亚马逊中国开通“海外购”,能否撼动“海淘一族”转投本土电商?

产品经理就业特训营,专门为大学生和准备转型做产品的人量身定制,60天线下培训,包就业!了解详情

还苦于要不要坐下来费心研究一下“海淘”的剁手党们,似乎又多了一个犹豫的理由。

亚马逊中国刚刚宣布,在双11期间将向中国用户开通“海外购”服务。根据此前的安排,亚马逊中国“海外购”服务将于年底上线,此次试运营显然是为了双11而提前。根据亚马逊公布的具体政策,在“海外购”商店购买亚马逊商品可以享受到与美国亚马逊实时同步的价格,体验全中文本地化的购买方式和本地售后支持。

听起来的确很让消费者心动。

业内人士称,推出“海外购”是亚马逊中国布局上海自贸区后的最大成果。亚马逊开通“海外购”再加上海外六大站点直邮中国服务,看来亚马逊在提升中国跨境电子商务业务上的进展将再次升级。

跨境电商成为今年行业的焦点,也是各大电商平台力主推送的新业务。在这个领域,亚马逊还是有一定优势的:

相比国内电商平台,亚马逊中国在国外商家数量和品类的丰富度上优势比较明显。光论消费者基数,国内平台电商在上有优势,但在国外商家数量和品类的丰富度上却没有优势。

目前还未有消息表明开通“海外购”的商品品类范围,但亚马逊在全球范围内的商家和商品资源,或将对国内B2C电商平台形成挑战。

此外,根据亚马逊中国副总裁牛英华对媒体的介绍,亚马逊中国直邮合作伙伴包括EMS、UPS等,海外直邮可以帮助消费者快速处理清关手续,六大站点“三日达”会比正常直邮快10天左右。

同样,亚马逊在全球多个国家和中国都搭建了自己的物流体系,物流效率和售后服务具备明显优势。目前开通的直邮服务提供三种(标准、加快、特快)可选配送服务,平均运送时间缩短为9-15天,最快3个工作日。另外,亚马逊已与中国自贸区、上海市信息投资股份有限公司签订合作备忘录,三方将在自贸区合作展开跨境电子商务业务,这将为亚马逊在自贸区的保税仓的设立提供了便利条件。

如今,国内的“海淘一族”正在形成规模。不过,亲自海淘确实需要较高的门槛,作为网购增长的新动力,辛辛苦苦学习网购攻略、提心吊胆海外下单;甚至国内早就涌现出类似“什么值得买”这样专注于提供优惠信息、海淘经验的分享型导购平台,可见海淘已经成为垂直群体的刚需。

而国内外各家电子商务巨头在跨境电商平台建设上的投入,无疑将为海淘人群提供越来越便利的海外购物选择。

除了亚马逊,天猫的跨境电商业务也是其战略重点之一。按照天猫总裁王煜磊的说法,今年的“双11”要让大家坐在家里能买到英、德、美、日等国家的商品,不断与其他国家的知名品牌强势合作,是天猫旗下的跨境平台“天猫国际”未来的主攻方向之一。

随着80后、90后这一代数字消费“原住民”消费能力的提升,以及某些品类商品刚性需求(例如:儿童奶粉和母婴用品等)带动,海外购物市场逐渐兴旺起来。那么,假如消费者能实现从本土电商网站直接实现“无差价”海淘,能否促进部分海淘一族迁移回到本土平台?或许回答这个问题,还将落脚到一件事:本土电商国际直购的购物体验。

来源:钛媒体  http://www.tmtpost.com/164881.html

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