自酒駕禁令、八項規定、三公消費限制、軍隊禁酒等國家政策的出臺,對我國酒行業產生了明顯的影響,其中白酒及高端酒市場需求增速放緩,酒企之間的競爭愈發激烈。電子商務的發展可謂是為各行各業帶來了嶄新的變化,酒仙網、1919、酒(jiu)美網(wang)等專(zhuan)業的酒(jiu)類垂直電商已然成為國內(nei)酒(jiu)品銷售的主要(yao)渠道之一。同時(shi),國內(nei)知名(ming)酒(jiu)企紛(fen)紛(fen)步入電子商務(wu)領域(yu),試圖依托“互(hu)聯(lian)網(wang)+”來改變國內(nei)酒(jiu)行業所面臨的困境。
酒類行業電商發展現狀
來自尼爾森(sen)的(de)監(jian)測數據顯示,2019年,國內(nei)34家酒(jiu)品(pin)類線上線下(xia)商家銷售增幅7%。其中,線下(xia)增幅2%,線上增幅26%。隨著線上平臺銷售的(de)持續增長,2020年酒(jiu)類電(dian)商銷售收入(ru)預計可達600億元。但酒(jiu)類電(dian)商發(fa)展困(kun)難依舊重重。
誠信:與其他行(xing)業(ye)相比(bi),酒(jiu)行(xing)業(ye)更趨于保守,其渠(qu)(qu)道上游(you)就是(shi)供應商(shang),下(xia)游(you)就是(shi)消費者(zhe),酒(jiu)業(ye)傳(chuan)統的(de)層(ceng)層(ceng)批發經銷的(de)模(mo)式,對(dui)于其定價(jia)透明(ming)化十分不(bu)利。另外,傳(chuan)統酒(jiu)業(ye)的(de)四(si)大渠(qu)(qu)道——商(shang)超、煙(yan)酒(jiu)店、餐(can)飲和團購的(de)價(jia)格不(bu)統一,導致(zhi)消費者(zhe)對(dui)其中某(mou)些渠(qu)(qu)道的(de)產品(pin)產生質疑。誠信(xin)不(bu)足(zu)、貨不(bu)對(dui)板、以次充好,甚至假冒偽(wei)劣現(xian)象仍然(ran)時時可(ke)見(jian),影響(xiang)酒(jiu)類(lei)電商(shang)的(de)整(zheng)體發展。
物流:酒類(lei)商品(pin)性質和盛裝(zhuang)容器等阻礙(ai)酒類(lei)電商發展。酒類(lei)電商自建線(xian)下酒類(lei)連鎖店或倉(cang)庫的建立、鋪設(she)是(shi)一(yi)項耗資巨大(da)的工程(cheng),與物流公司合(he)作也需保證其有(you)利可圖,所以(yi)(yi)物流成本在(zai)相當一(yi)段時間內,只(zhi)會上漲而難以(yi)(yi)下降(jiang)。
人群:目前,網購(gou)主(zhu)力軍的(de)年齡在25歲—35歲之間,而酒類特別是白酒的(de)主(zhu)要消(xiao)費群體年齡在35歲—55歲之間,年齡的(de)錯位加上(shang)酒類作(zuo)為飲品的(de)獨特消(xiao)費習慣,也給酒類電(dian)商的(de)發(fa)展帶來困難。
一、白酒巨頭從抵觸轉向擁抱平臺:起初酒類電商與白酒大品牌合作并不愉快,2014年茅臺和郎酒(jiu)相繼封殺酒仙網和1919等電商。如今如茅臺不僅開始自建電商,并開始積極擁抱各酒類電商平臺。2016年茅(mao)臺甚至聯姻(yin)并沒有(you)酒品專門(men)頻道(dao)的唯品會。
二、大踏步引進國(guo)外葡(pu)萄酒:2019年酒類電商一個趨(qu)勢是,無論平臺電商還是垂直電商,都把(ba)進口葡(pu)萄酒作為重點發展方向。
三、B2B成香餑餑:2016年3月(yue),酒類B2B電商(shang)易(yi)酒批”完成B+ 輪2億(yi)元人民幣融資,估值30億(yi)。雖(sui)然易(yi)酒批成立于2014年9月(yue),其(qi)對(dui)外聲稱(cheng)月(yue)銷(xiao)售流水已達3億(yi)元。如今(jin),許多一(yi)開(kai)始做(zuo)O2O、B2C的酒類電商(shang)開(kai)始發力B2B。
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25.43%(1204家) |
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15.52%(735家) |
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20.08%(951家) |
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5.70%(270家) |
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1.48%(70家) |
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2.28%(108家) |
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37.38%(1770家) |
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4.94%(234家) |
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2.22%(105家) |
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0.76%(36家) |
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0.13%(6家) |
0.17%(8家) |
2021年網(wang)(wang)(wang)(wang)(wang)站(zhan)數據庫(ku)共(gong)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)4735家(jia)(jia),其中小品(pin)(pin)牌(pai)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多(duo),達到1770家(jia)(jia),其次(ci)為(wei)(wei)品(pin)(pin)牌(pai)旗(qi)艦店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1204家(jia)(jia),京東(dong)(dong)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)951家(jia)(jia),京東(dong)(dong)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)735家(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)270家(jia)(jia),品(pin)(pin)牌(pai)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)234家(jia)(jia),蘇寧(ning)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)108家(jia)(jia),京東(dong)(dong)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)105家(jia)(jia),蘇寧(ning)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)70家(jia)(jia),唯(wei)品(pin)(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)36家(jia)(jia),企(qi)業店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)8家(jia)(jia),品(pin)(pin)牌(pai)商城(cheng)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)6家(jia)(jia)。
小編認為,目前我國酒類電商模式不夠成熟,面臨種種矛盾和牽制。酒類電商行業始終充斥著上市、退市、盈利 、虧損等變化莫測的局面,同樣也要面臨來自綜合電商巨頭的競爭壓力。一直以來,傳統酒商都在利用信息不對稱牟取高利,自垂直酒類電商的誕生以及傳統酒企涉足電商領域,對我國酒行業起到一個相互牽制的作用,改變我國酒行業一直以來的“暴利”風格。但這必然也會帶來線上、線下酒商之間的矛盾,為了獲取價格優勢,勢必引起行業混亂,阻滯了酒類電商(shang)的發展。