大庆拼多多电商培训课程
电商培训摄像
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.
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.
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。
对部分消费者来说，在电商平台买水果不光是买口味，买的也是外观和服务，所以会更青睐果型好、甜度高、果色均匀的大果。但农业生产不是工业化的流水线，会受光照条件、营养吸收、管护水平等因素的影响，即便是同一品种的水果，长出来也会有品质的差异。因此在产地销出的时候，同类水果会根据品相、糖度、大小等被分成不同级别，再分销到不同的终端市场。有些水果可能看着没那么好看，比如在成长过程中经过霜打，或者采摘的时候发生磕碰，或者受日照时间短，果皮着色不深，所以相比一些长得好的果子，售出价格更低。但果肉没受影响的话，口感并没有太大差异。一些电商平台销售的此类水果，就走起了高性价比路线，占据了消费市场的一席之地。How many "e-commerce fruits" do industry insiders refer to? What is the proportion in the market? Is it a universal phenomenon or an individual behavior? It is unknown from the report. If we simply equate "e-commerce fruits" with defective fruits, and even refer to "e-commerce fruits" as all fruits sold on e-commerce platforms, it is obviously biased. In fact, like traditional offline sales, e-commerce sales are also a market behavior. On the platform, there are both high-quality brand fruits such as Chu Orange and Qingwang Grape, as well as cost-effective "main road" fruits, meeting the diverse needs of consumers.
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.
