Cov neeg tau txais kev pab cuam tshuam ntawm lub nra thiab hnab hauv kev ua lag luam tog
Nov 05, 2025
Tso lus
Cov neeg siv khoom ntawmLub nra thiab hnabHauv kev ua lag luam dab dej
Kev ua si tog dhau los ua qhov tseem ceeb ntawm cov thawj coj ntawm Tuam TshojHnab nra lub hnabKev lag luam, encompining thib peb -}} Tier thiab qis nroog, chaw nyob hauv nroog, thiab cheeb tsam cheeb tsam chaw. Leveraging cov pej xeem loj thiab lub peev xwm rau kev siv cov kev txhim kho, nws yog rov kho dua cov kev lag luam hauv khw lag luam toj roob hauv pes. Hauv 2024, tusLub nra thiab hnabKev ua lag luam loj hauv peb -}}}}} {} {{{{{6} {tier rau lub zos. Cov kev ua lag luam no tseem tab tom tau txais cov noob ntawm "Ua Ntej Ua Ntej"Thaum tseem qhia cov yam ntxwv tshiab zoo liKev Kho Kom Zoo DuathiabChannel Ua Haujlwm ChannelCov. Cov evolution ntawm cov qauv no tau hais txog qhov kev hloov pauv ntawm kev hloov pauv ntawm kev noj ntau hauv Suav teb.
I. Kev ua lag luam loj: Los ntawm kev lag luam ntxiv rau cov tub ntxhais kawm loj hlob
Lub thawvTau noj nyob rau hauv kev ua si tog tog tau hloov kho los ntawm "kev thov txuas ntxiv mus rau cov khoom tseem ceeb rau cov xwm txheej tseem ceeb rau kev ua kom tau zoo thiab kev loj hlob.
(I) Nrig kev nthuav dav ntawm nplai, nrog County Kev Koom Tes
Nrog sawv hauv cov neeg nyob hauv cov nyiaj tau los pov tseg, qhov ntsuas ntawmLub nra thiab hnabKev noj haus hauv kev ua lag luam dab dej yog kev nthuav dav. Xyoo 2024, National rau Ib Capita Cov Nyiaj Tau Los Uas Tau Los Ntawm 41,000 yuan, txhawb txoj kev loj hlob ntawm tsis}} Cov khoom lag luam tseem ceeb.Hnab nra lub hnabkev noj haus nyob rau hauv lub tog kev ua si ntawm kev ua si tog kev ua lag luam rau 33% ntawm National Puv, muaj nce 5 feem pua ntawm cov ntsiab lus tseem ceeb, raws li cov khoom lag luam hauv nroog, yog qhov tshwj xeeb: Kev muag khoom txhua xyooLub nra thiab hnabHauv qee lub xeev kev lag luam hauv Central Tuam Tshoj tau tshaj 2 billion yuan, tswj qhov nruab nrab txhua xyoo kev loj hlob ntawm kev loj hlob ntawm ntau dua 15%. Ntawm sub - pawg, niaj hnub commipableHnab Trolley Hnabyog cov qeb loj tshaj plaws nrog kev sib koom ntawm 36.7% thiab kev muag khoom ncav cuag 39.9 billion Yuan.Mus ncig lub hnabthiabTrolleybags, xws li a24 Nti Lub Hnab Trolleylossis20 nti khaub ncaws, ze ua raws li, ua tiav ib qho teev ntawm 115 billion Yun vim muaj kev nce siab ntawm- kev deb.
(II) Kev nce qib kev loj hlob coj tag nrho thaj chaw, nrog cov qauv kev ua kom zoo
Qhov kev loj hlob ntawm kev ua si dab dej deb tshaj plaws ntawm cov nroog tseem ceeb, ua rau nws kev lag luam "pob zeb ballast" rau kev loj hlob. Xyoo 2024, lub xyoo {- ntawm {{}}} xyoo kev loj hlob ntawmLub nra thiab hnabTau siv nyob rau hauv Central thiab Western cov cheeb tsam xws li Sichuan, Hubei, thiab Shaanxi mus txog 9.7%, 8.9%, txhua tus siab dua li qhov nruab nrab thoob tebchaws. Ntau dhau los, cov qauv siv tau muaj kev hloov ntawm ib leeg qis - cov khoom siv rau "Tus nqi - -} nyiaj + zoo": Kev sib npaug ntawm nruab nrab - {luas-} Cov khoom lag luam siab tau tshaj li ntawm 2005%. Qhov no tau hloov pauv tag nrho ntawm kev ua lag luam dhau los Tsawg - pliced cov khoom lag luam txij li 50 mus rau 200 yuan.
Ii. Cov khoom lag luam: raws li kev coj ua, dual txhim kho hauv qhov zoo thiab tus kheej
Cov neeg tau txais kev pab hauv kev ua si tog tog tsis txaus siab nrog "Tsuas yog siv tau", tab sis tau zuj zus musTxhim khu kev qha zoo, Haum qauv, thiabkev qhia tus kheejvim kev ua kom muaj txiaj ntsig, kev tsim cov lus qhia sib txawv.
(I) tus nqi rhiab thiab nrhiav cov khoom lag luam zoo
"Siab tus nqi - rau - nyiaj"Seem cov tseem ceeb kev txiav txim siab, tab sis"Tus nqi qis thiab qis qis"Tau raug tso tseg. Cov ntaub ntawv los ntawm platforms xws li pinduoduo thiab kuaiishou qhia tau tias cov nqe lag luam hauv lub xyoo 200%}} xyoo nyob sib ntsib ob qho txiaj ntsigTrolleybagsNrog tsis muaj malfunction tom qab 5,000 rub tawm, lub log hnav $ \\ le 0.5 $ hli tom qab 8km taug kev) thiab tus nqi xav tau. Cov yam ntxwv tso tawm hauv cov lag luam hauv nroog muaj teeb meem ntau dua: Cov qauv qauv ntawmHnab Trolley Hnabluv nqi ntawm 50-200 Yuan tseem suav rau ntau dua 60%, tsuas yog siv rau cov tub ntxhais kawm lub hnab thiab khw khw txhua hnub; Thaum lub lag luam ncig ua lag luam thiab luv {- deb ntawm kev ncig xyuas science nyiam nruab nrab ntawm 300-800 yuan, accounting rau 35%.
(II) Kev Ua Haujlwm Adapts rau Scarario - Raws li kev xav tau
Cov khoom tsim tsim kom zoo nrog cov teeb meem nyob ntawm lub khw muag khoom dab dej, thiab kev ua haujlwm tau ua qhov tseem ceeb kev sib tw. Qhov sawv ntawm luv- deb} kev deb deb tsav lub siab xav tau rau20 nti khaub ncawsthiab24 Nti Lub Hnab Trolley Hnav Khaub Ncaws Hardside LugbersQhov loj me 20-24 nti. Cov khoom lag luam no rau 58% ntawm kev mus nciglub thawvKev muag khoom hauv kev ua lag luam tog tog. Piv txwv li, qhov travere (Suav teb nrovlub thawvHom Travere)Hnab nra lub hnabNrog nws txoj kev tsim khaub ncaws hnav khaub ncaws (hnyav $ \\ le 3.5 $ kg) thiab nthuav dav muaj peev xwm (15% sib npaug cov kev xav tau ntawm kev ncig xyuas hauv zos. Hauv kev ua tiav txhua hnub, tus nqi muag ntawm backpacks sib xyaw ua ke USB them ports thiab ntau {al}} txheej compartments txog 18%. Sab Nraum Sab Nraum Sab Nraum Zoov Zoo Li Qub, Waterproof Canvaslub hnabthiab gymlub hnabnrog cov khau sib xyaw. Cov nyiaj rov qab rau cov khoom lag luam no hauv kev lag luam dab dej nce 32%, siab dua li cov qauv zoo tib yam.
(III) Suav cov style thiab minimalist qauv tsim los ua cov qauv tshiab
Kev ntseeg siab hauv kev coj noj coj ua hauv zos thiab kev ua kom zoo nkauj hloov chaw ua haujlwm tsim qauv hauv kev tsim qauv, nrog suav cov style neeg Suav lim tawm los ntawm thawj lub nroog mus rau kev lag luam hauv nroog.Lub nra thiab hnabCov lag luam hauv Baigou, Hebei, los ntawm kev sib txuam ntawm cov qauv auspicious thiab cov qauv xim ib txwm muaj, tsim cov "Auspicious Series, "uas tau tshaj 1 lab chav nyob hauv kev muag khoom hauv ob lub hlis, nce siab}}} 62% ntawm cov neeg tau txais kev pab cov tub ntxhais hluas. Sib ntsib, Minimalist tsim tau zoo heev:lub thawvthiablub hnabUas yog lub logo - dawb thiab khoom {}}} xim ntsuab, morandi xim grey) account thaum ntsib qhov kev thov kom tsawg- qhov kev ntxhibnel txhua hnub.
(IV)NtseNta Permerne Cov Qauv Yooj Yim
Tus thawv ntseyog tsis tshwj tseg rau thawj -}} Tier cov nroog; lub hauv pausntsecov nta tau nce zuj zus. Hauv 2024, kev muag khoom ntawmNtse Ncig Mus Ncig Hnab Trolley Hnabnyob rau hauv lub khw muag khoom dab neeg nce siab nce los ntawm 14.3% xyoo -}} High -}}}}}}}}}}} Cov Qauv Pib Dua 1,000 Yuan Accounts Rau Tsawg Dua 10%. Txawm hais tias tus nqi nkag siab ntawmTus kws kho khaub ncawsthiabTus thawv ntseTsuas yog 5%, cov yam ntxwv yoog raws li cov xwm txheej taug kev zoo li cov roj teeb uas tshem tau thiab siv hluav taws xob uas tau ua kom pom tseeb rau cov neeg lis haujlwm hauv nroog. Lub hauv pausntseCov qauv los ntawm cov hom zoo li 90 ntsiab lus, qab ntug 8, thiab travere (Suav tebMus ncig lub hnabHom Travere) tau tshaj 100,000 units nyob hauv kev muag khoom txhua hli ntawm doyin e {{2} Kev Lag Luam.
III. Channel sib xyaw ua ke: kev koom ua ke ntawm online thiab offline, nyob e {{{1} Kev ua lag luam ua lub cav tseem ceeb
Cov toj roob hauv pes channel ntawm kev ua haujlwm tog kev lag luam yam ntxwv ntawm "Kev tawg hauv online, offline sib sau ua ke, thiab kev sib xyaw ua ntej nrawm, "Nrog channel hloov ncaj qha kev txhawb nqa kev loj hlob.
(I) online channels: nyob thiab social e {{0} Kev lag luam tsav tsheb loj hlob
Online raws tau dhau los ua qhov tseem ceeb ntawm kev loj hlob rauHnab nra lub hnabnoj nyob rau hauv kev ua si tog tog. Hauv 2024, kev muag khoom online rau 42%, nce ntawm 15 feem pua cov ntsiab lus piv rau 2020. Kev Lag Luam Ua NtejLub nra thiab hnabOn Doyin thiab Kuaiishou platforms tau txog 28 billion Yuan hauv 2024, ib xyoos-}} xyoo nce 60%. Baigou mis tshiab ib leeg ntxiv 12,000 Taobao Live account, nrog kev muag khoom siab tshaj plaws { Pinduoduo, vam khom "Tus nqi qis + Kev xa khoom ncaj qha los ntawm keeb kwm"qauv, muaj txiaj ntsig 45% ntawm kev muag khoom online hauv kev ua lag luam tog. Nws"Agricultural - huab - pintuan"System tso cai rau cov neeg siv khoom hauv nroog yuav khoomLub nra thiab hnabNtawm ex - Lub Hoobkas cov nqi, nrog kev txiav txim ntim nce los ntawm 40% {- xyoo.
(II) Offline Raws: Kev paub thiab instantaneous xav tau qhia
Offline channels tseem tuav txoj haujlwm tseem ceeb (nyiaj txiag rau 70% ntawm lub nroog lag luam), tab sis hom ntawv yog hloov mus rau cov khw muag khoom me me. Cov Khw Muag Khoom Siv thiab Cov Khw Muag Khoom Tshwj Xeeb tseem nyob tus tub ntxhais kawm tseem ceeb rau nruab nrab- cov khoom. Hom zoo li Samsonite tau qhib 50 lub txee hauv cov lag luam hauv nroog, nrog kev muag khoom nruab nrab txhua xyoo ntawm 800,000 Yuan ib lub khw. Ib txhij, thov rau cov khw muag khoom sai tau surged: Instant xa khoom xa tuaj rauLub nra thiab hnabntawm Mituitan Flash Purchase nce los ntawm 189% xyoo-} xyoo ntawm 2023. Kev nkag rau hauv "Online xaj, hauv - khw nqa khoom"Tus qauv nce los ntawm 9% hauv 2022 txog 17% hauv 2023, thiab yuav tsum mus txog 3025. Qhov no meej txog kev ua haujlwm tam sim no (xws li yuav alub thawvrau qhov kawg -} feeb ncig mus ncig).
(III) omni - channel kev sib xyaw ua ke tiav lawm
Cov hom pib los sib xyaw ua ke online thiab cov ntaub ntawv offline kom ua tiav "Cov xwm txheej tsis meej"Kev Lag Luam online, offline kev, "Txiaj Ntsim Muag Kev Loj Hlob ntawm ntau dua 30%. Jingdong Jingzao thiab Tmall Tsev Loj thiab Tmall Tsev LojOffline sim -} ntawm, online xaj"Kev pabcuam, teeb tsa cov qauv ntsiab lus hauv kev sib koom tes cov khw muag khoom yooj yim hauv cov chaw hauv nroog. Qhov no ua rau lub khw muag khoom online"unseen thiab intangible, "Tsav tsheb hloov siab dua siab ntxiv txog 25%.
IV. Cov tsav tsheb los sib zog: Txhawb nqa los ntawm cov nyiaj tau los, cov teeb meem, thiab cov ntsiab lus
Cov kev hloov ntawmLub nra thiab hnabTau noj nyob rau hauv kev ua si tog tog yog tshwm sim los ntawm kev sib xyaw ua ke ntawm cov nyiaj tau los ntawm cov neeg nyob hauv tsev, thiab kev noj cov kev txhim kho lub tswv yim.
(I) nyiaj tau los rau kev loj hlob thiab kev rov qab mus ncig ua ke
Xyoo 2024, National rau Ib Capita Cov Nyiaj Tau Los Uas Tau Los Ntawm 41,000 yuan, nrog rau kev loj hlob ntawm 7.2% hauv lub nroog qis thiab qis dua lub peev xwm los hausHnab Trolley HnabCov. Tib txhij, kev rov qab los ntawm kev coj noj coj ua thiab kev ua lag luam ncig ua si ua haujlwm: Kev thauj mus los hauv tsev neeg caij tsheb ntau dua li 624, 18% nce xyoo- xyoo. Nce ntau zaus hauv zos thiab inter - Txoj Kev Ncig TebchawsMus ncig lub hnabthiab hnab ev ntawv. Qhov ib txwm muaj ntawm kev ua lag luam kev ua lag luam tseem ua lub luag haujlwm tseem ceeb: kev cog lus taug kev ntawm cov chaw lag luam me me thiab chaw ua haujlwm hauv cov chaw ua lag luamlub thawvmuag rau 26.4%.
(II) E {{{- Kev Lag Luam Infrastructure Txuas Txuas Cov "kawg mais" ntawm kev noj
Kev txhim kho ntawm Logistics thiab digital intrastrastructure tawg cia thaj chaw txwv. Hauv 2024, tus xa cov nqi nthuav dav hauv cov chaw nyob deb nroog tau txog 95%, thiab kev sib faib ntawm cov pob ua tiav "Tom ntej no -} hnub xa khoom"Hauv lub nroog lag luam tshaj li 60%. Qhov no daws cov teeb meem yav dhau los ntawm kev xa khoom qeeb thiab nyuaj rov qab rauLub nra thiab hnabCov. Cov muaj koob meej ntawm cov yeeb yaj kiab luv luv thiab nyob streaming txo cov ntaub ntawv sib txawv: tus nqi nkag ntawm cov neeg lag luam luv luv hauv 88%. Cov neeg tau txais kev pab cuam yeem nkag siab ncaj qha rau cov khoom lag luam thiab ua haujlwm los ntawm kev txiav txim siab los ntawm 7 hnub, thiab nce qhov kev sib tw ntawm kev yuav khoom rau 28%.
(Iii) siv lub tswv yim lub tswv yim hloov los ntawm "ruaj" rau "lub neej zoo"
Cov tub ntxhais hluas hlob (GEN Z) tau dhau los ua tus neeg tau txais kev pab cuam tshuam rau hauv kev ua lag luam tog, suav nyiaj rau 52%. Their concepts are closer to those of first- and second-tier consumers, focusing on both practicality and the pursuit of "kev ua kom zoo nkauj"Thiab"kev". Nyob rau tib lub sijhawm,"tus kheej - kev pleasing"yog nyob rau sawv. Qhov ntau ntawm County Cov Neeg Siv Khoom Siv Kev Siv Khaub Ncaws Hnav tau nce los ntawm 1.8 zaug hauv cov khoom siv xws li tote me melub hnabnce los ntawm 9.3%. Qhov kev lees txais ntawm Morandi xim xim qauv thiab cov kev sib txuam xim xim tau ua kom zoo dua qub.
Koj cov nyom thiab yav tom ntej saib xyuas
Tam sim no, kev ua si tog uas tog kev ua rau muaj teeb meem xws li cov khoomhomogenization, Cov kev paub zoo hom, thiab tsis muaj zog tom qab {{0} {{{ Txawm li cas los xij, nyob rau hauv lub sijhawm ntev, nrog kev txhim kho kev lag luam, cov teeb meem no yuav maj mam ua txhua yam.
Yav tom ntej,Lub nra thiab hnabnoj nyob rau hauv kev ua si tog tog yuav qhia peb qhov loj tshaj plaws: ua ntej, sawv ntawmKev noj zaub ntsuabCov. Vim tias ib puag ncig lub tswv yim thiab tus nqi - rau {{2} nyiaj, kev lag luam sib qhiaCov khoom siv rov ua dua lub thawvthiabMus ncig lub hnabYuav tsum nce los ntawm 12% hauv 2024 txog 25% rau 2527. Thib ob, muaj txiaj ntsig- raws ntu yuav ua ke. Cov khoom lag luam rau ntu ntu xws litxoj hauv nroog, niam txiv - Kev ua haujlwm sab nraud, thiab sab nraum zoov yuav tawm mus ntxiv. Thib peb,Nrov Hauv Zej Zogyuav tuav lub lag luam. Hom los ntawm cov pawg muaj kev kub siab zoo li Baigou thiab Pinghu, cia siab rau qhov kom zoo dua ntawm "Kev xa khoom ncaj qha los ntawm keeb kwm + nrawm dua, "Yuav tsum nce lawv kev lag luam sib koom los ntawm 28% hauv 2024 txog 40% hauv 2027.
Kev txhim kho ntawmHnab Trolley Hnabnoj nyob rau hauv kev ua si tog tog yog qhov tseem ceeb ntawm microcosm ntawm "Muaj kev txhim kho"Ntawm Suav Cov Neeg Siv Khoom Lag Luam. Los ntawm"Tsuas yog siv tau"rau"zoo -} saib thiab zoo - rau- siv, "Thiab los ntawm"nyuaj mus yuav offline"rau"Ceev Tam Sim, "Qhov kev hloov pauv ntawm kev ua lag luam no tsis yog muab qhov chaw loj hlob tshiab rauLub nra thiab hnabCov lag luam tab sis kuj cuam tshuam txog kev loj hlob ntawm kev lag luam Suav teb thiab kev txhim kho ntawm cov neeg nyob hauv lub neej zoo. Leej twg tuaj yeem nkag siab qhov tseem ceeb ntawm cov tub ntxhais ntawm "Tus Nqi - - nyiaj} nyiaj + zoo + scenario kev yoog"Yuav tau txais cov teg num hauv cov khw tog dej hiav txwv xiav.