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Doing business in Europe 
在欧洲市场开展您的业务 
Selling your products and services in 
Europe from the Tilburg Region 
从蒂尔堡将贵公司的产品和服务销往欧洲
The big picture 
简介 
• E-commerce in Europe is big 
电子商务在欧洲范围广大 
• 46% of the European population shops online 
regularly. In the Netherlands 49%. 
46%欧洲人经常在网上购物, 荷兰为49%。 
• The Netherlands are a leading online and mobile 
country in Europe (top 5) 
荷兰的网上业务是在欧洲处于领先地位, 手机互联在欧洲国 
家更是名列矛(排名前5名)
The big picture 
简介 
• Marketing is key in a succesfull strategy 
• 市场营销是成功战略的关键要素 
• Location is key, online as well as off line 
• 无论网上业务还是实体业务,地理位置始终是关键因数. 
• Sustainability is important for consumers 
• 对于消费者而言,持续消费很重要
People’s rebublic of China v. Europe 
中华人民共和国vs 欧洲 
Furniture 
Clothing 
Electronics 
TAOBAO.com 
ALIBABA.com 
Furniture, 
Electronics, Clothing 
Supply 
供应商、 
Customer 
Demand 
需求、
Online sales in Europe 
欧洲区域的网上销售量 
Forecast figures provided by Rabobank Tilburg, 2013
Selling online in Europe 
欧洲区域内的网上销售 
• Every country has favorite online ‘warehouses’ 
每个国家都有自己喜欢的网上“仓库” 
• In most countries online market places are 
available 
在大多数国家,网上市场仍具有开发空间 
• The Netherlands are, together with Germany, 
Sweden, UK and France the most advanced online 
荷兰如此,及德国,瑞典,英国和法国拥有最先进的互联 
网. 
• So… where to start? 
那我们如何开展?
Where to start? 
如何起步 
• Clear and focussed strategy: 
明确且聚焦的战略 
• Describe what your company is and does 
描述贵司是一家什么样的公司,做什么 
• Set clear marketing and sales goals 
设定明确的营销及销售目标 
• Determine your focus target groups 
确定你所关注的目标客户群 
• Look at the key benefits 
查看主要盈利点
Where to start? 
如何起步 
• Clear and focussed strategy: 
明确且聚焦的战略 
• Which channels are you going to use and which 
country will be first? 
打算使用那条销售渠道,确定哪个国家为首推市场 
• What will be the key message for your customer? 
针对你的客户群体,确立你的关键信息 
• Roll out campaign by campaign per country 
滚动推出在每个国家的活动 
• Evaluate constantly and adjust accordingly 
持续评估并做相应改进
What works? 
效果
Sales: using coupons for traffic 
销售:使用优惠或打折进行促销
Sales: 
using local 
events
Using social media 
利用社会媒体 
• Using supporting social media strategy 
supports online success 
利用社会媒体战略配套支持网上业务 
• It connects people to your brand 
联系终端客户群与你品牌之间的纽带
Using social media 
利用社会媒体 
• People can interact with you and provide 
insights 
使用户与你公司及产品之间产生互动,以了解客 
户评价 
• Social media campaigns grow peoples 
involvement with your brand 
社会媒体增强客户更能融入你公司的品牌(文化)
Your website in Europe 
你在欧洲区域内的宣传网站 
• A European website is different from a Chinese 
website 
一个欧洲市场的网站是不同于中国网站。 
• A country website may need to be different 
from another country website 
针对一个具体国家的网站需要不同于其他国家 
• Your website is your touchpoint 
你的网站是你跟客户之间的碰点 
• Optimized for conversion 
|保持优化,利于转化
EXAMPLES
Furniture 家具
Furniture 家具
Fences 栅栏
Fences 栅栏
Bicycles 自行车
Bicycles 自行车
Feel free to contact Leonard for help 
or answers 
我们欢迎并愿意解答您的疑问! 联系方式 
Leonard 
Marc Fleskens SMP 
 +31 162 453 203 
 marc@leonard.nl 
http://www.leonard.nl

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Doing business in europe - 副本

  • 1. Doing business in Europe 在欧洲市场开展您的业务 Selling your products and services in Europe from the Tilburg Region 从蒂尔堡将贵公司的产品和服务销往欧洲
  • 2. The big picture 简介 • E-commerce in Europe is big 电子商务在欧洲范围广大 • 46% of the European population shops online regularly. In the Netherlands 49%. 46%欧洲人经常在网上购物, 荷兰为49%。 • The Netherlands are a leading online and mobile country in Europe (top 5) 荷兰的网上业务是在欧洲处于领先地位, 手机互联在欧洲国 家更是名列矛(排名前5名)
  • 3. The big picture 简介 • Marketing is key in a succesfull strategy • 市场营销是成功战略的关键要素 • Location is key, online as well as off line • 无论网上业务还是实体业务,地理位置始终是关键因数. • Sustainability is important for consumers • 对于消费者而言,持续消费很重要
  • 4. People’s rebublic of China v. Europe 中华人民共和国vs 欧洲 Furniture Clothing Electronics TAOBAO.com ALIBABA.com Furniture, Electronics, Clothing Supply 供应商、 Customer Demand 需求、
  • 5. Online sales in Europe 欧洲区域的网上销售量 Forecast figures provided by Rabobank Tilburg, 2013
  • 6. Selling online in Europe 欧洲区域内的网上销售 • Every country has favorite online ‘warehouses’ 每个国家都有自己喜欢的网上“仓库” • In most countries online market places are available 在大多数国家,网上市场仍具有开发空间 • The Netherlands are, together with Germany, Sweden, UK and France the most advanced online 荷兰如此,及德国,瑞典,英国和法国拥有最先进的互联 网. • So… where to start? 那我们如何开展?
  • 7. Where to start? 如何起步 • Clear and focussed strategy: 明确且聚焦的战略 • Describe what your company is and does 描述贵司是一家什么样的公司,做什么 • Set clear marketing and sales goals 设定明确的营销及销售目标 • Determine your focus target groups 确定你所关注的目标客户群 • Look at the key benefits 查看主要盈利点
  • 8. Where to start? 如何起步 • Clear and focussed strategy: 明确且聚焦的战略 • Which channels are you going to use and which country will be first? 打算使用那条销售渠道,确定哪个国家为首推市场 • What will be the key message for your customer? 针对你的客户群体,确立你的关键信息 • Roll out campaign by campaign per country 滚动推出在每个国家的活动 • Evaluate constantly and adjust accordingly 持续评估并做相应改进
  • 10. Sales: using coupons for traffic 销售:使用优惠或打折进行促销
  • 12. Using social media 利用社会媒体 • Using supporting social media strategy supports online success 利用社会媒体战略配套支持网上业务 • It connects people to your brand 联系终端客户群与你品牌之间的纽带
  • 13. Using social media 利用社会媒体 • People can interact with you and provide insights 使用户与你公司及产品之间产生互动,以了解客 户评价 • Social media campaigns grow peoples involvement with your brand 社会媒体增强客户更能融入你公司的品牌(文化)
  • 14. Your website in Europe 你在欧洲区域内的宣传网站 • A European website is different from a Chinese website 一个欧洲市场的网站是不同于中国网站。 • A country website may need to be different from another country website 针对一个具体国家的网站需要不同于其他国家 • Your website is your touchpoint 你的网站是你跟客户之间的碰点 • Optimized for conversion |保持优化,利于转化
  • 22. Feel free to contact Leonard for help or answers 我们欢迎并愿意解答您的疑问! 联系方式 Leonard Marc Fleskens SMP  +31 162 453 203  marc@leonard.nl http://www.leonard.nl