《國際商務(wù)文化（英文）》課件-3.4Spain's International Business Culture and Etiquette

Spain'sInternationalBusinessCultureandEtiquettePresenter:ZhangShulinDate：2024-08-05E-commerceMarketinSpainDevelopmentofCross-borderE-commerceinSpainCultureandEtiquetteSpain'sInternationalTradeOverviewSpain'sInternationalTradeOverview01Spain'sInternationalTradeOverviewOverviewSpainislocatedinthesouthwestofEuropeontheIberianPeninsula,withapopulationofabout47.615millionandapercapitaGDPof29,000USD.AccordingtotheWorldBankstandards,itisclassifiedasahigh-incomecountry.Spainisrichinagriculturalresourcesandhasastrongpresenceinthefieldsoftourism,finance,automobiles,high-speedrail,aerospace,andbiopharmaceuticals.Spainisthefifth-largesttradepartnerofChinawithintheEU,whileChinaisthefirst-largesttradepartnerofSpainoutsidetheEU.Spain'sInternationalTradeOverviewSpainisthethird-largestandtheworld'sninth-largestproducerofmachinetools,leadinginthemanufacturing,technologicalrenovation,andintegrationofmachinery.Spainisalsothesecond-largestautomobileproducerinEurope.AccordingtotheANFACannualreport,in2022,Spainexported1,933,000cars,markinga2.9%increasefromthepreviousyear,withexportsaccountingfor87.1%oftotalproduction.ThemainexportmarketsincludeGermany,France,Italy,theUK,andTurkey.TourismisakeypillaroftheSpanisheconomy,withabundantresourcesattractinginternationalvisitors.AccordingtotheSpanishTourismAlliancereport,in2022,tourismcontributed159.49billiontoSpain'sGDP,representing12.2%oftheGDP.Agricultureoccupies13.8%ofthelandarea,secondintheEU,withawidevarietyofcropsincludingbarley,rice,andwheat.Spainisthefourth-largestexporterofagriculturalandfoodproductsinEuropeandtheseventh-largestintheworld,mainlyexportingproductssuchasfruitsandvegetables,pork,oliveoil,fishandseafood,andwine.。AutomobilesandsparepartsMachineryandequipmentAgriculturalandfoodproductsTourismKeyIndustriesSupportingorPrioritizingIndustriesGreenenergyDigitaleconomySpainplacesgreatemphasisonrenewableenergydevelopmentinthefieldofthegreeneconomyandhassetagoalforensuringthatrenewableenergyaccountsforatleast35%offinalenergyconsumptionby2030inthe"ClimateChangeandEnergyTransitionLaw"publishedbytheSpanishgovernment.Thegovernmentalsostronglyadvocatesthedevelopmentofthedigitaleconomyandlaunchedthe"SpainDigital2025Strategy"in2020,aimingtorestarteconomicgrowth,improveproductivity,promoteemployment,andfacilitatethedevelopmentandinternationalexpansionofSpanishenterprises.Spain'sInternationalTradeOverviewSupportingorPrioritizingIndustriesSpain'sE-commerceMarketOverview02Spain'sE-commerceMarketOverviewOverviewTheglobale-commerceeconomyisthriving,optimizinginternationaltradeandproductionprocessesthroughdigitaltechnology,reducingtransactionandproductioncosts,enhancingsupply-demandmatching,andefficientlyallocatingvariouscross-borderresources,playingacrucialroleinforeigntradeandinternationalcapitalflowsforvariouscountries.MarketAnalysisSpain'se-commercedevelopmentisingoodshapeandhasabrightfuture.Theexpectedcompoundannualgrowthrate(CAGR2023-2027)willreach9.9%,andby2027,themarketsizeisprojectedtobe47.4866billionUSD.Onlinetransactionsaccountfor11.2%ofSpain'sretailmarket,andby2027,thisisexpectedtoincreaseto15.3%.Spain'sE-commerceMarketOverviewInternetPenetrationAccordingtoRetailX,Spain'sinternetpenetrationhasreached93%.In2022,68%ofSpaniardsparticipatedinonlineshopping,arisefrom63%attheendof2021.ThisindicatesthatanincreasingnumberofSpanishconsumersareturningtoonlineshopping.MobileDeviceUsageAnincreasingnumberofSpanishconsumers,especiallyyoungergenerations,areusingsmartphonestoshoponline.Toleveragethistrend,e-commercebusinessesmustoptimizetheirwebsitesandapplicationsformobiledevices.Developinguser-friendly,mobile-responsiveplatformswillbekeytosuccess.SustainabilityandEthicalShoppingTheenvironmentalawarenessofSpanishconsumersisquitesignificant.Spanishconsumerspaymoreattentiontotheoriginofproductsandtheirenvironmentalimpact.Whenmakingpurchasedecisions,consumersconsidersustainabilityandethicalfactors.E-commercebusinessesthatadopteco-friendlypracticesinsalesanddistributionandpromoteethicalproductswilllikelygainacompetitiveadvantage.CategoryRevenueProportionAccordingtoecomerceDBdata,foodandpersonalcarehavethelargestshareofe-commercerevenueinSpainat27.7%.Followingcloselyareelectronicsandmedia(26.0%),andfashionclothing(22.8%).Theprimaryconsumersoffashionarewomen,whilemenaremorelikelytopurchaseelectronicgoodsonline.E-commerceConsumerAnalysisinSpainOverviewSpanishdebitandcreditcardsremaintheprimarypaymentmethods.However,thepaymentlandscapeinSpainischanging,withtheusageofdigitalwallets,contactlesspayments,andotherinnovativetechnologiesseeingasignificantrise.PayPaliscurrentlythemostpopularchoice.Itisexpectedthattheusageofelectronicwalletswillsignificantlyincreaseinthecomingyears,withthenumberofpeoplechoosingtopaywithabankcardexpectedtodropfrom54%in2021to48%in2025.Additionally,16.8%ofrespondentschoosetoshoponlinebecauseretailersofferinterest-freeinstallmentpaymentoptions.In2021,BuyNow,PayLater(BNPL)servicessuchasPayPal,Klarna,Viabill,ClearPay,andMashrecordedrobustgrowthintheSpanishregion.ItispredictedthatBNPLwillhaveacompoundannualgrowthrateof24.9%between2022-2028.In2022alone,thepredictedgrowthvalueof51.4%willbringthetotalpaymentvalueusingBNPLservicesto3.52billionUSD.Spain'sE-commerceMarketOverviewPaymentMethodsinSpainDeliveryMethodsHomedeliveryisthethirdmostpopularreasonforSpaniardstochooseonlineshopping,afterpriceadvantageandconvenience.69%ofpeoplechoosetohaveOnlineshoppingmailedtotheirhomesandrequireasignatureuponreceipt;17%choosehomedeliverywithoutasignaturerequirement;5%choosedeliverytoasharedaddressusedbymultiplepeople(likedomesticexpressservicestations);5%choosetopickupthepackagethemselves,andonlyasmallfractionchoosetopickupthepackagefromtheretailer'sstore.Spain'sE-commerceMarketOverviewSpanishlogisticsdistributionWaitingTimeConsumers'waitingtimefordifferentproductsvaries,forinstance,asignificantportionofpeoplearewillingtowait2-3workingdaysforelectronicsandhomeappliances.Forfoodandalcoholicbeverageorders,27%hopefornext-daydelivery,36%hopeforsame-daydelivery,and13%hopefordeliverywithinonehour,etc.Spain'sE-commerceMarketOverviewSpanishlogisticsdistributionSpain'sCross-borderE-commerceDevelopment03Spain'sCross-borderE-commerceDevelopmentBusinessEnvironmentSpain'slocationisadvantageous,withrelativelysoundinfrastructure,highpolicytransparency,andarelativelysoundlegalsystem.MostindustriesinSpainareopentoforeigninvestment,encouraginginvestmentinautomobilemanufacturing,biotechnologyandpharmaceuticals,renewableenergy,environmentalprotection,informationandcommunications,andotherfields.ParticipationinInternationalAgreementsAsamemberoftheEU,SpainimplementsthecommontradepolicyoftheEU.ChinaandSpainre-signedthe"BilateralInvestmentProtectionAgreement"inNovember2005,whichcameintoeffectinJuly2008.Spainisalsoasignatorytothe"UnitedNationsFrameworkConventiononClimateChange,"the"KyotoProtocol,"andthe"ParisAgreement,"committingtocontrollinggreenhousegasemissionsandimplementingmeasurestomitigateclimatechange.Spain'sCross-borderE-commerceDevelopmentGlobalAliExpressElCorteInglésPCComponentesAliExpresseBayAmazonPrivaliaMajorCross-borderE-commerceShoppingPlatformsSpain'sCultureandEtiquette04CulinaryCultureSpainisabundantin:vegetables,fruits,seafood,andbeefandlamb,etc.Localspecialties:roastedlamb,roastedlambribs,roastedlambshanks,grilledsteak,braisedoxtail,seafoodrice,etc.Localsnacks:ham,cheese,sausage,potatoomelet,friedsmallfish,friedcalamarirings,etc.Wine:dryredwine,whitewine,sherry,brandy,andfruitwineSpain'sCultureandEtiquetteFirstly,followthehost'sarrangementforseating.Ifyourneighborisalady,alwaysassistherintakingherseatfirstandtrytoconversewiththepeopleatyourtable(especiallyyourneighbors).Appetizersorstarters(suchasham,cheese,shrimp,etc.)canbeeatenwithyourhands.Remember:donotmakenoisewhiledrinkingsoup;donottalkwithfoodinyourmouth;coveryourmouthwithyourhandornapkinwhenpickingyourteeth;andalwaysthankthehostattheendofthebanquet.Spain'sCultureandEtiquetteTableMannersDailyEtiquetteSpain'sCultureandEtiquetteThepassionateSpaniardsnaturallyloveflowers,especiallypomegranateflowers.However,peoplefromMadridavoidgivinggladioliandchrysanthemums,whichareonlygivenatfunerals.Thereisalsoasuperstitionagainstgivingflowersonthe13thofanymonth,andoneshouldnevergive13flowers,as"13"isconsideredveryunluckybySpaniards.Spain'sCultureandEtiquetteFashionCharacteristicsSpaniardstendtodresscasually,mainlyineveryday,leisure,loose,andcomfortableclothing,rarelywearingsuits.Ofcourse,informaloccasionssuchasattendingbanquets,concerts,andreportmeetings,formalwearisrequiredasasignofrespectandpolitenesstoothers,avoidingblackandpurpleCottonisthepreferredfabricforclothing,andthestylesarediverseanddazzling,mainlycharacterizedbycasualness,fashion,andbrightcolors.Spain'sCultureandEtiquetteHistoricalCultureBullfightinginSpainhasalonghistory,withdepictionsofhumansandbullsfightingdatingbacktoNeolithiccavepaintings.ItissaidthatJuliusCaesar,theRomanEmperor,hadequestrianbullfightingforentertainment.Formorethan600yearsafterthat,bullfightingwasconsideredtheexclusivedomainofSpanishnobilitytodemonstratetheirbraveryandferocity.Inthe18thcentury,duringthereignoftheBourbonDynasty,FelipeVfeltthatbullfightingwastoodangerousandfearedthatmembersoftheroyalfamilymightlosetheirlivesbecauseofit,soheexplicitlybannednobilityfromengaginginbullfighting.Fromthattimeon,bullfightingbecameasportofthecommonpeople.Spanishbullfightingperformancesareusuallyheldintheafternoon,andbullfightingisoneofthefewperformancesinSpainthatcanstartontime.CulturalCustomsintheE-commerceMarketSpaniardsparticularlyappreciatele