对话欧图中国CEO徐贝西：以长线思维打造跨境电商"隐形冠军"
德国电商巨头OTTO集团的中国战略思考
Strategic Thinking of German E-commerce Giant OTTO Group in China
在2024雨果大会上，欧图中国CEO徐贝西分享了OTTO集团进入中国跨境出口电商领域的战略思考。作为德国零售行业的"隐形冠军"，OTTO集团拥有75年历史，目前活跃用户超过1150万，占德国总人口10%以上。
At the 2024 Hugo Conference, Beixi Xu, CEO of OTTO CHINA, shared the strategic thinking of OTTO Group's entry into China's cross-border export e-commerce field. As a "hidden champion" in the German retail industry, OTTO Group has a 75-year history and currently has over 11.5 million active users, accounting for more than 10% of Germany's total population.
01 长线经营：德国市场的"隐形冠军"
01 Long-term Operation: The "Hidden Champion" of German Market
根据E-Commerce数据，2021年Otto.de以7.4%的市场份额排名德国电商第二。Otto Group旗下多个垂直平台在德国电商前十五中占据4席。徐贝西表示："OTTO的用户跨越三代人，我们用75年时间建立口碑，这是老牌企业保持增长的关键。"
According to E-Commerce data, Otto.de ranked second in German e-commerce with 7.4% market share in 2021. Otto Group's multiple vertical platforms occupy 4 seats in the top 15 German e-commerce companies. Beixi Xu said: "OTTO's users span three generations. We have built our reputation over 75 years, which is key to the growth of established companies."
02 严格审核：为优质卖家创造价值
02 Strict Review: Creating Value for Quality Sellers
OTTO采用独特的邀请审核制，2020-2023年仅开放约300个中国卖家席位。徐贝西解释："我们有多维度评分机制，包括GMV、研发能力、本土化服务等。拥有环保认证的卖家更容易通过审核并获得免费流量。"2024年计划新增约50个优质卖家席位。
OTTO adopts a unique invitation review system, opening only about 300 Chinese seller spots from 2020 to 2023. Beixi Xu explained: "We have a multi-dimensional scoring mechanism including GMV, R&D capabilities, localized services, etc. Sellers with environmental certifications are more likely to pass the review and receive free traffic." About 50 new quality seller spots are planned for 2024.
03 物流升级：赋能卖家开拓欧洲市场
03 Logistics Upgrade: Empowering Sellers to Explore European Market
Statista预测2023-2025年欧洲电商销售额将翻倍至1.16万亿美元，德国占比19%。OTTO拥有全资物流子公司Hermes Group，年处理超5.8亿包裹。徐贝西透露："我们将进一步开放自有仓储物流体系，既涵盖德国本土，也会扩展到欧洲物流中心。"
Statista predicts that European e-commerce sales will double to $1.16 trillion from 2023 to 2025, with Germany accounting for 19%. OTTO owns logistics subsidiary Hermes Group, handling over 580 million packages annually. Beixi Xu revealed: "We will further open our own warehousing and logistics system, covering both Germany and expanding to European logistics centers."
徐贝西给跨境卖家的建议：
Beixi Xu's Advice to Cross-border Sellers:
"建议优质卖家静下心来，深入了解各国合规要求，不要过度关注短期获益，而是深耕每个战略市场。慢下来，也是一种战略选择，或许更能将品牌推上新的高度。"
"I recommend quality sellers to calm down, deeply understand the compliance requirements of various countries, not focus too much on short-term gains, but deeply cultivate each strategic market. Slowing down is also a strategic choice, which may push the brand to new heights."
