轉動的是指針,逝去的是年華,不變的是對生活品味的追求。腕表可以說是所有奢侈品類中最不要求時效性的物品,傳承、經久耐用反而成為腕表品牌宣傳的重點,雖然腕表品牌們似乎并不太在(zai)意時尚標簽和(he)(he)當季(ji)(ji)流(liu)行(xing),手(shou)表的更新換(huan)代也一直比(bi)較(jiao)慢,但出于(yu)搭(da)配和(he)(he)實用性,每(mei)一季(ji)(ji)又會(hui)推(tui)出一些呼應潮(chao)流(liu)的表款,各種新款式層(ceng)出不窮,讓人眼花繚亂(luan)。這期電(dian)商報告,我們一起了解腕表市場(chang)不一樣的新動態(tai)。
手表行業市場發展現狀
經過(guo)多年發展,在(zai)機械產(chan)(chan)(chan)業(ye)、電子產(chan)(chan)(chan)業(ye)等(deng)關聯產(chan)(chan)(chan)業(ye)的基(ji)礎上,通過(guo)持(chi)續創新和對(dui)成熟制造行業(ye)的借(jie)鑒,手表(biao)(biao)行業(ye)發展得(de)到很大(da)的提升。目(mu)前世界腕表(biao)(biao)行業(ye)產(chan)(chan)(chan)銷格局:瑞士手表(biao)(biao)占(zhan)據(ju)高(gao)(gao)端(duan)市場,國產(chan)(chan)(chan)表(biao)(biao)以中低(di)端(duan)為(wei)(wei)主。從產(chan)(chan)(chan)地來看(kan),瑞士鐘(zhong)表(biao)(biao)占(zhan)據(ju)高(gao)(gao)端(duan)市場,出口手表(biao)(biao)貨(huo)值居首,同時壟斷高(gao)(gao)端(duan)鐘(zhong)表(biao)(biao)及絕大(da)部分高(gao)(gao)端(duan)及中高(gao)(gao)端(duan)機械機心(xin)供應,世界四(si)大(da)鐘(zhong)表(biao)(biao)集(ji)團(tuan)中斯沃琪、勞力士以及厲峰(feng)三(san)大(da)集(ji)團(tuan)來自瑞士。日本鐘(zhong)表(biao)(biao)主打石英品(pin)種(zhong),以中高(gao)(gao)檔(dang)為(wei)(wei)主,特點(dian)是在(zai)生產(chan)(chan)(chan)中運用大(da)量(liang)新技術及新材料,代(dai)表(biao)(biao)品(pin)牌有(you)卡西(xi)歐、西(xi)鐵城等(deng)。國產(chan)(chan)(chan)手表(biao)(biao)以中低(di)端(duan)為(wei)(wei)主,產(chan)(chan)(chan)能(neng)及產(chan)(chan)(chan)量(liang)居世界第(di)一,但(dan)附加值較(jiao)低(di),四(si)大(da)品(pin)牌為(wei)(wei)飛亞達(da)、天(tian)王、羅西(xi)尼、依波(bo)。
手表行業電商發展需求
從手表的(de)需(xu)求端來看,隨著(zhu)近年來移動(dong)網(wang)絡普及(ji)率(lv)大幅提升,移動(dong)支付工(gong)具也走向(xiang)成熟,再加上海外購(gou)物(wu)的(de)流行(xing),國民的(de)消費(fei)(fei)欲望被大大激發(fa)。并且,在科技(ji)和電商環境(jing)的(de)“嬌生慣(guan)養”下,消費(fei)(fei)者(zhe)也呈(cheng)現出了(le)新的(de)消費(fei)(fei)趨勢。但腕表電商對(dui)于市場卻存在不一樣的(de)理解。
:完全走非自營的輕資產模式,由第三方商家提供腕表商品,在物流上也最不可控,物流體驗由第三方商家的效率決定。在售后體(ti)驗上,主(zhu)要以在(zai)線客服的方式(shi)提(ti)供售(shou)前(qian)、退貨咨(zi)詢(xun)。
京東商城(cheng):擁有國內最完善的自營物流體系,各地設置倉庫,自營產品支持次(ci)日達,保持良好的內部管理,支持第三方商家入駐,但屬于重(zhong)資產模式。在售后體(ti)驗上,京東退換貨是線上提交后,電話客服協商(shang)完成。
亞馬遜:建立自身物流體系,各地設置倉庫,也支持第三方(fang)商家入駐(zhu),非(fei)常(chang)注重消費者對平臺的忠誠(cheng)度(du)。在售后體驗上,亞馬遜依賴電話客服,支(zhi)持30天(tian)無理由(you)退換貨(huo)。
其次,3家電商(shang)平臺(tai)由于(yu)定位不(bu)同,對于(yu)智能手(shou)表(biao)的關注度也有(you)差別。京(jing)東上智能手(shou)表(biao)數(shu)量最多,但最為(wei)(wei)繁雜,各類中、低(di)端產品(pin)魚龍混雜;和亞馬(ma)遜則主推市場認可度較高的智能手(shou)表(biao)品(pin)牌,如Apple、Withings、華為(wei)(wei)等。
總而(er)言(yan)之,銷售策略反映的是電(dian)商平臺定位(wei),將自身定位(wei)成(cheng)零售平臺,因此追求輕(qing)資(zi)產模式,導致商品的物流(liu)體(ti)驗(yan)較(jiao)差。京東則以物流(liu)為重,但(dan)在(zai)腕表的品牌甄選(xuan)上(shang)有(you)待(dai)提升。亞(ya)馬遜看重服務體(ti)驗(yan)。
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21.75%(209家) |
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14.05%(135家) |
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16.65%(160家) |
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2.08%(20家) |
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1.87%(18家) |
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1.25%(12家) |
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28.41%(273家) |
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14.78%(142家) |
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5.52%(53家) |
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2.50%(24家) |
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0.42%(4家) |
0.10%(1家) |
2021年網(wang)站數(shu)據庫共收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)961家(jia)(jia),其中小品(pin)牌(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)占(zhan)總(zong)比最多(duo)(duo),達(da)到273家(jia)(jia),其次為(wei)(wei)品(pin)牌(pai)旗(qi)艦店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)209家(jia)(jia),京東旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)160家(jia)(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)142家(jia)(jia),京東自營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)135家(jia)(jia),京東特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)53家(jia)(jia),唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)24家(jia)(jia),拼多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)20家(jia)(jia),蘇(su)寧自營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)18家(jia)(jia),蘇(su)寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia)(jia),品(pin)牌(pai)商城收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)4家(jia)(jia),企(qi)業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)。
小編認為(wei),時尚是(shi)(shi)一(yi)個輪回,真正(zheng)的美是(shi)(shi)不(bu)會隨著時間流逝而褪色(se)的,經典(dian)的腕(wan)(wan)(wan)表(biao)最具(ju)代表(biao)性。在電商世界里,奢侈(chi)品(pin)行業(ye)的高(gao)額利潤讓他(ta)們垂涎不(bu)已,但卻(que)難以打開局面,或許換一(yi)種方(fang)(fang)式(shi)會更(geng)好。因為(wei)未來腕(wan)(wan)(wan)表(biao)業(ye)的發展(zhan)(zhan)將(jiang)與(yu)大(da)數據分析技術(shu)結合,亦如瑞士機械表(biao)精準化制作(zuo)模(mo)式(shi),大(da)數據為(wei)行業(ye)發展(zhan)(zhan)提供精準化的方(fang)(fang)向支(zhi)撐,推動腕(wan)(wan)(wan)表(biao)行業(ye)的智(zhi)能(neng)化發展(zhan)(zhan)。