This November 11th they spent a staggering 19 billion yuan on Alibaba’s online platforms—a fourfold increase on a year ago, and more than double what Americans spent online last Cyber Monday (the Monday after Thanksgiving, when retailers urge Americans to shop online). More than 100m purchases were logged, accounting for 80% of the packages shipped that day. Couriers were buried in parcels.
今年11月11日,阿里巴巴各个网络平台的销售额达到了惊人的190亿元人民币,比一年前翻了两番,也是去年“网络星期一”当天美国网购交易额的两倍以上 (“网络星期一”是感恩节之后的周一,美国零售商鼓励人们在这一天在线购物)。根据记录,今年11月11日有一亿份以上的网购订单生效,占当天总发货量的 80%。运送包裹的快递员忙得不可开交。
So life is good for China’s etailers, then? Not exactly. The number of digital marketers is increasing and online sales are booming (see chart). Consumers are enjoying lower prices, better service and more variety. The problem? The pressure on margins in Chinese e-commerce is worse than in America, reckons Elinor Leung of CLSA, a broker. “Almost no one makes money,” she says.
那么,想必中国电商【注4】的日子过得很滋润吧?不尽然。数字营销者的队伍越来越庞大,网络销售也是红红火火(见图表)。消费者享受着更低的价格、更好的服务和更大的选择范围。可问题在哪?里昂证券经纪人 Elinor Leung 认为,中国电子商务的利润压力比美国还大,“几乎没什么人在赚钱”。
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