【ビジネス】Panasonicが直販サイトをリニューアル 家電メーカー自社ECサイトのメリットを分析


1月15日、家電大手・パナソニックが、これまでWEB上で運営していたECサイト「CLUB Panasonic My MALL」を、新たに「Panasonic Store」としてリニューアルオープンさせることを発表した。

これまでは、「PanaSense」、「My Let's倶楽部」、「LUMIX CLUB」という看板商品ごとに設けられた3つのWEB上店舗がモール形式で運営されていたが、これらをすべて「Panasonic Store」として統合し、消費者にとってより使いやすい自社ECサイト運営を目指す形だ。


■拡大する家電EC市場

スマートフォン普及による利便性向上なども手伝い、いまやおよそ5~6兆円規模の市場となっている日本国内のEC市場。この市場では、「アマゾン」と「楽天」が2強といわれているが、特にアマゾンの勢いは凄まじいものがあり、2012年度のアマゾンジャパンの売上高は7300億円。この数字は、家電量販店の同年売上高2位である「エディオン」の6851億円を上回る数字となっている。

興味のある商品を店舗で実際に確認し、それを最終的にネットで購入するという「ショールーミング」と呼ばれる消費者行動も広まりつつある昨今にあって、今後EC市場における家電売上高はさらに上がっていくことも予想されているが、メーカー側としては、同市場におけるアマゾン等の独走状態を黙って見ていられないというのが本音だろう。

SONYの「Sony Style」、東芝の「東芝ダイレクト」、シャープの「SHARP いい暮らしストア」など、各メーカーが自社ECサイトを運営しているなか、今回のパナソニックのリニューアルにおいては、「Panasonic Store」とシンプルに銘打つことで、メーカー公式のサイトであることを以前より明確にしている。消費者の認知拡大や"メーカー直販"という安心感を提供する狙いがあると思われるが、はたしてメーカー直営のECサイトで買い物をするメリットは何なのだろうか?

■安心感、在庫、独自性... 自社ECサイトのユーザー側のメリット

まず、上でも少し述べている"安心感"だが、やはりメーカーに直接注文することで消費者が受けられる手厚いサポートの恩恵は、総合ECサイトでは実現しにくいことだろう。長期保証はもちろん、消費者個々のカスタマイズ需要に対応した受注生産も可能となる。

また、量販店では"お取り寄せ"扱いとなる可能性の高い付属品や在庫が不足しがちな商品も、メーカー直販であればオンラインで簡単に注文可能。まさに、そのメーカーの商品であれば「なんでも買える」が実現するのだ。

そして、独自のキャンペーンを展開しやすく、それが消費者に届きやすいというメリットもあるだろう。たとえば、直販サイトでしか販売しない"限定モデル"の商品を購入できるといったキャンペーンを定期的に開催することが可能であり、こだわりを持つ消費者のあいだでは注目を浴びることになりそうだ。

1月15日13時より公開されている「Panasonic Store」のサイトでも、映画『スターウォーズ』とコラボした限定商品が登場することを予感させるページも設置されており、このような"独自性"はメーカー直販サイトの大きな強みのひとつとなりそうだ。

【関連リンク】
・Panasonic Store
http://jp.store.panasonic.com

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