鲜食桃在天猫和淘宝电商平台的销售特征——以北京市平谷区大桃为例  

Sales Characteristics of Fresh Peach on E-commerce Platform Tmall and Taobao Taking Beijing Pinggu Peach as an Example

作　　者：翟雨佳 吴鹏 孙欢欢 田华 贾璐 王小建 马会勤 ZHAI Yujia;WU Peng;SUN Huanhuan;TIAN Hua;JIA Lu;WANG Xiaojian;MA Huiqin(College of Horticulture,China Agricultural University,Beijing 100193,China;College of Information and Electrical Engineering,China Agricultural University,Beijing 100083,China;Liujiadian Agricultural Office,Pinggu District,Beijing 101206,China)

机构地区：[1]中国农业大学园艺学院,北京100193 [2]中国农业大学信息与电气工程学院,北京100083 [3]北京市平谷区刘家店镇农办,北京101206

出　　处：《农业工程》2022年第9期138-143,共6页AGRICULTURAL ENGINEERING

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。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 1029.7,1182.6 and 1023.8 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.

关 键 词：平谷桃 电商 淘宝 天猫 销售特征 

分 类 号：F327[经济管理—产业经济]