凯度-2019年电子商务概览（英文）-2019.9-15页_2mb

2019 eCommerce Outlook for Brands Summary

Core Content

The 2019 eCommerce Outlook for Brands outlines five key strategies that brands must adopt to accelerate their growth in the digital marketplace. Based on the Profitero / Kantar Consulting industry benchmarking survey, the report highlights the evolving landscape of eCommerce and the urgent need for brands to adapt and innovate.

Main Points

1. Act Now to Build Digital Capabilities

• Increasing Investment: 76% of brands are increasing their eCommerce investment, indicating a growing confidence in handling digital commerce.
• Maturity Levels: Brands are progressing through different stages of eCommerce maturity, from Novice to Leader, with the latter setting the digital standard.
• Risk of Falling Behind: Brands not investing in eCommerce risk being left behind in the rapidly evolving market.

2. The Arms Race for eCommerce Talent Will Intensify

• Headcount Growth: There is a significant increase in the number of eCommerce specialists across global brands.
• Specialized Roles: Brands are expanding their workforce in areas like SEO, content management, and digital media.
• Training and Development: With talent shortages, brands must invest in training to develop the necessary skills internally.

3. Outsourcing is an Effective Way to Get the Job Done

• Use of Agencies: Agencies are being used for specialized functions such as SEO and digital media.
• Strategic Considerations: Brands should evaluate the strategic benefits of outsourcing versus insourcing to optimize their resources.
• Budget Allocation: A growing percentage of brands are allocating budgets to data and analytics services, with 73% investing in this area.

4. 2019 Will Be the "Year of Data Analytics"

• Data-Driven Decisions: Data analytics is becoming a central function for brands, essential for making informed decisions and outperforming competitors.
• Key Challenges: Brands face challenges in measuring and reporting on eCommerce performance, with 51% identifying this as a top issue.
• Future Trends: Brands are expected to invest more in data analytics and insights to drive growth and efficiency.

5. Focus on Profitability and Flexible Selling Models

• Price Competition: Managing price competition and ensuring profitability online is a major challenge, with 55% of brands listing this as their top concern.
• Hybrid Selling Models: Brands are exploring hybrid models (1P/3P) to maintain control over their distribution and pricing strategies.
• Operational Complexity: Becoming a direct seller requires managing delivery networks and may involve higher costs.

Key Information

• Global eCommerce Growth: Expected to reach $3.5T in 2019, highlighting the importance of digital transformation.
• Leadership Role: Leadership must drive change and ensure alignment across departments.
• Integration Challenges: In Europe and the U.S., Brand and Marketing teams are not well-integrated with eCommerce functions.
• Process Over Structure: Brands should focus on redesigning core commercial processes before reorganizing roles.
• Digital Competency: eCommerce and digital skills need to be enterprise-wide competencies, not limited to a small group.
• Digital Centers of Excellence: These teams are crucial for overseeing new platforms and technologies, supporting Test & Learn initiatives, and ensuring fast market rollout.

Research Methodology

• Survey: Conducted by Profitero in 2018, targeting 188 brand manufacturers to gather insights on priorities, challenges, and hiring plans.
• LinkedIn Analysis: Examined profiles of 150 global consumer brands to identify eCommerce-related roles and trends.
• Comparisons: Year-over-year data from 2017 to 2018 is used to track progress and changes in brand strategies.

Conclusion

The 2019 eCommerce landscape demands proactive strategies, including building digital capabilities, investing in talent, leveraging outsourcing, focusing on data analytics, and adopting flexible selling models. Brands that adapt quickly and effectively will be well-positioned to thrive in the competitive digital marketplace.