邯郸美团电商培训哪里有
拼多多电商运营培训实操
从经销模式转型为代理模式，从垂直品类到全品类，代运营商们往往会“水土不服”。一是，曾经的经验方法论不一定能再度成功，靠路径依赖难以打动品牌；二是消费品品类普遍面临着上新频繁、SKU多、新老品牌竞争激烈等问题，掌握话语权的品牌也不会将“鸡蛋放在一个篮子里”。From the distribution mode to the proxy pattern, from the vertical category to the full category, the agent operators tend to "acclimatize". Firstly, previous empirical methodologies may not necessarily succeed again, and relying on path dependence is difficult to impress brands; Secondly, consumer goods are generally facing problems such as frequent updates, multiple SKUs, and fierce competition between old and new brands. Brands that have the say will not "put eggs in one basket".
In addition, in the new e-commerce model, brands and settled enterprises will balance the operation of "goods" and "content", reach a wider audience through content as a link, face consumers directly, and create new consumption. For example, under the interest e-commerce and content e-commerce model represented by Tiktok e-commerce, consumers adopt the "content/interest - activate demand - purchase - show and share" model. With the help of more abundant information clues, the new e-commerce model has changed from passive waiting for user search to active prediction of user preferences, and has realized "looking for goods and people".
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.
一方面，在逐步摸索渠道运营的过程中，随着自建团队的搭建，品牌也逐步收回代理权，转为自营。典型的案例就是欧莱雅与丽人丽妆的“分手”。还有一部分新兴品牌，本身就打着DTC的旗帜，比代运营企业更懂如何运营，比如完美日记和花西子。On the one hand, in the process of gradually exploring channel operations, with the establishment of self built teams, the brand has gradually regained its agency rights and shifted to self operation. A typical case is the "breakup" between L'Oreal and Beauty Makeup. There are also some emerging brands that are already under the banner of DTC and know more about how to operate than proxy companies, such as Perfect Diary and Huaxizi.
该业内人士口中的“电商果”有多少？在市场上占多大比例？是普遍现象还是个别行为？从报道中不得而知。如果因此就简单地将“电商果”和残次果品划上等号，甚至把“电商果”代指所有电商平台销售的水果，显然有失偏颇。其实，和传统的线下销售一样，电商销售也是一种市场行为，平台上既有褚橙、晴王葡萄等特色优质的品牌水果，也有性价比高的“大路”水果，满足消费者的多元化需求。In recent years, many e-commerce platforms have joined the sales force of fresh fruits, and more and more consumers are choosing to purchase fruits from e-commerce channels. But recently, there have been media reports that an industry insider said in an interview that damaged and defective fruits produced by orchards are difficult to sell through traditional channels and are generally resold to merchants on e-commerce platforms at low prices, known as "e-commerce fruits" in the industry. In the message area of relevant reports, some netizens roast about their previous experience of buying fruits on e-commerce platforms, and some even simply equated the reported "e-commerce fruits" with inferior fruits.
