新余拼多多电商培训课程

短视频电商培训

但眼下，服务商们的好日子正在远去，宝尊电商、丽人丽妆和壹网壹创陷入亏损困境。这一方面，是中国电商行业进入存量竞争，但另一方面，则是电商代运营商业模式的硬伤使然。But now, the good days for service providers are fading away, with Baozun E-commerce, Beauty Makeup, and Yiwang Yichuang facing losses. On the one hand, it is due to the entry of stock competition in the Chinese e-commerce industry, but on the other hand, it is due to the tough impact of the e-commerce proxy operation business model.

大多数代运营企业都有自己擅长的品类，比如早年服务相宜本草、上海家化、欧莱雅等国内外品牌的丽人丽妆，因百雀羚成名的壹网壹创，在母婴、保健品领域表现突出的若羽臣等。早年得益于经销模式的投入积累下多年的渠道、品牌与数据经验，代运营商们可以在垂直领域做“小而美”的存在，但随着电商环境的变化，大促常态化、流量红利远去叠加平台下场对服务商的扶持，电商“绝对黑箱”的时代已然过去。Most agency operating companies have their own categories of expertise, such as the early service suitable Bencao, Shanghai Jiahua, L'Oreal and other domestic and foreign brands' Beauty Makeup, Yiwang Yichuang, which became famous due to the Baique Antelope, and Ruo Yuchen, who has outstanding performance in the fields of mother and baby, and health products. Thanks to years of channel, brand, and data experience accumulated through the investment in distribution models in the early years, proxy operators were able to establish a "small and beautiful" presence in the vertical field. However, with the changes in the e-commerce environment, the normalization of big promotion and traffic dividends have gone far, coupled with the platform's support for service providers, the era of "absolute black box" e-commerce has passed.

根据中国互联网络信息中心数据，截至2022年6月，我国网民规模约10.51亿，网民规模增速自2007年起回落，2014年至2021年年均增速6.6%。According to the report, as per capita income in China increases and the industrial manufacturing foundation develops towards high-quality development, there will be a large number of segmented market demands in the consumer market, which can be met through improving product quality, increasing variety, and brand building. Currently, many new demands for consumer upgrading have emerged through models such as live streaming e-commerce and interest e-commerce. With the continuous release of consumer power and potential in China, new brands emerging from the new e-commerce model will gain broader space.

这也是为什么，即便知道代理模式更赚钱，但这种不稳定性是很多企业难以all in代理的重要原因，丽人丽妆2022年上半年经销模式依旧高达91.27%，还是将“品牌合作的稳定性”视为公司的核心竞争力之一。This is also why, even though proxy pattern is known to be more profitable, this instability is an important reason why many enterprises are difficult to all in agency. The distribution mode of Beauty Makeup in the first half of 2022 is still as high as 91.27%, which still regards "stability of brand cooperation" as one of the core competitiveness of the company.

此外，在电商新模式中，品牌及入驻企业会兼顾“货品”和“内容”运营，以内容为纽带触达更广泛人群，直面消费者、创造新消费。例如，在以抖音电商代表的兴趣电商、内容电商模式下，消费者采用的是“内容/兴趣—激活需求—购买—展示分享”模式，电商新模式借助维度更丰富的信息线索，实现从被动等待用户搜索转变为主动预判用户偏好，实现了“货找人”。