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Cómo Tomás Convirtió Su E-commerce en un Gigante Global

Un E-commerce de Escala Global

Tomás comenzó su aventura empresarial en Argentina, pero su visión lo llevó a Dubái, donde hoy gestiona un negocio con operaciones en varios países. El almacén principal de su marca Kimi es impresionante, con contenedores llenos de productos que se distribuyen a clientes tanto B2B como B2C. Entre sus productos estrella se encuentran pañales para la piscina, pañales regulares y toallitas húmedas, todos con un diseño exclusivo que distingue a Kimi de otras marcas en el mercado.

Productos Innovadores: La Clave del Éxito

Uno de los grandes diferenciadores de la marca Kimi son sus diseños exclusivos. Mientras que muchas otras marcas ofrecen productos genéricos, Kimi ha logrado destacarse por ofrecer productos con detalles únicos que no solo son funcionales, sino también visualmente atractivos. Los productos están organizados por colores para facilitar el manejo del inventario y mejorar la experiencia del cliente.


Cómo Cerrar Tratos B2B Exitosos

Kimi ha logrado cerrar importantes acuerdos con gigantes del retail como Carrefour en Emiratos Árabes Unidos y con la mayor cadena de farmacias en Arabia Saudita. Pero, ¿cómo logró Tomás estos contratos?

En lugar de buscar directamente acuerdos B2B, Tomás primero enfocó su estrategia en el mercado B2C, generando demanda a través de su página web y redes sociales como Instagram y TikTok. Esto hizo que las grandes cadenas lo buscaran a él, lo que le permitió negociar mejores márgenes y condiciones más favorables.

Clave: Comenzar en B2C para Generar Demanda

La estrategia de Tomás es clara: comenzar vendiendo directamente al consumidor para validar el producto y generar demanda. Esto crea una posición más fuerte cuando llega el momento de negociar con grandes cadenas. En palabras de Tomás:

“Si la tienda te busca a vos, las condiciones las ponés vos”.


Gestionar la Demanda y el Stock

Con una demanda tan alta, gestionar el stock puede ser complicado. Tomás admite que su equipo se queda sin stock casi todos los meses, lo que podría parecer un problema, pero ha sabido aprovechar esta escasez como un punto de marketing. 

Los productos de Kimi se perciben como exclusivos y de alta demanda, lo que aumenta su valor percibido.

Para manejar estas fluctuaciones en la demanda, Tomás ha implementado herramientas avanzadas de machine learning para calcular y predecir el stock, asegurando así que la empresa esté mejor preparada para el futuro.


¿Por Qué los Pañales Fueron una Decisión Ganadora?

Tomás explica que los pañales son un producto excelente para el e-commerce porque son productos recurrentes. Los padres necesitan pañales constantemente, lo que asegura ventas repetidas y un flujo constante de ingresos. Además, la competencia en la venta online de pañales es relativamente baja, ya que las grandes marcas no han desarrollado estrategias robustas de e-commerce, lo que deja mucho espacio para nuevas marcas como Kimi.


Modelo de Negocio y Expansión Global

Kimi opera en más de 12 países, entre ellos Emiratos Árabes, Arabia Saudita, India, Rumania, Italia y Estados Unidos. En cada uno de estos mercados, Kimi trabaja con distribuidores exclusivos que compran al menos un contenedor por año. Este modelo permite una expansión controlada y asegura que cada distribuidor se comprometa con el crecimiento de la marca.


El Poder de las Métricas en el E-commerce

Uno de los aspectos más interesantes del éxito de Tomás es su obsesión por las métricas. Cada semana, revisa tres métricas clave:

  1. Revenue por sesión: Cuánto dinero genera cada visita a su página web.
  2. Valor promedio de orden: El promedio de cuánto gasta cada cliente en su tienda.
  3. Margen de contribución: El margen de beneficio por producto.

Esta disciplina en la medición de resultados le permite ajustar su estrategia constantemente y asegurar que su negocio siga creciendo.


El Camino a Seguir: Consejos de Tomás para Emprendedores

1. Validar el Producto

El consejo más importante de Tomás para los emprendedores es validar su producto antes de lanzarlo a gran escala. No importa si estás importando 50 productos o creando tu propia marca, siempre es crucial asegurarse de que haya demanda antes de invertir grandes sumas de dinero.

2. Apostar por una Marca Propia

Si bien muchos emprendedores intentan importar y vender productos genéricos, Tomás insiste en que apostar por una marca propia es la mejor manera de asegurarse un lugar en el mercado y poder cobrar precios más altos sin competir por precio.

3. Contenido Orgánico: El Futuro del E-commerce

Finalmente, Tomás recomienda a quienes ya tienen un e-commerce que se enfoquen en contenido orgánico. Crear contenido auténtico y natural, donde los fundadores o personas claves de la empresa cuenten su historia, es una manera excelente de crear conexión con el público y diferenciarse de los competidores.


La historia de Tomás es un claro ejemplo de cómo la combinación de estrategia de marketing, gestión de métricas y la creación de una marca sólida pueden llevar a un negocio de e-commerce a alcanzar nuevos horizontes.


Mirá el Video Completo

Si querés aprender más sobre cómo importar productos, crear una marca o escalar tu e-commerce, te invito a ver el video completo donde Tomás comparte todos los detalles

Mirá el video acá: 

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