ïŒnoteçã2020幎8æ14æ¥ã«å çä¿®æ£ãããã®ãæŽã«å çïŒ
ãããŒã±ãã£ã³ã°çµè²»ã«ã€ããŠããããçžè«ãããæ¡ä»¶ã§ããäºæ¥äŒç€Ÿãããããã代çåºãããŒã«ãªã©ã®äŒç€Ÿãããããã§ãããã®éã«èããªããŠã¯ãããªãã®ã¯ã
ã»è©²åœã®äŒç€Ÿãæ¥çã§ããŒã±ãã£ã³ã°ã¯äœãæå³ããŠããã®ãã
ã»ããŒã±ãã£ã³ã°çµè²»ãšã¯äœãå ¥ã£ãŠããã®ãã
ã»äºæ¥äŒç€Ÿã®æ¥æ ãæ¥çš®ã¯ãªã«ãïŒ
ã»æé·ã®ã©ã®ã¹ããŒãžãïŒ
ãªã©ã§ããäžæŠã«ã¯çããããªããšããããšã§ãã
ãã»ãã®10幎ã¡ãã£ãšåããããŸã§ã¯ãæ¥æ¬ã«ã¯ããŒã±ãã£ã³ã°ã¯ååšããªããå°å£²æ¥ã«ã¯ããŒã±ãã£ã³ã°ã¯å¿ èŠãªããªã©ããæ¹ãããããããããããããŸã ã«ããŒã±ãã£ã³ã°ã«é¢ããèãã浞éããŠããªãã瀟å ã§ã®å ±éèªèããªããšããäŒç€Ÿãå€ãããã§ãã1瀟ããæå±ããããšãããªãæ¹ã«ã¯ããããªããšæããŸãããåãæ¥æ ãæ¥çš®ã§ãäŒç€Ÿã«ãããããŒã±ãã£ã³ã°ã®å®çŸ©ãéããŸãããéšçœ²åã圹å²ã倧ããéããŸããïŒåãæ¥çå ã§ãäŒç€Ÿãéãã°ã瀟å çšèªã¯åè«ã®ããã«éããŸããïŒ
ãããŒã±ãã£ã³ã°ã¯å ã P&Gãªã©ã®å€§æã®æ¶è²»è²¡ã¡ãŒã«ãŒã®æŽ»åãæŽçããŠäœç³»åãããéšåãå€ãã®ã§ãæ¶è²»è åãã®ç©è²©çãªè²åãã匷ããšèšããŸããå€å žã®æç§æžçã«ã¯ãããŒã±ãã£ã³ã°ã¯ååéçºããå§ãŸããããã¯ãããŒã±ãã£ã³ã°ãšããŒã±ãã£ã³ã°ã³ãã¥ãã±ãŒã·ã§ã³ã«åãããŸããéãèŠæ¹ã§ã¯ãB2BããŒã±ãã£ã³ã°ãB2CããŒã±ãã£ã³ã°ãšããããæ¹ããããŸãã
ãç©è²©ç³»ã ãšãã¡ãŒã«ãŒã¯è£œé ããè¡ããŸãã®ã§ãB2BããŒã±ãã£ã³ã°ã®ã¿ãå¿ èŠãšãªãäžè«ããå¥ã«ãããšããããã¯ãããŒã±ãã£ã³ã°ãšããŒã±ãã£ã³ã°ã³ãã¥ãã±ãŒã·ã§ã³ã®äž¡æ¹ãå¿ èŠã§ãããããã¯ãããŒã±ãã£ã³ã°ã³ãã¥ãã±ãŒã·ã§ã³ããããã¯ãããŒã±ãã£ã³ã°ã®äžéšãšããŠèããããŠããŸãã
ãå°å£²äºæ¥è ã¯ãåºæ¬çã«ä»å ¥ããããŠè²©å£²ãšããããšã§ããããã¯ãããŒã±ãã£ã³ã°ã®éšåã¯ãã£ãããšä»å ¥ãè²»çšã«å«ãŸããŸããã§ãã®ã§ãããŒã±ãã£ã³ã°è²»çšãšãããšåºæ¬ãåºå宣äŒã販ä¿è²»ãšããããšã«ãªããŸãã
ã極端ãªèšãæ¹ããããšãã¡ãŒã«ãŒã¯ããããã¯ãããŒã±ãã£ã³ã°ãšããŒã±ãã£ã³ã°ã³ãã¥ãã±ãŒã·ã§ã³ãšãã2ã€ã®ããŒã±ãã£ã³ã°è²»çšã®ãã±ããããããããçšåºŠæœ€æ²¢ãªããŒã±ãã£ã³ã°æŽ»åãå¯èœã§ããããããªãããããŒã±ãã£ã³ã°ã¯ååšããªããšèšãããŠããæ¥æ¬ã®å°å£²æ¥ã¯ãåºå宣äŒã»è²©ä¿è²»ã®ã¿ãããŒã±ãã£ã³ã°è²»çšã®æºæ³ã§ããè¿œå ãšããŠååæäŸå ããæäŸãåãããµããŒãè²»çšããããŸãããåºæ¬å©çšå¯Ÿè±¡ãå¶éãããçŽä»ãã®äºç®ã§ãããããŠã以åããã®åœå ã®å°å£²ã®åºå宣äŒè²»ã®å£²äžã«å ããå²åã¯2.3-2.5%ãšèšãããŠããŠãä»ãããŸãå€ãã£ãŠããªãããã§ãããã©ã³ãã£ã³ã°ã»ååéçºã«äœ¿ããããŒã±ãã£ã³ã°è²»çšãæã€ã¡ãŒã«ãŒãšéã£ãŠãå°å£²ã¯ãçŽæ¥çãªè²©å£²ã®ããã®ãããŒã±ãã£ã³ã°è²»çšããæã£ãŠããªããšããããšã§ãã
ããã®èŸºã®çå±ãç解ããŠããªããã³ããŒããããã¡ãŒã«ãŒã§ã®äºäŸãããšã«å°å£²äŒæ¥ã«ææ¡ãã«æ¥ãŠãèšã¡æ»ã«ããŠåž°ã£ãŠããããšãå€ã ãããŸãããŸããå©ççã®é«ãååã«ããŽãªãŒã®äŒç€Ÿã§ã®äºäŸãå©çšããå Žåãåããããªããšãèµ·ããŠããŸããïŒãã®èŸºã®ã¢ããã€ã¹ãåœç€Ÿã®æ¡ä»¶ã«ã¯ãããããŸããïŒ
ãå°å£²äŒæ¥ãECãWebã®æŽ»åãå§ããŠããªãæéãçµã¡ãŸããããããŸã ã«çµçãçµå¶äŒç»éšéãšããŒã±ãã£ã³ã°è²»çšã«é¢ããŠè¡çªããããšãå€ããšããããšã§ãããªããªããECã«é¢ããWebåºåçµç±ã®å£²äžã«é¢ããã³ã¹ãã¯ãããŠ5-10%ïŒROASã®1000-2000%ïŒã ããã§ããECã®å šéšã®å£²äžãWebåºåçµç±ã§ç²åŸããããã§ã¯ãªããšã¯ãããåºè販売ãããã¯ããã«é«ãæ¯çã§ããç«ã¡äžãåæã®å ŽåãäžæçãªãŠãå ¥ãã®å Žåã¯ãããã«å€§ããªæ¯çã«ããªããŸããECãWebã¯ãããªããŠã¯ãšæãã€ã€ãã売äžãäŸåããå²åãå¢ããŠãããšãå šäœã®ã³ã¹ãæ§é ãåèšå®ããããåŸãªããªãããåãå ¥ãã«æµæãããã®ã§ãã
ãç§ã¯ããã³ãã€ã³ãçã«ã¯ECäºæ¥ãšè²»çšã®é©æ£ãªèãæ¹ããããŠãå šç€Ÿã®äžã§ã®ããŒã±ãã£ã³ã°æŽ»åãšè²»çšãšãã£ãããšããé¢ããããšãå€ããããã«æé·ã¹ããŒãžããšã«æ¢åäºæ¥ã®äžã§ã®Webåºåãããžã¿ã«ã«é¢ããã¢ããã€ã¹ãé©æ£ãªã³ã¹ãæ¯çã決ããŠãããæäŒããªã©ãããŠããŸããããŒã±ãã£ã³ã°è²»çšã¯ãã¿ããã«å€ããã°ãããšãããã®ã§ã¯ãªãããã©ãããŒã±ãã£ã³ã°ããã®è²»çšã®æå³åãããããžã¡ã³ãã«ããã£ãŠããããªããã°ãé©æ£ãªäºç®ã®ç²åŸãæé·ãã§ããŸããããã®å®çŸã®ããã«ãèªèº«ã®çµéšããæŠç¥çå®ãéããŠã瀟å ã®ç解ãæ·±ããŠããã®ãç§ã®éèŠãªããã·ã§ã³ã ãšèããŠããŸããB2BãB2Cãå«ãæå±ããŠãã倧å°ã®äŒç€Ÿã§ããŒã±ãã£ã³ã°ãããšããè©æžã5床æã£ãŠããããšãããããçžè«ã®éã¯ãå ·äœçãªããŒã±ãã£ã³ã°æŠç¥ãçµè²»ã®ã¢ããã€ã¹ã«å ããŠãçµå¶å±€ãžã®èª¬æãªã©ã«ãããŸã䜿ã£ãŠããã ããŠããŸãã
ãããããå çïŒäžèšã®ã«ãžã¥ã¢ã«ãªãµããªãŒã
ãéåžžã®å°å£²ã®åºå宣äŒè²»ã¯å£²äžã®2.3-2.5ïŒ ãããããWebåºåã¯ããã®ïŒ ã§ã¯ç¡çã§ãå·¡è¡ç¶æ ã«ãªã£ããã§ãWebåºåçµç±å£²äžã®10%ãããã§ããECã§ã¯ãEC売äžå šäœã«å ããåºå宣äŒè²»ã¯2.5ïŒ ããã¯é«ããªãããWebåºåã®æ¯çã«ãããã10%ããã¯é¥ãã«å°ãããªããŸãã
ããããŸã§ã¯ãæ§æ¥ã®å°å£²ãšECãšã®å¯Ÿæ¯çãªã話ã§ããããããçŸåšã¯ããªã ããã£ãã«ãã·ãŒã ã¬ã¹ããã¥ãŒãªãã€ã«ãªã©ãæ§æ¥ã®å®åºèããžãã¹ãšECãªã©ã®ãªã³ã©ã€ã³ããžãã¹ãåããŠèãã段éã§ã¯ãªããªã£ãŠããŸããããããŒã±ãã£ã³ã°ã®èãããã®ã³ã¹ãæ¯çãè€éã«ãªã£ãŠããŠããŸãã
ããã®ç¶æ³ãèžãŸããæ°èŠã®ããšããããšããããŒã±ãã£ã³ã°è²»çšã¯æ³å®ã§ããªãããšãå€ããšãããŸãããªã®ã§ãç«ã¡äžãæã¯ããããŠãå šäœã§ãX%ããããããã®ãæ¥çã®åžžèã§ãããšèšããã£ãŠç¡çããã§ãéãããšããšãã«ã¯ããããããŠããŸããçµå±ãããçšåºŠãããªããšããããªãã®ã§ããã€ãŸã§ã決ãããããè¡åãã§ããªäŒç€Ÿãéåžžã«å€ãã®ã§ãããã®å Žåãçµå±ã誰ãããããŒã«ã¯ãªããªãã®ã§ãã
ããã¡ãããããŒã±ãã£ã³ã°ã³ã¹ããšããå¡ã§ãªããç®çã察象ãæŠç¥ããŒã¹ã§é ç®ãåããããããã®è²»çšãå¹æããã¬ãŒã¯ããŠã³ããŠããã®ã¯åœç¶ã®ããšã§ãã
ããã®ãµã€ãã蚪åãããæ¹ãã³ã©ã ããèªã¿ã®æ¹ã¯ãé©æ£ãªããŒã±ãã£ã³ã°ã³ã¹ãç¥ãããã£ãããä»ç€Ÿã«æ¯ã¹ãŠèªç€Ÿã®å®£äŒåºåè²»ã蚱容ç¯å²ãªã®ããªã©ããç¥ãã«ãªãããã¯ãããããã¯ãæ°èŠã«ECãªã©ãå§ããéã«ãäŒç€Ÿãäžåžã説åŸããææã欲ãããŠæ¥ãããŠããã®ã§ã¯ãšæããŸãããã®æšå®å€ã®ååŸãšç€Ÿå ã®èª¬åŸã®æ ¹æ ã¯ãä»ç€ŸäºäŸããããããªãã®ã§ãããæ°ããããžãã¹ã«ã¯ä»ç€ŸäºäŸããªãã®ãæ®éã§ãããã®æšå®ã®ããã«ã¯ãè€æ°ã®äŒç€Ÿã®ããŒã±ãã£ã³ã°ããªã³ã©ã€ã³/ãªãã©ã€ã³ãããããç«ã¡äžãããæé·ãã§ãŒãºãŸã§çµéšããŠãã人éãšæ€èšããŠãããããªããããããŸããã
ããŸãã¯ããçžè«ãã ãããç§ãçµéšäžã§ãããX%ã¯ãäŒãã§ããŸãããããã§ãªããã°ãçµéšãšãã¢ãªã³ã°ããæé©å€ã決ããŠãããŸãããã