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空间受压制 垂直电商跨界拓展谋转型

2017-09-11 07:42:42   新华网

  原标题 空间受巨头压制 垂直电商跨界拓展谋转型

聚美优品近日因先后投资共享充电宝项目和电视剧项目,受到股东质疑。随着电商巨头不断侵占市场份额,垂直电商的经营日益艰难,以唯品会、聚美优品为代表的老牌垂直电商以及母婴电商等,纷纷拓展品类或拓展经营领域。专家指出,垂直电商多元转型未来或并不乐观,理想状态是能够串联起有效的闭环,建立小型生态圈,从而形成自身的核心竞争力。

  跨界拓展业务

近日,聚美优品股东美国恒润投资公司连续发表公开信,称聚美优品不兑现诺言,将大量资金投资于与自身核心业务无关的业务。公开信指出,聚美并没有按照承诺,将2014年在美股IPO募集的资金,投资于核心业务的市场营销、品牌推广与产品开发,反而投资1430万美元用于电视剧的制作,并向一家手机移动充电电源初创公司街电投资4480万美元。

引发此次矛盾的导火索是8月31日聚美优品宣布已经完成对深圳街电科技的收购。聚美优品CEO陈欧表示,投资街电是为获得终端客户和流量,而投资制作电视剧和街电是对当下电商整体大趋势下滑的突围之举,也是战略性的选择。恒润投资则再次质疑聚美优品如何使股东们从非核心业务投资中受益。

不只是聚美优品,随着电商巨头在各个细分领域的不断渗透,垂直电商的生存空间不断被压缩,拓展经营领域和品类成为垂直电商应对生存压力下的一种选择。

主营领域为女性服装垂直品类的蘑菇街,自成立以来已经历多次转型,由最初的导购平台转型为B2C,2015年蘑菇街又回归社交电商,并且依靠网红经济的崛起,开展了直播等一系列业务。同样聚焦于服饰领域的唯品会,则从特卖模式转型为全品类的平台,获得更多的客群,目前已稳定在综合电商平台前列。

此外,竞争激烈的垂直领域还包括母婴电商,经过几轮惨烈的厮杀,垂直母婴电商平台所剩无几,贝贝网、蜜芽等垂直母婴电商平台纷纷选择拓展非主营业务。贝贝网加入到二手货品交易的市场当中,宣布将推出“闲置”业务,成为首个提供二手交易服务的母婴平台。蜜芽则在线下开起了儿童乐园,2016年蜜芽就战略投资了家庭亲子娱乐品牌悠游堂,布局线下生态。

  不宜盲目转型

和淘宝、京东这些全品类的电商巨头相比,垂直电商在某个领域扎根更深、理解更透。“选品”曾经是垂直电商的核心竞争力之一,但随着流量越来越贵、获取难度增大,同时电商巨头向细分领域拓展,都给垂直电商的经营带来了压力。在此之下,唯品会、聚美优品、小红书等一系列垂直电商平台都不可避免遭遇增长瓶颈。

中国电子商务研究中心主任曹磊对中国证券报记者表示,聚美优品前期的成功离不开其对品类选择和升级转型的准确把握。聚美优品选择专注细分市场,且把握住消费升级,及时由团购电商转型美妆电商。而盲目进入和主营业务并无关联的领域并非明智的选择,多元转型的理想状态是跨界领域与主营业务相关联,且能够串联起形成有效的闭环,建立小型生态圈,从而形成自身的核心竞争力。

不过垂直电商扩大品类、拓展经营领域,难免要与电商巨头展开更为激烈的同质化竞争。专家指出,品类扩展关联性要考虑到自己的行业和从属的领域有没有较强的连接性,做品类发展的时候要考虑用户是否买账。衡量企业是否适合品类扩展的条件有以下三条:第一,所在垂直领域的市场是否足够支撑自己的商业品牌;第二,市场和消费者是否足够支持品牌扩展;第三,要根据行业定位来考虑,明白用户的核心需求点,否则盲目性扩张只能成为企业的催命符。

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