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中国网民需求旺盛 跨境电商成欧洲制造入华新通道

2017-04-26 10:16:00   经济参考报

  瞄准中国中等收入阶层

十年前,很多欧洲产品压根儿都没想过打入中国市场。如今,低迷的欧洲经济让很多当地商人迫切需要拓展中国市场,中国的跨境电商正好给了他们新机会。

张蕾表示,对一个新的欧洲品牌来说,如果抓住中国跨境电商机遇,将实现弯道超车;而对一些已经通过一般贸易形式进入中国市场的品牌来说,如果不能有效了解中国消费者当前需要什么,就可能会被后来者超越。“跨境电商不仅会改变欧洲品牌在华市场的排名,同时因为中国有着13亿人口的巨大市场,还能促进欧洲品牌在原产国和全球范围内市场排名的提升。”

而欧洲企业之所以选择与中国的跨境电商合作,一大原因来源于对中国中等收入阶层崛起后带来的巨量市场的预判。此前,瑞信研究院发布的《2016年度全球财富报告》显示,中国的中等收入人数全球第一,占比高达33%,而到2021年,全球预计新增的2亿中等收入人数中有一半将来自中国。

过去十年里,中国人的消费模式已发生了重大变化,其中最为显著的一点是,基本生活必需品的支出份额下降。而根据马斯洛需求层次理论,温饱问题解决后,自然会向更高一层的需求迈进。

事实上,中国消费市场已进入消费升级时代,消费者对品质、安全的追求超越了对价格的敏感性。

另外,近年来中等收入阶层也已逐渐从网购的支流变成了主流。据波士顿咨询发布的调查报告显示,中国网购的主力人群并非低收入人群,而是富裕家庭。资料显示,频繁网购者的年均网购消费额超过1900美元,在线消费额占其支出总额的27%;而非频繁网购者的年均网购消费额约为775美元,在线消费额仅为其支出总额的11%。

张蕾说,来自欧洲的高品质商品正成为中国富裕家庭的新宠,而作为中国新一代消费市场的主力军,80后和90后的年轻一代给欧洲产品带来了巨大增长潜力。

 还需建立互信降低贸易门槛

虽然飞速增长的中国跨境电商市场让许多欧洲品牌为之心动,但还是有一些欧洲中小企业对此持观望态度。究其原因,一是企业实力和资源有限,二是对中国网民的消费特性并不了解。

德国工商会中德经济合作部部长 Sonja Muller就提出了这样一个问题,“中国人口众多,市场增速太快,很多品牌商即便增产往往也很难满足市场需求”,这成为不少欧洲品牌商在中国市场策略上的一大顾虑。

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