近年來(lai),恰逢(feng)互聯(lian)網購物的(de)(de)大好時代,休閑零食(shi)的(de)(de)B2C電商和手機(ji)App業(ye)(ye)務實(shi)現了快速(su)發(fa)展。凸顯出休閑食(shi)品(pin)是極具生(sheng)命力的(de)(de)產品(pin),有著廣闊(kuo)的(de)(de)市場(chang)和巨大的(de)(de)發(fa)展潛力。但同時,由于食(shi)品(pin)行(xing)業(ye)(ye)已(yi)經(jing)進入完全(quan)競爭階段(duan),企業(ye)(ye)利潤日趨(qu)平均化,行(xing)業(ye)(ye)整(zheng)合(he)、市場(chang)細分完成在即,企業(ye)(ye)間的(de)(de)競爭力度日趨(qu)激烈。食(shi)品(pin)企業(ye)(ye)將如(ru)何應對未來(lai)的(de)(de)挑戰呢?
一、休閑食品電商市場發展現狀
隨著經濟的發展和消費水平的提高,休閑食品正在逐漸升級成為百姓日常的必需消費品。現階段,我國休閑食品電商三足鼎立格局初現,龍頭優勢明顯。三只松鼠、百草味、良品鋪子已牢牢占據了休(xiu)閑食品電商(shang)前三,其他(ta)品牌競爭難度(du)加大。
競爭(zheng)迫(po)使三(san)只松(song)鼠、百草味和良品(pin)(pin)(pin)(pin)(pin)鋪子引領了(le)休閑食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)行業的(de)(de)創新。但最(zui)(zui)為(wei)可怕的(de)(de),是他們(men)正在顛(dian)覆(fu)國(guo)人(ren)(ren)的(de)(de)休閑食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)消(xiao)費習慣。最(zui)(zui)直接的(de)(de),是他們(men)讓互聯網食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)消(xiao)費成為(wei)一種(zhong)時尚,并(bing)且成功實(shi)現(xian)了(le)品(pin)(pin)(pin)(pin)(pin)牌化(hua)。以前,堅(jian)果(guo)零食(shi)(shi)在人(ren)(ren)們(men)印象中還是“貴族化(hua)”的(de)(de)食(shi)(shi)品(pin)(pin)(pin)(pin)(pin)。這三(san)家(jia)以堅(jian)果(guo)為(wei)主打的(de)(de)零食(shi)(shi)電(dian)商用更加(jia)親民的(de)(de)價格走進年輕群體(ti),逐漸讓堅(jian)果(guo)消(xiao)費成為(wei)一種(zhong)時尚一種(zhong)流行。
二、休閑食品電商市場消費情況分析
女(nv)(nv)性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)(zhe)是絕(jue)(jue)對(dui)(dui)購買(mai)(mai)主(zhu)力(li):休(xiu)閑零食消費(fei)(fei)在性(xing)(xing)(xing)(xing)別的(de)差異性(xing)(xing)(xing)(xing)放點明顯,女(nv)(nv)性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)(zhe)是絕(jue)(jue)對(dui)(dui)購買(mai)(mai)主(zhu)力(li)。根(gen)據尼爾森,在全球(qiu)范圍內,女(nv)(nv)性(xing)(xing)(xing)(xing)比男(nan)性(xing)(xing)(xing)(xing)消費(fei)(fei)更(geng)多零食且女(nv)(nv)性(xing)(xing)(xing)(xing)對(dui)(dui)葛(ge)洪零食的(de)消費(fei)(fei)意愿(yuan)高于男(nan)性(xing)(xing)(xing)(xing)。根(gen)據易觀智庫,女(nv)(nv)性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)(zhe)不僅在購買(mai)(mai)人數上(shang)超(chao)過男(nan)性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)(zhe)(購買(mai)(mai)力(li)62.29%vs37.71%)。
80后、90后為零(ling)食網購(gou)主力:從休閑(xian)零(ling)食網購(gou)消(xiao)費(fei)者年齡分布來(lai)看,28-38歲消(xiao)費(fei)者占比48.6%,18-28歲消(xiao)費(fei)者占比24.7%,年輕人成為絕對(dui)多數。80后基本(ben)步入(ru)職場,消(xiao)費(fei)能力也已承受。即將進入(ru)社(she)會(hui)的(de)90后,消(xiao)費(fei)更具沖動型、超前性,見識未(wei)來(lai)的(de)生力軍(jun)。
三、零食品牌營銷都有哪些套路?
用(yong)“大單品(pin)(pin)”撐(cheng)起一片天,甚至(zhi)變身行業黑馬(ma);玩(wan)轉娛(yu)樂化營銷、蹭(ceng)“超級IP”的粉絲和流量;布局(ju)全渠道,互聯網和門(men)店(dian)互相做(zuo)“+”法;進口(kou)食品(pin)(pin)搬入國門(men),引爆年輕(qing)群體;短(duan)保(bao)、代餐、大健康,消(xiao)費趨勢決定電(dian)商(shang)發(fa)展(zhan)。從“試錯”到(dao)“試對(dui)”,越來(lai)越多的新(xin)概念(nian)、新(xin)產品(pin)(pin)涌入市場,去(qu)年的線上休閑食品(pin)(pin)“套(tao)路(lu)”滿(man)滿(man)。
四、休閑食品行業未來發展戰略展望
休閑(xian)零(ling)(ling)食(shi)作為發展較(jiao)成熟(shu)的品(pin)類,近年(nian)(nian)移動(dong)端的成交比例不斷提(ti)升,商家應(ying)抓住(zhu)移動(dong)電商的機(ji)會。在移動(dong)互(hu)聯網(wang)時代,消(xiao)費(fei)者(zhe)的購物行為相較(jiao)PC端有較(jiao)大的變化(hua),商家的經營(ying)策略需(xu)做(zuo)(zuo)針對(dui)性的調整。年(nian)(nian)輕人已(yi)經成為休閑(xian)零(ling)(ling)食(shi)的主力消(xiao)費(fei)人群,并且其占比還在不斷上升,商家應(ying)重點關注這類用(yong)戶,開發更受年(nian)(nian)輕人喜歡(huan)的零(ling)(ling)食(shi)品(pin)類。健(jian)康化(hua)是休閑(xian)零(ling)(ling)食(shi)行業發展的一(yi)大趨勢,商家需(xu)順應(ying)這一(yi)趨勢,推(tui)出更多健(jian)康類的零(ling)(ling)食(shi)。休閑(xian)零(ling)(ling)食(shi)是一(yi)種持續(xu)消(xiao)費(fei)的商品(pin),商家應(ying)做(zuo)(zuo)好老用(yong)戶的維護,提(ti)高(gao)消(xiao)費(fei)者(zhe)的忠誠度。
29.97%(1688家) |
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14.89%(839家) |
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15.62%(880家) |
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11.31%(637家) |
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0.25%(14家) |
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1.28%(72家) |
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36.85%(2076家) |
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4.14%(233家) |
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1.07%(60家) |
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1.12%(63家) |
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0.16%(9家) |
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0.12%(7家) |
2021年(nian)網(wang)(wang)站(zhan)數據庫(ku)共收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)5633家(jia)(jia),其(qi)中小(xiao)品牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多,達到2076家(jia)(jia),其(qi)次為(wei)(wei)品牌(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1688家(jia)(jia),京東(dong)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)880家(jia)(jia),京東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)839家(jia)(jia),拼多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)637家(jia)(jia),品牌(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)233家(jia)(jia),蘇(su)寧(ning)(ning)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)72家(jia)(jia),唯品會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)63家(jia)(jia),京東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)60家(jia)(jia),蘇(su)寧(ning)(ning)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)14家(jia)(jia),品牌(pai)商城(cheng)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)9家(jia)(jia),企業(ye)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)7家(jia)(jia)。
一(yi)(yi)方(fang)面(mian)(mian)是網(wang)購(gou)食(shi)(shi)品(pin)數量快速(su)增長,另(ling)一(yi)(yi)方(fang)面(mian)(mian)則是80后、90后的網(wang)絡食(shi)(shi)品(pin)消費(fei)(fei)“剁(duo)手黨(dang)”感(gan)慨:網(wang)絡食(shi)(shi)品(pin)安全和(he)質量問題成為消費(fei)(fei)者再次消費(fei)(fei)的“最大心結”。業(ye)內人士坦言(yan):七成以上(shang)的“超(chao)市下架”食(shi)(shi)品(pin)流入電商(shang)平臺(tai)。在日前于廣西南寧(ning)市召(zhao)開的西南網(wang)絡食(shi)(shi)品(pin)電商(shang)發展論壇上(shang),眾多消費(fei)(fei)者、食(shi)(shi)品(pin)行業(ye)專家、監管(guan)部門和(he)電商(shang)代表認為,海量消費(fei)(fei)者面(mian)(mian)對(dui)海量供應者,需要監管(guan)“多頭(tou)”發力,才能正(zheng)本(ben)清源(yuan)。