Another example is Trendyol, a Turkish “flash sale” site that mimics Vente-privee.com and Gilt Groupe, which popularised the idea of time-limited online sales of designer clothing. But Trendyol, whose backers include Kleiner Perkins Caufield & Byers, also sells its own mass-market clothing line, with seasonal designs “crowdsourced” from users in Turkey.
另一个案例是土耳其的“限时抢购”网Trendyol，此网站模仿的是Vente-privee.com和吉尔特集团（Gilt Groupe），正是这两家公司令在线限时抢购品牌时装的概念流行起来的。KPCB风投公司是Trendyol的投资者之一。但Trendyol也拥有自己的畅销服装系列，每季都从土耳其用户处“众包”款式。
There are different ways to play the copycat game. Rocket Internet, started by the Samwer brothers—Alexander, Marc and Oliver—in Germany, is a cloning “factory” that copies American and European businesses, hiring entrepreneurs to run them and exporting these start-ups to emerging markets as fast as possible so they are the first entrants. More traditional venture capitalists are setting up offices and selectively backing local entrepreneurs. American venture investors often prefer to bring in a local partner to provide more consistent mentorship to these entrepreneurs and give advice on how to navigate the domestic market.
而模仿商业模式的方法也各不相同。由桑威尔（Samwer）三兄弟——亚历山大（Alexander）,马克（Marc）和奥利佛（Oliver）——在德国创立的火箭网（Rocket Internet）是一家模仿欧美商业模式的时装“工厂”，网站雇用企业家负责经营并将这些新兴企业以最快的速度输出到新兴市场，以成为第一批进入者。更多传统的风投公司正在成立事务所并对新兴市场的本土企业家进行选择性投资。而美国的风投公司往往喜欢找一个本土合作伙伴对这些企业家进行更为一致的指导，并就如何驾驭该国的国内市场提供建议。
Such advice can be valuable, given the specific risks of setting up in emerging markets. First, companies can take longer to get off their feet, given grinding local bureaucracy. “An eight-year fund might not be sufficient in Brazil,” says José Luiz Osorio of Jardim Botanico, a Brazilian seed investor. Second, there are cultural barriers: it can be hard to recruit employees to work for an unknown company in exchange for equity, for instance. Third, exiting through large initial public offerings is unlikely in countries like Turkey and Brazil, where IPO activity is muted and investors like to buy well-known firms; that means venture firms are reliant on strategic buyers to gobble up their creations.
鉴于投资新兴市场有特定风险，这些建议也会有价值。首先，因为当地官僚主义之风甚浓，公司要花更多时间才能发展起来。“在巴西交八年的钱可能都不够”，巴西种子投资机构“植物园”的José Luiz Osorio说道。其次是文化上的隔阂：例如，招募员工为一家不知名的公司打工并以公司股份作为报酬，这可能很困难。第三，在土耳其、巴西这些国家，没什么公司会在那里进行首次上市而且投资者喜欢购买知名公司的股票，所以风投公司不可能通过大型的初次上市活动抽身而退；这意味着风投公司得指望目光长远者购买其创立的公司。
Tropicalisation piles on an additional set of risks. Copycats can easily lose share when the original company eventually enters the local market. Sonico, once the Facebook of Latin America, got “pummelled” when Facebook arrived, says Nenad Marovac of DN Capital, which was behind Sonico. And even if they can see off competition, the copycats are unlikely to be mega-blockbusters because, by definition, they are not new. “With innovation you have a global upside, but with copycat innovation you have geographical limits,” says Eric Archer of Monashees Capital, a Brazilian venture firm.
热带化还会带来额外的巨大风险。当原创公司最终要进入当地市场时，模仿者可能会很容易便失去原有市场份额。曾是拉丁美洲的脸谱网的Sonico在脸谱网打入拉丁美洲时被“扁”了一顿， Sonico投资者DN资本（DN Capital）的Nenad Marovac说道。而且即使这些模仿者能在竞争中获胜，它们也不太可能成为雄霸市场的超级巨头，因为严格来讲它们的商业模式并不新。“有所创新就能在全球范围内拥有优势，但模仿别人的创新却有地理局限性，”巴西风投公司Monashees Capital的埃里克 阿彻（Eric Archer）说道。
It will not be long before emerging markets spawn their own innovations that can be trotted out on a global scale. That would be closer to the spirit of venture capital, which is supposed to ferret out and fund new ideas, not imitations. Until then, however, tropicalisation is set to become an ever more popular strategy. Copy that.
很快，新兴市场就会出现大量在全球范围内适用的创新商业模式。那将更切合风投的要义——搜寻新点子并进行投资，而非投资模仿者。但在那之前，热带化定会成为一个越来越普遍的策略。模仿吧！
来源:可可英语 //m.moreplr.com/hangye/201206/186814.shtml
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