SEO/PPC全球快報

eMarketer 2007/02/01

亞洲電子商務面面觀

雖然對於西方地區而言，瞭解亞洲市場充滿著挑戰性，但是亞洲地區呈現的快速成長，以及廣大市場商機，對於西方地區的零售電子商務企業而言擁有極高吸引力。

亞洲市場共可以區分為兩種類型的 B 2C 電子商務市場：

第一類型代表地區是日本和南韓，為亞洲區最大的電子商務市場。根據 eMarketer 的統計有高達 140 億至 340 億的線上銷售金額，此地區擁有強大的電子商務基礎建設，並不斷加強進化電子商務經營模式，所以未來預期將持續穩定成長。

第二類型代表地區是中國和印度，為亞洲區最有潛力的電子商務市場。此地區擁有成長中的中產階級、大量的基礎建設投資、更多的線上購物經驗，所以未來預期將呈現快速成長。

 

2006 年亞洲各地區的 B 2C 電子商務發展表現：

•  日本 － 銷售額 335 億，市佔率 65.4%

•  南韓 － 銷售額 140 億，市佔率 27.3%

•  中國 － 銷售額 25 億，市佔率 4.9%

•  印度 － 銷售額 12 億，市佔率 2.3%

 

Looking into Asia-Pacific E-Commerce
Hurdles aplenty, but huge potential as well.

Historically, for Westerners, understanding Asian markets has always been difficult, and the Internet has not made that task any easier — but it has made it more necessary.

The Asia-Pacific region is a tale of two types of B 2C e-commerce markets.

" Japan and South Korea , the region's largest markets — according to eMarketer's calculations — had online sales volumes of $34 billion and $14 billion, respectively, last year," says Jeffrey Grau, eMarketer senior analyst and the author of the new Asia-Pacific B2C E-Commerce: China, Japan and South Korea report. "Both have strong e-commerce infrastructures and tried and tested online retail business models, and they will be stable growth markets for the foreseeable future."

"Then there are the up-and-comers, best epitomized by China and India," says Mr. Grau, "where a growing middle class, infrastructure investment and more experienced online shoppers are accelerating growth rates."

The Asia-Pacific region represents many large markets, and many fast-growing markets, which are of course attractive to Western retail e-commerce firms.

But there is a problem. No, scratch that, there are many problems.

"Language barriers, unfamiliar business practices, restrictive government regulations and fierce competition conspire in different proportions to thwart the ambitions of Internet companies from the US and Europe attempting to enter Asia-Pacific markets," says Mr. Grau. "And the competition facing Western firms comes not only from domestic rivals, but also regional ones like South Korea 's Gmarket, which plans to expand to Japan and China soon."

As big as they are, according to Internet Retailer , Asia-Pacific markets represent only a small fraction of the revenues generated by US online retailers.

The Asia-Pacific region is much more than just a new sales frontier, however.

"It is also a stage for new online trends and novel e-commerce models that can be instructional for other countries," says Mr. Grau.

"Certain aspects of the e-commerce models adopted by Japan and South Korea , intended to help security-conscious consumers and small e-tailers, could be imitated in countries where online retailing is at an early stage of development," says Mr. Grau. "Also, a population of young cyber activists in South Korea is at the vanguard of social networking and blogging. What these enthusiastic netizens do online today could lead to new modes of online shopping tomorrow."

Source: http://www.emarketer.com/Article.aspx?1004489&src=article1_newsltr