俄羅斯電子商務(wù)市場(chǎng)為何讓世界網(wǎng)絡(luò)巨頭鎩羽而歸

????按常理來說，俄羅斯肯定會(huì)張開雙臂，熱烈歡迎亞馬遜（Amazon）、易趣（eBay）和谷歌（Google）這些外國互聯(lián)網(wǎng)公司的到來。然而，谷歌在俄羅斯費(fèi)盡心思，卻只獲得27%的市場(chǎng)份額，遠(yuǎn)遠(yuǎn)落后于其俄羅斯本土對(duì)手Yandex（占有61%的市場(chǎng)份額），只能被迫屈居次席；而另一家互聯(lián)網(wǎng)巨頭亞馬遜則根本無法進(jìn)入俄羅斯市場(chǎng)，原因何在？

????其實(shí)，并不是俄羅斯人不想擁有這些跨國公司的產(chǎn)品和服務(wù)。俄羅斯擁有歐洲數(shù)量最多的網(wǎng)民，目前已經(jīng)達(dá)到5，300萬，而且年同比增長速度是其在歐洲的最大競(jìng)爭(zhēng)對(duì)手德國的七倍以上。因此，俄羅斯網(wǎng)絡(luò)市場(chǎng)具有進(jìn)一步增長的潛力。俄羅斯的優(yōu)勢(shì)不止這些。它擁有極佳的可支配收入與債務(wù)比率，而且俄羅斯人無論對(duì)新奇的產(chǎn)品和還是在本土奇貨可居的產(chǎn)品都具有極高的熱情，因此，表面上來看，俄羅斯發(fā)生電子零售革命的時(shí)機(jī)已經(jīng)成熟。

????這并不是說俄羅斯本土企業(yè)毫無機(jī)會(huì)。除了Yandex外，俄羅斯分類信息網(wǎng)站Avito也擠走了來自美國的競(jìng)爭(zhēng)對(duì)手Craiglist。面對(duì)由電子支付服務(wù)商Mail.ru支持的Molotok網(wǎng)站，eBay也只能逃之夭夭。而網(wǎng)上零售店OZON.ru一直被視為俄羅斯版的亞馬遜。另外，雖然許多公司選擇與俄羅斯本土公司合作，比如團(tuán)購網(wǎng)站Groupon就與Mail.ru建立了合作伙伴關(guān)系，但面臨KupiKupon、Biglion和Vigoda的激烈競(jìng)爭(zhēng)，它在俄羅斯市場(chǎng)依然舉步維艱。有些俄羅斯團(tuán)購網(wǎng)站在第一年便能獲得數(shù)百萬美元的收入。在俄羅斯，這些網(wǎng)絡(luò)巨頭的全球霸權(quán)似乎完全失效；也難怪俄羅斯會(huì)被視為歐洲最后一塊互聯(lián)網(wǎng)前沿陣地。

????俄羅斯人有自己獨(dú)特的行事風(fēng)格，這一點(diǎn)毋庸置疑，但西方大品牌無法像以往一樣輕松進(jìn)入，然后輕而易舉地主導(dǎo)當(dāng)?shù)厥袌?chǎng)，并不能單純歸因于文化沖突，也不能完全歸咎于俄羅斯人的傲慢自大。其實(shí)，問題的根源在于，越來越多的俄羅斯人已經(jīng)可以接入互聯(lián)網(wǎng)，手里也也不缺錢花，但正因?yàn)槿绱耍鈬静豢赡茉傧褚酝切┘婢邔?shí)體與網(wǎng)絡(luò)的品牌一樣，輕松進(jìn)入該市場(chǎng)，開完店就坐等著收錢。而許多跨國公司并沒弄清楚這一點(diǎn)。

????When it comes to the likes of Amazon, eBay and Google, one might think Russia would welcome such foreign Internet giants with open arms. So why is it that, despite its best efforts, Google with just 27% market share has been forced into the unfamiliar position of playing second fiddle to Yandex, its Russian contemporary which holds a comfortable 61% share, while Amazon has no presence in the country at all?

????It's not as if Russians don't want them. With more than 53 million people now online, Russia not only has the largest online audience in Europe but also a year-on-year growth of more than seven times that of Germany, its closest rival. And there's plenty of room for further expansion. Add to that an extremely favorable disposable-income-to-debt ratio and the Russian fervor for products that are either exotic or locally hard to come by, and on paper it looks like a country ripe for an e-tail revolution.

????That is not to say that some companies aren't already doing extremely well out of it. Besides Yandex, Russia's answer to Craiglist, Avito, has been seeing off its large US rival. And while eBay (EBAY) is being given a run for its money by the Mail.ru-backed Molotok, OZON.ru has been branded the Amazon of Russia. Even those that have formed alliances with Russian companies, such as Groupon's (GRPN) partnership with Mail.ru, have been given a rough ride in the face competition from local rivals KupiKupon, Biglion and Vigoda, some of which have been able to generate tens of millions of dollars of revenue in their first year of business. In Russia, it seems, global hegemony doesn't count for much; little wonder then that the country has been described as the last Internet frontier of Europe.

????But while Russia undeniably has its own unique way of doing things, the failure of large western brands to wade in and effortlessly dominate the market -- as they are so used to doing -- cannot merely be attributed to a clash of cultures. And nor is it just a case of hubris. No, arguably the problem is the failure to understand that just because an increasing number of Russians have Internet access and money to spend, businesses cannot just stroll in and set up shop like a traditional clicks-and-mortar business.

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