2020亚太地区购物季趋势报告 - 谷歌（英文版）.pdf

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1、The APAC Shopping Season Playbook 2 Q4 is peak shopping season across APAC The spike in shopping activity has traditionally been driven by cultural occasions such as Diwali (Deepavali), Christmas and even the run-up to New Years Eve and the Lunar New Year. But in recent years, APAC has found a new r

2、eason to splurge - e-commerce festivals such as Black Friday, Singles Day and Harbolnas. Shoppers across the region binge on impulse deals or painstakingly research long-planned-for big-budget items. With multiple properties reaching over a billion users, Google is a trusted companion to shoppers. T

3、hey search for ideas to buy gifts or treat themselves. They turn to YouTube for the latest trends, fashion inspiration, and product reviews. They use apps and the mobile web to browse for, and purchase, the right products. They even look for help getting to stores before closing time! In this playbo

4、ok, we outline how Google can help retailers achieve their business objectives. Look out for our “menu options” to see which strategies and products are more suited to omnichannel retailers , online retailers or both . 3 Different strokes for different folks In 2019, retail sales in Asia Pacific tot

5、aled to just over US$10 trillion. China, of course, accounts for 50% of the total retail market and claims 85% of total e-commerce sales1. Excluding China, APAC retail sales are expected to touch US$5 trillion in 2019. E-commerce in these markets will account for just around 6% of retail sales(i) bu

6、t as internet penetration grows, digital influence on offline purchases continues to expand rapidly2. Six of the top 10 fastest-growing e-commerce countries in 2019 hail from the Asia- Pacific region, led by India and the Philippines at more than 30% growth and rounded out by China, Malaysia, Indone

7、sia, and South Korea3. The average internet user in Indonesia and Taiwan shops or browses online five times a week while even in a primarily offline market such as India, such digital activity occurs as often as three times a week. Shoppers are quite engaged during these sessions, spending up to 30

8、minutes online across most markets4. Be it clothes or electronics, the path to purchase is no longer linear5. People switch back and forth between store visits, search, video, and conversations with friends as they narrow down to the perfect product and brand that meets their specific needs. Traditi

9、onal retailers have realized the importance of an omnichannel approach and are starting to think about creating seamless online-to-offline customer experiences. Such omnichannel retailers are focused on driving footfall to local stores and measuring the incrementality of digital media. Online retail

10、ers are digital natives and have built strong brand identities amongst digital-first millennials. The next step for them is to expand into older, younger, and simply more international audiences. But with choice comes competition. Re-engagement remains critical to business growth for such players. T

11、he Q4 shopping season is a big opportunity for both. 4 Your Guide to Winning this Shopping Season For retail advertisers, the shopping season is the perfect time to connect, reconnect, and engage with would-be customers. Here are three things you can do to engage with shoppers across all of our plat

12、forms at all stages of their journey. Connect Discovery starts online ONLINEOMNICHANNEL Digital drives consideration Data sparks innovation Drive ActionAccelerate E-commerce players are already digital natives when it comes to tracking and measuring data. But its only the tip of the iceberg, the sta

13、rt to which is combining 1P and 3P data as well as creating better and more seamless data-driven customer experiences. For omnichannel retailers, realtime data can amp up your many years of customer insight to complement and inform offline marketing strategies. Measurable incrementality is a plus! S

14、tyling guides. Product reviews. Customer ratings. Online- only offers. Digital drives comparison, deep research and consideration for first- time buyers. Sustained digital engagement drives loyalty and brings back repeat customers. Local intent drives local action. If you are an omnichannel retailer

15、, last-mile message delivery and amplification are the key ingredients to driving more footfall. E-commerce brands build connections online. It is where new audiences find them, be they local or international. Purchases remain predominantly offline for most of APAC but digital is increasingly influe

16、ncing offline purchase decisions. How do you stand out in that very first meeting online? 5 Connect With New (And Returning) Customers Even though the majority of APAC continues to purchase offline, 82% of internet users across Asia Pacific have searched online for a product or service they want to

17、buy in the past month.6 Search is increasingly a gateway to discovery as shoppers turn to Google to get visual inspiration on the latest fashion trends, or explore in detail the specs for the newest smartphone on the market. 80% of shoppers say they typically switch between online search and video w

18、hen researching products to buy.7 People turn to video for fashion styling advice, product reviews when buying makeup, or asking “how to” when trying to get their latest electronic gadget to work. Tune in to when your customers are starting to do their research - it often starts way before purchase

19、activity peaks. By keeping ahead of customer preferences, you can capture early demand, inform your product assortment and even your online and offline marketing strategies. Identify trends. Set flexible budgets Expand your product assortment with competitive pricing Make sure your inventory informa

20、tion is up-to-date and always fresh Build brand awareness with imagery and intent Engage early on with YouTube Find new customers based on interests, intent, and more Visibility matters! Plug the gaps with Googles automated solutions Seems too hard? Make Google do it! Thinking of going global? Googl

21、e can help! 5 6 Identify trends. Set flexible budgets on Google search and on YouTube Identify rising queries on Google Trends. Layer on account-specific trends using historical data. Use these insights to inform your product selection and marketing strategy. Make sure you set flexible and sustainab

22、le budgets across your Search and YouTube campaigns. Make sure your inventory information is up-to-date and always fresh. Upload product data to the Google Merchant Center and make it available across Google platforms To manage fluctuations in product price and availability, explore advanced solutio

23、ns such as automated feed delivery, the Shopping Content API and/or automated item updates. APAC customers research online before making an offline purchase8 of shoppers have discovered their favorite brand (or more about it) when searching for something else.9 Build brand awareness with imagery and

24、 intent Google Trends reveals that consumers searching for categories such as apparel often use broad search terms such as design or features. Google and YouTube provide visual inspiration at this early stage of research. Discovery Campaigns engage with mid-funnel customers through rich, image-based

25、 formats that surface across YouTube, Gmail, and the Discover feed. They are queryless, acting on audience intent and help drive performance objectives such as new customer acquisition. Showcase Shopping ads help promote your brand and products earlier in the journey by curating groups of related pr

26、oducts. Expand your product assortment with competitive pricing Use the product suggestions report to understand demand for products that you dont already stock; ensure your merchandising catalogue reflects these customer preferences. Check price benchmark metrics to see how competitive you are agai

27、nst other retailers 1 in 5 48% 7 Discovery Campaigns helped Tidebuy drive new traffic more effectively Online Chinese fashion retailer, Tidebuy, was looking to expand reach and drive incremental sales. They used Discovery ads to deliver rich image-based ads of their best selling products. In-market,

28、 Custom Intent, Life Events, and Affinity audience lists further helped reach out to customers based on their interests. In a short span of 4 weeks, the rich, visual format helped Tidebuy drive a 10X increase in traffic and increase conversions by +21%, while CPC declined by -75%. This proves that D

29、iscovery Campaigns are effective in driving new traffic. Engage early on with YouTube Authenticity matters. Upload videos of store tours, product demos, and seasonal gift recommendations to engage shoppers. The newly launched cost-per-impression (CPM) Masthead allows you to acquire premium ad placem

30、ent at the top of the YouTube homepage - without the day rate! Raise awareness by reaching a broad set of customers efficiently with TrueView for reach. Ensure your message sticks with short, frequent reminders using six-second bumper ads. The YouTube creative suite such as Directors Mix can help yo

31、u tell more engaging stories. of people say they discover new brands or products on YouTube10 90% 8 Find new customers based on interests, intent, and more Audience targeting across Search, Display, and Video can help reach people based on who they are, their interests, what they are actively resear

32、ching, or how they interact with your business. Custom Intent allows advertisers to reach people with the intent to purchase. On YouTube and Gmail, you can define intent by selecting Google search terms. On the GDA, DV360 (non-TrueView) and Google Ad Manager you can provide interest keywords, URLs a

33、nd apps to define your intent audience. Similar audiences specifically enables you to find new customers who resemble your existing customers (based on your remarketing lists). Lazada leveraged signal-based audiences to drive purchase consideration and brand interest For 11.11 2018 Southeast Asian o

34、nline retailer Lazada wanted to explore if using smarter audiences signals could effectively drive purchase consideration the test group targeted Affinity Audiences (11.11 Shoppers). Affinity targeting delivered a 37.3% uplift in purchase intent. Our partnership with Google enabled us to unlock the

35、potential of not only raising awareness about 11.11 Biggest One-Day Sale among more people, but more importantly, drive up their intent to purchase. This is crucial in this time-starved world in which the competition among e-commerce players is for consumers minds and time. What makes or breaks an e

36、-commerce operation or brand is its ability to continually engage its consumers with the effective tools and messages so that they repeatedly return to purchase. Mary Zhou, Group Chief Marketing Officer “ ” 9 Visibility matters! Plug the gaps with Googles automated solutions Check the Opportunities

37、tab in Merchant Center to get disapproved products back in the auction. Use Dynamic Search Ads (DSA) to make your entire inventory eligible for text ads. Manage a portfolio of seasonally relevant keywords by running a search terms report for last years shopping season. Dont forget to remarket! Give

38、potential customers who have visited your website a final push by using ad customizers to adjust your ad text or offer special promotions. Seems too hard? Make Google do it! Smart Shopping Campaigns automatically optimize bids, products, and audiences based on your budget, and show the most relevant

39、 ads across Google platforms, including Search, Display, YouTube, and Gmail. In early testing, Smart Shopping Campaigns drove 20% more conversion value with the same budget.11 10 Thinking of going global? Google can help! International online shopping is rapidly growing. Shopping ads are now availab

40、le in 42+ countries. Assess your global opportunity by using the Market Finder. Easily promote your products with multiple language support for Shopping ads on Google Configure your shipping settings in the Merchant Center to export to new countries. Bukalapak boosts relevance among high-value users

41、 with Smart Shopping campaigns IIndonesian e-commerce retailer Bukalapak noticed that too many potential customers were browsing its website without converting. To reach consumers who were more likely to buy its products, the brand turned to Smart Shopping campaigns. They focused on 5% of Bukalapaks

42、 Shopping ads traffic using a maximize conversion value bidding strategy; the remaining 95% was assigned standard shopping and dynamic remarketing campaigns. The campaign combined the brands existing product feed with Googles machine learning algorithm to serve more than 40 million products to poten

43、tial customers across multiple channels. Smart Shopping campaigns achieved 5X higher ROAS than standard shopping, while driving 4X more conversions and 300% growth in conversion value. Bukalapak acquired 2.5X more new customers. 11 Drive Action, Be It Maximizing Site Visits Or Increasing Store Footf

44、all APAC is mobile-first. 60% of APAC customers do pre-purchase research using a smartphone12. But youll lose more than half your audience if your page doesnt load within three seconds. Mobile drives local action. “Near me” searches have grown 4.5X since 2016 across APACs top five English-speaking c

45、ountries13. Such location-based queries indicate that customers have high intent of walking into stores, and all they need is some last mile help to make sure they dont change their mind. It is also important to plan your promotional calendar, especially if you offer international shipping, and keep

46、 in mind important dates such as Diwali, Christmas, and Boxing Day. Online search is used to find offline stores. Get the basics right! Highlight your unique offers and promotions Increase footfall and local sales Drive action with YouTube Create better and more mobile shopping experiences Always en

47、sure you have enough budget and bid smartly Turn new customers into repeat customers. Remarket! Establish a crisis response plan 11 12 Online search is used to find offline stores. Get the basics right! Update your store hours, product information and contact details on your Google My Business accou

48、nt. Local inventory ads14 help bring your store online. You can showcase your products and store information to nearby shoppers with a local storefront, a Google-hosted page for your brick and mortar store. Local Inventory Ads is a solution for us to deal with consumer needs such as “now want to see

49、/ want to buy”. The cooperation between our retail and digital staff will strengthen the trend that consumer behavior begins online and finishes offline. Jessy Steeg, Senior Director of e-Commerce “ ” Adidas Japan drives more Store Visits with LIA Adidas set up 150+ stores on their Google My Busines

50、s account to increase store location visibility. Up to date local product and inventory feed ensured that consumers had all the information they needed before making an in- store purchase. Local inventory ads allowed online marketing to influence offline sales. In comparison to product listing ads,