《國際商務文化（英文）》課件-3.2UK International Business Culture and Etiquette

UKInternationalBusinessCultureandEtiquettePresenter:ZhangShulingDate：2024-08-05UKE-commerceMarketOverviewUKCross-borderE-commerceDevelopmentUKCultureandEtiquetteUKInternationalTradeOverviewUKInternationalTradeOverview01UKInternationalTradeOverviewGeneralOverviewTheUnitedKingdom,officiallyknownastheUnitedKingdomofGreatBritainandNorthernIreland,hasanestimatedpopulationofapproximately66.97million,withabout84%livinginurbanareas.TheUKisanimportanttradeentity,economicpowerhouse,andfinancialcenter,rankingasthefifth-largesteconomyintheworldandoneofthewealthiest,mostdeveloped,andhighestlivingstandardnationsglobally.TheUKhastraderelationswithover80countriesandregionsworldwide,withtheEUbeingitslargesttradingpartner,followedbytheUnitedStates,Germany,theNetherlands,China,andFrance.AccordingtothelateststatisticsfromUNCTAD,theUKiscurrentlytheseventh-largestexporterandsixth-largestimporterglobally.Keyimportedproductsincludefood,fuel,clothing,electronicmachineryandequipment,andautomobiles.Keyexportedproductsincludeoilandrelatedproducts,chemicalproducts(includingpharmaceuticals),andtobacco.UKE-commerceMarketOverview02UKE-commerceMarketOverviewMarketOverviewTheUKisamatureanddevelopede-commerceconsumermarket,becomingtheworld'sthird-largeste-commercemarketin2015withonlineretailsalesreaching$142billion,behindChinaandtheUS.Thisvastmarketnaturallyattractscountlesscross-bordersellers.AccordingtoONS(OfficeforNationalStatistics)data,theUKe-commercemarkethasshownacontinuousstableupwardtrendindevelopment.E-commerceIndustryIndustriesinvolvedine-commerceintheUKmainlyinclude:construction,transportationandwarehousing,manufacturingandwholesale,accommodationandfoodservices,informationandcommunication,etc.Bycategory,fashionisthelargestsegmentoftheUKmarket,withamarketvalueof￡36.2billionin2022,followedbyelectronics(￡21.6billion),beauty,health,andpersonalcare(￡11.4billion),andfurniture(￡5.1billion).ReportsindicatethattheUKwasalreadyEurope'slargeste-commercemarketforfashionin2020andisexpectedtomaintainthispositionuntilatleast2025.LegalProtectionStronggovernmentregulation,industryself-discipline,andconsumerrightsawarenesscontributetoagoodonlineshoppingenvironmentandsecuritythatfacilitatestheUK'se-commerceboom.Moreover,thematuree-commercemarkethasgivenrisetoacompetitivethird-partyonlinepaymentservicemarket,withtheindustry'sfeatures,includingstrictself-regulationandrelativelyopenandtransparentdata,extendingtotheUK'se-commercesector.GeneralOverviewAsalong-establisheddevelopedcountry,theUKhasaveryhighinternetpenetrationrate.ThelatestdatafromtheInternationalTelecommunicationUnionin2021showsthat96.7%ofthepopulationareinternetusers,andthisfigurehasbeensteadilyrisingsince2018,withthemostsignificantincreaseininternetusersin2020atagrowthrateof2.3%.Additionally,theproportionofinternetusersintheUKleadsboththeEuropeanaverage(93.8%in2022)andtheglobalaverage(87.8%).StatistadataalsoindicatesthatgrowthinonlineconsumerspendingintheUKmarkethasslowed,reflectingtosomeextentthepost-pandemictrendofpeoplereturningtophysicalstores.UKE-commerceMarketOverviewUKE-commerceConsumerAnalysisAccordingtoRetailXConsumerObservatoryresearch,Britishconsumerschooseonlineshoppingprimarilyforhomedeliveryservices(46.9%),cheaperprices(41.9%),andsavingtimecosts(38.9%).Otherimportantconsiderationsincludediscounts(32.4%)andtheabilitytoshopanytime(23.2%).Asthechartshows,moreconsumersprefertoshoponlinethanoffline.ConsumerInsightsUKE-commerceMarketOverviewFactorsInfluencingConsumerOnlineShoppingUKE-commerceMarketOverviewTransparencyUKconsumersvaluetransparency,withhalfofthemresearchingonlinebeforemakingapurchase,andhalfplacinggreatimportanceonproductandservicereviews.ThishasledtotherapidgrowthofinfluencermarketingintheUK,becomingoneofthemainstreammarketingmethodstoday.DeliveryServicesDeliveryservicesareasignificantdriverofthegrowthintheUK'sonlineshoppingmarket,withmostconsumersconsideringdeliveryspeedandnext-daydeliveryimportant.After-salesServiceUKlawstipulatesthatconsumerscannotifyretailerswithin14daysiftheywishtoreturngoodsandthenhaveanother14daystoreturnitems.Retailersandbrandsmustrefundconsumerswithinthese14days.Additionally,consumershaveupto6monthstoreturnfaultygoodsforrepairorreplacementwithoutneedingtoprovetheywerefaultyatthetimeofpurchase.FactorsInfluencingConsumerOnlineShoppingUKCross-borderE-commerceDevelopment03UKCross-borderE-commerceDevelopmentCurrentStateTheUKhasahigherinternetpenetrationratethanboththeEuropeanandglobalaverages.By2022,theUKisexpectedtohaveover60millioncross-bordere-commerceusers,withthepercentagegraduallyreaching90%.FollowingBrexit,theUKhasintroducednewtariffmeasures,makingcross-bordere-commerceproceduresmorecomplex.Intermsoflogistics,goodsenteringboththeUKandEUmarketsneedtoobtaintwoseparateEORInumbers;productregulationshavealsochanged,withdifferentstandardsappliedintheUKandtheEUforvariousproducts.Additionally,therehavebeenadjustmentstotheUK'sVATpolicy,etc.ChallengesWhiletheUKe-commercemarketisrelativelymature,italsofaceschallenges,suchasintensifiedmarketcompetition,changesinpoliciesandregulations,andhighconsumerexpectationsforshoppingexperiencesandlogisticstimeliness.Forcross-bordere-commerceoperators,understandingthesecharacteristicsandtrends,keepingabreastofpolicyandregulatorychanges,providinghigh-qualityproductsandservices,andoptimizinglogisticsandpaymentexperiencescanhelpbetterconductbusinessintheUKmarket.UKCross-borderE-commerceDevelopmentAsdaArgosDebenhamsTescoJohnLewis&PartnersMarks&SpencerNexteBayAmazonCurrysPCWorldMajorCross-borderE-commerceShoppingPlatformsUKCross-borderE-commerceDevelopmentMajorCross-borderE-commerceShoppingPlatformsEstimatedmonthlyvisitsshowthatAmazonandeBayarefaraheadofothercompetitors.Besidesillustratingthesebroadproductscopeplatforms,theimportanceofbrandO2(aUKmobilenetworkoperator)intheUKeconomyisalsoparticularlyprominent.Althoughitisnotanopenplatform,O2stillholdsaconsiderableshareintheUKe-commercesectorbecausemostofitssalesarestillfromonline,withover22millionmonthlyvisits.UKCross-borderE-commerceDevelopmentAmazonUK

eBayUK

UKCultureandEtiquette04CulturalCustomsTheUKretainsitsinsularnationalcharacteristics,withtheBritishbeingrelativelyconservativeandcautiousaboutnewthings,naturallyshy,andgivinganimpressionofbeingproudandhardtoapproach.TheBritishvaluelogicandalwaystrytoprovideverylogicalexplanationsforwhattheythink.TheBritishconsidertheotherparty'spositionbeforetheystarttoact,toavoidmakingothersfeelunco