近年來,恰逢互聯網購物的(de)(de)(de)大好時(shi)代(dai),休(xiu)閑(xian)零食的(de)(de)(de)B2C電(dian)商和(he)手機App業(ye)(ye)務實現了快(kuai)速發展。凸(tu)顯出休(xiu)閑(xian)食品(pin)是(shi)極具生命力的(de)(de)(de)產品(pin),有(you)著廣(guang)闊的(de)(de)(de)市場和(he)巨大的(de)(de)(de)發展潛力。但同時(shi),由于(yu)食品(pin)行業(ye)(ye)已(yi)經進入(ru)完(wan)全(quan)競(jing)爭階段,企(qi)業(ye)(ye)利潤(run)日(ri)趨(qu)平均化,行業(ye)(ye)整(zheng)合、市場細分(fen)完(wan)成在即,企(qi)業(ye)(ye)間的(de)(de)(de)競(jing)爭力度日(ri)趨(qu)激烈。食品(pin)企(qi)業(ye)(ye)將如何應對未來的(de)(de)(de)挑戰呢?
一、休閑食品電商市場發展現狀
隨著經濟的發展和消費水平的提高,休閑食品正在逐漸升級成為百姓日常的必需消費品。現階段,我國休閑食品電商三足鼎立格局初現,龍頭優勢明顯。三只松鼠、百草味、良品鋪子已牢(lao)(lao)牢(lao)(lao)占據(ju)了休(xiu)閑食品電商前三,其他品牌(pai)競爭難(nan)度加大。
競爭迫使三只(zhi)松鼠、百草味和良(liang)品(pin)鋪子引領(ling)了(le)休閑食(shi)(shi)品(pin)行業的(de)創(chuang)新。但最為(wei)可(ke)怕的(de),是他們(men)正在顛覆(fu)國人的(de)休閑食(shi)(shi)品(pin)消費習慣(guan)。最直接的(de),是他們(men)讓互聯網食(shi)(shi)品(pin)消費成(cheng)為(wei)一種(zhong)時(shi)尚(shang),并且成(cheng)功實現了(le)品(pin)牌(pai)化。以前,堅果(guo)零食(shi)(shi)在人們(men)印(yin)象中還是“貴族化”的(de)食(shi)(shi)品(pin)。這(zhe)三家以堅果(guo)為(wei)主打的(de)零食(shi)(shi)電商(shang)用更加親民的(de)價格走進年輕群體,逐漸(jian)讓堅果(guo)消費成(cheng)為(wei)一種(zhong)時(shi)尚(shang)一種(zhong)流行。
二、休閑食品電商市場消費情況分析
女(nv)(nv)性(xing)(xing)消(xiao)費(fei)者(zhe)是絕(jue)(jue)對購買(mai)主(zhu)力:休閑(xian)零食消(xiao)費(fei)在性(xing)(xing)別的(de)(de)差異性(xing)(xing)放點(dian)明顯,女(nv)(nv)性(xing)(xing)消(xiao)費(fei)者(zhe)是絕(jue)(jue)對購買(mai)主(zhu)力。根(gen)據(ju)尼爾森,在全球范圍內,女(nv)(nv)性(xing)(xing)比男(nan)性(xing)(xing)消(xiao)費(fei)更多零食且女(nv)(nv)性(xing)(xing)對葛洪零食的(de)(de)消(xiao)費(fei)意愿高于男(nan)性(xing)(xing)。根(gen)據(ju)易(yi)觀(guan)智(zhi)庫,女(nv)(nv)性(xing)(xing)消(xiao)費(fei)者(zhe)不僅在購買(mai)人數上(shang)超過(guo)男(nan)性(xing)(xing)消(xiao)費(fei)者(zhe)(購買(mai)力62.29%vs37.71%)。
80后(hou)、90后(hou)為零食(shi)網購主力:從休閑零食(shi)網購消(xiao)(xiao)(xiao)費者(zhe)(zhe)年(nian)齡分布來看,28-38歲(sui)消(xiao)(xiao)(xiao)費者(zhe)(zhe)占(zhan)比48.6%,18-28歲(sui)消(xiao)(xiao)(xiao)費者(zhe)(zhe)占(zhan)比24.7%,年(nian)輕人成為絕對多(duo)數。80后(hou)基本步入(ru)職場,消(xiao)(xiao)(xiao)費能力也已承受。即(ji)將進(jin)入(ru)社(she)會的90后(hou),消(xiao)(xiao)(xiao)費更(geng)具沖動(dong)型、超前性,見識未來的生力軍。
三、零食品牌營銷都有哪些套路?
用“大單品(pin)”撐起一片天,甚(shen)至變(bian)身行業黑(hei)馬;玩轉娛樂化營銷、蹭“超級IP”的(de)粉絲和流量;布局(ju)全(quan)渠道,互(hu)聯(lian)網和門店互(hu)相做“+”法;進口食(shi)品(pin)搬入(ru)國(guo)門,引爆年輕群體;短保、代餐、大健康,消費趨勢決定電商發(fa)展。從“試錯”到“試對”,越來越多(duo)的(de)新概念、新產品(pin)涌(yong)入(ru)市場,去年的(de)線(xian)上休(xiu)閑食(shi)品(pin)“套路(lu)”滿(man)滿(man)。
四、休閑食品行業未來發展戰略展望
休(xiu)閑(xian)零(ling)(ling)(ling)食(shi)(shi)(shi)作為(wei)發展較成熟的(de)(de)(de)品(pin)(pin)類,近年(nian)移動端的(de)(de)(de)成交(jiao)比例不斷(duan)提升,商(shang)(shang)家應抓住移動電商(shang)(shang)的(de)(de)(de)機會。在移動互(hu)聯網時代,消費(fei)者(zhe)的(de)(de)(de)購物(wu)行為(wei)相較PC端有較大(da)的(de)(de)(de)變化(hua),商(shang)(shang)家的(de)(de)(de)經營策略需做(zuo)針對性的(de)(de)(de)調(diao)整。年(nian)輕(qing)人已經成為(wei)休(xiu)閑(xian)零(ling)(ling)(ling)食(shi)(shi)(shi)的(de)(de)(de)主力消費(fei)人群,并且其(qi)占比還在不斷(duan)上升,商(shang)(shang)家應重點關注這(zhe)類用戶(hu),開發更受年(nian)輕(qing)人喜歡的(de)(de)(de)零(ling)(ling)(ling)食(shi)(shi)(shi)品(pin)(pin)類。健康化(hua)是(shi)休(xiu)閑(xian)零(ling)(ling)(ling)食(shi)(shi)(shi)行業(ye)發展的(de)(de)(de)一(yi)(yi)大(da)趨(qu)(qu)勢,商(shang)(shang)家需順應這(zhe)一(yi)(yi)趨(qu)(qu)勢,推出更多健康類的(de)(de)(de)零(ling)(ling)(ling)食(shi)(shi)(shi)。休(xiu)閑(xian)零(ling)(ling)(ling)食(shi)(shi)(shi)是(shi)一(yi)(yi)種持(chi)續(xu)消費(fei)的(de)(de)(de)商(shang)(shang)品(pin)(pin),商(shang)(shang)家應做(zuo)好老用戶(hu)的(de)(de)(de)維(wei)護,提高消費(fei)者(zhe)的(de)(de)(de)忠誠度。
29.97%(1688家) |
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14.89%(839家) |
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15.62%(880家) |
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11.31%(637家) |
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0.25%(14家) |
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1.28%(72家) |
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36.85%(2076家) |
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4.14%(233家) |
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1.07%(60家) |
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1.12%(63家) |
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0.16%(9家) |
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0.12%(7家) |
2021年網(wang)(wang)站數(shu)據庫共(gong)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)5633家(jia)(jia)(jia)(jia)(jia),其(qi)中(zhong)小品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多,達(da)到2076家(jia)(jia)(jia)(jia)(jia),其(qi)次為(wei)(wei)(wei)(wei)(wei)品(pin)牌(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)1688家(jia)(jia)(jia)(jia)(jia),京(jing)東旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)880家(jia)(jia)(jia)(jia)(jia),京(jing)東自(zi)營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)839家(jia)(jia)(jia)(jia)(jia),拼(pin)多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)637家(jia)(jia)(jia)(jia)(jia),品(pin)牌(pai)特許(xu)(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)233家(jia)(jia)(jia)(jia)(jia),蘇寧旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)72家(jia)(jia)(jia)(jia)(jia),唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)63家(jia)(jia)(jia)(jia)(jia),京(jing)東特許(xu)(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)60家(jia)(jia)(jia)(jia)(jia),蘇寧自(zi)營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)14家(jia)(jia)(jia)(jia)(jia),品(pin)牌(pai)商城收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)9家(jia)(jia)(jia)(jia)(jia),企(qi)業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)7家(jia)(jia)(jia)(jia)(jia)。
一(yi)方(fang)面(mian)是網購食(shi)(shi)品(pin)數量(liang)(liang)快速增長,另一(yi)方(fang)面(mian)則是80后、90后的(de)(de)網絡食(shi)(shi)品(pin)消(xiao)費(fei)“剁手黨”感慨:網絡食(shi)(shi)品(pin)安全和質量(liang)(liang)問題成為(wei)消(xiao)費(fei)者再次消(xiao)費(fei)的(de)(de)“最大(da)心結”。業內人士(shi)坦言(yan):七成以上的(de)(de)“超市(shi)下(xia)架(jia)”食(shi)(shi)品(pin)流入電(dian)(dian)商(shang)(shang)平(ping)臺。在(zai)日前于廣西(xi)南寧(ning)市(shi)召開(kai)的(de)(de)西(xi)南網絡食(shi)(shi)品(pin)電(dian)(dian)商(shang)(shang)發展(zhan)論壇(tan)上,眾多消(xiao)費(fei)者、食(shi)(shi)品(pin)行業專家、監(jian)管部門(men)和電(dian)(dian)商(shang)(shang)代表(biao)認為(wei),海(hai)量(liang)(liang)消(xiao)費(fei)者面(mian)對海(hai)量(liang)(liang)供(gong)應者,需要監(jian)管“多頭”發力,才能正本清源。