Amazon finds "pure business" no way out, Taobao do you panic? -IT information
This year 11, Taobao is throwing a lot of cold water, it is said that people's enthusiasm for online shopping spree is fading. Taobao's United States Amazon early see the peer variables, they began to believe that pure online sales will be a dead end, and our perception of business do you really need to be rewritten?
In recent years, there is Amazon going to overturn the traditional book industry it believed Amazon CEO Jeffrey P. Bezos had confidently declared, "with a 500-year brilliant history" paper books will go to the end of life.
But the reality is a little embarrassing. After the initial outbreak in the past, eBook sales have a bottleneck, and even started to decline. According to United States book Publisher Commission data, only in 2015, the mainstream book market book sales went down 11%; Meanwhile, paperback sales remain stable, not decline.
Bookstores also show signs of recovery, United States Census Bureau data show that 2015 shop sales 2.5%, but it has prompted a rebound as early as 2007. First half of the year, the growth rate even reached 6.1%. The steady growth in the number of new Bookstore.
So here's the thing, Amazon suffered only on behalf of the book industry's plight, also is to say, our whole perception of electrical contractor should be overturned?
Amazon realized that the tide has changed, resorted to a plan
Bezos is clearly underestimated the power of physical bookstores and paper books, right now, he seems to admit that if Amazon wants to continue to expand its market share in books, only the investments online bookstores as a way to go.
Despite the business logic does not say, Amazon's "sinister" is crystal clear. Find e-books after defeating hopelessness of the traditional book industry, they now seem to be attempts at provocation on a traditional bookstore's own site. Amazon is clearly, to open shop, also have their advantages.
Amazon's size and ability to cash, are self-employed small bookstores, and even Barnes (Barnes & Noble) unmatched by chain bookstores. Even losses, Amazon is well able to withstand. Bezos might really love books, but he loved that man, the feeling of victory.
Open shop may be just the Amazon "xiahai" stores the first step. In October this year, the Wall Street Journal reported that Amazon is planning to open convenience stores under the line, and with "drive-in pickup station (Drive-in Depot)", customers can buy online, pickup line.
Suspected Amazon line grocery store under construction site
In addition, opened to sell Amazon Kindle hardware devices, such as "Flash store", now, is said to have been in the malls across the United States have more than more than 20 of these Flash stores.
Why "pure online retail is not sustainable"?
Today, e-commerce has experienced growth of up to 20, but e-commerce sales total sales still account for only 10%.
The popularity of mobile Internet is also pushing living space of online shops, because they are hard to like at the end as the page, as much as possible to show their goods, which greatly limits the ability to cross-sell and up-sell of shops, also blocked the sales strategy.
Meanwhile, smartphones, App, the emergence of communications platforms, and uninterrupted connections, making communication easier between traditional retailers and customers, this effect even in online shopping is very obvious.
Overall trends in the retail industry today should be "channel" sales, that is, integrated online shop, online shops, as well as a sales strategy for Mobile App, which not only maximize the advantages of smart phones, also makes up for its shortcomings. Many of the "all channels" forerunners of the strategy, are like Sephora or noble dragons, the traditional department store operation stores brand.
Sephora "channel" sales strategy
But now, started with pure online sales brand into the Bureau. Following the United States popular eyeglasses brand Warby Parker and menswear brand after the Bonobos, Amazon is to adopt this strategy.
"Pure online retail is not sustainable," New York University Marketing Professor sikete·jialuowei (Scott Galloway) said. In his view, huge discounts and high logistics costs are two major characteristics of online sales, and both of which create obstacles for Amazon's profitability.
He said that if Amazon continues to maintain a pure online sales strategy, then it will face in the future threat. In his view, the massive open online store this appliance giant, has become inevitable.
Have a question is, of course, electrical contractor-turned-Amazon able to do contain lines of business under "channel" sales? Mentioned capital is undoubtedly an aspect also, Amazon's large, efficient warehouse and distribution network, has also become its line of chips.
But needs to be acknowledged is that Amazon does lack experience in-store business, their degree of expertise in software and data no doubt, but dealing with all kinds of people in real life, but it is quite another matter.
But advance line electrical contractor's real purpose is ... ...
Amazon shop is bare brick outside wall of the shop, with a black metal frame indoor Brown hardwood floors, shelves and tables are made from thick, textured wood, even the huge TV screens embedded in the wooden frame. To be fair, such design is not art nor be considered fashionable, feels comfortable, but there is nothing unique about a word: it's shopping malls.
Amazon Bookstore location
In-store displays are also poor. Block high is a narrow aisles between the shelves, rack adorns the uniform top books on the bestseller list, giving a sense of claustrophobia. Each book looks worse, however, is data filtering out of the "must-read book". Except for a few close to one wall of the armchairs and benches outside, the store looks and no different than the airport Bookstore.
Amazon Bookstore interiors
The real characteristics of the Amazon bookstores, lies not in design, sales, or even technology (the technology giant in its store of "technology" may be pretty much like you see at Starbucks), but by the price. No price tag on the book in the Amazon, customers pay entirely depend on their join Amazon Prime program.
Non-Prime member can only purchase books at in-store pricing, membership can be purchased at online discount prices. To know how much a book of in-store pricing, customer will take the books to the store bar code scanning, scan barcodes, the screen will display the prices. All this looks like trouble, but Amazon's real motives hidden: promoting Prime plan.
Usually, Prime members not only enjoy the best courier service, can also receive benefits such as free loan eBooks, video, it can be said that Amazon Prime plan core strategies to increase customer loyalty.
Perhaps, in the heart of the Amazon was never intended to "stoop" into offline sales, and really rely on the store to make money. Today's Amazon Bookstore, as well as hundreds of stores may open in the future, eventually just store attachment.
亚马逊发现“纯电商”没有出路，淘宝你慌了吗？ - IT资讯
今年双11后，淘宝被泼了不少冷水，有人说，人们对于网购狂欢的热情正在消退。淘宝的美国同行亚马逊却早就看出了变数，他们似乎开始相信，纯线上销售将是死路一条，我们对电商的认知真的要被改写了吗？
就在不久前，人们对于亚马逊将要颠覆传统图书业这一点还深信不疑，亚马逊CEO杰弗里·贝索斯曾自信地宣告，“拥有500年光辉历史”的纸质书将要走到生命的尽头。
但事实却有点尴尬。在最初的爆发期过去后，电子书的销量已经遭遇瓶颈期，甚至开始下滑。根据美国图书出版者委员会的数据，仅2015年，主流图书市场的电子书销量就下滑了11%；与此同时，纸质书销量保持稳定，未出现下滑。
实体书店也出现复苏迹象，美国人口调查局的数据显示，2015年实体书店销量增长2.5%，而最初的回升早在2007年就出现了。今年上半年，增长率更是达到了6.1%。新开书店的数量也在稳步增长。
那么问题来了，亚马逊的遭遇只是代表图书行业的困境，还是说，我们对电商的整个认知都要被颠覆？
亚马逊惊觉风向已变，于是使出一计狠招
贝索斯显然是低估了实体书店和纸质书的力量，现在，他似乎也承认，如果亚马逊想继续扩大自己在图书市场的份额，那么只有投资线下实体书店这一条路可走。
抛开商业逻辑不说，亚马逊的“险恶用心”是昭然若揭的。发现靠电子书击败传统图书业无望后，他们现在似乎企图在传统书店自身的地盘上挑衅。亚马逊显然清楚，若要开实体书店，自己也有的是优势。
亚马逊的规模和现金能力，都是个体经营的小书店，甚至是巴诺书店（Barnes & Noble）这样的连锁书店都无法比拟的。即便一开始亏损，亚马逊也完全有能力承受。贝索斯或许是真的爱书，但他更爱那种片甲不留、大获全胜的感觉。
而开实体书店或许只是亚马逊“下海”做实体店的第一步。今年十月，《华尔街日报》报道亚马逊正计划开设线下便利店，并搭配“免下车取货站（Drive-in Depot）”，顾客可以在线上购买，线下取货。
疑似亚马逊线下杂货店施工现场
此外，亚马逊还开设了用以兜售Kindle等硬件设备“快闪店”，现在，全美的购物商场中据说已有二十多家这样的快闪店。
为什么说“纯线上零售是不可持续的”？
如今，电商已经历了长达20的高速增长，但电商销售额仍然只占零售业总销售额的10%。
移动互联的普及也挤压着网上店铺的生存空间，因为他们已经很难像当年在网页端一样，尽可能多地展示自己的商品，这就大大限制了店铺的交叉销售和追加销售能力，也阻塞了销售策略。
与此同时，智能手机、App、通讯平台以及无间断连接的出现，也使得传统零售商与顾客之间的沟通更加方便，这种效果即使是在线下购物中也非常明显。
今天零售业的总体趋势应当是“全渠道”销售，也就是综合线下商店、线上店铺以及移动端App的一种销售策略，这不仅最大程度地发挥了智能手机的优势，也有效弥补了其缺陷。许多“全渠道”策略的先行者，都是像丝芙兰或诺德斯特龙百货这样经营实体店的传统品牌。
丝芙兰“全渠道”销售策略
但现在，以纯线上销售起家的品牌也开始入局。继美国当红眼镜电商品牌Warby Parker及男装电商品牌Bonobos之后，亚马逊也要采取这一策略。
“纯线上零售是不可持续的，”纽约大学营销专业的教授斯科特·加洛威（Scott Galloway）说道。他认为，巨大的折扣和高昂的物流成本是线上销售的两大特征，也正是这两点给亚马逊的盈利能力带来障碍。
他说，如果亚马逊继续保持纯线上销售的策略，那么它在未来将面临威胁。他认为，这家电商巨头大规模开设线下店，已经成为必然。
当然有一个疑问就是，电商出身的亚马逊能做好包含线下业务的“全渠道”销售吗？刚才提到的资金优势无疑是一个方面，另外，亚马逊庞大、高效的仓储及配送网络，也成为其进军线下的筹码。
不过需要承认的是，亚马逊在实体店经营方面确实缺乏经验，他们在软件和数据方面的专业程度毋容置疑，但和现实生活中形形色色的人打交道，却是另外一码事了。
但电商进击线下的真正目的是……
亚马逊实体书店是裸砖外墙的店面，配以黑色金属的窗框；室内是茶色硬木地板，书架和桌子都由厚实、带纹理的木板制成，甚至连巨大的电视机屏幕都嵌在木制边框中。平心而论，这样的设计既不算文艺也不算时髦，让人觉得舒适，却也没有什么独特之处，一句话：这很商场。
亚马逊书店外景
店内陈设也乏善可陈。齐头高的书架间是一条条狭窄的走道，架上齐刷刷地摆着畅销榜上名列前茅的图书，给人一种幽闭感。每一本书看起来都差不过，都是数据筛选出的“必读好书”。除了几把扶手椅和紧靠其中一面墙的长凳外，这家店看起来就和机场书店没什么两样。
亚马逊书店内景
亚马逊实体书店的真正特色，并不在于设计、销售方式，甚至是技术（这家科技巨头在其实体店里所用的“科技”可能就跟你在星巴克看到的差不多），而是在于定价。亚马逊书店内的图书上没有价格标签，顾客付多少钱，完全取决于他们有没有加入亚马逊Prime计划。
非Prime会员只能按店内定价购买图书，会员则可以按线上优惠价购买。要知道一本书的店内定价是多少，顾客就要把书拿到店内条形码扫描处，扫一下条形码，屏幕就会显示其价格。这一切看似麻烦，却暗藏亚马逊真正的动机：推广Prime计划。
平时，Prime会员不仅可能享受最好的快递服务，还能得到诸如免费租借电子书、视频等福利，可以说，Prime计划是亚马逊增加顾客忠诚度的核心策略。
或许，亚马逊打心眼里从未打算“屈尊”入局线下销售，并真正依靠实体店赚钱。今天的亚马逊书店，以及今后可能会开设的成百上千的实体商店，最终都只是网络店铺的附加物。