阿里巴巴放話,別拿亞馬遜跟我們比
Alibaba chairman Jack Ma was in Detroit this week for Gateway 17, his company’s biggest-ever event stateside, to discuss opportunities for American small businesses to tap into the Chinese market through the world’s biggest e-commerce platform. But his chief creative officer Chris Tung was in the south of France unveiling a new suite of marketing data tools for all the brands and agencies gathered at the Cannes Lions Festival of Creativity, to better use Alibaba’s consumer data.
本週，阿里巴巴主席馬雲現身底特律，爲阿里巴巴最大的“連接世界”美國峯會（Gateway 17）站臺，意在能否通過阿里巴巴這個世界最大的電商平臺，幫助美國小型企業進入中國市場。與此同時，阿里巴巴首席創意官董本洪則在法國南部，爲戛納國際創意節（Cannes Lions Festival of Creativity）上的各大品牌機構展示全新的營銷數據工具，藉此推廣阿里巴巴的消費者數據庫。Often, especially in Western press, Alibaba is dubbed “the Chinese Amazon.” But with the consumer-to-consumer marketplace Taobao, the business-to-consumer T-Mall, and Alibaba’s business-to-business, plus the social media, maps, Laiwang messaging, a cloud computing service, it’s a bit more far reaching than that.
西方媒體特別喜歡將阿里巴巴比作“中國亞馬遜”。但是，淘寶是消費者對消費者的市場平臺，天貓屬於商業對消費者，阿里巴巴則是商業對商業，再加上社交媒體、地圖、即時通訊軟件“來往”以及雲計算服務，阿里巴巴涉獵的領域比亞馬遜更廣。
“It’s very different from the Amazon model,” says Tung. “We don’t buy products from brands, we don’t buy and sell and take a margin, as a channel. We service as a marketplace, a bridge between the seller and the buyer, through data. A lot of transactions happen on our platform–$550 billion US worth of gross merchandise value a year. The largest commerce platform on Earth. It’s bigger than Walmart. Much bigger than Amazon.”
董本洪說：“阿里巴巴和亞馬遜的運作模式完全不同。阿里巴巴不從品牌那裏購入產品，所以我們既不是賣方也不是買方，更不從中抽取利潤，阿里巴巴不是一個渠道。我們以市場的形式存在，通過數據連接買家和賣家。阿里巴巴每年的交易總商品價值爲5500億美元，是全球最大的貿易平臺，遠超過沃爾瑪，也比亞馬遜大得多。”
If you want to make analogies, Tung says think of Alibaba as a combination of Google, Facebook, and Amazon, in one. Brands set up and operate their own e-commerce flagship stores on the Alibaba platform. And global brands have flocked to it, including Nike, Apple, Coke, Uniqlo, Zara, and L’Oreal.
如果要做類比，董本洪認爲阿里巴巴是集谷歌、臉書、亞馬遜於一體的存在。各大品牌在阿里巴巴的平臺上註冊，然後自行運營電子商務旗艦店。包括耐克、蘋果、可口可樂、優衣庫、Zara（某西班牙服裝品牌）和歐萊雅在內的國際品牌無一不對阿里巴巴平臺青睞有加。
