How China is changing the future of shopping | Angela Wang

Prevoditelj: Biljana Ježik Recezent: Sanda L

This is my nephew,

Ovo je moj nećak,

Yuan Yuan.

Yuan Yuan.

He's five years old,

On ima pet godina,

super adorable.

presladak je.

I asked him the other day,

Neki dan sam ga pitala:

"What would you like for your birthday this year?"

"Što želiš za rođendan ove godine?"

He said, "I want to have a one-way mirror Spider-Man mask."

Rekao je: "Želim Spiderman masku koje ima jedosmjerno zrcalo."

I had absolutely no idea what he was talking about,

Nisam imala pojma o čemu govori

so I said, "Wow, that's really cool,

pa sam rekla: "To je zaista super,

but how are you going to get it?"

ali kako ćeš to dobiti?"

He told me, without a blink of his eyes,

Rekao mi je, a da nije ni trepnuo:

"Reći ću mami i zaželjet ću želju prije nego pođem spavati.

"I'm going to tell my mom and make a wish before I go to bed.

My mom will go to shake her mobile phone.

Moja će mama protresti svoj mobitel.

The next morning, the delivery uncle will give it to me when I wake up."

Sljedeće jutro, dostavljač će mi ga dati kad se probudim."

I was about to tease him,

Htjela sam ga zadirkivati,

but suddenly I realized

ali sam odjednom shvatila

he was simply telling me the truth,

da mi jednostavno govori istinu,

the truth of what shopping looks like for this generation.

istinu o tome kako ta generacija vidi kupovinu.

If you think of it, for a child like Yuan Yuan,

Ako razmislite o tome, za dijete poput Yuan Yuana,

shopping is a very different idea

kupovina je sasvim drugačiji pojam

compared to what my generation had in mind.

u usporedbi s onime na što je moja generacija mislila.

Shopping is always done on mobile,

Kupovina se uvijek obavlja putem mobitela

and payment is all virtual.

i svo je plaćanje virtualno.

A huge shopping revolution is happening in China right now.

U Kini se trenutno događa velika revolucija u kupovini.

Shopping behaviors, and also technology platforms,

Ponašanje pri kupovini i tehnološke platforme,

have evolved differently than elsewhere in the world.

razvile su se drugačije nego bilo gdje u svijetu.

For instance, e-commerce in China is soaring.

Primjerice, korištenje e-trgovine u Kini naglo raste.

It's been growing at twice the speed of the United States

Ono raste dvostrukom brzinom nego u SAD-u,

and a lot of the growth is coming from mobile.

a najviše zbog korištenja mobilnih uređaja.

Every month, 500 million consumers

Mjesečno 500 milijuna potrošača

are buying on mobile phones,

kupuje putem mobilnih telefona

and to put that into context,

i kako bih vam to približila,

that is a total population of the United States,

to je ukupna populacija SAD-a,

UK and Germany combined.

Velike Britanije i Njemačke zajedno.

But it is not just about the scale of the e-commerce,

Ali, ne radi se samo o razmjeru e-trgovine,

it is the speed of adoption and the aggregation of the ecosystems.

već i o brzini prihvaćanja i kumuliranja ekosustava.

It took China less than five years to become a country of mobile commerce,

U manje od pet godina Kina je postala zemlja mobilne trgovine,

and that is largely because of the two technology platforms,

a najviše zbog dviju tehnoloških platformi,

Alibaba and Tencent.

Alibabe i Tencenta.

They own 90 percent of the e-commerce --

One posjeduju 90 posto e-trgovina,

pretty much the whole market --

gotovo cijelo tržište,

85 percent of social media,

85 posto društvenih medija,

85 percent of internet payment.

85 posto internet plaćanja.

And they also own large volumes of digital content, video, online movie,

Posjeduju i velike količine digitalnog sadržaja, online filmova,

literature, travel information, gaming.

literature, video igara, informacija o putovanjima.

When this huge base of mobile shoppers

Kada se ova ogromna baza mobilnih kupaca

meets with aggregated ecosystems,

susretne s kumuliranim ekosustavima,

chemical reactions happen.

događaju se kemijske reakcije.

Today, China is like a huge laboratory

Kina je danas poput velikog laboratorija

generating all sorts of experiments.

koji provodi razne vrste eksperimenata.

You should come to China,

Trebate doći u Kinu,

because here you will get a glimpse into the future.

jer ćete ovdje imati pogled u budućnost.

One of the trends I have seen concerns the spontaneity of shopping.

Jedan od trendova koji sam vidjela tiče se spontanosti kupovine.

Five years ago, in a fashion study,

Prije pet godina, u modnom istraživanju,

we found that on average,

otkrili smo da će u prosjeku

a Chinese consumer would be buying five to eight pairs of shoes.

kineski potrošač kupiti pet do osam pari cipela.

This number tripled to reach about 25 pairs of shoes a year.

Taj se broj utrostručio na 25 pari cipela godišnje.

Who would need so many pairs of shoes?

Kome treba toliko pari cipela?

So I asked them, "What are the reasons you buy?"

Pitala sam ih: "Zbog čega vi kupujete?"

They told me a list of inspirations:

Za kupovinu imaju listu inspiracija:

blogs, celebrity news, fashion information.

blogovi, novosti o slavnim ličnostima, informacije o modi.

But really, for many of them, there was no particular reason to buy.

Ali zaista, za mnoge od njih, nije bilo posebnog razloga za kupovinu.

They were just browsing on their mobile site

Jednostavno su pretraživali web stranice na mobitelu

and then buying whatever they saw.

i kupili su štogod su vidjeli.

We have observed the same level of spontaneity in everything,

Zapazili smo jednaku razinu spontanosti u svemu,

from grocery shopping to buying insurance products.

od kupovine namirnica do kupovine usluga osiguranja.

But it is not very difficult to understand if you think about it.

No, to i nije teško za razumjeti, ako razmislite o tome.

A lot of the Chinese consumers are still very new

Mnogo kineskih potrošača tek je nedavno počelo živjeti

in their middle-class or upper-middle-class lifestyles,

životnim stilom srednje klase ili više srednje klase,

with a strong desire to buy everything new,

s velikom željom da kupe sve što je novo,

new products, new services.

nove proizvode, nove usluge.

And with this integrated ecosystem,

I pomoću ovog integriranog ekosustava,

it is so easy for them to buy, one click after another.

kupovina im je jednostavna, jedan klik za drugim.

However, this new shopping behavior is creating a lot of challenges

S druge strane, ovo novo ponašanje pri kupovini stvara mnogo izazova

for those once-dominant businesses.

za nekadašnja dominantna poduzeća.

The owner of a fashion company told me that he's so frustrated

Vlasnik modne tvrtke rekao mi je da je frustriran

because his customers keep complaining that his products are not new enough.

jer mu se klijenti žale da njegovi proizvodi nisu dovoljno novi.

Well, for a fashion company, really bad comment.

Za modnu tvrtku, to je zaista loša primjedba.

And he already increased the number of products in each collection.

Već je povećao količinu proizvoda u svakoj kolekciji.

It doesn't seem to work.

Ni to nije pomoglo.

So I told him there's something more important than that.

Rekla sam mu da postoji nešto važnije od toga.

You've got to give your consumer exactly what they want

Kupcima treba dati točno ono što žele,

when they still want it.

dok još to žele.

And he can learn something from the online apparel players in China.

Mogao bi se ugledati na kineske online trgovce odjećom.

These companies, they collect real consumer feedback

Ove tvrtke skupljaju stvarne povratne informacije potrošača

from mobile sites, from social media,

s internetskih stranica, društvenih medija

and then their designers will translate this information

i zatim njihovi dizajneri pretvaraju te informacije

into product ideas,

u ideje za proizvode

and then send them to microstudios for production.

i šalju ih u mikrostudije na proizvodnju.

These microstudios are really key in this overall ecosystem,

Ti su mikrostudiji ključni u cijelom ekosustavu,

because they take small orders,

jer uzimaju male narudžbe,

30 garments at a time,

po 30 komada odjeće,

and they can also make partially customized pieces.

a mogu dizajnirati i odjeću djelomično prilagođenu potrošaču.

The fact that all these production designs

Činjenica da se dizajni proizvoda

are done locally,

rade lokalno,

the whole process, from transporting to product on shelf or online

za cijeli proces, od transporta do stavljanja proizvoda na policu ili online,

sometimes takes only three to four days.

nekad je potrebno samo tri do četiri dana.

That is super fast,

To je jako brzo

and that is highly responsive to what is in and hot on the market.

i odgovara onome što je trenutno najtraženije na tržištu.

And that is giving enormous headaches to traditional retailers

To znatno otežava posao tradicionalnim trgovcima

who are only thinking about a few collections a year.

koji planiraju samo nekoliko kolekcija godišnje.

Then there's a consumer's need for ultraconvenience.

No, postoji i potreba potrošača za jednostavnošću.

A couple of months ago, I was shopping with a friend in Tokyo.

Prije dva mjeseca, bila sam u kupovini s prijateljicom u Tokiju.

We were in the store,

Bile smo u trgovini

and there were three to four people standing in front of us

i ispred nas je stajalo troje, četvero ljudi

at the checkout counter.

u redu za blagajnu.

Pretty normal, right?

Prilično normalno, zar ne?

But both of us dropped our selection

Ali, obje smo odustale od kupovine

and walked away.

i otišle.

This is how impatient we have become.

Postale smo jako nestrpljive.

Delivering ultraconvenience is not just something nice to have.

Jednostavnost nije samo dobra strana kupovine.

It is crucial to make sure your consumer actually buys.

Ona je ključna kako bi potrošač zaista nešto kupio.

And in China, we have learned

Shvatili smo da je u Kini

that convenience is really the glue that will make online shopping

jednostavnost razlog zbog kojeg će online kupovina postati

a behavior and a habit that sticks.

stalno ponašanje i navika.

It is sometimes more effective than a loyalty program alone.

Ponekad je učinkovitija od samog programa vjernosti.

Take Hema.

Primjerice Hema.

It's a retail grocery concept developed by Alibaba.

To je koncept trgovine namirnicama na malo koji je razvio Alibaba.

They deliver a full basket of products

Oni dostavljaju punu košaricu proizvoda

from 4,000 SKUs to your doorstep

od 4,000 artikala na vaš kućni prag

within 30 minutes.

u roku 30 minuta.

What is amazing is that they deliver literally everything:

Fascinantno je što dostavljaju doslovno sve:

fruits, vegetables, of course.

voće, povrće, naravno.

They also deliver live fish

Dostavljaju i živu ribu

and also live Alaska king crab.

čak i živog crvenog kraljevskog raka.

Like my friend once told me,

Prijateljica mi je jednom rekla:

"It's really my dream coming true.

"Zaista mi se ostvaruje san.

Finally, I can impress my mother-in-law

Napokon ću moći zadiviti svekrvu

when she comes to visit me for dinner unexpectedly."

kada me nenajavljeno posjeti za večeru."

(Laughter)

(Smijeh)

Well, companies like Amazon and FreshDirect

Tvrtke poput Amazona ili FreshDirecta

are also experimenting in the same field.

eksperimentiraju na istom području.

The fact that Hema is part of the Alibaba ecosystem

Zbog toga što je Hema dio Alibabinog ekosustava,

makes it faster and also a bit easier to implement.

može puno brže i lakše sve provesti.

For an online grocery player,

Za online trgovca namirnicama,

it is very difficult, very costly,

dosta je teško i poprilično skupo

to deliver a full basket quickly,

brzo dostaviti punu košaricu,

but for Hema, it's got a mobile app,

no, Hema ima mobilnu aplikaciju,

it's got mobile payment,

plaćanje putem mobitela

and also it's built 20 physical stores in high-density areas in Shanghai.

i 20 izgrađenih fizičkih trgovina u najnaseljenijim dijelovima Šangaja.

These stores are built to ensure the freshness of the product --

Te su trgovine izgrađene kako bi se osigurala svježina proizvoda,

they actually have fish tanks in the store --

a trgovine su opskrbljene i akvarijima za ribu,

and also to give locations that will enable high-speed delivery.

kako bi se omogućila vrlo brza dostava s tih lokacija.

I know the question you have on your mind.

Znam što želite pitati.

Are they making money?

Zarađuju li na tome?

Yes, they are making money.

Da, zarađuju.

They are breaking even,

Zaradom pokriju troškove,

and what is also amazing is that the sales revenue per store

a iznenađujuće je što je prihod od prodaje po trgovini

is three to four times higher than the traditional grocery store,

tri do četiri puta veći nego u tradicionalnim trgovinama namirnica,

and half of the revenue orders are coming from mobile.

a polovica narudžbi dolazi putem mobitela.

This is really proof that a consumer,

To je zaista dokaz da će potrošač,

if you give them ultraconvenience that really works in grocery shopping,

ukoliko mu pružite jednostavnost koja funkcionira u kupovini namirnica,

they're going to switch their shopping behaviors online,

prebaciti svoj način kupovine online

like, in no time.

u vrlo kratkom roku.

So ultraconvenience and spontaneity,

Stoga, jednostavnost i spontanost,

that's not the full story.

no, to još nije cijela priča.

The other trend I have seen in China

Drugi trend koji sam vidjela u Kini

is social shopping.

je društvena mreža za kupovinu.

If you think of social shopping elsewhere in the world,

Pojam društvene mreže za kupovinu drugdje u svijetu

it is a linear process.

linearan je proces.

You pick up something on Facebook,

Odaberete nešto na Facebooku,

watch it, and you switch to Amazon

pogledate, otvorite Amazon

or brand.com to complete the shopping journey.

ili brand.com kako biste završili kupovinu.

Clean and simple.

Čisto i jednostavno.

But in China it is a very different thing.

No, taj je proces u Kini sasvim drugačiji.

On average, a consumer would spend one hour on their mobile phone shopping.

U prosjeku, kupac potroši jedan sat na mobitelu kupujući.

That's three times higher than the United States.

To je tri puta duže nego u SAD-u.

Where does the stickiness come from?

Zašto su toliko slijepljeni za mobitele?

What are they actually doing on this tiny little screen?

Što oni, zapravo, rade na tim malim ekranima?

So let me take you on a mobile shopping journey

Pokazat ću vam kako izgleda kupovina putem mobitela

that I usually would be experiencing.

iz vlastitog iskustva.

11pm, yes, that's usually when I shop.

23 sata, tada inače kupujem.

I was having a chat in a WeChat chatroom with my friends.

Dopisujem se na WeChat-u s prijateljima.

One of them took out a pack of snack

Netko je izvukao vrećicu grickalica

and posted the product link in that chatroom.

i priložio link za proizvod u toj sobi za čavrljanje.

I hate it, because usually I would just click that link

Mrzim to, jer inače kliknem na taj link

and then land on the product page.

i otvori mi se stranica proizvoda.

Lots of information, very colorful,

Puno informacija, vrlo šareno,

mind-blowing.

zapanjujuće.

Watched it and then a shop assistant came online

Dok to gledam, pojavi se online prodavač

and asked me, "How can I help you tonight?"

i pita me: "Kako vam mogu pomoći večeras?"

Of course I bought that pack of snack.

Naravno da sam kupila te grickalice.

What is more beautiful is I know that the next day, around noontime,

Još je ljepše to što znam da će sutra, oko podne,

that pack of snack will be delivered to my office.

ta vrećica grickalica biti dostavljena u moj ured.

I can eat it and share it with my colleagues

Mogu je pojesti i podijeliti s kolegama

and the cost of delivery, maximum one dollar.

i cijena dostave je najviše jedan dolar.

Just when I was about to leave that shopping site,

Kada sam htjela napustiti tu stranicu za kupovinu,

another screen popped up.

iskočio je drugi ekran.

This time it is the livestreaming of a grassroots celebrity

Ovoga puta mi slavna osoba uživo

teaching me how to wear a new color of lipstick.

pokazuje kako nanositi novu boju ruža.

I watched for 30 seconds -- very easy to understand --

Gledala sam 30 sekundi, vrlo je jednostavno

and also there is a shopping link right next to it,

i pored toga se nalazi link za kupovinu,

clicked it, bought it in a few seconds.

kliknula sam, kupila u par sekundi.

Back to the chatroom.

Vraćam se u sobu za čavrljanje.

The gossiping is still going on.

Tračanje se nastavlja.

Another friend of mine posted the QR code

Drugi je prijatelj poslao QR kod

of another pack of snack.

druge vrećice grickalica.

Clicked it, bought it.

Kliknula, kupila.

So the whole experience

Cijelo to iskustvo

is like you're exploring in an amusement park.

je poput istraživanja zabavnog parka.

It is chaotic, it is fun

Kaotično je, zabavno

and it's even a little bit addictive.

i čak pomalo izaziva ovisnost.

This is what's happening when you have this integrated ecosystem.

To je rezultat postojanja integriranog ekosustava.

Shopping is embedded in social,

Kupovina je uklopljena u društvenu sferu,

and social is evolving into a multidimensional experience.

a društvena se sfera razvija u višedimenzionalno iskustvo.

The integration of ecosystems reaches a whole new level.

Integracija ekosustava dosegla je potpuno novu razinu.

So does its dominance in all aspects of our life.

Ona dominira svim aspektima našeg života.

And of course, there are huge commercial opportunities behind it.

I naravno, iza toga stoje velike komercijalne prilike.

A Chinese snack company, Three Squirrels,

Kineska tvrtka grickalicama, Three Squirrels,

built a half-a-billion-dollar business in just three years

izgradila je poduzeće vrijedno pola milijarde dolara u tri godine,

by investing in 300 to 500 shop assistants

investirajući u 300 do 500 prodavača

who are going to be online to provide services 24/7.

koji će biti online 0-24 kako bi pružali usluge.

In the social media environment,

U sferi društvenih medija,

oni su poput susjeda.

they are like your neighborhood friends.

Čak i kada ne kupujete,

Even when you are not buying stuff,

they will be happy to just tell you a few jokes and make you happy.

oni će biti zadovoljni ako vas mogu nasmijati i usrećiti.

In this integrated ecosystem,

U tom integriranom ekosustavu,

social media can really redefine the relationship between brand,

društveni mediji mogu redefinirati odnos između branda,

retailer and consumer.

trgovca i potrošača.

These are only fragments of the massive changes

Ovo su samo dijelići masivnih promjena

I have seen in China.

koje sam vidjela u Kini.

In this huge laboratory,

U tom velikom laboratoriju,

a lot of experiments are generated every single day.

mnogo se eksperimenata izvodi svakog dana.

The ecosystems are reforming,

Ekosustavi se mijenjaju,

supply chain distribution, marketing, product innovation,

opskrbljuju lanac distribucije, marketinga, inovacije proizvoda,

everything.

sve.

Consumers are getting the power to decide what they want to buy,

Potrošači imaju moć odlučiti što žele kupiti,

when they want to buy it,

kada to žele kupiti,

how they want to buy it, how they want to social.

kako to žele kupiti, koliko žele biti društveni.

It is now back to business leaders of the world

Sada je na vodećim svjetskim poslovnim čelnicima

to really open their eyes, see what's happening in China,

da zaista otvore oči, pogledaju što se događa u Kini,

think about it and take actions.

razmisle o tome i nešto poduzmu.

Thank you.

Hvala.

(Applause)

(Pljesak)

Massimo Portincaso: Angela, what you shared with us

Massimo Portincaso: Angela, ovo što si prezentirala

is truly impressive and almost incredible,

zaista je impresivno i nevjerojatno,

but I think many in the audience had the same question that I had,

ali mislim da mnogi u publici imaju isto pitanje kao i ja,

which is:

koje glasi:

Is this kind of impulsive consumption

Je li ovaj oblik impulzivne potrošnje

both economically and environmentally sustainable over the longer term?

ekonomski i ekološki održiv, dugoročno gledajući?

And what is the total price to be paid

I koja je krajnja cijena

for such an automized and ultraconvenient retail experience?

za takvo automatizirano i jednostavno trgovačko iskustvo?

Angela Wang: Yeah. One thing we have to keep in mind

Angela Wang: Da. Ono što moramo znati jest

is really, we are at the very beginning of a huge transformation.

da smo zaista na samom početku velike transformacije.

So with this trading up needs of the consumer,

Obzirom na rastuće potrebe potrošača,

together with the evolution of the ecosystem,

zajedno s razvojem ekosustava,

there are a lot of opportunities and also challenges.

postoji mnogo prilika, ali i izazova.

So I've seen some early signs

Vidjela sam rane znakove

that the ecosystems are shifting their focus

pomicanja fokusa u ekosustavu

to pay attention to solve these challenges.

kako bi skrenuli pozornost na rješavanje tih izazova.

For example, paying more consideration to sustainability

Primjerice, pridajući više obzira održivosti

alongside just about speed,

uz jednaki tempo

and also quality over quantity.

te kvaliteti u odnosu na kvantitetu.

But there are really no simple answers to these questions.

No, ne postoje jednostavni odgovori na ta pitanja.

That is exactly why I'm here to tell everyone

Ovdje sam upravo zbog toga kako bih rekla svima

that we need to watch it, study it, and play a part in this evolution.

da trebamo promatrati, proučavati i igrati ulogu u tome razvoju.

MP: Thank you very much.

MP: Hvala vam najljepša.

AW: Thank you.

AW: Hvala vama.

(Applause)

(Pljesak)