大理美团电商培训多少钱
短视频电商培训
在报告发布暨研讨会上,国务院发展研究中心市场经济研究所原所长、研究员任兴洲指出,我国已进入了现代化国家建设和高质量发展的新时期,消费也进入新的发展阶段,消费结构持续升级。消费需求更加多元化,消费层级越来越细分,消费的个性化特征越来越明显。
从分工理论上而言,电商代运营企业的出现是一种必然,且未来随着电商平台的进化,专业化的服务商依旧大有可为。但另一种悖论在于,作为平台与品牌背后的“打工人”,代运营企业注定难以掌握话语权。与平台、品牌这种脆弱的关系导致了行业的分散性,赢家往往不会一直赢。From the perspective of division of labor theory, the emergence of e-commerce proxy operators is inevitable, and with the evolution of e-commerce platforms in the future, there is still great potential for specialized service providers. However, another paradox lies in the fact that as the "workers" behind platforms and brands, it is destined to be difficult for proxy operators to have a say. The fragile relationship with platforms and brands leads to industry dispersion, and winners often do not always win.
1776年,亚当·斯密在自己的成名作《国富论》里讲述了一个英国工厂通过分工提高生产效率的故事,由此延伸出的“分工理论”可以当下商业世界里的诸多现象。In 1776, Adam Smith told the story of a British factory improving production efficiency through division of labor in his famous work The Wealth of Nations, and the "theory of division of labor" extended from this can be used to describe many phenomena in the current business world.
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%.
对此,《报告》分析指出,互联网人口红利虽然下降,但我国电商业态仍在创新发展。据网经社电子商务研究中心近日发布的《2022年(上)中国直播电商市场数据报告》显示,2017至2021年,国内直播电商市场交易规模由196.4亿元增长到23615.1亿元,增速明显高于网络购物交易额的整体增速,这说明直播电商等新模式,仍在迅速发展。According to the data of China Internet Network Information Center, as of June 2022, the number of Internet users in China is about 1.051 billion, and the growth rate of Internet users has dropped since 2007, with an average annual growth rate of 6.6% from 2014 to 2021.