解析我国轮胎行业电子商务现状与前景


发布时间:

2019-06-04

互联网及电子商务的快速发展为众多的企业带来了市场和利润空间,改变了以往传统的营销模式,也改变了企业的经营方式。近年来,面对竞争越来越激烈的传统市场,不少轮胎企业纷纷加入互联网,试水电商。

  互联网及电子商务的快速发展为众多的企业带来了市场和利润空间,改变了以往传统的营销模式,也改变了企业的经营方式。近年来,面对竞争越来越激烈的传统市场,不少轮胎企业纷纷加入互联网,试水电商。
  转变传统销售模式
  轮胎作为一种工业产品,长期以来因其特殊性,营销模式一直采用的是厂家到批发商再到零售商,走进车主用户的传统模式,但这种销售模式需要有高毛利来支撑。在市场竞争越来越激烈的今天,轮胎批发商的利润已经越来越低。
  传统的轮胎营销模式每一级代理商都需要有利润,所以消费者为此付出了较高的交易成本,同时消费者的消费信息很难反馈到厂家,导致行业信息传递失真。随着当前轮胎行业产能的增加,市场已经进入到充分竞争的阶段,轮胎批发商的利润可能只有2%,加之消费者的购买渠道增加,议价能力增加,现有的销售模式必须变革。
  轮胎电商应走O2O
  据了解,在欧洲市场,轮胎企业通过电商模式销量占总销量的9%,尤其是荷兰和德国非常成熟。而和国外相比,我国轮胎行业网上交易量还很少,可能电商销量占总体市场5%都不到。
  但业界专家同时认为,未来轮胎销售中,区域化的概念将被慢慢打破,像美国轮胎行业就没有区域性代理商这一概念。未来大品牌的渠道层级将进一步减少,零售商的价值将进一步增强。而得益于品牌在消费者中的强大号召力和在全国范围内众多品牌经销店支持配送和安装服务,强势厂商主导的电商平台将会得到很快的发展。同时,轮胎交易服务类型平台也将有很大的发展机遇,因为中国轮胎厂商品牌众多,弱势品牌只有大幅缩短渠道环节才能生存和发展,这为电商中介平台提供了机会。
  未来的竞争将打破传统,突破常规,轮胎企业的盈利将取决于商业模式和思维方式的创新,应实现O2O电商模式,即“线上+线下”一体化的无缝式对接。线下商务的机会与互联网结合在一起了,让互联网成为线下交易的前台。这样轮胎企业线下服务就可以用线上来揽客,消费者可以用线上来筛选服务,还有成交可以在线结算,很快达到规模。

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