隨著中國經濟的增長,寵物行業得到了迅猛的發展,每年的消費額都在不斷的提高。人們養寵物已經由單純的賞玩而轉變成精神的一種寄托,寵物的角色也悄然發生著變化,已經逐漸成為人們生活的伴侶,這使得寵物行業在醫療、電商、服務、托運等方面都有著比較好的發展前景,正因如此一些大公司也看中了這片藍海,爭著搶占屬于自己的領域,僅寵物電商在行業內的競爭就非常激烈,而垂直類又存在波奇、有寵和(he)大(da)型電(dian)商平臺相(xiang)抗衡,但是市場尚未飽和(he),各個企業都在做著自(zi)己(ji)的努力。
中國寵物行業電商發展現狀
有寵研究院《白皮書》表明, 2019年中國寵物行業的市場總體消費規模達到了1220億元, 預計到2020年寵物市場規模將超2000億元,中國寵物行業在2017—2020年期間將保持年均20.5%的高增速發展,寵物行業未來的發展“錢”景的確勢頭喜人。但寵物用品行業規范尚未形成,隨著養寵觀念的進步,寵物用品日益豐富,品牌缺失,代理、批發商較少,產品質量和款式也參差不齊。
同(tong)時,寵物市場多年來(lai)一直沒有(you)形(xing)成統一的價格機(ji)制和服務(wu)標準(zhun),整個市場處(chu)于一種混亂的狀態(tai)。消費者(zhe)并不了(le)解給寵物進行(xing)洗澡、打(da)疫苗(miao)等相(xiang)關服務(wu)的合理價格應該(gai)是多少(shao)。寵物O2O企業的出現(xian)有(you)效(xiao)為寵物主(zhu)提供(gong)寵物生活本地化服務(wu),有(you)助于消除(chu)信息不對稱。
一、社區+電(dian)商:搭載社區功能的(de)寵(chong)物(wu)電(dian)商,是目前最受關注(zhu)的(de)一個細分(fen)領域,具有快(kuai)速、高效(xiao)、低成(cheng)本等特(te)點(dian)。
二、連鎖商(shang)店+電子商(shang)務:相比“社區+電商(shang)”的模式,它(ta)的特點(dian)是將落點(dian)延伸到了線下實體店。
三、“B2C”模(mo)式作為中國最早產(chan)生的(de)電子商(shang)務模(mo)式,現在已經成為一種主(zhu)流,尤其是各(ge)大寵物行業網站使用此模(mo)
式的(de)較多,特點在于消費者可(ke)以在網上購(gou)物、支付。節(jie)省了(le)客戶和企業的(de)時間和空間,大(da)大(da)提高了(le)交易(yi)效(xiao)率。
四、將(jiang)社區+電商(shang)的(de)模式(shi)轉移并復(fu)制到手機上,形成(cheng)APP客戶端,成(cheng)為最新的(de)電商(shang)經營形式(shi)。
第一(yi)、一(yi)站式購(gou)物體驗(yan),無(wu)論處(chu)于哪(na)個(ge)養寵階段的寵主,都(dou)能為其提(ti)供完善的購(gou)物體驗(yan),使消費者(zhe)對(dui)商品滿意(yi);
第二(er)、更注(zhu)重與(yu)消費(fei)者的互動溝通(tong),通(tong)過(guo)多樣化的互動活動,拉近商家與(yu)消費(fei)者之間的距離;
第三、服務層面,專業的客服咨詢與投訴解決機制,保障消費者的利益。
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28.08%(328家) |
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23.03%(269家) |
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13.27%(155家) |
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5.48%(64家) |
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1.03%(12家) |
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0.86%(10家) |
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47.86%(559家) |
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5.91%(69家) |
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2.48%(29家) |
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0.09%(1家) |
0.09%(1家) |
2022年(nian)網(wang)站(zhan)數據庫共(gong)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)1168家(jia),其中小品(pin)(pin)牌(pai)(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)占總比(bi)最多(duo),達(da)到559家(jia),其次為(wei)(wei)品(pin)(pin)牌(pai)(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)328家(jia),京東(dong)(dong)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)269家(jia),京東(dong)(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)155家(jia),品(pin)(pin)牌(pai)(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)69家(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)64家(jia),京東(dong)(dong)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)29家(jia),蘇寧自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia),蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)10家(jia),品(pin)(pin)牌(pai)(pai)商城收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia),企業(ye)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)。
小編認為,隨(sui)著進入電商(shang)(shang)(shang)渠(qu)道(dao)商(shang)(shang)(shang)家(jia)的(de)(de)增加以(yi)及電商(shang)(shang)(shang)購物的(de)(de)普及,‘流量紅利’的(de)(de)優(you)勢已(yi)經不(bu)再明顯。對電商(shang)(shang)(shang)企(qi)業(ye)來(lai)說,更(geng)(geng)多(duo)的(de)(de)是需要在(zai)供應鏈資源整合、客(ke)服人(ren)員的(de)(de)專(zhuan)業(ye)水平以(yi)及公司(si)內(nei)部流程等各方面下功(gong)夫,為客(ke)人(ren)提(ti)供更(geng)(geng)好的(de)(de)購物體驗,從而提(ti)升(sheng)客(ke)戶(hu)的(de)(de)‘復購率(lv)’。