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哈雷戴维森从亚马逊上下架

2021-2-16 13:06

 

拥有118年历史的摩托车制造商哈雷戴维森公司(Harley-Davidson Inc)宣布将退出亚马逊(Amazon)市场。与此同时,电商巨头亚马逊(Amazon)的创始人兼首席执行官杰夫·贝佐斯(Jeff Bezos)宣布将辞去其日常领导职务。


这两项宣布都是在周二宣布的,当时亚马逊公布了第四季度创纪录的销售额,首次突破1000亿美元。贝佐斯表示,他将于今年7月在他创建了27年的公司担任执行主席一职。


据彭博社报道,哈雷首席执行官约亨·塞茨表示,公司将离开亚马逊,因为亚马逊在自己的经销商中降价。这家总部位于密尔沃基(milwaukee)的公司周二公布了第四季度的亏损,在其最大的市场美国的销售额已经连续六年下滑。


Zeitz表示:“我们希望与经销商建立一个完全整合的数字电子商务业务。”“亚马逊并没有真正让我们的经销商参与进来。”


他的前任马特·莱瓦蒂奇于2018年10月在亚马逊市场推出了一个“数字店面”,以扩大哈雷的吸引力,吸引新一代乘客。


蔡茨为哈雷制定的战略旨在加强哈雷的品牌及其定价能力,包括配件和高档服装。他创建了首席数字官一职,以改进公司的在线零售平台。


哈雷并不是最近唯一离开亚马逊的品牌。去年1月,宜家在2018年与亚马逊推出了一个试点项目后,切断了与该公司的联系。项目中大约有30种产品。


2019年11月,全球最大的体育用品零售商耐克(Nike)在试运行两年后也离开了亚马逊。耐克同意向亚马逊出售有限的产品,作为交换,亚马逊将加强对假冒商品的监管,并限制其产品的未经批准销售。然而,该公司表示,亚马逊未能兑现这一承诺。


近年来,其他许多标志性品牌也离开了亚马逊,包括鞋类品牌Vans和Birkenstock,时尚品牌拉尔夫·劳伦和路易威登,奢侈手表制造商劳力士,以及户外品牌North Face和Patagonia。


包括耐克在内的大多数公司都表示,为了不损害自己的品牌,他们离开亚马逊的原因是亚马逊的假货和未经授权的卖家泛滥成风。


杰富瑞(Jefferies)分析师兰迪•科尼克(Randy Konik)告诉CNBC:“品牌不需要亚马逊。”“亚马逊有送货速度上的优势,但这一优势已经被压缩了。随着耐克离开亚马逊平台,我们更加坚信零售商/品牌不会被亚马逊取代。”


尽管一些品牌离开了亚马逊,但他们的一些产品仍然可以在亚马逊上找到,因为亚马逊允许第三方以打折的价格出售品牌产品。


亚马逊市场还积极扩张了自有品牌业务,包括由亚马逊开发的产品,或由在亚马逊上独家销售的第三方开发的产品。


消费者新闻与商业频道(CNBC)称,人们普遍认为,亚马逊利用其市场数据开发自有品牌。CNBC表示,这些品牌认为,这显然是在试图从其产品“吸走需求”。

 

Harley-Davidson Inc, the 118-year-old motorcycle maker, has announced that it is leaving the Amazon Marketplace just when Jeff Bezos, founder and CEO of the e-commerce colossus, said he is stepping down from his day-to-day leadership role.

Both announcements were made Tuesday, when Amazon reported record fourth-quarter sales that topped $100 billion for the first time. Bezos said that he will transition to the role of executive chair in July at the company he founded 27 years ago.

Harley CEO Jochen Seitz said the company is leaving Amazon because it is undercutting sales at its own dealers, according to Bloomberg. The Milwaukee-based company posted a fourth-quarter loss Tuesday and has had six years of slumping sales in the US, its largest market.

"We want to have a fully integrated, digital e-commerce business with our dealers," Zeitz said. "Amazon was not really something that got our dealers into the mix."

His predecessor, Matt Levatich, rolled out a "digital storefront" on Amazon's Marketplace in October 2018 to broaden Harley's appeal and reach a new generation of riders.

Zeitz's strategy for Harley is designed to strengthen the biker brand and its pricing power, including accessories and premium apparel. He created the role of chief digital officer to revamp the company's online-retail platforms.

Harley isn't the only brand that has left Amazon recently. In January last year, Ikea cut its tie with Amazon after it launched a pilot program with the company in 2018. Approximately 30 products were in the project.

In November 2019, Nike, the world's largest sporting goods retailer, also left Amazon after a test run of two years. Nike agreed to sell limited products to Amazon in exchange for stricter policing of counterfeit goods and restrictions on unsanctioned sales of its products. However, it said Amazon failed to deliver that promise.

Many other iconic brands have left Amazon in recent years, including footwear brands Vans and Birkenstock, fashion brands Ralph Lauren and Louis Vuitton, luxury watchmaker Rolex, and outdoor brands North Face and Patagonia.

The majority, like Nike, have said that Amazon had become overrun by counterfeits and unauthorized sellers as the reason they were leaving so not to jeopardize their brands.

"Brands don't need Amazon," Jefferies analyst Randy Konik told CNBC. "Amazon had a delivery speed advantage, but that advantage has compressed. With Nike leaving the Amazon platform, it strengthens our view that retailers/brands won't be displaced by Amazon."

Despite brands leaving Amazon, some of their products still can be found on Amazon due to its practice of allowing a third party to sell brand-name products, often at discounted prices.

Amazon Marketplace has also aggressively expanded its private-label business, which includes products developed by Amazon or by third parties that exclusively sell the items on Amazon.

It is widely believed that Amazon uses data from its marketplace to develop private-label brands, according to CNBC, which said the brands viewed that as a clear attempt to "siphon off demand" from their products.

 

原作者: MAY ZHOU 来自: chinadaily.com.cn