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 日期Q?020/1/16 22:55:55   览ơ数Q?script type="text/javascript" src="/list/scan.aspx?id=256673&t=news"></script>    <a href="javascript:;" onClick="window.external.AddFavorite(location.href,document.title)">我要收藏</a></span></p> <div>电子烟交늺下:拓店“飙车?一个月后死掉一半[2020q推荐]</div><div>                             来源Q中国家늽</div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">“由于线上渠道的失守Q电子烟被迫q入U下渠道的争夺。”一位不愉K露姓名的投资h告诉W一财经?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  d11?日,一则通告让电子烟行业告别了线上红利。国家烟草专卖局、国家市场监督管理d发布《关于禁止向未成qh出售电子烟的通告》,明确要求止向未成年人销售电子烟Qƈ要求电子烟企业禁止线上销售电子烟?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  2019q_对于电子烟行业而言可谓跌宕起伏Q从癄大战、资本拥到政策收紧、线上“断电”——“过pR”式发展q后Q电子烟行业竞争从线上{U至U下Q头部品牌加快拓店,q拿出更多补贴资金争夺渠道资源。另一斚wQ小品牌商哀鸉K野,备战“双十一”造成的库存积压,让不品牌直接出局?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  q入2020q_电子烟品牌线下竞争愈发激烈,扩张速度、运营效率、过的产品品质和践行企业社会责ȝ因素Q都是决定电子烟品牌在市Z额的关键?/p><center style="margin: 0px auto 30px; padding: 0px; font-family: "microsoft yahei"; font-size: 12px; background-color: rgb(255, 255, 255);"><img src="https://n.sinaimg.cn/spider2020115/200/w640h360/20200115/4b59-imztzhp3032289.png" border="0" width="550" height="309" style="margin: 0px; padding: 0px; vertical-align: top; border: 1px solid black; overflow: hidden;"></center><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);"> <strong style="margin: 0px auto; padding: 0px;"> U下渠道之争</strong></p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  “线上停止销售之后,电子烟和用户的沟通少了一个环节,我们希望在线下有更多、更深入、更直接和粉丝对话的Z。”电子烟品牌RELX悦刻新零售负责h王陶表示。线下新零售成ؓ悦刻2020q的发力重点Q该公司计划在未?q篏计投?亿元Q开?万家专卖店。近日,其两家品牌旗舰店也在北京、上h心商圈落地?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  悦刻斚wUͼ截至2019q底Q其专卖店数量达1500Ӟ40%的专卖店位于一U城市或CU城市,开在网吧、KTV{场所的店中店已经?00多家Q还?00家准备开业,与此同时Q还?7个城市铺设了?000家电子烟贩售机?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  U下成ؓ交兵之地。铂L子烟也启动了“千城万店”战略,声称要拿?个亿补脓U下加盟店的选址、装修和物料供应Qƈ承诺?个工作日补脓C”。零加盟贏Vn受店面设计和装修补脓、赠送货品补贴大C包和促销物料Q几乎成业内的标准动作?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  对于品牌方而言Q线下渠道更为复杂。据一位业内h士透露Q?018q以前电子烟行业在京东和天猫两个q_的销量占比一直是70%Q以q轻Zؓ主,始终很难走到烟民人群之中Q就是因为没有h做线下推q工作?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  前瞻产业研究院的一l数据印证了q一说法。目前包括各电子烟品牌的U上自营店和各电商^台等在内的线上销售占比ؓ80.6%。而线下渠道徏讑֍处于初U阶D,包括便利店及商戗超市、专卖店{销售渠道合计占比也仅ؓ19.4%。线上线下销售渠道徏讑֍分不均衡?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  消费者认知浅、目标用户少、代理层U冗长复杂,是电子烟U下渠道一直面临的N。“很多品牌ؓ了铺货,一个城市招募十几个代理Qh格战一出现Qhgpd乱掉了,大家都赚不到钱。”一位三U城市电子烟代理人员告诉W一财经记者?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  据第一财经了解Q市面上零售?30元左右的电子烟,工厂h?0~50元,模具、方案、材质、h工ؓ主要成本构成Q工厂利润在30%左右。品牌商?00~130元的hl到渠道商,品牌商毛利在40%~60%Q但品牌商最l利润要看营销、运营等费用占比Q各家力度不一?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  “渠道铺设成本越来越高,利润I间都压~了Q现在品牌方利润能保持在15%已l非怸错了。”上qC理h员表C?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  Z争取更多的渠道资源,一些品牌只注重点位覆盖数量Q而不考虑复购和售后,疯狂发展渠道商进行铺货,上百安店一个月后死掉一半。“有的品牌说分销10?0万家Q这q不难。之前一个服务商说可以帮我们分销40万家门店Q但今天电子烟行业分销Ҏ量不说明问题Q关键是质量。”RELX悦刻联合创始人、渠道销售负责h蒋龙表示?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);"><strong style="margin: 0px auto; padding: 0px;">  _化管理是关键</strong></p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  前述投资人对W一财经表示Q“电子烟产品的有效铺N度和资金用效率是核心竞争力,因ؓ具备互联|背景,q些企业会快速试水新零售Q重构电子烟行业的h、货、场。但和共享充电宝、新零售咖啡一P品牌烧钱的现象也会出现。?/p><center style="margin: 0px auto 30px; padding: 0px; font-family: "microsoft yahei"; font-size: 12px; background-color: rgb(255, 255, 255);"><img src="https://n.sinaimg.cn/spider2020115/140/w640h300/20200115/cf72-imztzhp3032287.jpg" border="0" width="550" height="258" style="margin: 0px; padding: 0px; vertical-align: top; border: 1px solid black; overflow: hidden;"></center><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  在加快拓展线下渠道、增强消费者黏性的同时Q如何借助新技术和pȝ理能力Q优化门店经营效率,提升店铺的运营和盈利能力Q考验品牌的渠道管控能力和技术优ѝ?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  蒋龙认ؓQ电子烟行业因ؓ数字化基薄弱Q一直面临供l滞后问题,从零售到生反馈周期最快要2个月Q绝大部分厂家要4个月Q沟通不畅就会面临库存积压问题。此前电子烟品牌UL备战“双十一”促销zdQ线上禁令突然下达,致不少品牌因库存积压出现资金周转难题?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  “零售场景客量多大、客里人群分配比例如何、时间分配比例怎样Q目前没有一家品牌商或厂家打通数据库Q大量数据沉淀在没有打通的供应链节点上。”蒋龙认为,未来电子烟的H破点还在于数字化技术对U下q营的深入改造,通过数据化运营赋能店主,才能为实现精准运营打下基?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  政策收紧l行业带来的늗仍在Q一些代理商也顾虑线下电子烟销售会遭遇政策变动。如何防范电子烟在线下流向未成年人成为外界关注焦炏V?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  在走访中Q第一财经发现几乎所有的门店都有“禁止中学生吸烟”、“不向未成年人售烟”、“禁止向未成qh推荐或出售电子烟”的标识Q而悦Mh舰店则部|了“向阌pȝ”,摄像头会判断店者的q龄Q一旦有疑似未成qhq入Q店员将在手机端收到预警信息Qƈ劝阻d。而在购买环节Q只有经q“姓?w䆾?”三重验龄通过的消费者才能完成购买?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  不过在一些零售小店和下沉市场Q购买电子烟没有明确要求出示w䆾证,未成qh购买电子烟ƈ不困难。而某电子烟品牌省代ؓ了拓展市场,竟和江苏一?6岁未成年人签订了市代理合同?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  在大多数行业从业者看来,可怕的是恶性竞争和劣质产品会透支市场对行业的信Q。电子烟实体店店长Vaperi表示Q目前电子烟行业q入门槛低,行业呈现数量多、规模小的局面,大部分企业分布在深圳沙井、福永、西乡、公明、龙华等圎ͼ但其中约?0%的企业ؓ50Z下的企业,对品品质和渠道的控制力极弱?/p><p style="margin: 15px 0px; padding: 0px; font-family: "microsoft yahei"; border: 0px none; font-size: 16px; overflow: hidden; line-height: 1.8; color: rgb(14, 14, 14); text-align: justify; background-color: rgb(255, 255, 255);">  资本的进入让电子烟进入沫阶D,目前来看行业仍然~Z一定的核心竞争力,核心技术还需要提高。“电子烟售Q不是行业的头Q是行业规范化的开始。”Vaperi表示?/p></div> <br /> </div><div class="bdsharebuttonbox"><A class=bds_more href="#" data-cmd="more"></A><A class=bds_qzone title=分n到QQI间 href="#" data-cmd="qzone"></A><A class=bds_tsina title=分n到新微?href="#" data-cmd="tsina"></A><A class=bds_tqq title=分n到腾讯微?href="#" data-cmd="tqq"></A><A class=bds_renren title=分nCh人网 href="#" data-cmd="renren"></A><A class=bds_weixin title=分n到微?href="#" data-cmd="weixin"></A></div> 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