Ababhali:K Ganesh,Ramanath KB,Jason D Li,Li Yuanpeng,Tanmay Mothe,Hanish Yadav,Alpesh Chaddha kunye noNeelesh Mundra
I-Intanethi iye yakha unxibelelwano olunoqoqosho nolusebenzayo "ibhulorho" phakathi kwabathengi nabathengisi kwihlabathi liphela. Ngokunyuka kobuchwepheshe obuvumelayo obufana neentlawulo ezikhuselekileyo, ukulandela umkhondo kunye nenkonzo yabathengi, imakethi ye-e-commerce yehlabathi ikhule ngokukhawuleza. I-Global cross-border e-commerce transactions kulindeleke ukuba ikhule ukusuka kwi-400 yeebhiliyoni zeedola kwi-2016 ukuya kwi-$ 1.25 yezigidigidi kwi-2021. Njengenkokeli yale ndlela yokukhula, ukusuka kwi-2012 ukuya kwi-2016, ubungakanani bemarike ye-e-commerce yaseChina yanda ukusuka kwi-RMB. I-293.7 yeebhiliyoni ukuya kwi-RMB 1,280.1 yeebhiliyoni. Oku kubangelwa ikakhulu ngamanqaku amabini: 1) ukukhululwa ngokukhawuleza kwemfuno yabathengi abawela umda; 2) imeko yolawulo lwemalike ekhululekileyo. Ukuphuhliswa kweewebhusayithi ze-intanethi, imidiya yoluntu kunye neteknoloji yezothutho nayo idlale indima ebalulekileyo ekukhuthazeni uphuhliso lwe-e-commerce enqumla imida. Emva koko, urhulumente waseTshayina wakhuthaza ngakumbi ukuphuhliswa kwe-e-commerce enqumla imida ngokudala iindawo zokurhweba ngokukhululekileyo kunye nokukhuthaza inyathelo elithi "Belt and Road". Amashishini afana neCross-border, i-Amazon kunye ne-Tmall asebenzise ngokupheleleyo imigaqo-nkqubo efanelekileyo kwaye ngokuthe ngcembe afumana indawo eqinile kwindawo yorhwebo lwamahhala. Iinkampani zonikezelo ngobuchule ezicacileyo kunye neenkampani zeqela lesithathu zolungiselelo kulo mmandla nazo zilungiselela ukuthatha ithuba lokukhula komsebenzi worhwebo ecaleni kweemarike zeBelt kunye neNdlela. Nangona kunjalo, ngokungeniswa koluhlu lwemigaqo-nkqubo yolawulo ngurhulumente kunye nolawulo lobugcisa lwamaxabiso okuthengisa amatshaneli, ukukhula okubonakalayo kwangaphambili kwentengiso yaseTshayina ewela umda kuya kuba nengqiqo ngakumbi. Ukongeza, ishishini ngokwalo lijongene nemingeni emininzi, enjengokukhathazeka malunga nomgangatho weemveliso ezinqumla imida, iinkqubo ezingasebenzi kakuhle zokucocwa kwezithethe, kunye neendlela ezingafezekanga zokusombulula iingxabano ezinqumla imida. Ikhokelwa yi-China, urhwebo oluwela umda luya kufaka amandla amatsha kwikamva le-e-commerce. Ngokufiphala ngokuthe ngcembe kwemida yejografi, iinkampani ezixabiseke ngokwenene ziya kukwazi ukuwela imida kwaye zamkele uvavanyo olukhohlakeleyo lwemipu yokwenyani kwimarike yehlabathi. Amashishini athengisayo aya kukwazi ukubhala kwakhona imigaqo yomdlalo ngokuthatha inzuzo yawo; ngelixa imibutho ebuyela ngokukrakra kufuneka ihlengahlengise izicwangciso zayo kwaye ilinde ithuba.
Isishwankathelo
I-Intanethi iye yakha unxibelelwano olunoqoqosho nolusebenzayo "ibhulorho" phakathi kwabathengi nabathengisi kwihlabathi liphela. Imakethi ye-e-commerce yehlabathi ikhule ngokukhawuleza kunye nenkqubela phambili ekuvumeleni itekhnoloji efana neentlawulo ezikhuselekileyo, ukulandelela iodolo, kunye nenkonzo yabathengi. Ukususela kwi-2014 ukuya kwi-2017, ukuthengiswa kwe-e-commerce yehlabathi jikelele (imveliso okanye iinkonzo, ngaphandle kwamathikithi okuhamba kunye nesiganeko, njl.) ikhule ukusuka kwi-1.336 yeebhiliyoni zeedola ukuya kwi-2.304 yeebhiliyoni zeedola, kwaye eli nani kulindeleke ukuba lifike kwi-4.878 yeebhiliyoni zeedola kwi-2021. Ngexesha elifanayo. , Isabelo sorhwebo lwe-e-yorhwebo lwentengiso yehlabathi lonke sikhule ukusuka kwi-7.4% ukuya kwi-10.2%, kwaye kulindeleke ukuba ukufikelela kwi-17.5% ngo-2021. Ukususela kwi-2017 ukuya ku-2022, i-e-commerce epheleleyo yentengiso ye-e-commerce kulindeleke ukuba ikhule ukusuka kwi-US $ 499.015 yezigidigidi ukuya ngaphezu kwe-US $ 956.488 yezigidigidi. Kwi-2015, i-e-commerce yabalelwa kuphela i-15.9% yeentengiso ezithengiswayo e-China, kodwa esi sabelo kulindeleke ukuba sifike kwi-33.6% ngo-2019. Ngokwalolu balo, izinga lokukhula kwe-e-commerce laseChina sele liphezulu kunomndilili wehlabathi. Umthamo wetransekshini we-e-commerce wehlabathi jikelele kulindeleke ukuba ukhule ukusuka kwi-400 yeebhiliyoni zeedola ngo-2016 ukuya kwi-1.25 yeebhiliyoni zeedola ngo-2021, ukunyuka kwe-26% unyaka nonyaka. Izinto eziphambili zokuqhuba emva kwayo kukuthandwa okuphezulu kwee-smartphones kunye ne-Intanethi, ukhuphiswano oluqatha lweemveliso ezahlukeneyo, kunye nokwandiswa kolwazi lwabathengi. Xa sijonga emva kuphuhliso lwamashumi ambalwa eminyaka adlulileyo, izinto ezinjengokunqongophala kweemveliso zalapha ekhaya, ukunyamalala ngokuthe ngcembe kweevenkile zenyama, ukuhla okuqhubekayo kweendleko, kunye nokuphuculwa kwenkqubo yezothutho kwimarike yezizwe ngezizwe zonke ziye zakwandisa ngobuchule ukubaluleka komnqamlezo. -umda we-e-commerce.
Imarike ye-e-commerce yaseTshayina
Ukukhula kwe-e-commerce eTshayina
Urhwebo lwe-E-China lukhule ngokukhawuleza kule minyaka imbalwa idlulileyo- ngo-2016, ubungakanani bemarike ye-e-commerce yaseTshayina yayimalunga ne-US$403.458 yeebhiliyoni, eli nani lonyuke laya kutsho kwi-499.15 yezigidigidi ngo-2017, kwaye kulindeleke ukuba lidlule kwi-956 yezigidigidi ngo-2022. Oku kukhula kunokubalelwa kwizinto ezahlukeneyo, njengokunyuka kokungena kwe-smartphone, amava angalunganga okuthenga kwiivenkile zezitena kunye nodaka, kunye nodaka. ukhuphiswano olumandla kwimarike ye-e-commerce.
Yintoni eqhuba ukukhulaUdidi lwengeniso ephakathi yeyona nto iphambili ekuthengeni imida. Banamandla okuthenga anamandla kunye nokusukela umgangatho wobomi obuphezulu (kubandakanywa nokusukela iimveliso ezisemgangathweni / iibrendi ezaziwayo). Oku kuthetha ukuba bazimisele ukuthenga iimveliso ezivela phesheya ngokusebenzisa amajelo okuthengisa awela umda we-intanethi ukuba nje ixabiso liyanelisa (ukuba nje ixabiso lokuthengisa phesheya kwemveliso kunye neendleko zokuthumela kunye neentlawulo ziphantsi kunexabiso lokuthengisa e-China) . Kule minyaka mihlanu izayo, ubungakanani beqela laseTshayina elinengeniso ephakathi buza kuqhubeka ukwanda (izinga lokukhula ngonyaka malunga ne-3%), kwaye inqanaba lengeniso liya kunyuka ngakumbi (umyinge wokukhula wonyaka we-5% ukuya kwi-7%). iyakwandisa ngakumbi amandla okuthenga eli qela. Amandla okuthenga anamandla kunye nemfuno yeemveliso ezisemgangathweni iya kuqhubela phambili ukukhula kwemarike yokuthengisa ewela umda kwi-intanethi. Ukongeza, urhulumente waseTshayina ukwaxhasa kakhulu uphuhliso lwentengiso ye-intanethi enqamleza imida ngeenjongo zokudlulisela ukusetyenziswa phesheya eChina. I-China iye yaseka iindawo ezininzi zorhwebo zasimahla elizweni, ezizinikele ekukhuthazeni uphuhliso lwemizi-mveliso ye-e-commerce enqumla imida (enje ngoovimba ababotshelelweyo). Itekhnoloji ikwadlala indima ephambili ekuququzeleleni uphuhliso lwe-e-commerce ewela umda: Namhlanje, abathengi banokukhangela iimveliso ezivela kwihlabathi liphela ngaphandle kokushiya amakhaya abo ngokucofa nje isikrini sefowuni yabo. Abathengisi abasekho kuphela kwiivenkile zezitena kunye nodaka, kodwa baya ngokuya befudukela kwiiwebhusayithi ze-intanethi, i-media media kunye ne-mobile apps ukubonelela abathengi ngeendlela ezahlukeneyo zokuthengisa. Ukongeza ekuziseni i-omni-channel retailing, ubugcisa obuvelayo nabo buphucule kakhulu ubunakho benkonzo yolungiselelo. Emva kokudityaniswa ngokungenamthungo kwamatshaneli okuthengisa kwi-intanethi kunye nothungelwano lwezothutho, ulwazi lwezothutho luya kucaca ngakumbi, lwenza kube lula kubathengi ukuba babuze kwaye balandele iiodolo nanini na, naphi na. Uncedo lokuthenga kwi-Intanethi luya kuqhubeka nokuqhubela phambili ukukhula kwe-e-commerce ewela umda.
Umda we-e-commerce waseTshayina
Imakethi yentengiso ye-intanethi yaseTshayina ikhule ngokukhawuleza kule minyaka imbalwa idlulileyo: Phakathi kowama-2012 no-2016, umthamo wentengiselwano yaseTshayina ewela umda we-intanethi unyuke ukusuka kwi-RMB 293.7 yeebhiliyoni ukuya kwi-RMB 1,280.1 yeebhiliyoni, ukukhula okuphakathi konyaka ngama-44%.
1 Ubume bokungenisa nokuthumela ngaphandle
Iindidi zemveliso ezithengwa ngabathengi baseTshayina kwiimarike zamazwe ngamazwe (ezifana ne-United States, iJapan, iJamani, iSouth Korea, iOstreliya, iNetherlands, iFransi, iUnited Kingdom, i-Itali, iNew Zealand, njl. njl.) ngokusebenzisa amaqonga e-e-commerce ikakhulu abandakanya izinto zokuthambisa kunye neemveliso zempilo, iincwadi kunye neeCD, Impahla kunye nezixhobo, kunye nehardware yekhompyuter kunye nesoftware. Kwangaxeshanye, iTshayina ithumela ngaphandle iifowuni eziphathwayo kunye nezixhobo, ifashoni, impilo kunye nobuhle, i-elektroniki yabathengi, kunye nemidlalo kunye neemveliso zangaphandle eUnited States, eUnited Kingdom, eHong Kong, eBrazil, eJamani, eFransi, eRussia, eJapan kunye Emaznstie ekorea. Phakathi kwazo, ukonyuka kweentlobo ngeentlobo zemveliso, ukwenziwa ngcono kwamagama, ukonyuka kokhuselo lwengingqi, ukuphucuka komgangatho, kunye namaxabiso anomtsalane zezona zinto ziqhuba uphuhliso lokuthengwa kwemida ekhankanywe ngasentla.
2 Uhlalutyo lwemeko
Ulawulo lwexabiso lentengiso yesitishi:Ukufika kobuchwepheshe obutsha kwazisa amaxabiso acacileyo ngakumbi kubathengi, abathengisi kunye namaqonga e-e-commerce. Ukuthathela ingqalelo ukuba abathengi banokuthenga ngokulula phesheya ngoncedo lwe-e-commerce ewela umda, ezinye iimveliso zokuthengisa ngokuthe ngcembe ziyaqonda ukuba umsantsa wamaxabiso phakathi kwemimandla eyahlukeneyo yehlabathi kunye ne-intanethi kunye ne-intanethi inokukhokelela kwinto yengeniso engalungelelananga phakathi kwemimandla eyahlukeneyo kunye. ichaphazela imarike. inzuzo. Oku kubonakala ngokukodwa kwishishini lempahla yexabiso eliphezulu. Ke ngoko, iibrendi ezininzi ezinkulu sele ziqalisile ukuhlengahlengisa amaxabiso ukuze ucuthe umahluko wamaxabiso phakathi kwemimandla, nto leyo enciphisa umtsalane wokuthenga umda ukuya kumda othile.
Iinkampani zonikezelo ngobuchule ezicacileyo kunye neenkampani zeqela lesithathu zolungiselelo kulo mmandla nazo zilungiselela ukukhawulezisa iinzame zazo zokuxhamla kumsebenzi okhulayo worhwebo ecaleni kweemarike zeBelt kunye neNdlela. I-SF Express isungule ishishini lokungenisa elizweni elibotshiweyo kwaye yakha iqonga le-e-commerce kwimarike yaseRashiya; I-Huitong egqwesileyo iseke i-e-commerce enqamlezileyo yokukhutshwa kwamasiko kunye neziko lokuhambisa e-Xinjiang ukuze idibanise i-Central Asia kunye neemarike zaseYurophu. "I-Cloud Warehouse" inokunceda abathengisi basekhaya baseTshayina baqhube urhwebo lweSilk Road yedijithali; I-Li & Fung Logistics yakhe iziko le-1 lesigidi seenyawo zeenyawo e-Singapore ukuhlangabezana nemfuno ekhulayo yokuthunyelwa kwe-e-commerce yase-ASEAN.
Ukukhula kwe-e-commerce eTshayina
Ukujonga phambili, iimfuno zabathengi zeemveliso zaphesheya ezinexabiso elisebenzayo ziyakuqhuba ngakumbi uphuhliso lwentengiso yentengiso ye-intanethi. Nangona kunjalo, njengoko abalawuli besonyusa ngakumbi ingqalelo yabo, inzuzo yexabiso ngaphambili eyayibonwa ziimveliso zokuthengisa ezinqamlezileyo iya kuba buthathaka, kwaye uphuhliso lwemarike luya kuthi chu kancinci. Ngokombono kaMcKinsey, ngokungeniswa koluhlu lwemigaqo-nkqubo elawulayo ngurhulumente kunye nolawulo lobugcisa lwamaxabiso okuthengisa amatshaneli, ukukhula kwangaphambili okubonakalayo kokuthengiswa komda eChina kuya kuba nengqiqo. Ukongeza, urhulumente uthathe amanyathelo afanelekileyo okunceda urhwebo lwe-intanethi oluwela umda ukuba luphuhlise ngendlela enempilo kwaye ezinzileyo.
1 Amanyathelo kaRhulumente
Umgaqo-nkqubo omtsha werhafu:Urhulumente ebesoloko ephucula umgaqo-nkqubo werhafu worhwebo lwe-intanethi oluwela imida ukuze kulawuleke ulungelelwaniso lweshishini kwaye kuphunyezwe uphuhliso olusempilweni nolulungeleleneyo. Ngakolunye uhlangothi, ukuphunyezwa komgaqo-nkqubo omtsha werhafu kuya kuzisa ukwanda kwerhafu yeposi, ngaloo ndlela kuchithwa ukuthengwa komntu; kwelinye icala, emva kokuphunyezwa kwezinga elitsha lerhafu, umthwalo werhafu we-e-commerce we-cross-border uya kuncitshiswa, oya kuzisa inzuzo kwiiplatifti ze-e-commerce. Ukongeza kwiinguqu kwimigaqo-nkqubo yerhafu, urhulumente uphinde waseka izixeko zokulinga amaqonga / iipaki ze-e-commerce eziwela umda ukutsala iinkampani ezahlukeneyo ze-e-commerce kunye nokukhuthaza uphuhliso lweshishini. Lo mgaqo-nkqubo mtsha werhafu uza kunceda ukomeleza ulawulo lukarhulumente, uthintele ukuphetshwa kwerhafu, kwaye ukwandise ingeniso yerhafu enqumla imida. Isenokwandisa kwakhona udidi lwempahla ethunyelwa kumazwe angaphandle ngokulungelelanisa ubume berhafu, njengokubeka amaxabiso aphezulu erhafu kwiimveliso zexabiso eliphezulu, ukukhuthaza ukungeniswa kweemveliso ezinomsila omde, kungekuphela nje izinto ezithengiswa kakhulu. Ukunciphisa irhafu yokuposa kuya kwenza ukuba abathengi bajike ngakumbi ukuba bathumele i-imeyile kwiimveliso eziphantsi / eziphantsi. Ukuze kuqinisekiswe utshintsho olugudileyo kunye nokuphunyezwa ngokufanelekileyo komgaqo-nkqubo omtsha werhafu, urhulumente waseTshayina ukuhlehlisile ukuphunyezwa komgaqo-nkqubo omtsha werhafu ukuya ekupheleni kwe-2018 ngaphandle kokuqwalaselwa kobuchule. Ukukhuthaza ulwakhiwo lwemimandla yorhwebo olukhululekileyo: I-China iye yakhuthaza ukwakhiwa kweendawo zokurhweba ngokukhululekileyo ukususela ekubeni i-Shanghai yaseka indawo yayo yokuqala yokurhweba ngo-2013. Emva kwe-2015, iindawo ezahlukeneyo zaqala ukukopa le modeli, ngaloo ndlela yandisa indawo yorhwebo lwamahhala kwilizwe lonke. . Ukuza kuthi ga ngoku, kukho iindawo zorhwebo zasimahla ezili-18 kwilizwe laseTshayina. Ukusekwa kweendawo/uovimba borhwebo olusimahla kunye nokwandiswa kwezixeko ezilingwayo lwe-e-commerce kukhuthaze ngakumbi iinkampani zorhwebo nge-e-commerce ukuba zenze ushishino olunqumla imida. Ukongeza, imigaqo-nkqubo ekhethwayo kwindawo yokurhweba ngokukhululekileyo ikwanceda ekuphuculeni ukusebenza kakuhle kolungiselelo lwe-e-commerce olunqamlezileyo kunye nokuhlanganiswa koqoqosho lwengingqi. Ababoneleli ngenkonzo yoLungiselelo olukhokelwa yi-SF Express nabo bazimisele ukutsibela kuloliwe okhawulezayo “we-e-commerce onqamlezayo”, kwaye sele beqalisile ukusebenza kwindawo yorhwebo yasimahla ukuze babambe amathuba emarike akhula ngokukhawuleza awela imida ngokubonelela ngokubanzi. Iinkonzo zothumelo lokungenisa elizweni kunye nokuthunyelwa ngaphandle. . "Ibhanti enye indlela enye": inyathelo "Iibhanti enye indlela enye" ijolise ekuvuseleleni indlela yeSilk yakudala ibe yindlela yezothutho yangoku, urhwebo kunye nepaseji yezoqoqosho, ukuququzelela urhwebo olunqumla imida, nokudala "ithuba lokuphuma". Umzekelo, i-Alibaba yakhe iziko lokuqala leWorld Electronic Trade Platform (eWTP) kwindawo yorhwebo yasimahla yaseMalaysia. Eli ziko, elaqalwa ukusebenza ngo-2019, lijolise ekudlaleni indima ye-e-commerce logistics hub yengingqi kunye nokudala indawo yoshishino elula ngakumbi kumashishini amancinci naphakathi aqhuba urhwebo lwehlabathi.
2 Imingeni
I-e-commerce ye-cross-border iquka izigaba ze-5: isibhengezo sempahla, indawo yokugcina impahla kunye nempahla, ukuvunywa kwesithethe, ukulungiswa kwentengiselwano kunye nenkonzo emva kokuthengisa. Iingxaki eziqulethwe ziinkampani zaseTshayina eziwela imida ye-e-commerce zibandakanya: ukulibaziseka kwimvume yerhafu, ubume bembuyekezo yerhafu entsonkothileyo, ixabiso eliphezulu lolungiselelo lwamazwe ngamazwe, kunye nenkonzo embi emva kokuthengisa. Ezi ngxaki zingabalelwa kwezi zizathu zilandelayo: umgangatho weemveliso ze-e-commerce ezinqamlezileyo ziyaxhalabisa, ucinga ukuba kunzima kakhulu ukukhupha kunye nokuvavanya iimveliso nganye nganye, kwaye ngoku kuphela uhlolo lwemveliso olusisiseko lunokwenziwa, olunokuthi lube nzima kakhulu. yenza ukuba ungathinteleki umgangatho wemveliso. Ukongeza, imigangatho ephambili yeemveliso zasekhaya kunye nezamazwe aphesheya ayikacaci, kwaye "ingxabano" ayinakuphepheka kwinkqubo yokuvunywa kwamasiko kunye nokuvalelwa. Imifuziselo yokukhutshwa kwezithethe zemveli ayisebenzi Le mifuziselo yemveli ixhaphakile kurhwebo lwe-B2B kunye nezibhengezo zempahla eninzi. Nangona kunjalo, ii-odolo zentengiselwano ze-B2C ze-e-commerce eziwela umda zihlala zincinci kwaye zisasazekile, kwaye iimodeli ezinjalo zemveli ziyakwandisa ixesha lokuvalelwa kwabantu. Ulawulo lwamaqonga e-e-commerce lusilele ngasemva kumashishini amancinane naphakathi aseTshayina arhweba ngamaqonga orhwebo ngekhompyutha. Amaqonga anjalo ahlelwa njengamaqumrhu okungenisa kunye nokuthumela ngaphandle ngurhulumente waseTshayina. Nje ukuba iimveliso zenkampani zineengxaki zomgangatho okanye zibandakanya ukuphepha irhafu enqumla imida, iqonga liya kohlwaywa, hayi inkampani ehambelana nayo. Ukungasebenzi kakuhle ekusonjululweni kweembambano eziwela imida IKomishoni yoRhwebo yeZizwe eziManyeneyo (iKomishoni yeZizwe eziManyeneyo yoRhwebo) indulule uluhlu lwemigaqo yokusombulula iimbambano ze-e-commerce eziwela imida ngo-2009. amabango angangqinelaniyo kumazwe ahlukeneyo. Ke ngoko, ukusebenza kakuhle kwenkonzo emva kokuthengisa kunye nokusonjululwa kwengxabano ye-e-commerce ewela umda iphantsi kakhulu.
Ukwahluka nge-e-commerce enqumla imida Ubhubhani omtsha wesithsaba usasazeka ngokukhawuleza, uchaphazela phantse onke amazwe ehlabathi. Ngexesha lobhubhane, ngenxa yezigaba zophuhliso ezahlukeneyo zamazwe ahlukeneyo, ukusebenza kokuziphatha kwabathengi okunxulumene nokuthengiswa kwe-e-commerce okuzimeleyo kwiimarike ezinkulu nako kwahlukile. Ukuthathela ingqalelo ukuba inani leemeko kumazwe amaninzi liye lafikelela incopho enye emva koMeyi ka-2020, iibrendi ezininzi kunye neenkampani ezithengisayo ezithengisa kuzo zonke iimarike nazo zilinganisa ukuthengisa phakathi kweemarike ezahlukeneyo ngokufanelekileyo; amazwe amaninzi ade angqina ngexesha lo bhubhani. Ukunyuka kwentengiso ye-e-commerce yamazwe ngamazwe.
Isixhobo esiphambili sokwenza ngcono imida ye-e-commerce Abarhwebi kufuneka benze lula uhambo lokuthenga kwaye babonelele ngamava okuthenga angenamthungo alungiselelwe izinto ezikhethwayo zokuthenga kwimarike nganye ukuze bavune imbuyekezo enenzuzo enokuziswa ngaphaya kwemida ye-e-commerce. Njengoko abathengi abaninzi bejoyina ukuthenga kwi-intanethi, abarhwebi baya kufuneka bahlengahlengise ujongano lokuthenga ukubonelela ngamava okuthenga asekhaya afana nelizwe apho abathengi bakhoyo. Ezi mpawu ziquka: ukujonga amaxabiso kunye neentlawulo ngemali yakho yasekhaya, ukwamkela ngokukhethekileyo ekuhlaleni kunye nezinye iindlela zokuhlawula, ukubala irhafu ngokuzenzekelayo kunye nokuxhasa ukuhlawula kwangaphambili, ukubonelela ngenqanawa kunye neembuyekezo ezifikelelekayo, kunye nokunye.
Imiba ethile ekufuneka iqwalaselwe ngexesha lobhubhane:
Hlaziya ulwazi olufanelekileyo lwemarike ekujoliswe kuyo. Amaqonga e-e-commerce kufuneka anxibelelane ngokucacileyo nabathengi kwihlabathi liphela, kwaye anxibelelane ngokucacileyo ukuba ngaba ukuthenga kwi-Intanethi kuvuleleke kubo. Ukongeza, amaqonga kufuneka abonelele abathengi ngamava alungelelanisiweyo, asekuhlaleni. IiNkuthazo zokuQalisa kunye neZaphulelo zokuKhuthaza kunye nezaphulelo bezisoloko ziyindlela esebenzayo yabarhwebi ukuguqula i-traffic ibe yintengiso kunye nokunyusa izinga lokuguqulwa kwabathengi. Ukwamkela imodeli yokuthwala izinto ezininzi kuthutho lwamazwe ngamazwe Ukuhamba kwimida enqamlezileyo kuye kwathintelwa kukuvalwa kwemida kunye nokwahlukaniswa kwekhaya, kwaye iinqwelomoya zemithwalo zamazwe ngamazwe ziye zancitshiswa kakhulu, okubangele ukulibaziseka kokuhanjiswa kwezinye iimarike. Imodeli ethwala izinto ezininzi ivumela iinkampani zothutho ukuba zisebenzise ezazo iinqwelo, okuthetha ukuba abathengisi banokukuphepha ukulibaziseka kokuhanjiswa kangangoko kunokwenzeka, banciphise impembelelo yobhubhane kulungiselelo lwe-e-commerce oluwela imida, kunye nokuphucula umgangatho wenkonzo yabathengi. Nxibelelana ngokunyanisekileyo nabathengi behlabathi Ngeeplatifti ze-e-commerce, ukuze kuhlangatyezwane nolindelo lwabathengi kangangoko kunokwenzeka kwaye unikeze ngeenkonzo ezikumgangatho ophezulu, kufuneka zicace kubathengi behlabathi, zazise ngokucacileyo ukuba kunokubakho ukulibaziseka ekuhanjisweni kwempahla, kunye nokubonelela. ulwazi lwexesha lokwenyani. umkhondo. Oku kubaluleke ngakumbi ngexesha lobhubhane. Ukongezelela, iiplatifomu kufuneka zibonelele ngeendlela ezilula zokubuyisela kunye nokulungelelanisa imigaqo-nkqubo yokubuyisela ukuvumela ixesha elaneleyo lokuba abathengi babuyele.
Ukuvalwa kwemida kunye nokwahlukaniswa kwezentlalo kuye kwabangela ukuba abathengi abaninzi bakhethe ukuthenga kwi-intanethi, kwaye amajelo e-e-commerce ngokwemvelo abe lukhetho lokuqala lwabathengi. Nangona iivenkile ezithengisa izitena kunye nodaka kwezinye iimarike ziye zaqalisa ishishini, umdla wabathengi wokuthenga kwi-intanethi awukanciphi. UMcKinsey ukholelwa ukuba inkqubo yokuthenga kwi-Intanethi iya kukhawulezisa kuphela, kwaye ubhubhani omtsha wesithsaba awuyi kumisa ukukhula kwawo okuqhushumbayo kwiminyaka elishumi edlulileyo. Uqhambuko lukhawulezise ukuguqulwa kweempawu ze-intanethi zehlabathi kwimodeli ye-D2C (ngokuthe ngqo kumthengi). Oku akuyi kunceda kuphela ii-brand ezijongene ngokufanelekileyo nokuhla okulandelayo kwi-traffic ye-traffic store, kodwa nokugcina isazisi se-brand kunye nexabiso ngexesha lokutshintshela kwi-e-commerce yokuthengisa. Umahluko ekusebenzeni phakathi kweemarike ezinkulu zigxininisa ukubaluleka kokwahlukana, okukwalatha indlela yekamva lamaqonga e-e-commerce. Ukuxhomekeka kumaqonga e-e-commerce, abarhwebi abanako ukwandisa imarike yehlabathi kuphela, kodwa baphinde bahlukanise imingcipheko. Njengamazwe amabini akhula ngokukhawuleza kwezoqoqosho kule nkulungwane, icandelo le-e-commerce laseTshayina liyakhula. Ikhokelwa yi-China, urhwebo oluwela umda luya kufaka impembelelo entsha kwikamva le-e-commerce kwaye ibe nefuthe elikhulu kuphuhliso loshishino ngokwalo kunye nelizwe ngokubanzi. Ngokunyenyiswa ngokuthe ngcembe kwamanyathelo akhoyo okuthintela, imarike yasekhaya ye-e-commerce iya kutshintsha kakhulu. Iinkampani ezixabiseke ngokwenene ziya kukwazi ukuwela imida kwaye zamkele uvavanyo olukhohlakeleyo lwemipu yokwenene kwimarike yehlabathi. Ke ngoko, bobabini oorhulumente belizwe kunye nemibutho yezoshishino kufuneka bazame ukuphucula ukukhuphisana kwabo ukuze baphumelele kukhuphiswano lwemarike.
Ixesha lokuposa: Oct-17-2022