火器电子烟代理拓店说:开15家门店只是一个开始

随着2020年第三季度进入尾声,大环境经济在复苏,沉寂半年的电子烟市场,似乎有了蠢蠢欲动的趋势,也重新活跃起来了。近日,多家电子烟厂商纷纷发布新品、大打价格战,扩展线下渠道。
 

“行业出现了一些新的趋势,谁开的门店多谁就是霸主。”近半年刚刚开了15家火器门店的店主告诉我们记者,“不过光打价格战是靠不住的,产品不行消费者也不会买账的。”

2020年7月启动的新一轮电子烟监管下,不难发现一个现实:电子烟对销售线下渠道的依赖性越来越大,不管是集合店,还是专营店,都是各大品牌的必争之地。
 

门店扩张才有利益保障,如此说来电子烟品牌公司的补贴政策就成为门店扩张的关键要素。对于刚刚收购NOS和沙芬的火器电子烟来说,除了持久性的政策补贴外,多品牌运营优势也成为火器门店扩张的杀手锏。据了解,已经开了上千家线下门店的火器针对多品牌集合店的补贴力度也是极大,拥有ammo、NOS、沙芬三款产品的门店,基本上可以覆盖所有的主流消费者人群,不再依靠单一产品获利,机会和客源相比也会有所增长。

关于如何挖掘拓宽新的客源,火器门店店主也是颇有心得:“最开始的时侯,进店的顾客只有零星的游客,店里一天也成交不了一单,持续了几天后,我就盘算着要怎么引流——我想到了去做地推,于是我白天看店,到了晚上8点关店之后,我就去附近的酒吧街上做地推,一直工作到凌晨3点。”


火器多品牌集合点概念图

店主介绍,正是通过这样的引流方式,店里有了第一批顾客,现在比原来多了NOS和沙芬,消费者可选择性多了。一个门店每日销售额可达到3千元,一个月销售额可达到9万元左右,店主给我们算了一笔账,去掉房租成本,人员成本,货品成本,单店每个月至少盈利4万元。

对于普通店面来说,销售能力比店面位置更关键,只要顾客维护得好,街边店也可比拟商场店。电子烟渗透率提升也已成为必然趋势。所以,15个线下门店只是一个开始,而多品牌集合店也会成为一种新的尝试。

随着电子雾化器产品创新和政策的逐渐明朗,行业将迎来新一轮发展良机。

再观当下电子烟市场,在全球性控烟和烟草税倒逼电子烟替代传统烟草的同时,电子烟技术日渐成熟,漏液、成本、口感等均得到改善,电子烟市场增长引擎动力充足。根据Frost & Sullivan预测,全球电子烟市场将从2019年的367亿美元增至2024年的1,115亿美元,CAGR达25%;市场份额也将从19年的4.2%提升至24年的9.3%,渗透率的持续提升有望驱动电子烟的成长。

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