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外企用電子商務(wù)叩中國(guó)市場(chǎng)大門(mén)

Foreign Companies Enter Chinese Market by E-commerce

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核心提示:11月11日,華盛頓州蘋(píng)果委員會(huì)(Washington Apple Commission)主席托德弗萊霍弗(Todd Fryhover)頭一次參加中國(guó)雙十一“光棍節(jié)”活動(dòng),,希望能在24小時(shí)之內(nèi)賣掉120萬(wàn)個(gè)來(lái)自華盛頓州的蘋(píng)果。

11月11日,,華盛頓州蘋(píng)果委員會(huì)(Washington Apple Commission)主席托德弗萊霍弗(Todd Fryhover)頭一次參加中國(guó)雙十一“光棍節(jié)”活動(dòng),,希望能在24小時(shí)之內(nèi)賣掉120萬(wàn)個(gè)來(lái)自華盛頓州的蘋(píng)果。

幫他排憂解難的是營(yíng)銷巨頭阿里巴巴(Alibaba)。華盛頓州的蘋(píng)果在這家中國(guó)電商公司旗下的“天貓”(Tmall)網(wǎng)站銷售,。在中國(guó)消費(fèi)者對(duì)國(guó)內(nèi)農(nóng)產(chǎn)品存在健康擔(dān)憂的情況下,,許多外國(guó)食品品牌找到了現(xiàn)成的市場(chǎng),華盛頓的蘋(píng)果正是其中之一,。

“光棍節(jié)”起源于上世紀(jì)90年代初學(xué)生們慶祝單身的活動(dòng),,2009年被阿里巴巴重新定義為瘋狂消費(fèi)的大眾節(jié)日。越來(lái)越多的外國(guó)公司開(kāi)始加入這一盛事,,希望利用該節(jié)日進(jìn)行市場(chǎng)推廣,,向中國(guó)公眾推介自己的品牌。

弗萊霍弗希望每個(gè)中國(guó)人都對(duì)“華盛頓州的蘋(píng)果有可重復(fù)的,、奇妙的體驗(yàn)”,。在華盛頓州450家種植園所種蘋(píng)果的60個(gè)出口國(guó)名單中,中國(guó)位列第六,,但弗萊霍弗認(rèn)為明年中國(guó)將躍升至第一位,。

或許他是對(duì)的。午夜時(shí)分,,阿里巴巴北京禮堂的大屏幕顯示,,24小時(shí)內(nèi)通過(guò)阿里巴巴各平臺(tái)售出的商品總值達(dá)到143億美元。

為了進(jìn)入中國(guó)市場(chǎng),,越來(lái)越多的西方企業(yè)正在轉(zhuǎn)向電子商務(wù),,這是比開(kāi)設(shè)連鎖店或者落戶中國(guó)難以把握的零售市場(chǎng)更快、更廉價(jià)的方式,。

為了實(shí)現(xiàn)這一點(diǎn),,它們正學(xué)著愛(ài)上中國(guó)互聯(lián)網(wǎng)三巨頭——人稱BAT的阿里巴巴、互聯(lián)網(wǎng)搜索公司百度(Baidu),、以及社交媒體及游戲公司騰訊(Tencent),。它們已經(jīng)開(kāi)始以令人驚嘆的速度主導(dǎo)中國(guó)的經(jīng)濟(jì)生活,提供從零售,、金融到運(yùn)輸?shù)雀鞣N服務(wù),,并且正在進(jìn)入醫(yī)療保健甚至農(nóng)業(yè)。

短短幾年間,,三巨頭成功地壟斷了日常生活中所有可以被放到web上,、面向公眾銷售的方面。“它們都想占有這些客戶,,時(shí)時(shí)刻刻與他們?cè)谝黄?,無(wú)論客戶是在看視頻、與朋友聊天,、買菜,、還是去餐廳吃飯,,”北京安聯(lián)思商務(wù)顧問(wèn)公司(Alliance Development Group)的克里斯迪安杰利斯(Chris DeAngelis)稱。

中國(guó)的互聯(lián)網(wǎng)巨頭正逐漸發(fā)展為美奇金投資咨詢公司(J Capital Research)的分析師楊思安(Anne Stevenson-Yang)所稱的“科技系列企業(yè)”(tech Keiretsu),。這類企業(yè)是指20世紀(jì)主導(dǎo)日本經(jīng)濟(jì),、插足多個(gè)行業(yè)的國(guó)家冠軍企業(yè)。“當(dāng)企業(yè)在中國(guó)發(fā)展到如此大的規(guī)模時(shí),,公私差別不再那么重要,,”她稱,“在現(xiàn)實(shí)意義上,,這些企業(yè)成了互聯(lián)網(wǎng)部,。”

但是,激烈的競(jìng)爭(zhēng)意味著,,外國(guó)商家在招攬中國(guó)中產(chǎn)階層買家時(shí)有很多選擇,。由于擔(dān)心國(guó)產(chǎn)假貨,這些消費(fèi)者熱衷于購(gòu)買進(jìn)口商品,。

阿里巴巴為賣方提供了很多選擇,,其中包括與eBay類似的免費(fèi)平臺(tái)淘寶(Taobao)——基本上就是一個(gè)網(wǎng)上跳蚤市場(chǎng)。多數(shù)大品牌的店都開(kāi)在類似于亞馬遜(Amazon)的天貓上,,讓這些品牌更好地控制其銷售和供應(yīng)鏈,。寶潔(Procter & Gamble)是首家進(jìn)駐天貓的財(cái)富500強(qiáng)公司。據(jù)寶潔副總裁Jasmine Xu稱,,自2008年進(jìn)駐天貓以來(lái),,該公司在該平臺(tái)上的銷售額增長(zhǎng)了100倍。

Xu稱,,在今年的雙十一“光棍節(jié)”,,寶潔在6分鐘內(nèi)就完成了1億元人民幣(合1600萬(wàn)美元)的銷售額,而去年用了8小時(shí)才達(dá)到這一銷售額,。“除了加大銷售外,,(天貓)還是推動(dòng)品牌建設(shè)的關(guān)鍵平臺(tái),”她稱,。

然而,,也有一些商家不愿意進(jìn)駐阿里巴巴。阿里巴巴帶來(lái)了龐大的在線客流量,,但一名咨詢顧問(wèn)稱,,打折的壓力以及泛濫的假貨意味著“很難在天貓上保護(hù)品牌”。

不過(guò),,它們還有其他很多選擇,。京東(JD.com)——阿里巴巴的競(jìng)爭(zhēng)對(duì)手,其市場(chǎng)份額正日益擴(kuò)大——吸引了眾多品牌進(jìn)駐,。

與此同時(shí),,騰訊的社交媒體app微信(WeChat)正伺機(jī)而動(dòng),。微信擁有逾5億用戶,發(fā)展迅速,。由于擔(dān)心廣告和產(chǎn)品泛濫引起用戶反感,騰訊迄今擱置這款app的“貨幣化”進(jìn)程,。

但是,,在微信上做廣告只是吸引注意力的方式之一。很多企業(yè)發(fā)現(xiàn),,單單利用微信進(jìn)行口碑營(yíng)銷就可以獲得巨大的市場(chǎng)推廣成功,。

例如,熱衷英國(guó)鄉(xiāng)村生活的粉絲可以加入英式烤箱標(biāo)志性品牌AGA的微信群,,觀看使用AGA烹飪的視頻,,交換有關(guān)產(chǎn)品的信息,甚至一時(shí)沖動(dòng)買下一臺(tái)烤箱——借助在聊天室嵌入商鋪的軟件,。

“微信的用途異常廣泛,;就市場(chǎng)營(yíng)銷而言,它比Facebook更好,,也比WhatsApp更好,,”北京易思聞思公共關(guān)系咨詢公司(Eastwest Public Relations)董事長(zhǎng)金寶(Jim James)稱。該公司設(shè)計(jì)了AGA的微信群,。

“相比其他一些接觸互聯(lián)網(wǎng)時(shí)間更長(zhǎng)的國(guó)家,,中國(guó)在很多方面更加融入網(wǎng)絡(luò)。”

On November 11, Todd Fryhover, president of the Washington Apple Commission, joined China’s Singles Day celebration for the first time, hoping to sell 1.2m apples from Washington State in 24 hours.

To help him out was the marketing juggernaut of Alibaba, the Chinese ecommerce company, where Washington apples are sold through branded website Tmall, one of a number of foreign food brands that are finding a ready market in China amid health scares over domestic produce.

Singles Day, which began as a student celebration of singledom in the early 1990s, was reinvented by Alibaba in 2009 as a mass festival of conspicuous consumption, and more and more foreign companies are joining, hoping to use the holiday as a marketing exercise to get their brands out to the Chinese public.

Mr Fryhover wants everyone in China to have “a repeatable, wonderful experience on Washington apples”. China is number six on the list of 60 countries that import apples from Washington’s 450 growers, but he thinks it will be number one by next year.

He may be right. By midnight, as a video billboard in Alibaba’s Beijing auditorium showed, $14.3bn of merchandise had been bought via Alibaba’s platforms in 24 hours.

Western companies are increasingly turning to online commerce, a cheaper and faster way to get to market than setting up store chains or penetrating the opaque retail market in China.

To do this they are learning to love China’s internet conglomerates, informally known as BAT — Baidu, the search company, Alibaba and Tencent, the social media and gaming company. The three have begun to dominate economic life in China with amazing speed, doing everything from retail to finance to transportation, and moving into healthcare and even agriculture.

In just a few years, the BAT conglomerates has been able to monopolise every aspect of daily life that could conceivably be put on the web and sold to the public. “They all want to own the customer, they want to be with them every second of the day, when they watch a video, chat to their friends, buy groceries, or go to a restaurant” says Chris DeAngelis from the Beijing-based Alliance Development Group.

China’s internet giants are becoming what analyst Anne Stevenson-Yang of J Capital Research calls “tech Keiretsu”, referring to the national champions that dominated the Japanese economy in the 20th century with interests in multiple industries. “When companies are this big in China, the difference between public and private is not that important,” she says. “For all intents and purposes these companies have become the ministry of the internet.”

But fierce competition means foreign sellers have many options for courting Chinese middle class buyers who are looking to buy imported goods abroad due to concerns about home-made counterfeit goods.

Alibaba offers a number of options for sellers, including the free eBay-like platform Taobao, which is basically an online flea market. Most big brands set up on Tmall, which resembles an Amazon market place, a platform where big brands can set up stores and have more control over their sales and supply chains. Tmall’s first store from a fortune 500 company was Procter & Gamble, launched in 2008, which has grown 100 times since then, according to P&G vice-president Jasmine Xu.

This year on Singles Day Ms Xu says that P&G made its first Rmb100m ($16m) in six minutes, compared with eight hours last year. “[Tmall] is a key platform to drive brand building in addition to sales,” she says.

Some merchants have been loath to list on Alibaba, however. It gets vast online traffic, but the pressure to discount and the prevalence of fakes means it is “hard to protect a brand on Tmall,” says one consultant.

But there are plenty of alternatives. JD.com, Alibaba’s rival, which is increasing its market share, has attracted a number of brands to its online store.

Meanwhile, waiting in the wings is Tencent’s social media app WeChat, which has more than 500m users and is growing rapidly. Fearful of flooding the app with advertising and products, Tencent has been holding back on “monetising” WeChat.

But advertising on WeChat is just one way of getting attention, and many companies have found they can win huge marketing success simply by using WeChat for word-of-mouth marketing.

Fans of English country living, for example, can join a WeChat group devoted to Aga cookers, the iconic English oven brand, watch videos about cooking on an Aga, swap messages about it, and, thanks to the software which embeds the store in the chatroom, even buy one on impulse.

“WeChat is unusually versatile; its better than Facebook, better than WhatsApp for marketing,” says Jim James, head of EastWest Public Relations in Beijing, which designed the Aga WeChat group.

“China in many ways is more switched on to the internet than other countries which have had it for longer.”

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