自酒駕禁令、八項規定、三公消費限制、軍隊禁酒等國家政策的出臺，對我國酒行業產生了明顯的影響，其中白酒及高端酒市場需求增速放緩，酒企之間的競爭愈發激烈。電子商務的發展可謂是為各行各業帶來了嶄新的變化，酒仙網、1919、酒美網等專(zhuan)業(ye)的(de)酒類垂直電(dian)商已(yi)然成(cheng)為國(guo)(guo)內(nei)(nei)酒品銷售的(de)主要渠道之一。同(tong)時，國(guo)(guo)內(nei)(nei)知名(ming)酒企紛(fen)紛(fen)步(bu)入電(dian)子商務領(ling)域，試圖依(yi)托“互聯網+”來改變國(guo)(guo)內(nei)(nei)酒行業(ye)所面(mian)臨的(de)困境。
酒類行業電商發展現狀
來自尼(ni)爾(er)森的(de)(de)監測數(shu)據(ju)顯示，2019年，國內34家酒品類(lei)線上(shang)(shang)線下(xia)商家銷(xiao)售增幅7%。其中，線下(xia)增幅2%，線上(shang)(shang)增幅26%。隨著線上(shang)(shang)平臺銷(xiao)售的(de)(de)持續增長(chang)，2020年酒類(lei)電商銷(xiao)售收入預(yu)計可達(da)600億元。但酒類(lei)電商發(fa)展困難依(yi)舊重(zhong)(zhong)重(zhong)(zhong)。
誠信：與其(qi)他行(xing)業(ye)(ye)相比，酒(jiu)(jiu)行(xing)業(ye)(ye)更趨于保守，其(qi)渠(qu)道(dao)上游就是(shi)供應商(shang)，下游就是(shi)消(xiao)費(fei)者，酒(jiu)(jiu)業(ye)(ye)傳統(tong)(tong)的層(ceng)層(ceng)批發(fa)經銷的模式，對(dui)于其(qi)定價(jia)透(tou)明化十分不(bu)利。另(ling)外，傳統(tong)(tong)酒(jiu)(jiu)業(ye)(ye)的四大渠(qu)道(dao)——商(shang)超、煙酒(jiu)(jiu)店(dian)、餐飲和團購的價(jia)格不(bu)統(tong)(tong)一，導致消(xiao)費(fei)者對(dui)其(qi)中某些渠(qu)道(dao)的產(chan)(chan)品產(chan)(chan)生質疑。誠信不(bu)足、貨(huo)不(bu)對(dui)板、以次充好，甚(shen)至(zhi)假冒(mao)偽劣現象仍(reng)然時時可見(jian)，影響(xiang)酒(jiu)(jiu)類電商(shang)的整(zheng)體發(fa)展。
物流：酒類(lei)商品(pin)性質和盛裝(zhuang)容器等阻(zu)礙酒類(lei)電(dian)(dian)商發展。酒類(lei)電(dian)(dian)商自建線下(xia)酒類(lei)連鎖店或倉(cang)庫(ku)的(de)建立、鋪設是一(yi)項耗資(zi)巨大的(de)工程，與物流(liu)公司合作(zuo)也需(xu)保(bao)證其有利可圖，所以物流(liu)成本在相當一(yi)段時間內，只(zhi)會上漲而難以下(xia)降。
人群：目前，網購(gou)主力軍的年齡(ling)在(zai)25歲—35歲之(zhi)間(jian)，而酒(jiu)類特(te)別是白酒(jiu)的主要消費群體年齡(ling)在(zai)35歲—55歲之(zhi)間(jian)，年齡(ling)的錯(cuo)位加上酒(jiu)類作為飲品的獨特(te)消費習慣，也給酒(jiu)類電商的發展(zhan)帶(dai)來困難。
一、白酒巨頭從抵觸轉向擁抱平臺：起初酒類電商與白酒大品牌合作并不愉快，2014年茅臺和郎酒相繼封殺酒仙網和1919等電商。如今如茅臺不僅開始自建電商，并開始積極擁抱各酒類電商平臺。2016年茅(mao)臺甚至聯(lian)姻并沒有酒品(pin)專門(men)頻道(dao)的唯(wei)品(pin)會。
二、大踏步引進(jin)國外葡萄(tao)酒(jiu)：2019年酒(jiu)類電商一個趨勢是(shi)，無論平臺電商還是(shi)垂直(zhi)電商，都把進(jin)口葡萄(tao)酒(jiu)作為重點發展(zhan)方(fang)向(xiang)。
三、B2B成香(xiang)餑(bo)餑(bo)：2016年3月(yue)，酒(jiu)類(lei)B2B電商(shang)易酒(jiu)批(pi)”完成B+ 輪2億元人(ren)民幣融資，估(gu)值30億。雖然易酒(jiu)批(pi)成立于2014年9月(yue)，其對外聲稱月(yue)銷(xiao)售(shou)流水(shui)已達3億元。如(ru)今，許(xu)多一開(kai)(kai)始做O2O、B2C的酒(jiu)類(lei)電商(shang)開(kai)(kai)始發力B2B。
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25.43%（1204家） |
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15.52%（735家） |
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20.08%（951家） |
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5.70%（270家） |
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1.48%（70家） |
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2.28%（108家） |
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37.38%（1770家） |
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4.94%（234家） |
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2.22%（105家） |
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0.76%（36家） |
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0.13%（6家） |
0.17%（8家） |
2021年網(wang)(wang)站數據庫共收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)4735家，其中小(xiao)品(pin)牌網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總(zong)比(bi)最多(duo)，達到1770家，其次(ci)為(wei)(wei)(wei)(wei)(wei)(wei)品(pin)牌旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)1204家，京(jing)東(dong)旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)951家，京(jing)東(dong)自營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)735家，拼(pin)多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)270家，品(pin)牌特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)234家，蘇寧旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)108家，京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)105家，蘇寧自營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)70家，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)36家，企業(ye)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)8家，品(pin)牌商城收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)6家。
小編認為，目前我國酒類電商模式不夠成熟，面臨種種矛盾和牽制。酒類電商行業始終充斥著上市、退市、盈利 、虧損等變化莫測的局面，同樣也要面臨來自綜合電商巨頭的競爭壓力。一直以來，傳統酒商都在利用信息不對稱牟取高利，自垂直酒類電商的誕生以及傳統酒企涉足電商領域，對我國酒行業起到一個相互牽制的作用，改變我國酒行業一直以來的“暴利”風格。但這必然也會帶來線上、線下酒商之間的矛盾，為了獲取價格優勢，勢必引起行業混亂，阻滯了酒類電商的(de)發展。
茅臺
五糧液
國窖
洋河
汾酒
劍南春
郎酒
古井貢
水井坊
習酒
