1
From Japan to the World
July/2012
Rakuten, Inc.
http://www.rakuten.co.jp/
2
Maybe a Review?
Founded in 1997
“More than a Company”
Empower our Customers
Build their own Businesses
Take advanta...
3
The Difference between
Competitors and Rakuten EC Sites
[Major Global
E-commerce Competitors]
Product Centric
[Rakuten I...
4
Competitor’s Approach
Merchants of
marketplace model
Customers
Limited access from merchants to customers
Competitor A
d...
5
Rakuten’s Approach
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live!
Live! Live!
Live!
Live!
Live!
Dynam...
6
Merchants are Empowered to Build their Own
Businesses
Social Significance of Rakuten Ichiba
7
Competitor Approach
Merchant G Shop Page
Merchant U Shop Page
Internet as Virtual Vending Machine
8
Our Approach
Merchant M Shop Page
Merchant P Shop Page
Internet as Virtual 商店街
Merchant G
Shop Page
9
In other words…
Shopping is Communication
Communication is Entertainment
∴ Shopping is Entertainment!
10
241.8
259.3 255.2
315.2
276.1
333.3
309.3 306.2
362.5
0
200
300
400
Q1/10 Q2/10 Q3/10 Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/...
11
10.18
10.02
10.71 10.74
11.72
11.68
0
8
10
12
Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12
(Million)
Unique buyers
*
38.44
36.29...
12
Potential Growth of Unique Buyers
*1: Rakuten Members: Number of ID registrants for Group’s various services such as Ra...
13
Core Strategy
Membership Business on the Internet
Internet Service
Membership Business
+
 The objective of Rakuten Gro...
14
Corporate History - Domestic
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
15
・Shopping mall
・Auction
Customer Flow
Rakuten
Membership
Database
E-Commerce
Portal
&
Content
Travel
Banking
Card
Telec...
16
*1: Edy Transaction Value = Amount settled by E-Money “Edy” (including mobile and cards) (Q1/10-)
*2: Credit Card Shopp...
17
*: Purchasing ratio of Rakuten members who have utilized other Rakuten services during the past 12 months of the listed...
18
*: Purchasing ratio of Rakuten members who have utilized other Rakuten services during the past 12 months of the listed...
19
Corporate History – Global
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
20
Rakuten Global Map
 USA
 Canada
 Brazil
 France
 UK
 Ireland
 Germany
 Netherlands
 Austria
 Spain
 Australi...
21
GMS Ratio from Overseas Companies
Q1/12
GMS from
EC companies
in Japan
91.9%
GMS from
overseas
EC companies
8.1%
22
International Turnover
23
International Turnover
24
International Turnover
25
International Turnover
“Buy from People –
Not the Internet”
26
Handelsblatt (Jan 23):
Japanese Internet Giant
Rakuten to Challenge Amazon
InternetWorld (Jan 31):
Rakuten Chief: “In 5...
27
Valor Economico (Feb.5):
Rakuten Focuses on Brazil in
Globalization Effort
Recent Press Reports on Rakuten (Brazil)
28
SuperSale Synergies
Category KPI
VS usual
per 24H
Travel Turnover +16.4%
Delivery Turnover +42.1%
Rakuten Edy Edy-ID Li...
29
SuperSale!
Difference almost 2X.
Data Center Traffic
Akamai Traffic
Sales were 3X a normal day.
Supersale
Normal Day Di...
30
Global SuperSale
31
Why?
“More than a Company”
Empower our Customers
Build their own Businesses
Take advantage of Internet
Shopping is...
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From Japan to the World

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Why is Rakuten different? And how will we expand it to the world?

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From Japan to the World

  1. 1. 1 From Japan to the World July/2012 Rakuten, Inc. http://www.rakuten.co.jp/
  2. 2. 2 Maybe a Review? Founded in 1997 “More than a Company” Empower our Customers Build their own Businesses Take advantage of Internet Shopping is Entertainment Empower Consumers Enjoy savings Enjoy variety
  3. 3. 3 The Difference between Competitors and Rakuten EC Sites [Major Global E-commerce Competitors] Product Centric [Rakuten Ichiba] Shop Centric The Rakuten “Empowerment” model is very unique and difficult to replicate
  4. 4. 4 Competitor’s Approach Merchants of marketplace model Customers Limited access from merchants to customers Competitor A direct sales model
  5. 5. 5 Rakuten’s Approach Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Live! Dynamic and synergetic shopping mall with various types of merchants
  6. 6. 6 Merchants are Empowered to Build their Own Businesses Social Significance of Rakuten Ichiba
  7. 7. 7 Competitor Approach Merchant G Shop Page Merchant U Shop Page Internet as Virtual Vending Machine
  8. 8. 8 Our Approach Merchant M Shop Page Merchant P Shop Page Internet as Virtual 商店街 Merchant G Shop Page
  9. 9. 9 In other words… Shopping is Communication Communication is Entertainment ∴ Shopping is Entertainment!
  10. 10. 10 241.8 259.3 255.2 315.2 276.1 333.3 309.3 306.2 362.5 0 200 300 400 Q1/10 Q2/10 Q3/10 Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12 (JPYbn) *: Domestic E-Commerce = Mall (Fixed-price, Group purchase), Mobile, Business, Golf, Books, Auction (Flea market), download, tickets, Internet Supermarket, Check Out, Off-track betting, toto, ShowTime, Media rental and Dining (Q1/10~ retroactively added)) Domestic E-Commerce Turnover (GMS)  Domestic E-Commerce GMS: +20.7% YoY  GMS growth of Rakuten Ichiba and Books: +19.8% YoY
  11. 11. 11 10.18 10.02 10.71 10.74 11.72 11.68 0 8 10 12 Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12 (Million) Unique buyers * 38.44 36.29 41.17 40.33 46.23 46.74 0 30 40 50 Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12 Number of transactions (Million) *Unique Buyers: Number of buyers sorted by e-mail address with purchasing records during the listed 3 month period. Rakuten Ichiba Unique Buyers* and Transactions
  12. 12. 12 Potential Growth of Unique Buyers *1: Rakuten Members: Number of ID registrants for Group’s various services such as Rakuten Ichiba, Rakuten Travel, Infoseek, Auction, etc. *2: Unique Buyers: Number of buyers sorted by e-mail address with purchasing records per quarter *3: Internet Users in Japan source: Ministry of Internal Affairs and Communications Rakuten Member 76.80 million Rakuten Ichiba Unique Buyers 11.68million (Jan-Mar, 2012) Total Internet Users in Japan 94.62 million
  13. 13. 13 Core Strategy Membership Business on the Internet Internet Service Membership Business +  The objective of Rakuten Group is to converge Internet Services with the Membership Business
  14. 14. 14 Corporate History - Domestic 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  15. 15. 15 ・Shopping mall ・Auction Customer Flow Rakuten Membership Database E-Commerce Portal & Content Travel Banking Card Telecom Securities E-Money Rakuten Eco-system Strategy ・Hotels and Facilities ・Air Tickets ・Dynamic Packages ・Stocks ・Bonds ・Trust Funds ・FX ・Advertisement ・Streaming ・Downloading ・Recruitment ・Marriage ・Credit Card Rakuten Super Point ・Payment ・Consumer Loan Common ID ・Fixed IP Telephony ・Mobile IP Telephony
  16. 16. 16 *1: Edy Transaction Value = Amount settled by E-Money “Edy” (including mobile and cards) (Q1/10-) *2: Credit Card Shopping Transaction Value = Shopping Transaction Value of credit cards (including Rakuten group service use) *3: Travel (before cancellations, excluding tax) = Domestic/international accommodation bookings, International air tickets, Domestic/international dynamic packages, bus services, rent-a-car and pet hotel (retroactively added) services *4: Domestic E-Commerce = Mall (Fixed-price, Group purchase), Mobile, Business, Golf, Books, Auction (Flea market), download, tickets, Internet Supermarket, Check Out, Off-track betting, toto, Showtime, Media rental and Dining (Q1/10~ retroactively added) Quarterly Domestic Gross Transaction Value (Including Credit Cards and E-Money) Domestic Gross Transaction Value +23.9% YoY Edy and Credit Card +28.2% YoY *1 *2 Travel +17.0% YoY *3 Domestic E-Commerce +20.7% YoY *4 241.8 276.1 333.3 81.8 93.2 109.0 266.9 362.7 464.9 590.6 732.1 907.3 0 200 400 600 800 1,000 Q1/10 Q1/11 Q1/12 (JPY bn)
  17. 17. 17 *: Purchasing ratio of Rakuten members who have utilized other Rakuten services during the past 12 months of the listed month. Applicable services are limited to those which can earn Rakuten Super Points (excl. Securities) Cross-Use Ratio Enhanced Cross-use Ratio* 42.1% 45.7% 47.5% 0% 10% 20% 30% 40% 50% 60% Mar/12Mar/11Mar/10
  18. 18. 18 *: Purchasing ratio of Rakuten members who have utilized other Rakuten services during the past 12 months of the listed month. Applicable services are limited to those which can earn Rakuten Super Points (excl. Securities) Cross-Use Ratio Enhanced Cross-use Ratio* 42.1% 45.7% 47.5% 0% 10% 20% 30% 40% 50% 60% Mar/12Mar/11Mar/10 Growth in Cross-Use Ratio Demonstrates Consumers find Value in our Model
  19. 19. 19 Corporate History – Global 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  20. 20. 20 Rakuten Global Map  USA  Canada  Brazil  France  UK  Ireland  Germany  Netherlands  Austria  Spain  Australia  New Zealand  China  Taiwan  Thailand  Indonesia  Republic of Korea  Singapore
  21. 21. 21 GMS Ratio from Overseas Companies Q1/12 GMS from EC companies in Japan 91.9% GMS from overseas EC companies 8.1%
  22. 22. 22 International Turnover
  23. 23. 23 International Turnover
  24. 24. 24 International Turnover
  25. 25. 25 International Turnover “Buy from People – Not the Internet”
  26. 26. 26 Handelsblatt (Jan 23): Japanese Internet Giant Rakuten to Challenge Amazon InternetWorld (Jan 31): Rakuten Chief: “In 5 Years We Will Be No. 1 (in Germany)” The Guardian (Feb 5): Why Rakuten’s Kobo is Amazon’s Only Global Competition Recent Press Reports on Rakuten (UK, Germany)
  27. 27. 27 Valor Economico (Feb.5): Rakuten Focuses on Brazil in Globalization Effort Recent Press Reports on Rakuten (Brazil)
  28. 28. 28 SuperSale Synergies Category KPI VS usual per 24H Travel Turnover +16.4% Delivery Turnover +42.1% Rakuten Edy Edy-ID Linkage & Charges +81.5% Toolbar New download number +16.5% Rakuten Card New member +19.2% Rakuten 24 Purchases +7.2% toto Purchases +24.5% Golf Bookings +7.7% Facebook new follower number +1,654% twitter new follower number +6,316%
  29. 29. 29 SuperSale! Difference almost 2X. Data Center Traffic Akamai Traffic Sales were 3X a normal day. Supersale Normal Day Difference more than 2X
  30. 30. 30 Global SuperSale
  31. 31. 31 Why? “More than a Company” Empower our Customers Build their own Businesses Take advantage of Internet Shopping is Entertainment Empower Consumers Enjoy savings Enjoy variety Empower the World
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