工商管理Essay范文翻譯：Economic Impact of Online Shopping on Stores | China's Retail Industry
本文是工商管理專業(yè)的Essay范例，題目是“Economic Impact of Online Shopping on Stores | China's Retail Industry（網(wǎng)上購(gòu)物對(duì)商店的經(jīng)濟(jì)影響影響中國(guó)零售業(yè)）”，中國(guó)在過(guò)去30年里創(chuàng)造了經(jīng)濟(jì)發(fā)展的奇跡。作為世界上最大的消費(fèi)市場(chǎng)，它在電子商務(wù)市場(chǎng)上占據(jù)了領(lǐng)先地位。Kantar retail的數(shù)據(jù)顯示，2014年，中國(guó)零售總額增長(zhǎng)的33.5%來(lái)自在線銷售，總額為4580億美元。它是世界第一，比第二的美國(guó)(2970億美元)高出1610億美元。根據(jù)中國(guó)國(guó)家統(tǒng)計(jì)局的數(shù)據(jù)，2017年前兩個(gè)月，中國(guó)網(wǎng)絡(luò)零售額達(dá)到1243.9億美元，約占總零售額8403億美元的14% (CIW, 2017)。
Introduction介紹
China has created miracle in economic development over the past three decade. As the biggest consuming market in the world, it has acquired the leading position in the e-commerce market. In 2014, 33.5% of total retail growth in China was contributed from online sales with the amount of US$458 billion according to Kantar Retail. It was addressed No.1 in the world and higher than the second USA (US$297 billion) by US$161 billion. In the first two months of 2017, China’s online sales dramatically reached US$124.39 billion according to National Bureau of Statistics of China, which approximately accounted for 14% of total retail sales US$840.3 billion (CIW, 2017).
In general, e-commerce is used to be defined with 3 fundamental models, B2B (business-to-business), B2C (business-to-consumer), C2C (consumer-to-consumer), they will be realized from online shopping. China’s e-commerce market emerged in 1990s and experienced rapid growth after 2008. Alibaba can be taken as the leading representative enterprise. It founds Taobao in 2003, the biggest online shopping platform, and separated Tmall to strengthen B2C in 2012 (E-Commerce in China, 2016). In terms of B2C model, Jingdong, Suning, Dangdang were successively emerging and extremely boosted online shopping development. They currently have dominated almost 80% market share of China online shopping platform.
一般來(lái)說(shuō)，電子商務(wù)被定義為3個(gè)基本模型，B2B(企業(yè)對(duì)企業(yè))，B2C(企業(yè)對(duì)消費(fèi)者)，C2C(消費(fèi)者對(duì)消費(fèi)者)，它們將通過(guò)網(wǎng)上購(gòu)物來(lái)實(shí)現(xiàn)。中國(guó)電子商務(wù)市場(chǎng)興起于上世紀(jì)90年代，2008年后經(jīng)歷了快速增長(zhǎng)。阿里巴巴可以作為領(lǐng)先的代表企業(yè)。它于2003年成立了最大的在線購(gòu)物平臺(tái)淘寶，并于2012年拆分天貓，強(qiáng)化B2C(電子商務(wù)在中國(guó)，2016)。B2C模式方面，京東、蘇寧、當(dāng)當(dāng)相繼出現(xiàn)，極大地推動(dòng)了網(wǎng)購(gòu)的發(fā)展。他們目前占據(jù)了中國(guó)網(wǎng)購(gòu)平臺(tái)近80%的市場(chǎng)份額。
In general, e-commerce is used to be defined with 3 fundamental models, B2B (business-to-business), B2C (business-to-consumer), C2C (consumer-to-consumer), they will be realized from online shopping. China’s e-commerce market emerged in 1990s and experienced rapid growth after 2008. Alibaba can be taken as the leading representative enterprise. It founds Taobao in 2003, the biggest online shopping platform, and separated Tmall to strengthen B2C in 2012 (E-Commerce in China, 2016). In terms of B2C model, Jingdong, Suning, Dangdang were successively emerging and extremely boosted online shopping development. They currently have dominated almost 80% market share of China online shopping platform.
一般來(lái)說(shuō)，電子商務(wù)被定義為3個(gè)基本模型，B2B(企業(yè)對(duì)企業(yè))，B2C(企業(yè)對(duì)消費(fèi)者)，C2C(消費(fèi)者對(duì)消費(fèi)者)，它們將通過(guò)網(wǎng)上購(gòu)物來(lái)實(shí)現(xiàn)。中國(guó)電子商務(wù)市場(chǎng)興起于上世紀(jì)90年代，2008年后經(jīng)歷了快速增長(zhǎng)。阿里巴巴可以作為領(lǐng)先的代表企業(yè)。它于2003年成立了最大的在線購(gòu)物平臺(tái)淘寶，并于2012年拆分天貓，強(qiáng)化B2C(電子商務(wù)在中國(guó)，2016)。B2C模式方面，京東、蘇寧、當(dāng)當(dāng)相繼出現(xiàn)，極大地推動(dòng)了網(wǎng)購(gòu)的發(fā)展。他們目前占據(jù)了中國(guó)網(wǎng)購(gòu)平臺(tái)近80%的市場(chǎng)份額。
Factors boosting online shopping in China推動(dòng)中國(guó)網(wǎng)購(gòu)的因素
Some key factors play the crucial roles in booming online shopping market in China. First of all, it is contributed from the development of internet and mobile network, as well as smart phone penetration. Chinese consumer can visit online shopping website whenever or wherever they are. “In the first half of 2014, on average, 26% of China’s online purchases were made via its 780 million active mobile devices”. (Morgan Stanley, 2015) In addition, urbanization is expanding at an unprecedented scale along with economic growth in China. The majority of consumers are dwelling in cities. Fast-paced life style gradually influences their shopping behavior. They incline to convenient shopping even with delivery service to home rather than traditional store visit in the crowd. On the other side, traditional business model constraint physical store spreading as consumer’s expectation especially in rural or remote areas. Consequently, a certain percentage of e-shopper or e-retailer from such areas can be benefited from B2C or C2C platform.
一些關(guān)鍵因素發(fā)揮了關(guān)鍵作用蓬勃發(fā)展的網(wǎng)上購(gòu)物市場(chǎng)在中國(guó)。首先是互聯(lián)網(wǎng)和移動(dòng)網(wǎng)絡(luò)的發(fā)展，以及智能手機(jī)的普及。中國(guó)消費(fèi)者可以隨時(shí)隨地訪問(wèn)在線購(gòu)物網(wǎng)站。“2014年上半年，中國(guó)平均26%的網(wǎng)上購(gòu)物是通過(guò)其7.8億活躍移動(dòng)設(shè)備完成的。”(Morgan Stanley, 2015)此外，隨著中國(guó)經(jīng)濟(jì)的增長(zhǎng)，城市化正在以前所未有的規(guī)模擴(kuò)張。大多數(shù)消費(fèi)者居住在城市。快節(jié)奏的生活方式逐漸影響他們的購(gòu)物行為。他們傾向于方便的購(gòu)物，甚至有送貨上門的服務(wù)，而不是傳統(tǒng)的在人群中去商店。另一方面，傳統(tǒng)的商業(yè)模式限制了實(shí)體店作為消費(fèi)者期望的傳播，特別是在農(nóng)村或偏遠(yuǎn)地區(qū)。因此，這些地區(qū)一定比例的電商或電商可以受益于B2C或C2C平臺(tái)。
Features of online shopping in China中國(guó)網(wǎng)上購(gòu)物的特點(diǎn)
Compared with traditional physical store, the online shopping is advantaged of convenience, lower price, and more choices for consumer. Chinese online shopping also has some unique features. Firstly, the online retailers are entirely online-only retailers rather than multi-channel retailers with both online and offline presence, such as Alibaba, its business model initiated from C2C with well-known platform Taobao and then strengthened B2C with separated brand Tmall. Secondly, Chinese online shoppers are mostly price sensitive users. To some degree, price difference with physical store is still the key driver for their purchasing motivation. The representative example is from Double 11 shopping day launched by Alibaba. “Retailers on Alibaba’s platforms had recorded $17.8 billion worth of gross merchandise volume in 2016 “(Ming, C.2016). Furthermore, Chinese online shopping is entering into a stage implemented with mobile especially smart-phone and promoted by diverse social medias, which is due to faster and cheaper 4G network penetration. According to Morgan Stanley report, “In the first half of 2014, on average, 26% of China’s online purchases were made via its 780 million active mobile devices.”
與傳統(tǒng)實(shí)體店相比，網(wǎng)上購(gòu)物具有方便、價(jià)格低廉、消費(fèi)者有更多選擇的優(yōu)點(diǎn)。中國(guó)的網(wǎng)上購(gòu)物也有一些獨(dú)特的特點(diǎn)。首先，線上零售商是完全的線上零售商，而不是線上線下兼營(yíng)的多渠道零售商，如阿里巴巴，其商業(yè)模式從C2C起步，以知名平臺(tái)淘寶為平臺(tái)，然后以獨(dú)立品牌天貓強(qiáng)化B2C。其次，中國(guó)的網(wǎng)購(gòu)者大多是價(jià)格敏感的用戶。在某種程度上，與實(shí)體店的價(jià)格差異仍然是他們購(gòu)買動(dòng)機(jī)的關(guān)鍵驅(qū)動(dòng)因素。最具代表性的例子就是阿里巴巴推出的雙十一購(gòu)物節(jié)。“2016年，阿里巴巴平臺(tái)上的零售商錄得178億美元的商品交易總額”(Ming, C.2016)。此外，由于4G網(wǎng)絡(luò)的普及速度更快、價(jià)格更低，中國(guó)的網(wǎng)上購(gòu)物正進(jìn)入一個(gè)以移動(dòng)設(shè)備，尤其是智能手機(jī)為載體，通過(guò)各種社交媒體進(jìn)行推廣的階段。根據(jù)摩根士丹利(Morgan Stanley)的報(bào)告，“2014年上半年，中國(guó)平均26%的網(wǎng)上購(gòu)物是通過(guò)其7.8億部活躍移動(dòng)設(shè)備完成的。”
Economic impacts on physical store對(duì)實(shí)體店的經(jīng)濟(jì)影響
The online shopping has definitely become unique booster for economic growth in China. Meanwhile, the hot debate of its disadvantages to traditional retail industry is significantly increasing. As pointed out by research firm Euromonito International, the worldwide store-based retailers faced in 2015 the challenge of the increasing competition from online retailing and the decrease in consumer confidence. Consequently, a large number of physical stores in various channels closed. “According to the China National Business Information Centre, in the first nine months of the year, the top 50 domestic retailers saw sales fall 1.9 per cent, representing a slowdown in growth of 2.6 per cent compared to the same period of 2015.”(Zheng, S. 2016)
網(wǎng)上購(gòu)物無(wú)疑已成為中國(guó)經(jīng)濟(jì)增長(zhǎng)的獨(dú)特助推器。與此同時(shí)，關(guān)于其對(duì)傳統(tǒng)零售業(yè)不利的爭(zhēng)論也日益激烈。歐睿國(guó)際研究公司指出，2015年，全球門店零售商面臨著來(lái)自網(wǎng)絡(luò)零售日益激烈的競(jìng)爭(zhēng)和消費(fèi)者信心下降的挑戰(zhàn)。因此，大量的實(shí)體店在各個(gè)渠道關(guān)閉。中國(guó)國(guó)家商務(wù)信息中心(China National Business Information Centre)的數(shù)據(jù)顯示，今年前9個(gè)月，國(guó)內(nèi)最大的50家零售商的銷售額下降1.9%，同比增長(zhǎng)2.6%。”
The main causes for physical store collapsing can be theoretically illustrated in terms of microeconomics model. According to supply-and-demand model, no matter the quantity of a good that consumers demand, or the quantity of a good that firms supply, essentially depend on price as well as other factors such as income and cost of inputs. Consumers usually demand less of a good with higher price and more when the price is low. Oppositely, firms supply more of a good with higher price and less when the price is low. Compared with traditional retail stores, online shopping in China can precisely provide consumers more goods with lower price, which is due to following reasons.
實(shí)體店崩潰的主要原因可以從理論上用微觀經(jīng)濟(jì)學(xué)模型來(lái)說(shuō)明。根據(jù)供求模型，無(wú)論消費(fèi)者需求的商品數(shù)量，還是企業(yè)供應(yīng)的商品數(shù)量，本質(zhì)上取決于價(jià)格以及其他因素，如收入和投入成本。消費(fèi)者通常對(duì)價(jià)格高的商品需求少，而價(jià)格低時(shí)需求多。相反，企業(yè)在價(jià)格較高時(shí)供應(yīng)更多，而在價(jià)格較低時(shí)供應(yīng)更少。與傳統(tǒng)零售商店相比，中國(guó)的網(wǎng)上購(gòu)物恰恰可以以更低的價(jià)格為消費(fèi)者提供更多的商品。這是由于以下原因。
Firstly, it is caused by lower operational cost from online retailer, such as no rent for physical store, which is mainly composed of Internet maintenance, inventory, logistic, labor. Compared with online retailers, the store rent has been an inevitable obstacle to reducing the cost of input for the traditional retailers, especially during the period of soaring house price in China. In addition, the increasing Chinese labor wages give rise to higher fixed operation cost. As a result, it is almost impossible for the physical store to drop the commodity price to be same with online shop. Otherwise, the physical store won’t survive once the profit will be eventually damaged. Furthermore, more competitors and more options online can cause more price competition even the elimination of price monopoly, which finally contribute to price advantages.
首先是由于網(wǎng)絡(luò)零售商的運(yùn)營(yíng)成本較低，比如實(shí)體店不需要租金，而實(shí)體店主要由網(wǎng)絡(luò)維護(hù)、庫(kù)存、物流、勞動(dòng)力等組成。與網(wǎng)絡(luò)零售商相比，店面租金已經(jīng)成為傳統(tǒng)零售商降低投入成本的一個(gè)不可避免的障礙，尤其是在中國(guó)房?jī)r(jià)飆升的時(shí)期。此外，中國(guó)勞動(dòng)力工資的增加也導(dǎo)致了固定運(yùn)營(yíng)成本的上升。因此，實(shí)體店幾乎不可能將商品價(jià)格降至與網(wǎng)店相同的水平。否則，一旦利潤(rùn)最終受損，實(shí)體店將無(wú)法生存。此外，更多的競(jìng)爭(zhēng)者和更多的選擇可以導(dǎo)致更多的價(jià)格競(jìng)爭(zhēng)，甚至消除價(jià)格壟斷，這最終有助于價(jià)格優(yōu)勢(shì)。
Secondly, the weak increase of Chinese economy since 2013 had negative effects both on the GDP and export growth. “The slowdown trends can be identified within the wholesale market, manufacturing industries and commodities markets.” (KYKLO, 2016). The economic slowdown results in decrease in consuming confidence. Shoppers are increasing their favor on online commodities with lower prices than ever.
其次，2013年以來(lái)中國(guó)經(jīng)濟(jì)增長(zhǎng)疲軟，對(duì)GDP和出口增長(zhǎng)都產(chǎn)生了負(fù)面影響。“批發(fā)市場(chǎng)、制造業(yè)和大宗商品市場(chǎng)都出現(xiàn)了放緩趨勢(shì)。”(KYKLO, 2016)。經(jīng)濟(jì)停滯導(dǎo)致消費(fèi)信心下降。購(gòu)物者越來(lái)越喜歡價(jià)格比以往更低的網(wǎng)上商品。
Chinese Producer Price Index (PPI) below in blue shows
In conclusion, the factors of e-commerce revolution, together with rising operation cost from rental and labor, economic slowdown, are leading to physical stores closure.
Outlook
“The e-commerce revolution has also become a dynamic engine of China’s long-awaited shift from a heavy-industry, export-oriented, semi-command economy into a consumer- and service-driven market, where private companies large and small have direct access to domestic consumers” (Morgan Stanley, 2015). Any technical changes will usually lead to mutual influence on existing practices all along. Whether or not the challenge, advantage outweighing disadvantage and vice versa, will depend on changing idea and strategy. Therefore, the attitude taken towards booming e-commerce development is very crucial for the traditional industry. To some degree, the online shopping will destroy the physical store expansion. On the other hand, it is also providing the new business model O2O (online-to-offline) to utilize. The further exploration on maximizing advantages of physical store and optimizing O2O platform are better solution for traditional retailer to get rid of dilemma. After all, there are aspects of shopping experience beyond simply obtaining goods. “A notable finding of the research was that wealthy Chinese consumers have a much lower inclination to online shopping”(Lynch, D. 2014). Such as physically touching merchandise, gorgeous and bright in-store décor, relaxing atmosphere and entertainment, emotional bond between buyer and seller, customized service for wealthy consumers. All of these are irreplaceable advantages of physical store.
“電子商務(wù)革命也已經(jīng)成為中國(guó)期待已久的從重工業(yè)、出口導(dǎo)向型、半指導(dǎo)性經(jīng)濟(jì)向消費(fèi)和服務(wù)驅(qū)動(dòng)型市場(chǎng)轉(zhuǎn)變的動(dòng)力引擎，在這個(gè)市場(chǎng)上，大大小小的私營(yíng)企業(yè)都可以直接接觸到國(guó)內(nèi)消費(fèi)者”(Morgan Stanley, 2015)。任何技術(shù)變化通常都會(huì)對(duì)現(xiàn)有的實(shí)踐產(chǎn)生相互影響。挑戰(zhàn)，優(yōu)勢(shì)是否大于劣勢(shì)，反之亦然，將取決于改變想法和策略。因此，如何看待電子商務(wù)的蓬勃發(fā)展對(duì)于傳統(tǒng)行業(yè)來(lái)說(shuō)至關(guān)重要。在某種程度上，網(wǎng)上購(gòu)物將破壞實(shí)體店的擴(kuò)張。另一方面，它也提供了新的商業(yè)模式O2O(線上到線下)來(lái)利用。進(jìn)一步探索實(shí)體店優(yōu)勢(shì)最大化，優(yōu)化O2O平臺(tái)，是傳統(tǒng)零售商擺脫困境的較好解決方案。畢竟，購(gòu)物體驗(yàn)不僅僅是獲得商品。“研究的一個(gè)值得注意的發(fā)現(xiàn)是，富有的中國(guó)消費(fèi)者在網(wǎng)上購(gòu)物的傾向要低得多”(Lynch, D. 2014)。如實(shí)物接觸商品，華麗明亮的店內(nèi)décor，輕松的氛圍和娛樂(lè)，買家和賣家之間的情感聯(lián)系，富裕消費(fèi)者的定制服務(wù)。這些都是實(shí)體店不可替代的優(yōu)勢(shì)。
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