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三只松鼠借力京东缔造电商时代“坚果神话”

2017-09-14 12:02:22   中国经济网

以今年618为例,京东充分考虑到南北方用户的差异,根据不同区域消费者的消费习惯,帮助三只松鼠针对西南、华北区域用户进行了精准营销,推荐了更适合他们的产品和购物方式,获得消费者热烈的反响,并实现销售爆发式增长。

令人欣慰的是,通过与京东一系列的深度合作,三只松鼠正在迎来更多的“新主人”。据悉,借助京东超市强大的自营用户群和物流优势,三只松鼠的销量增速一直高于行业增速2倍,而且其新用户增长较快,新老用户占比达到7:3,京东平台正在帮助三只松鼠迅速吸引高质量的消费人群。而在线下,价格相对昂贵的巴西松子、售价400多元的食品礼盒往往购买量不大,但在京东的三只松鼠礼盒却会卖断货。借助京东平台,三只松鼠与越来越多的“新主人”进行了深度拥抱。

强强联合制造坚果狂欢迎接第四次零售革命

如今,在京东超市坚果炒货品类中,已形成了三只松鼠、良品铺子、百草味、来伊份等坚果大牌济济的局面。这些品牌负责制造坚果,而京东负责制造狂欢。

2015年“双11”,三只松鼠销售额同比增长300%;2016年12月27日“京东坚果品类日”,三只松鼠当天销售额环比日均增长10倍;2016年“京东年货超级品类日”,三只松鼠实现当天活动品牌销售额第一名;2017年4月18日,三只松鼠举行京东自营旗舰店“418周年庆”,销售额环比日均增长205%。2017年,三只松鼠参加“京东国家品牌日”活动,当天销量位列TOP3。

在这些狂欢背后,是京东与三只松鼠的鼎力合作。谈及与京东的合作,鼠小七不止一次用“不谋而合”形容:三只松鼠需要更多用户,京东拥有海量的用户。三只松鼠要实现供应链的快速周转,京东大数据运筹帷幄,物流配送极速高效。三只松鼠的品牌形象卖萌搞怪,京东Joy小狗形象酷炫有爱……

今年七夕,三只松鼠在京东首发新品“一袋狗粮”水果坚果燕麦片,三只松鼠与京东Joy都印在了产品包装袋上,配上暖心可爱的文字,成为七夕节极具话题性的热销产品。

“我们与品牌方进行非常深度的互动,共同扎根行业做更深入的事。京东不仅仅是在做销售,而是要和品牌商共同整合这个行业,形成一个健康的行业生态。”李昌明表示。

据悉,未来三只松鼠将与京东开展深度合作,在产品方面,三只松鼠将基于京东大数据分析,携手打造更多京东专供产品,不断提升三只松鼠的消费品质;在品牌营销方面,三只松鼠将通过“东联计划”等方式与京东进行资源互换,参与京东“三超”项目,致力于打造京东食品销售标杆案例;在物流方面,三只松鼠将深入与京东区域物流团队的合作,借助京东强大的物流体系,实现三只松鼠的区域销售突破。

今年7月,京东集团董事局主席兼首席执行官刘强东提出“第四次零售革命”的概念,在他看来,京东有超过十年的商城自营经验,积累了从采销、物流、营销到售后服务等各个环节丰富的专业知识,在第四次零售革命到来之际,京东将进一步输出这些能力,与零售伙伴一起分享、成长,推动“无界零售”时代的到来,实现成本、效率、体验的升级。而京东对三只松鼠的“赋能”无疑为三只松鼠这类企业打开了新的想象空间。

目前,三只松鼠大量开设线下投食店,为消费者提供体验和娱乐的场所。此外,三只松鼠还在打造“松鼠小镇”,围绕“吃喝玩乐买”形成消费闭环。“未来线上、线下没有隔阂,更多是互联互通。线上聚焦产品销售,线下主打消费体验。无论线上线下,人工智能会成为至关重要的一环。消费者进店之前,我们就能预判用户在哪,消费者进店之后,我们依旧了解到消费者的行为路径。消费者、劳动单元都将数字化,企业将降低成本、提高效率。”鼠小七满怀憧憬地说。

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