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      你的位置:首頁 > 新聞動態 > 公司新聞

      如涵注重平臺業務 淘汰低效網店 減少對張大奕的依賴以及供應鏈短板

      2019/6/17 16:14:00      點擊:

      YKK拉鏈www.www.suryaabaditek.com】了作者認為確定web名人模型成立,關鍵還是要看其可以繼續,低成本,和粉絲互動,網絡名人的經濟本質或粉絲,一連串的建立一個穩定的關系與大量粉絲關注,個人特征,除了外觀水平達到更高的效率比其他媒體。

          網紅模式的確是一種精準營銷,但它是被動的。它需要打破網紅的影響力來吸引粉絲的注意,然后改變它。目前,至少從財務數據的角度來看,ruhan仍然需要不斷投入資金來維持的影響網絡名人的粉絲,和網絡名人的分布水平也證明,大多數web名人,也花費了大量的金錢和時間來培養,沒有晉升的機會。

          另一個關鍵點在張大怡身上,這也是韓等人最致命的問題。2017財年,張大奕門店收入占到如翰總收入的50.8%2018財年占到52.4%2019財年占到53.5%。張大怡還能像志玲姐姐那樣保持健康十年嗎?即使可以上海YKK拉鏈,如果韓能一直留住張大怡呢?這對一家上市公司來說相當可怕。

         因此,如果韓寒依靠張大怡上市,卻不能再依靠張大怡,而如果韓寒不能再做第二個張大怡。像流水線工廠一樣孵化、培養,平庸、沒有獨特的優勢YKK拉鏈,但勝在穩定可控。如果韓關注平臺業務,剔除低效的網店,就是減少對張大奕和供應鏈短板的依賴。

      然而,隨著平臺業務的增長,它與MCN組織的差別將越來越小。考慮到如翰與阿里的關系以及直播對阿里的重要性,也許如翰可以向產品和技術平臺發展,成為阿里與MCN行業之間的橋梁。

          在信息爆炸的“快餐”時代,像張大奕這樣的商業價值不斷攀升的網紅實屬罕見。

      2014年,張大奕從模特轉型為淘寶店主。憑借良好的形象和獨特的風格,她迅速走紅,吸引了大批粉絲成為她產品的粉絲。2016年,張大奕個人年銷售額達到3億元后,“年收入壓扁范冰冰”的消息也鋪天蓋地,間接將“網紅經濟”的概念推向了高潮。

          兩個月前,如果韓在納斯達克上市,大多數人的目光也集中在張大奕身上。因為ruhan超過一半的收入來自她自己的商店。然而,“網紅電商第一股”的光環未能“蒙騙”投資者,韓寒等人在IPO當天就被打破,從每股12.50美元跌至最低的3.06美元,一度跌去75%以上。

          613日收盤前,如翰發布了2014年第四季度和2019財年(201831日至2019331)的未經審計財務報告。盤后上漲23.01%,如有哪些新的興趣點,作為上市公司,如如何消除張大怡的個人影響?

      彌補自身短板,以平臺運作

      虧損收窄

          數據顯示,2019財年第四季度,包括6.48億元的GMV,同比增長81.3%;第四季度實現凈利潤2.37億元,同比增長20.7%;第四季度凈虧損同比收窄53.3%,至2,940萬元。

      如翰汽車公司2019財年的全年GMV29億元,同比增長39.9%。凈收入11億元,同比增長15.4%;如翰控股凈虧損7450萬元,較上年減少28.4%。每股凈虧損0.23元,上年同期為0.33元。

          如翰在電話會議上表示,2019年第四季度,top KOL(張大奕)帶動的GMV比例下降至47.8%,并將GMV增長、營收增長和虧損減少歸因于平臺服務的增加。

      平臺開發,用數量來補償質量

          例如,有兩個業務模型,一個是全服務模型。最典型的例子就是張大奕,他在自己的網店和商品中都有自己的商品,并且主要從商品中賺取毛利潤YKK拉鏈。他講了一個關于產銷一體化的故事。另一種是平臺模式,類似于明星經紀公司或MCN,從品牌方帶來商品,賺取營銷傭金,資產低,風險小。

         Ruhan將開發重點放在平臺模式上。2018財年,如翰擁有86家自營網店;2019財年,如翰將擁有56家網店。在2019財政年度,自營模式的GMV ruhan21.5億元,比上年增加10.4%,依靠幾位高級網絡名人的底部,GMV平臺的模式是7.1億元,比上年增加607.8%,合作品牌的數量正在迅速增長。

          截至20193月底,如翰旗下子公司簽約的網紅數量為128名,其中頂級網紅和成熟網紅數量穩定(分別為3名和8),新興網紅數量最多(117)。考慮到小網紅的申報期較長,實際上需要較大的孵化成本。

        電話會議中如涵表示,由于新晉網紅粉絲數量較少,所以全套服務模式并不適合,更簡單的貨幣化方式是把他們放入平臺中。但對于粉絲眾多的頂級KOL而言,仍然是自營模式的轉化會高一些。

        毛利率下降,營銷費用持續上漲

        除了網紅粉絲數量不足,如涵減少自營網店、發展平臺業務的另一個原因可能是供應鏈問題。

        在2017年如涵還在新三板的時候,其披露的存貨周轉率為0.6,這個數字相當差,甚至不如仍沿用訂貨會模式的線下服裝企業。如今這個問題依然存在上海YKK拉鏈2019財年如涵毛利率為31.3%,比同期下降0.8%,原因是服裝和化妝品的折扣銷售導致在線產品銷售毛利率下降,即如涵在促銷清理庫存。

        一般來說,增加平臺業務、減少自營會帶來毛利的提升以及費用的降低,這一點在京東、網易電商上都已驗證。如涵的毛利率因為促銷下降YKK拉鏈,未來應該會有所回升。

        另一方面,如涵網紅數量的增加,導致對網紅培訓孵化、推廣、內容制作的費用增加,2019財年,如涵營銷費用為2.06億元,比去年同期增長40.7%,這里面不光是新網紅的培養,還有對頭部網紅的持續投入。

        在如涵上市時候,王思聰曾在微博質疑過如涵的營銷費用,“花這么多營銷費用那網紅的意義何在”?但顯然,圍繞網紅做生意的如涵很難削減這部分費用。網紅如今的起點已經變得較低,但越低意味著競爭越激烈,孵化時投入的成本以及維持現有影響力的投入就越大。

        離開張大奕,是遲早的問題

        而且如涵的網紅模式還有很大的爭議,主要集中在3點上:營銷費用過高、供應鏈效率低以過于依賴張大奕。蘇州仁翔YKK拉鏈公司擁有絕對的廠家配合資源,長期為全國服裝服飾及外貿公司及企業提供最專業的售前,銷售及售后服務。YKK樹脂拉鏈上海YKK拉鏈


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