国内顶尖传统贸易的谷歌推广模式解析：Shopify蒋涛谈一体化商务未来
【亿邦原创】 在7月18日举办的"潮起钱塘·第八届全球跨境电商峰会"上，Shopify大中华区合作伙伴业务负责人蒋涛发表了题为《海外一体化商务与全渠道整合的异同》的演讲。
[EBON Original] At the "Qiantang Tide · 8th Global Cross-border E-commerce Summit" held on July 18, Jiang Tao, Head of Partner Business for Greater China at Shopify, delivered a speech titled "The Similarities and Differences Between Overseas Unified Commerce and Omnichannel Integration".
蒋涛指出：一体化商务与全渠道整合最大的区别在于，全渠道整合各零售渠道，让每个渠道跟每个渠道去对话，中间没有一个平台将所有客户的数据无缝地衔接起来；而一体化商务的核心必然建立在商家最核心的资产之上，即消费者和客户。
Jiang Tao pointed out: The biggest difference between unified commerce and omnichannel integration is that omnichannel integrates various retail channels, allowing each channel to communicate with others without a unified platform to seamlessly connect all customer data. The core of unified commerce must be built upon merchants' most valuable assets - their consumers and customers.
以下为演讲精华内容：
Key highlights from the speech:
1. 什么是一体化商务？
1. What is Unified Commerce?
从Shopify的角度来看，"一体化商务"意味着在研发所有产品和功能时，只从一个角度出发，即从消费者和购物者的角度出发。
From Shopify's perspective, "unified commerce" means developing all products and features from a single perspective - that of the consumer and shopper.
我们观察到，如今的购物者，他们对待渠道的方式与商家完全不同。商家可能会花费大量精力规划各个渠道的销售布局。但从消费者的角度来看，他们只是进行简单的购物。
We observe that today's shoppers interact with channels completely differently than merchants. Merchants may spend significant effort planning sales strategies across channels, but from the consumer's perspective, they're simply shopping.
2. 零售发展三阶段
2. Three Stages of Retail Evolution
- 传统零售：单一渠道销售
- Traditional Retail: Single-channel sales
- 电商时代：多个渠道独立销售
- E-commerce Era: Independent multi-channel sales
- 未来趋势：一体化商务
- Future Trend: Unified commerce
3. Shopify的一体化商务解决方案
3. Shopify's Unified Commerce Solution
Shopify从2006年开始，一直专注于为商家提供一体化的商务运营体系。我们的生态体系包括：
Since 2006, Shopify has focused on providing merchants with a unified commerce operating system. Our ecosystem includes:
- 金流管理 (Payment management)
- 线下零售 (Offline retail)
- 物流 (Logistics)
- 国际化 (Internationalization)
- 营销 (Marketing)
- 渠道销售 (Channel sales)
4. 成功案例分享
4. Success Case Studies
Anker案例：使用Shopify Plus企业级版本，结账支付成功率超过90%，集成了Shop Pay和Buy Now Pay Later等先进支付方式。
Anker Case: Using Shopify Plus enterprise version, achieving over 90% checkout success rate, integrating Shop Pay and Buy Now Pay Later payment methods.
Kulani Kinis案例：澳大利亚泳装品牌，通过Shopify B2B开展批发业务，管理全球小型零售商和批发商。
Kulani Kinis Case: An Australian swimwear brand using Shopify B2B to manage global small retailers and wholesalers.
AllBirds案例：美国品牌在全美实体店使用Shopify POS，实现线上线下、B2B一体化整合。
AllBirds Case: US brand using Shopify POS in all physical stores, achieving online-offline and B2B integration.
5. 为什么选择Shopify？
5. Why Choose Shopify?
- 拥有全球最强大的电商生态系统 (World's most powerful e-commerce ecosystem)
- 以消费者数据为核心 (Consumer data at the core)
- 开箱即用的原生功能 (Out-of-the-box native features)
- 持续创新的产品研发 (Continuous product innovation)
蒋涛最后强调：一体化商务是未来全球零售的必然趋势。无论企业目前的出海业务是基于电商还是传统零售，未来都必须实现统一整合。
Jiang Tao emphasized: Unified commerce is the inevitable future of global retail. Whether a business currently operates in e-commerce or traditional retail, unified integration is essential for future success.
