近(jin)年(nian)來(lai)(lai),恰逢(feng)互聯(lian)網(wang)購物的大(da)好時代,休閑零食(shi)的B2C電商和(he)手機App業(ye)(ye)(ye)務實(shi)現(xian)了快速發(fa)展。凸顯出休閑食(shi)品(pin)是極具生(sheng)命力(li)(li)的產品(pin),有著(zhu)廣闊的市場和(he)巨大(da)的發(fa)展潛力(li)(li)。但同時,由于(yu)食(shi)品(pin)行(xing)業(ye)(ye)(ye)已經進入完全競爭(zheng)階段,企業(ye)(ye)(ye)利潤日趨平均化,行(xing)業(ye)(ye)(ye)整合(he)、市場細分完成在即,企業(ye)(ye)(ye)間的競爭(zheng)力(li)(li)度(du)日趨激烈。食(shi)品(pin)企業(ye)(ye)(ye)將(jiang)如(ru)何應對未來(lai)(lai)的挑(tiao)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(ju)了休(xiu)閑食品電(dian)商前三,其(qi)他(ta)品牌競爭難度(du)加大(da)。
競爭迫使三只松鼠、百草味和良品(pin)(pin)(pin)鋪子引(yin)領了(le)休(xiu)閑(xian)食(shi)品(pin)(pin)(pin)行業(ye)的(de)(de)創新(xin)。但最為可怕(pa)的(de)(de),是(shi)他們正在顛覆(fu)國人的(de)(de)休(xiu)閑(xian)食(shi)品(pin)(pin)(pin)消(xiao)費習慣。最直接的(de)(de),是(shi)他們讓互(hu)聯網食(shi)品(pin)(pin)(pin)消(xiao)費成(cheng)為一種(zhong)時(shi)尚(shang),并且成(cheng)功(gong)實現了(le)品(pin)(pin)(pin)牌化(hua)。以前,堅果零食(shi)在人們印(yin)象中還是(shi)“貴族化(hua)”的(de)(de)食(shi)品(pin)(pin)(pin)。這(zhe)三家以堅果為主打的(de)(de)零食(shi)電商用更加親(qin)民(min)的(de)(de)價格走(zou)進年輕群體,逐漸讓堅果消(xiao)費成(cheng)為一種(zhong)時(shi)尚(shang)一種(zhong)流行。
二、休閑食品電商市場消費情況分析
女性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)是(shi)絕對購買主力:休閑零(ling)(ling)食消費(fei)(fei)在性(xing)(xing)(xing)(xing)別的(de)差(cha)異性(xing)(xing)(xing)(xing)放點明顯(xian),女性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)是(shi)絕對購買主力。根(gen)據(ju)(ju)尼爾(er)森,在全球范圍內,女性(xing)(xing)(xing)(xing)比男性(xing)(xing)(xing)(xing)消費(fei)(fei)更多零(ling)(ling)食且女性(xing)(xing)(xing)(xing)對葛洪(hong)零(ling)(ling)食的(de)消費(fei)(fei)意愿高于男性(xing)(xing)(xing)(xing)。根(gen)據(ju)(ju)易觀智(zhi)庫,女性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)不僅在購買人數上超過男性(xing)(xing)(xing)(xing)消費(fei)(fei)者(zhe)(購買力62.29%vs37.71%)。
80后、90后為(wei)零食網購主力:從休閑零食網購消(xiao)(xiao)費(fei)(fei)者年(nian)齡分布來看,28-38歲(sui)消(xiao)(xiao)費(fei)(fei)者占比48.6%,18-28歲(sui)消(xiao)(xiao)費(fei)(fei)者占比24.7%,年(nian)輕人成為(wei)絕(jue)對多數。80后基本步入職場(chang),消(xiao)(xiao)費(fei)(fei)能力也已承受。即將進入社會的(de)90后,消(xiao)(xiao)費(fei)(fei)更具沖動型、超前(qian)性,見識未來的(de)生(sheng)力軍。
三、零食品牌營銷都有哪些套路?
用“大單品(pin)”撐起一片天,甚至變身行業(ye)黑馬;玩轉(zhuan)娛樂化營(ying)銷、蹭“超級IP”的粉(fen)絲和流量(liang);布(bu)局全渠道,互(hu)聯網和門店互(hu)相做“+”法;進口食品(pin)搬入國門,引爆年(nian)輕(qing)群(qun)體;短保、代餐、大健康,消費趨(qu)勢決定電商發(fa)展(zhan)。從“試錯”到“試對”,越來越多的新(xin)概念(nian)、新(xin)產品(pin)涌入市場,去年(nian)的線上(shang)休閑食品(pin)“套路”滿(man)滿(man)。
四、休閑食品行業未來發展戰略展望
休(xiu)閑(xian)(xian)零(ling)(ling)(ling)食(shi)(shi)作為(wei)發展較成熟的(de)(de)(de)(de)品類,近年(nian)移動(dong)(dong)端的(de)(de)(de)(de)成交比例不斷提升,商(shang)(shang)(shang)家(jia)應抓(zhua)住移動(dong)(dong)電商(shang)(shang)(shang)的(de)(de)(de)(de)機會(hui)。在移動(dong)(dong)互聯網時代,消費(fei)者(zhe)的(de)(de)(de)(de)購物行為(wei)相較PC端有較大(da)的(de)(de)(de)(de)變化(hua),商(shang)(shang)(shang)家(jia)的(de)(de)(de)(de)經營策(ce)略需做(zuo)針對(dui)性的(de)(de)(de)(de)調整(zheng)。年(nian)輕人已經成為(wei)休(xiu)閑(xian)(xian)零(ling)(ling)(ling)食(shi)(shi)的(de)(de)(de)(de)主力(li)消費(fei)人群,并且(qie)其(qi)占比還在不斷上升,商(shang)(shang)(shang)家(jia)應重點(dian)關(guan)注這類用(yong)(yong)戶(hu),開發更(geng)受年(nian)輕人喜(xi)歡的(de)(de)(de)(de)零(ling)(ling)(ling)食(shi)(shi)品類。健(jian)康(kang)化(hua)是休(xiu)閑(xian)(xian)零(ling)(ling)(ling)食(shi)(shi)行業發展的(de)(de)(de)(de)一(yi)大(da)趨勢,商(shang)(shang)(shang)家(jia)需順應這一(yi)趨勢,推出更(geng)多(duo)健(jian)康(kang)類的(de)(de)(de)(de)零(ling)(ling)(ling)食(shi)(shi)。休(xiu)閑(xian)(xian)零(ling)(ling)(ling)食(shi)(shi)是一(yi)種持續消費(fei)的(de)(de)(de)(de)商(shang)(shang)(shang)品,商(shang)(shang)(shang)家(jia)應做(zuo)好老用(yong)(yong)戶(hu)的(de)(de)(de)(de)維護,提高消費(fei)者(zhe)的(de)(de)(de)(de)忠誠度(du)。
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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) |
0.12%(7家) |
2021年網(wang)(wang)站數據庫(ku)共收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)5633家(jia)(jia)(jia)(jia)(jia),其中小品牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占(zhan)總比最多(duo),達到2076家(jia)(jia)(jia)(jia)(jia),其次為(wei)品牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian),收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)1688家(jia)(jia)(jia)(jia)(jia),京東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)880家(jia)(jia)(jia)(jia)(jia),京東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)839家(jia)(jia)(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)637家(jia)(jia)(jia)(jia)(jia),品牌(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)233家(jia)(jia)(jia)(jia)(jia),蘇寧(ning)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)72家(jia)(jia)(jia)(jia)(jia),唯品會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)63家(jia)(jia)(jia)(jia)(jia),京東(dong)特許店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)60家(jia)(jia)(jia)(jia)(jia),蘇寧(ning)自營店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)14家(jia)(jia)(jia)(jia)(jia),品牌(pai)商城收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)9家(jia)(jia)(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)7家(jia)(jia)(jia)(jia)(jia)。
一(yi)方(fang)面是網(wang)(wang)購(gou)食(shi)(shi)品數(shu)量快速增(zeng)長,另一(yi)方(fang)面則是80后、90后的網(wang)(wang)絡食(shi)(shi)品消(xiao)費“剁手(shou)黨(dang)”感(gan)慨:網(wang)(wang)絡食(shi)(shi)品安全和質量問題(ti)成(cheng)為(wei)消(xiao)費者再次消(xiao)費的“最大(da)心結(jie)”。業內人士坦言:七成(cheng)以上的“超(chao)市下架”食(shi)(shi)品流入電(dian)商平臺。在日前于廣(guang)西南(nan)寧市召開的西南(nan)網(wang)(wang)絡食(shi)(shi)品電(dian)商發(fa)展論壇上,眾多消(xiao)費者、食(shi)(shi)品行業專(zhuan)家、監管(guan)部門和電(dian)商代表認(ren)為(wei),海量消(xiao)費者面對(dui)海量供應(ying)者,需要監管(guan)“多頭”發(fa)力,才能正本清源。