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Amazon Dossier Fluch und Segen für Markenhersteller Markus Fost Inhalt des Dossiers amazon – Fluch und Segen für Markenhersteller 1 Facts & Figures von Amazon 2 Das Amazon Geschäftsmodell – ein komplexes Ökosystem 3 Technische Infrastruktur von Amazon 4 Relevanz von Amazon im Herstellerumfeld 5 Das Amazon Ranking – Entscheidend für die Sichtbarkeit von Markenhersteller 6 Ausblick und Thesen Seite . 2 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Vorstellung Leistungsspektrum FOSTEC Commerce Consultants ANALYSE . Pragmatische Analyse von Strategie, USP, Geschäftsmodell und Prozessen mit dem Fokus auf die digitale Welt mittels einer Umfeld- und Customer Journey Analyse . Ergebnis: Status quo, Handlungsoptionen und Optimierungsansätze ZIELDEFINITION . Auf Basis Ihrer Ziele mit unserem Know-How gemeinsames Entwickeln eines Best-in-Class Digitalstrategie . Ergebnis: Blueprint Ihrer Digitalstrategie inklusive (E-Commerce) Distributionsstrategie, Quick-wins, Systemevaluation UMSETZUNG . Mit Projekterfahrung und Methodenkompetenz unterstützen wir Ihre Umsetzung zur digitalen Transformation . Ergebnis: Nachhaltig erfolgreiches Geschäftsmodell Seite . 3 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Vorstellung Warum FOSTEC der richtige Diskussionspartner ist . Erfahrene Experten beraten Sie individuell und auf Augenhöhe . Persönliche Betreuung durch ein inhabergeführtes Beratungsunternehmen . Wir wählen effiziente Methoden, um Sie schnellstmöglich an das Ziel zu bringen . Hohe Umsetzungsorientierung und operative Exzellenz in allen Beratungsschritten . Wir beherrschen nicht nur die Theorie, sondern beweisen uns tagtäglich in der Umsetzung . Wir beteiligen uns an Unternehmen mittels FOSTEC Ventures Seite . 4 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Inhalt des Dossiers amazon – Fluch und Segen für Markenhersteller Facts & Figures von Amazon 2 Das Amazon Geschäftsmodell – ein komplexes Ökosystem 3 Technische Infrastruktur von Amazon 4 Relevanz von Amazon im Herstellerumfeld 5 Das Amazon Ranking – Entscheidend für die Sichtbarkeit von Markenhersteller 6 Ausblick und Thesen Seite . 5 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon.com wurde 1994 in einer Garage gegründet und sollte eigentlich „relentless“ heißen 1994 Jeff Bezos In einer Garage Die Gründung Als Online-Buchhandel In Washington Seite . 6 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon – Eine Umsatzmaschine mit überproportionalem Wachstum im E-Commerce ca. 10 Mio. Amazon-Prime-Kunden mit einem durchschnittlichen Bestellwert von EUR 1.224 / Jahr. 30 % der Verbraucher beginnen ihre Produktsuche auf Amazon. (13% der Verbraucher auf Google) Quelle: WHITE PAPER VON CHANNELADVISOR, Weshalb Amazon nicht der Feind des Onlinehandels ist; InternetHandel (2014) Seite . 7 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Die Champions-League im globalen E-Commerce besteht aus nur 3 Spielern! . Umsatzvolumen 2013 74,45 Mrd. EUR 16,05 Umsatz Mrd. EUR 7,95 Umsatz Mrd. EUR Umsatz 2 1 3 Zum Vergleich: Die Deutsche Nr. 1 (nach Amazon) bringt es auf 1,95 Mrd. EUR Quelle: Statista (2014) Seite . 8 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Auch in puncto Wachstum spielen Amazon, eBay und Alibaba in ihrer eigenen Liga . Brutto-Außenumsatz Amazon.com & eBay vs. Alibaba / Taobao, 1995 - 2012 $150 Amazon.com eBay Alibaba / Taobao $100 in Mrd. Mrd. USD in $50 Brutto Handelsvolumen Handelsvolumen Brutto $0 1995 1997 1999 2001 2003 2005 2007 2009 2011 Quelle: Kleiner Perkins (2013) Seite . 9 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants eBay und Amazon im Vergleich 85% der Deutschen bevorzugen Amazon Amazon eBay 85,16% 14,44% Gründe: . Einkauf bei eBay ist komplizierter . und benötigt mehr Zeit * Online-Befragung von 10.000 Nutzern Quelle: InternetHandel (2014) Seite . 10 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Erfolg macht blind: Ein Praxisbeispiel der Otto Group Quelle: dGroup(2014) Seite . 11 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Getrieben von operativer Exzellenz im Kerngeschäft konnte OTTO seine Marktposition gegenüber den etablierten Wettbewerbern halten Quelle: dGroup(2014) Seite . 12 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Aber: Andere Player – andere Spielregeln Quelle: dGroup(2014) Seite . 13 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Die Chance für OTTO den Markt im ursprünglichen Geschäftsmodell weiter zu führen wurde uneinholbar vertan Quelle: dGroup(2014) Seite . 14 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Alternative Zukunftskonzepte sind die letzte Chance weiter eine dominante Rolle im Markt zu Quelle: dGroup(2014) Seite . 15 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Im Reichweitenvergleich Die 10 größten Online-Shops in Deutschland Besucherzahlen in Mio. 0 5 10 15 20 25 Amazon 22,51 eBay 21,02 Otto 4,73 Tchibo 3,97 Reichweite in Prozent Zalando 3,82 Lidl 3,3 0 10 20 30 40 Bon Prix 2,79 Amazon 41,11 eBay 38,38 Weltbild 2,47 Otto 8,64 Conrad 2,39 Tchibo 7,24 Ikea 2,24 Zalando 6,97 Lidl 6,03 Bon Prix 5,1 Weltbild 4,51 Conrad 4,37 Ikea 4,09 Quelle: Statista, E-Commerce-Markt-Deutschland 2014 Seite . 16 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon wächst weiter ohne Rücksicht auf die Profitabilität Handelsvolumen 2013 in Mrd. Dollar 100 76 248 80 Umsatz Gewinn CAGR = 30.21% 70 60 Dollar Umsatz 2013 in Mrd. Dollar - 50 74,45 40 16,05 30 20 7,95 10 CAGR = -7.60% 0 Gewinn 2013 in Mrd. Dollar US in Mrd. Nettoumsatz 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 -10 0,27 2,86 3,56 Quelle: Unternehmensangabe, Forester Research Seite . 17 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon ist eingeschränkt profitabel, jedoch erfolgen massive Investitionen in die Erweiterung der Wertschöpfungskette . Investitionen und Abschreibungen 2014 Fire Phone 170 Mio. Dollar Abschreibung Set Top Box N/A Gaming-Video-Website Twitch 970 Mio. Dollar Kaufpreis E-Book Flatrate Kindle Unlimited N/A Musik-Streamingdienst / Prime Instant Video N/A >> vgl. Netflix Quelle: Internetworld (2014) Seite . 18 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Das Beispiel netflix zeigt, welches Investitionsvolumen notwendig ist, um einen Streamingdienst zur Profitabilität zu führen 250 Gewinn nach Steuern (in Mio. USD) 200 150 100 50 0 -50 1998 2014 Quelle: Netflix (2014) Seite . 19 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon`s operativer Cash-Flow auf Rekordniveau Quelle: hbr.org (2014) Seite . 20 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Aktueller Wert eines 1000 USD Investments beim IPO ausgewählter Internetunternehmen* Amazon.com eBay Yahoo Google Facebook 1.000$ 1.000$ 1.000$ 1.000$ 1.000$ 15.05.1997 24.09.1998 12.04.1996 19.08.2004 18.05.2012 Aktuell Aktuell Aktuell Aktuell Aktuell 239.045$ 68.638$ 61.052$ 12.072$ 1.269$ * Stand 04.11.2013, Splits und Dividenden berücksichtigt, Werte gerundet Quelle: Statista , Yahoo! Finance Seite . 21 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Inhalt des Dossiers amazon – Fluch und Segen für Markenhersteller 1 Facts & Figures von Amazon Das Amazon Geschäftsmodell – ein komplexes Ökosystem 3 Technische Infrastruktur von Amazon 4 Relevanz von Amazon im Herstellerumfeld 5 Das Amazon Ranking – Entscheidend für die Sichtbarkeit von Markenhersteller 6 Ausblick und Thesen Seite . 22 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon Vendor Central (Kunde / Lieferanten Beziehung) Vendor Marketplace Marketplace & FBA Vendor (Lieferant beliefert Amazon) Amazon Supply (US) . I.d.R. Markenherstellern und Großhändlern vorbehalten . Artikel werden an ein Logistik-Zentrum geliefert (Retouren wickelt Amazon ab) Amazon S3 . Artikel werden eventuell kostenlos verschickt (Prime) . Kunden können ihre Artikel kombinieren Amazon Web Services . 83% der Teilnehmer berichten von einer Steigerung ihrer Verkäufe Amazon A9 Quelle: http://services.amazon.de/programme/versand-durch-amazon/so-funktionierts.html Seite . 23 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Beispiel: Amazon Vendor Central (Kunde Lieferanten Beziehung) Seite . 24 Dossier | amazon – Fluch und Segen für Markenhersteller | © FOSTEC Commerce Consultants Amazon Marketplace(Seller Central) (Marktplatz / Händler Beziehung) Vendor Marketplace Marketplace & FBA Amazon Marketplace Amazon Supply (US) . Für Händler und „No-Name-Brands“ . Artikel werden über Textdatei, XML oder das Seller Central in Amazon eingestellt Amazon S3 . Artikel werden selbst kommissioniert und verschickt . Amazon schreibt dem Händler die Erlöse gut und Amazon Web Services überweist diese im 14 tägigem Rhythmus Wachstumsgrenze Transaktionskosten für Teilnehmer zwischen 15- Amazon A9 für kurzfristig profitables19% je nach Warengruppe Geschäft Quelle: http://services.amazon.de/programme/online-verkaufen/so-funktionierts.html
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