Global Ecommerce Workshop

Direct-to-Consumer:
How (global) e-commerce may change the
world (and your world) ?
 Speaker Profile

Rutgers DHL Supply Tiki Corp. Yes4All llc. - USA

Con Cung Jsc.
University - USA Chain - Vietnam

Master’s Degree Manager Director Senior Director Vice President

Industrial & System Business Development Supply Chain & Supply Chain & Sales, MKT & Operations
Engineering & Solution Design Logistics Transportation
Some brand stories
The world is changing faster and faster

Most valuable brands 2022 - Some

interesting insights:
● Trend: the smarter brand - the more value
→ Technology and Service
→ Heavy industry: Automotive and Energy
→ Consumer Good , Retail, F&B

● Trend: China - the shift in value chain

→ Manufacturer to Consumer
→ Copier to Inventor
→ World pioneer in Ecommerce and Tech

● Trend: Consumer product powershifting

→ Consumer less loyal to brands
→ Retailer and flatform become more important
→ New ways to grow a consumer brand
● Tesla Story
Product take time and steps to consumer…
Processes of distribution- Vietnam example

Popular Model in Vietnam:

● General Trade/ Traditional Trade (GT)
● Modern Trade (MT)
● Ecommerce/ Social Commerce/ DTC
But the whole road is much more challenging!
The end-to-end product journey

Market entry is the most painful part- “for

every successful market entry, about four fail”
→ Market Research: Size/ Share/ Competitors
→ Product Selection
→ Set up distribution network
→ Financial Investment & Modelling
→ Sales and Marketing ramping
→ Demand forecasting
→ Economies of Scale: MOQ, overhead cost
→ Flexibility and Responsiveness
→ Competition
D2C offers a brand new approach
Let’s start with anything- no matter how small!
D2C offers a brand new approach
Success stories around us
D2C offers a brand new approach
International Decacorn
D2C offers a brand new approach
International Hectocorn
Yes4All Story
Home-grown E-commerce Brand

+500 15 12 2.3m
Vendor Shipped units in
Active SKUs Markets
Vietnam China 2022
Yes4All Story
Home-grown E-commerce Brand

01
Multi-channel Ecommerce expertise.

02
Product development based on data and consumer insight

03
Application of advanced technologies

04
Sourcing optimization and operation excellence at a-fraction-of-the-world
cost
How will D2C help us
World of opportunities

Brand owner/ Marketing / Fulfillment D2C

Manufacturer In-house or Platforms

Distributor/
Brand owner/
Manufacturer
Wholesaler/ B2C
Retailer

● End to End control of Sales & Marketing

● End to End control of Operations
D2C Superiorities ● Direct interaction with customer through digital channels
● Direct collecting of customer Data & Behavior
● Lighter and faster road to market
CEO CFO Sales Director

● Customer-insight generation and community building

● Brand building and differentiation
D2C Opportunities ● Fueling innovation
● Driving sales
How will D2C help us
World of opportunities

Brand owner/ Marketing / Fulfillment D2C

Manufacturer In-house or Platforms

D2C Superiority

CEO CFO Sales Director

How will D2C help us
Lot of work to do!

● It is a VUCA World
→ Covid
→ War
→ Inflation
→ Recession
● A long fight against all kind of competitors:
→ Big brands are going D2C
→ Small new brands from all over the world
● End-to-End management Efficiency and Effectiveness
→ Supply Chain
→ Digital Marketing
→ Sales & Financial Management
→ Data & Technology
● Increased responsibilities
→ Legal and Policy barrier
→ Patent and Copyright
● Mindset Barriers:
→ Manufacturers turn Developer/ Brand-owners
→ Compliance
How to prepare
Invest early in yourself!

● Competition is fierce in the industry

● Academic foundation is critical
● Numerical and data analytics skill
● Programming Skills
● Communication Skills
● Business & Financial acumen
● Digital Marketing
● Systems knowledge- System thinking
● Resilience and flexible mindset
Q&A