osiander, présentation par christian riethmüller

Upload: actualitte

Post on 02-Jun-2018

217 views

Category:

Documents


0 download

TRANSCRIPT

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    1/23

    1

    Amazon and the German

    Book Market

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    2/23

    2

    The German Book Market 2012

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    3/23

    3

    The German Book Market

    - Reading is on position 11 in Germany regarding leisure time activities

    Main Competitors are TV, time with friends or familiy, listening to music, outdoor activities

    - Sales of German book market in 2012: 9,6 billion Euro, quite stable,

    sales of book stores declining by 3% per year, 4,8 billion Euro

    = 50% of the market (1997: 60%, 1985 64%).

    - Internet 17% = 1,6 billion Euro (plus 5% per year), Market share of Amazon: 80% = 1,2 billion Euro

    (Osiander: Internet sales = 5% of sales of Osiander)

    - 6000 book stores, 10% of them make 70% of the sales: huge concentration!

    - Germans buy on- and offline and not on- OR offline. And: People buy real books (as they like

    books in paper and books as a gift) AND Ebooks (for convenience).

    - Germans buy spontaneous in stores but well-direct in the Internet

    - click an collect is important: 33% of the Osiander Webshop-sales are collected in a store

    - Show-Rooming is important: information via Internet and purchase in store is stronger than

    vice versa, but both is increasing

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    4/23

    4

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    5/23

    5

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    6/23

    6

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    7/237

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    8/238

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    9/239

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    10/23

    10

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    11/23

    11

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    12/23

    12

    Amazon on the German Book Marketand the part of fixed prices

    - Sales of Amazon in German retail Trade: 7,7 billions Euro = 25% of the German E-Commerce,

    rising twice as fast as the rest of the German retail trade in E-Commerce

    - no safe figures for book sales of Amazon, estimated 1,2 billion Euro with books and E-books,

    market share more than 80%

    -Market share E-Books 41%, E-Reader 40%

    - Amazon started with books beginning 1990, today they deliver everything

    - Amazon changed the whole retail industry in Germany significantlyonly the fixed prices of books

    prevented an even worse scenario.

    - But: English and American book prices are not fixed and Amazon is very cheap, as well asused books have no fixed prices. As only 20% of the German population know, that prices are

    fixed, many people rate Amazon as a good buy company. In case of free prices the market share of

    amazon would definitively rise

    - Despite fixed prices in the book market the price is the most important feature, as other goods

    are cheaper with Amazon and German customers buy combined books and other goods at Amazon.

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    13/23

    13

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    14/23

    14

    What do German Booksellers and Publishers

    think of Amazon

    Booksellers:Amazon is main Competitor, forced the German booksellers to invest, to improve the service level, to play a

    local role, to invest in own Webshops and E-Commerce and to improve the own competence . Booksellers

    who failed to do this minimum of things have disappeared or been bought, Thalia and Hugendubel are the two

    main chains.

    Thus German booksellers are unhappy and do complain much about amazon

    The main advantage of booksellers are the stores and the essential factor human beings and encounter and

    emotion, which a webshop has not got.

    Publishers:They like the sales they have with Amazon, they dont like the pressure of Amazon regarding terms and

    conditions. As Amazons position is getting more and more market-dominating, they put many publishers

    under pressure regarding terms and conditions.

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    15/23

    15

    What do German customers think of Amazoncompared to traditional booksellers? Do they

    like to buy books/goods online?

    - The huge advantages of the internet have made the German customer lazy and egoistic,

    as thexy like to shop cheap, quick and easy and delivery-free

    - Despite the fact, that amazon does not pay taxes, is sitting in Luxemburg, does not

    generate jobs in the towns, does not educate young people, does not contribute anything

    to the social and cultural life of the towns but blocks all streets with delivery-vans, an

    enquiry has resulted in the following result:

    As the performance of Amazon is very high, Amazon is the most known retailer in

    German, one of the most liked and sympthetic retailers, und nowhere the level of costumer

    satisfaction is higher than with Amazon!!!!

    With Amazon, Ebay and others on the market, Germans buy more and more online every

    year! Buy Local Initiatives try to convince the public of local shopping, with limited success

    Cheap, easy and quick are the most important terms regarding Shopping via Internet in

    germany

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    16/23

    16

    Influence of ebooks and kindle

    -E-Books are getting more and more important, sales 2013 1% of the sales, rising by 200%.

    - Expectations for 2020: market share of E-Books 10%

    - Market share of Amazon with E-Books and the kindle 40%

    - Problem: E-Book-market is not economic, as invest is high and outcome low,

    E-Reader have no margin, and there are only 8 purchased E-Books per E-Reader.

    -The German book chains Thalia and Hugendubel have their own E-Reader Tolino

    with an unexpected high market share of 40%.

    -Self-publishing is rising dramatically, but to be honest 95% is rubbish.

    Nevertheless most E-Books out of the top ten Bestsellers are self-published.

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    17/23

    17

    1. BE PREPARED

    2. Safe fixed prices

    3. Invest in own Webshops delivery free4. Delivery by bike as Osiander is doing in 5 cities.

    5. Service: Solution selling instead of product selling

    6. Strong Stores: Point of Emotion instead of point of sale, seller instead of

    bookseller

    7. Cross channel-strategy with strong Webshop and E-Commerce: start

    now! Marketing important for a high degree of fame. An App is importnat,

    as 2020 95% of the internet sales will be made via smartphone.

    8. Adapted Product Line and profit margin important, as sales in certain

    book areas decline.

    9. A strong brand is importnat, at least regional

    10. Growth helps

    11. Be efficient and organized to reduce background costs

    12. Marketing of the whole branch is necessary to make clear, what the

    traditional bookseller achieve.

    How should Countries be prepared and what

    can a bookseller do?

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    18/23

    18

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    19/23

    19

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    20/23

    20

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    21/23

    21

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    22/23

    22

  • 8/11/2019 Osiander, prsentation par Christian Riethmller

    23/23

    23