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电子商务:肯尼亚数十亿产业|出海肯尼亚电商岛群第3期

2019-08-04 22:35:18

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当Jumia在尼日利亚、埃及、摩洛哥和科特迪瓦取得巨大成功后,于2013年进入肯尼亚市场时,这家电子商务公司正指望Safaricom的M-Pesa的童话般的成功,以使拥有智能手机的肯尼亚人大获全胜。              

 

当时,Jumia的前总经理Nick Miller表示,在肯尼亚投资的决定是因为该国缺乏主流电子商务参与者,而且肯尼亚人对在线技术的兴趣得到证实。              

 

亚马逊网站在非洲并不存在,但它是肯尼亚十大最受欢迎的网站之一。许多在国外有亲戚的肯尼亚人正在亚马逊网上购物,要求把货物运到亲戚那里,他们下次来肯尼亚时会把货物带到他们那里。这表明肯尼亚对网上购物非常开放,”米勒当时说。              

 

在过去的五年里,通过电子商务平台交易了数十亿美元。肯尼亚通讯管理局(CA)估计,该行业的价值高达令人垂涎的43亿肯尼亚先令。              

 

由于经济增长,热衷于促进电子商务产业的非洲经济体已达成协议,以促进非洲大陆的双边贸易、进口和本地制造业。              

 

根据Jumia于2018年5月发布的白皮书,该公司在2017年以12300的平均价格销售了25万部手机,这意味着该公司仅通过电话销售就获得了30亿肯尼亚先令。              

 

该公司的盈利主要得益于其作为一个在线市场的地位,该市场能够吸引包括三星、喜力和联想在内的主要国际品牌,这就解释了与其他国家签订双边协议的必要性。              

 

当地的Jumia几乎所有的主要品牌都有库存,加上国际品牌,这意味着该组织正在创造财富。              

 

在过去的三年里,该公司通过扩大其品牌组合和增加其子公司的数量,巩固了其在肯尼亚市场的奇怪地位,这些子公司包括Jumia Food(餐饮)、Jumia Travel(旅行社)、Jumia House(房地产)、Jumia Deals(分类网站网站)和Jumia市场(在线市场)。              

 

今年7月,在该公司的第6个周年纪念日期间,Jumia以24瓶装的Ksh1000喜力啤酒和阿姆斯特丹啤酒的销量从超过Ksh3000下降到冲击在线市场,以奖励其客户并提升其知名度。              

 

同样,在2017年,Jumia为期30天的“黑色星期五”闪电销售活动吸引了300万购物者。在销售期间,60万种不同的商品在销售,包括电子产品、家居用品和服装,最快的订单在6秒内完成。              

 

今年将于11月2日开始的黑色星期五将有300万种不同的商品出售。              

 

该行业也并非一帆风顺,2017年4月,该公司报告截至2016年12月的财年亏损14亿肯尼亚先令。              

 

今年4月,该公司宣布,在截至2017年12月的财政年度,该公司已深陷森林,报告亏损149亿肯尼亚先令。              

 

与此类似,今年年初,分类广告公司Olx关闭了在肯尼亚和尼日利亚的办事处,原因是希望巩固其部分国际办事处之间的业务。              

 

然而,分析人士将Olx失败的肯尼亚实验与一个糟糕的商业模式联系在一起,该平台上交易了数十亿美元,但该公司无法找到一种向交易员收取使用费的方式。

 

 

E-Commerce: The multi-billion industry in Kenya

 

When Jumia ventured into the Kenyan market in 2013 after cracking success in Nigeria, Egypt, Morocco and Ivory Coast, the E-Commerce company was banking on the fairytale success of Safaricom’s M-Pesa to make a killing out of the high number of Kenyans with smartphones.

 

At the time, Jumia’s former Managing Director Nick Miller said the decision to invest in the country was informed by lack of mainstream E-commerce players in the country and proven interest in online technology by Kenyans.

 

“Amazon.com does not exist in Africa but it is one of the 10 most popular websites in Kenya. A lot of Kenyans who have relatives abroad are buying online with Amazon, asking the goods to be shipped to relatives who bring them to Kenya next time they visit. That shows that Kenya is very open to online shopping,” Miller said at the time.

 

Fast forward five years, billions have been transacted via e-commerce platforms. The Communications Authority of Kenya (CA) estimates the industry to be worth a mouthwatering Ksh4.3 billion.

 

As a result of the growth, African economies, keen on promoting the E-Commerce industry have struck deals to facilitate bilateral trade, importing and local manufacturing within the continent .

 

According to White Papers released by Jumia in May 2018, the company sold 250,000 phones at an average price of 12,300 in 2017 which means that the company made Ksh3 billion from phone sales alone.

 

The company mostly makes its money owing to its status as an online market which has been able to attract major international brands including Samsung, Heineken and Lenovo which explains the need for bilateral agreements with other countries.

 

Locally Jumia stocks almost all major brands which coupled with the international ones means that that the organisation is minting a fortune.

 

Over the past three years the company has cemented its strangehold of the Kenyan market by expanding its brand portfolio and increasing the number of its subsidiaries which include including Jumia Food (Catering), Jumia Travel (Travel Agency), Jumia House (Real Estate), Jumia Deals (Classifieds Website) and Jumia Market (Online Market).

 

In July this year during the company’s 6th annivessary, Jumia shook the online market with 24 bottle pack Ksh1000 Heineken and Amstel sales down from more than Ksh3,000 in a bid to reward its customers and boost its popularity.

 

Similarly, in 2017, Jumia’s 30 day flash sales campaign Black Friday attracted 3 million shoppers. During the sale 600,000 different items were on sale ranging from electronics, household items and clothing with the fastest order being placed in 6 seconds.

 

This year’s black Friday, slated to begin on November 2 will have a total of 3 million different items on sale.

 

It has not been all rosy for the industry either, In April 2017, the company reported a loss of Ksh12.4 billion for the financial year ended December 2016.

 

In April this year the company announced that it had sunk deeper in the woods reporting a loss of Ksh14.9 billion in the finacial year ended December 2017.

 

In similar vein,early this year, classifieds advertisements company, OLX closed its offices in Kenya and Nigeria citing desire to consolidate operations between some of its offices internationally.

 

However analysts linked OLX’s failed Kenyan experiment to a bad business model where billions were being transacted on the platform but the company could not fashion a way of charging the traders for using it.


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