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这一年,电子商务行业依然热闹非凡,从团购的持续亏损,阿里京东资本交易中的高估值,巨头间扑簌迷离的价格战……各种口水大战、抹黑对手以及虚报业绩的商业故事从来没有停歇,对于消费者、媒体、企业都是一场“华丽盛宴”。

在盘点完2012年的十大关键词后,2013年这些故事将发生什么改变?

流血上市

唯品会在今年3月正式登陆纽交所,成为2012年首家也是唯一一家赴美IPO的电商企业。唯品会最初将发行区间价定为8.5-10 .5美元,上市当天临时下调发行价至6.5美元,但开盘即遭遇“破发”跌至5.99美元,最终收盘价较发行价大幅下跌15.38%。

价格战

国美与苏宁在电商领域大展拳脚,触发京东、天猫等电商巨头发起史上最激烈的价格战。8·15,大战伊始,各家均放言自家产品价格“史上最低”,但价 格战很快陷入混乱,消费者投诉网页打不开,热销品无货,大喊“坑爹”。这场大战最终沦为口水大战和忽悠剧本,惹得发改委出手调查。

双11

11月11日已经成为阿里巴巴乃至整个中国电商界的狂欢日。通过5折大促销,“双十一”同样是一场年度试验,不断挑战中国电商的“底线”。今年,“双十一”已经从天猫的项目变成整个阿里集团的项目,其它电商参与促销。最终,“阿里系”合共完成了191亿的销售。

跨界

当业内对顺丰跨界便利店市场争论不休时,这家中国本土最低调的快递企业的缔造者王卫已出手进军电子商务。旗下网店“顺丰优选”今年中正式上线,这是继“顺丰e商圈”、“尊礼会”之后顺丰搭建的第三个电商平台。

独立

多年以来,中国互联网行业的三座大山百度、阿里巴巴、腾讯各据山头,但却难免背水一战。2012年,腾讯借内部架构重组之机,宣布分拆电商业务、成立腾讯电商控股公司后,并投入10亿美元发力建设电商平台。

团购遇挫

团购马拉松在继续,拉手网的创始人吴波却提前退场。曾经因抢购“groupon.cn”而夺先机的“团宝网”,被曝出现资金链断裂、大规模裁员等消息,腾讯旗下高朋传出多个城市裁员撤站。2012年,曾经风光的团购业务举步维艰。

兼并抱团

苏宁以6600万美金收购红孩子;当当网携图书、日用百货两大类目跑步入驻天猫、腾讯电商;F团和Q Q团购彻底被整合进新高朋;2012年未能走出盈利困局的电子商务行业正在进入一个密集整合期。当当网CEO李国庆说:“无论是入驻天猫‘微博’还是腾 讯,我都给出明确指引:从了。谁让人家流量大呢。”

分拆

在与雅虎达成股权回购,并成功将子公司B2B私有化之后,阿里集团宣布,调整淘宝、一淘、天猫、聚划算、阿里国际业务、阿里小企业业务和阿里云七大事业群,组成集团CBBS市场集群,最终搭建出一个完整的生态平台,已经成为阿里下一个十年的目标。

融资

京东和阿里仍处于激烈交战中。年末,京东商城完成新一轮融资,金额约为4亿美元,由安大略教师退休基金领投,老虎基金跟投,目前估值72.5亿美金。在这个资本寒冬之际,京东能够成功融资,不管是否“流血”,都为中国电子商务行业的大战埋下了伏笔。

叫板

今年初,“有春天,无所畏”,韩寒新代言的凡客广告铺天盖地地进入中国10个城市。去年,IPO搁浅、巨亏、库存增加、现金流紧张等传言,困扰着凡 客,2012年凡客在重组和收缩中修正错误。而随着凡客叫板优衣库扩充市场占有率的同时,内部已经悄悄地将定位从“电商”转为“互联网品牌商”。

南都记者 谢睿


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