打车应用优步(Uber)和空中食宿(Airbnb)是共享经济的“阴阳两面,它们是最新两家想碰碰运气的公司。喜欢直接破门而入的Uber正与中国一家本土竞争对手较劲,后者得到中国两家志向远大的全球竞争者腾讯(Tencent)和阿里巴巴(Alibaba)的支持。而喜欢采用对抗性不那么强的策略的Airbnb最近拉到一些颇具影响力的盟友,希望用自己的方式进军中国。
“Localisation figures prominently in both companies’ game plans. Having the rightmanagement and local backers and supporters certainly helps. Knowing when to adapt asuccessful global formula will also be key. The failure in China of eBay, which was outflankedby Alibaba’s free listings for buyers and its introduction of a payment service to reduce fraudrisks, is still a case study in how an adaptable local rival can come out on top.
这两家公司的通盘计划都把“本地化放在突出位置。具备合适的管理层和本地后台及支持者,肯定会有所帮助。知道何时修改全球成功方程式也很关键。eBay在中国的失利,仍是说明适应性强的本地竞争对手能够胜出的典型案例。阿里巴巴让买家免费展示商品,并引入支付服务以降低欺诈风险,这些都比eBay高明一些。
Uber and Airbnb at least have one advantage over companies like Google and Yahoo, whichfailed before them: they aren’t directly involved in the online media and communicationsbusinesses, making them less obviously targets of an authoritarian state.
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