凯度-2019年电子商务概览（英文）-2019.9-15页_419kb

2019 eCommerce Outlook for Brands Summary

Core Content

The 2019 eCommerce outlook for brands highlights the critical need for accelerated digital transformation in response to the growing global retail eCommerce market, projected to reach $3.5T. Brands are now more confident and investing heavily in eCommerce, with a focus on building digital capabilities, hiring specialized talent, leveraging data analytics, and adopting flexible selling models.

Main Points

1. Act Now to Build Digital Capabilities

• Confidence and Investment: 76% of brands are increasing their eCommerce investment.
• Maturity Levels: Brands are progressing through stages of eCommerce maturity, from novice to expert.
• Leadership: Leaders are setting the digital standard and investing in both headcount and data analytics.

2. Intensify the Arms Race for eCommerce Talent

• Headcount Growth: Global eCommerce headcount has increased significantly, with some brands expanding by 500%.
• Role Specialization: Brands are hiring more dedicated eCommerce specialists, particularly in areas like SEO, content management, and digital media.
• Training and Development: As the supply of skilled professionals lags behind demand, brands must invest in training existing staff and developing new skills.

3. Outsourcing is an Effective Strategy

• Use of Agencies: Brands are increasingly relying on agencies and third parties for specialized eCommerce functions.
• Shift in Advertising Budgets: The shift of 60% of digital ad budgets from Google to Amazon is driving demand for external expertise.
• Strategic Consideration: Brands should evaluate the pros and cons of outsourcing versus insourcing, leveraging external resources for efficiency and cost-effectiveness.

4. 2019 is the "Year of Data Analytics"

• Data as a Commercial Function: Data analytics is now a central function for brands, not just a nice-to-have.
• Budget Allocation: 73% of brands allocate some portion of their eCommerce budget to data and analytics services.
• Key Challenges: 51% of brands report measuring and reporting on eCommerce performance as a top challenge.
• Future Focus: Brands should integrate data-driven insights into decision-making to outperform competitors.

5. Focus on Profitability and Flexible Selling Models

• Pricing and Profitability: Over half of brands (55%) list pricing and profitability as their top challenge.
• MAP Policies: Enforcing Minimum Advertised Price (MAP) policies with third-party distributors is crucial.
• Hybrid Selling Models: Brands are exploring 1P/3P hybrid models to manage price competition and improve margins.
• Cost Considerations: While becoming their own distributor offers more control, it also comes with increased costs and complexity.

Key Implications and Next Steps

• Leadership Commitment: eCommerce leaders must focus on commercializing rather than just evangelizing.
• Integration with Brand Teams: eCommerce needs to be integrated with Brand and Marketing teams, especially in regions like China.
• Process Over Structure: Prioritize redesigning workflows before reorganizing roles.
• Enterprise-Wide Competency: eCommerce and digital skills must be embedded across all commercial functions.
• Digital Centers of Excellence: These teams are essential for overseeing innovation and supporting Test & Learn initiatives.

Research Methodology

• Profitero Survey: Conducted from July to August 2018, with 188 respondents representing brand manufacturers.
• LinkedIn Analysis: Examined 150 global consumer brands, identifying individuals with eCommerce-related keywords in their titles.
• Comparisons: Year-over-year data from 2017 to 2018 was used to track trends and changes in brand strategies.

About Profitero and Kantar Consulting

• Profitero: Offers an eCommerce Performance analytics platform, helping brands measure and improve their digital shelf performance across 8,000+ retailer sites in 50 countries.
• Kantar Consulting: A global growth consultancy with over 1,000 experts, providing insights and strategies for brand, marketing, retail, and sales growth.

Conclusion

2019 is a pivotal year for brands as they transition from building the foundation of their eCommerce capabilities to accelerating growth. Success will depend on strategic investment in talent, data analytics, and flexible selling models, while fostering cross-functional collaboration and enterprise-wide digital competency.