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“双11”的电商狂欢给酒业带来了什么?

2018-11-14 08:55  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

YINIANYIDU“SHUANGSHIYIDAZHAN”ZHONGYULUOXIAWEIMU。SHUANGSHIYILILAISHI“MAOGOUZHIZHENG”ZUIZHONGYAODEZHANCHANG,ZUORITIANMAOSHUANGSHIYICHENGJIAOEDA2135YIYUAN,JIAOQUNIANDE1682YIYUANSHANGZHANG26%;JINGDONGJIAOYIZONGEWEI1598YIYUANRENMINBI,JIAOQUNIANDE1271YIYUANSHANGZHANG25%。YOURENXICHENG:WOCANYULEYIGEJIQIANYIDEXIANGMU!

01、这个双十一,酒业数据同样喜人!

ZAILIANGJIAPINGTAIZAICICHUANGZAOCHENGJIAOEJILUDETONGSHI,JIUYETONGYANGZHANSHILEXIRENDECHENGJIDAN。

CONGSHUJUJIAOWEIXIANGJINDEJINGDONGFANGMIANLAIKAN,JINGDONGJIUYESHUANGSHIYIDANGRIXIAOSHOUESHI2017NIAN6YUE18RIHE2017NIAN11YUE11RIXIAOSHOUEZONGHE,DANGRIZONGXIAOLIANGCHAOGUO250WANJIAN。

白酒企业方面,茅台在天猫平台双十一成交金额早早地便突破1亿元,官方旗舰店紧急补货但仍然瞬间售罄;双十一开始一小时,五粮液普五单品在京东平台销售额破千万;同样是在京东平台,泸州老窖2小时打破去年同期全天销售记录,销售额同比增长3.5倍;其他名酒品牌同样数据喜人。

QITAPINLEIFANGMIAN,JINGDONGSHUJUXIANSHI:SHUANGSHIYIGANGKAISHI30FENZHONGSHI,PUTAOJIUXIAOLIANGBIANPOBAIWANPING;SHUANGSHIYIKAISHI1XIAOSHI,PIJIUBIANYISHOUCHU200WANGUAN,BAIWEIPIJIUCHENGWEILEJINGDONGDANGRIZUISHOUHUANYINGPIJIUPINPAI,HAERBINPIJIUHEXUEHUAPIJIUJINZHUIBUSHE;YANGJIUBIAOXIANBUSU,DANGTIANLEIJISHOUCHUDEYANGJIU,KEDIAO1000WANBEIJIWEIJIU,GONG20WANGEDIAOJIUSHIDIAOYITIAN,MADIELIXIAOSHOUEWEIQUNIANTONGQIDE10BEI,YIJUNAXIAYANGJIULEIXIAOSHOUGUANJUN;CHUCIZHIWAI,HUANGJIUYEWEIJINGDONGJIUYEDAILAIJIHAODEXIAOLIANG,GUYUELONGSHANCHENGWEIJINGDONGSHUANGSHIYIZUISHOUHUANYINGHUANGJIUPINPAI。

(TUPIANLAIYUANWANGLUO,RUYOUQINQUANQINGLIANXIBENZHAN)

02、10年电商狂欢,铺就酒业成长之路

CONGTIANMAO2009NIANCHUANGLI“SHUANGSHIYIGOUWUJIE”YILAI,SHINIANSHIJIANYIJINGGUOQU。2018TIANMAOSHUANG11ZONGCHENGJIAO2135YIYUAN,XIANGJIAOYU2009NIANDE5200WANYUAN,ZENGZHANG4100DUOBEI。ZUJIAN10NIANJIANRENMENDUIYUXIANSHANGXIAOFEIGUANNIANCHANSHENGLEJUDADEBIANHUA。ERJIUYEDUIYUXIANSHANGQUDAODERENZHIYELIJINGLESHUCIBIANHUA。

2009-2012NIANMIMANGQI

眼见其他行业线上市场已经迅猛发展,快消、服装等行业甚至已经将线上渠道培育成为常规的主流渠道,但是酒业受限于行业的传统性以及产品的特殊性,并没有全力参与其中,更多的是对于线上渠道发展的迷茫、迷惑,甚至有些不屑。所以在这几年里双十一大战罕见酒类大动作。

2013NIANJIAOLVQI

CISHI,QUANXINGYEYIJINGSHENQIEGANSHOUDAODIAOZHENGJINRUSHENSHUIQI,QIZHONGYIGEZHONGYAODEGANZHIJIUSHITUANGOUDENGQUDAOSHOUCUOHOUNANYIZHAODAOTIDAIDEQUDAO。CISHI,XINGYEZHONGHENDUOQIYE、JINGXIAOSHANGDUIYUXUNMENGFAZHANDEHULIANWANGFANGFOKANDAOLEXIWANG,DANTONGSHIYEDUIYURUHE“RUJU”GANDAOJIAOLV。YUSHIKAISHILEBUDUANDESHICUO:ZIJIANDIANSHANGPINGTAI、RUZHUZONGHEPINGTAI、LIANHEYANFAZIZHUPINGTAI……ZAIZHEIYINIANSHUANGSHIYI,JIULEIYIJINGDAGUIMOYONGRUZHANCHANG。

2014-2015NIANXUEZHANQI

2014年,成为线上价格战最为残酷和混乱的一年。为了争夺“双十一”酒类排行店铺头把交椅,1919和酒仙网先后推出超低价的53度飞天茅台和52度五粮液激烈对抗,双方销售额一度交替领先,“双十一”当天最后一个小时,酒仙网甚至将飞天茅台的价格降至659元/瓶;2015年,双方围绕茅台、五粮液等名酒,以10万瓶为基数,继续展开激烈的价格竞争。这两年的双十一给企业尤其是名酒企业的稳价局面带来巨大挑战。

2015-2016NIANMAODUNQI

价格战熄火,但取而代之的是酒企与酒类电商平台的隔空“对喷”,当然,核心焦点依旧是“价格”,“双十一”依旧热闹非凡。茅台、五粮液、剑南春、郎酒甚至对一些大型酒类电商平台指名道姓下达“封杀令”。2016年,局面稍有缓和,这一年是混乱的冷却期,也是秩序的建立期。

2017NIANZHIXUQI

2017NIAN,DUIBIWANGNIANSHUANGSHIYIDEZHUANGTAI,JIUQIYUDIANSHANGDE“JIANBANUZHANG”XIAOSHILE,JIANDANCUBAO、DAKUAIRENXINDE“MINGJIUQUANCHANGWUZHE”YIQUBUFUFAN。MINGJIUQIYESHENZHIHAIYUJIULEIDIANSHANGPINGTAI“MEIMUCHUANQING”,GONGTONGYINGZAOYIGEHUOREDESHUANGSHIYI;JINGDONG、TIANMAOFENFENYUMAOTAI、WULIANGYEDENGDAQIYE“JIEMENG”;TONGSHI,YI“MAOTAIYUNSHANG”WEIDAIBIAODEQIYEZIJIANPINGTAIYEFAHUIBUKETIDAIDEZUOYONG。

2018NIAN……

03、4大趋势看懂今年“双十一”

ZONGGUANSHINIAN,TONGGUOMEINIANDESHUANGSHIYI,CONGQIANQIDEZAOSHI、QIYEDEDONGZUO、CUXIAODEBIAOXIANDOUNENGKUIZHIJIUYEDUIYUXIANSHANGQUDAODETAIDU。JINNIAN,TONGYANGNENGFAXIANBUTONGYUWANGNIANDEXIEXUBIANHUAHUOSHIYUWANGNIANXIANGBIGENGJIAMINGXIANDEQUSHI。

HUOYAOWEIJIANRUO,SHUANGSHIYIDE“DAZHAN”GENGJIALIXING。

WANGNIANLAIKAN,“SHUANGSHIYI”JUEDUISHIYICHANGBOJIQUANGUOSHANGYEQUANDE“DAZHAN”。DANSHIJINNIAN,HUOYAOWEISHAOLEXUDUO,JIUQIZAIYEBUHUINACHU“SHUSIYIBO”DEJIASHIZHIJIECONGTUIBU“DAZHE”,DIANSHANGPINGTAIYEBUHUITANTULIULIANGZHANZAIQIYEDUILIMIANLAI“ZAJIACUXIAO”。WOMENKANDAODESHIGENGJIALIXINGDEZAOSHI、GENGJIAHELIDECUXIAO。YIMAOTAIWEILI,PINGTAIDACHU1499YUANDECUXIAOJIAGE,SUIRANZHEIBIMUQIANSHICHANGSHANGSHIJICHENGJIAOJIADIYIXIE,DANLEJIEXINGYEDERENSHIDOUQINGCHU“1499YUAN”ZHENGSHIGUANFANGZHIDAOJIA,BINGFEI“DIJIA”。

“ZHEJIACUXIAO”YIJIUSHIQIYEXIANSHANGDEZUIZHUYAOTAOLU。

从线上动作来看,“折扣”依旧是酒业最主要的营销手段。当然,从对于消费者的调查中也可以发现,更便宜的价格就是参与双十一的最主要因素,“打折”、“减免”仍旧是消费者眼中最美的字眼!

MINGJIUYIJIUSHISHUANGSHIYI“DAZHAN”DEZHUYAOJIAOSE。

CONGQIYEJIAODUKAN,MINGJIUYIJIUSHISHUANGSHIYIDAZHANDEZHUJIAO。CONGJINGDONGGONGBUDEBAIJIUPINPAIXIAOSHOUBANGLAIKAN,top10JIESHIBEIZHIMINGPINPAIZHANJU。CIWAI,YOUXIAOXICHENGMAOTAIZAITIANMAOPINGTAISHUANGSHIYICHENGJIAOJINEXUNSUTUPO1YIYUAN,MAOTAIGUANFANGQIJIANDIANJINJIZHUIJIAHUOYUANCAINENGZAICIKAIZHAFANGHUO。ZHEIYIFANGMIANSHIYINWEIGEDAPINGTAIYOUYONGDAPINPAIDAILIULIANGDEXUQIU,SUOYITUIJIANLIDUGENGDA;LINGYIFANGMIANYOUYUDAPINPAIJIAGEXIANGDUIWENDING,HENNANYOUJIAODAGUIMODEDAZHECUXIAOHUODONG,SHUANGSHIYIZHENGSHIWEIXIAOFEIZHEYIGEMANZUXIAOFEIXUQIUDECHUKOU。

XIANSHANGXIANXIALIANDONGCHENGWEIGENGJIAMINGXIANDEQUSHI。

SHUANGSHIYICUXIAOYUANBENJIUSHIYOUXIANSHANGFAQIDE,DANSHIJINNIANXIANXIADESHANGCHAO、YANJIUDIANSHENZHIZHUANMAIDIANYEJIEZHUZHEIYITIANDAGAOCUXIAOHUODONG。ZAIDIAOCHAZHONGFAXIAN,WANGNIANDEJINGXIAOSHANGMIANDUISHUANGSHIYIDADUOSHIGUANWANGDETAIDU,ZONGXIANGCONGXIANSHANGKANDAOQUSHIHEJIHUI,DANSHIJINNIANJINGXIAOSHANGGENGDUOKAISHIGAOQIXIANXIADECUXIAOHUODONG,JIESHIYUXIANSHANGHUOREDEFENWEI。CONGZHONGKEYIFAXIAN,MAIJIURENZAIMIANDUIHULIANWANGSHIGENGJIADECONGRONGYUZIXIN,ZHENZHENGDADAOYUHULIANWANGGONGWU。

    关键词:酒类电商 双十一  来源:酒说  佚名
    (责任编辑:程亚利)
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