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亚马逊收购全食超市 线上电商并购将颠覆实体零售连锁

2017-06-20 17:05:11   经济参考报

上周五,亚马逊(Amazon)宣布以137亿美元全现金形式收购美国第五大食品零售商——全食超市(WholeFoods Market),成为亚马逊史上数额最大的收购案。

消息传出后,标普500必需消费类股的总市值损失390亿美元,同行业股价损失达320亿美元,所有竞争对手均陷入股价暴跌状态。

其中,美国沃尔玛(Walmart)股价下跌约7%,克罗格(Kroger)下跌16%,塔吉特(Target)下跌12%。荷兰连锁超市Ahold Delhaize下跌7.5%,法国的家乐福(Carrefour)和Casino以及英国的乐购(Tesco)、森宝利(J. SAINSBURY)和Ocado也大幅走低。

与此同时,全食超市的股价则飙升27%,亚马逊股价上涨了3.3%。此前,全食超市已连续7个季度销量下跌。

此次并购给全球资本市场带来超级震撼,但在中国,有一些人认为,亚马逊此举不过是阿里并购联华超市及京东与沃尔玛战略联盟的翻版。甚至有人说,亚马逊总裁贝佐斯成了马云和刘强东的学生。但在笔者看来,这些说法实在有失偏颇。

的确,阿里巴巴最近频频投资,银泰百货、苏宁云商、三江购物和华联超市无不是其线下布局的棋眼。阿里期望通过线上线下贯通的营销、通路、供应链和商业业态重构,打造“新零售”模式。京东则通过并购1号店、投资永辉超市,以及与沃尔玛结盟来实现线上线下的相融共生,并在线下布局了19座“理想生活品牌体验店”。

中国已成为全球最大的网络零售市场,也即将成为全球最大的零售市场。数据显示,京东今年“6.18”的单日订单额达到了1199亿元,阿里巴巴去年“双11”的单日交易额也达到了1207亿元,而美国2016年“黑色星期五”的单日网购交易额为33.4亿美元。这一数据对比,不仅让我们领略到了中国在全球网络零售业的影响力,同时也容易给业界带来中国电商已引领全球零售业发展的错觉。

事实上,与国际零售巨头相比,在认识消费市场、把握消费心理、引导消费需求和细分罅隙市场的能力上,中国企业还难以企及,仍然要先当好“学生”,伺机超越,再做“先生”。

人满为患的城市综合体购物中心基本上引自发达国家的MALL模式,走红的《中国好声音》等真人秀节目的版权也大都购自海外。正是海外营销模式与中国庞大的消费购买力的完美结合,才导致了城市综合体购物中心的兴旺和真人秀节目的火爆,电商的情况同样如此。

2001年,亚马逊成为全球最大的综合网络零售商,并将自己定位为“以客户为中心的企业”。目前,亚马逊市值为4693.27亿美元,位居全球企业市值100强第四,超过阿里巴巴(3365.68亿美元)与京东(541.33亿美元)的市值总和。

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