What Sparks will the ebay plus walk show

Ebay recently announced a joint launch with the catwalk network "Ebaystyle show", through this one-stop shopping platform, Chinese consumers can docking ebay Global, search, browse and direct shopping. The catwalk network provides a package of services including sales, logistics, payment and after-sale.

As Chen Yufeng puts it, ebay can reach more Chinese consumers in a larger area. But for ebay, this is the time to choose to return to the domestic electricity market, the fate of how difficult to conclude.

Curve regression

ebay borrowed the show to enter China again, do not rule out ebay as a whole again into China's possibility.

ebay's collaboration with the catwalk network is seen by the industry as a strong signal of the return of ebay's curve.

Chen Yufeng, who received an interview with the China Business newspaper, stressed that this was "a right time", "the right way". The number of Chinese consumers buying goods on ebay increased by 40% in 2011, according to its sources. In the first half of 2012, Chinese consumers browsed ebay.com for up to 17 million hours. On the flip side, according to an ebay survey, imports of branded products account for 30% of China's retail market, and the online retail market for imported goods is expected to reach $15 billion by 2015. This is really a market for ebay, Chen Yufeng stressed that ebay's advantage lies in the global diversification of procurement, "the product of ebay is definitely not what other competitors can bring."

According to show Network CEO Guiven introduced, ebay show will provide Chinese users from abroad, brand and designer products, including 5,000 brands 500,000 kinds of goods. Catwalk network is responsible for sales, logistics and customer service. Provides a platform for the Ebaystyle show, and is also responsible for selecting products suitable for Chinese consumers from ebay and designing product search and browsing experiences in a way that Chinese consumers are accustomed to. In addition, catwalk network undertakes the responsibility of local return and Chinese customer service.

In terms of the relationship, the catwalk is more like a role for ebay. and walk the network to its own positioning is quietly changed, more willing to emphasize itself is "high-end fashion online department store." This positioning seems to be more consistent with the current definition of the ebay show. By walking the net, ebay can introduce more foreign fashion brands and designer brands into China. For catwalk network, ebay has also brought a new space for imagination, in the days of luxury electric business is not easy, do import goods and purchasing may be a new way out.

In South China, the representative figure Shangxiang, the ebay borrow Show network again into China, not excluding ebay as a whole again into the possibility of China, first borrow Show network as its representative in China. According to the industry, the cooperation is not as simple as the surface, the details and amount of the injection, ebay did not disclose, but it is speculated that 40 million ~5000 million dollars, the shares of the show network about 20%.

Odds geometry

In the past 10 years, the direct counterattack hope is slim, through the vertical electric business cooperation, capital injection may find a new way, but in the present environment, the imagination space that can bring is still limited.

The layout of ebay in China has been a cycle of ten years now.

Ebay began its foray into the Chinese market in 2002, and launched its electric business in China through its holdings of ebay. But the lack of localization and Alibaba's fierce attack, ebay in Consumer-to-consumer China market share fell from 80% to the early 2005 24%, Taobao rose to 57%. In 2006, ebay transferred ebay to Tom's online operations, gradually fading out of the Chinese market and began a long period of dormant transition.

In May 2012, Lin, the CEO of Big China, ebay, said in an interview with the China Business News reporter that ebay China has quietly completed the transition from domestic consumer-to-consumer to cross-border trade, and ebay China will leverage its platform to help Chinese sellers dock with consumers around the world. According to his idea, deepen the vertical strategy, strengthen the seller management, perfect the logistics solution will be its three major strategy after taking office.

But from the current ebay strategy for the domestic business market, more considerations and decisions should come from ebay worldwide. Chen Yufeng said China's strategy is also a manifestation of ebay's global transformation. Prior to that, ebay unveiled a new company logo in New York, reflecting a shift in its business model: ebay's transition from bidding and collectibles to fully priced, instant purchases. From the transformation of the global business model, China's return to the domestic market is clearly also a global transformation of radiation.

But the domestic electricity market has already accounted for the Red Sea, before this, Ali launched the "Double 11" war has just hit the date of the transaction reached 19.1 billion yuan record. According to the "Quarterly monitoring of China's business market in the 3rd quarter of 2012", published by the Analysys think-tank, the day Cat Mall was ranked number one, with a 45.1% per cent transaction size. Jingdong Mall closely followed, accounted for 17.4%, ranked third, the fourth Tencent, Suning and the easy to buy the proportion of 3.5%, 3.3%. The prospect of a return to ebay has become more elusive in a single, multiple melee situation.

In addition, ebay is also clearly adjusting to play in China, changing the past desperate strategy. It is understood that 2009, ebay acquired the Korean Electric company gmarket67% shares. April 2010, ebay and Gmarket founder of a joint-venture company Giosis, the latter created by the electrical business site of Skynet has been in China this year. It is reported that this, ebay and catwalk network signed is not exclusive cooperation, do not rule out the possibility of ebay to find other partners.

The final question remains whether ebay really knows China. 10 years on, there is little hope of a direct counter-offensive, and a new pathway may be found through cooperation and capital injections by vertical dealers, but in the current environment, there is still limited imagination.