红河美团电商培训多少钱
跨境电商培训课程
经过十年跑马圈地,宝尊们依旧没有改变其严重依赖经销商的里子。无论是切换赛道做自主品牌,还是用数字化延伸业务,代运营商们看似描绘出了华丽的转型之路,但其实依旧被夹在平台与品牌之间。After ten years of horse racing and enclosure, Baozuns still have not changed their heavy reliance on distributors. Whether switching tracks to become independent brands or using digital extension of business, proxy operators may seem to have depicted a magnificent path of transformation, but in reality, they are still sandwiched between platforms and brands.
为了美化这两种模式,代运营商们也在财报里费尽心思。有的按照行业划分,有的按照平台划分,将两种模式又进一步拆分为内容电商、品牌策划、品牌管理、数字服务等。In order to beautify these two models, proxy operators have also put in a lot of effort in their financial reports. Some are divided by industry and some are divided by platform, further dividing the two models into content e-commerce, brand planning, brand management, digital services, etc.
两种模式的主要区别在于经销与品牌方绑定较深,早年经销模式更容易体现一个服务商的能力,因此拥有更灵活的策略制定与定价权。但经销容易造成库存问题,投入成本大。代销模式运营成本小,毛利高,但代运营企业的角色更像是“4A公司”,决策度低,竞争也更激烈。The main difference between the two models lies in the deeper binding between the distribution and brand side. In the early years, the distribution model was more likely to reflect the capabilities of a service provider, thus possessing more flexible strategic formulation and pricing power. But distribution can easily cause inventory problems and high investment costs. The commissioned sales model has low operating costs and high gross profit, but the role of the commissioned operation enterprise is more like that of a "4A company", with low decision-making and more intense competition.
不仅市场规模庞大,快时尚服装的利润也远高于其它消费品。ZARA的母公司Inditex、H&M毛利率常年在50%以上。而大众快消品毛利率普遍在20%左右。这意味着,电商平台发力快时尚获得的利润要远比发力其他商品高。HEIN specializes in fast fashion, cost-effective women's clothing, and currently covers over 220 countries and regions. Looking at the development of SHEIN, its growth rate can be compared to the overseas version of Pinduoduo. In 2022, SHEIN's revenue was $22.7 billion, a year-on-year increase of 52.8%. In 2020 and 2021, SHEIN's revenue grew at a year-on-year rate of 211% and 60%. From 2014 to 2020, SHEIN achieved 100% year-on-year growth for six consecutive years.
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