轉動的是指針，逝去的是年華，不變的是對生活品味的追求。腕表可以說是所有奢侈品類中最不要求時效性的物品，傳承、經久耐用反而成為腕表品牌宣傳的重點，雖然腕表品牌們似乎并(bing)不(bu)(bu)太在意時尚(shang)標簽和(he)當季流行(xing)，手表(biao)的(de)更新換代也一直比較(jiao)慢，但出于搭配和(he)實用性，每一季又會(hui)推出一些呼(hu)應潮流的(de)表(biao)款，各種新款式層出不(bu)(bu)窮，讓人(ren)眼花繚亂(luan)。這期電商報告，我(wo)們一起了解腕表(biao)市(shi)場不(bu)(bu)一樣的(de)新動態。
手表行業市場發展現狀
經過(guo)多年發(fa)(fa)展，在(zai)機(ji)械產(chan)業(ye)、電子產(chan)業(ye)等關(guan)聯產(chan)業(ye)的基礎上，通過(guo)持續(xu)創(chuang)新和對成(cheng)熟制造行(xing)業(ye)的借鑒，手表(biao)行(xing)業(ye)發(fa)(fa)展得到很大的提升。目前世(shi)界腕表(biao)行(xing)業(ye)產(chan)銷格局：瑞士(shi)手表(biao)占據高(gao)(gao)端(duan)市場，國產(chan)表(biao)以中(zhong)(zhong)低端(duan)為(wei)(wei)主(zhu)。從產(chan)地來看，瑞士(shi)鐘(zhong)表(biao)占據高(gao)(gao)端(duan)市場，出口手表(biao)貨值居首，同時壟(long)斷高(gao)(gao)端(duan)鐘(zhong)表(biao)及(ji)絕大部(bu)分高(gao)(gao)端(duan)及(ji)中(zhong)(zhong)高(gao)(gao)端(duan)機(ji)械機(ji)心供(gong)應，世(shi)界四大鐘(zhong)表(biao)集團中(zhong)(zhong)斯沃琪、勞力士(shi)以及(ji)厲峰三大集團來自瑞士(shi)。日本鐘(zhong)表(biao)主(zhu)打(da)石英品(pin)種，以中(zhong)(zhong)高(gao)(gao)檔為(wei)(wei)主(zhu)，特點是在(zai)生產(chan)中(zhong)(zhong)運用大量(liang)新技術及(ji)新材料，代表(biao)品(pin)牌(pai)有卡西(xi)歐、西(xi)鐵城等。國產(chan)手表(biao)以中(zhong)(zhong)低端(duan)為(wei)(wei)主(zhu)，產(chan)能及(ji)產(chan)量(liang)居世(shi)界第一(yi)，但附加值較低，四大品(pin)牌(pai)為(wei)(wei)飛亞達、天王、羅(luo)西(xi)尼、依波。
手表行業電商發展需求
從手表的(de)需求端來(lai)看，隨著近年來(lai)移動(dong)網絡普及率大幅提升，移動(dong)支付(fu)工具(ju)也走向成熟，再加上海(hai)外購物(wu)的(de)流行，國民的(de)消費(fei)(fei)欲(yu)望(wang)被大大激發。并且，在科(ke)技和(he)電商環(huan)境的(de)“嬌生慣養”下，消費(fei)(fei)者也呈現出了(le)新的(de)消費(fei)(fei)趨勢。但腕表電商對于市場卻(que)存在不一樣的(de)理解。
：完全走非自營的輕資產模式，由第三方商家提供腕表商品，在物流上也最不可控，物流體驗由第三方商家的效率決定。在售后體驗上，主(zhu)要以在線客(ke)服(fu)的方式提供售前(qian)、退貨咨詢。
京東(dong)商城：擁有國內最完善的自營物流體系，各地設置倉庫，自營產品支持(chi)次日達，保持良好的內部管理，支持第三方商家入駐，但屬于重(zhong)資(zi)產模(mo)式。在售后(hou)體驗上，京東(dong)退換貨是線(xian)上提交后，電話客服協商完成。
亞馬遜：建立自身物流體系，各地設置倉庫，也支持第三方商家入駐，非(fei)常注重消費者對平臺的忠(zhong)誠(cheng)度。在(zai)售后體驗上，亞馬遜依賴電話客服，支持(chi)30天無理由退換貨。
其(qi)次，3家電(dian)商平臺(tai)由(you)于定位不(bu)同，對于智能(neng)手(shou)表的關注度(du)也有(you)差別。京東上(shang)智能(neng)手(shou)表數量(liang)最多，但(dan)最為繁雜(za)，各(ge)類中(zhong)、低端產品魚(yu)龍混雜(za)；和(he)亞馬遜則(ze)主推市場認可(ke)度(du)較(jiao)高的智能(neng)手(shou)表品牌(pai)，如Apple、Withings、華為等。
總而(er)言(yan)之(zhi)，銷售策略反映的是(shi)電商平臺定位(wei)，將自(zi)身定位(wei)成零售平臺，因此追(zhui)求輕資產(chan)模式，導(dao)致商品(pin)(pin)的物流體驗較差。京東(dong)則以物流為(wei)重，但(dan)在腕表的品(pin)(pin)牌甄選上(shang)有待提升。亞馬(ma)遜看重服務(wu)體驗。
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21.75%（209家） |
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14.05%（135家） |
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16.65%（160家） |
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2.08%（20家） |
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1.87%（18家） |
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1.25%（12家） |
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28.41%（273家） |
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14.78%（142家） |
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5.52%（53家） |
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2.50%（24家） |
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0.42%（4家） |
0.10%（1家） |
2021年網(wang)(wang)站數(shu)據庫共收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)961家(jia)，其(qi)中小品牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多，達(da)到273家(jia)，其(qi)次為(wei)品牌(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)209家(jia)，京東(dong)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)160家(jia)，品牌(pai)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)142家(jia)，京東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)135家(jia)，京東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)53家(jia)，唯品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)24家(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)20家(jia)，蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)18家(jia)，蘇(su)寧旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)12家(jia)，品牌(pai)商城(cheng)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)4家(jia)，企(qi)業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)1家(jia)。
小(xiao)編(bian)認為，時(shi)尚是一個(ge)輪回，真正(zheng)的(de)(de)(de)美(mei)是不會(hui)隨(sui)著(zhu)時(shi)間流逝而褪(tun)色(se)的(de)(de)(de)，經(jing)典的(de)(de)(de)腕(wan)(wan)表(biao)最具代(dai)表(biao)性。在電商世界(jie)里，奢侈品行(xing)業(ye)(ye)的(de)(de)(de)高額利(li)潤讓他們垂涎不已，但卻難(nan)以打開局面，或(huo)許換一種方式會(hui)更好。因為未來(lai)腕(wan)(wan)表(biao)業(ye)(ye)的(de)(de)(de)發(fa)展將(jiang)與大數據分析技術(shu)結(jie)合，亦如瑞士機械表(biao)精準(zhun)化(hua)制作模式，大數據為行(xing)業(ye)(ye)發(fa)展提供精準(zhun)化(hua)的(de)(de)(de)方向(xiang)支撐(cheng)，推動(dong)腕(wan)(wan)表(biao)行(xing)業(ye)(ye)的(de)(de)(de)智能化(hua)發(fa)展。
歐米茄
浪琴
天梭
格拉蘇蒂
蕭邦
