Nrog rau kev loj hlob sai ntawm kev lag luam hauv internet thiab e-lag luam nyob rau hauv xyoo tas los no, cov channel hauv online tau maj mam dhau los ua lub cav tshiab rau kev tsim khoom lag luam hauv chav dej.Ntawm lawv, chav dej da dej thiab da dej, ua ib feem tseem ceeb ntawm kev lag luam hauv chav dej, tau ua tau zoo hauv online channel.Txawm li cas los xij, vim nws txoj kev lag luam qis qis, ua rau ntau lub tuam txhab tau nkag mus rau hauv kev lag luam no los koom rau hauv kev sib tw, kev lag luam kev sib tw yog khaus.
Cov chav da dej
Cov chav da dej: yog chav dej los yog cov chaw pej xeem siv los txhawb lub tshuab ntxhua khaub ncaws, thiab muaj kev ua haujlwm ntawm lub txee dai khaub ncaws, thiab tuaj yeem ntxiv los ntawm hnav khaub ncaws iav, iav teeb thiab lwm yam khoom siv.
Kev lag luam nplai: Lub Plaub Hlis nplai txuas ntxiv los ntawm lub nplhaib
Raws li AVC cov ntaub ntawv saib xyuas vaj tsev, txij lub Ib Hlis Ntuj txog Lub Plaub Hlis 2023, chav dej hauv chav dej hauv khw muag khoom ntawm 437,000 teev, muag ntawm 570 lab yuan.Ntawm lawv, lub Plaub Hlis muag ntawm 174,000 teeb, nce 11.2 feem pua cov ntsiab lus ntawm lub nplhaib;muag ntawm 230 lab yuan, nce 12.3 feem pua cov ntsiab lus ntawm lub nplhaib.
Hom qauv: kev sib tw hnyav, qhov concentration ntawm lub taub hau hom tseem mus siab. Chav dej txee kev lag luam nkag mus rau qhov pib qis, cov khoom siv huv huv, cov rooj tog ua lag luam, cov lag luam loj, cov chaw ua haujlwm me me tau koom nrog, txhawm rau kom tau txais kev sib koom ua lag luam, kev lag luam kev sib tw tau tsim mus rau theem dawb-kub.Raws li AVC cov ntaub ntawv saib xyuas vaj tsev hauv online qhia tau hais tias nyob rau lub Plaub Hlis 2023, cov naj npawb ntawm cov khoom lag luam hauv chav dej txee hauv online ua lag luam ze li ntawm 500. Ntawm lawv, 5 hom khoom lag luam saum toj kawg nkaus (TOTGG, OROFEN, AIERMAN, Gujia, Jiumu) cov khw muag khoom muag ntawm ze li ntawm 50%, nce ntawm 12.6 feem pua cov ntsiab lus ntawm lub nplhaib.
Cov qauv kev ua tau zoo: polarization sib txawv yog pom tseeb, qis-kawg thiab high-end nqe ntu cov khoom lag luam loj hlob ib txhij.Raws li AVC cov ntaub ntawv saib xyuas vaj tsev qhia tau hais tias nyob rau lub Plaub Hlis 2023 chav dej hauv khw hauv online, 1000-1999 yuan nqi band rau cov nqi tseem ceeb hauv khw. , qhov sib faib ntawm ntau tshaj 50%, ntawm uas 1000-1499 yuan nqi band khw muag khoom accounted rau 26.0%, nce ntawm 6.5 feem pua cov ntsiab lus;1500-1999 tus nqi khw muag khoom muag suav txog 25.3%, nce ntawm 2.2 feem pua cov ntsiab lus.Tus nqi ntau ntawm 1500-1999 suav txog 25.3% ntawm cov khw muag khoom muag, nce 2.2 feem pua cov ntsiab lus.Kev lag luam high-end suav txog 5.1% ntawm cov khw muag khoom muag hauv tus nqi ntawm RMB5,000 thiab siab dua, nce ntawm 2.0 feem pua ntawm cov ntsiab lus ntawm xyoo dhau los.
Da dej
Da dej: Kuj tseem hu ua rosette, nws yog ib qho khoom siv rau kev ywg dej paj, potted nroj tsuag thiab lwm yam nroj tsuag.Tom qab ntawd nws tau hloov kho los ua cov khoom siv da dej, ua rau nws yog ib qho khoom siv hauv chav dej.Lub da dej tam sim no tau muab faib ua ob ntu kev lag luam: tus kheej da dej thiab suites.
Kev muag khoom ntawm lub taub hau da dej hloov pauv hloov pauv vim kev nce qib thiab caij nyoog.Raws li AVC cov ntaub ntawv saib xyuas vaj tsev: Nyob rau lub Plaub Hlis 2023, tag nrho cov lag luam muag da dej hauv online 659,000 teeb, ntawm cov khw muag khoom hauv online ntawm cov chav da dej yog 196,000 teeb, nqis 13.6%, thiab qhov muag ntim yog 1.61 billion yuan, nqis 18.7 %.
Kev ua lag luam hauv online rau ib tus neeg da dej yog 462,000 teeb, nqis 16.9%, nrog muag ntim ntawm RMB 330 lab, nqis 13.9%.
Hom qauv: tus naj npawb ntawm cov npe koom nrog, hom concentration yog tsawg, Wrigley, Nine Shepherd suav nrog cov thawj coj
Kev lag luam da dej yog fragmented, nrog ntau tus neeg koom nrog cov npe thiab kev sib tw hnyav hauv kev ua lag luam.Cov hom lag luam hauv tebchaws tam sim no tuav txoj haujlwm tseem ceeb hauv kev muag online, thaum lub npe thoob ntiaj teb xws li Kohler thiab Hansgrohe tuav lub lag luam siab hauv tsev.Cov khoom lag luam hauv zos sawv cev los ntawm Jiu Mu, Wrigley thiab Heng Jie tuav lub lag luam nruab nrab.
Raws li AVC cov ntaub ntawv saib xyuas vaj tsev qhia: Lub Plaub Hlis 2023, tus naj npawb ntawm cov da dej teeb tsa online lag luam hom 428, uas yog tsib lub npe saum toj kawg nkaus (Wrigley, Nine Shepherds, Four Seasons, Hengjie, Hansgrohe) cov khw muag khoom muag ntawm ze li 50%, lub nplhaib tshaj qhov pib tseem tsis hloov.Ib hom kev pom, Wrigley cov khw muag khoom muag sib koom tau nce ntxiv, nce 2.9 feem pua cov ntsiab lus.Tus naj npawb ntawm cov khoom lag luam hauv da dej ib qho khoom lag luam yog 417, uas yog tsib lub npe nrov tshaj plaws (Mugo, Wrigley, Nine Shepherds, Four Seasons Muguet, Hansgrohe) muaj ib feem ntawm 40% ntawm cov khw muag khoom muag.
Cov qauv kev ua tau zoo: cov nqi siab kawg ntu suav nrog qhov nce tseem ceeb.Raws li AVC cov ntaub ntawv saib xyuas vaj tse pom tau tias nyob rau lub Plaub Hlis 2023, cov da dej hauv online lag luam, tus nqi tseem ceeb ntawm cov da dej tau teev nyob rau hauv tus nqi ntawm 700 yuan, cov khw muag khoom loj. kev muag khoom suav nrog ntau dua 70%.Ntawm lawv, tus nqi ntau ntawm 1500-1999 yuan suav txog 17.6% ntawm cov khw muag khoom muag, nce 3.5 feem pua cov ntsiab lus.17.1% ntawm cov khw muag khoom muag hauv tus nqi ntawm 2000 yuan lossis ntau dua, nqis 4.3 feem pua ntawm lub hli dhau los.
Tus nqi tseem ceeb ntawm cov khoom lag luam da dej yog 90-199 yuan, suav txog 26.3% ntawm cov khw muag khoom muag, nce 2.2 feem pua ntawm lub hli dhau los.Qhov no tau ua raws li tus nqi ntau dua RMB 200, nrog rau kev muag khoom muag ntawm 16.2%, nce 0.7 feem pua cov ntsiab lus ntawm xyoo dhau los.Thib peb, tus nqi ntau ntawm RMB70-89 suav txog 11.4% ntawm cov khw muag khoom muag, nqis 0.8 feem pua ntawm cov ntsiab lus ntawm xyoo dhau los.Tag nrho feem ntawm peb ntu no yog 53.8%, suav nrog ntau dua ib nrab ntawm kev ua lag luam tag nrho!Cov nqi seem tseem suav nrog ntawm 5% thiab 10%.
Post lub sij hawm: Jun-12-2023
