Doing business in Europe. Selling your products and services in Europe from the Tilburg Region Online sales in Europe  在欧洲市场开展您的业务. 从蒂尔堡将贵公司的产品和服务销往欧洲 欧洲区域的网上销售量

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

9. What works?
效果

10. Sales: using coupons for traffic
销售：使用优惠或打折进行促销

11. Sales:
using local
events

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

15. EXAMPLES

16. Furniture 家具

17. Furniture 家具

18. Fences 栅栏

19. Fences 栅栏

20. Bicycles 自行车

21. Bicycles 自行车

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