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亞馬遜時(shí)代的零售競爭之道

亞馬遜時(shí)代的零售競爭之道

Jeff Jordan 2013-10-28
亞馬遜改變了現(xiàn)代零售的格局,開創(chuàng)了零售業(yè)的新時(shí)代,對傳統(tǒng)的實(shí)體零售店和其他電商都構(gòu)成了壓迫性的威脅。但這并不是說零售業(yè)的其他玩家只能坐以待斃。事實(shí)上,只要具備足夠的創(chuàng)造力,就有希望在與亞馬遜的競爭中取得成功,獲得足夠的生存空間。

????部署替代推廣戰(zhàn)略

????有些在線零售商希望消費(fèi)者在想到上亞馬遜搜索產(chǎn)品前,能夠先把自己直接置于消費(fèi)者眼前。比如像One Kings Lane和The Clymb這種“限時(shí)搶購”公司每天都會(huì)通過電子郵件向顧客發(fā)送一系列限時(shí)搶購的產(chǎn)品信息,價(jià)格非常有吸引力。另外像Birch Box和Trunk Club等公司還采取了訂閱模式,向用戶發(fā)送一份經(jīng)過高度篩選的產(chǎn)品清單,一般是每月發(fā)送一次。

????利用獨(dú)特的優(yōu)勢

????和亞馬遜相比,實(shí)體店由于房租、員工、存貨成本等原因而存在一定的先天劣勢。不過有不少線下商家正在試圖化劣勢為優(yōu)勢,充分利用當(dāng)?shù)氐拈T店網(wǎng)絡(luò)。比如沃爾瑪(Wal-Mart)就允許顧客在上網(wǎng)下單的當(dāng)天就近前往當(dāng)?shù)亻T店領(lǐng)取網(wǎng)購的商品。去年的假日季中,沃爾瑪在美國數(shù)個(gè)城市試點(diǎn)推出了本地門店網(wǎng)上訂單的當(dāng)日遞送業(yè)務(wù)。這兩種辦法都利用了沃爾瑪巨大的庫存優(yōu)勢和無所不在的地緣優(yōu)勢。而且沃爾瑪還創(chuàng)造性地嘗試把它的本地當(dāng)日遞送業(yè)務(wù)采取眾包的方式包給沃爾瑪?shù)念櫩?,替沃爾瑪送貨的顧客?huì)在購物時(shí)獲得相應(yīng)的折扣作為回報(bào)。

????家居用品零售商Williams-Sonoma也已經(jīng)利用它的實(shí)體店和產(chǎn)品目錄構(gòu)建起了自己的在線業(yè)務(wù)。他們之所以愿意建立電商平臺(tái)來自己與自己競爭,原因是因?yàn)樗麄兿嘈?,如果他們自己不做,就?huì)有別人來做?,F(xiàn)在這家公司40%以上的營收入都是來自在線渠道。

????顯然電子商務(wù)與實(shí)體零售相比存在著高度的競爭優(yōu)勢,而且電子商務(wù)無疑還會(huì)繼續(xù)增長。因此,更值得考慮的問題是,其他電商企業(yè)應(yīng)該如何與亞馬遜進(jìn)行競爭。

????亞馬遜的規(guī)模優(yōu)勢可以說無懈可擊,因此今后它仍然能夠繼續(xù)在價(jià)格和快遞服務(wù)上重創(chuàng)其它電商。如果有企業(yè)想在與亞馬遜的競爭中獲得成功,就必須采用一些不同的戰(zhàn)略。就像卡修斯?克萊(也就是后來大名鼎鼎的拳王阿里)在大戰(zhàn)重量級拳王索尼?利斯頓之前所說的那樣,他們須得“舞動(dòng)如蝴蝶,蜇人如蜜峰”。

????本文作者是安德里森?霍洛維茨基金的合伙人,也是AirBnB、Belly、Fab、Circle、Crowdtilt、Lookout、Pinterest、Wealthfront和Zoosk等公司的董事會(huì)成員。他在加盟霍洛維茨基金之前曾任OpenTable公司的總裁兼CEO,并于2009年帶領(lǐng)這家公司上市。在此之前,他曾任貝寶總裁,并曾任eBay北美高級副總裁兼總經(jīng)理。(財(cái)富中文網(wǎng))

????譯者:樸成奎????

????Deploy alternative distribution strategies

????A number of online retailers are trying to put themselves directly in front of consumers before they think to consider searching for a product on Amazon. "Flash sales" companies like One Kings Lane and The Clymb send daily emails that display an assortment of goods at attractive prices. Other companies like Birch Box or Trunk Club use a subscription model that sends you a highly curated selection of products, typically on a monthly basis.

????Leverage unique advantages

????Compared to Amazon, brick and mortar retailers are at a disadvantage because of their higher real estate, labor, and inventory costs. But a number of merchants are trying to flip this disadvantage on its head and put their network of local stores to use. Wal-Mart has allowed consumers to pick up online orders at their local store on the day it was ordered. Last holiday season, the retail giant launched a test of same-day delivery for online orders from its stores in a number of cities. Both take advantage of Wal-Mart's massive inventory in geographically spread out locations. And in a creative twist, the company is considering crowdsourcing its local, same-day delivery to Wal-Mart (WMT) customers, who would receive discounts on their shopping bill in exchange for their efforts.

????Alternatively, Williams-Sonoma has used both its store locations and catalogs to build its online business. They have been willing to cannibalize themselves, believing that someone else will do it if they don't. Over 40% of its revenue now comes through the online channel.

????It's clear that e-commerce is highly advantaged vis-à-vis offline retail and will continue to grow. The more relevant question to consider is how e-commerce companies will compete with Amazon.

????Amazon will always be able to pummel other e-tailers on price and probably on shipping as their scale advantages are virtually unassailable. Companies that hope to compete with Amazon successfully have to adopt different tactics. As when Cassius Clay (now Muhammad Ali) prepared to fight heavyweight champion Sonny Liston, they're going to have to "float like a butterfly, sting like a bee."

????Jeff Jordan is a partner at Andreessen Horowitz and is on the boards of AirBnB, Belly, Fab, Circle, Crowdtilt, Lookout and Pinterest, as well as Wealthfront and Zoosk. Prior to a16z, Jeff was president and CEO of OpenTable, which he took public in 2009. Before OpenTable, Jeff was president of PayPal, and he was previously the SVP and general manager of eBay North America.

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