And e-commerce market in China compared with more hot, adjacent to the center of Shanghai People's Square of eBay China office cold treatment. Deemed withdrawn in the third year after the Chinese market, eBay began to consider Liao Guangyu, president of China, and then a layer of office rent. Last year, eBay employees in Shanghai, more than 1,000 people, some of the new employees will only be two people in a crowded desk.
Not out pounding on drums, led by China, Liao Guangyu, eBay has become a market outside the United States, the world's fifth-largest profit center, PayPal China (including Hong Kong) has become the world's fourth largest profit center, last year, eBay eBay transactions to China totaled 900 million U.S. dollars.
"In our country the world's top 10 regions, China is still only in triple-digit growth in the region, is the world's fastest growing." Liao Guangyu said
Last week, eBay Inc. (NASDAQ: EBAY) announced its ending December 31, 2009 of the 2009 fourth quarter and full year financial report. The year 2009, eBay's revenue for the 8.727 billion U.S. dollars, over the previous year's 8.541 billion U.S. dollars increased by 2%. Among them, the fourth quarter of 2009, eBay revenue 2.371 billion U.S. dollars, over the previous year's 2.036 billion U.S. dollars over the same period increased by 16%, exceeding Wall Street expectations; income in the fourth quarter of 2009, also includes Skype here The 112 million U.S. dollars during the period, including income.
And the current CEO 绾︾堪澶氱撼闇?(John Donahoe) is trying to re-apply to the capital market innovation that eBay still the same potential for growth, Liao Guangyu eBay led the team with which they also are trying to prove to the Chinese market, four years ago, Wheat Man said, "evolution," is happening.
"EBay has been born for 15 years, PayPal has also set up 10 years, is the longest established e-commerce world, companies come here, we encountered a great challenge, we have experienced many changes, this The world is changing, buyers are changing, eBay also has been changed to adapt to this market. "Liao Guangyu said.
New track
China's foreign trade from eBay sellers attracted the attention of China.
eBay began to realize that he might have found a resumption of the Chinese market base.
July 2006, Liao Guangyu of China took over eBay CEO. Just a month ago, eBay announced a joint venture with TOM.Online transfer of eBay business.
At that time, due to platform docking, localization is not enough other reasons, came three years ago, eBay did not buy in Europe and the United States can replicate the success of the market, but so is domestic Taobao C2C platform dragged into the struggle of an elephant and ant quagmire.
"Our biggest problem was not the localization of the job done", eBay COO of Greater China and Southeast Asia reflect Pine Valley, said at the time of eBay headquarters in view, as China and Europe, but is its territory in the world general one, if its products in the United States, Mode copy output can be. Thus, since 2004, eBay had abandoned the original eBay platform, beginning with a comprehensive global platform for docking.
The nightmare begins. Extremely long process of docking, after nearly a year off and burn off. During the docking, eBay users in China's criticism of the deaf also, during the entire operation of the site rather unstable, and forced to register names in Chinese to English registered name lets the user uncomfortable, especially for Chinese users to unacceptable is to ask the English re- Name of the user, to be renamed by the Chinese users, giving way to global users. Chinese users apparently do not like to call peter1 or peter2.
More deadly, the docking is completed, as a global platform "freeze frame" of the product, so eBay is the website of China even hang a small label to go through the U.S. headquarters, efficiency greatly reduced.
Taobao is the time to seize the opportunity, for many eBay users eBay went to Taobao. Therefore, in the eBay scheme should be according to the 2004 harvest, Taobao, eBay and eBay have taken place in this terrible position reversed: in 2003, after eBay acquired wholly-owned, eBay's market share in China, up 79%, and to In early 2005, then dropped to 24%, Taobao's market share rose to 57%.
A growing gap between the two, in June 2006, eBay will be 51% of eBay shares sold to Tom Online. The world's largest e-commerce C2C (individual individual) trading platform, had to give up their ownership in this country once the home position.
Although Whitman has repeatedly stressed that this is an evolution rather than withdrawal, but most people seem to give up C2C platform, means that eBay admitted his failure in China.
Took office in the downturn of the Liao Guangyu, China to eBay at this time, to find a new direction, but this is not an easy work done. In the end, Liao Guangyu eyes fell on the export business.
In fact, the importance of the export, sale of eBay stock in eBay before it has begun. Before leaving the CEO of China, Wu Shixiong interview had said that the future of eBay China's development will be focused in two directions: one is to bring Chinese consumers on eBay; second, is taken to eBay sellers in China Global platforms, and help complete the business. This indirectly indicated that in fact the business to give up on C2C. Wu Shixiong this strategy is called "step out the door and into China."
Chosen as the new direction of foreign trade is not the mood Centre at. In fact, the inventory at that time may choose the path of eBay, eBay China to see not much choice. Amazon to create the background for many years with different, Whitman, visited the Amazon after the logistics system has said, "We do not do their own storage life", so, eBay has been operating assets, there is no light to provide background services possibility, PayPal business development in China still needs time to nurture; Similarly, on eBay, because of language barriers and lack of control on the product, so the short term, Chinese buyers will be attracted to the global market is very difficult.
At this time, China's foreign trade from eBay sellers attracted the attention of China, since 2004 the five quarters, eBay sellers eBay online cross-border trade volume surged by 7 times, a number of successful transactions on the seller amount of more than 100,000 U.S. dollars, some even 40 million. In this piece of business, eBay began to realize that he might have found a resumption of the Chinese market base.
E-commerce market in China at that time, the Alibaba B2B provides only information, not related to trade links, the industry focused on are also different, and in the Taobao platform, most of the sellers are still in the roots of China's growth stage Sentimental, At the time, like this new species has not yet Dunhuang attention, more importantly, at this time eBay has the advantage of competitors do not have - a global platform.
"So the global eBay platform competition in China is a disadvantage, is a short board; But now, after we adjusted the direction of the business, but has become a strength, we are beginning to realize the advantages of globalization platform to play out." EBay of China Pine Valley District COO said.
Thus, in the end of 2006, the loss of favorable press, the parent company attaches great importance to and after their own areas of expertise, eBay China began traveling light.
In fact, in addition to the China market, eBay crashed in Asia, Japan, Taiwan and the team need to find their own position. And eBay at that time, in business direction, it is more important to reshape the organizational structure of their local markets.
"Before, we have been vertically integrated model, all major decisions are to be returned to the U.S. headquarters, branches do not have much autonomy in the basic," said Pine Valley introduced in the wake of so many setbacks, eBay also began high-level awareness the need to give local teams more powers to form their own competitive advantage.
And the structure, is what the world needs to face this time eBay one of the issues. By the end of March 2008, Meg Whitman (Meg Whitman) officially retired, two months later, 绾︾堪澶氱撼闇?officially take over the global president of eBay. For eBay, this is not a simple turn of the leaders. "Because eBay is also a growing very fast from the previous company, to a relatively mature, but also face growing bottlenecks in the enterprise, therefore, focus on how Donahoe through management changes, the rapid growth of eBay back to the the track. "Pine Valley introduce said.
In the development of local markets after the full balance for the Asia Pacific region including Australia, ebay adopted a "dichotomy": C2C platform for the promotion of good South Korea, Australia, India, its focus remains on its domestic market, the daily More work from the headquarters in Korea for the Asia-Pacific Region; and other parts of Asia, namely Greater China, Southeast Asia and Japan, has begun to rely on the advantages of its main attack factory of the world export business day by the headquarters in Shanghai Greater China and Southeast Asia, Japan District.
"This difference of position, before leaving office in 2006, Whitman had a blueprint, Donahoe came to power after the accelerated implementation." Liao Guangyu said. Early last year, Greater China and Southeast Asia, Japan District organizational structure to further adjustment, which, in markets such as Singapore and Hong Kong, marketing, finance, human resources functions into Shanghai.
"This is like the plane took off, China's run way too long, I need to back a few meters, to return to the right track." Liao Guangyu said.
Find sellers in China
"From line to line is a threshold, from domestic to foreign countries is another threshold." Liao Guangyu said all this, hope eBay.cn and built based on this training system to solve the seller. Previously, eBay's investment in this very limited.
Sold on eBay at 51% equity after 1 month after, eBay.cn quietly on the line.
"This is a community providing information and services portal." Liao Guangyu that the definition of this new platform.
Although eBay era, sellers have begun to anticipate the global platform, try the retail trade business, but its size is not enough on eBay. Sell their products abroad, is not unattractive, but just learn the Chinese sellers in online sales, it required a lot of them do not have the ability.
To buyers in your area Web site to display and sell goods, language is the most direct threshold, compared with Alibaba's b2b trading, online retailers need more communication skills, and general corporate sellers as difficult as with specialized language professionals, in addition, the seller also needs to know the spending habits of consumers in different countries, the local peak seasons and popular promotions, catch up with eBay has introduced products and policy adjustment. As the demands of different domestic and international service industries, high complaint rate is also to hope to sell China to the global buyers sellers eBay headache problems, the degree to eBay in China with foreign colleagues tensions.
"From line to line is a threshold, from domestic to foreign countries is another threshold." Liao Guangyu said that all hope eBay.cn and built based on this training system to solve the seller. Previously, eBay's investment in this very limited.
Strategic consulting work has been done in 2006 to join eBay's Chengdan Dan will serve as business manager of the market as a "perfect chance", the reason for her excitement might make most people feel a headache: As China's foreign trade on the eBay platform to sell family had been in a state of natural growth, how to find and train them, eBay was almost "a blank sheet."
"Our time in 2007 did not make any publicity, not even to large-scale expansion of the seller, because we found, eBay China's training system is not perfect." Cheng Dandan said. Initially, the commitment of the department of only six employees, in order to get first hand information on the real needs of the curriculum design of the seller, the first thing they do is full with the existing foreign sellers to communicate, and roll up their sleeves and try eBay on sales. In 2007, foreign universities on the line, almost all eBay members to participate in the program contribute to this project.
Into the second half of 2008, this development patterns change, completion of the training system architecture eBay entered a serious crisis-affected areas, after Beijing, one after another in Shenzhen, Guangzhou, Foshan, Wenzhou, established the office, at present, Yiwu, Chengdu and Wuhan Office also prepared.
Appears in Cheng Dandan, eBay's foreign trade value of retail sales to the enterprise, not just pure sales simple. But to open up foreign markets to help its channel, to establish the brand abroad. The reason is simple, a foundry, want to build their own brand and into Best Buy, Wal-Mart, it would meet the two threshold, one is no evidence to prove to the retailer, the brand's products in the foreign market prospects "But if you tell the retailer, the products I sell on eBay on the day, the number of sales is that it will be a strong evidence." Similarly, eBay, domestic manufacturers can minimize the cost of Test out of the country to accept the end consumer product prices, thus negotiating with retailers to get a better position.
"China's growing very fast seller, this year's top 200 sellers, some in the last year has just joined eBay. We are working very hard to expand the team." James said.
James is the beginning of 2009 into eBay, became the fifth client manager, client manager is designed to provide services to support super-seller, in accordance with the original design for this position, a client manager can afford to customers in around 120, but now , James and their colleagues need to also be responsible for each of 150 sellers.
Maturity?
EBay now treat China has a very "realistic", and will not talk about the Chinese, they will regardless of whether China was ready, if they are ready, we will certainly go launching a campaign to "fight for rank."
14 January of this year at the big sellers acknowledge at eBay China, Liao Guangyu described eBay's achievements last year: to rely on an export business, eBay China to become world's fifth largest of its profit centers, while 1,000 the profits generated by eBay staff, more than 1.8 million competitors generated profits - this figure is China's largest e-commerce company Alibaba employees.
"EBay in 2008 became the fastest-growing business in China for one year." Liao Guangyu said. In his view, although today's eBay China eBay global position, has no longer current. In the Whitman era, will focus on global strategy summarized eBay "China, China, China" as an irreplaceable, but eBay's investment in China, in fact has not stopped.
Currently, eBay has set up 500 people in Pudong's technology development center in support of global business technology, and settled in Shanghai, including eBay's global dealing centers and 100 sites operating center, which can operate the United States, another site Centre 24-hour exchange, support the eBay Web site operators around the world. Payple will be nearly 600 Asia-Pacific call centers and global risk analysis service centers in Shanghai.
"Headquarters of the Chinese team has great confidence in, and now the question is not how to give more local authority, but how to replicate the Chinese experience to other markets." Pine Valley said. China, where eBay currently, is the world's top ten markets, the only way to maintain the three-digit growth in the region.
For eBay at this time is concerned, this growth rate represents much more than previously. Since 1995, eBay, started selling the first laser pointer, the "online marketplace" has been hailed as "the perfect store." In the high growth period of eBay need to do is to constantly move its model to different markets, "the more buyers and sellers more income the more."
In 2005, then eBay CEO Meg Whitman's visit to China, media interviews, talking about their loss in the Japanese market, has said that in this market who do catch up, often have to put in a lot with this , not as into new markets. And two years later, eBay to abandon the Chinese market, also based on this consideration.
However, Donahoe needs to face, is far difficult to their predecessors, since 2006, eBay started to slow down the performance of growth, culminating in 2007, was behind his Amazon has surpassed, they began to sense that "perfect store" The biggest problem may be, its perfectly fit the early stages of development of electronic commerce, and when the industry continues to move forward, more power into which subvert traditional retail formats and produce various compounds effect, the perfect stores, has already entered a mature stage in the industry itself.
Donahoe need to do is re eBay, into rapid growth track, to the more evident that this platform can create more imaginative innovation. At a time when foreign trade business in the Chinese market trend, may mean that possible. Therefore, in this market that, eBay's investment has not stopped.
Presentation in accordance with Liao Guangyu, Donahoe on the Chinese market, "confident, but cautious." Donahoe care are more concentrated in the C2C in the field.
"As for China's C2C market to mature to a multinational for eBay to participate, we would like to wait," Liao Guangyu, said, eBay now treat China has a very "realistic", not the mention of China, on certain whether the Chinese market is ready, and if they are ready, we will certainly go launching a campaign to "fight for rank."
"After all these years, we have reached a high point with the global consensus is to let local teams to make decisions, the share of China's global position in eBay will be increasingly important." Liao Guangyu, said he immediately added, "China has as eBay in the global distribution of the most important one of the regions and countries. "
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