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越卖越亏 薇娅 李佳琦还能给商家留下什么

  RUGUOBUSHISHENJIAOSUOXIANGMENGJIEGUFENXIAFAWENXUNHAN,WAIJIEKENENGHAICHENMIZAIWANGHONGJINGJIZHIZAODEHUANJINGZHONG。

  ZAIHUIHANZHONG,MENGJIEGUFENPILULEYUWEIYA7CIHEZUODEZHIBODAIHUOSHUJU。QIANSANCIHEZUOSHIZAI2019NIAN,ZONGXIAOSHOUE469.25WANYUAN,TICHUZHIFUJIWEIYADE104WANYUAN,JINSHOURU360WANYUAN。HOUSICIFASHENGZAI2020NIAN,QIZHONG3CILEIJIXIAOSHOUJINEWEI812.12WANYUAN,TICHUZHIFUJIWEIYA213WANYUAN,SHOURUYEBUGUO600WANYUAN。

三一重工  ZHEISIHUBUFUHEWAIJIEDERENZHI。

  ZAIMENGJIEGUFENPILUGAISHUJUQIAN,WEIYA、LIJIAQIDENGTOUBUZHUBOYIZHIBEIKANZUOSHIXIAOLIANGDEBAOZHENG。“YICHANGZHIBOXIAOSHOUEPOYI”、“ZHIBOJIANMOUMOUCHANPINYIMIAOSHOUQING”,GUOQUZHEIXIEREYIHUATIXIANGWAIJIEZHENGSHILETAMENQIANGDADEDAIHUONENGLI。

  RUJINMENGJIEGUFENYUWEIYA6CIHEZUODESHOURUQUEBUZU1000WAN,ZHEITUIFANLEPINPAISHANGMENZHIYAO“BANGSHANG”DAZHUBOJIUNENGDAZHUANYIBIDEJIELUN。WAIJIEYEYINWEIZHEIFENWENXUNHANRUMENGCHUXING,DANDUIYUPINPAISHANGLAISHUO,TAMENDUICIHUOXUZAOYISIKONGJIANGUAN。

  1、头部主播的魅力

  SUIRANTAOBAOZUIXIANRUJUZHIBODAIHUO,DANCHEDIYINBAOGAICHANYEDEQUESHIDOUYIN、KUAISHOUZHEILEIXIANXIANGJIDUANSHIPINPINGTAI。

三一重工  2016NIANTAOBAOSHANGXIANTAOBAOZHIBO,2018NIANYIYOU81WEITAOBAOZHUBONIANYINDAOXIAOSHOUEGUOYI,JIN“TAOBAOYIJIE”WEIYADEGERENNIANXIAOSHOUJIUEGAODA27YIYUAN。

三一重工  BISHI,ZHUYAOYILIULIANGWEIJICHUJINXINGGUANGGAOBIANXIANDEDOUYINKUAISHOUZHENGZAIXUNQIUGENGDUOSHANGYEHUATUJING,BAOKUOSHISHUIZHIBODAIHUO。2017NIANDI,KUAISHOUSHANGXIANGUANFANGJIEDANPINGTAI“KUAIJIEDAN”,XIANGGEBUJIUDOUYINYETUICHUTONGLEIPINGTAI“XINGTU”,ZHIBODAIHUOCHANYEXINGCHENG“SANJIAJUSHOU”。

三一重工  YOUYUDOUYINHEKUAISHOUDEYONGHULIANGJICHUPANGDA,PINGTAINEIHENKUAIYONGXIANCHUYIPIJUYOUGUANGFANYINGXIANGLIDEZHUBO。CHULEKUAISHOUDESANDAGE、XINYOUZHIDENG“LAOTIE”,TAOBAOZHIBODETOUBUZHUBOWEIYA、LIJIAQIYETONGGUODOUYINCHENGGONGCHUQUAN。

三一重工  ZAIDUANSHIPINPINGTAIDECANYUXIA,ZHIBODAIHUOCHANYECHEDIBAOFA。SHUJUXIANSHI,2019NIANZHONGGUOZHIBODIANSHANGXINGYEDEZONGGUIMODADAO4338YIYUAN,AIMEIZIXUNYUJI2020NIANGAISHUJUJIANGZAIFANYIBEI,ZHENGTIGUIMOJIANGDADAO9610YIYUAN。ZHEIDANGZHONG,TOUBUZHUBOQIDAOLEZHUYAODEDAIDONGZUOYONG。

三一重工  “DANRIZHIBOXIAOSHOUEPOYI”、“15FENZHONGMAIDIAO15000ZHIKOUHONG”……“TAOBAOYIJIE”WEIYASHENZHIZAI2018NIANSHUANG11CHUANGXIADANRIXIAOSHOUEPO3YIYUANDECHENGJI。ZHEIXIECHENGGUORANGWAIJIEKANDAOLETOUBUZHUBODEJIAZHI,TONGSHIYECHENGWEIPINPAISHANGGUANZHUDEJIAODIAN。

三一重工  DANSUIZHEFENSIZENGZHANGJIKEYUANZENGDUO,TOUBUZHUBODEHUAYUQUANYUELAIYUEZHONG、YAOJIAYEYUELAIYUEGAO。PINPAISHANGPINQINGTOUBUZHUBODAIHUOBUDANYAOZHIFUGAOANGDEKENGWEIFEIHEYONGJIN(ZHIYAOCHANPINCHUXIANZAIZHIBOJIANJIUYAOZHIFUXIANGYINGFEIYONG),HAIYAODASHOUBIDUIZHIBOJIANFENSIFAFULI。

  CONGSHISHIYUNIANNONGCHANPINDESHANGJIADINGYAOGAOSU「DoNews」,“TAMENWEILECHONGXIAOLIANG,HUIYAOQIUSHANGJIAJICHUZUIDIDECHANPINBAOJIA,ZHEIKUAISHIMEIFAZUOJIADE,TAMENHUIZAIWANGSHANGCHAXUNLISHIJIAGE。”

  CHUCIZHIWAI,ZHUBOZAIPINZHIFANGMIANYEYOUYIDINGYAOQIU,SHOUXIANBUNENGDIYUTONGLEICHANPIN,FOUZEJIUHUIBEIPKDIAO,ZHEIYIWEIZHEGAOCHENGBENDISHOURU。QICI,HAIYAOKANGONGYINGLIANNENGLISHIFOUNENGGENSHANG。

  “BUTONGPINLEIYOUBUTONGDESHOUFEIBIAOZHUN,WOHEZUODENEIGEZHUBOKENGWEIFEI10WANQIBU。CHOUYONGBIJIAOYIZHI,GEDAZHUBOYIBANDOUHUIANZHAOCHENGJIAOEDE20%-30%YEKENENGHUIGENGGAOYIXIE,ZHEIGEZHUYAOKANSHUANGFANGZUIZHONGTANDEJIEGUO。”DINGYAOSHUO。

三一重工  XIANGDUIYUTOUBUZHUBODEGAOBIAOZHUNYANYAOQIU,YAOBUHEWEIBUZHUBOXIANDEGENGWENHEXIE,YOUQISHIZAISHOUFEIFANGMIAN。

三一重工  ZHEIXIEZHUBOYUSHANGJIAHEZUOCAIQUCHUNYONGJINMOSHI,BUSHEJIKENGWEIFEI,MUDESHIWEILEJIADAZIJIDEJINGZHENGLI。ERYAOBUHEWEIBUZHUBOMAIYIDANZHUANYIDANDEFANGSHIDUIYUSHANGJIALAISHUOYEGENGWEIBAOXIAN。XIAOLIANGGAOSHISHUANGFANGDESHOURUTONGSHITIGAO,XIAOLIANGDIHUOMEIXIAOLIANGSHI,SHANGJIAYEBUHUIPEIQIAN。

三一重工  DANSHISHISHI,JIBIANYAOFUCHUHENGAODEFEIYONG,ZHONGXIAOSHANGJIAHAISHIGENGXIWANGHETOUBUZHUBOHEZUO。YINWEIYAOBU、WEIBUDEZHUBOCUNZAIYANZHONGDESHUALIANGXINGWEI,XUJIAJIAOYIZHIXIACHIKUIDEHAISHISHANGJIA。

  DANYUTOUBUZHUBOHEZUOJIUYIDINGNENGZHUANDEPENMANBOMANMA?

  2、直播带货的亏损经济

三一重工  DUIYUDINGYAOLAISHUODAANSHIFOUDINGDE。“CHAODIJIAHUIDADAXUEJIANLIRUN,ZAITICHUFUJIZHUBODEFEIYONGYIJIHOUQITUIHUOKUAN,HENNANZHUANDAOQIAN。CHUFEICHENGBENTEBIEDIDECHANPIN,XIANGLINGSHI、HUAZHUANGPINKENENGHUIYOUDIANYINGLIKONGJIAN,WOMENJIUSHICHUNKUISUN。”

  DINGYAODEQINGKUANGBINGBUSHIGELI。LIJIAQICENGZAIZHIBOJIANSHUOGUO,YINWEINADAODESHIZUIDIJIA,SUOYIGENTAHEZUODEDABUFENSHANGJIADOUBUZHUANQIAN。ZAIZHIMINGHULIANWANGPINGLUNJIADINGDAOSHIKANLAIZHEIYIJINGSHIPUBIANXIANXIANG。

三一重工  “JIUWOLEJIE,HENDUOQIYEZHAOTOUBUZHUBODAIHUODOUSHIKUIQIANDE。YIXIEQIYEDEXIAOSHOUEYEJIUJISHIWAN,DANTUIGUANGZHICHUJIUYIJINGBAZHEIXIESHOURUFUGAILE。ZAIJIASHANGZHIFUJIZHUBODEYONGJIN、KENGWEIFEI,ZUIHOUDAILAIDEBUSHILIRUNERSHIGAOEKUISUN。BUGUOPINPAISHANGYEBUHUIWUXIANTOURU,HENDUOSHANGPINDOUHUIKONGZHIXIAOLIANG。BIRUHELUOYONGHAOHEZUODEMOUQICHEPINPAIJIUXUANZELEXIANLIANGXIAOSHOU,ZHIBOJIANFENSIQIANGWANHOUBUHUIZAIJIAHUO。”

三一重工  BUGUOZHEIBINGBUHUIXIMIEPINPAISHANGDEREQING,JIBIANMIANLINKUISUN,HENDUOSHANGJIAHAISHIDUITOUBUZHUBOQINGYOUDUZHONG。YINWEITAMENDEZHUYAOMUDEYIJINGBUSHIHUOLI,ERSHIYINLIU。

三一重工  “QISHIZHIBODAIHUODUIYUWOMENLAISHUOJIUSHIMAILIULIANGDEXINQUDAO。GUOQUDAJIADOUSHIQUDIANSHANGPINGTAIMAI,XIANZAIZHUANYIDAOZHIBOJIANERYI。”DINGYAOGAOSUWOMEN,XIANGJIAOYUXIAOZHUBO,DAZHUBOZHIBOJIANDELIULIANGGENGZHENSHI,YEGENGRONGYIFASHENGGOUMAIXINGWEI。XIANGBIZHIXIA,ZAIDIANSHANGPINGTAIMAIGUANGGAOWEI、MAIZHITONGCHEDEZHUANHUALVGENGDI。

  “SUOYIWOMENHUIZAIDIANSHANGPINGTAIGAOCUXIAODEQIANYIGEYUEZHAODAZHUBOHEZUO,TONGGUOZHIBOJIANCHENGJIAOLIANGJIANGWANGZHANDIANPUDEPAIMINGTISHANGQU,JISHOUHUOLEXIAOSHOUEYOUNENGZAIWANGZHANHUODEPUGUANG,YIJULIANGDE。”DINGYAOSHUODAO。

三一重工  NEIMEZHUBODAODINENGWEISHANGJIATIGONGDUOSHAOLIULIANG?GENJUDIANSHANGPINPAIBAO《2020ZHONGGUODAIHUOZHUBOPAIMINGBANGDAN》XIANSHI,WEIJUQIANLIUMINGDEZHUBOPINGJUNMEICHANGZHIBODOUNENGXIYINCHAOGUOQIANWANFENSIGUANKAN,WEIYA521TAOBAOZHIBODANGTIANGUANZHONGSHENZHIPOYI。

三一重工  DUIYUDAPINPAILAISHUOYISHIRUCI。ZHENGRUDINGDAOSHISUOSHUO,JIBIANYULUOYONGHAOHEZUODEQICHEPINPAIYINWEIDIJIAKUISUN,DANTONGGUOZHIBOJIANKEYITIGAOPINPAIDEZHIMINGDU,ZUIZHONGFANTUIXIANXIAQICHEXIAOLIANG。

三一重工  CONGZHEIGEJIAODULAIKAN,DAZHUBODAIHUOYICHENGWEIYIZHONGXINXINGYINGXIAOFANGSHI。

  除了打造品牌知名度,品牌方愿意为亏损买单的原因还在于提升身价。上市公司混迹于二级市场中,最不缺少的就是故事和想象力。

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