论文部分内容阅读
如今线上零售额的交易规模及其井喷似的增长速度,让许多传统生产企业和品牌经销商意识到新渠道、新机遇来临的同时也看到了新危机。与国外成熟网销市场不同,C2C交易模式占据中国线上零售接近90%的市场份额。网购买家可以用6—7折(甚至更低)的价格,在C卖家手中买到任何超市、商场、美容院、专营店及药店的东西。由于中国市场经济还处于发育成长期,法制尚不健全,以致海外私货、工厂尾货、传统经销商串货、甚至假货,均能在C2C网络市场大肆销售。一批小卖家在这方面的表现尤甚。对于品牌厂商来说,相关的假货、串货、尾货和私货已经严重破坏了价格体系、品牌形象,并影响线下销售。如果不规范市场,混乱无序的线上零售只会让品牌厂家徒添防串防伪成本,而不能带来新的销售增长。那么,传统厂商如何面对机遇解决问题,在这个高速增长的网销渠道中占得先机呢?
Nowadays, the scale of online retail sales and the growth rate of their blow-ups have made many traditional manufacturers and brand distributors aware of new channels. New crises are also seen when new opportunities come. Unlike mature net sales in overseas markets, the C2C trading model accounts for nearly 90% of the online retail market in China. Online shoppers can buy anything from supermarkets, shopping malls, beauty salons, franchise stores and pharmacies with C-sellers at 6-7% discount (or even lower). As China’s market economy is still in a period of growth and development, the legal system is still not perfect. As a result, overseas private goods, factory stock, traditional dealers’ collateral, and even fakes can be sold in the C2C online market. A group of small sellers in this area particularly well. For the brand manufacturers, the related fakes, series goods, Weihuo and private goods have seriously damaged the price system, brand image, and affect offline sales. If you do not regulate the market, disorganized online retail will only allow brand manufacturers to add anti-string anti-counterfeiting costs, but can not bring new sales growth. So, the traditional vendors how to face the opportunity to solve the problem, in this fast-growing Internet sales channels have taken the initiative?