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(wang)、1919、酒美網等專業(ye)的酒類垂直電商(shang)已然成為(wei)國內(nei)酒品銷售的主(zhu)要(yao)渠(qu)道之一。同時，國內(nei)知(zhi)名酒企紛紛步入(ru)電子商(shang)務(wu)領域，試圖依托(tuo)“互聯網+”來改變(bian)國內(nei)酒行業(ye)所面臨的困境。
酒類行業電商發展現狀
來(lai)自尼爾(er)森(sen)的監測(ce)數(shu)據(ju)顯示，2019年，國(guo)內34家酒品類(lei)線(xian)上(shang)線(xian)下商家銷(xiao)售增(zeng)(zeng)幅(fu)7%。其中，線(xian)下增(zeng)(zeng)幅(fu)2%，線(xian)上(shang)增(zeng)(zeng)幅(fu)26%。隨著線(xian)上(shang)平臺銷(xiao)售的持續增(zeng)(zeng)長，2020年酒類(lei)電(dian)商銷(xiao)售收入預計(ji)可達600億元(yuan)。但酒類(lei)電(dian)商發展困難依舊重重。
誠信：與其(qi)(qi)他(ta)行業(ye)相比，酒(jiu)(jiu)(jiu)(jiu)行業(ye)更趨于保(bao)守，其(qi)(qi)渠道上游就(jiu)是供應商，下游就(jiu)是消費(fei)者，酒(jiu)(jiu)(jiu)(jiu)業(ye)傳(chuan)統的層(ceng)層(ceng)批發(fa)經銷的模式，對(dui)(dui)于其(qi)(qi)定價(jia)(jia)透(tou)明(ming)化十分(fen)不(bu)(bu)(bu)利(li)。另外，傳(chuan)統酒(jiu)(jiu)(jiu)(jiu)業(ye)的四大渠道——商超、煙酒(jiu)(jiu)(jiu)(jiu)店、餐飲和團(tuan)購的價(jia)(jia)格不(bu)(bu)(bu)統一，導致(zhi)消費(fei)者對(dui)(dui)其(qi)(qi)中某(mou)些渠道的產(chan)(chan)品(pin)產(chan)(chan)生質疑。誠信不(bu)(bu)(bu)足、貨不(bu)(bu)(bu)對(dui)(dui)板、以次充好，甚至假冒偽劣現象仍然時(shi)時(shi)可見(jian)，影響酒(jiu)(jiu)(jiu)(jiu)類電商的整體發(fa)展。
物流：酒(jiu)(jiu)類商品性質和盛裝容器(qi)等阻礙酒(jiu)(jiu)類電商發展(zhan)。酒(jiu)(jiu)類電商自建(jian)線下酒(jiu)(jiu)類連(lian)鎖(suo)店(dian)或倉庫(ku)的建(jian)立、鋪(pu)設是一(yi)項耗資(zi)巨大的工程，與物(wu)流公司合(he)作也需保證其有利可(ke)圖，所以物(wu)流成本在相(xiang)當一(yi)段(duan)時間內，只會(hui)上漲而難以下降(jiang)。
人群：目(mu)前，網購主力軍的(de)年(nian)(nian)(nian)齡(ling)在25歲(sui)(sui)—35歲(sui)(sui)之(zhi)間，而酒(jiu)(jiu)類特別是(shi)白酒(jiu)(jiu)的(de)主要消費(fei)群體(ti)年(nian)(nian)(nian)齡(ling)在35歲(sui)(sui)—55歲(sui)(sui)之(zhi)間，年(nian)(nian)(nian)齡(ling)的(de)錯位加(jia)上酒(jiu)(jiu)類作為飲品的(de)獨(du)特消費(fei)習慣，也給酒(jiu)(jiu)類電商的(de)發(fa)展帶來困難。
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年茅臺甚至聯(lian)姻并沒有酒(jiu)品(pin)專門(men)頻道的唯品(pin)會。
二(er)、大(da)踏步引進國外葡(pu)萄(tao)酒：2019年酒類(lei)電商(shang)一(yi)個趨勢是(shi)，無(wu)論平臺電商(shang)還(huan)是(shi)垂直電商(shang)，都把進口葡(pu)萄(tao)酒作為重點發(fa)展方向。
三、B2B成(cheng)香餑(bo)餑(bo)：2016年(nian)3月，酒(jiu)(jiu)類B2B電(dian)商(shang)(shang)易(yi)酒(jiu)(jiu)批(pi)”完(wan)成(cheng)B+ 輪(lun)2億(yi)元(yuan)人民幣融(rong)資(zi)，估值(zhi)30億(yi)。雖然(ran)易(yi)酒(jiu)(jiu)批(pi)成(cheng)立于2014年(nian)9月，其對外(wai)聲(sheng)稱(cheng)月銷售(shou)流水(shui)已達3億(yi)元(yuan)。如今，許(xu)多一(yi)開始做O2O、B2C的酒(jiu)(jiu)類電(dian)商(shang)(shang)開始發力(li)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)(wang)(wang)站數據庫共收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)4735家(jia)，其(qi)中小品(pin)牌網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總(zong)比最多(duo)(duo)，達到(dao)1770家(jia)，其(qi)次(ci)為(wei)(wei)(wei)品(pin)牌旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1204家(jia)，京東旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)951家(jia)，京東自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)735家(jia)，拼多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)270家(jia)，品(pin)牌特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)234家(jia)，蘇(su)寧旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)108家(jia)，京東特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)105家(jia)，蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)70家(jia)，唯品(pin)會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)36家(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)8家(jia)，品(pin)牌商城收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia)。
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(jiu)類電商的發展。
茅臺
五糧液
國窖
洋河
汾酒
劍南春
郎酒
古井貢
水井坊
習酒
