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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.
而除去自己下场做品牌外，代运营企业们整齐划一地将自己包装为“科技企业”， 但区别于当下AIGC技术商业化与电商领域的创新性融合，代运营企业的数字化能力大多仍集中在搭建集成式的中台体系，这些都不是高处的技术果实。In addition to branding themselves in the future, proxy operators neatly package themselves as "technology enterprises". However, unlike the innovative integration of AIGC technology commercialization and e-commerce, most of the digital capabilities of proxy operators are still focused on building integrated mid platform systems, which are not high-altitude technological fruits.
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.
其实，对水果分级分销的方式在果业市场应用已久，不仅能让消费者享受到不同价格和品质的服务，也有利于农产品优质优价的实现，创造更多价值收益。电商的出现对产业发展并非坏事，相反，正因电商跨地域销售和流通的优势，很多原本难以打开市场的特色优质水果能够快速直接地进入消费者的视野，让远在千里的人们也能品尝到其独特风味。对产地来说，直供水果到电商市场，可以减少流通环节、降低流通损耗，能让果农获取更多收益。For some consumers, buying fruits on e-commerce platforms is not only about taste, but also about appearance and service. Therefore, they tend to prefer large fruits with good fruit shape, high sweetness, and even fruit color. However, agricultural production is not an industrial assembly line and is influenced by factors such as lighting conditions, nutrient absorption, and management levels. Even fruits of the same variety may have quality differences when grown. Therefore, when sold from the place of origin, similar fruits will be divided into different levels based on their appearance, sugar content, size, etc., and then distributed to different end markets. Some fruits may not look as good, such as being frosted during growth, being bumped during picking, or experiencing short exposure to sunlight, resulting in less pigmentation of the skin. Therefore, compared to some well grown fruits, they are sold at a lower price. But if the flesh is not affected, there is not much difference in taste. Some e-commerce platforms have taken a cost-effective approach to selling such fruits, occupying a place in the consumer market.
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%.
