{"id":62432,"date":"2022-03-25T17:08:07","date_gmt":"2022-03-25T09:08:07","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=62432"},"modified":"2022-03-25T17:08:19","modified_gmt":"2022-03-25T09:08:19","slug":"%e4%b8%87%e5%ad%97%e6%8b%86%e8%a7%a3%e6%ac%a7%e8%8e%b1%e9%9b%85%ef%bc%9a%e7%99%be%e5%b9%b4%e7%be%8e%e5%a6%86%e5%b8%9d%e5%9b%bd%e7%9a%84%e6%95%b0%e5%ad%97%e5%8c%96%e8%bf%9c%e5%be%81","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/62432.html","title":{"rendered":"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81"},"content":{"rendered":"\n<p>\u968f\u7740\u65b0\u54c1\u724c\u6d6a\u6f6e\u7684\u964d\u6e29\uff0c\u805a\u5149\u706f\u53c8\u4e00\u6b21\u56de\u5230\u4e86\u201c\u8001\u54c1\u724c\u201d\u7684\u8eab\u4e0a\uff1a\u4f01\u4e1a\u5bb6\u4eec\u666e\u904d\u610f\u8bc6\u5230\uff0c\u6bd4\u8d77\u4ece0\u52301\uff0c<strong>\u5982\u4f55\u4ece1\u5230100<\/strong>\u624d\u662f\u4e00\u4e2a\u66f4\u503c\u5f97\u7814\u7a76\u548c\u5b66\u4e60\u7684\u8bfe\u9898\uff0c\u201c\u7206\u53d1\u5f0f\u589e\u957f\u201d\u53ea\u662f\u201c\u57fa\u4e1a\u957f\u9752\u201d\u4e2d\u7684\u4e00\u5c0f\u6b65\u800c\u5df2\u3002<\/p>\n\n\n\n<p>\u6700\u8fd1\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5c31\u5f15\u8d77\u4e86\u6211\u4eec\u6781\u5927\u7684\u5174\u8da3\u3002\u4eca\u5e742\u6708\u6700\u65b0\u7684\u5e74\u62a5\u663e\u793a\uff0c2021\u5e74\u96c6\u56e2\u8425\u6536\u589e\u901f\u521b\u4e0b33\u5e74\u6765\u7684\u6700\u9ad8\u8bb0\u5f55\uff0816.1%\uff09\uff0c\u800c\u8425\u4e1a\u5229\u6da6\u589e\u901f\u4e5f\u8fbe\u5230\u4e8614\u5e74\u6765\u7684\u6700\u9ad8\u70b9\uff0818.3%\uff09\u3002\u4ece2019\u5e74\u81f3\u4eca\uff0c\u96c6\u56e2\u8425\u6536\u7684\u5e73\u5747\u589e\u901f\u4e00\u76f4\u662f\u5168\u7403<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e7%be%8e%e5%a6%86\" title=\"\u7f8e\u5986\" target=\"_blank\">\u7f8e\u5986<\/a><\/span>\u5e02\u573a\u76842\u500d\uff0c\u800c\u4e2d\u56fd\u5e02\u573a\u66f4\u662f\u8fde\u7eed\u591a\u5e74\u4fdd\u6301\u8fd130%\u7684\u589e\u957f\u3002\u8fd9\u5bf9\u4e8e\u4e00\u4e2a\u5e74\u6536\u51652300\u4ebf\u4eba\u6c11\u5e01\u7684\u516c\u53f8\u6765\u8bf4\uff0c\u7684\u786e\u662f\u975e\u5e38\u60ca\u4eba\u7684\u6210\u7ee9[1]\u3002<\/p>\n\n\n\n<p>\u5927\u6d6a\u6dd8\u6c99\u540e\uff0c\u4f9d\u7136\u4fdd\u6301\u7740\u738b\u8005\u4e4b\u59ff\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u6301\u7eed\u589e\u957f\u80cc\u540e\u7684\u79d8\u5bc6\u7a76\u7adf\u662f\u4ec0\u4e48\uff1f\u5b83\u53c8\u662f\u5982\u4f55\u5728\u65f6\u4ee3\u4ea4\u66ff\u7684\u8282\u70b9\u62b5\u5fa1\u4f4f\u65b0\u54c1\u724c\u5165\u4fb5\u7684\uff1f<\/p>\n\n\n\n<p>\u6211\u4eec\u7684\u7814\u7a76\u56e2\u961f\u56e0\u6b64\u82b1\u8d391\u4e2a\u6708\u65f6\u95f4\uff0c\u7ffb\u9605\u8fd1\u767e\u4efd\u5386\u53f2\u8d44\u6599\uff0c\u8fdb\u884c\u4e86\u5927\u91cf\u4e13\u5bb6\u8bbf\u8c08\u3001\u6570\u636e\u5206\u6790\u548c\u5b9e\u5730\u8003\u5bdf\uff0c\u5398\u6e05\u4e86\u589e\u957f\u7684\u8109\u7edc\uff1a\u6b27\u83b1\u96c5\u57288\u5e74\u524d\u4e5f\u66fe\u9677\u5165\u4f4e\u8c37\uff0c\u800c\u6210\u529f\u7684\u6570\u5b57\u5316\u6218\u7565\u5374\u6210\u4e3a\u4e86\u5b83\u6700\u5f3a\u5927\u7684\u6b66\u5668\uff0c\u52a9\u529b\u6b27\u83b1\u96c5\u4e00\u8def\u6273\u56de\u9893\u52bf\uff0c\u91cd\u8fd4\u5dc5\u5cf0\u3002<\/p>\n\n\n\n<p>\u63a5\u4e0b\u6765\uff0c\u672c\u6b21\u7814\u7a76\u5c06\u4ece\u5982\u4e0b\u51e0\u4e2a\u7ef4\u5ea6\u5165\u624b\uff0c\u62c6\u89e3\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u8fdc\u5f81\u4e4b\u8def\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u9762\u4e34\u96be\u9898\uff1a\u767e\u5e74\u5de8\u5934\u4e3a\u4f55\u906d\u9047\u56f0\u5883\uff1f<\/strong><\/li><li><strong>\u6218\u7565\u7ed3\u6784\uff1a\u6570\u5b57\u5316\u8f6c\u578b\u7684\u53d1\u5c55\u5386\u7a0b\u548c\u6846\u67b6\u662f\u4ec0\u4e48\uff1f<\/strong><\/li><li><strong>\u5168\u57df\u7ecf\u8425\uff1a\u6570\u5b57\u5316\u8f6c\u578b\u7684\u4e09\u5927\u6838\u5fc3\u662f\u5982\u4f55\u8fd0\u4f5c\u7684\uff1f<\/strong><\/li><\/ul>\n\n\n\n<p><strong>1. \u738b\u8005\u53d7\u632b\uff1a\u6570\u5b57\u5316\u6d6a\u6f6e\u4e0b\u7684\u53d8\u9769<\/strong><\/p>\n\n\n\n<p>\u5728\u8fc7\u53bb\u6570\u5341\u5e74\u7684\u65f6\u95f4\u91cc\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5728\u7f8e\u4e1a\u7684\u5730\u4f4d\u662f\u65e0\u6cd5\u64bc\u52a8\u7684\u3002\u800c\u589e\u957f\u7684\u52a8\u529b\u6765\u6e90\uff0c\u4e00\u76f4\u662f\u5b83\u7684\u89c4\u6a21\u4f18\u52bf\u3002<\/p>\n\n\n\n<p>\u5728\u6b27\u83b1\u96c5\u96c6\u56e2\u65d7\u4e0b\u768440\u591a\u4e2a\u54c1\u724c\u4e2d\uff0c\u4ec5\u6709\u201c\u5df4\u9ece\u6b27\u83b1\u96c5\u201d\u4e00\u4e2a\u54c1\u724c\u4e0d\u662f\u6536\u8d2d\u6765\u7684\uff0c\u800c\u5b83\u7684\u8425\u6536\u4ec5\u5360\u96c6\u56e2\u603b\u8425\u6536\u768425%\u3002\u4f5c\u4e3a\u201c\u7f8e\u5986\u96c6\u56e2\u201d\u7684\u9f3b\u7956\uff0c\u6b27\u83b1\u96c5\u65d7\u4e0b\u6709<strong>\u4e13\u4e1a\u4ea7\u54c1\u90e8<\/strong>\uff08Professional Products\uff09\u3001<strong>\u5927\u4f17\u4ea7\u54c1\u90e8<\/strong>\uff08Consumer Products\uff09\u3001<strong>\u5962\u534e\u4ea7\u54c1\u90e8<\/strong>\uff08L&#8217;Or\u00e9al Luxe\uff09\u3001<strong>\u6d3b\u6027\u4ea7\u54c1\u90e8<\/strong>\uff08Active Cosmetics\uff09\u56db\u4e2a\u4e0d\u540c\u7684\u4e8b\u4e1a\u90e8\u95e8\uff0c\u51e0\u4e4e\u8986\u76d6\u4e86\u6240\u6709\u6d88\u8d39\u4eba\u7fa4\u201c\u53d8\u7f8e\u201d\u7684\u9700\u6c42\u3002<\/p>\n\n\n\n<p>1909\u5e74\u6b27\u83b1\u96c5\u6210\u7acb\u65f6\uff0c\u771f\u6b63\u7684\u540d\u5b57\u662f\u201c\u6cd5\u56fd\u65e0\u5bb3\u67d3\u53d1\u5242\u516c\u53f8\u201d\uff0c\u4ea7\u54c1\u4e5f\u53ea\u6709\u67d3\u53d1\u5242\u3002\u76f4\u52301939\u5e74\uff0c\u624d\u6b63\u5f0f\u66f4\u540d\u4e3a\u201c\u6b27\u83b1\u96c5\u201d\uff0c\u5e76\u5c06\u4ea7\u54c1\u7ebf\u9010\u6e10\u6269\u5145\u81f3\u6574\u4e2a\u65e5\u5316\u9886\u57df\u3002\u81ea1957\u5e74\u8d77\uff0c\u6b27\u83b1\u96c5\u5f00\u542f\u4e86\u72c2\u70ed\u7684\u6218\u7565\u6536\u8d2d\u8ba1\u5212\uff0c\u5e76\u4e00\u5ea6\u5c06\u201c<strong>Savoir saisir ce qui commence\u201d \uff08\u6293\u4f4f\u65b0\u673a\u4f1a\uff09<\/strong>\u201d\u4f5c\u4e3a\u516c\u53f8\u7684\u4fe1\u6761\u3002<\/p>\n\n\n\n<p>2019\u5e74\uff0c\u65f6\u4efbCEO\u5b89\u5de9\u5728\u91c7\u8bbf\u4e2d\u89e3\u91ca\u4e86\u6536\u8d2d\u6a21\u5f0f\u7684\u79d8\u8bc0\uff1a\u201c\u9009\u62e9\u90a3\u4e9b\u6709\u6f5c\u529b\u5728\u5168\u7403\u8303\u56f4\u83b7\u5f97\u6210\u529f\u7684\u54c1\u724c\uff0c\u5728\u975e\u5e38\u65e9\u7684\u9636\u6bb5\u5c31\u4e70\u4e0b\u5b83\u3002\u201d\u6bd4\u59822000\u5e74\u6536\u8d2d\u79d1\u989c\u6c0f\u7684\u65f6\u5019\uff0c\u5b83\u5728\u7f8e\u56fd\u53ea\u6709\u4e00\u5bb6\u4e13\u5356\u5e97\uff0c\u5e74\u6536\u5165\u4e5f\u4e0d\u52302000\u4e07\u7f8e\u91d1\u3002\u7136\u800c20\u5e74\u540e\uff0c\u79d1\u989c\u6c0f\u7684\u8425\u6536\u5df2\u7ecf\u8fbe\u523013.7\u4ebf\u7f8e\u91d1\uff0c\u7ffb\u4e8668\u500d\u3002[2]<\/p>\n\n\n\n<p>\u5728\u5b89\u5de9\u770b\u6765\uff0c\u6b27\u83b1\u96c5\u7684\u6a21\u5f0f\u53ef\u4ee5\u603b\u7ed3\u4e3a\u201c<strong>buy and grow<\/strong>\u201d&nbsp;-\u2014\u2014\u5373\u6536\u8d2d\u884c\u4e3a\u4e0e\u96c6\u56e2\u589e\u957f\u7684\u87ba\u65cb\u4e0a\u5347\uff0c\u800c\u4e0d\u662f\u201cbuy or grow\u201d\u8fd9\u79cd\u5206\u5272\u7684\u5f62\u6001\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/6cd44d50f80345b78c3ca6f21c955a8e.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\uff08\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c5\u96c6\u56e2\u5b98\u7f51\uff09<\/p>\n\n\n\n<p>\u4ece\u53e6\u4e00\u4e2a\u89d2\u5ea6\u6765\u8bf4\uff0c\u6536\u8d2d\u4e0d\u4ec5\u662f\u4e30\u5bcc\u4e86\u4ea7\u54c1\u77e9\u9635\uff0c\u8fd8\u8fdb\u4e00\u6b65\u589e\u5f3a\u4e86\u6e20\u9053\u4f18\u52bf\u30022003\u5e74\uff0c\u4e3a\u4e86\u6253\u5f00\u4e2d\u56fd\u5927\u4f17\u5316\u5986\u54c1\u7684\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u6536\u8d2d\u4e86\u5c0f\u62a4\u58eb\uff0c\u76f4\u63a5\u5c06\u517628\u4e07\u4e2a\u7ebf\u4e0b\u7f51\u70b9\u6536\u5165\u56ca\u4e2d\u3002\u501f\u6b64\uff0c\u6b27\u83b1\u96c5\u5f97\u4ee5\u5c06\u4e3b\u529b\u54c1\u724c\u5361\u5c3c\u5c14\u5f15\u5165\u4e2d\u56fd\u5e02\u573a\u3002[3]<\/p>\n\n\n\n<p><strong>\u5f3a\u5927\u7684\u4ea7\u54c1\u77e9\u9635+\u6e20\u9053\u8986\u76d6+\u54c1\u724c\u8425\u9500<\/strong>\uff0c\u8ba9\u6b27\u83b1\u96c5\u96c6\u56e2\u80fd\u591f\u4e0d\u65ad\u6e17\u900f\u5404\u5708\u5c42\u7684\u4eba\u7fa4\uff0c\u8ba9\u6d88\u8d39\u8005\u968f\u65f6\u770b\u5f97\u5230\u3001\u4e70\u5f97\u5230\u3002\u8fd9\u4f3c\u4e4e\u6784\u6210\u4e86\u4e00\u4e2a\u575a\u4e0d\u53ef\u6467\u7684\u5546\u4e1a\u95ed\u73af\uff0c\u591a\u5e74\u6765\u6b27\u83b1\u96c5\u96c6\u56e2\u4e00\u76f4\u4fdd\u6301\u7740\u8f83\u9ad8\u7684\u8425\u6536\u589e\u901f\uff08LFL\uff0cLike for Like\uff09\uff0c\u5927\u5e45\u9886\u5148\u5168\u7403\u5316\u5986\u54c1\u5e02\u573a\u7684\u5e73\u5747\u589e\u901f\u3002<\/p>\n\n\n\n<p>\u7136\u800c\uff0c2008\u5e74\u91d1\u878d\u5371\u673a\u4e4b\u540e\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u51fa\u73b0\u4e86\u589e\u957f\u901f\u5ea6\u6301\u7eed\u4e0b\u6ed1\u7684\u8d8b\u52bf\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/e8c6b2b9d60e4a9c9169509b979652f8.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>(\u8d44\u6599\u6765\u6e90\uff1aMorgan Stanley Research\uff09<\/p>\n\n\n\n<p>\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u8868\u73b0\u66f4\u52a0\u4e0d\u5bb9\u4e50\u89c2\uff0c\u773c\u770b\u5c31\u8981\u6389\u4e0b\u884c\u4e1a\u201c\u5e73\u5747\u7ebf\u201d\u4e86\uff1a[4]<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u6b27\u83b1\u96c5\u58f0\u79f02014\u5e74\u662f2009\u5e74\u4ee5\u6765\u6700\u5dee\u5e74\u4efd\uff0c\u968f\u540e\u5c06\u5168\u5e74\u589e\u957f\u7387\u8c03\u6574\u4e3a3%<\/li><li>\u4e2d\u56fd\u5e02\u573a\u4f5c\u4e3a\u96c6\u56e2\u7684\u6218\u7565\u8981\u5730\uff0c13\u5e74\u6765\u9996\u6b21\u51fa\u73b0\u4e2a\u4f4d\u6570\u589e\u957f\uff0c\u589e\u901f\u4e0b\u964d\uff0c\u8dd1\u8f93\u5e02\u573a\u5927\u76d8\uff1b<\/li><li>\u6b27\u83b1\u96c5\u57282013\u5e74\u6536\u8d2d\u7684\u4e2d\u56fd\u54c1\u724c\u7f8e\u5373\uff0c\u5728\u540e\u7eed\u5e76\u672a\u5e26\u6765\u7406\u60f3\u6536\u76ca\uff0c\u53cd\u800c\u57282016\u5e74\u4e1a\u7ee9\u5927\u8dcc\u3002<\/li><\/ul>\n\n\n\n<p>\u5982\u679c\u6211\u4eec\u5bf9\u6bd4\u6b27\u83b1\u96c5\u548c\u540c\u65f6\u671f\u7684\u5176\u5b83\u5feb\u6d88\u54c1\u5de8\u5934\u7684\u4e1a\u7ee9\uff0c\u4f1a\u53d1\u73b0\u60ca\u4eba\u7684\u4e00\u81f4\u6027\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>2014\u5e74\u5f00\u59cb\uff0c\u5b9d\u6d01\u516c\u53f8\u7684\u8425\u6536\u548c\u51c0\u5229\u6da6\u6301\u7eed\u4e0b\u6ed1\uff1b<\/li><li>2014\u5e74\u7b2c\u4e09\u5b63\u5ea6\uff0c\u8054\u5408\u5229\u534e\u5728\u4e2d\u56fd\u7684\u57fa\u7840\u8425\u6536\u4e0b\u964d\u4e8620%\uff1b<\/li><li>2015\u5e74\uff0c\u96c5\u8bd7\u5170\u9edb\u906d\u9047\u4e86\u7f55\u89c1\u7684\u8d1f\u589e\u957f\uff0c\u96c6\u56e2\u9500\u552e\u989d\u4e0b\u6ed11.7%\uff0c\u51c0\u5229\u6da6\u540c\u6bd4\u51cf\u5c11\u4e869.6%\u3002<\/li><\/ul>\n\n\n\n<p><strong>\u8fd9\u7a76\u7adf\u662f\u4ec0\u4e48\u539f\u56e0\uff1f<\/strong><\/p>\n\n\n\n<p>\u6211\u4eec\u8ba4\u4e3a\uff0c\u4f20\u7edf\u5feb\u6d88\u54c1\u96c6\u56e2\u5982\u679c\u4ece\u89c4\u6a21\u4f18\u52bf\u51fa\u53d1\uff0c<strong>\u65e0\u8bba\u600e\u6837\u6269\u5145\u54c1\u724c\u3001\u6e17\u900f\u6e20\u9053\uff0c\u672c\u8d28\u4e0a\u8fd8\u662f\u5229\u6da6\u5bfc\u5411\u7684\uff0c\u662f\u201c\u4ee5\u751f\u4ea7\u8005\u4e3a\u4e2d\u5fc3\u201d\u7684\u6a21\u5f0f\u3002\u8fd9\u610f\u5473\u7740\uff0c\u54c1\u724c\u5728\u201c\u8d27\u201d\u4e0a\u662f\u5f3a\u52bf\u7684\uff0c\u4f46\u5bf9\u4e8e\u201c\u4eba\u201d\u548c\u201c\u573a\u201d\u7684\u54cd\u5e94\u662f\u4fdd\u5b88\u4e14\u6ede\u540e\u7684\uff0c\u8fd9\u5bfc\u81f4\u54c1\u724c\u65b9\u4e00\u65f6\u65e0\u6cd5\u9002\u5e94\u6d88\u8d39\u8005\u548c\u73af\u5883\u7684\u65b0\u53d8\u5316\u3002<\/strong>\u800c\u8fd9\u79cd\u54c1\u724c\u4e0e\u6d88\u8d39\u8005\u7684\u77db\u76fe\u57282014\u5e74\u8fbe\u5230\u4e86\u9876\u70b9\u3002<\/p>\n\n\n\n<p><strong>\u5148\u6765\u770b\u201c\u4eba\u201d\u7684\u7ef4\u5ea6\u3002<\/strong>2010\u5e74\u524d\u540e\uff0c\u6d88\u8d39\u8005\u4eba\u7fa4\u7ed3\u6784\u53d1\u751f\u4e86\u5de8\u5927\u7684\u53d8\u5316\uff0c\u5e76\u7387\u5148\u4f53\u73b0\u5728\u6b27\u7f8e\u56fd\u5bb6\u3002\u4ee5\u7f8e\u56fd\u4e3a\u4f8b\uff0c\u5343\u79a7\u4e00\u4ee3\uff081981\u201496\u5e74\u51fa\u751f\uff09\u4eba\u53e3\u6bd4\u4f8b\u8fc5\u901f\u63d0\u5347\uff0c\u57282014\u5e74\u8d85\u8d8a\u5a74\u513f\u6f6e\u4e00\u4ee3\uff081946\u201464\u5e74\u51fa\u751f\uff09\uff0c\u6700\u7ec8\u57282016\u5e74\u6210\u4e3a\u52b3\u52a8\u548c\u6d88\u8d39\u7684\u6700\u5927\u4eba\u7fa4\u3002[5]<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/3edcc9882c754ffe8b930e3261bef405.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>(\u8d44\u6599\u6765\u6e90\uff1aPEW research center\uff09<\/p>\n\n\n\n<p>\u5343\u79a7\u4e00\u4ee3\u4e0e\u7236\u8f88\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u6d88\u8d39\u4e60\u60ef\u6709\u7740\u5de8\u5927\u7684\u5dee\u522b\uff0c\u5176\u4e2d\u6700\u91cd\u8981\u7684\u4e00\u4e2a\u7279\u5f81\u662f\uff1a\u4ed6\u4eec\u662f\u79fb\u52a8\u4e92\u8054\u7f51\u7684\u7b2c\u4e00\u6279\u201c\u539f\u4f4f\u6c11\u201d\u3002<strong>\u8fd9\u4e5f\u547c\u5e94\u7740\u201c\u573a\u201d\u7684\u53d8\u5316\u8d8b\u52bf<\/strong>\u2014\u2014\u8fd9\u4e2a\u65f6\u671f\u7684\u5e74\u8f7b\u4eba\uff0c\u901a\u8fc7\u624b\u673a\u4e0a\u7f51\u8d2d\u7269\u548c\u83b7\u53d6\u4fe1\u606f\u5df2\u7ecf\u6210\u4e3a\u4e86\u523b\u5728\u9aa8\u5b50\u91cc\u7684\u751f\u6d3b\u4e60\u60ef\u30022014\u5e74\uff0c\u5168\u7403\u79fb\u52a8\u7aef\u7528\u6237\u5728\u7ebf\u65f6\u957f\u9996\u6b21\u8d85\u8fc7\u4e86PC\u7aef\u7f51\u7ad9\u7684\u7528\u6237\u5728\u7ebf\u65f6\u957f\uff0c\u5404\u79cd\u793e\u4ea4\u5e73\u53f0\u7684\u65e5\u6d3b\u4e5f\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/2c64bd3b2eaf4a89bceefbc361d7c82c.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\uff08\u8d44\u6599\u6765\u6e90\uff1aStatista\uff09<\/p>\n\n\n\n<p>\u53cd\u89c2\u6b27\u83b1\u96c5\u96c6\u56e2\uff0c\u5f53\u5e74\u4ed6\u4eec\u54cd\u5e94\u6d88\u8d39\u8005\u53d8\u5316\u7684\u901f\u5ea6\u5e76\u6ca1\u6709\u90a3\u4e48\u5feb\u30022010\u5e74\uff0c\u516c\u53f8\u8425\u9500\u8d39\u7528\u4e2d\u4ec5\u67095%\u6295\u5165\u5230\u6570\u5b57\u5316\u5a92\u4f53\uff0c\u5373\u4f7f\u5230\u4e862014\u5e74\uff0c\u8be5\u6bd4\u4f8b\u4e5f\u6ca1\u6709\u8d85\u8fc716%\u3002\u800c\u957f\u671f\u4ee5\u6765\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5bf9\u4e8e\u7ebf\u4e0b\u767e\u8d27\u6e20\u9053\u7684\u4f9d\u8d56\u975e\u5e38\u4e25\u91cd\u3002\u4ee5\u4e2d\u56fd\u5e02\u573a\u4e3a\u4f8b\uff0c2010\u5e74\u4e4b\u524d\u6b27\u83b1\u96c5\u6ca1\u6709\u4efb\u4f55\u7535\u5546\u7684\u5e03\u5c40\uff0c\u96c6\u56e2\u8d85\u8fc770%\u7684\u4ea7\u54c1\u90fd\u662f\u5728\u767e\u8d27\u6e20\u9053\u8fdb\u884c\u9500\u552e\uff0c\u51fa\u8d27\u4e5f\u4e3b\u8981\u4f9d\u8d56\u5168\u56fd\u4e0a\u767e\u5bb6\u7ecf\u9500\u5546\u3002[5][6]<\/p>\n\n\n\n<p>2010\u5e74\u4e4b\u540e\uff0c\u4f20\u7edf\u7ebf\u4e0b\u5546\u8d85\u4f5c\u4e3a\u62a4\u80a4\u54c1\u9500\u552e\u7684\u4e3b\u8981\u6e20\u9053\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u4e00\u76f4\u5904\u4e8e\u8870\u9000\u7684\u8d8b\u52bf\uff0c\u800c\u7535\u5546\u6e20\u9053\u5219\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u539f\u672c\u4f9d\u8d56\u7684\u767e\u8d27\u5546\u5e97\u548c\u6742\u8d27\u96f6\u552e\u5546\u6e20\u9053\uff0c\u5360\u6bd4\u4e0d\u65ad\u4e0b\u6ed1\uff0c\u4e2d\u56fd\u7684\u7535\u5546\u6e17\u900f\u7387\u5374\u572810\u5e74\u65f6\u95f4\u91cc\u589e\u957f\u4e86\u5341\u51e0\u500d\u3002\u7136\u800c\uff0c\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u7535\u5546\u6e20\u9053\u7684\u8425\u6536\u4e5f\u53ea\u5360\u96c6\u56e2\u603b\u8425\u6536\u76843%\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/209756b8fb1d473ebb01133da96f3723.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u770b\u4e0a\u53bb\uff0c\u6b27\u83b1\u96c5\u9762\u4e34\u7684\u77db\u76fe\u662f<strong>\u65e7\u7684\u589e\u957f\u6a21\u578b\u4e0e\u65b0\u7684\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u4e0d\u5339\u914d<\/strong>\u3002\u6d88\u8d39\u8005\u5728\u54ea\u91cc\uff0c\u54c1\u724c\u5c31\u8981\u53bb\u54ea\u91cc\u2014\u2014\u663e\u7136\u4f20\u7edf\u7684\u7ebf\u4e0b\u6a21\u5f0f\u548c\u65e7\u7684\u6d88\u8d39\u8005\u5e76\u4e0d\u8db3\u4ee5\u652f\u6491\u672a\u6765\u7684\u7528\u6237\u589e\u91cf\uff0c\u54c1\u724c\u66f4\u9700\u8981\u4e0e\u6570\u5b57\u5316\u65f6\u4ee3\u7684\u6d88\u8d39\u8005\u5efa\u7acb\u8d77\u5168\u65b0\u7684\u5173\u7cfb\u3002<\/p>\n\n\n\n<p>\u6211\u4eec\u8fc7\u5f80\u7684\u7814\u7a76\u4e5f\u663e\u793a\uff0cGUCCI\u3001NIKE\u3001\u5b9d\u6d01\u7b49\u884c\u4e1a\u5de8\u5934\uff0c\u7eb7\u7eb7\u57282014\u5e74\u524d\u540e\u542f\u52a8\u4e86\u6570\u5b57\u5316\u8f6c\u578b\u7684\u6218\u7565\uff0c\u5e76\u5728\u968f\u540e\u7684\u51e0\u5e74\u53d6\u5f97\u4e86\u60ca\u4eba\u7684\u6210\u7ee9\u3002\u8fd9\u5e76\u4e0d\u662f\u5de7\u5408\u2014\u2014<strong>\u4f20\u7edf\u4f01\u4e1a\u501f\u52a9\u6570\u5b57\u5316\u624b\u6bb5\u8f6c\u53d8\u6210\u201c\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u201d\u3001\u8fce\u5408\u5e74\u8f7b\u4e00\u4ee3\u7684\u9700\u6c42\uff0c\u624d\u662f\u672a\u6765\u7684\u8d8b\u52bf\u3002<\/strong><\/p>\n\n\n\n<p>\u4e8e\u662f\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u57282014\u5e74\u8fdb\u884c\u4e86\u5927\u5200\u9614\u65a7\u7684\u6539\u9769\uff0c\u6570\u5b57\u5316\u7684\u8fdc\u5f81\u4e5f\u5c31\u6b64\u542f\u822a\u3002<\/p>\n\n\n\n<p>\u5176\u5b9e\uff0c\u6b27\u83b1\u96c5\u5f53\u65f6\u7684CEO\u5b89\u5de9\u5f88\u65e9\u5c31\u6d1e\u5bdf\u5230\u4e86\u5373\u5c06\u6765\u4e34\u7684\u6570\u5b57\u5316\u6d6a\u6f6e\u3002\u4f46\u8981\u6539\u53d8\u4e00\u4e2a\u5e1d\u56fd\u7684\u8f68\u8ff9\uff0c\u4e0d\u80fd\u53ea\u9760\u62cd\u8111\u888b\u7684\u7b80\u5355\u51b3\u7b56\u3002\u4e8e\u662f\uff0c\u4ece2010\u5e74\u8d77\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fdb\u884c\u4e86\u4e00\u4e9b\u6570\u5b57\u5316\u9886\u57df\u7684\u521d\u6b65\u5c1d\u8bd5\uff0c\u6bd4\u5982\u5165\u9a7b\u7535\u5546\u5e73\u53f0\u3001\u6295\u5165\u7ebf\u4e0a\u8425\u9500\u6d3b\u52a8\u3001\u5efa\u7acb\u81ea\u5df1\u7684app\u7b49\u7b49\u3002<\/p>\n\n\n\n<p>\u76f4\u52302014\u5e743\u670818\u65e5\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u6b63\u5f0f\u53d1\u5e03\u58f0\u660e\uff0c\u4efb\u547d36\u5c81\u7684Lubomira Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1a<strong>Becoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/931b7933094f440b9119f2ac2edbe70a.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\n<p>Digital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li><li><strong>\u6570\u636e\u6280\u672f<\/strong>\uff08Data technology\uff09\uff1a\u5e2e\u52a9\u54c1\u724c\u66f4\u597d\u5730\u7406\u89e3\u6d88\u8d39\u8005\uff0c\u5e76\u4f18\u5316\u6570\u5b57\u5316\u5e7f\u544a\u6295\u653e\u548cROI\u6d4b\u7b97\uff1b<\/li><li><strong>\u7528\u6237\u8fd0\u8425<\/strong>\uff08Consumers\uff09\uff1a\u5e2e\u52a9\u54c1\u724c\u4e0e\u6d88\u8d39\u8005\u5efa\u7acb\u66f4\u52a0\u79c1\u4eba\u5316\u3001\u4e2a\u6027\u5316\u7684\u8054\u7cfb\uff0c\u4e0e\u6d88\u8d39\u8005\u4e4b\u95f4\u4ea7\u751f\u66f4\u4e3a\u4e30\u5bcc\u7684\u60c5\u7eea\u4e92\u52a8\u3002<\/li><\/ul>\n\n\n\n<p><strong>\u76f4\u5230\u4eca\u5929\uff0c\u8fd9\u4e09\u5927\u6838\u5fc3\u57fa\u672c\u6ca1\u6709\u53d1\u751f\u53d8\u5316\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/3330cb8ce4f1480a9e4070ac22a2f265.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u4f5c\u4e3a\u6218\u7565\u7684\u914d\u5408\uff0c\u4ece2015\u5e74\u5f00\u59cb\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u7ec4\u7ec7\u67b6\u6784\u5c31\u5bf9\u5e94\u53d1\u751f\u4e86\u5f88\u5927\u53d8\u5316\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u5728\u603b\u90e8\u548c\u5206\u516c\u53f8\u8bbe\u7acb\u4e86\u76f4\u5c5e\u7684CDMO(Chief Digital &amp; Marketing Office)\u56e2\u961f\uff0c\u5168\u9762\u652f\u6491\u6570\u5b57\u5316\u4f53\u7cfb\u7684\u8fd0\u4f5c\u3002<\/li><li>\u5404\u5927\u4e8b\u4e1a\u90e8\u8bbe\u7acb\u4e0b\u5c5e\u7684CDO\uff08Chief Digital Office\uff09\u56e2\u961f\uff0c\u627f\u62c5\u4e2d\u53f0\u89d2\u8272<\/li><li>\u4e8b\u4e1a\u90e8\u4e0b\u5404\u4e2a\u54c1\u724c\u8bbe\u7acbdigital\u56e2\u961f\uff0c\u8d1f\u8d23\u54c1\u724c\u6570\u5b57\u8425\u9500\u548c\u4ea7\u54c1\u7684\u5177\u4f53\u5de5\u4f5c<\/li><\/ul>\n\n\n\n<p>\u5982\u679c\u6211\u4eec\u5b8c\u6574\u68b3\u7406\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u53d1\u5c55\u53f2\uff0c\u53ef\u4ee5\u770b\u5230\u8f6c\u578b\u7684\u9636\u6bb5\u5728\u4e0d\u65ad\u8fdb\u5316\uff1a\u4ece\u201c<strong>Digital Beauty<\/strong>\u201d\u5230\u201c<strong>Beauty Tech<\/strong>\u201d\uff0c\u518d\u5230\u57282020\u5e74\u4e2d\u56fd\u533a\u5ef6\u4f38\u51fa\u7684<strong>\u201cHUGE\u7f8e\u597d\u751f\u6d3b\u8ba1\u5212\u201d<\/strong>\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/95945692b8a54060827e1d8a1c116e1a.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p><strong>\u90a3\u4e48\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u662f\u5982\u4f55\u63a8\u8fdb\u6570\u5b57\u5316\u8f6c\u578b\u7684\uff1fBeauty Tech\u53c8\u662f\u600e\u6837\u7684\u6218\u7565\uff1f<\/strong><\/p>\n\n\n\n<p>\u6211\u4eec\u5c31\u56f4\u7ed5\u6570\u5b57\u5316\u6218\u7565\u4e2d<strong>\u7535\u5546\u6e20\u9053<\/strong>\u3001<strong>\u5ba2\u6237\u4f53\u9a8c<\/strong>\u548c<strong>\u6570\u636e\u6280\u672f<\/strong>\u4e09\u5927\u6a21\u5757\u8fdb\u884c\u5206\u6790\u2014\u2014<strong>\u805a\u7126\u4e2d\u56fd\u5e02\u573a\uff0c\u6316\u6398\u5176\u80cc\u540e\u7684\u5173\u952e\u5143\u7d20\u3002<\/strong><\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>2. \u7535\u5546\u6e20\u9053\uff1aDTC\u6a21\u5f0f\u521b\u9020\u66f4\u9ad8\u7684\u5229\u6da6<\/strong><\/h1>\n\n\n\n<p>\u81ea\u4ece\u5f00\u542f\u6570\u5b57\u5316\u6218\u7565\u4e4b\u540e\uff0c\u7535\u5546\u4e00\u76f4\u662f\u6b27\u83b1\u96c5\u96c6\u56e2\u6700\u91cd\u89c6\u7684\u6a21\u5757\u3002\u4ece2014\u5e74\u5230\u4eca\u5929\uff0c\u96c6\u56e2\u7684\u7535\u5546\u8425\u6536\u5360\u6bd4\u5df2\u7ecf\u7ffb\u4e868\u500d\u3002\u800c\u4e2d\u56fd\u4f5c\u4e3a\u6b27\u83b1\u96c5\u96c6\u56e2\u7b2c\u4e8c\u5927\u5e02\u573a\uff0c\u7535\u5546\u7684\u589e\u957f\u901f\u5ea6\u66f4\u662f\u8fdc\u8d85\u5176\u5b83\u56fd\u5bb6\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/5382410830f94ac7bb1483dc3ab317eb.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u767e\u4ebf\u7f8e\u91d1\u7684\u4e1a\u52a1\u4e0d\u53ef\u80fd\u8bf4\u5efa\u5c31\u5efa\uff0c\u8fd9\u80cc\u540e\u5fc5\u7136\u6709\u5de8\u5927\u7684\u5229\u76ca\u5728\u9a71\u52a8\u3002\u6839\u636eJP Morgan\u7684\u7814\u7a76\uff0c\u5982\u679c\u5bf9\u6bd4\u6b27\u83b1\u96c5\u96c6\u56e2\u7ebf\u4e0a\u548c\u7ebf\u4e0b\u6e20\u9053\u7684\u606f\u7a0e\u524d\u5229\u6da6\uff08EBIT\uff09\uff0c<strong>\u7ebf\u4e0a\u4f1a\u6bd4\u7ebf\u4e0b\u9ad8\u51fa1.7\u500d\uff01<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/477894882ea04ec99cba22246ec30909.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\uff08\u8d44\u6599\u6765\u6e90\uff1aJ.P.Morgan\uff09<\/p>\n\n\n\n<p><strong>\u800c\u5176\u4e2d\u521b\u9020\u5229\u6da6\u7684\u5173\u952e\u56e0\u7d20\uff0c\u5c31\u662fDTC\u6a21\u5f0f\uff1a\u901a\u8fc7\u4e00\u624b\u7684\u6d88\u8d39\u8005\u6d1e\u5bdf\u63d0\u5347\u4e86\u8f6c\u5316\u7387\u548c\u5546\u54c1\u6d41\u901a\u6548\u7387\u3001\u8282\u7ea6\u4e86\u4f20\u7edf\u7ecf\u9500\u7684\u6e20\u9053\u8d39\u7528\u3001\u4f18\u5316\u4e86\u8d27\u76d8\u7ed3\u6784\u3002<\/strong><\/p>\n\n\n\n<p>\u6b27\u83b1\u96c5\u96c6\u56e2\u7535\u5546\u6e20\u9053\u7684\u7c7b\u578b\u53ef\u4ee5\u5206\u4e3a\u4e09\u79cd\uff1aDTC\u3001\u96f6\u552e\u5546\u7ebf\u4e0a\u5e97\uff08e-retailer)\u3001\u7eaf\u7ebf\u4e0a\u4e13\u95e8\uff08ecommerce pure player\uff09\u3002\u6839\u636e\u9ad8\u76db\u7684\u7814\u7a76\uff0c<strong>DTC\u53ef\u4ee5\u5e26\u6765\u7684\u6bdb\u5229\u589e\u957f\u8981\u6bd4\u96c6\u56e2\u5e73\u5747\u6bdb\u5229\u9ad8\u51fa50%\u3002\u800c\u96c6\u56e2\u6bcf\u5f53\u5c061%\u7684\u6536\u5165\u8f6c\u4e3aDTC\u6a21\u5f0f\uff0c\u5c31\u53ef\u4ee5\u5e26\u67652%\u7684\u606f\u7a0e\u524d\u5229\u6da6\uff08EBIT\uff09\u63d0\u5347<\/strong>\u3002<\/p>\n\n\n\n<p>\u56e0\u6b64\u901a\u8fc7\u4e0b\u56fe\u53ef\u4ee5\u770b\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5728\u7535\u5546\u6e20\u9053\u4e2d\u8425\u6536\u589e\u957f\u6700\u5feb\u7684\u5c31\u662fDTC\u6a21\u5f0f\uff0c\u603b\u8425\u6536\u5360\u6bd4\u6700\u9ad8\u7684\u4e5f\u662fDTC\u6a21\u5f0f\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/e316c395fef14b4e8de78bd946cbbec3.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u5f53\u6211\u4eec\u628a\u76ee\u5149\u653e\u5230\u53d1\u5c55\u6700\u5feb\u7684\u4e2d\u56fd\u5e02\u573a\uff0c\u8fd9\u4e2a\u8d8b\u52bf\u4f1a\u66f4\u52a0\u660e\u663e\u3002\u4ee5\u5df4\u9ece\u6b27\u83b1\u96c5\u8fd9\u4e2a\u6700\u5927\u7684\u54c1\u724c\u4e3a\u4f8b\uff0c2021\u5e74\u4e2d\u56fd\u533a\u7535\u5546\u7684\u8425\u6536\u5360\u6bd4\u5df2\u7ecf\u9ad8\u8fbe80%\uff0c\u5176\u4e2d\u6dd8\u7cfb\u536050%\uff0c\u4eac\u4e1c\u536015%\uff0c\u5fae\u4fe1\u79c1\u57df\u53608%\uff0c\u6296\u97f3\u3001<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/mcn\/xiaohongshu\" target=\"_blank\" title=\"\u5c0f\u7ea2\u4e66\">\u5c0f\u7ea2\u4e66<\/a><\/span>\u3001\u552f\u54c1\u4f1a\u7b49\u5176\u4ed6\u7ebf\u4e0a\u6e20\u9053\u7ea6\u53607%\u3002\u5728\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u5b9a\u4e49\u4e2d\uff0c\u8fd9\u4e9b\u90fd\u7b97\u662f\u76f4\u63a5\u9762\u5411\u6d88\u8d39\u8005\u3001\u7531\u54c1\u724c\u76f4\u63a5\u8fd0\u8425\u7684DTC\u6e20\u9053\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/c6a1823516d14f6ea85f185b6f023a38.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u53e6\u4e00\u65b9\u9762\uff0c\u6b27\u83b1\u96c5\u5168\u7403\u9996\u5e2d\u6570\u5b57\u5b98Daniel Chan\u66fe\u516c\u5f00\u8868\u793a\uff1a<strong>\u7535\u5546DTC\u7684\u52a0\u901f\uff0c\u5bf9\u4e8e\u9ad8\u6863\u4ea7\u54c1\u7ebf\u6709\u7740\u66f4\u9ad8\u7684\u4f18\u5148\u7ea7\u3002<\/strong><\/p>\n\n\n\n<p>\u4ece\u4ea7\u54c1\u6027\u8d28\u4e0a\u6765\u8bf4\uff0c<strong>DTC\u6240\u5b9e\u73b0\u7684\u7528\u6237\u6570\u636e\u6d1e\u5bdf\u548c\u4e2a\u6027\u5316\u670d\u52a1\uff0c\u80fd\u591f\u5927\u5927\u63d0\u5347\u9ad8\u7aef\u4eba\u7fa4\u7684\u5168\u94fe\u8def\u6d88\u8d39\u4f53\u9a8c\uff0c\u4ece\u800c\u4fc3\u8fdb\u4ea7\u54c1\u7684\u9500\u552e<\/strong>\u3002\u4ed6\u63d0\u5230\u4e00\u4e2a\u6781\u5177\u4ee3\u8868\u6027\u7684\u4f8b\u5b50\uff1a\u901a\u8fc7\u5b98\u65b9\u7f51\u7ad9\u7684\u4f18\u5316\u548c\u8425\u9500\u8ba1\u5212\u7684\u8c03\u6574\uff0c2020\u5e74\u521d\u671f\u5c31\u628a\u5170\u853b\u5c0f\u9ed1\u74f6\u5728\u5b98\u7f51\u7684\u9500\u552e\u989d\u63d0\u5347\u4e8630\u500d\uff01[8]<\/p>\n\n\n\n<p>\u800c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u8425\u6536\u7ed3\u6784\u6570\u636e\u663e\u793a\uff1a<strong>\u4ece\u6570\u5b57\u5316\u8f6c\u578b\u5f00\u59cb\uff0c\u9ad8\u6863\u4ea7\u54c1\u7ebf\u7684\u5360\u6bd4\u5c31\u5728\u4e0d\u65ad\u63d0\u5347\uff0c\u5927\u4f17\u7ebf\u53cd\u800c\u5728\u4e0b\u964d<\/strong>\u2014\u2014\u8fd9\u4e0d\u4ec5\u80fd\u591f\u5f3a\u5316\u6b27\u83b1\u96c5\u7814\u53d1\u4e0a\u7684\u7ade\u4e89\u4f18\u52bf\uff0c\u8fd8\u5927\u5927\u63d0\u5347\u4e86\u96c6\u56e2\u6bdb\u5229\u7387\u548c\u51c0\u5229\u7387\u7684\u7a7a\u95f4\u3002\u6211\u4eec\u7814\u7a76\u53d1\u73b0\uff0c\u6b27\u83b1\u96c5\u5927\u4f17\u4ea7\u54c1\u7684\u6bdb\u5229\u7387\u7ea6\u4e3a70%\u2014\u201480%\uff0c\u51c0\u5229\u738715-20%\uff1b\u800c\u9ad8\u6863\u4ea7\u54c1\u6bdb\u5229\u7387\u7ea6\u4e3a80%\u2014\u201490%\uff0c\u51c0\u5229\u7387&gt;20%\uff0c\u5dee\u5f02\u8fd8\u662f\u6bd4\u8f83\u660e\u663e\u7684[15]\u3002<\/p>\n\n\n\n<p>\u56e0\u6b64\uff0c\u5bf9\u4e8e\u6b27\u83b1\u96c5\u96c6\u56e2\u6765\u8bf4\uff0cDTC\u6a21\u5f0f\u5728\u672a\u6765\u7684\u91cd\u8981\u6027\u4f1a\u4e0d\u65ad\u589e\u52a0\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/f244e617089048dd8c9b3946df3cae15.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u4ece2014\u5e74\u52302018\u5e74\uff0c\u901a\u8fc7<strong>\u7535\u5546+DTC<\/strong>\u7684\u5927\u529b\u5e03\u5c40\uff0c\u6b27\u83b1\u96c5\u4e0d\u4ec5\u6e17\u900f\u4e86\u65b0\u4e00\u4ee3\u4eba\u7fa4\/\u56db\u4e94\u7ebf\u57ce\u5e02\u7684\u6d88\u8d39\u6e20\u9053\uff0c\u8fd8\u80fd\u591f\u4e0d\u65ad\u7684\u521b\u9020\u5229\u6da6\uff0c\u4ece\u800c\u5b9e\u73b0\u4e86\u89c4\u6a21\u548c\u6548\u76ca\u7684\u53cc\u91cd\u589e\u957f\u52a8\u529b\u3002<\/p>\n\n\n\n<p>\u4f46\u5ba2\u89c2\u6765\u8bf4\uff0c\u8fd9\u6bb5\u65f6\u95f4\u7684\u7206\u53d1\u5f88\u5927\u7a0b\u5ea6\u4e0a\u8fd8\u662f\u4f9d\u8d56\u7535\u5546\u7684\u884c\u4e1a\u7ea2\u5229\uff0c\u4e00\u5207\u90fd\u8981\u5efa\u7acb\u5728\u83b7\u5ba2\u6210\u672c\u6ca1\u90a3\u4e48\u9ad8\u7684\u57fa\u7840\u4e0a\u3002\u4f462018\u5e74\u4e4b\u540e\uff0c\u968f\u7740\u4e92\u8054\u7f51\u7ea2\u5229\u7684\u6d88\u9000\uff0c\u5404\u4e2a\u7535\u5546\u5e73\u53f0\u7684\u83b7\u5ba2\u6210\u672c\u8d8a\u6765\u8d8a\u9ad8\uff0c\u6d3b\u8dc3\u4e70\u5bb6\u589e\u901f\u4e5f\u5f00\u59cb\u653e\u7f13\uff0c\u8fd9\u5bfc\u81f4\u5e73\u53f0\u8d27\u5e01\u5316\u7387\u4e0a\u5347\uff0c\u54c1\u724c\u4ea4\u7684\u201d\u7a0e\u201c\u4e5f\u8d8a\u6765\u8d8a\u91cd\u3002<\/p>\n\n\n\n<p>\u6240\u4ee5\uff0c\u4ece\u5355\u4e00\u7684\u6e20\u9053\u83b7\u53d6\u8d85\u989d\u7684\u6536\u76ca\uff0c\u6b63\u5728\u53d8\u5f97\u8d8a\u6765\u8d8a\u56f0\u96be\uff0c\u201d\u91ce\u86ee\u751f\u957f\u201c\u7684\u72b6\u6001\u5f88\u5feb\u5c31\u4f1a\u5230\u8fbe\u5929\u82b1\u677f\u3002<\/p>\n\n\n\n<p><strong>\u4e8e\u662f\u6b27\u83b1\u96c5\u96c6\u56e2\u4e5f\u4fdd\u6301\u4e86\u201c\u4ee5\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u201d\u7684\u539f\u5219\uff0c\u5c06\u539f\u6765\u4ee5\u201c\u5229\u6da6\u548c\u89c4\u6a21\u201d\u4e3a\u5bfc\u5411\u7684\u7535\u5546\uff0c\u8f6c\u4e3a\u5168\u57df\u7ecf\u8425\u7684\u201c\u65b0\u96f6\u552e\u6a21\u5f0f\u201d\u2014\u2014\u7ebf\u4e0a\u7ebf\u4e0b\u7ed3\u5408\uff0c\u516c\u57df\u79c1\u57df\u8054\u52a8\u3002<\/strong><strong>\u5728\u8fc7\u53bb\uff0c\u6218\u7565\u4e2d\u7684\u5176\u5b83\u4e24\u5927\u6a21\u5757\u90fd\u662f\u56f4\u7ed5\u7535\u5546\u6765\u8fdb\u884c\uff0c\u800c\u4eca\u5929\u5219\u6b63\u5728\u6269\u5927\u5230\u66f4\u5e7f\u9614\u7684\u8303\u56f4\u3002<\/strong><\/p>\n\n\n\n<p>2018\u5e7411\u6708\uff0c\u6b27\u83b1\u96c5\u4e2d\u56fdCEO\u505a\u4e86\u9898\u4e3a\u300a\u7f8e\u7684\u201c\u65b0\u9ec4\u91d1\u65f6\u4ee3\u201d\u300b\u7684\u4e3b\u9898\u62a5\u544a\uff0c\u62a5\u544a\u4e2d\u6307\u51fa\uff0c\u6b27\u83b1\u96c5\u5c06\u57fa\u4e8e\u7ebf\u4e0a\u3001\u7ebf\u4e0b\u4e24\u4e2a\u573a\u666f\uff0c\u5e03\u5c40\u8d85\u5e02\u3001\u767e\u8d27\u5546\u5e97\u3001\u8fde\u9501\u5e97\u3001\u7535\u5546\u3001\u793e\u4ea4\u5a92\u4f53\u3001\u5a31\u4e50\u7b49\u591a\u4e2a\u9886\u57df\uff0c\u89e6\u70b9\u904d\u53ca\u5404\u4e2a\u751f\u6001\u3002[9]<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/770ffd9c58a04e678b731378c0ea5d77.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\uff08\u56fe\u7247\u6765\u6e90\uff1a\u6b27\u83b1\u96c5\u4e2d\u56fd\u300a\u7f8e\u7684\u201c\u65b0\u9ec4\u91d1\u65f6\u4ee3\u201d\u300b\uff09<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>3. \u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n<p>\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n<p>\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c<strong>\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/7cf6fba22b114d9795414dbd966e49b7.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p><strong>3.1 \u793e\u4ea4\u5546\u52a1\u7684\u5168\u57df\u51fa\u51fb<\/strong><\/p>\n\n\n\n<p>\u6b27\u83b1\u96c5\u5728\u201cmore than ecommerce\u201d\u7684\u5168\u57df\u7406\u5ff5\u4e0b\uff0c\u6700\u770b\u91cd\u7684\u5c31\u662f<strong>\u793e\u4ea4\u5546\u52a1\uff08social commerce\uff09<\/strong>\u3002\u5b98\u65b9\u66fe\u591a\u6b21\u5f3a\u8c03\uff0c\u8fd9\u624d\u662f\u7f8e\u5986\u884c\u4e1a\u7684\u672a\u6765\u8d8b\u52bf\uff1a\u5373\u501f\u52a9\u793e\u4ea4\u5a92\u4f53\u7684\u529b\u91cf\u5728\u5168\u57df\u8fdb\u884c\u66dd\u5149\u548c\u8f6c\u5316[11] \u3002<\/p>\n\n\n\n<p>\u6211\u4eec\u8ba4\u4e3a\uff0c\u5728\u4e2d\u56fd\u5e02\u573a\u6709\u4e09\u4e2a\u91cd\u70b9\u90e8\u5206\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u57fa\u4e8e\u516c\u57df\u7684\u79cd\u8349\u548c\u76f4\u64ad<\/strong><\/li><li><strong>\u57fa\u4e8e\u79c1\u57df\u7684\u7cbe\u7ec6\u5316\u8fd0\u8425<\/strong><\/li><li><strong>\u57fa\u4e8eO+O\u7684\u670d\u52a1\u8054\u52a8<\/strong><\/li><\/ul>\n\n\n\n<p>\u4ece\u516c\u57df\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u6b27\u83b1\u96c5\u7279\u522b\u6ce8\u91cd\u76f4\u64ad\u8fd9\u4ef6\u4e8b\u3002\u65e9\u57282015\u5e74\uff0c\u6b27\u83b1\u96c5\u7387\u5148\u5728\u82f1\u56fd\u542f\u52a8\u4e86\u201cBA\u7f51\u7ea2\u5316\u201d\u7684\u8ba1\u5212\uff0c\u968f\u4e4b\u4e00\u5e74\u540e\u4e0e\u4e2d\u56fdMCN\u673a\u6784\u7f8eONE\u8fbe\u6210\u4e86\u9996\u6b21\u5408\u4f5c\u534f\u8bae\uff1a\u5c06\u4e13\u67dcBA\u57f9\u517b\u6210\u7f51\u7ea2\uff0c\u9001\u5230\u7ebf\u4e0a\u76f4\u64ad\u53bb\u5356\u8d27[12]\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/3e97a7758d9245dabb6695eecdc9a4b8.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>(\u56fe\u7247\u6765\u6e90\uff1a\u4ebf\u6b27\u7f51-\u963f\u91cc\u53cc11\u5546\u5bb6\u5927\u4f1a\uff09<\/p>\n\n\n\n<p>\u540e\u6765\u7684\u6545\u4e8b\u53ef\u80fd\u5927\u5bb6\u90fd\u77e5\u9053\u4e86\uff1a\u7d20\u6709\u201c\u94c1\u5507\u54e5\u201d\u4e4b\u79f0\u7684\u674e\u4f73\u7426\uff0c\u4ece200\u591a\u4eba\u7684\u6d77\u9009\u4e2d\u8131\u9896\u800c\u51fa\uff0c\u6210\u4e3a\u4e86\u4e00\u540d\u4e3b\u64ad\uff0c\u6700\u540e\u4e00\u8def\u767b\u4e0a\u76f4\u64ad\u4e00\u54e5\u7684\u5b9d\u5ea7\u3002\u4ec5\u57282018\u5e74\u4e0a\u534a\u5e74\uff0c\u674e\u4f73\u7426\u5c31\u7ed9\u6b27\u83b1\u96c5\u5e72\u51fa\u4e86\u5343\u4e07\u8425\u6536[13]\u3002<\/p>\n\n\n\n<p>\u65b0\u5d1b\u8d77\u7684\u6296\u97f3\u4e5f\u6210\u4e86\u6b27\u83b1\u96c5\u7684\u53e6\u4e00\u5927\u6218\u573a\u3002\u4eca\u5e745\u67081\u65e5\uff0c\u6b27\u83b1\u96c5\u6b63\u5f0f\u5165\u4f4f\u6296\u97f3\u7535\u5546\uff0c\u901a\u8fc7\u6296\u97f3\u8d85\u54c1\u65e5\u8054\u5408\u6d3b\u52a8[14]\uff0c\u5b9e\u73b0\u4e86<strong>\u603b<\/strong><strong>GMV<\/strong><strong>\u8d852200\u4e07<\/strong>\uff0c<strong>\u54c1\u724c\u81ea\u64ad\u5355\u573aGMV\u7834300\u4e07<\/strong>\u7684\u6210\u7ee9\uff0c\u5df4\u9ece\u6b27\u83b1\u96c5\u5b98\u65b9\u8d26\u53f7<strong>\u589e\u7c89\u73af\u6bd4\u589e\u957f473%<\/strong>\u3002\u6b64\u5916\uff0c\u6b27\u83b1\u96c5\u4e0e\u660e\u661f\u8fbe\u4eba\u6731\u6893\u9a81\u4ec5\u8fdb\u884c\u4e86\u4e00\u573a\u76f4\u64ad\u5408\u4f5c\uff0c<strong>\u4e13\u573aGMV\u5c31\u9ad8\u8fbe1600\u4e07<\/strong>\u3002<\/p>\n\n\n\n<p>\u9488\u5bf9\u4e2d\u56fdZ\u4e16\u4ee3\u6d88\u8d39\u8005\u5d1b\u8d77\u7684\u8d8b\u52bf\uff0c\u6b27\u83b1\u96c5\u8fd8\u5728\u8fd1\u4e24\u5e74\u63d0\u51fa\u4e86\u4e00\u4e2a\u65b0\u6982\u5ff5\u6765\u5e94\u5bf9\uff1a<strong>\u5a31\u4e50\u5f0f\u96f6\u552e\uff08retailtainment\uff09<\/strong>[15]\u3002\u7b80\u5355\u6765\u8bf4\uff0c\u5c31\u662f\u628a\u4ea7\u54c1\u690d\u5165\u5230\u6e38\u620f\u3001\u7efc\u827a\u7b49\u53d7\u5e74\u8f7b\u4eba\u6b22\u8fce\u7684\u5185\u5bb9\u5f62\u6001\u4e2d\uff0c\u7528\u76f4\u64ad\u7684\u5a92\u4ecb\u65b9\u5f0f\u4f20\u64ad\u51fa\u53bb\u3002<\/p>\n\n\n\n<p>\u8fd9\u5c31\u4e0d\u5f97\u4e0d\u63d0\u5230\u6e38\u620f\u548c\u7efc\u827a\u7684\u5927\u6237\u817e\u8baf\u4e86\u30022021\u5e744\u6708\uff0c\u6b27\u83b1\u96c5\u8d5e\u52a9\u4e86\u9752\u6625\u9009\u79c0\u8282\u76ee\u300a\u521b\u9020\u84252021\u300b\uff0c\u8054\u5408\u521b\u9020\u8425\u5b66\u5458\u5f00\u5c55\u4e86\u89c6\u9891\u53f7+\u6dd8\u5b9d\u7684\u76f4\u64ad\u5e26\u8d27\u6d3b\u52a8\uff0c\u57fa\u4e8e\u7efc\u827a\u5ef6\u7533\u5168\u9762\u89e6\u8fbe\u5e74\u8f7b\u6d88\u8d39\u8005\u30022021\u5e74\uff0c\u6b27\u83b1\u96c5\u65d7\u4e0b\u54c1\u724c\u5170\u853b\u548c\u963f\u739b\u5c3c\u8fd8\u8d5e\u52a9\u4e86\u201cKPL\u738b\u8005\u8363\u8000\u804c\u4e1a\u8054\u8d5b\u201d\uff0c\u5e26\u6765\u4e86\u5de8\u5927\u7684\u5f71\u54cd\u529b\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/ec05a88c47014a7d97288a2cefe71b93.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u6211\u4eec\u4e5f\u53d1\u73b0\uff0c\u4e0e\u65b0\u9510\u54c1\u724c\u4e0d\u540c\u7684\u662f\uff0c<strong>\u6b27\u83b1\u96c5\u4f5c\u4e3a\u4e00\u4e2a\u5bb6\u55bb\u6237\u6653\u7684\u54c1\u724c\uff0c\u5176\u5b9e60%\u90fd\u662f\u8001\u5ba2\u6237<\/strong>[15]\u3002\u90a3\u4e48\u9664\u4e86\u524d\u94fe\u8def\u7684\u66dd\u5149\u548c\u6e17\u900f\uff0c\u4e3a\u590d\u8d2d\u7528\u6237\u63d0\u4f9b\u66f4\u6df1\u5ea6\u7684\u540e\u94fe\u8def\u670d\u52a1\u3001\u63d0\u5347LTV\u548c\u590d\u8d2d\u7387\uff0c\u5c31\u663e\u5f97\u66f4\u52a0\u91cd\u8981\u4e86\u3002<\/p>\n\n\n\n<p><strong>\u56e0\u6b64\uff0c\u6b27\u83b1\u96c5\u4e5f\u5f88\u91cd\u89c6\u5229\u7528\u4e2d\u56fd\u7279\u8272\u7684\u201c\u5fae\u4fe1\u79c1\u57df\u201d\u751f\u6001<\/strong><strong>\u8fdb\u884c\u7cbe\u7ec6\u5316\u8fd0\u8425\u3002<\/strong>\u4ee5\u6b27\u83b1\u96c5\u65d7\u4e0b\u7684\u4e24\u5927\u4ee3\u8868\u54c1\u724c\u5df4\u9ece\u6b27\u83b1\u96c5\u548c\u5170\u853b\u4e3a\u4f8b\uff0c\u901a\u8fc7\u62c6\u89e3\u5fae\u4fe1\u79c1\u57df\u7684\u8fd0\u8425\u4f53\u7cfb\uff0c\u53ef\u4ee5\u770b\u5230\uff1a\u76f4\u8d2d\u3001\u52a0\u7c89\u548c\u7ebf\u4e0b\u4f53\u9a8c\u662f\u6b27\u83b1\u96c5\u91c7\u7528\u7684\u4e09\u79cd\u6700\u5e38\u89c1\u7684\u670d\u52a1\u94fe\u8def\u3002\u5bf9\u4e8e\u5927\u4f17\u54c1\u724c\u5df4\u6b27\u6765\u8bf4\uff0c\u4e3b\u8981\u4f7f\u7528<strong>\u76f4\u8d2d<\/strong>\u548c<strong>\u52a0\u7c89<\/strong>\u76f4\u63a5\u5728\u7ebf\u4e0a\u63d0\u4f9b\u670d\u52a1\u3002\u800c\u9ad8\u7aef\u54c1\u724c\u5170\u853b\u5219\u66f4\u52a0\u6ce8\u91cd\u5f15\u5bfc\u5ba2\u6237\u8fdb\u5165\u7ebf\u4e0b\u5e97\u8fdb\u884c\u4f53\u9a8c\u3002\u4e3a\u4e86\u63d0\u4f9b\u66f4\u4eba\u6027\u5316\u7684\u670d\u52a1\uff0c\u50cf\u5b8c\u7f8e\u65e5\u8bb0\u7684\u201c\u5c0f\u5b8c\u5b50\u201d\u548c\u5143\u6c14\u68ee\u6797\u7684\u201c\u5c0f\u5143\u5b50\u201d\u4e00\u6837\uff0c\u5df4\u9ece\u6b27\u83b1\u96c5\u4e5f\u8bbe\u7f6e\u4e86\u7edf\u4e00\u7684\u79c1\u57dfIP\u201c\u6b27\u5c0f\u96c5\u201d\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/455dfbd619174877b0b10fefb0431673.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u53e6\u4e00\u65b9\u9762\uff0c\u5df4\u9ece\u6b27\u83b1\u96c5\u57282021\u5e74\u8fd8\u5347\u7ea7\u4e86\u79c1\u57df\u4f53\u7cfb\uff0c\u901a\u8fc7\u89c6\u9891\u53f7\u3001\u516c\u4f17\u53f7\u3001\u5c0f\u7a0b\u5e8f\uff0c 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src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/afbdd8b839bc4844ab6496afc87f1f99.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u901a\u8fc7\u5404\u79cd\u7b56\u7565\u7684\u63a8\u8fdb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u79c1\u57df\u8fd0\u8425\u6548\u679c\u4e5f\u5728\u63d0\u5347\uff1a\u76ee\u524d\u6574\u4e2a\u96c6\u56e2\u7684\u79c1\u57df\u8425\u6536\u5360\u96c6\u56e2\u603b\u8425\u6536\u76848-10%\u5de6\u53f3\uff0c\u800c\u79c1\u57df\u76f8\u5173\u8425\u9500\u8d39\u7528\u5728\u7ad9\u5916\u6295\u5165\u4e2d\u4ec5\u53605-6%\u3002<\/p>\n\n\n\n<p>\u5df4\u9ece\u6b27\u83b1\u96c5\u4f5c\u4e3a\u5927\u4f17\u4ea7\u54c1\u7ebf\u65d7\u4e0b\u7684\u54c1\u724c\uff0c\u79c1\u57df\u8425\u6536\u5360\u6240\u6709\u7ebf\u4e0a\u8425\u6536\u76846%-8%\uff0cROI\u8fbe\u52305-8\u3002\u800cYSL\u7b49\u9ad8\u7aef\u7ebf\u54c1\u724c\u7684\u79c1\u57df\u5219\u53ef\u4ee5\u5360\u7ebf\u4e0a\u8425\u6536\u768412-15%\u3002\u4ece\u6574\u4f53\u6765\u770b\uff0c\u6b27\u83b1\u96c5\u8fd0\u8425\u79c1\u57df\u7684\u6307\u6807\uff0c\u7b2c\u4e00\u4f18\u5148\u7ea7\u5e76\u4e0d\u662f\u77ed\u5e73\u5feb\u7684GMV\u548cROI\uff0c\u800c\u662f<strong>\u6c89\u6dc0\u9ad8\u8d28\u91cf\u7684\u7528\u6237\u8d44\u4ea7\uff0c\u901a\u8fc7\u957f\u671f\u7684\u7cbe\u7ec6\u5316\u8fd0\u8425\u6765\u63d0\u5347ROI\u3002\u800c\u6211\u4eec\u6839\u636e\u6570\u636e\u63a8\u6d4b\uff0c\u96c6\u56e2\u65d7\u4e0b\u7b2c\u4e00\u5927\u54c1\u724c\u201c\u5df4\u9ece\u6b27\u83b1\u96c5\u201d\u7684\u79c1\u57df\u662f\u76c8\u5229\u7684\u3002<\/strong><\/p>\n\n\n\n<p><strong>\u4e3a\u4e86\u66f4\u597d\u7684\u53d1\u6325\u539f\u6709\u7684\u4e0b\u7ebf\u4f18\u52bf<\/strong><strong>\uff0c<\/strong><strong>\u6253\u901a\u7ebf\u4e0a\u7ebf\u4e0b\uff0c<\/strong><strong>\u6b27\u83b1\u96c5\u96c6\u56e2\u4e5f\u975e\u5e38\u91cd\u89c6O+O\u7684\u6a21\u5f0f\u3002<\/strong><\/p>\n\n\n\n<p>2021\u5e74\uff0c\u6b27\u83b1\u96c5\u4e2d\u56fd\u5927\u4f17\u5316\u5986\u54c1\u90e8\u8d27\u67b6\u6e20\u9053\u5168\u56fd\u9500\u552e\u603b\u76d1\u9a6c\u5f81\u5728\u201cCBE2021\u4e2d\u56fd\u5316\u5986\u54c1\u96f6\u552e\u5927\u4f1a\u201d\u4e0a\u5206\u4eab\u4e86\u6b27\u83b1\u96c5\u505aO+O\u7684\u4e24\u5927\u7b56\u7565\uff1a\u4e00\u662f\u5229\u7528\u7ebf\u4e0b\u95e8\u5e97\u548c\u4e13\u67dc\u81ea\u5df1\u7684\u76f4\u64ad\u5e73\u53f0\u8fdb\u884c\u76f4\u64ad\uff1b\u4e8c\u662f\u901a\u8fc7\u5fae\u4fe1\u7fa4\u8fdb\u884c\u201c\u7a7a\u4e2d\u6c99\u9f99\u201d\u7684\u8425\u9500\u3002[10]<\/p>\n\n\n\n<p>\u5728\u4ee5\u793e\u7fa4\u548c\u76f4\u64ad\u4e3a\u4e3b\u7684\u201c<strong>\u7a7a\u4e2d\u6c99\u9f99<\/strong>\u201d\u4e2d\uff0c\u5bfc\u8d2d\u4f1a\u9884\u5148\u901a\u8fc7\u670b\u53cb\u5708\u8fdb\u884c<strong>\u9884\u70ed<\/strong>\u548c<strong>\u79cd\u8349<\/strong>\uff0c\u6b27\u83b1\u96c5\u4e2d\u56fd\u5728\u5185\u5bb9\u603b\u53f0\u91cc\u5236\u4f5c\u4e86\u4e00\u7cfb\u5217\u9ad8\u8d28\u91cf\u7684\u79cd\u8349\u89c6\u9891\u3001\u62a4\u80a4\u624b\u6cd5\u89c6\u9891\uff0c\u5bfc\u8d2d\u53ef\u4ee5\u5c06\u8fd9\u4e9b\u89c6\u9891\u5728\u7ebf\u4e0a\u5206\u53d1\u7ed9\u7528\u6237\uff0c\u5e2e\u52a9\u7528\u6237\u66f4\u597d\u5730\u4e86\u89e3\u4ea7\u54c1\u548c\u62a4\u80a4\u77e5\u8bc6\uff1b\u6b27\u83b1\u96c5\u8fd8\u8bbe\u7acb\u4e86\u4e00\u4e2a\u201c\u7a7a\u4e2d\u94f8\u5251\u6c60\u201d\uff0c\u5bfc\u8d2d\u548c\u4e3b\u64ad\u9047\u5230\u4e0d\u61c2\u7684\u95ee\u9898\u53ef\u4ee5\u968f\u65f6\u5411\u94f8\u5251\u6c60\u91cc\u7684\u8bb2\u5e08\u53d1\u8d77\u57f9\u8bad\u8bf7\u6c42\uff0c\u8fdb\u4e00\u6b65\u5b8c\u5584\u81ea\u5df1\u7684\u77e5\u8bc6\u4f53\u7cfb\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/321b8081edbe46a0b9b68c9e8d8c527c.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u56fe\u7247\u6765\u6e90\uff1aCBE\u4e2d\u56fd\u7f8e\u5bb9\u535a\u89c8\u4f1a\u201c2021\u4e2d\u56fd\u5316\u5986\u54c1\u96f6\u552e\u4e1a\u5927\u4f1a\u201d<\/p>\n\n\n\n<p>\u800c\u5728\u7ebf\u4e0b\uff0c\u6b27\u83b1\u96c5\u4e0d\u4ec5\u4fdd\u7559\u4e86\u6bcf\u4e2a\u4e13\u67dc\u4e2d\u5e2e\u52a9\u7528\u6237\u5316\u5986\u7684\u201c<strong>\u7f8e\u5986\u6c99\u9f99<\/strong>\u201d\uff0c\u8fd8\u65b0\u8bbe\u7acb\u4e86\u4e00\u4e2a\u201c\u7f8e\u62a4\u6c99\u9f99\u201d\u3002\u7528\u6237\u53ef\u4ee5\u5728\u6b27\u83b1\u96c5\u7684\u7ebf\u4e0b\u4e13\u67dc\u5b9e\u65f6\u4f53\u9a8c\u5934\u53d1\u548c\u76ae\u80a4\u7684SPA\u7ea7\u4fdd\u517b\u670d\u52a1\u3002\u6b27\u83b1\u96c5\u4e2d\u56fd\u8fd8\u5236\u5b9a\u4e86\u4e00\u4e2a\u540d\u4e3a\u201c\u767e\u4e07SPA\u201d\u7684\u76ee\u6807\uff0c\u65e8\u5728\u8ba9\u201c\u7f8e\u62a4\u6c99\u9f99\u201d\u8986\u76d6\u8d85\u8fc7\u4e00\u767e\u4e07\u7684\u6d88\u8d39\u8005\u3002<\/p>\n\n\n\n<p>2020\u5e74\uff0c\u6b27\u83b1\u96c5\u5728\u6bcf\u4e00\u4e2a\u91cd\u8981\u7684\u5927\u4fc3\u8282\u70b9\u90fd\u8fdb\u884c\u4e86\u76f4\u64ad\u548c\u793e\u7fa4\u8425\u9500\uff0c\u4e3e\u529e\u4e86\u8d85\u8fc76000\u573a\u201cO+O\u201d\u7684\u7a7a\u4e2d\u6c99\u9f99\u3001\u7ebf\u4e0b\u6c99\u9f99\u548c\u76f4\u64ad\uff0c\u8fd9\u4e9b\u6d3b\u52a8\u4ea7\u751f\u7684GMV\u5360\u636e\u4e86\u6b27\u83b1\u96c5\u4e2d\u56fd2020\u5168\u5e74\u603b\u9500\u552e\u989d\u768410%\u4ee5\u4e0a[14]\u3002<\/p>\n\n\n\n<p><strong>3.2 \u201c\u9ed1\u79d1\u6280\u201d\u7684\u964d\u7ef4\u6253\u51fb<\/strong><\/p>\n\n\n\n<p>\u5c3d\u7ba1\u793e\u4ea4\u5546\u52a1\u7684\u6a21\u5f0f\u6781\u5927\u63d0\u5347\u4e86\u5ba2\u6237\u4f53\u9a8c\uff0c\u8986\u76d6\u4e86\u66f4\u5e7f\u9614\u7684\u5168\u57df\u6e20\u9053\uff0c\u5374\u4e5f\u5b58\u5728\u65b0\u7684\u95ee\u9898\uff1a\u7531\u4e8e\u7f8e\u5986\u54c1\u724c\u7684\u7279\u6027\uff0c<strong>\u65e0\u8bba\u91c7\u53d6\u591a\u4e48\u7cbe\u7ec6\u5316\u7684\u8fd0\u8425\u624b\u6bb5\uff0c\u90fd\u5f88\u96be\u4ece\u6839\u672c\u4e0a\u4ea7\u751f\u5ba2\u6237\u4f53\u9a8c\u7684\u5dee\u5f02\u5316<\/strong>\u3002\u6bd4\u5982\u4e0a\u8ff0\u63d0\u5230\u7684\u79cd\u79cd\u7b56\u7565\uff0c\u5b8c\u7f8e\u65e5\u8bb0\u53ef\u4ee5\u505a\uff0c\u96c5\u8bd7\u5170\u9edb\u4e5f\u53ef\u4ee5\u505a\uff0c\u751a\u81f3\u4e0d\u5c11\u65b0\u54c1\u724c\u53ef\u4ee5\u505a\u7684\u66f4\u597d\u3002<\/p>\n\n\n\n<p>\u5982\u6b64\u770b\u6765\uff0c<strong>\u6295\u5165\u5de8\u989d\u8d44\u91d1\u5728\u201d\u8fd0\u8425\u6218\u672f\u201c\u7684\u4f18\u5316\u4e0a\uff0c\u5176\u56de\u62a5\u7387\u5c06\u5728\u5185\u5377\u7684\u73af\u5883\u4e2d\u53d8\u5f97\u8d8a\u6765\u8d8a\u4f4e\uff0c\u5929\u82b1\u677f\u4e5f\u662f\u975e\u5e38\u660e\u663e\u7684\u3002<\/strong><\/p>\n\n\n\n<p>\u4e8e\u662f\u57282018\u5e74\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u540c\u65f6\u542f\u52a8\u4e86\u201d\u964d\u7ef4\u6253\u51fb\u201c\u7684\u6218\u7565\uff1a<strong>Beauty Tech<\/strong>\uff0c\u7531\u6b64\u5c06\u96c6\u56e2\u7684\u6570\u5b57\u5316\u8f6c\u578b\u63a8\u8fdb\u5230\u4e86\u5d2d\u65b0\u7684\u9636\u6bb5 \u2014\u2014&nbsp;<strong>\u201c\u8d85\u8d8a\u6570\u5b57\u5316\uff08beyond digital\uff09\u201d<\/strong>\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/c1aab9ee45e74813874ecf4d3938f88a.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u6211\u4eec\u8ba4\u4e3a\uff0cBeauty Tech\u7684\u6838\u5fc3\u662f\u5728\u539f\u6709\u7684\u4e09\u5927\u6a21\u5757\u4e0a\uff0c\u53e0\u52a0\u4e86\u4e00\u5c42\u9ad8\u79d1\u6280\u7684\u5e94\u7528\uff0c\u4ece\u800c<strong>\u8ba9\u6d88\u8d39\u8005\u7684\u611f\u5b98\u4f53\u9a8c\u5c31\u4e0d\u6b62\u5c40\u9650\u5728\u201c\u770b\u201d\u3001\u201c\u542c\u201d\u3001\u201c\u4e70\u201d\u7b49\u4f20\u7edf\u7ebf\u4e0a\u670d\u52a1\u63d0\u4f9b\u7684\u7ef4\u5ea6\uff0c\u800c\u662f\u591a\u4e86\u4e00\u4e2a\u201c\u8bd5\u201d\u7684\u7ef4\u5ea6\uff0c\u751a\u81f3\u6bd4\u7ebf\u4e0b\u66f4\u52a0\u65b9\u4fbf\u548c\u51c6\u786e\u3002<\/strong><\/p>\n\n\n\n<p>\u4e3e\u4e2a\u4f8b\u5b50\uff0c\u5176\u5b83\u9910\u5385\u53ea\u80fd\u8ba9\u4f60\u770b\u83dc\u5355\u4e0a\u7684\u83dc\u540d\u548c\u56fe\u7247\uff0c\u800c\u6211\u80fd\u8ba9\u4f60\u4e0d\u70b9\u83dc\u5c31\u5c1d\u5230\u53e3\u5473\uff0c\u8fd8\u80fd\u6839\u636e\u4f60\u7684\u559c\u597d\u81ea\u52a8\u8c03\u6574\uff0c\u90a3\u4f60\u80af\u5b9a\u66f4\u613f\u610f\u6765\u6211\u8fd9\u91cc\u5403\u996d \u2014\u2014 \u8fd9\u6b63\u662f\u6240\u8c13\u7684<strong>\u964d\u7ef4\u6253\u51fb<\/strong>\u3002\u800c\u8fd9\u79cd\u7a81\u7834\u7269\u7406\/\u865a\u62df\u4e16\u754c\u8fb9\u754c\u7684\u65b0\u578b\u5ba2\u6237\u5173\u7cfb\uff0c\u542c\u4e0a\u53bb\u4e5f\u9887\u6709\u51e0\u5206<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/metaverse\" target=\"_blank\" title=\"\u5143\u5b87\u5b99\">\u5143\u5b87\u5b99<\/a><\/span>\u7684\u5473\u9053\u4e86\u3002<\/p>\n\n\n\n<p>\u90a3\u4e3a\u4ec0\u4e48\u53eb\u5b83\u573a\u666f\u8d4b\u80fd\uff1f\u56e0\u4e3a\u8fd9\u4e2a\u591a\u51fa\u6765\u7684\u7ef4\u5ea6\u662f\u5efa\u7acb\u5728<strong>\u8bd5\u5986<\/strong>\u3001<strong>\u8bca\u65ad<\/strong>\u3001<strong>\u8bc4\u4f30<\/strong>\u7b49\u7528\u6237\u751f\u547d\u5468\u671f\u4e2d\u7684\u5404\u79cd\u573a\u666f\u91cc\uff0c\u4ece\u800c\u8d4b\u80fd\u6574\u4e2a\u524d\u7aef\u6d88\u8d39\u8005\u7684\u4f53\u9a8c\u3002<\/p>\n\n\n\n<p>\u8fd9\u6837\u4e00\u6765\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5c31\u7528\u786c\u79d1\u6280\u6784\u5efa\u8d77\u4e86\u5f3a\u5927\u7684\u58c1\u5792\u3002<strong>\u65e0\u8bba\u8fd0\u8425\u624b\u6bb5\u518d\u600e\u4e48\u5185\u5377\uff0c\u6280\u672f\u5e26\u6765\u7684\u5dee\u5f02\u5316\u4f53\u9a8c+\u4e2a\u6027\u5316\u670d\u52a1\u4e5f\u662f\u65e0\u6cd5\u88ab\u8f7b\u6613\u8ffd\u8d76\u548c\u8d85\u8d8a\u7684<\/strong>\u3002\u79ef\u7d2f\u65f6\u95f4\u8d8a\u957f\uff0c\u8fd9\u4e9b\u6280\u672f\u4e0e\u6d88\u8d39\u8005\u7684\u78e8\u5408\u5c31\u66f4\u987a\u7545\uff0c\u62a4\u57ce\u6cb3\u4e5f\u5c31\u53d8\u7684\u66f4\u5bbd\u3002\u4ece\u53e6\u4e00\u4e2a\u89d2\u5ea6\u6765\u8bf4\uff0c\u79d1\u6280\u624b\u6bb5\u5728\u524d\u7aef\u53ea\u53d1\u6325\u4e8670%\u7684\u4f5c\u7528\uff0c\u53e6\u591630%\u5219\u4f5c\u7528\u5230\u540e\u7aef\u4ea7\u54c1\u7814\u53d1\u4e0a\uff1a\u57fa\u4e8e\u6d88\u8d39\u8005\u6570\u636e\uff0c\u6df1\u5ea6\u6d1e\u5bdf\u9700\u6c42\u75db\u70b9\uff0c\u4ece\u800c\u53cd\u5411\u63d0\u5347\u65b0\u54c1\u7814\u53d1\u7684\u6548\u7387\u3002<\/p>\n\n\n\n<p>2018\u5e743\u6708\uff0c\u6b27\u83b1\u96c5\u6536\u8d2d\u4e86\u52a0\u62ff\u5927\u5316\u5986\u54c1\u79d1\u6280\u516c\u53f8<strong>ModiFace<\/strong>\uff0c\u6253\u54cd\u4e86\u8fdb\u519bBeauty Tech\u7684\u7b2c\u4e00\u67aa\u3002\u8fd9\u5bb6\u516c\u53f8\u5f00\u53d1\u4e86\u4e00\u6b3e\u589e\u5f3a\u73b0\u5b9e\u4ea7\u54c1\uff0c\u53ef\u4ee5\u628a\u5316\u5986\u54c1\u7684\u6548\u679c\u6dfb\u52a0\u5230\u81ea\u62cd\u7167\u7684\u8138\u90e8\u548c\u5934\u53d1\u4e0a\uff0c\u5b9e\u73b0\u4e00\u952e\u6362\u201c\u5986\u201d\u3002\u8fd9\u4e00\u6280\u672f\u5148\u662f\u88ab\u6b27\u83b1\u96c5\u5e94\u7528\u5728\u4e86Facebook\u3001Youtube\u3001\u4e9a\u9a6c\u900a\u3001\u4e1d\u8299\u5170\u3001\u5c48\u81e3\u6c0f\u7b49\u793e\u4ea4\u5a92\u4f53\u548c\u96f6\u552e\u5e73\u53f0\u4e0a\uff0c\u800c\u57fa\u4e8eModiface\u5ef6\u7533\u51fa\u6765\u768420\u591a\u9879\u4eba\u5de5\u667a\u80fd\u6280\u672f\uff0c\u4e5f\u5168\u90e8\u88ab\u6b27\u83b1\u96c5\u5e94\u7528\u5230\u4e86\u5404\u5927\u54c1\u724c\u4e0a\u3002<\/p>\n\n\n\n<p>\u9664\u4e86\u865a\u62df\u8bd5\u5986\uff0c\u6b27\u83b1\u96c5\u8fd8\u5c06tech\u7684\u8fb9\u754c\u5ef6\u4f38\u5230\u4e86<strong>\u7535\u5546<\/strong>\u548c<strong>\u5305\u88c5<\/strong>\u4e0a\uff0c\u5145\u5206\u53d1\u6325\u4e86\u81ea\u5df1\u8d22\u5927\u6c14\u7c97\u7684\u4f20\u7edf\uff0c\u56f4\u7ed53\u5927\u6a21\u5757\u5e03\u5c40\u4e86<strong>\u6536\u8d2d+\u6295\u8d44+\u5408\u4f5c<\/strong>\u7684\u6218\u7565\u8def\u7ebf\u56fe\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/1eaf20789237428a9a5db716570ebb0d.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>(\u8d44\u6599\u6765\u6e90\uff1aCBinsights\uff09<\/p>\n\n\n\n<p>\u6839\u636e\u6b27\u83b1\u96c5\u5b98\u65b9\u63d0\u4f9b\u7684\u6d88\u606f\uff0c\u622a\u81f32018\u5e74\uff0c\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u5df2\u7ecf\u670914\u4e2a\u6b27\u83b1\u96c5\u65d7\u4e0b\u7684\u54c1\u724c\u63d0\u4f9b\u7ebf\u4e0b\u9884\u5b9a\u670d\u52a1\uff0c11\u4e2a\u54c1\u724c\u8fd0\u7528\u4e86\u865a\u62df\u8bd5\u5986\u6280\u672f\uff0c6\u4e2a\u54c1\u724c\u63a8\u51fa\u7f8e\u5986\u987e\u95eeAPP\uff0c12\u4e2a\u54c1\u724c\u63a8\u51fa\u65e0\u4eba\u552e\u5356\u673a\u3002\u6b27\u83b1\u96c5\u65d7\u4e0b13\u4e2a\u54c1\u724c\u30013500\u4e2a\u4ea7\u54c1\u4e0a\u7ebf\u8bd5\u5986\u670d\u52a1\u5df2\u7ecf\u89e6\u8fbe2000\u4e07\u6d88\u8d39\u8005\u3002\u5728\u4e0b\u56fe\u4e2d\uff0c\u6211\u4eec\u6574\u7406\u4e86\u8fd1\u5e74\u6765\u6b27\u83b1\u96c5\u7684\u201c\u9ed1\u79d1\u6280\u201d\u5e94\u7528\uff1a<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/6e41f640f32347a8a13c6cd669292f81.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u90a3\u4e48\uff0c\u8fd9\u4e9b\u542c\u4e0a\u53bb\u5f88\u9ad8\u7ea7\u7684\u6982\u5ff5\u662f\u5982\u4f55\u843d\u5730\u7684\uff1f\u6548\u679c\u53c8\u5982\u4f55\u5462\uff1f\u6211\u4eec\u4f9d\u7136\u56de\u5230\u4e2d\u56fd\u5e02\u573a\u6765\u770b\uff1a\u5fae\u4fe1\u79c1\u57df\u6b63\u5728\u6210\u4e3a\u573a\u666f\u8d4b\u80fd\u7684\u91cd\u8981\u9635\u5730\uff0c\u4e14\u53d6\u5f97\u4e86\u826f\u597d\u7684\u6536\u76ca\u3002<\/p>\n\n\n\n<p>2019\u5e74\uff0cModiface\u6280\u672f\u8fdb\u5165\u4e86\u4e2d\u56fd\u2014\u2014\u6b27\u83b1\u96c5\u96c6\u56e2\u4e0e\u817e\u8baf\u5408\u4f5c\uff0c\u5728\u201c\u963f\u739b\u5c3c\u7f8e\u5986\u5b98\u65b9\u7cbe\u54c1\u5546\u57ce\u201d\u5c0f\u7a0b\u5e8f\u4e0a\u7ebf\u4e86AR\u52a8\u6001\u8bd5\u5986\u529f\u80fd\uff0c\u540c\u65f6\u6bb5\u5185\u5e26\u52a8\u963f\u739b\u5c3c\u7684\u7ebf\u4e0a\u9500\u91cf\u589e\u52a0\u4e8638%\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/c4871f0ed85c4faeba8167effc8b8f8d.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u540c\u6837\u662f\u57282019\u5e74\uff0c\u6b27\u83b1\u96c5\u8fd8\u53d1\u5e03\u4e86\u9996\u4e2a\u9488\u5bf9\u75d8\u75d8\u95ee\u9898\u7684\u79fb\u52a8\u7aef\u4eba\u5de5\u667a\u80fd\u68c0\u6d4b\u5e94\u7528\u2014\u2014\u827e\u83f2\u5361\u75d8\u75d8\u68c0\u6d4b(EFFACLAR SPOTSCAN)\u3002\u8fd9\u4e00\u6280\u672f\u4e3b\u8981\u88ab\u642d\u8f7d\u5728\u4e86\u836f\u5986\u54c1\u724c\u7406\u80a4\u6cc9\u4e0a\uff0c\u6d88\u8d39\u8005\u767b\u5f55\u7406\u80a4\u6cc9\u5c0f\u7a0b\u5e8f\uff0c\u6839\u636e\u63d0\u793a\u81ea\u62cd\u4e09\u5f20\u7167\u7247\u540e\u4e0a\u4f20\uff0c\u5373\u53ef\u83b7\u5f97\u68c0\u6d4b\u62a5\u544a\uff0c\u6309\u7167\u5f97\u5206\u53bb\u4e86\u89e3\u75d8\u75d8\u95ee\u9898\u7684\u4e25\u91cd\u7a0b\u5ea6\u3002<\/p>\n\n\n\n<p>\u5728\u81ea\u6d4b\u540e\uff0c\u7406\u80a4\u6cc9\u5c0f\u7a0b\u5e8f\u8fd8\u4f1a\u6839\u636e\u6d88\u8d39\u8005\u4e0d\u540c\u7684\u808c\u80a4\u95ee\u9898\u72b6\u51b5\uff0c\u63d0\u4f9b\u4e2a\u6027\u5316\u7684\u62a4\u80a4\u5efa\u8bae\uff0c\u5e76\u6709\u9488\u5bf9\u6027\u5730\u63a8\u8350\u62a4\u7406\u4ea7\u54c1\u7ec4\u5408\uff0c\u5e76\u652f\u6301\u5728\u7ebf\u4e0b\u5355\u8d2d\u4e70\u3002\u5982\u679c\u68c0\u6d4b\u51fa\u8f83\u4e3a\u4e25\u91cd\u7684\u808c\u80a4\u95ee\u9898\uff0c\u827e\u83f2\u5361\u8fd8\u53ef\u4ee5\u6839\u636e\u6d88\u8d39\u8005\u9700\u6c42\u4e3a\u4ed6\u4eec\u9884\u7ea6\u76ae\u80a4\u5b66\u4e13\u5bb6\u8fdb\u884c\u4e00\u5bf9\u4e00\u5728\u7ebf\u54a8\u8be2\u3002\u8fd9\u4e00\u6280\u672f\u4e3a\u7406\u80a4\u6cc9\u5b9e\u73b0\u4e86\u5e26\u6765\u4e86\u5355\u670840%\u7684\u65b0\u5ba2\u589e\u957f\uff0c\u54c1\u724c\u6574\u4f53\u7684\u5ba2\u5355\u4ef7\u4e5f\u4e0a\u6da8\u4e8615%\u5de6\u53f3\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/a6f89672fc914ddfa7ea8dbf1a16d8da.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>4. 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class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/6d8ff20e2d4b420d8a56b9b445bea423.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p><strong>\u5176\u6b21\uff0c\u4e3a\u4e86\u66f4\u9ad8\u6548\u7684\u79ef\u7d2f\u7528\u6237\u8d44\u4ea7\uff0c\u6b27\u83b1\u96c5\u91c7\u53d6\u4e86\u201c\u6d3e\u6837\u201d\u7684\u65b9\u5f0f\uff1a<\/strong>\u7ebf\u4e0b\u5ba2\u6d41\u6709\u9650\uff0c\u7ebf\u4e0a\u7684\u6570\u636e\u6536\u96c6\u53c8\u5b58\u5728\u79cd\u79cd\u963b\u788d\u3002\u56e0\u6b64\uff0c\u6b27\u83b1\u96c5\u901a\u8fc7\u5728\u5929\u732b\u3001\u5fae\u4fe1\u3001\u6296\u97f3\u7b49\u516c\u57df\u5e73\u53f0\u6295\u653e\u5e7f\u544a\uff0c\u5438\u5f15\u6d88\u8d39\u8005\u5230\u7ebf\u4e0b\u9886\u53d6\u5c0f\u6837\u3002\u5728\u7528\u6237\u6388\u6743\u901a\u8fc7\u540e\uff0c\u901a\u8fc7\u7ebf\u4e0b\u7684\u670d\u52a1\u6d41\u7a0b\uff0c\u5bfc\u8d2d\u8fd8\u53ef\u4ee5\u8bb0\u5f55\u7528\u6237\u7684\u4e2a\u4eba\u4fe1\u606f\uff0c\u5c06\u5176\u5339\u914d\u5230\u6570\u636e\u4e2d\u53f0\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/8ea0ba08b2d6420fa2c030ca7df74365.png\" alt=\"\u4e07\u5b57\u62c6\u89e3\u6b27\u83b1\u96c5\uff1a\u767e\u5e74\u7f8e\u5986\u5e1d\u56fd\u7684\u6570\u5b57\u5316\u8fdc\u5f81\"\/><\/figure>\n\n\n\n<p>\u8fd9\u4e9b\u7528\u6237\u8d44\u4ea7\uff0c\u80fd\u591f\u88ab\u5e94\u7528\u5230\u6b27\u83b1\u96c5\u96c6\u56e2\u8425\u9500\u94fe\u8def\u7684\u5404\u4e2a\u73af\u8282\uff0c\u4e3b\u8981\u53ef\u4ee5\u5206\u4e3a\u4e09\u7c7b\uff1a<strong>\u7528\u6237\u6d1e\u5bdf\u3001\u7b56\u7565\u6267\u884c\u3001\u6548\u679c\u8bc4\u4f30<\/strong><strong>\u3002<\/strong>\u5176\u4e2d\uff0c\u6570\u636e\u5bf9\u4e8e\u7528\u6237\u6d1e\u5bdf\u73af\u8282\u7684\u4f5c\u7528\u66f4\u52a0\u663e\u8457\u3002<\/p>\n\n\n\n<p><strong>\u7528\u6237\u6d1e\u5bdf\u7684\u7b2c\u4e00\u6b65\uff0c\u5c31\u662f\u786e\u5b9a\u54c1\u724c\u7684\u589e\u957f\u76ee\u6807<\/strong>\uff0c\u518d\u5c06\u8fd9\u4e00\u786e\u5b9a\u4e0b\u6765\u7684\u589e\u957f\u76ee\u6807\u62c6\u89e3\u4e3a\u5404\u4e2a\u6e20\u9053\u7684\u9500\u552e\u76ee\u6807\uff0c\u5982\u4e3a\u4e86\u5b8c\u6210\u8fd9\u4e2a\u76ee\u6807\uff0c\u7ebf\u4e0a\u3001\u7ebf\u4e0b\u5404\u9700\u8d21\u732e\u591a\u5c11\u6bd4\u4f8b\uff0c\u5728\u7ebf\u4e0a\u6e20\u9053\u4e2d\uff0c\u5929\u732b\u3001\u4eac\u4e1c\u3001\u6296\u97f3\u3001\u5fae\u4fe1\u5c0f\u7a0b\u5e8f\u2026\u2026\u7b49\u5404\u6e20\u9053\u7684\u4e1a\u7ee9\u76ee\u6807\u53c8\u5206\u522b\u662f\u591a\u5c11\u3002<\/p>\n\n\n\n<p>\u5728\u4e4b\u540e\u7684<strong>\u7b56\u7565\u6267\u884c<\/strong>\u73af\u8282\uff0c\u6b27\u83b1\u96c5\u8fd8\u4f1a\u8fdb\u884c\u793e\u4ea4\u5a92\u4f53\u7684\u5e03\u5c40\u548c\u5e7f\u544a\u7684\u6295\u653e\u3002\u7b5b\u9009\u8fbe\u4eba\u3001\u786e\u5b9a\u5185\u5bb9\u5206\u53d1\u65b9\u5411\u3001\u67e5\u770b\u7206\u6587\u7387\u548c\u4e92\u52a8\u7387\u2026\u2026\u8fd9\u4e9b\u90fd\u9700\u8981\u5927\u91cf\u7684\u6570\u636e\u8fdb\u884c\u5206\u6790\u548c\u4f50\u8bc1\u3002\u800c\u5728<strong>\u6548\u679c\u8bc4\u4f30<\/strong>\u73af\u8282\uff0c\u6b27\u83b1\u96c5\u5219\u4f1a\u67e5\u770b\u5404\u6e20\u9053\u8d21\u732e\u7387\u3001\u7ad9\u5185\u5916\u6295\u653e\u8f6c\u5316\u7387\u3001CPM\u3001CPC\u3001ROI\u7b49\u6700\u5e38\u89c1\u7684\u6307\u6807\uff0c\u7528\u6570\u636e\u8bc4\u4f30\u8425\u9500\u6548\u679c\u3002<\/p>\n\n\n\n<figure 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