湘西美团电商运营培训多少钱

拼多多电商运营培训实操

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.

该笔交易随着时间推移，2022年宝尊因此产生公允价值损失为3.65亿元，由此进一步侵蚀了利润。无独有偶，丽人丽妆也因持有的金融资产公允价值变动在去年产生506万元的损失。Over time, this transaction resulted in a fair value loss of 365 million yuan for Baozun in 2022, further eroding profits. Coincidentally, Beauty Beauty also incurred a loss of 5.06 million yuan last year due to changes in the fair value of its financial assets.

一般来说，成熟的代运营企业会采取“轻重并举”的模式。一方面可以与大品牌保持深度的合作，从中持续积累行业knowhow，这有利于代运营企业在后期孵化自有品牌。而另一方面代销则有利于品牌进行品类的快速扩张，确保一定的投资回报率。Generally speaking, mature outsourcing companies will adopt a "light and heavy" model. On the one hand, it is possible to maintain deep cooperation with major brands and continuously accumulate industry knowledge from them, which is conducive to the incubation of their own brands by proxy operators in the later stage. On the other hand, consignment sales are conducive to the brand's rapid expansion of categories, ensuring a certain return on investment.

后者典型案例则为宝尊与丽人丽妆。2022年，宝尊净亏损超一半来自公允价值变动损失，达3.648亿元。在2021年，阿里旗下菜鸟智慧物流以2.179亿美元收购了宝尊旗下从事仓储和配送的子公司宝通股份30%股权。根据当时的协议，倘发生若干触发事件，菜鸟有权要求宝尊以相等于初始投资的价格加上每年6%的内部回报率赎回其股份。The typical cases of the latter are Baozun and Beauty Beauty. In 2022, over half of Baozun's net loss came from changes in fair value, reaching 364.8 million yuan. In 2021, Alibaba's Cainiao Smart Logistics acquired a 30% stake in Baotong, a subsidiary of Baozun engaged in warehousing and distribution, for $217.9 million. According to the agreement at the time, if several triggering events occur, Cainiao has the right to request Baozun to redeem its shares at a price equal to the initial investment plus an annual internal return rate of 6%.

以直播、短视频、兴趣电商等为代表的新电商模式是以内容生产、商品营销新场景为特征的，这些电商模式综合运用了多种形式的现代信息技术和手段，通过多样化的内容触达消费者的需求，通过多样化的新消费场景促使商品供需高度匹配，从而更加生动、直观、高效地满足消费者的需求。