从亚马逊，EBAY的市场竞争看电子商务发展

看派代不少帖子，也有心分享一下我对电子商务的理解。欢迎各位拍砖。电子商务逆风飞扬。2008的金融危机，导致电子商务顺势增长。当传统外贸大量萎缩时，电子商务趁势暴增。综观国内外，08年，09年，EBAY，亚马逊，淘宝网的生意如火如荼。顺势抓住了危机中机遇的人们，口袋里的钱，立马翻上几番，业务开始走向扩张之路。

在互联网时代，永远提倡创新，和逆向思维。永远只有第一，没有第二。

做到第一的才能主导市场，占领市场。当我们看到EBAY市场需求旺盛时候，大批的人涌入EBAY市场，市场呈现一个完全竞争状态。价格是透明的，今天你卖这个，有赚头，明天我就跟着卖这个，还比你便宜两毛。那个被比较的卖家看到市场上出现了更多的同样的产品，价格比自己的还便宜，于是跟着砸进去，降价。如此循环往复的竞争，导致市场出现一定的饱和状态。

也是同样的道理：

话说09年，淘宝服装生意火爆，有人赚得锅盆钵满。有人见着这事态好，也跟着进去。于是，又拉开了淘宝完全竞争的序幕。有人薄利多销，有人血本无归，有人刚好吃饱，有人吃饱了撑着，还有人饿得快要撑不下去。

正是因为这种市场完全竞争状态日趋激烈的原因，B2C开始成为黄金发展动向。

EBAY，淘宝纷纷开始实施新政，扶持大卖家，封杀小卖家。于是我们看到了淘宝商城，EBAY新政。

亚马逊在这种环境和背景下，赶上了好时机，市场日趋壮大。

亚马逊是B2C，而且是先入为主的B2C，所以现在，他所到之处，所向披靡。

讲信誉，讲产品，因为亚马逊是B，是企业，所以客户信赖他。

讲物流，讲效率，也因为亚马逊是B，能够统筹规划，用最快的速度去发货。

同样，在国内，大家也可以看得到这种趋势：

京东商城，凡客，红孩子，麦包包，等一系列B2C平台旺盛的发展，大家不难看出，依赖别人的平台，如淘宝，EBAY，终究是要遵循别人制定的规则。而自己企业的平台，所有的规则都是自己制定。所以，从这方面来说，B2C肯定要优越于C2C。受制于人，其发展模式也将受制于人。

所以我们看到了越来越多察觉这一态势的人开始大力发展B2C。

做外贸电商的人，一边做EBAY，亚马逊，一边发展和培育自己的B2C。

做内贸电商的人，一边做淘宝商城，也一边发展和培育自己的B2C。

外贸开始dropship，内贸也开始代发货。

又一个完全竞争，并且多样化的电商时代又要到来。

下文来自

http://seekingalpha.com/article/229085-amazon-ebay-september-same-store-sales

因时间有限，翻译水平有限等原因，大家自己看。

Today we are releasing September data for Marketplaces (eBay/Amazon), Search and Comparison Shopping Engines (CSE) along with supplemental data.

September results

September showed continued strength in e-commerce. The results for each channel were as follows with some commentary:

9月电子商务持续强劲的发展。各个渠道数据表明：

• Amazon (AMZN) - Amazon came in at 56% down from August's 62%. Amazon continues to be very robust across most categories and the decrease is due to maturation of a large group of customers we added 18-24 months ago. A very large cluster of customer is working through the 12month SSS blackout window and when they come out they will
• 亚马逊-亚马逊9月的3S数据从八月的62%降低到56%。亚马逊大部分目录持续茁壮成长，
• eBay (EBAY) - eBay continued the slide since April and came in slightly negative to flat at -.5%     EBAY从四月持续下滑，甚至跌到-5%。
• CSE - Comparison Shopping Engines dipped a little (not big with the back-to-school categories) down to 3%.
• Search - Search accelerated again in September to 24.9%, up from August's 19%
• Overall - Overall we see that e-commerce in September accelerated back to the mid to high teens. Hopefully the consumer can remain optimistic as we head into Q4. SSS Chart

The following chart details the SSS data for 2010 through September:

Supplemental data for Search and CSE

For search, we are providing y/y SSS data for the following datapoints:

• Clicks - volume of clicks 点击率
• Orders - Volume of orders 成交率
• Cost - Overall cost for combined campaigns
• CPC - Cost per click on average 平均点击所花费
• CPC y/y SSS delta - the difference in CPC for Sept. 10 vs. Sept. 09 for SSS
• CR - Conversion rate 转化率
• CR change y/y - Sept. 10 vs. Sept. 09 for SSS
• AOV - Average Order Value 平均每个订单的价值

The details are available in this table:

As you can see search was a mixed bag:

Negatives:

• CPC was down slightly y/y at .34/click- CPC tends to receive a lot of attention and press, but is a small part of the search picture.
• AOV improved down 10%, due to category mix.

Positives:

• AOV improved to flat vs. down 10% last month - consumers are increasing their basket size nicely sequentially.
• Clicks (essentially volume) were up 19%
• Conversions were up 9%, indicating improved consumer mindset.
• Together that yielded a bump in orders of 30%, a strong increase.

For CSE, we are providing y/y CSE conversion rates as a blend of all engines:

Here is the SSS release schedule for the rest of the year:

• November 9
• December 7
• Increased frequency for the holiday period TBA

备注：3S定义

Definition:

S.S.S. = same store sales

A statistic used in retail industry analysis.用于零售分析的数据。 It compares sales of stores that have been open for a year or more. 把建店一年以上的店铺的销售作对比。This statistic allows investors to determine what portion of new sales has come from sales growth and what portion from the opening of new stores. 通过数据，投资者可以确定从业绩增长部分中增长了多少比例的新业绩，新店建立的比例是多少。This analysis is important because, although new stores are good, a saturation point--where future sales growth is determined by same store sales growth--eventually occurs.这个数据非常重要，因为，尽管新店很不错，饱和点，就是未来销售增长取决于相同店铺销售增长的饱和点，会出现。 Same store sales are usually released by retail companies on a monthly basis. This is also known as "comps."

      零售公司通常一个月公布一次相同店铺销售的数据。这也就是众所周知的“比较”