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国电子商务行业的增长，正在从那些侧重于个人之间实物交换的网站，向那些直接向消费者销售产品的网站转移。这推动了北京京东世纪贸易有限公司(Beijing Jingdong Century Trading Co.)等在线零售企业的成长，并迫使行业巨头阿里巴巴集团(Alibaba Group Holding Ltd.)适应新的环境。京东在其网站京东商城(360buy.com)上出售各种各样的商品。京东等公司正在开展融资活动，并争先恐后地扩大它们在中国在线商对客(B2C)市场中的份额。据估计，这个市场的规模将在两年后达到目前的三倍。
为应对这种日益激烈的竞争，阿里巴巴集团已将它在中国的主要电子商务网站淘宝商城(Taobao Mall)和淘宝集市(Taobao Marketplace)分拆为不同的子公司，以帮助推动其成长。淘宝商城集结了其他企业运营的零售店，淘宝集市则是一个联系个人买家和卖家的交易工具。
与此同时，越来越多销售女式内衣、电子产品等细分产品的在线零售商都在开店，而搜索引擎百度(Baidu Inc.)等过去没有注重电子商务的公司，也在考虑进入这个成长中的市场。
北京研究公司BDA China Ltd.董事长克拉克(Duncan Clark)说，总体上来讲，短期内商对客市场的竞争将会变得更加激烈，但从长远来看，它比客对客（C2C）市场还是更有前途。克拉克说，企业的在线销售正在从中国的客对客网站手中夺取市场份额，特别是在中国的大城市。
据北京研究公司易观国际(Analysys International)估计，2013年中国商对客网站的销售额预计将从今年的1,980亿元（310亿美元）左右增长两倍多，达到6,500亿元。易观国际说，到2013年，商对客销售额在中国在线销售总额中的比例将从今年的25%增至47%。
中国B2C网站的销售额在2年内可能会增长3倍。
淘宝商城自己不卖东西，而是集结了很多企业所开的网上商店。这些企业既有小型夫妻档，也有Gap Inc.这样的零售业巨头。淘宝商城曾说，当前它并无自己的IPO计划。但该公司上个月说，它将允许三四十家在线零售商在其网站上开店，作为与规模更小的竞争对手联合、扩大商品种类的策略的一部分。淘宝商城还将提高对入驻商户的收费，以此吸引拥有高质量产品和优质客户服务的零售商入驻。
中国消费者网上购物的钱基本上都是通过阿里巴巴旗下的网站花出去的。据易观国际数据，淘宝商城第二季度在网上商对客市场取得33%的占有率，排名第一，京东以12%的市场份额排名第二。
行业内的其他重要企业还包括亚马逊旗下的卓越亚马逊(Joyo Amazon)和当当网(E-Commerce China Dangdang Inc.)。当当网是一家在线图书零售商，去年12月在纽约证券交易所(New York Stock Exchange)上市，它计划在图书以外销售更多种类的商品。但据易观国际数据，就连作为业内第三大公司的卓越亚马逊在第二季度的市场份额也才2%。这说明，随着严酷的竞争挤压利润率、并提高用户对更佳服务、更快配送时间的需求，这个行业还有很大的整合空间。
德意志银行(Deutsche Bank AG)分析师海勒威尔(Alan Hellawell)说，很多人都在谈，中国会不会出现美国亚马逊那样的霸主；我的初步观点是，它可能不会是一个赢者通吃的市场。
京东和淘宝均拒绝置评。
中国在线零售业的崛起，并不意味着淘宝集市或腾讯控股(Tencent Holdings Ltd.)旗下拍拍网(Paipai.com)等客对客网站将走向终结。阿里巴巴集团董事长马云(Jack Ma)上个月说，公司立志让淘宝商城和淘宝集市的交易总额从去年的4000亿元增至2012年的1万亿元，而淘宝商城的目标只是为这个总额贡献五分之一的比例。
但分析师说，从长远来看，京东和淘宝商城这种商对客模式的利润率可能会高于淘宝集市这样的客对客网站。淘宝商城从入驻商户那里收取佣金，淘宝集市不对交易收费，也不收挂牌费，收入主要来自广告。淘宝商城和淘宝集市都未上市，不披露它们的财务细节。
易观国际分析师陈寿送说，用户到客对客网站购物的主要原因是产品种类多，且价格比较便宜，但这些优势可能会减弱；商对客网站的产品种类正在迅速增多，而且它们可以有更好的产品质量和服务保证；客对客网站的价格优势已经开始逐步减弱。
Owen Fletcher
（本文版权归道琼斯公司所有，未经许可不得翻译或转载。）
Growth in China's e-commerce sector is shifting toward sites that sell goods directly to consumers over those that focus on bartering between individuals, boosting online retailers such as Beijing Jingdong Century Trading Co. and forcing industry giant Alibaba Group Holding Ltd. to adapt.
Companies like Jingdong, which sells a broad range of goods on its 360buy.com website, are raising funds and racing to expand their share of online business-to-consumer sales in China, a market that is forecast to triple in size over the next two years.
Alibaba Group has responded to the intensifying competition by splitting up its dominant Chinese e-commerce sites -- Taobao Mall, which hosts online stores run by other businesses, and Taobao Marketplace, a trading service that links individual buyers and sellers -- into separate units to help drive growth.
Meanwhile, a growing number of online retailers selling niche products like lingerie or electronics are opening up shop, while companies that haven't traditionally focused on e-commerce, such as Chinese search engine Baidu Inc., also are looking to jump into the growing market.
'Generally what we see is competition will become more fierce in [the business-to-consumer market] in the near future, but it's still more promising than [the consumer-to-consumer market] in the long term,' says Duncan Clark, chairman of Beijing-based research firm BDA China Ltd. Online sales by businesses are taking market share from consumer-trading websites in China, especially in the country's biggest cities, Mr. Clark says.
Sales on Chinese business-to-consumer websites are expected to more than triple to 650 billion yuan, or about $102 billion, in 2013 from around 198 billion yuan, or $31 billion, this year, Beijing research firm Analysys International estimates. By 2013, business-to-consumer sales will account for 47% of total online sales in China, up from 25% this year, Analysys says.
Jingdong and Alibaba's Taobao Mall are at the center of the battle for that market. Jingdong, which sells mostly direct to consumers, much like Amazon.com Inc., is aiming to raise as much as $4 billion to $5 billion from an initial public offering in the first half of 2012, people familiar with the situation said last month. If it succeeds, it could be the largest Internet IPO in U.S. history.
Taobao Mall, which doesn't sell goods itself but hosts online stores run by businesses ranging from small mom-and-pop operators to retail giants like Gap Inc., has said it has no current plans for an IPO of its own. But last month, the company said it would allow more than three dozen online retailers to open stores on its site as part of a strategy that involves teaming up with smaller rivals to broaden its offerings. Taobao Mall also is charging merchants more to participate on its site in an effort to attract retailers with high-quality products and good customer service.
Much of the money Chinese shoppers spend online flows through Alibaba's sites -- Taobao Mall ranked first in online business-to-consumer sales in the second quarter, capturing 33% of the market, compared with 12% for second-place Jingdong, according to Analysys.
Other top companies in the sector include Amazon.com's Joyo Amazon, and E-Commerce China Dangdang Inc., an online book retailer that listed on the New York Stock Exchange in December and is looking to sell a broader range of goods. But even Joyo Amazon, the third-biggest company in the sector, had a market share of just 2% in the second quarter, Analysys said, reflecting wide room for the industry to consolidate as tough competition pressures margins and boosts demands from users for better service and faster delivery times.
'There is kind of incessant dialogue around whether there will be a dominant player such as Amazon.com in China,' said Deutsche Bank AG analyst Alan Hellawell. 'My initial take is that it's probably not going to be a winner-take-all market.'
Both Jingdong and Taobao declined to comment.
The rise of online retail in China doesn't mean the end of consumer bartering on websites like Taobao Marketplace or Paipai.com, a rival site run by Tencent Holdings Ltd. Alibaba Group Chairman Jack Ma last monthsaid the company is aiming for one trillion yuan in combined transactions on Taobao Mall and Taobao Marketplace in 2012, up from around 400 billion yuan last year, with Taobao Mall aiming to contribute just one-fifth of that combined total.
But analysts say a business-to-consumer model like that of Jingdong or Taobao Mall, which takes commissions from merchants on its site, may yield higher margins in the long term than a consumer-trading site like Taobao Marketplace, which doesn't charge transaction or listing fees and gets most of its revenue from advertising. Taobao Mall and Taobao Marketplace are closely held and don't disclose their financial details.
'The main reasons users turn to [consumer-trading] sites are because the product range is wide . . . and the prices are fairly cheap,' but those advantages may erode, said Analysys analyst Chen Shousong. 'The product range on [business-to-consumer] sites is growing fast, and they can better guarantee product quality and service. And the price advantage held by [consumer-trading sites] has started slowly shrinking.'
Owen Fletcher
本文涉及股票或公司
Companies like Jingdong, which sells a broad range of goods on its 360buy.com website, are raising funds and racing to expand their share of online business-to-consumer sales in China, a market that is forecast to triple in size over the next two years.
Alibaba Group has responded to the intensifying competition by splitting up its dominant Chinese e-commerce sites -- Taobao Mall, which hosts online stores run by other businesses, and Taobao Marketplace, a trading service that links individual buyers and sellers -- into separate units to help drive growth.
Meanwhile, a growing number of online retailers selling niche products like lingerie or electronics are opening up shop, while companies that haven't traditionally focused on e-commerce, such as Chinese search engine Baidu Inc., also are looking to jump into the growing market.
'Generally what we see is competition will become more fierce in [the business-to-consumer market] in the near future, but it's still more promising than [the consumer-to-consumer market] in the long term,' says Duncan Clark, chairman of Beijing-based research firm BDA China Ltd. Online sales by businesses are taking market share from consumer-trading websites in China, especially in the country's biggest cities, Mr. Clark says.
Sales on Chinese business-to-consumer websites are expected to more than triple to 650 billion yuan, or about $102 billion, in 2013 from around 198 billion yuan, or $31 billion, this year, Beijing research firm Analysys International estimates. By 2013, business-to-consumer sales will account for 47% of total online sales in China, up from 25% this year, Analysys says.
Jingdong and Alibaba's Taobao Mall are at the center of the battle for that market. Jingdong, which sells mostly direct to consumers, much like Amazon.com Inc., is aiming to raise as much as $4 billion to $5 billion from an initial public offering in the first half of 2012, people familiar with the situation said last month. If it succeeds, it could be the largest Internet IPO in U.S. history.
Taobao Mall, which doesn't sell goods itself but hosts online stores run by businesses ranging from small mom-and-pop operators to retail giants like Gap Inc., has said it has no current plans for an IPO of its own. But last month, the company said it would allow more than three dozen online retailers to open stores on its site as part of a strategy that involves teaming up with smaller rivals to broaden its offerings. Taobao Mall also is charging merchants more to participate on its site in an effort to attract retailers with high-quality products and good customer service.
Much of the money Chinese shoppers spend online flows through Alibaba's sites -- Taobao Mall ranked first in online business-to-consumer sales in the second quarter, capturing 33% of the market, compared with 12% for second-place Jingdong, according to Analysys.
Other top companies in the sector include Amazon.com's Joyo Amazon, and E-Commerce China Dangdang Inc., an online book retailer that listed on the New York Stock Exchange in December and is looking to sell a broader range of goods. But even Joyo Amazon, the third-biggest company in the sector, had a market share of just 2% in the second quarter, Analysys said, reflecting wide room for the industry to consolidate as tough competition pressures margins and boosts demands from users for better service and faster delivery times.
'There is kind of incessant dialogue around whether there will be a dominant player such as Amazon.com in China,' said Deutsche Bank AG analyst Alan Hellawell. 'My initial take is that it's probably not going to be a winner-take-all market.'
Both Jingdong and Taobao declined to comment.
The rise of online retail in China doesn't mean the end of consumer bartering on websites like Taobao Marketplace or Paipai.com, a rival site run by Tencent Holdings Ltd. Alibaba Group Chairman Jack Ma last monthsaid the company is aiming for one trillion yuan in combined transactions on Taobao Mall and Taobao Marketplace in 2012, up from around 400 billion yuan last year, with Taobao Mall aiming to contribute just one-fifth of that combined total.
But analysts say a business-to-consumer model like that of Jingdong or Taobao Mall, which takes commissions from merchants on its site, may yield higher margins in the long term than a consumer-trading site like Taobao Marketplace, which doesn't charge transaction or listing fees and gets most of its revenue from advertising. Taobao Mall and Taobao Marketplace are closely held and don't disclose their financial details.
'The main reasons users turn to [consumer-trading] sites are because the product range is wide . . . and the prices are fairly cheap,' but those advantages may erode, said Analysys analyst Chen Shousong. 'The product range on [business-to-consumer] sites is growing fast, and they can better guarantee product quality and service. And the price advantage held by [consumer-trading sites] has started slowly shrinking.'
Owen Fletcher
本文涉及股票或公司
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