萍乡拼多多电商运营培训
抖音短视频电商培训
在“从0到1”的新品牌筛选和培育，以及“从1到N”大品牌形成过程中，电商新模式在前者中成效已有所显现，是《报告》关注到的现象之一。In the process of screening and cultivating new brands from 0 to 1, as well as the formation of major brands from 1 to N, the effectiveness of the new e-commerce model has been evident in the former, which is one of the phenomena that the Report pays attention to.
《报告》指出，电商新模式的普惠特征明显，有利于营造中小企业发展优势并打开发展空间。原因在于，电商新模式是以内容、兴趣为载体，更加精准地触达潜在消费者，并不断优化完善运营模式，提高触达精准性。因此，即便是小微企业和商户，只要拥有与潜在需求相匹配的优质内容，也能通过平台对接更多潜在消费群体。The report points out that the inclusive characteristics of the new e-commerce model are obvious, which is conducive to creating advantages for the development of small and medium-sized enterprises and opening up development space. The reason is that the new e-commerce model is based on content and interests as carriers, more accurately reaching potential consumers, and continuously optimizing and improving the operation mode to improve the accuracy of reaching. Therefore, even small and micro enterprises and merchants, as long as they have high-quality content that matches potential demand, can still connect with more potential consumer groups through the platform.
比如，淘宝在国内市场推出自己的快时尚服饰店“ifashion”，在海外阿里也上线跨境快时尚电商品牌AllyLikes，以及快时尚电商平台Miravia。此外，京东也于之前推出过“京东大时尚”以期打造时尚百大标杆品牌。至于拼多多，虽然没有在国内发力快时尚，但在海外大杀四方的TEMU恰恰是以快时尚服装品类为根基。In the past, the positioning of fast fashion was between high-end brands and mass brands. Nowadays, fast fashion is extending towards both cost-effective products and high-end brands. The former is a manifestation of e-commerce platforms exchanging prices for the market, while the latter is a necessary choice made by traditional fast fashion brands to cope with competition and maintain growth.
这几年，许多电商平台开始加入销售生鲜水果大军，越来越多的消费者选择从电商渠道购买水果。但最近有媒体报道，一位业内人士接受采访时称，果园出品的有伤的残次果，很难在传统渠道销售，一般以低价转卖给电商平台的商户，被业内叫“电商果”。在相关报道的留言区，也有网友吐槽此前在电商平台买水果的经历，甚至有人把报道中的“电商果”与劣质水果简单地划上了等号。Not only is the market scale huge, but the profits of fast fashion clothing are also much higher than other consumer goods. The gross profit margin of ZARA's parent companies Inditex and H&M is consistently above 50%. The gross profit margin of Volkswagen's fast moving consumer goods is generally around 20%. This means that the profits obtained by the e-commerce platform Fali Fast Fashion are much higher than those of other Fali products.
电商平台数据也佐证了这点。据《2022抖音电商新品牌成长报告》，2021年1-11月，抖音电商上新品牌的月交易规模环比增速超过24%，其中美妆、服饰鞋包、食品饮料、个护家清、智能家居等行业的新品牌直播交易规模月均增速超过40%；与2021年5月相较，11月入选“抖音电商新品池”的新品牌商品数量增加77%。E-commerce platform data also confirms this point. According to the 2022 Tiktok E-Commerce New Brand Growth Report, from January to November 2021, the monthly transaction scale of new brands on Tiktok E-Commerce grew by more than 24% month on month, including the monthly average growth of new brand live broadcast transaction scale in beauty, clothing, shoes and bags, food and beverage, personal care, smart home and other industries by more than 40%; Compared with May 2021, the number of new brand goods selected into the "Tiktok E-commerce New Product Pool" in November increased by 77%.
