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南北稻香村之争极反转 苏稻被线上停售产品又可以卖了

2017-09-27 07:22:56   

●电商竞争已触及核心利益

值得注意的,不论是苏稻还是北稻,两家老字号都对电商平台寄予厚望,最新的商标争议也是围绕电商平台展开。

这一点,在裁定书上也有体现。此前9月22日的裁定书中提到:鉴于目前临街中秋节及国庆长假,传统糕点等商品处于销售旺季,月饼、糕点等被诉侵权商品的销量会显著增加,北稻的市场份额会被快速抢占、从而使得其利益受到大幅减损,故如不责令北京苏稻、苏稻立即停止涉案行为,将可能会对北稻的市场份额造成严重影响。

中国品牌研究院食品饮料行业研究员朱丹蓬对《每日经济新闻》记者表示,北稻、苏稻在电商平台的竞技也在一定程度上触及了双方利益核心,打破了此前线下“分区而治”的格局。在朱丹蓬看来,相较而言,苏稻在线上的优势更明显,而北稻则更多在线下布局。

《每日经济新闻》记者查询各大电商平台发现,北稻和苏稻产品均有售卖。此外,北稻官方网站显示,可进行门店查询、购买储值卡在北京160多家连锁店使用,而苏稻官方网站的首页则有天猫、京东、月饼团购等电子商务营销平台的链接。

北稻的优势更多在线下,其线上的战略布局如何?记者在9月26日联系到北稻方面,但截至发稿前,未能获得相关回复。

朱丹蓬也提到,在互联网不断升级的当今时代,老字号拥抱电商平台的趋势已经十分明显,而烘培类、休闲类的食品对于电商平台依赖度更高。不过,相对于一般快消品,老字号也受到自身机制的影响,在电商平台整体的布局有一定滞后性和局限性。

零售连锁及战略管理专家陶文盛告诉《每日经济新闻》记者,老字号即便有传统的文化内涵优势,但如果不抓住电商平台的“流量”,也可能会面临被淘汰的风险。而烘焙糕点的销售季节性和周期性十分明显,对于节日礼品红利的依赖度较高,这场在节前打响的战役对双方抢占市场份额而言颇为关键。

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