China’s Great Wall of e-Commerce Just Got a Whole Lot Bigger with Wanda Deal

2014-10-09 / 品牌溝通要訣, 品牌部落格 / julia

指導者 / 總編輯張蕙娟分享者 / 蔡曉婷

萬達集團於中國建起電子商務蓬勃之長城

三位中國富豪正合作對抗阿里巴巴，因阿里巴巴將於幾周之內首次公開募股(IPO)，該交易可能會成為史上規模最大的IPO之一

中國最大商業地產開發商－萬達集團、騰訊控股與百度將合資50億人民幣（8130萬美元）的電子商務公司，萬達將控有70%「萬達電子商務公司」的股份。這間新創公司結合了騰訊的微信社群通訊網、百度的搜尋引擎與萬達在中國市場－營運著全球最大電子商務，旗下40間飯店、49間商業控股與40間百貨公司，此專案預估將在2015年前達3950億。

中國電子商務研究中心處長－曹磊，告訴彭博社（Bloomberg）：「這是場值得觀察的有趣戰爭－三位金字塔高層人士攜手挑戰另一位富豪，這個新創公司將不會立即對阿里巴巴形成威脅，羅馬不是一天造成的。」

事實上，阿里巴巴的前景看好。在最近一季，公司的營收升至11億，比起亞馬遜（Amazon）和eBay同期總合高出42%。根據彭博社的富豪指標，阿里巴巴創辦人－馬雲，以218億身價成為中國最富有的人。

這個新創公司，將會由線上購物佳品網共同創辦人－董策領銜，成為全球最大的O2O電子商務平台。萬達董事長－王健林說：「O2O是在電子商務中最大的一塊餅…這只是個開始，」

騰訊表示：「我們三位夥伴將會在自有項目上更進一步合作，如流量分享、媒體廣告資源分享、會員利益、付款及線上金融與海量資料等。」即使以電子商務作為整體主要目標，觸角將延伸到各種產業－從影視娛樂到遊戲和出版業，所有品牌都將涉入。

在2012年，萬達以26億美金收購AMC娛樂，也在去年邀請好萊塢巨星妮可基嫚、約翰．屈伏塔和李奧納多．狄卡皮歐到中國宣布將斥資80億美金在青島打造電影主題公園的計畫。然而，阿里巴巴自2012年，也有29件合計160萬的收購股份，包含新加坡郵報10%的持股、優酷土豆、銀泰商業集團（Intime Retail Group）及TangoMe。七月，阿里巴巴與獅門娛樂（Lions Gate Entertainment）達成協議，合作在中國推出串流媒體服務。

市場研究公司Arete Research分析師－李牧之，告訴彭博社：「阿里巴巴在賺錢方面深富資質，主要因為它的行動裝置平台。」智慧型手機使用者自三月的1630萬人提升至六月的1880萬人；而行動裝置交易自上一季的27.4%，提升至這一季的32.8%。

Three Chinese billionaires are partnering to take on Alibaba as it prepares for what may be the largest IPO ever.
Wanda Group, China’s largest commercial land developer, Tencent Holdings and Baidu, will create a 5 billion yuan ($813 million) joint venture e-commerce company, “Wanda E-Commerce Company" that Wanda will control 70 percent of. The venture marries Tencent’s WeChat social messaging network, Baidu’s search engine prowess and Wanda’s 40 hotels, 49 commercial holdings and 40 department stores in a Chinese market that is already home to the world’s biggest e-commerce operations, which are projected to hit $395 billion by 2015
“It’s a very interesting battle to watch—three top rich people join hands to challenge another bigger billionaire,” Cao Lei, director of the China E-Commerce Research Center, told Bloomberg. “The new venture will not be an immediate challenge to Alibaba. Rome can’t be built in a day.”
Indeed, Alibaba is a lot to reckon with. In the last quarter, the company’s income rose to $1.1 billion, 42 percent higher than Amazon and eBay combined for the same period. Jack Ma, Alibaba’s founder, is China’s richest person with $21.8 billion, according to the Bloomberg Billionaires Index.
The new joint venture, which will be headed up by Dong Ce, co-founder of online shopping site Jiapin.com, will become the world’s largest O2O (online-to-offline) e-commerce platform. “O2O is the biggest pie in e-commerce … this is just the beginning," said Wang Jianlin, chairman of Wanda.
“The three partners will further deepen collaboration on initiatives such as traffic sharing, media and advertising resources sharing, membership benefits, payment and internet finance, big data, etc.,” Tencent said. And while e-commerce may be the main focus, all brands involved have their hands in several major industries, from film and entertainment to gaming and publishing.
In 2012, Wanda paid $2.6 billion for AMC Entertainment and last year brought A-list Hollywood celebs Nicole Kidman, John Travolta and Leonardo DiCaprio to China to announce plans for a massive $8 billion movie theme park in the city of Qingdao. However, Alibaba remains the one to beat with 29 deals totaling $16 billion since 2012, including a 10 percent stake in Singapore Post, Youku Tudou, Intime Retail Group and TangoMe. In July, the company struck a deal with Lions Gate Entertainment for a Chinese video streaming service.
“Alibaba still has huge potential for making money, mostly because of its mobile platform,” Li Muzhi, analyst at Arete Research Service, told Bloomberg. Smartphone users rose to 188 million in June, up from 163 million in March and mobile transactions accounted for 32.8 percent of Alibaba’s total in the June quarter, up from 27.4 percent in the previous three months.