猫猫1203的个人主页 - 老虎社区

猫猫1203

猫猫1203

暂无个人介绍

IP属地：0

20关注

0粉丝

1主题

0勋章

2021-06-15

$唯品会(VIPS)$唯品会现在明显比某东做的好

2021-03-22

$RLX科技(RLX)$这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗

2021-03-22

$RLX科技(RLX)$抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点

2021-03-17

$第一高中教育(FHS)$走了，看到心烦

2021-02-15

唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托

抱歉，原内容已删除

去老虎APP查看更多动态

{"i18n":{"language":"zh_CN"},"userPageInfo":{"id":"3567171242986622","uuid":"3567171242986622","gmtCreate":1604077219582,"gmtModify":1613441697693,"name":"猫猫1203","pinyin":"mm1203maomao1203","introduction":"","introductionEn":"","signature":"","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","hat":null,"hatId":null,"hatName":null,"vip":1,"status":2,"fanSize":0,"headSize":20,"tweetSize":5,"questionSize":0,"limitLevel":999,"accountStatus":4,"level":{"id":2,"name":"无畏虎","nameTw":"無畏虎","represent":"初生牛犊","factor":"发布3条非转发主帖,1条获得他人回复或点赞","iconColor":"3C9E83","bgColor":"A2F1D9"},"themeCounts":1,"badgeCounts":0,"badges":[],"moderator":false,"superModerator":false,"manageSymbols":null,"badgeLevel":null,"boolIsFan":false,"boolIsHead":false,"favoriteSize":0,"symbols":null,"coverImage":null,"realNameVerified":null,"userBadges":[{"badgeId":"35ec162348d5460f88c959321e554969-3","templateUuid":"35ec162348d5460f88c959321e554969","name":"传说交易员","description":"证券或期货账户累计交易次数达到300次","bigImgUrl":"https://static.tigerbbs.com/656db16598a0b8f21429e10d6c1cb033","smallImgUrl":"https://static.tigerbbs.com/03f10910d4dd9234f9b5702a3342193a","grayImgUrl":"https://static.tigerbbs.com/0c767e35268feb729d50d3fa9a386c5a","redirectLinkEnabled":0,"redirectLink":null,"hasAllocated":1,"isWearing":0,"stamp":null,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2023.08.11","exceedPercentage":"93.67%","individualDisplayEnabled":0,"backgroundColor":null,"fontColor":null,"individualDisplaySort":0,"categoryType":1100},{"badgeId":"e50ce593bb40487ebfb542ca54f6a561-2","templateUuid":"e50ce593bb40487ebfb542ca54f6a561","name":"资深虎友","description":"加入老虎社区1000天","bigImgUrl":"https://static.tigerbbs.com/0063fb68ea29c9ae6858c58630e182d5","smallImgUrl":"https://static.tigerbbs.com/96c699a93be4214d4b49aea6a5a5d1a4","grayImgUrl":"https://static.tigerbbs.com/35b0e542a9ff77046ed69ef602bc105d","redirectLinkEnabled":0,"redirectLink":null,"hasAllocated":1,"isWearing":0,"stamp":null,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2023.08.02","exceedPercentage":null,"individualDisplayEnabled":0,"backgroundColor":null,"fontColor":null,"individualDisplaySort":0,"categoryType":1001},{"badgeId":"228c86a078844d74991fff2b7ab2428d-3","templateUuid":"228c86a078844d74991fff2b7ab2428d","name":"投资合伙人虎","description":"证券账户累计交易金额达到100万美元","bigImgUrl":"https://static.tigerbbs.com/fbeac6bb240db7da8b972e5183d050ba","smallImgUrl":"https://static.tigerbbs.com/436cdf80292b99f0a992e78750ac4e3a","grayImgUrl":"https://static.tigerbbs.com/506a259a7b456f037592c3b23c779599","redirectLinkEnabled":0,"redirectLink":null,"hasAllocated":1,"isWearing":0,"stamp":null,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2023.07.14","exceedPercentage":"93.09%","individualDisplayEnabled":0,"backgroundColor":null,"fontColor":null,"individualDisplaySort":0,"categoryType":1101},{"badgeId":"976c19eed35f4cd78f17501c2e99ef37-1","templateUuid":"976c19eed35f4cd78f17501c2e99ef37","name":"博闻投资者","description":"累计交易超过10只正股","bigImgUrl":"https://static.tigerbbs.com/e74cc24115c4fbae6154ec1b1041bf47","smallImgUrl":"https://static.tigerbbs.com/d48265cbfd97c57f9048db29f22227b0","grayImgUrl":"https://static.tigerbbs.com/76c6d6898b073c77e1c537ebe9ac1c57","redirectLinkEnabled":0,"redirectLink":null,"hasAllocated":1,"isWearing":0,"stamp":null,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2021.12.21","exceedPercentage":null,"individualDisplayEnabled":0,"backgroundColor":null,"fontColor":null,"individualDisplaySort":0,"categoryType":1102},{"badgeId":"518b5610c3e8410da5cfad115e4b0f5a-1","templateUuid":"518b5610c3e8410da5cfad115e4b0f5a","name":"实盘交易者","description":"完成一笔实盘交易","bigImgUrl":"https://static.tigerbbs.com/2e08a1cc2087a1de93402c2c290fa65b","smallImgUrl":"https://static.tigerbbs.com/4504a6397ce1137932d56e5f4ce27166","grayImgUrl":"https://static.tigerbbs.com/4b22c79415b4cd6e3d8ebc4a0fa32604","redirectLinkEnabled":0,"redirectLink":null,"hasAllocated":1,"isWearing":0,"stamp":null,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2021.12.21","exceedPercentage":null,"individualDisplayEnabled":0,"backgroundColor":null,"fontColor":null,"individualDisplaySort":0,"categoryType":1100}],"userBadgeCount":5,"currentWearingBadge":null,"individualDisplayBadges":null,"crmLevel":5,"crmLevelSwitch":0,"location":"0","starInvestorFollowerNum":0,"starInvestorFlag":false,"starInvestorOrderShareNum":0,"subscribeStarInvestorNum":0,"ror":null,"winRationPercentage":null,"showRor":false,"investmentPhilosophy":null,"starInvestorSubscribeFlag":false},"baikeInfo":{},"tab":"post","tweets":[{"id":187725082,"gmtCreate":1623764995646,"gmtModify":1623764995646,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/VIPS\">$唯品会(VIPS)$</a>唯品会现在明显比某东做的好","listText":"<a href=\"https://laohu8.com/S/VIPS\">$唯品会(VIPS)$</a>唯品会现在明显比某东做的好","text":"$唯品会(VIPS)$唯品会现在明显比某东做的好","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/187725082","isVote":1,"tweetType":1,"viewCount":954,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":353006259,"gmtCreate":1616427539471,"gmtModify":1616427539471,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗","listText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗","text":"$RLX科技(RLX)$这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/353006259","isVote":1,"tweetType":1,"viewCount":3406,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":359773946,"gmtCreate":1616426575985,"gmtModify":1616464002793,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点","listText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点","text":"$RLX科技(RLX)$抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/359773946","isVote":1,"tweetType":1,"viewCount":1066,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":324679767,"gmtCreate":1615991737759,"gmtModify":1703496100614,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/FHS\">$第一高中教育(FHS)$</a>走了，看到心烦","listText":"<a href=\"https://laohu8.com/S/FHS\">$第一高中教育(FHS)$</a>走了，看到心烦","text":"$第一高中教育(FHS)$走了，看到心烦","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":1,"link":"https://laohu8.com/post/324679767","isVote":1,"tweetType":1,"viewCount":1226,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":382894062,"gmtCreate":1613403692956,"gmtModify":1613440659197,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托","listText":"唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托","text":"唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":6,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/382894062","repostId":"1142478904","repostType":2,"isVote":1,"tweetType":1,"viewCount":1500,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"hots":[{"id":324679767,"gmtCreate":1615991737759,"gmtModify":1703496100614,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/FHS\">$第一高中教育(FHS)$</a>走了，看到心烦","listText":"<a href=\"https://laohu8.com/S/FHS\">$第一高中教育(FHS)$</a>走了，看到心烦","text":"$第一高中教育(FHS)$走了，看到心烦","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":1,"link":"https://laohu8.com/post/324679767","isVote":1,"tweetType":1,"viewCount":1226,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":382894062,"gmtCreate":1613403692956,"gmtModify":1613440659197,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托","listText":"唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托","text":"唯品会挺好的，现在基本上都在唯品会上买，质量有保证，我不是托","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":6,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/382894062","repostId":"1142478904","repostType":2,"repost":{"id":"1142478904","pubTimestamp":1613351106,"share":"https://www.laohu8.com/m/news/1142478904?lang=&edition=full","pubTime":"2021-02-15 09:05","market":"us","language":"zh","title":"现在，轮到唯品会了","url":"https://stock-news.laohu8.com/highlight/detail?id=1142478904","media":"格隆汇","summary":"一个可能是因为最近几乎没有哪个你熟悉的电商平台还没有被调查、点名或者罚款过；\n二是半个月之前唯品会也才刚因为“不正当价格行为案”被罚了50万元。\n在唯品会官方微博上，如果按热度对内容进行排序，两条回应","content":"<p>一个可能是因为最近几乎没有哪个你熟悉的电商平台还没有被调查、点名或者罚款过；</p>\n<p>二是半个月之前唯品会也才刚因为“不正当价格行为案”被罚了50万元。</p>\n<p>在唯品会官方微博上，如果按热度对内容进行排序，两条回应会齐齐整整的出现在第一页。</p>\n<p><img src=\"https://static.tigerbbs.com/b0ac9620f51a2b8108ea49bfea63d7f8\" tg-width=\"659\" tg-height=\"647\" referrerpolicy=\"no-referrer\"></p>\n<p>这个在国家市场监管总局官方文件上只有一行字的事情，也由于电商平台最近频繁的“翻车事故”而格外的引人瞩目。</p>\n<p>不过媒体给这个事情下的标题，对唯品会来说可能有一点“攻击性不大，但侮辱性极强”。</p>\n<p><img src=\"https://static.tigerbbs.com/29911ed5efd437281335be018c5eeaa2\" tg-width=\"357\" tg-height=\"134\" referrerpolicy=\"no-referrer\"></p>\n<p><img src=\"https://static.tigerbbs.com/284e11658e7177ad2664df3b63d08641\" tg-width=\"692\" tg-height=\"93\" referrerpolicy=\"no-referrer\"></p>\n<p>虽然你小，但规则要平等；虽然你小，但法网疏而不漏。</p>\n<p>曾经的“电商第三极”唯品会，原来已经是需要一视同仁的时候被带上的“小”了。</p>\n<p><i><b>01</b></i></p>\n<p><b>垂直的极限</b></p>\n<p>唯品会可以算是“特卖之母”，可最后下沉市场的“天选之子”却是拼多多。</p>\n<p>成立4年就开始盈利的唯品会，财富密码其实就是“垂直”。</p>\n<p>唯品会的自营产品以服饰为主，贡献公司70%以上的GMV；第三方产品以护肤品、化妆品为主。这两大类的共同特点除了目标客户都是女性以外，还有毛利率比较高。</p>\n<p>高毛利的产品结合特卖的模式，使唯品会近5年的销售毛利率都在22%左右，压过了同样是开自营店的京东（15%左右）一头。</p>\n<p>另一方面，垂直的好处还有“术业有专攻”。</p>\n<p>唯品会号称拥有国内电商中规模最大的服饰买手团队，“<b>选货”也被唯品会创始人、董事长兼CEO沈亚称为唯品会的核心竞争力</b>。</p>\n<p><img src=\"https://static.tigerbbs.com/c56dbc89a58370189f96b3ead2cd2b84\" tg-width=\"404\" tg-height=\"398\" referrerpolicy=\"no-referrer\"></p>\n<p>唯品会入局品牌特卖的08年，正是金融危机后国内外大牌服饰为高企的库存而头疼的时候。这个时候唯品会站出来，一次性的解决了<b>为品牌商清理尾货和为消费者提供折扣</b>两个问题。</p>\n<p>“去库存”生意的抗经济周期属性大概也可以解释为什么沉寂了好几年的唯品会，2020年又开始“支棱”起来了。</p>\n<p>而08年还有一个什么特别之处呢？那就是国人消费升级的步子已经迈开了，<b>中产阶级中刮起了“只选贵的，不选对的”之风</b>。</p>\n<p>不仅国外奢侈品品牌在中国市场进入了高速发展时期，许多能称得上“名牌”的国货，尤其是服装品牌，也是在这个阶段成长起来的。</p>\n<p><i><b>02</b></i></p>\n<p><b>有点沉，又不够沉</b></p>\n<p>14年前后，电商进入了高速发展时期。</p>\n<p>成功的用“折扣+垂直”与综合电商平台打出了错位竞争，一度打成了阿里、京东之后第三大电商平台的唯品会，却很快遇到了瓶颈。</p>\n<p>随着时间的发展和消费升级的持续，中产阶级消费者在回归理性之后也开始了更严重的分化。</p>\n<p>高消费人群开始追求个性化和差别化，不再会被“尾货”所吸引；而价格敏感人群都被拼多多的“白牌”产品吸引去了。</p>\n<p><b>中产阶级对“品牌”的信仰正在加速消解</b>，而唯品会刚好垂直的插在这个信仰上。</p>\n<p><img src=\"https://static.tigerbbs.com/581b0dd3669f1ae14a2cff1389be39a4\" tg-width=\"543\" tg-height=\"237\" referrerpolicy=\"no-referrer\"></p>\n<p>让本就不富裕的品牌特卖需求雪上加霜的是，直播带货和拼多多的“打骨折”，使得“特卖”再也不是唯品会的专利。而到C2M模式的出现，服装行业甚至画出了一个不产生库存的大蓝图。</p>\n<p>唯品会对供给端和需求端来说，都变得不再必要。</p>\n<p>根据国家统计局数据，去年1-7月，全国纺织服装类零售总额同比下降了17.5%，低于同期社会消费品零售额7.6%的增速。</p>\n<p>疫情过后，在许多服装品牌再次开始为去库存而头疼的时候，“去库存专家”唯品会前两季度却同比营收下降，第三季度营收同比增长只有个位数。</p>\n<p>不仅折扣尾货早已不能支撑电商增长，唯品会本身已经卖不出去折扣尾货了。</p>\n<p><i><b>03</b></i></p>\n<p><b>走投无路还是故步自封</b></p>\n<p>唯品会也不是没有尝试过“破圈”，比如在生鲜电商的风口也上了一会车。</p>\n<p>但多元化业务也没能终止用户数量的下滑，反而烧掉了不少钱。</p>\n<p>18年底，唯品会终于承认了自己好像除了品牌特卖别的都做不好，可是线上品牌特卖又已经涨不动了，唯品会只能试着往线下特卖发展。</p>\n<p>19年下半年开始，“线上Outlets”唯品会开始大规模收购线下奥特莱斯。截至2019年末，公司拥有大约300家线下店、以及200家唯品仓。2020年7月，唯品会收购了有5个欧特莱斯广场在运营中，5个正在规划建设中的杉杉商业。</p>\n<p><img src=\"https://static.tigerbbs.com/f5928e3b6599b2fb5c81f3e570ef53a1\" tg-width=\"692\" tg-height=\"397\" referrerpolicy=\"no-referrer\"></p>\n<p>同时，“特卖之母”还因为“走投无路”成为了“二选一之父”。</p>\n<p>去年9月，社交电商梦饷集团（原爱库存）通过微博发布了一篇称“唯品会明令要求商家不得与爱库存合作”的公告。同时称，遭遇“二选一”之后，爱库存在2020年8-12月受影响商家多达545家，GMV损失超过20.26亿元。</p>\n<p>“二选一”这才被大众所熟知。不过后来电商巨头齐“翻车”，大众也知道了“二选一”并非唯品会原创。</p>\n<p><i><b>04</b></i></p>\n<p><b>尾声</b></p>\n<p>去年9月，唯品会把用了10年之久的标语“一家专门做特卖的网站”，升级成了“品牌特卖，就是超值” —— 轻特卖而重超值。</p>\n<p>毕竟从拼多多模式和巨头争相卖菜来看，“特卖”本身还是颇具竞争力的。</p>\n<p>新的广告片也标志着唯品会已经把目标客户从性别和年龄两个方面进行了扩圈。</p>\n<p><img src=\"https://static.tigerbbs.com/dba9301971749d0f35c772d0f367c7f1\" tg-width=\"454\" tg-height=\"459\" referrerpolicy=\"no-referrer\"></p>\n<p>而唯品会寻求破圈的另一个形式则是在《三十而已》、《乘风破浪的姐姐》等刷屏的剧集和综艺中花样植入。</p>\n<p>产品转型和无孔不入的广告还是取得了一些效果，去年三季度唯品会的活跃用户同比增长了36%，新、老顾客的留存率都有所提高。</p>\n<p>只是36%用户增长的背后是50%的销售费用增长。</p>\n<p>曾经有投资者形容唯品会“没有梦想，一心只想搞钱”。</p>\n<p>这句话乍看是明贬，再看是暗褒，仔细一看原来是暗贬。什么资本会青睐没有梦想的公司呢？</p>\n<p>唯品会12年赴美上市，大起大落后重回巅峰也只是在200亿美元市值附近横跳，而18年才赴美上市的拼多多市值已经突破了2000亿美元。</p>\n<p>资本不青睐没有想象力的公司，下沉市场不青睐大品牌，政策不青睐不公平竞争，被“一视同仁”的小头头唯品会，比风口浪尖的大头头们难多了。</p>\n<p>虽然高毛利率、高用户粘性一直让它活的不错，但一直盘那群97%复购率下的老用户，终究不会是唯品会唯一的理想。</p>","source":"gelonghui_highlight","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>现在，轮到唯品会了</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现在，轮到唯品会了\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-02-15 09:05 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.gelonghui.com/p/440167><strong>格隆汇</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>一个可能是因为最近几乎没有哪个你熟悉的电商平台还没有被调查、点名或者罚款过；\n二是半个月之前唯品会也才刚因为“不正当价格行为案”被罚了50万元。\n在唯品会官方微博上，如果按热度对内容进行排序，两条回应会齐齐整整的出现在第一页。\n\n这个在国家市场监管总局官方文件上只有一行字的事情，也由于电商平台最近频繁的“翻车事故”而格外的引人瞩目。\n不过媒体给这个事情下的标题，对唯品会来说可能有一点“攻击性不大，...</p>\n\n<a href=\"https://www.gelonghui.com/p/440167\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/7400004a38e238ad9810acb7141e78de","relate_stocks":{"VIPS":"唯品会"},"source_url":"https://www.gelonghui.com/p/440167","is_english":false,"share_image_url":"https://static.laohu8.com/6b8fa6424aebe95f6781d04ef17a1852","article_id":"1142478904","content_text":"一个可能是因为最近几乎没有哪个你熟悉的电商平台还没有被调查、点名或者罚款过；\n二是半个月之前唯品会也才刚因为“不正当价格行为案”被罚了50万元。\n在唯品会官方微博上，如果按热度对内容进行排序，两条回应会齐齐整整的出现在第一页。\n\n这个在国家市场监管总局官方文件上只有一行字的事情，也由于电商平台最近频繁的“翻车事故”而格外的引人瞩目。\n不过媒体给这个事情下的标题，对唯品会来说可能有一点“攻击性不大，但侮辱性极强”。\n\n\n虽然你小，但规则要平等；虽然你小，但法网疏而不漏。\n曾经的“电商第三极”唯品会，原来已经是需要一视同仁的时候被带上的“小”了。\n01\n垂直的极限\n唯品会可以算是“特卖之母”，可最后下沉市场的“天选之子”却是拼多多。\n成立4年就开始盈利的唯品会，财富密码其实就是“垂直”。\n唯品会的自营产品以服饰为主，贡献公司70%以上的GMV；第三方产品以护肤品、化妆品为主。这两大类的共同特点除了目标客户都是女性以外，还有毛利率比较高。\n高毛利的产品结合特卖的模式，使唯品会近5年的销售毛利率都在22%左右，压过了同样是开自营店的京东（15%左右）一头。\n另一方面，垂直的好处还有“术业有专攻”。\n唯品会号称拥有国内电商中规模最大的服饰买手团队，“选货”也被唯品会创始人、董事长兼CEO沈亚称为唯品会的核心竞争力。\n\n唯品会入局品牌特卖的08年，正是金融危机后国内外大牌服饰为高企的库存而头疼的时候。这个时候唯品会站出来，一次性的解决了为品牌商清理尾货和为消费者提供折扣两个问题。\n“去库存”生意的抗经济周期属性大概也可以解释为什么沉寂了好几年的唯品会，2020年又开始“支棱”起来了。\n而08年还有一个什么特别之处呢？那就是国人消费升级的步子已经迈开了，中产阶级中刮起了“只选贵的，不选对的”之风。\n不仅国外奢侈品品牌在中国市场进入了高速发展时期，许多能称得上“名牌”的国货，尤其是服装品牌，也是在这个阶段成长起来的。\n02\n有点沉，又不够沉\n14年前后，电商进入了高速发展时期。\n成功的用“折扣+垂直”与综合电商平台打出了错位竞争，一度打成了阿里、京东之后第三大电商平台的唯品会，却很快遇到了瓶颈。\n随着时间的发展和消费升级的持续，中产阶级消费者在回归理性之后也开始了更严重的分化。\n高消费人群开始追求个性化和差别化，不再会被“尾货”所吸引；而价格敏感人群都被拼多多的“白牌”产品吸引去了。\n中产阶级对“品牌”的信仰正在加速消解，而唯品会刚好垂直的插在这个信仰上。\n\n让本就不富裕的品牌特卖需求雪上加霜的是，直播带货和拼多多的“打骨折”，使得“特卖”再也不是唯品会的专利。而到C2M模式的出现，服装行业甚至画出了一个不产生库存的大蓝图。\n唯品会对供给端和需求端来说，都变得不再必要。\n根据国家统计局数据，去年1-7月，全国纺织服装类零售总额同比下降了17.5%，低于同期社会消费品零售额7.6%的增速。\n疫情过后，在许多服装品牌再次开始为去库存而头疼的时候，“去库存专家”唯品会前两季度却同比营收下降，第三季度营收同比增长只有个位数。\n不仅折扣尾货早已不能支撑电商增长，唯品会本身已经卖不出去折扣尾货了。\n03\n走投无路还是故步自封\n唯品会也不是没有尝试过“破圈”，比如在生鲜电商的风口也上了一会车。\n但多元化业务也没能终止用户数量的下滑，反而烧掉了不少钱。\n18年底，唯品会终于承认了自己好像除了品牌特卖别的都做不好，可是线上品牌特卖又已经涨不动了，唯品会只能试着往线下特卖发展。\n19年下半年开始，“线上Outlets”唯品会开始大规模收购线下奥特莱斯。截至2019年末，公司拥有大约300家线下店、以及200家唯品仓。2020年7月，唯品会收购了有5个欧特莱斯广场在运营中，5个正在规划建设中的杉杉商业。\n\n同时，“特卖之母”还因为“走投无路”成为了“二选一之父”。\n去年9月，社交电商梦饷集团（原爱库存）通过微博发布了一篇称“唯品会明令要求商家不得与爱库存合作”的公告。同时称，遭遇“二选一”之后，爱库存在2020年8-12月受影响商家多达545家，GMV损失超过20.26亿元。\n“二选一”这才被大众所熟知。不过后来电商巨头齐“翻车”，大众也知道了“二选一”并非唯品会原创。\n04\n尾声\n去年9月，唯品会把用了10年之久的标语“一家专门做特卖的网站”，升级成了“品牌特卖，就是超值” —— 轻特卖而重超值。\n毕竟从拼多多模式和巨头争相卖菜来看，“特卖”本身还是颇具竞争力的。\n新的广告片也标志着唯品会已经把目标客户从性别和年龄两个方面进行了扩圈。\n\n而唯品会寻求破圈的另一个形式则是在《三十而已》、《乘风破浪的姐姐》等刷屏的剧集和综艺中花样植入。\n产品转型和无孔不入的广告还是取得了一些效果，去年三季度唯品会的活跃用户同比增长了36%，新、老顾客的留存率都有所提高。\n只是36%用户增长的背后是50%的销售费用增长。\n曾经有投资者形容唯品会“没有梦想，一心只想搞钱”。\n这句话乍看是明贬，再看是暗褒，仔细一看原来是暗贬。什么资本会青睐没有梦想的公司呢？\n唯品会12年赴美上市，大起大落后重回巅峰也只是在200亿美元市值附近横跳，而18年才赴美上市的拼多多市值已经突破了2000亿美元。\n资本不青睐没有想象力的公司，下沉市场不青睐大品牌，政策不青睐不公平竞争，被“一视同仁”的小头头唯品会，比风口浪尖的大头头们难多了。\n虽然高毛利率、高用户粘性一直让它活的不错，但一直盘那群97%复购率下的老用户，终究不会是唯品会唯一的理想。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1500,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":353006259,"gmtCreate":1616427539471,"gmtModify":1616427539471,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗","listText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗","text":"$RLX科技(RLX)$这个价格谁在卖，出不完的货啊，大家都不出不就止跌了吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/353006259","isVote":1,"tweetType":1,"viewCount":3406,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":187725082,"gmtCreate":1623764995646,"gmtModify":1623764995646,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/VIPS\">$唯品会(VIPS)$</a>唯品会现在明显比某东做的好","listText":"<a href=\"https://laohu8.com/S/VIPS\">$唯品会(VIPS)$</a>唯品会现在明显比某东做的好","text":"$唯品会(VIPS)$唯品会现在明显比某东做的好","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/187725082","isVote":1,"tweetType":1,"viewCount":954,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":359773946,"gmtCreate":1616426575985,"gmtModify":1616464002793,"author":{"id":"3567171242986622","authorId":"3567171242986622","name":"猫猫1203","avatar":"https://static.tigerbbs.com/67b028c7c28dc62d7b079817d0ccdb4e","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3567171242986622","authorIdStr":"3567171242986622"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点","listText":"<a href=\"https://laohu8.com/S/RLX\">$RLX科技(RLX)$</a>抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点","text":"$RLX科技(RLX)$抄底抄早了，被埋了，以后这种暴跌的不能碰，别想着反弹能赚几个点","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/359773946","isVote":1,"tweetType":1,"viewCount":1066,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}