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网售葡萄酒 百姓得实惠

2017-09-02 04:16:01   中国青年网

“以前买葡萄酒,除了商场专卖店,就是托朋友从国外带。”在北京一家外企工作的陈雷平日爱好品尝和收藏葡萄酒,可如今他购买葡萄酒的渠道已逐渐从实体店转向了网络。“有几次经朋友介绍,认识了几家在网上卖酒的经销商。试着买了几次,感觉还不错,价格也比实体店便宜不少,慢慢地就转向网购葡萄酒了。”

像陈雷一样的葡萄酒爱好者,这些年在国内不断增多,同时葡萄酒市场的进货渠道也越来越多。数据显示,2016年我国葡萄酒产量113.7万千升,下降2%,连续5年下降。与此同时,2016年中国葡萄酒消费量初步统计达17.2亿升,同比增长6.9%,增幅位居全球之首。

“我国葡萄酒近几年的产量虽没有明显增长,但产品质量和市场营销能力都在提高”,中国国际电子商务中心内贸信息中心市场分析师霍炜红表示,随着多国自贸协定的签订以及跨境电商的快速发展,进口葡萄酒市场也在逐步扩大。2016年,我国葡萄酒进口总量达62.6万千升,增长15.4%;进口额为23.1亿美元,增长16.7%。随着消费者对葡萄酒认知的提高,以及国产葡萄酒和进口葡萄酒市场供应品种的逐渐丰富,性价比在不断提高。

数据显示,今年上半年,全国规模以上葡萄酒企业产量46.4万千升,同比下降10.4%;销售收入225.4亿元,同比增长0.45%。葡萄酒进口额12.1亿美元,同比增长4.3%。其中,瓶装酒进口额11.5亿美元,同比增长3.3%。“可以预见,随着人们收入的增加、生活品位和消费水平的提高,以及葡萄酒文化和知识的普及,我国葡萄酒消费将稳步提升,葡萄酒行业也具有较好的发展空间。”霍炜红说。

更大的变化来自于营销模式的改变。据了解,随着我国葡萄酒消费的快速增长,新型流通模式兴起,酒类电子商务快速发展,大中型酒企自建电商网站和中小酒企借助第三方平台的发展步伐加快,像陈雷这样逐渐转向网上买酒的并非个例。目前,随着“互联网+”与酒类流通深入融合发展,酒企提升精细化营销水平,利用微博、微信等自媒体开展互动式营销渐成趋势。

霍炜红特别提到,去年以来,各大葡萄酒企业都在积极探索创新营销新模式,电子商务线上线下融合发展加速。通化葡萄酒股权就收购了北京九润源电子商务有限公司,2016年上半年,通化葡萄酒营收总额约为2.35亿元,同比增长26.69%。其中,电商业务营收将近2亿元,同比增长69.22%,同时传统葡萄酒产品营收约为3551.2万元,同比减少56.37%。张裕醉诗仙则选择以天猫作为首发平台,结合天猫大数据打造“葡小萄”产品,无论价位、包装还是酒品口感,都在努力与消费者寻求契合点。

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