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I'd like to look at a vital aspect of e-commerce, and that is the nature of the product or service. There are certain products and services that are very suitable for selling online, and others that simply don't work.
(23) Suitable products generally have a high value-to-weight ratio. Items such as CDs and DVDs are obvious examples. Books, although heavier and so more expensive to post, still have a high enough value-to-weight ratio, as the success of Amazon, which started off selling only books, shows. Laptop computers are another good product for selling online.
Digital products, such as software, films and music, can be sold in a purely virtual environment. The goods are paid for by online transactions, and then downloaded onto the buyer's computer. There are no postage or delivery costs, so prices can be kept low.
Many successful virtual companies provide digital services, such as financial transactions, in the case of Paypal, or means of communication, as Skype does. The key to success here is providing an easy-to-use, reliable service. Do this and you can easily become the market leader, as Skype has proved.
Products which are potentially embarrassing to buy also do well in the virtual environment. Some of the most profitable e-commerce companies are those selling sex-related products or services. For a similar reason, online gambling is highly popular.
(24) Products which are usually considered unsuitable for selling online include those that have a taste or smell component. Food, especially fresh food, falls into this category, along with perfume. Clothes and other items that need to be tried on such as diamond rings and gold necklaces are generally not suited to virtual retailing, and, of course, items with a low value-to-weight ratio.
There are exceptions, though. Online grocery shopping has really taken off, with most major supermarkets offering the service. The inconvenience of not being able to see the food you are buying is outweighed by the time saved and convenience of having the goods delivered. (25) Typical users of online supermarkets include the elderly, people who work long hours and those without their own transport.
23. What is important to the success of an online store?
24. What products are unsuitable for selling online?
25. Who are more likely to buy groceries online?
我想說(shuō)一下電商中一個(gè)重要的方面，即產(chǎn)品或服務(wù)的性質(zhì)。有些產(chǎn)品和服務(wù)很適合進(jìn)行線上交易，而有些則不行。適合在網(wǎng)上出售的產(chǎn)品通常具有較高的價(jià)值重量比。光盤(pán)、光碟之類(lèi)的產(chǎn)品是很明顯的例子。書(shū)雖然很重，運(yùn)費(fèi)也貴很多，但仍有足夠高的價(jià)值重量比。這是從最一開(kāi)始只賣(mài)書(shū)籍和影音產(chǎn)品的亞馬遜的成功例子中得出的。筆記本電腦也是一個(gè)非常適合在網(wǎng)上銷(xiāo)售的產(chǎn)品。數(shù)碼產(chǎn)品，比如：軟件、電影、音樂(lè)，可以在純虛擬的環(huán)境中銷(xiāo)售。買(mǎi)家購(gòu)買(mǎi)這些產(chǎn)品可以在網(wǎng)上付款，然后將它們下載到自己的電腦中。因?yàn)闆](méi)有運(yùn)費(fèi)和遞送服務(wù)，所以價(jià)格很低。有很多成功的虛擬公司提供電子服務(wù)，比如提供金融交易服務(wù)的貝寶和提供通信服務(wù)的Skype。它們成功的關(guān)鍵在于能夠提供便捷、可靠的服務(wù)。一些在人們羞于購(gòu)買(mǎi)的產(chǎn)品也適合在虛擬環(huán)境中出售。出售性愛(ài)產(chǎn)品和服務(wù)是最盈利的電商行業(yè)之一。同樣的道理，網(wǎng)絡(luò)賭博行業(yè)也很興旺。不適合在網(wǎng)上銷(xiāo)售的產(chǎn)品包括那些需要人們品嘗或者聞味道的產(chǎn)品。食品，尤其是新鮮食品，屬于這一類(lèi)。還有香水。衣服或其他需要試戴的物品，比如鉆戒和黃金項(xiàng)鏈，不適合在網(wǎng)上零售。當(dāng)然還有價(jià)值重量比低的商品。但是也有例外。網(wǎng)上果蔬商店開(kāi)始紅火起來(lái)，提供這些服務(wù)的大都是大型超市。不能看到要購(gòu)買(mǎi)的食物的弊端顯然沒(méi)有節(jié)省下來(lái)的時(shí)間和送貨上門(mén)服務(wù)的便利重要。網(wǎng)上超市的消費(fèi)人群包括老人、工作時(shí)間長(zhǎng)的人以及自己沒(méi)有交通工具的人。
問(wèn)題23 網(wǎng)絡(luò)商店成功的重要因素是什么？
問(wèn)題24 哪種商品不適合在網(wǎng)上銷(xiāo)售？
問(wèn)題25 誰(shuí)更可能光顧網(wǎng)絡(luò)果蔬商店？
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