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网络零售比例提至83% 线上线下融合促制造业升级

2017-09-14 09:31:30   中国经济网

线上线下融合发展带动实体商业焕发生机。越来越多的实体商业主动运用网络平台、移动终端、社交媒体开展全渠道营销,在营销、支付、售后服务等方面加强线上线下的互动。近日,商务部例行新闻发布会上透露的数据显示,零售连锁百强企业开展网络零售的比例提升至83%,是全国企业互联网应用平均水平的2.5倍。商品交易市场向信息化、定制化、平台化方向发展,延伸服务链条,引导以需定产、柔性制造,用有效供给带动消费升级。

网络零售比例大幅提升

据艾媒咨询发布的《2017上半年中国品质电商专题研究报告》显示,2017年,中国网络零售市场交易额预计将达到6.5万亿;在2015年,中国人在网上买了4万亿人民币的商品,已是位居全球第一;2016年中国网络零售市场交易额达5.16万亿元,同比增长26.2%。从2014年的49.7%,2015年的33.3%,中国网上零售的增速虽在放缓,但仍远远跑在其他业态的前面。

网上零售增长空间巨大,所形成的市场蛋糕,对于各方的诱惑都是不言而喻的。电商模式与传统商业模式之间谁优谁劣,谁生谁死?与其纠结,抓住机遇,优势互补更为实在。实际上,电商早已成为传统零售业转型升级的重要“抓手”。据商务部近日例行新闻发布会上透露的数据显示,零售连锁百强企业开展网络零售的比例已然提升至83%,是全国企业互联网应用平均水平的2.5倍。

商务部新闻发言人高峰在发布会上表示,自去年4月国务院办公厅印发《关于深入实施“互联网+流通”行动计划的意见》以来,越来越多的实体商业主动运用网络平台、移动终端、社交媒体开展全渠道营销,在营销、支付、售后服务等方面加强线上线下的互动。

如今,我国网络零售市场继续保持中高速增长,已成为带动零售业增长的主要动力。

为制造业“插上翅膀”

网络零售与传统店商融合,带来的不仅是服务市场的繁荣,也是制造业的契机。网络零售对振兴制造业作用显著。日前,中国贸促会研究院在北京发布指出,网络零售除了可以提升制造企业收入与利润外,还可以扩大制造企业销售规模、降低企业成本、提高运营效率与企业品牌影响力。

相比实体零售来说,网络零售最突出的特点就是打破销售地域半径和营业时间的限制,由此带来的直接影响,便是制造企业市场份额和销售规模的扩大。研究结果表明,制造企业在网络零售方面每投入100万元会带来70.9万元的直接效益提高。

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