????我最近一直在思考亞馬遜（Amazon）這家公司，部分原因是因?yàn)槲医鼇碚谧x布拉德?斯隆的一本有趣的著作——《什么都賣的商店：杰夫?貝佐斯與亞馬遜的時代》。

????我之前曾在一篇博文中談到過，亞馬遜是怎樣通過越來越大的成本優(yōu)勢以及瘋狂追逐最低價格（至少大部分時間是這樣），從而對實(shí)體商家形成重大威脅的。（有興趣的讀者可點(diǎn)擊此處進(jìn)行延伸閱讀。）同理，亞馬遜對于其它電子商務(wù)公司來說也是一個重大的競爭對手。

????很多人都知道，實(shí)體店幾乎已經(jīng)成了網(wǎng)購的“樣品間”。很多顧客一走進(jìn)實(shí)體店就掏出智能手機(jī)，把貨架上的價格與電商的價格進(jìn)行對比——通常而言那家電商就是亞馬遜。消費(fèi)者愛比價是不爭的事實(shí)，不論網(wǎng)上網(wǎng)下無不如此。而亞馬遜對其它電商也是一個殺手級的競爭對手。

????亞馬遜比其它電商更喜歡玩規(guī)模經(jīng)濟(jì)，而且它們可以利用這種實(shí)力提供極其具有殺傷力的價格和快捷便宜的快遞服務(wù)。下圖就是亞馬遜的規(guī)模經(jīng)濟(jì)示意圖，數(shù)據(jù)來自亞馬遜。

????I've had Amazon on my mind lately, partly because I'm reading Brad Stone's interesting book, The Everything Store: Jeff Bezos and the Age of Amazon.

????I've described in earlier blog posts how Amazon (AMZN) is a brutal competitor for brick and mortar merchants due to their large and growing cost advantages and a maniacal commitment (at least most of the time) to having the lowest prices anywhere. (You can read more about it here.) These same drivers also make Amazon a heavyweight competitor for e-commerce companies.

????Much attention has been paid to the concept of "show-rooming" at brick and mortar stores, where customers use their smartphones to compare the cost of a product on a physical store's shelf against online competitors -- typically Amazon. But immediate cost-comparison is a fact of life, online or off. Amazon is a monster competitor to online merchants as well.

????Amazon enjoys economies of scale far beyond their online competition, and they can use that power to offer hyper-aggressive prices and fast, cheap shipping. Here is a simple illustration of their scale, using data from Internet Retailer:??

????從第二名以降，十幾家規(guī)模最大的網(wǎng)商綁成一團(tuán)，也比不上亞馬遜一家的規(guī)模！由此可見亞馬遜的規(guī)模優(yōu)勢非常巨大，而且他們還積極利用這種規(guī)模經(jīng)濟(jì)帶來的優(yōu)勢進(jìn)行再投資，讓商品價格更低，快遞服務(wù)更快、更便宜，以帶動增長和進(jìn)一步的規(guī)模優(yōu)勢。所以當(dāng)我們的霍洛維茨基金考慮每一筆電商領(lǐng)域投資的時候，都要努力地仔細(xì)評估來自亞馬遜的競爭風(fēng)險(xiǎn)。他們不是一句“重量級”就可以形容的——他們是全世界的重量級冠軍。

????那么，怎樣才能和亞馬遜競爭呢？以下是我們在網(wǎng)上和網(wǎng)下的零售商那里觀察到的一些策略。其中有些策略可以并行不悖，很多公司就同時采取了其中的好幾種。

????Amazon is larger than the next dozen largest e-tailers -- COMBINED! Its resulting scale advantages are staggering. And they aggressively re-invest the benefits of this scale into even lower prices and faster, cheaper shipping that in turn lead to growth and further scale advantages. When we consider an e-commerce investment at a16z, we always strive to carefully evaluate the risk of competition from Amazon. They're not just a heavyweight -- they're the heavyweight champion of the world.

????So how do you compete with Amazon? Here are some strategies that we're seeing in the market from both offline and online retailers. Not all are mutually exclusive -- i.e., many companies deploy multiple strategies:??