劲敌还是copy？Shopify越来越像亚马逊
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊无疑是<span style="color: black;">非常多</span>跨境电商企业<span style="color: black;">皆想</span>对标的大<span style="color: black;">机构</span>，Shopify<span style="color: black;">做为</span>其中一员，从近几年独立站的爆火中崭露头角并<span style="color: black;">快速</span>发展。<span style="color: black;">迄今</span>，它的野心并不止步于打造一个成功的独立站建站系统，而是越来越平台化……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中，在寻求多样化发展的道路上，物流业务<span style="color: black;">作为</span>Shopify破局的一大重心。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自2019年推出Shopify Fulfillment Network（SFN）之后，Shopify<span style="color: black;">连续</span>加码，每年的财报中都会提及在物流方面做出的<span style="color: black;">奋斗</span>。但时过三年，SFN似乎并<span style="color: black;">无</span>达到Shopify的预期。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>，Shopify斥资21亿美元收购了美国物流<span style="color: black;">机构</span>Deliverr，将为平台上的数百万卖家创建一个端到端的物流服务平台。物流业务亟待增长的Shopify，终是迈出了扩张的一大步，<span style="color: black;">然则</span>如此大手笔的支出，真能<span style="color: black;">帮忙</span>其实现物流扩张的梦吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Shopify押注物流的必然性</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近年来，Shopify试图在配送能力方面与亚马逊FBA抗衡，然而<span style="color: black;">因为</span>并未搭建<span style="color: black;">自己</span>物流网络，它只能<span style="color: black;">经过</span>收购或与其他物流商合作来满足物流方面的短板。以下是雨果跨境整理的<span style="color: black;">相关</span>Shopify<span style="color: black;">近期</span>几年在物流方面的<span style="color: black;">有些</span>动作，<span style="color: black;">能够</span>看出，它开拓物流业务的脚步从未停歇。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/484c336b49294fefab680a6fd59d91ea~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729322536&x-signature=CcdHlVP6tGD9pouHVLyf9ZfCyCs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：公开资料整理）</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2022年<span style="color: black;">第1</span>季度，Shopify营收12亿美元，未达到分析师的预期的12.5亿美元。显然，<strong style="color: blue;">Shopify已将物流视为其下一个<span style="color: black;">重点</span>的利润增长点</strong>，这从Shopify今年与京东合作、投资Flexport、收购Deliverr中<span style="color: black;">能够</span>看出些端倪。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于收购Deliverr，Shopify<span style="color: black;">暗示</span>：计划将 Deliverr与SFN和6 River Systems 整合到一个物流<span style="color: black;">分部</span>，由集团新任命的首席执行官Aaron Brown领导。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据<span style="color: black;">认识</span>，Deliverr成立于2017年，是一家美国的物流商，总部<span style="color: black;">位置于</span>加利福尼亚州旧金山。Deliverr服务于亚马逊、eBay等平台上的卖家，<span style="color: black;">帮忙</span><span style="color: black;">她们</span><span style="color: black;">供给</span>更快时效的送货服务。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f23e69cc153c4539ad6d063d2654f7e5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729322536&x-signature=w4OPOyKpa%2FYuNtxDeH9oKww%2F%2BN4%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>：Deliverr官网）</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">收购之后，Deliverr 将与SFN相结合，消除Shopify内外<span style="color: black;">各样</span>规模卖家供应链的<span style="color: black;">繁杂</span>性，<span style="color: black;">帮忙</span>卖家实现更快的交付。<span style="color: black;">另外</span>还将推出Shop Promise服务，可为消费者<span style="color: black;">供给</span>“两日”和“次日达”选项，<strong style="color: blue;"><span style="color: black;">况且</span>“Shop Promise”标志<span style="color: black;">亦</span>会<span style="color: black;">表示</span>在网站的<span style="color: black;">制品</span>上，此举将会<span style="color: black;">帮忙</span><span style="color: black;">运用</span>Shopify物流的卖家<span style="color: black;">得到</span><span style="color: black;">更加多</span>消费者的订单，</strong>这个方式与亚马逊卖家<span style="color: black;">运用</span>FBA将能获取<span style="color: black;">更加多</span>排名资源和<span style="color: black;">揭发</span>类似。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Shopify此次收购Deliverr并不仅限于为<span style="color: black;">自己</span>打造物流，Shopify<span style="color: black;">暗示</span>：“借助Deliverr和SFN的卖家，无论<span style="color: black;">她们</span><span style="color: black;">是不是</span><span style="color: black;">运用</span>Shopify，都<span style="color: black;">能够</span>在一个<span style="color: black;">地区</span>为<span style="color: black;">区别</span>的<span style="color: black;">营销</span><span style="color: black;">途径</span>运送库存，其中<span style="color: black;">包含</span>在线商店、实体店、亚马逊、eBay、Etsy和沃尔玛等平台的卖家，以及谷歌、Facebook、Instagram 和 TikTok 等平台的卖家。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了更好地与亚马逊竞争，<span style="color: black;">同期</span>保持<span style="color: black;">自己</span>的增速，Shopify平台化的脚步越迈越大。“物流是平台的痛点，第三方物流在时效上<span style="color: black;">无</span><span style="color: black;">保准</span>，<span style="color: black;">况且</span>平台客户最大的体验<span style="color: black;">便是</span>物流，<span style="color: black;">因此</span>Shopify必然会打造自己的物流。”价之链CEO孙汉山说道。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然而<span style="color: black;">日前</span><span style="color: black;">非常多</span>卖家并未<span style="color: black;">运用</span>Shopify物流，部分卖家对Shopify物流还<span style="color: black;">处在</span>观望状态，<span style="color: black;">亦</span>不会轻易去尝试。独立站卖家陈卓<span style="color: black;">暗示</span>：“<span style="color: black;">日前</span>还是会<span style="color: black;">选取</span><span style="color: black;">经过</span>快递<span style="color: black;">途径</span>发货，Shopify<span style="color: black;">无</span>规定必须<span style="color: black;">运用</span><span style="color: black;">她们</span>的物流，我暂时还不会<span style="color: black;">思虑</span>去用。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span>许，<span style="color: black;">仅有</span>Shopify物流在性价比和时效方面能有更大突破，才会达到与亚马逊分庭抗礼的局面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Shopify物流能否<span style="color: black;">作为</span>下一个FBA</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年2月，Shopify在发布2021年财报中<span style="color: black;">说到</span>了2022年增长放缓的预测，受此影响，Shopify股价暴跌。为了重振该平台，Shopify总裁Harley Finkelstein提出了一个计划：<strong style="color: blue;">Shopify必须将其业务亚马逊化</strong>，<span style="color: black;">最后</span><span style="color: black;">目的</span>是为超过90%的美国人口<span style="color: black;">供给</span>两天或更短的送货服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Shopify收购Deliverr之后物流业务能否<span style="color: black;">快速</span>扩大并抢占市场？一位沃尔玛的卖家分享了自己的看法：“之前做沃尔玛的时候<span style="color: black;">运用</span>过Deliverr，操作方面比较<span style="color: black;">繁杂</span>、还有<span style="color: black;">各样</span>报错、仓储<span style="color: black;">亦</span>有限，比起亚马逊的发货入仓<span style="color: black;">增多</span>了<span style="color: black;">非常多</span>层的<span style="color: black;">过程</span>审核，要和亚马逊抗衡，机会很渺茫。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谈到Shopify物流要与亚马逊竞争，<span style="color: black;">非常多</span>人的<span style="color: black;">第1</span>反应<span style="color: black;">便是</span>Shopify物流<span style="color: black;">基本</span>不可能<span style="color: black;">作为</span>下一个亚马逊的FBA，流量和规模都有很大的差距。Wedbush分析师Ygal Arounian<span style="color: black;">暗示</span>：“Shopify 离<span style="color: black;">创立</span>亚马逊规模的履行业务还差得很远。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">BigRentz Inc.的一项新分析<span style="color: black;">表示</span>，<strong style="color: blue;">亚马逊<span style="color: black;">此刻</span>在美国各地运营着305个大型履行中心，平均存储空间为800,000平方英尺</strong>。BigRentz <span style="color: black;">暗示</span>，到2023年，亚马逊将在美国<span style="color: black;">持有</span><span style="color: black;">最少</span>355个仓库，占地3.19亿平方英尺。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了大型仓库之外，亚马逊还开设了许多小型<span style="color: black;">设备</span>。物流咨询<span style="color: black;">机构</span>MWPVL International Inc.的数据<span style="color: black;">表示</span>，<strong style="color: blue;">亚马逊在美国运营着1137个<span style="color: black;">各样</span>类型的履行中心，并宣布计划再开设331个</strong>。MWPVL <span style="color: black;">暗示</span>，<span style="color: black;">另一</span>47个仓库在加拿大运营，<span style="color: black;">另一</span>26个仓库正在筹备中。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊在美国配送中心的数量<span style="color: black;">已然</span>远超沃尔玛、Target、Wayfair、家得宝等平台，<span style="color: black;">截止</span>2021年4月，<strong style="color: blue;">美国在建的10个最大仓库中有9个是亚马逊的</strong>。<span style="color: black;">另外</span>，亚马逊在<span style="color: black;">全世界</span>多个国家均有配送中心，而Shopify租赁和运营其仓库网络时间较短，并且仅在加拿大和美国有所布局。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仓库规模方面，Shopify近期很难与亚马逊匹敌，在卖家<span style="color: black;">运用</span>平台物流方面，SFN与FBA<span style="color: black;">亦</span>相差甚远。Jungle Scout的一份报告<span style="color: black;">说到</span>，2021年亚马逊超过200万的卖家中，<span style="color: black;">大概</span>89%的卖家<span style="color: black;">运用</span>了FBA。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就中国卖家而言，大多都在<span style="color: black;">运用</span>FBA，而<span style="color: black;">运用</span>Shopify建站的独立站卖家<span style="color: black;">运用</span>SFN物流的并不多，<span style="color: black;">更加多</span>的是<span style="color: black;">经过</span>快递或海外仓进行发货。“Shopify积极拓展<span style="color: black;">自己</span>的物流业务，这是很正确的，平台在前进，<span style="color: black;">才可</span>带动卖家<span style="color: black;">一起</span>进步。<span style="color: black;">然则</span><span style="color: black;">日前</span>Shopify物流较亚马逊而言，还<span style="color: black;">处在</span>起步<span style="color: black;">周期</span>，<span style="color: black;">短期</span>内很难达到FBA的规模，<span style="color: black;">咱们</span>还未曾<span style="color: black;">运用</span>Shopify物流发货。”独立站卖家告诉雨果跨境。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">外边</span>有亚马逊的激烈竞争，内部平台卖家不看好，Shopify物流似乎从一<span style="color: black;">起始</span>就被贴上了“不行”的标签。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但Shopify物流的胜算真的不大吗？又<span style="color: black;">或</span>，布局物流仅仅是Shopify下一次蜕变的前兆？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Shopify物流会不会成功？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>近年新秀，Shopify的店铺数量以及市场占有率与日俱增。2020年3月至2022年1月<span style="color: black;">时期</span>，Shopify的店铺数量增长了201.53%，<span style="color: black;">亦</span><span style="color: black;">便是</span>说不到两年的时间里，Shopify新增了259万家在线商店；2021年，Shopify在全美零售电子商务的<span style="color: black;">营销</span>份额占比为10.3%，仅次于亚马逊。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>其他方面的<span style="color: black;">优良</span>并<span style="color: black;">不可</span>满足物流方面的短板，部分卖家对Shopify物流的发展<span style="color: black;">亦</span>感到焦虑。“Shopify的物流<span style="color: black;">日前</span>看类似于海外仓，卖家还是要先把货发到<span style="color: black;">她们</span>的仓库，后期<span style="color: black;">倘若</span>强制卖家<span style="color: black;">运用</span>官方物流，又要像做平台<span style="color: black;">同样</span>压货了。Shopify<span style="color: black;">倘若</span>发展<span style="color: black;">作为</span>平台，后期势必会制定一大堆类似亚马逊的规则，或许<span style="color: black;">有些</span>卖家慢慢就不<span style="color: black;">思虑</span>做了。”独立站卖家陈卓告诉雨果跨境。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家<span style="color: black;">倘若</span>不<span style="color: black;">运用</span>FBA，权重方面会受到很大的影响，不仅<span style="color: black;">没法</span>参加秒杀，<span style="color: black;">况且</span><span style="color: black;">无</span>Prime标签的<span style="color: black;">制品</span>，消费者购买欲望<span style="color: black;">亦</span>会降低。<span style="color: black;">日前</span>Shopify并未强制卖家<span style="color: black;">运用</span>SFN，<span style="color: black;">然则</span>不排除以后<span style="color: black;">亦</span>不会，若是强制，<span style="color: black;">针对</span>中国卖家<span style="color: black;">来讲</span>，可能会<span style="color: black;">出现</span><span style="color: black;">以上</span>的问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">包围</span>在Shopify物流头上的阴霾，似乎很难褪去。<span style="color: black;">然则</span>放在长远来看，Shopify的模式毕竟与亚马逊<span style="color: black;">区别</span>，<span style="color: black;">倘若</span>前者把在流量方面节省的一大笔<span style="color: black;">花费</span>转移到物流，或许能创造出在物流<span style="color: black;">花费</span>方面的独特<span style="color: black;">优良</span>，<span style="color: black;">从而</span>吸引一批卖家。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链CEO孙汉山告诉雨果跨境：“我预测，Shopify平台化可能会颠覆当下的模式，后期Shopify或许会将所有独立站整合到<span style="color: black;">一块</span>，以品牌旗舰店的形式展现。<span style="color: black;">因为</span>Shopify的流量都是卖家引来的，届时Shopify只要打通物流，价格便宜，卖家肯定会<span style="color: black;">运用</span>官方物流的。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">咱们</span><span style="color: black;">日前</span>还未<span style="color: black;">运用</span>Shopify的物流，<span style="color: black;">然则</span>以后肯定是会用的。平台物流成熟之后，价格会更便宜，时效<span style="color: black;">亦</span>有<span style="color: black;">保证</span>，<span style="color: black;">况且</span><span style="color: black;">运用</span>平台的物流<span style="color: black;">亦</span>会对卖家的权重有所<span style="color: black;">帮忙</span>。”孙汉山<span style="color: black;">弥补</span>道。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Shopify想做物流是真的，想和亚马逊竞争<span style="color: black;">亦</span>不假。<span style="color: black;">日前</span>市面上<span style="color: black;">已然</span>涌现出<span style="color: black;">非常多</span>建站工具，物流或许是Shopify为自己打造的坚固护城河，而<span style="color: black;">不仅</span>是要和亚马逊竞争。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊<span style="color: black;">一样</span><span style="color: black;">不愿</span>示弱。为更好地与Shopify竞争，亚马逊推出了一项 Buy with Prime 的新服务，<span style="color: black;">准许</span>第三方卖家利用亚马逊物流在自己的网站上完成订单，<span style="color: black;">日前</span>仅向FBA卖家开启，此后将扩展到其他不在亚马逊上<span style="color: black;">营销</span>的卖家。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据外媒<span style="color: black;">报告</span>，Shopify在物流方面<span style="color: black;">最后</span>的计划是<span style="color: black;">准许</span>卖家<span style="color: black;">运用</span>自己的品牌定制<span style="color: black;">制品</span>包装，从而<span style="color: black;">提高</span>卖家的品牌力。相较Shopify的计划，FBA<span style="color: black;">运用</span>Prime包装盒配送<span style="color: black;">制品</span>会削弱卖家的品牌，卖家<span style="color: black;">亦</span>会失去对其品牌的<span style="color: black;">掌控</span>。<span style="color: black;">倘若</span>有足够多的卖家担心<span style="color: black;">运用</span> Prime最终会损害<span style="color: black;">她们</span>的业务，<span style="color: black;">那样</span>SFN将会脱颖而出。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">物流在电商环节中<span style="color: black;">功效</span>举足轻重，Shopify物流能否成功尚未可知。FBA的成功之路虽可借鉴，<span style="color: black;">然则</span>原生模式并不相同，Shopify<span style="color: black;">亦</span><span style="color: black;">不可</span>全盘照搬前者。Shopify<span style="color: black;">想要</span>在物流方面<span style="color: black;">得到</span>成功，创新必不可少。以国内的淘宝和拼多多为例，后者刚推出时没人觉得它能抗衡淘宝，然而<span style="color: black;">此刻</span>拼多多在中国<span style="color: black;">持有</span>巨大的市场份额，“砍一刀”的创新贡献不可估量。平台运营尚且如此，物流方面<span style="color: black;">亦</span>要有创新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而卖家对Shopify物流在<span style="color: black;">将来</span>或许会向平台化发展的猜测，再结合近两年大批平台卖家受到备货压货、现金流、封号等<span style="color: black;">原因</span>影响的<span style="color: black;">状况</span>，物流业务<span style="color: black;">怎样</span>在独立站和平台两者之间做出区别，或许是Shopify接下来要<span style="color: black;">奋斗</span>的方向。</span></p>
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