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會員制電商生命力在哪里

時間:2019-05-16 10:36:50  來源:  作者:
      社交電商再次顯示出蓬勃的生命力。會員電商平臺“云集”日前登陸納斯達克,開盤價13.42美元,較11.00美元發行價漲22%。截至首日收盤,云集報收于14.15美元,漲幅28.64%,市值達30.87億美元。

  盡管從募資額來看,云集最多募資1.39億美元,與阿里巴巴、京東這樣的電商大佬們相比似乎不值一提,但招股說明書披露的數據卻讓人頗為驚訝。

  云集2016年、2017年、2018年的GMV(成交總額)分別為18億元、96億元和227億元。相比2017年,其2018年的GMV同比增速高達136.46%,3年完成的總訂單量分別達到1350萬、7580萬和1.53億。云集付費會員數量也從2016年的90萬增長到2018年的740萬,且用戶復購率高達93.6%。截至今年3月底,云集付費會員數已經達到900萬。

  會員制電商的生命力到底在哪里?云集創始人、CEO肖尚略表示,最近幾年,社交電商和基于人工智能的社會化推薦電商成長都很快,比如云集和拼多多就都屬于社交驅動和AI驅動電商形態。“不過與拼多多不同,拼多多提供的商品和服務多來自中小賣家,云集更像亞馬遜、天貓、京東,即直接由品牌和品牌一級代理商提供商品和服務。”換句話說,云集的商品以自營為主。

  會員制的特點就是以價格和服務優勢換取用戶黏性。云集供應商德爾瑪創始人蔡鐵強就表示,“會員制的能量超乎想象,我們去年在云集有7個爆品,一共賣了5億元,其中一款搖搖杯10小時就賣了10萬個。”

  縱觀國內外市場,很多會員制企業均取得了成功。比如,美國著名連鎖零售超市好市多(Costco)從上世紀80年代就開始推行會員制。其2018年財報顯示,Costco在全球范圍內有9430萬會員,2018財年,會員費收入31.4億美元。這意味著,其31.3億美元的凈利潤幾乎全部來自會員收費。在電商平臺方面,2005年亞馬遜率先推出會員制度Prime,至今已累積會員用戶數量超過1億。在國內,2015年10月份,京東推出PLUS會員服務,成為國內第一家推行會員制的電商平臺;2016年底,唯品會推出超級VIP;2018年8月份,阿里巴巴也推出了88VIP會員。

  “近幾年社交電商賽道越發擁擠,云集要開辟新戰場,最佳辦法就是會員制。”云集電子商務研究中心主任曹磊如是表示。數據顯示,今年第一季度,全國網上零售額為22379億元,同比增長15.3%,雖然增速仍高于社會消費品零售總額,可增幅已有所放緩。隨著網民數量增長紅利減弱,從爭取新用戶轉向保持用戶黏性已成為電商平臺的必然選擇,這也是國內電商平臺紛紛推出會員制的原因所在。

  達能紐迪希亞中國區總經理周志剛也表示,作為跨國企業,品牌商也必須學會適應中國電商市場,不斷把握電商市場的變化趨勢。

  不過,僅有會員制還不夠。曹磊說,云集模式具有強供應鏈、精選、用戶黏性高和社交裂變4大特征。“社交電商不能輕商品重社交,一些社交電商稀釋了平臺的品控能力,反而丟失了電商的根基,忘記了消費者的核心訴求依然是商品。”

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