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贝塔斯曼是很多八零后们孩童时的回忆,但2008年世界500强公司贝塔斯曼还是败走中国。贝塔斯曼是全球最国际化的传媒集团,其业务涵盖电视、图书出版、杂志出版等领域。1995年,贝塔斯曼进入中国市场,对早期用户图书购买方式的培养起到了一定的作用,当当网等专业购书网站在成立之初也从其模式上学到很多东西。但在13年后,它并未赶上中国的发展速度,且越来越不适应中国消费市场的变化,对中国市场的“水土不服”终究导致了它的败退。
Bertelsmann is a reminder of many children after 80s, but Bertelsmann, the world’s top 500 company in 2008, still lost China. Bertelsmann is the world’s most international media conglomerate with operations in the fields of television, book publishing and magazine publishing. In 1995, Bertelsmann entered the Chinese market, which played an important role in cultivating early users’ book purchasing methods. Many professional book purchasing websites, such as Dangdang, learned a great deal from its mode at the beginning of establishment. However, after 13 years, it did not catch up with the pace of China’s development and became increasingly unsuited to the changes in China’s consumer market. After all, its “acclimatization” to the Chinese market eventually led to its retreat.