亞馬遜要退出中國(guó)？官方回應(yīng)：聚焦發(fā)展海外購(gòu)、云服務(wù)等業(yè)務(wù)

近日有外媒報(bào)道稱，亞馬遜將于7月中旬前停止為亞馬遜中國(guó)網(wǎng)站上的第三方賣(mài)家提供賣(mài)家服務(wù)。

Amazon.com Inc plans to close its domestic marketplace business in China by mid-July, people familiar with the matter told Reuters on Wednesday, focusing efforts on its more lucrative businesses selling overseas goods and cloud services in the world's most populous country.

知情人士17日對(duì)路透社稱，亞馬遜公司計(jì)劃在今年7月中旬前關(guān)閉其在中國(guó)的本土電商業(yè)務(wù)，將業(yè)務(wù)重點(diǎn)轉(zhuǎn)移至更有盈利空間的海外購(gòu)和云服務(wù)上。

【知識(shí)點(diǎn)】

電商平臺(tái)一般有自營(yíng)(proprietary trading)和第三方賣(mài)家(the third-party sellers)兩種基礎(chǔ)銷售方式。自營(yíng)就是平臺(tái)自己經(jīng)營(yíng)銷售商品，第三方賣(mài)家則可以利用平臺(tái)的服務(wù)自己開(kāi)店。

而我們經(jīng)常聽(tīng)到的直銷(direct selling)指廠家直接銷售商品和服務(wù)，直銷者繞過(guò)傳統(tǒng)批發(fā)商或零售渠道，直接向消費(fèi)者推銷產(chǎn)品的方式。

亞馬遜在一份聲明中表示：

We are notifying sellers we will no longer operate a marketplace on Amazon.cn, and we will no longer be providing seller services on Amazon.cn effective July 18.

我們正在通知商戶，從7月18日起，不再運(yùn)營(yíng)亞馬遜中國(guó)電商業(yè)務(wù)，并停止在亞馬遜中國(guó)網(wǎng)址提供賣(mài)家服務(wù)。

We are working closely with our sellers to ensure a smooth transition and will continue to deliver the best customer experience possible. Sellers interested in continuing to sell on Amazon outside of China are able to do so through Amazon Global Selling.

我們正在與賣(mài)家緊密協(xié)作，確保順利過(guò)渡，同時(shí)也將繼續(xù)盡力提供最好的客戶體驗(yàn)。有興趣通過(guò)亞馬遜在中國(guó)以外地區(qū)出售商品的賣(mài)家可以加入亞馬遜全球開(kāi)店業(yè)務(wù)。

Users logging onto Amazon's Chinese site after July 18 will see products sold from its global store.

7月18日后，用戶登錄亞馬遜中國(guó)網(wǎng)站會(huì)看到海外購(gòu)商家的產(chǎn)品。

亞馬遜中國(guó)的官網(wǎng)顯示，目前亞馬遜在中國(guó)布局的核心戰(zhàn)略業(yè)務(wù)包括以亞馬遜海外購(gòu)(Global Store)和亞馬遜全球開(kāi)店(Global Selling)為中心的跨境電子商務(wù)(cross-border e-commerce)，涵蓋紙書(shū)、Kindle電子書(shū)閱讀器和電子書(shū)的亞馬遜閱讀(Amazon Reading)，亞馬遜物流運(yùn)營(yíng)(Amazon Logistics)和亞馬遜云計(jì)算服務(wù)(Amazon Web Services，AWS)。

據(jù)了解，未來(lái)三個(gè)月，亞馬遜還將關(guān)閉中國(guó)本土的配送中心。

Amazon expects to close fulfillment centers and wind down its support for domestic-selling merchants in China in the next 90 days, one of the people said.

一位知情人士說(shuō)，亞馬遜預(yù)計(jì)將在未來(lái)90天內(nèi)關(guān)閉物流中心，并逐步減少對(duì)中國(guó)內(nèi)銷商戶的支持。

競(jìng)爭(zhēng)力不敵本土電商，喪失優(yōu)勢(shì)

Amazon, the world's largest online retailer, bought local Chinese online shopping website Joyo.com in 2004 for $75 million and rebranded it as Amazon China in 2011.

全球最大的在線零售商亞馬遜于2004年斥資7500萬(wàn)美元收購(gòu)了中國(guó)本土在線購(gòu)物網(wǎng)站卓越網(wǎng)，并于2011年將其更名為亞馬遜中國(guó)。

The company's China marketplace struggled to gain a foothold in the country's fiercely competitive e-commerce market.

該公司的中國(guó)商城難以在競(jìng)爭(zhēng)激烈的中國(guó)電子商務(wù)市場(chǎng)站穩(wěn)腳跟。

凱度消費(fèi)者指數(shù)大中華區(qū)總經(jīng)理虞堅(jiān)表示：“在我們所監(jiān)測(cè)到的數(shù)據(jù)中，亞馬遜在快消品的中國(guó)市場(chǎng)占比連1%都不到?，F(xiàn)在品牌的營(yíng)銷資源只會(huì)投放在頭部的兩三家，亞馬遜中國(guó)沒(méi)有特別的優(yōu)勢(shì)。”

Consumer insights firm iResearch Global said that Alibaba Group Holding Ltd's Tmall marketplace and JD.com held 81.9 percent of the Chinese market last year.

消費(fèi)者研究公司艾瑞咨詢表示，阿里巴巴集團(tuán)旗下的天貓和京東去年占據(jù)了中國(guó)市場(chǎng)81.9%的份額。

Amazon launched Amazon Prime in China, the first unlimited free cross-border shipping membership program globally in October 2016, in an attempt to lure the rising number of quality-conscious Chinese buyers to buy foreign products.

2016年，亞馬遜在中國(guó)推出首個(gè)全球Prime會(huì)員服務(wù)，可享受全球商品無(wú)限次免運(yùn)費(fèi)，希望以此吸引越來(lái)越多看重品質(zhì)的中國(guó)買(mǎi)家購(gòu)買(mǎi)外國(guó)商品。

但在中國(guó)，很多電商都提供零門(mén)檻的免運(yùn)費(fèi)服務(wù)，Prime會(huì)員也就失去了吸引力。

亞馬遜回應(yīng)：繼續(xù)在中國(guó)投資和發(fā)展

Over the past few years, we have been evolving our China online retail business to increasingly emphasize cross-border sales, and in return we've seen very strong response from Chinese customers.

過(guò)去幾年，我們一直在把中國(guó)的在線零售業(yè)務(wù)重心逐步轉(zhuǎn)向跨境業(yè)務(wù)，同時(shí)，我們也看到了中國(guó)客戶的積極反饋。

It will retain its other operations in China, such as cloud computing services. It will also continue to sell its Kindle e-readers and content in the country.

亞馬遜將繼續(xù)保留在中國(guó)的云計(jì)算服務(wù)等其他業(yè)務(wù)，同時(shí)也將繼續(xù)銷售Kindle和電子書(shū)。

Amazon's commitment to China remains strong. We have built a solid foundation here in a number of successful businesses and we will continue to invest and grow in China.

亞馬遜在中國(guó)的發(fā)展意愿依舊強(qiáng)烈。我們通過(guò)多個(gè)成功的業(yè)務(wù)已在中國(guó)建立了堅(jiān)實(shí)的基礎(chǔ)，會(huì)繼續(xù)在中國(guó)投資和發(fā)展。

【相關(guān)詞匯】

跨境電商 cross-border e-commerce

消費(fèi)升級(jí) consumption upgrade

購(gòu)物清單 shopping list

實(shí)體零售商 brick-and-mortar retailer

新零售 new retail

剁手黨 shopaholics

購(gòu)物狂歡 shopping spree

大減價(jià) slash prices

代購(gòu) private overseas shopping representative/procurement service

海淘 buy products from overseas websites

直郵 direct delivery

免運(yùn)費(fèi) free shipping/delivery