浙江拼多多电商培训哪里有
淘宝电商运营培训
这几年，许多电商平台开始加入销售生鲜水果大军，越来越多的消费者选择从电商渠道购买水果。但最近有媒体报道，一位业内人士接受采访时称，果园出品的有伤的残次果，很难在传统渠道销售，一般以低价转卖给电商平台的商户，被业内叫“电商果”。在相关报道的留言区，也有网友吐槽此前在电商平台买水果的经历，甚至有人把报道中的“电商果”与劣质水果简单地划上了等号。Not only is the market scale huge, but the profits of fast fashion clothing are also much higher than other consumer goods. The gross profit margin of ZARA's parent companies Inditex and H&M is consistently above 50%. The gross profit margin of Volkswagen's fast moving consumer goods is generally around 20%. This means that the profits obtained by the e-commerce platform Fali Fast Fashion are much higher than those of other Fali products.
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.
但代运营商们躺赢的日子已经过去了。从财报基本面来看，宝尊电商、丽人丽妆和壹网壹创均陷入亏损困境。2022年，丽人丽妆净利大跌134%，宝尊一年净亏6.53亿元。But the days of proxy operators lying on their backs and winning have passed. From the perspective of financial reporting fundamentals, Baozun E-commerce, Beauty Makeup, and Yiwang Yichuang are all in a loss situation. In 2022, the net profit of Beauty Beauty fell by 134%, and Baozun had a net loss of 653 million yuan in one year.
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.
新的时代里，讲究性价比与回报率，崇尚稳定性与长期性，再亮眼的GMV战报也无法保证品牌的长红。回到问题的原点，在一个好赛道里，越精细的分工往往可以建立越深厚的护城河，卖铲人可以越来越赚钱，比如英伟达。但在一个看得见天花板的赛道里，金矿越来越少，留给渠道商的机会本就不多。In the new era, emphasizing cost-effectiveness and return rate, advocating stability and long-term performance, even the most eye-catching GMV battle report cannot guarantee the brand's long-term success. Returning to the origin of the problem, in a good track, the finer the division of labor, the more profound the moat can be established, and shovel sellers can make more money, such as NVIDIA. But in a track with a visible ceiling, there are fewer and fewer gold mines, leaving few opportunities for channel merchants.
