The battle for the electricity supplier special purchases for the Spring Festival focus on 80, 90-19ise.com

The battle for the electricity supplier special purchases for the Spring Festival: focus on 80, 90 after the Beijing News reporter Wang Yuanzheng creative photography to the Spring Festival is a year, this is the busiest business sales peak. Consumers in the purchase of special purchases for the Spring Festival, Beijing News reporter found an interesting phenomenon, a large supermarket, buy more in special purchases for the Spring Festival elderly consumer groups. And the electricity supplier channels, is the main battlefield of the 80, 90 young people". Ali, Jingdong, suning.com and other electronic business platform this year for the first time put forward the concept of the online shopping festival, with the help of special purchases for the Spring Festival "food, daily consumer goods and other special purchases for the Spring Festival, set off a wave of sales boom. Which is a mainstream trend, more and more businesses cater to young people’s consumption concept launched a number of innovative customized products, after focusing on the upgrading of consumption structure quality and quality of the trend, and repeatedly hit the sales record in the promotion of special purchases for the Spring Festival. In February 1st, the first big data Chinese special purchases for the Spring Festival report "released the latest Alibaba United first financial business data center, Ali centralisms within 5 days of special purchases for the Spring Festival sale, consumers bought 2 billion 100 million pieces of goods is equivalent to the National People’s special purchases for the Spring Festival, each bought 1.5 pieces, while 80 and 90 consumers jointly contributed 81% of the orders. Electricity providers to become the main consumer special purchases for the Spring Festival. The 1 section is the rural electricity supplier special purchases for the Spring Festival food + the direction of the force of January 26th, Carrefour, WAL-MART, and other major Hualian Supermarket Beijing News reporter visited Beijing, sales area of grain and oil, special purchases for the Spring Festival street, drinks, drinks, snacks and other leisure food with a superb collection of beautiful things ranging from 2.8-9.8 fold, discount, full cut discounts to attract consumers to purchase, supermarket sales of the special purchases for the Spring Festival will continue until February 8th before and after. Beijing News reporter noted that a variety of supermarket special purchases for the Spring Festival beautifully packaged gift products, such as Beijing specialty, dried fruit, and other health care products, while imports of food, fresh products less participate in the promotion, the supermarket with the main special purchases for the Spring Festival are mostly elderly consumers. Unlike in the past, this year, Ali, suning.com and other Jingdong for the first time to participate in the business tycoon to import special purchases for the Spring Festival big promotion, food, or the whole category of the main rural special purchases for the Spring Festival massive promotion, attract 80, 90 to represent the young consumer groups, playing a war without smoke of war "native town special purchases for the Spring Festival," and "foreign goods to the countryside" is the main focus of the business. From January 17th to January 21st, the Alibaba held the first "Ali, this is special purchases for the Spring Festival Festival" third major promotional Festival following the double 11, double 12 after the sale of large-scale centralized by its Taobao, Tmall, Juhuasuan and other platforms to participate in, some of the characteristics of Tuhuo, time-honored food sales record highs. The 5 day big promotion, demand of local market special purchases for the Spring Festival was released, Guizhou chili sauce 5 hours sold 80 thousand bottles, Gannan navel orange, cumulative sales of more than 500 thousand pounds, Luochuan Apple 11 hours sold 180 thousand pounds. Some time-honored also by the electricity supplier special purchases for the Spring Festival force platform, starting new start, Quanjude, tianfuhao, Hu Qingyutang DongLaiShun more than 100 time-honored online. Among them, Beijing daoxiaochun Beijing eight sold more than 40000 copies, a title for an emperor’s father sold more than 24000) a sausage

电商年货争夺战:专注于80后、90后   新京报记者 王远征 创意摄影   春节即至,这是一年商家中最忙的销售高峰。在置办年货的消费者中,新京报记者发现了一个有意思的现象,大商超卖场里,采办年货的更多是中老年消费者群体。而电商渠道,则是80后、90后年轻人的“主战场”。   阿里、京东、苏宁易购等电商平台今年首次提出“网购年货节”的概念,借助食品、日常消费品等年货,掀起了一波波的促销热潮。其中的一个主流趋势是,越来越多的商家迎合年轻人的消费理念推出一些创新型的定制产品,追赶注重质量与品质的消费结构升级的趋势,并屡屡在年货促销中创下销售额的历史纪录。   2月1日,阿里巴巴联合第一财经商业数据中心最新出炉的首份“中国年货大数据报告”显示,阿里年货节集中售卖5天内,消费者买走21亿件年货商品,相当于全国人民每人买走了1.5件,而80后和90后消费者联手贡献了81%的订单,成为电商年货消费的主力。   1 电商年货节   食品+农村是发力方向   1月26日起,新京报记者走访北京的家乐福、沃尔玛、华联等主要超市卖场,年货街促销专区,粮油、酒水、饮料、休闲零食等食品琳琅满目,以2.8-9.8折不等的会员优惠、满减折扣吸引消费者采购,超市对年货的促销将持续到2月8日前后。新京报记者注意到,超市年货多以各种包装精美的礼盒产品为主,如北京特产、干果、保健品等,而进口食品、生鲜产品较少参与促销,超市里置办年货的主力也多是中老年消费者。   与以往不同的是,今年阿里、京东、苏宁易购等电商巨头首次参与到年货大促,以进口食材、农村年货或全品类主打的大规模促销,吸引80后、90后为代表的年轻消费群体,打起了一场没有硝烟的年货大战,“土特产进城”和“洋货下乡”是电商们主打的重点方向。   1月17日到1月21日,阿里巴巴举办首届“阿里年货节”,这是继双11、双12之后的第三个重大促销节日,由旗下淘宝、天猫、聚划算等平台参与大规模集中售卖,一些特色土货、老字号食品创下销售新高。5天大促中,土特产年货市场的旺盛需求被释放,贵州辣椒酱5小时内卖出8万瓶,赣南脐橙累计销售超过50万斤,洛川苹果11小时就卖掉18万斤。   一些老字号也借着电商年货平台发力,全聚德、东来顺、天福号、胡庆余堂等100多家老字号在线上启动新品首发。其中,北京稻香村京八件售出超过40000份,皇上皇一腊肠售出超过24000份,一款便宜坊烤鸭三件套礼盒销售超4200件,知味观年货大礼包售出接近6000件。   2月1日,阿里巴巴公布首份“中国年货大数据报告”显示,5天年货节,国人累计从淘宝、天猫、聚划算和村淘上买走21亿件年货,相当于每人购买了1.5件年货。如按照阿里平台活跃用户数4.07亿人计算,则相当于每人买走了5.2件年货。这其中90后和80后消费者联手贡献了81%的订单,年轻人是年货消费的主力。而食品销量比平时增长了165%,在年货消费中的占比仅次于服装,说明舌尖味蕾是国人置办年货的重要考虑。   而苏宁易购更是直接向大超市隔空喊话“谁更懂中国年”,推出超级买手计划,由1000多名买手到年味最地道的地区采集年货,把来自新疆、陕北、山西等地的羊腿、狗头枣、秦椒等地道特产,通过电商平台提供给希望换口味的城市消费者。   值得注意的是,年货大战中,阿里、京东、苏宁易购等纷纷尝试开拓农村食品市场。阿里今年在农村淘宝覆盖的全国20余省中,通过农村淘宝下单的前五名省份依次是山东、安徽、河南、江苏、浙江;在全国1万多个村点中,村民买得最多的商品前五名中四款都是高浓度白酒。苏宁易购通过1000多个覆盖乡镇农村的直营店,组织挪威鳕鱼、墨西哥海参、新西兰牛奶等全球超过300个海外优质品牌首次大规模进入农村市场。京东则推出“乡亲APP”,基于中国乡村客户特性和消费数据,精准推荐符合地域、用户需求和消费习惯的产品,让农村消费者不仅参与到促销,还可发布优质本地土货。   2 生鲜电商   用高端生鲜抢滩垂直市场   与商超渠道生鲜“遇冷”的情形不同,部分生鲜电商开始逐渐抢滩这一年货市场。中粮我买网、天天果园、易果生鲜等垂直电商启动了年货促销,多以海外直采、进口食材为主打。   事实上,进口生鲜食材比重逐步增长,各大生鲜电商也重点针对海外进口等高端食材进行促销。中粮我买网以生鲜、进口食品等全品类促销为主,北海道秋鲑鱼、西班牙二战酒等高端食材持续紧俏。易果生鲜已进行进口鲜果礼包、澳洲和牛、阿拉斯加帝王蟹的大规模促销,天天果园则开始了一波智利车厘子、进口牛肉等贺岁生鲜促销。   这波借助年关时节的生鲜大促,也带来了销售高峰。目前易果生鲜日订单量已超过10万,每日销售额在千万以上。而天天果园的年货销售规模则与双十一等旺季持平。易果生鲜联席董事长金光磊介绍,易果旗下的冷链物流平台安鲜达在全国6地7仓的产能全部开通,“每天要处理超过百万件商品。”   ■ 电商年货比拼啥?   价格战比拼   超市与网购基本持平部分食品线下反而更便宜   在这轮年货大战中,价格是诸多消费者关心的重要环节:网购和超市,到底哪个更便宜?   1月26日起,新京报记者选取中粮我买网、京东、天猫、1号店等多个电商平台正在促销的牛奶、调和油、进口糖果等商品,与线下物美、家乐福、华联等超市价格进行对比,发现两者的促销价格基本呈持平态势,部分单品在超市反而更便宜。   以网络热销的“金龙鱼调和油”、“七河源原香米”为例,其网售促销价格与线下超市持平,但如“圣牧有机牛奶”超市价格要明显低于电商平台,其在电商平台的价格在46.8~78元之间,但家乐福、华联、物美超市促销价格稳定在38.5~39.9元区间,较网上电商便宜近10元(具体见B09版表格)。   心理战比拼   看谁更懂年轻人电商打“情怀”牌   公开资料显示,阿里5天年货节里,三只松鼠、百草味、良品铺子3家天猫旗舰店的销售总额超过9亿元   “一个坚果礼盒单品,春节前2个月在全网卖了7亿多。”食品电商百草味运营总监王强告诉新京报记者,他们特别针对80后、90后推出了“外婆的灶台”、“小伙伴鞭炮”等还原小时候过年场景的坚果礼盒,这种定向式的“情怀”产品的销量获得巨大突破,“阿里年货节5天卖出3亿元,其中63%的消费者来自18-29岁的年轻人。”   事实上,在80后、90后群体逐渐成为消费主力军后,这个年轻群体更强调个性化和创新型消费,也更注重品质与品牌概念,当这种消费观念与电商年货节结合后,爆发出巨大潜力。   新京报记者从三只松鼠了解到,在阿里年货节期间,其在天猫上的销售额达到4.2亿元,全网销售5亿元,订单量300万件,在休闲零食类目位居第一。而在春节前2个月中,三只松鼠的全网销量超过14亿元,销量最好的是松子和开心果,以年轻女性消费者为主。   来自百草味的数据,其天猫旗舰店5天年货节销售额超3亿元,春节前2个月的销售额超7亿元,同比2015年春节销量上涨100%左右,用户中18-24岁占32.35%,25-29岁占30.65%。“现在年轻消费者对于年货的消费理念,已经不再是传统商超渠道的粮油米面等产品。”百草味运营总监王强说,随着主力消费人群对年货需求的变化,商家必须针对性地开发适合其消费观念的年货,“尤其是在品牌和附加值上要下足工夫。”   本版采写 新京报记者 李栋 实习生 夏丹   (原标题:电商年货争夺战:专注于80后、90后)相关的主题文章: