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盤點(diǎn)電商發(fā)展模式 美樂(lè)樂(lè)O2O模式樹(shù)立標(biāo)桿
時(shí)間：2012-07-17 10:33:38
文章發(fā)布：
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)
      對(duì)現(xiàn)代社會(huì)的人們來(lái)說(shuō)，網(wǎng)絡(luò)購(gòu)物早已不再陌生，這個(gè)在中國(guó)出現(xiàn)僅僅十余年的詞匯，在如此短暫的時(shí)間就顛覆了許多人購(gòu)物模式，不得不說(shuō)是一個(gè)奇跡。而如今，其更以風(fēng)卷殘?jiān)浦畡?shì)襲擊著中國(guó)的消費(fèi)市場(chǎng)，連年增長(zhǎng)的銷售額，越來(lái)越多的網(wǎng)購(gòu)用戶，使中國(guó)逐漸成為全世界網(wǎng)絡(luò)購(gòu)物增長(zhǎng)快的國(guó)家。通過(guò)對(duì)我國(guó)電子商務(wù)每一階段發(fā)展的分析，我們可以挖掘出隱藏在其飛速發(fā)展背后的秘密。
第一階段：快消品成為先行者
電子商務(wù)在我國(guó)發(fā)展的歷史并不悠久，真正走入到人們視線中是新世紀(jì)淘寶、當(dāng)當(dāng)?shù)染W(wǎng)絡(luò)平臺(tái)的成立，消費(fèi)者第一次可以通過(guò)互聯(lián)網(wǎng)來(lái)購(gòu)買商品。
淘寶與當(dāng)當(dāng)在某種程度上代表了電子商務(wù)最初的經(jīng)營(yíng)種類即快消品。直至現(xiàn)在，小件商品依舊是電商企業(yè)普遍的交易產(chǎn)品。這是由于以下兩個(gè)原因決定的：一、快消品消費(fèi)者覆蓋面廣泛。最初網(wǎng)絡(luò)上所經(jīng)營(yíng)的產(chǎn)品為衣物、生活用品等快消品，這類產(chǎn)品的消費(fèi)者存在于社會(huì)上的各個(gè)角落，網(wǎng)絡(luò)的簡(jiǎn)易便捷使其很快在人們當(dāng)中擴(kuò)展開(kāi)來(lái)。發(fā)展到如今，早已有人把網(wǎng)絡(luò)購(gòu)物當(dāng)成其主要的購(gòu)物模式。二、高性價(jià)比也是吸引消費(fèi)者眼球的手段。一件在商場(chǎng)中標(biāo)價(jià)99元的T恤在網(wǎng)上只要55元，一本38元的書在網(wǎng)上六五折出售，不需要消費(fèi)者走進(jìn)商場(chǎng)挑選，只需要輕輕滑動(dòng)鼠標(biāo)，性價(jià)比優(yōu)異的產(chǎn)品就送到了消費(fèi)者的手中。
經(jīng)過(guò)十余年的發(fā)展，盡管電子商務(wù)市場(chǎng)在不斷的擴(kuò)大，但是快消品在網(wǎng)絡(luò)購(gòu)物中所占份額卻依舊無(wú)可撼動(dòng)。
第二階段：3C產(chǎn)品進(jìn)軍市場(chǎng)
隨著我國(guó)電子商務(wù)市場(chǎng)日趨成熟，被搬上電商平臺(tái)的消費(fèi)產(chǎn)品種類越來(lái)越豐富，3c產(chǎn)品大舉進(jìn)入電商領(lǐng)域已成為一個(gè)不可逆轉(zhuǎn)的趨勢(shì)。而近年來(lái)，我國(guó)3c產(chǎn)品網(wǎng)絡(luò)購(gòu)物增長(zhǎng)迅速。中國(guó)電子商務(wù)研究中心數(shù)據(jù)監(jiān)測(cè)顯示：2011年3C網(wǎng)購(gòu)市場(chǎng)交易規(guī)模達(dá)1681.2億元，同比增長(zhǎng)80%。預(yù)計(jì)到2013年3C網(wǎng)絡(luò)購(gòu)物市場(chǎng)規(guī)模將達(dá)3513.7億元。如此快的發(fā)展速度不僅僅讓普通消費(fèi)者震驚，同時(shí)觸動(dòng)了各大傳統(tǒng)企業(yè)的神經(jīng)，傳統(tǒng)家電企業(yè)的代表蘇寧與國(guó)美紛紛宣布加入3c網(wǎng)絡(luò)商城中，企圖分得一杯羹。
通過(guò)對(duì)3c電商市場(chǎng)的分析我們不難得出這個(gè)市場(chǎng)的一些特點(diǎn)：一、在3c產(chǎn)品的消費(fèi)者中男性所占比例略高，總體上來(lái)說(shuō)消費(fèi)者的學(xué)歷、收入水平等比一般的網(wǎng)購(gòu)消費(fèi)者高；二、選擇網(wǎng)購(gòu)的消費(fèi)者多集中在經(jīng)濟(jì)較為發(fā)達(dá)的城市，這主要與大城市相關(guān)的配套服務(wù)設(shè)施更為完善有關(guān)；三、消費(fèi)者在選擇3c產(chǎn)品的網(wǎng)購(gòu)平臺(tái)時(shí)，品牌往往成了其為看中的因素；四、3c網(wǎng)購(gòu)市場(chǎng)發(fā)展空間巨大，盡管目前我國(guó)3c市場(chǎng)山寨產(chǎn)品、水貨橫行，但是依舊無(wú)法阻止其連年增長(zhǎng)的市場(chǎng)份額，消費(fèi)者對(duì)于網(wǎng)購(gòu)3c產(chǎn)品的接受程度越來(lái)越高。如今3c產(chǎn)品與服裝形成了我國(guó)網(wǎng)購(gòu)市場(chǎng)的核心內(nèi)容。
第三階段：家具類大件商品進(jìn)軍電子商務(wù)領(lǐng)域
隨著互聯(lián)網(wǎng)的迅速發(fā)展與國(guó)內(nèi)電子商務(wù)的成熟，如今進(jìn)入電商領(lǐng)域的企業(yè)早已突破了人們傳統(tǒng)的認(rèn)識(shí)，網(wǎng)購(gòu)家具等大件商品也逐漸被人們所接受，因此，大件商品進(jìn)入電子商務(wù)領(lǐng)域就成了自然。
家住成都市的新婚夫婦小王與小張都是80后，平日喜歡上網(wǎng)購(gòu)物，此次婚房的布置過(guò)程大部分家具都通過(guò)網(wǎng)購(gòu)?fù)瓿傻?。小王表示，裝修時(shí)太忙沒(méi)有時(shí)間去市場(chǎng)逛，網(wǎng)絡(luò)上家具的性價(jià)比比較高，選購(gòu)的款式很豐富，選擇的也都是信譽(yù)比較好的賣家，因此質(zhì)量方面并不擔(dān)心。
而在電子商務(wù)發(fā)展模式的探索上也有了新的突破。如今，美樂(lè)樂(lè)所堅(jiān)持的O2O經(jīng)營(yíng)模式已經(jīng)成為了電商發(fā)展的新趨勢(shì)。越來(lái)越多的傳統(tǒng)企業(yè)開(kāi)始大力興建體驗(yàn)館，通過(guò)提升用戶體驗(yàn)來(lái)爭(zhēng)奪市場(chǎng)。實(shí)際上堅(jiān)持O2O模式，必須轉(zhuǎn)變經(jīng)營(yíng)思維，要將傳統(tǒng)實(shí)體店的作用做變革。體驗(yàn)館的主要職能不應(yīng)是銷售產(chǎn)品，實(shí)際上更多提供的是一種用戶體驗(yàn)，通過(guò)對(duì)賣場(chǎng)的布置以及銷售人員周到的服務(wù)等，使消費(fèi)者能夠更加了解產(chǎn)品的品質(zhì)。體驗(yàn)館的建立將消費(fèi)者從線上引向線下，形成了這種線上與線下相結(jié)合的經(jīng)營(yíng)，打破了網(wǎng)絡(luò)所存在的壁壘，消除了網(wǎng)購(gòu)所存在的疑慮。
對(duì)經(jīng)營(yíng)家具這種大型商品的電子商務(wù)公司來(lái)說(shuō)，如何實(shí)現(xiàn)服務(wù)本地化是擺在他們面前的一大難題，而O2O模式的興起正解決了這一困擾。消費(fèi)者購(gòu)買商品之后，一系列的售后服務(wù)如送貨、安裝等，都可以與當(dāng)?shù)氐捏w驗(yàn)館聯(lián)系完成，省去了許多不必要的麻煩，而體驗(yàn)館的服務(wù)做得好，也會(huì)在消費(fèi)者心中形成長(zhǎng)期的回望，在一定程度上會(huì)促進(jìn)二次消費(fèi)的形成。
通過(guò)對(duì)電商在我國(guó)的發(fā)展過(guò)程的總結(jié)，我們不難發(fā)現(xiàn)其每一步的發(fā)展都與消費(fèi)者的需求密切相關(guān)。相關(guān)產(chǎn)業(yè)的同步發(fā)展，更使得電商在我國(guó)取得了飛速的發(fā)展，并且正一步一步改變著我們的生活！
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