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(men)似乎并不太在意時尚標簽和(he)當季流行，手(shou)表(biao)的(de)更新換代(dai)也一(yi)(yi)直比較慢，但出(chu)于搭配(pei)和(he)實(shi)用性，每一(yi)(yi)季又會推出(chu)一(yi)(yi)些呼應(ying)潮流的(de)表(biao)款，各種(zhong)新款式層出(chu)不窮，讓人眼花(hua)繚亂。這期電(dian)商(shang)報(bao)告(gao)，我(wo)們一(yi)(yi)起了(le)解腕表(biao)市場不一(yi)(yi)樣(yang)的(de)新動態。
手表行業市場發展現狀
經過多(duo)年發(fa)展，在機(ji)(ji)械產(chan)(chan)(chan)業(ye)(ye)、電子產(chan)(chan)(chan)業(ye)(ye)等關(guan)聯產(chan)(chan)(chan)業(ye)(ye)的基礎上，通過持續(xu)創新(xin)和對成熟制造行(xing)業(ye)(ye)的借鑒，手(shou)表行(xing)業(ye)(ye)發(fa)展得(de)到很大(da)的提(ti)升。目(mu)前(qian)世界腕表行(xing)業(ye)(ye)產(chan)(chan)(chan)銷格局：瑞(rui)士手(shou)表占據高(gao)(gao)(gao)端(duan)(duan)(duan)市場，國產(chan)(chan)(chan)表以(yi)(yi)(yi)中(zhong)低(di)端(duan)(duan)(duan)為(wei)主。從產(chan)(chan)(chan)地(di)來看，瑞(rui)士鐘表占據高(gao)(gao)(gao)端(duan)(duan)(duan)市場，出口手(shou)表貨(huo)值居首(shou)，同時壟(long)斷高(gao)(gao)(gao)端(duan)(duan)(duan)鐘表及絕大(da)部分(fen)高(gao)(gao)(gao)端(duan)(duan)(duan)及中(zhong)高(gao)(gao)(gao)端(duan)(duan)(duan)機(ji)(ji)械機(ji)(ji)心供應，世界四大(da)鐘表集團中(zhong)斯沃琪、勞力士以(yi)(yi)(yi)及厲峰三大(da)集團來自瑞(rui)士。日本鐘表主打石英品種，以(yi)(yi)(yi)中(zhong)高(gao)(gao)(gao)檔為(wei)主，特點(dian)是在生產(chan)(chan)(chan)中(zhong)運用大(da)量新(xin)技術及新(xin)材料(liao)，代表品牌有卡西歐、西鐵城等。國產(chan)(chan)(chan)手(shou)表以(yi)(yi)(yi)中(zhong)低(di)端(duan)(duan)(duan)為(wei)主，產(chan)(chan)(chan)能(neng)及產(chan)(chan)(chan)量居世界第一，但附加值較低(di)，四大(da)品牌為(wei)飛(fei)亞達、天王、羅西尼、依波。
手表行業電商發展需求
從手表的(de)需(xu)求端(duan)來(lai)看(kan)，隨著(zhu)近年來(lai)移動網絡普(pu)及率(lv)大(da)幅提升(sheng)，移動支付工具也走向成熟，再加上(shang)海外購物的(de)流(liu)行(xing)，國民的(de)消(xiao)費(fei)欲望被大(da)大(da)激發。并且，在科技和電(dian)商環境的(de)“嬌生慣養”下，消(xiao)費(fei)者(zhe)也呈現(xian)出了新的(de)消(xiao)費(fei)趨勢(shi)。但腕表電(dian)商對于市(shi)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。在售后體驗上(shang)，主要以在(zai)線(xian)客服(fu)的方式提供售(shou)前、退貨(huo)咨詢。
京(jing)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)產品支持次日達(da)，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(jing)東退換貨是線上提(ti)交后(hou)，電話客服(fu)協商完成。
亞馬遜：建立自身物流體系，各地設置倉庫，也支持第三方商家入(ru)駐(zhu)，非常注重消費者對(dui)平臺的忠誠度。在售(shou)后體驗上，亞馬遜依賴電話客服，支持(chi)30天(tian)無(wu)理由退換貨。
其(qi)次，3家(jia)電商(shang)平臺(tai)由于定位不同，對(dui)于智能手(shou)表的(de)關注度也(ye)有差(cha)別。京東上智能手(shou)表數(shu)量(liang)最(zui)多，但最(zui)為(wei)繁雜，各類中、低端產(chan)品魚龍混雜；和亞馬遜則主推市場認可度較高的(de)智能手(shou)表品牌，如Apple、Withings、華為(wei)等。
總而言之，銷售(shou)策略反映的是電商(shang)平臺(tai)定位(wei)，將自身定位(wei)成零售(shou)平臺(tai)，因此追(zhui)求輕資產模(mo)式(shi)，導致商(shang)品(pin)的物流(liu)體(ti)驗(yan)(yan)較差(cha)。京(jing)東則以物流(liu)為重，但在腕(wan)表的品(pin)牌甄選上有待(dai)提升。亞(ya)馬遜看重服(fu)務體(ti)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） |
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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(nian)網(wang)(wang)(wang)(wang)(wang)站數據庫共收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)961家(jia)(jia)，其(qi)中(zhong)小品牌網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總(zong)比最(zui)多(duo)，達到(dao)273家(jia)(jia)，其(qi)次(ci)為(wei)(wei)品牌旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)209家(jia)(jia)，京(jing)(jing)(jing)東(dong)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)160家(jia)(jia)，品牌特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)142家(jia)(jia)，京(jing)(jing)(jing)東(dong)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)135家(jia)(jia)，京(jing)(jing)(jing)東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)53家(jia)(jia)，唯(wei)品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)24家(jia)(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)20家(jia)(jia)，蘇寧(ning)(ning)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)18家(jia)(jia)，蘇寧(ning)(ning)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia)(jia)，品牌商城收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)4家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)。
小(xiao)編認為(wei)(wei)，時(shi)尚(shang)是一個輪回，真正(zheng)的美是不會隨(sui)著(zhu)時(shi)間流逝而(er)褪色的，經典的腕(wan)表最具代表性(xing)。在電商世界里，奢侈品行業的高額利潤(run)讓(rang)他們垂涎不已，但(dan)卻難以打開局面(mian)，或許(xu)換(huan)一種方式(shi)會更好。因為(wei)(wei)未來腕(wan)表業的發(fa)展(zhan)將與大(da)數據分析技術結合，亦(yi)如瑞士(shi)機械表精準(zhun)化(hua)制作(zuo)模式(shi)，大(da)數據為(wei)(wei)行業發(fa)展(zhan)提供精準(zhun)化(hua)的方向支撐，推動腕(wan)表行業的智能化(hua)發(fa)展(zhan)。
歐米茄
浪琴
天梭
格拉蘇蒂
蕭邦
