{"id":18621,"date":"2020-03-05T10:59:00","date_gmt":"2020-03-05T09:59:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/coronavirus-afectara-el-sector-ecommerce\/"},"modified":"2020-03-05T10:59:00","modified_gmt":"2020-03-05T09:59:00","slug":"coronavirus-afectara-el-sector-ecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/coronavirus-afectara-el-sector-ecommerce\/","title":{"rendered":"Coronavirus: afectar\u00e0 el sector eCommerce?"},"content":{"rendered":"

Mentre el coronavirus continua sent trending topic en la majoria de converses, ning\u00fa no dubta de l\u2019impacte i la influ\u00e8ncia que est\u00e0 generant en els nostres h\u00e0bits de consum.<\/p>\n

Fa m\u00e9s de 10 anys que Trilogi<\/a> va obrir oficines a Xangai i Hong Kong amb dos objectius clars: ajudar les empreses a desenvolupar el seu negoci online i adoptar i con\u00e8ixer de primera m\u00e0 les \u00faltimes tend\u00e8ncies en eCommerce, m\u00e0rqueting i tecnologia del mercat asi\u00e0tic.<\/p>\n

Els nostres companys de Xangai i Hong Kong fa setmanes que lidien amb les restriccions i limitacions associades a la pand\u00e8mia i volen compartir amb nosaltres el seu dia a dia al gegant asi\u00e0tic, aix\u00ed com el futur immediat que els espera.<\/p>\n

M\u00e9s enll\u00e0 de la recerca gaireb\u00e9 desesperada de mascaretes, els efectes econ\u00f2mics estan afectant tots els sectors.<\/p>\n

El sector tur\u00edstic: el primer gran afectat<\/h2>\n

El turisme s\u2019ha vist afectat des del primer dia. Una mostra n\u2019\u00e9s la Xina, epicentre de la pand\u00e8mia, que en 2 setmanes ha passat de tenir m\u00e9s de 15.000 vols a superar a penes els 2.000, segons Flightradar24, i el panorama sembla estendre\u2019s a escala mundial. Aquest impacte no nom\u00e9s afecta el flux de passatgers, sin\u00f3 tamb\u00e9 el lliurament i la recepci\u00f3 de producte a tot el m\u00f3n.<\/p>\n

Grans retailers, com Apple, ja han anunciat que no assoliran els objectius previstos a la Xina per al Q1, en gran part pels problemes en el canal de distribuci\u00f3 i venda, mentre que les cancel\u00b7lacions d\u2019esdeveniments, presentacions i reunions se succeeixen dia a dia, en principi sense una directriu ni un criteri definits.<\/p>\n

El negoci tradicional i el negoci online: reptes i oportunitats diferents<\/h2>\n

Mentre Starbucks, Uniqlo, Nike o Apple han decidit tancar les botigues f\u00edsiques, almenys temporalment, a les principals ciutats de la Xina, els petits comerciants, resignats, veuen com el tr\u00e0nsit de vianants disminueix i no aconsegueixen recuperar el ritme habitual de negoci.<\/p>\n

\"\"
Comer\u00e7 local xin\u00e8s: un dels grans afectats per la restricci\u00f3 de moviments.<\/figcaption><\/figure>\n

Migraci\u00f3 de treballadors:<\/strong> molts treballadors han decidit no tornar a les grans ciutats per por de la pand\u00e8mia despr\u00e9s de les vacances de l\u2019any nou xin\u00e8s, cosa que est\u00e0 penalitzant grans, mitjanes i petites empreses que operen online. Segons ens comenten, s\u2019estima que m\u00e9s del 30% de la poblaci\u00f3 de Xangai no ha tornat a les grans ciutats.<\/p>\n

A l\u2019online<\/strong>, els sectors que se n\u2019han beneficiat s\u00f3n especialment els relacionats amb b\u00e9ns de consum de primera necessitat. Clients de Trilogi a la Xina de supermercats i de productes de primera necessitat han multiplicat per 4 els seus ingressos en aquest inici d\u2019any. Carrefour va multiplicar un 600% els lliuraments de verdura i fruita durant l\u2019any nou xin\u00e8s, mentre que JD.com ha incrementat un 215% les comandes online d\u2019alimentaci\u00f3, i ha superat les 15.000 tones lliurades entre finals de gener i principis de febrer.<\/p>\n

Ara b\u00e9, tot i multiplicar les xifres a l\u2019\u00abonline\u00bb, les grans marques de fast food comencen a reimaginar el lliurament de menjar r\u00e0pid evitant al m\u00e0xim el contacte entre persones, tal com informa Reuters<\/a><\/p>\n

Estan canviant els h\u00e0bits de consum arran del coronavirus?<\/h2>\n
\"\"
El consum de contingut audiovisual tamb\u00e9 es veu afectat<\/figcaption><\/figure>\n

Despesa mitjana:<\/strong> segons un estudi fet per Rehub, tot i que la poblaci\u00f3 xinesa \u00e9s pessimista sobre la soluci\u00f3 del virus, la despesa mitjana prevista es mant\u00e9, de manera que els canals digitals de compra de primera necessitat seran clau per potenciar la venda del sector.<\/p>\n

Consum de contingut online<\/strong>: segons QuestMobile,<\/a> el temps mitj\u00e0 dedicat a l\u2019entreteniment online va passar de 6,1 hores a gaireb\u00e9 7 hores a finals de gener, i va arribar a 7,3 hores di\u00e0ries en per\u00edode de quarantena a la Xina. No nom\u00e9s se\u2019n veu afectat el contingut online: el consum de mitjans tradicionals, com la televisi\u00f3, ha augmentat un 20% les \u00faltimes setmanes.<\/p>\n

Turisme:<\/strong> a les portes de Setmana Santa, les reserves han baixat un 20% respecte al mateix per\u00edode del 2019, i les ag\u00e8ncies ja busquen f\u00f3rmules per incentivar el turisme a l\u2019inici de la temporada alta.<\/p>\n

Sens dubte, despr\u00e9s de les primeres setmanes, l\u2019afectaci\u00f3 real no \u00e9s quantificable, per\u00f2 els primers casos apareguts a Espanya poden portar alguns negocis a situacions l\u00edmit pel que fa a sostenibilitat, subministrament i lliurament de producte.<\/p>\n

Afectar\u00e0 el coronavirus l\u2019eCommerce a Espanya?<\/h2>\n

La CNMC posa de manifest que el comer\u00e7 electr\u00f2nic a Espanya va cr\u00e9ixer un 9,38% a finals del 2019 i ja mou m\u00e9s d\u201911.000 milions d\u2019euros en aquest 2020. A falta de dades concretes de creixement, la desconfian\u00e7a envers el virus i l\u2019impacte de les not\u00edcies relacionades amb la COVID-19 fan preveure un impacte positiu en la venda online, especialment en la compra online de productes de primera necessitat.<\/p>\n

\"\"
L\u2019increment del consum de productes frescos en eCommerce<\/figcaption><\/figure>\n

A escala local, no nom\u00e9s l\u2019inter\u00e8s per les mascaretes ha multiplicat per 4 les cerques de manera destacada, sin\u00f3 que en el sector de l\u2019alimentaci\u00f3 els usuaris m\u00e9s previsors han comen\u00e7at a despertar l\u2019inter\u00e8s online. Segons Tiendeo, en un estudi sobre les cerques online, entre els productes amb m\u00e9s increment de cerques hi ha la pasta (+76%), l\u2019oli (+54%), les galetes (+87%), l\u2019arr\u00f2s (+34%), l\u2019aigua (+58%), les conserves (+15%) o els congelats (+8%).<\/strong><\/p>\n

Tot i que en els \u00faltims anys grans empreses del sector de l\u2019alimentaci\u00f3 han fet una aposta clara i estrat\u00e8gica per la venda online, segons l\u2019observatori per a l\u2019evoluci\u00f3 del comer\u00e7 electr\u00f2nic en alimentaci\u00f3, el 76% de la poblaci\u00f3 espanyola encara no ha fet cap compra online.<\/strong><\/p>\n

Ja el 2003, Alibaba i JD.com van fer evolucionar el seu model de negoci a causa de la SARS. En aquell moment, els dos gegants tenien el focus fora de l\u2019online i, mentre el p\u00fablic defugia els espais p\u00fablics i les fires per por del contagi, van comen\u00e7ar a potenciar la venda per tel\u00e8fon, missatgeria i a trav\u00e9s de plataformes senzilles. Avui dia, tots dos s\u2019han convertit en referents de l\u2019entorn online m\u00e9s enll\u00e0 de la Xina.<\/p>\n

D\u2019altra banda, molts eCommerce<\/strong> nodreixen els seus extensos cat\u00e0legs amb productes fabricats a la Xina. Alguns dels nostres clients ja estan tenint problemes en la recepci\u00f3 d\u2019estoc<\/strong> i per aix\u00f2 estan reduint les accions de m\u00e0rqueting i promoci\u00f3 per por de no poder servir i atendre les necessitats dels clients potencials.<\/p>\n

Pel que fa a transport i log\u00edstica, s\u2019espera que el creixement de les vendes online pugui afectar directament l\u2019\u00faltim pas del proc\u00e9s de compra: el lliurament. Alguns operadors log\u00edstics, a m\u00e9s de prendre mesures en la recepci\u00f3 de mercaderies, han vist com l\u2019increment de comandes de productes frescos i d\u2019alimentaci\u00f3<\/strong> els fa replantejar el seu sistema d\u2019operacions. Els lliuraments expr\u00e9s i urgents es poden veure afectats en les properes setmanes per la saturaci\u00f3 de comandes d\u2019aquest tipus.<\/p>\n

Encara \u00e9s aviat per veure si la preocupaci\u00f3 latent ser\u00e0 una oportunitat per a la venda online, per\u00f2 tot fa preveure que un sector complex i cada vegada m\u00e9s dur es veur\u00e0 beneficiat per aquests canvis for\u00e7ats en els h\u00e0bits de consum, tant en negocis B2B com B2C online.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Mentre el coronavirus continua sent trending topic en la majoria de converses, ning\u00fa no dubta de l\u2019impacte i la influ\u00e8ncia que est\u00e0 generant en els nostres h\u00e0bits de consum. Fa m\u00e9s de 10 anys que Trilogi va obrir oficines a Xangai i Hong Kong amb dos objectius clars: ajudar les empreses a desenvolupar el seu […]<\/p>\n","protected":false},"author":2,"featured_media":14151,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1723],"tags":[],"class_list":["post-18621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trilogi-news"],"yoast_head":"\nCoronavirus: afectar\u00e0 el sector eCommerce? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"El coronavirus afectar\u00e0 els h\u00e0bits de consum i la relaci\u00f3 amb els canals online. 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