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当前位置: 首页 > 新闻 > 业界动态
盘点电商发展模式 美乐乐O2O模式树立标杆
时间:2012-07-17 10:33:38
文章发布:
原创作者:未知
来源:互联网
      对现代社会的人们来说,网络购物早已不再陌生,这个在中国出现仅仅十余年的词汇,在如此短暂的时间就颠覆了许多人购物模式,不得不说是一个奇迹。而如今,其更以风卷残云之势袭击着中国的消费市场,连年增长的销售额,越来越多的网购用户,使中国逐渐成为全世界网络购物增长快的国家。通过对我国电子商务每一阶段发展的分析,我们可以挖掘出隐藏在其飞速发展背后的秘密。
第一阶段:快消品成为先行者
电子商务在我国发展的历史并不悠久,真正走入到人们视线中是新世纪淘宝、当当等网络平台的成立,消费者第一次可以通过互联网来购买商品。
淘宝与当当在某种程度上代表了电子商务最初的经营种类即快消品。直至现在,小件商品依旧是电商企业普遍的交易产品。这是由于以下两个原因决定的:一、快消品消费者覆盖面广泛。最初网络上所经营的产品为衣物、生活用品等快消品,这类产品的消费者存在于社会上的各个角落,网络的简易便捷使其很快在人们当中扩展开来。发展到如今,早已有人把网络购物当成其主要的购物模式。二、高性价比也是吸引消费者眼球的手段。一件在商场中标价99元的T恤在网上只要55元,一本38元的书在网上六五折出售,不需要消费者走进商场挑选,只需要轻轻滑动鼠标,性价比优异的产品就送到了消费者的手中。
经过十余年的发展,尽管电子商务市场在不断的扩大,但是快消品在网络购物中所占份额却依旧无可撼动。
第二阶段:3C产品进军市场
随着我国电子商务市场日趋成熟,被搬上电商平台的消费产品种类越来越丰富,3c产品大举进入电商领域已成为一个不可逆转的趋势。而近年来,我国3c产品网络购物增长迅速。中国电子商务研究中心数据监测显示:2011年3C网购市场交易规模达1681.2亿元,同比增长80%。预计到2013年3C网络购物市场规模将达3513.7亿元。如此快的发展速度不仅仅让普通消费者震惊,同时触动了各大传统企业的神经,传统家电企业的代表苏宁与国美纷纷宣布加入3c网络商城中,企图分得一杯羹。
通过对3c电商市场的分析我们不难得出这个市场的一些特点:一、在3c产品的消费者中男性所占比例略高,总体上来说消费者的学历、收入水平等比一般的网购消费者高;二、选择网购的消费者多集中在经济较为发达的城市,这主要与大城市相关的配套服务设施更为完善有关;三、消费者在选择3c产品的网购平台时,品牌往往成了其为看中的因素;四、3c网购市场发展空间巨大,尽管目前我国3c市场山寨产品、水货横行,但是依旧无法阻止其连年增长的市场份额,消费者对于网购3c产品的接受程度越来越高。如今3c产品与服装形成了我国网购市场的核心内容。
第三阶段:家具类大件商品进军电子商务领域
随着互联网的迅速发展与国内电子商务的成熟,如今进入电商领域的企业早已突破了人们传统的认识,网购家具等大件商品也逐渐被人们所接受,因此,大件商品进入电子商务领域就成了自然。
家住成都市的新婚夫妇小王与小张都是80后,平日喜欢上网购物,此次婚房的布置过程大部分家具都通过网购完成的。小王表示,装修时太忙没有时间去市场逛,网络上家具的性价比比较高,选购的款式很丰富,选择的也都是信誉比较好的卖家,因此质量方面并不担心。
而在电子商务发展模式的探索上也有了新的突破。如今,美乐乐所坚持的O2O经营模式已经成为了电商发展的新趋势。越来越多的传统企业开始大力兴建体验馆,通过提升用户体验来争夺市场。实际上坚持O2O模式,必须转变经营思维,要将传统实体店的作用做变革。体验馆的主要职能不应是销售产品,实际上更多提供的是一种用户体验,通过对卖场的布置以及销售人员周到的服务等,使消费者能够更加了解产品的品质。体验馆的建立将消费者从线上引向线下,形成了这种线上与线下相结合的经营,打破了网络所存在的壁垒,消除了网购所存在的疑虑。
对经营家具这种大型商品的电子商务公司来说,如何实现服务本地化是摆在他们面前的一大难题,而O2O模式的兴起正解决了这一困扰。消费者购买商品之后,一系列的售后服务如送货、安装等,都可以与当地的体验馆联系完成,省去了许多不必要的麻烦,而体验馆的服务做得好,也会在消费者心中形成长期的回望,在一定程度上会促进二次消费的形成。
通过对电商在我国的发展过程的总结,我们不难发现其每一步的发展都与消费者的需求密切相关。相关产业的同步发展,更使得电商在我国取得了飞速的发展,并且正一步一步改变着我们的生活!
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