一入電(dian)(dian)商(shang)深(shen)似(si)海,愛恨交織語難言。電(dian)(dian)商(shang)商(shang)業世界里其實(shi)還有很多好玩(wan)有趣的(de),但(dan)真(zhen)正懂(dong)她(ta)的(de)人(ren)還在路(lu)(lu)上(shang)。這(zhe)期電(dian)(dian)商(shang)發展(zhan)分析主(zhu)要介(jie)紹食用油,它的(de)電(dian)(dian)商(shang)之路(lu)(lu)又(you)有哪些看點(dian)?
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(long)魚、福(fu)臨門、魯(lu)花(hua)處于第一梯隊,約占食用油銷量的70%,盛洲、九(jiu)三(san)、融氏、多力(li)、西王(wang)、長壽花等品(pin)牌處于第(di)二梯(ti)隊(dui),其(qi)他地域型(xing)的食用(yong)(yong)油(you)(you)品(pin)牌處于第(di)三梯(ti)隊(dui)。從整(zheng)個(ge)行業格局來(lai)看,第(di)一(yi)梯(ti)隊(dui)的品(pin)牌以綜(zong)合性的食用(yong)(yong)油(you)(you)品(pin)類構成為(wei)主,金龍魚和福臨(lin)門都(dou)是由(you)多油(you)(you)種構成的品(pin)牌,只(zhi)有魯花以花生油(you)(you)為(wei)主,并(bing)成為(wei)國內(nei)食用(yong)(yong)油(you)(you)行業中單(dan)一(yi)品(pin)類的領導者(zhe)。
食用油企業電商渠道優勢:
第(di)一,產品(pin)進入市場(chang)的(de)時(shi)間短。食用(yong)油企業的(de)產品(pin)不用(yong)經過傳統銷(xiao)售渠道的(de)代理商、批發(fa)商和零售商等銷(xiao)售通路上的(de)眾多(duo)環(huan)節,在(zai)很短時(shi)間內就可以在(zai)大型(xing)電商平臺(tai)直(zhi)接面對(dui)全(quan)(quan)國和全(quan)(quan)世界的(de)消費者(zhe)來銷(xiao)售自(zi)己的(de)產品(pin)。
第二,產(chan)品進入市場的成本較低(di)。(1)食(shi)用油企業在(zai)京(jing)東、某(mou)貓、1號(hao)店等(deng)電(dian)(dian)商(shang)銷售平臺(tai)開設網店只需要(yao)(yao)交少量的保證金(jin),一(yi)般(ban)(ban)在(zai)2-5萬元(yuan)不(bu)等(deng),而(er)且該(gai)費用到期還(huan)可以退還(huan)。(2)電(dian)(dian)商(shang)銷售平臺(tai)的使用費也比(bi)較低(di),一(yi)般(ban)(ban)是每月幾百塊(kuai)錢到1千元(yuan)不(bu)等(deng),這比(bi)進入大中型超市渠道(dao)的進店費要(yao)(yao)低(di)得多。(3)電(dian)(dian)商(shang)平臺(tai)對食(shi)用油產(chan)品銷售額的扣點一(yi)般(ban)(ban)在(zai)4%-5%,這也比(bi)超市10%-30%的扣點要(yao)(yao)低(di)得多。
第三,企業(ye)聘(pin)用的(de)銷(xiao)售(shou)(shou)(shou)人員(yuan)(yuan)較少。運作傳統銷(xiao)售(shou)(shou)(shou)渠道,食(shi)用油企業(ye)往(wang)(wang)往(wang)(wang)需要較多(duo)的(de)銷(xiao)售(shou)(shou)(shou)人員(yuan)(yuan),分別負責產品的(de)招商、鋪貨、終端維護(hu)和賣場促銷(xiao)等各(ge)個銷(xiao)售(shou)(shou)(shou)環節;電商平臺只需要維護(hu)好網(wang)絡銷(xiao)售(shou)(shou)(shou)頁(ye)面(mian),發貨和售(shou)(shou)(shou)后服(fu)務,大大降低了企業(ye)的(de)營銷(xiao)成本。
食用油企業電商渠道危機:
第一,新(xin)進(jin)入(ru)電(dian)商銷售平臺的食用油產品在網頁中的排名往(wang)往(wang)會(hui)靠(kao)后,消費者瀏覽量(liang)較少,產品銷量(liang)也會(hui)很少。
第(di)二(er),食(shi)用(yong)油產品在(zai)電商平臺的零售(shou)價(jia)格(ge)一般(ban)會(hui)比超市低得多。在(zai)網店(dian)上(shang)銷(xiao)售(shou)的食(shi)用(yong)油產品品牌、種(zhong)類繁多,價(jia)格(ge)也公開(kai)透(tou)明,與傳(chuan)統渠道一樣競(jing)爭激烈。
第三,食用(yong)油(you)產(chan)品在網頁中的(de)排(pai)名主要取決于消費者(zhe)的(de)瀏(liu)覽量(liang)、刷新量(liang)和(he)下單量(liang)等匯集起來的(de)綜合指標,如果綜合指標星級(ji)不夠(gou),網頁排(pai)名很難靠前,會(hui)大大影響產(chan)品銷量(liang)的(de)提升。
第四,年輕一代電商(shang)(shang)購物者已從價(jia)(jia)格(ge)需(xu)要導(dao)向走向品(pin)牌需(xu)求導(dao)向。也就是說(shuo)今后(hou)在(zai)電商(shang)(shang)平臺銷(xiao)售的食(shi)用油產品(pin),僅(jin)僅(jin)憑借價(jia)(jia)格(ge)低而(er)沒有品(pin)牌力的支(zhi)撐(cheng),同樣很(hen)難實現產品(pin)銷(xiao)量的快(kuai)速增(zeng)長。
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42.70%(240家) |
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20.11%(113家) |
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15.30%(86家) |
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5.87%(33家) |
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1.07%(6家) |
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1.07%(6家) |
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28.11%(158家) |
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4.09%(23家) |
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1.60%(9家) |
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0.36%(2家) |
2021年網(wang)(wang)(wang)站(zhan)數(shu)據庫共(gong)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)562家(jia)(jia)(jia)(jia),其中(zhong)品(pin)(pin)牌旗艦店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最(zui)多(duo),達到240家(jia)(jia)(jia)(jia),其次為(wei)小品(pin)(pin)牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)158家(jia)(jia)(jia)(jia),京(jing)東(dong)(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)113家(jia)(jia)(jia)(jia),京(jing)東(dong)(dong)旗艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)86家(jia)(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)33家(jia)(jia)(jia)(jia),品(pin)(pin)牌特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)23家(jia)(jia)(jia)(jia),京(jing)東(dong)(dong)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)9家(jia)(jia)(jia)(jia),蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia)(jia)(jia),蘇(su)寧旗艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia)(jia)(jia),唯品(pin)(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)2家(jia)(jia)(jia)(jia)。
小編認為(wei),隨著互聯網的發展,電商(shang)(shang)成(cheng)為(wei)新興的銷(xiao)售(shou)渠(qu)道(dao),由于其便(bian)利性的特征,消費者網絡(luo)購(gou)物成(cheng)為(wei)常態,而食(shi)用(yong)油作為(wei)家庭(ting)廚(chu)房必不(bu)可少(shao)的調(diao)味品,也正在從傳統(tong)的線(xian)下銷(xiao)售(shou),逐漸轉(zhuan)移到(dao)網絡(luo)銷(xiao)售(shou)。實現線(xian)上銷(xiao)售(shou)和線(xian)下銷(xiao)售(shou)的有機融合(he),是食(shi)用(yong)油企業快速做強(qiang)品牌和擴大產品銷(xiao)量的必然(ran)選擇。電商(shang)(shang)銷(xiao)售(shou)渠(qu)道(dao)和傳統(tong)銷(xiao)售(shou)渠(qu)道(dao)對于食(shi)用(yong)油企業來說(shuo)一個都不(bu)能少(shao)。