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DIGITAL MEDIA TECHNOLOGY & WINE SERIES E-COMMERCE: BREAKING DOWN THE GREAT (E-)WALL OF CHINA (YesMyWine)

Seminar 1b yes mywine (vinitaly)

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Page 1: Seminar 1b yes mywine (vinitaly)

DIGITAL MEDIA TECHNOLOGY & WINE SERIES

E-COMMERCE: BREAKING DOWN THE GREAT (E-)WALL

OF CHINA (YesMyWine)

Page 2: Seminar 1b yes mywine (vinitaly)

#vinitaly2013 @vinitalytour

@steviekim222

Page 3: Seminar 1b yes mywine (vinitaly)

•  Janet Wang, Head of International Business Development, Tmall (Alibaba Group)

•  Naran Andreyev, CEO, M1nt Cellars •  Jared Liu, Founder/CEO of YesMyWine •  Alvin Huang, Founder of Vinehoo

Page 4: Seminar 1b yes mywine (vinitaly)

YESMYWINE & WINE E-COMMERCE

NEW CHANCE IN CHINA

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Page 5: Seminar 1b yes mywine (vinitaly)

As the Largest online wine retailer in China, Yesmywine is dedicated to deliver quality products and lifestyle to middle-class famil ies in China

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About Yesmywine.com

Page 6: Seminar 1b yes mywine (vinitaly)

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6. May 2011 Series C finaning closing with 40M USD

7.Jun. 2011 HK office opened and HK website lauched

8. Dec. 2011 Monthly revenue over 30M RMB. Daily sales over 70,000 bottles.

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Milestones

9. Nov. 11th 2012 daily sales over 120,000 bottles

����2012 annual revenue 400M RMB, #3 wine retailer and top 13 wine importer in China

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Page 7: Seminar 1b yes mywine (vinitaly)

Platinum

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GoldenSliver

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Diamond

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Members

Page 8: Seminar 1b yes mywine (vinitaly)

Prouductz 6XU\OJK�GH[TJGTZ�VXUJ[IZ�INUOIK��:NKXK�

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Page 9: Seminar 1b yes mywine (vinitaly)

Prouduct Unique selection system selects the killer products.

Define customer preference based on

user survey and consumer feedback.

Internal blind tasting by YMW employees

(screen out 50%).

Sample tasted by randonly selected

customers (screen out).

Page 10: Seminar 1b yes mywine (vinitaly)

Multiple Channels www.yesmywine.com

covering 5.7M membersMobile APPcovering 200,000 members

Page 11: Seminar 1b yes mywine (vinitaly)

Order Hotline

Multiple Channels

400-820-8060Catalogue

50 representatives

Over 200 outbound call seats take care of 400K VVIP customers

Page 12: Seminar 1b yes mywine (vinitaly)

Multiple Channels*OYZXOH[ZOUT�)NGTTKRY�IU\KXOTM���3��I[YZUSKXY

TOP1 TOP2

TOP1

TV-Shopping Channel:

E-commerce platform:

TOP2 TOP3

Page 13: Seminar 1b yes mywine (vinitaly)

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Cooperation

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Page 14: Seminar 1b yes mywine (vinitaly)

Events offline events

Chateau Palmer VIP dinner Chateau Cos d'Estournel 17th Nov. 2011, YMW CRO Jared become the first one to drink the new year Beaujolais Nouveau.

"Le Beaujolais Est Arrivé! "Party in 7 major cities of China Le Cercle Rive Droite de Grands Vins de Bordeaux

Monchhof Dinner Party

Page 15: Seminar 1b yes mywine (vinitaly)

Events online events

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Page 16: Seminar 1b yes mywine (vinitaly)

Events online events

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Page 17: Seminar 1b yes mywine (vinitaly)

Customer Service• 3UXK� ZNGT� ��� IUTZGIZ� YZGLLY� ZU�

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Page 18: Seminar 1b yes mywine (vinitaly)

Warehouse��]GXKNU[YKY�]OZN�IUTYZGTZ�ZKSVKXGZ[XK�GTJ�N[SOJOZ_��RUIGZKJ�OT�9NGTMNGO��(KOPOTM��-[GTM`NU[�GTJ�)NKTMJ[��UII[V_�GXKGY�GRSUYZ��������YW[GXK�SKZKX�OT�GRR�

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•Beijing

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Chengdu

Guangzhou

Page 19: Seminar 1b yes mywine (vinitaly)

Delivery:KSVKXGZ[XK�GTJ�YNGQK�GXK�Z]U�QK_�LGIZUXY�ZNGZ�GLLKIZ�]OTK Y�W[GROZ_�OT�ZNK�VXUIKYY�UL�YZUXGMK�GTJ�JKRO\KX��?3=�ZXOKY�ZNK�HKYZ�ZU�XKJ[IK�ZNK�NGXS�ZU�]OTK��KYVKIOGRR_�UT�VGIQGMK�?3=�[YKY�YVKIOGRO`KJ�]OTK�VGIQGMK�ZNGZ�NGY�GRXKGJ_�MUZ�VGZKTZ�@2���������������GTJ�@2���������������OYY[KJ�H_�9/65�:NK�YVKIOGRO`KJ�VGIQGMK�OY�VXU\KJ�ZU�HK�YNGZZKXVXUUL�GTJ�YNGQKVXUUL�OT�ZNK�VXUIKYY�UL�JKRO\KX_�

Page 20: Seminar 1b yes mywine (vinitaly)

Strength We restructure the supply chain of wine industry

Large production wineries Middleman with high margins Retail store's wall of wine Marked up prices and uncertain quality

Artisanal wineries & vineyards Unique 4-round selection system just for you Backed by the Yesmywine Promise:Satisfaction guaranteed

Traditional Wine Store

YESMYWINE.COM

Shorten the delivery process, reduce the cost, guarantee the quality.

Page 21: Seminar 1b yes mywine (vinitaly)

Heavy wine drinkerLOW PRICE

-UUJ�RUUQOTM�LGT(+';:?���9=++:

Strength We know what Chinese consumers like

)KRKHXOZ_�-))

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Page 22: Seminar 1b yes mywine (vinitaly)

Strength We know what is the most attractive selling point

HIGH RATESCELEBRITY

RECOMMENDEDBIG

PROMOTIONPRIZE

Master SommelierGerard Basset

Page 23: Seminar 1b yes mywine (vinitaly)

Strength We know how to communicate with our consumers

Acquisition Gap

Sales Gap

Retention Gap

Market

Prospect Suspect

CustomerLoyal customer

Lost customer

Optimize transaction

Identify “loyalty drivers”and communicate with them

Identify “high risk” customers and avoid run-away

Identify and pursue cross sales potential

Page 24: Seminar 1b yes mywine (vinitaly)

Yesmywine, authorized by the most powerful wine training institution around world- WSET,become the officially certificated wine trainging institution.

Around 4,000 people of Mainland China took WSET training in 2012, and more than 400 of them graduated from YMW.

StrengthBesides wine, we also provide wine training.

Page 25: Seminar 1b yes mywine (vinitaly)

More than 100,000 active comsumers joined ijiujiao.com, which is a social network attached to YESMYWINE.

On ijiujiao.com, comsumers write wine notes and discuss with others, join a knowledge group and share infornmation with each other, arrange gathering online and meet people offline...

YMW provides a platform where comsumers can write about wine without conflicts of interest.

Strength we know the power of social network

Page 26: Seminar 1b yes mywine (vinitaly)

Honor•

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• ȜȜ

Page 27: Seminar 1b yes mywine (vinitaly)

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