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网购热让两岸互利双赢

2018-11-25 12:00:00    中国经济网

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在网购促销节日“双十一”风靡大陆的同时,台湾也掀起了网购热潮。据台湾媒体报道,11月11日当天全渠道单日营业额超过新台币2亿元(约合4500万元人民币)。其中,东森购物仅线上单日业绩突破1.4亿元新台币(约合3150万元人民币),创开店15年来单日最高纪录。东森购物指出,“双十一”当天零时到中午,网络流量是平时的3倍,以商品分类来看,3C家电类别销售额最高。

“双十一”期间,台湾厂商的推销活动层出不穷。据台媒报道,10日晚,台湾网购龙头PChome推出“双十一”晚会,结合歌舞秀、舞台剧等表演穿插融入促销内容和优惠资讯。Yahoo奇摩通过虚拟现实(VR)技术,将所谓虚拟网红加入直播晚会,让消费者感受与科技创新的互动。

“双十一”不仅带火了台湾电商,家具、家电实体店也抢抓商机。联合新闻网称,台湾特力集团旗下特力屋等零售渠道全线出动,携手“特力+购物网”首度推出线上线下同步特价再8折优惠。台湾经济日报网称,电信业者铆足劲加码今年“双十一”档期,岛内五大电信运营商纷纷推出了优惠套餐。

除了台湾岛内电商积极推出各种促销活动,大陆多家电商平台举办的优惠购物活动也让今年台湾“双十一”氛围更加浓厚。据台湾《工商时报》报道,淘宝在台湾组建、扩大团队,开设淘宝大学,积极招募台湾卖家,同时举办网红招商大会,采取线上线下联动的新零售模式,与连锁零售通路特力集团合作开设智慧门店,进一步提升了台湾消费者的体验。

此外,阿里巴巴旗下的天猫,今年“双十一”则在台湾推出各种专属台湾会员的活动,除送红包、购物津贴、优惠券等传统促销手段外,还根据台湾人的习惯推出超商取货,更有走出网购虚拟世界的“环岛巡回车”,到各地发送大量“双十一”购物折扣码。

据台湾《联合报》报道,京东全球售负责人王珍表示,11月1日至10日期间,台湾销售金额同比增长逾5倍、订单量同比增长4倍。

按销售金额统计,台湾民众购买的首五类品类依次是计算机数码、消费电子类及配件、家用电器、汽车用品、家居用品;按累计售出商品件数统计,首五类品类依次是通讯及配件、图书、数码影音、个人健康电器、服饰内衣;按地域统计,购买力最强的5个地区依次是新北市、台北市、台中市、桃园市、高雄市,占台湾地区整体订单80%。

王珍表示,不少台湾消费者熬到11月11日零时开始抢购商品,第1小时的销售额比京东购物节“618”当天增长12倍,台湾、香港和澳门的销售总额占全球销售额的67%。

报道还称,台湾民众跨境网购数量愈来愈庞大,每天都有上万件低价快递货物进口,今年“双十一”购物节单月进口低价快递货物量预估可达到创新高的500万笔。

《中时电子报》称,台湾地区在今年天猫“双十一”全球狂欢节出口排行榜排名第三,仅次于香港地区和美国。

国台办发言人马晓光近日表示,大陆多家电商平台举办“双十一”购物活动,获得两岸民众和企业的热烈响应。台湾民众和台湾电商踊跃参与,很多台湾企业、在大陆的台资企业组织投放产品,开展促销。在全球规模最大的网络贸易平台上,台湾同胞既是消费者,也是销售商。这对于刺激台湾的消费,扩大出口贸易,发挥了积极作用。(经济日报记者 朱 琳)

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