解讀“雙十一”全民購物狂歡熱潮的消費(fèi)機(jī)密

2018-11-13 17:34:17 來源：中國(guó)農(nóng)機(jī)網(wǎng)原創(chuàng) 作者：四夕 閱讀量：46883 評(píng)論

　　【中國(guó)農(nóng)機(jī)網(wǎng) 編輯視角】“雙十一”你剁手了嗎？今年的11月11日，用網(wǎng)友的話來說，不少人都“參與了一個(gè)2000億的項(xiàng)目”。“2018天貓雙十一狂歡節(jié)”2分05秒銷售額破100億，再創(chuàng)新紀(jì)錄；僅1小時(shí)47分26秒，成交額突破1000億；截至11月12日零點(diǎn)，“雙十一”成交額2135億元，較2017年同比增長(zhǎng)27%。
 
 
　　2009年11月11日，淘寶商城以“光棍節(jié)”促銷名義*“雙十一”購物節(jié)，十年的發(fā)展，其早已成為了一場(chǎng)全民狂歡的盛宴。與其他從農(nóng)業(yè)社會(huì)就形成并延續(xù)至今的節(jié)日相比，這大概是中國(guó)年輕卻熱烈的節(jié)日了，改變了以往的消費(fèi)方式和消費(fèi)關(guān)系。
 
　　賣方市場(chǎng)向買方市場(chǎng)轉(zhuǎn)變
 
　　從計(jì)劃經(jīng)濟(jì)發(fā)展起來的中國(guó)消費(fèi)市場(chǎng)可以說是從物質(zhì)匱乏的賣方市場(chǎng)成長(zhǎng)起來的，個(gè)人作為消費(fèi)者，生活必需品都是憑票證供應(yīng)的，提供的產(chǎn)品更是廠家生產(chǎn)什么，消費(fèi)者就購買什么。此后，隨著市場(chǎng)經(jīng)濟(jì)的發(fā)展，市場(chǎng)產(chǎn)品逐漸多樣化，賣方市場(chǎng)逐漸向賣方市場(chǎng)傾斜。而天貓“雙十一”支撐起來的網(wǎng)購世界，入駐天貓商城的商家為取得更高的經(jīng)濟(jì)利益，依據(jù)線上海量的用戶購買信息觀測(cè)、分析消費(fèi)者的喜好，針對(duì)性提供貨源，滿足消費(fèi)需求。
 
　　賣方市場(chǎng)向買方市場(chǎng)轉(zhuǎn)變，投資不再成為經(jīng)濟(jì)強(qiáng)有力的驅(qū)動(dòng)，在農(nóng)機(jī)行業(yè)明顯的市場(chǎng)表現(xiàn)就是農(nóng)機(jī)企業(yè)發(fā)展對(duì)農(nóng)機(jī)購置補(bǔ)貼的依賴降低，補(bǔ)貼主導(dǎo)時(shí)代逐漸成為過去。在農(nóng)機(jī)產(chǎn)品處于相對(duì)緊缺階段，農(nóng)機(jī)購置補(bǔ)貼類惠農(nóng)政策刺激了市場(chǎng)需求，促進(jìn)行業(yè)發(fā)展。但同時(shí)，一旦哪類產(chǎn)品補(bǔ)貼力度較大，就有可能造成“一窩蜂”的局面，使市場(chǎng)趨于飽和。
 
　　隨著市場(chǎng)機(jī)制的不斷作用下，農(nóng)機(jī)行業(yè)進(jìn)入深度調(diào)整期，以往的粗放式發(fā)展時(shí)代逐漸結(jié)束，農(nóng)機(jī)行業(yè)迎來智能化、信息化、自動(dòng)化大變革。在此背景下，用戶購買農(nóng)業(yè)機(jī)械的差異性與層次性愈加凸顯，對(duì)農(nóng)機(jī)企業(yè)研發(fā)功能性與個(gè)性化兼具的農(nóng)機(jī)產(chǎn)品提出了更高要求，小眾農(nóng)機(jī)等細(xì)分領(lǐng)域逐漸得以發(fā)展。
 
　　新零售模式下的線上線下全面融合
 
　　新零售是近兩年興起的概念，主要是指企業(yè)以互聯(lián)網(wǎng)為依托，通過運(yùn)用大數(shù)據(jù)、人工智能等先進(jìn)技術(shù)手段，對(duì)商品的生產(chǎn)、流通與銷售過程進(jìn)行升級(jí)改造，進(jìn)而重塑業(yè)態(tài)結(jié)構(gòu)與生態(tài)圈，并對(duì)線上服務(wù)、線下體驗(yàn)以及現(xiàn)代物流進(jìn)行深度融合的零售新模式。
 
　　天貓“雙十一”線上線下全面融合，全國(guó)逾20萬新零售門店和100個(gè)重點(diǎn)商圈被天貓雙11全面點(diǎn)燃。遍布線下各城市的20萬家新零售智慧門店、12座新零售理想之城的100個(gè)重點(diǎn)商圈、62家銀泰百貨、41家居然之家、近100家盒馬鮮生、470余家新零售商超、100萬餓了么和口碑商家都參與了活動(dòng)，其影響力全面擴(kuò)展至線下。
 
　　分享經(jīng)濟(jì)的潮流席卷各行業(yè)，新零售理念驅(qū)動(dòng)社會(huì)資源流動(dòng)和產(chǎn)業(yè)變革。之前阿里巴巴就曾提出“千縣萬村”計(jì)劃、京東也有“3F”戰(zhàn)略，他們不約而同都將供應(yīng)鏈深入下沉到農(nóng)村市場(chǎng)。與現(xiàn)代農(nóng)業(yè)相結(jié)合的“分享經(jīng)濟(jì)+新零售”模式給傳統(tǒng)農(nóng)資、農(nóng)機(jī)企業(yè)帶來了新挑戰(zhàn)，他們?cè)谔岣弋a(chǎn)品質(zhì)量的同時(shí)，還需要提升產(chǎn)品附加值和供應(yīng)鏈服務(wù)?；ヂ?lián)網(wǎng)業(yè)態(tài)下農(nóng)機(jī)企業(yè)如何破局受到業(yè)內(nèi)廣泛關(guān)注，通過與電商平臺(tái)深度合作，或許可以實(shí)現(xiàn)價(jià)值增值。
 
　　B2B平臺(tái)打破信息屏障
 
　　相對(duì)于傳統(tǒng)購物時(shí)用戶購買地域限制明顯的狀況，無數(shù)品牌通過天貓平臺(tái)進(jìn)入中國(guó)市場(chǎng)，人們選擇更加多樣化；同時(shí)，天貓“雙十一”亦讓國(guó)貨品牌煥發(fā)生機(jī)，美康粉黛等國(guó)產(chǎn)美妝產(chǎn)品在美妝銷售趨勢(shì)榜上排行前列；從天貓這十年的購物數(shù)據(jù)中，我們也不難發(fā)現(xiàn)，購物不僅僅打破了地域限制，還打破了年齡和性別界限，進(jìn)入了全民消費(fèi)時(shí)代……依托于龐大的網(wǎng)絡(luò)世界，越來越多的人得以打破信息屏障，可以在海量商品中進(jìn)行選擇，商家也有了一個(gè)更加龐大而深入的渠道推廣產(chǎn)品。
 
　　這種模式下的 B2B網(wǎng)站類似于在線商店，企業(yè)直接在網(wǎng)上開設(shè)虛擬商店，幫助客戶更快捷更全面的了解自己的產(chǎn)品，促進(jìn)交易。
 
　　中國(guó)農(nóng)機(jī)網(wǎng)(epigene.com.cn)作為農(nóng)業(yè)機(jī)械行業(yè)的門戶網(wǎng)站，致力于為國(guó)內(nèi)外農(nóng)業(yè)機(jī)械及相關(guān)企業(yè)搭建信息互動(dòng)的橋梁，為客戶實(shí)現(xiàn)商機(jī)。網(wǎng)站通過提供農(nóng)機(jī)行業(yè)海量新聞資訊、技術(shù)文獻(xiàn)、展會(huì)資訊、供求信息等，以及為農(nóng)機(jī)企業(yè)進(jìn)行網(wǎng)絡(luò)品牌推廣、網(wǎng)上業(yè)務(wù)開展等服務(wù)，滿足用戶全面的營(yíng)銷推廣需求，便捷快速的網(wǎng)絡(luò)交易平臺(tái)、專業(yè)農(nóng)機(jī)雜志、行業(yè)展會(huì)等線上線下多渠道結(jié)合，更大限度地?cái)U(kuò)大了服務(wù)的廣度和深度。
 
　　高新科技盡顯黑科技魅力
 
　　這次的天貓“雙十一”技術(shù)升級(jí)，通過指紋和刷臉方式完成的支付占比達(dá)到60.3%；全天實(shí)時(shí)計(jì)算處理峰值達(dá)到每秒17.18億條；物流訂單于23點(diǎn)18分09秒突破10億，宣告十億包裹時(shí)代的到來。
 
　　從2009年到2018年，天貓“雙十一”創(chuàng)造了許多零售業(yè)奇跡般的數(shù)字，這些新紀(jì)錄產(chǎn)生的背后是強(qiáng)大的物流系統(tǒng)和高新技術(shù)對(duì)天貓“雙十一”的有力支撐，尤其是菜鳥物流的不斷發(fā)展，無人倉、機(jī)器人分揀、無人車送貨等都盡顯黑科技魅力?？梢哉f，強(qiáng)大的數(shù)據(jù)與技術(shù)基底支持是這場(chǎng)全民狂歡的堅(jiān)強(qiáng)后盾。
 
　　大數(shù)據(jù)時(shí)代，數(shù)據(jù)儼然成為了新制造的核心，而其發(fā)展的關(guān)鍵便是智能制造、物聯(lián)網(wǎng)和區(qū)塊鏈，制造行業(yè)不約而同加快智能制造步伐。就從近年來農(nóng)機(jī)展會(huì)參展情況來看，有關(guān)農(nóng)機(jī)智能化技術(shù)及裝備的供應(yīng)商在逐漸增加就是這一趨勢(shì)的重要表現(xiàn)。發(fā)展智能制造不僅僅是農(nóng)業(yè)發(fā)展對(duì)農(nóng)機(jī)行業(yè)的要求，也是整個(gè)市場(chǎng)技術(shù)革新對(duì)農(nóng)機(jī)行業(yè)提出的挑戰(zhàn)。
 
　　小結(jié)：天貓“雙十一”雖然是全民狂歡的盛宴，但是也一直不乏一些對(duì)其的吐槽，吐槽內(nèi)容無外乎這幾點(diǎn)：購物花樣太多，預(yù)售、滿減、分享、掐點(diǎn)領(lǐng)券……甚至有的商家產(chǎn)品價(jià)格不降反升、預(yù)售時(shí)偷偷修改優(yōu)惠限制、付了定金卻發(fā)現(xiàn)優(yōu)惠力度不如當(dāng)天購買；廣告轟炸不停歇，早在半個(gè)月以前，不少人手機(jī)就頻頻接收到廣告短信，打開瀏覽器也能看到各種防不勝防的彈窗；優(yōu)惠活動(dòng)全年不斷檔，“618”年中大促，“雙十一”以外還有“雙十二”，“品牌節(jié)”和“品類節(jié)”也輪番上陣。讓人不禁想要長(zhǎng)嘆：“請(qǐng)少點(diǎn)套路，多點(diǎn)真誠！”
 
　　歸根究底，花樣套路再多，競(jìng)爭(zhēng)的核心仍然是產(chǎn)品與服務(wù)。對(duì)于農(nóng)機(jī)行業(yè)來說，當(dāng)下，搭上電商這趟高速列車，在掌握市場(chǎng)需求的前提下，為用戶提供更、更智能、更實(shí)用的農(nóng)機(jī)產(chǎn)品以及更加完善和健全的產(chǎn)業(yè)服務(wù)鏈才是應(yīng)對(duì)激烈市場(chǎng)競(jìng)爭(zhēng)的根本出路。

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