Rakuten Growth & Strategy 2010

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  • Ron modification
  • 楽天という会社は、私と当時慶応大学湘南藤沢キャンパス 大学院の2年生であった本城というものの2名で始めた会 社です。 1997年の5月にサービスを開始いたしましたが、その スタートは出店者数13店舗、初月の売上32万円という かなり厳しいものでした。ちなみに、初月の売上32万円 のうち、18万円くらいは私が買っていましたので、実 際には14万円くらいが売上といった感じでした。 楽天市場の成功の理由については、最初にやったからだと かいろいろ言われておりますが、実際には、当時としても 最後発のインターネットショッピングモールでした。当時 は、IBMさんなど大手企業がこの事業に多く参入しては、 失敗するという状況で、インターネットショッピング事業 は成功しないというのが、一般的な定説でした。実際、創 業するにあたって、かなりたくさんの方に出資のお願いを して回りましたが、実際に出資してくれたのはわずか1名 だけでした。当時お断りになった方は、今となってはさぞ 悔しい思いをされているのではないでしょうか?
  • コンセプト:「中小企業を EC を通じてエンパワーする」 インターネットを利用して物理的なハードルを低くし、中小企業に、全国の消費者を相手に 物販を行う機会を提供することに成功したいと考え、それを実現した。 【次:成功事例1】
  • 売り上げ規模は?
  • 楽天エコシステムの中では、多種多様の事業が存在しています。 それらの多くの事業をコントロールしていくために、 2006 年 11 月に、 グロース・マネジメント・プログラム( GMP )という経営管理体制を導入して一年強が経過しました。 スライドのように、事業を収益性と事業規模でマッピングした上で、 ① モニタリング ② ヒト・モノ・カネのアロケーション を行うものですが、これまでの取り組みをご紹介します。

Transcript

  • 1. 1 Hiroshi Mikitani Rakuten, Inc. May 2010 Growth and Strategy of Rakuten
  • 2. 2 What is Rakuten Group?
  • 3. 3 One of the largest Internet service companies from Japan
  • 4. 4 The largest online shopping mall in Japan
  • 5. 5 Rakuten Group Mission Our mission is to enrich society through empowering our partners; the SME’s and our users
  • 6. 6 Rakuten Group at Present
  • 7. 7 Rakuten Group Business Expansion 1997      1998     1999     2000      2001      2002    2003       2004       2005       2006        2007         2008        2009 2010    Internet Shopping Mall Portal Site Online Bookstore Online Travel Reservation Online Securities Personal Finance Credit Card Online Golf Reservation CD/DVD Online Rental Research Mobile Auction Marriage Agency Online Photo Online Banking Job Search Online Community Online Streaming Digital Cash
  • 8. 8 Online Securities3 E-Commerce1 Online Travel2 Online Banking5 1 By gross transaction volume in 2007 Source: Fuji Keizai 2 By gross transaction volume in 2007, domestic accommodation, Source: company release (partly estimated) 3 By trading value of domestic equities for three months ended March 2008 Source: company releases 4 Portal sites by page views, domain, home panel for March. 2008. Source: Nielsen / NetRatings 5 Search Toolbar is based on the growth rate Rakuten’s Competitive Position in Japan Online Books & Media Store7 Affiliate Marketing Electronic-Money Online Golf Reservation9 Search Toolbar Rakuten Bank ( + Traffic Gate)
  • 9. 9 640.2 799.0 987.4 1,186.1 23.4 52.3 478.7 153.0 79.1 329.1 0 100 200 300 400 500 600 700 800 900 1,000 1,100 1,200 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 GTV(Billionyen) Total GTV  GTV surpassed 1.1trillion due to growth in each business * E-Commerce : Mall (Fixed-price, Group purchase, Super Auction), Flea market, Mobile, Business, Golf, Books, Auction, Net super Marketing, Check Out, Off-track betting * Travel : Domestic/international accommodation booking, International tickets, Domestic/international dynamic packaging, Domestic bus service Group Gross Transaction Value
  • 10. 10 231.7 355.1 482.5 799.0 987.4 1,186.1 640.2 657.5 23.4 52.3 79.1 153.0 329.1 478.7 871.9 1,154.1 1,469.9 1,843.6 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 (Billion Yen) *1:Credit Card Shopping Transaction Value:Shopping Transaction Value of Credit Cards issued by Rakuten KC, including Rakuten group service use *2: E-Commerce : Mall (Fixed-price, Group purchase, Super Auction), Flea market, Mobile, Business, Golf, Books, Auction, Net super Marketing, Check Out, Off-track betting *3:Travel : Domestic/international accommodation booking, International tickets, Domestic/international dynamic packaging, Domestic bus service Surpassed 1.8 trillion of Group Gross Transaction Value including Credit Card Shopping Transaction Value Domestic EC*2 and Travel*3 Credit Card Shopping Transaction Value*1 Group Gross Transaction Value (incl. Credit Card)
  • 11. 11 0.25 1.4 6.0 32.2 67.8 98.9 180.8 455.6 1,297.7 2,032.7 0 250 500 750 1,000 1,250 1,500 1,750 2,000 2,250 97 98 99 00 01 02 03 04 05 06 2,139.3 07 2,498.8 08 100M JPY Rakuten Group Sales 2,500 09 2,982.5 2,750 3,000
  • 12. 12 Rakuten Group’s Growth
  • 13. 13 Rakuten Ichiba at Launch Rakuten Ichiba Launched in May 1997 with 13 merchants 320,000 JPY Monthly GMSCompanies from various areas opened online shops. Users could make purchases from amongst a wide variety of items nationwide via the Online Market Place
  • 14. 14 Start-up of Rakuten Launched Rakuten Ichiba in May 1997 Number of shops: 13 Gross sales in the 1st month : 320,000 JPY (US$3,500)
  • 15. 15 The Concept of Rakuten Ichiba Shopping is Communication! Communication is Entertainment!
  • 16. 16 How to Realize Entertainment?! Internet shopping is the ultimate “face-to-face” business Gave sellers editorial control
  • 17. 17 The Difference between US Sites and Rakuten EC sites in US Product Centric Rakuten Ichiba Shop Centric Rakuten provides very flexible platform for SMEs to create on- line shop with their own uniqueness and personal touch.
  • 18. 18 Rakuten’s Win-Win Model Rakuten Model Rakuten’s business model is to create a Win-Win relationship between Merchants and Users. Merchan t Rakuten User Win Win Win Scalable and Sustainable
  • 19. 19 Empower SMEs Enables SMEs to deal with customers all over Japan Rakuten Ichiba is empowering the society “Empowered” business owners all around Japan - from the smallest business in the countryside to national brands
  • 20. 20 Crab Dried sweet potato EggsYakitori Rakuten Ichiba Success Story
  • 21. 21 Traditional Japanese doll Anime figure Sand for cats’ toiletWall paper Rakuten Ichiba Success Story
  • 22. 22 Giving entertainment to our customers Each Merchant Communicates with customers individually;  Provide detail information  Gives impact and surprise  Create product demand Provide Entertainment Silver bullet (men’s fashion)
  • 23. 23 Helping legacy business become a new trend Kimono   Kyo-komachi ( Traditional Fashion)  Owner’s son took over the shrinking family business.  Took last chance with on-line shop Rakuten Ichiba.  Sales grew more than 8 times and expanded their business.  Now, they are recognized by local society for re-branding kimono for young generations.
  • 24. 24 Internet Changes Conventional Wisdom The eggs produced by chickens raised since they were chicks taste wonderful. The shop manager is of the single-minded pursuit of domestic processing chicken feed. Shinshu Inaya no tamagoyasan ( http://www.rakuten.co.jp/oohara/ ) Baby chick diary   by the shop manager 【 Egg Store Case 】               Abundant information and communication are important!
  • 25. 25 Empowerment = Vitalize Local Economy!  No limit to trade area Any local player can deal with everybody regardless of location  Long tail economics Opportunities to meet various needs on the net. Business chance for characteristic specialty goods and items Characteristics of Internet Business The Internet is an important tool to vitalize local economies
  • 26. 26 The Global Expansion of Rakuten
  • 27. 27 Rakuten Europe February 2008 Rakuten Europe was established • Center hub in Europe • In Luxembourg – Geographic advantages in Europe – High level of educational workforce, including language skills – Communication network and physical distribution base Luxembourg Prime Minister Jean-Claude Juncker and Hiroshi Mikitani,Chairman & CEO of Rakuten, Inc. (February 2008 at Tokyo)
  • 28. 28 Launch of Rakuten Ichiba in Taiwan Rakuten Ichiba Taiwan Launched in May 2008 Merchants (#): approx. 1,000 Merchants* Members (#): approx. 570,000* http://www.rakuten.com. tw * Figures as of October 2009 Rakuten Ichiba Taiwan Home Page Meeting with Mr. Ma Ying-jeou, Taiwan’s President
  • 29. 29 Entering Thailand Our second global expansion was Thailand, through acquisition of Thailand’s No.1 EC site, TARAD.com September 23, 2009 TARAD.com joined Rakuten Group Thailand’s No. 1 Shopping Mall Subscribers  931,780 Merchants 125,752
  • 30. 30 Decision to Move into Chinese E-commerce Business Reached an agreement on JV with Baidu, Inc., Chinese No.1 Internet search company, entry into the Chinese B2C EC market. Aim to be the No. 1 B2C Internet shopping mall in China by bringing to Baidu’s traffic and Rakuten’s EC platform.  A tie-up with Rakuten Ichiba in Japan under consideration in the future. • Business scope: Operation of B2B2C Internet shopping mall in China • Total investment: Approx. 4.3 billion over three years, jointly (scheduled, 1 RMB = 13.11) • Ownership: Rakuten, Inc. 51%, Baidu, Inc. 49% • Service launch: Second half of 2010 (scheduled) • CEO: Dispatched from Rakuten (scheduled) Overview of Joint Venture
  • 31. 31 Entering US E-Commerce Market by Acquiring Buy.com Acquisition of Buy.com Inc. • Enhance the marketplace business of Buy.com through implementing Rakuten’s management style and expertise • Create cross-sale opportunities of Japanese and US items within the US and Japanese market respectively • Provide further exciting Internet shopping experience in the US
  • 32. 32 International Shipping Website ■ All Rakuten items except prohibited import items are available ■ Top pages displayed in English, Chinese and Korean, and 25 languages automatic translation are available ■ Fashion is the most popular genre
  • 33. 33 Rakuten’s Logistics Model Common Model 1 : N→ Rakuten Model N : M→ Manufactures Internet Site User Rakuten Merchan t User
  • 34. 34 What the Customers want ? Global Coverage Speed Punctual Traceability
  • 35. 35