鲜食葡萄在天猫和淘宝平台上销售的商品学分析

Brief analysis of table grape sales on Tmall and Taobao e-commerce platforms

在2018年12月—2020年4月,按月使用Python 3.5软件以"葡萄+水果"为关键词,抓取天猫和淘宝平台上按照销量进行降序排列后,对鲜食葡萄的商品学数据进行统计分析。2018年12月—2019年12月,鲜食葡萄在淘宝和天猫平台上的销售总量分别为347.6 t和516.28 t,销售高峰分别在3月—6月和9月—11月,两家平台上最受欢迎的包装为500~2500 g。电商葡萄主要来自云南、山东、浙江、新疆、四川等地,价格在30~80元/千克,产地种植面积和产量与电商发货量之间没有完全的一致性。两平台上销售的进口葡萄较少,主要来自澳大利亚、美国和智利等国,分销区域多集中在北上广深等城市,销售高峰出现在3月—6月,销售价格普遍高于国产葡萄。2020年疫情爆发以来,2月—4月天猫平台电商葡萄的销量与2019年同期相比有明显的提升,价格有较明显的下降。基于本项鲜食葡萄电商市场学的研究,提出县域鲜食葡萄电商的发展建议。

From December 2018 to April 2020,Python 3.5 software monthly frequency was employed to capture the public information on the platform of Tmall and Taobao with the key words of"grape+fruit",data of fresh grape commodities were statistically analyzed.From December 2018 to December 2019,total sale volume of fresh grapes on Taobao and Tmall platforms were 347.6 t and 516.28 t,respectively.Two sale peaks appeared in March to June and September to November,respectively.Best-selling packaging size on the two platforms were between 500 g and 2500 g.The e-commerce table grapes sold on two platforms were mainly from Yunnan,Shandong,Zhejiang,Xinjiang,Sichuan and other provinces,prices were concentrated between 30-80 yuan/kg.There was no direct correlation between the growing acreage or production of a province and its e-commerce grape business sales.A small portion of imported grapes were sold on Taobao and Tmall platforms,mainly from Australia,the United States and Chile,and the distribution areas were mainly concentrated in cities such as Beijing,Shanghai,Guangzhou and Shenzhen.The sales peak appeared in March to June,and the sales price was remarkably higher than that of domestic grapes.Since the outbreak of the epidemic in 2020,the sales volume of e-commerce grapes on Tmall platform from February to April has increased significantly compared with that of 2019,and the price had decreased apparently.Based on the study of fresh grape e-commerce on two platforms of Alibaba,we provided development suggestions of table grape e-commerce on county level.