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也就是说，无论轻资产，还是重资产，不论哪一种模式，其本质上都不是服务商自己说了算。一位服务商对此用了一个更为恰当的比喻：“就像是打仗，服务商永远都只是士兵，真正的战场指挥只是品牌方，也永远只是品牌方。”That is to say, no matter which model is light or heavy on assets, in essence, the service provider does not have the the final say. A service provider used a more appropriate metaphor for this: "It's like a war, the service provider is always just a soldier, and the real battlefield command is only the brand side, and it will always be the brand side

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.

不仅市场规模庞大，快时尚服装的利润也远高于其它消费品。ZARA的母公司Inditex、H&M毛利率常年在50%以上。而大众快消品毛利率普遍在20%左右。这意味着，电商平台发力快时尚获得的利润要远比发力其他商品高。HEIN specializes in fast fashion, cost-effective women's clothing, and currently covers over 220 countries and regions. Looking at the development of SHEIN, its growth rate can be compared to the overseas version of Pinduoduo. In 2022, SHEIN's revenue was $22.7 billion, a year-on-year increase of 52.8%. In 2020 and 2021, SHEIN's revenue grew at a year-on-year rate of 211% and 60%. From 2014 to 2020, SHEIN achieved 100% year-on-year growth for six consecutive years.

为了美化这两种模式，代运营商们也在财报里费尽心思。有的按照行业划分，有的按照平台划分，将两种模式又进一步拆分为内容电商、品牌策划、品牌管理、数字服务等。In order to beautify these two models, proxy operators have also put in a lot of effort in their financial reports. Some are divided by industry and some are divided by platform, further dividing the two models into content e-commerce, brand planning, brand management, digital services, etc.

另一个原因则源于内部的扩张思路，电商代运营企业正在消化非经常性损益带来的短期业绩波动。头部代运营商的扩张思路，主要可分为两类：一是通过花钱投资孵化或并购新品牌，二是通过资本化手段，投资或参股企业，通过公允价值变动收益优化利润表。Another reason is due to internal expansion thinking, as e-commerce operators are digesting short-term performance fluctuations caused by non recurring gains and losses. The expansion ideas of top generation operators can be mainly divided into two categories: one is to incubate or acquire new brands through investment, and the other is to optimize the income statement through capitalization means, investment or equity participation in enterprises, and changes in fair value income.