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风云NO1
2020-07-02
$Zomedica Pharmaceuticals Corp.(ZOM)$
这是怎么了?
风云NO1
2020-06-25
$TOP Ships Inc(TOPS)$
哪天才能跟上$Seanergy Maritime Holdings Corp(SHIP)$ 的节奏。
风云NO1
2020-06-17
$Actinium Pharmaceuticals, Inc.(ATNM)$
0.325切入
风云NO1
2020-07-14
$Equillium Inc.(EQ)$
昙花一现啊
风云NO1
2020-07-20
$玖富(JFU)$
不敢猜底。
风云NO1
2020-07-15
$金融界(JRJC)$
又要开一朵昙花。
风云NO1
2020-06-27
$声网(API)$
好久没看到这么猛的新股了。
风云NO1
2020-06-19
$Actinium Pharmaceuticals, Inc.(ATNM)$
这线画得够水平的了。
风云NO1
2020-07-11
$微美全息(WIMI)$
疯狂啊
风云NO1
2020-06-18
$Genius Brands International Inc(GNUS)$
这个又跌这么多,什么原因呢?哪位大咖帮忙分析分析。
风云NO1
2021-05-19
$Castor Maritime, Inc.(CTRM)$
起飞一下吧!
风云NO1
2020-07-17
$诺瓦瓦克斯医药(NVAX)$
屡创新高啊🐮
风云NO1
2020-07-16
$Corvus Pharmaceuticals, Inc.(CRVS)$
这分时线画得够水准的了。
风云NO1
2020-06-29
$Workhorse Group, Inc.(WKHS)$
这票也太🐮了。
风云NO1
2020-06-24
$TOP Ships Inc(TOPS)$
果然是扶不起的稀泥。
风云NO1
2020-06-16
$TOP Ships Inc(TOPS)$
该走一波了吧。
风云NO1
2021-02-09
$Sundial Growers Inc.(SNDL)$
终于见到1.5了。
风云NO1
2020-12-03
$Sundial Growers Inc.(SNDL)$
真给力啊。
风云NO1
2020-08-18
$Castor Maritime, Inc.(CTRM)$
何处是底啊!
风云NO1
2020-06-30
$Seanergy Maritime Holdings Corp(SHIP)$
太快了,还没缓过神就跳了。
去老虎APP查看更多动态
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","text":"[强]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/888452081","repostId":"2167030603","repostType":2,"repost":{"id":"2167030603","kind":"highlight","pubTimestamp":1631516009,"share":"https://www.laohu8.com/m/news/2167030603?lang=&edition=full","pubTime":"2021-09-13 14:53","market":"us","language":"zh","title":"拼多多想再造一个“蘑菇街”?","url":"https://stock-news.laohu8.com/highlight/detail?id=2167030603","media":"电商在线","summary":"最近,拼多多一个名为“美美哒”的快应用频繁被报道。该应用由深圳前海新之江信息技术有限公司广州分公司开发,查询得知,这家公司的法人是拼多多CLO朱健翀。从应用介绍来看,美美哒的主要功能是推荐热销的穿搭、","content":"<p>最近,<a href=\"https://laohu8.com/S/PDD\">拼多多</a>一个名为“美美哒”的快应用频繁被报道。该应用由深圳前海新之江信息技术有限公司广州分公司开发,查询得知,这家公司的法人是拼多多CLO朱健翀。从应用介绍来看,美美哒的主要功能是推荐热销的穿搭、美妆、生活和家居商品。</p>\n<p>「电商在线」体验后发现,这是拼多多又一次在电商导购领域的尝试。去年4月和8月,拼多多曾先后推出过“多多比优”和“多多精选”,主要功能也是推荐商品,但前者目前已经停止更新。相较而言,“美美哒”更聚焦于女性市场,只做某几个品类。</p>\n<p>在重押<a href=\"https://laohu8.com/S/000061\">农产品</a>和白牌商品的另一面,拼多多依然在小心翼翼地试探新的增长板块。推出新应用,做导购生意,抓住女性消费者,能成为拼多多的下一个财富密码吗?</p>\n<h2><b>01 和主站一盘货</b></h2>\n<p>美美哒是个快应用,目前只在安卓应用市场上线。不用下载就可以使用,快应用比极速版更轻盈,对手机容量有限的下沉市场消费者更友好。从应用界面来看,美美哒已有332万次打开,但评分人数只有3人,分数也只有惨淡的3.7分。</p>\n<p>「电商在线」总结了美美哒的几个细节:</p>\n<h3><b>1、只有5个品类,内容围绕女性</b></h3>\n<p>美美哒的主页面很简单,分成“精选分类”和“全网热销”两个板块。精选分类里面只有5个品类,分别是“女装穿搭”、“鞋子包包”、“美妆优品”、“内衣塑形”和“水果饮食”;全网热销则是简单粗暴的单品推荐。</p>\n<p>商品展示以图文展示,样图、名称、价格、已拼XXX件、购买链接和收藏。底部的tab栏有“首页”、“推荐”和“我的”——实际上它们区别并不大,“推荐”里是双列商品瀑布流;“我的”则多了“我的收藏”和“问题反馈”,下方是大量的商品铺设。</p>\n<p>和目前还在运行的“多多精选”相比,后者有18个商品品类分布,美美哒更聚焦,选择的几个品类都是女性用户商品,导向更明确。相似点在于,两者都以卖货为导向,缺少主站拼团、社交裂变的玩法。</p>\n<p><img src=\"https://static.tigerbbs.com/37ff2fe689f3eee82e2ac022e1d1ac45\" tg-width=\"1080\" tg-height=\"1080\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>左:美美哒;右:多多精选</p>\n<h3><b>2、给主站引流,购买路径较长</b></h3>\n<p>在美美哒里购买商品,和拼多多有明显不同。美美哒上的商品详情页,会有两条来自消费者的推荐理由,下方紧跟着商品,没有商品评价和客服对话通道。</p>\n<p>体验后发现,在美美哒上购物,购买路径较长:选中商品后,需要复制购买链接,在浏览器里打开,显示的才是拼多多上的商品详情页,然后再跳转到拼多多APP进行购买。如果没有下载APP,则会提示你进行安装,更像是为主站做外部引流。</p>\n<p><img src=\"https://static.tigerbbs.com/9b8a432c35b4c8bfb77d7a3ea6166fc0\" tg-width=\"1080\" tg-height=\"786\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>美美哒购买流程</p>\n<p>相较而言,“多多精选”是把拼多多APP的商品详情页直接搬过来,消费者登录后不用跳转拼多多APP,填写收货地址后直接可以购买,支付方式有微信和支付宝两种。</p>\n<p><img src=\"https://static.tigerbbs.com/d60f0c3c3f0efad46d0efde38f573d1e\" tg-width=\"1080\" tg-height=\"788\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>多多精选购买流程</p>\n<h3><b>3、卖的都是拼多多上的爆款货</b></h3>\n<p>美美哒的商品全部都是拼多多APP上的货,店铺在拼多多可以直接搜到。商品客单价并不高,9.9元的眼线笔、1.5元的美妆蛋、23.8元的牛仔裤……单价都在100元以内。</p>\n<p>比如一款在美美哒上售卖的打底裤,售价6.6元,显示拼单10万件,就来自拼多多女士打底裤店铺畅销第4名的金伊伊女装。美美哒上被推荐的商品,基本都是店铺内销量最高的爆款货,售价和拼多多一致。不过,多个商家向「电商在线」表示,他们对自家商品上线美美哒并不知情,也没有感觉到商品销量有明显增幅。</p>\n<p>初步判断,美美哒是官方对于女性市场的渠道尝试,以销量为最主要因数推荐,直接抓取主站商品做了上架。</p>\n<p><img src=\"https://static.tigerbbs.com/d60f0c3c3f0efad46d0efde38f573d1e\" tg-width=\"1080\" tg-height=\"788\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>依次是美美哒、拼多多、金伊伊客服回复</p>\n<h2><b>02 想成为下一个<a href=\"https://laohu8.com/S/MOGU\">蘑菇街</a>?</b></h2>\n<p>探寻美美哒的商业本质,会发现它是电商更为初期的模式。依赖于纯推荐的“货找人”逻辑,没有主流电商平台的搜索功能。</p>\n<p>早期,拼多多靠着这一套,整合低价供应链,和淘宝形成差异化竞争,打开了中国小城镇与乡村生意。但这样的模式缺少品牌的沉淀,对已有口碑积累的品牌并不友好。</p>\n<p>美美哒上多的是物美价廉的小商品,以销量推荐的方式,让性价比成了唯一衡量标准。你基本找不到美妆大牌,白牌货占满了所有坑位。拼多多把女性关注的品类单独拎了出来,更像是要做一个低配版的蘑菇街,进行商品导购,但实际情况,更偏向于做成了返利网。</p>\n<p><img src=\"https://static.tigerbbs.com/9c23629a149804df1bdb34b559e6010f\" tg-width=\"1080\" tg-height=\"492\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>目前,市面上主流的几个导购平台可以分成两种:第一种,消费者在平台上购买商品可以获得消费返利或折扣,比如返利网、淘粉吧、惠惠网;第二种,消费者通过图文、视频内容了解品牌和产品信息,可以快速达到“种草”或“拔草”的目的,比如小红书、什么<a href=\"https://laohu8.com/S/300785\">值得买</a>、蘑菇街等。前者以价格导向,后者以内容导向,解决的是两个问题:省时和省钱。</p>\n<p>帮你快速找到想要的产品节省时间,找到各个电商平台最低的价格节省金钱。</p>\n<p>上述平台多数是围绕着电商生态发家的第三方平台,从一级电商平台赚取佣金,而拼多多的美美哒并没有额外的佣金抽成,同样是导购、卖货,很难有强的说服力,算法推荐是第一道筛选,点进商品详情页后,两条用户推荐是第二道筛选,作用是加强种草,让你快速的下单。仅有的两道关卡显得非常单薄。</p>\n<p><img src=\"https://static.tigerbbs.com/6650cbf2a90e5c13cf81edee30a0c136\" tg-width=\"942\" tg-height=\"572\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>一直以来,无论是电商平台,还是导购平台,为了更好地卖货,发明的功能已经有不少——从淘宝、<a href=\"https://laohu8.com/S/JD\">京东</a>最基本的商品评价返图、消费者问答,到小红书、蘑菇街启用大量的KOL,拉近和消费者的距离,再到时下流行的各种直播、购物清单、排行榜单,本质都是在加深消费者的信任感,更好地开展导购行为。</p>\n<p>这些手段排列组合、灵活运用,加速了内容、商品、平台、商家和消费者的交融。</p>\n<p>从这个角度来看,美美哒以价格和销量来进行推荐,并不能算精准。它更像是个主站的一个补充,面向女性用户,即买即走的临时消费场景。</p>\n<h2><b>03 拼多多需要女性市场</b></h2>\n<p>既然推荐并不算精准,卖货就不是美美哒的第一目标。导购另一个意义还在于,不断给你推荐商品,培养起你的消费惯性。</p>\n<p>在<a href=\"https://laohu8.com/S/ZH\">知乎</a>上,有一个颇为热门的话题:#女孩子用拼多多很丢脸吗#,话题汇聚了178个长篇回答。话题的关注点基本聚焦“在拼多多买衣服”和“在拼多多买化妆品”上。有知友透露自己的网购偏好:家用电器去京东买,衣服化妆品去淘宝买,水果和日用品去拼多多买。</p>\n<p>拼多多拥有庞大的女性消费者,它并不甘心只卖水果和日用品。中国妇女网发布的《新电商平台上的女性》数据显示,近五成女性消费者将性价比列为购物的第一考虑因素,93%的女性用户曾有主动分享商品给好友以共同拼团的行为。</p>\n<p><img src=\"https://static.tigerbbs.com/da2289442ea1a022e26f51f79894efd2\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>对于拼多多而言,美妆服饰等女性品类的商品是它渴望做大的部分。财报数据显示,2020年<a href=\"https://laohu8.com/S/0NZM.UK\">欧莱雅</a>集团的毛利润为204.59亿欧元(约合1062亿元人民币),占销售额的73.1%;同期ZARA母公司Inditex集团的毛利率维持在55.8%。相比起农产品,美妆、服饰的利润空间更大,仓储、物流、运输成本也更低,可以很好地拉动平台客单价。</p>\n<p>拼多多相关负责人此前接受采访表示,“平台正紧盯相关趋势,通过不断加大的优惠举措和持续丰富的产品品类,全力满足女性消费者对于品质生活的需求。”</p>\n<p>在今年3月的拼多多“福女节”上,拼多多“百亿补贴”提高了对女装、美妆、个护,以及HPV疫苗等热门女性产品的资金补贴,部分大牌单品的补贴力度高达50%。</p>\n<p>但在美妆、服饰等品类上,国际品牌依然和拼多多保持着距离,破坏品牌形象和价格体系是它们担心的问题。目前,拼多多更像是一个去库存的选择,品牌方会通过经销商的方式来入驻平台。</p>\n<p>在这样的背景下,美美哒把“女装穿搭”、“鞋子包包”、“美妆优品”、“内衣塑形”等品类归类到一起,更像是拼多多内部对女性品类新渠道开拓的尝试,目前仅上线安卓应用市场,显然还缺少一个强有力的流量入口,靠形式单一的推荐商品,能不能打动女孩子的心,也需要再度观望。</p>","source":"lsy1568620661732","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>拼多多想再造一个“蘑菇街”?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n拼多多想再造一个“蘑菇街”?\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-09-13 14:53 北京时间 <a href=https://36kr.com/p/1396271212034823><strong>电商在线</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>最近,拼多多一个名为“美美哒”的快应用频繁被报道。该应用由深圳前海新之江信息技术有限公司广州分公司开发,查询得知,这家公司的法人是拼多多CLO朱健翀。从应用介绍来看,美美哒的主要功能是推荐热销的穿搭、美妆、生活和家居商品。\n「电商在线」体验后发现,这是拼多多又一次在电商导购领域的尝试。去年4月和8月,拼多多曾先后推出过“多多比优”和“多多精选”,主要功能也是推荐商品,但前者目前已经停止更新。相较...</p>\n\n<a href=\"https://36kr.com/p/1396271212034823\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9ad0916074d4fd8a0d19716314c632dc","relate_stocks":{"PDD":"拼多多"},"source_url":"https://36kr.com/p/1396271212034823","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2167030603","content_text":"最近,拼多多一个名为“美美哒”的快应用频繁被报道。该应用由深圳前海新之江信息技术有限公司广州分公司开发,查询得知,这家公司的法人是拼多多CLO朱健翀。从应用介绍来看,美美哒的主要功能是推荐热销的穿搭、美妆、生活和家居商品。\n「电商在线」体验后发现,这是拼多多又一次在电商导购领域的尝试。去年4月和8月,拼多多曾先后推出过“多多比优”和“多多精选”,主要功能也是推荐商品,但前者目前已经停止更新。相较而言,“美美哒”更聚焦于女性市场,只做某几个品类。\n在重押农产品和白牌商品的另一面,拼多多依然在小心翼翼地试探新的增长板块。推出新应用,做导购生意,抓住女性消费者,能成为拼多多的下一个财富密码吗?\n01 和主站一盘货\n美美哒是个快应用,目前只在安卓应用市场上线。不用下载就可以使用,快应用比极速版更轻盈,对手机容量有限的下沉市场消费者更友好。从应用界面来看,美美哒已有332万次打开,但评分人数只有3人,分数也只有惨淡的3.7分。\n「电商在线」总结了美美哒的几个细节:\n1、只有5个品类,内容围绕女性\n美美哒的主页面很简单,分成“精选分类”和“全网热销”两个板块。精选分类里面只有5个品类,分别是“女装穿搭”、“鞋子包包”、“美妆优品”、“内衣塑形”和“水果饮食”;全网热销则是简单粗暴的单品推荐。\n商品展示以图文展示,样图、名称、价格、已拼XXX件、购买链接和收藏。底部的tab栏有“首页”、“推荐”和“我的”——实际上它们区别并不大,“推荐”里是双列商品瀑布流;“我的”则多了“我的收藏”和“问题反馈”,下方是大量的商品铺设。\n和目前还在运行的“多多精选”相比,后者有18个商品品类分布,美美哒更聚焦,选择的几个品类都是女性用户商品,导向更明确。相似点在于,两者都以卖货为导向,缺少主站拼团、社交裂变的玩法。\n\n左:美美哒;右:多多精选\n2、给主站引流,购买路径较长\n在美美哒里购买商品,和拼多多有明显不同。美美哒上的商品详情页,会有两条来自消费者的推荐理由,下方紧跟着商品,没有商品评价和客服对话通道。\n体验后发现,在美美哒上购物,购买路径较长:选中商品后,需要复制购买链接,在浏览器里打开,显示的才是拼多多上的商品详情页,然后再跳转到拼多多APP进行购买。如果没有下载APP,则会提示你进行安装,更像是为主站做外部引流。\n\n美美哒购买流程\n相较而言,“多多精选”是把拼多多APP的商品详情页直接搬过来,消费者登录后不用跳转拼多多APP,填写收货地址后直接可以购买,支付方式有微信和支付宝两种。\n\n多多精选购买流程\n3、卖的都是拼多多上的爆款货\n美美哒的商品全部都是拼多多APP上的货,店铺在拼多多可以直接搜到。商品客单价并不高,9.9元的眼线笔、1.5元的美妆蛋、23.8元的牛仔裤……单价都在100元以内。\n比如一款在美美哒上售卖的打底裤,售价6.6元,显示拼单10万件,就来自拼多多女士打底裤店铺畅销第4名的金伊伊女装。美美哒上被推荐的商品,基本都是店铺内销量最高的爆款货,售价和拼多多一致。不过,多个商家向「电商在线」表示,他们对自家商品上线美美哒并不知情,也没有感觉到商品销量有明显增幅。\n初步判断,美美哒是官方对于女性市场的渠道尝试,以销量为最主要因数推荐,直接抓取主站商品做了上架。\n\n依次是美美哒、拼多多、金伊伊客服回复\n02 想成为下一个蘑菇街?\n探寻美美哒的商业本质,会发现它是电商更为初期的模式。依赖于纯推荐的“货找人”逻辑,没有主流电商平台的搜索功能。\n早期,拼多多靠着这一套,整合低价供应链,和淘宝形成差异化竞争,打开了中国小城镇与乡村生意。但这样的模式缺少品牌的沉淀,对已有口碑积累的品牌并不友好。\n美美哒上多的是物美价廉的小商品,以销量推荐的方式,让性价比成了唯一衡量标准。你基本找不到美妆大牌,白牌货占满了所有坑位。拼多多把女性关注的品类单独拎了出来,更像是要做一个低配版的蘑菇街,进行商品导购,但实际情况,更偏向于做成了返利网。\n\n目前,市面上主流的几个导购平台可以分成两种:第一种,消费者在平台上购买商品可以获得消费返利或折扣,比如返利网、淘粉吧、惠惠网;第二种,消费者通过图文、视频内容了解品牌和产品信息,可以快速达到“种草”或“拔草”的目的,比如小红书、什么值得买、蘑菇街等。前者以价格导向,后者以内容导向,解决的是两个问题:省时和省钱。\n帮你快速找到想要的产品节省时间,找到各个电商平台最低的价格节省金钱。\n上述平台多数是围绕着电商生态发家的第三方平台,从一级电商平台赚取佣金,而拼多多的美美哒并没有额外的佣金抽成,同样是导购、卖货,很难有强的说服力,算法推荐是第一道筛选,点进商品详情页后,两条用户推荐是第二道筛选,作用是加强种草,让你快速的下单。仅有的两道关卡显得非常单薄。\n\n一直以来,无论是电商平台,还是导购平台,为了更好地卖货,发明的功能已经有不少——从淘宝、京东最基本的商品评价返图、消费者问答,到小红书、蘑菇街启用大量的KOL,拉近和消费者的距离,再到时下流行的各种直播、购物清单、排行榜单,本质都是在加深消费者的信任感,更好地开展导购行为。\n这些手段排列组合、灵活运用,加速了内容、商品、平台、商家和消费者的交融。\n从这个角度来看,美美哒以价格和销量来进行推荐,并不能算精准。它更像是个主站的一个补充,面向女性用户,即买即走的临时消费场景。\n03 拼多多需要女性市场\n既然推荐并不算精准,卖货就不是美美哒的第一目标。导购另一个意义还在于,不断给你推荐商品,培养起你的消费惯性。\n在知乎上,有一个颇为热门的话题:#女孩子用拼多多很丢脸吗#,话题汇聚了178个长篇回答。话题的关注点基本聚焦“在拼多多买衣服”和“在拼多多买化妆品”上。有知友透露自己的网购偏好:家用电器去京东买,衣服化妆品去淘宝买,水果和日用品去拼多多买。\n拼多多拥有庞大的女性消费者,它并不甘心只卖水果和日用品。中国妇女网发布的《新电商平台上的女性》数据显示,近五成女性消费者将性价比列为购物的第一考虑因素,93%的女性用户曾有主动分享商品给好友以共同拼团的行为。\n\n对于拼多多而言,美妆服饰等女性品类的商品是它渴望做大的部分。财报数据显示,2020年欧莱雅集团的毛利润为204.59亿欧元(约合1062亿元人民币),占销售额的73.1%;同期ZARA母公司Inditex集团的毛利率维持在55.8%。相比起农产品,美妆、服饰的利润空间更大,仓储、物流、运输成本也更低,可以很好地拉动平台客单价。\n拼多多相关负责人此前接受采访表示,“平台正紧盯相关趋势,通过不断加大的优惠举措和持续丰富的产品品类,全力满足女性消费者对于品质生活的需求。”\n在今年3月的拼多多“福女节”上,拼多多“百亿补贴”提高了对女装、美妆、个护,以及HPV疫苗等热门女性产品的资金补贴,部分大牌单品的补贴力度高达50%。\n但在美妆、服饰等品类上,国际品牌依然和拼多多保持着距离,破坏品牌形象和价格体系是它们担心的问题。目前,拼多多更像是一个去库存的选择,品牌方会通过经销商的方式来入驻平台。\n在这样的背景下,美美哒把“女装穿搭”、“鞋子包包”、“美妆优品”、“内衣塑形”等品类归类到一起,更像是拼多多内部对女性品类新渠道开拓的尝试,目前仅上线安卓应用市场,显然还缺少一个强有力的流量入口,靠形式单一的推荐商品,能不能打动女孩子的心,也需要再度观望。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1722,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":135755165,"gmtCreate":1622187886357,"gmtModify":1622187886357,"author":{"id":"3516239332450291","authorId":"3516239332450291","name":"风云NO1","avatar":"https://static.tigerbbs.com/7565b107c5d95107c0f7a30d8ba9f3dc","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3516239332450291","authorIdStr":"3516239332450291"},"themes":[],"htmlText":"<a 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