淘宝是如何在中国战胜eBay的
<p><span word="The">The</span> <span word="story">story</span>. <span word="Taobao">Taobao</span>.<span word="com">com</span> <span word="was">was</span> <span word="founded">founded</span> <span word="in">in</span> 2003 <span word="by">by</span> <span word="Alibaba">Alibaba</span>, <span word="the">the</span> <span word="Chinese">Chinese</span> <span word="e">e</span>-<span word="commerce">commerce</span> <span word="company">company</span>, <span word="as">as</span> <span word="a">a</span> <span word="defensive">defensive</span> <span word="move">move</span> <span word="against">against</span> <span word="its">its</span> <span word="US">US</span> <span word="rival">rival</span> <span word="Ebay">Ebay</span>, <span word="which">which</span> <span word="had">had</span> <span word="set">set</span> <span word="up">up</span> <span word="in">in</span> <span word="China">China</span> <span word="the">the</span> <span word="previous">previous</span> <span word="year">year</span>.</p><p>故事。2003年，中国电子商务企业阿里巴巴(<span word="Alibaba">Alibaba</span>)创建了淘宝网(<span word="Taobao">Taobao</span>.<span word="com">com</span>)，此举旨在防御2002年进入中国市场的美国竞争对手<span word="eBay">eBay</span>。</p><p><span word="The">The</span> <span word="challenge">challenge</span>. <span word="When">When</span> <span word="Ebay">Ebay</span> <span word="launched">launched</span> <span word="in">in</span> <span word="China">China</span> <span word="it">it</span> <span word="had">had</span> <span word="global">global</span> <span word="revenues">revenues</span> <span word="of">of</span> <span word="more">more</span> <span word="than">than</span> $2<span word="bn">bn</span>. <span word="As">As</span> <span word="a">a</span> <span word="young">young</span>, <span word="domestic">domestic</span> <span word="entity">entity</span>, <span word="Taobao">Taobao</span> <span word="was">was</span> <span word="taking">taking</span> <span word="on">on</span> <span word="a">a</span> <span word="huge">huge</span> <span word="rival">rival</span> <span word="while">while</span> <span word="also">also</span> <span word="fending">fending</span> <span word="off">off</span> <span word="many">many</span> <span word="similar">similar</span> <span word="small">small</span> <span word="competitors">competitors</span> <span word="in">in</span> <span word="the">the</span> <span word="sector">sector</span>, <span word="where">where</span> <span word="barriers">barriers</span> <span word="to">to</span> <span word="entry">entry</span> <span word="were">were</span> <span word="low">low</span>.</p><p>挑战。<span word="eBay">eBay</span>进入中国之际，其全球收入已经超过了20亿美元。淘宝则是一家年轻的本土企业，在面对来自<span word="eBay">eBay</span>的强大竞争的同时，还要应对业内众多与自身类似的小型竞争对手。电子商务行业那时的进入门槛很低</p><p><span word="The">The</span> <span word="strategic">strategic</span> <span word="response">response</span>. <span word="Noting">Noting</span> <span word="that">that</span> <span word="Ebay">Ebay</span> <span word="in">in</span> <span word="China">China</span> <span word="was">was</span> <span word="charging">charging</span> <span word="users">users</span> <span word="to">to</span> <span word="list">list</span> <span word="products">products</span> <span word="and">and</span> <span word="services">services</span>, <span word="Taobao">Taobao</span> <span word="allowed">allowed</span> <span word="them">them</span> <span word="to">to</span> <span word="list">list</span> <span word="for">for</span> <span word="free">free</span> <span word="in">in</span> <span word="order">order</span> <span word="to">to</span> <span word="build">build</span> <span word="a">a</span> <span word="big">big</span> <span word="cohort">cohort</span> <span word="of">of</span> <span word="sellers">sellers</span> <span word="and">and</span> <span word="buyers">buyers</span>. <span word="Critical">Critical</span> <span word="mass">mass</span> <span word="would">would</span> <span word="eventually">eventually</span> <span word="attract">attract</span> <span word="revenue">revenue</span>-<span word="generating">generating</span> <span word="activities">activities</span>, <span word="such">such</span> <span word="as">as</span> <span word="online">online</span> <span word="advertisements">advertisements</span>.</p><p>战略对策。淘宝注意到，<span word="eBay">eBay</span>在中国向在其网站上展示产品和服务的用户收取费用，而淘宝却不收费，以此建立起庞大的卖家和买家用户群。只要用户数量达到一定规模，就会最终带来能够产生收入的业务，如在线广告等。</p>
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