大城市“剁手族”可能早已拆起了他們雙十一的戰(zhàn)利品，而三、四線中小城市的呢？

剛剛過去的這個雙十一又讓中國知名電商平臺——阿里巴巴、京東和拼多多——賺得盆滿缽滿。屢創(chuàng)記錄的銷售數(shù)據(jù)表明，中國消費者的消費熱情和消費能力依舊不減。

對此，外媒不由地將中國的雙十一和他們的電商平臺和網(wǎng)上購物狂歡節(jié)來作個比較，結(jié)果相當(dāng)驚人。據(jù)NBC News報道，雙十一24小時的成交量，比亞馬遜兩個月的都高。而僅阿里巴巴去年雙十一的銷售就力壓美國的“黑色星期五”和“網(wǎng)絡(luò)星期一”。

不過， 美國CNBC認(rèn)為，隨著線上購物已經(jīng)成為中國大城市居民生活不可或缺的一部分，中國電商在大城市的發(fā)展空間已經(jīng)不多了。他們下一個角力戰(zhàn)場將是中國的中小城市和偏遠地區(qū)，因為那里居民的可支配收入相對他們的生活成本還是相對高的。

圖 via CNBC

In cities like Beijing and Shanghai, online shopping is already a major part of daily life, leaving limited room for growth.

在北京、上海等城市，網(wǎng)上購物已經(jīng)成為日常生活的重要組成部分，增長空間有限。

As a result, e-commerce companies are increasingly turning to smaller cities and rural areas, where disposable income remains relatively high, in part due to lower living costs.

因此，電商公司越來越多地轉(zhuǎn)向較小的城市和農(nóng)村地區(qū)，部分由于生活成本較低，那里的可支配收入仍然相對較高。

For example, Alibaba said its penetration rate in developed parts of China is 85%, versus 40% in less developed areas. The company added that for the quarter ended June 30, more than 70% of the increase in annual active consumers was from those less developed areas.

例如，阿里巴巴稱其在中國發(fā)達地區(qū)的滲透率為85%，而在欠發(fā)達地區(qū)則為40%。阿里巴巴補充說，截至第二季度，年度活躍消費者增量中有70%以上來自欠發(fā)達地區(qū)。

▲For China’s online shopping giants, delivery is a new battleground (via CNBC)

圖 via SCMP

既然中國小城市和偏遠地區(qū)居民手里有錢，為什么他們還沒有全部加入線上購物大軍，還沒有享受到在線購物的便捷呢？香港媒體《南華早報》認(rèn)為，原因就在于物流。

Unlike urban residents, most rural Chinese have yet to experience e-commerce shopping. While that provides online platforms with one of the last untapped markets for e-commerce, progress has been slow due to the lack of infrastructure and logistics support, exacerbated by the lower population densities in rural areas.

與城市居民不同，大多數(shù)中國農(nóng)村居民還沒有體驗過網(wǎng)購。盡管這為在線平臺提供了最后一個尚未開發(fā)的電子商務(wù)市場，但由于缺乏基礎(chǔ)設(shè)施和物流支持，加之農(nóng)村地區(qū)人口密度較低，進展一直緩慢。

▲China’s e-commerce giants are looking for gold in rural areas as growth in big cities slows down (via SCMP)

不過，在物流體系尚未完全建成之時，各個電商平臺已經(jīng)開始使出渾身解數(shù)，讓小城市和偏遠地區(qū)村民也體驗一把線上購物的便利。

Where the delivery infrastructure falls short, ecommerce companies have found other ways to reach consumers. Going door-to-door in sparsely populated villages can be a costly practice, so mini-distribution hubs like Rural Taobao can serve as pickup points. JD, which runs its own in-house logistics network, is making drones that can bring up to 1 metric ton of packages to the rural areas, said the company’s chief technology officer last June.

在配送基礎(chǔ)設(shè)施不足的地方，電商找到了接觸消費者的其他方式。在人口稀少的農(nóng)村挨家挨戶上門送貨，可能是一種成本高昂的做法，因此像“農(nóng)村淘寶“這樣的小型分銷中心可以充當(dāng)取貨點。去年6月，京東首席技術(shù)官表示，擁有自己的內(nèi)部物流網(wǎng)絡(luò)的京東，正在生產(chǎn)最多可向農(nóng)村地區(qū)運送1噸包裹的無人機。

▲Journey to the West: How China’s online retailers are taking the battle to the rural front (via Tech in Asia)

圖 via Tech in Asia

眾所周知，亞馬遜早在多年前就開始大力投入研發(fā)快遞無人機。最新的消息是，亞馬遜的快遞無人機將在未來數(shù)月內(nèi)投入使用。

The race to be the first U.S. company delivering packages via drone took a new turn earlier this summer, when Amazon’s Worldwide Consumer chief Jeff Wilke unveiled the company’s latest drone model at an event in Las Vegas. He pledged that Prime Air, Amazon’s drone delivery program, would be delivering packages to customers “in months.”

今年夏天早些時候，亞馬遜全球消費者業(yè)務(wù)負(fù)責(zé)人杰夫·威爾克在拉斯維加斯的一次活動上發(fā)布了該公司最新的無人機模型，從而使亞馬遜在首家通過無人機遞送包裹的美國公司的競爭中，出現(xiàn)新的轉(zhuǎn)折。他承諾，亞馬遜的無人機送貨計劃Prime Air將在“幾個月內(nèi)”為客戶送貨。

Amazon appears to be throwing more resources into its drone aspirations than its competitors, which makes sense given that drone delivery could be very advantageous to Amazon’s core business.

亞馬遜似乎比競爭對手在無人機上投入了更多資源，這是有道理的，因為無人機送貨可能對亞馬遜的核心業(yè)務(wù)非常有利。

▲Amazon’s Ambitious Drone Delivery Plans Take Shape (via Daily Beast)

圖 via Amazon

而中國的各大電商平臺，也在建立物流網(wǎng)絡(luò)上各顯神通。

Alibaba announced Friday it invested an additional $3.3 billion in its shipping affiliate Cainiao, for a 63% stake. The e-commerce company also has strategic investments in two of China’s major delivery companies: ZTO Express and YTO Express.

阿里巴巴周五宣布向旗下物流公司菜鳥網(wǎng)絡(luò)追加投資33億美元，持股比例增至63%。這家電商企業(yè)還對中國兩家主要的快遞公司——中通快遞和圓通快遞進行了戰(zhàn)略投資。

JD.com touted its five years of investment in an in-house logistics network as a driver in overall profits in the second quarter – the logistics unit itself reached break-even during the same period.

京東夸贊其5年來對內(nèi)部物流網(wǎng)絡(luò)的投資，已成為第二季度整體利潤的推動力——該物流部門在這一時期實現(xiàn)了收支平衡。

As for Pinduoduo, known for its group-buying model that initially took off in lower-tier cities, it has left the distribution of parcels to shipping companies.

以團購模式聞名的拼多多最初是在二、三線城市發(fā)展起來的，現(xiàn)在它已經(jīng)把包裹配送交給了物流公司。

▲For China’s online shopping giants, delivery is a new battleground (via CNBC)

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