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反哺线下 跨境电商线下店相继开业

浏览量

 

4月28日,网易考拉海购首家线下实体店在杭州大厦·中央商城内正式开业。这是继天猫国际首家跨境保税新零售线下店的又一家跨境进口巨头线下店开业迎客。目前,网易考拉海购、天猫国际、京东全球购等巨头霸占跨境进口市场的大量份额。随着跨境进口电商正在步入稳定的流量期,反哺线下商业模式,打通线上线下渠道成为新趋势。

 

网易考拉海购“海淘爆品店”位于杭州大厦·中央商城B1区域,营业面积近300平米,目前上架商品约千余款,涵盖了美妆、个护、母婴、轻奢、数码家电、运动服饰等各个热门消费类目。此外,店内在售和展示的商品,都是依据网易考拉海购海量的用户消费数据,从全球数十万款进口商品中精选而出的。未来,这些商品还将随网易考拉海购大数据更新而定期更换。与天猫国际线下店一样,海淘爆品店采用电子价签,保证线上线下同价。两家店铺也均提供当日达与次日达的物流服务等。

 

根据QuestMobile《中国移动互联网2018年春季大报告》数据显示,2018年3月份,移动用户数已经接近11亿(10.9亿),增长率也跌到了5.4%。报告表示,移动互联网增速愈缓,进入用户价值深挖阶段,继续推动用户行为的改变。这意味着移动互联网用户数量将要到达存量期,用户流量增长速度趋缓。同时,跨境进口零售电商市场格局也步入稳定期。根据中国电子商务研究中心发布的《2016—2017年度中国跨境进口电商发展报告》,网易考拉海购、天猫国际、唯品国际、京东全球购、聚美极速免税店、小红书和洋码头等7家跨境进口电商平台占据市场95%以上的份额。网易考拉海购也连续2年位居市场份额第一。在这种形势下,跨境电商要想继续寻求流量增长,势必要深挖用户价值,打通新场景。

 

对跨境电商而言,用户对多数国外品牌的陌生,往往会影响购买行为。线下店的出现,可以让用户近距离接触商品。天猫国际线下店就在货架之间架设电子查询屏,同时打通线上线下的商品信息及用户推荐信息,让用户方便地查询到外文翻译以及商品描述,以实现对陌生商品的购买决策。另一方面,在新零售热潮下,加速线上线下的整合,已经成为零售业的“默契”。以盒马鲜生、超级物种为代表的新零售模式,代表着用户对新型线下商业模式的高度接受,跨境商品线下店作为新零售模式下的又一个新种类,对推动线下流量增长来说,或许也是有利的。

(图文来源于电商报,侵删)