2016年中国B2B电子商务数字化改造新趋势（英文版）_11页_551kb

Digital Transformation Made Simple For B2B eCommerce In China

Executive Summary

The China B2B eCommerce market is experiencing rapid growth, driven by evolving buyer expectations and the increasing importance of digital channels. B2B sellers must adapt to these changes by accelerating their digital transformation through technology platforms to deliver a B2C-like shopping experience and meet the growing demands of buyers. Forrester Consulting, commissioned by SAP hybris, conducted a study in June 2015 that interviewed 564 B2B sellers and 200 B2B buyers across various industries, revealing key insights into the market's trajectory and the challenges sellers face.

Key Findings

1. Market Momentum:

   • The Chinese B2B eCommerce market is growing rapidly, with online sales becoming a critical component for B2B sellers across industries.
   • B2B buyers are expected to increase online purchases significantly, with the number of buyers making over 25% of their purchases online likely to double in three years.

2. B2C-Like Experience:

   • B2B buyers expect a B2C-like shopping experience, including consistent, personalized interactions and omnichannel visibility.
   • Omnichannel capabilities are essential for meeting the evolving expectations of B2B buyers and enhancing customer loyalty.

3. Digital Challenges:

   • B2B sellers face significant challenges in integrating multiple channels and migrating business online.
   • The top barriers include conflicts among channel organizations, sharing customer data across channels, and integrating back-office systems.

4. Strategic Investment in eCommerce Platforms:

   • A B2B eCommerce platform is the preferred digital foundation for omnichannel initiatives.
   • Most B2B sellers are investing in or planning to invest in an eCommerce platform within six months to support omnichannel operations.

B2B eCommerce Business Is Gaining Momentum In China

• Online Sales Outlook: B2B sellers across all verticals expect a positive outlook for online sales in the next year, with dramatic or marginal increases anticipated.
• Payment Options: Diversified online payment options, such as Alipay and invoice-based systems, are essential for facilitating seamless customer interactions.
• Integration with Back-End Systems: Over 80% of Chinese B2B sellers believe an eCommerce platform must integrate with finance, ERP, and other back-end systems.
• Agile Workflow Capabilities: B2B sellers require agile workflow capabilities to design custom business processes that align with existing practices.

B2B Sellers Face Digital Challenges In The Age Of The Customer

• Customer Expectations: B2B buyers expect same-day delivery (83%), self-scheduling delivery dates (60%), and omnichannel visibility.
• Omnichannel Importance: 68% of buyers consider cross-channel product information lookup important, and 58% value cross-channel returns and exchanges.
• Mobile and Social Engagement: Mobile and social platforms are becoming critical for B2B sellers to engage customers.
• Customer Loyalty: 65% of B2B buyers are more likely to repurchase from a supplier that offers multichannel capabilities.

Establish a Digital eCommerce Foundation To Transform Customer Experience

• Customer-Centric Approach: B2B sellers must invest in technology that supports a consistent and personalized customer experience.
• Omnichannel Enablement: 97% of B2B sellers are implementing, upgrading, or planning to invest in an eCommerce platform to support omnichannel needs.
• Technology Innovation: Innovations such as personalized recommendations, automated price optimization, and wearable computing are being prioritized to enhance customer experience and differentiate from competitors.

Key Recommendations

1. Leverage Digital Channels:

   • Implement a holistic digital strategy to meet the needs of empowered buyers and drive future growth.
   • Prioritize digital channels over traditional offline assets.

2. Invest in B2B eCommerce Platforms:

   • Focus on platforms that enable omnichannel integration, personalized recommendations, and customer insights.
   • Use these platforms to enhance process visibility and differentiate customer experiences.

3. Learn from Peers:

   • Gain insights from market pioneers and B2C leaders to navigate digital transformation.
   • Ensure seamless integration with legacy systems, support social and mobile engagement, and offer flexible payment options.

Appendix A: Related Forrester Research

• "Key Trends In B2B eCommerce," Forrester Research, Inc., December 18, 2014
• "The Forrester Wave: B2B Commerce Suites, Q2 2015," Forrester Research, Inc., December 18, 2014

Appendix B: Methodology

• Forrester interviewed 564 B2B sellers and 200 B2B buyers in China.
• Sellers and buyers were selected from companies with annual revenues between RMB200 million and over RMB5 billion.
• Participants held leadership roles in eCommerce, including CEO, CMO, and various levels of vice president, director, and manager.

Appendix C: Demographics/Data

• The study included B2B sellers from various verticals, such as automotive, high-tech, manufacturing, and oil and gas.
• Buyers included multinational corporations, state-owned enterprises, and government entities.
• The data was collected in June 2015 and provides insights into the current and future state of B2B eCommerce in China.