Case Study “Ebay in China”
Question 1
eBay first entered the Chinese market in 2002 by acquiring a 33% stake in its local counterpart, EachNet, followed by a full acquisition a year later in 2003. Critically assess eBay.s choice of market entry strategy for China, listing both the advantages and disadvantages of its acquisition strategy.
As we know, eBay’s China expansion strategy can be considered as failure, despite the fact that eBay entered this potentially rewarding market with caution. This cautious strategy was very unusual for eBay, because they used full-forced, head-on,
.be-first-or-nothing. strategy in other markets, for various reasons, it would be impossible to implement this strategy when penetrating Chinese market. So acquiring an already comparatively recognizable and well established brand seemed to be the best way to continue eBay’s expansion in Asia. Without a doubt, Each Net was the best candidate for acquisition at the time. When eBay acquired 33% shares of Each Net in 2002, it seemed to be hugely successful, because in year 2003 the value of Each Net had doubled and market share had rocketed to 85% - this initial success encouraged full acquisition of Each Net. As we know, the success did not turn out to be long-lasting, despite the fact that in first few years the performance of the company was brilliant. While acquisition of Each Net meant many advantages for eBay, it also implied serious disadvantages.
Advantages of Each Net acquisition:
• Each net had strong financial backing from large venture capital companies
• Immense market potential – 1,23 billion Chinese language speakers all around the world
• Rapidly increasing number of internet users in China – increasing number of potential customers
• Each Net in essence was an imitation of eBay, adjusted to fit Chinese customer needs, but with much greater recognition in China
• Increasing popularity of shopping online (also by using Each Net) in China.
• Well established image of Each Net in China
• High Each Net
eBay first entered the Chinese market in 2002 by acquiring a 33% stake in its local counterpart, EachNet, followed by a full acquisition a year later in 2003. Critically assess eBay.s choice of market entry strategy for China, listing both the advantages and disadvantages of its acquisition strategy.
As we know, eBay’s China expansion strategy can be considered as failure, despite the fact that eBay entered this potentially rewarding market with caution. This cautious strategy was very unusual for eBay, because they used full-forced, head-on,
.be-first-or-nothing. strategy in other markets, for various reasons, it would be impossible to implement this strategy when penetrating Chinese market. So acquiring an already comparatively recognizable and well established brand seemed to be the best way to continue eBay’s expansion in Asia. Without a doubt, Each Net was the best candidate for acquisition at the time. When eBay acquired 33% shares of Each Net in 2002, it seemed to be hugely successful, because in year 2003 the value of Each Net had doubled and market share had rocketed to 85% - this initial success encouraged full acquisition of Each Net. As we know, the success did not turn out to be long-lasting, despite the fact that in first few years the performance of the company was brilliant. While acquisition of Each Net meant many advantages for eBay, it also implied serious disadvantages.
Advantages of Each Net acquisition:
• Each net had strong financial backing from large venture capital companies
• Immense market potential – 1,23 billion Chinese language speakers all around the world
• Rapidly increasing number of internet users in China – increasing number of potential customers
• Each Net in essence was an imitation of eBay, adjusted to fit Chinese customer needs, but with much greater recognition in China
• Increasing popularity of shopping online (also by using Each Net) in China.
• Well established image of Each Net in China
• High Each Net