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中国网络购物市场腾讯电商仅占5.4%

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发表于 2014/1/27 8:55:15| 收藏

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  凡事有因必有果。腾讯电商早年错失的供应链关系,更为直接地反映在品类扩张上。全品类带来的不仅是留存率,更为重要的是攸关生存。国外的典型案例是亚马逊与新蛋之战,凭借规模化优势,尽管3C家电只占其不到三分之一的规模,亚马逊还是轻易压制了3C垂直网站新蛋网,而品类扩张也给其积累了较大的现金流。

 

 

  易迅网的老对手京东商城,早在2007年获得今日资本1000万美元注资后,产品种类就从3000种增加到18000种;2011年,京东更加快类目扩张,从最初的3C走向图书、日用百货、奢侈品、旅游等,当年的销售总额达到309亿元,并很快将势力范围铺到全国。

 

 

  昨日,京东官方透露,截至2013年底,SKU总数超过1000万,其中约1/4为开放平台,其余为自营;而苏宁易购人士昨日透露,截至2013年底,苏宁易购的SKU数已经突破300万。

 

 

  反观易迅网,去年6月28日,腾讯副总裁、易迅网CEO卜广齐在易迅首次供应商大会上透露,2013年易迅SKU数量计划从8万左右扩张至50万,重点发力对象为通讯、大家电和百货。

 

 

  “自营的短板也很明显,自采自买不能买大量。”腾讯运营部总经理侯艳平说,腾讯电商如果完全开放拍拍,SKU已经过亿;即使是QQ网购,类目也几百万;但开放的短板比如缺货等并不可控。

 

 

  易迅主打3C,比较强的是手机、数码、家电、电脑这一类,现在虽然也卖洗发水等,但量太小,不足以满足需求;而QQ网购最强的类目是男装、女装、男鞋、女鞋,由QQ网购导入的100万SKU只做服饰类,只补易迅现在没有的。

 

 

  “如果甲有10个品类,乙只有4个。甲就用相同的4个来打价格战,其余6个品类支持。”电商创业者辛可夫向记者这样描述全品类的重要,品类越全的电商完全可以用降价合围的方式剿杀对手,而且品类越全胜算越大。

 

 

  据中国电子商务研究中心监测数据,截至2013年上半年中国网络购物市场上,天猫占50.4%;京东紧随其后名列第二,占20.7%,苏宁易购为5.7%,腾讯电商仅占5.4%。

 

 

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本帖最后编辑时间发表于 2014/1/27 8:55:15