アマゾンだけダメ輸入

こんにちは、船原です。

最近、
多くのブランドと総代理店契約を結んでいるところなのですが、
僕もそういうことに直面したし、
コンサル生もそういうことに直面した状況があります。

それは

「アマゾンは直接売るから、あとはよろしく」

という契約です。

つまり、
アマゾンへの出品は海外から本社が直接やるから、
あとはあなた達が好きにしていいよという方法です。

なぜアマゾンは直接が多いのかというと、
アマゾンは世界各国の銀行に直接送金してくれるし、
商品の納品を海外からできます。

つまり、
日本に拠点がなくても、
日本のアマゾンでガンガン売れちゃうわけです。

そして、
アマゾンって日本で頑張ってマーケティング活動しなくても、
普通に売れていくわけです。

つまり、
アマゾン販売のみを考えるのであれば、
日本に総代理店を置く必要がありません。

我々には不都合なのですが、
そういう時代になっています。

中国人セラーが日本のアマゾンに直接出品するのと一緒で、
中国以外のブランドも日本のアマゾンに直接出品しちゃってますね。

さて、
そういう意向のブランドですが、
どのようにビジネスをしていけばいいでしょうか?


まず、一番は、
アマゾン販売も含めて、
当社でやらせてほしいと説得することです。

あなた達がアマゾンで直接販売できるのはわかるけど、
それをやっちゃっているがゆえに、多くの販売機会を逃してませんか?
と聞いてみます。

アマゾンで商品が超安く売られていたり、
価格が乱高下していたりすると、
BtoBビジネスがやりにくくなります。

例えば、アマゾンで4万円くらいの商品を、
ヨドバシカメラに2万円で卸したとします。

ヨドバシカメラも3万円中盤から4万円くらいで販売したいと思うでしょう。

しかし、
アマゾンの価格が一気に下がって、
25000円位になってしまった・・・

この価格変更は本社のほうが行いますから、
総代理店である我々はコントロールできません。

そうなるとヨドバシカメラの方からクレームが入ります。
アマゾンの値段が安すぎるから、自分たちも値段を下げないといけないので、
仕入れた金額の一部を返金しなさいという連絡が来たりもします。

当社も、そういう状況になったことがありますね。

ということで、
アマゾンの価格がコントロール可能な状態でない場合、
卸ビジネスがかなり難しくなります。


あとは、
例えば、国内で我々が頑張ってマーケティングしましたと。
SNSを使って拡散したり、
広告を売って認知を広めたりしました。

しかし、
お客さんが当社サイトからではなく、
アマゾンから買ってしまった・・・

その場合、
我々が広告費を払っているのに、
売上は本社が持っていくことになります。

それってどうなの?
という感じですよね。

あと、アマゾンで売れた商品を
日本の総代理店が保証するのか??という問題もあります。

販路が1本化していないと、
結構、面倒なことが多いんですよね。

ですので、
アマゾンだけはダメ輸入って、
結構、難しいです。


しかしながら、
もしすでにアマゾンでかなり売れている商品がある場合、
その販売権利を取れれば、
大きなビジネスになる可能性があります。

当社も、
アマゾンで月間4000万から5000万くらい売れているブランドと
総代理店契約を結んでいるのですが、
この商品を
楽天、ヤフーショッピング、自社ネットショップなどでも販売できた場合、
同じくらいの月商をあげられるかもしれません。

そもそも、
アマゾンはマーケティングしにくいプラットフォームなので、
ガッツリマーケティングするのであれば、
アマゾンの売上の数倍、
アマゾン以外であげられることもあります。

ということで、
アマゾンでは販売しちゃダメというブランドに関して、
そのデメリットとメリットのバランスを考えて、
やってみるかどうかを決めたらいいかなーと思います。

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