TED@BCG Milan
Angela Wang: How China is changing the future of shopping
Angela Wang: Način na koji Kina mijenja budućnost kupovine
Filmed:
Readability: 4.2
1,767,798 views
Kina je veliki laboratorij inovacija, navodi stručnjakinja za maloprodaju Angela Wang, i u tome laboratoriju sve se događa u mobilnim uređajima kupaca. Petsto milijuna kineskih potrošača, broj jednak zbrojenim populacijama SAD-a, Velike Britanije i Njemačke, redovito kupuje putem mobilnih platformi, čak i u tradicionalnim trgovinama. Kakvo značenje ima ova transformacija za budućnost kupovine? Saznajte više o novom načinu poslovanja, gdje je sve ultra-jednostavno, ultra-fleksibilno i ultra-društveno.
Angela Wang - Retail expert
BCG's Angela Wang works with a broad range of clients in China on strategy formulation, business development and operational excellence. Full bio
BCG's Angela Wang works with a broad range of clients in China on strategy formulation, business development and operational excellence. Full bio
Double-click the English transcript below to play the video.
00:12
This is my nephew,
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Ovo je moj nećak,
00:15
Yuan Yuan.
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Yuan Yuan.
00:16
He's five years old,
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On ima pet godina,
00:18
super adorable.
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presladak je.
00:20
I asked him the other day,
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Neki dan sam ga pitala:
00:22
"What would you like
for your birthday this year?"
for your birthday this year?"
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"Što želiš za rođendan ove godine?"
00:25
He said, "I want to have
a one-way mirror Spider-Man mask."
a one-way mirror Spider-Man mask."
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Rekao je: "Želim Spiderman masku
koje ima jedosmjerno zrcalo."
koje ima jedosmjerno zrcalo."
00:30
I had absolutely no idea
what he was talking about,
what he was talking about,
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Nisam imala pojma o čemu govori
pa sam rekla: "To je zaista super,
00:32
so I said, "Wow, that's really cool,
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ali kako ćeš to dobiti?"
00:34
but how are you going to get it?"
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00:37
He told me, without a blink of his eyes,
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Rekao mi je, a da nije ni trepnuo:
"Reći ću mami i zaželjet ću želju
prije nego pođem spavati.
prije nego pođem spavati.
00:40
"I'm going to tell my mom
and make a wish before I go to bed.
and make a wish before I go to bed.
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00:44
My mom will go to shake her mobile phone.
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Moja će mama protresti svoj mobitel.
Sljedeće jutro, dostavljač će
mi ga dati kad se probudim."
mi ga dati kad se probudim."
00:47
The next morning, the delivery uncle
will give it to me when I wake up."
will give it to me when I wake up."
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00:53
I was about to tease him,
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Htjela sam ga zadirkivati,
ali sam odjednom shvatila
00:55
but suddenly I realized
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00:57
he was simply telling me the truth,
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da mi jednostavno govori istinu,
00:59
the truth of what shopping
looks like for this generation.
looks like for this generation.
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istinu o tome kako
ta generacija vidi kupovinu.
ta generacija vidi kupovinu.
01:03
If you think of it,
for a child like Yuan Yuan,
for a child like Yuan Yuan,
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Ako razmislite o tome,
za dijete poput Yuan Yuana,
za dijete poput Yuan Yuana,
01:07
shopping is a very different idea
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kupovina je sasvim drugačiji pojam
01:09
compared to what
my generation had in mind.
my generation had in mind.
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u usporedbi s onime na što je
moja generacija mislila.
moja generacija mislila.
01:12
Shopping is always done on mobile,
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Kupovina se uvijek
obavlja putem mobitela
obavlja putem mobitela
01:14
and payment is all virtual.
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i svo je plaćanje virtualno.
01:18
A huge shopping revolution
is happening in China right now.
is happening in China right now.
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U Kini se trenutno događa
velika revolucija u kupovini.
velika revolucija u kupovini.
01:23
Shopping behaviors,
and also technology platforms,
and also technology platforms,
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Ponašanje pri kupovini
i tehnološke platforme,
i tehnološke platforme,
01:27
have evolved differently
than elsewhere in the world.
than elsewhere in the world.
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razvile su se drugačije
nego bilo gdje u svijetu.
nego bilo gdje u svijetu.
01:29
For instance, e-commerce
in China is soaring.
in China is soaring.
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Primjerice, korištenje
e-trgovine u Kini naglo raste.
e-trgovine u Kini naglo raste.
01:33
It's been growing at twice the speed
of the United States
of the United States
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Ono raste dvostrukom brzinom nego u SAD-u,
01:36
and a lot of the growth
is coming from mobile.
is coming from mobile.
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a najviše zbog korištenja
mobilnih uređaja.
mobilnih uređaja.
01:39
Every month, 500 million consumers
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Mjesečno 500 milijuna potrošača
01:44
are buying on mobile phones,
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kupuje putem mobilnih telefona
01:46
and to put that into context,
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i kako bih vam to približila,
01:48
that is a total population
of the United States,
of the United States,
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to je ukupna populacija SAD-a,
01:51
UK and Germany combined.
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Velike Britanije i Njemačke zajedno.
01:55
But it is not just about
the scale of the e-commerce,
the scale of the e-commerce,
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Ali, ne radi se samo
o razmjeru e-trgovine,
o razmjeru e-trgovine,
01:58
it is the speed of adoption
and the aggregation of the ecosystems.
and the aggregation of the ecosystems.
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već i o brzini prihvaćanja
i kumuliranja ekosustava.
i kumuliranja ekosustava.
02:03
It took China less than five years
to become a country of mobile commerce,
to become a country of mobile commerce,
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U manje od pet godina Kina je postala
zemlja mobilne trgovine,
zemlja mobilne trgovine,
02:08
and that is largely because
of the two technology platforms,
of the two technology platforms,
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a najviše zbog dviju
tehnoloških platformi,
tehnoloških platformi,
02:13
Alibaba and Tencent.
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Alibabe i Tencenta.
02:15
They own 90 percent of the e-commerce --
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One posjeduju 90 posto e-trgovina,
02:18
pretty much the whole market --
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gotovo cijelo tržište,
02:20
85 percent of social media,
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85 posto društvenih medija,
02:22
85 percent of internet payment.
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85 posto internet plaćanja.
02:25
And they also own large volumes
of digital content, video, online movie,
of digital content, video, online movie,
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Posjeduju i velike količine
digitalnog sadržaja, online filmova,
digitalnog sadržaja, online filmova,
02:32
literature, travel information, gaming.
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literature, video igara,
informacija o putovanjima.
informacija o putovanjima.
02:37
When this huge base of mobile shoppers
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Kada se ova ogromna baza mobilnih kupaca
02:40
meets with aggregated ecosystems,
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susretne s kumuliranim ekosustavima,
02:42
chemical reactions happen.
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događaju se kemijske reakcije.
02:44
Today, China is like a huge laboratory
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Kina je danas poput velikog laboratorija
02:47
generating all sorts of experiments.
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koji provodi razne vrste eksperimenata.
02:50
You should come to China,
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Trebate doći u Kinu,
02:51
because here you will get
a glimpse into the future.
a glimpse into the future.
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jer ćete ovdje imati pogled u budućnost.
02:56
One of the trends I have seen
concerns the spontaneity of shopping.
concerns the spontaneity of shopping.
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Jedan od trendova koji sam vidjela
tiče se spontanosti kupovine.
tiče se spontanosti kupovine.
03:01
Five years ago, in a fashion study,
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Prije pet godina, u modnom istraživanju,
03:03
we found that on average,
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otkrili smo da će u prosjeku
03:05
a Chinese consumer would be buying
five to eight pairs of shoes.
five to eight pairs of shoes.
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kineski potrošač kupiti
pet do osam pari cipela.
pet do osam pari cipela.
03:08
This number tripled
to reach about 25 pairs of shoes a year.
to reach about 25 pairs of shoes a year.
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Taj se broj utrostručio
na 25 pari cipela godišnje.
na 25 pari cipela godišnje.
03:13
Who would need so many pairs of shoes?
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Kome treba toliko pari cipela?
03:16
So I asked them,
"What are the reasons you buy?"
"What are the reasons you buy?"
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Pitala sam ih: "Zbog čega vi kupujete?"
03:19
They told me a list of inspirations:
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Za kupovinu imaju listu inspiracija:
03:22
blogs, celebrity news,
fashion information.
fashion information.
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blogovi, novosti o slavnim ličnostima,
informacije o modi.
informacije o modi.
03:27
But really, for many of them,
there was no particular reason to buy.
there was no particular reason to buy.
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Ali zaista, za mnoge od njih,
nije bilo posebnog razloga za kupovinu.
nije bilo posebnog razloga za kupovinu.
03:30
They were just browsing
on their mobile site
on their mobile site
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Jednostavno su pretraživali
web stranice na mobitelu
web stranice na mobitelu
03:33
and then buying whatever they saw.
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i kupili su štogod su vidjeli.
03:36
We have observed the same level
of spontaneity in everything,
of spontaneity in everything,
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Zapazili smo jednaku razinu
spontanosti u svemu,
spontanosti u svemu,
03:40
from grocery shopping
to buying insurance products.
to buying insurance products.
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od kupovine namirnica
do kupovine usluga osiguranja.
do kupovine usluga osiguranja.
03:46
But it is not very difficult
to understand if you think about it.
to understand if you think about it.
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No, to i nije teško za razumjeti,
ako razmislite o tome.
ako razmislite o tome.
03:49
A lot of the Chinese consumers
are still very new
are still very new
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Mnogo kineskih potrošača
tek je nedavno počelo živjeti
tek je nedavno počelo živjeti
03:52
in their middle-class
or upper-middle-class lifestyles,
or upper-middle-class lifestyles,
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životnim stilom srednje klase
ili više srednje klase,
ili više srednje klase,
03:55
with a strong desire
to buy everything new,
to buy everything new,
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s velikom željom da kupe
sve što je novo,
sve što je novo,
03:58
new products, new services.
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nove proizvode, nove usluge.
04:00
And with this integrated ecosystem,
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I pomoću ovog integriranog ekosustava,
04:03
it is so easy for them to buy,
one click after another.
one click after another.
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kupovina im je jednostavna,
jedan klik za drugim.
jedan klik za drugim.
04:09
However, this new shopping behavior
is creating a lot of challenges
is creating a lot of challenges
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S druge strane, ovo novo ponašanje
pri kupovini stvara mnogo izazova
pri kupovini stvara mnogo izazova
04:14
for those once-dominant businesses.
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za nekadašnja dominantna poduzeća.
04:16
The owner of a fashion company
told me that he's so frustrated
told me that he's so frustrated
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Vlasnik modne tvrtke
rekao mi je da je frustriran
rekao mi je da je frustriran
04:20
because his customers keep complaining
that his products are not new enough.
that his products are not new enough.
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jer mu se klijenti žale da njegovi
proizvodi nisu dovoljno novi.
proizvodi nisu dovoljno novi.
04:25
Well, for a fashion company,
really bad comment.
really bad comment.
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Za modnu tvrtku,
to je zaista loša primjedba.
to je zaista loša primjedba.
04:29
And he already increased the number
of products in each collection.
of products in each collection.
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Već je povećao količinu proizvoda
u svakoj kolekciji.
u svakoj kolekciji.
04:33
It doesn't seem to work.
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Ni to nije pomoglo.
04:34
So I told him there's something
more important than that.
more important than that.
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Rekla sam mu da postoji
nešto važnije od toga.
nešto važnije od toga.
04:38
You've got to give your consumer
exactly what they want
exactly what they want
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Kupcima treba dati točno ono što žele,
04:41
when they still want it.
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dok još to žele.
04:43
And he can learn something
from the online apparel players in China.
from the online apparel players in China.
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Mogao bi se ugledati
na kineske online trgovce odjećom.
na kineske online trgovce odjećom.
04:48
These companies, they collect
real consumer feedback
real consumer feedback
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Ove tvrtke skupljaju stvarne
povratne informacije potrošača
povratne informacije potrošača
04:51
from mobile sites, from social media,
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s internetskih stranica, društvenih medija
04:54
and then their designers
will translate this information
will translate this information
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i zatim njihovi dizajneri
pretvaraju te informacije
pretvaraju te informacije
04:57
into product ideas,
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u ideje za proizvode
04:59
and then send them
to microstudios for production.
to microstudios for production.
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i šalju ih u mikrostudije na proizvodnju.
05:03
These microstudios are really key
in this overall ecosystem,
in this overall ecosystem,
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Ti su mikrostudiji ključni
u cijelom ekosustavu,
u cijelom ekosustavu,
05:07
because they take small orders,
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jer uzimaju male narudžbe,
05:09
30 garments at a time,
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po 30 komada odjeće,
05:11
and they can also make
partially customized pieces.
partially customized pieces.
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a mogu dizajnirati i odjeću
djelomično prilagođenu potrošaču.
djelomično prilagođenu potrošaču.
05:15
The fact that all these production designs
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Činjenica da se dizajni proizvoda
05:19
are done locally,
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rade lokalno,
05:20
the whole process, from transporting
to product on shelf or online
to product on shelf or online
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za cijeli proces, od transporta do
stavljanja proizvoda na policu ili online,
stavljanja proizvoda na policu ili online,
05:25
sometimes takes only three to four days.
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nekad je potrebno samo tri do četiri dana.
05:27
That is super fast,
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To je jako brzo
05:29
and that is highly responsive
to what is in and hot on the market.
to what is in and hot on the market.
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i odgovara onome što je
trenutno najtraženije na tržištu.
trenutno najtraženije na tržištu.
05:33
And that is giving enormous headaches
to traditional retailers
to traditional retailers
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To znatno otežava posao
tradicionalnim trgovcima
tradicionalnim trgovcima
05:37
who are only thinking
about a few collections a year.
about a few collections a year.
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koji planiraju samo
nekoliko kolekcija godišnje.
nekoliko kolekcija godišnje.
05:42
Then there's a consumer's need
for ultraconvenience.
for ultraconvenience.
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No, postoji i potreba
potrošača za jednostavnošću.
potrošača za jednostavnošću.
05:46
A couple of months ago,
I was shopping with a friend in Tokyo.
I was shopping with a friend in Tokyo.
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Prije dva mjeseca, bila sam
u kupovini s prijateljicom u Tokiju.
u kupovini s prijateljicom u Tokiju.
05:49
We were in the store,
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Bile smo u trgovini
05:50
and there were three to four people
standing in front of us
standing in front of us
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i ispred nas je stajalo
troje, četvero ljudi
troje, četvero ljudi
05:53
at the checkout counter.
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u redu za blagajnu.
05:55
Pretty normal, right?
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Prilično normalno, zar ne?
05:56
But both of us dropped our selection
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Ali, obje smo odustale od kupovine
05:59
and walked away.
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i otišle.
06:01
This is how impatient we have become.
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Postale smo jako nestrpljive.
06:04
Delivering ultraconvenience
is not just something nice to have.
is not just something nice to have.
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Jednostavnost nije samo
dobra strana kupovine.
dobra strana kupovine.
06:08
It is crucial to make sure
your consumer actually buys.
your consumer actually buys.
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Ona je ključna kako bi
potrošač zaista nešto kupio.
potrošač zaista nešto kupio.
06:12
And in China, we have learned
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Shvatili smo da je u Kini
06:14
that convenience is really the glue
that will make online shopping
that will make online shopping
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jednostavnost razlog zbog
kojeg će online kupovina postati
kojeg će online kupovina postati
06:18
a behavior and a habit that sticks.
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stalno ponašanje i navika.
06:21
It is sometimes more effective
than a loyalty program alone.
than a loyalty program alone.
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Ponekad je učinkovitija od
samog programa vjernosti.
samog programa vjernosti.
06:25
Take Hema.
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Primjerice Hema.
06:27
It's a retail grocery concept
developed by Alibaba.
developed by Alibaba.
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To je koncept trgovine namirnicama
na malo koji je razvio Alibaba.
na malo koji je razvio Alibaba.
06:31
They deliver a full basket of products
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Oni dostavljaju punu košaricu proizvoda
06:33
from 4,000 SKUs to your doorstep
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od 4,000 artikala na vaš kućni prag
06:36
within 30 minutes.
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u roku 30 minuta.
06:38
What is amazing is that they deliver
literally everything:
literally everything:
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Fascinantno je što
dostavljaju doslovno sve:
dostavljaju doslovno sve:
06:42
fruits, vegetables, of course.
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voće, povrće, naravno.
06:45
They also deliver live fish
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Dostavljaju i živu ribu
06:47
and also live Alaska king crab.
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čak i živog crvenog kraljevskog raka.
06:50
Like my friend once told me,
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Prijateljica mi je jednom rekla:
06:53
"It's really my dream coming true.
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"Zaista mi se ostvaruje san.
06:54
Finally, I can impress my mother-in-law
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Napokon ću moći zadiviti svekrvu
06:57
when she comes to visit me
for dinner unexpectedly."
for dinner unexpectedly."
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kada me nenajavljeno posjeti za večeru."
07:00
(Laughter)
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(Smijeh)
07:04
Well, companies
like Amazon and FreshDirect
like Amazon and FreshDirect
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Tvrtke poput Amazona ili FreshDirecta
07:06
are also experimenting in the same field.
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eksperimentiraju na istom području.
07:09
The fact that Hema
is part of the Alibaba ecosystem
is part of the Alibaba ecosystem
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Zbog toga što je Hema
dio Alibabinog ekosustava,
dio Alibabinog ekosustava,
07:13
makes it faster and also
a bit easier to implement.
a bit easier to implement.
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može puno brže i lakše sve provesti.
07:17
For an online grocery player,
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Za online trgovca namirnicama,
07:19
it is very difficult, very costly,
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dosta je teško i poprilično skupo
07:22
to deliver a full basket quickly,
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brzo dostaviti punu košaricu,
07:25
but for Hema, it's got a mobile app,
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no, Hema ima mobilnu aplikaciju,
07:27
it's got mobile payment,
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plaćanje putem mobitela
07:29
and also it's built 20 physical stores
in high-density areas in Shanghai.
in high-density areas in Shanghai.
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i 20 izgrađenih fizičkih trgovina
u najnaseljenijim dijelovima Šangaja.
u najnaseljenijim dijelovima Šangaja.
07:35
These stores are built
to ensure the freshness of the product --
to ensure the freshness of the product --
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Te su trgovine izgrađene
kako bi se osigurala svježina proizvoda,
kako bi se osigurala svježina proizvoda,
07:39
they actually have
fish tanks in the store --
fish tanks in the store --
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a trgovine su opskrbljene
i akvarijima za ribu,
i akvarijima za ribu,
07:42
and also to give locations
that will enable high-speed delivery.
that will enable high-speed delivery.
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kako bi se omogućila
vrlo brza dostava s tih lokacija.
vrlo brza dostava s tih lokacija.
07:46
I know the question you have on your mind.
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Znam što želite pitati.
Zarađuju li na tome?
07:48
Are they making money?
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Da, zarađuju.
07:50
Yes, they are making money.
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Zaradom pokriju troškove,
07:51
They are breaking even,
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07:52
and what is also amazing
is that the sales revenue per store
is that the sales revenue per store
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a iznenađujuće je što je prihod
od prodaje po trgovini
od prodaje po trgovini
07:56
is three to four times higher
than the traditional grocery store,
than the traditional grocery store,
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tri do četiri puta veći nego
u tradicionalnim trgovinama namirnica,
u tradicionalnim trgovinama namirnica,
08:00
and half of the revenue orders
are coming from mobile.
are coming from mobile.
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a polovica narudžbi dolazi putem mobitela.
08:05
This is really proof that a consumer,
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To je zaista dokaz da će potrošač,
08:07
if you give them ultraconvenience
that really works in grocery shopping,
that really works in grocery shopping,
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ukoliko mu pružite jednostavnost
koja funkcionira u kupovini namirnica,
koja funkcionira u kupovini namirnica,
08:11
they're going to switch
their shopping behaviors online,
their shopping behaviors online,
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prebaciti svoj način kupovine online
08:14
like, in no time.
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u vrlo kratkom roku.
08:17
So ultraconvenience and spontaneity,
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Stoga, jednostavnost i spontanost,
08:20
that's not the full story.
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no, to još nije cijela priča.
08:22
The other trend I have seen in China
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Drugi trend koji sam vidjela u Kini
08:24
is social shopping.
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je društvena mreža za kupovinu.
08:26
If you think of social shopping
elsewhere in the world,
elsewhere in the world,
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Pojam društvene mreže
za kupovinu drugdje u svijetu
za kupovinu drugdje u svijetu
08:29
it is a linear process.
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linearan je proces.
08:31
You pick up something on Facebook,
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Odaberete nešto na Facebooku,
08:33
watch it, and you switch to Amazon
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pogledate, otvorite Amazon
08:36
or brand.com to complete
the shopping journey.
the shopping journey.
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ili brand.com kako biste
završili kupovinu.
završili kupovinu.
08:39
Clean and simple.
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Čisto i jednostavno.
08:40
But in China it is a very different thing.
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No, taj je proces u Kini sasvim drugačiji.
08:43
On average, a consumer would spend
one hour on their mobile phone shopping.
one hour on their mobile phone shopping.
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U prosjeku, kupac potroši
jedan sat na mobitelu kupujući.
jedan sat na mobitelu kupujući.
08:48
That's three times higher
than the United States.
than the United States.
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To je tri puta duže nego u SAD-u.
08:51
Where does the stickiness come from?
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Zašto su toliko slijepljeni za mobitele?
08:53
What are they actually doing
on this tiny little screen?
on this tiny little screen?
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Što oni, zapravo, rade
na tim malim ekranima?
na tim malim ekranima?
08:57
So let me take you
on a mobile shopping journey
on a mobile shopping journey
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Pokazat ću vam kako izgleda
kupovina putem mobitela
kupovina putem mobitela
08:59
that I usually would be experiencing.
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iz vlastitog iskustva.
09:03
11pm, yes, that's usually when I shop.
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23 sata, tada inače kupujem.
09:06
I was having a chat in a WeChat
chatroom with my friends.
chatroom with my friends.
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Dopisujem se na WeChat-u s prijateljima.
09:10
One of them took out a pack of snack
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Netko je izvukao vrećicu grickalica
09:12
and posted the product link
in that chatroom.
in that chatroom.
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i priložio link za proizvod
u toj sobi za čavrljanje.
u toj sobi za čavrljanje.
09:16
I hate it, because usually
I would just click that link
I would just click that link
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Mrzim to, jer inače kliknem na taj link
09:20
and then land on the product page.
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i otvori mi se stranica proizvoda.
09:22
Lots of information, very colorful,
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Puno informacija, vrlo šareno,
09:24
mind-blowing.
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zapanjujuće.
09:26
Watched it and then
a shop assistant came online
a shop assistant came online
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Dok to gledam, pojavi se online prodavač
09:29
and asked me, "How can I
help you tonight?"
help you tonight?"
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i pita me: "Kako vam mogu pomoći večeras?"
09:32
Of course I bought that pack of snack.
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Naravno da sam kupila te grickalice.
09:34
What is more beautiful is I know
that the next day, around noontime,
that the next day, around noontime,
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Još je ljepše to što znam
da će sutra, oko podne,
da će sutra, oko podne,
09:38
that pack of snack
will be delivered to my office.
will be delivered to my office.
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ta vrećica grickalica biti
dostavljena u moj ured.
dostavljena u moj ured.
09:41
I can eat it and share it
with my colleagues
with my colleagues
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Mogu je pojesti i podijeliti s kolegama
09:44
and the cost of delivery,
maximum one dollar.
maximum one dollar.
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i cijena dostave je najviše jedan dolar.
09:48
Just when I was about to leave
that shopping site,
that shopping site,
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Kada sam htjela napustiti
tu stranicu za kupovinu,
tu stranicu za kupovinu,
09:51
another screen popped up.
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iskočio je drugi ekran.
09:53
This time it is the livestreaming
of a grassroots celebrity
of a grassroots celebrity
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Ovoga puta mi slavna osoba uživo
09:57
teaching me how to wear
a new color of lipstick.
a new color of lipstick.
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pokazuje kako nanositi novu boju ruža.
10:01
I watched for 30 seconds --
very easy to understand --
very easy to understand --
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Gledala sam 30 sekundi,
vrlo je jednostavno
vrlo je jednostavno
10:04
and also there is
a shopping link right next to it,
a shopping link right next to it,
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i pored toga se nalazi link za kupovinu,
10:07
clicked it, bought it in a few seconds.
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kliknula sam, kupila u par sekundi.
10:10
Back to the chatroom.
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Vraćam se u sobu za čavrljanje.
10:12
The gossiping is still going on.
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Tračanje se nastavlja.
10:14
Another friend of mine posted the QR code
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Drugi je prijatelj poslao QR kod
10:16
of another pack of snack.
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druge vrećice grickalica.
10:18
Clicked it, bought it.
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Kliknula, kupila.
10:21
So the whole experience
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Cijelo to iskustvo
10:22
is like you're exploring
in an amusement park.
in an amusement park.
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je poput istraživanja zabavnog parka.
10:26
It is chaotic, it is fun
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Kaotično je, zabavno
10:29
and it's even a little bit addictive.
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i čak pomalo izaziva ovisnost.
10:32
This is what's happening
when you have this integrated ecosystem.
when you have this integrated ecosystem.
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To je rezultat postojanja
integriranog ekosustava.
integriranog ekosustava.
10:36
Shopping is embedded in social,
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Kupovina je uklopljena u društvenu sferu,
10:39
and social is evolving
into a multidimensional experience.
into a multidimensional experience.
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a društvena se sfera razvija
u višedimenzionalno iskustvo.
u višedimenzionalno iskustvo.
10:44
The integration of ecosystems
reaches a whole new level.
reaches a whole new level.
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Integracija ekosustava
dosegla je potpuno novu razinu.
dosegla je potpuno novu razinu.
10:48
So does its dominance
in all aspects of our life.
in all aspects of our life.
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Ona dominira svim aspektima našeg života.
10:52
And of course, there are huge
commercial opportunities behind it.
commercial opportunities behind it.
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I naravno, iza toga stoje
velike komercijalne prilike.
velike komercijalne prilike.
10:56
A Chinese snack company, Three Squirrels,
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Kineska tvrtka grickalicama,
Three Squirrels,
Three Squirrels,
10:59
built a half-a-billion-dollar business
in just three years
in just three years
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izgradila je poduzeće vrijedno
pola milijarde dolara u tri godine,
pola milijarde dolara u tri godine,
11:03
by investing in 300 to 500 shop assistants
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investirajući u 300 do 500 prodavača
11:06
who are going to be online
to provide services 24/7.
to provide services 24/7.
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koji će biti online 0-24
kako bi pružali usluge.
kako bi pružali usluge.
11:11
In the social media environment,
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U sferi društvenih medija,
oni su poput susjeda.
11:13
they are like your neighborhood friends.
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Čak i kada ne kupujete,
11:15
Even when you are not buying stuff,
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oni će biti zadovoljni ako vas
mogu nasmijati i usrećiti.
mogu nasmijati i usrećiti.
11:16
they will be happy to just tell you
a few jokes and make you happy.
a few jokes and make you happy.
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11:21
In this integrated ecosystem,
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U tom integriranom ekosustavu,
11:23
social media can really redefine
the relationship between brand,
the relationship between brand,
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društveni mediji mogu redefinirati
odnos između branda,
odnos između branda,
11:27
retailer and consumer.
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trgovca i potrošača.
11:31
These are only fragments
of the massive changes
of the massive changes
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Ovo su samo dijelići masivnih promjena
11:34
I have seen in China.
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koje sam vidjela u Kini.
11:36
In this huge laboratory,
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U tom velikom laboratoriju,
11:38
a lot of experiments
are generated every single day.
are generated every single day.
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mnogo se eksperimenata izvodi svakog dana.
11:43
The ecosystems are reforming,
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Ekosustavi se mijenjaju,
11:45
supply chain distribution,
marketing, product innovation,
marketing, product innovation,
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opskrbljuju lanac distribucije,
marketinga, inovacije proizvoda,
marketinga, inovacije proizvoda,
11:49
everything.
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sve.
11:51
Consumers are getting the power
to decide what they want to buy,
to decide what they want to buy,
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Potrošači imaju moć
odlučiti što žele kupiti,
odlučiti što žele kupiti,
11:55
when they want to buy it,
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kada to žele kupiti,
11:56
how they want to buy it,
how they want to social.
how they want to social.
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kako to žele kupiti,
koliko žele biti društveni.
koliko žele biti društveni.
11:59
It is now back to business
leaders of the world
leaders of the world
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Sada je na vodećim
svjetskim poslovnim čelnicima
svjetskim poslovnim čelnicima
12:03
to really open their eyes,
see what's happening in China,
see what's happening in China,
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da zaista otvore oči,
pogledaju što se događa u Kini,
pogledaju što se događa u Kini,
12:06
think about it and take actions.
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razmisle o tome i nešto poduzmu.
12:10
Thank you.
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Hvala.
12:11
(Applause)
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(Pljesak)
12:19
Massimo Portincaso: Angela,
what you shared with us
what you shared with us
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Massimo Portincaso: Angela,
ovo što si prezentirala
ovo što si prezentirala
12:22
is truly impressive and almost incredible,
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zaista je impresivno i nevjerojatno,
12:24
but I think many in the audience
had the same question that I had,
had the same question that I had,
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ali mislim da mnogi u publici
imaju isto pitanje kao i ja,
imaju isto pitanje kao i ja,
12:29
which is:
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koje glasi:
12:30
Is this kind of impulsive consumption
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Je li ovaj oblik impulzivne potrošnje
12:34
both economically and environmentally
sustainable over the longer term?
sustainable over the longer term?
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ekonomski i ekološki održiv,
dugoročno gledajući?
dugoročno gledajući?
12:38
And what is the total price to be paid
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I koja je krajnja cijena
12:42
for such an automized
and ultraconvenient retail experience?
and ultraconvenient retail experience?
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za takvo automatizirano
i jednostavno trgovačko iskustvo?
i jednostavno trgovačko iskustvo?
12:47
Angela Wang: Yeah.
One thing we have to keep in mind
One thing we have to keep in mind
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Angela Wang: Da.
Ono što moramo znati jest
Ono što moramo znati jest
12:49
is really, we are at the very beginning
of a huge transformation.
of a huge transformation.
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da smo zaista na samom
početku velike transformacije.
početku velike transformacije.
12:54
So with this trading up
needs of the consumer,
needs of the consumer,
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Obzirom na rastuće potrebe potrošača,
12:57
together with the evolution
of the ecosystem,
of the ecosystem,
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zajedno s razvojem ekosustava,
13:00
there are a lot of opportunities
and also challenges.
and also challenges.
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postoji mnogo prilika, ali i izazova.
13:04
So I've seen some early signs
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Vidjela sam rane znakove
13:05
that the ecosystems
are shifting their focus
are shifting their focus
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pomicanja fokusa u ekosustavu
13:08
to pay attention
to solve these challenges.
to solve these challenges.
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kako bi skrenuli pozornost
na rješavanje tih izazova.
na rješavanje tih izazova.
13:11
For example, paying more
consideration to sustainability
consideration to sustainability
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Primjerice, pridajući više
obzira održivosti
obzira održivosti
13:15
alongside just about speed,
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uz jednaki tempo
13:17
and also quality over quantity.
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te kvaliteti u odnosu na kvantitetu.
13:20
But there are really
no simple answers to these questions.
no simple answers to these questions.
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No, ne postoje jednostavni
odgovori na ta pitanja.
odgovori na ta pitanja.
13:23
That is exactly why
I'm here to tell everyone
I'm here to tell everyone
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Ovdje sam upravo zbog toga
kako bih rekla svima
kako bih rekla svima
13:26
that we need to watch it, study it,
and play a part in this evolution.
and play a part in this evolution.
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da trebamo promatrati, proučavati
i igrati ulogu u tome razvoju.
i igrati ulogu u tome razvoju.
13:31
MP: Thank you very much.
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MP: Hvala vam najljepša.
13:33
AW: Thank you.
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AW: Hvala vama.
13:34
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Angela Wang - Retail expertBCG's Angela Wang works with a broad range of clients in China on strategy formulation, business development and operational excellence.
Why you should listen
Angela Wang is a core member of The Boston Consulting Group’s retail sector in Greater China. Her projects have included helping a leading Chinese regional retailer develop an omnichannel strategy for its grocery and department store businesses and redesign its organization, processes, and KPIs. She worked with a regional Chinese multiformat retailer on a store portfolio strategy and a roadmap for expanding its department, mall and grocery chains. For the same client, she identified ways to achieve operational excellence and developed 5-year financial forecasts by category.
Wang also evaluated opportunities for a Chinese fashion and apparel retailer to grow in multiple categories, and she recommended a strategy to expand its key brands across a network of stores nationally.
Before joining BCG in 2010, Wang was a senior project manager at Monitor. She also interned at JPMorgan Chase.
Angela Wang | Speaker | TED.com