亞馬遜八大干將全接觸
迪戈?帕森提尼 國(guó)際零售高級(jí)副總裁 ????雖然亞馬遜成立之初主營(yíng)國(guó)內(nèi)業(yè)務(wù),,但目前,,公司45%的銷量來(lái)自中國(guó)、德國(guó)和日本等九個(gè)國(guó)家,。帕森提尼負(fù)責(zé)公司的國(guó)際零售業(yè)務(wù),,上個(gè)季度,該部門為公司收入貢獻(xiàn)了49億美元,。 ????帕森提尼已在公司服務(wù)了11年,。在此期間,他發(fā)現(xiàn),,各種文化之間的相似之處多于差異——至少在零售方面確實(shí)如此,。他在斯坦福大學(xué)(Stanford University)演講時(shí)說(shuō):“事實(shí)證明,不論消費(fèi)者來(lái)自中國(guó)還是非洲,,或者歐洲,,沒(méi)有人不喜歡低價(jià)商品?!?/p> ????返現(xiàn)也是比較受消費(fèi)者親睞的一種促銷方式,。帕森提尼提到了2005年的一個(gè)實(shí)例。當(dāng)時(shí),,對(duì)于在降價(jià)之前購(gòu)買哈利?波特系列圖書的5,000名中國(guó)消費(fèi)者,,他堅(jiān)持要求公司按每本書人民幣5元(當(dāng)時(shí)不足1美元)給予現(xiàn)金返現(xiàn)。他說(shuō):“在當(dāng)時(shí)的中國(guó)市場(chǎng),,應(yīng)該還沒(méi)有哪家零售商這樣做過(guò),。但對(duì)于一家秉持‘客戶至上’的跨國(guó)公司來(lái)說(shuō),這不僅為消費(fèi)者帶來(lái)了實(shí)惠,,而且也是當(dāng)年我們操作的最成功的一次營(yíng)銷活動(dòng)?!?/p> |
Diego Piacentini Senior Vice President, International Retail ????While Amazon may have started as a domestic operation, 45% of the company's sales now occur abroad in nine countries like China, Germany and Japan. Piacentini is responsible for all international retail operations, a segment that raked in $4.9 billion in revenues last quarter. ????What he's discovered during nearly 11 years with the company is that these cultures share more similarities than differences -- at least when it comes to retail. "It turns out that all customers around the world, be they Chinese or African or European, they like low prices," he said during a Stanford University lecture. ????Customers also particularly like getting cash back. Piancentini recalled an instance in 2005, when he insisted the company refund 5 RMB -- the equivalent of less than $1 U.S. dollar at the time -- to 5,000 Chinese customers who bought a Harry Potter book from Amazon before a price drop. "This is something that probably no retailer had ever done in China before," he said. "But as a global company with the same principle of customer obsession, it turned out not only [to be] a good thing for the customer, it was also the best marketing activity we did that year." |
-
熱讀文章
-
熱門視頻