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電商格局生變 有強大生態效應者得天下

分類:科技互聯 瀏覽數:24 2019-06-24 16:25 IDC評述網 編輯: 厚學

[4月,天貓宣布,2019年將有超過5000萬款新品在天貓首發。]

中國電子商務發展,沉浮20年,如今已成為理想生活中不可或缺的組成部分,也是觀察消費升級和中國經濟的重要窗口。

電商發展到今天,經過多次升級和轉型,與剛起步階段的電商已有天壤之別,其更大的意義在于,在連接消費者的需求端和生產者的供給端過程中,電商已經完全重構了消費場景和生產鏈條,不僅改變了消費者的行為模式、消費觀念和對生活的重新認識,而且能整合商家和生產者的資源、供應鏈及平臺,使商品、服務全面打通,創造性地滿足消費者的多元化需求。

所以,未來的電商,不僅要能滿足用戶在任何時間、任何地點、任何方式的消費體驗,還要有強大的生態效應,賦能生產企業,為品牌方提供巨大的增長機會、市場分析以及產業鏈重構的能力。

在這方面,阿里巴巴利用20年積累的用戶和技術研發團隊,加上成熟的大數據和IoT(物聯網)技術,以及最近幾年力推的“天天工廠”和“C2M產區”(用戶直連制造)計劃,形成了“阿里巴巴商業操作系統”,強化了自身在電商領域的穩固地位。

電商成為供給側轉型升級的重要平臺

阿里巴巴旗下的淘寶、天貓平臺,一端承載著7億多人的品質化消費需求,另一端連接著中國最廣泛的制造商和產業帶,是促進形成強大國內市場、供給側轉型升級的重要平臺,阿里還將幫助1萬家工廠和100個產業帶進行數字化升級。

諸暨天川襪業有限公司就是這一計劃的受益者。去年跟淘寶天天特賣合作,它新上了一套IoT數字化工廠改造的系統,所有機器都配有一個小小的芯片,可以將消費互聯網和工業物聯網的數據打通,實現產銷協同。工廠負責人可以坐在辦公室里查看所有機器的狀態,提升了處理速度同時又可以快速進行產能調配。

淘寶、天貓平臺對生產端的數字升級和賦能,還有一個預想不到的效果,那就是重構產業鏈條,讓企業可以突破區域限制,根據地域和資源優勢來更好布局工廠。比如江蘇森虎商貿有限公司,主要從事襪業批發銷售,創始人是江蘇鹽城人,此前在諸暨有工廠,但由于人工費用逐漸昂貴,跨地域管理效率不高,創始人關掉諸暨工廠,回到老家鹽城開設了工廠。

按照傳統經驗,把工廠開回鹽城是一件很“不合理”的事情,因為離開了諸暨襪業產業帶,很難實現上下游的互通,以及解決銷售通路。但淘寶幫他們解決了供應鏈的問題以及銷售渠道的問題,用數字化工廠來進行產業賦能,在這個過程中,基于數字化工廠,可直接在線上完成上下游的聯動;基于淘寶,可解決銷售通路。如今,森虎公司也成為年銷售額近4個億的電子商務團隊。

6月10日,淘寶天天特賣宣布,天貓618剛剛進行到10天,它已經為中國的產業帶工廠帶來3億筆訂單。在C2M模式和數字工廠的雙重保障下,很多產業帶由此引爆。

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