暢談電商2135億元成交額背后的跨界營銷

2018-12-17 17:19:11 來源：中國農(nóng)機網(wǎng)原創(chuàng) 作者：四夕 閱讀量：50864 評論

　　【中國農(nóng)機網(wǎng) 編輯視角】據(jù)統(tǒng)計，“2018天貓雙十一狂歡節(jié)”成交額高達2135億元，“雙十二”再接再厲，延續(xù)的熱潮，商家也紛紛推出多樣化的營銷活動。說起營銷，一些我們耳熟能詳?shù)钠放七€玩起了跨界營銷。
 
　　8月份，59歲的大白兔奶糖和56歲的美加凈跨界聯(lián)姻推出的大白兔潤唇膏開售不到一分鐘就被搶購一空；9月份2019春夏紐約時裝周期間，“中國日”第二季活動中不少具有鮮明中國文化特色的參與，其中就包含了“老干媽”，時尚界超“辣”的聯(lián)名就此誕生；11月份，國貨經(jīng)典品牌娃哈哈以“你足夠出色”為主題推出了限量款包裝的營養(yǎng)快線，還推出了同款色系的營養(yǎng)彩妝盤，并于12月1日正式線上發(fā)售；晨光文具跨界時尚芭莎，共同打造“晨光盛世新顏”概念大片，使文具變?yōu)槲膭?chuàng)，玩轉時尚；文創(chuàng)界IP——故宮進軍彩妝界，發(fā)布了“浮天滄海，故宮仙鶴系列”和“暗夜流光，故宮螺鈿系列”彩妝，從口紅到眼影到腮紅、高光，一共12款產(chǎn)品，目前早已脫銷……
 
　　越來越多的國貨品牌不但在產(chǎn)品質量上越來越好，更多年輕化和有趣的玩法也層出不窮，跨界營銷越發(fā)火熱。前有工程機械企業(yè)進入了農(nóng)機“藍海”，中聯(lián)重科、福田早已布局農(nóng)機領域；后有日本通信服務運營商NTT公司，利用物聯(lián)網(wǎng)和人工智能技術跨界殺入農(nóng)業(yè)領域；再有碧桂園通過發(fā)力現(xiàn)代農(nóng)業(yè)機械和種業(yè)，將鄉(xiāng)村振興和扶貧結合，引進先進農(nóng)業(yè)高科技人才；雷沃重工與百度簽署戰(zhàn)略合作協(xié)議，雙方以實現(xiàn)自動駕駛量產(chǎn)為目標，在自動駕駛技術以及大數(shù)據(jù)分析等業(yè)務領域展開深度合作……跨界進入農(nóng)機行業(yè)早已不是新鮮事，那么，是什么原因促使越來越多的企業(yè)跨行業(yè)進軍農(nóng)業(yè)機械領域呢？
 
　　行業(yè)具備持續(xù)發(fā)展動力
 
　　“對于未來農(nóng)機行業(yè)的發(fā)展，我們總的感覺是，短期低迷，中期高度震蕩，長期向好，‘物競天擇、適者生存、優(yōu)勝劣汰’是永恒的進化主題。”
 
　　——中國農(nóng)業(yè)機械流通協(xié)會副會長陳濤
 
　　一方面，我國對于農(nóng)業(yè)機械的需求潛力巨大。經(jīng)過“黃金十年”的不斷發(fā)展，我國農(nóng)機工業(yè)生產(chǎn)總值、利潤總額等指標都十分可觀，以農(nóng)機購置補貼為主的政策紅利持續(xù)釋放，農(nóng)機裝備作為“中國制造2025”是重點領域之一，具備持續(xù)發(fā)展動力。
 
　　另一方面，相對比于其他行業(yè)而言，農(nóng)機行業(yè)在我國起步較晚，我國農(nóng)機裝備存在弱、散、小等弊端，產(chǎn)品小品種、多批量，重點環(huán)節(jié)農(nóng)機供應不足。無論與農(nóng)業(yè)發(fā)展需求相比，還是與發(fā)達國家農(nóng)機巨頭相比，都有較大提升空間。
 
　　*經(jīng)濟、人才、科技、渠道優(yōu)勢
 
　　“當所創(chuàng)造產(chǎn)品和技術成為者的時候，給我們更大的挑戰(zhàn)還是要創(chuàng)造出更多的技術，同時要不斷的去挑戰(zhàn)自己。”
 
　　——格力董事長董明珠
 
　　與農(nóng)機裝備需求強勁相對應的現(xiàn)實狀況卻是行業(yè)發(fā)展門檻相對較低，參與市場競爭的能力相對較弱，雖然目前我國已經(jīng)躋身業(yè)界重要的農(nóng)業(yè)機械生產(chǎn)國，但是離成為農(nóng)機強國的能力卻還尚為欠缺。一些大公司跨行業(yè)進入農(nóng)機領域，其自身具備的經(jīng)濟、人才、科技、渠道優(yōu)勢為農(nóng)業(yè)機械行業(yè)的發(fā)展打下堅實根基。
 
　　隨著科技創(chuàng)新的不斷發(fā)展，互聯(lián)網(wǎng)、大數(shù)據(jù)、智能制造等高新技術在農(nóng)機行業(yè)的應用不斷深化拓展，與這些技術發(fā)展相關的制造企業(yè)、互聯(lián)網(wǎng)企業(yè)等擁有更加先進的理念、創(chuàng)新的商業(yè)模式、雄厚的資金技術，使他們在發(fā)展農(nóng)業(yè)機械的時候更具前瞻性，不論是在戰(zhàn)略定位還是具體規(guī)劃當中，都為農(nóng)機行業(yè)發(fā)展注入新的活力，助推農(nóng)機產(chǎn)業(yè)轉型升級。
 
　　跨界競爭者成為行業(yè)催化劑
 
　　“企業(yè)成功的原因各有不同：每個壟斷企業(yè)都是靠解決一個的問題獲得壟斷地位；而企業(yè)失敗的原因卻相同：它們都無法逃脫競爭。”
 
　　——彼得·蒂爾《從0到1》
 
　　農(nóng)機行業(yè)L型市場走勢下，沒有核心技術、營銷理念落后、綜合實力不強的中小企業(yè)和組織僵化的大企業(yè)將被淘汰出局，眾多農(nóng)機企業(yè)急于尋找新的突破點。面對市場的重新洗牌，具有規(guī)模優(yōu)勢和成本優(yōu)勢的大企業(yè)或是努力實現(xiàn)自我提升，搶占市場先機；或是通過并購或收購的形式，形成規(guī)?；瘍?yōu)勢；或是垂直進行上下游產(chǎn)業(yè)鏈整合，降低成本提率以增加利潤空間和提高整體競爭力。
 
　　小企業(yè)則突破自身當前的定位局限，尋找新的市場競爭點，亦或是通過聯(lián)合起來，組成利益共同體、命運共同體來和大企業(yè)對抗，逃避被整合或被出局的命運。而在大中小企業(yè)的博弈中，外來的行業(yè)競爭者則成為行業(yè)整合發(fā)展的有力催化劑，加速了行業(yè)洗牌和優(yōu)勝劣汰，重塑農(nóng)機行業(yè)發(fā)展格局。
 
　　市場環(huán)境日新月異，農(nóng)機企業(yè)要在市場競爭中占據(jù)一方，更該提升企業(yè)的自主創(chuàng)新能力，包括產(chǎn)品技術創(chuàng)新、商業(yè)模式創(chuàng)新、服務模式創(chuàng)新等多方面。

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