缩水的双十一 阿里巴巴销售数据虚高1/4
<p><span word="For">For</span> <span word="e">e</span>-<span word="commerce">commerce</span> <span word="companies">companies</span>, <span word="the">the</span> <span word="amount">amount</span> <span word="of">of</span> <span word="business">business</span> <span word="transacted">transacted</span> <span word="on">on</span> <span word="their">their</span> <span word="sites">sites</span> — <span word="often">often</span> <span word="labeled">labeled</span> <span word="gross">gross</span> <span word="merchandise">merchandise</span> <span word="volume">volume</span> <span word="or">or</span> <span word="GMV">GMV</span> — <span word="is">is</span> <span word="a">a</span> <span word="telling">telling</span> <span word="sign">sign</span> <span word="of">of</span> <span word="whether">whether</span> <span word="they">they</span>’<span word="re">re</span> <span word="growing">growing</span> <span word="market">market</span> <span word="share">share</span>.</p><p>电商网站的交易量通常被称为<span word="GMV">GMV</span>或商品交易总量，它是电商的市场份额是否增长的一个标志。</p><p><span word="But">But</span> <span word="the">the</span> <span word="measure">measure</span> <span word="is">is</span> <span word="not">not</span> <span word="quite">quite</span> <span word="so">so</span> <span word="telling">telling</span> <span word="when">when</span> <span word="unpaid">unpaid</span> <span word="transactions">transactions</span>, <span word="returns">returns</span> <span word="or">or</span> <span word="cancellations">cancellations</span> <span word="are">are</span> <span word="included">included</span> – <span word="as">as</span> <span word="is">is</span> <span word="the">the</span> <span word="practice">practice</span> <span word="for">for</span> <span word="leading">leading</span> <span word="firms">firms</span> <span word="such">such</span> <span word="as">as</span> <span word="Alibaba">Alibaba</span>, <span word="JD">JD</span>.<span word="com">com</span> <span word="and">and</span> <span word="eBay">eBay</span>.</p><p>但当诸如阿里巴巴、京东和<span word="eBay">eBay</span>等行业领头羊将为支付订单、退货、和取消的订单也算在内时，这个标志就不那么准确了。</p><p><span word="That">That</span> <span word="means">means</span> <span word="if">if</span> <span word="customers">customers</span> <span word="buy">buy</span> <span word="a">a</span> <span word="product">product</span> <span word="and">and</span> <span word="change">change</span> <span word="their">their</span> <span word="minds">minds</span> <span word="later">later</span>, <span word="those">those</span> <span word="transactions">transactions</span> <span word="still">still</span> <span word="may">may</span> <span word="be">be</span> <span word="counted">counted</span> <span word="in">in</span> <span word="GMV">GMV</span>.</p><p>这种做法意味着只要消费者拍下商品，即使后来改变了主意，这些交易仍算在商品交易总量内。</p><p><span word="So">So</span> <span word="how">how</span> <span word="much">much</span> <span word="would">would</span> <span word="e">e</span>-<span word="commerce">commerce</span> <span word="players">players</span>’ <span word="transaction">transaction</span> <span word="volume">volume</span> <span word="be">be</span>, <span word="if">if</span> <span word="returns">returns</span> <span word="and">and</span> <span word="cancellations">cancellations</span> <span word="were">were</span> <span word="excluded">excluded</span>?</p><p>如果去掉退货和取消订单，电商的交易量会是多少？</p><p><span word="Singles">Singles</span>’ <span word="Day">Day</span>, <span word="China">China</span>’<span word="s">s</span> <span word="version">version</span> <span word="of">of</span> <span word="the">the</span> <span word="U">U</span>.<span word="S">S</span>.’<span word="s">s</span> <span word="Black">Black</span> <span word="Friday">Friday</span> <span word="or">or</span> <span word="Cyber">Cyber</span> <span word="Monday">Monday</span>, <span word="may">may</span> <span word="offer">offer</span> <span word="a">a</span> <span word="clue">clue</span>.</p><p>光棍节是中国版的黑色星期五或网络星期一，它也许能为这一问题提供线索。</p><p><span word="On">On</span> <span word="Singles">Singles</span>’ <span word="Day">Day</span> <span word="last">last</span> <span word="year">year</span>, <span word="about">about</span> 25% <span word="of">of</span> <span word="merchandise">merchandise</span> <span word="purchased">purchased</span> <span word="online">online</span> <span word="was">was</span> <span word="returned">returned</span> <span word="according">according</span> <span word="to">to</span> <span word="industry">industry</span> <span word="estimates">estimates</span>, <span word="says">says</span> <span word="Sandy">Sandy</span> <span word="Shen">Shen</span>, <span word="an">an</span> <span word="analyst">analyst</span> <span word="at">at</span> <span word="research">research</span> <span word="firm">firm</span> <span word="Gartner">Gartner</span> <span word="Inc">Inc</span>. <span word="That">That</span> <span word="inflates">inflates</span> <span word="GMV">GMV</span> <span word="for">for</span> <span word="China">China</span>’<span word="s">s</span> <span word="e">e</span>-<span word="commerce">commerce</span> <span word="players">players</span> <span word="by">by</span> <span word="the">the</span> <span word="same">same</span> <span word="amount">amount</span>, <span word="she">she</span> <span word="said">said</span>.</p>
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