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[雜談] 茶葉電商欲轉變傳統營銷形式并非易事

  JINCHAOZAIDEZHOU,WANGGOUCHAXIEZHEJUEDUIQIYUKUAIXIAOPIN、SHIPINLAIJIANGJIAOSHAO,DANJUBENNIAN“SHUANG11”TAOBAOSHUJUXIANXIAN,YUBENNIANBINICHAXIEWANGGOUFAMAIECHENGJIAOZHUHUISHENGQUXIANG。LAIZIYIGUANDESHUJUXIANXIAN,CHAXIEB2CWANGSHANGPIFADEMAIMAIFANWEIZHONG,TIANMAO、JINGDONG、DANGDANGDENGZONGHEDIANSHANGPINGTAIZHANDAOLEQUANBUMAIMAIFANWEIDE90%,ERCHUIZHIWANGZHANJINZHANDAO10%。



  網店買茶更重包裝與價錢


  JIZHEJINGYOUGUOCHENGYUEDUYISHANGSANJIAZONGHEXINGGOUWUWANGZHANDECHALEIJIAQIANHEFAMAILIANG、PIPINGSHUMUBINIDECHU:JINCHAOCHAXIEDIANSHANGDEZHUJIANGCHANGWEITAOBAO,DANTAOBAODEJUNYUNKEDANJIAZAI60ZHI80YUANZHIJIAN,YIZHONGDIDUANCHANWUWEIZHU。


  BINIZHIXIA,XIANXIAZHUGUZAIMENDIANDANCIHUAFEIDECHAXIEJIAQIANZUIDIZEZAI300ZHI500YUANZHIJIAN。DUICI,YIJIACHAXIEZIYOUPINPAIDEDANRENRENRUXUBIAOXIAN:“WANGSHANGMAICHADERENLI99%DOUBUDONGCHA,TAMENGENGDUODICUNJUANBAOZHUANGHEJIAQIAN,ERBUSHIPINDE。”


  DEZHOUSHIFUJIANCHACHENGYIJIAZHAOXINGDIANDONGZHUYINGHANGZHOUXIHULONGJING,BENNIANNIANTOU,TAZAITAOBAOKAILEYIJIACHAXIEWANGDIAN,XIANXIAXIANSHANGTONGSHITINGYE,JIAQIANCHIPING。TINGZHIJINCHAO,2013NIANWANGDIANTINGYEEJIAOZHUDIYUSHITIDIAN,KESHIXIAOLIANGQUEYUXIANXIACHIPING。“ZHAOLAOBANQUANSHI,”QIASHIYOUYUXIANSHANGGOUMINSUOCAIBANDECHAXIEDUOWEIDIDUANCHANWU,BAOZHUANGJINGCAIZHEXIAOLIANGGENGJIA。LIANGDUORENRENGSHIDUI‘WANGGOUCHAXIE’BIAOXIANBUANXIN。“



  CHAXIESHICHANGPINFAQIANGSHIPINPAI


  JIZHEZAISHANGGOUYUEDUHECAIFANGDEZHOUCHAXIESHICHANGSHIFAMING,BULUNXIANSHANGRENGSHIXIANXIA,CHAXINGYEYIZHICUNZAIDEJIAORAOSHIQUESHAOZHUMINGDECHAXIEPINPAI。BIFANGHUAFEIZHEFANSHILINGHUIDEXIHULONGJING、ANXITIEGUANYINDENGCHAPINLEI,DANBINGBUSHUZHIXIANGXIYOUHEDAIBIAOPINPAI。ZHEGOUCHENGLECHAXIEDIANSHANG,TEBIESHICHUIZHILEIPINGTAI,QUESHAOZHUMINGDEPINPAIXISHOUYONGHU,NANYIGOUCHENGCHONGZUDEYONGHUZHANXING。


  JIZHEZAIFANGWENZHONGYELINGHUIDAO,CHAXIE“YOULEIWUPIN”DEJINKUANGYIYANGJIAORAOZHUXIANXIASHANGJIA,CHAXIEDEFAMAIYOUGEDICHAXIEGONGSIZHUDAO,CHAXIEDECHUCHANHEFAMAIYOUJIQIANGDEDIQUXING,CHANSHENGDEYEZHISHICHUSUOPINPAI。JIZHEZAIFUJIANCHACHENGSIZHOUSUIJICAIFANGLESHIYUMINGSHIMIN,JINYIMINGMISISHUOCHULEYIGECHAXIEPINPAI。


  LINGWAIYIGEZHUYAODEJINGXIANGSHI,XIHULONGJING、WULONGCHA、PUERCHAZHESANLEICHAZHANYOUZHUXIANSHANGFAMAI80%DESHICHANGFENE,CHAXIEFAMAITONGZHIHUAHEZUOJIAOWEIYANJUN,ZHEYEZHISHILECHAXIEQUDAOSHANGNANYIZAIDUANSHIJIANNEIXUNMIDAOJIAODIANSHANGFENG。



  收集渠道與主顧品飲感觸感染難連系


  CHAXIEDIANSHANGDELINGWAIYIGEZHUYAODUANBANZAIYUMEIFAWANCHENGSHOUJIQUDAOYUZHUGUPINYINGANCHUGANRANDEWUJILIANXI。BINIYUSHOUJI,CHUANTONGMENDIANDECHAXIE“KANDEJIAN、MODEZHU、WENHUODE、CHANGDELE”,YOUGENGHAODEYONGHUXIUHUI。


  JIZHEZAIJINHUACHACHENGCAIFANGSHIPENGDAOZHENGZAIMAICHADEWANGSHICHANGJIAOSHI,TASHUO:“CHAXIESHIXUYAOPINYIN、WENXIANGDE。ZHIZAISHOUJISHANGPINGZHUDIANNAODETUPIANKANBUCHUHEIBAIHAOHUAI。JUEDUIBIYUSHOUJI,WOGENGXIHAOQUSHITIDIANMAICHA,NEIBIANDECHAXIESHIHE,NENGXIANCHANGPANGGUANDAOCHAXIEPINDE,HEDAOCHAWEI,PINDAOCHAXIANG。”


  DANBINIYUXIANXIA,CHAXIEDEXIANSHANGFAMAIYECUNZAIZHUDUZHANDESHANGFENG。YIFANGMIAN,JINNIAN,XIANXIACHAYESHICHANG“JIAMENG”XINGSHIYIQUYUBAOHE,ANGYANGDEDIANZUSHIDEDAJUBUCHAXIEDEJIAMENGMENDIANYOULIKETU,JUBUCHAXIEQIYEQITOUKAIPIXIANSHANGQUDAO。ERZHEXIECHAXIEQIYEDADADOUJUBEIJIQIANGDECHUCHANCAINENG,ERBUYINGXIAOCAINENG,ZHEWEISHANGQUDAOPINPAIDECHENGCHANGGONGGEILEJIYU。


  LINGWAIYIFANGMIAN,HULIANWANGJIAQIANDEJUEDUITONGMING,SHIDEXIANSHANGCHAXIEJUBEIGENGGAODEXINGJIABI。2011NIANQI,35SUIYISHANGDEHUAFEIZHECEYANKAOSHIXIANSHANGGOUCHADEBILIDEZENGJIASULVZHUBUJIASU。


  BUGUO,YITUODIANSHANGQUDAOLAIZHUANBIANCHAXIEJIQIANNIANDEYINGXIAOXINGSHIBINGFEIYISHI。SHUJUXIANXIAN,2012NIANGUOJICHALEIDIANSHANGB2CSHICHANGMAIMAIFANWEIJIANGDAODA39YIYUAN,ZHANXIANXIAPIFASHICHANGMAIMAIFANWEIJIN4%。SHISHIDAO2014NIAN,CHAXIEB2CWANGSHANGPIFAFANWEIYEZHIFANYIFANBALE。


  YISHANGNEIRONGZHUANZAIZIHULIANWANG,BINGBUDAIBIAOBENZHANFUHEQIGAINIANHEDUIQISHIZAIXINGDANREN。



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