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为什么说服装订阅制电商的关键在于走通“0

来源: 南方日报网络版     时间: 2019年10月16日 22:07:46
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(他)(认)(为)(,一)(定)(程)(度)(上)(是)(因)(为)(阶)(段)(性)(的)(问)(题)(。2014-2015年)(期)(间)(,对)(于)(资)(方)(来)(讲)(,找)(到)(流)(量)(红)(利)(能)(够)(快)(速)(爆)(发)(的)(项)(目)(才)(是)(其)(投)(资)(逻)(辑)(的)(核)(心)(。“而)(后)(来)(我)(们)(拿)(到)(第)(一)(笔)(融)(资)(的)(时)(候)(,其)(实)(有)(很)(多)(机)(构)(意)(识)(到)(了)(在)(消)(费)(市)(场)(大)(环)(境)(变)(化)(的)(背)(景)(下)(,需)(要)(产)(生)(一)(些)(对)(应)(的)(商)(业)(模)(式)(出)(来)(,而)(这)(种)(商)(业)(模)(式)(的)(落)(脚)(点)(与)(之)(前)(是)(不)(一)(样)(的)(。”与)(此)(同)(时)(,国)(外)(订)(阅)(制)(电)(商)(StitchFix成)(功)(IPO。“的)(确)(,对)(于)(投)(资)(人)(来)(讲)(,StitchFixIPO的)(案)(例)(另)(一)(方)(面)(又)(可)(以)(作)(为)(佐)(证)(。”
投)(中)(网)(了)(解)(到)(,创)(立)(于)(2011年)(的)(StitchFix在)(2017年)(11月)(成)(功)(完)(成)(了)(IPO,当)(时)(估)(值)(约)(30-40亿)(美)(元)(。值)(得)(一)(提)(的)(是)(,在)(创)(办)(6年)(以)(来)(,StitchFix接)(受)(来)(自)(硅)(谷)(风)(险)(投)(资)(公)(司)(的)(资)(金)(仅)(有)(4250万)(美)(元)(。在)(公)(司)(发)(展)(扩)(张)(、寻)(找)(B轮)(融)(资)(时)(,StitchFix创)(始)(人)(KatrinaLake曾)(遇)(到)(过)(20多)(家)(风)(投)(公)(司)(的)(拒)(绝)(。但)(最)(终)(,StitchFix给)(早)(期)(投)(资)(人)((Lightspeed、BaselineVentures等)()带)(来)(了)(10倍)(以)(上)(的)(回)(报)(。
有)(机)(构)(投)(资)(者)(对)(投)(中)(网)(直)(言)(:“电)(商)(的)(发)(展)(从)(原)(来)(商)(品)(数)(量)(不)(够)(多)(到)(如)(今)(过)(于)(丰)(富)(,会)(导)(致)(用)(户)(在)(商)(品)(的)(选)(择)(上)(出)(现)(很)(多)(困)(难)(,并)(且)(过)(大)(的)(平)(台)(对)(于)(用)(户)(定)(位)(的)(不)(清)(晰)(使)(得)(用)(户)(很)(难)(找)(到)(自)(己)(喜)(欢)(的)(商)(品)(。这)(两)(方)(面)(的)(矛)(盾)(使)(得)(订)(阅)(制)(电)(商)(的)(逻)(辑)(是)(存)(在)(并)(且)(有)(用)(户)(需)(求)(的)(。我)(们)(当)(时)(也)(看)(到)(了)(垂)(衣)(这)(个)(项)(目)(,但)(是)(当)(时)(认)(为)(垂)(衣)(的)(团)(队)(距)(离)(他)(们)(口)(中)(的)(商)(业)(模)(式)(之)(间)(需)(要)(有)(很)(多)(调)(整)(,垂)(衣)(的)(团)(队)(在)(商)(业)(上)(的)(思)(考)(也)(有)(不)(足)(,也)(觉)(得)(没)(有)(非)(常)(合)(适)(的)(出)(手)(机)(会)(,到)(后)(期)(相)(对)(估)(值)(过)(高)(,风)(险)(较)(大)(,所)(以)(我)(们)(到)(后)(来)(就)(没)(参)(与)(了)(。”
而)(垂)(衣)(早)(期)(投)(资)(方)(清)(流)(资)(本)(执)(行)(董)(事)(刘)(博)(告)(诉)(投)(中)(网)(:“虽)(然)(清)(流)(资)(本)(也)(是)(投)(早)(期)(项)(目)(,但)(是)(我)(们)(不)(是)(那)(种)(概)(率)(式)(的)(投)(资)(。可)(能)(有)(些)(基)(金)(会)(投)(人)(,但)(是)(清)(流)(强)(调)(人)(事)(匹)(配)(。比)(如)(有)(些)(人)(很)(厉)(害)(,但)(是)(如)(果)(事)(情)(做)(不)(对)(那)(么)(他)(就)(有)(很)(大)(可)(能)(做)(不)(对)(事)(情)(。我)(们)(希)(望)(我)(们)(的)(被)(投)(项)(目)(和)(我)(们)(一)(样)(,就)(是)(能)(不)(能)(看)(到)(市)(场)(上)(的)(变)(化)(和)(红)(利)(,而)(不)(是)(只)(是)(情)(怀)(或)(者)(追)(风)(口)(。”
“制)(造)(问)(题)(”
上)(述)(投)(资)(者)(对)(投)(中)(网)(同)(时)(表)(示)(,对)(于)(服)(装)(订)(阅)(式)(电)(商)(这)(个)(赛)(道)(来)(说)(,创)(业)(者)(团)(队)(是)(非)(常)(重)(要)(的)(,需)(要)(团)(队)(能)(够)(在)(一)(些)(关)(键)(的)(节)(点)(做)(一)(些)(关)(键)(的)(决)(策)(。
陈)(曦)(在)(接)(受)(投)(中)(网)(采)(访)(时)(说)(道)(,“从)(成)(立)(到)(今)(,垂)(衣)(有)(两)(个)(最)(重)(要)(的)(决)(策)(。第)(一)(个)(是)(垂)(衣)(在)(2017年)(2月)(份)(转)(型)(到)(了)(服)(装)(订)(阅)(式)(电)(商)(,而)(最)(早)(的)(时)(候)(只)(是)(以)(给)(用)(户)(提)(供)(单)(点)(的)(服)(务)(为)(主)(;第)(二)(个)(是)(在)(2018年)(第)(三)(季)(度)(在)(市)(场)(上)(引)(起)(了)(一)(阵)(大)(波)(澜)(,而)(这)(个)(大)(波)(澜)(让)(垂)(衣)(面)(前)(的)(问)(题)(变)(得)(更)(难)(了)(。”
而)(陈)(曦)(口)(中)(的)(“大)(波)(澜)(”,便)(是)(垂)(衣)(的)(频)(繁)(融)(资)(。对)(此)(他)(解)(释)(道)(,“过)(去)(垂)(衣)(是)(一)(个)(很)(理)(想)(化)(的)(公)(司)(,而)(这)(意)(味)(着)(垂)(衣)(做)(的)(是)(我)(们)(认)(为)(是)(对)(的)(事)(情)(,因)(此)(很)(少)(遇)(到)(挑)(战)(。但)(是)(与)(此)(同)(时)(它)(也)(会)(给)(垂)(衣)(带)(来)(不)(好)(的)(一)(点)(,就)(是)(如)(果)(一)(直)(都)(处)(于)(有)(很)(少)(挑)(战)(的)(环)(境)(下)(,垂)(衣)(的)(发)(展)(可)(能)(并)(不)(是)(最)(高)(效)(的)(。因)(为)(最)(高)(效)(的)(事)(情)(一)(定)(是)(你)(要)(面)(临)(一)(个)(战)(争)(,所)(以)(垂)(衣)(的)(融)(资)(,一)(方)(面)(可)(以)(让)(更)(多)(人)(认)(识)(垂)(衣)(,而)(另)(一)(方)(面)(又)(会)(因)(此)(给)(垂)(衣)(的)(前)(后)(端)(运)(营)(带)(来)(更)(大)(的)(压)(力)(。”
因)(而)(,陈)(曦)(认)(为)(,“加)(大)(市)(场)(投)(入)(”也)(是)(为)(了)(发)(现)(问)(题)(并)(解)(决)(融)(资)(所)(“制)(造)(”的)(问)(题)(。
据)(悉)(,垂)(衣)(目)(前)(有)(几)(十)(万)(的)(用)(户)(量)(。“我)(们)(对)(于)(数)(量)(是)(满)(意)(的)(,但)(对)(于)(垂)(衣)(的)(服)(务)(其)(实)(是)(不)(满)(意)(的)(。我)(们)(的)(价)(值)(观)(是)(要)(把)(自)(己)(变)(成)(一)(个)(更)(值)(得)(被)(爱)(的)(对)(象)(,而)(不)(是)(说)(单)(纯)(地)(有)(更)(多)(人)(爱)(我)(们)(。”陈)(曦)(说)(,垂)(衣)(不)(利)(用)(流)(量)(制)(胜)(,而)(是)(擅)(长)(留)(存)(。
可)(是)(,在)(某)(种)(程)(度)(上)(讲)(,留)(存)(的)(基)(础)(又)(在)(于)(拉)(新)(。“垂)(衣)(可)(以)(说)(是)(最)(早)(一)(批)(在)(微)(信)(生)(态)(里)(面)(做)(生)(意)(的)(公)(司)(,到)(现)(在)(依)(然)(是)(。但)(从)(垂)(衣)(的)(营)(销)(上)(看)(,其)(现)(在)(大)(部)(分)(的)(流)(量)(仍)(然)(靠)(买)(,仍)(旧)(没)(有)(做)(到)(流)(量)(内)(生)(能)(力)(。”某)(公)(司)(产)(品)(经)(理)(同)(时)(也)(是)(垂)(衣)(的)(老)(用)(户)(对)(投)(中)(网)(表)(示)(。
那)(么)(,垂)(衣)(到)(底)(有)(没)(有)(利)(用)(好)(微)(信)(这)(个)(所)(谓)(的)(“超)(级)(流)(量)(入)(口)(”呢)(?
“首)(先)(,我)(们)((垂)(衣)()不)(会)(把)(微)(信)(当)(作)(流)(量)(入)(口)(来)(看)(待)(,我)(们)(一)(直)(把)(微)(信)(作)(为)(交)(互)(和)(沟)(通)(的)(角)(色)(,主)(要)(是)(为)(了)(能)(够)(在)(上)(面)(拉)(进)(与)(用)(户)(的)(距)(离)(,从)(而)(更)(好)(更)(温)(暖)(的)(维)(护)(我)(们)(与)(用)(户)(的)(关)(系)(。所)(以)(,不)(论)(微)(信)(流)(量)(大)(还)(是)(不)(大)(,都)(不)(是)(垂)(衣)(从)(市)(场)(策)(略)(上)(应)(该)(考)(虑)(的)(问)(题)(;其)(次)(,我)(们)(的)(流)(量)(来)(源)(蛮)(多)(样)(的)(。对)(于)(外)(部)(渠)(道)(来)(讲)(,我)(们)(还)(是)(选)(择)(投)(放)(广)(告)((买)(流)(量)(),以)(此)(帮)(助)(我)(们)(积)(累)(种)(子)(用)(户)((从)(来)(没)(有)(接)(触)(过)(垂)(衣)(的)(用)(户)()。而)(对)(于)(内)(生)(流)(量)(,我)(们)(从)(来)(都)(很)(重)(视)(用)(户)(本)(身)(的)(传)(播)(,即)(口)(碑)(传)(播)(。”陈)(曦)(讲)(道)(,垂)(衣)(的)(用)(户)(从)(注)(册)(到)(付)(费)(的)(转)(化)(非)(常)(高)(。
不)(过)(,从)(垂)(衣)(的)(资)(方)(背)(景)(来)(看)((蚂)(蚁)(金)(服)(),多)(少)(总)(是)(有)(些)(阿)(里)(的)(影)(子)(。
“这)(不)(是)(一)(个)(站)(队)(的)(问)(题)(。站)(队)(很)(多)(时)(候)(其)(实)(是)(大)(家)(在)(解)(读)(的)(时)(候)(给)(被)(投)(企)(业)(贴)(的)(标)(签)(,使)(得)(整)(个)(投)(资)(充)(满)(了)(戏)(剧)(性)(。其)(实)(对)(于)(任)(何)(公)(司)(来)(说)(,核)(心)(在)(意)(的)(点)(还)(是)(希)(望)(能)(够)(通)(过)(资)(源)(协)(同)(让)(自)(己)(变)(得)(更)(好)(。”陈)(曦)(说)(,如)(果)(未)(来)(阿)(里)(投)(资)(垂)(衣)(,他)(犹)(豫)(的)(点)(一)(定)(不)(是)(因)(为)(投)(资)(方)(的)(名)(字)(叫)(做)(阿)(里)(,而)(是)(签)(订)(的)(条)(款)(会)(不)(会)(太)(不)(友)(好)(等)(等)(。
过)(冬)(
“你)(在)(冬)(天)(的)(时)(候)(天)(然)(就)(跟)(夏)(天)(做)(的)(事)(情)(不)(一)(样)(了)(,哪)(怕)(你)(现)(在)(正)(在)(被)(窝)(里)(。”陈)(曦)(说)(道)(。
他)(表)(示)(,对)(于)(垂)(衣)(来)(讲)(,在)(不)(同)(的)(情)(况)(下)(需)(要)(调)(整)(发)(展)(策)(略)(。在)(寒)(冬)(腊)(月)(,垂)(衣)(便)(是)(要)(修)(内)(功)(。而)(垂)(衣)(的)(内)(功)(,主)(要)(在)(于)(“修)(服)(务)(”。“不)(是)(因)(为)(资)(本)(寒)(冬)(来)(了)(所)(以)(修)(内)(功)(,而)(是)(资)(本)(寒)(冬)(确)(实)(太)(适)(合)(修)(内)(功)(了)(。”
刘)(博)(认)(为)(,订)(阅)(模)(式)(不)(存)(在)(网)(络)(效)(应)(,比)(如)(一)(下)(子)(就)(能)(够)(垄)(断)(流)(量)(。“它)(其)(实)(是)(一)(种)(新)(的)(消)(费)(方)(式)(,我)(觉)(得)(现)(在)(大)(家)(在)(这)(个)(阶)(段)(确)(实)(还)(在)(找)(更)(好)(的)(服)(务)(办)(法)(,而)(服)(务)(也)(同)(样)(是)(值)(得)(去)(试)(,去)(投)(入)(成)(本)(和)(人)(力)(做)(的)(事)(情)(。”
但)(与)(此)(同)(时)(,还)(有)(一)(个)(关)(键)(的)(问)(题)(即)(市)(场)(规)(模)(。
“可)(能)(在)(某)(一)(些)(人)(群)(,某)(一)(个)(品)(类)(里)(能)(够)(跑)(出)(一)(家)(大)(的)(。”刘)(博)(说)(道)(。而)(迭)(代)(资)(本)(创)(始)(人)(周)(响)(东)(对)(投)(中)(网)(表)(示)(,“体)(量)(其)(实)(不)(太)(好)(说)(,如)(果)(这)(个)(赛)(道)(里)(有)(一)(家)(企)(业)(能)(够)(跑)(出)(来)(,比)(如)(在)(把)(男)(性)(垂)(直)(人)(群)(扩)(出)(去)(,那)(么)(企)(业)(体)(量)(在)(几)(百)(亿)(美)(元)(级)(别)(是)(没)(太)(大)(问)(题)(的)(。”
而)(陈)(曦)(说)(道)(,扩)(品)(类)(这)(件)(事)(情)(对)(垂)(衣)(来)(讲)(是)(一)(个)(非)(常)(需)(要)(谨)(慎)(的)(事)(情)(,但)(垂)(衣)(未)(来)(一)(定)(会)(成)(为)(某)(种)(生)(活)(方)(式)(的)(订)(阅)(而)(不)(止)(于)(服)(装)(品)(类)(。“我)(们)(本)(质)(上)(是)(作)(为)(一)(个)(渠)(道)(存)(在)(的)(,因)(此)(垂)(衣)(也)(在)(摸)(索)(的)(过)(程)(中)(。但)(是)(我)(们)(的)(一)(个)(投)(资)(人)(元)(tq)(时)(靖)(釺宋)(颐)(且)(桓)(龇)(浅)(:玫)(慕)(ㄒ椋)(噫鉿担)(嗤皇)(呛)(芏)(嗍)(虑)(椴)(荒)(茏)(觯)(嘌鈃怯)(惺)(焙)(蚰)(阋)(坏)(┳隽)(诵)(率)(虑)(榈)(幕)(埃)(嘀嵫)(谑)(文)(愫)(芏)(嗑)(墒)(虑)(槊)(挥)(凶)(龊)(谩)(W鲂)(率)(虑)(樽)(芑)(岽)(釹匆)(恍)(┝髁)(浚)(嘈贾)(缕)(教)(缛瓷)(先)(ピ黾)(恿)(厡)(MV。”
他)(认)(为)(,没)(有)(企)(业)(是)(活)(在)(增)(值)(服)(务)(上)(的)(。大)(多)(数)(的)(企)(业)(和)(团)(队)(都)(是)(因)(为)(把)(核)(心)(事)(情)(做)(好)(了)(,此)(后)(做)(新)(东)(西)(才)(能)(有)(所)(价)(值)(。“很)(多)(时)(候)(不)(在)(于)(能)(不)(能)(试)(,而)(是)(在)(于)(你)(能)(不)(能)(承)(受)(那)(万)(一)(试)(错)(了)(之)(后)(的)(1%的)(风)(险)(。”
“0-60”
虽)(然)(StitchFix成)(功)(IPO了)(,国)(内)(的)(服)(装)(订)(阅)(制)(也)(迎)(来)(了)(一)(阵)(高)(潮)(。那)(么)(,它)(究)(竟)(是)(不)(是)(一)(个)(好)(生)(意)(?
根)(据)(StitchFix招)(股)(书)(和)(上)(市)(之)(后)(的)(公)(开)(财)(报)(显)(示)(,StitchFix2014-2017年)(财)(年)(的)(营)(收)(分)(别)(为)(0.73亿)(美)(元)(、3.34亿)(美)(元)(、7.3亿)(美)(元)(以)(及)(9.77亿)(美)(元)(,净)(利)(润)(分)(别)(为)(-0.04亿)(美)(元)(、0.29亿)(美)(元)(、0.41亿)(美)(元)(以)(及)(0.31亿)(美)(元)(。2018年)(第)(一)(季)(度)(其)(实)(现)(营)(收)(2.956亿)(美)(元)(,同)(比)(增)(长)(25.2%;净)(利)(润)(基)(本)(持)(平)(于)(去)(年)(同)(期)(,为)(1350万)(美)(元)(。
RenaissanceCapital的)(首)(席)(分)(析)(师)(凯)(瑟)(琳)(-史)(密)(斯)((KathleenSmith)曾)(在)(接)(受)(媒)(体)(采)(访)(时)(称)(:“这)(家)(公)(司)(的)(基)(本)(面)(给)(我)(们)(留)(下)(了)(深)(刻)(的)(印)(象)(,问)(题)(是)(以)(后)(会)(发)(生)(什)(么)(事)(?它)(们)(已)(经)(得)(到)(了)(最)(容)(易)(获)(得)(的)(客)(户)(,现)(在)(它)(们)(不)(得)(不)(花)(更)(多)(的)(钱)(去)(争)(取)(新)(客)(户)(。”
对)(比)(垂)(衣)(。陈)(曦)(表)(示)(,服)(装)(订)(阅)(制)(电)(商)(的)(盈)(利)(在)(于)(效)(率)(。“盈)(利)(是)(一)(个)(能)(力)(,而)(不)(是)(单)(纯)(的)(目)(标)(。本)(质)(上)(盈)(利)(就)(是)(效)(率)(,而)(垂)(衣)(目)(前)(还)(没)(达)(到)(更)(高)(回)(报)(的)(效)(率)(来)(达)(到)(盈)(利)(。”
周)(响)(东)(对)(投)(中)(网)(说)(道)(,虽)(然)(订)(阅)(式)(服)(装)(电)(商)(的)(逻)(辑)(是)(有)(用)(户)(需)(求)(的)(,但)(是)(相)(对)(较)(难)(规)(模)(地)(发)(展)(起)(来)(。“第)(一)(,平)(台)(用)(户)(的)(数)(据)(怎)(么)(获)(取)(?第)(二)(,平)(台)(如)(何)(去)(构)(建)(供)(应)(链)(?第)(三)(,如)(何)(为)(平)(台)(用)(户)(提)(供)(更)(好)(的)(后)(续)(服)(务)(?”。
而)(刘)(博)(认)(为)(,订)(阅)(制)(电)(商)(的)(盒)(子)(形)(式)(是)(最)(接)(近)(新)(零)(售)(的)(形)(式)(。“其)(实)(这)(是)(一)(个)(线)(上)(线)(下)(的)(问)(题)(,而)(盒)(子)(既)(可)(以)(实)(现)(线)(上)(浏)(览)(,又)(能)(给)(你)(寄)(到)(家)(里)(。”如)(同)(陈)(曦)(的)(逻)(辑)(,服)(装)(订)(阅)(制)(电)(商)(能)(够)(真)(正)(实)(现)(货)(找)(人)(,“你)(不)(需)(要)(因)(为)(货)(去)(改)(变)(自)(己)(的)(某)(种)(方)(式)(,垂)(衣)(会)(想)(办)(法)(让)(货)(出)(现)(在)(你)(面)(前)(。”
但)(刘)(博)(同)(时)(提)(到)(了)(一)(个)(关)(键)(性)(问)(题)(,即)(“0-60分)(这)(条)(路)(怎)(么)(去)(走)(”,如)(何)(才)(能)(鼓)(励)(用)(户)(时)(不)(时)((相)(对)(频)(繁)()地)(想)(要)(平)(台)(寄)(过)(来)(的)(盒)(子)(。“包)(括)(StitchFix也)(会)(面)(临)(这)(个)(问)(题)(。衣)(服)(的)(交)(易)(发)(生)(起)(来)(带)(有)(随)(意)(性)(,比)(如)(双)(十)(一)(我)(知)(道)(去)(线)(上)(买)(,而)(在)(线)(下)(逛)(街)(的)(时)(候)(我)(的)(决)(策)(也)(很)(迅)(速)(,觉)(得)(合)(适)(了)(就)(买)(了)(。但)(是)(对)(于)(订)(阅)(制)(服)(装)(电)(商)(来)(说)(,你)(怎)(么)(样)(才)(能)(在)(不)(打)(扰)(用)(户)(的)(情)(况)(下)(让)(他)(老)(从)(你)(这)(儿)(买)(东)(西)(?”
不)(过)(她)(说)(,服)(装)(订)(阅)(制)(电)(商)(这)(条)(路)(需)(要)(有)(先)(行)(者)(去)(趟)(路)(。返)(回)(搜)(狐)(,查)(看)(更)(多)(
责)(任)(编)(辑)(:
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