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2017年成中国海外消费回流拐点 外媒称天猫国际等跨境平台崛起是主因

2017-08-04 16:02:06   国际在线

国际在线报道:春江水暖鸭先知。美国彭博社近日报道称,2017年已成中国海外消费回流拐点。中国游客不再像过去10年那样带着爆满的旅行箱回国,其原因是跨境电商的蓬勃发展,通过阿里巴巴旗下天猫等在线方式,消费者可以买到从迪奥口红到蓝尼罗河钻戒的各类商品。

英国金融时报的最新报道也得出同样的结论。报道称世界各地的零售商愈发依赖中国游客,但预订网站Hotels.com和益普索(Ipsos)的年度调查显示,中国游客把购物作为主要旅游动机的比例从2016年的逾三分之二下滑到今年的三分之一。

“国人出境游只为购物的想法明显减少,这是2017年的新变化,但这一趋势早就出现了。” 国内最大的跨境电商平台天猫国际总经理奥文称,在过去一年中,天猫国际市场规模在国内持续第一,累计服务消费者人数超过4000万,这个数据已超过2016年中国出境游人数的1/3。

奥纬咨询(Oliver Wyman)最新的年度调查发现,2016年单次出境游的平均消费额升高至2万元人民币,但单次出境游购物消费额从2015年的8050元人民币下降至约6700元人民币。

出境游数量和消费的持续上升与境外消费金额的持续下降形成的对比耐人寻味。

对此,奥文分析指出海外消费从火爆到回流经历了三个阶段。

首先跨境购物是“从无到有”,填补市场空白。国人海外购物首选国内买不到的商品。2014年,天猫国际首创跨境电商模式,很多无法通过一般贸易进入国内的海外新品有了新通路,八成以上国际品牌通过天猫国际第一次进入中国市场,满足了消费需求。

最新的变化是“从多到精”,引领消费升级。为了保证消费者能获取最优质的产品,近年来,天猫国际不断加强购物体验,在商品供应链、跨境物流和配送方面提供多重保障。以日本商品为例,国人日本游抢购马桶盖、大米曾经是轰动一时新闻。今年5月,天猫国际在日本率先启动“全球原产地溯源计划”, 当天包括moony等近150家日本品牌CEO出席见证,将实现每个进口商品将都有一张记录着前世今生的“身份证”,确保消费者在国内也买得放心。近日,天猫国际还启动了全球原产地溯源计划,与日本五大美容仪品牌联手成立亚洲美容仪联盟,帮助消费者足不出户,就买到全球好货和正品。

这一趋势也与国外市场的反馈相互印证。彭博社报道称,中国消费者将不再需要通过海外旅游囤货,而外国品牌越来越多地利用天猫等在线购物吸引中国买家,相应的,前往旅游城市的购物中心和门店的中国游客数量锐减。

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