Tuesday, March 27, 2007

eBay欠地道文化

eBay出名係人都知,全球有不少人靠在eBay網站內賣貨搵食。不過,eBay進軍大中華地區卻不太順利,之前就退出了台灣市場。在香港市場方面,到目前為止都要免listing fee來拉客。內地市場的表現好一點,不過同阿里巴巴旗下的淘寶網競爭的話,又好似大有距離。eBay也找李超人旗下TOM在線(8282)幫手,組合營公司共同發展網上交易業務,所佔股權只有49%,TOM在線反而佔51%的控制性股權,可見找盲公竹好過自己亂闖。

eBay進軍大中華地區有阻滯,大有可能與eBay負責大中華地區的管理層有關。該批管理層有部分思維想法與商業市場運作,好像有點不協調,從他們在去年公布一項騎呢政策就可以睇到。由於有不少內地同香港賣家唔生性,走去外國eBay網站賣冒牌貨。結果eBay竟然話:不管是誰,總之是香港和內地戶口持有人,都不可以賣名牌貨。不過,內地版eBay就有大批人公然賣冒牌貨,就無人理會。結果成班正當賣家當然十分氣結。這個愚蠢的政策,就無端端搞到不少香港賣家離開eBay。

若果有用開eBay的讀者都知道,雖則大部分老外都是好人,但個別老外「無良起來就唔係人咁品」,例如有老外投得一件物品後不單止唔俾錢,更老屈賣家無出貨俾人。外國eBay賣家一般都執行你贏咗就要先「磅水」的政策,但並非人人會設定先付錢,後付貨,無良老外便利用這個機會老屈無付貨,甚至令賣家的Paypal戶口被凍結。(Paypal是eBay提供網上付款和收款服務的子公司,只要成為其會員就可解決跨國交易最煩惱的現金交收問題)由於香港人缺乏自我保護意識,eBay指引又不足夠,結果不少賣家被老屈,但又不知道可以去那個部門申冤。

由上述兩件事可以看到,為甚麼eBay無辦法在非英語系世界打開新局面,因為在這間公司的管理層裡面,有好多不識客戶服務的人,這種公司經營文化又怎可能在大中華地區搵到食呢?如果eBay真的想開拓香港、台灣等市場,吸引這兩個地方的用戶賣貨,最好審視一吓管理層的種種,以及好好學習怎樣幫助買賣雙方做好交易。如果以為靠人家幫忙可以發達的話,相信禤中怡應該發咗好耐,不用再寫中環博客了。

港股買盤氣勢未完
大戶買貨氣勢未退,焦點續放在藍籌地產股,新世界發展(017)、恒隆地產(101)分別升4%和2%,見17.82元和22.6元,而恒指早上已抽上19,819點高位,午後又回落至19,765點收市,全日仍升73點。

不過,要注意的是,港股成交又再縮水,只剩約398億元,較上周平均過400億元為少。但窩輪成交就不得了,單日又破101億元,本來不算多,但佔整體總成交比例由上周介乎18.6%至22.9%,大幅增至25.44%,單是首20隻成交最大窩輪已合共佔35.2億元,相信投資者又再湧向炒恒指輪。大行朋友話,大戶做好季結決心大,況且淡友打靶的相信已屬七七八八,故可能趁期指結算前夕再造高,而現貨月期指成交逾8萬張,估計大戶開始轉倉,下月再炒過。另外,見到兩隻新股公布業績,表現均驚人。本月初才掛牌的三林環球(3938)中期純利大增11倍至4,610萬美元(約3.6億港元),已佔全年盈利預測的63%。至於在柬埔寨做賭場,去年10月才上市的金界控股(3918)更厲害,中期純利雖只增30%,但派中期息1.25美仙加特別股息0.48美仙,共1.73美仙,即約0.134港元,與定價1.43港元比較,股息率達9.3厘,連同昨日收市報1.96元,帳面又獲利,似乎很和味,但上市短短5個多月便大手筆派息,那麼當初上市集資又為甚麼呢?

(3月27日刊於《am730》)

20 Comments:

At 5:18 PM, Anonymous CEO JEFF said...

Sorry I am lazy so I type in English.

It is my pleasure to read the article about ebay, agree with the points to some extents, it is the fact that ebay isn't doing well in the greater china region at all. It will be nice if the article also compare it to yahoo auction, or even pchome, ettoday shopping in taiwan. or mention why they are so monopolised in overseas countries, e.g. they bought off Sold.com.au in Australia about 2 years ago and dominate the island since then.

in my poor opinion, i think they are not doing well in the chinese market compared to western countries cos of some reasons below that I would love to add on:

1. agree that they dont understand the market as good as its competitors, althought they have done their best

2. they have first mover advantage in the USA and some western markets but they need to come here to fight with big guys already landed the market for a while

3. giving away the control power to Tom maybe a better choice but also a sad choice to ebay management cos they no longer in control to some extents, they are not a decision maker anymore but simply an influencer. it also means they somehow give up the market and let it be, let Tom to do whatever they do and share the "results".

4. HK and china are never easy places to develop auction (easy and cheap access to information and retailers, and non-ebay transaction after checking details on ebay), and hard to charge charge commission, unlike overseas, listing fee and commission both contribute great profit, but it is hard to charge commission but only listing fee, while ebay isn't charging listing fee even, what's their income source?

7. I deal with ebay HK before, they are nice people, open to new idea, a bit western style that i love cos i stayed 10 years in overseas too, but for sure, customisation isn't enough, value adding to non-core members should be included, they do have good customer base, they can consider how to make good use of this asset to make the profitability as a company instead of as ebay only.

8. in china and taiwan, many other similar sites are backed by major media companies that helps to promote the shopping section, but ebay was alone in the drak, all they have is paypal, which relies on ebay to promote them, the other way around

Thanks for reading and sorry for the poor opinion.

 
At 10:02 AM, Blogger E Chan said...

eBay 絕對需要調整其亞太區策略. 單看2001年日本一役及最近GCCRM.ORG內的報告可見一番。

How Yahoo! Japan Beat eBay at Its Own Game
http://www.businessweek.com/magazine/content/01_23/b3735139.htm

标题:在线客户体验研究报告——中国大陆
简介:来自2013份有效问卷回复的最新研究分析结果
http://www.gccrm.com/gb/loginForm.jsp

 
At 12:32 PM, Anonymous ceo jeff said...

yes, ebay can do much better, but it has its unique market positioning that is export market now, keep this foundation and they still ahve chance to win back later, with right strategies. let's look forward.

 
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