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三、商品结构
根据维他购用户消费数据显示,海淘用户更加注重食品保健品的品牌、价格差异,用户最喜爱的商品类目前五名分别是母婴产品、美容彩妆、家居个护、环球美食、营养保健等。因而网易考拉海购的商品种类涵盖了母婴、美妆、美食、保健等大部分海外品类商品类目,且自营集采使得某些品类价格同其他跨境电商平台低;洋码头主打女性美妆产品,也有些服装鞋子等品类,总体来说商品品类有限,也因买手制使得部分商品价格远低于其他平台而令人质疑;世舶汇主打家庭健康生活理念主营商品聚焦在安全、健康上,主要类目包括保健品及家居生活用品及部分个护消费品,因平台签订品牌厂商直邮也有一定的价格优势;小红书商品也以美容彩妆产品为主,也涉及少量其他商品品类,总体并不多。由此,可以看出,各家定位不同,选择的商品结构也有一定差异,但谁对用户更有吸引力则各说纷云了。
四、用户结构
笔者综合观察跨境电商平台的广告投放及对外报道来看,网易考拉海购目前用户集中在一线城市的白领阶层,而持续发力点也在此;洋码头用户也主要集中在上海、北京、江苏、广东等一线城市,涉及二三线城市用户少;世舶汇起步晚,兼顾一线城市用户需求的同时,通过中华网15个重点省市的分站获取来自其他二三线城市的客流流量;小红书用户也主要集中在北上广深等一线城市,二三线城市用户较少。其实,各项数据一再表明海淘不再仅仅是一线城市的专利,二三线城市也开始发力,有数据显示,河南、湖北、四川这些中西部地区省份发力迅猛。而在用户人群的的选择上,更多的跨境电商平台还是以一线城市为主,在笔者看来并不明智。
众所周知,在电商领域,平台大,资金雄厚,才有可能掌握更多的主动权和议价权。很多国外知名品牌商在选择合作对象的时候也是非常挑剔的,对合作电商的知名度、口碑、管理、品牌都有自身的考量,更愿意同大平台、信用度高的企业达成合作意愿。基于此,笔者认为网易考拉海购和世舶汇,作为拥有良好品牌口碑的跨境电商平台,更容易获得品牌商们及用户的信赖。但一个优秀的跨境电商平台,所承担的责任与风险也是很大的。跨境电商未来的发展方向必然是有利于降低交易成本、营造良好的环境,促进全球贸易便利化和经济长期健康发展,目前看来,跨境电商平台还有足够的空间去深度挖掘,各家根据自身特色,精耕细作,“小而美”也未尝不是未来一种可以突破的方向。
责任编辑:孙启浩 CN037
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