Japanese electric trader Kenko The history of Chinese struggle

Absrtact: In July 2013, a product called horse oil began to enter the consumer vision, on the day that the online access to more than 10,000 orders. Prior to this, Taobao has 10 dozen shops in the overseas purchase of horse oil, but not a point. Ripening this product is a

July 2013, a product called horse oil began to enter the consumer vision, on the day that has been more than 10,000 orders. Prior to this, Taobao has 10 dozen shops in the overseas purchase of horse oil, but not a point. The product is a flagship store called Kenko Overseas, Kenko is Japan's largest internet retailer of OTC Pharmaceuticals, health products and cosmetics. The Zhang Hua behind it is the head of the Kenko China business.

Two failed marriages.

To expand the Chinese market, Zhang Hua for at least three years.

As Japan's largest pharmaceutical health care retailer, Kenko in 2010 has been brewing a plan to enter the world, in this year, the Kenko of Chinese Zhang Hua, naturally become Kenko to open the Chinese market bridge.

When talking about the Kenko of China, Zhang Hua first talked about Japanese culture, in this closed island, the conservative "second mentality" and the bottom-up professional culture still occupies a dominant position. In Zhang Hua's view, the Japanese do not like the Chinese so much like chasing big brands, the risk aversion also exists in the cultural genes of Japanese people, they are more accustomed to one thing is proved to go after the follow. This led to Japan's commercial ecology and China are very different: good products do not need to provide endorsement of well-known companies, many small workshops to produce two or three lines of small brands have their own living space, they like to achieve the ultimate product experience.

Zhang Hua the difference in entering the Chinese market: the E-commerce of Japanese society is very mature compared with China. Brand manufacturers do not need to be overly marketing the way to recommend their products, even some small products have their own living space. For example, some television programs in Japan are dedicated to mining niche products to recommend, this recommendation has nothing to do with the guide. "Sometimes the TV just finished, there are a large number of consumers began to search for products online, snapped, Kenko product links in the top three jump out, no need to advertise." "Zhang Hua told the World Network business manager" reporter.

Under the circumstance of different business environment, what kind of business form enters China, become Zhang Hua the most tangled problem.

Initially, she tried to cooperate with red children, open the Kenko product channel on the Red Child's website, the customer service work also outsourced to the platform side, when the user orders, Kenko through EMS direct mail way for Chinese consumers to provide distribution.

Everything is ready, however, on the eve of the two sides completing the system docking, the cooperation was completely stranded because of the red Children's listing plan.

Kenko into China's failure is not a special case, that time, the whole sea Amoy market environment is still not mature enough, logistics and customs clearance are difficult, the same period on the line Taobao Amoy Japan station also due to popular depression in the big six months after the premature death.

With the first failure, Zhang Hua try to change direction, and instead seek cooperation with the entity shop, that is Kenko and common people large pharmacy joint venture independent EBA music. They attempt to make full use of both resources by means of online drainage and offline distribution. However, at first glance the perfect pattern, a landing is a difficulty: due to the relevant policy restrictions, in the Kenko Japanese website of 200,000 SKUs can not enter China, users can only buy the brand has entered the channel below the line. This led Kenko to lose the biggest product advantage. As an independent company, the site needs to be invested with a high amount of money to drain.

Soon, both sides found investment unsustainable. Helpless, had to break up peacefully.