一(yi)入電(dian)商(shang)(shang)深(shen)似海(hai),愛恨交織語(yu)難言。電(dian)商(shang)(shang)商(shang)(shang)業世(shi)界里其(qi)實(shi)還有(you)很多好(hao)玩(wan)有(you)趣的,但(dan)真(zhen)正懂(dong)她的人還在路(lu)上。這期電(dian)商(shang)(shang)發展分析主要(yao)介紹食(shi)用油,它的電(dian)商(shang)(shang)之路(lu)又(you)有(you)哪些看(kan)點?
食用油企業市場影響力:
據統計,當前我國食用油市場規模達2600萬噸,其中家庭烹飪約占總量的38.5%,達1000萬噸;餐飲渠道約占總量的30.7%,達800萬噸。隨著小包裝食用油市場日趨成熟,目前市場品牌已形成一定影響力,金龍魚、福臨門、魯花(hua)處于第一梯隊,約占食用油銷量的70%,盛(sheng)洲、九三、融氏、多力(li)、西王(wang)、長壽花等品(pin)牌(pai)處于第二梯隊(dui),其他地域型的(de)食用(yong)油品(pin)牌(pai)處于第三梯隊(dui)。從整個行(xing)業(ye)格(ge)局來看,第一梯隊(dui)的(de)品(pin)牌(pai)以綜合性的(de)食用(yong)油品(pin)類構成為主,金(jin)龍魚和福臨(lin)門都是由多油種構成的(de)品(pin)牌(pai),只有魯(lu)花(hua)以花(hua)生油為主,并(bing)成為國內食用(yong)油行(xing)業(ye)中(zhong)單一品(pin)類的(de)領導者(zhe)。
食用油企業電商渠道優勢:
第一,產品進入市(shi)場(chang)的時(shi)(shi)間短(duan)。食用油企業(ye)的產品不用經(jing)過(guo)傳(chuan)統銷(xiao)售(shou)渠道的代理(li)商(shang)、批發商(shang)和(he)(he)零售(shou)商(shang)等銷(xiao)售(shou)通路(lu)上的眾多環節,在很短(duan)時(shi)(shi)間內就可以(yi)在大型電商(shang)平臺(tai)直接面對(dui)全(quan)(quan)國和(he)(he)全(quan)(quan)世界的消(xiao)費(fei)者來銷(xiao)售(shou)自(zi)己的產品。
第二,產品進(jin)(jin)入(ru)市場的(de)(de)(de)成本(ben)較低。(1)食(shi)用(yong)(yong)油企業在(zai)京東、某貓、1號店(dian)等電(dian)商銷售(shou)平臺開(kai)設網店(dian)只需要交(jiao)少量(liang)的(de)(de)(de)保證金,一(yi)(yi)般(ban)(ban)在(zai)2-5萬元不等,而且(qie)該費(fei)用(yong)(yong)到(dao)期還可(ke)以退還。(2)電(dian)商銷售(shou)平臺的(de)(de)(de)使用(yong)(yong)費(fei)也比(bi)(bi)較低,一(yi)(yi)般(ban)(ban)是每月幾百塊錢到(dao)1千元不等,這(zhe)比(bi)(bi)進(jin)(jin)入(ru)大中型超市渠道的(de)(de)(de)進(jin)(jin)店(dian)費(fei)要低得多(duo)。(3)電(dian)商平臺對食(shi)用(yong)(yong)油產品銷售(shou)額的(de)(de)(de)扣(kou)點一(yi)(yi)般(ban)(ban)在(zai)4%-5%,這(zhe)也比(bi)(bi)超市10%-30%的(de)(de)(de)扣(kou)點要低得多(duo)。
第三,企(qi)業聘用(yong)的(de)(de)銷(xiao)售(shou)(shou)人員(yuan)較少。運(yun)作(zuo)傳統銷(xiao)售(shou)(shou)渠道,食用(yong)油企(qi)業往往需要(yao)較多(duo)的(de)(de)銷(xiao)售(shou)(shou)人員(yuan),分別負責產品的(de)(de)招商(shang)、鋪(pu)貨、終端維(wei)護(hu)和賣場促(cu)銷(xiao)等各個銷(xiao)售(shou)(shou)環節;電商(shang)平臺只需要(yao)維(wei)護(hu)好網絡銷(xiao)售(shou)(shou)頁面,發貨和售(shou)(shou)后服務,大(da)大(da)降低了(le)企(qi)業的(de)(de)營(ying)銷(xiao)成本。
食用油企業電商渠道危機:
第一(yi),新(xin)進入電商銷售(shou)平臺的(de)食用油(you)產(chan)品在(zai)網頁中(zhong)的(de)排名往(wang)往(wang)會靠后,消費者瀏(liu)覽量較少,產(chan)品銷量也會很少。
第二,食用(yong)油產品(pin)在電(dian)商平臺的(de)零售價格一般會比超市(shi)低得多。在網店上銷售的(de)食用(yong)油產品(pin)品(pin)牌(pai)、種類繁(fan)多,價格也公開透(tou)明,與傳統渠(qu)道一樣競爭激烈。
第三,食(shi)用油(you)產品(pin)在(zai)網頁中的(de)排(pai)名(ming)主要取決于(yu)消(xiao)費者的(de)瀏覽量(liang)、刷新量(liang)和(he)下單量(liang)等匯集起來(lai)的(de)綜合指標(biao),如(ru)果綜合指標(biao)星級不夠,網頁排(pai)名(ming)很難(nan)靠(kao)前,會大大影響(xiang)產品(pin)銷量(liang)的(de)提升(sheng)。
第(di)四,年輕(qing)一(yi)代(dai)電商購物者已從(cong)價(jia)格(ge)需要導向走向品牌需求導向。也就是說今后(hou)在電商平(ping)臺銷(xiao)售的食用油產品,僅僅憑借(jie)價(jia)格(ge)低而沒有品牌力的支撐,同(tong)樣很難實現產品銷(xiao)量的快(kuai)速增長。
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42.70%(240家) |
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20.11%(113家) |
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15.30%(86家) |
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5.87%(33家) |
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1.07%(6家) |
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1.07%(6家) |
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28.11%(158家) |
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4.09%(23家) |
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1.60%(9家) |
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0.36%(2家) |
2021年網(wang)(wang)(wang)(wang)站數據庫共(gong)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)562家(jia)(jia)(jia)(jia),其中品牌(pai)旗(qi)艦店(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)占總比最多(duo),達到240家(jia)(jia)(jia)(jia),其次為小(xiao)品牌(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian),收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為158家(jia)(jia)(jia)(jia),京(jing)東(dong)自營(ying)店(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為113家(jia)(jia)(jia)(jia),京(jing)東(dong)旗(qi)艦店(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為86家(jia)(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)鋪(pu)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為33家(jia)(jia)(jia)(jia),品牌(pai)特(te)許店(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為23家(jia)(jia)(jia)(jia),京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為9家(jia)(jia)(jia)(jia),蘇寧自營(ying)店(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為6家(jia)(jia)(jia)(jia),蘇寧旗(qi)艦店(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為6家(jia)(jia)(jia)(jia),唯(wei)品會店(dian)(dian)(dian)(dian)鋪(pu)收(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為2家(jia)(jia)(jia)(jia)。
小(xiao)編認為(wei),隨著互聯網(wang)(wang)(wang)的(de)(de)(de)發展(zhan),電商成為(wei)新興的(de)(de)(de)銷售(shou)(shou)(shou)(shou)渠(qu)道,由于其(qi)便利性的(de)(de)(de)特征,消(xiao)費者網(wang)(wang)(wang)絡(luo)(luo)購物成為(wei)常態,而食用(yong)油(you)作為(wei)家庭(ting)廚房必不可少的(de)(de)(de)調(diao)味品(pin),也(ye)正(zheng)在(zai)從傳統(tong)的(de)(de)(de)線下銷售(shou)(shou)(shou)(shou),逐漸轉移到網(wang)(wang)(wang)絡(luo)(luo)銷售(shou)(shou)(shou)(shou)。實現(xian)線上(shang)銷售(shou)(shou)(shou)(shou)和(he)線下銷售(shou)(shou)(shou)(shou)的(de)(de)(de)有機融(rong)合,是食用(yong)油(you)企(qi)業快(kuai)速(su)做強品(pin)牌和(he)擴大產品(pin)銷量的(de)(de)(de)必然(ran)選擇。電商銷售(shou)(shou)(shou)(shou)渠(qu)道和(he)傳統(tong)銷售(shou)(shou)(shou)(shou)渠(qu)道對于食用(yong)油(you)企(qi)業來說一個都不能少。