亚马逊加码实体杂货业务，深化与沃尔玛的竞争

环球市场播报02-04

亚马逊（AMZN）曾凭借革命性的电商业务一骑绝尘，成为赶超沃尔玛的新兴巨头。如今，这家公司却押注于一种大型实体商超业态 —— 而这种业态，向来与其阿肯色州本顿维尔的竞争对手沃尔玛紧密绑定。　　根据伦敦证券交易所集团（LSEG）的预估，亚马逊将于本周四发布财报。市场预期，其第四季度包含全食超市（Whole Foods）、亚马逊生鲜（Amazon Fresh）和亚马逊无人便利店（Amazon Go）...

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Walmart","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZN":1.96,"AMZU":0.6,"AMZZ":0.6,"WMT":1.88,"AMZY":0.6,"AMZW":0.6,"USAW.SI":0.6,"AMZD":0.6,"AZYY":0.6},"content_text":"亚马逊（AMZN）曾凭借革命性的电商业务一骑绝尘，成为赶超沃尔玛的新兴巨头。如今，这家公司却押注于一种大型实体商超业态 —— 而这种业态，向来与其阿肯色州本顿维尔的竞争对手沃尔玛紧密绑定。\n　　根据伦敦证券交易所集团（LSEG）的预估，亚马逊将于本周四发布财报。市场预期，其第四季度包含全食超市（Whole Foods）、亚马逊生鲜（Amazon Fresh）和亚马逊无人便利店（Amazon Go）在内的实体门店营收，将同比增长 5.4%，达到 59 亿美元；公司整体每股收益预计为 1.97 美元。\n　　尽管亚马逊科技部门亚马逊网络服务（AWS）营收增长迅猛，占公司总营收的 18%，但其零售业务仍是核心板块。上月，亚马逊宣布关闭所有亚马逊生鲜和亚马逊无人便利店，并将其改造为全食超市门店，这一决策释放出战略转型的明确信号。\n　　亚马逊最新的重磅布局，是在芝加哥郊外开设一家 22.5 万平方英尺的巨型实体商超 —— 这是其首次打造此类业态，旨在与沃尔玛、开市客（Costco）正面抗衡。这家规划中的门店将销售生鲜果蔬、家居日用品和综合百货，同时还将作为当日达配送的仓储中心。\n　　亚马逊卖家顾问马丁・霍伊贝尔表示：“亚马逊深知，必须在杂货业务上取胜。因为购买杂货和快消品的消费者，往往拥有最高的客户终身价值。” 他的客户会将商品直接发往亚马逊，供其在门店和线上渠道销售。\n　　亚马逊表示，其过往的战略未能打造出可支撑大规模扩张的差异化购物体验。亚马逊对此未置可否。\n　　标普全球分析师碧・齐姆表示：“我认为，全面押注实体零售或许并非亚马逊的长期战略。他们需要一些时间才能迎头赶上。”\n　　沃尔玛的线下版图\n　　多年来，沃尔玛在电商领域一直落后于亚马逊，但 2020 年 9 月推出的沃尔玛 + 会员服务扭转了局势。摩根士丹利研究数据显示，截至 2025 年，该会员服务拥有 2650 万会员；其电商业务仍保持增长，最近一个季度销售额同比提升 28%。\n　　沃尔玛的优势部分源于其庞大的线下门店网络：全美共有 4600 家门店，可承接自提订单和当日达配送服务。该公司称，90% 的美国人口居住在其任意一家门店 10 英里（约 16.1 公里）范围内。金融服务机构 Motley Fool 的高级投资分析师阿西特・夏尔马指出，这一布局帮助零售商节省了最后一英里配送成本 —— 而这正是亚马逊希望实现的目标。\n　　沃尔玛第三季度零售销售额达 1778 亿美元，而亚马逊线上与线下门店的总销售额近 800 亿美元。沃尔玛对此未发表评论。\n　　自 2016 年开设首家亚马逊无人便利店以来，亚马逊便开始布局线下实体网络；2017 年以 137 亿美元收购全食超市，2020 年推出亚马逊生鲜。此次重组后，似乎只有全食超市得以保留。\n　　夏尔马表示：“亚马逊也希望打造这样一种模式：顾客到店自提，自行解决最后一英里的配送问题。”\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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