Online Class Notes (Jesse) [W / R]

Homework

Write a reply to the email below but try to use some of the vocabulary we did today.

Grammar

if there are other works – if there is other work 

sell it – to sell
sell it out 
it is sold out – none left

request for sth
eg. I request many things of my staff / from my staff

Vocabulary

i’ll give you some message about the background – information

discount / price reduction / lower prices

differentiation (n) / differentiate (v) – make sth different
eg. differentiation is really important for mobile phone companies
eg2. Apple spends a lot of energy to differentiate themselves from the competition

exclusivity (n) / exclusive (v) – the idea of making sth only available on one thing / platform
eg. the exclusivity of the products that LJQ sells is really important to their success
eg2. we need to make this product exclusive to Tmall during xmas

worth it
eg. it is not worth it to go to the gym only once a month

moving forward = from now on / from now to the future
eg. I hope our sales can improve moving forward

accronym / it stands for Local Market
eg. LM stands for Local Market
eg2. LM is an accronym for Local Market

doing this is absolutely key / doing your HW is key to ensuring you improve quickly = super important

there’s a time and place for ____ – that thing is only suitable in certain situations
eg. there’s a time and place for politeness in emails, but with colleagues isn’t one of them

Reading

Hello!

Hope everyone is doing great.
Just came back from a great summer break – sorry for not replying before. I definitely suggest we review the topic together.

There are several ways of securing this differentiation across channels; we can differentiate LM vs TR sell-out tools (not everything to everyone), we can consider exclusivity in (due) time (pre launch at tmall and opening to other channels later on the year), we can consider gwp local productions for Tmall (if we don’t reach MOQ) …

I think it’s worth it to have a session to understand brand guidelines moving forward, as well as sharing our concerns and perspectives.

I fully agree on the threat of playing the same way across channels. Especially when it comes to TR vs LM and even more specifically TR (Korea) vs China LM (including E-com).

We know how specific TR Korea is, where key shopper is Daigou (not end consumer). They buy to resell in China (and Tmall / Online mainly).
If TR plays more on price attractiveness (channel reality), LM (including E-com) has to play on differentiation (service, experience, extra trial and sell-out tools – gwps, sets, lim editions,…).

It’s quite complex to manage, I agree, but we need to find the best way.
Securing quotas for TR is absolutely key (in % and abs units – it’s a volume channel in Asia; a small % can represent thousands of gwps); deciding if some tools should be exclusive to LM (TR don’t need to play everything). We need to defend China (while being competitive in TR, of course). We need to find the best balance & control.

Imagine if TR products + all resellers (30% to 50% avg discount?) would reach tmall and offering the same corporate tools as official store. What would be the incentive to buy in Tmall? More, some consumers doubt if Taobao products are genuine or fake; but if we have the same corporate tools, for sure they’ll understand these are genuine products / source and with a great price advantage. We would compromise Tmall.

Let’s catch up on / about these (Brand Guidelines + Trade Plans per channel) to align perspective & find the best solution?
Fundamental for 2021. China will accelerate big time (offline expansion on top of tmall), so we need to manage this channel strategy very carefully.

Starting Sept, I suggest scheduling monthly (or bimonthly) regional brand reviews, so we can review the overall situation together, by channel, market and all the Needs & Opps? : )

Let me know.

Writing exercise

As we are doing LAP CPS forecast for 2021, please check attached and see if there would be any qty of PR usage(refers to column “H”), we can arrange them together this time, also please kindly get back to us by Friday.
In the meantime, we wonder if we could have lab samples of these new launch products? Since now we don’t know the scent of them, it’s hard to make a forecast.

Let me know if you have any questions.

As we are doing LAP CPS forecast for 2021, please check attached and see if there would be any qty of PR usage(refers to column “H”), we can arrange them together this time – please kindly get back to us on this by Friday.
In the meantime, we wonder if we could have lab samples of these new launch products? Since now we don’t know the scent of them, it’s hard to make a forecast.

Let me know if you have any questions.