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中國(guó)公司逐鹿全球電商大市場(chǎng)

中國(guó)公司逐鹿全球電商大市場(chǎng)

Ken Hao 2013-06-25
未來5年,全球最具價(jià)值公司將從電商大戰(zhàn)中脫穎而出,而這場(chǎng)大戰(zhàn)將主要圍繞“最后一英里”市場(chǎng)的爭(zhēng)奪展開。眼下,美國(guó)搜索領(lǐng)域的谷歌,電商領(lǐng)域的亞馬遜、eBay,社交領(lǐng)域的Facebook,中國(guó)搜索領(lǐng)域的百度,電商領(lǐng)域的阿里巴巴,社交領(lǐng)域的騰訊都在排兵布陣,戰(zhàn)斗已經(jīng)打響。

巨頭們的較量

????就電商企業(yè)染指付費(fèi)搜索領(lǐng)域的能力而言,阿里巴巴在中國(guó)的發(fā)展模式具有有趣的長(zhǎng)期影響——它可能會(huì)造就有史以來最大的“印鈔機(jī)”。今天,絕大多數(shù)訪問阿里巴巴網(wǎng)站的用戶會(huì)直接搜索某種產(chǎn)品,實(shí)質(zhì)上剝奪了百度(Baidu)和其他搜索引擎的用武之地。通過拉動(dòng)真實(shí)的產(chǎn)品銷售、而不僅僅是給用戶留下印象,電商網(wǎng)站能為商家的廣告提供更高、也更容易衡量的回報(bào)。值得注意的是,亞馬遜和eBay都在積極投資開發(fā)下一代搜索引擎。

??? 與搜索引擎或社交媒體企業(yè)相比,電商企業(yè)會(huì)收集消費(fèi)者、商戶和交易過程中所有的大數(shù)據(jù)。這些信息包括了從一開始的產(chǎn)品搜索到完成銷售的實(shí)際交易過程的所有“閉環(huán)數(shù)據(jù)”。隨著時(shí)間積累,挖掘這些數(shù)據(jù)就能向用戶提供更智能的商品推薦,向商戶和零售商提供更有價(jià)值的服務(wù)和工具。

????中美兩國(guó)的搜索巨頭——谷歌和百度,以及社交媒體巨頭——Facebook和騰訊,都有心利用自己的行業(yè)領(lǐng)導(dǎo)地位和龐大的用戶數(shù)試水電子商務(wù)。在阿里巴巴、亞馬遜和eBay所占領(lǐng)的市場(chǎng)之外,它們正開足馬力和當(dāng)?shù)厣藤Q(mào)市場(chǎng)展開競(jìng)爭(zhēng),同時(shí)正在謀求海外擴(kuò)張的新?lián)c(diǎn)。競(jìng)爭(zhēng),以及移動(dòng)電商和跨境交易這樣的創(chuàng)新趨勢(shì),將會(huì)創(chuàng)造全新的商業(yè)模式和混合式的商業(yè)戰(zhàn)略。

????全球電子商務(wù)競(jìng)爭(zhēng)日益激烈,這些技術(shù)巨頭的成功將在很大程度上決定未來全球互聯(lián)網(wǎng)經(jīng)濟(jì)的未來,同時(shí)可能把其中某家巨子推上全球最具價(jià)值公司的寶座。(財(cái)富中文網(wǎng))

????本文作者是銀湖投資的管理合伙人。銀湖投資是一家全球性的科技投資公司,其管理的資產(chǎn)和承諾資本總規(guī)模高達(dá)230億美元。

????譯者:清遠(yuǎn)

Competition Among Giants

????Alibaba's model in China has interesting long-term implications for the ability of e-commerce players to encroach on paid search -- perhaps the greatest monetization machine ever invented. Today, the majority of users access an Alibaba site directly to search for products, effectively dis-intermediating Baidu and other search engines. E-commerce sites can provide merchants higher and more measurable returns on advertising by delivering real product sales, not just user impressions. Notably, Amazon and eBay are aggressively investing in next-generation search capabilities.

????In comparison to search or social media companies, e-commerce companies collect the Holy Grail of big data sets across consumers, merchants, and transactions. This information encompasses "closed loop" data based on actual transaction histories from initial product searches to completed sales. Over time, the mining of this data will enable more intelligent recommendations to users and enhanced value-added services and tools to merchants and retailers.

????In both the United States and China, the Internet giants in search -- Google (GOOG) and Baidu (BIDU) -- and social media -- Facebook (FB) and Tencent -- nurture ambitions to leverage their leadership positions and user traffic into e-commerce initiatives. Alongside Alibaba, Amazon, and eBay, they are aggressively positioning themselves to compete in local commerce markets and are looking for new footholds overseas. Competition and disruptive trends such as mobile and cross-border trade will lead to new monetization models and hybrid business strategies.

????The success of these technology powerhouses in the intensifying global e-commerce competition will, to a large degree, define the future of the global Internet economy -- and may possibly crown one of the Internet giants as the world's most valuable company.

????Ken Hao is a managing partner of Silver Lake, a global technology investment firm with $23 billion in assets under management and committed capital.

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