隨著2019年消費升級的進一步深化,線上線下融合的“新零售”模式已經成為了未來的發展趨勢,而它的要求就是精準化、場景化的體驗式服務。需要的電商平臺和實體零售企業之間相互合作,通過大數據及時了解用戶的消費需求。這對于衛浴潔具行業來說,其實在很多方面都還有很大的提升空間;同時電商強勢崛起,也給衛浴企業的發展帶來了更多的挑戰。在互聯網時代下,衛浴企業要想突破發展瓶頸,該如何抓住這次機遇呢?
衛浴行業電商營銷現狀
對于大多數(shu)消(xiao)費(fei)者(zhe)來說(shuo),電(dian)(dian)(dian)(dian)商(shang)(shang)更多地是一(yi)(yi)種時尚(shang)。瀏覽(lan)網(wang)店里形形色(se)色(se)的(de)(de)產品,“畫餅充(chong)饑(ji)”般滿足自己(ji)的(de)(de)消(xiao)費(fei)欲望,但(dan)沒(mei)有多少人完全放心通(tong)過網(wang)上購買(mai)衛浴(yu)(yu)(yu)這樣的(de)(de)大件物品。無法深入體驗是衛浴(yu)(yu)(yu)電(dian)(dian)(dian)(dian)商(shang)(shang)“不溫不火(huo)”的(de)(de)主要原因。另一(yi)(yi)方面,電(dian)(dian)(dian)(dian)商(shang)(shang)市場的(de)(de)魚(yu)龍混雜、市場規則的(de)(de)不完善給衛浴(yu)(yu)(yu)電(dian)(dian)(dian)(dian)商(shang)(shang)的(de)(de)發展抹(mo)上一(yi)(yi)重陰影(ying)。同時,消(xiao)費(fei)者(zhe)會(hui)將關注(zhu)點轉移(yi)到(dao)其他地方。衛浴(yu)(yu)(yu)質(zhi)量自不必說(shuo),那是網(wang)購衛浴(yu)(yu)(yu)的(de)(de)基礎要求,更高的(de)(de)一(yi)(yi)層的(de)(de)需求是電(dian)(dian)(dian)(dian)商(shang)(shang)提供(gong)的(de)(de)售后(hou)服務。
自從衛浴(yu)企業運營電商以(yi)(yi)來,退換貨難(nan)的(de)問題就一直被(bei)消費者詬病,也成為(wei)阻擋電商發展(zhan)的(de)絆腳石(shi)。在衛浴(yu)產(chan)品的(de)差異化(hua)路線還(huan)沒(mei)有(you)明晰的(de)當下,消費者對衛浴(yu)電商的(de)考量(liang)更多的(de)會以(yi)(yi)服務(wu)為(wei)基石(shi)。因此,衛浴(yu)電商目前最要做的(de)是攻克服務(wu)這(zhe)一道難(nan)關。
除此(ci)之(zhi)外,多數衛浴企(qi)業(ye)的(de)(de)電商(shang)(shang)道路(lu)遲(chi)遲(chi)無法推進還有一個更深(shen)層(ceng)次的(de)(de)原因(yin),那就(jiu)是企(qi)業(ye)所要開展的(de)(de)電商(shang)(shang)同傳統渠(qu)(qu)道中(zhong)的(de)(de)經銷商(shang)(shang)之(zhi)間存在矛盾(dun)。業(ye)內(nei)人士(shi)認(ren)為,實(shi)體店(dian)和電商(shang)(shang)是有很大區別的(de)(de),傳統渠(qu)(qu)道與電商(shang)(shang)在現(xian)實(shi)中(zhong)存在難以調和的(de)(de)矛盾(dun)。電商(shang)(shang)直(zhi)接(jie)沖擊傳統渠(qu)(qu)道,直(zhi)接(jie)損害經銷商(shang)(shang)、代理商(shang)(shang)的(de)(de)利益(yi)。
一、產品“年(nian)輕(qing)化”,相當一部分品牌在做線上產品推廣時,通常會選擇更加年輕化且具較高性價比的產品。這是根據大型商城所構成的消費群體而定的,在購物網站選購衛浴的消費者多為中青年,他們有著更為年輕態的審美,并側重考慮性價比的高低。
二、與互聯網家裝合作凸顯價值,越來越多的企業開始進入整體家居行業,作為一個全新的業態組合,有很多的企業從陌生逐漸走向熟悉。也有很多的消費者開始熟悉和接受這種商業模式。在這樣的市場培養下,整體衛浴將走向一個快車道。
三、節能環保永遠是衛浴潔具(ju)行業不變(bian)(bian)的主題。隨(sui)著人(ren)們生(sheng)死水平的進(jin)步,更多的人(ren)開端關注安康,節能環保逐步成為整個行業的重要賣點。許多品牌(pai)的衛浴五金配件除了在(zai)設(she)計作(zuo)風上追求時(shi)興變(bian)(bian)化外,更注重了產品節能環保的適用性(xing)。
電子商(shang)務本質(zhi)上還是買賣,只是采(cai)用(yong)了網(wang)絡這(zhe)種(zhong)形式,能(neng)夠迅(xun)速聚集(ji)大量的潛在消費(fei)者。電子商(shang)務實質(zhi)上和傳統渠道是一(yi)致的,電商(shang)所能(neng)引發(fa)的與代理商(shang)最大沖突是價(jia)格體(ti)系(xi)的保護(hu)。如(ru)果能(neng)實現兩種(zhong)渠道的優勢互補與利益均分(fen),衛(wei)浴企業(ye)就能(neng)打開新局面(mian)。有業(ye)內人士指(zhi)出:“衛(wei)浴消費(fei)特點決定了衛(wei)浴銷(xiao)售需要線(xian)上線(xian)下融合發(fa)展,線(xian)上解決公開、公平、公正的消費(fei)訴求,同時需要強大的線(xian)下資源作為支撐,包括設計(ji)、展示、物流等。”
互聯網迅猛發展(zhan),對衛(wei)浴(yu)(yu)企(qi)業而(er)言(yan),不(bu)是要(yao)不(bu)要(yao)選擇電(dian)(dian)子(zi)商(shang)務(wu)(wu)的(de)(de)(de)問題(ti),還是該怎(zen)樣選擇電(dian)(dian)子(zi)商(shang)務(wu)(wu),才能(neng)在保證網上效益增長的(de)(de)(de)同時,不(bu)影響實體(ti)(ti)店的(de)(de)(de)銷售及品牌的(de)(de)(de)推廣。不(bu)可否認,衛(wei)浴(yu)(yu)企(qi)業電(dian)(dian)商(shang)與實體(ti)(ti)店相結合(he)(he)已(yi)是必然(ran)的(de)(de)(de)趨(qu)勢。這也是馬云所提的(de)(de)(de)新零售時代,未來線上與線下的(de)(de)(de)充(chong)分結合(he)(he)將成為衛(wei)浴(yu)(yu)行業發展(zhan)的(de)(de)(de)重要(yao)趨(qu)勢。
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2.94%(32家) |
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2.48%(27家) |
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27.43%(299家) |
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2021年網(wang)(wang)站(zhan)數(shu)據庫共收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)1090家(jia),其中小品牌網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占(zhan)總(zong)比最(zui)多(duo),達到299家(jia),其次為(wei)品牌特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian),收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)258家(jia),品牌旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)179家(jia),京東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)175家(jia),京東特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)138家(jia),京東自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)53家(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)32家(jia),蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)32家(jia),蘇(su)寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)27家(jia),企業(ye)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)7家(jia)。
小編認(ren)為,互聯(lian)網的隊伍日益壯大,衛浴(yu)企業需(xu)搶占這一大趨勢,開展電(dian)商運營之(zhi)路。如今已(yi)有不少(shao)衛浴(yu)企業試水(shui)電(dian)商,但是效果(guo)并(bing)不如當初的理想化。究根結底最主(zhu)要的問題便是線(xian)上線(xian)下的矛(mao)盾糾(jiu)紛。衛浴(yu)企業要走長(chang)久電(dian)商之(zhi)路,一定要抓住電(dian)商發(fa)展的精髓,將(jiang)線(xian)上線(xian)下的渠道有效結合,將(jiang)其利弊互補才(cai)能(neng)獲得(de)長(chang)遠發(fa)展。