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AREX Vender y exportar en Amazon y Alibaba desde la práctica

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Carmen Urbano, Intenational Business Head en Inycom, presenta en la Jornada #EncuentroAREX las lecciones aprendidas en los proyectos abordados para ayudar a las empresas a vender y exportar en Amazon y Alibaba.

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AREX Vender y exportar en Amazon y Alibaba desde la práctica

  1. 1. COMPROMISO MEJORA CONTINUA CONFIANZA EQUIPO TRANSFORMACIÓN DIGITAL CUSTOMER EXPERIENCE LIFE CARE INTEGRATION INNOVACIÓN VENDER Y EXPORTAR EN AMAZON Y ALIBABA JULIO 2018 LECCIONES APRENDIDAS #ENCUENTROAREX
  2. 2. CARMEN URBANO
  3. 3. EQUIPO DIRECTO E-BUSINESS INTERNACIONAL ANDRES, CARMEN, CRISTINA Y CARLOS
  4. 4. Inycom, empresa global e internacional Desde España y en el mundo Y con 35 años de experiencia VOLUMEN NEGOCIO 16/17 73 Millones PLANTILLA ACTUAL 800 Personas 2018 w w w . i n y c o m . e s // 4
  5. 5. LifeCare Integration Biotecnología Tecnologías de la Información y Comunicaciones I+D, Ingeniería, Integración e Innovacion (I3) UNIDADES DE NEGOCIO INYCOM La internacionalización es transversal Soluciones y Servicios TecnológicosDigital Business w w w . i n y c o m . e s // 5
  6. 6. WEB INYCOM
  7. 7. Especialistas en: INTERNACIONALIZACIÓN TIC  EXPORTACIÓN DIGITAL  MERCADOS ELECTRÓNICOS  E-COMMERCE INTERNACIONAL  MARKETPLACES  MARKETING INTERNACIONAL “Impulsamos el crecimiento internacional, digital y tecnológico”
  8. 8. Soluciones DIGITALINTER® COMPROMETIDOS CON TU EXPANSIÓN Planes de internacionalización ► Inteligencia y analítica ► Marketing digital ► eCommerce ► Mercados electrónicos (eMarkets) Transferencia de conocimiento Acompañamiento y gestión operativa
  9. 9. eCommerce & eMarkets como herramientas de marketing LA VENTA Y LA EXPORTACIÓN SON CONSECUENCIA
  10. 10. Mercados electrónicos=Herramientas de marketing w w w . i n y c o m . e s Los eMarkets permiten la prospección Facilitan el conocimiento del consumidor Permiten un benchmarking avanzado Apoyan la co-creación y la adaptación de nuestros catálogos a mercados y clientes objetivo
  11. 11. Multicanalidad para acceder a mercados
  12. 12. Omnicanalidad (CX) El cliente busca una experiencia única y sin fisuras, independientemente de que el punto de contacto con la marca sea físico o digital. La aplicación de las nuevas tecnologías al sector retail posibilita la total integración de la experiencia del cliente con la marca. Una estrategia omnicanal permite adaptarnos a los comportamientos del consumidor actual y de manera más estratégica, del consumidor futuro.
  13. 13. Déficit en nuestra balanza comercial de eCommerce
  14. 14. Tendencias y soluciones tecnológicas w w w . i n y c o m . e s Los Marketplace se vuelven indispensables Deep Learning para personalizar experiencias (IA) Implementación de chatbots (IA,CX) Big data y analytics para pricing automatizado y venta predictiva. Soluciones Cloud, integraciones…
  15. 15. Contenidos Inycom recomendados w w w . i n y c o m . e s TICs y exportación Omnicanalidad de verdad 20 Reglas del eCommerce internacional Redes sociales para la internacionalización Etc.
  16. 16. INTERNACIONALIZACIÓN TIC
  17. 17. LAS REGLAS DEL E-COMMERCE INTERNACIONAL
  18. 18. VENDER Y EXPORTAR EN ALIBABA.COM Y AMAZON UE 5 LECCIONES APRENDIDAS
  19. 19. Los mercados electrónicos y la selección de mercados
  20. 20. Presencia mundial de AMAZON
  21. 21. Soluciones Inycom DIGITALINTER® para AMAZON
  22. 22. EL B2B DE AMAZON, YA EN ESPAÑA
  23. 23. Amazon Marketplace UE 5. Consideraciones: • Formación y ayuda: Amazon University • Estrategias Vendor vs. Seller y su compatibilidad • Una única cuenta para gestionar negocio en sus 5 plataformas europeas: ES, FR, DE, UK, IT • El centro comercial y las tiendas son de Amazon… … los clientes también • Los vendedores publicamos catálogos en estos espacios (listings de productos)
  24. 24. Amazon Marketplace UE 5. Consideraciones • Un mismo producto puede ofrecerse por varios vendedores • Es conveniente que las empresas registren sus marcas en la plataforma  Permite tener un control sobre la información de los productos que vendes  Posibilita personalizar tu propio espacio (Amazon Store) • Códigos de barras necesarios (EAN, GTIN…) • Cada vez las fotografías y descripciones son más exigentes • Importante la funcionalidad “contenido enriquecido” para el SEO
  25. 25. Ejemplos de Amazon Store
  26. 26. Amazon Marketplace UE 5. Consideraciones: • Tarifas en Amazon $ Cobra mensualmente un alquiler de espacio $ Cobra por servicios de intermediación comercial (tarifas por referencia) $ Cobra por servicios logísticos varios • Las tarifas que cobra a los vendedores las calcula sobre PVP (servicios logísticos e IVA incluidos) • No ofrece por el momento servicios de internacionalización más allá de las traducciones, de su logística y de la atención al cliente.
  27. 27. Ejemplos de contenido enriquecido
  28. 28. Amazon Marketplace UE. Consideraciones • Para publicar listings fuera de la plataforma española exige atención al cliente en el idioma del comprador y logística inversa • Si no utilizas su logística (FBA) tienes que ofrecer sus mismas condiciones de devolución • Los precios no pueden ser superiores a los de la tienda online propia en su caso • 2 años de garantía, incluso para productos de segunda mano • Necesaria una tarjeta de crédito para dar de alta una cuenta
  29. 29. Amazon Marketplace UE. Consideraciones • Amazon carga mensualmente el alquiler y todos los gastos logísticos en dicha tarjeta • Amazon liquida quincenalmente las transacciones (diferencia entre ingresos derivados de ventas y gastos asociados) • Existe un sistema de registro de IVA para empresas y cada producto se factura con su IVA correspondiente (el del país del vendedor hasta superar los límites que marca cada país de la UE para las ventas a distancia) • Las facturas de servicios de Amazon llegan sin IVA (desde Luxemburgo)
  30. 30. SOLUCIONES INYCOM PARA AMAZON.COM
  31. 31. SOLUCIONES INYCOM PARA AMAZON.COM
  32. 32. SOLUCIONES INYCOM PARA AMAZON.COM
  33. 33. GRUPO ALIBABA, EL GIGANTE CHINO…
  34. 34. TMALL GLOBAL - CORREOS
  35. 35. LECCIONES APRENDIDAS EN ALIBABA.COM
  36. 36. Aragón Alimentos en la mayor feria del mundo https://foodsaragonspain.trustpass.alibaba.com/
  37. 37. ROI de la experiencia colectiva “Aragón Alimentos” Internacionalización digital PDR desde junio 2016 • Datos para acelerar vuestro negocio internacional • Analítica Alibaba.com • Inteligencia competitiva y empresarial • Impacto y difusión en medios y redes sociales • Prensa, Blogs, LinkedIn, Twitter, Facebook… • Programa Emprende TV del Canal 24h • Programa Tempero de Aragón TV • Alcance global • Catálogo digital mayorista en inglés • Posicionamiento SEO off page • Tráfico a las web participantes • Lead generation B2B • Caso de Éxito en Alibaba.com • Sinergias entre empresas y profesionales • Formación e información sobre internacionalización digital (jornadas, newsletters, etc.) • Base de datos común de compradores ( más de 120 empresas)
  38. 38. ¿De dónde proceden las peticiones de información? *Datos año 2017-2018
  39. 39. Lead Generation 2017 – 2018 Visualizaciones de la tienda 928.846 Interés sobre producto (clicks) 9.008 Solicitudes de información B2B 1.396 Solicitudes cualificadas 211 Contactos cualificados 106 Stand Colectivo en Alibaba.com
  40. 40. Alibaba.com B2B para “Gold Suppliers” • Varios tipos de vendedores y opciones de escaparates  La versión gratuita ya no merece la pena  Gold Suppliers Premium implica soporte online exclusivo • Personalización de los stands y escaparates • Categorización de productos • Idioma raíz y traducciones a otros idiomas • No permite carga masiva de ficheros • Fichas de producto muy completas con carga manual
  41. 41. Tipos de vendedores “Gold Suppliers”
  42. 42. Alibaba.com B2B para “Gold Suppliers” • Requiere atención 7 días a la semana (penaliza si no respondes en menos de 24h) • Importante el ratio de rendimiento para el posicionamiento general en su buscador • Opciones de LEAD GENERATION:  Inquiries  RFQs (limitadas)  Trade Manager  Inteligencia comercial  SEO offpage
  43. 43. Alibaba.com B2B para “Gold Suppliers” • Optimización SEO constante • SEO offpage • Analítica interna de la plataforma (Biz Trends)  Sólo ofrece datos de los 3 últimos meses  No genera base de datos segmentada  Su analytics no se puede exportar
  44. 44. Alibaba.com B2B para “Gold Suppliers” • Facilita la Inteligencia competitiva • Marketing SEM, ej. Los “extra inquiries pack.” • Showcases y extra escaparates • #SuperSeptember • Cuidado con el spam…
  45. 45. Soluciones Inycom DIGITALINTER® para Alibaba.com
  46. 46. Soluciones Inycom DIGITALINTER® para Alibaba.com
  47. 47. GRACIAS POR VUESTRA ATENCIÓN Carmen Urbano Directora de eBusiness & Marketing Internacional UN TIC carmen.urbano@inycom.es #InycomTeam

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