digitalwanderer said:
I hope it's true, I love Newegg and would love it for my europeon friends to be able to discover their wonderful service!
If they want to enter the continental European market, they're in for a rough ride. So far, every US computer retailer except Dell has more or less failed on the continental market.
In the late 90s,
Insight tried to enter the European market in various countries. In Germany they bought out one the the largest Internet retailers back then, Computer Profis. Three years later they had to retreat from every single European market except the UK.
Compaq's adventure on the German market in the 90s was initially an unmitigated disaster. They tried to enter the market with their tried and true concepts that worked well in the US and were simply slaughtered by a competition that easily outmaneuvered them. They managed to stabilize their operations after sending their American managers home and hiring people with experience on the German market who completely revamped Compaq's product range every few weeks and switched suppliers on a daily basis.
Gateway 2000 was almost ruined by their attempt to establish themselves on the European market, they only survived in France and the UK. Ok, neither Compaq nor Gateway were component retailers but the problems are the same.
The toughest markets in Europe are Spain and Germany. This is bad news because both are rather significant chunks of the total European market, with Germany being by far the largest national market. These markets have certain traits that have given US IT retailers a hard time in the past:
1. The market space for PC components is brutally competitive. There are a number of large, well established retailers that have been successfully operating in this cutthroat market enviroment for a long time. There are some real heavyweights, like Mindfactory with a ~ €150 million turnover.
2. The market is highly transparent due to a number of very well maintained price comparison and user review portals.
3. The prices are rock bottom and the margins are ridiculously low.
4. The customers have very little retailer loyality and close to zero brand loyality.
5. The customers in these markets are notriously stingy. If you aren't in the bottom bracket of the price range, you've lost. The customers demand high customer service quality but will in the end still opt for the lowest price (and then complain when they get the level of service they paid for)
6. The non-enthusiast customer only cares about which product has the biggest numbers and the lowest price tag attached to it (and then they bitch if the thing turns out to be utter garbage and the CS sucks), making the market highly dynamic
7. There are several laws that drive up cost, like a mandatory 14 day no-questions-asked return policy. Experienced internet retailers have found ways to minimize these costs, some of them rather sneaky.
8. Every once in a while Germany's grocery discount chains leverage the economics of scale and push huge numbers of attractively priced PCs and notebooks into the market, ruining the business for everyone else.
It would be interesting to see how Newegg would fare on the world's toughest markets... if anyone can do it, then Newegg. I'd love to see a new player mix things up a bit.