Sales Characteristics of Fresh Peach on E-commerce Platform Tmall and TaobaoTaking Beijing Pinggu Peach as an Example
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摘要:
收集分析了平谷桃电商的代表性数据，开展销售渠道调研，了解平谷电商发展现状，提出了产业发展建议。2019—2021年，以“桃”+“水果”为关键词，抓取淘宝和天猫销量前100页的鲜食桃销售数据，筛选“发货地”为“北京”、标题含有“平谷”的商品数据，结合平谷桃的主要上市期，提取每年7、8、9月的桃销售数据进行统计分析，并对平谷桃代表性产区刘家店镇14个村种植户的销售模式进行了调研。2019、2020、2021年，平谷桃在淘宝平台上的热季统计销量分别为33.15、48.35和42.84 t，销售额分别为77.26万、84.12万和78.18万元；在天猫平台上的旺季统计销量分别为39.34、59.92和45.35 t，销售额分别为102.97万、118.26万和102.38万元。2019—2020年平谷桃的电商销售活跃，2021年稍有下降，月销量的统计高锋在8月。两平台最受欢迎的是水蜜桃，价格主要集中在20～40元/kg，峰值均出现在7月。淘宝平台最受欢迎的包装大小为3.5～5.0 kg，天猫则为1.5～2.5 kg。对平谷桃销售渠道的调研结果表明，目前主要的销售方式仍是商贩收购，电商销售占比低，农户有强烈意愿发展电商渠道。
Abstract:In order to understand status of Pinggu peach e-commerce and provide development proposals, on-line sales data were collected and analyzed together with a distribution channel survey． With the top 100 pages of fresh peach sales data on Taobao and Tmall from 2019 to 2021, “peaches” + “fruit” were used as keywords, and screen commodity data which "Beijing" was the “shipping province” and "Pinggu" was included in the title． Following main harvest season, sales data of Pinggu peach in July, August and September were analyzed． Moreover, an on-site survey was applied in 14 villages of Liujiadian Town, which was a main production area of Pinggu peach． Statistical sales volume of Pinggu peach on Taobao platform in major harvest months were 33.15, 48.35 and 42.84 tons in year 2019, 2020 and 2021, respectively, and collective revenue was 772.6, 841.2 and 781.8 thousand yuan respectively． Sales volume on Tmall were 39.34, 59.92 and 45.35 tons, with revenue of 1 029.7, 1 182.6 and 1 023.8 thousand yuan, respectively． From year 2019 to 2020, the e-commerce sales of Pinggu peach showed a remarkable increment, it declined slightly in 2021． The highest monthly sale was found in August． The most popular peach type on both platforms was honey peach． The price of Pinggu peach sold on Taobao and Tmall was in range of 20～40 yuan/kg, and the highest price was in July． The most popular package sizes ranged from 3.5 kg to 5.0 kg on Taobao and from 1.5 kg to 2.5 kg on Tmall． The on-site survey showed that main distribution channel of Pinggu peach was vendor purchase, e-commerce only took a low proportion, and peach growers expressed strong desire to develop e-commerce channels．
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Keywords:
- Pinggu peach /
- e-commerce /
- Taobao /
- Tmall /
- sales characteristics
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图 1 平谷桃连续3年7—9月在淘宝和天猫的销售量及销售额
Figure 1. Monthly sales of Pinggu peach on Taobao and Tmall from July to September in three continual years
图 3 平谷桃连续3年7—9月在淘宝和天猫的价格变化
注：圆点为异常值；上/下横线为正常范围的最大/最小值；灰色部分上/下横线为上四分位值/下四分位值；灰色部分中间横线为中位值。
Figure 3. Price change of Pinggu peach on Taobao and Tmall from July to September in three continual years
图 4 平谷桃在淘宝和天猫上销售的包装净含量分布
Figure 4. Net content distribution of Pinggu peach on Taobao and Tmall
图 5 不同描述类型的平谷桃在淘宝的销量和SKU数量占比
Figure 5. Sales volume and SKU proportions of different type of Pinggu peach on Taobao
图 6 不同描述类型的平谷桃在天猫的销量和SKU数量占比
Figure 6. Sales volume and SKU proportion of different type of Pinggu peach on Tmall
表 1 刘家店镇桃销售渠道占比
Table 1. Proportion of peach sale channels of Liujiadian Town
单位：% 行政村 电商销售 商贩收购 其他 电商平台 朋友圈社群 凤落滩村 20– 5– 70+ 5+ 北店村 20+ 50+ 20+ 10– 前吉山村 30+ 5– 60+ 10– 松棚村 40+ 10+ 40+ 5– 刘家店村 30+ 5– 60+ 5– 万家庄村 30+ 10– 60+ 10– 胡家店村 40+ 10– 50+ 10– 寅洞村 20+ 5– 70+ 10– 辛庄子村 20+ 10– 70+ 10– 江米洞村 50+ 5– 40+ 10– 行宫村 30+ 5– 60+ 10– 东山下村 10– 5– 90+ 10– 孔城峪村 50– 5– 50+ 5– 北吉山村 20+ 5– 75+ 10– 注：x+代表占比为百分之x多，x-代表占比为不足百分之x。 
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