尽管乐天一直被誉为“日本的亚马逊(Amazon)”,但三木谷浩史声称,这种比较并不是非常准确。亚马逊的经营方式侧重于产品和顾客,一直在竭力改善分销环节和产品选择。乐天更关注的则是购物体验自身。这家公司奉行“以诚待客”(Omotenashi)原则,即提供日本式的高品质和个性化服务。“在日本,如果你去当地的一家咖啡店、杂货店或任何一家商铺,你都能享受到一种非常高水平的个性化服务,”三木谷浩史说。“互联网也应该这样。”
Mikitani says Rakuten tries to create a personal shopping experience for its users by allowing each seller on the site to customize their page with unique layouts, pictures and promotions. The vendors can then edit and update the page constantly as well as communicate directly with the customer. "We want to make them feel like there really is a person in there," says Mikitani.
三木谷浩史表示,乐天尝试为它的用户创造一种个性化的购物体验。这家公司允许其网站上的每位卖家以独特的布局、图片和促销活动定制各自的页面。随后,这些供应商可以持续编辑、更新页面,同时与客户直接沟通。三木谷浩史说:“我们想让他们觉得这里的确有个大活人在为他们服务。”
To underscore the comparison, Rakuten's promotional material shows picture of a vending machine with several different brands signifying competitor models and a picture of a roadside market with many different stalls and products to signify its own model. "We want to avoid standardization," says Mikitani. "We're creating more stories, experiences and communication between people who buy and people who sell."
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