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在线上市场商品种类丰富而消费者注意力有限的情况下，其中的新产品是否得到了足够的销售支持，是尚未得到充分研究的问题。文章围绕主要由电商平台确定的排序位置和厂商主导的高低调价行为分析了厂商可能采取的不同选择，并使用京东、苏宁销售的扫地机器人和电视机产品数据进行实证检验。结果发现，总体上新上市产品排序位置更加靠前、高低调价更加活跃，获得了较多的引流支持。对于功能迭代较为迅速的扫地机器人产品而言，新产品在排序位置和高低调价两方面得到的支持并不以过往销量或功能属性等为条件，这有助于厂商推广产品、抢占市场；而对于技术较为成熟的电视机产品而言，平台在排序位次方面的支持会考虑过往销量表现及型号功能特点，并与销售旧款产品进行权衡。拓展分析则发现，“购物节”期间市场风险较低的电视机新产品获得的支持比扫地机器人新产品更加明显，这是厂商在消费旺季更加注重销售绩效的表现。文章对共同发挥电商平台和入驻企业作用，促进新产品销售推广具有启示意义。
Abstract：In online market where there is a wide variety of products but limited consumer attention, whether new products have received sufficient sales support has not been fully researched. This article analyzes the different choices that manufacturers may make, including the ranking method mainly determined by e-commerce platforms and the high-low pricing mainly led by manufacturers. Empirical tests are conducted using data from sweeping robots and TV products sold by JD. com and Suning. The result shows that, newly launched products are generally ranked higher and price adjustments are more active, thus receiving more promotional support. For robot cleaners with rapid functional iteration, the support for new products in terms of ranking position and price adjustment is not conditioned on past sales and functional attributes, which helps manufacturers promote their products and seize the market chance. For the category of TV, which is more matured in technology, the platform's support in ranking will consider past sales performance and model functional characteristics, and weigh them against the sales of old products. Further, it was found that new TV products with lower market risks during the shopping festivals enjoyed more support for promotion than new robot cleaners, indicating that manufacturers pay more attention to sales performance during the peak consumption season. This article has enlightening significance for jointly leveraging the role of e-commerce platforms and settled sellers to promote the sales of new products.
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(1)据赛迪研究院数据,2021年中国家电线上渠道占比超过线下渠道。
(2)排名方面,入驻商家也可通过额外付费的方式使商品排序位置靠前。但根据中国现行《中华人民共和国电子商务法》的规定,电商需要对通过竞价排名提升排序的商品显著标注“广告”以便消费者区分。并且,从本文所用数据来看,标注“广告”的竞价排名商品数量是较为有限的。定价方面,理论上“自营”部分商品的定价权属于电商,但现实中,中国线上市场中出现了品牌制造商“代运营”电商自营商品的现象。本文所用数据样本期内,京东的FCS(Fulfilment Charged Sales)模式是其中的典型代表。
(3)这里的产品上市时间不同于在电商上架时间。产品上市是指厂家推出产品,但这不一定是在线上售卖;产品上架是指在线上出现产品销售链接,并且在同一产品可以由电商自营或多家入驻商户销售的情况下,其各自销售链接对应的上架时间可以不同。
(4)京东自2019年3月起实行订单完成后3天便以默认评价计入评价总数的规则,故顾客延迟评价带来的误差可以忽略。苏宁自2020年3月起执行的评价规则规定,顾客可对收货后45日内的商品进行评价,收货超过45日未评价的系统将默认评价。假定月内销量均匀产生,则第t+1月、t+2月中默认好评的各一半应计入第t月的销量,第t月计入第t+1月的非默认好评数量按固定比例2/5计算(改变该比例对结果几乎没有影响)。
(5)一些产品详情页型号参数与商品名称、标题中存在不一致,这里做了区分处理后同时加以控制。
(6)类似于线下实体店渠道中新款商品在品牌旗舰店销售一段时间后再进入奥特莱斯等其他渠道销售,电商购物网站中上市时间长、上架时间较短的情况可能出现在产品推出并销售一段时间后变换经销商的情况中。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.03.001
中图分类号:F724.6;F274
引用信息:
[1]张昊.线上经营行为是否有利于新产品销售?——对平台排序和厂商调价的分析[J].商业经济与管理,2025,No.401(03):5-19.DOI:10.14134/j.cnki.cn33-1336/f.2025.03.001.
基金信息:
国家社会科学基金一般项目“发挥居民消费推动传统产业转型升级的基础性作用研究”(20BJY101); 浙江省哲学社会科学规划课题“数字经济助推国内统一大市场形成机制及路径研究”(23NDJC122YB)
2025-01-09
2025
2025-05-14
2025
1
2025-03-15
2025-03-15