基于视频电商的预制菜网络零售现状研究

Research on the Status of Online Retail Based on Video E-Commerce

近年来,预制菜随着视频电商的发展成为新的投资风口,大量预制菜企业将视频电商作为新的销售渠道。以视频电商平台作为研究对象,探究预制菜产品在该领域的销售情况,对企业和行业发展有着较大的参考价值和借鉴意义。本文选择抖音、快手两大视频平台,从预制菜的带货视频、店铺、商品、直播、品牌5个角度对预制菜网络零售现状进行分析。结果显示,目前基于抖音平台的预制菜发展整体情况好于快手平台;预制菜的销售以直播带货为主、视频营销为辅;头部品牌初步形成,但还未形成稳定局面,市场潜力巨大。

In recent years,prefabricated dishes have become a new investment outlet with the development of video e-commerce,and a large number of prefabricated vegetable companies have used video e-commerce as a new sales channel.Taking the video e-commerce platform as the research object,exploring the sales situation of prepared vegetable products in this field has great reference value and significance for the development of enterprises and the industry.This paper selects two video platforms,Tiktok and Kuaishou,and analyzes the status quo of online retail of prepared dishes from five perspectives:delivery video,store,merchandise,live broadcast and brand.The results showed that the overall development of prepared dishes based on Douyin platform was better than that on Kuaishou platform.The sales of prepared vegetables are dominated by live streaming and supplemented by video marketing.The head brand has initially formed,but has not yet formed a stable situation,and the market potential is huge.