[Live] Prof. Dr. Gerrit Heinemann, Hochschule Niederrhein: Strategies for Amazon and eBay



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[Live] Prof. Dr. Gerrit Heinemann, Hochschule Niederrhein: Strategies for Amazon and eBay [Live] Prof. Dr. Gerrit Heinemann, Hochschule Niederrhein: Strategies for Amazon and eBay

Prof. Dr. Gerrit Heinemann heads the eWeb Research Center at Niederrhein University of Applied Sciences teaches business administration, management and commerce. In the second part of the interview, it deals with the proper handling of eCommerce sizes like Amazon and eBay.

Heinemann studied business administration in Münster and obtained his doctorate as a research assistant at the Institute of Marketing with Prof. Dr. Dr. hc mult. Heribert Meffert. He began his non-university career as the head of marketing for Douglas Holding AG before moving to Kaufhof Warenhaus AG, where he completed a trainee program and subsequently became department store manager. He returned to the Douglas Group as the chief executive officer of Drospa Holding before switching to the international consultancy Droege and Comp. and led there the "Competence Center trade and consumer goods". 2005 Heinemann received a call to the University of Applied Sciences Niederrhein. He is the author of several bestselling books on e-commerce topics and deputy chairman of the board of buch.de internetstores AG.


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Pure players like Amazon can be curse and blessing for a manufacturer at the same time. Such marketplaces are increasingly dominating the e-commerce landscape. The decision to supply Amazon as a manufacturer directly offers probably the highest sales opportunities in e-commerce. Likewise, the manufacturer thus enters into a certain dependency ratio and thus steers towards the "point of no return". Amazon became the largest customer in Germany for many brand manufacturers. Dealing with pure players is one of the most important elements of an ecommerce strategy in terms of the online sales opportunities of a brand manufacturer.

Overview

Correct, Amazon offers the greatest sales opportunities, but also the greatest risks up to a factual dependency, which is already omnipresent in many industries. Pure players or market places I do not see as the most important element of an e-commerce strategy.

However, I would say that the assessment of the correct handling of portals and marketplaces should be a very important element of any e-commerce strategy for a brand.

However, this goes beyond pure pure play concepts. Here, a brand manufacturer may consider with competitors, as an option to found their own marketplace. Currently, however, no manufacturer does so, as such a model requires a high level of e-commerce maturity.

How do you recommend manufacturers to work with Amazon?

Overview

Regarding Amazon, I recommend a controlled collaboration in which the manufacturer determines the intensity. It is important that manufacturers are aware of the dangers of Amazon and know how to deal with it.

Do you consider eBay or an eBay brand store as a suitable market place for manufacturers?

Overview

I think eBay is an appropriate marketplace for brand manufacturers as eBay is expanding strongly in the direction of market shoppers and price erosions will not be there in the focus. Although the effort to sell on eBay is higher compared to Amazon, I see eBay branding as an absolutely recommended platform for manufacturers and brand suppliers.

The disruptive changes in consumers and media landscapes mean that the procurement of consumer goods and consumer goods is increasing through the Internet. While many manufacturers with a classically stationary trading structure notice this trend, they also fear the sanctions of the trade. Manufacturers who do not have a solution to this problem will inevitably lose market share.

Overview

I see it the same way.

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How can manufacturers counter the dilemma of the aforementioned thesis?

Overview

Here I recommend manufacturers with enough self-confidence to proactively address the topic of e-commerce. In addition, this is also a test of the strength of a brand. The manufacturer should take the lead in the e-commerce area and support the trade. In no case should a manufacturer rely on the e-commerce competence of its dealers.

As far as possible penalties for manufacturers' e-commerce strategies are concerned, the experience shows that the fears of manufacturers often were not justified. It is important that the manufacturer communicates the e-commerce strategy openly against the trade. Here, it is recommended as a manufacturer to give retailers advice on the e-commerce strategy.

Under what kind of organization do you recommend manufacturers to incorporate e-commerce?

Overview

E-commerce is and remains a top priority. In this respect, the department must be directly subordinate to the management. Some Company are already starting to create the e-commerce board department.

In my opinion, this department can not be successfully delegated to the organization, so I would recommend to every chairman of the board to take up this department.


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