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老外观城第36期:中美电商的同与不同

2014年05月07日14:03
来源:搜狐城市

本期嘉宾:Ron Sonnenberg(商能博)  

简介:美国藉公民,犹太人,在纽约雪城大学主修商业法律,拥有超过二十五年国际出入口贸易经验,曾任多个跨国集团CEO及主席一职,热爱中国文化及促进中美文化交融,现主营电商,购物平台《美国广场us-sq.com》CEO。

 

搜狐城市:中国及美国的电商有何共通点?有何不同?

Ron Sonnenberg:中国及美国的电子商贸均发展迅速,由于整个世界因互联网而变得平坦,电商均面强庞大的竞争,物流成为电子商贸的重要环节。在美国,很多电商均是由开设实体店而开始,电子商贸成为另一分销渠道。在中国,很多电商只于网上平台推销其产品及服务,网店成为其唯一的分销渠道。

原文:E-commerce in China and USA are both developing rapidly. They are also facing great competition as the world becomes flat on the internet. Logistics is a great concern in the E-commerce industry.In the USA, many E-shops originally started with brick and mortar retail locations. The e-commerce business provides one distribution channel. While in China, many E-shops are only distributing their goods via online platforms

搜狐城市:中国的电子商贸市场看俏,但大部份的电商均没有盈利。您如何看待现在的电商企业用大规模的市场推广,赔钱卖产品的现象?作为一个电商发展成熟的国家,美国电商在过去是如何面对此等挑战?

Ron Sonnenberg:美国的电商也亏损,包括亚马逊、易趣等中国的业务。尽管销售大升,大规模的市场推广活动,复杂的物流网络均牵涉庞大费用。

原文:US e-commerce companies are also losing money. If not mistaken, Amazon and e-bay are also losing money in China.  Large scale marketing campaigns, and sophisticated logistics networks are huge expenses, despite soaring sales.

搜狐城市:中国及美国的顾客有何不同? 因应中国及美国的不同顾客, 两地的电商有何分别?

Ron Sonnenberg:在美国,由于有美国法例保障消费者权益,以及大部份公司(亚马逊除外)均设有实体店,客户均相信网店的运作,由此建立买家及卖家的相互信任。在中国,客户较相信大规模的网店 (如京东商城、淘宝等),他们宁可选择较贵价的国际知名品牌或非常低价的产品。

原文:In USA, people will trust the e-shop as the law of USA are well-developed and strictly protect consumer rights and also most of the companies (excluding the largest Amazon) would provide a retail shop or showroom for their customers. This builds up a trust relationship between the sellers and the customers. In China, customers would highly trust the big shopping platforms like JD.com, taobao, etc. Customers in China will rather choose an international brand with a higher price or very low price product.

搜狐城市:您认为在如今中国电商遍地开花的时代背景下,进入中国电商市场需要选择与中国本土电商企业合作吗?为什么?

Ron Sonnenberg:美国广场将会严格挑选,与部份中国网店合作。我司绝不容许企业的讯息及信念被任何与其他公司合作的关系而冲淡,我司只会跟与我司拥有共同信念、强调提供安全、优质、可信赖产品给中国客户的公司合作。

原文:US-Square will cooperate with certain Chinese e-commerce companies, on a very selective basis. We cannot allow our corporate message and our mission to be diluted through collaborative efforts with companies who do not share and embrace our convictions and or who fail to promote our message of high quality, safety and reliability for the Chinese people.

搜狐城市:为何选择在中国的电商市场?你认为中国的网上销售市场前景如何?

Ron Sonnenberg:中国的社会亦不断变迁 , 中高阶层逐步扩大, 收入增加 , 越来越注重提高生活素质,放眼世界,享受人生 ; 互联网的高速发展,拥有3G高速连线的智能手机, 也造就网购兴起;人民币对美元升值,也在提升中国消费者的购买力。Ron在中国机场 , 美国的洛杉矶及纽约市均碰上很多中国朋友,他不只对其人数之多感到惊讶,更为他们花费了大量金钱而弄得满溢的购物袋内盛载的产品数量及种类而大惑不解。他经常问他们为何购买这么多的消费品,普遍的回应是他们希望将安全、优质,可信赖的产品留给自己、他的最爱、家人、朋友及其工作伙伴。

原文:An ever growing Chinese middle & upper class with substantially increasing income and the desire and interest to enjoy a higher standard of living and to see the outside world; the expanding internet and the emergence of online shopping;smartphones which were fast and connected through 3G; and an appreciating Yuan versus the US Dollar, all of which dramatically increased the purchasing power of the Chinese consumer.Ron encountered large numbers of Chinese, particularly in China’s International airports, Los Angeles and New York City. He was struck not only by their sheer numbers, but also by the quantity and variety of products they were purchasing. Ron saw Chinese people spending      large amounts of money on a variety of consumer goods – it was a truly amazing  phenomenon. Ron frequently asked these people what and why they were buying those products.  The common response was that they were buying things because they wanted safe, reliable and quality merchandise for themselves, loved-ones, relatives, friends and work colleagues.

搜狐城市:在中国,快递服务主要依靠摩托车,而在美国则主要以货车运输为主。你认为两者有何分别?

Ron Sonnenberg:根据每天不同的货量,中国的速递公司会选择最适合的运输工具,例如小型货车、摩托车等,将货品由仓库送到客人手中。我认为美国的本地运输以较大的货箱为主,因此亦需要较大型的货车,以减低成本。在恶劣天气下 (下雪, 雨灾, 风灾等),美国也有使用摩托车以准时将货物送到客人手中。

原文:According to the daily delivery volume, the China courier companies will choose the optimal  transportation tool, i.e. van or motorbike when they pick up the cargo from the warehouse for final distribution. I think US domestic delivery may involve relatively bulky cargo which requires to use larger trucks (bigger loading capacity than van) to save logistics costs. Also in USA, using motorbikes in adverse weather conditions (e.g. snow, sleet and hurricanes/tornadoes) is problematic for on-time deliveries.

搜狐城市:去年12月12日,苏宁公司开启其环球购物平台,天猫也于今年2月开设其海外购物网站,同时京东商城准备推出其海外购物网站。繁此种种,令中国人更容易买到海外产品。贵公司的市场定位如何?与其他公司相比有何优势?

Ron Sonnenberg:中国提供海外购物的网站并非如美国广场提供全面的网上购物平台,而主要是物流服务提供者。她们只是在网上开设一个大型购物商场,让商家进驻,部份商家提供海外购物服务而已,她们不完全对客人购买的产品负责。这些网店强调所有交易均为买家及卖家的关系,如有任何疑问,均属买卖双方的问题。另一模式如海淘网主要是协助客人下订单,提供物流服务,将货品由美国运回中国,作为主要服务。

美国广场提供全面的网上购物平台服务。我们精选美国当地优质品牌,直接从厂家取货,不经中间人。提供最安全、最优质、最可信赖的产品于网上售卖。我们为客人预先选择最优质产品,安排美国直运到中国。我们亦提供完善的顾客服务,解答客人有关品牌,产品及其他服务的查询,提供最贴心的顾客服务。

原文:Chinese websites offering overseas products are basically logistics service providers rather than full service e-commerce operations like us-sq.com.  They opened shopping malls on the internet and acquire individual "tenants". Among the tenants, some of them offer overseas purchases. The owner of the above shopping malls (e.g.Tmall, Suning, etc.) are not fully responsible for the products sold in their website – these e-shops indicate the buyer and seller relationship excludes the companies you mentioned above, and that any problems are between the consumer and the overseas e-shop. Another operation model like Haitao, is offering a purely logistics service, rather than an e-tailing service. Customers buying from overseas websites can make use of their logistic service to arrange the goods delivery from overseas to China. US-Square is totally different from the above operation models; we offer full service to our customers. We carefully select and purchase our product range directly from the manufacturers and brand owners, and offer safe, reliable and quality products in our website. We help our customers to choose the best quality products in the USA and arrange direct delivery from the USA to China.  We provide customer service and answer any enquiry from our customers about the brand, the products and any other services. We provide a personalized customer service experience.

搜狐城市:海淘网提供美国海外代购服务,贵公司与其有何分别?

Ron Sonnenberg:我们的产品均为100%美国制造。创办人亦是一位美国人,懂得如何挑选适合顾客的产品。我们于美国华盛顿的分公司,协助处理大量与厂家的联系。我们提供全面服务,包括中文翻译、美国直运、解答客人有关品牌、产品及其他服务的查询。当你在美国广场购物,你不用担心有关送货、产品质量、售后服务等问题。

原文:Our products are strictly made in USA, and the owner of US-Square is an American Citizen, who knows where and how to find the right product selection. We also maintain an office outside Washington D.C. We offer full customer service including all Chinese translation, direct delivery service, and answering customer enquiry about the brand, the products, or any other services. You don’t have to worry about the delivery, the quality and the after-sales service after you make the purchase in our website.

搜狐城市:您如何看待二三线城市的海淘业务?

Ron Sonnenberg:如以上所言, 我们提供全面的购物服务,包括中英文翻译、美国直运、解答客人有关品牌、产品及其他服务的查询等。我认为这点对于较少接触海外购物事宜的二/三线城市尤为关键。我们必须提供详尽的产品介绍,如何下订单等流程,令客人在挑选产品或购物后均不会有太多忧虑。

原文:As we mentioned above, we offer full customer service including all Chinese translation, direct delivery service,
and answering customer enquiry about the brand, the products, or any other services. We think this is crucial especially in 2nd / 3rd tier cities where they may have less exposure to the overseas purchasing service or less experience of buying overseas products. It is very important for us to explain in full detail of what they are buying and how their orders will be processed. Consumers don’t have to worry during or after they made their purchase in our website.

搜狐城市:请问哪个中国城市对美国人是最熟悉的?美国人对中国城市的基本印象如何?

Ron Sonnenberg:当美国人想到中国城市时,最先会想到北京、上海等最着名城市。美国人对这些中国城市的经济发展活动印象较深刻。

原文:When Americans think about China, we recall Beijing and Shanghai as being the most well known cities to us Americans. American people are impressed with the level of economic activity in these cities.

搜狐城市:您认为美国和中国城市各面临哪些突出问题?

Ron Sonnenberg:中国大城市的问题包括交通、空气及水质污染、罪案等。相比之下,空气及水质污染在美国较轻微。可是,大城市如洛杉矶均面对严重的空气污染问题,州政府正实施严格的法例指引,解决汽车排放等问题,加州可能是在环境保护措施最严厉的地方之一。有些美国大城市亦受到严重的交通挤塞所影响,地方政府鼓励人民乘搭公共交通工具上班,减少挤塞。

原文:Big city problems in China include traffic, air pollution, crime and water pollution.  Air pollution and water pollution issues are less serious in the USA. However, the city of Los Angeles, faces serious air pollution problems, and the State government is imposing stricter guidelines and laws to curb emissions from cars. The State of California is perhaps one of the most strictest States when it comes to Environmental Protection. Some large U.S. cities also suffer from serious traffic congestion. Local governments are encouraging car pools and the use of public transportation to reach places of work.

搜狐城市:您认为一个具吸引力的城市该是怎么样的?

Ron Sonnenberg:拥有大量清新空气,绿化的环境及公园。减少汽车流量及拥有有效率的公共运输系统。

原文:Lots of clean air and plenty of green areas w/ parks, grass and trees. Minimal traffic and an efficient transportation system.

本稿为专供搜狐城市频道独家稿件,未经授权不得转载

《老外观城》栏目介绍:

       是由搜狐城市频道独立策划、倾力打造的一档访谈栏目。它以外国人的视角关注中国城市的成长脚步,以见证和书写城市发展为主线,为大家呈现各个城市不同的地方元素。

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