阿里巴巴投資線下零售

Alibaba has bought a stake in a discount grocery store chain, as China’s biggest ecommerce group broadens its focus from online to offline retail as part of its expansion strategy.

阿里巴巴(Alibaba)收購(gòu)了一家折扣連鎖超市的股份，這家中國(guó)最大電子商務(wù)集團(tuán)正將關(guān)注點(diǎn)從線上拓寬至線下零售，作為其擴(kuò)張戰(zhàn)略的一部分。

In a sign of how Alibaba’s approach to ecommerce has changed, the Hangzhou-based company said the main reason it bought a 32 per cent stake in Sanjiang Shopping Club was its “extensive offline network and experience running retail stores”.

突顯阿里巴巴電商戰(zhàn)略發(fā)生變化的一個(gè)跡象是，這家總部位于杭州的公司表示，其收購(gòu)三江購(gòu)物俱樂(lè)部(Sanjiang Shopping Club) 32%股權(quán)的主要原因是后者“擁有布局廣泛的線下門(mén)店網(wǎng)絡(luò)及豐富的實(shí)體零售門(mén)店運(yùn)營(yíng)經(jīng)驗(yàn)”。

Alibaba yesterday said it had agreed to pay Rmb2bn ($290m) for the stake in Sanjiang, which is based in Zhejiang province where it operates 160 discount grocery stores. Sanjiang said it had more than 1m members.

阿里巴巴昨日表示，其已同意支付20億元人民幣(合2.9億美元)買(mǎi)下上述三江股份，三江購(gòu)物的總部位于浙江省，在那里經(jīng)營(yíng)著160家折扣連鎖超市。三江購(gòu)物稱(chēng)，它有超過(guò)100萬(wàn)會(huì)員顧客。

Since the summer of 2015, Alibaba has made a number of investments in bricks-and-mortar retail as growth in ecommerce begins to slow. 自2015年夏季以來(lái)，隨著電子商務(wù)的增長(zhǎng)開(kāi)始放緩，阿里巴巴對(duì)實(shí)體零售進(jìn)行了多筆投資。

In August 2015, Alibaba bought a 20 per cent share of Suning for $4.6bn. The electronic retailer has 1,600 outlets in 298 cities across China, selling appliances, books and baby products.

2015年8月，阿里巴巴斥資46億美元收購(gòu)電器零售商蘇寧(Suning) 20%的股份。蘇寧在中國(guó)各地298個(gè)城市擁有1600個(gè)零售網(wǎng)點(diǎn)，銷(xiāo)售家用電器、書(shū)籍和嬰兒用品。

Alibaba and its payment affiliate, Ant Financial, also announced last year that they would each invest Rmb3bn to develop a food-delivery service called Koubei.

阿里巴巴及其旗下支付公司螞蟻金服(Ant Financial)去年還宣布，它們將分別投資30億元人民幣發(fā)展“口碑”(Koubei)送餐服務(wù)。

Experts see this as evidence of a new hybrid commerce model that combines physical stores with mobile internet, known as “online to offline” or “combined channel” commerce. Its rise reflects an emerging consensus in the industry that pure ecommerce will not completely displace bricks-and-mortar stores to the extent once envisaged.

專(zhuān)家們認(rèn)為，這是一種新的混合商業(yè)模式的證據(jù)，它將實(shí)體店與移動(dòng)互聯(lián)網(wǎng)結(jié)合在一起，稱(chēng)為“線上到線下”(O2O)或“復(fù)合渠道”商務(wù)。它的興起反映了一個(gè)新的行業(yè)共識(shí)，即純電子商務(wù)將不會(huì)以人們一度設(shè)想的程度完全取代實(shí)體店。

Beijing-based consultancy iResearch predicts that pure ecommerce has started to hit the era of declining growth. From 70 per cent growth registered in 2011, it predicts that from 2018 growth will be at 16 per cent annually.

總部位于北京的咨詢公司艾瑞咨詢(iResearch)預(yù)測(cè)，純電子商務(wù)已開(kāi)始進(jìn)入增長(zhǎng)放緩的時(shí)代。該公司預(yù)計(jì)，從2018年起，年增長(zhǎng)率將為16%;相比之下2011年的增長(zhǎng)率達(dá)到70%。

Cao Lei, director at China e-Business Research Centre, said 80 per cent of China’s sales were still made offline and the trend of ecommerce groups buying physical stores was now “very firm and likely to continue”.

中國(guó)電子商務(wù)研究中心(China e-Business Research Centre)主任曹磊表示，中國(guó)80%的銷(xiāo)售仍然在線下進(jìn)行，因此電商集團(tuán)收購(gòu)實(shí)體店的趨勢(shì)現(xiàn)在“非常穩(wěn)固，很可能會(huì)延續(xù)下去”。

Other companies that have placed bets on pure ecommerce have also begun to invest in physical stores, in recognition that pure ecommerce may have hit its growth limits.

曾經(jīng)押注于純電子商務(wù)的其它公司也開(kāi)始投資于實(shí)體店，認(rèn)識(shí)到純電子商務(wù)可能已經(jīng)觸及增長(zhǎng)極限。

These include Xiaomi. It was the top-selling smartphone in China and relies on ecommerce sales, but it has recently seen its lead eaten away by competitors such as Oppo and Vivom, which have more offline distribution.

其中包括小米(Xiaomi)。這是中國(guó)最暢銷(xiāo)智能手機(jī)的制造商，依賴(lài)電子商務(wù)銷(xiāo)售，但最近看到其領(lǐng)先地位被競(jìng)爭(zhēng)對(duì)手如Oppo和Vivo縮小，后兩者有更多的線下經(jīng)銷(xiāo)。