一块读经济学人 | 消费日用品电商的新营销模式！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/rM5FhcHIJrAJ2kQOLGp0IuQK9CiaaRN1mcEvWRb2Ls9TwwcN3tseBsCGgw7iaRJxj0CCmj2BYq7XoWapZhssFNYQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>有点儿译思<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让生活有点儿译思</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好玩 好看 好学~</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/rM5FhcHIJrAJ2kQOLGp0IuQK9CiaaRN1mJAOicMztiaxpPduleoAqWBa6OtjsHQCe61xM8VYpgKK0l1ibe4uDtTtRw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQu8dS5obsibeRW4TjemekZ3j17KpiccOFlaXGLQzdtMEzXkzzVSGibCnCSQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Hey，快到春节了，你们是不是<span style="color: black;">每日</span>都拿着手机心痒痒往购物车里加东西呢？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不知<span style="color: black;">大众</span>除了<span style="color: black;">每日</span>上淘宝、京东、网易考拉等购物平台之外，<span style="color: black;">是不是</span>还会<span style="color: black;">选取</span>类似Everlane的<span style="color: black;">有些</span>小众直销平台（<span style="color: black;"><strong style="color: blue;">DTC, Direct-to-consumer</strong></span>）？<span style="color: black;">据述</span>，一件普通羊绒衫，在Everlane上面，<span style="color: black;">由于</span><span style="color: black;">各样</span>流通成本的降低，<span style="color: black;">因此</span>卖价100美金，折合人民币700元，同质<span style="color: black;">制品</span>，价格<span style="color: black;">最少</span>是普通卖场的一半。<span style="color: black;">博主</span>最爱买买买，<span style="color: black;">爱好</span>时尚的MM们估计<span style="color: black;">亦</span>会<span style="color: black;">晓得</span>Everlane这个牌子的吧！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正是<span style="color: black;">由于</span>如此，这家成立于2011年的互联网轻奢品牌，短短几年就火遍<span style="color: black;">全世界</span>。当然，最初，这种营销模式<span style="color: black;">便是</span>采用Warby Parker的<span style="color: black;"><strong style="color: blue;">直接面对消费者营销模式</strong></span>。<span style="color: black;">亦</span><span style="color: black;">便是</span>今天<span style="color: black;">咱们</span>这篇经济学人讲的东西。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Texts from Dec. 2017 Economists</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">如需先看原文，请在公众号对话框回复“</span><span style="color: black;">DTC</span><span style="color: black;">”，会自动推送给你。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">E-commerce: Briefs encounter</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Tommy John是什么？是一家base在曼哈顿的初创企业，给人的感觉像是硅谷的高科技<span style="color: black;">机构</span>，招人的时候说自己企业<span style="color: black;">拥有</span><span style="color: black;"><strong style="color: blue;">破坏性的革新（destructive revolution）</strong></span>，说<span style="color: black;">她们</span><span style="color: black;">制品</span>用的是创新材料，设计还有专利，还吸引了<span style="color: black;">非常多</span>创投资本。<span style="color: black;">然则</span>，<span style="color: black;">然则</span>，这家<span style="color: black;">机构</span><span style="color: black;">实质</span>上是卖男士内裤的！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuXuwTPNia85iavpcWibYkOaoH0vRFAicWvR7Aibl5LU95GYarcGhJrPTmwAg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">博主</span>刚上去看了下他家官网，还是设计的还是让人<span style="color: black;">特别有</span>购物冲动的，这些<span style="color: black;">机构</span>的营销<span style="color: black;">便是</span>做的<span style="color: black;">尤其</span>好，你还<span style="color: black;">能够</span><span style="color: black;">选取</span>（<strong style="color: blue;"><span style="color: black;">你<span style="color: black;">爱好</span>85折还是全款？任性？行，你有钱，你付全款好了，我不拦你！</span></strong>）。行吧，买来，送男友送老公送老爸（<strong style="color: blue;">嗯，我绝对没收<span style="color: black;">宣传</span>费！</strong>），去吧，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">https://www.tommyjohn.com</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQu9hhIRh7FyUia47L3cfuZlLFdvl2o3zSkrxp60pAfaaFkjXiaSdM19ybA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，最初采用DTC模式并取得成功的电商是Warby Parker，卖眼镜的，起初是在2008年4个沃顿的哥们创的。<span style="color: black;">那样</span>，在线眼镜店怎么取得成功呢？秘诀<span style="color: black;">便是</span>：每次给消费者发5副眼镜，消费者<span style="color: black;">能够</span>在家里试戴，只留下最<span style="color: black;">爱好</span>的那一副，一个订单95美金。（<span style="color: black;"><strong style="color: blue;">说到<span style="color: black;">这儿</span>，<span style="color: black;">博主</span><span style="color: black;">晓得</span>有的<span style="color: black;">朋友</span>会说，嗯，那我5副都不<span style="color: black;">爱好</span>！25副我<span style="color: black;">亦</span>不<span style="color: black;">爱好</span>！嗯，<span style="color: black;">博主</span>不跟你争，你<span style="color: black;">爱好</span>950美金去别的地儿买，我不拦你！</strong></span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuu0c5vJZiavFcALSFzlicSLof7P3UnAsbtycX0B6CVo5sKsrwkib8fWRPw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">类似的成功消费品<span style="color: black;">机构</span>还有Casper，卖床垫的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuKeibHh3ibDoXNfuz1YvkxxE0UoGxbMVUFRbTeINKoFic6CnPMrjtmohVg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A growing number of startups are reimagining<span style="color: black;"><strong style="color: blue;"> everyday household items</strong></span>-from pants and socks to toothbrushes and cookware. These DTC companies<span style="color: black;"><strong style="color: blue;">bypass conventional retailers</strong></span> and bring their products straight to customers via their online stores.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自从这种DTC营销模式出来之后，各大VC趋之若鹜，自2012年<span style="color: black;">败兴</span>，VC在这块<span style="color: black;">已然</span>投入30亿美金，<span style="color: black;">亦</span>让人<span style="color: black;">可疑</span><span style="color: black;">此刻</span>这个DTC市场<span style="color: black;">是不是</span><span style="color: black;">已然</span><strong style="color: blue;"><span style="color: black;">存在<span style="color: black;">泡泡</span>（whether the boom has reached its limits）。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">DTC模式出来之后，传统的日用品商<span style="color: black;">亦</span>是收到了严重的挑战，<span style="color: black;">例如</span>生产剃须刀片的吉利（Gillette），吉列是世界上最大的剃须刀片生产商，曾经占到美国70%的市场，毛利润（gross margin）<span style="color: black;">更加是</span>高达60%，但随后在2011年，Dollar Shave Club<span style="color: black;">显现</span>了，每月消费者只<span style="color: black;">必须</span>1美元就<span style="color: black;">能够</span>收到邮递的剃须刀（其实刀片的成本<span style="color: black;">亦</span>就25美分，但这个相当于订期刊（subscription services）那样的收日用品的方式，还是一举拿下了15%的美国市场），后来还有Harrys（逼格很高，极短设计，<span style="color: black;">花费</span>降低），吉列<span style="color: black;">因此呢</span>受到严重打击，市场份额一下子降到54%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuNxibSIib68R8QU1iayS2pic8QVqb0MzVhGJiaHN4Ghv8ayZPiabUp9LicVANw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Hubble Contacts，一家送货上门的日抛隐形眼镜<span style="color: black;">机构</span>，不仅把隐形眼镜装在别致的盒子里，价格<span style="color: black;">亦</span>相应降低。（<span style="color: black;">博主</span>不<span style="color: black;">晓得</span><span style="color: black;">大众</span>平时用的什么隐形眼镜，反正经过<span style="color: black;">各样</span>眼酸、眼干之后，我<span style="color: black;">发掘</span>要用隐形，还是日抛的好，要用日抛，还是强生安视优，哈哈，还是<span style="color: black;">无</span>收取<span style="color: black;">宣传</span>费哦！）相比强生安视优每副3-4美金（人民币的确要20几块钱），一年下来1000美金的消费，Hubble隐形眼镜每年消费不到300美金（按月订购，30美金/月，264美金/年）。2017年，Hubble<span style="color: black;">营销</span>量已达2000万美金。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Lenses are <span style="color: black;"><strong style="color: blue;">well-suited to</strong></span> the DTC model, being a commoditised product that customers <span style="color: black;"><strong style="color: blue;">purchase on a regular basis</strong></span>.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">那<span style="color: black;">倘若</span>价格<span style="color: black;">无</span><span style="color: black;">优良</span>？靠什么取胜？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Startups that cannot<span style="color: black;"><strong style="color: blue;">undercut incumbents </strong></span>on price must differentiate themselves in other ways.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>之前<span style="color: black;">说到</span>卖床垫的Casper，靠的是在线购买体验，简单<span style="color: black;">方便</span>，还<span style="color: black;">不消</span>对比<span style="color: black;">基本</span>看不出区别的<span style="color: black;">制品</span>线，还有<span style="color: black;">哪些</span>烦人的<span style="color: black;">营销</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>总部<span style="color: black;">位置于</span>旧金山的Allbirds，一家卖羊毛鞋的，才成立两年，仅2017年就<span style="color: black;">按照</span>顾客反馈27次修改其鞋品设计。<span style="color: black;">日前</span><span style="color: black;">据述</span>，它的合作供应商是意大利北部的一家羊毛作坊，它从新西兰进口羊毛到意大利做成面料，最后到韩国加工成品，在线售价95美金，<span style="color: black;">然则</span>舒适度却很高！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuNysnLJnU5RT7kOxiaUrqQ3OHgaehbVA9MOzvIS4XKS1bcotdThictUwA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">投资人看重的到底是什么？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Branding 品牌</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Marketing 市场</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Away的行李箱，<span style="color: black;">亦</span>是一个互联网品牌，<span style="color: black;">仅在</span>美国和英国线下有店。它最大的卖点是行李箱有一个内置的10000mAh的电池，有2个USB接口。<span style="color: black;">况且</span>，外形超级简约可爱，低调有内涵，还有好几个合作款。深得我这种“油腻中年少女”的心。在网路上，可是一款网红行李箱哦！逼格满满！在其官方Ins账号上有14万粉丝。2017的<span style="color: black;">营销</span>额预计达到5000万美金。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Suitcases made by Away, a firm founded by 2 Warby Parker alumnae, have been <span style="color: black;"><strong style="color: blue;">featured </strong></span>in Vogue and <span style="color: black;"><strong style="color: blue;">endorsed</strong></span>by celebrities such as Karlie Kloss, a supermodel. But most customers learn about the brand on social media, where<span style="color: black;"><strong style="color: blue;">globe-trotting millennials （漫游<span style="color: black;">全世界</span>的千禧一代）</strong></span>share images of their bags, artfully displayed on hotel-room beds or rolling in front of iconic landmarks.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuSJSjGDDOtQ55zV8PLSJKBDEl9GHtRusKZ4hrOhAhIHG3RSO7oc7RZw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rM5FhcHIJrA19UuDIibBb7Y2oEPTiawaQuKhD56ZlLfOW77eKzfnuHicb6roHwgqZNiaULAwUvlLjW35JbtibqDAJBQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">当然，投资客们<span style="color: black;">亦</span>有<span style="color: black;">她们</span>的担忧。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一方面：类似模式小<span style="color: black;">机构</span>太多了，有点供过于求。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">For all the buzz surrounding such online brands, they face high hurdles. Investors worry about<span style="color: black;"><strong style="color: blue;">a glut of</strong></span> stratups<span style="color: black;"><strong style="color: blue;">（供过于求）</strong></span>, which makes it difficult to stand out.</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一方面：传统大<span style="color: black;">机构</span><span style="color: black;">亦</span>聪明起来了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The giants of consumer goods and retailing, initially slow to respond to competition from these startups, have<span style="color: black;"><strong style="color: blue;">wised up</strong></span>. </span><span style="color: black;"><span style="color: black;">例如</span>宝洁和亚马逊进行了更加紧密的合作；又<span style="color: black;">例如</span>，收购这些表现好的小DTC模式的<span style="color: black;">机构</span>。<span style="color: black;">例如</span>联合利华2016年就花10亿美金收购了卖剃须刀片的Dollar Shave Club，沃尔玛今年6月花了3.1亿美金收购了服装垂直电商Bonobos，而12月末，宝洁<span style="color: black;">亦</span>收购除臭剂<span style="color: black;">机构</span>Native。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Anyway</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">The consumer-goods business remains gripped by a "DTC revolution".</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">Further Reading:</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><a style="color: black;"><span style="color: black;">一块</span>读经济学人 | 脑机接口技术，下一个前沿！</a></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让生活有点儿<span style="color: black;"><strong style="color: blue;"><span style="color: black;">译</span></strong></span>思</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">好玩 好看 好学</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每日</span>进步一点点</span></p><img src="http://mmbiz.qpic.cn/mmbiz_jpg/rM5FhcHIJrAJ2kQOLGp0IuQK9CiaaRN1mhThaG4VdNIbLc0MlomxfkvPDgZVMvOjibwsQeQQSndXq7icFZnHnz9cQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新版二维码 长按关注</p>
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