How Does The 21 Year Old Company Create A Business Empire?

Speaking of

Website, I believe many people will feel that it is a paradise for shopping.

Here, you can not only buy all kinds of overseas books at low prices, but also buy clothes, cosmetics and so on, which are usually not available in China.

And in many people's opinion, Amazon is different from Taobao. People usually think that they are generally bought high quality products on Amazon, and the quality of Amazon products is not as uneven as Taobao, most of them are of high quality.

As a result, Amazon has won popularity because of its trust.

How did the twenty-one year old company create a business empire? How did it create the myth of 350 billion of the electricity supplier? How did it make its market capitalization more successful than Ali?

The sum?

Amason: create an empire myth in 21 years!

In 1995, Amazon Co was founded by Jeff Bezos. At the beginning, Amason did not call Amason, Cadabra.

It initially positioned itself as the basic online bookstore.

Visionary Bezos saw the potential and characteristics of the network. When the large bookstore of the entity provided 200 thousand books, the online bookstore could provide more choices to readers than 200 thousand books.

The original plan of Amazon Co was originally profitable after 4 to 5 years. The 2000 Internet bubble has made Amazon Co grow steadily and become a unique story.

In 1990s, with the rapid growth of many Internet companies, shareholders of Amazon Co complained that Bezos's strategy was too conservative and slow.

But after the end of the Internet bubble, those fast-growing internet companies are closing up, and Amazon is still making profits.

In the fourth quarter of 2002, Amazon's net profit was about $5 million.

In 2004, it grew to more than 300 million dollars.

From online books to later software, appliances, kitchen items, tools, toys, clothing, sporting goods, delicious food, jewelry, watches, health and personal care items, beauty products and so on.

Amazon Co is growing.

By March 2010, Amazon, the online shopping mall with 23 categories and over 1 million 200 thousand kinds of commodities, issued the "white paper on the integrity of online shopping". It mainly explained the "honest" and "return" problems that consumers generally care about online shopping, and made specific explanations for the integrity guarantee before and after sales.

For the "pre-sale integrity" and "after sale integrity", Amazon launched a promise of "low price per day and genuine quality guarantee" to consumers.

Amazon is very concerned about the quality of its products can guarantee consumers.

The development of Amazon in China is also very rapid, and every year has maintained rapid growth, and the number of users has also increased significantly.

There are 28 categories and nearly 6 million kinds of products.

In September 6, 2012, Amazon released a new KindleFire tablet computer and a KindlePaperwhite e-reader with screen backlight.

In May 5, 2014, twitter and Amazon joined hands to open up tweets and direct purchases from users' micro blogging services, in order to increase e-commerce and maintain membership stickiness.

In January 20, 2015, Amazon's film studio will start filming.

These movies will be shown first in the cinema and then on Amazon Prime video streaming service.

On the afternoon of March 6, 2015, Amazon China announced that it began trial operation of "Amazon official flagship store" in Tmall, which is scheduled to be launched in April 2015.

The flagship store will launch the most popular "imported direct mining" products, including shoes, food, drinks, kitchenware, toys and so on, in the first phase of the flagship store.

In June 8, 2016, the BrandZ top 100 list of the most valuable brands in 2016 announced that Amazon ranked seventh.

After twenty-one short years, Amazon has changed from a small book website to a full range of business empire, and its valuation has far exceeded the sum of Jingdong and Ali.

In addition, over the past twenty years, Amazon has acquired dozens of large websites such as IMDb (Internet Film Database company), China's excellent network, Zappos (online shoe store) and so on, and has achieved successful mergers and acquisitions again and again.

How did Amazon succeed? What is the secret of its success?

Push Amazon to three great changes in success!

Amazon's achievements today are closely related to the three changes that have taken place since its establishment.

Without these three changes, Amazon may still be a step away from success.

First change: becoming "the biggest bookstore on earth" (1994 -1997)

In the summer of 1994, Bezos, who resigned from Financial Services Company D.E.Shaw, decided to create an online bookstore. Bezos thought that books were the most common commodity with high standard of standardization, and the book market in the United States was large enough for entrepreneurship.

After about a year's preparation, Amazon website was launched in July 1995.

In order to compete with the offline Book giants Barnes&Noble and Borders, Bezos positioned Amazon as "the largest bookstore on earth".

To achieve this goal, Amazon has adopted a large-scale expansion strategy in exchange for huge losses in business scale.

After a quick run, Amazon took less than two years from online to online.

When Barnes&Noble launched online shopping in May 1997, Amazon has built huge advantages in book retailing.

Since then Amazon and Barnes&Noble have been fighting several times, and Amazon has finally established itself as the largest bookstore.

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Second change: becoming the largest integrated network retailer (1997 -2001)

Bezos believes that compared with the physical store, an important advantage of online retailing is that it can provide consumers with more abundant commodity choices. Therefore, expanding the website category and creating comprehensive electricity providers to form scale efficiency has become the strategic consideration of Amazon.

Amazon launched in May 1997, and Amazon, which has not yet fully established its dominance in the book retail market, has begun to expand its commodity category.

After the initial supply and marketing campaign, Amazon music store was launched in June 1998.

In one quarter, Amazon music store sales exceeded CDnow, becoming the largest online music product retailer.

Since then, Amazon has expanded its category and international expansion. By 2000, Amazon's slogan had changed to "the largest online retailer".

Third change: becoming the most customer focused enterprise (2001 to present)

At the beginning of 2001, apart from promoting itself as the largest online retailer, Amazon also established the goal of "the most customer focused company".

Since then, building a customer centered service oriented enterprise has become the development direction of Amazon.

To this end, Amazon started large-scale promotion of the third party open platform in 2001, and began to provide outsourcing logistics services to FBA sellers in 2007. In 2010, KDP launched its own self-help digital publishing platform DTP in 2010.

Amazon has gradually launched these services, making it beyond the scope of Internet retailers and becoming an integrated service provider.

Implement the three marketing strategies of Amazon empire!

With three changes, Amazon will not get such a big success. It can become the most successful electricity supplier in the world and its marketing strategy is closely related.

In the field of e-commerce, Amazon's marketing strategy can be considered to be meticulous and unique.

Product strategy

Amazon is committed to becoming the most "customer focused" company in the world.

It has become the most popular online retailer in the world.

Amazon and other sellers provide millions of unique new, refurbished and secondhand goods, including books, movies, music and games, digital downloads, electronics and computers, home and gardening products, toys, baby products, groceries, clothing, footwear, jewelry, health and beauty products, sports, outdoor products, and automotive and industrial products.

At the same time, it is easy to see the contents and messages of other pages in different pages. It classifies different products and implements different marketing strategies and promotional tools for different electronic products.

pricing strategy

Amazon has adopted a discount pricing strategy.

The so-called discount strategy refers to enterprises in order to stimulate consumers to increase purchases, give a certain rebate on the original price of goods.

It makes up for discounts and profits by expanding sales.

Amazon has given a substantial amount of rebates to most commodities.

For example, in music products, promise: "You" llenjoyeverydaysavingsofupto40%onCDs, includingupto30%offAmazon "s100best-sellingCDs (for CD class to give 40% discount, including 30% of the CD rebate)."

Promotion strategy

There are mainly four ways to promote sales, that is to say, there are tools for communication between enterprises, customers and the public.

They are advertising, personal selling, public relations and business promotion.

In Amazon's website, apart from the promotion of personnel, the rest is reflected.

Amazon's enjoyment does not necessarily depend on whether it has enough money to buy the book that it wants, but rather the process of selecting books.

Holding a book in hand, looking at the beautiful cover, reading the introduction is often a great pleasure in buying books.

On Amazon's homepage, the fun will not diminished, except that it can not be directly read.

Beautiful multimedia pictures, clear content briefs and authoritative book reviews can make people feel at home.

In addition, Amazon has set up a gift page for all kinds of gifts for adults and children.

This is actually a promotional activity for promotional activities in value activities.

It attracts customers to buy goods in this store for long time by providing shopping coupons or exquisite small gifts to customers of all ages.

Amazon also offers preferential treatment to customers who buy their products for a long time. This is also a measure of business promotion.

The three strategy has accumulated a large number of loyal customers for Amazon for a long time, and let Amazon build up its own business empire.