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【首页】→ 【学习交流】→ 主题:【中英阅读】在中国最热卖的美国商品竟然是这些
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【中英阅读】在中国最热卖的美国商品竟然是这些
suitel(2016/4/20 15:55:00)  点击:21941  回复:0  
Chinese e-commerce juggernaut Alibaba is trying to stoke its sales growth by selling more U.S. products on Tmall, the more upscale of its two big Internet marketplaces. Analysts believe the Hangzhou-based company could boost its revenue by 15% or more by connecting the rapidly expanding Chinese middle class, who are curious about American products, with U.S. brands.

Alibaba and its American partners generally don’t disclose the dollar totals for their sales. But based on the numbers that have emerged so far, what Tmall’s shoppers really want is American food. High-profile controversies involving contaminated food in China has given foreign brands even more cachet there. (Cosmetics and personal-hygiene products are popular for similar reasons.)

Here are some of the top-selling U.S.-produced items on Tmall:

Costco mixed nuts: When Costco decided to sell food via Tmall, mixed nuts were one of the first products they shipped. On Singles Day (Alibaba’s version of Black Friday) in 2014, Alibaba sold 3 tons of Costco Nuts on Tmall. This year, Costco sold 245 tons of mixed nuts, in 2 pound bags. On Singles Day in 2014, Costco sold $3.5 million worth of nuts and other merchandise on Tmall. On Singles Day in 2015, it sold $3.5 million in just the first hour.

Huggies diapers: Baby products, specifically diapers and formula, are massive sellers on Tmall. On Singles Day of 2015, Kimberly-Clark sold 800,000 packs of its Huggies baby diapers, which were one of the top-selling U.S. brands on the shopping holiday. “Chinese people are generally distrusting” of personal-hygiene products made in China, explains Jim Tompkins, a supply-chain expert who helps U.S. brands manage how they ship and sell items to international markets. They’re “very concerned with anything that goes on the body or in the body.”

Ben and Jerry’s, Haagen-Dazs, and Breyers ice cream: In the summer of 2014, Tmall conducted what it says was China’s first ever online sale and home delivery of ice cream, using trucks specialized to transport frozen food. More than 10,000 orders were sold and delivered in the middle of a sweltering summer to more than 210 cities across China, with full refunds guaranteed if the ice cream was not kept frozen throughout delivery.

Cherries: In 2013, Tmall.com partnered with U.S. Northwest Cherry Growers to sell 180 tons of cherries to Chinese consumers. Sales increased to 600 tons in 2014. Because of improved logistics, American cherries can be delivered to Alibaba customers as little as 48 to 72 hours after they’re harvested. They’re shipped via plane to Beijing and Shanghai.

Apples from Washington State: The Washington Apple Commission is a relatively new seller on Tmall Global. (Not long ago, imported apples were banned by Chinese regulators who feared they would bring outside insects into the country.) In the spring of 2014, the commission held a promotion on Tmall Global to sell boxes of apples grown in rural Washington. The sale sold 5,000 cartons of apples, or sales of $100,000. This year, Chinese consumers bought 7,500 cartons of apples, worth around $150,000 from Singles Day promotions. But shoppers got a surprise: On this year’s Singles Day, all apples sold from Washington State included a QR code, which allows purchasers to scan them with their mobile phone to verify the authenticity of the fruit.

阿里巴巴希望在天猫出售更多美国商品,刺激销售增长。在中国两大网商的较量中,天猫占据优势。分析师认为,日益扩大的中国中产阶层对美国商品和美国品牌非常好奇,通过满足这个阶层的需求,位于杭州的阿里巴巴可将收入增加15%甚至更高。

阿里巴巴与其美国合作伙伴并未披露销售总额。不过根据截至目前已知的数据可以看出,天猫购物者真正想要的是美国食品。中国不卫生食物引发的争论备受关注,这让外国品牌在中国获得了巨大声望。基于类似的理由,国外化妆品和个人卫生用品在中国也颇受欢迎。

以下是天猫上最畅销的几款美国商品:

好市多什锦坚果:好市多(Costco)决定通过天猫出售食品之后,什锦坚果是其运往中国的首批商品之一。在2014年光棍节,阿里巴巴通过天猫卖出了3吨好市多坚果。2015年,2磅装的好市多什锦坚果卖出了245吨。2014年光棍节,好市多在天猫卖出的坚果和其他商品的总价值达到350万美元。2015年光棍节前一个小时的销售额便达到了350万美元。

好奇纸尿裤:婴儿用品,尤其是纸尿裤和配方奶粉,是天猫的销售主力。2015年光棍节,金佰利克拉克共卖出了80万包好奇婴儿纸尿裤,是在这个购物季最畅销的美国品牌之一。供应链专家吉姆•汤普金斯解释说,“中国消费者普遍不信任”中国制造的个人卫生用品。他们“非常关心孩子用的和吃的东西。”汤普金斯负责帮助美国品牌管理如何将商品运送至国际市场进行销售。

本杰瑞、哈根达斯和布利斯冰淇淋:2014年夏,天猫在中国首次尝试使用专门运输冷冻食品的卡车,在线销售和配送冰淇淋。在2014年闷热的夏天,冰淇淋订单超过1万份,商品被配送到中国210多个城市,而且若在配送途中冰淇淋融化买家可获得全额退款。

车厘子:2013年,天猫与美国西北车厘子协会合作,将180吨车厘子出售给中国消费者。2014年,销量增长到600吨。随着物流的日趋完善,美国车厘子可以在摘下之后48至72小时内交付给阿里巴巴的客户。这些车厘子通过空运运送到北京和上海。

来自华盛顿州的苹果:华盛顿苹果委员会是天猫国际相对较新的商户。但不久前,由于担心将境外昆虫带入中国,中国监管部门禁止进口苹果。2014年春,华盛顿苹果委员会在天猫国际上进行了一次促销活动,销售在华盛顿农村种植的盒装苹果。那一次活动共售出了5000箱苹果,销售额达到10万美元。2015年光棍节促销活动期间,中国消费者购买了7500箱苹果,价值15万美元。2015年的购物者还有额外惊喜:光棍节售出的来自华盛顿州的所有苹果,均带有二维码,买家可以用手机扫描二维码验证苹果的真实性。


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