厦门美团电商运营培训多少钱
抖音短视频电商培训
区别于淘系生态，TP们难以快速攻占抖快等新兴渠道的原因主要有两点：一是基因不同。淘系电商起源于货架，抖快则起源于内容，TP沉淀下的货架经验很难直接复制到抖音生态，这对TP的内容流量营销能力提出了更高的要求。二是竞争格局不同。抖快服务商中很多是从MCN或达人转型，这种模式依赖主播与运营人员的经验，因此格局较为分散，中腰部服务商占大头。There are two main reasons why TP companies find it difficult to quickly capture emerging channels such as Doukuai, which are different from Taoyuan ecosystem. Firstly, they have different genes. Taoshi e-commerce originated from the shelf, while Tiaokuai originated from the content. The shelf experience precipitated by TP is difficult to directly replicate to Tiktok ecology, which puts forward higher requirements for TP's content flow marketing capability. The second is that the competitive landscape is different. Many Doukuai service providers are transitioning from MCN or influencers, which rely on the experience of broadcasters and operators, resulting in a more dispersed pattern, with middle to lower back service providers accounting for the majority.
尽管在财报与投资者交流平台上，代运营商们也频频秀出每年的新品类客户，壹网壹创入局潮玩领域，若羽臣与丽人丽妆也新增了宠物类目，但依旧难改变“铁打的品牌，流水的代运营商”的命运。Although on financial reporting and investor communication platforms, proxy operators frequently showcase their annual new product customers, and Yiwang Yichuang has entered the trendy gaming field. Ruoyuchen and Lirenli have also added pet categories, it is still difficult to change the fate of "iron brand, flowing proxy operators".
2022年5月31日，抖音电商升级为全域兴趣电商，将短视频和直播内容、商城、搜索等场景融合。随着“兴趣电商”到“全域兴趣电商”的升级，抖音上的国货商品得以拓展购买场景。《2022抖音电商国货发展年度报告》显示，平台上国货商品搜索量提升165%，国货短视频数量提升3652%。
对于电商新模式的特征，《报告》分析指出，相较于传统模式，电商新模式更加擅长发现和满足消费者的潜在需求，通过视频等信息密度更大的表现形式，重构或创造了全新消费场景，满足个性化、多样化、多层次的消费需求，不断提升消费体验。In this regard, the Report points out that although the Internet demographic dividend has declined, China's electricity business is still in innovative development. According to the "2022 (First) China Live E-commerce Market Data Report" released by the Online Economic and Social E-commerce Research Center recently, from 2017 to 2021, the transaction size of the domestic live e-commerce market increased from 19.64 billion yuan to 2361.51 billion yuan, which is significantly higher than the overall growth rate of online shopping transaction volume. This indicates that new models such as live e-commerce are still developing rapidly
而对品牌而言，代运营商的作用就更突出了。一个是代运营商们比品牌们更懂平台的心思，比起品牌自己“摸黑”，宝尊、丽人丽妆背后是阿里的投资支持，它们更懂如何与平台规则博弈。For brands, the role of proxy operators is even more prominent. One is that proxy operators understand the platform's mindset better than brands, and behind them, Baozun and Lirenli makeup are Alibaba's investment support. They understand how to play games with platform rules better than brands themselves.
