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《老字号·新零售报告北京篇》发布:1-8月北京老字号电商十强销售超8亿

2017-09-19 16:18:25   中国经济网

阿里研究院今日发布的《老字号·新零售报告北京篇》显示,今年1-8月北京老字号十强销售已超过8亿元,多个北京老字号已经借助天猫出海销往境外。

报告中提到,北京共有117家经北京市认证的“中华老字号”企业,其中50%在天猫开展业务,包括北京稻香村、北京同仁堂、牛栏山和内联升等,其中视频餐饮类占比最高,达到40%。

报告显示,近两年来,北京老字号电商十强的销售增速超40%,而2016年的增长达到59.5%,创近年来新高。阿里研究院研究中心主任郝建彬认为,这与年轻消费者对老字号品牌重新认知,和品牌消费的升级趋势关系密切。这一趋势也直接带动了老字号品牌的销售增长。数据显示,2016年北京老字号电商十强入围门槛超过2000万元,是2014年的2.5倍。

随着对电子商务和新零售的认知不断加深,京城老字号中也出现几匹“黑马”,增势愈发惊人。2014年的头号黑马吴裕泰,以年轻化、小包装的茶叶礼盒和花草茶等新品,带领品牌电商增速122%。2015年六必居迎来厚积薄发,将此前只在老北京卖得动的纯芝麻酱、炸酱和八宝菜等商品销往全国。据介绍,六必居产品在电商渠道中,在江浙沪等物流发达地区的销量尤为突出。2015年成为老字号电商头号黑马,增速149%。2016年,牛栏山二锅头借助酒水品类在天猫的全面爆发,目前已成为在全国销售最广的北京老字号品牌之一,2016年以175%的增速畏惧北京中华老字号电商业务黑马之首。

除单纯的销售增长外,北京老字号品牌也在借助电商与新零售,探索更大的增长空间。目前,包括百花、信远斋、六必居、北冰洋、龙和宽、御食园和三元等品牌均已通过天猫超市香港站,实现了销往香港的“次日达”,其中百花蜂蜜已在香港站稳脚跟,市场占有率达到40%。而位列北京老字号电商销售榜首的同仁堂,则借电商东风“引进来”与“走出去”,产品来自中国、美国、马来西亚、印尼、伊朗、泰国等国家。

中秋将至,食品类老字号品牌也迎来销售旺季,各品牌根据消费者的需求变化,推出创新的月饼、礼盒等商品。“不过,老字号品牌也正在试图告别节庆消费,成为更加家常的商品选择。” 北京大学光华管理学院市场营销系副教授王锐认为,对老字号品牌来说,他们希望消费者不只是逢年过节的时候才被消费者想起,越来越多的老字号品牌,试图通过产品创新,以及和互联网电商的结合,去拥抱新零售的营销运营趋势,来实现老字号的“家常化”。

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