TED@BCG Milan
Angela Wang: How China is changing the future of shopping
Angela Wang: Como a China está a cambiar o futuro das compras
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A China é un laboratorio de innovación xigante, afirma a experta en comercio minorista Angela Wang; e neste laboratorio todo ten lugar nos teléfonos móbiles. Cincocentos millóns de consumidores chineses (o equivalente á poboación de EUA, Reino Unido e Alemaña) fan compras regularmente a través de plataformas móbiles, mesmo en tendas físicas. Que significa esta transformación para o futuro das compras? Coñece máis sobre esta nova normalidade onde todo e ultracómodo, ultraflexible e ultrasocial.
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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Este é o meu sobriño,
00:15
Yuan Yuan.
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Yuan Yuan.
00:16
He's five years old,
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Ten cinco anos,
00:18
super adorable.
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súper adorable.
00:20
I asked him the other day,
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O outro día pregunteille,
00:22
"What would you like
for your birthday this year?"
for your birthday this year?"
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"Que queres este ano
polo teu aniversario?"
polo teu aniversario?"
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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E respondeu: "Quero unha máscara do
Home Araña con espello unidireccional".
Home Araña con espello unidireccional".
00:30
I had absolutely no idea
what he was talking about,
what he was talking about,
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Non tiña nin idea
do que me estaba a falar,
do que me estaba a falar,
00:32
so I said, "Wow, that's really cool,
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así que lle dixen:
"Guau, iso mola moito,
"Guau, iso mola moito,
00:34
but how are you going to get it?"
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pero como a vas conseguir?"
00:37
He told me, without a blink of his eyes,
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Respondeume, sen pestañexar,
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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"Voullo dicir a mamá e pedirei
un desexo antes de deitarme.
un desexo antes de deitarme.
00:44
My mom will go to shake her mobile phone.
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A miña nai axitará o seu teléfono móbil.
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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Á mañá seguinte o repartidor
traeramo cando esperte."
traeramo cando esperte."
00:53
I was about to tease him,
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Estaba a piques de facerlle burla
00:55
but suddenly I realized
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pero de repente decateime de que
00:57
he was simply telling me the truth,
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el realmente me estaba a dicir a verdade,
00:59
the truth of what shopping
looks like for this generation.
looks like for this generation.
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a verdade do que é comprar
a ollos desta xeración.
a ollos desta xeración.
01:03
If you think of it,
for a child like Yuan Yuan,
for a child like Yuan Yuan,
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Se o pensan, para un neno
como Yuan Yuan,
como Yuan Yuan,
01:07
shopping is a very different idea
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ir de compras é unha idea moi diferente
01:09
compared to what
my generation had in mind.
my generation had in mind.
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en comparación co que
a miña xeración tiña en mente.
a miña xeración tiña en mente.
01:12
Shopping is always done on mobile,
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As compras sempre se fan
dende o móbil,
dende o móbil,
01:14
and payment is all virtual.
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e o pago é virtual.
01:18
A huge shopping revolution
is happening in China right now.
is happening in China right now.
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Agora mesmo en China está tendo lugar
unha grande revolución das compras.
unha grande revolución das compras.
01:23
Shopping behaviors,
and also technology platforms,
and also technology platforms,
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Os comportamentos de compra,
e tamén as plataformas tecnolóxicas,
e tamén as plataformas tecnolóxicas,
01:27
have evolved differently
than elsewhere in the world.
than elsewhere in the world.
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evolucionan de forma distinta
ao resto do mundo.
ao resto do mundo.
01:29
For instance, e-commerce
in China is soaring.
in China is soaring.
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Por exemplo, o comercio electrónico
en China estase a disparar.
en China estase a disparar.
01:33
It's been growing at twice the speed
of the United States
of the United States
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Está crecendo ao dobre
de velocidade que nos EUA
de velocidade que nos EUA
01:36
and a lot of the growth
is coming from mobile.
is coming from mobile.
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e gran parte deste crecemento
deriva dos móbiles.
deriva dos móbiles.
01:39
Every month, 500 million consumers
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Cada mes 500 millóns de consumidores
01:44
are buying on mobile phones,
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compran dende teléfonos móbiles.
01:46
and to put that into context,
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Para poñer isto en contexto,
01:48
that is a total population
of the United States,
of the United States,
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esta cifra equivale á poboación
total dos EUA,
total dos EUA,
01:51
UK and Germany combined.
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Reino Unido e Alemaña xuntos.
01:55
But it is not just about
the scale of the e-commerce,
the scale of the e-commerce,
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Pero non se trata só
da escala do comercio electrónico,
da escala do comercio electrónico,
01:58
it is the speed of adoption
and the aggregation of the ecosystems.
and the aggregation of the ecosystems.
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senón tamén da velocidade
de adopción e agregación de ecosistemas.
de adopción e agregación de ecosistemas.
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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China tardou menos de cinco anos
en converterse nun país de comercio móbil,
en converterse nun país de comercio móbil,
02:08
and that is largely because
of the two technology platforms,
of the two technology platforms,
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e isto débese en gran parte
a dúas plataformas tecnolóxicas,
a dúas plataformas tecnolóxicas,
02:13
Alibaba and Tencent.
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Alibaba e Tencent.
02:15
They own 90 percent of the e-commerce --
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Estas plataformas posúen
o 90 por cento do comercio electrónico,
o 90 por cento do comercio electrónico,
02:18
pretty much the whole market --
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case todo o mercado,
02:20
85 percent of social media,
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o 85 por cento das redes sociais
02:22
85 percent of internet payment.
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e o 85 por cento dos pagos por internet.
02:25
And they also own large volumes
of digital content, video, online movie,
of digital content, video, online movie,
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Tamén posúen un gran volume de contidos
dixitais, como vídeos, películas en liña,
dixitais, como vídeos, películas en liña,
02:32
literature, travel information, gaming.
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literatura, información sobre viaxes
e videoxogos.
e videoxogos.
02:37
When this huge base of mobile shoppers
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Cando esta enorme base
de compradores por móbil
de compradores por móbil
02:40
meets with aggregated ecosystems,
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entra en contacto co ecosistema agregado,
02:42
chemical reactions happen.
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teñen lugar reaccións químicas.
02:44
Today, China is like a huge laboratory
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Hoxe en día china é un laboratorio xigante
02:47
generating all sorts of experiments.
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que xera todo tipo de experimentos.
02:50
You should come to China,
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Deben visitar China,
02:51
because here you will get
a glimpse into the future.
a glimpse into the future.
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porque aquí poderán
albiscar o futuro.
albiscar o futuro.
02:56
One of the trends I have seen
concerns the spontaneity of shopping.
concerns the spontaneity of shopping.
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Unha das tendencias que observei ten que
ver coa espontaneidade das compras.
ver coa espontaneidade das compras.
03:01
Five years ago, in a fashion study,
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Hai cinco anos nun estudo sobre moda,
03:03
we found that on average,
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vimos que un consumidor chinés
03:05
a Chinese consumer would be buying
five to eight pairs of shoes.
five to eight pairs of shoes.
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compra unha media de entre
cinco e oito pares de zapatos ao ano.
cinco e oito pares de zapatos ao ano.
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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Este número triplicouse ata chegar
ata uns 25 pares por ano.
ata uns 25 pares por ano.
03:13
Who would need so many pairs of shoes?
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Quen precisa tantos zapatos?
03:16
So I asked them,
"What are the reasons you buy?"
"What are the reasons you buy?"
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Así que lles preguntei:
"Cales son as razóns polas que compra?"
"Cales son as razóns polas que compra?"
03:19
They told me a list of inspirations:
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Enumeraron unha serie de inspiracións:
03:22
blogs, celebrity news,
fashion information.
fashion information.
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blogues, noticias de famosos,
información sobre moda.
información sobre moda.
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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Pero, en realidade, moitos deles
non compraban por un motivo concreto.
non compraban por un motivo concreto.
03:30
They were just browsing
on their mobile site
on their mobile site
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Só estaban navegando
nos seus teléfonos móbiles
nos seus teléfonos móbiles
03:33
and then buying whatever they saw.
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e logo compraban o que vían.
03:36
We have observed the same level
of spontaneity in everything,
of spontaneity in everything,
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Levamos observando o mesmo nivel
de espontaneidade en todo,
de espontaneidade en todo,
03:40
from grocery shopping
to buying insurance products.
to buying insurance products.
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dende as compras no supermercado
ata a contratación de seguros.
ata a contratación de seguros.
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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Aínda que se o pensan, non é
moi difícil de entender.
moi difícil de entender.
03:49
A lot of the Chinese consumers
are still very new
are still very new
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Moitos dos consumidores chineses
aínda son moi novos
aínda son moi novos
03:52
in their middle-class
or upper-middle-class lifestyles,
or upper-middle-class lifestyles,
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no estilo de vida da clase media
ou a clase media alta,
ou a clase media alta,
03:55
with a strong desire
to buy everything new,
to buy everything new,
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e teñen o desexo
de comprar todo novo,
de comprar todo novo,
03:58
new products, new services.
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novos productos, novos servizos.
04:00
And with this integrated ecosystem,
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A través deste novo ecosistema integrado
04:03
it is so easy for them to buy,
one click after another.
one click after another.
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é moi fácil para eles comprar
facendo un click tras outro.
facendo un click tras outro.
04:09
However, this new shopping behavior
is creating a lot of challenges
is creating a lot of challenges
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Porén, este novo comportamento de compra
está creando moitos retos
está creando moitos retos
04:14
for those once-dominant businesses.
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para aqueles negocios
que adoitaban dominar.
que adoitaban dominar.
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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O propietario dunha empresa de moda
contoume que se sinte moi frustrado
contoume que se sinte moi frustrado
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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porque os seus clientes se queixan de que
os seus productos non son o novos abondo.
os seus productos non son o novos abondo.
04:25
Well, for a fashion company,
really bad comment.
really bad comment.
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Para unha empresa de moda,
este é un comentario moi malo.
este é un comentario moi malo.
04:29
And he already increased the number
of products in each collection.
of products in each collection.
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Xa intentou aumentar o número
de productos en cada colección.
de productos en cada colección.
04:33
It doesn't seem to work.
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Non parece funcionar.
04:34
So I told him there's something
more important than that.
more important than that.
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Así que lle dixen que había algo
máis importante que iso.
máis importante que iso.
04:38
You've got to give your consumer
exactly what they want
exactly what they want
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É preciso darlle aos clientes
exactamente o que queren
exactamente o que queren
04:41
when they still want it.
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cando aínda o queren.
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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El pode aprender algo dos vendedores
de moda por internet na China.
de moda por internet na China.
04:48
These companies, they collect
real consumer feedback
real consumer feedback
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Estas empresas recopilan
información real de consumidores
información real de consumidores
04:51
from mobile sites, from social media,
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a través de sitios móbiles
e redes sociais,
e redes sociais,
04:54
and then their designers
will translate this information
will translate this information
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para que despois os seus deseñadores
transformen esta información
transformen esta información
04:57
into product ideas,
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en ideas de producto
04:59
and then send them
to microstudios for production.
to microstudios for production.
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e logo as manden a microempresas
para a súa produción.
para a súa produción.
05:03
These microstudios are really key
in this overall ecosystem,
in this overall ecosystem,
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Estas microempresas son clave
neste ecositema xeral
neste ecositema xeral
05:07
because they take small orders,
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porque toman pequenos pedidos,
05:09
30 garments at a time,
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30 prendas á vez,
05:11
and they can also make
partially customized pieces.
partially customized pieces.
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e tamén poden facer pezas
parcialmente personalizadas.
parcialmente personalizadas.
05:15
The fact that all these production designs
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Dado que todos estes
deseños de produción
deseños de produción
05:19
are done locally,
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son feitos localmente,
05:20
the whole process, from transporting
to product on shelf or online
to product on shelf or online
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todo o proceso, dende o transporte
ata a colocación nun estante ou en liña
ata a colocación nun estante ou en liña
05:25
sometimes takes only three to four days.
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ás veces leva só de tres a catro días.
05:27
That is super fast,
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Iso é súper rápido,
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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e altamente receptivo
ao que está de moda no mercado.
ao que está de moda no mercado.
05:33
And that is giving enormous headaches
to traditional retailers
to traditional retailers
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E estálles a dar moitas dores de cabeza
aos minoristas tradicionais
aos minoristas tradicionais
05:37
who are only thinking
about a few collections a year.
about a few collections a year.
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que só pensan nunhas poucas
coleccións ao ano.
coleccións ao ano.
05:42
Then there's a consumer's need
for ultraconvenience.
for ultraconvenience.
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Logo, está a necesidade de
ultracomodidade do consumidor.
ultracomodidade do consumidor.
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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Hai un par de meses estaba
de compras cun amigo en Tokio.
de compras cun amigo en Tokio.
05:49
We were in the store,
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Estabamos nunha tenda
05:50
and there were three to four people
standing in front of us
standing in front of us
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e había tres ou catro persoas
diante nosa
diante nosa
05:53
at the checkout counter.
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na cola da caixa.
05:55
Pretty normal, right?
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Bastante normal, non é?
05:56
But both of us dropped our selection
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Pero os dous deixamos quedar
o que escolleramos
o que escolleramos
05:59
and walked away.
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e marchamos.
06:01
This is how impatient we have become.
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Así de impacientes nos volvemos.
06:04
Delivering ultraconvenience
is not just something nice to have.
is not just something nice to have.
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A ultracomodidade
non só é algo agradable que ofrecer,
non só é algo agradable que ofrecer,
06:08
It is crucial to make sure
your consumer actually buys.
your consumer actually buys.
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senón que é crucial para asegurarse
de que o cliente compre.
de que o cliente compre.
06:12
And in China, we have learned
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E en China aprendemos
06:14
that convenience is really the glue
that will make online shopping
that will make online shopping
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que a comodidade é realmente
o que vai facer que as compras en liña
o que vai facer que as compras en liña
06:18
a behavior and a habit that sticks.
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se volvan un comportamento
e un hábito duradeiros.
e un hábito duradeiros.
06:21
It is sometimes more effective
than a loyalty program alone.
than a loyalty program alone.
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Ás veces é máis efectivo
que un programa de fidelización.
que un programa de fidelización.
06:25
Take Hema.
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Por exemplo, Hema.
06:27
It's a retail grocery concept
developed by Alibaba.
developed by Alibaba.
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É un concepto de supermercado minorista
desenvolto por Alibaba.
desenvolto por Alibaba.
06:31
They deliver a full basket of products
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Lévanche unha cesta completa de produtos,
06:33
from 4,000 SKUs to your doorstep
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a escoller entre 4000 artigos,
ata a túa porta
ata a túa porta
06:36
within 30 minutes.
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en 30 minutos.
06:38
What is amazing is that they deliver
literally everything:
literally everything:
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O sorprendente é que envían
practicamente de todo:
practicamente de todo:
06:42
fruits, vegetables, of course.
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froitas e verduras, por suposto.
06:45
They also deliver live fish
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Tamén envían peixe vivo
06:47
and also live Alaska king crab.
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e centolo de Alaska vivo.
06:50
Like my friend once told me,
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Como me dixo unha vez o meu amigo,
06:53
"It's really my dream coming true.
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"É o meu soño feito realidade.
06:54
Finally, I can impress my mother-in-law
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Por fin podo impresionar á miña sogra
06:57
when she comes to visit me
for dinner unexpectedly."
for dinner unexpectedly."
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cando vén cear de imprevisto."
07:00
(Laughter)
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(Risas)
07:04
Well, companies
like Amazon and FreshDirect
like Amazon and FreshDirect
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Ben, empresas como
Amazon e FreshDirect
Amazon e FreshDirect
07:06
are also experimenting in the same field.
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tamén están experimentando neste eido.
07:09
The fact that Hema
is part of the Alibaba ecosystem
is part of the Alibaba ecosystem
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O feito de que Hema forme parte
do ecosistema de Alibaba
do ecosistema de Alibaba
07:13
makes it faster and also
a bit easier to implement.
a bit easier to implement.
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fai que a sua implementación
sexa máis rápida e algo máis fácil.
sexa máis rápida e algo máis fácil.
07:17
For an online grocery player,
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Para un supermercado en liña,
07:19
it is very difficult, very costly,
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é moi difícil, moi custoso,
07:22
to deliver a full basket quickly,
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envíar unha cesta rapidamente;
07:25
but for Hema, it's got a mobile app,
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pero Hema dispón dunha
aplicación para móbil,
aplicación para móbil,
07:27
it's got mobile payment,
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pago por móbil,
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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e conta con 20 tendas físicas
en áreas de alta densidade en Shanghai.
en áreas de alta densidade en Shanghai.
07:35
These stores are built
to ensure the freshness of the product --
to ensure the freshness of the product --
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Estas tendas foron construídas
para garantir a frescura do produto,
para garantir a frescura do produto,
07:39
they actually have
fish tanks in the store --
fish tanks in the store --
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teñen ata acuarios na tenda,
07:42
and also to give locations
that will enable high-speed delivery.
that will enable high-speed delivery.
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e tamén ofrecen ubicacións
que permiten as entregas rápidas.
que permiten as entregas rápidas.
07:46
I know the question you have on your mind.
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Sei o que se están a preguntar.
07:48
Are they making money?
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Están gañando diñeiro?
07:50
Yes, they are making money.
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Si, están gañando diñeiro.
07:51
They are breaking even,
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De feito vailles xenial,
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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e o que tamén é sorprendente
é que os ingresos de cada tenda
é que os ingresos de cada tenda
07:56
is three to four times higher
than the traditional grocery store,
than the traditional grocery store,
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son entre tres e catro veces máis altos
que os dun supermercado tradicional,
que os dun supermercado tradicional,
08:00
and half of the revenue orders
are coming from mobile.
are coming from mobile.
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e a metade dos encargos
proveñen de dispositivos móbiles.
proveñen de dispositivos móbiles.
08:05
This is really proof that a consumer,
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Isto realmente demostra que un consumidor
08:07
if you give them ultraconvenience
that really works in grocery shopping,
that really works in grocery shopping,
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ao que lle ofreces ultracomodidade
que funcione na compra de comestibles
que funcione na compra de comestibles
08:11
they're going to switch
their shopping behaviors online,
their shopping behaviors online,
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cambiará o seu comportamento
de compra en liña
de compra en liña
08:14
like, in no time.
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de maneira inmediata.
08:17
So ultraconvenience and spontaneity,
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Pero a ultracomodidade
e a espontaneidade
e a espontaneidade
08:20
that's not the full story.
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non o son todo.
08:22
The other trend I have seen in China
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A outra tendencia que vin en China
08:24
is social shopping.
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é a compra social.
08:26
If you think of social shopping
elsewhere in the world,
elsewhere in the world,
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As compras sociais noutros
lugares do mundo
lugares do mundo
08:29
it is a linear process.
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son un proceso lineal.
08:31
You pick up something on Facebook,
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Escolles algo en Facebook,
08:33
watch it, and you switch to Amazon
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míralo e cambias a Amazon
08:36
or brand.com to complete
the shopping journey.
the shopping journey.
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ou a brand.com para completar
o proceso de compra.
o proceso de compra.
08:39
Clean and simple.
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Fácil e rápido.
08:40
But in China it is a very different thing.
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Pero en China é unha cousa moi diferente.
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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Un consumidor pasa de media unha hora
comprando no seu móbil.
comprando no seu móbil.
08:48
That's three times higher
than the United States.
than the United States.
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Isto é tres veces máis que en EUA.
08:51
Where does the stickiness come from?
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De onde vén ese comportamento?
08:53
What are they actually doing
on this tiny little screen?
on this tiny little screen?
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Que están a facer realmente
nesa minúscula pantalla?
nesa minúscula pantalla?
08:57
So let me take you
on a mobile shopping journey
on a mobile shopping journey
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Permítanme que os guíe pola miña
experiencia das compras por móbil.
experiencia das compras por móbil.
08:59
that I usually would be experiencing.
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09:03
11pm, yes, that's usually when I shop.
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Ás 11 da noite
(si, é cando adoito comprar)
(si, é cando adoito comprar)
09:06
I was having a chat in a WeChat
chatroom with my friends.
chatroom with my friends.
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estaba chateando nunha sala de WeChat
cos meus amigos.
cos meus amigos.
09:10
One of them took out a pack of snack
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Un deles sacou un paquete de lambetadas
09:12
and posted the product link
in that chatroom.
in that chatroom.
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e publicou a ligazón do produto
nesa sala de chat.
nesa sala de chat.
09:16
I hate it, because usually
I would just click that link
I would just click that link
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Odio iso, porque normalmente
faría click nesa ligazón
faría click nesa ligazón
09:20
and then land on the product page.
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e logo chegaría á páxina do produto.
09:22
Lots of information, very colorful,
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Moita información, moi colorida,
09:24
mind-blowing.
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impresionante.
09:26
Watched it and then
a shop assistant came online
a shop assistant came online
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Mireino e despois
un dependente conectouse
un dependente conectouse
09:29
and asked me, "How can I
help you tonight?"
help you tonight?"
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e preguntoume: "Como lle podo
axudar esta noite?"
axudar esta noite?"
09:32
Of course I bought that pack of snack.
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Por suposto, comprei
o paquete de lambetadas.
o paquete de lambetadas.
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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O máis bonito é que sei que
ao día seguinte, arredor do mediodía,
ao día seguinte, arredor do mediodía,
09:38
that pack of snack
will be delivered to my office.
will be delivered to my office.
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ese paquete de lambetadas
será entregado na miña oficina.
será entregado na miña oficina.
09:41
I can eat it and share it
with my colleagues
with my colleagues
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Poderei comelo e compartilo
cos meus colegas
cos meus colegas
09:44
and the cost of delivery,
maximum one dollar.
maximum one dollar.
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e os gastos de envío serán dun máximo
dun dólar.
dun dólar.
09:48
Just when I was about to leave
that shopping site,
that shopping site,
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Xusto cando ía saír desa
páxina de compra
páxina de compra
09:51
another screen popped up.
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apareceu outra pantalla.
09:53
This time it is the livestreaming
of a grassroots celebrity
of a grassroots celebrity
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Esta vez era un vídeo en vivo
dunha famosa local
dunha famosa local
09:57
teaching me how to wear
a new color of lipstick.
a new color of lipstick.
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ensinándome a usar
unha nova cor de pintalabios.
unha nova cor de pintalabios.
10:01
I watched for 30 seconds --
very easy to understand --
very easy to understand --
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Mireno 30 segundos,
moi fácil de entender,
moi fácil de entender,
10:04
and also there is
a shopping link right next to it,
a shopping link right next to it,
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e tamén había unha ligazón
de compra xusto ao lado,
de compra xusto ao lado,
10:07
clicked it, bought it in a few seconds.
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así que fixen click e compreino
nuns segundos,
nuns segundos,
10:10
Back to the chatroom.
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Volvín á sala de chat.
10:12
The gossiping is still going on.
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A rexouba continuaba.
10:14
Another friend of mine posted the QR code
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Outro amigo publicou un código QR
10:16
of another pack of snack.
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doutro paquete de lambonadas.
10:18
Clicked it, bought it.
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Fixen click e compreino.
10:21
So the whole experience
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Toda a experiencia
10:22
is like you're exploring
in an amusement park.
in an amusement park.
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semella como se estiveses explorando
un parque de atraccións.
un parque de atraccións.
10:26
It is chaotic, it is fun
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2616
É caotica, divertida
10:29
and it's even a little bit addictive.
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e mesmo un pouco adictiva.
10:32
This is what's happening
when you have this integrated ecosystem.
when you have this integrated ecosystem.
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Isto é o que acontece neste
ecosistema integrado.
ecosistema integrado.
10:36
Shopping is embedded in social,
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As compras están incrustadas no social
10:39
and social is evolving
into a multidimensional experience.
into a multidimensional experience.
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e o social está evolucionando
cara á unha experiencia multidimensional.
cara á unha experiencia multidimensional.
10:44
The integration of ecosystems
reaches a whole new level.
reaches a whole new level.
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A integración dos ecosistemas
chega a un nivel completamente novo.
chega a un nivel completamente novo.
10:48
So does its dominance
in all aspects of our life.
in all aspects of our life.
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Tamén o seu dominio
en todos os aspectos da nosa vida.
en todos os aspectos da nosa vida.
10:52
And of course, there are huge
commercial opportunities behind it.
commercial opportunities behind it.
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E, por suposto, hai grandes oportunidades
comerciales detrás disto.
comerciales detrás disto.
10:56
A Chinese snack company, Three Squirrels,
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Unha empresa de lambetadas chinesa,
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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construíu un negocio de 500
millóns de dólares en tan só tres anos
millóns de dólares en tan só tres anos
11:03
by investing in 300 to 500 shop assistants
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investindo entre 300 e 500 dependentes
11:06
who are going to be online
to provide services 24/7.
to provide services 24/7.
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que están en liña para prestar servizos
24h ao día todos os días.
24h ao día todos os días.
11:11
In the social media environment,
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No ámbito das redes sociais
11:13
they are like your neighborhood friends.
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1936
son como os teus amigos do barrio.
11:15
Even when you are not buying stuff,
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Mesmo cando non estás
comprando,
comprando,
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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contentaranse con contarche
uns chistes para facerte feliz.
uns chistes para facerte feliz.
11:21
In this integrated ecosystem,
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Neste ecosistema integrado
11:23
social media can really redefine
the relationship between brand,
the relationship between brand,
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as redes sociais poden redefinir
a relación entre marca,
a relación entre marca,
11:27
retailer and consumer.
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2000
minorista e consumidor.
11:31
These are only fragments
of the massive changes
of the massive changes
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Estes son só fragmentos
dos profundos cambios
dos profundos cambios
11:34
I have seen in China.
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que levo visto en China.
11:36
In this huge laboratory,
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Neste enorme laboratorio
11:38
a lot of experiments
are generated every single day.
are generated every single day.
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xeranse moitos experimentos
todos os días.
todos os días.
11:43
The ecosystems are reforming,
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Os ecosistemas estanse a reformar,
11:45
supply chain distribution,
marketing, product innovation,
marketing, product innovation,
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a distribución da cadea de suministro,
o márketing, a innovación do produto,
o márketing, a innovación do produto,
11:49
everything.
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todo.
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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Os consumidores teñen o poder
para decidir o que queren comprar,
para decidir o que queren comprar,
11:55
when they want to buy it,
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cando o queren comprar,
11:56
how they want to buy it,
how they want to social.
how they want to social.
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como o queren comprar,
como queren socializar.
como queren socializar.
11:59
It is now back to business
leaders of the world
leaders of the world
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Agora é preciso que os líderes empresarias
de todo o mundo
de todo o mundo
12:03
to really open their eyes,
see what's happening in China,
see what's happening in China,
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realmente abran os seus ollos
e vexan o que está a pasar en China.
e vexan o que está a pasar en China.
12:06
think about it and take actions.
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pensen sobre iso e tomen medidas.
12:10
Thank you.
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Gracias.
12:11
(Applause)
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(Aplausos)
12:19
Massimo Portincaso: Angela,
what you shared with us
what you shared with us
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Massimo Portincaso: Angela,
o que nos contaches
o que nos contaches
12:22
is truly impressive and almost incredible,
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é realmente sorprendente e case incríble,
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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pero creo que moitos espectadores
teñen a mesma pregunta ca min
teñen a mesma pregunta ca min
12:29
which is:
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que é:
12:30
Is this kind of impulsive consumption
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3336
É este consumo impulsivo
12:34
both economically and environmentally
sustainable over the longer term?
sustainable over the longer term?
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economica e ambientalmente sostible
a longo prazo?
a longo prazo?
12:38
And what is the total price to be paid
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É cal é o prezo total
12:42
for such an automized
and ultraconvenient retail experience?
and ultraconvenient retail experience?
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por esta experiencia minorista
automatizada e ultracómoda?
automatizada e ultracómoda?
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: Si.
Algo que debemos ter en conta
Algo que debemos ter en conta
12:49
is really, we are at the very beginning
of a huge transformation.
of a huge transformation.
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é que realmente estamos no comezo
dunha grande transformación.
dunha grande transformación.
12:54
So with this trading up
needs of the consumer,
needs of the consumer,
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Así, estas necesidades crecentes
do consumidor,
do consumidor,
12:57
together with the evolution
of the ecosystem,
of the ecosystem,
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xunto coa evolución do ecosistema,
13:00
there are a lot of opportunities
and also challenges.
and also challenges.
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fan xurdir moitas oportunidades e retos.
13:04
So I've seen some early signs
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Vin algunhas sinais temperás
13:05
that the ecosystems
are shifting their focus
are shifting their focus
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de que os ecosistemas
están cambiando o seu enfoque
están cambiando o seu enfoque
13:08
to pay attention
to solve these challenges.
to solve these challenges.
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para prestar atención
á resolución destes retos.
á resolución destes retos.
13:11
For example, paying more
consideration to sustainability
consideration to sustainability
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Por exemplo, prestan máis atención
á sostibilidade
á sostibilidade
13:15
alongside just about speed,
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xunto coa velocidade,
13:17
and also quality over quantity.
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e tamén á calidade sobre a cantidade.
13:20
But there are really
no simple answers to these questions.
no simple answers to these questions.
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Pero realmente non hai
unha resposta simple a estas preguntas.
unha resposta simple a estas preguntas.
13:23
That is exactly why
I'm here to tell everyone
I'm here to tell everyone
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É por iso que estou aquí
para dicirlle a todo o mundo
para dicirlle a todo o mundo
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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que necesitamos observar e estudar isto
e tomar parte nesa evolución.
e tomar parte nesa evolución.
13:31
MP: Thank you very much.
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MP: Moitas grazas.
13:33
AW: Thank you.
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AW. Grazas.
13:34
(Applause)
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(Aplausos)
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