福建拼多多电商培训多少钱
拼多多电商运营教程
还有一类是考虑到本土化经营的外资品牌,直到如今它们依旧偏爱代运营商。强生、美赞成背后的若羽臣;爱茉莉(太平洋)、花王集团、LG集团背后的丽人丽妆;耐克、星巴克、三星背后的宝尊.Another type is foreign brands that consider localized operations, and even now they still prefer proxy operators. Johnson&Johnson and Mei agree with Ruoyuchen behind the scenes; The beauty makeup behind Amory (Pacific), Flower King Group, and LG Group; Behind Nike, Starbucks, Samsung
更现实的一面是,代理模式也变得越来越不赚钱。宝尊在2022Q4业绩交流会上就指出:“在TR(take rate)方面,已经变得竞争较为激烈。”丽人丽妆2022年财报也显示,其线上品牌营销管理运营(代运营)的毛利减少了20%个百分点。More realistically, the proxy pattern is also becoming less and less profitable. At the 2022Q4 performance exchange meeting, Baozun pointed out that "in terms of TR (take rate), the competition has become more intense." The 2022 financial report of Liren Lizhou also showed that the gross profit of its online brand marketing management operation (agency operation) decreased by 20%.
对电商平台而言,代运营商一方面能为平台引入国内外优质品牌,提升平台的知名度,进而拉动用户流量。另一方面,代运营商所创造的GMV本身也是平台交易量的重要支撑。For e-commerce platforms, on the one hand, proxy operators can introduce high-quality domestic and foreign brands to the platform, enhance its visibility, and thereby drive user traffic. On the other hand, the GMV created by proxy operators is also an important support for platform transaction volume.
正体现出了快时尚的行业变化,电商砍掉中间环节后,消费者反馈喜好的速度变快,快时尚捕捉“流行趋势”更难了,导致ZARA、H&M本土化都没有成功。但捕捉消费者偏好,预测潮流正是电商的能力圈,SHEIN就是最好的证明。SHEIN已经珠玉在前,电商巨头们自然不会放过这个机会。This reflects the changes in the fast fashion industry. After the elimination of intermediate links in e-commerce, the speed of consumer feedback on preferences has become faster, making it more difficult for fast fashion to capture "popular trends", resulting in unsuccessful localization of ZARA and H&M. But capturing consumer preferences and predicting trends is the ability circle of e-commerce, and SHEIN is the best proof. SHEIN has already taken the lead, and e-commerce giants will naturally not miss this opportunity.
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