E Commerce Success in China
-
Upload
bill-kohnen -
Category
Business
-
view
258 -
download
0
description
Transcript of E Commerce Success in China
Why can’t successful western e-commerce websites simply replicate their success in China?
Bill Kohnen Pacific Rim E Commerce Conference
E COMMERCE SUCCESS IN CHINA
China is the biggest e-Commerce market in the world
Successful western e-Commerce as well as investors players desperately want to develop business in China
Notable failures because western companies did not address fundamental differences in expectations by customers in China
Bill Kohnen Pacific Rim E Commerce Conference
SUMMARY
Product Presentation
Shopping Experience
Merchants
Logistics
InfrastructureBill Kohnen Pacific Rim E Commerce
Conference
AREAS WHERE CHINA AND WESTERN
E-COMMERCE ARE DIFFERENT
More vibrantPeople important modeling productOften includes contextSee following examples of differences
between Western and Chinese e-Commerce presentationClothingComputer AccessoriesOffice Products
Bill Kohnen Pacific Rim E Commerce Conference
PRODUCT PRESENTATION
Western China
Bill Kohnen Pacific Rim E Commerce Conference
COMPARISON - CLOTHING
Western China
Bill Kohnen Pacific Rim E Commerce Conference
COMPARISON – COMPUTER ACCESSORIES
Western China
Bill Kohnen Pacific Rim E Commerce Conference
COMPARISON – OFFICE SUPPLY
Bill Kohnen Pacific Rim E Commerce Conference
Immediately presents interesting content (see following example)
Access to new and unique productsDetailed information of features for comparison
price and featuresRelevant product descriptionsTotal site localization (not just translation) Multiple and interesting views of product (5 +)Reassurance of trusted Payment processAlways some presentation of some gender specific
items with more focus on female interest items (examples: Hello Kitty, stuff ed animal, pop culture phone covers etc..)
SHOPPING EXPERIENCE
Bill Kohnen Pacific Rim E Commerce Conference
Western China
Comparison – Starting Page
Expectation that the e commerce site manages the merchants Authenticity Guaranty Fulfillment Quality Support Quality
New entrants overwhelmingly underestimate the importance of managing merchants and therefore do not allocate the right resources to do this: Supplier Management experts Quality Control Financial Auditors Logistics Professionals
Managing Merchant Performance is Vital To Develop Customer Trust Bill Kohnen Pacific Rim E Commerce Conference
MERCHANTS
Timely order processingReturn and exchange process
Expectations really not that much diff erent than western but it has been harder to meet expectations in China as logistics providers and process are not as developed as in Western countries.
In China companies can not simply turn over logistics responsibilities to “Fed Ex” or other third partes and expect customer expectations to be met.
Bill Kohnen Pacific Rim E Commerce Conference
LOGISTICS
Must have data center inside China Fire Wall
Western companies need strong partners in China but should not just hand over operational responsibility
Requires mutual long term commitment to develop robust reliable infrastructure
Bill Kohnen Pacific Rim E Commerce Conference
INFRASTRUCTURE