一入電(dian)(dian)商深似海,愛恨(hen)交織語難(nan)言。電(dian)(dian)商商業世界里其實還有很多好(hao)玩有趣的,但(dan)真正(zheng)懂她(ta)的人(ren)還在路(lu)上。這期電(dian)(dian)商發展分析主(zhu)要介紹(shao)食用油,它的電(dian)(dian)商之路(lu)又有哪(na)些看點?
食用油企業市場影響力:
據統計,當前我國食用油市場規模達2600萬噸,其中家庭烹飪約占總量的38.5%,達1000萬噸;餐飲渠道約占總量的30.7%,達800萬噸。隨著小包裝食用油市場日趨成熟,目前市場品牌已形成一定影響力,金龍魚、福臨(lin)門、魯花處于第一梯隊,約占食用油銷量的70%,盛洲、九三、融氏(shi)、多力(li)、西王、長壽花等品(pin)牌(pai)處(chu)于第(di)二梯(ti)隊(dui),其他地(di)域型(xing)的食用(yong)油(you)品(pin)牌(pai)處(chu)于第(di)三梯(ti)隊(dui)。從整個行業格(ge)局(ju)來看,第(di)一梯(ti)隊(dui)的品(pin)牌(pai)以(yi)綜合性(xing)的食用(yong)油(you)品(pin)類構成為主(zhu),金龍魚和福(fu)臨門都是由多(duo)油(you)種構成的品(pin)牌(pai),只有(you)魯花(hua)以(yi)花(hua)生油(you)為主(zhu),并成為國內食用(yong)油(you)行業中(zhong)單(dan)一品(pin)類的領導者。
食用油企業電商渠道優勢:
第一,產品(pin)進(jin)入市場的(de)時間短。食用(yong)油企業的(de)產品(pin)不用(yong)經過(guo)傳統銷(xiao)(xiao)售渠道的(de)代理商、批(pi)發商和(he)零售商等銷(xiao)(xiao)售通(tong)路上的(de)眾多環節,在很短時間內就可以(yi)在大型電商平臺直(zhi)接(jie)面(mian)對全國和(he)全世界的(de)消費(fei)者來銷(xiao)(xiao)售自(zi)己的(de)產品(pin)。
第二(er),產品(pin)進入市場的(de)成本較(jiao)低。(1)食(shi)用油(you)(you)企業在京東、某貓、1號店等電(dian)商銷售平(ping)臺(tai)開設網(wang)店只(zhi)需要交(jiao)少量的(de)保證金,一(yi)般(ban)在2-5萬元不(bu)等,而(er)且該費用到期(qi)還(huan)(huan)可(ke)以退還(huan)(huan)。(2)電(dian)商銷售平(ping)臺(tai)的(de)使用費也比(bi)較(jiao)低,一(yi)般(ban)是每月幾百(bai)塊(kuai)錢到1千元不(bu)等,這比(bi)進入大中型超(chao)市渠(qu)道的(de)進店費要低得多。(3)電(dian)商平(ping)臺(tai)對食(shi)用油(you)(you)產品(pin)銷售額的(de)扣點一(yi)般(ban)在4%-5%,這也比(bi)超(chao)市10%-30%的(de)扣點要低得多。
第三(san),企業(ye)聘用(yong)(yong)的(de)銷(xiao)(xiao)售(shou)人員較(jiao)少。運(yun)作傳統銷(xiao)(xiao)售(shou)渠道,食用(yong)(yong)油企業(ye)往往需要較(jiao)多的(de)銷(xiao)(xiao)售(shou)人員,分別負責產品的(de)招商(shang)、鋪貨、終端(duan)維護(hu)和(he)賣場(chang)促銷(xiao)(xiao)等各個銷(xiao)(xiao)售(shou)環節;電商(shang)平臺只(zhi)需要維護(hu)好網絡銷(xiao)(xiao)售(shou)頁面,發貨和(he)售(shou)后服(fu)務,大(da)大(da)降低了(le)企業(ye)的(de)營(ying)銷(xiao)(xiao)成本(ben)。
食用油企業電商渠道危機:
第一,新進入(ru)電商銷售平臺的(de)食用(yong)油產品(pin)在網頁中的(de)排名往往會靠后,消(xiao)費者(zhe)瀏覽量較少(shao),產品(pin)銷量也(ye)會很少(shao)。
第(di)二,食(shi)用油產(chan)品在(zai)電(dian)商平臺的(de)零售價格(ge)一般會比超市(shi)低得多(duo)。在(zai)網店上銷售的(de)食(shi)用油產(chan)品品牌(pai)、種類繁多(duo),價格(ge)也公開透明,與傳統渠道一樣競(jing)爭激烈。
第三,食用油產品在網頁中的排(pai)名(ming)主要取決(jue)于(yu)消(xiao)費者的瀏覽量(liang)、刷(shua)新量(liang)和下單量(liang)等匯集起來的綜(zong)合(he)指(zhi)標,如果綜(zong)合(he)指(zhi)標星級(ji)不夠,網頁排(pai)名(ming)很難(nan)靠前,會大大影響產品銷量(liang)的提升。
第(di)四(si),年輕一代電商(shang)購(gou)物者已從(cong)價格需(xu)要導向(xiang)走向(xiang)品(pin)牌(pai)(pai)需(xu)求導向(xiang)。也(ye)就是說(shuo)今(jin)后在電商(shang)平臺銷(xiao)售的(de)(de)食(shi)用油產(chan)品(pin),僅僅憑(ping)借價格低而沒有品(pin)牌(pai)(pai)力的(de)(de)支撐,同(tong)樣很難實現(xian)產(chan)品(pin)銷(xiao)量的(de)(de)快速增長。
42.70%(240家) |
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20.11%(113家) |
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15.30%(86家) |
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5.87%(33家) |
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1.07%(6家) |
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1.07%(6家) |
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28.11%(158家) |
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4.09%(23家) |
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1.60%(9家) |
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0.36%(2家) |
2021年網(wang)(wang)(wang)站數據庫(ku)共收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)562家(jia),其(qi)中品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多(duo),達到240家(jia),其(qi)次(ci)為(wei)(wei)(wei)小品(pin)牌(pai)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)158家(jia),京東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)113家(jia),京東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)86家(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)33家(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)23家(jia),京東(dong)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)9家(jia),蘇寧(ning)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia),蘇寧(ning)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia),唯品(pin)會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)2家(jia)。
小編認為,隨著互聯網的(de)(de)(de)發展,電(dian)商(shang)成為新興(xing)的(de)(de)(de)銷(xiao)售(shou)(shou)渠道,由(you)于(yu)其便(bian)利性的(de)(de)(de)特征,消費者網絡購物成為常(chang)態,而食用(yong)(yong)油作為家庭廚房(fang)必不(bu)(bu)可少的(de)(de)(de)調味品(pin),也正在從傳(chuan)統的(de)(de)(de)線下(xia)銷(xiao)售(shou)(shou),逐漸轉(zhuan)移到(dao)網絡銷(xiao)售(shou)(shou)。實現(xian)線上銷(xiao)售(shou)(shou)和(he)線下(xia)銷(xiao)售(shou)(shou)的(de)(de)(de)有機融合(he),是食用(yong)(yong)油企業快速(su)做強品(pin)牌和(he)擴大(da)產品(pin)銷(xiao)量的(de)(de)(de)必然選擇(ze)。電(dian)商(shang)銷(xiao)售(shou)(shou)渠道和(he)傳(chuan)統銷(xiao)售(shou)(shou)渠道對(dui)于(yu)食用(yong)(yong)油企業來說一個都(dou)不(bu)(bu)能少。