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(guò)去的這個(gè)雙十一又讓中國(guó)知名電商平臺(tái)——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(guó)消費(fèi)者的消費(fèi)熱情和消費(fèi)能力依舊不減。

對(duì)此，外媒不由地將中國(guó)的雙十一和他們的電商平臺(tái)和網(wǎng)上購(gòu)物狂歡節(jié)來(lái)作個(gè)比較，結(jié)果相當(dāng)驚人。據(jù)NBC News報(bào)道，雙十一24小時(shí)的成交量，比亞馬遜兩個(gè)月的都高。而僅阿里巴巴去年雙十一的銷售就力壓美國(guó)的“黑色星期五”和“網(wǎng)絡(luò)星期一”。

不過(guò)， 美國(guó)CNBC認(rèn)為，隨著線上購(gòu)物已經(jīng)成為中國(guó)大城市居民生活不可或缺的一部分，中國(guó)電商在大城市的發(fā)展空間已經(jīng)不多了。他們下一個(gè)角力戰(zhàn)場(chǎng)將是中國(guó)的中小城市和偏遠(yuǎn)地區(qū)，因?yàn)槟抢锞用竦目芍�配收入相�?duì)他們的生活成本還是相對(duì)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(gòu)物已經(jīng)成為日常生活的重要組成部分，增長(zhǎng)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(lái)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(duì)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(guó)發(fā)達(dá)地區(qū)的滲透率為85%，而在欠發(fā)達(dá)地區(qū)則為40%。阿里巴巴補(bǔ)充說(shuō)，截至第二季度，年度活躍消費(fèi)者增量中有70%以上來(lái)自欠發(fā)達(dá)地區(qū)。

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

圖 via SCMP

既然中國(guó)小城市和偏遠(yuǎn)地區(qū)居民手里有錢，為什么他們還沒(méi)有全部加入線上購(gòu)物大軍，還沒(méi)有享受到在線購(gòu)物的便捷呢？香港媒體《南華早報(bào)》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(guó)農(nóng)村居民還沒(méi)有體驗(yàn)過(guò)網(wǎng)購(gòu)。盡管這為在線平臺(tái)提供了最后一個(gè)尚未開(kāi)發(fā)的電子商務(wù)市場(chǎng)，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(jìn)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(guò)，在物流體系尚未完全建成之時(shí)，各個(gè)電商平臺(tái)已經(jīng)開(kāi)始使出渾身解數(shù)，讓小城市和偏遠(yuǎn)地區(qū)村民也體驗(yàn)一把線上購(gòu)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(fèi)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(diǎn)。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(yùn)送1噸包裹的無(wú)人機(jī)。

▲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(kāi)始大力投入研發(fā)快遞無(wú)人機(jī)。最新的消息是，亞馬遜的快遞無(wú)人機(jī)將在未來(lái)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(shí)候，亞馬遜全球消費(fèi)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(dòng)上發(fā)布了該公司最新的無(wú)人機(jī)模型，從而使亞馬遜在首家通過(guò)無(wú)人機(jī)遞送包裹的美國(guó)公司的競(jìng)爭(zhēng)中，出現(xiàn)新的轉(zhuǎn)折。他承諾，亞馬遜的無(wú)人機(jī)送貨計(jì)劃Prime Air將在“幾個(gè)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(jìng)爭(zhēng)對(duì)手在無(wú)人機(jī)上投入了更多資源，這是有道理的，因?yàn)闊o(wú)人機(jī)送貨可能對(duì)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(guó)的各大電商平臺(tái)，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(niǎo)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(duì)中國(guó)兩家主要的快遞公司——中通快遞和圓通快遞進(jìn)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(lái)對(duì)內(nèi)部物流網(wǎng)絡(luò)的投資，已成為第二季度整體利潤(rùn)的推動(dòng)力——該物流部門在這一時(shí)期實(shí)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(tuán)購(gòu)模式聞名的拼多多最初是在二、三線城市發(fā)展起來(lái)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)