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(jiu)仙網、1919、酒(jiu)(jiu)(jiu)美網等專業的酒(jiu)(jiu)(jiu)類(lei)垂(chui)直電(dian)商已然成為國內(nei)酒(jiu)(jiu)(jiu)品(pin)銷售(shou)的主要渠道之一。同時,國內(nei)知名酒(jiu)(jiu)(jiu)企(qi)紛紛步入(ru)電(dian)子商務領域,試圖依托“互聯網+”來改變國內(nei)酒(jiu)(jiu)(jiu)行業所(suo)面(mian)臨(lin)的困境。
酒類行業電商發展現狀
來自尼爾森的監(jian)測數據(ju)顯示,2019年,國內34家(jia)酒品(pin)類線(xian)上(shang)線(xian)下(xia)商(shang)家(jia)銷(xiao)售(shou)增(zeng)幅(fu)7%。其中,線(xian)下(xia)增(zeng)幅(fu)2%,線(xian)上(shang)增(zeng)幅(fu)26%。隨著線(xian)上(shang)平臺銷(xiao)售(shou)的持續增(zeng)長(chang),2020年酒類電商(shang)銷(xiao)售(shou)收入預計可達600億元(yuan)。但酒類電商(shang)發展困難依舊重(zhong)重(zhong)。
誠信:與其他行業相比,酒行業更趨于保(bao)守,其渠(qu)道上(shang)游就是供應商(shang),下游就是消費(fei)者,酒業傳統(tong)(tong)的層層批發(fa)經銷的模式,對(dui)(dui)于其定價透明化十分不利。另外,傳統(tong)(tong)酒業的四大渠(qu)道——商(shang)超、煙酒店、餐飲和團購(gou)的價格不統(tong)(tong)一,導致消費(fei)者對(dui)(dui)其中某些渠(qu)道的產品產生質疑。誠信不足、貨不對(dui)(dui)板、以次(ci)充好,甚(shen)至假(jia)冒偽劣現(xian)象(xiang)仍然時(shi)時(shi)可見,影響酒類(lei)電(dian)商(shang)的整體發(fa)展。
物流:酒(jiu)類(lei)商品性(xing)質和盛裝容(rong)器等阻(zu)礙酒(jiu)類(lei)電商發(fa)展。酒(jiu)類(lei)電商自建線下酒(jiu)類(lei)連鎖店(dian)或倉庫的(de)建立、鋪(pu)設是一項(xiang)耗資巨大的(de)工(gong)程,與物流公(gong)司合作也需保證其有(you)利可圖,所(suo)以物流成本在相當一段時間內,只會上漲而難以下降。
人群:目前(qian),網購主(zhu)力軍(jun)的(de)年齡在(zai)25歲—35歲之間(jian),而酒類特別是白酒的(de)主(zhu)要消(xiao)費(fei)群體年齡在(zai)35歲—55歲之間(jian),年齡的(de)錯位加(jia)上酒類作為(wei)飲品(pin)的(de)獨特消(xiao)費(fei)習慣(guan),也給酒類電(dian)商的(de)發展(zhan)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年茅臺(tai)甚至聯姻并沒有酒品(pin)專門(men)頻道(dao)的唯品(pin)會。
二、大(da)踏步(bu)引進國外(wai)葡萄(tao)酒:2019年酒類電商一個趨(qu)勢是(shi),無論平臺電商還是(shi)垂直電商,都把進口葡萄(tao)酒作為重點發展(zhan)方(fang)向。
三、B2B成香餑餑:2016年3月,酒類B2B電商(shang)(shang)易酒批”完(wan)成B+ 輪(lun)2億元人民(min)幣融資(zi),估值(zhi)30億。雖然(ran)易酒批成立于(yu)2014年9月,其對外聲(sheng)稱月銷售流水已達(da)3億元。如(ru)今,許多一(yi)開始做O2O、B2C的酒類電商(shang)(shang)開始發力(li)B2B。
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) |
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0.17%(8家) |
2021年網(wang)(wang)(wang)(wang)站數據庫共(gong)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)4735家(jia)(jia)(jia)(jia),其中小品(pin)牌(pai)(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多(duo),達到1770家(jia)(jia)(jia)(jia),其次為(wei)(wei)(wei)(wei)品(pin)牌(pai)(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)1204家(jia)(jia)(jia)(jia),京東旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)951家(jia)(jia)(jia)(jia),京東自營(ying)(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)735家(jia)(jia)(jia)(jia),拼(pin)多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)270家(jia)(jia)(jia)(jia),品(pin)牌(pai)(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)234家(jia)(jia)(jia)(jia),蘇(su)寧(ning)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)108家(jia)(jia)(jia)(jia),京東特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)105家(jia)(jia)(jia)(jia),蘇(su)寧(ning)自營(ying)(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)70家(jia)(jia)(jia)(jia),唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)36家(jia)(jia)(jia)(jia),企業(ye)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)(jia)(jia)(jia),品(pin)牌(pai)(pai)商城收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia)(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(zu)滯了(le)酒(jiu)類電商的發展。