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雙十二談“品牌惰性”：農(nóng)機(jī)行業(yè)見(jiàn)解一二

2019-12-12 16:55:08 來(lái)源：農(nóng)機(jī)網(wǎng)原創(chuàng) 閱讀量：45233 評(píng)論

導(dǎo)讀：2012年似乎是一條分界線，此后，本土品牌紛紛陷入泥淖，掙扎求生。我們不得不開始深思，中國(guó)巨大的市場(chǎng)紅利是不是在一定程度上助長(zhǎng)了本土品牌的惰性呢？

　　【農(nóng)機(jī)網(wǎng) 編輯視角】雙十一剛過(guò)去，雙十二又來(lái)了，過(guò)冬衣物準(zhǔn)備好了嗎？
 
　　據(jù)了解，2019年優(yōu)衣庫(kù)母公司迅銷集團(tuán)海外收入現(xiàn)已突破1萬(wàn)億日元，其中優(yōu)衣庫(kù)大中華區(qū)收入達(dá)5025億日元，營(yíng)收、經(jīng)營(yíng)利潤(rùn)分別同比增長(zhǎng)14.8%、20.8%。今年天貓雙十一，優(yōu)衣庫(kù)更是橫掃服裝界，拿下服裝綜合榜、男裝、女裝三個(gè)桂冠。不看銷售量，今年6月份優(yōu)衣庫(kù)和KAWS出的聯(lián)名T恤遭哄搶，售價(jià)99元系列短袖在網(wǎng)上3秒內(nèi)就被搶光的新聞，不少人也應(yīng)該有所耳聞。
 
　　巨大的市場(chǎng)紅利是否會(huì)助長(zhǎng)品牌惰性？
 
　　自千禧年后，港資品牌進(jìn)入高速增長(zhǎng)期，曾經(jīng)的堡獅龍、佐丹奴、班尼路并稱為香港服飾三巨頭。在內(nèi)陸，2007年到2011年，服裝零售行業(yè)增速保持在20%以上。2003年，美特斯邦威由郭富城代言，銷售額由幾千萬(wàn)元飆升到5億元，2008年美邦上市；森馬從2003年的不到1000家店面增到了2010年的4007家，2011年森馬上市。
 
　　2012年似乎是一條分界線，此后，本土品牌紛紛陷入泥淖，掙扎求生。
 
　　如：班尼路從2012年以后6年共關(guān)店3000家， 2016年被母公司以2.5億元出售；佐丹奴2014年銷售額下降5%，2015年銷售額同比減少3%，前景難料；堡獅龍從2014年開始年度利潤(rùn)連續(xù)下降，2016年起連續(xù)發(fā)布盈利警告，2018年下半年虧損擴(kuò)大至2575萬(wàn)，加速衰落……
 
　　我們不得不開始深思，中國(guó)巨大的市場(chǎng)紅利是不是在一定程度上助長(zhǎng)了本土品牌的惰性呢？
 
　　在農(nóng)業(yè)領(lǐng)域其實(shí)同樣如此，我國(guó)是傳統(tǒng)的農(nóng)業(yè)大國(guó)，黃河、長(zhǎng)江流域更是世界農(nóng)業(yè)起源地之一，在長(zhǎng)達(dá)八九千年的發(fā)展過(guò)程中，我們?cè)羞^(guò)許多璀璨的發(fā)明創(chuàng)造，但也經(jīng)歷過(guò)漫長(zhǎng)的停滯時(shí)期。
 
　　在農(nóng)業(yè)機(jī)械起步后，農(nóng)業(yè)機(jī)械購(gòu)置補(bǔ)貼成為國(guó)家支農(nóng)強(qiáng)農(nóng)惠農(nóng)的重要內(nèi)容，政策紅利刺激市場(chǎng)需求，農(nóng)機(jī)行業(yè)進(jìn)入補(bǔ)貼主導(dǎo)時(shí)代。巨大的政策紅利下，行業(yè)發(fā)展難免陷入“一窩蜂”的尷尬局面，傳統(tǒng)農(nóng)機(jī)市場(chǎng)已然趨于飽和。此外，“產(chǎn)品供應(yīng)不足，中低端同質(zhì)化低價(jià)無(wú)序競(jìng)爭(zhēng)明顯”也成為了農(nóng)機(jī)市場(chǎng)的常態(tài)。
 
　　從計(jì)劃經(jīng)濟(jì)發(fā)展起來(lái)的中國(guó)消費(fèi)市場(chǎng)可以說(shuō)是從物質(zhì)匱乏的賣方市場(chǎng)成長(zhǎng)起來(lái)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(gòu)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)逐漸向買方市場(chǎng)傾斜。高街品牌的興起正是市場(chǎng)多樣化選擇的后果，當(dāng)本土品牌掙扎于去庫(kù)存時(shí)，品牌卻以供應(yīng)鏈管理能力彎道超速。
 
　　當(dāng)前，我國(guó)農(nóng)機(jī)行業(yè)進(jìn)入了轉(zhuǎn)型升級(jí)關(guān)鍵期，粗放式發(fā)展時(shí)代逐漸結(jié)束，農(nóng)機(jī)行業(yè)迎來(lái)智能化、信息化、自動(dòng)化大變革。在此背景下，用戶購(gòu)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。未來(lái)我們比拼更多的是企業(yè)的戰(zhàn)略遠(yuǎn)見(jiàn)。
 
　　優(yōu)衣庫(kù)的成功，“新零售”試水
 
　　來(lái)到第十一年的雙十一，已經(jīng)成為了由消費(fèi)主義推動(dòng)下的全民娛樂(lè)+消費(fèi)的狂歡。“全民直播”的新時(shí)代，就連各大明星也紛紛進(jìn)入直播間，甚至還有一些*的總裁、高管也開始親自上陣。阿里數(shù)據(jù)顯示，今年超過(guò) 50% 的商家都在當(dāng)天開啟了直播間。今年優(yōu)衣庫(kù)也走上了直播間，開始了針對(duì)年輕消費(fèi)群體的一次謹(jǐn)慎的試水。
 
　　這不是優(yōu)衣庫(kù)第一次大膽嘗試，2016年的雙十一，優(yōu)衣庫(kù)打通線上線下庫(kù)存，開啟了線上下單、門店自提等動(dòng)作，這一年的優(yōu)衣庫(kù)因?yàn)?0小時(shí)*，被網(wǎng)友們戲稱為“提前交卷的學(xué)霸”。而在此前一個(gè)月舉辦的2016年云棲大會(huì)上，馬云剛剛提出了“新零售”的概念。新零售主要是指企業(yè)以互聯(lián)網(wǎng)為依托，通過(guò)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(guò)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。
 
　　那么，電商崛起下的內(nèi)地服飾品牌是怎么做的呢？真維斯在2009年就進(jìn)軍電子商務(wù)渠道，2017年還特地成立了“真維斯電貿(mào)分公司”，但其本質(zhì)確是一個(gè)“去庫(kù)存”的附屬角色；美特斯邦威，淘寶初期拒絕入駐，打造自己的“邦購(gòu)網(wǎng)”，后又重金打造“有范APP”，結(jié)果頻頻觸礁；森馬2011年前后才觸網(wǎng)；佐丹奴更是到2016年才緊抓電商當(dāng)作救命稻草。
 
　　依托于龐大的網(wǎng)絡(luò)世界，越來(lái)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。
 
　　分享經(jīng)濟(jì)的潮流席卷各行業(yè)，新零售理念正在驅(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(wàn)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(lái)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)。互聯(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(guò)與電商平臺(tái)深度合作，或許可以實(shí)現(xiàn)其價(jià)值增值，實(shí)現(xiàn)價(jià)值的“逆襲”。
 
　　農(nóng)機(jī)網(wǎng)(qktnz.cn)作為農(nóng)業(yè)機(jī)械行業(yè)“互聯(lián)網(wǎng)+”服務(wù)平臺(tái)，依托浙江興旺寶明通網(wǎng)絡(luò)有限公司豐富的信息服務(wù)經(jīng)驗(yàn)和互聯(lián)網(wǎng)領(lǐng)域的雄厚實(shí)力，已成為農(nóng)機(jī)行業(yè)具有影響力的營(yíng)銷服務(wù)平臺(tái)。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)。

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