俄羅斯電子商務(wù)市場為何讓世界網(wǎng)絡(luò)巨頭鎩羽而歸

????雖然莫斯科是典型的西方現(xiàn)代化城市，也是全世界億萬富翁比例最高的城市，但除了大城市以外，俄羅斯其他城市缺乏平穩(wěn)開展電子商務(wù)的基礎(chǔ)設(shè)施。例如，俄羅斯的郵政服務(wù)要么收費過高，要么太不靠譜。另外，由于銀行的高昂手續(xù)費，以及對電子支付缺乏信任，大部分俄羅斯消費者在網(wǎng)上購物時更喜歡支付現(xiàn)金。

????然而，雖然存在諸多棘手難題，依然有許多電子商務(wù)公司一派欣欣向榮。目前，OZON.ru的獨立訪問量已經(jīng)超過了700,000，每天的銷售額超過100萬美元。這是因為，OZON.ru將上述障礙都轉(zhuǎn)變成機遇，并對自身進行了調(diào)整。既然俄羅斯缺乏可靠有效的快遞服務(wù)，OZON.ru便創(chuàng)建了自己的快遞系統(tǒng)O-Courier，目前該系統(tǒng)在俄羅斯130個城市運營，擁有超過2,000個提貨點。另外，雖然網(wǎng)站80%的客戶使用現(xiàn)金支付，OZON.ru依然在電子支付方面大力投入，以便隨著消費者對網(wǎng)站的信任逐漸累積，最終完成向電子支付的轉(zhuǎn)變。此外，網(wǎng)站去年融資1億美元，用于建設(shè)可靠的數(shù)據(jù)中心，改善網(wǎng)頁界面。

????其實，關(guān)鍵的一點在于，很多在俄羅斯獲得成功的公司都是伴隨互聯(lián)網(wǎng)和在線社區(qū)一起成長起來的公司。所以，從某種程度上，公平地來說，在俄羅斯這塊未開肯的電子商務(wù)前沿陣地上取得成功的公司才是真正的先驅(qū)者，因為他們愿意投資、終塑造俄羅斯的網(wǎng)絡(luò)平臺。誠然，在俄羅斯投資風(fēng)險更大，也需要付出更多的努力；但是，在一個擁有1.4億人口，并且尚未獲得開發(fā)的國度里，這種投入最終將帶來豐厚的回報。

????本文作者瑪依妮?加文特自2011年7月起，擔(dān)任OZON Holdings公司首席執(zhí)行官，公司旗下包括OZON.ru、OZON.travel、O'Courier與Sapato，目前是俄羅斯業(yè)內(nèi)領(lǐng)先的電子商務(wù)公司。在加文特的領(lǐng)導(dǎo)下，2011年，OZON旗下的四個子公司收入增加了84%，銷售額達到3億美元。此外，2011年9月，加文特還幫助公司獲得了俄羅斯規(guī)模最大的一筆風(fēng)險投資——1億美元。2012年2月，加文特帶領(lǐng)OZON豎立了一座重要里程碑——完成對俄羅斯一流在線鞋業(yè)與飾品零售商Sapato.ru的戰(zhàn)略收購。

????譯者：劉進龍/汪皓

????For although Moscow has all the makings of a modern western city, boasting the highest population of billionaires over any other city in the world, beyond the major cities the rest of the country lacks the infrastructure necessary for the gears of e-commerce to turn smoothly, if at all. The Russian postal service, for example, was either too expensive or too undependable to be relied upon. Similarly because of exorbitant bank charges and a lack of trust of electronic payments the vast majority of customers usually prefer to pay for online items with cash.

????Despite such seemingly intractable obstacles to an online business some companies are thriving. OZON.ru is now drawing in more than 700,000 unique visitors who spend more than $1 million in sales every day. This was made possible by turning such obstacles into opportunities and adapting. With no adequate delivery service in Russia OZON.ru simply created one, O-Courier, which now operates in 130 cities across the country with more than 2,000 pick up points. Similarly, although 80% of its customers still pay in cash OZON.ru is investing in electronic payment technology to enable the transition as trust builds up. And it is using much of the $100 million funding raised last year to invest in reliable data centers and to improve its web interface.

????The point is that many of the companies that are thriving in Russia are the ones that have grown and adapted with the Internet and the online community as it has grown. In fact to some extent it's fair to say that the companies that are succeeding in this modern-day e-frontier wilderness are the true pioneers, the ones willing to invest in and ultimately shape the web. It may be riskier and take more effort but with a population of 140 million, most of which has yet to be tapped, the rewards should be worth it.

????Since July 2011, Maelle Gavet has been Chief Executive Officer of OZON Holdings, which includes OZON.ru, OZON.travel, O'Courier and Sapato, and is currently Russia's leading e-commerce business. Under Gavet's leadership and vision, OZON's four diversified businesses grew revenue by 84% in 2011 and sales topped $300 million. Gavet also helped secure one of Russia's largest infusions of VC funding, a $100 million round of funding in September 2011. In February 2012, Gavet established a critical corporate milestone for the company with OZON's strategic acquisition of Sapato.ru, Russia's leading online shoe and accessory retailer.