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以守为攻的精明——唯品会如何破局电商天花板?

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发表于 2019-7-18 11:44:47 | 显示全部楼层 |阅读模式




连续23个季度盈利,唯品会再次打破电商行业纪录
8月14日,美股上市的特卖电商唯品会(VIPS)发布了未经审计的2018年第二季度财务报告。
财报显示,截止2018年6月30日,唯品会净营收总额207亿元人民币(约合31亿美元),同比增长18.4%;毛利润40亿元人民币(约合6.111亿美元);归属股东净利润6.816亿元人民币(约合1.03亿美元),同比增长76.4%;总订单数1.113亿,相比去年同期的8480万单同比增长31%。
从财报上看,唯品会的业绩表现一如既往的抢眼,在一些关键数据上甚至有些惊艳。
其一,营收增长稳健攀高,连续23个季度盈利,再次打破电商连续盈利纪录。
展望2018三季度的盈收:唯品会预计第三季度营收173亿元人民币至181亿元人民币,向上的势头将得到沿续。这也说明唯品会已经进入了稳定增长期,未来发展非常值得期待。

其二,唯品会的自营服饰穿戴核心品类护城河优势进一步得到深化。
作为中国最大自营服装电商,服饰穿戴类一直都是唯品会的核心品类。唯品会已与超过6000家国内外知名品牌达成长期深入合作,用户规模超过3亿,在品牌和用户存量方面已经形成了天然的优势。随着唯品会品牌吸纳能力的不断增强,在服装品牌的收益也稳健增长,其电商领域护城河优势不断加深。
在电商行业已经触及天花板的背景下,唯品会是如何实现破局的?

大智若愚,埋头关注好货,回归电商核心
中国电商走到今天,中间经历了多次行业洗牌,并形成了阿里、京东这样雄踞一方的电商平台。行业竞争激烈,而看上去并不显山露水的唯品会却连续23个季度实现盈利,最关键的一点:大智若愚,埋头关注好货,回归电商核心。
其一,好货聚焦,做到品质和价格的平衡。
唯品会在10个国家和地区组建了资深买手团队,是国内电商中规模最大、最专业的买手团。这些买手深谙国内外流行趋势和国内市场消费需求,能够精选市场最需要的商品送到消费者面前。
同时,通过与全球6000多个品牌深度合作,唯品会能获得独家低价正品货源,深度折扣与高性价比的商品也牢牢维系了消费者对唯品会的忠诚度。

其二,更完善的供应链,更严格质检体系。
正品货源要得到保障,非常考验平台的质检能力。唯品会的做法是,一方面,花大力气在国内外建立完善的仓储体系,不断缩短供应链、供货路径,形成国内外供应链一体化的跨境自营模式,给用户带来“超快感”的消费体验。
同时,货源必须接受入仓和出仓的全面质检流程,保证出仓前后商品的质量都能得到保证。比如说,会对产品保质期做出近乎“挑剔”的规定,保证每一件商品都是正品好货。
其三,向C端用户提供优质、低价的好货。
电商发展到现在,C端的重要性不言而喻,如何吸引C端用户,也考验着平台的线上综合能力。
今年7月,“唯品快抢”全新改版上线,每天以全网最低的价格定时上新大牌好物,涵盖美妆个护、服饰鞋包、家居日用、电子产品等多类目商品,以绝对价格优势拉开平台差异,打造出全新的特卖新体验。

如今,随着电商平台竞争的不断加码,行业内拉客玩法层出不穷,但是对于消费者而言,最核心的诉求始终在于对好货的理想愿景,唯品会很敏锐地看到这一点,从而找准了电商生意的本源。


唯品会又添一杀器:精准赋能代购群体的“唯品仓”上线
8月10日,唯品会推出专业代购批发平台——唯品仓app,目前IOS及安卓系统应用市场同步上线。
唯品仓是唯品会特卖模式的延续:它基于唯品会的平台优势和成熟的特卖模式,在上游为各种品牌搭建一个强大的库存清理平台,帮助品牌的货品和资金加速流转,形成良性有序的产业链;在下游它又为代购群体提供好而不贵的正品货源,实现买家的利益最大化。

和其他平台的APP相比,唯品仓的优势“隐秘而伟大”。
其一,强大的供应链保障。
有了唯品会供应链整合能力的支撑,唯品仓就像站在巨人肩膀上,能显著提高自己在正品保障和售后服务等方面的综合实力,从而提高客群复购率,形成不可替代的平台优势。
其二,独一无二的聚焦能力。
经过这些年的发展,唯品会在服饰穿戴核心品类的护城河优势非常明显,其他的一些平台很难在这方面对唯品会造成实质性的威胁。服饰穿戴商品也会成为唯品仓最聚焦的品类,其在高性价比上的优势是很少有人可以撼动得了的。

其三,在探索新的社交电商经验方面,唯品仓是领路人。
经过这些年的发展,唯品会积累了3亿多用户,各入口矩阵积累的社交电商运营经验丰富,是社交电商领域的“老司机”,这也让唯品仓探索新的社交电商新形态成为可能。
在app外,唯品仓也将搭建微信端的小程序,探索面向b端的社交电商分销模式,这无疑是进阶式创新。
总而言之,唯品会长久坚持的精选+特卖模式已发展成熟,能够充分满足C端受众的需求。而随着时代的发展,代购、微商等小B客户具有广阔的潜力待市场开发,唯品会这时根据自己特点和时代发展推出唯品仓,这一举动对唯品会生态的构建具有重大意义。

以守为进,破局电商天花板!
简单地回顾一下,中国电商发展到现在,出现了几种典型的电商模式:淘宝的C2C模式满足了消费者对“全”的需求,京东的B2C模式满足了消费者对“真”的需求,网易严选的F2C模式满足消费者对“好”的需求。
而唯品会以“品质”为核心,从过去专注B2C市场直面消费者,到现在试水赋能小b客群,之所以有这种变化,其实并不偶然。
根据艾瑞的数据,2017年中国微商行业总体市场规模接近5000亿元,2018年将超过7000亿元,而唯品会与世界上6000多个品牌达成深度合作,主站用户规模超过3亿,在品牌和用户存量方面有天然的优势。
唯品会董事长兼CEO沈亚先生表示,to b的尾货批发模式是零售行业生态系统中不可或缺的关键一环,不论是代购、品牌方、消费者还是唯品会自身,都有需求,这也是唯品仓应运而生的“土壤”。
当然,唯品仓上线后,真正收益的还是代购客群。
唯品仓的一端为品牌方提供正品价廉的货源,别一端连接代购客群,并借助微信、微博、QQ等社交平台快速、及时、可视化的特点,将快速组货、限时抢拍、一键播货、转发分销等功能最大化,目的就是为了打造一个高效率、低门槛、无中间商的线上平台。
比如说,进货无门槛限制、无需启动资金,不用压货先卖后买,解决了很多人没有本钱创业的烦恼。
同时,为了激发社交时代“分享赚钱”的驱动力,唯品仓对于分销模式的核心群体“流量代购”,设立了VIP用户分级模式,做到优胜劣汰。一方面筛选出精准用户,另一方面也在提升平台的门槛,鼓励代购客群多买多赚,让他们享有更高“议价权”,堪称“最懂批发商的代购批发平台”。

从整体布局来看,唯品会很早就在C端构建了唯品会小程序、云品仓等多个社交电商入口,稳定的流量优势是其他平台不可比拟的;而唯品仓则是围绕B端社交电商分销模式,紧跟消费者需求提货有温度的好货。
总体而言,唯品会是唯品仓业务开展的基础,为其提供基本的业务资源支持,而唯品仓则会进一步丰富唯品会的内涵,助力唯品会的布局完整,帮助其构建一个良性发展的商业生态。
相对于阿里和京东这些年的强势进击,唯品会在中国电商平台中可能并不算很高调,但是,“他强由他强,清风拂山岗”,唯品会有“全球精选,正品特卖”的基因,这是消费者最喜欢唯品会的理由,这也是唯品会能够一直坚守下去的信心。唯品仓则帮助唯品会进一步拓展小B客群,在一大批电商平台中形成差异化竞争优势,从容破局电商天花板。这种以守为攻的精明,你体会到了吗?


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