美國百貨公司進入中國市場的新路徑：上天貓

????正在設法吸引美國零售商的中國電子商務巨無霸阿里巴巴周三（8月12日）上午拋出重磅消息，那就是梅西百貨的中國子公司將在天貓國際上開設旗艦店。該子公司是梅西百貨和香港馮氏零售集團的合資企業(yè)。

????在阿里巴巴看來，讓美國等地的海外國際品牌入住天貓是今后核心增長動力的一部分，對此該公司并不遮遮掩掩。最近，阿里巴巴還請來了高盛前副董事長邁克爾·埃文斯負責國際擴張事務。

????阿里巴巴表示，梅西百貨將是首家登陸天貓國際的美國百貨商店。Zara和Old Navy等品牌也已經(jīng)和天貓簽署了獨家銷售協(xié)議；耐克、阿迪達斯、聯(lián)合利華、亞馬遜、好市多以及The Gap則以非獨家形式和天貓合作。

????這并不是梅西百貨首次嘗試進入中國市場。2012年，該公司入股一家電商公司，成立了合資企業(yè)，但該企業(yè)以失敗告終。美國奢侈品連鎖高端百貨商店內曼馬庫斯也打算在中國一試身手，然而處境同樣不夠理想。

????阿里巴巴在游說零售商加盟時表示，它可以解決物流和買家付款問題。這樣，梅西百貨等公司把產品賣給中國消費者的過程就不會那么復雜。阿里巴巴擁有自己的物流公司菜鳥網(wǎng)絡以及在線和移動支付業(yè)務支付寶。

????阿里巴巴還在周三公布了業(yè)績。該公司表示，菜鳥網(wǎng)絡現(xiàn)已在北京、上海、廣州、深圳和杭州等41座大城市實現(xiàn)了隔天送達；到今年底，這項服務的范圍將擴大到50座城市。該公司還推出了食雜商品當天送達服務，初步覆蓋北京和上海兩地。在北京，食雜商品銷售額同比增速高達740%。

????對阿里巴巴來說，和美國品牌及零售商合作可能還有助于提高增長率。周三披露的業(yè)績顯示，上季度阿里巴巴的收入增長了28%，達到32.6億美元，低于分析師預測的33.9億美元。正如今年6月份董事長兼創(chuàng)始人馬云在美國參加一系列活動時所說，阿里巴巴有機會把更多美國商品帶給呈上升態(tài)勢的中國中產階層。這個群體的人數(shù)已經(jīng)相當于美國的總人口，而且預計將在七年里增長一倍。

????盡管收入沒有達到華爾街預期，但阿里巴巴的移動購物銷售量增長迅猛。上季度，手機淘寶交易商品的總價值為600億美元，比上年同期提高125%。同時，淘寶手機移動客戶端實現(xiàn)收入12.8億美元（同比增228%），首次超過電腦端帶來的收入。

????此外，和梅西百貨等公司合作還是阿里巴巴和國內對手京東進行抗衡的一部分。京東也在設法為自己的電商平臺引進美國品牌和零售商。今年7月份，京東表示流行歌手泰勒·斯威夫特將通過京東網(wǎng)站向中國消費者推出系列服裝產品。（財富中文網(wǎng)）

????譯者：Charlie

????校對：詹妮

????In Alibaba’s effort to woo American retailers, the Chinese e-commerce juggernaut announced a significant deal this morning—Macy’s. Macy’s China Limited, a joint venture between Macy’s and Chinese retailer, Fung Retailing Limited, will launch an online flagship store on Alibaba’s online shopping mall for brands, Tmall Global.

????Alibaba has made it no secret that it views bringing on U.S. and other international brands onto Tmall as part of the company’s key growth in the future. The company recently brought on Goldman Sachs banker Michael Evans to oversee this international expansion.

????Alibaba says Macy’s will be the first U.S. department store to join Alibaba’s Tmall Global. Other brands who have exclusive deals to sell on Tmall include Zara, and Old Navy. Nike, Adidas, Unilever, Amazon, Costco, and The Gap all sell on Tmall through non-exclusive agreements.

????This isn’t the first time Macy’s has tried to enter China. The retailer announced a joint venture in China in 2012, which failed. Neiman Marcus has also tried to sell in China, but has stumbled.

????But part of Alibaba’s pitch to retailers is that it can handle things like logistics, and payments for retailers, making it less complicated for companies like Macy’s to get their goods in the hands of Chinese consumers. Alibaba already has its own logistics company, Cainiao, and an online and mobile payments business, Alipay.

????In Alibaba’s earnings release today, it revealed Cainiao now allows for next-day delivery in 41 major cities in China, including Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. Alibaba says this will be extended to 50 cities by the end of this year. The company has also launched same-day delivery of groceries, initially starting with Beijing and Shanghai, with grocery sales in Beijing increasing 740% year-on-year.

????For Alibaba, winning deals with U.S. brands and retailers could also help supercharge growth. The company announced Wednesday that its latest quarter’s revenue rose 28% to $3.26 billion, missing analyst estimates of $3.39 billion. As Chairman and Founder Jack Ma explained in a series of events in the U.S. in June, Alibaba has the opportunity bring more U.S. goods to China’s rising middle class, which is already equal in the size of the entire U.S. population and is expected to double in seven years.

????Although revenue was softer than Wall Street expected, Alibaba is seeing significant traction in mobile shopping volume, with gross merchandise value transacted via mobile phones at $60 billion in the quarter, an increase of 125% year-over-year. And for the first time, mobile revenues, $1.28 billion (up 228% year-over-year), exceeded desktop sales in Alibaba’s China retail marketplaces.

????For Alibaba, inking deals like the one with Macy’s, is also part of its ongoing battle with Chinese rival JD.com, which is also working on bringing in U.S. brands and retailers to sell through its e-commerce site. In July, JD.com announced that pop star Taylor Swift would sell a clothing line to Chinese consumers via its e-commerce site.