一入電(dian)(dian)商深似海,愛恨交織語(yu)難言(yan)。電(dian)(dian)商商業世界里(li)其實還(huan)(huan)有(you)很多好玩有(you)趣的(de),但真正(zheng)懂她的(de)人還(huan)(huan)在(zai)路(lu)上。這期電(dian)(dian)商發展(zhan)分析主(zhu)要介紹食(shi)用油,它的(de)電(dian)(dian)商之路(lu)又有(you)哪些看(kan)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、魯花處于第一梯隊,約占食用油銷量的70%,盛洲、九三、融氏、多力、西王、長壽花等品(pin)(pin)(pin)(pin)牌處(chu)于第二(er)梯隊(dui),其他地域型(xing)的(de)(de)食用油(you)(you)品(pin)(pin)(pin)(pin)牌處(chu)于第三梯隊(dui)。從(cong)整個行業格(ge)局來看,第一(yi)梯隊(dui)的(de)(de)品(pin)(pin)(pin)(pin)牌以(yi)綜合性的(de)(de)食用油(you)(you)品(pin)(pin)(pin)(pin)類(lei)構(gou)(gou)成(cheng)為主,金龍(long)魚和福臨門都(dou)是由多油(you)(you)種(zhong)構(gou)(gou)成(cheng)的(de)(de)品(pin)(pin)(pin)(pin)牌,只有魯(lu)花以(yi)花生油(you)(you)為主,并成(cheng)為國內(nei)食用油(you)(you)行業中單一(yi)品(pin)(pin)(pin)(pin)類(lei)的(de)(de)領導(dao)者。
食用油企業電商渠道優勢:
第一(yi),產品(pin)進入市場的(de)(de)時(shi)間(jian)短。食(shi)用(yong)油企業的(de)(de)產品(pin)不用(yong)經(jing)過(guo)傳(chuan)統銷售渠道的(de)(de)代理商、批發(fa)商和(he)零售商等銷售通(tong)路上的(de)(de)眾多環節,在(zai)很(hen)短時(shi)間(jian)內就(jiu)可以在(zai)大型(xing)電商平臺直接面對全國和(he)全世界的(de)(de)消費(fei)者(zhe)來銷售自己(ji)的(de)(de)產品(pin)。
第(di)二,產(chan)品進(jin)入市(shi)(shi)場的(de)(de)成(cheng)本較低。(1)食用(yong)(yong)油企業在(zai)京東、某(mou)貓、1號店(dian)(dian)等(deng)電商銷售(shou)平臺開設網店(dian)(dian)只需要(yao)交少量的(de)(de)保證金,一(yi)般在(zai)2-5萬(wan)元(yuan)不(bu)等(deng),而且(qie)該費(fei)用(yong)(yong)到(dao)期(qi)還可以退還。(2)電商銷售(shou)平臺的(de)(de)使用(yong)(yong)費(fei)也比較低,一(yi)般是每月幾百塊錢(qian)到(dao)1千元(yuan)不(bu)等(deng),這比進(jin)入大中型(xing)超(chao)市(shi)(shi)渠道的(de)(de)進(jin)店(dian)(dian)費(fei)要(yao)低得多(duo)。(3)電商平臺對(dui)食用(yong)(yong)油產(chan)品銷售(shou)額的(de)(de)扣點一(yi)般在(zai)4%-5%,這也比超(chao)市(shi)(shi)10%-30%的(de)(de)扣點要(yao)低得多(duo)。
第三,企業(ye)聘用的銷(xiao)(xiao)售(shou)(shou)人(ren)員(yuan)較(jiao)(jiao)少。運作傳統銷(xiao)(xiao)售(shou)(shou)渠道,食(shi)用油企業(ye)往往需(xu)要較(jiao)(jiao)多的銷(xiao)(xiao)售(shou)(shou)人(ren)員(yuan),分別負責產品的招商、鋪貨(huo)、終端(duan)維(wei)護和(he)賣場促銷(xiao)(xiao)等各個銷(xiao)(xiao)售(shou)(shou)環節;電商平臺只需(xu)要維(wei)護好網(wang)絡銷(xiao)(xiao)售(shou)(shou)頁面,發貨(huo)和(he)售(shou)(shou)后服務(wu),大(da)大(da)降低了企業(ye)的營銷(xiao)(xiao)成本。
食用油企業電商渠道危機:
第一(yi),新進入電商銷(xiao)售平臺的食用(yong)油(you)產(chan)品(pin)在網頁中的排名往(wang)往(wang)會(hui)(hui)靠后(hou),消費者瀏覽量較少,產(chan)品(pin)銷(xiao)量也會(hui)(hui)很少。
第二,食用油(you)產品(pin)在(zai)電商平臺的零售價(jia)格一般會比超(chao)市低得多。在(zai)網店上(shang)銷售的食用油(you)產品(pin)品(pin)牌、種類繁多,價(jia)格也公開透明,與傳統(tong)渠道一樣競爭激烈。
第三,食用(yong)油產品(pin)在網頁中的(de)排名主要(yao)取決于消費者的(de)瀏覽量(liang)、刷(shua)新量(liang)和下(xia)單量(liang)等匯集起來的(de)綜(zong)合(he)指標(biao),如(ru)果綜(zong)合(he)指標(biao)星級不夠,網頁排名很難靠前,會(hui)大大影響產品(pin)銷量(liang)的(de)提升(sheng)。
第四,年輕一代電(dian)商購物者已從價格需(xu)(xu)要導向走向品牌(pai)需(xu)(xu)求導向。也就是說今后在電(dian)商平臺(tai)銷(xiao)售的食用油產品,僅(jin)僅(jin)憑借價格低而沒有(you)品牌(pai)力的支撐,同(tong)樣很難實現產品銷(xiao)量的快(kuai)速增長(chang)。
42.70%(240家) |
|
20.11%(113家) |
|
15.30%(86家) |
|
5.87%(33家) |
|
1.07%(6家) |
|
1.07%(6家) |
|
28.11%(158家) |
|
4.09%(23家) |
|
1.60%(9家) |
|
0.36%(2家) |
2021年網(wang)(wang)(wang)站(zhan)數據庫共(gong)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)562家(jia)(jia),其(qi)中品(pin)(pin)牌旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總比最多(duo)(duo),達(da)到240家(jia)(jia),其(qi)次為(wei)小(xiao)品(pin)(pin)牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)158家(jia)(jia),京東自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)113家(jia)(jia),京東旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)86家(jia)(jia),拼多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)33家(jia)(jia),品(pin)(pin)牌特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)23家(jia)(jia),京東特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)9家(jia)(jia),蘇寧自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia),蘇寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia),唯品(pin)(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)2家(jia)(jia)。
小(xiao)編認為(wei),隨(sui)著互聯網(wang)的(de)發展,電(dian)商成為(wei)新興的(de)銷(xiao)售(shou)(shou)渠道,由于其便利性的(de)特(te)征,消費者網(wang)絡購物成為(wei)常態(tai),而食用(yong)油(you)作為(wei)家庭廚(chu)房必不可少的(de)調味(wei)品,也正在從(cong)傳統的(de)線(xian)下銷(xiao)售(shou)(shou),逐漸(jian)轉移到網(wang)絡銷(xiao)售(shou)(shou)。實現線(xian)上(shang)銷(xiao)售(shou)(shou)和線(xian)下銷(xiao)售(shou)(shou)的(de)有機融(rong)合,是食用(yong)油(you)企業快(kuai)速(su)做(zuo)強品牌(pai)和擴大產品銷(xiao)量(liang)的(de)必然選擇。電(dian)商銷(xiao)售(shou)(shou)渠道和傳統銷(xiao)售(shou)(shou)渠道對(dui)于食用(yong)油(you)企業來說一個都(dou)不能少。