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“做电商”VS“玩电商” 裸泳的始终在裸泳

2017-09-20 11:27:14   中国经济网

这种裸泳效应或许正在家电电商圈中显现,“做电商”与“玩电商”的参与者看似都取得了同样巨大的成功,但是在背后实实在在的差距却已经拉开。

无论是市场规模还是消费者评价,脚踏实地“做电商”的参与者的处境明显要优于喜好作秀“玩电商”的参与者。据工信部最新数据显示,服务品质导向型家电电商平台的代表京东家电已获得超过六成的线上市场份额,远远超过所有竞争对手。

不仅如此,在消费者的记忆中,两种不同的理念同样已经产生了无法被忽视的差距。如果客观的回忆对京东家电的印象,除了对商品品质的认可外,物流速度、售后服务体验都被人津津乐道。而提到全网最大的电商平台,消费者除了印象中服装鞋帽销量规模足够大之外,在物流速度以及售后服务层面的表现始终差强人意,甚至经常招致差评。

这种差距源于理念、价值观。形成于不同电商平台构建之初的理念。某些平台通过构建成本极低、完全开放的平台,满足了消费信息化的时代消费效率升级的需求,但也造成了日后低价竞争、微利甚至负利营销的畸形状态,并且为刷单造假数据的行为提供了可乘之机。

美国证券交易委员会(SEC)就曾对某大电商平台展开过调查,以检查其会计行为是否违反了美国法律。调查的具体内容包括合并报表行为、关联方交易的合规性,以及“双十一”购物节数据的真实性。 当时受这一消息影响,该电商股价次日下挫达6.82%。

闫小兵强调的“做电商”,就是要始终真实的脚踏实地做研究和为供应商提供真诚的服务,他经常对手下的业务人员说的话是:“坐在这个位子上的今年是你,明年还是你,所以自己要为自己的行为负责,今年通过虚假的手段提高了业绩,明年只能用另一个更大的谎言去弥补今年的漏洞。”

因此从一开始,京东家电的员工就被要坚持脚踏实地,做最真实的、不掺水分的针对消费者的销售,潜心研究产品、服务,去更好的服务真实的个人消费者而不是刷单的经销商。对于家电厂商来说,自家产品究竟在哪个平台上能真正销往消费者手中、哪个平台能真正把产品卖出去,恐怕只有厂商自己最清楚。

今年的双11又快到了,可以预见,一轮新的“玩电商”虚假数字游戏又将在喧嚣中上演。对于家电厂商来说,是在“玩电商”的泥沼里越陷越深,还是在“做电商”的正道上踏实耕耘,是一个迫在眉睫的重要选项。

(注:此文属于人民网登载的商业信息,文章内容不代表本网观点,仅供参考。)

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