啤酒网购探讨（E-comerece of beer in Chinese Market ）

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啤酒网购初步想法讨论

Mahone Tsui. All Rights Reserved

Mahone Tsui. All Rights Reserved
来源：CNNIC『2012中国网络购物市场研究报告』

酒类同样火热

Mahone Tsui. All Rights Reserved

主要售酒电商（在售啤酒）

Mahone Tsui. All Rights Reserved

青岛啤酒－天猫旗舰店

Mahone Tsui. All Rights Reserved

酒类网购机会

Mahone Tsui. All Rights Reserved
来源：易观智库『酒类B2C研究专题』

探索的空间

Mahone Tsui. All Rights Reserved
来源：易观智库『酒类B2C研究专题』

观察
• 白酒、进口洋酒、进口啤酒为主
• 啤酒类因单价相对低，受区域、配送时间
、物流成本等影响更大
• 特色类别／包装更受欢迎
Mahone Tsui. All Rights Reserved

全面考虑投入、管理成本
客单
价
•品类
•数量
。。。

运营
成本
•平台建设
•仓储
•物流运输
•损耗
•包装
•销售运营
•人力成本
•退换货
•支付
Mahone Tsui. All Rights Reserved
。。。

每单利润

建议考虑点
• 平台首选：酒类B2C商城、综合性B2C商城
优势——流量；行业上升红利

在售珠啤？

Mahone Tsui. All Rights Reserved

建议考虑点
• 网络售卖高单价产品（500罐／雪堡）

Mahone Tsui. All Rights Reserved

建议考虑点
• 符合品牌调性，善用现有网络资源

Mahone Tsui. All Rights Reserved

建议考虑点
• 团购：联合餐厅食肆
优势——机动、直接指向销售

Mahone Tsui. All Rights Reserved

建议考虑点
• 特色包装，提高客单价；可满足特殊场合

Mahone Tsui. All Rights Reserved

建议：
1、全面考虑投入、管理成本；分阶段执行
2、平台首选：酒类B2C商城、综合性B2C商城

3、网络售卖高单价产品（500罐／雪堡）
4、符合品牌调性，善用现有网络资源

5、团购：联合餐厅食肆
6、特色包装，提高客单价；可满足特殊场合
Mahone Tsui. All Rights Reserved

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