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這家公司有望成為阿里巴巴進(jìn)軍美國(guó)的橋頭堡:ShopRunner

這家公司有望成為阿里巴巴進(jìn)軍美國(guó)的橋頭堡:ShopRunner

Adam Lashinsky 2014年11月17日
ShopRunner的快遞服務(wù)與亞馬遜Prime金牌會(huì)員計(jì)劃非常相似。擁有該公司大宗股權(quán)的阿里巴巴,有可能借助這一網(wǎng)絡(luò)開(kāi)拓美國(guó)市場(chǎng)。

????ShopRunner將重點(diǎn)放在簽約的名牌零售商上,比如美鷹傲飛(American Eagle Outfitters)、Diesel和內(nèi)曼?馬庫(kù)斯(Neiman Marcus)。在亞馬遜統(tǒng)治的這個(gè)全球市場(chǎng),ShopRunner把賭注壓在了顧客與品牌的關(guān)聯(lián)性上。

????這個(gè)戰(zhàn)略發(fā)展得很順利,甚至吸引另一個(gè)重要品牌美國(guó)運(yùn)通(American Express)參與其中。這家金融服務(wù)公司與ShopRunner達(dá)成協(xié)議,對(duì)所有運(yùn)通卡持有人(不含公司卡用戶)提供免費(fèi)的兩日內(nèi)快遞。與ShopRunner簽約的美國(guó)證券交易所(Amex)數(shù)字合作部執(zhí)行副總裁萊斯利?伯蘭表示:“要提高在線購(gòu)物的吸引力,免費(fèi)快遞和普通的運(yùn)送服務(wù)都至關(guān)重要?!比R斯利和湯普森都沒(méi)有透露這次合作究竟是哪方出錢。但美國(guó)證券交易所正在為它的客戶提供一項(xiàng)免費(fèi)福利,這項(xiàng)福利能夠使ShopRunner從該公司促成的交易中獲得一筆傭金。順帶提一句,美國(guó)證券交易所也投資了ShopRunner。

????ShopRunner是私人公司,并未公開(kāi)收入。Janney Capital Markets公司電子商務(wù)行業(yè)分析師肖恩?米爾恩猜測(cè),該公司的銷售額可能接近2億美元,并有多達(dá)200萬(wàn)付費(fèi)用戶。他表示:“他們正在展現(xiàn)價(jià)值的原因之一在于,他們正在將一些有價(jià)值的新客戶帶到網(wǎng)上?!泵谞柖黝A(yù)計(jì),ShopRunner可以發(fā)展到1,000萬(wàn)用戶的規(guī)模,不算是一個(gè)大眾市場(chǎng),但利潤(rùn)可觀。對(duì)于一家尋求與亞馬遜一較高低的電商巨頭來(lái)說(shuō),它也是很有價(jià)值的。

????這就是阿里巴巴的切入點(diǎn)。到目前為止,這家中國(guó)巨頭幾乎沒(méi)有在美國(guó)運(yùn)營(yíng)任何業(yè)務(wù),但它是ShopRunner的最大股東。最近,ShopRunner與阿里巴巴旗下的支付寶(Alipay)簽訂了協(xié)議,將美國(guó)商業(yè)客戶與中國(guó)顧客聯(lián)系了起來(lái)。還值得一提的是,阿里巴巴不是零售商,而是在線商城運(yùn)營(yíng)商。但這一點(diǎn)是可以改變的。湯普森表示:“阿里巴巴沒(méi)有類似亞馬遜金牌計(jì)劃或ShopRunner的服務(wù),它不賣自己的東西?!敝辽?,現(xiàn)在不賣。(財(cái)富中文網(wǎng))

????譯者:嚴(yán)匡正

????Focusing on signing up name-brand retailers—a few include American Eagle Outfitters, Diesel, and Neiman Marcus—is ShopRunner’s bet on relevancy in a world dominated by Amazon.

????The strategy worked to the extent that it attracted another important brand, American Express. The financial services company cut a deal with ShopRunner to offer the two-day free delivery service to all of its cardholders, minus corporate card users. “Free shipping and shipping in general is critical to driving engagement online,” says Leslie Berland, executive vice-president for digital partnerships at Amex, who inked the deal with ShopRunner. Neither she nor Thompson says who pays whom in the Amex-ShopRunner relationship. But Amex is providing a free benefit to its customers that then enables ShopRunner to collect a commission on sales it facilitates for its customers. Amex, by the way, also invested in ShopRunner.

????ShopRunner is privately held and doesn’t disclose revenues. Janney Capital Markets analyst Shawn Milne, who follows e-commerce companies, guesses the company’s sales could be approaching $200 million on as many as 2 million subscribers. “One of the reasons they are showing value is that they are delivering new valuable customers to the network,” he says. Milne predicts ShopRunner could grow to as many as 10 million customers, not a mass-market business but a profitable one. It also could be valuable to an e-commerce giant looking to compete with Amazon.

????That’s where Alibaba comes in. So far the Chinese giant barely operates in the U.S. But it is the largest shareholder in ShopRunner, which recently signed a deal with Alibaba affiliate Alipay to connect its U.S. merchant customers with Chinese consumers. It’s also worth noting that Alibaba isn’t a retailer. It runs online marketplaces. That could change. “Alibaba doesn’t have a Prime-ShopRunner analogue,” Thompson notes. “It doesn’t sell anything on its own.” Not yet anyway.

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