不同电商平台竹家具线上销售特点对比  

Comparison of Online Sales Characteristics of Bamboo Furniture on Different E-commerce Platforms

作　　者：史诗琪 金文萱 连彩萍 陈红 SHI Shiqi;JINWenxuan;LIAN Caiping;CHEN Hong(College of Home and Industrial Design,Nanjing Forestry University,Nanjing 210037,China;College of Design,Fujian University of Technology,Fuzhou 350108,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037 [2]福建理工大学设计学院,福州350108

出　　处：《家具》2025年第1期72-77,共6页Furniture

基　　金：“十四五”国家重点研发计划项目(2023YFD2202100)。

摘　　要：竹材具有良好的生态价值、经济价值和文化价值,在家具行业有广阔的发展空间。目前众多竹家具企业有拓展线上销售渠道的需求,但竹家具的线上销售情况尚不明晰。通过统计和分析淘宝、京东两大电商销售平台数据,分析竹家具的销售价格、销售类别、购买人数和消费者对竹家具购买的关注点,据此提出竹家具的设计策略和线上销售策略。结果显示,0~99元的竹家具在淘宝售卖的竹家具中占比最大,200~499元的竹家具在京东售卖的竹家具中占比最大;柜架类是京东销售的竹家具中数量最大的品类,其在淘宝销售的竹家具中的数量也很大,紧随椅凳类和桌几类;在两个电商销售平台中,购买人数随着竹家具价格的上升而递减;消费者对竹家具的关注点集中在质量、结实度、发霉问题上。竹家具设计应注重防霉、耐久性等质量方面的改善,开发多功能的竹家具;竹家具的线上销售应探索宣传方式,加强宣传力度,帮忙消费者更清晰地认识竹家具。Bamboo possesses significant ecological,economic,and cultural value,and it holds vast potential for development in the furniture industry.Currently,many bamboo furniture enterprises have a need to expand their online sales channels,but the online sales of bamboo furniture are not well understood.This study analyzed the sales prices,categories,number of buyers,and purchase focus of bamboo furniture on the popular e-commerce platforms of Taobao and JD.com.Based on these findings,design and online sales strategies for bamboo furniture were proposed.The results show that bamboo furniture priced between 0-99 yuan accounts for the largest proportion of sales on Taobao,while the 200-499 yuan price range dominates on JD.com.Shelves are the largest category of bamboo furniture sold on JD.com,and they also have high sales on Taobao,followed by chairs,stools,and tables.In both e-commerce platforms,the number of buyers declines as the price of bamboo furniture increases.Consumers focus on the quality,sturdiness,and mold resistance of bamboo furniture.The design of bamboo furniture should emphasize quality improvement,such as enhanced anti-mold properties and durability,as well as the development of multi-functional bamboo furniture.Online sales of bamboo furniture should explore effective publicity methods to strengthen awareness and address misconceptions about bamboo furniture.

关 键 词：竹家具 设计 线上销售 应用策略 

分 类 号：TS664[轻工技术与工程]