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當前位置: 首頁 > 新聞 > 業界動態
安踏私域流水占比將超20%
時間:2022-02-25 11:55:32
文章發布:小妖
原創作者:未知
來源:見實

見實科技:44萬從業者的私域智庫」

方正證券于日前發布了一份上市公司安踏體育的研報,其中提到:2025年時,安踏私域流水占比將達20%以上,有效會員數量至1.2億,會員復購率40%。其旗下品牌FILA也預計在2025年時線上占比達40%。

這一數據部分重提2021年7月分析師會議時安踏高管所說預測,查詢當時資料,安踏高管表示未來兩年投入4個億提升數字化,未來五年會員翻倍到1.2億,2023年商品復購率提升到75%。DTC占整體70%,線上流水年復合30%+,數字化是DTC變革底層驅動力等。

DTC所指(Direct To Customer的縮寫,意為“直接面對消費者的營銷模式”),業界多認為是私域的下一步,也是行業公認的用戶運營方向。

而這份研報,其實條縷清晰指出了品牌面對私域、DTC時可見的直觀變化,和需要進行的調整。

如,一是,毛利增加,2021年上半年安踏品牌毛利率提升11.2個點至 52.8%;二是,安踏存貨和營收貿易賬款周轉天數降至28天,而行業平均水平為117天。但要持續高增,至少有三個組合變化,或更長遠的變化值得同步考慮調整和布局:

一是,公私域組合+IP投入。

不論是研報還是公開資料顯示,都可見安踏正嘗試通過全員零售、門店直播、KOL種草等方式進行引流提升成交率。其FILA品牌也在發力線上渠道,除了在天貓、京東等平臺開設店鋪,并大力拓展直播電商、社交電商等玩法,和私域流量相結合。這是公私域結合的基礎策略。

大熱的北京2022冬奧會上,安踏作為其官方贊助商,簽約了2022北京冬奧會15個賽項中的12支中國隊。并憑借谷愛凌、武大靖等運動健兒取得的優異成績多次登上社交熱搜榜。這即是IP的玩法。

有數據顯示,安踏在微博、抖音、快手、微信等社交平臺矩陣總曝光量達127.5億、總閱讀量157.5 億、總視頻播放量7.7 億、總點擊量2494.8W、總互動量1582.8W,總增粉量160.4W。且今年以來,安踏股價上漲達11.32%,而同期多數體育運動股票處于下跌走勢。

從方正證券預測來看,安踏在2021-2023年或將實現營收497.1/612.1/732.2億元, 同比增長40.0%/23.1%/19.6%。這些都給私域流水占比的進一步提升提供了相對確定性的內部因素。

二是,DTC大戰略。

安踏從2020年即開始DTC改革和數字化轉型。當時安踏在3500家門店開展混合運營模式。到2021年上半年,安踏已建立完整的DTC模式、零售流程及運營標準,品牌運營效率提升。

研報中簡要提及了安踏進行的部分組織調整,如“建立了供應鏈平臺、零售管理平臺及數字化平臺三大共享平臺,用于促進多品牌間的協同合作,提高公司運營效率”,和“安踏DTC轉型與零售業務規模擴張導致員工人數增加,2021年上半年員工成本比率達14.4%,員工成本同比增長49.8%”等。

一家公司之所以能快速推進DTC及私域相關策略,一定會涉及其背后的管理者和組織架構。去年大部分走在私域探索前沿的企業都意識到,私域是絕對的一把手工程。因為私域后期可能反過來影響和優化企業原有組織架構和不同部門資源的重新整合,這都需要獲取企業一把手的全力支持。因此,安踏的這些調整值得深聊和關注。

三是,研發投入。

安踏計劃未來五年投入超40億元研發成本,研發費用率多維持在2.5%左右。公開資料顯示,這些費用多圍繞女子運動、兒童產品、年輕消費、家庭成員等關鍵私域人群的相應系列產品。及材料、跑步和籃球等核心品類上。

在私域中見實團隊很少提及和討論研發,但需要強調的是,在塑造用戶忠誠度方面,研發具有不可替代的作用。這不僅僅是國潮崛起、全民健身意識加強就可解釋。DTC的一大核心,也是根據核心用戶需求推出對應產品,這要研發做基礎。

從私域推進程度來看,安踏線上線下融合的公私域打法已基本成型,基本可總結為“自有私域渠道+小B+會員+公域傳統電商”。除自有網站、微信公眾號、微博、抖音等多平臺拓展新用戶和訂單轉化外,還包括全員零售、門店直播、KOL 種草等舉措。但私域是一系列變革的開始,流水占比提升則是自然結果。從未來看,會有越來越多上市公司重點傾斜私域乃至DTC,流水占比也會越來越高。

【 見實大調研

一家頭部服裝品牌告訴見實,他們在同時使用好幾家服務商的私域工具,并探索出了最適合自己品牌的私域工具組合,如用A服務商的某個引流工具+B服務商的某個社群運營工具。


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