Report ecommerce project parent company ya man ltd subsidiary company ya man vn

General information YA-MAN is the top brand in Japan for professional skincare equipment in beauty industry.. This innovative technology was adapted to home-care beauty devices by YA-MAN

OFFICE FOR INTERNATIONAL STUDY PROGRAMS

REPORT ECOMMERCE PROJECT PARENT COMPANY: YA-MAN LTD

SUBSIDIARY COMPANY: YA-MAN VN

Instructor: Assoc Prof Dr Pham Quoc Trung

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ABSTRACT This report is to research and planning for improvement for business process of YA- MAN VN company -— one of representative office of YA-MAN parent LTD in Vietnam

We conveniently obtain company specific information because Ms Le Ngoc Quynh Tram — one member of our group who is an employee of that company

After we had analysis data from financial report on company’s information system,

we decided to plan five improvements about web feature, marketing campaign, distribution to retail networks, logistic and the payment service We conclude that all plans are necessary for company growth and viral brand with a new firm enter to

Vietnam market

We send our honest thank you to Dr Pham Quoc Trung, who gave us a chance to work together and learnt more about the new field — beauty industry The project and report are successful thanks to the enthusiastic guidance of Dr Trung — our mentor During the planning research, we have chance to analyze business process and experienced the way how business operate their activities Because of the limited data and information of company, we cannot create perfect plans The report includes three main parts (introduction, planning for improvement, conclusion) and two sub-sessions (abstract and references)

We have not lots of experiences of business planning, so that this report bases on our academic knowledges and how we feel as a customer’s view It cannot avoid shortcoming and mistake We hope you will sympathize with us and scroll down to review our plans

PART A: INTRODUCTION

I General information

YA-MAN is the top brand in Japan for professional skincare equipment in beauty industry The company is possessing more than 264 mode licenses and 494 intellectual property certificates on research and development in the field of health and beauty operations YA-MAN is one of the beloved and trusted brands of Japanese women YA- MAN has many official representatives in a number of Asian countries that including

China, Hong Kong, Indonesia, Korea, Taiwan, Singapore, Vietnam, and others

Company mission is to help everyone in awakening the beautifully radiant power within them, realizing a tomorrow that is even more attractive than today Company mission is to help everyone in awakening the beautifully radiant power within them, realizing a tomorrow that is even more attractive than today

YA-MAN is established in 1978 that has been dedicated to developing beauty equipment that are popular in salons and spas This innovative technology was adapted to home-care beauty devices by YA-MAN in order to provide professional beauty treatments at home For its endless ideas and cutting-edge technology, YA-MAN will continue to pursue new "Forms of Beauty" as a leading beauty professional in this era

II History of development

e YA-MAN Limited was established in 1978 which is Japan's leading home beauty equipment brand

e In 1979, the company was not only introduced needle hair removal to Japan, Y A- MAN developed Japan’s first high-frequency depilator

e 1980s: YA-MAN developed its first laser depilator, the LASER 21, for professional use YA-MAN also developed Japan’s first optical depilator and first body- fat scale in the next five years After that, YA-MAN independently developed Japan’s

first miniaturized EMS device

e During the year 2015, YA-MAN U.S.A LTD is established and launched its business to mainland China This company opened its first directly owned store, in Ginza Tokyo

e In 2018, YAMAN products were exclusively distributed by An Pha Co., Ltd in the Vietnam market, expanded to Singapore, Indonesia and Russia

e Last year - 2020, Face Lift Gym operates under the concept of “You make yourself beautiful” This gym is a new experiential service created by YA-MAN to help users acquire beauty-creating techniques through training with beauty devices under the guidance of specialist trainers

HH Value propositions

“A new beauty” the power to radiate beauty lies in every person Brand wishes to help awaken that power, and create a more beautiful tomorrow The power to radiate beauty lies in every person Since 1978, they have been producing professional beauty tools Since then, the company has used their technology to bring the salon experience home, with excellent quality that has been acknowledged both in Japan and throughout the world The firm will continue to leverage new ideas and cutting-edge technology as top beauty specialists to provide joy and inspiration for being even more beautiful

IV Customer Segments:

e Office employees who are 25 years old or older have a monthly income of more than ten million VND

e Beauty concerns pique the interest of mostly female clients

V Customer Relationship:

Outside of gift for the monthly birthday program, the company frequently launches special discounts with favorable rates, which draws a large number of clients to purchase items during the month Customers’ information is kept in the Haravan system, allowing them to receive discounts the next time they shop at the store

In addition, YA-MAN has good customer service after sales that includes keep and

maintain customer’s engagement via social media like Zalo, Facebook, Website and

phone number when they have product-related inquiries The business also provides an insurance policy for customers when purchase products that will be received a 12-month guarantee and free repair service

VỊ Channels

1 Facebook: order directly and consult via fan page

e Link to access: https://www.facebook.com/Y amanvietnam/

Zalo and hotline: (+84) 90 3070 763

VII Products

YA-MAN has Advanced and exceptional technologies, such as RF technology, ultrasonic cavitation and pulse muscle stimulation (EMS) are used in products that help increase treatment efficacy and enhance the aesthetic impact of women at a fair price from the comfort of your own home

1 Intensive facial care products:

e Photo Plus HRF 10T: Photo Plus is an all-in-one facial treatment device that features five functions to clean, enhance product delivery, tighten facial muscles, minimize fine lines and wrinkles, and reduce pore size

Figure 1 Photo Plus HRF 10T

e Photo PLUS Hyper: This product is a home use beauty device that integrates RF (radio frequency) deep warming with Ion Cleansing/ Iontophoresis, Vibration, LED Photo and EMS technology

Figure 2 Photo PLUS Hyper

e Photo PLUS Prestige S: With proven beauty technology, this device takes a thorough approach to a range of adult skin concerns with beauty-salon-like functions concentrated into five simple modes Equipped with YA-MAN’s original penetration technology, “DYHP (Dynamic Hyper Pulse),” this device achieves a higher level of

2 Products to reduce fat, firm the body

e Tornado RF Roller:

Figure 4 Tornado RF Roller

e Cavispa RF Core: In addition to the waterproof feature, the device is equipped with radio frequency/cavitation/EMS functions which are popular beauty salon/spa treatments Cavitation targets the areas of concern by vibrating the skin with powerful

330 kHz ultrasound waves "Double-wave EMS is a limited function only available for Cavispa Core EX, reaching inner muscles with its combined waves of medium and low frequencies In addition, the device is equipped with a BUST Mode, realizing total body

care for the face, body, and bust

Figure 5 Cavispa RF Core

e Medi Lift: Japan’s first medical silicone mask equipped with Electrical Muscle Stimulation (EMS)

Figure 6 Medi Lift

3 Exfoliating products

e Circle Peeling Pro: This is a cleansing and facial care product Includes 3 steps Peeling exfoliates the surface of the skin, deep cleans pores and tightens skin, shrinks pores

e Domestic payment card: Customers may pay fast via the Smartlink Payment Gateway, which connects most of the alliance's member banks Customers can use ATM

cards from banks including Vietcombank, Agribank, MBbank, and others Customers

buying online can transfer to the company's account if they do not want to pay cash; when transferring 100%, customers outside of Ho Chi Minh City, Hanoi, and Da Nang

will receive an extra discount of 100,000 VND

e International card: For foreign consumers, the shop accepts Visa, Mastercard, UnionPay, and JCB cards at all times

IX Key Partners

e Van Hanh Mall: The largest commercial center in District 10 draws a huge number of visitors who come to shop The mall's main store allows consumers to immediately experience and shop

e YA-MAN Japan: Assisting in the delivery of Japanese-made machines as the major partner

e Haravan system: Support the implementation of customer, warehouse, and order

data

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X Order Fulfillment

Figure 8 Order Fulfillment process

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PART B: PLANNING FOR IMPROVEMENT

I Web features

1 Implementing Chatbot

Figure 9 Chatbot of YA-MAN VN website Chatbots have become an important tool for organizations to better serve consumers and communicate with them in order to boost revenue in recent years There is already a chat box on YA-MAN’s website, but it is not able to reply to clients’ inquiries instantly; instead, consumers must provide information then through a processing step by staff to

reach a consultant, who will then contact them As a result, client questions sent over the

web take time to process and do not react to consumer demands quickly Therefore, we believe it is important to develop the chatbot in order to provide the following benefits:

e Support in order to effectively decrease expenses: Chatbots may perform a variety of tasks on behalf of people, including introducing items, generating quotations, providing advice, closing orders, and soliciting feedback The hiring of salespeople and customer service representatives has been reduced Since then, each company unit, each business shop has saved considerable money while guaranteeing that the task is done correctly

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e Customer service that responds quickly: If employees need a break, Chatbot absolutely does not The capacity to function continuously 24 hours a day, 365 days a year aids assistance in responding swiftly and efficiently to consumers All client inquiries are automatically processed in the quickest time possible Customers are more satisfied and order more frequently as a result of the improved buying experience, resulting in smoother revenue growth

2 Feedback (product reviews)

Customer feedback is a customer's assessment of the product and service experience with the vendor It has a required and meaningful relevance that has a direct impact on the business environment We strive to enhance the website by incorporating consumer feedback, which is now missing from the YA-MAN VN website The importance of customer feedback:

e An effective scale to help measure customer satisfaction

e Improve customer experience: In today's competitive market, meeting consumers’ demands is a simple way to keep them, gain their confidence, and have them return Without client input, the company won't know where it needs to improve If they are pleased, they will likely recommend it to their friends about the products, resulting in a large number of new clients for the company

e Assist consumers in feeling heard

e More information for new consumers about the store's products and services would be beneficial

3 Selection of online payment methods

Due to the fact that YA-MAN VN website does not yet have an integrated online payment gateway, the consultant will need to contact consumers who want to pay by transfer or cash, as well as those who wish to pay by credit card online When buying online over the web, payment will be cumbersome and will lower the purchase rate

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On the buyer's side, using an online payment gateway helps to increase the convenience of non-cash payment, fast, secure, and optimize the experience; on the seller's side, this helps to limit the rate of order cancellation, helps to turn capital faster, the payment processes and procedures are also reduced, and the business will benefit from the association with online payment units

4 360 of degree view angle 3D product

Setting up pictures with 360 perspectives helps buyers visualize the product more clearly, which improves the product experience For customers, the 360° product view will help them get a real online product viewing experience, like they are seeing the product in real life, where they can see the whole thing angle, touch and feel the product

Figure 10 360° image capture mode

Il Marketing Campaign

1 Current situation

In terms of marketing, the company has only developed advertising on social networking platforms like Facebook and Instagram through the YAMAN VN fan page Although they run ads on both of them, the quantity of individuals who interact and

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follow the page is not too high, just over 8000 people for Facebook and 132 people for Instagram

Figure 11 Fan page of YA-MAN VN Figure 12 Instagram of YA-MAN VN

Besides, the implementation of advertising has consumed the cost of the firm about 2,500,000 to 3,000,000 million per month And the number of people reaching the page's articles has increased one month ago, but usually only about 500 to 1000 people

Moreover, the number of followers is kind of small with a median interaction of about

200 people leading to approaching the company's product through Facebook or Instagram platforms of consumers are low

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Figure 13 Report of advertising cost on fanpage of YA-MAN VN

Figure 14 Engagement on fanpage during I month

For the above reasons, our team would like to propose some solutions for the company's marketing strategy to advance product sales as follows:

1 Content marketing

In order to extend interactions for the fan page, the post content should be updated regularly in keeping with hot trends to stimulate viewers or the articles with humorous content like an example below to make excitement to customers when they visit the page after stressful working and studying hours

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Content for post need to follow the “Search Engine Optimization” (SEO) standard For a successful business, investing in standard SEO content is indispensable, the content

on websites and social networks will attract more customers, YA-MAN VN will viral its

brands widely, without spending too much on marketing In addition, the appliance of SEO services for online marketing is additionally common now because it helps businesses optimize their websites When the corporate uses this service which not only combines appealing content and images but also helps analyze keywords product strategy

of the insight target customers to produce information consistent with customer needs Thereby it can improve keyword rankings to look for positions on Google and increase

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