARThailandIndiaBhutanCambodiaMalaysiaSingaporeIndonesiaVietnamPhilippinesJapanSouth KoreaTaiwanA survey was run over a four-week period in April and May 2018,targeting retail executives,directors and senior managers across Asia,with respondents approached through direct mailings and social media.The 20-question anonymous survey covered a wide range of topics ranging from how retailers manage their operations,to the barriers they face when driving innovation and future initiatives in the digital landscape.In total,150 respondents completed the survey,showing a diverse participation from a multitude of sectors and across various senior roles.There was representation from retailers across the region,covering a multitude of sectors.9POSITIONS OF RESPONDENTS GEOGRAPHIC FOCUS OF RETAIL ROLERETAIL SECTORSSIZE OF THE ORGANISATIONLocalGlobalRegionalSenior Manager28Director22Manager17C-level17Owner10Other622 0 to 10 staff711 to 50 staff1551 to 250 staff26251 to 1,000 staff181,001 or more staff34102018 ASIA DIGITAL TRANSFORMATION REPORT11That said,ecommerce in Southeast Asia is booming as it is benefitting from a growing middle class and rapidly expanding internet access.As a result,the fastest growth is expected to come from this region.We found that two-thirds of the 150 retailers that took part in our survey sold online either through their own website or marketplaces such as Tmall and JD.com.But reflecting the diversity of the region,percentages varied considerably by market.Singapore,China and Hong Kong showed strong ecommerce activity,while this was below average in Southeast Asian markets such as Indonesia,Thailand and Malaysia.However,lower response rates in some markets may have impacted the results,so it is impossible to draw any firm conclusions.Ecommerce across Asia-Pacific amounts to a significant chunk of consumer spending.Overall,online sales in the region account for 40%of global ecommerce,however this statistic is skewed by China as well as mature digital markets such as South Korea,Australia and New Zealand.ECOMMERCE AND MARKETPLACES122018 ASIA DIGITAL TRANSFORMATION REPORTPERCENTAGE OF RETAILERS TRADING ONLINE IN SELECTED MARKETSPOPULAR MARKETPLACESChart shows which platforms are used by retailers that have a marketplace presence.Platforms mentioned less frequently included:Rakuten,Flipkart,11street,Carousell,eBay,Qoo10,Coupang,Gmarket,Bukalapak,The Gioi Di Dong and Lelong.24%16%16%15%13%46%30%27%27%758775PhilippinesChinaSingapore50557133ThailandMalaysiaIndonesiaHong Kong13MANAGEMENT OF ECOMMERCE OPERATIONS Despite the widespread presence of global retail brands in Asia,just 17%of respondents said that their ecommerce operations were managed at a global level.Instead,56%said their online business was managed by separate country teams,while just over a quarter had a regionally-managed ecommerce business.Particularly in Asia,it makes sense to take a localised approach to cross-border ecommerce.Think of the various fulfilment networks that will be available in each market,different payment preferences as well as disparate consumer tastes and income levels that need to be taken into account.Giovanni Cirillo,Ecommerce Director at fashion chain I.T,says that some markets require more localisation than others.He comments:“A localised ecommerce strategy is extremely important when it comes to some countries like China,South Korea and Japan.Its almost a must because some of these markets are culturally isolated and the marketing and pricing strategies need to be adapted.”“A localised ecommerce strategy is extremely important when it comes to some countries like China,South Korea and Japan.”Giovanni Cirillo,Ecommerce Director,I.THOW ECOMMERCE OPERATIONS ARE MANAGEDRegionalLocalGlobalONLINE MARKETPLACES A FAST-GROWING DIGITAL CHANNELOur research shows that retailers are not afraid to try out new routes to market such as online marketplaces:70%of retailers that have ecommerce operations are also active on marketplaces.This is perhaps not surprising given the wide range of marketplace options available to retailers in Asia.Alisha Shroff,Marketing Director at Fossil Group Asia Pacific,says:“Consumers want experience.They want something quick,and they want convenience,and these big players like Tmall offer that.“Partnering with marketplaces is the way of the future.Making sure that your brand is represented correctly on these sites,this is the way you really win.”As at Fossil Group,Tmall is by far the preferred marketplace for the respondents in our survey.Nearly half of all respondents that used marketplaces said they traded on the Chinese platform.However,others including JD.com,Lazada,Zalora and Amazon have also proved popular.Further down the list are more local marketplaces such as HKTVmall and B2B platforms such as A.142018 ASIA DIGITAL TRANSFORMATION REPORTSome 60%of retailers also said that marketplaces offered convenience for their customers,as they can find anything they need under one roof and there is often the ability to consolidate shipments.However,there is a downside to that approach as marketplaces will take a fee,which makes it more challenging from a profitability point of view.HOW MUCH SALES ARE GENERATED ONLINE?We asked respondents what percentage of their companys overall sales was generated online(covering WHY OPT FOR MARKETPLACE ROUTE?The main reason why retailers in Asia are choosing to trade on marketplaces is to increase marketing and brand exposure,which was noted by three-quarters of all retailers that were active on a marketplace.This is also how Cirillo views it:“Going on a marketplace is a quick win in terms of having access to a larger audience that someone else is providing.”“Partnering with marketplaces is the way of the future.”Alisha Shroff,Marketing Director,Fossil Group Asia PacificMOTIVATIONS FOR SELLING ON MARKETPLACESboth sales through their own website and marketplaces).The vast majority indicated that this was either 0 to 10%.This mirrors official ecommerce statistics that have become available in Asia.For instance,for digitally mature economies like South Korea,this percentage now stands at around the 15%of sales mark,but many Southeast Asian countries have not surpassed the 10%level as yet.As a comparison,in the UK the worlds most advanced ecommerce market close to a fifth of overall retail sales are currently generated online.International expansionMake use of local expertiseDistribution/supply chain benefitsConvenience for consumersMarketing/brand exposureLimited resources to launch own websiteFlexibility18%21%24%25%49%58%73%15SETTING UP FOR DIGITAL SUCCESSThis is an interesting finding.While the marketing department does have the right sentiment,it could also be campaign-focused.The risk is that digital developments become more about short term wins,that may not necessarily remove friction for the customer.However,another viewpoint could be that there is a lack of digital and transformation teams at retailers in Asia,with just a third of respondents indicating that this department took the lead in innovation.MARKETING DEPARTMENT IN DRIVING SEATDigital transformation should ideally involve key stakeholders across the organisation,but in the end someone will need to take the lead.When asking retailers which department was mostly responsible for driving innovation and developing digital initiatives,more than half(54%)said that it was the marketing department that did so.This was ahead of the IT department (35%)and the executive management team(34%).Digital transformation is not just a case of rolling out new technologies and updating old processes and systems.It is the overall transformation of the company,including a retailers strategy and the way it operates.However,too often it will focus on the customer-side of the equation,with less attention paid to