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亚马逊加强与越南中小型企业合作|出海越南电商岛群第17期

2020-01-16 20:22:00

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美国电子商务和云计算公司亚马逊的徽标。(法新社照片/ Loic Venance

 

亚马逊最近宣布,它将与越南电子商务协会(VECOM)合作,以允许本地中小型企业使用该公司在那里的平台来销售和出口商品。迄今为止,这家电子商务巨头进军越南是其第二次进入东南亚。

 

面对来自越南的LazadaTikiShopee的激烈竞争,亚马逊可能仍在测试那里的市场。根据Dezan Shira and Associates的商业情报,这是比与越南中小企业合作的更好的方式,后者至少占越南所有企业的98%。

 

同时,亚马逊的进入还将为越南当地的中小企业提供他们进一步发展所需的专业知识。缺乏融资,与全球供应链的联系不紧密以及不正当竞争只是中小企业在这里面临的一些挑战。

 

亚马逊的到来必将刺激本地市场的发展。服务供应商将竞争开发销售服务,物流解决方案,生态系统以及更多其他产品。” VECOM秘书长TranTrong Tuyen对在线出版物VietnamNet表示。

 

尽管有LazadaShopee在市场上占有一席之地,但越南的电子商务市场仍处于发展初期,在线零售仅占越南零售市场总量的1%。迄今为止,该市场中存在的电子商务参与者必须大力推广该平台以建立吸引力。

 

例如,据报道,Shopee提供大量折扣,卖家培训和全国免费送货。同时,Lazada削减了高达50%的卖方佣金,以吸引更多的零售商使用该平台。

 

越南的电子商务领域仍然很有吸引力。根据Kantar Worldpanel的市场研究,它是全球增长最快的公司之一。据《日经亚洲评论》报道,2016年越南的电子商务收入增长了23%,达到50亿美元,2017年又增长了25%。

 

根据Bookings的研究,如果亚马逊能够在这里开展更全面的运营,那么它将受益于新兴中产阶级的购买力。中产阶级的购买力将在2005-2015年间增长14%,并可能在2016年至2020年之间进一步增长18%。

 

目前,主要的挫折将是缺乏基础设施,即使其景观仍然受到道路通行不畅的困扰。然而,这可能不会持续很长时间。据牛津商业集团称,目前正在进行一些项目,以建立河内和朗颂,范登和旺彩之间以及河内和曹帮之间的联系。电子商务公司面临的其他挑战是缺少电子商务系统的关键组件,包括交付服务,支付系统,技术,仓库容量和人力资源。

 

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资料来源:Hootsuite2018

 

就亚马逊而言,正是上述这些因素可能会导致采取一种缓慢的观望方式。它已经不得不赶上该地区的前身,即LazadaShopee。它进入新加坡,也没有达到当地的预期。例如,新加坡人将其主要产品称为“ lacklustre”。尤其令人失望的是亚马逊在那里的数字产品,他们说这与美国的数字产品不匹配。

 

亚马逊可能仍然需要习惯越南的消费习惯,并相应地本地化其产品。与当地人达成一笔交易可能不仅仅涉及复制其在其他市场中已经提供的服务。与现有的电子商务参与者相比,价格也可能没有吸引力。亚马逊可能会改变其在该地区的业务战略,或者冒着追赶未来一段时间的风险。

 


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Amazon partners with SMEs in Vietnam

Amazon recently announced that it would partner with the Vietnam E-commerce Association (VECOM) to allow local small and medium-sized enterprises to sell and export their goods using the company’s platform there. The e-commerce giant's foray into Vietnam is its second into Southeast Asia thus far.

Presented with stiff competition from Lazada, Tiki and Shopee in Vietnam, Amazon is likely to be still testing the market there. What better way than to partner with Vietnam’s SMEs, who constitute at least 98% of all enterprises there, according to business intelligence by Dezan Shira and Associates.

Meanwhile, Amazon’s entry would also provide local Vietnamese SMEs with the know-how they need to progress further. Lack of access to financing, low linkages with global supply chains, and unfair competition are just a few challenges faced by SMEs here.

“Amazon’s arrival is set to spur local market development. Services suppliers will compete to develop selling services, logistics solutions, ecosystems and much more,” TranTrong Tuyen, VECOM general secretary told online publication, VietnamNet.

Despite Lazada and Shopee’s market presence, Vietnam's e-commerce market is still in the early stages of development, with online retail accounting for just 1% of the total retail market there. E-commerce players present in that market have so far had to promote the platform vigorously in order to build traction.

Shopee, for instance, was reported to be offering plenty of discounts, seller training and free nationwide shipping. Lazada, meanwhile, cut sellers commissions by up to 50% in order to attract a higher number of retailers to its platform there.

Vietnam's e-commerce sector is still an attractive one. It is one of the fastest growing on a global level, according to market research by Kantar Worldpanel. E-commerce revenue in Vietnam grew 23% to US$5 billion is 2016, and expanded by a further 25% in 2017, according to reporting by the Nikkei Asian Review.

Should it launch fuller operations there, Amazon will benefit from the purchasing power of a rising middle class, which expanded by 14% between 2005-2015 and is likely to grow by a further 18% between 2016 and 2020, according to research by the Bookings Institute.

Currently, the main setbacks will be in terms of lack of infrastructure, even as its landscape still suffers from poor road access, for one. Yet this might not go on for long. Projects are currently underway to build connections between Hanoi and Lang Son, Van Don and Mong Cai, and Hanoi and Cao Bang, according to the Oxford Business Group. Other challenges e-commerce firms face is a lack of key components of the e-commerce system, including delivery services, payment systems, technology, warehouse capacity and human resources.

On Amazon’s part, it is these abovementioned factors which may warrant a slower, wait-and-see approach. It has already had to play catch-up with its predecessors in the region, namely Lazada and Shopee. Its entry into Singapore, too fell short of local expectations. Its Prime offerings, for instance, were described by Singaporeans as 'lacklustre'. In particular, the disappointment was with Amazon's digital offerings there, which they said did not match those offered in the United States.

Innovating for Singapore’s market in general may in fact involve creating a more immersive shopping experience, since mall culture is such a mainstay there.

“Singapore is a very small city state, so shopping is one of the favourite pastimes for all Singaporeans,” Chan Hock Hai, a fund manager with Singapore’s Amundi Asset Management told Bloomberg in 2017.

Amazon may also still need to get used to consumer habits in Vietnam and localise its offerings accordingly. Sweetening the deal for locals might involve more than simply replicating services it already offers in its other markets. The prices might also not prove to be as attractive compared to existing e-commerce players. Amazon could change its business strategy for this region, or risk playing catch-up for some time to come.


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