文山美团电商培训多少钱
小红书电商运营培训
快时尚是最适合电商自营的品类。快时尚毛利率超50%,远超普通消费品(20%),是给电商自营带来最大利润回报的品类。更重要的是,快时尚讲究快迭代,电商平台靠着数据优势,能对潮流迭代作出更好的预测。Fast fashion is the most suitable category for e-commerce self operation. Fast fashion has a gross profit margin of over 50%, far exceeding that of ordinary consumer goods (20%), and is the category that brings the greatest profit return to e-commerce self operation. More importantly, fast fashion emphasizes fast iteration, and e-commerce platforms rely on their data advantages to make better predictions for trend iterations.
头部代运营商也都在向这种模式转型。宝尊业务毛利率的上升就得益于向代理模式转型,2017年,宝尊电商经销营收占比还为54.42%,但到了2022年,拉动营收增长的火车头已变为占比接近七成的服务业务,相应的毛利水平也从53.18%上升到73.15%。The top generation operators are also transitioning towards this model. The increase of gross profit margin of Baozun's business is due to the transformation to the proxy pattern. In 2017, the distribution revenue of Baozun's e-commerce still accounted for 54.42%, but by 2022, the locomotive driving revenue growth has become a service business accounting for nearly 70%, and the corresponding gross profit level has also risen from 53.18% to 73.15%.
2022年5月31日,抖音电商升级为全域兴趣电商,将短视频和直播内容、商城、搜索等场景融合。随着“兴趣电商”到“全域兴趣电商”的升级,抖音上的国货商品得以拓展购买场景。《2022抖音电商国货发展年度报告》显示,平台上国货商品搜索量提升165%,国货短视频数量提升3652%。
从经销模式转型为代理模式,从垂直品类到全品类,代运营商们往往会“水土不服”。一是,曾经的经验方法论不一定能再度成功,靠路径依赖难以打动品牌;二是消费品品类普遍面临着上新频繁、SKU多、新老品牌竞争激烈等问题,掌握话语权的品牌也不会将“鸡蛋放在一个篮子里”。From the distribution mode to the proxy pattern, from the vertical category to the full category, the agent operators tend to "acclimatize". Firstly, previous empirical methodologies may not necessarily succeed again, and relying on path dependence is difficult to impress brands; Secondly, consumer goods are generally facing problems such as frequent updates, multiple SKUs, and fierce competition between old and new brands. Brands that have the say will not "put eggs in one basket".
在《报告》看来,我国电商发展和创新是一个动态和持续演变的过程,市场竞争性强、经营主体创新积极性高是推动电商新模式不断推陈出新的重要原因。值得注意的是,在用内容激发新消费外,电商新模式也在不断创新。According to the report, the development and innovation of e-commerce in China is a dynamic and continuously evolving process. Strong market competitiveness and high innovation enthusiasm of business entities are important reasons for promoting the continuous innovation of new e-commerce models. It is worth noting that in addition to using content to stimulate new consumption, new e-commerce models are also constantly innovating.