電商巨頭京東計劃轉型線下零售

JD.com Inc, China』s second-largest e-commerce company, plans to open more than 1 million JD convenience stores across the country in the next five years, with half of them located in rural areas, said its CEO Liu Qiangdong.

京東CEO劉強東稱，第二大電商公司JD.com Inc計劃未來五年在全國開設100多萬家京東便利店，其中一半位於農村地區。

He said owners of the stores could order goods, including consumer electronics, home appliances, clothing and home furnishings through JD』s application software.

他說，店主可以通過京東應用軟體訂購包括消費電子產品，家用電器，服裝和家居用品在內的物品。

JD will be responsible for logistics and distribution to the stores, according to the company.

據公司稱，京東將負責商店的物流和分配。

This is JD』s third offline cooperation project after launching 10,000 JD home appliance stores, an important measure in the expansion of its offline retail channel.

這是京東在推出10,000家京東家電商店后的第三個線下合作項目，這是擴大其線下零售渠道的重要措施。

JD launched the New Market Programs at the end of 2015, which aimed to build a new channel targeting small and medium-sized stores in small cities, becoming their suppliers and partners. This program is set to cover 500,000 stores this year.

2015年底，京東推出新市場計劃，旨在搭建針對小城市小中型商店的新渠道，成為他們的供應商和合作夥伴。這個項目今年將覆蓋五十萬家商店。

The penetration rate of e-commerce players in the small cities is not high. In contrast, convenience stores play a vital role.

電子商務玩家在小城市的滲透率不高。相比之下，便利店起著至關重要的作用。

E-commerce giants have stepped up the combination of online and offline retail channels. Alibaba Group Holding Ltd and Bailian Group Co Ltd reached a strategic partnership in February. The two sides will co-design bricks-and-mortar stores that merge online and offline shopping experiences.

電子商務巨頭加強了線上和線下零售渠道的結合。阿里巴巴集團控股有限公司和百聯集團有限公司在二月份達成戰略合作關係。雙方將共同設計實體店，融合線上和線下購物體驗。

Jason Yu, general manger of consumer research firm Kantar Worldpanel, said: "The network of stores will help JD to enhance its O2O presence in the fast-moving consumer goods sector. To address the last-mile delivery challenge, the move can help consumers to order products at nearby stores.

消費者研究公司Kantar Worldpanel總經理詹森余表示：「商店網路將幫助京東加強其在快速消費品行業的O2O存在。為了解決最後一刻的交貨挑戰，這一舉措可以幫助消費者在附近的商店訂購產品。

"While it brings business to those convenience stores, it also makes those stores an entry point to the JD platform so that it can increase its penetration among shoppers."

「雖然它為這些便利店帶來業務，但也使得這些商店成為京東平台的切入點，從而可以增加購物者的滲透率。」

Yu added it is more challenging to grow purely in e-commerce, so both Alibaba and JD move into offline business.

俞先生補充說，單純在電子商務領域增長更具挑戰性，所以阿里巴巴和京東都會走向線下業務。

"JD has strengths in delivery and distribution in rural areas. Establishing offline stores will help JD cover more areas and access to more consumers," said Lu Zhenwang, CEO of the Shanghai-based Wanqing Consultancy.

上海萬慶顧問公司首席執行官盧振旺表示：「京東在農村地區配送和分銷方面有優勢。建立線下店可以幫助京東覆蓋更多的領域，並且吸引更多的消費者。

Lu added that the growth of online retail channels has slowed compared with their rapid growth in the past, so they have to seek new business growth points, adding the cost of opening stores in rural areas is relatively low

盧補充說，網路零售渠道的增長與過去的快速增長相比有所放緩，所以要尋求新的業務增長點，他補充道，農村開店成本相對較低。

Statistics from international consultancy Kantar Retail showed there are nearly 7 million small convenience stores in the Chinese market, which account for 40 percent of shipments among all retail channels.

國際諮詢公司Kantar Retail的統計顯示，市場有近700萬家小型便利店，占所有零售渠道出貨量的40%。