La presentazione del Dott. Mario Bini e della Dott.ssa Virginia Vassallo affronta il tema della digitalizzazione nel mercato Business-to-business, con un focus sull’e-commerce utilizzato per l’export.

1. Digitalization and B2B
E-commerce for Export
April 16th, 2021

2. Agenda for Today
1. Digital Consumer
2. Multichannel Strategy
3. Online Strategy – Export B2B
4. Alibaba.com - Levers for the success of a B2B export strategy
• Why Choose Alibaba.com as Marketplace
• How Does It work
• Pillar for a Successful Strategy
• Success Case

3. Digital Consumer

4. Demanding
Impatient
Curious
Digital Consumer – Consumer Profiles
The New Customer
• They are more curious,
demanding and impatient
• They can get what they want,
when they want
• When they need information they
seek help and useful, personal
and "frictionless" answers

5. Digital Consumer – Consumer Profiles
Global trends shaping the behaviour of digital consumers
Digital consumers are often overconnected consumers, i.e. consumers who are constantly on-line, having at least one
mobile device connected to the Internet on them – and going to sleep with such device, keen on mobile payments
Common access to the
Internet
Mobile Technology On-Demand Media Wearable Technologies
The Internet has made it possible for
us to have access to information
and entertainment virtually anytime
and anywhere
Mobile phones are advanced
telecommunications centres. Apart
from the basic functions, they also
feature photo cameras, computing
units, and offer mobile access to the
Internet.
It gives the opportunities to be
always connected – simplify the
connection among people around
the world
Consumers look for wearables that
deliver unique safety or security
benefits; possibility to make phone
calls or payments in a hands-free
mode

6. Digital Consumer – Customer Journey
Customer Journey
Reach Acquisition Conversion Retention
Triggers:
1.Emails/notification
2.Word of Mouth
3.Online ADV
Triggers:
1.Shop Visit
2. Emails/notification
3.Online ADV
Shop windows
Search Engines
Opinions
Online ADV
Magazines
Social Influence

7. Multichannel Strategy

8. Multichannel Strategy
Multichannel vs Omnichannel
Multichannel Omnichannel
The company develops
multiple points of contact but
without an integrated
management of all
information, data, behavior of
users who pass through these
touchpoints
The company provides an
interconnected system
between all the contact points
with a data transfer between
the different channels so that
the user can live the same
experience on all the
touchpoints
Multichannel blends the customer experience and gives consumers choice to engage
on the channel they prefer. It’s flexible but expects brands to behave in the confines of
the channel.
Once it’s clear which channels resonate best with your target market, you can optimize
marketing in those channels to maximize sales
Omnichannel retail is immersive and puts the customer, not your product, at the core.
It removes the boundaries between different sales and marketing channels to create a
unified, integrated whole.
The distinctions between channels—onsite, social, mobile, email, physical, and instant
messaging—disappear as a single view of the customer as well as a single experience
of commerce emerges

9. Multichannel Strategy
Digital Approach
68% of the consumer
use Internet in one ore
more phases of the
purchasing process
84% of consumers
believe the internet is
the main source of
product information
The digital consumer
expects to have the
information they need
in a few clicks
The digital consumer
moves between
multiple digital
channels
The digital consumer interfaces
with the company by making
purchase paths that integrate
traditional approaches to the use
of digital channel

10. 8.40%
24.90%
26.70%
29.80%
31.40%
33.90%
43.20%
49%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
Products displayed on digital displays only
Being able to call the store to check availability and get additional information
on a product
Purchase without going through the cashier with direct debit on the card
in-store purchase, home delivery
Possibility to change the products chosen and bought remotely in the shop
Payment by credit card/Smartphone only
Possibility to collect the products selected remotely in stores
Being able to order products remotely and receive them at home
Multichannel Strategy – Multichannel vs Omnichannel
Digital consumers are clamouring for Omnichannel
*FONTE: NetRetail 2020, Netcomm;

11. Online B2B Strategy

12. What do you think when I say «B2B»?
12
Tradeshows
Traveling Salesmen Online
• Meet many potential buyers in
one place
• Display your products and
innovation
• Get exposure and PR
• High cost to get large and visible
booths
• High cost to travel and transport
products
• Negative environmental impact
– travel and booths disposal
• Low conversion – follow up is
difficult
• High conversion – focused 1to1
approach
• Follow-up and personal
relationship
• High cost per lead
• Low Scalability– Slow and
difficult way to build-up market
share
• Low Visibility – Trust is difficult
to build without exposure
• 24/7 – Always visible and easy
to find for buyers
• Full display products and
processes
• Lowest cost per lead
• Potentially highest exposure
• Follow up is easy – Visitors data
is fully available
• Visibility is hard to get
• Trust is not simple to build
• Payment and Logistics –
Dedicated infrastructure
• Conceive the right digital
strategy is not easy
PRO
CONS

13. L'export online B2B è responsabile
del 28% di TUTTO l'export in Italia!
Italy’s B2C
Online Export
Italy’s B2B
Online Export
Lo sapevi che…?
32 362
*FONTE: UNCTAD, 2018

15. 150 millions+
Registered Members
190+
Countries/Regions
16 Real-Time
Chat Translation Languages
40+
Industries
5.900+
Product Categories
170 millions+
Products
26 millions+
Active Buyers
300,000+
Active Inquiries Per Day
Why Choose Alibaba.com as Marketplace

16. 1 Online B2B Store
The company’s presence is built through a
«minisite» inside the platform.
This section should include
Company history and stats,
Production stats,
Market strategy,
IP and certificates,
Key differentiators
As much information to create opportunities
for their business

17. 2 Product Pages
Product Information
A proudct sheet with all key features,
product variations and available
customization.
Multimedia Product pictures and
videos.
Moq, payment and shipping terms

18. 3 Global to Global platform
One of the key features is the
autotranslation in 16 languages.

19. Inquiries and RFQs are two ways to connect
Inquiries Buyers will find Sellers’ products
and send a request.
RFQs Buyers will send a public request for
quotations and sellers will find and quote.
+20.000
RFQs published daily
3 Two contact channels

20. Buyers submit
a generic
request
The system
approves
Sellers search for
RFQs and submit a
quotation
The system
approves
Negotiation
starts
Order
3 How do RFQs work ?

21. Keywords Advertising (KWA)
Positioning
For sellers being listed in the first
page of results is the only way to
get exposure
Effective Targeting
Enables sellers to pay premiums
for certain demographics or
countries.
Pay per click
When buyers click on the ads the
seller will pay according to his
bid.
Budget Control
Possibility to set campaign
budgets, as well as daily or
weekly budgets.
Keyword Advertising Performance
Gold supplier
without Keyword Advertising
Gold supplier
with Keyword Advertising
100%
75%
50%
25%
0%
Inquiries
125%
Exposure Clicks UV
25%
120%
64%
86%

22. Tradeshows in the Digital Era
Possibility to apply as exhibitors at the categrory specific online fairs, open to all over the world, organized
by Alibaba.com

23. A strategic Partner for Export
Alibaba analytics is a powerful analytics tool for business:
• Show buyer behaviour patterns
• Provides insights into business strategy, even offline
• Provides valuable feedback on business performance
• Maximize exposure and return on investment (ROI)
Analysis tools and reports in real time

24. Amazon – Pillar for a Successful Strategy
Pillar for a Successful Strategy
Based on relevance and bid, ads
are shown to customers in high-
visibility placements within
shopping results and on product
detail pages.
Advertising
• Be active on the platform
• Quality product Pages
• High and quick response rate
• Attract more visitors
Star Supplier

25. “L'accesso a mercati nuovi
e difficili da penetrare
è stato possibile grazie al supporto
di Alibaba.com.”
Categoria Gioielli
FULVIO DI GENNARO Srl
Sergio Di Gennaro
General Manager

26. FULVIO DI GENNARO Srl
Sergio Di Gennaro
General Manager
Ordini Conclusi: Regno Unito
Germania
Francia
Canada
Nuova
Zelanda
Stati Uniti
Romania
Italia
Australia
Filippine
Paesi Bassi
Spagna
Grecia
Russia
Cina
Morocco
Algeria
Tunisia
Siria
Identikit Impresa
Timepieces, Jewelry, Eyewear
Campania
2,5 – 5 mio
Joined Alibaba.com 2008

27. Success across different categories
Industry: Coffee
Location: Velletri (Rome)
Business Type:Manufacturer
Company Size: 11-50employees
Alibaba Years: 3
Main Markets: US
Business Objective:Expand to global markets

28. “Siamo saliti sulla piattaforma da
poco e abbiamo avviato le prime
negoziazioni e ricevuto diverse
inquiries grazie ad Alibaba.com.”
Categoria Food & Beverage
TERRE MARGARITELLI
Federico Bibi
MARKETING DIRECTOR AND BUSINESS DEVELOPMENT

29. TERRE MARGARITELLI
Federico Bibi
MARKETING DIRECTOR AND BUSINESS
DEVELOPMENT
Inquiries:
Identikit Impresa
Wine
Umbria
2,5 – 5 mio
Joined Alibaba.com 2020
USA
Thailandia
Romania

30. Why go Online? Is it the right moment?
“If your business isn't on the
internet, then your business
won't have a chance to survive”
Bill Gates – Microsoft

31. Digitalization and B2B
E-commerce for Export
April 16th, 2021