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2022\u5e74\u5c06\u662f\u5168\u6e20\u9053\u54c1\u724c\u5e74\u3002\u968f\u7740\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u7684\u98d9\u5347\uff0cDTC\u5c06\u9996\u6b21\u5411\u6279\u53d1\u5e02\u573a\u655e\u5f00\u80f8\u6000\u3002<\/p>\n
\u6bcf\u4e2a\u4eba\u90fd\u662f\u8d62\u5bb6\u2014\u2014\u5ba2\u6237\u7684\u53ef\u8bbf\u95ee\u6027\uff0c\u54c1\u724c\u7684\u77e5\u540d\u5ea6\uff0c\u96f6\u552e\u5546\u7684\u65b0\u7ade\u4e89\u4ea7\u54c1\u3002- Jaime Schmidt (@jaimeschmidt) 2021\u5e7411\u670826\u65e5<\/p>\n<\/p>\n
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2\u3002\u76f4\u64ad\u5546\u52a1\u662f\u4e2d\u56fd\u7684\u4e00\u4e2a\u4e3b\u8981\u8d8b\u52bf\uff0c\u53bb\u5e74\u4e2d\u56fd\u7684\u5e02\u573a\u89c4\u6a21\u4e3a3125\u4ebf\u7f8e\u5143\uff0c\u53d7\u6b22\u8fce\u7684\u4e3b\u64ad\u5728\u6570\u5c0f\u65f6\u5185\u5356\u51fa\u4e86\u4ef7\u503c\u6570\u5341\u4ebf\u7f8e\u5143\u7684\u5546\u54c1!\u5bf9\u4e8e\u90a3\u4e9b\u59d7\u59d7\u6765\u8fdf\u7684\u4eba\u6765\u8bf4\uff0c\u73b0\u573a\u5546\u52a1\u53ef\u4ee5\u88ab\u8ba4\u4e3a\u662f\u6253\u4e86\u7c7b\u56fa\u9187\u7684QVC\uff0c\u73b0\u573a\u89c2\u4f17\u7684\u53c2\u4e0e\u3001\u5a31\u4e50\u548c\u4e92\u52a8\u6784\u6210\u4e86\u4e00\u79cd\u5168\u65b0\u7684\u4f53\u9a8c\u3002\u7136\u800c\uff0c\u5728\u7f8e\u56fd\uff0c\u5728\u7ebf\u5546\u52a1\u4ecd\u5904\u4e8e\u975e\u5e38\u4e0d\u6210\u719f\u7684\u9636\u6bb5\uff0c\u9884\u8ba1\u52302024\u5e74\u53ea\u80fd\u8fbe\u5230350\u4ebf\u7f8e\u5143\u3002\u6240\u4ee5\u8fd9\u4ecd\u7136\u662f\u4e00\u5757\u5904\u5973\u5730\uff0c\u7cbe\u660e\u7684\u54c1\u724c\u53ef\u4ee5\u5229\u7528\u6296\u97f3\u7b49\u5e73\u53f0\u4e0e\u6709\u5f71\u54cd\u529b\u7684\u4eba\u5408\u4f5c\uff0c\u5728\u8fd9\u4e2a\u9886\u57df\u9971\u548c\u4e4b\u524d\u8d70\u5230\u524d\u9762\u3002<\/p>\n
3\u3002\u5f00\u59cb\u6295\u8d44\u5e02\u573a\uff0c\u800c\u4e0d\u662f\u53eaShopify<\/p>\n
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\u76f8\u5173\u5185\u5bb9:2022\u5e74\u76f4\u63a5\u5bf9\u6d88\u8d39\u8005(DTC)\u884c\u4e1a\u7684\u73b0\u72b6\u968f\u7740Facebook ROAS\u7684\u4e0b\u964d\uff0c\u4e00\u4e2a\u65b0\u7684\u7ade\u4e89\u8005\u5f00\u59cb\u5360\u636e\u5e7f\u544a\u7a7a\u95f4\uff0c\u800c\u4ee4\u4eba\u60ca\u8bb6\u7684\u662f\uff0c\u5b83\u5c31\u662f\u82f9\u679c\u3002\u82f9\u679c\u6b63\u5728\u9488\u5bf9\u539f\u751f\u5e94\u7528\u3001\u4e0e\u7b2c\u4e09\u65b9\u53d1\u884c\u5546\u7684\u5408\u4f5c\u4ee5\u53ca\u4e3b\u5c4f\u5e55\/\u9501\u5c4f\u5e7f\u544a\u53d1\u5e03\u4e00\u7cfb\u5217\u4e0d\u540c\u7684\u5e7f\u544a\u4ea7\u54c1\u3002\u73b0\u5728\uff0c\u4e9a\u9a6c\u900a\u7684\u5e7f\u544a\u4e1a\u52a1\u4e5f\u5728\u5feb\u901f\u589e\u957f\u3002\u8be5\u516c\u53f8\u7684\u5e7f\u544a\u6536\u5165\u57282021\u5e74\u8fbe\u5230310\u4ebf\u7f8e\u5143\uff0c\u4ed6\u4eec\u5e0c\u671b\u57282023\u5e74\u8fbe\u523013%\u7684\u7f8e\u56fd\u5e02\u573a\u4efd\u989d(\u76ee\u524d\u7684\u4efd\u989d\u4e3a10.3%)\u3002<\/p>\n
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5\u3002\u957f\u671f\u4ee5\u6765\uff0cDTC\u54c1\u724c\u4e00\u76f4\u4f9d\u8d56\u8c37\u6b4c\u7b49\u7b2c\u4e09\u65b9\u6570\u636e\u6765\u5efa\u7acb\u53d7\u4f17\u548c\u63a8\u52a8\u6d41\u91cf\u3002\u4f46\u5728\u9690\u79c1\u53d8\u5316\u540e\uff0c\u7b2c\u4e09\u65b9\u6570\u636e\u53d8\u5f97\u8d8a\u6765\u8d8a\u4e0d\u503c\u94b1\uff0c\u56e0\u4e3a\u5f52\u56e0\u7a97\u53e3\u7f29\u77ed\u52307\u5929(\u800c\u4e0d\u662f30\u5929)\uff0cFacebook Pixel\u6536\u96c6\u7684\u70b9\u51fb\u6d41\u6570\u636e\u4e5f\u8d8a\u6765\u8d8a\u5c11\u3002\u8fd9\u4f7f\u5f97\u54c1\u724c\u516c\u53f8\u5c3d\u53ef\u80fd\u591a\u5730\u901a\u8fc7\u7535\u5b50\u90ae\u4ef6\u3001\u6d4b\u9a8c\u3001\u77ed\u4fe1\u7b49\u65b9\u5f0f\u76f4\u63a5\u4ece\u5ba2\u6237\u90a3\u91cc\u6536\u96c6\u96f6\u6570\u636e\u548c\u7b2c\u4e00\u65b9\u6570\u636e\uff0c\u5e76\u4f7f\u7528\u5ba2\u6237\u6570\u636e\u5e73\u53f0\u7b49\u5de5\u5177\u6765\u7406\u89e3\u8fd9\u4e00\u5207\u53d8\u5f97\u81f3\u5173\u91cd\u8981\u3002<\/p>\n
6\u3002\u4e00\u4e2a\u4e16\u7eaa\u524d\uff0c\u7c73\u5176\u6797(Michelin)\u8fdb\u5165\u4e86\u9910\u5385\u8bc4\u8bba\u884c\u4e1a\uff0c\u56e0\u4e3a\u4ed6\u4eec\u60f3\u5728\u8f6e\u80ce\u4e0a\u7a81\u51fa\u4eba\u4eec\u613f\u610f\u5f00\u8f66\u53bb\u7684\u597d\u9910\u5385\u3002\u8bb8\u591a\u73b0\u4ee3DTC\u54c1\u724c\u5b9e\u9645\u4e0a\u90fd\u662f\u56f4\u7ed5\u81ea\u6709\u5a92\u4f53\u6253\u9020\u81ea\u5df1\u7684\u2014\u2014\u60f3\u60f3Barstool Sports\u6216Glossier (Into the Gloss)\u3002\u8fd8\u6709\u50cfPeloton\u8fd9\u6837\u7684\u516c\u53f8\uff0c\u4ed6\u4eec\u7684\u6574\u4e2a\u5546\u4e1a\u6a21\u5f0f\u90fd\u662f\u57fa\u4e8e\u9ad8\u8d28\u91cf\u7684\u5185\u5bb9\u3002\u7136\u800c\uff0c\u8fd9\u4e5f\u662f\u4e8b\u5b9e\uff0c\u4e5f\u6709\u58ee\u89c2\u7684\u5931\u8d25\u548c\u81ea\u5df1\u7684\u5a92\u4f53\u5931\u8bef\uff0cDTC\u516c\u53f8\u5c06\u4e0d\u5f97\u4e0d\u5f04\u6e05\u695a\u5982\u4f55\u8ba9\u4ed6\u4eec\u7684\u5185\u5bb9\u6e38\u620f\u6b63\u786e(\u67e5\u770b\u8fd9\u7bc7\u6587\u7ae0\u7684\u4f8b\u5b50\u548c\u8be6\u7ec6\u7b56\u7565)\u3002<\/p>\n
7\u3002\u5c31\u7535\u5b50\u5546\u52a1\u800c\u8a00\uff0c\u5143verse\u548cweb3\u4e0d\u518d\u662f\u4e00\u4e2a\u5c0f\u4f17\u7684\u5b9e\u9a8c\u3002\u51e0\u4e4e\u6240\u6709\u4e3b\u8981\u7684\u5927\u54c1\u724c\u90fd\u5728\u5143\u5b87\u5b99\u4e2d\u62e5\u6709\u865a\u62df\u5546\u5e97\uff0c\u4ece\u8fea\u58eb\u5c3c\u5230\u963f\u8fea\u8fbe\u65af\u5230\u8010\u514b\u548cNBA\uff0c\u6bcf\u4e2a\u4eba\u90fd\u6709\u67d0\u79cd\u975eft\u9879\u76ee\uff0c\u6b63\u5982AdAge\u53d1\u5e03\u7684\u8fd9\u4efd\u6700\u65b0\u699c\u5355\u6240\u793a\u3002<\/p>\n
\u201cNBA\u9876\u7ea7\u5c04\u51fb\uff0c\u7b2c\u4e00\u4e2a\u5f15\u8d77\u4e3b\u6d41\u5173\u6ce8\u7684\u4e3b\u6d41\u975eft\u9879\u76ee\u4e4b\u4e00\u201d<\/p>\n
\u7136\u800c\uff0c\u5f53\u7269\u7406\u4e16\u754c\u4e0e\u533a\u5757\u94fe\u4e92\u52a8\u65f6\uff0c\u6211\u4eec\u53ea\u662f\u89e6\u53ca\u4e86\u53ef\u80fd\u53d1\u751f\u7684\u4e8b\u60c5\u7684\u8868\u9762\uff0c\u521b\u65b0\u7684DTC\u54c1\u724c\u5c06\u80fd\u591f\u5728\u5b8c\u5168\u4e0d\u540c\u7684\u3001\u5145\u6ee1\u6fc0\u60c5\u7684\u4eba\u7fa4\u4e2d\u5efa\u7acb\u81ea\u5df1\u7684\u5730\u4f4d\u3002<\/p>\n
8\u3002\u5efa\u7acb\u4f9b\u5e94\u94fe\u529b\u91cf(\u5982\u6709\u53ef\u80fd)\u4e3b\u8981\u7684DTC\u54c1\u724c\u7684\u5b58\u4ea1\u53d6\u51b3\u4e8e\u5b83\u4eec\u51cf\u5c11\u4f9b\u5e94\u94fe\u4e2d\u65ad\u7684\u80fd\u529b\u3002\u4ed6\u4eec\u53ef\u80fd\u901a\u8fc7\u5c06\u751f\u4ea7\u8f6c\u79fb\u5230\u9646\u4e0a\u5de5\u5382\u3001\u4e0e\u5f53\u5730\u4f9b\u5e94\u5546\u5408\u4f5c\u3001\u5efa\u9020\u4ed3\u5e93\u548c\u96c6\u88c5\u7bb1\uff0c\u6216\u5728\u4f9b\u5e94\u94fe\u4e2d\u5efa\u7acb\u5197\u4f59\u6765\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\u3002<\/p>\n
\u5c3d\u53ef\u80fd\u628a\u4e8b\u60c5\u5185\u90e8\u5316\u3002@helena\u80fd\u505a\u4efb\u4f55\u4e8b\u7684\u539f\u56e0\u662f\u4ed6\u4eec\u62e5\u6709\u4ece\u5f00\u59cb\u5230\u7ed3\u675f\u7684\u4e00\u5207\u3002\u4efb\u4f55\u62e5\u6709\u5916\u5305\u4f9b\u5e94\u94fe\u7684\u516c\u53f8\u90fd\u65e0\u6cd5\u4e0e@drinkhaus\u7ade\u4e89\uff0c\u54ea\u6015\u662f\u8fdc\u8fdc\u7684\u7ade\u4e89\u3002<\/p>\n
\u8425\u9500\u662f\u53e6\u4e00\u4e2a\u2014\u2014\u4f60\u4e0d\u201c\u9700\u8981\u201d\u4e00\u4e2a\u4ee3\u7406<\/p>\n
-\u5c3c\u514b\u00b7\u590f\u5c14\u9a6c(@mrsharma) 2020\u5e748\u670819\u65e5<\/p>\n
\n
\u5982\u679c\u4ed6\u4eec\u6709\u957f\u7259\u4f9b\u5e94\u6b64\u5916\uff0c\u4ed6\u4eec\u8fd8\u9700\u8981\u8bc4\u4f30\u81ea\u5df1\u7684\u7b2c\u4e09\u65b9\u7269\u6d41\u5b89\u6392\uff0c\u9009\u62e9\u66f4\u597d\u7684\u5408\u4f5c\u4f19\u4f34\u6216\u5728\u516c\u53f8\u5185\u90e8\u5b9e\u73b0\u7269\u6d41\u3002<\/p>\n
9\u3002\u968f\u7740\u75ab\u60c5\u5c01\u9501\u7684\u653e\u677e\u548c\u57ce\u5e02\u7684\u5f00\u653e\uff0c\u8fd9\u4e00\u6218\u7565\u4e0d\u4ec5\u4ec5\u9002\u7528\u4e8e\u90a3\u4e9b\u91cd\u8fd4\u5b9e\u4f53\u5e97\u96f6\u552e\u7684\u5927\u54c1\u724c\u3002Savage X Fenty\u3001Aurtate\u3001Knix\u7b49\u89c4\u6a21\u8f83\u5c0f\u7684\u54c1\u724c\u5df2\u7ecf\u91cd\u65b0\u542f\u52a8\u4e86\u56e0\u75ab\u60c5\u800c\u53d7\u963b\u76842020\u5e74\u96f6\u552e\u8ba1\u5212\u3002<\/p>\n
\u857e\u54c8\u5a1c\u521a\u521a\u5ba3\u5e03\u5373\u5c06\u5f00\u4e1a\u7684Savage X Fenty\u201c\u5b9e\u4f53\u201d\u96f6\u552e\u5e97!\u57285\u4e2a\u57ce\u5e02\u53d1\u5e03:\u62c9\u65af\u7ef4\u52a0\u65af\u3001\u6d1b\u6749\u77f6\u3001\u4f11\u65af\u987f\u3001\u8d39\u57ce\u548c\u534e\u76db\u987f\u7279\u533a\u3002pic.twitter.com\/VrW5Gnu7CG<\/p>\n
– Fenty\u5934\u6761(@FentyHeadlines) 2022\u5e741\u67087\u65e5<\/p>\n<\/p>\n
\u5982\u679c\u6267\u884c\u5f97\u597d\uff0c\u5b9e\u4f53\u5e97\u4e0d\u4ec5\u4ec5\u662f\u4e00\u4e2a\u65b0\u7684\u5ba2\u6237\u83b7\u53d6\u6e20\u9053\u3002\u5b83\u7684\u54c1\u724c\u5efa\u8bbe\u3001\u63d0\u9ad8\u7528\u6237\u7559\u5b58\u7387\u548c\u4f53\u9a8c\u5f0f\u8425\u9500\u624b\u6bb5\u90fd\u80fd\u5e26\u6765\u53ef\u89c2\u7684\u6536\u5165\u3002<\/p>\n
@WarbyParker S-1\u4e2d\u6709\u5f88\u591a\u5f88\u68d2\u7684\u5ba2\u6237\u6570\u636e\u3002\u201425\u7f8e\u5143\u7684\u6df7\u5408CAC\u975e\u5e38\u4f4e\uff0c\u4f46\u8bdd\u8bf4\u56de\u6765\uff0c\u5728\u65b0\u51a0\u75ab\u60c5\u4e4b\u524d\uff0c\u4ed6\u4eec2\/3\u7684\u9500\u552e\u989d\u6765\u81ea\u5b9e\u4f53\u5e97(=> CAC\u8f83\u4f4e\uff0c\u4f46\u66f4\u591a\u7684\u95e8\u5e97\u76f8\u5173\u5f00\u9500)\u3002https:\/\/t.co\/yXFWlT9zEk pic.twitter.com\/3US7J0kJZm<\/p>\n
– Daniel McCarthy (@d_mccar) 2021\u5e748\u670824\u65e5<\/p>\n<\/p>\n
\u6216\u8005\uff0c\u4e0e\u96f6\u552e\u5546<\/p>\n
\u5efa\u7acb\u5173\u7cfb\u3002\u5982\u679c\u6570\u5b57\u539f\u751f\u54c1\u724c\u6ca1\u6709\u8d22\u529b\u5efa\u7acb\u81ea\u5df1\u7684\u5546\u5e97\uff0c\u8fd8\u6709\u5176\u4ed6\u9009\u62e9\u3002\u4ed6\u4eec\u53ef\u4ee5\u4e0e\u73b0\u6709\u7684\u6279\u53d1\u5546\u548c\u96f6\u552e\u5546\u5408\u4f5c\u3002\u6839\u636e\u8499\u7279\u5229\u5c14\u94f6\u884c\u8d44\u672c\u5e02\u573a(BMO Capital Markets)\u7684\u7814\u7a76\uff0c\u90a3\u4e9b\u88ab\u6253\u4e0a\u69a8\u53d6\u5229\u6da6\u7684\u54c1\u724c\u4e2d\u95f4\u5546\u70d9\u5370\u7684\u6279\u53d1\u5546\uff0c\u5b9e\u9645\u4e0a\u6b63\u5728\u4ee5\u6570\u5b57\u6e20\u9053\u65e0\u6cd5\u505a\u5230\u7684\u65b9\u5f0f\u4e3a\u4e1a\u52a1\u589e\u957f\u505a\u51fa\u8d21\u732e\u3002\u56e0\u6b64\uff0c\u4e00\u65e6DTC\u54c1\u724c\u8fbe\u5230\u589e\u957f\u5e73\u53f0\u671f\uff0c\u4ed6\u4eec\u5c31\u53ef\u4ee5\u82b1\u94b1\u6295\u8d44\u4e8e\u4e0e\u96f6\u552e\u5546\u7684\u5173\u7cfb\u3002<\/p>\n
11\u3002\u5408\u4f5c\u8425\u9500\u7684\u7406\u5ff5\u5f88\u7b80\u5355:\u4e24\u4e2a\u6ca1\u6709\u7ade\u4e89\u7684\u54c1\u724c\uff0c\u62e5\u6709\u76f8\u540c\u7684\u5ba2\u6237\u7fa4\uff0c\u6c47\u96c6\u4ed6\u4eec\u7684\u8d44\u6e90\uff0c\u63d0\u4f9b\u66f4\u597d\u7684\u8d2d\u7269\u4f53\u9a8c\u3002\u4f8b\u5982\uff0c\u5ba0\u7269\u4ea7\u54c1\u516c\u53f8Petco\u4e0e\u5bb6\u88c5\u516c\u53f8Lowe\u5408\u4f5c\u3002\u6237\u5916\u5bb6\u5177\u79df\u8d41\u54c1\u724cFeather\u4e0e\u8ba2\u9910\u521d\u521b\u516c\u53f8Daily Harvest\u5408\u4f5c\u3002\u9500\u552e\u6a44\u6984\u6cb9\u7684Brightland\u4e0e\u5ba4\u5185\u82b1\u56ed\u7528\u54c1\u521d\u521b\u516c\u53f8\u83b4\u7b0b\u6210\u957f(\u83b4\u7b0b\u6210\u957f)\u8fdb\u884c\u4e86\u8054\u5408\u62a5\u4ef7\u3002\u8fd9\u6837\u7684\u4f8b\u5b50\u6709\u5f88\u591a\uff0c\u968f\u7740\u6536\u8d2d\u6210\u672c\u7684\u589e\u52a0\uff0c\u66f4\u591a\u7684\u54c1\u724c\u5c06\u9700\u8981\u8003\u8651\u5982\u4f55\u8ba9\u4ed6\u4eec\u7684\u4ea7\u54c1\u4e0e\u5176\u4ed6\u54c1\u724c\u76f8\u5339\u914d\u3002<\/p>\n
12\u3002\u5f71\u54cd\u8005\u8425\u9500\u5e76\u4e0d\u662f\u4e00\u79cd\u65b0\u7b56\u7565\uff0c\u4f46\u4f20\u7edf\u7684\u4ed8\u8d39\u6e38\u620f\u5f71\u54cd\u8005\u8425\u9500\u5b58\u5728\u8bb8\u591a\u95ee\u9898\u3002<\/p>\n
\u54c1\u724c\u4e0d\u80fd\u518d\u901a\u8fc7\u4ee3\u7406\u673a\u6784\u62db\u52df\u5927\u91cf\u6709\u5f71\u54cd\u529b\u7684\u4eba\uff0c\u8ba9\u4ed6\u4eec\u505a\u63a8\u5e7f\u5e16\u5b50\uff0c\u5e76\u671f\u671b\u9500\u552e\u989d\u81ea\u52a8\u6d41\u5165\u3002\u76f8\u53cd\uff0c\u54c1\u724c\u9700\u8981\u505a\u989d\u5916\u7684\u8dd1\u817f\u5de5\u4f5c\uff0c\u4e0e\u90a3\u4e9b\u5bf9\u4ea7\u54c1\u5145\u6ee1\u70ed\u60c5\u7684\u7eb3\u7c73\u7ea7\u548c\u5fae\u7ea7\u5f71\u54cd\u529b\u8005\u5efa\u7acb\u5173\u7cfb\uff0c\u4ed6\u4eec\u4f1a\u8c08\u8bba\u4ea7\u54c1\uff0c\u53ea\u662f\u56e0\u4e3a\u4ed6\u4eec\u771f\u6b63\u559c\u6b22\u5b83\u3002<\/p>\n
\u8fd9\u4e2aTwitter\u7ebf\u7a0b\u6709\u66f4\u591a\u7ec6\u8282\u3002\u4f60\u77e5\u9053\u5417?\u4e0d\u9700\u8981\u4e3a\u6bcf\u4e2a\u5e16\u5b50\u652f\u4ed8\u6570\u5343\u7f8e\u5143\uff0c\u5c31\u53ef\u4ee5\u901a\u8fc7\u5f71\u54cd\u8005\u8425\u9500(Influencer Marketing)\u4ea7\u751f1000\u4e07\u7f8e\u5143\u7684\u6536\u5165\u3002<\/p>\n
\u6211\u4eec\u6700\u8fd1\u505a\u4e86\u8fd9\u4e2a\uff0c\u6211\u5c06\u5411\u60a8\u5c55\u793a\u5982\u4f55\u505a\u3002<\/p>\n
\u70b9\u51fb\u6b64tweet\u57283\u5206\u949f\u5185\u5b66\u4e60\u3002<\/p>\n
– TaylorLagace (@TaylorLagace) 2022\u5e742\u670814\u65e5TikTok\u53ef\u80fd\u662f\u4e00\u4e2a\u53ef\u4ee5\u5728\u67d0\u79cd\u7a0b\u5ea6\u4e0a\u586b\u8865facebook\u5728\u5ba2\u6237\u83b7\u53d6\u65b9\u9762\u7684\u5de8\u5927\u6f0f\u6d1e\u7684\u5e73\u53f0:2021\u5e74\uff0c\u8be5\u5e73\u53f0\u7684\u6708\u6d3b\u8dc3\u7528\u6237\u8fbe\u523012\u4ebf\uff0c\u6536\u516546\u4ebf\u7f8e\u5143\u3002\u7531\u4e8e\u8be5\u5e73\u53f0\u4ecd\u5904\u4e8e\u65e9\u671f\u9636\u6bb5\uff0c\u76f8\u5bf9\u6765\u8bf4\u66f4\u5bb9\u6613\u83b7\u5f97\u89c6\u9891\u7684\u6709\u673a\u6d4f\u89c8\u91cf\uff0c\u8bb8\u591a\u54c1\u724c\u90fd\u62a5\u544a\u79f0\uff0cTikTok\u5e7f\u544a\u7684ROAS\u6570\u5b57\u76f8\u5f53\u53ef\u89c2\u3002<\/p>\n
\u6b64\u5916\uff0c\u56e0\u4e3aTikTok\u4e0e\u5f71\u54cd\u8005\u7684\u5185\u5bb9\u5408\u4f5c\u5f97\u5f88\u597d\uff0c\u62e5\u6709\u4e00\u4e2a\u597d\u7684TikTok\u7b56\u7565\u5c06\u81ea\u52a8\u652f\u6301\u54c1\u724c\u7684\u5f71\u54cd\u8005\u8425\u9500\u52aa\u529b\u3002DTC\u54c1\u724c\u7684\u7cbe\u5f69\u65c5\u7a0b\u59cb\u4e8e\u53bb\u5e74\uff0c\u4f7f\u7528\u7684\u662f$FB\u5e7f\u544a\u3001$SHOP\u548cTikTok\u3002<\/p>\n
\u5f71\u54cd\u8005\u662f\u8be5\u8fc7\u7a0b\u7684\u5173\u952e\u8865\u5145\u3002<\/p>\n
\u5173\u4e8eLTV\u7684\u597d\u95ee\u9898\u3002https:\/\/t.co\/jSm1Tfgnxp<\/p>\n
– David Eborall (@davideborall) 2021\u5e748\u670810\u65e5<\/p>\n<\/p>\n
\u8001\u662f\u91d1\uff0c\u73b0\u5728\u7684\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u4ecd\u7136\u50cf20\u4e16\u7eaa90\u5e74\u4ee3\u672b\u4e00\u6837\u6709\u5f71\u54cd\u529b\u3002\u62e5\u6709\u826f\u597d\u7535\u5b50\u90ae\u4ef6\u8425\u9500\u7684DTC\u54c1\u724c\u53ef\u4ee5\u901a\u8fc7\u8be5\u6e20\u9053\u83b7\u5f9720-30%\u7684\u8425\u6536\uff0c\u5e76\u4e14\u6bd4Facebook\u5e7f\u544a\u7b49\u4ed8\u8d39\u6e20\u9053\u83b7\u5f97\u66f4\u9ad8\u7684\u6295\u8d44\u56de\u62a5\u7387(1\u7f8e\u5143\u6d88\u8d39\u53ef\u83b7\u5f9738\u7f8e\u5143\u6536\u76ca)\u3002\u54c1\u724c\u5982\u4f55\u63d0\u9ad8\u8fd9\u4e9b\u6570\u5b57?\u5f88\u7b80\u5355\uff0c\u628a\u7535\u5b50\u90ae\u4ef6\u548c\u77ed\u4fe1\u7ed3\u5408\u8d77\u6765\uff0c\u5efa\u7acb\u8d77\u4e00\u4e2a\u6e20\u9053\uff0c\u5411\u53d7\u4f17\u63d0\u4f9b\u4fe1\u606f\u3001\u6559\u80b2\u548c\u5efa\u7acb\u60c5\u611f\u8054\u7cfb\u3002<\/p>\n
15\u3002\u5982\u679c\u505a\u5f97\u597d\uff0c\u9650\u91cf\u53d1\u884c\u603b\u662f\u80fd\u6fc0\u8d77\u5174\u594b\u611f\uff0c\u521b\u9020FOMO\u53cd\u5e94\uff0c\u5e76\u63a8\u52a8\u989d\u5916\u9500\u552e\uff0c\u56e0\u4e3a\u5b83\u7ed3\u5408\u4e86\u7a00\u7f3a\u6027\u548c\u622a\u6b62\u65e5\u671f\u3002\u4f8b\u5982\uff0c<\/p>\n
MSCHF\u75c5\u6bd2\u5f0f\u589e\u957f\u53ea\u662f\u56e0\u4e3a\u5b83\u4eec\u53cd\u590d\u6267\u884c\u8fd9\u79cd\u7b56\u7565\u3002\u5176\u4ed6\u54c1\u724c\u5982Supreme\u3001Sporty\u548cRich\u4ee5\u53caOuter\u90fd\u662f\u901a\u8fc7\u7528\u6ef4\u6db2\u5236\u9020\u7092\u4f5c\u800c\u6210\u540d\u7684\u3002\u57282022\u5e74\uff0c\u968f\u7740\u7269\u6d41\u95ee\u9898\u7684\u65e5\u76ca\u903c\u8fd1\uff0c\u9650\u91cf\u53d1\u552e\u5bf9DTC\u54c1\u724c\u6765\u8bf4\u53ef\u80fd\u66f4\u6709\u610f\u4e49\uff0c\u5c24\u5176\u662f\u5982\u679c\u4ed6\u4eec\u80fd\u591f\u4ea4\u4ed8\u6240\u63d0\u4f9b\u4ea7\u54c1\u7684\u72ec\u7279\u6027\u3002<\/p>\n
16\u3002\u4eca\u5929\u7684\u6d88\u8d39\u8005\u5f88\u5c11\u901a\u8fc7\u5e7f\u544a\u53d1\u73b0\u65b0\u54c1\u724c\uff0c\u7279\u522b\u662f\u5728iOS14\u540e\u7684\u573a\u666f\u4e2d\uff0c\u76ee\u6807\u5b9a\u4f4d\u5df2\u7ecf\u4e0d\u6b63\u5e38\u4e86\u3002<\/p>\n
DTC\u54c1\u724c\u5fc5\u987b\u5bf9\u5782\u76f4\u5e02\u573a\u3001\u64ad\u5ba2\u548c\u6709\u5f71\u54cd\u529b\u7684YouTubers(70%\u7684\u6d88\u8d39\u8005\u8868\u793a\u4ed6\u4eec\u5728YouTube\u4e0a\u4e86\u89e3\u5230\u65b0\u54c1\u724c)\u7b49\u6d88\u8d39\u8005\u805a\u96c6\u7684\u5e73\u53f0\u975e\u5e38\u4e86\u89e3\uff0c\u5e76\u60f3\u51fa\u5982\u4f55\u4ece\u8fd9\u4e9b\u5e73\u53f0\u63a8\u52a8\u6d41\u91cf\u3002\u8fd9\u5bf9\u4e8e\u90a3\u4e9b\u6ca1\u6709\u8d44\u6e90\u53bb\u5bfb\u627e\u548c\u7ba1\u7406\u591a\u4e2a\u6e20\u9053\u7684\u5c0f\u578bDTC\u54c1\u724c\u6765\u8bf4\u53ef\u80fd\u662f\u4e00\u4e2a\u6311\u6218\u300217<\/p>\n
\u3002<\/p>\n
\u5f00\u7bb1\u6709100%\u7684\u6253\u5f00\u7387\uff0cDTC\u54c1\u724c\u5e94\u8be5\u52aa\u529b\u4e3a\u4ed6\u4eec\u7684\u5ba2\u6237\u521b\u9020\u72ec\u7279\u548c\u521b\u65b0\u7684\u5f00\u7bb1\u4f53\u9a8c\u3002<\/p>\n
\u505a\u5f97\u597d\uff0c\u5c31\u80fd\u5728\u6d88\u8d39\u8005\u5fc3\u4e2d\u7559\u4e0b\u4e0d\u53ef\u78e8\u706d\u7684\u5370\u8c61\u3002\u6211\u5f88\u559c\u6b22\u4e24\u6837\u4e1c\u897f\u3002-\u5f88\u68d2\u7684\u5f00\u7bb1\u4f53\u9a8c-\u5f88\u68d2\u7684\u7761\u7720@ hushcarpets\u5b8c\u7f8e\u8be0\u91ca\u4e86\u8fd9\u4e24\u70b9\u3002\u8f70\u52a8\u7684\u4ea7\u54c1!pic.twitter.com\/Ghc36DUJiB<\/p>\n
-\u6731\u8389\u5b89\u5a1c\u00b7\u6770\u514b\u900a(@ cllvlady) 2021\u5e742\u670815\u65e5<\/p>\n<\/p>\n
\u5f53\u54c1\u724c\u5c06\u72ec\u7279\u6027\u4e0e\u53ef\u6301\u7eed\u6027\u5b9e\u8df5\u76f8\u7ed3\u5408\u65f6\uff0c\u5b83\u4eec\u4f1a\u4ece\u5177\u6709\u751f\u6001\u610f\u8bc6\u7684\u6d88\u8d39\u8005\u90a3\u91cc\u83b7\u5f97\u66f4\u9ad8\u7684\u63a8\u52a8\uff0c\u56e0\u4e3a67%\u7684\u6d88\u8d39\u8005\u5728\u505a\u51fa\u8d2d\u4e70\u51b3\u5b9a\u65f6\u8003\u8651\u5305\u88c5\u7684\u53ef\u56de\u6536\u6027\u3002<\/p>\n
18\u5c81\u3002\u8bb8\u591aDTC\u54c1\u724c\u6ee1\u8db3\u4e8e\u4ece\u4e00\u6b21\u5ba2\u6237\u8bbf\u95ee\u4e2d\u83b7\u5f97\u4e00\u6b21\u9500\u552e\uff0c\u800c\u4ed6\u4eec\u672c\u53ef\u4ee5\u901a\u8fc7\u8ffd\u52a0\u9500\u552e\u3001\u4ea4\u53c9\u9500\u552e\u6216\u6346\u7ed1\u9500\u552e\u83b7\u5f97\u4e24\u6b21\u6216\u4e24\u6b21\u4ee5\u4e0a\u7684\u9500\u552e\u3002\u4e3a\u4e86\u505a\u5230\u8fd9\u4e00\u70b9\uff0cDTC\u54c1\u724c\u9700\u8981\u5728\u4ed6\u4eec\u7684\u5e93\u5b58\u4e2d\u6709\u8db3\u591f\u7684\u4e92\u8865sku\uff0c\u4ee5\u53ca\u54ea\u4e9b\u4ea7\u54c1\u80fd\u5f88\u597d\u5730\u642d\u914d\u5728\u4e00\u8d77\u7684\u6570\u636e\u3002\u5f53\u63d0\u4f9b\u8ffd\u52a0\u9500\u552e\u6216\u4e00\u6b21\u6027\u4f18\u60e0\u65f6\uff0cDTC\u54c1\u724c\u5e94\u8be5\u66f4\u591a\u5730\u8003\u8651\u5ba2\u6237\u7684\u9700\u6c42\uff0c\u800c\u4e0d\u662f\u6700\u5927\u5316\u4ed6\u4eec\u7684\u5e73\u5747\u8ba2\u5355\u503c\u3002<\/p>\n
19\u3002\u5bf9\u4e8e\u6d88\u8017\u54c1\u9886\u57df\u7684DTC\u54c1\u724c\u6765\u8bf4\uff0c\u8ba2\u9605\u4f3c\u4e4e\u662f\u4e00\u4ef6\u65e0\u9700\u52a8\u8111\u7684\u4e8b\u60c5\u2014\u2014\u636e\u9884\u6d4b\uff0c\u52302023\u5e74\uff0c75%\u7684DTC\u54c1\u724c\u5c06\u63d0\u4f9b\u8ba2\u9605\u670d\u52a1\u3002\u7136\u800c\uff0c\u5728\u8fc7\u53bb\u4e00\u5e74\u5de6\u53f3\u7684\u65f6\u95f4\u91cc\uff0c\u5df2\u7ecf\u51fa\u73b0\u4e86\u660e\u663e\u7684\u8ba2\u9605\u75b2\u52b3\uff0c\u6d88\u8d39\u8005\u53ef\u80fd\u5e76\u4e0d\u603b\u662f\u8ba4\u4e3a\u8ba2\u9605\u662f\u5fc5\u987b\u7684\uff0c\u5373\u4f7f\u5b83\u4e0e\u5fe0\u8bda\u8ba1\u5212\u6216\u6298\u6263\u76f8\u7ed3\u5408\u3002<\/p>\n
DTC\u54c1\u724cch\u8981\u60f3\u83b7\u5f97\u53ef\u6301\u7eed\u7684\u8ba2\u9605\u6536\u5165\uff0c\u5c31\u5fc5\u987b\u786e\u4fdd\u901a\u8fc7\u91cd\u590d\u8d2d\u4e70\u6765\u8861\u91cf\u7684\u9ad8\u6d88\u8d39\u8005\u5fe0\u8bda\u5ea6\uff0c\u4ee5\u53ca\u7ade\u4e89\u5bf9\u624b\u65e0\u6cd5\u590d\u5236\u6216\u4ee5\u4f4e\u5ec9\u4ef7\u683c\u538b\u4f4e\u7684\u521b\u65b0\u4ea7\u54c1\u3002<\/p>\n
20\u3002\u6700\u540e\u4f46\u5e76\u975e\u6700\u4e0d\u91cd\u8981\u7684\u662f\uff0cDTC\u54c1\u724c\u5982\u679c\u60f3\u4fdd\u6301\u7ade\u4e89\u529b\uff0c\u5c31\u9700\u8981\u5728\u4ea7\u54c1\u521b\u65b0\u4e0a\u6295\u5165\u5927\u91cf\u8d44\u91d1\u3002<\/p>\n
\u65f6\u95f4\u7ebf\u5fc5\u987b\u5f88\u77ed\u3002\u4f8b\u5982\uff0c\u50cfShein\u8fd9\u6837\u7684DTC\u65f6\u5c1a\u54c1\u724c\u53ea\u9700\u898120-30\u4e2a\u5c0f\u65f6\u5c31\u80fd\u63a8\u51fa\u5168\u65b0\u7684\u670d\u88c5\u8bbe\u8ba1\uff0c\u901a\u5e38\u5229\u7528\u793e\u4ea4\u5a92\u4f53\u7684\u8d8b\u52bf\uff0c\u6bcf\u5929\u63a8\u51fa2000\u4e2asku !\u7406\u60f3\u60c5\u51b5\u4e0b\uff0c\u54c1\u724c\u9700\u8981\u8003\u8651\u652f\u6301\u6700\u7545\u9500\u7684sku\uff0c\u5c31\u50cfDollar Shave Club\u662f\u5982\u4f55\u5728\u51ed\u501f\u5243\u987b\u5200\u8d77\u5bb6\u540e\u5f00\u59cb\u9500\u552e\u4e2a\u4eba\u7f8e\u5bb9\u4ea7\u54c1\u7684\u3002<\/p>\n
2020\u5e74\u662f\u8bb8\u591aDTC\u54c1\u724c\u7684\u5927\u7a81\u7834\u5e74\uff0c\u56e0\u4e3a\u4ed6\u4eec\u7ecf\u5386\u4e86\u9500\u552e\u989d\u7684\u8dc3\u5347\uff0c\u53d6\u4ee3\u4e86\u5173\u95ed\u7684\u5b9e\u4f53\u5e97\u3002\u7136\u800c\uff0c\u81ea\u90a3\u4ee5\u540e\uff0c\u9500\u91cf\u4e00\u76f4\u5728\u5168\u9762\u4e0b\u964d\uff0c2022\u5e74\u5c06\u4f1a\u51fa\u73b0\u5927\u91cf\u7684\u5408\u5e76\u548c\u7834\u4ea7\uff0c\u7279\u522b\u662f\u9ad8\u6cb9\u4ef7\u548c\u7269\u6d41\u95ee\u9898\u5bfc\u81f4\u6536\u5165\u6536\u7f29\u548c\u901a\u8d27\u81a8\u80c0\u52a0\u5267\u3002\u4e3a\u4e86\u514b\u670d\u8fd9\u4e9b\u4e0d\u5229\u56e0\u7d20\uff0cDTC\u54c1\u724c\u9700\u8981\u7cbe\u901a\u5927\u7ea610\u4e2a\u6838\u5fc3\u9886\u57df\u3002<\/p>\n
1\/\u521b\u610f2\/\u8425\u95003\/\u4ea7\u54c1\u5f00\u53d14\/\u4f9b\u5e94\u94fe+\u7269\u6d415\/\u89c4\u5212\u548c\u5206\u67906\/ UX 7\/ CX 8\/\u8d22\u52a19\/\u8425\u950010\/\u6280\u672f<\/p>\n
-\u6570\u5b57\u539f\u751f(@digitallynativ) 2022\u5e741\u67088\u65e5<\/p>\n
\n
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\u8ba2\u9605\u4e16\u754c\u4e0a\u7b2c\u4e00\u4e2a\u6709\u5f71\u54cd\u529b\u7684\u8425\u9500\u901a\u8baf\uff0c\u6bcf\u4e24\u5468\u5728\u661f\u671f\u56db\u53d1\u9001\u3002<\/p>\n
\u8bd5\u7740\u6211<\/p>\n","protected":false},"excerpt":{"rendered":"
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