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      品牌,你過節了嗎?

       2014-7-9

        網絡上轟轟烈烈的造節運動還在繼續。京東“6·18”大促首輪數據公布,6月18日全天下單量同比去年增長超過100%。去年6·18大促后,京東CMO藍燁披露稱,京東在大促高峰三天(6月17日——6月19日)中獲得訂單共700萬單,整體流水共計50億。而根據外界流出的數據,去年京東6·18當天銷售額約在17億上下。

        由于“雙11”的成功啟發效應,“造節”成為電商平臺暨“價格戰”之后的又一法寶。而對企業來說,如何利用傳統節日來刺激消費,從而將較高的消費意愿轉化成實際購買行為,依舊是需要深入研究的課題——特別是在網絡銷售渠道日益重要的今天。

        節日消費“雙線”響應

        如今,中國的日歷充斥著各種節日,不論是傳統中國節日,還是西方節日,甚至包括那些線上線下商家為刺激消費特別創造出的“節日”,都為市場創造出了更多的消費契機。

        這是有原因的。我們的監測數據顯示,節日對于消費的拉動極為明顯。其中,按照消費金額季節性指數來看,春節對于快消品行業拉動巨大,銷售額幾乎是全年平均值兩倍多,第二高峰則是中秋、國慶期間,較平均值高出30%-35%,另外,元旦、勞動節、婦女節期間零售額均有不俗表現,比平均值高出近20%。

        對于快消品行業來說,傳統節日對食品類消費品的銷售帶動作用非常明顯。在婦女節期間,非食品類的銷售也明顯增加,這一趨勢對護膚和洗發護發等功能性產品尤為顯著。

        對于網絡渠道,2013年3月至今年2月的電子商務零售數據顯示,節日對于快消品線上消費的刺激作用同樣明顯。

        其中,雙十一毫無疑問是中國式消費狂歡的代表。去年雙十一期間,吃穿用各品類銷售均有大幅提升,電子產品、衣物、嬰兒尿片、護發素等銷量尤為突出。除了雙十一,雙十二、圣誕節、元旦、春節、情人節同樣是網絡節日購物的高峰期,其中,巧克力的線上銷量在去年12月和今年1月達到峰值。

        制勝“節日消費”三大策略

        如何利用節日進行有效促銷、刺激消費成為商家關注的新熱點。我建議商家從產品、渠道以及時間三方面進行考量,從而更好地為節日消費提前布局。

        制勝產品:高端化訴求提升明顯

        從產品方面看,中國消費者在節日消費上正明顯呈現出最新的四大訴求,即高端、禮品、健康、分享。圍繞著四大訴求在不同節日中進行產品布局,將有助于商家及零售商首先贏在產品上。

        “高端化”儼然已成為快消品市場的主要驅動力,在節日消費上也不例外。以2014年春節為例,在眾多快消品類中,高價位的產品成為銷售增長的重要驅動力。

        例如,隨著大健康的概念日漸深入人心,高端液態奶正成為人們在節日中饋贈親友的佳品,其增長遠遠超過液態奶市場的增長。盡管高端液態奶的價格高于液態奶平均價格兩倍以上,但卻絲毫沒有影響液態奶在2014年春節期間銷量大幅飆升至1億900萬,而在2013年春節期間,其市場規模僅為2200萬。

        而禮盒裝這一節日必不可少的亮點也正是產品高端化的代表之一。一般來說,禮盒裝巧克力比普通裝巧克力的價位要高出一倍以上,我們數據顯示,今年春節將近一半(49%)的巧克力消費增長都來自于禮品盒包裝。

        最后需要提及的,是家庭分享裝在節日消費中所扮演的重要角色。如巧克力家庭分享裝在今年春節中實現了同比去年20%以上的增長,相比之下,獨享裝的春節銷售增長要相對慢得多(10.4%)。

        結論:對于廠商來說,禮盒包裝的創新和健康功能的訴求,是一種迎合挑剔消費者的營銷方式。

        制勝渠道:移動購物三四線城市“超二追一”

        過去,人們節日消費更多是去大型超市和大賣場進行一次性購買,而如今,已是完全不同的一番景象。再以今年春節為例,快消品渠道當中,小型超市和食雜店表現搶眼,銷售額相比去年增長了10.5%,而大賣場和大型超市則下降了0.9%,消費者越來越傾向于在小型渠道進行春節采購。

        這主要是因為消費者對便利性的訴求日益高漲,隨之而來的就是小型渠道商店數量的迅猛增加。

        特別值得一提的是,今年春節期間,高端液態奶和植物蛋白飲料在小型實體渠道的增長也明顯快于較大型渠道。

        另外一個亮點是:某些快消品品類的線上銷售增速遠快于線下銷售。

        還是以2014春節為例。我們的數據顯示,節日,嬰兒尿布嬰兒奶粉在實體店鋪的銷售較2013年春節均出現一定程度的下滑,增長率分別為-7%和-9%,而線上銷售則大幅增長,分別達到63.9%和39.8%;另外,雖然護膚品、洗發露、液態奶在線上線下兩個渠道的銷售額均有增長,但便捷的網購使得這些品類的網絡銷售金額增幅遠高于實體店鋪,其中液態奶在線銷售額增幅更是高達287.2%,遠高于線下的23.1%。

        智能手機的普遍使用,使得網絡購物在三四線城市也很普遍。我們數據顯示,智能手機在各級別城市的滲透率均已達70%以上,這使得網絡購物、移動購物及移動支付的普及率也日益提高。目前,三、四線城市移動購物滲透率分別達到12%與11%,超過二線城市的9%,直追一線城市的14%。

        結論:雖然現在移動購物相對于智能手機的滲透率還比較低,但10%-14%的滲透率對于移動電商已經非常可觀,而且這一行業尚處于大步發展前的起步階段。隨著下線城市購買力的日益高漲,生活、消費習慣的進一步趨同,移動購物將有更美好的發展前景。

        制勝時間:網絡銷售高峰“早出現”

        如何從時間上更好抓住節日營銷的契機?如何盡量延長節日消費的高峰?這些都是商家想要創造更大消費機會所需要考量的。

        我們研究的結論是:通過合理配置店內投資和廣告投資,銷售高峰會相對延長。換句話說,通過拉長店內促銷和延長媒體廣告投入,都可以從時間上為廠商和零售商提供更多機會。

        以2014年春節為例,在22個城市的大賣場巧克力的銷售高峰周期從2013年的5周延長至2014年的7周。這其中既有更強店內促銷、更多媒體廣告投入的作用,也有實體和網絡的完美配合。

        結論:對店內促銷和媒介投放的精準時間管理,可有效延長節日銷售高峰,使廠商和零售商獲益。另外,一般網絡銷售高峰時間比實體銷售要早,廠商可針對這一規律“錯峰”整合渠道資源。

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