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美国“黑五”线上线下角力 消费者51%购物预算为网购

2017-11-28 08:35:58   央广网

11月24日是美国“黑色星期五”购物促销日。图为在美国洛杉矶,一对父子采购后在街边休息。

新华社发

“潘尼百货下午两点开门,梅西百货下午5点开门,但大部分商场都是晚6点开门,营业到凌晨”,家住美国弗吉尼亚州的米莉和往年一样,翻阅着各大商场的“黑色星期五”(又称“黑五”)攻略,盘算着如何才能抢购到心仪的打折商品。

11月24日的“黑五”,开启了圣诞新年节日销售旺季。受“黑五”业绩鼓励,科尔、梅西百货、潘尼百货等零售类股票24日上午开始反弹。全美零售业联合会负责人马特·谢伊表示,这个“黑五”,几乎所有的零售商都在向我们提交业绩不错的报告。

然而据CNBC报道,梅西百货今年的股价已经下跌超过40%,潘尼的股价下跌了60%。尽管米莉和一些美国民众依然将逛商场作为“黑五”的传统活动,但更多美国消费者选择在网上“买买买”。

美国奥多比分析公司追踪了今年“黑五”期间美国100家最大零售网站80%的在线消费,数据显示,美国消费者在24小时内的网络购物达到创纪录的50.3亿美元,与2016年同期相比增加了16.9%。同时,移动终端购物金额也创下14亿美元的新纪录。该公司负责人泰勒·施莱纳预测,到圣诞新年期间,整个年终购物季美国的网上零售销售总额将达到1074亿美元,相比去年增长13.8%。

电商巨头亚马逊占据美国网购市场半壁江山,该公司24日表示,其订单数量“达到了创纪录的水平”,在当天的前5个小时内出售了超过20万件玩具。得益于喜人的销售业绩,亚马逊股价在“黑五”当天刷新纪录高位。

此外,美国还将迎来“网络星期一”,传统上这一天才是网络消费的最高峰。亚马逊在2016年的“网络星期一”卖出了6400多万件货品。奥多比分析公司预测,今年“网络星期一”的网上销售额将比“黑五”更大,预计销售额将达到60亿美元。

随着越来越多的人选择网上购物,传统零售业受到了巨大冲击。“黑五”开始前,一些美国媒体甚至发出了“这会是实体店的最后一个‘黑五’吗”的疑问。

德勤会计师事务所的一项民调数据显示,美国消费者把“黑五”购物预算的51%花费在网购上,42%在实体店。数据分析公司“ShopperTrak”高级主管布莱恩·菲尔德表示,无论是在感恩节还是在“黑五”,实体店的客流量实际上比去年同期下降了近2%,“这可能是因为多数实体零售商选择在感恩节闭店”。

在此情况下,一些商场结合了“线上+线下”的销售模式。科尔商场公司首席执行官凯文·曼塞尔24日晚发表声明称,超过1600万人次访问了该公司网站,超过了任何之前的流量或销售先例。而无论是在线还是在实体店,该公司“黑五”的销售和流量都非常强劲,均创下了“破纪录”的感恩节销售量。

据全美零售业联合会预计,今年11月和12月的线上线下的假日季销售额将同比增长3.6%至4%,在6787.5亿至6820亿美元之间。“线上+线下”,科尔“黑五”业绩的成功也是当下美国实体店走出困境的途径之一。

(本报华盛顿11月27日电)

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