September 22, 2011
young e-commerce market in China, everything should be long-term perspective, eBay story proves this point. Rely on different games are played, it a comeback.
started cross-border trade in business five years later, eBay launched its first “Asian electronics export trade report”, this time in itself quite interesting: In the past few years, total sales of the business to maintain a growth rate of more than 100%, but last year has slowed the growth rate dropped to 80%, of which 30% of China seller business is not growing. In accordance with eBay argument, this is not competition or consumer recession slow-down, but under the control of its own kind of “sacrifice.”
“We want the seller to improve product quality and customer service standards, we do not want to rely on counterfeiting, fraud and cottage products and made a fortune.” eBay Asia Pacific Managing Director JayLee undoubtedly revealed the cross-border business in China pain over the past year, eBay has been improving the integrity of the system, to minimize such things happen, such as recently it is considering launching a “first inspection to buy” service, although this approach offend the seller.
eBay practices with its old rival Alibaba contrasts. February this year, Alibaba B2B companies announced: As a fraud scandal, the former CEO David Wei resigned. This is Ali reputation had a significant impact overseas, its AliExpress platform to bring the shadow of Ali Baba in 2010 launched a cross-border transactions AliExpress website, you can Like eBay, for personal online transactions. Once again, the old rivals to compete on the same platform, Alibaba is still the offensive side, but both home and away, but reversed. Taobao then beat eBay eBay is free and innovative service model, then this time? Forced to flee from several years ago, and now deliberately slow down, eBay China fate in a dramatic change. border charm
Liao Guangyu China has worked on eBay for seven years.
this figure means first of all, he has experienced all of the thrilling Chinese e-commerce industry; Secondly, he is a Western Internet companies in China suffered a major defeat witness; Finally, the headquarters of the Chinese market on eBay concerns with the assessment before, he “hold live” the.
Google, Microsoft, Yahoo, Amazon, Myspace, and added perhaps Groupon, now when people read out of this string of increasingly long list, the first is still habitually say ” eBay “name, it is considered to be” localized severe lag “model of foreign-based Internet company. For the period of history, many people have asked Liao Guangyu, “When eBay is ready to exit China, what are you thinking?”
“EBay has never been out of China.” Over the years, he replied that have not changed. Greater China as eBay CEO, he has never revealed any people think of the frustration and sadness. But his tone has shifted from the passionate calm.
2006 year, eBay announced some of the shares sold to eBay TOM, which is the public out of China as a symbol of eBay. July 2007, all eBay sellers have found the Chinese border, landing accounts overnight after the text on the page into Traditional Chinese, registered in Hong Kong “eBay.cn” began another play focused cross- border transactions. The eBay and eBay business long-term mix of local trading, so that Taobao has also been covered up light.
Liao Guangyu with “long-term goal” to describe the entire 2007, eBay management mentality, eBay to keep the world largest online trading platform position, it must set foot in Asia, have a place in China, then, all can not see the immediate benefits, but to long-term perspective. He and his colleagues reflect on: What is eBay can afford to compete? eBay worldwide more than 97 million active users, PayPal more than 100 million worldwide active users, and no one industry rivals are not the same advantage. We can understand the Chinese sellers in 39 countries and regions around the world of customs, regulatory environment, consumer habits. This is eBay advantage. “Liao Guangyu said.
Was represented with the local Taobao C2C websites, cross-border e-commerce is faltering start, the real face of foreign consumers of Dunhuang, Orchid Pavilion and other potential independent site only established soon, only focused on Alibaba Chinese suppliers and overseas buyers to build information bridges, offshore B2C business profitable, that we know very well, four or five on the Shanghai City God Temple to spread the red apron RMB children, in eBay UK site can be sold for 20 pounds, because the omission of foreign distributors and retailers in the middle part, but to open up factories in China to the West family from the entire chain and very difficult, transportation is very expensive and cumbersome process, the Western consumer are difficult to get.
the outside, after 2007, eBay seemed so silent and only the cross-border direct access to personal services sellers know, after changing the play, eBay in China service system and standards of the local conditions of exploration, it is no longer rigid and hysteresis, while from SMEs to large brands, the seller-level change also means that the platform of their own transformation.
outcome In the next
2010 In May, Eslite a Job on the site to attract people attention: recruitment eBay Chief Operating Officer, while this year Father Day, in the U.S., UK and Australia buyers have noticed one detail: eBay home page where the customer substantial advertising launch, this strange name comes from China, then, including Metersbonwe, Dream Bazaar such brands began to use its platform overseas sales and marketing, and compared their own overseas sites, eBay platform, cost savings, improved efficiency now, Eslite 50% of global sales come from eBay. “Compared with the Amazon, Large retailers, or more welcome eBay, Amazon, after all, constitute a competitive relationship with them. “Liao Guangyu added.
If you do not get through eBay in the industrial chain of China cross-border efforts, where the customer will not rush to start this brand eBay business, after all, e-commerce industry in China, where the customer to focus on customer service and fast shipping known fact, eBay in the overseas export process innovations were later emulated by all cross-border e-commerce site.
2010, the Chinese sellers have found that the most original headache was unusually United States mail service has become smoother, called “International E-mail Bao” service will be the largest two continents on the planet largest postal company to connect the two together through cooperation with the U.S. Post Office. ” International E-mail Bao “deal with more than forty thousand a day from China to the United States Postal treasure, but had less freight by 30% -50%, and time is shortened to 7 days. sellers only need to be sent to the United States fill in the e-mail address in a table on eBay, then print it out, wrap it together with the charge of the postal workers to come, you can safely wait for the buyer to give the praise of course, like any customer is a big seller You can also use storage services overseas, ahead of seasonal goods shipped to eBay overseas warehouse, customs clearance procedures for the completion of all transport once the buyer under the order, paid for the goods shipped directly from overseas warehouses, for buyers, This experience is almost identical with the local shopping.
In order to better meet consumer trends, the level of vertical platform also began to develop in depth (000001, stock it). “The reason to go vertical, is to make your online shopping experience more and more like under the net. Through a more detailed directory, we allow you to buy clothing line the process and there is not much difference. “JayLee said. EBay category to the development of vertical roots as one of China market development strategy, has established electronics, apparel, home professional services team in the world, it has acquired leading European online shopping site brands4friends , and introduced a special dress theme site in 2010, eBay and PayPal Greater China business revenue reached U.S. $ 4 billion that eBay headquarters from China will account for eBay business future global sales of 1 / 3 < br />
When the changes eBay, Alibaba has not been idle. previously in cross-border business, Alibaba focus on B2B model, tend to commercial products and industrial supplies, while the top five best-selling eBay commodities are computers, clothing and accessories, jewelry, precious stones, watches, belong to the individual commodities, the two do not conflict, but with the changes in various conditions, Ali Baba found, B2B can not change the volume in China on price has always been a tragedy, then join the ranks of this fat fighting B2C.
speed the emergence of eBay to sell through the growing anxiety, PayPal recently stopped selling through the co-operation with the speed, but So far, although the latter secured from eBay, where a number of overseas buyers, there is a big gap between them. a lot of sellers to sell through the service unbearable speed, it customer service is always in the slow response time to answer questions, and stereotyped present-speed search engine must be sold through advertising, but now the world leading portals in English, few of its search results.
On the one hand, Alibaba in grabbing market share, according to Ma character, he would not tolerate quick sell through a long stagnation, the new measures may soon appear to enhance the other hand, eBay is more strictly enforced self-regulatory mechanism, in the past year, 10% -15% platform does not meet the requirements of policy limits by the Chinese sellers and ultimately how the outcome never know, Liao Guangyu seven years has proven that in the rapidly changing e-commerce industry, being the technology leader, share leader are nothing , all to the long term. Even in the Chinese domestic market, Taobao has led the way, but who can guarantee that eBay will not kill a Parthian shot?
last year, eBay headquarters of the local e-commerce strategy reveries. It involves almost all of the acquired businesses or links to domestic payment services, including Milo, RedLaser, Where, this is undoubtedly in order to meet “online to offline (online-to-offline)” consumer buying trends online payment, in the physical store to enjoy the services or obtain goods, which is known as e-commerce the next big battleground.
Zhi Buding day, you are through the eBay platform in China, collecting some of their favorite street items do.
brand merchandise to the
the seller once the domestic trade network of individuals and small and medium manufacturing enterprises based, “Made in China” cost advantage, domestic and foreign differences in consumption levels create huge profit once the core elements to attract sellers now, many brands have begun to test the water network of foreign trade, but the profit is not their only target.
right Chi International Group (the “Instant-Dict” electronic dictionary as the main business)
so that more buyers who know the product and brand service users (many users have been present in Australia, the United States, Canada, European countries to study, work and life, they still have a great product for Instant-Dict demand)
Chinese security (digital security safe city construction and product development as the main business)
develop overseas sources to establish information exchange channels and end users to better grasp of the market demand easily
times (in traditional Chinese medicine massage theory research and development of electronic products)
use the eBay platform to attract local partners, and then experience the center of the floor to achieve perfect after-sale system
Eslite (Internet Retailer)
through eBay platform, Father Day, Mother Day and other holidays, to limit buy or economic promotion, not only established brand awareness, but also to generate profits.
