《国际商务文化（英文）》课件-3.1German International Business Culture and Etiquette

GermanInternationalBusinessCultureandEtiquettePresenter:ZhangShulinDate：2024-08-05GermanE-commerceMarketOverviewGermanCross-BorderE-commerceDevelopmentGermanCultureandEtiquetteGermanInternationalTradeOverviewGermanInternationalTradeOverview01GermanInternationalTradeOverviewOverviewGermanyisthemostpopulouscountryintheEuropeanUnionandthelargesteconomyinEurope.Germanyhasanexport-orientedeconomy,oftenrankingatthetopoftheannualWorldTradeOrganization(WTO)rankingsasoneoftheworld'stopthreeexporters,withhalfofitseconomicrevenuecomingfromexports.Germany'smostimportantexportgoodsaremotorvehiclesandparts,almostmakinguphalfofGermanexports.Europeanpartnercountriesarethemostimportanttargetmarket,followedbytheUnitedStatesandChina,andtheimportanceofeconomicandtraderelationswithAsiancountriesiscontinuouslyincreasing.AlmosthalfofGermancompanieshaveinvestmentsabroad,andGermancompaniesemployover7millionpeopleoverseas.GermanE-commerceMarketOverview02GermanE-commerceMarketOverviewMarketAnalysisE-commerceinGermanyhasmatured,withitstransactionvalueaccountingfor25%oftheEuropeane-commercemarket,rankingfifthintheworld.Atthesametime,Germanyistheworld'sthird-largestcross-bordere-commercecountry,withnearlyasixthoftheentireEuropeane-commercemarket.ThesefiguresfullydemonstratetheenormouspotentialofGermanyinthee-commercemarket.ConsumerAnalysisAsoneofthelargestandfastest-growinge-commercemarketsinEurope,Germanyhasthelargestpopulationandinternetusersandhighpurchasingpower.OnlineshoppinghasbecomeadailyhabitformostGermans.TheagedistributionofGermane-commerceconsumersisrelativelyeven,andthehigh-consumptionlevelpopulationisonparwiththeEuropeanaverage.Germane-commerceconsumerstendtobeolder,withonly13%ofconsumersinthe18-24agerange.Otheragegroupsarerelativelyevenlydistributed,withthe45-54agegroupbeingthemainconsumerpopulation(23%).GermanE-commerceMarketOverviewGermanE-commerceMarketOverviewProductPricingE-commercehasshortenedthetradingprocessandreducedtransactioncosts.Productsone-commerceplatformstendtobecheaperthanthoseintraditionalbrick-and-mortarstores.Thisisasignificantreasonforconsumerstoshoponlineandhasgreatlypromotedthedevelopmentofe-commerce.LogisticsServicesGermanyhaswell-developedlogistics.Legalregulationsforonlineshoppingconsumptionandotherrelatedaspectsarealsorelativelycomprehensive.Germanconsumershavevariousreasonsforpurchasingthesemembershipsubscriptionservices,withexpressdeliveryservicesbeingthemostimportantfactor.Atthesametime,Germanconsumersareconsideredrisk-averseconsumers.Theywantalongertimeforpaymentconfirmation.After-salesServiceGermanyhascomprehensivelawsprotectingconsumerrights.Intheafter-salesstep,Germanmerchantsprovide1to2yearsofwarrantyforconsumerswithoutneedingtopurchaseseparately.FactorsInfluencingConsumerOnlineShoppingGermanE-commerceMarketOverviewThesechartsillustratetherequirementsofGermansforfreedeliveryservices,deliverytimes,anddeliverymethods.GermanCross-BorderE-commerceDevelopment03OverallSituationTheGermancross-bordere-commercemarkethasshownsignificantgrowthinrecentyears.Accordingtorelevantdata,Germancross-bordere-commercesaleshavebeenrisingyearbyyear,withtheproportionintheoveralle-commercemarketcontinuouslyexpanding.ThisisduetotheincreasingdemandforoverseasgoodsamongGermanconsumersandthecontinuousimprovementandpromotionofcross-bordere-commerceplatforms.Popularcategoriesarediverse,suchasfashionapparelandfootwear,electronics,homegoods,etc.Cross-borderlogisticsstillfaceschallengessuchastransportationtime,packagetracking,andreturnandexchangeprocessing.Toimproveconsumersatisfaction,anincreasingnumberofcross-bordere-commercecompaniesarepartneringwithlocallogisticspartnerstoprovidefasterandmorereliablelogisticsservices.GermanCross-BorderE-commerceDevelopmentGermanCross-BorderE-commerceDevelopmentTchiboOttoObiThomannMediaMarktLidleBayAmazonZalandoSaturnMainCross-BorderE-commerceShoppingPlatformsMainCross-BorderE-commerceShoppingPlatformsBasedontheestimatedmonthlyvisitstothetop10mainstreame-commerceplatformsinGermanylistedabove,AmazonandeBay'smonthlyvisitsexceed430millionand220million,respectively,faraheadofothercompetitors.Theirloyalcustomerbasescreate10millionto40millionstablevisitsmonthly.Inaddition,e-commercegianteBayhascreatedanewGerman-languageportal,offeringclearerpresentationsofthousandsofproductsinGermantolocalshoppers.Asoneoftheworld'slargestonlinetradingplatforms,theGermansiteofeBayisanimportantpartofitsonlinetransactions.GermanCross-BorderE-commerceDevelopmentGermanCultureandEtiquette04CulturalCustomsThemainreligioninGermanyisChristianity,with85%ofthepopulationbelievinginit,andaminorityinotherreligions.Germansgreetbyshakinghands,usingtitleswithoutusingfirstnames,andannouncingtheirlastnamewhenansweringthephone.Generally,theyuseformaladdresstermssuchasMr.,Miss,andMrs.Germansdislikecross-talkorwhisperingduringconversations,andtheyfrownuponfourpeoplecrossinghandswhenshakinghands.Wheninvitedtoahome,itiscustomarytobringabouquetofflowerstothehostess(mustbeanoddnumber),removetheflowerwrappinguponentering,andpresentthebouquetwhengreetingthehostess.Nevergiveroses,perfume,orlingerietoahostess.Germansareaversetogivingknives,scissors,orWesterndiningutensilsasgifts.Donotwrapgiftsincoffee,white,orblackwrappingpaperorribbons,andavoidtyinggifts.Donotgivewalnutsasgifts.Germansconsiderthenumber13tobetabooandregardthe13thdayandFridaysasinauspicious.Germansdislikered,redandblackcombinations,andbrown,especiallydarkgreen.