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电商在毁灭实体经济吗?
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Topic: 电商在毁灭实体经济吗? (Read 91 times)
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电商在毁灭实体经济吗?
December 28, 2017, 08:09:02 AM
#1
周末,我在家附近的商场闲逛,发现到处都是双十二的促销广告。无意中走进一家男装店,一位店员对我说:双十二是商场购物节,打折力度也很大。我推说去前面看看,店员紧接着说:以前的那家店已经改门面,真的没什么可看,你再往前走,可到儿童乐园了。
最近两年逛商场,这种情形经常出现。商场卖衣服的门面,不像过去有一整片小店,现在只有几家超大门面的品牌店。外国品牌广告做得好,价格也不贵,它们正在迅速抢占商场最黄金门面。而早年风头强劲的国产品牌,近几年正逐渐衰落。
与此同时,比商场低端的“卖场”“批发市场”,同样也在经历着变革。最近有媒体报道,上海卖服装的几条街,过去既零售也批发,一度红红火火,现已逐步凋敝。
线下服装销售行业的变化,最根本的原因是电商的崛起。很多线下商店把自家门店搬到网上,几十块钱的衣服曾是有些电商平台的主流。后来有了很多B2C、B2B等网站,大品牌店也开始把生意做到网上。再后来,这些平台的网店干脆成了工厂的线上门店,真正做到“没有中间商赚差价”,价格也奇低。
尽管这种业态广受欢迎,但批评的声音也不少。一个理由是:电商经济看起来方便,但是在毁掉中国服装业的长远——商家都想赚快钱,不想打品牌,从而将线下市场拱手让给外国人,自己则只是赚几十块利润。还有说法认为,购物太方便也不好,大家快买快卖,迅速消耗,生产的除了一大堆垃圾,还剩下什么?
除此之外,还有一种貌似深刻的见解。有一篇假借英国爵士之口的文章就说,中国电商平台如此发达,看似方便,其实是在毁掉实体经济。一个商业小店铺,背后就是一个中产阶级家庭,摧毁了其生存环境,那是社会的灾难。商场不只是买卖商品,更重要的是把人吸引到街上,产生各种“随机消费”。比如夫妻逛街,除了买衣服,还能吃饭看电影。电商毁掉商场,其实是在毁掉城市活力等。
这些批评都是基于“看得见的”:他们只看到线下的艰难,看不到线上商业的活力。确实,很多线下门店在关闭,但其实他们大多将店铺搬到了网上,反而活得更好。消费者坐在家中,遍览全国商品,选择更多,购物成本更低,这些都是很可观的福利。
中国服装品牌会因此而被毁掉吗?当然不会,且不说电商也讲品牌,就是线下实体行业,他们也还有很强的生命力。服装销售是体验性很强的购物活动,很多人还是愿意到商场去购买。对他们而言,只要价格不是贵得离谱,商场购物还是比点击下单愉快很多。这两年“虚拟现实”呼之欲出,但距离电商消灭实体还有很长距离。
当线下购物变成体验型、享受型的消费方式,利润率高的高档产品会更有优势。只不过国外商品在品牌化道路上走得更早,因此抢得了先机而已。其实,这些国外品牌也在积极抢占电商市场,主动降低身价迎合消费者。长远看来,国内品牌还有很大机会。
电商没有摧毁实体经济,而是在创造新的实体经济。中国有很多工厂都是依赖电商而存在,它们创造的就业机会,要比电商消灭的就业多。电商创造了快递行业,这是货真价实的实体经济。就连看似被电商消灭的“商场经济”,其实也没有萧条。只不过是熙熙攘攘的购物场地,变成喧哗沸腾的儿童乐园、餐馆、游戏厅。这些“体验型经济”过去不存在,将来也不容易被消灭。
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