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一份马来西亚电商研究:2020年马来西亚的电子商务市场将增长20.8%!|出海马来西亚电商岛群第13期

2020-01-02 23:17:52

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近年来,马来西亚政府为实现其到2020年成为高收入国家的目标而做出了不懈的努力。通过政府的经济转型计划(ETP),许多关键服务行业得到了大力促进和补贴,以实现这个目标成为现实-电子商务就是其中之一。

 

尽管2015年互联网普及率接近70%,但只有5%的马来西亚企业拥有在线业务。许多领先的专家认为,马来西亚电子商务市场正处于拐点,可能即将经历严重的繁荣时期。随着收入的增长,智能手机和互联网普及率的提高预计到2020年将使马来西亚在线零售支出的比例从总零售支出的0.5%(2014年)提高到5%。市场,包括政府举措,消费者趋势,现有参与者以及外国公司的机会。

 

政府举措

 

ETP的关键切入点项目(EPP)之一是虚拟商城项目,根据政府的绩效管理和交付部门(PEMANDU)的说法,虚拟商城旨在利用可支配的更高的使用量来发展基于互联网的零售市场。马来西亚人口的收入,更好的宽带服务以及该国移动设备的激增。该计划得到了国家电子商务战略路线图的支持,该路线图有六个主要目标:

 

  • 增加卖方对电子商务的采用;

  • 加速企业采用电子采购;

  • 消除非关税壁垒(国内电子实现,跨境电子商务,电子支付,消费者保护);

 

  • 重新调整现有的经济激励措施;

  • 对主要的电子商务公司进行战略投资;

  • 促进马来西亚企业增加跨境电子商务。

 

2016年马来西亚的电子商务市场将增长10.8%。在阿里巴巴的马云(最近任命马来西亚数字经济顾问)的帮助下,政府希望到2020年将这一增长翻一番,达到20.8%。一些创新政策政府已推动实现这一目标,包括将于20173月开放的全球首个数字自由贸易区

 

马来西亚消费者喜好

 

根据2016年贝恩咨询公司(Bain Brief)和Google的消费者晴雨表(Consumer Barometer)的数据,约有1,400万人(几乎占马来西亚人口的一半)被视为数字消费者,这意味着他们在线研究产品或服务。但是,电子商务公司面临的挑战是只有29%的消费者将这项研究转化为在线购买。缺乏信任被认为是造成这种犹豫的主要原因,在线购买商品时希望在交货时支付现金的情况也凸显了这种信任。贝恩的研究还发现,马来西亚消费者在线购物的主要原因是要利用当地市场上没有的产品。有趣的是,价格没有被列为重要影响者。

 

马来西亚电子商务市场的另一个具有挑战性的方面是对社交商务的偏好-使用社交媒体网站(如InstagramFacebook)来促进在线交易。贝恩的研究表明,东南亚多达30%的电子商务交易都是社会销售。消费者通过社交媒体直接与卖方联系的社会销售的个人性质有助于消除对大马顾客仍然存在的信任缺失。对于公司(尤其是来自海外的公司)来说,关键的挑战是如何制定个人电子商务策略。

 

Statista报告称,e-travel是马来西亚在线企业对消费者(B2C)市场中最大的部分。该细分市场包括出行服务(例如乘车称呼应用程序,例如GrabTaxi)和在线旅行预订,到2016年将创造超过35亿美元的收入。在线购买商品将进一步产生8.94亿美元的收入,其中'Electronics媒体是马来西亚消费者中最受欢迎的类别。最后,包括送餐服务和在线约会在内的电子服务将再增加2.6亿美元。下图显示了2021年细分市场的当前和预期规模。

 

     

 

马来西亚的主要电子商务参与者

 

就商品在线交易市场而言,市场高度分散。10个平台服务于大约90%的市场(请参见下图)。最大的市场份额由本地和区域性公司主导,亚马逊和Groupon等全球性公司努力争取市场份额。这可以与马来西亚消费者对个人服务的渴望联系在一起。

 

     

 

根据马来西亚数字经济公司(MDEC)的数据,该国的电子商务生态系统仍处于相对较早的发展阶段。MDEC认为阻碍马来西亚电子商务市场的许多因素包括缺乏支持的生态系统,糟糕的履约经验以及较低的采用率。尽管如此,在支持服务(例如,电子支付和电子履行)方面出现了许多关键参与者。在线支付网关IPay88声称已获得60%的电子支付市场份额。他们面临来自MOLPayGHL电子支付和PayPal的竞争。电子交付的两个领导者是POS马来西亚邮政的子公司POS LajuGDex。较小的快递公司,例如AramexEasy Parcel,也在争夺市场份额。

 

利润丰厚的电子旅行市场进入门槛很高,这主要是由于存在大量的区域和全球运营商。最近,GrabTaxiBlaBlaCarUber等乘风破冰应用程序已被政府合法化,因此,它们增强了控制力,并使市场饱和。同样,包括Expedia在内的全球旅行预订网站也占据着在线预订市场的主导地位,这使得新的较小型参与者很难进入电子旅行战场。

 

确定外国公司的机会

 

尽管马来西亚人口相对较少,但它在东盟的心脏位置(6.25亿人口的市场)和发达的基础设施使其成为外国公司有吸引力的目标。覆盖将近四分之三人口的高速互联网,以及快速完善的支持服务和乐意提供的政府,增强了电子商务行业的吸引力。马来西亚还是世界上最开放的经济体之一,在经济自由指数上的贸易和投资自由方面均得分很高。

 

马来西亚消费者在线购买外国商品的愿望为外国零售商和批发商提供了潜在的有利可图的机会。现有的电子市场提供了一个坚实的平台,可以从中渗透市场。进入马来西亚市场时,在选择本地合作伙伴之前进行大量研究非常重要;合作伙伴的多元化可能有助于减轻不断发展的电子商务生态系统中的风险。

 

预计政府将进一步采取激励措施并增加采用率,这将吸引那些不想错过马来西亚即将到来的电子商务繁荣的全球参与者的投资。额外的投资将促进该行业及其支持服务的发展,从而进一步提高其对新进入者的吸引力。随着2017年被吹捧为互联网经济之年,看看马来西亚的电子商务行业是否能够如愿以偿地进行宣传将是一件趣事。

 

An Introduction to e-Commerce in Malaysia

In recent years, the Malaysian government has worked tirelessly to achieve their goal of becoming a high-income nation by 2020. Through the government’s Economic Transformation Programme (ETP), a number of key service industries have been heavily promoted and subsidized in order to make this goal become a reality – one of which is e-commerce.

Despite almost 70 percent internet penetration in 2015, only five percent of Malaysian businesses had an online presence. Many leading experts believe that the Malaysian e-commerce market is at an inflection point and may be about to experience a serious boom period. Along with rising incomes, growing smartphone and internet penetration is expected to increase the proportion of online retail spend in Malaysia from 0.5 percent of total retail spending (2014) to five percent by 2020.  This makes it an interesting time to assess the state of the market, in terms of government initiatives, consumer trends, incumbent players, and opportunities for foreign firms.

Government Initiatives

One of the key Entry Point Projects (EPPs) of the ETP is the ‘Virtual Mall’ project, which according to the government’s Performance Management and Delivery Unit (PEMANDU) “aims to grow the internet-based retail market, taking advantage of higher disposable income of the Malaysian population, better broadband services, and the proliferation of mobile devices in the country”. This initiative is supported by the National e-Commerce Strategic Roadmap, which has six prime goals:

  • Increase seller adoption of e-commerce;

  • Accelerate adoption of e-procurement by      businesses;

  • Remove non-tariff barriers (domestic      e-fulfillment, cross-border e-commerce, e-payment, consumer protection);

  • Realign existing economic incentives;

  • Make strategic investments in key e-commerce      firms; and

  • Promote Malaysian businesses to increase      cross-border e-commerce.

The e-commerce market in Malaysia is expected to grow by 10.8 percent in 2016. With the help of Alibaba’s Jack Ma, recently appointed Malaysia’s Digital Economy Advisor, the government hopes to double this growth to 20.8 percent by 2020. A number of innovative policies have been pushed by the government to make this happen, including the world’s first ‘digital free trade zone’, set to open in March 2017.

Malaysian Consumer Preferences

According to a 2016 Bain Brief and Google’s Consumer Barometer, 14 million people – almost half of Malaysia’s population – are considered ‘digital consumers’, meaning that they research products or services online. However, a challenge faced by e-commerce firms is that only 29 percent of consumers convert this research into an online purchase. A lack of trust is cited as the main reason for this hesitance, which is also highlighted by the desire to pay cash on delivery when purchasing goods online. The Bain research also found that Malaysian consumers’ primary reason for purchasing online is to take advantage of products not available in the local market; interestingly, price was not listed as a significant influencer.

Another challenging aspect of the Malaysian e-commerce market is the preference towards ‘social commerce’ – the use of social media sites, such as Instagram or Facebook, to facilitate online transactions. Bain research suggests that up to 30 percent of all e-commerce transactions in Southeast Asia are ‘social sales’. The personal nature of a social sale, in which a consumer connects directly with a seller on social media, helps to eliminate the lack of trust that is still present for a large number of Malaysian shoppers. The key challenge for firms, particularly coming from overseas, is how to develop a personal e-commerce strategy.

Statista reports that e-travel is the largest segment of the online business-to-consumer (B2C) market in Malaysia. This segment includes mobility services (e.g. ride hailing apps, such as GrabTaxi) and online travel bookings, and is set to generate over US$3.5 billion in revenue in 2016. The online purchase of goods will yield a further US$894 million, with ‘Electronics and Media’ being the most popular category among Malaysian consumers. Finally, e-services, including food delivery services and online dating, among others, will add another US$260 million. The graph below shows the current and expected size of the segments in 2021.

Major e-Commerce Players in Malaysia

In terms of online marketplaces for goods, the market is highly fragmented; 10 platforms serve around 90 percent of the market (see graph below). The largest market shares are dominated by local and regional players, with global players such as Amazon and Groupon struggling to gain market share. This can be linked to the Malaysian consumers’ desire for a personal service.

According to the Malaysia Digital Economy Corporation (MDEC), the country’s e-commerce ecosystem is still in a relatively early stage of development. A number of factors identified by MDEC as holding back the e-commerce market in Malaysia include a lack of a supporting ecosystem, poor fulfillment experience, and low adoption rates. Despite this, a number of key players are emerging in supporting services (e.g. e-payment and e-fulfillment). IPay88, an online payment gateway, claims to have secured 60 percent market share of e-payments. They face competition from MOLPay, GHL e-payment, and PayPal. The two leaders in e-fulfillment are POS Laju, a subsidiary of POS Malaysia postal services, and GDex. Smaller couriers, such as Aramex and Easy Parcel, are also competing for market share.

The lucrative e-travel market has high barriers to entry, mainly due to the presence of large regional and global incumbents. Ride hailing apps such as GrabTaxi, BlaBlaCar, and Uber have recently been legalized by the government and, as such, have strengthened their grip and saturated their market. Similarly, global travel booking sites, including Expedia, dominate the online booking market, making it difficult for new smaller players to enter the e-travel battleground.

Identifying Opportunities for Foreign Firms

Although Malaysia has a relatively small population, its position at the heart of ASEAN (a market of 625 million people) and its developed infrastructure make it an attractive target for foreign firms. The appeal of the e-commerce industry is boosted by high speed internet that reaches almost three quarters of the population, as well as fast-improving support services and a willing government. Malaysia is also one of the most open economies in the world, scoring highly on both trade and investment freedom on the Economic Freedom Index.

Malaysian consumers’ desire to purchase foreign goods online presents a potentially lucrative opportunity to foreign retailers and wholesalers. Existing e-marketplaces offer a solid platform from which to penetrate the market. When entering the Malaysian market, it is extremely important to do extensive research before choosing a local partner; diversification of partners may help to alleviate risk in the evolving e-commerce ecosystem.

Further government incentives and increased adoption are expected to draw investments from global players who do not want to miss out on Malaysia’s impending e-commerce boom. The extra investment will facilitate the development of the industry and its supporting services, further increasing its attractiveness to new entrants. With 2017 touted to be ‘the year of the Internet Economy’, it will be interesting to see whether the Malaysian e-commerce industry can live up to the hype.


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