众巨头封堵 看阿里巴巴移动业务的局限性.pptxVIP

U.S. Internet companies like Facebook and Google live or die on mobile. The same will be true of Chinese e-commerce giant Alibaba. 对于Facebook和谷歌(Googl le)这样的美国互联网公司来说，生死取决于移动业务；对于中国电子商务巨头阿里巴巴集团(Alibaba Group)来说，也同样如此。 Alibabas filing for a U.S. initial public offering boasts rapid growth and rising m argins, but it raises concerns around its ability to make money off mobile traffic. This is no idle matter: Companies that cant show their business mi grating well from desktops to mobile devices have justifiably fallen out of investor favor, as more people access the Internet through smartphones and tablets. 在其美国首次公开募股(IPO)申请文件中，阿里巴巴提到了公司的快速增长以及不断扩大的利润率，但是这也令外界对于该公司手机流量盈利能力的担忧升温。这种担忧并非无足轻重的问题。由于越来越多的人通过智能手机和平板电脑连入互联网，所以如果一家公司的业务无法展现出从个人电脑到移动设备的良好 转变，那么这家公司将无疑失去投资者的青睐。 Alibaba says mobile accounted for 19.7% of total transactions on its e-commerce platforms in the fourth quarter of last year, up from 7.4% in the same period a year earlier. But that is only one piece of the puzzle. 阿里巴巴称，去年第四季度，移动设备在其电子商务平台总交易额中占19.7%，高于上年同期7.4%的占比。不过，这仅仅是整体情况 中的一个部分。 For Amazon and eBay, mobile has been a blessing as it allows more users to shop for longer, driving volumes higher, says Bernstein analyst Car los Kirjner. But companies that rely on advertising have faced greater challenges due to the limited real estate on smartphone screens. Bernstein的分析师C arlos Kirjner表示，对于亚马逊公司)和eBay来说，移动设备是一件好事，因为这类设备可以使得用户购物时间延长，并增加交易量。不过，由于智能手机的屏幕有限，依赖于广告的互联网企业可能面临较大挑战。 Alibaba is a mix of the two models. Tmall, its newer, higher-end shopping platform charges merchants a percentage of total sales. For this business, increased mobile adoption should be a clear pos itive. 阿里巴巴的业务模式则分为两种。推出时间较短、较高端的购物平台天猫(Tmall)从商户整体销售额中收取一定比例的费用。对于这一块业务，移动设备的利用程度增加应该明显是一个积极因素。 But Taobao, the site where small business and private individuals go to sell their wares, is free to use. It sells advertising space to merchants, and charges them for more prominent placement on the mar ketplace website. Room for both is mo