如今,喝茶(cha)(cha)已(yi)成(cheng)為(wei)了(le)(le)多數中(zhong)國人(ren)(ren)的(de)(de)(de)一種生(sheng)活(huo)習慣,茶(cha)(cha)也(ye)成(cheng)為(wei)了(le)(le)社會生(sheng)活(huo)中(zhong)不可(ke)缺少的(de)(de)(de)健康飲(yin)品和精神飲(yin)品,而且(qie)隨著人(ren)(ren)們(men)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)觀念的(de)(de)(de)升級,茶(cha)(cha)的(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)人(ren)(ren)群正(zheng)向各類人(ren)(ren)群擴散。數據顯示,中(zhong)國飲(yin)茶(cha)(cha)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)有(you)4.68億人(ren)(ren),人(ren)(ren)均茶(cha)(cha)葉消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)量950克(ke)/年。隨著我國經濟不斷增(zeng)長及人(ren)(ren)民生(sheng)活(huo)水平(ping)的(de)(de)(de)提高,未來我國茶(cha)(cha)產(chan)業的(de)(de)(de)市場潛力巨大。而正(zheng)在(zai)崛起(qi)的(de)(de)(de)茶(cha)(cha)葉電商又會給(gei)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)者(zhe)帶來什么(me)?
茶葉電商始終燒不旺,O2O能玩轉嗎?
1、茶葉(xie)的(de)消費(fei)群體(ti)定位,目前國內(nei)(nei)茶葉(xie)的(de)消費(fei)群體(ti)年齡普遍(bian)在35以上,尤其是一(yi)些中(zhong)高檔的(de)茶葉(xie),這(zhe)(zhe)部分人當(dang)中(zhong)鮮有(you)經常網(wang)(wang)(wang)購者。而35歲以下的(de)年輕群體(ti),這(zhe)(zhe)部分人作(zuo)為國內(nei)(nei)電商(shang)的(de)主流消費(fei)群體(ti),他(ta)們本身對(dui)于(yu)茶葉(xie)的(de)需(xu)求(qiu)不高,也沒有(you)養成喝茶的(de)習(xi)慣,他(ta)們在網(wang)(wang)(wang)上購買(mai)茶葉(xie)大多(duo)都是考(kao)慮(lv)到在送(song)禮(li)的(de)情況下。這(zhe)(zhe)就導(dao)致了一(yi)個現(xian)象:買(mai)茶者不網(wang)(wang)(wang)購,不買(mai)茶者卻經常網(wang)(wang)(wang)購。
2、目前(qian)國(guo)內整個(ge)(ge)電商平臺整體的(de)(de)茶葉(xie)質(zhi)量參差(cha)不齊,甚至還有很多假貨存(cun)在(zai)。買(mai)茶不同(tong)于(yu)買(mai)其他商品,需要(yao)現(xian)場去看去聞才能辨別真偽,但是在(zai)線(xian)上(shang)僅(jin)僅(jin)憑借著(zhu)幾張(zhang)圖片很難(nan)識別出該茶葉(xie)的(de)(de)好壞。這就導致(zhi)一個(ge)(ge)現(xian)象,大部分在(zai)網上(shang)購買(mai)茶葉(xie)的(de)(de)用(yong)戶并不會(hui)買(mai)特別貴(gui)的(de)(de)茶葉(xie),只會(hui)買(mai)一些價格相對比(bi)較(jiao)便宜的(de)(de)茶葉(xie),擔心上(shang)當受騙。
3、從競爭的角度來看,對于大多數的消費者來說,他們所熟知的茶葉并沒有多少,可能就龍井、烏龍、普洱、鐵觀(guan)音等少(shao)數幾個品類(lei)(lei)的(de)茶葉,所(suo)以他們到(dao)網上去購買(mai)茶葉的(de)時候基(ji)本上不(bu)會去選(xuan)擇一些(xie)自己(ji)不(bu)熟悉的(de)茶葉購買(mai)。對于商家來說,自然就(jiu)是(shi)哪類(lei)(lei)茶更好(hao)賣(mai)就(jiu)銷售哪類(lei)(lei)茶,這就(jiu)導致了整(zheng)個茶葉電商的(de)競爭十分激烈,同質化非常嚴重,甚至價格還相差(cha)不(bu)少(shao),導致消(xiao)費(fei)者無從選(xuan)擇,不(bu)知道(dao)哪家好(hao)哪家不(bu)好(hao)。
4、從用(yong)戶的體驗(yan)角度來(lai)看(kan)(kan),購買(mai)茶(cha)葉不同于購買(mai)鞋子衣服(fu),只要(yao)大(da)小合身、款式好看(kan)(kan)就可(ke)以了(le),購買(mai)茶(cha)葉需要(yao)“看(kan)(kan)得(de)見、摸得(de)著、聞得(de)到(dao)(dao)、嘗得(de)了(le)”。所以說,到(dao)(dao)傳(chuan)統(tong)的線下門店去(qu)買(mai)茶(cha),有著更好的用(yong)戶體驗(yan),消費者能夠在(zai)店里現(xian)場通過品嘗該茶(cha)的好壞然后決定(ding)是否購買(mai)該茶(cha),這一點在(zai)線上(shang)電商渠道(dao)是做不到(dao)(dao)的。
28.83%(369家) |
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15.16%(194家) |
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24.53%(314家) |
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5.86%(75家) |
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0.55%(7家) |
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1.64%(21家) |
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38.59%(494家) |
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2.97%(38家) |
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1.72%(22家) |
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0.47%(6家) |
2022年網(wang)(wang)站數(shu)據庫(ku)共收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)1280家(jia)(jia)(jia)(jia),其中(zhong)小品牌(pai)(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多,達到494家(jia)(jia)(jia)(jia),其次為(wei)(wei)(wei)品牌(pai)(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)369家(jia)(jia)(jia)(jia),京(jing)東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)314家(jia)(jia)(jia)(jia),京(jing)東(dong)自(zi)(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)194家(jia)(jia)(jia)(jia),拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)75家(jia)(jia)(jia)(jia),品牌(pai)(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)38家(jia)(jia)(jia)(jia),京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)22家(jia)(jia)(jia)(jia),蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)21家(jia)(jia)(jia)(jia),蘇寧自(zi)(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)7家(jia)(jia)(jia)(jia),唯品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia)(jia)(jia)(jia)。
小(xiao)(xiao)編認為,互聯網(wang)茶(cha)葉(xie)雖然規模仍不大,但已經(jing)成長為一股不容小(xiao)(xiao)覷的(de)新茶(cha)葉(xie)經(jing)營方式。互聯網(wang)的(de)飛速發展(zhan)給(gei)社會生活帶(dai)來了(le)巨大變化,也為互聯網(wang)茶(cha)葉(xie)帶(dai)來了(le)新的(de)發展(zhan)契機(ji)。當然,互聯網(wang)特有的(de)虛擬性(xing)、無邊(bian)界性(xing)也給(gei)互聯網(wang)茶(cha)葉(xie)帶(dai)來了(le)一些新問題,如交易安全(quan)、產品(pin)質量(liang)、配送等,仍需要(yao)不斷加強。