一入電(dian)商(shang)(shang)(shang)深(shen)似海(hai),愛(ai)恨交(jiao)織語(yu)難(nan)言。電(dian)商(shang)(shang)(shang)商(shang)(shang)(shang)業世(shi)界(jie)里其實還有(you)很多好(hao)玩有(you)趣的,但真(zhen)正懂她(ta)的人還在(zai)路上。這期電(dian)商(shang)(shang)(shang)發展分析主要介(jie)紹食用油,它的電(dian)商(shang)(shang)(shang)之路又有(you)哪些(xie)看點?
食用油企業市場影響力:
據統計,當前我國食用油市場規模達2600萬噸,其中家庭烹飪約占總量的38.5%,達1000萬噸;餐飲渠道約占總量的30.7%,達800萬噸。隨著小包裝食用油市場日趨成熟,目前市場品牌已形成一定影響力,金龍魚、福臨門(men)、魯花(hua)處于第一梯隊,約占食用油銷量的70%,盛洲、九三、融氏、多力(li)、西王(wang)、長(chang)壽(shou)花等品(pin)牌(pai)處于(yu)第二梯(ti)(ti)隊(dui)(dui),其(qi)他地域型(xing)的(de)食(shi)(shi)用(yong)油品(pin)牌(pai)處于(yu)第三梯(ti)(ti)隊(dui)(dui)。從整個行業格(ge)局來看,第一梯(ti)(ti)隊(dui)(dui)的(de)品(pin)牌(pai)以綜合性(xing)的(de)食(shi)(shi)用(yong)油品(pin)類(lei)構成為主(zhu),金龍(long)魚和福臨門都是由多油種構成的(de)品(pin)牌(pai),只有魯花(hua)以花(hua)生油為主(zhu),并成為國內食(shi)(shi)用(yong)油行業中(zhong)單一品(pin)類(lei)的(de)領導者。
食用油企業電商渠道優勢:
第一,產(chan)品進入市(shi)場的時間短(duan)。食用(yong)油企業的產(chan)品不用(yong)經(jing)過傳(chuan)統銷售渠道的代理商、批(pi)發商和零售商等銷售通路上的眾多環節,在很短(duan)時間內就可(ke)以在大型電商平臺(tai)直接面對全(quan)國和全(quan)世界的消費(fei)者來銷售自己的產(chan)品。
第二,產(chan)品進入市場的(de)(de)成本較(jiao)低。(1)食(shi)(shi)用(yong)(yong)油(you)企業在(zai)京(jing)東、某貓、1號店(dian)(dian)等(deng)(deng)(deng)電(dian)商(shang)銷(xiao)售(shou)平臺開設網店(dian)(dian)只需要交少(shao)量的(de)(de)保(bao)證金,一般在(zai)2-5萬(wan)元不(bu)等(deng)(deng)(deng),而(er)且該費(fei)用(yong)(yong)到期還(huan)可以退還(huan)。(2)電(dian)商(shang)銷(xiao)售(shou)平臺的(de)(de)使用(yong)(yong)費(fei)也(ye)比(bi)較(jiao)低,一般是(shi)每(mei)月幾(ji)百塊錢到1千元不(bu)等(deng)(deng)(deng),這(zhe)比(bi)進入大中型超市渠(qu)道(dao)的(de)(de)進店(dian)(dian)費(fei)要低得(de)多。(3)電(dian)商(shang)平臺對食(shi)(shi)用(yong)(yong)油(you)產(chan)品銷(xiao)售(shou)額的(de)(de)扣(kou)點一般在(zai)4%-5%,這(zhe)也(ye)比(bi)超市10%-30%的(de)(de)扣(kou)點要低得(de)多。
第(di)三,企(qi)(qi)業聘用的(de)銷(xiao)售人員(yuan)較(jiao)少。運作傳統銷(xiao)售渠道,食(shi)用油(you)企(qi)(qi)業往(wang)(wang)往(wang)(wang)需要(yao)較(jiao)多(duo)的(de)銷(xiao)售人員(yuan),分別負責產品的(de)招商、鋪貨(huo)、終端維護和賣場促銷(xiao)等(deng)各(ge)個銷(xiao)售環節;電商平臺只需要(yao)維護好網(wang)絡銷(xiao)售頁面,發(fa)貨(huo)和售后服(fu)務,大大降低了企(qi)(qi)業的(de)營(ying)銷(xiao)成本。
食用油企業電商渠道危機:
第一(yi),新(xin)進入電商銷(xiao)售平臺的食用油產品(pin)在網(wang)頁中(zhong)的排名往往會(hui)靠后(hou),消費者(zhe)瀏覽(lan)量較(jiao)少,產品(pin)銷(xiao)量也(ye)會(hui)很少。
第二,食用(yong)油(you)產品(pin)在電商平臺的零(ling)售價(jia)格一(yi)般會比(bi)超市(shi)低得(de)多。在網(wang)店(dian)上銷售的食用(yong)油(you)產品(pin)品(pin)牌、種類繁多,價(jia)格也公開透(tou)明,與傳統渠道一(yi)樣(yang)競爭激烈。
第三,食用(yong)油產(chan)品在網頁中(zhong)的(de)排名主要取(qu)決于(yu)消費者(zhe)的(de)瀏覽量(liang)(liang)、刷(shua)新量(liang)(liang)和下單量(liang)(liang)等匯集起來(lai)的(de)綜(zong)合指標,如果綜(zong)合指標星級不夠,網頁排名很難靠前(qian),會大大影響產(chan)品銷(xiao)量(liang)(liang)的(de)提升。
第四,年輕一(yi)代電商購(gou)物者已從價(jia)格(ge)需(xu)要導向(xiang)走向(xiang)品牌(pai)需(xu)求導向(xiang)。也就是說今后在電商平(ping)臺銷售(shou)的食用油產品,僅僅憑借價(jia)格(ge)低而沒有品牌(pai)力(li)的支撐,同(tong)樣(yang)很難實(shi)現產品銷量(liang)的快速增(zeng)長。
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2021年網(wang)(wang)站數據庫共收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)562家(jia)(jia)(jia)(jia),其中品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總比(bi)最多(duo),達到240家(jia)(jia)(jia)(jia),其次為(wei)小品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian),收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)158家(jia)(jia)(jia)(jia),京東(dong)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)113家(jia)(jia)(jia)(jia),京東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)86家(jia)(jia)(jia)(jia),拼(pin)多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)33家(jia)(jia)(jia)(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)23家(jia)(jia)(jia)(jia),京東(dong)特許店(dian)(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)9家(jia)(jia)(jia)(jia),蘇(su)寧自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia)(jia)(jia),蘇(su)寧旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia)(jia)(jia),唯品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)鋪收錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)2家(jia)(jia)(jia)(jia)。
小(xiao)編認為,隨著互聯網(wang)的(de)發展,電(dian)商成為新興的(de)銷(xiao)售(shou)(shou)渠(qu)道(dao),由于(yu)其便(bian)利性的(de)特(te)征(zheng),消費者網(wang)絡購物(wu)成為常態,而食用(yong)油(you)作為家庭廚房必(bi)不可少的(de)調(diao)味(wei)品,也(ye)正在(zai)從傳統(tong)的(de)線下(xia)銷(xiao)售(shou)(shou),逐(zhu)漸(jian)轉移到網(wang)絡銷(xiao)售(shou)(shou)。實(shi)現線上銷(xiao)售(shou)(shou)和線下(xia)銷(xiao)售(shou)(shou)的(de)有機(ji)融(rong)合(he),是食用(yong)油(you)企(qi)(qi)業快速做強品牌和擴大產品銷(xiao)量(liang)的(de)必(bi)然(ran)選擇。電(dian)商銷(xiao)售(shou)(shou)渠(qu)道(dao)和傳統(tong)銷(xiao)售(shou)(shou)渠(qu)道(dao)對于(yu)食用(yong)油(you)企(qi)(qi)業來說一個都不能少。