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进军中国市场 日本电商胜算几成

2017-08-09 09:12:17   中国经济网

据日本产经省测算,至2020年,由日本到中国的单向跨境电商年度销售额将达到约2万亿日元。《日经产业新闻》称,日本电商企业看好中日跨境电商市场,将与阿里巴巴等中国企业展开竞争。

报道还透露,位于东京都港区的inarora会社已经开始行动,近期融资23亿日元,采取制作商品实物展示、产品历史和生产过程实况纪录片并上传网络等方式,积极开拓中日跨境电商市场。中国跨境电商正面临来自日本企业的竞争。

中国市场有魅力

是什么原因使日本电商企业将目光投向中国?

中国现代国际关系研究院日本研究所副研究员刘云在接受国际商报记者采访时指出,日本电商开拓两国跨境电商市场的最主要原因是看重中国强大的消费能力,特别是中国居民对高质量商品的需求度与日俱增,尤其是代购等方式的销售日益火爆,更加强了日本电商希望能直接与中国市场对接的愿望。

中国电子商务研究中心B2B与跨境电商部主任、高级分析师张周平说,受中国巨大的进口电商消费市场的驱动,近年来进口电商实现了爆发式增长。“由于中国消费者对国外优质商品颇为青睐,加之国内外商品存在价差空间,中国消费者对国外商品的需求日益强劲。”

中国电子商务研究中心最新发布的《2016~2017年度中国跨境进口电商发展报告》(以下简称“报告”)显示,2016年,中国跨境进口电商交易规模为12000亿元,同比增长33.3%。中国跨境进口电商交易规模已经跨入“万亿时代”,随着跨境进口电商的普及,预计2017年交易量将增长至18543亿元,同比增长54.5%。

张周平还指出,得益于中国政府在政策层面的疏导,此前限制跨境进口电商的很多环节已被打通,包括物流、支付、通关、税收等环节,这使得进口电商进一步深入中国市场成为可能,也让更多的外国企业看到了机会。“目前跨境进口电商尚处于蓝海期,多国电商都在纷纷布局这一领域。”

要进来不容易

面对来自日本电商企业的挑战,中国企业显得很有底气,因为日本电商想要进入中国市场并不容易。

张周平坦言:“针对中国B2C(商对客)市场,日本电商的机会较少,阿里巴巴、京东、网易这样的中国电商大平台已经占据了跨境进口市场的大部分份额,日本企业很难在这里占据一席之地。”

现在,中国跨境电商进口平台已经初步显现出寡头效应。据报告提供数据,按整体交易额计算,2016年中国的主流跨境进口电商平台中,网易考拉海购排名第一,占21.4%的份额;天猫国际购第二(17.7%);唯品国际第三(16.1%);京东全球购第四(15.2%);聚美极速免税店第五(13.6%);其后才是小红书(6.4%)和洋码头(5.3%)以及其他跨境进口电商。

不过,张周平也提出,针对B2B(商对商)市场,尤其是在跨境进口供应链方面,日本企业优势明显,进军中国市场可利用其强大的供应链基础来与中国企业竞争。

亿邦动力董事长郑敏在7月28日召开的全球跨境电子商务大会上说,如今,跨境电子商务始终保持着30%左右的增长速度,并且其背后的品类支撑已经从低质低价向高质优价转变。

当然,中国电商企业同样看中日本商品的品质。据日媒近日报道,中国方正集团从7月下旬开始面向日本中小厂商启动跨境电商支援服务,并全权承担从构建网站到发送商品的所有业务,其在服务开始之初甚至还将提供免费试用期。

刘云进一步指出,中国电子商务的发展水平已经位居国际前沿,特别是在电子支付方面,比如支付宝、微信支付等软件非常便捷,日本的相关企业在此方面则显得落后。“在中国电商企业已经开始布局海外市场,研究如何借助‘一带一路’倡议这样的国家政策‘走出去’的时候,日本电商企业还在考虑如何进行基础架构的问题。如此来看,日本电商企业在成熟的中国市场并没有太多施展机会。”

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