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(si)乎并不太在意時尚標簽和(he)當季流(liu)行，手表(biao)的(de)(de)更(geng)新換代也(ye)一直比較慢(man)，但(dan)出(chu)(chu)(chu)于搭配(pei)和(he)實用(yong)性(xing)，每(mei)一季又會(hui)推出(chu)(chu)(chu)一些呼應(ying)潮流(liu)的(de)(de)表(biao)款，各(ge)種新款式層出(chu)(chu)(chu)不窮，讓人眼花繚亂(luan)。這期電商報告，我們一起了解腕表(biao)市場(chang)不一樣(yang)的(de)(de)新動態。
手表行業市場發展現狀
經過(guo)多年(nian)發(fa)展，在(zai)機械(xie)產業(ye)(ye)、電子產業(ye)(ye)等(deng)關聯產業(ye)(ye)的基礎上，通(tong)過(guo)持續創新和對成熟制造行業(ye)(ye)的借鑒，手(shou)表(biao)(biao)行業(ye)(ye)發(fa)展得到很大(da)的提(ti)升。目前世(shi)界腕表(biao)(biao)行業(ye)(ye)產銷(xiao)格局：瑞(rui)(rui)士(shi)手(shou)表(biao)(biao)占(zhan)據(ju)高(gao)端(duan)(duan)市場(chang)，國產表(biao)(biao)以(yi)中(zhong)低端(duan)(duan)為(wei)主。從產地(di)來看，瑞(rui)(rui)士(shi)鐘(zhong)表(biao)(biao)占(zhan)據(ju)高(gao)端(duan)(duan)市場(chang)，出口手(shou)表(biao)(biao)貨值(zhi)居(ju)首，同時壟斷高(gao)端(duan)(duan)鐘(zhong)表(biao)(biao)及(ji)(ji)絕(jue)大(da)部分(fen)高(gao)端(duan)(duan)及(ji)(ji)中(zhong)高(gao)端(duan)(duan)機械(xie)機心供應，世(shi)界四大(da)鐘(zhong)表(biao)(biao)集(ji)團中(zhong)斯沃琪、勞(lao)力士(shi)以(yi)及(ji)(ji)厲峰三大(da)集(ji)團來自瑞(rui)(rui)士(shi)。日本鐘(zhong)表(biao)(biao)主打石(shi)英品種，以(yi)中(zhong)高(gao)檔(dang)為(wei)主，特點(dian)是在(zai)生(sheng)產中(zhong)運用(yong)大(da)量新技術(shu)及(ji)(ji)新材料，代(dai)表(biao)(biao)品牌(pai)有卡西(xi)(xi)歐、西(xi)(xi)鐵(tie)城等(deng)。國產手(shou)表(biao)(biao)以(yi)中(zhong)低端(duan)(duan)為(wei)主，產能及(ji)(ji)產量居(ju)世(shi)界第一，但附加值(zhi)較低，四大(da)品牌(pai)為(wei)飛亞達、天王、羅西(xi)(xi)尼、依波。
手表行業電商發展需求
從手表(biao)的(de)(de)需求端來看，隨(sui)著近年來移(yi)動網絡(luo)普及率(lv)大幅提升，移(yi)動支付(fu)工具也走向成熟(shu)，再加(jia)上海外購(gou)物的(de)(de)流行，國(guo)民的(de)(de)消(xiao)費(fei)欲望被(bei)大大激(ji)發。并且(qie)，在科技和電商環境(jing)的(de)(de)“嬌生慣養”下，消(xiao)費(fei)者(zhe)也呈現出了新的(de)(de)消(xiao)費(fei)趨勢。但腕表(biao)電商對于市場卻(que)存在不一(yi)樣的(de)(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，主要以在線客服的方式提供(gong)售前、退貨咨(zi)詢。
京東商城：擁有國內最完善的自營物流體系，各地設置倉庫，自營(ying)產品支持次日(ri)達(da)，保持良好的內部管理，支持第三方商家入駐，但(dan)屬于重資產(chan)模(mo)式。在售后體驗上，京東退(tui)換貨是線(xian)上(shang)提(ti)交后，電(dian)話客服協(xie)商完成。
亞(ya)馬遜：建立自身物流體系，各地設置倉庫，也支(zhi)持第(di)三(san)方商家(jia)入駐，非常注重消費者對平臺(tai)的(de)忠誠度。在售后體驗上，亞馬遜依賴電話客服，支持30天無理由退換貨(huo)。
其次，3家電商平臺(tai)由于定位不同，對于智能手(shou)表的關(guan)注度也有差(cha)別。京(jing)東上智能手(shou)表數(shu)量最多(duo)，但最為(wei)繁雜(za)，各類中、低端產品(pin)魚龍混雜(za)；和亞(ya)馬遜(xun)則主推(tui)市場認可度較高(gao)的智能手(shou)表品(pin)牌，如Apple、Withings、華為(wei)等。
總而言之，銷售策略反映(ying)的(de)是電商平臺定位，將(jiang)自身定位成零售平臺，因此追求輕資產模式，導致(zhi)商品(pin)的(de)物流(liu)體驗(yan)(yan)較差(cha)。京東則(ze)以物流(liu)為重，但在腕表的(de)品(pin)牌(pai)甄選上有待提升(sheng)。亞馬遜看重服務體驗(yan)(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） |
 |
2.08%（20家） |
 |
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)(wang)(wang)(wang)站數據(ju)庫共(gong)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)961家，其(qi)中小品牌網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最(zui)多(duo)，達到273家，其(qi)次為(wei)(wei)(wei)品牌旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)209家，京(jing)東旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)160家，品牌特許店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)142家，京(jing)東自(zi)(zi)營店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)135家，京(jing)東特許店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)53家，唯品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)24家，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)20家，蘇寧(ning)自(zi)(zi)營店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)18家，蘇寧(ning)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(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)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)12家，品牌商城收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)4家，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1家。
小編認為(wei)，時(shi)尚是(shi)一個輪回，真正的(de)美是(shi)不(bu)會隨著時(shi)間流逝而褪色的(de)，經典(dian)的(de)腕表最具代(dai)表性。在電(dian)商世界里，奢(she)侈品行業(ye)的(de)高額利潤讓他(ta)們垂(chui)涎不(bu)已，但卻難以(yi)打開局(ju)面，或許換一種方式會更好。因為(wei)未(wei)來腕表業(ye)的(de)發展將與大數(shu)據分析技術結合，亦(yi)如瑞士機械表精準(zhun)(zhun)化(hua)制作模式，大數(shu)據為(wei)行業(ye)發展提(ti)供精準(zhun)(zhun)化(hua)的(de)方向支(zhi)撐，推動腕表行業(ye)的(de)智(zhi)能化(hua)發展。
歐米茄
浪琴
天梭
格拉蘇蒂
蕭邦
