Sichuan tea e-commerce sales soar e-commerce road can be more and more broad?

Song Juan, 28, is an office worker at a university in Sichuan. Like many young people, she likes online shopping after work. Recently, she is infatuated with buying tea online. She often patronizes the Chuanhong tea store on Tmall. "there are all kinds of tea here. In addition to traditional black tea and green tea, there are flower and fruit tea for women, and the taste is elegant. The price is mostly within 100yuan. I have bought it many times." Sometimes I give it to other colleagues in the office, and everyone thinks it tastes good. "

With the growth of age, many post-80s young people like Song Juan began to say goodbye to bottled drinks and fell in love with tea. The reporter learned that, for them, online shopping has gone deep into their lives, even if they buy tea, which is a non-daily consumer product, they have to buy it online.

Sales of Sichuan tea e-commerce platform have soared.

The reporter's attention to the Sichuan tea e-commerce channel began during the third China (Sichuan) International Tea Industry Expo held in May this year, when he Bin, marketing director of Chuanhong Tea Group, talked about the changes in the tea industry this year. He said something that attracted the attention of people in the industry: "our sales of e-commerce channels in the past two years are very good, accounting for 40% of the company's total sales in 2013." In a recent interview with the Ya'an Tea Exchange, the relevant person in charge of the famous Shanwei Duzhen Tea Company also said that "e-commerce platform sales have accounted for more than 30% of the company's total sales."

Sichuan tea through e-commerce marketing, is the accidental achievement, or has become a universal choice of Sichuan tea enterprises? The heads of a number of tea enterprises gave almost the same answer: "our growth rate in e-commerce channels is very fast, which makes me unexpected." In the first quarter of this year, the sales of e-commerce reached 30 times that of the whole of last year. " When it comes to e-commerce channels, Zhang Bo, general manager of Ya'an Yuehua tea industry, is a little excited. "in the first half of this year, our e-commerce channel sales accounted for more than 30% of the total sales. We think the performance will be better in the second half of this year, and this proportion will increase. The company's e-commerce channel sales staff has increased from 3 at the end of 2012 to 13. At present, the chairman of the company is personally grasping this channel." Manager Jing, head of e-commerce center of Chuanhong Tea Group told reporters. "in our e-commerce channel, the current average daily sales is more than 10,000 yuan. More importantly, from the e-commerce performance chart, we can see that the sales performance is showing a growing trend. To this end, we have set up an e-commerce sales company to operate independently. " Li Jingbo, Planning Department of Emei Xueya Group, said.

Strategic layout of e-commerce channels for enterprises

At the same time as sales growth, various tea enterprises are also promoting the layout of e-commerce channels very rapidly. The reporter learned in the interview that most Sichuan tea enterprises began to lay out e-commerce channels around 2013, but their strategic layout continued to expand in 2014.

What caused some Sichuan tea enterprises to enter the strategic stage of the layout of e-commerce channels?

The reporter interviewed a number of Sichuan tea enterprises and found that since last year, almost all Sichuan tea enterprises have adjusted their product structure this year due to the influence of the general environment, and among the new products launched, the mid-price products are particularly prominent. for example, some high-grade Sichuan tea brands have changed their product structure to more than 1000 yuan-3000 yuan / 500g, and this year they will focus on more than 200 yuan-3000 yuan / 500g. At the same time, almost all of them abandon the luxury style in packaging and use a large number of environmentally friendly packaging materials. The change of market and the change of product structure promote the change of channel. Mr. Zhou, the tea merchant, told the reporter that now the tea merchants are at a loss about the sale of tea. High-priced products, the group-buying market is becoming more and more immobile, low-and medium-priced products, not only fierce competition, but also low profits.

When the channels such as group buying, circulation and specialty stores are adjusting and changing, the e-commerce channel with rapidly growing sales seems to give Sichuan tea enterprises a new way out. Jing manager believes that after years of hard work, most of the markets on the traditional channels are in Sichuan and Chongqing, so it is difficult to expand, while the network shows more market space for Sichuan tea enterprises. On the other hand, Li Jingbo found that the low-and medium-priced products that made tea merchants tasteless and abandoned were widely recognized on the Internet.

The prospect of e-commerce is feasible and observed.

The fast-growing data is indeed a bright color against a backdrop of downward pressure on the economy. However, Sichuan tea e-commerce has really found a development model, can the road become wider and wider? As a matter of fact, some problems remain unsolved.

First of all, there is no doubt that profit is the core of the development of enterprises and industries. When it comes to the profitability of e-commerce channels, most business leaders told reporters that they are optimistic about the future profitability. Manager Jing, head of the e-commerce center of Chuanhong Tea Group, told reporters that although the sales volume of Chuanhong e-commerce channel grew rapidly in 2013, it was not profitable and is expected to be profitable this year. "in order to guide consumers to enter our flagship store on the vast e-commerce platform, we have paid a lot of promotion fees, but the price of our products can not be high." However, Jing manager believes that pre-promotion investment is necessary, when consumers are converted into regular members, promotion costs can be reduced.

Secondly, some people in the industry said that the target consumers of Sichuan tea enterprises in e-commerce channels are not infinitely expanded. People who like to drink tea, generally over the age of 35, have higher requirements for the quality of tea, and they generally buy it only after tasting it. This habit of e-commerce channel is very difficult to meet. Young consumers in their mid-20s who are most fond of online shopping are more likely to buy drinks and other drinks. For tea e-commerce enthusiasts, should be locked in a certain amount of experience to go to work. Experts believe that the study of consumers should be more detailed, do not think that e-commerce channels have unlimited consumers.

In addition, what kind of products e-commerce channels need, this is also a problem that enterprises must think about. The reporter clicked on Sichuan tea enterprises in almost all the flagship stores on Tmall and found that a large number of enterprises still sell offline products online with the same packaging and prices, but only choose lower-priced products. However, what appears in these flagship stores is deserted. On the other hand, some enterprises have developed products with smaller specifications, fashionable and simple packaging for this channel, and there are uninterrupted promotional activities to stimulate the purchase. Obviously, this kind of stores are obviously more active.