淘宝是如何在中国战胜eBay的

These complementary ventures formed a network, with Taobao at the centre surrounded by interlinked companies. All cross-sold and cross-marketed each other's services and offered packaged deals to Taobao sellers.
这些业务相互补充，形成网络，淘宝位于网络的核心，被各个相互联系的企业所围绕。这些企业互相进行服务的交叉销售和交叉营销，把众多服务打包起来提供给淘宝卖家。

As this "ecosystem" developed it attracted other businesses to use Taobao, Alipay, Alisoft and Alimama's platforms to provide further customised services to Taobao sellers.
这套“生态系统”逐渐发展起来，又吸引了其他企业使用淘宝、支付宝、阿里软件和淘宝联盟的平台，向淘宝卖家提供更加深度定制的服务。

The extent and reach of the ecosystem became too hard for rivals to replicate.
这套生态系统的规模和影响之大，竞争对手已经无力模仿。

By 2010 Taobao served more than 80 per cent of China's e-commerce market, with 170m registered users and revenues of more than Rmb20bn from online advertising and fee-paying services such as shop design and sales training.
截至2010年，淘宝占有中国电子商务市场80%以上的份额，注册用户达1.7亿，在线广告和店铺设计、销售培训等付费服务的收入超过了200亿元人民币。

Meanwhile, Ebay moved its business focus to cross-border e-commerce, where Chinese consumers sell to overseas consumers. It holds a leading position in that segment.
与此同时，eBay的业务重心转移到跨境电子商务方面，中国的商家利用它向海外消费者销售产品。它在这个领域处于领先地位。

Key lessons. How Taobao kept Ebay out of the market and became China's dominant e-commerce platform in a relatively short space of time holds lessons for Chinese and western companies alike.
关键经验。淘宝如何在相对较短的时间内，把eBay拒于中国市场之外，成为中国最重要的电子商务平台，其经验值得中国和西方企业学习。

First, Taobao provided services and solved problems for the smaller businesses that are the driving force behind China's economic boom. For instance, Alipay enabled people to pay for goods and services easily.
首先，小企业是中国经济繁荣的推动力量，淘宝为这些小企业提供服务、解决问题。例如，支付宝让人们可以轻松地进行支付，购买商品和服务。

Second, Taobao set up or integrated services that complemented each other and used this ecosystem to create a bar to competition.
第二，淘宝创建或者整合了互补的服务，并用这套生态系统筑起竞争壁垒。

Third, Taobao identified how to help people buy and sell. By making online shopping easy, safe and fun it helped many first-time online buyers build confidence in e-commerce.
第三，淘宝找到了帮助卖家销售和买家购物的办法。淘宝使网上购物变得简单、安全和有趣，让很多初次接触网上购物的买家对电子商务树立起信心。

Mark Greeven, Shengyun Yang, Tao Yue, Eric van Heck and Barbara Krug
本文作者马克·格雷芬(Mark Greeven)、杨盛赟、岳韬、埃里克·范埃克(Eric van Heck)和芭芭拉·克鲁格(Barbara Krug)是伊拉斯谟大学(Erasmus University)鹿特丹管理学院(Rotterdam School of Management)的教师

The writers are faculty members at the Rotterdam School of Management, Erasmus University
译者:倪卫国