亚马逊（Amazon）称霸电商的秘诀.pdf

the Hidden
Empire
Threedigital enginesto reshapeanddominateretail
:
a digital shop around the corner…
… and a digital colossus.
Did you know:
all panies belong to Amazon…
Did you know: Amazon is also…
AmazonBasics
Amazon-branded electronic products
AmazonFresh
sells and delivers groceries in Seattle
AmazonStudios
online social movie studio
Amazon WarehouseDeals
offers discounts on refurbished products
Did you know: Amazon has had one of the
fastest growths in the ’s history…
Revenues reached within first 5 years
$2,8 bn
$1,5 bn
$0,4 bn
eBay Google Amazon
Amazon and eBay results from 1995 to 2000, Google from 1998 to 2003.
Even though Zynga and Groupon appear to have an even quicker growth, they haven‟t pared because 1- sales have not been officially disclosed 2- they haven‟t reach their fifth year
Did you know: Amazon Web Services drives
panies…
Did you know:
is a giant…
merce
Y/Y growth for Q1 2011 +38% 3 × growth of market
Market cap $90 bn 2 × market cap
Customers 137 m 2 × # customers
Employees 33,700 15 × more than
Annual revenue $34 bn 16% more than
traffic rank 16th before
Retail brand 1st before
Paid out $ bn to buy
Source: , Alexa, Brandz. Market capitalization as of April 2011.
Why? A vision…
From 1994, Jeff Bezos knew he could create a retail website
that would not have the limitations physical businesses encounter.
“You could build a store online that simply
could not exist in any other way.
You could build a true superstore with
exhaustive selection; and customers value
selection.”
Jeff Bezos
… served by great execution & innovation
Digital Engine: A digital lever providing a significant advantage
to outperform one'petitors
High fixed and variable costs Negligible variable costs
No real-time metrics Real-time optimization
Slow innovation process A/B testing and full-size prototypes
Limited reach No physical frontier: worldwide market
Limited space Unl