本文是工商管理專業(yè)的Essay范例,題目是“Economic Impact of Online Shopping on Stores | China's Retail Industry(網(wǎng)上購物對商店的經(jīng)濟影響影響中國零售業(yè))”,中國在過去30年里創(chuàng)造了經(jīng)濟發(fā)展的奇跡。作為世界上最大的消費市場,它在電子商務(wù)市場上占據(jù)了領(lǐng)先地位。Kantar retail的數(shù)據(jù)顯示,2014年,中國零售總額增長的33.5%來自在線銷售,總額為4580億美元。它是世界第一,比第二的美國(2970億美元)高出1610億美元。根據(jù)中國國家統(tǒng)計局的數(shù)據(jù),2017年前兩個月,中國網(wǎng)絡(luò)零售額達(dá)到1243.9億美元,約占總零售額8403億美元的14% (CIW, 2017)。
Introduction介紹
China has created miracle in economic development over the past three decade. As the biggest consuming market in the world, it has acquired the leading position in the e-commerce market. In 2014, 33.5% of total retail growth in China was contributed from online sales with the amount of US$458 billion according to Kantar Retail. It was addressed No.1 in the world and higher than the second USA (US$297 billion) by US$161 billion. In the first two months of 2017, China’s online sales dramatically reached US$124.39 billion according to National Bureau of Statistics of China, which approximately accounted for 14% of total retail sales US$840.3 billion (CIW, 2017).
In general, e-commerce is used to be defined with 3 fundamental models, B2B (business-to-business), B2C (business-to-consumer), C2C (consumer-to-consumer), they will be realized from online shopping. China’s e-commerce market emerged in 1990s and experienced rapid growth after 2008. Alibaba can be taken as the leading representative enterprise. It founds Taobao in 2003, the biggest online shopping platform, and separated Tmall to strengthen B2C in 2012 (E-Commerce in China, 2016). In terms of B2C model, Jingdong, Suning, Dangdang were successively emerging and extremely boosted online shopping development. They currently have dominated almost 80% market share of China online shopping platform.
一般來說,電子商務(wù)被定義為3個基本模型,B2B(企業(yè)對企業(yè)),B2C(企業(yè)對消費者),C2C(消費者對消費者),它們將通過網(wǎng)上購物來實現(xiàn)。中國電子商務(wù)市場興起于上世紀(jì)90年代,2008年后經(jīng)歷了快速增長。阿里巴巴可以作為領(lǐng)先的代表企業(yè)。它于2003年成立了最大的在線購物平臺淘寶,并于2012年拆分天貓,強化B2C(電子商務(wù)在中國,2016)。B2C模式方面,京東、蘇寧、當(dāng)當(dāng)相繼出現(xiàn),極大地推動了網(wǎng)購的發(fā)展。他們目前占據(jù)了中國網(wǎng)購平臺近80%的市場份額。
In general, e-commerce is used to be defined with 3 fundamental models, B2B (business-to-business), B2C (business-to-consumer), C2C (consumer-to-consumer), they will be realized from online shopping. China’s e-commerce market emerged in 1990s and experienced rapid growth after 2008. Alibaba can be taken as the leading representative enterprise. It founds Taobao in 2003, the biggest online shopping platform, and separated Tmall to strengthen B2C in 2012 (E-Commerce in China, 2016). In terms of B2C model, Jingdong, Suning, Dangdang were successively emerging and extremely boosted online shopping development. They currently have dominated almost 80% market share of China online shopping platform.
一般來說,電子商務(wù)被定義為3個基本模型,B2B(企業(yè)對企業(yè)),B2C(企業(yè)對消費者),C2C(消費者對消費者),它們將通過網(wǎng)上購物來實現(xiàn)。中國電子商務(wù)市場興起于上世紀(jì)90年代,2008年后經(jīng)歷了快速增長。阿里巴巴可以作為領(lǐng)先的代表企業(yè)。它于2003年成立了最大的在線購物平臺淘寶,并于2012年拆分天貓,強化B2C(電子商務(wù)在中國,2016)。B2C模式方面,京東、蘇寧、當(dāng)當(dāng)相繼出現(xiàn),極大地推動了網(wǎng)購的發(fā)展。他們目前占據(jù)了中國網(wǎng)購平臺近80%的市場份額。
Factors boosting online shopping in China推動中國網(wǎng)購的因素
Some key factors play the crucial roles in booming online shopping market in China. First of all, it is contributed from the development of internet and mobile network, as well as smart phone penetration. Chinese consumer can visit online shopping website whenever or wherever they are. “In the first half of 2014, on average, 26% of China’s online purchases were made via its 780 million active mobile devices”. (Morgan Stanley, 2015) In addition, urbanization is expanding at an unprecedented scale along with economic growth in China. The majority of consumers are dwelling in cities. Fast-paced life style gradually influences their shopping behavior. They incline to convenient shopping even with delivery service to home rather than traditional store visit in the crowd. On the other side, traditional business model constraint physical store spreading as consumer’s expectation especially in rural or remote areas. Consequently, a certain percentage of e-shopper or e-retailer from such areas can be benefited from B2C or C2C platform.
一些關(guān)鍵因素發(fā)揮了關(guān)鍵作用蓬勃發(fā)展的網(wǎng)上購物市場在中國。首先是互聯(lián)網(wǎng)和移動網(wǎng)絡(luò)的發(fā)展,以及智能手機的普及。中國消費者可以隨時隨地訪問在線購物網(wǎng)站。“2014年上半年,中國平均26%的網(wǎng)上購物是通過其7.8億活躍移動設(shè)備完成的?!?/span>(Morgan Stanley, 2015)此外,隨著中國經(jīng)濟的增長,城市化正在以前所未有的規(guī)模擴張。大多數(shù)消費者居住在城市。快節(jié)奏的生活方式逐漸影響他們的購物行為。他們傾向于方便的購物,甚至有送貨上門的服務(wù),而不是傳統(tǒng)的在人群中去商店。另一方面,傳統(tǒng)的商業(yè)模式限制了實體店作為消費者期望的傳播,特別是在農(nóng)村或偏遠(yuǎn)地區(qū)。因此,這些地區(qū)一定比例的電商或電商可以受益于B2C或C2C平臺。
Features of online shopping in China中國網(wǎng)上購物的特點
Compared with traditional physical store, the online shopping is advantaged of convenience, lower price, and more choices for consumer. Chinese online shopping also has some unique features. Firstly, the online retailers are entirely online-only retailers rather than multi-channel retailers with both online and offline presence, such as Alibaba, its business model initiated from C2C with well-known platform Taobao and then strengthened B2C with separated brand Tmall. Secondly, Chinese online shoppers are mostly price sensitive users. To some degree, price difference with physical store is still the key driver for their purchasing motivation. The representative example is from Double 11 shopping day launched by Alibaba. “Retailers on Alibaba’s platforms had recorded $17.8 billion worth of gross merchandise volume in 2016 “(Ming, C.2016). Furthermore, Chinese online shopping is entering into a stage implemented with mobile especially smart-phone and promoted by diverse social medias, which is due to faster and cheaper 4G network penetration. According to Morgan Stanley report, “In the first half of 2014, on average, 26% of China’s online purchases were made via its 780 million active mobile devices.”
與傳統(tǒng)實體店相比,網(wǎng)上購物具有方便、價格低廉、消費者有更多選擇的優(yōu)點。中國的網(wǎng)上購物也有一些獨特的特點。首先,線上零售商是完全的線上零售商,而不是線上線下兼營的多渠道零售商,如阿里巴巴,其商業(yè)模式從C2C起步,以知名平臺淘寶為平臺,然后以獨立品牌天貓強化B2C。其次,中國的網(wǎng)購者大多是價格敏感的用戶。在某種程度上,與實體店的價格差異仍然是他們購買動機的關(guān)鍵驅(qū)動因素。最具代表性的例子就是阿里巴巴推出的雙十一購物節(jié)?!?/span>2016年,阿里巴巴平臺上的零售商錄得178億美元的商品交易總額”(Ming, C.2016)。此外,由于4G網(wǎng)絡(luò)的普及速度更快、價格更低,中國的網(wǎng)上購物正進入一個以移動設(shè)備,尤其是智能手機為載體,通過各種社交媒體進行推廣的階段。根據(jù)摩根士丹利(Morgan Stanley)的報告,“2014年上半年,中國平均26%的網(wǎng)上購物是通過其7.8億部活躍移動設(shè)備完成的?!?/span>
Economic impacts on physical store對實體店的經(jīng)濟影響
The online shopping has definitely become unique booster for economic growth in China. Meanwhile, the hot debate of its disadvantages to traditional retail industry is significantly increasing. As pointed out by research firm Euromonito International, the worldwide store-based retailers faced in 2015 the challenge of the increasing competition from online retailing and the decrease in consumer confidence. Consequently, a large number of physical stores in various channels closed. “According to the China National Business Information Centre, in the first nine months of the year, the top 50 domestic retailers saw sales fall 1.9 per cent, representing a slowdown in growth of 2.6 per cent compared to the same period of 2015.”(Zheng, S. 2016)
網(wǎng)上購物無疑已成為中國經(jīng)濟增長的獨特助推器。與此同時,關(guān)于其對傳統(tǒng)零售業(yè)不利的爭論也日益激烈。歐睿國際研究公司指出,2015年,全球門店零售商面臨著來自網(wǎng)絡(luò)零售日益激烈的競爭和消費者信心下降的挑戰(zhàn)。因此,大量的實體店在各個渠道關(guān)閉。中國國家商務(wù)信息中心(China National Business Information Centre)的數(shù)據(jù)顯示,今年前9個月,國內(nèi)最大的50家零售商的銷售額下降1.9%,同比增長2.6%?!?/span>
The main causes for physical store collapsing can be theoretically illustrated in terms of microeconomics model. According to supply-and-demand model, no matter the quantity of a good that consumers demand, or the quantity of a good that firms supply, essentially depend on price as well as other factors such as income and cost of inputs. Consumers usually demand less of a good with higher price and more when the price is low. Oppositely, firms supply more of a good with higher price and less when the price is low. Compared with traditional retail stores, online shopping in China can precisely provide consumers more goods with lower price, which is due to following reasons.
實體店崩潰的主要原因可以從理論上用微觀經(jīng)濟學(xué)模型來說明。根據(jù)供求模型,無論消費者需求的商品數(shù)量,還是企業(yè)供應(yīng)的商品數(shù)量,本質(zhì)上取決于價格以及其他因素,如收入和投入成本。消費者通常對價格高的商品需求少,而價格低時需求多。相反,企業(yè)在價格較高時供應(yīng)更多,而在價格較低時供應(yīng)更少。與傳統(tǒng)零售商店相比,中國的網(wǎng)上購物恰恰可以以更低的價格為消費者提供更多的商品。這是由于以下原因。
Firstly, it is caused by lower operational cost from online retailer, such as no rent for physical store, which is mainly composed of Internet maintenance, inventory, logistic, labor. Compared with online retailers, the store rent has been an inevitable obstacle to reducing the cost of input for the traditional retailers, especially during the period of soaring house price in China. In addition, the increasing Chinese labor wages give rise to higher fixed operation cost. As a result, it is almost impossible for the physical store to drop the commodity price to be same with online shop. Otherwise, the physical store won’t survive once the profit will be eventually damaged. Furthermore, more competitors and more options online can cause more price competition even the elimination of price monopoly, which finally contribute to price advantages.
首先是由于網(wǎng)絡(luò)零售商的運營成本較低,比如實體店不需要租金,而實體店主要由網(wǎng)絡(luò)維護、庫存、物流、勞動力等組成。與網(wǎng)絡(luò)零售商相比,店面租金已經(jīng)成為傳統(tǒng)零售商降低投入成本的一個不可避免的障礙,尤其是在中國房價飆升的時期。此外,中國勞動力工資的增加也導(dǎo)致了固定運營成本的上升。因此,實體店幾乎不可能將商品價格降至與網(wǎng)店相同的水平。否則,一旦利潤最終受損,實體店將無法生存。此外,更多的競爭者和更多的選擇可以導(dǎo)致更多的價格競爭,甚至消除價格壟斷,這最終有助于價格優(yōu)勢。
Secondly, the weak increase of Chinese economy since 2013 had negative effects both on the GDP and export growth. “The slowdown trends can be identified within the wholesale market, manufacturing industries and commodities markets.” (KYKLO, 2016). The economic slowdown results in decrease in consuming confidence. Shoppers are increasing their favor on online commodities with lower prices than ever.
其次,2013年以來中國經(jīng)濟增長疲軟,對GDP和出口增長都產(chǎn)生了負(fù)面影響。“批發(fā)市場、制造業(yè)和大宗商品市場都出現(xiàn)了放緩趨勢?!?/span>(KYKLO, 2016)。經(jīng)濟停滯導(dǎo)致消費信心下降。購物者越來越喜歡價格比以往更低的網(wǎng)上商品。
Chinese Producer Price Index (PPI) below in blue shows
In conclusion, the factors of e-commerce revolution, together with rising operation cost from rental and labor, economic slowdown, are leading to physical stores closure.
Outlook
“The e-commerce revolution has also become a dynamic engine of China’s long-awaited shift from a heavy-industry, export-oriented, semi-command economy into a consumer- and service-driven market, where private companies large and small have direct access to domestic consumers” (Morgan Stanley, 2015). Any technical changes will usually lead to mutual influence on existing practices all along. Whether or not the challenge, advantage outweighing disadvantage and vice versa, will depend on changing idea and strategy. Therefore, the attitude taken towards booming e-commerce development is very crucial for the traditional industry. To some degree, the online shopping will destroy the physical store expansion. On the other hand, it is also providing the new business model O2O (online-to-offline) to utilize. The further exploration on maximizing advantages of physical store and optimizing O2O platform are better solution for traditional retailer to get rid of dilemma. After all, there are aspects of shopping experience beyond simply obtaining goods. “A notable finding of the research was that wealthy Chinese consumers have a much lower inclination to online shopping”(Lynch, D. 2014). Such as physically touching merchandise, gorgeous and bright in-store décor, relaxing atmosphere and entertainment, emotional bond between buyer and seller, customized service for wealthy consumers. All of these are irreplaceable advantages of physical store.
“電子商務(wù)革命也已經(jīng)成為中國期待已久的從重工業(yè)、出口導(dǎo)向型、半指導(dǎo)性經(jīng)濟向消費和服務(wù)驅(qū)動型市場轉(zhuǎn)變的動力引擎,在這個市場上,大大小小的私營企業(yè)都可以直接接觸到國內(nèi)消費者”(Morgan Stanley, 2015)。任何技術(shù)變化通常都會對現(xiàn)有的實踐產(chǎn)生相互影響。挑戰(zhàn),優(yōu)勢是否大于劣勢,反之亦然,將取決于改變想法和策略。因此,如何看待電子商務(wù)的蓬勃發(fā)展對于傳統(tǒng)行業(yè)來說至關(guān)重要。在某種程度上,網(wǎng)上購物將破壞實體店的擴張。另一方面,它也提供了新的商業(yè)模式O2O(線上到線下)來利用。進一步探索實體店優(yōu)勢最大化,優(yōu)化O2O平臺,是傳統(tǒng)零售商擺脫困境的較好解決方案。畢竟,購物體驗不僅僅是獲得商品?!把芯康囊粋€值得注意的發(fā)現(xiàn)是,富有的中國消費者在網(wǎng)上購物的傾向要低得多”(Lynch, D. 2014)。如實物接觸商品,華麗明亮的店內(nèi)décor,輕松的氛圍和娛樂,買家和賣家之間的情感聯(lián)系,富裕消費者的定制服務(wù)。這些都是實體店不可替代的優(yōu)勢。
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