{"id":1160,"date":"2022-07-24T12:50:50","date_gmt":"2022-07-24T12:50:50","guid":{"rendered":"https:\/\/bigbobchang.com\/?p=1160"},"modified":"2022-09-06T05:34:03","modified_gmt":"2022-09-06T05:34:03","slug":"when-dtc-brands-stop-advertising","status":"publish","type":"post","link":"https:\/\/bigbobchang.com\/zh\/when-dtc-brands-stop-advertising\/","title":{"rendered":"DTC \u4e4b\u56f0\uff1a\u5e7f\u544a\u505c\u4e86\u4ee5\u540e"},"content":{"rendered":"<p>\u4e00\u76f4\u5f88\u597d\u5947\uff0c\u5e7f\u544a\u505c\u4e86\u4e4b\u540e\uff0c\u4f1a\u53d1\u751f\u4ec0\u4e48\uff1f<br \/>\n\u7b54\u6848\u6216\u8bb8\u5f88\u7b80\u5355\uff0c\u6d41\u91cf\u4e0b\u964d\u3001\u9500\u91cf\u4e0b\u964d\u3002<\/p>\n<figure id=\"attachment_1174\" aria-describedby=\"caption-attachment-1174\" style=\"width: 857px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-1174\" src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/\u6d41\u91cf\u4e0b\u964d\u60c5\u51b5.png\" alt=\"\u6d41\u91cf\u4e0b\u964d\u60c5\u51b5\" width=\"857\" height=\"359\" srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u6d41\u91cf\u4e0b\u964d\u60c5\u51b5.png 857w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u6d41\u91cf\u4e0b\u964d\u60c5\u51b5-300x126.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u6d41\u91cf\u4e0b\u964d\u60c5\u51b5-768x322.png 768w\" sizes=\"(max-width: 857px) 100vw, 857px\" \/><figcaption id=\"caption-attachment-1174\" class=\"wp-caption-text\">Source: Similarweb<\/figcaption><\/figure>\n<p>\u4f46\u662f\u6362\u4e00\u4e2a\u95ee\u6cd5\uff1a\u5e7f\u544a\u4e3b\u80fd\u4e0d\u4f9d\u9760\u5e7f\u544a\u6d3b\u4e0b\u6765\u5417\uff1f<\/p>\n<p><!--more--><\/p>\n<p>\u5728\u7b14\u8005\u89c2\u5bdf\u7684\u4e09\u767e\u591a\u4e2a\u56fd\u5185\u7684\u72ec\u7acb\u7ad9\u6837\u672c\u4e2d\uff0c\u591a\u6570\u7ad9\u70b9\u7684\u6d41\u91cf\u662f\u9760\u4ed8\u8d39\u5e7f\u544a\u652f\u6491\u8d77\u6765\u7684\uff0c\u800c\u4e00\u4e9b\u65b0\u7ad9\u5728 Similarweb \uff08\u7f51\u7ad9\u6d41\u91cf\u5206\u6790\u5de5\u5177\uff09\u4e0a\u57fa\u672c\u6ca1\u6709\u6570\u636e\u3002<\/p>\n<p>\u4ee5\u8dfb\u8eab\u5168\u7403\u72ec\u89d2\u517d\u7b2c\u4e00\u68af\u961f\u7684 <a href=\"https:\/\/bigbobchang.com\/shein-case-study\/\">SHEIN<\/a> \u4e3a\u4f8b\uff0c\u6839\u636e Similarweb \u7684\u6570\u636e\uff084 \u6708\u81f3 6 \u6708\uff0cdesktop), \u5176\u4ed8\u8d39\u641c\u7d22\u5e7f\u544a\u7684\u6d41\u91cf\u5360\u6bd4\u8fdc\u9ad8\u4e8e Zara \u548c H&amp;M, \u4e09\u8005 Paid search \u6d41\u91cf\u5360\u6bd4\u5206\u522b\u4e3a 24.34%\u30012.13%\u30014.98%\u3002\u800c Facebook Ad Library \u7684\u6570\u636e\u663e\u793a\uff0c\u4ec5 SHEIN Official\u00a0 \u8d26\u53f7\u7684\u7684\u5e7f\u544a\u6570\u91cf\u6709 5600 \u6761\uff0c\u800c Zara \u548c H&amp;M \u5206\u522b\u4e3a 1000\uff0c 69\u3002<\/p>\n<p>\u91cd\u5ea6\u4f9d\u8d56\u5e7f\u544a\u83b7\u5ba2\u7684 (DTC) \u54c1\u724c\uff0c\u9762\u5bf9\u65e5\u76ca\u6500\u5347\u7684\u5e7f\u544a\u6210\u672c\u4ee5\u53ca\u56e0 Apple\u00a0 \u653f\u7b56\u201cFacebook \u5e7f\u544a\u5931\u7075\u201d\u7684\u95ee\u9898\uff0c \u8be5\u4f55\u53bb\u4f55\u4ece\uff1f<\/p>\n<h2>\u4f55\u4e3a DTC\uff1f<\/h2>\n<p>2021 \u5e74\uff0cDTC \u5728\u56fd\u5185\u5f88\u662f\u70ed\u95e8\u3002\u4e5f\u6709\u4e0d\u5c11\u54c1\u724c\u83b7\u5f97\u878d\u8d44\u3002\u7b14\u8005\u5728\u300a<a href=\"https:\/\/bigbobchang.com\/amazon-vs-shopify\/\">\u8c08\u4e9a\u9a6c\u900a\u5356\u5bb6\u8f6c\u578b\u72ec\u7acb\u7ad9<\/a>\u300b\u4e00\u6587\u4e2d\u5df2\u4f5c\u8bf4\u660e\u3002<\/p>\n<p>\u4eca\u5e74\u4e0a\u534a\u5e74\uff0c\u56fd\u5185\u4e00\u4e9b\u51fa\u6d77\u54c1\u724c\u5df2\u7ecf\u6ca1\u6709\u4e86\u52a8\u9759\uff1b\u800c\u6d77\u5916\u4e00\u4e9b \u5df2\u7ecfIPO \u7684 DTC \u516c\u53f8\u8d1f\u9762\u65b0\u95fb\u4e0d\u7edd\u4e8e\u8033\u3002\u6bd4\u5982 <a href=\"https:\/\/www.businessinsider.com\/what-it-will-take-for-allbirds-to-be-profitable-2022-6\" target=\"_blank\" rel=\"noopener\">Allbirds<\/a>, <a href=\"https:\/\/techcrunch.com\/2021\/11\/15\/caspers-return-to-private-life-isnt-a-canary-for-dtc-companies-going-public\/\" target=\"_blank\" rel=\"noopener\">Casper<\/a>. <a href=\"https:\/\/www.bloomberg.com\/news\/features\/2022-03-10\/peloton-stock-drop-puts-bike-brand-on-path-to-nowhere\" target=\"_blank\" rel=\"noopener\">Peloton<\/a>.<\/p>\n<p>DTC, direct to consumer, \u76f4\u63a5\u9762\u5411\u6d88\u8d39\u8005\u3002\u501f\u7531\u7535\u5546\u548c\u793e\u5a92\u7684\u5174\u8d77\uff0c\u54c1\u724c\u7ed5\u8fc7\u6279\u53d1\u5546\u3001\u96f6\u552e\u5546\u7b49\u4e2d\u95f4\u73af\u8282\uff0c\u76f4\u63a5\u5411\u7ec8\u7aef\u6d88\u8d39\u8005\u9500\u552e\u4ea7\u54c1\u3001\u670d\u52a1\u3002<\/p>\n<p>\u6709\u7684\u4eba\u5c06 DTC \u7406\u89e3\u4e3a\u72ec\u7acb\u7ad9\/\u54c1\u724c\u5b98\u7f51\u3002<br \/>\n\u4e00\u4e9b\u4e9a\u9a6c\u900a\u5356\u5bb6\u7528 Shopify \u5efa\u7acb\u4e00\u4e2a\u7f51\u7ad9\uff0c\u4fbf\u53eb\u505a DTC\uff0c\u7f54\u987e\u54c1\u724c\u6545\u4e8b\u3001\u7f51\u7ad9\u7528\u6237\u4f53\u9a8c\u3002<\/p>\n<p>\u65e9\u671f\u7684 DTC \u54c1\u724c\u5982 Warby Parker \u548c Casper \u88ab\u79f0\u4e3a\u6570\u5b57\u539f\u751f\u54c1\u724c\uff0c\u5229\u7528\u7f51\u7ad9\u3001App\u3001\u793e\u4ea4\u5a92\u4f53\u6765\u4e0e\u6d88\u8d39\u8005\u6c9f\u901a\uff0c\u901a\u8fc7\u524a\u51cf\u4e2d\u95f4\u5546\u6765\u83b7\u5f97\u5bf9\u4ea7\u54c1\u3001\u8425\u9500\u548c\u83b7\u5ba2\u6210\u672c\u7684\u63a7\u5236\u3002<\/p>\n<p>\u4e0d\u8fc7\uff0cDTC \u4e0d\u518d\u5c40\u9650\u4e8e\u6570\u5b57\u539f\u751f\u54c1\u724c\u3002\u8bb8\u591a\u516c\u53f8\u6452\u5f03\u4e86\u4ec5\u6709\u6570\u5b57\u7684\u6807\u7b7e\uff0c\u5f00\u8bbe\u4e86\u5b9e\u4f53\u5e97\u3002\u5176\u4e2d\u8fd8\u6709\u4e00\u4e9b\u8fd8\u5728\u4e9a\u9a6c\u900a \u6216 Etsy \u7b49\u5e73\u53f0\u4e0a\u9500\u552e\uff0c\u800c\u4e00\u4e9b\u5219\u901a\u8fc7\u6279\u53d1\u6765\u5b9e\u73b0\u5168\u6e20\u9053\u9500\u552e\u3002<\/p>\n<p>\u54c1\u724c\u661f\u7403\u300a\u6d77\u5916DTC\u54c1\u724c\u521b\u65b0\u8d8b\u52bf 2021\u300b\u5c06 DTC \u54c1\u724c\u53d1\u5c55\u5206\u4e3a\u4e09\u4e2a\u9636\u6bb5\uff1a<\/p>\n<ul>\n<li>2015-2010\uff0c \u840c\u82bd\u671f\u3002Shopify, BigCommerce \u7b49 SaaS \u7684\u5174\u8d77\uff0c\u8ba9\u5efa\u7ad9\u7b80\u5355\u65b9\u4fbf\uff0c\u968f\u7740\u7535\u5546\u7684\u53d1\u5c55\u7ea2\u5229\uff0cDTC \u54c1\u724c\u5728\u5229\u57fa\u5e02\u573a\u5feb\u901f\u589e\u957f\u3002<\/li>\n<li>2010-2019\uff0c\u84ec\u52c3\u548c\u6fc0\u8fdb\u671f\u3002\u90e8\u5206 DTC \u54c1\u724c\u8de8\u8d8a\u5355\u4e00\u54c1\u7c7b\u548c\u5355\u4e00\u7ebf\u4e0a\u6a21\u5f0f\u4ee5\u5b9e\u73b0\u6269\u5f20\u3002\u6709\u7684 IPO \u6709\u7684\u88ab\u6536\u8d2d\u3002<\/li>\n<li>2019-\uff0c\u56de\u5f52\u7406\u6027\uff0c\u8c03\u6574\u7b56\u7565\u548c\u76ee\u6807\u3002DTC \u95ee\u9898\u5f00\u59cb\u66b4\u9732\uff1a\u5546\u4e1a\u6a21\u5f0f\u4e0d\u53ef\u6301\u7eed\u3001\u76c8\u5229\u80fd\u529b\u8584\u5f31\u3001\u589e\u957f\u4e4f\u529b\u3002\u75ab\u60c5\u5e26\u6765\u4e86\u673a\u9047\u548c\u6311\u6218\u3002\u884c\u4e1a\u548c\u8d44\u672c\u91cd\u65b0\u5ba1\u89c6 DTC \u4e1a\u52a1\u6a21\u5f0f\u548c\u53d1\u5c55\uff1a\u5982\u4f55\u5b9e\u73b0\u53ef\u6301\u7eed\u7684\u76c8\u5229\u76ee\u6807\u3002<\/li>\n<\/ul>\n<p>InfluencerMarketingHub \u5728 <a href=\"https:\/\/influencermarketinghub.com\/direct-to-consumer-industry\/\" target=\"_blank\" rel=\"noopener\">The State of the Direct-to-Consumer (DTC) Industry \u2013 2022<\/a> \u4e2d\u8ba4\u4e3a\uff0cDTC \u7684\u5d1b\u8d77\u662f\u7531\u56db\u4e2a\u91cd\u8981\u7684\u53d1\u5c55\u63a8\u52a8\u7684\u3002<\/p>\n<ul>\n<li>\u7b2c\u4e00\uff0c Shopify \u751f\u6001\u7cfb\u7edf\u7684\u589e\u957f\uff0c\u4f7f\u5c0f\u578b\u548c\u65b0\u5174\u54c1\u724c\u80fd\u591f\u65e0\u75db\u5730\u5efa\u7acb\u7535\u5b50\u5546\u52a1\u7f51\u7ad9\u3002\u7535\u5b50\u5546\u52a1\u7f51\u7ad9\u65e2\u662f &#8220;\u54c1\u724c&#8221;\uff08\u4f20\u8fbe\u54c1\u724c\u6545\u4e8b\u548c\u4f7f\u547d\u3001\u98ce\u683c\u548c\u4ef7\u503c\u89c2\u7684\u76ee\u7684\u5730\uff09\uff0c\u4e5f\u662f &#8220;\u5546\u5e97&#8221;\uff08\u5c55\u793a\u4ea7\u54c1\u3001\u5b9e\u73b0\u8d2d\u4e70\u4ea4\u6613\u548c\u670d\u52a1\u80fd\u529b\uff09\u3002<\/li>\n<li>\u7b2c\u4e8c\uff0c Facebook \u548c\u5b83\u7684\u793e\u4ea4\u5a92\u4f53\u751f\u6001\u7cfb\u7edf\uff0c\u5b83\u7ed9\u4e86\u5c0f\u54c1\u724c\u4e00\u4e2a\u5e73\u53f0\u6765\u6269\u5927\u6570\u5b57\u8425\u9500\u548c\u6d88\u8d39\u8005\u53c2\u4e0e\uff0c\u800c\u4e0d\u5fc5\u901a\u8fc7\u4ee3\u7406\u673a\u6784\u3001\u51fa\u7248\u5546\u548c\u5176\u4ed6\u4e2d\u4ecb\u673a\u6784\u5de5\u4f5c\u3002<\/li>\n<li>\u7b2c\u4e09\uff0c\u7ecf\u5e38\u88ab\u5ffd\u89c6\u7684\u8fd0\u8f93\u548c\u5c65\u884c\u751f\u6001\u7cfb\u7edf\u3002\u7b2c\u4e09\u65b9\u7269\u6d41\u548c\u6700\u540e\u4e00\u82f1\u91cc\u8fd0\u8f93\u5546\u63d0\u4f9b\u7684\u514d\u8d39\u8fd0\u8f93\u3001\u5f53\u65e5\u4ea4\u4ed8\u548c\u514d\u8d39\u9000\u8d27\u7b49\u5c65\u884c\u4ea7\u54c1\u7684\u6210\u719f\uff0c\u5851\u9020\u4e86 DTC \u54c1\u724c\u7684\u8fd0\u4f5c\u65b9\u5f0f\u3002<\/li>\n<li>\u7b2c\u56db\uff0c\u5e02\u573a\u4e0a\u5bbd\u677e\u7684\u4fe1\u8d37\u6d41\u52a8\u6027\u3002\u4e00\u65b9\u9762\uff0c\u54c1\u724c\u53ef\u4ee5\u83b7\u5f97\u98ce\u9669\u8d44\u672c\u548c\u8d44\u4ea7\u8d1f\u503a\u8868\u5916\u7684\u878d\u8d44\uff0c\u4ee5\u8d44\u52a9\u5176\u4e1a\u52a1\u589e\u957f\u3002\u53e6\u4e00\u65b9\u9762\uff0c\u5728\u7ebf\u6d88\u8d39\u8005\u878d\u8d44\uff0c\u5982 &#8220;\u73b0\u8d2d\u73b0\u4ed8 &#8220;\u8fd0\u52a8\uff0c\u52a0\u901f\u4e86\u6d88\u8d39\u8005\u5bf9\u54c1\u724c\u7684\u91c7\u7528\u3002<\/li>\n<\/ul>\n<p>Nike \u662f DTC \u8f6c\u578b\u7684\u6210\u529f\u6848\u4f8b\u3002\u4e0d\u8fc7\u5f53\u8010\u514b\u7ec8\u6b62\u4e0e\u96f6\u552e\u5546\u7684\u5408\u4f5c\u5173\u7cfb\u65f6\uff0c\u5176\u7ade\u4e89\u5bf9\u624b\u501f\u673a\u5728\u6279\u53d1\u9886\u57df\u53d6\u4ee3\u5176\u5730\u4f4d\u3002\u8be6\u89c1 <a href=\"https:\/\/www.modernretail.co\/retailers\/as-nike-cuts-ties-with-retailers-competitors-look-to-take-its-place-in-wholesale\/\" target=\"_blank\" rel=\"noopener\">Modern Retail<\/a> \u7684\u62a5\u9053\u3002<\/p>\n<figure id=\"attachment_1165\" aria-describedby=\"caption-attachment-1165\" style=\"width: 640px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-1165 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/Nike-Direct-to-Consumer-Sales-Worldwide.png\" alt=\"Nike Direct-to-Consumer Sales Worldwide\" width=\"640\" height=\"586\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/Nike-Direct-to-Consumer-Sales-Worldwide.png 640w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/Nike-Direct-to-Consumer-Sales-Worldwide-300x275.png 300w\" data-sizes=\"(max-width: 640px) 100vw, 640px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 640px; --smush-placeholder-aspect-ratio: 640\/586;\" \/><figcaption id=\"caption-attachment-1165\" class=\"wp-caption-text\">Source: Nike<\/figcaption><\/figure>\n<p>\u300a\u54c8\u4f5b\u5546\u4e1a\u8bc4\u8bba\u300b\u7684 <a href=\"https:\/\/hbr.org\/2021\/11\/how-direct-to-consumer-brands-can-continue-to-grow\" target=\"_blank\" rel=\"noopener\">How Direct-to-Consumer Brands Can Continue to Grow<\/a> \u4e00\u6587\u4e2d\uff0c\u4f5c\u8005\u63d0\u51fa\u4e86\u6301\u7eed\u6210\u529f\u7684\u56db\u4e2a\u539f\u5219\uff1a<\/p>\n<ul>\n<li>Focus on deepening customer relationships, not just making comparisons with competitors.<\/li>\n<li>\u00a0Accompany the customer beyond the initial transaction.<\/li>\n<li>Omnichannel is about value addition, not cost reduction.<\/li>\n<li>Strengthen the core first; consider extensions later.<\/li>\n<\/ul>\n<h2>\u4f55\u4e3a\u5e7f\u544a\uff1f<\/h2>\n<p>\u5f53\u6211\u4eec\u8c08\u5e7f\u544a\u7684\u65f6\u5019\uff0c\u6211\u4eec\u4e5f\u8bb8\u8c08\u7684\u4e0d\u662f\u4e00\u4ef6\u4e8b\u3002<\/p>\n<p>\u5fae\u535a\u3001\u8c46\u74e3\u3001\u77e5\u4e4e\u7684\u5f00\u5c4f\u5e7f\u544a\u3002<br \/>\n\u670b\u53cb\u5708\u7684\u4fe1\u606f\u6d41\u5e7f\u544a\u3001\u5c0f\u7ea2\u4e66\u7684\u8f6f\u6587\u5e7f\u544a\u3002<br \/>\n618\u3001\u53cc11 \u7535\u8111\u53f3\u4e0b\u89d2\u5173\u4e0d\u6389\u7684\u5f39\u7a97\u5e7f\u544a\u3002<br \/>\n\u817e\u8baf\u89c6\u9891\u3001\u7231\u5947\u827a\u91cc\u5f71\u89c6\u7efc\u827a\u8282\u76ee\u7684\u690d\u5165\u5e7f\u544a\u3002<br \/>\n\u5728\u7535\u68af\u3001\u5730\u94c1\u3001\u516c\u4ea4\u3001\u5899\u9762\u4e0a\u65e0\u5904\u4e0d\u5728\u7684\u5e7f\u544a\u3002<br \/>\n&#8230;&#8230;<\/p>\n<p>\u6709\u7684\u5e7f\u544a\u607c\u4eba\u3002<\/p>\n<p>\u6709\u7684\u5e7f\u544a\u201c\u60ca\u4eba\u201d\u3002\u6bd4\u5982\u82f9\u679c\u516c\u53f8\u57281984\u5e74\u8d85\u7ea7\u676f\u671f\u95f4\u63a8\u51fa\u7684<a href=\"https:\/\/www.youtube.com\/watch?v=VtvjbmoDx-I\" target=\"_blank\" rel=\"noopener\">\u5e7f\u544a<\/a>\u3002\u4e00\u4e9b\u4eba\u8ba4\u4e3a\u8fd9\u662f\u6700\u4f1f\u5927\u7684\u7535\u89c6\u5e7f\u544a\u2014\u2014\u5b83\u4e5f\u8fdb\u5165\u4e86\u514b\u91cc\u6b27\u5956\u7684\u540d\u4eba\u5802\u3002\u6bd4\u5982 <a href=\"https:\/\/www.aaaa.org\/timeline-event\/vw-encourages-world-think-small\/\" target=\"_blank\" rel=\"noopener\">Think Small<\/a>, \u5b83\u662f\u5927\u4f17\u6c7d\u8f66\u7532\u58f3\u866b\u5e7f\u544a\u6d3b\u52a8\u4e2d\u6700\u8457\u540d\u7684\u5e7f\u544a\u4e4b\u4e00\uff0c\u5728\u5e7f\u544a\u6559\u7a0b\u4e2d\u90fd\u4f1a\u63d0\u53ca\u3002\u76f8\u4fe1\u4f60\u5728\u7f51\u4e0a\u4e5f\u89c1\u8fc7\u201c\u9a87\u4eba\u201d\u7684\u6cf0\u56fd\u5e7f\u544a\u3002<\/p>\n<figure id=\"attachment_1166\" aria-describedby=\"caption-attachment-1166\" style=\"width: 280px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-1166 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/Think_Small.jpg\" alt=\"Think_Small ads\" width=\"280\" height=\"355\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/Think_Small.jpg 280w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/Think_Small-237x300.jpg 237w\" data-sizes=\"(max-width: 280px) 100vw, 280px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 280px; --smush-placeholder-aspect-ratio: 280\/355;\" \/><figcaption id=\"caption-attachment-1166\" class=\"wp-caption-text\">Source: wikipedia<\/figcaption><\/figure>\n<p>\u5e7f\u544a\u662f\u4e00\u95e8\u5b66\u79d1\u3002<br \/>\n\u5e7f\u544a\u5b66\u662f\u5c06\u5e7f\u544a\u4ee5\u5b66\u672f\u6027\u7684\u65b9\u6cd5\u6765\u6559\u80b2\u548c\u7814\u7a76\u7684\u5b66\u79d1\u3002<\/p>\n<p>\u300a\u5f53\u4ee3\u5e7f\u544a\u5b66\u300b \uff08Contemporary Advertising\uff09\u5bf9\u5e7f\u544a\u7684\u5b9a\u4e49\u4e3a\uff1a\u5e7f\u544a\u662f\u7531\u53ef\u8bc6\u522b\u7684\u51fa\u8d44\u4eba\u901a\u8fc7\u5404\u79cd\u5a92\u4ecb\uff0c\u901a\u5e38\u662f\u6709\u507f\u7684\u3001\u6709\u7ec4\u7ec7\u7684\u3001\u7efc\u5408\u7684\u548c\u975e\u4eba\u5458\u6027\u529d\u670d\u7684\uff0c\u8fdb\u884c\u6709\u5173\u4ea7\u54c1\uff08\u5546\u54c1\u3001\u670d\u52a1\u548c\u89c2\u70b9\uff09\u7684\u4fe1\u606f\u4f20\u64ad\u6d3b\u52a8\u3002<\/p>\n<p>\u6709\u7684\u4eba\u8ba4\u4e3a\u5e7f\u544a\u662f\u827a\u672f\uff0c\u5982\u4e54\u6cbb\u00b7\u8def\u6613\u65af\uff0c\u8457\u6709\u300a\u851a\u84dd\u8be1\u8ba1\u300b\u300a\u5e7f\u544a\u7684\u827a\u672f\u300b\uff0c\u6709\u7684\u4eba\u8ba4\u4e3a\u662f\u79d1\u5b66\uff0c\u5982\u514b\u52b3\u5fb7\u00b7\u970d\u666e\u91d1\u65af\uff0c\u4f5c\u54c1\u6709\u300a\u6211\u7684\u5e7f\u544a\u751f\u6daf\u300b\u548c\u300a\u79d1\u5b66\u7684\u5e7f\u544a\u300b\u3002<\/p>\n<p>\u5c31\u7535\u5546\u51fa\u6d77\u800c\u8a00\uff0c\u5f53\u6211\u4eec\u8c08\u5e7f\u544a\u7684\u65f6\u5019\uff0c\u6211\u4eec\u6307\u7684\u4e3b\u8981\u662f Amazon, Google\uff0cFacebook, TikTok, Pinterest, Snapchat &#8230;\u8fd9\u4e9b\u5e73\u53f0\u4e0a\u7684\u5e7f\u544a\u6295\u653e\u4ee5\u53ca<a href=\"https:\/\/bigbobchang.com\/affiliate-partner-marketing\/\" target=\"_blank\" rel=\"noopener\">\u8054\u76df\u8425\u9500<\/a>\u3001<a href=\"https:\/\/bigbobchang.com\/influencer-marketing-guide\/\" target=\"_blank\" rel=\"noopener\">\u7ea2\u4eba\u8425\u9500<\/a>\u3001\u90ae\u4ef6\u8425\u9500\u7b49\u3002<\/p>\n<p>\u4e5f\u53ef\u4ee5\u6309\u6d41\u91cf\u7c7b\u578b\u5212\u5206\u4e3a\u641c\u7d22\u5e7f\u544a\uff08search)\uff0c\u793e\u4ea4\u5e7f\u544a (social)\uff0c\u5c55\u793a\u5e7f\u544a (display)\uff0cApp \u5e7f\u544a\uff0c\u539f\u751f\u5e7f\u544a (native)\uff0c\u7a0b\u5e8f\u5316\u5e7f\u544a (programmatic) \u7b49\u7b49\u3002<\/p>\n<p>\u54c1\u724c\u5e7f\u544a\u548c\u6548\u679c\u5e7f\u544a\u4e5f\u662f\u5e38\u89c1\u7684\u5206\u7c7b\u3002\u54c1\u724c\u5e7f\u544a\u4ee5\u6811\u7acb\u54c1\u724c\u5f62\u8c61\u3001\u63d0\u5347\u54c1\u724c\u5e02\u573a\u5360\u6709\u7387\u4e3a\u76ee\u7684\uff0c\u800c\u6548\u679c\u5e7f\u544a\u5f3a\u8c03\u9500\u552e\u989d\u3001ROI \u7b49\u6307\u6807\uff0c\u5173\u6ce8\u77ed\u671f\u6210\u6548\u3002<\/p>\n<h2><strong>\u5e7f\u544a\u662f\u5982\u4f55\u8fd0\u4f5c\u7684?<\/strong><\/h2>\n<p>\u5728<a href=\"https:\/\/scholar.google.com\/scholar?hl=en&amp;as_sdt=0%2C5&amp;q=how+advertising+works&amp;btnG=\" target=\"_blank\" rel=\"noopener\">\u8c37\u6b4c\u5b66\u672f<\/a>\u4e0a\u641c\u7d22 &#8220;how advertising works&#8221;, \u7b2c\u4e00\u7bc7\u8bba\u6587\u4e3a\u53d1\u8868\u5728 <em>\u00a0Journal of marketing<\/em> \u7684 How advertising works: what do we really know? \u5f15\u7528\u6b21\u6570\u8fbe\u5230 2116.<\/p>\n<p>\u8bba\u6587\u4f5c\u8005\u56de\u987e\u4e86 250 \u591a\u7bc7\u671f\u520a\u6587\u7ae0\u548c\u4e66\u7c4d\uff0c\u4ee5\u786e\u5b9a\u5982\u4f55\u5e7f\u544a\u662f\u5982\u4f55\u5f71\u54cd\u6d88\u8d39\u8005\u7684\u5373\u5b83\u662f\u5982\u4f55\u8fd0\u4f5c\u7684\u3002<\/p>\n<figure id=\"attachment_1169\" aria-describedby=\"caption-attachment-1169\" style=\"width: 381px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-1169 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/how-advertising-works-framework.png\" alt=\"how advertising works framework\" width=\"381\" height=\"391\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/how-advertising-works-framework.png 381w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/how-advertising-works-framework-292x300.png 292w\" data-sizes=\"(max-width: 381px) 100vw, 381px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 381px; --smush-placeholder-aspect-ratio: 381\/391;\" \/><figcaption id=\"caption-attachment-1169\" class=\"wp-caption-text\">Source: How Advertising Works: What Do We Really Know?<\/figcaption><\/figure>\n<p>\u4f5c\u8005\u63d0\u51fa\uff0c\u5e7f\u544a\u6548\u679c\u7684\u7814\u7a76\u5e94\u5728\u4ee5\u60c5\u611f\u3001\u8ba4\u77e5\u548c\u4f53\u9a8c\u4e09\u4e2a\u7ef4\u5ea6\u3002<br \/>\n\u5e7f\u544a\u5728\u5176\u4e2d\u7684\u5b9a\u4f4d\u5e94\u8be5\u7531\u80cc\u666f\u51b3\u5b9a\uff0c\u5b83\u53cd\u6620\u4e86\u5e7f\u544a\u7684\u76ee\u6807\u591a\u6837\u6027\u3001\u4ea7\u54c1\u7c7b\u522b\u3001\u7ade\u4e89\u5bf9\u6570\uff0c\u4ea7\u54c1\u751f\u547d\u5468\u671f\u7684\u9636\u6bb5\uff0c\u4ee5\u53ca\u76ee\u6807\u5e02\u573a\u7b49\u3002<\/p>\n<p>\u5b66\u672f\u7814\u7a76\u53ef\u80fd\u6666\u6da9\u96be\u61c2\u3002\u6211\u4eec\u4e5f\u53ef\u4ee5\u901a\u8fc7\u6362\u4f4d\u601d\u8003\u2014\u2014\u4ece\u6d88\u8d39\u8005\u7684\u89d2\u5ea6\u6765\u8ba4\u8bc6\u5e7f\u544a\u3002<\/p>\n<p>\u9762\u5bf9\u5e7f\u544a\u523a\u6fc0\u7684\u65f6\u5019\uff0c\u6211\u4eec\u6709\u65f6\u5019\u89c6\u800c\u4e0d\u89c1\uff0c\u6709\u610f\u8bc6\u7684\u6216\u8005\u65e0\u610f\u8bc6\u7684\u3002\u56de\u60f3\u4e0b\uff0c\u6709\u54ea\u4e9b\u7ecf\u5178\u5e7f\u544a\u4f60\u662f\u94ed\u8bb0\u4e8e\u5fc3\u7684\uff1f<\/p>\n<figure id=\"attachment_1170\" aria-describedby=\"caption-attachment-1170\" style=\"width: 781px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-1170 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/\u6d88\u8d39\u8005\u611f\u77e5\u8fc7\u7a0b.png\" alt=\"\u6d88\u8d39\u8005\u611f\u77e5\u8fc7\u7a0b\" width=\"781\" height=\"263\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u6d88\u8d39\u8005\u611f\u77e5\u8fc7\u7a0b.png 781w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u6d88\u8d39\u8005\u611f\u77e5\u8fc7\u7a0b-300x101.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u6d88\u8d39\u8005\u611f\u77e5\u8fc7\u7a0b-768x259.png 768w\" data-sizes=\"(max-width: 781px) 100vw, 781px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 781px; --smush-placeholder-aspect-ratio: 781\/263;\" \/><figcaption id=\"caption-attachment-1170\" class=\"wp-caption-text\">Souce:\u300a\u5f53\u4ee3\u5e7f\u544a\u5b66\u300b<\/figcaption><\/figure>\n<p>\u4e3a\u4ec0\u4e48\u6709\u7684\u5e7f\u544a\u4e00\u76f4\u91cd\u590d\uff1f\u56e0\u4e3a\u91cd\u590d\u6709\u52a9\u4e8e\u8bb0\u5fc6\u3002<\/p>\n<p>\u4e00\u4e9b\u5e7f\u544a\u91c7\u7528\u6000\u65e7\u7b56\u7565\uff0c\u4e00\u4e9b\u5e7f\u544a\u4f7f\u7528\u201c\u6050\u5413\u201d\u624b\u6bb5\uff0c\u4e00\u4e9b\u5e7f\u544a\u5229\u7528\u201c\u7a00\u7f3a\u201d\u6548\u5e94&#8230;&#8230;\u6d88\u8d39\u8005\u884c\u4e3a\u5b66\u4e5f\u662f\u4e00\u95e8\u5b66\u95ee\u3002<\/p>\n<p>\u4e0d\u8fc7\uff0c\u6b63\u5982 Advertising Assocation \u5728 <a href=\"https:\/\/adassoc.org.uk\/credos\/how-does-advertising-work\/\" target=\"_blank\" rel=\"noopener\">How does advertising work?<\/a> \u7ed3\u5c3e\u6240\u8a00\uff0c\u5bf9\u4e8e\u5e7f\u544a\u5982\u4f55\u8fd0\u4f5c\u7684\u95ee\u9898\uff0c\u8fd8\u6ca1\u6709\u4e00\u4e2a\u7b80\u5355\u7684\u3001\u57fa\u4e8e\u8bc1\u636e\u7684\u7b54\u6848\u3002<\/p>\n<h2>\u54c1\u724c\u505c\u6b62\u5e7f\u544a\u4f1a\u53d1\u751f\u4ec0\u4e48\uff1f<\/h2>\n<p>The Journal of Advertising Research \u7684\u4e00\u4efd<a href=\"https:\/\/www.marketingscience.info\/when-brands-stop-advertising\/\" target=\"_blank\" rel=\"noopener\">\u7814\u7a76\u62a5\u544a<\/a>\u7ed9\u51fa\u7684\u7b54\u6848\u53ef\u4ee5\u53c2\u8003\u3002<\/p>\n<p>\u5927\u591a\u6570\u505c\u6b62\u5e7f\u544a\u7684\u54c1\u724c\u7684\u9500\u552e\u989d\u90fd\u6709\u6240\u4e0b\u964d\uff0c\u800c\u4e14\u968f\u7740\u54c1\u724c\u505c\u6b62\u5e7f\u544a\u7684\u65f6\u95f4\u8d8a\u957f\uff0c\u4e0b\u964d\u7684\u5e45\u5ea6\u4e5f\u8d8a\u5927\u3002\u4e00\u4e2a\u91cd\u8981\u7684\u4f8b\u5916\u662f\u90a3\u4e9b\u5728\u5173\u95ed\u5e7f\u544a\u4e4b\u524d\u5c31\u5df2\u7ecf\u662f\u5927\u578b\u7684\u3001\u6210\u957f\u4e2d\u7684\u54c1\u724c\uff1b\u8fd9\u4e9b\u6210\u957f\u4e2d\u7684\u5927\u578b\u54c1\u724c\u5728\u6ca1\u6709\u5927\u4f17\u5a92\u4f53\u5e7f\u544a\u7684\u60c5\u51b5\u4e0b\uff0c\u5f80\u5f80\u80fd\u4fdd\u6301\u4e0a\u5347\u7684\u52bf\u5934\uff08\u5728\u67d0\u4e9b\u60c5\u51b5\u4e0b\u751a\u81f3\u5728\u4e24\u5e74\u540e\uff09\u3002<\/p>\n<p>\u5728\u505c\u6b62\u5e7f\u544a\u7684\u8fc7\u7a0b\u4e2d\uff0c\u6d88\u8d39\u8005\u53ef\u80fd\u4f1a\u88ab\u7ade\u4e89\u5bf9\u624b\u7684\u5e7f\u544a\u6240\u5438\u5f15\uff0c\u6216\u8005\u5173\u952e\u54c1\u724c\u8054\u60f3\u4f1a\u88ab\u524a\u5f31\uff0c\u56e0\u6b64\u4ed6\u4eec\u4e0d\u592a\u53ef\u80fd\u60f3\u5230\u4f60\uff0c\u7279\u522b\u662f\u8f7b\u5ea6\u4e70\u5bb6\u3002<\/p>\n<p>\u91cd\u8981\u53d1\u73b0\uff1a<\/p>\n<ul>\n<li>\u5f53\u54c1\u724c\u505c\u6b62\u5e7f\u544a\u5ba3\u4f20\u4e00\u5e74\u6216\u66f4\u957f\u65f6\u95f4\u540e\uff0c\u6211\u4eec\u53d1\u73b0\u9500\u552e\u989d\u5f80\u5f80\u5728\u505c\u6b62\u540e\u9010\u5e74\u4e0b\u964d\uff08\u5e73\u5747\u800c\u8a00\uff0c\u4e00\u5e74\u540e\u9500\u552e\u989d\u4e0b\u964d16%\uff0c\u4e24\u5e74\u540e\u4e0b\u964d25%\uff09\u3002<\/li>\n<li>\u5bf9\u4e8e\u90a3\u4e9b\u5728\u505c\u6b62\u5e7f\u544a\u4e4b\u524d\u5c31\u5df2\u7ecf\u5728\u4e0b\u964d\u7684\u54c1\u724c\u6765\u8bf4\uff0c\u4e0b\u964d\u7684\u901f\u5ea6\u662f\u6700\u5feb\u7684\u3002<\/li>\n<li>\u54c1\u724c\u89c4\u6a21\u4e5f\u5f88\u91cd\u8981\u3002\u5c0f\u54c1\u724c\u901a\u5e38\u6bd4\u5927\u54c1\u724c\u906d\u53d7\u66f4\u5927\u7684\u4e0b\u964d\u3002<\/li>\n<li>\u8f83\u5927\u7684\u6210\u957f\u578b\u54c1\u724c\u5728\u5e7f\u544a\u505c\u6b62\u540e\u7684\u4e00\u5230\u4e24\u5e74\u5185\u5f80\u5f80\u4f1a\u7ee7\u7eed\u589e\u957f\uff0c\u800c\u5c0f\u578b\u6210\u957f\u578b\u54c1\u724c\u7684\u9500\u552e\u8d8b\u52bf\u5f88\u5feb\u5c31\u4f1a\u9006\u8f6c\u3002<\/li>\n<\/ul>\n<p>\u4f5c\u8005\u4e4b\u4e00\u7684 Byron Sharp \u8457\u6709 <em>How Brands Grows<\/em> \u4e00\u4e66\uff0c\u4e66\u4e2d\u4e00\u53cd\u4f20\u7edf\u7684\u8425\u9500\u7406\u8bba\u3002\u6839\u636e Byron \u7684\u89c2\u70b9\uff0c\u5e7f\u544a\u6240\u505a\u7684\u4e00\u5207\u5c31\u662f\u589e\u52a0\u54c1\u724c\u7684 &#8220;\u5fc3\u7406\u53ef\u7528\u6027&#8221;\uff1a\u663e\u8457\u6027\uff0c\u6216\u8005\u8bf4\u8111\u6d77\u4e2d\u7684\u9996\u8981\u610f\u8bc6\u3002<\/p>\n<figure id=\"attachment_1175\" aria-describedby=\"caption-attachment-1175\" style=\"width: 652px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-1175 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/how-brands-grow-cn.png\" alt=\"how brands grow-cn\" width=\"652\" height=\"593\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/how-brands-grow-cn.png 652w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/how-brands-grow-cn-300x273.png 300w\" data-sizes=\"(max-width: 652px) 100vw, 652px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 652px; --smush-placeholder-aspect-ratio: 652\/593;\" \/><figcaption id=\"caption-attachment-1175\" class=\"wp-caption-text\">Source: How Brands Grow<\/figcaption><\/figure>\n<h2>DTC \u4f55\u89e3\uff1f<\/h2>\n<p>\u89c2\u5bdf\u56fd\u5185\u7684\u5934\u90e8\u51fa\u6d77\u5546\u5bb6\u7684\u72ec\u7acb\u7ad9\uff0c\u4e00\u4e9b\u7ad9\u70b9\u7f51\u7ad9\u6d41\u91cf\u4e0b\u964d\u4e0d\u5c11\u3002<\/p>\n<figure id=\"attachment_1173\" aria-describedby=\"caption-attachment-1173\" style=\"width: 792px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-1173 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/\u56fd\u5185\u72ec\u7acb\u7ad9\u6d41\u91cf\u4e0b\u964d.jpg\" alt=\"\u56fd\u5185\u72ec\u7acb\u7ad9\u6d41\u91cf\u4e0b\u964d\" width=\"792\" height=\"522\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u56fd\u5185\u72ec\u7acb\u7ad9\u6d41\u91cf\u4e0b\u964d.jpg 792w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u56fd\u5185\u72ec\u7acb\u7ad9\u6d41\u91cf\u4e0b\u964d-300x198.jpg 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/07\/\u56fd\u5185\u72ec\u7acb\u7ad9\u6d41\u91cf\u4e0b\u964d-768x506.jpg 768w\" data-sizes=\"(max-width: 792px) 100vw, 792px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 792px; --smush-placeholder-aspect-ratio: 792\/522;\" \/><figcaption id=\"caption-attachment-1173\" class=\"wp-caption-text\">Source: BobzNotes<\/figcaption><\/figure>\n<p>\u6d41\u91cf\u4e0b\u964d\u7684\u539f\u56e0\u5927\u6982\u7387\u662f\u5e7f\u544a\u6295\u653e\u7684\u91cf\u5c11\u4e86\uff0c\u4e5f\u6709\u53ef\u80fd\u662f\u7528\u6237\u9700\u6c42\u51cf\u5c11\u3002\u800c Cupshe \u7684\u5927\u5e45\u589e\u957f\u591a\u5f52\u529f\u4e8e\u590f\u5b63\u6cf3\u88c5\u7684\u70ed\u9500\u3002<\/p>\n<p>\u636e<a href=\"https:\/\/www.businessinsider.com\/digital-ad-prices-are-skyrocketing-in-2022-2\" target=\"_blank\" rel=\"noopener\"> Insider<\/a> \u62a5\u9053\uff0c \u8425\u9500\u4eba\u5458\u6b63\u5728\u4e3a\u6570\u5b57\u5e7f\u544a\u652f\u4ed8\u66f4\u591a\u7684\u8d39\u7528\u3002<\/p>\n<ul>\n<li><strong>Facebook<\/strong>. \u6839\u636e Measured\u7684\u6570\u636e\uff0cFacebook CPM \u540c\u6bd4\u589e\u957f 39%\uff0c\u5e74\u521d\u81f3\u4eca\u589e\u957f 33%\u30024 \u6708\u4efd Facebook \u5e7f\u544a\u7684\u5e73\u5747 CPM \u4e3a16\u7f8e\u5143\uff0c\u800c\u53bb\u5e74\u540c\u671f\u4e3a 11 \u7f8e\u5143\u3002Meta \u516c\u53f8\u9884\u8ba1\u4eca\u5e74\u5c06\u56e0\u82f9\u679c\u516c\u53f8\u7684\u5e7f\u544a\u8ddf\u8e2a\u53d8\u5316\u800c\u53d7\u5230 100 \u4ebf\u7f8e\u5143\u635f\u5931\u3002<\/li>\n<li><strong>Google<\/strong>. \u6839\u636e AudienceX \u7684\u6570\u636e\uff0c2022 \u5e74\u7b2c\u4e00\u5b63\u5ea6\u641c\u7d22\u5e7f\u544a\u7684 CPC \u540c\u6bd4\u589e\u957f\u4e8612%\u3002YouTube\u7684 CPM \u5728 4\u6708\u4efd \u540c\u6bd4\u589e\u957f\u4e86 36%\u3002\u6839\u636e Measured \u7684\u6570\u636e\uff0c4\u6708\u4efd\u7684\u5e73\u5747 CPM \u4e3a 13 \u7f8e\u5143\u3002<\/li>\n<li><strong>Amazon<\/strong>.\u00a0 \u6839\u636e Teikametrics \u7684\u6570\u636e\uff0c3\u6708\u4efd\u4e9a\u9a6c\u900a\u5e7f\u544a\u7684\u5e73\u5747 CPC\u4e3a 72 \u7f8e\u5206\uff0c\u6bd4\u53bb\u5e74\u540c\u671f\u7684 62 \u7f8e\u5206\u6709\u6240\u4e0a\u5347; AudienceX\u79f0\uff0c\u4e9a\u9a6c\u900a\u7684\u7a0b\u5e8f\u5316\u5e7f\u544a\u4ef7\u683c\u540c\u6bd4\u589e\u957f 7%\uff0c\u5e73\u5747 CPM\u4e3a 9.5 \u7f8e\u5143\u3002<\/li>\n<li><strong>TikTok<\/strong>. Measured \u53d1\u73b0\uff0cTikTok \u7684 CPM \u57284\u6708\u4efd\u5e73\u5747\u4e3a 8 \u7f8e\u5143\uff0c\u6bd4\u53bb\u5e74\u540c\u671f\u7684 5 \u7f8e\u5143\u6709\u6240\u4e0a\u5347\u3002<\/li>\n<\/ul>\n<p>\u636e<a href=\"https:\/\/www.cnbc.com\/2022\/03\/14\/the-direct-to-consumer-craze-is-slamming-into-reality.html\" target=\"_blank\" rel=\"noopener\"> CNBC \u62a5\u9053<\/a>\uff0c\u5bf9\u5e02\u503c\u8d85\u8fc7 8 \u4ebf\u7f8e\u5143\u7684 DTC \u4e0a\u5e02\u516c\u53f8\u7684\u5206\u6790\u53d1\u73b0\uff0c\u51e0\u4e4e\u6240\u6709\u8fd9\u4e9b\u516c\u53f8\u90fd\u5728\u9762\u4e34\u6536\u5165\u840e\u7f29\u3001\u5229\u6da6\u7f29\u6c34\u3001\u4e8f\u635f\u5931\u63a7\u95ee\u9898\u3002\u8fd9\u4e9b\u516c\u53f8\u57282022 \u5e74\u603b\u5171\u635f\u5931\u4e86\u6570\u5341\u4ebf\u7f8e\u5143\u7684\u5e02\u503c\u3002Allbirds\u3001Hims and Hers\u3001Peloton\u3001Revolve\u3001StitchFix\u3001Warby Parker \u90fd\u5728\u8fc7\u53bb\u4e00\u5e74\u7684\u8d22\u62a5\u4e2d\u516c\u5e03\u4e86\u5927\u5e45\u4e8f\u635f\u3001\u5229\u6da6\u7387\u7f29\u51cf\u3002<\/p>\n<p>DTC \u54c1\u724c\u5df2\u7ecf\u6539\u53d8\u4e86\u4e1a\u52a1\u65b9\u5f0f\u548c\u8425\u9500\u7b56\u7565\u3002<\/p>\n<h3><strong>DTC \u54c1\u724c\u53bb DTC\u00a0<\/strong><\/h3>\n<p>\u9500\u552e\u6e20\u9053\u4e0a\uff0c\u5b9e\u4f53\u5e97\u3001\u4e9a\u9a6c\u900a\u548c\u7ebf\u4e0b\u96f6\u552e\u6279\u53d1\u662f\u62d3\u5c55\u7528\u6237\u7684\u91cd\u8981\u6e20\u9053\u3002<\/p>\n<p>&#8220;\u6570\u5b57\u539f\u751f &#8220;\u7684 DTC \u54c1\u724c\u9996\u5148\u5c06\u81ea\u5df1\u9650\u5236\u5728\u81ea\u5df1\u7684\u7f51\u7ad9\u4e0a\u3002\u7136\u540e\uff0c\u6f14\u53d8\u6210\u4ecd\u7531\u54c1\u724c\u62e5\u6709\u548c\u7ecf\u8425\u7684\u9009\u62e9\u6027\u5e97\u9762\uff0c\u73b0\u5728\u53c8\u6f14\u53d8\u6210\u5141\u8bb8\u4ed6\u4eba\u9500\u552e\u4ea7\u54c1\u3002BMO\u8d44\u672c\u5e02\u573a\u7684\u80a1\u7968\u7814\u7a76\u603b\u7ecf\u7406 Simeon Siegel \u8bf4\uff0c&#8221;<a href=\"https:\/\/www.businessinsider.com\/dtc-brands-wholesale-partnerships-are-key-on-path-to-profitability-2022-4\" target=\"_blank\" rel=\"noopener\">\u8fd9\u662f\u53bb DTC \u65f6\u4ee3<\/a>&#8220;\u3002<\/p>\n<p><a href=\"https:\/\/www.wsj.com\/articles\/the-pandemic-was-supposed-to-push-all-shopping-online-it-didnt-11650081652\" target=\"_blank\" rel=\"noopener\">WSJ \u62a5\u9053<\/a>\uff0c\u6d88\u8d39\u8005\u6b63\u5728\u7f51\u4e0a\u548c\u7ebf\u4e0b\u8d2d\u7269\u4e4b\u95f4\u627e\u5230\u4e00\u4e2a\u65b0\u7684\u5e73\u8861\u3002\uff0c\u5728 2020 \u5e74\u7b2c\u4e8c\u5b63\u5ea6\uff0c\u7531\u4e8e\u5c45\u5bb6\u653f\u7b56\uff0c\u7f8e\u56fd\u96f6\u552e\u4e1a\u7ebf\u4e0a\u4efd\u989d\u6fc0\u589e\u8d85\u8fc7\u56db\u4e2a\u767e\u5206\u70b9\uff0c\u8fbe\u5230 15.7%\uff0c\u5230 2021 \u5e74\u7b2c\u56db\u5b63\u5ea6\uff0c\u8fd9\u4e00\u4efd\u989d\u5df2\u964d\u81f3 12.9%\uff0c\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u4e60\u60ef\u5927\u81f4\u56de\u5230\u4e86\u75ab\u60c5\u524d\u7684\u8d8b\u52bf\u3002<\/p>\n<p>DTC \u5e8a\u4e0a\u7528\u54c1\u54c1\u724c Brooklinen\uff0c\u8ba1\u5212\u4eca\u5e74\u5c06\u5e97\u9762\u6570\u91cf\u589e\u52a0\u4e09\u500d\uff0c2023\u5e74\u518d\u589e\u52a0\u4e00\u500d\u3002\u9996\u5e2d\u6267\u884c\u5b98\u517c\u8054\u5408\u521b\u59cb\u4eba Rich Fulop \u8bf4\uff0c\u76ee\u6807\u662f\u52302024 \u5e74\u7ecf\u8425 25 \u81f3 30 \u5bb6\u5546\u5e97\u3002<\/p>\n<p>Harry&#8217;s\u4e8e 2016 \u5e74\u8fdb\u5165Target\uff0c\u4e3a Native \u548c Quip \u7b49\u8bb8\u591a DTC \u7b2c\u4e00\u54c1\u724c\u94fa\u5e73\u4e86\u9053\u8def\uff0c\u8fd9\u4e9b\u54c1\u724c\u5c06\u8ddf\u968f\u8fd9\u5bb6\u5243\u987b\u5200\u521d\u521b\u516c\u53f8\u8fdb\u5165\u5927\u5356\u573a\u3002Dollar Shave Club \u4e8e 2020 \u5e74\u5e95\u624d\u5f00\u59cb\u6279\u53d1\u4e1a\u52a1\u3002<\/p>\n<p>DTC \u54c1\u724c\u5fc5\u987b\u627f\u8ba4\u4e9a\u9a6c\u900a\u6240\u62e5\u6709\u7684\u5de8\u5927\u7684<a href=\"https:\/\/www.modernretail.co\/platforms\/amazon-briefing-dtc-brands-are-slowly-warming-up-to-amazon\/\" target=\"_blank\" rel=\"noopener\">\u7535\u5b50\u5546\u52a1\u529b\u91cf<\/a>\u2014\u2014\u5360\u7f8e\u56fd\u6240\u6709\u7535\u5b50\u5546\u52a1\u768425%\u3002\u968f\u7740\u5e7f\u544a\u3001\u8fd0\u8f93\u6210\u672c\u7684\u4e0a\u5347\uff0c\u8bb8\u591a<a href=\"https:\/\/www.businessinsider.com\/dtc-brands-sell-on-amazon-amid-rising-customer-acquisition-costs-2022-6#:~:text=DTC%20brands%2C%20such%20as%20Caraway,tricky%20to%20navigate%2C%20experts%20say.\" target=\"_blank\" rel=\"noopener\">\u54c1\u724c\u6b63\u5728\u8f6c\u5411\u4e9a\u9a6c\u900a\u5bfb\u6c42\u6536\u5165\u548c\u65b0\u5ba2\u6237<\/a>\u3002\u6bd4\u5982 Caraway\u6b63\u5728\u5411\u4e9a\u9a6c\u900a\u6295\u5165\u66f4\u591a\u8d44\u6e90<\/p>\n<p>\u4e9a\u9a6c\u900a\u65b0\u63a8\u51fa <a href=\"https:\/\/www.marketplacepulse.com\/articles\/amazons-dtc-master-plan\" target=\"_blank\" rel=\"noopener\">Buy With Prime \u529f\u80fd<\/a>\uff0c\u5373\u8ba9\u5546\u5bb6\u901a\u8fc7\u81ea\u5df1\u7684\u7f51\u7ad9\u5728\u4e9a\u9a6c\u900a\u4e0a\u9500\u552e\uff0c\u540c\u65f6\u5229\u7528\u4e9a\u9a6c\u900a\u7684\u5c65\u7ea6\u670d\u52a1\uff0c\u4e5f\u6210\u4e3a \u5438\u5f15 DTC \u54c1\u724c\u7684\u8bf1\u4eba\u65b9\u5f0f\u3002<\/p>\n<h3><strong>DTC \u54c1\u724c\u8c03\u6574\u5e7f\u544a\u7b56\u7565<\/strong><\/h3>\n<p>\u5e7f\u544a\u6295\u653e\u4e0a\uff0cFacebook \uff08\u5305\u62ec Instagram\uff09\u4f9d\u7136\u662f\u91cd\u8981\u7684\u9009\u62e9\u3002<\/p>\n<p>\u636e <a href=\"https:\/\/digiday.com\/marketing\/marketing-briefing-why-marketers-pivoting-to-brand-awareness-are-rethinking-their-advertising-on-facebook-and-instagram\/\" target=\"_blank\" rel=\"noopener\">Digiday \u7684\u91c7\u8bbf<\/a>, \u4e00\u4e9b\u8425\u9500\u4eba\u5458\u6b63\u5728\u91cd\u65b0\u8c03\u6574\u4ed6\u4eec\u5bf9 Facebook \u548cInstagram\u4e0a\u7684\u5e7f\u544a\u7684\u601d\u8003\u65b9\u5f0f\uff0c\u65e8\u5728\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\uff0c\u800c\u4e0d\u662f\u53ea\u5173\u6ce8\u9500\u552e\u3002<\/p>\n<p>\u6709\u7684\u5546\u5bb6\u9009\u62e9\u5c06 Facebook \u4f5c\u4e3a\u4e00\u4e2a\u7535\u5b50\u90ae\u4ef6\u83b7\u53d6\u6e20\u9053\uff0c\u800c\u4e0d\u662f\u4e00\u4e2a\u5355\u4e00\u7684\u8f6c\u6362\u6e20\u9053\u6765\u5229\u7528\u2014\u2014\u901a\u8fc7\u5e7f\u544a\u83b7\u5f97\u7528\u6237\u90ae\u7bb1\uff0c\u7136\u540e\u901a\u8fc7 EDM \u8f6c\u5316\u4e3a\u4ed8\u8d39\u5ba2\u6237\u3002<\/p>\n<p>\u4e00\u4e9b\u5546\u5bb6\u5c06\u76ee\u5149\u6295\u5411\u4e86 TikTok. \u5e74\u8f7b\u7684 DTC \u54c1\u724c\u5f80\u5f80\u9996\u5148\u53d1\u5e03\u4e00\u5806\u89c6\u9891\uff0c\u5f04\u6e05\u695a\u54ea\u79cd\u7c7b\u578b\u7684\u5185\u5bb9\u6700\u6709\u53ef\u80fd\u5728 TikTok \u4e0a\u53d6\u5f97\u6210\u529f\uff0c\u7136\u540e\u6295\u5165\u4ed8\u8d39\u8d39\u7528\u5728 TikTok \u4e0a\u63a8\u5e7f\u8fd9\u4e9b\u89c6\u9891\u2014\u2014\u65e0\u8bba\u662f\u5728 TikTok\u4e0a\uff0c\u8fd8\u662f\u901a\u8fc7\u5176\u4ed6\u6570\u5b57\u5e73\u53f0\u3002<\/p>\n<p>August \u7684\u8054\u5408\u521b\u59cb\u4eba Nadya Okamoto \u544a\u8bc9 <a href=\"https:\/\/www.modernretail.co\/startups\/dtc-briefing-for-newly-launched-startups-tiktok-has-become-the-place-to-find-customers\/\" target=\"_blank\" rel=\"noopener\">Modern Retail<\/a>, \u867d\u7136August \u73b0\u5728\u6bcf\u6708\u5728 TikTok \u4e0a\u6295\u5165\u51e0\u5343\u7f8e\u5143\uff0c\u4f46\u516c\u53f8\u4e3b\u8981\u4f7f\u7528\u8c37\u6b4c\u5e7f\u544a\u6765\u91cd\u65b0\u5b9a\u4f4d\u90a3\u4e9b\u5728 TikTok \u4e0a\u53d1\u73b0 August \u5e76\u968f\u540e\u641c\u7d22\u5230\u8be5\u54c1\u724c\u7684\u4eba\u3002&#8221;TikTok\u6700\u597d\u7684\u4e00\u70b9\u662f\uff0c\u5b83\u5e2e\u52a9\u6211\u4eec\u5efa\u7acb\u4e86\u4e00\u4e2a\u5f3a\u5927\u7684\u7535\u5b50\u90ae\u4ef6\u548c\u77ed\u4fe1\u5217\u8868\u3002&#8221;<\/p>\n<p>\u56fd\u5185\u7684\u51fa\u6d77\u5546\u5bb6\u5728\u63a8\u5e7f\u4e0a\uff0c\u5404\u4e2a\u6e20\u9053\u5206\u5de5\u660e\u786e\uff0c\u63a8\u5e7f\u4eba\u5458\u8003\u6838\u6307\u6807\u662f\u9500\u552e\u989d\u548c ROI\uff0c\u5229\u7528\u5e7f\u544a\u83b7\u53d6\u7528\u6237\u90ae\u4ef6\u518d\u8fdb\u884c EDM \u7684\u6574\u5408\u8425\u9500\u4f30\u8ba1\u9c9c\u6709\u5c1d\u8bd5\u2014\u2014\u9500\u552e\u5982\u4f55\u5f52\u56e0\uff1f<\/p>\n<h2>\u603b\u7ed3<\/h2>\n<p>\u5f53\u5e7f\u544a\u505c\u4e86\u4ee5\u540e\uff0c\u6d88\u8d39\u8005\u8fd8\u8bb0\u5f97\u4f60\u7684\u54c1\u724c\u5417\uff1f<br \/>\n\u6709\u4e9b\u5e7f\u544a\uff0c\u591a\u5e74\u540e\u8fd8\u4f1a\u6709\u4eba\u8bb0\u5f97\uff0c\u8c13\u4e4b\u7ecf\u5178\u3002<\/p>\n<h3>\u63a8\u8350\u9605\u8bfb<\/h3>\n<p><strong>\u8bfe\u7a0b<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.coursera.org\/learn\/role-of-advertising\/home\/welcome\" target=\"_blank\" rel=\"noopener\">Coursera<\/a> | Advertising and Society by Duke University<\/li>\n<li><a href=\"https:\/\/www.coursera.org\/learn\/integrated-marketing-communications\/home\/welcome\" target=\"_blank\" rel=\"noopener\">Coursera<\/a> | Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more by IE Business School<\/li>\n<\/ul>\n<p><strong>\u64ad\u5ba2<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.theverge.com\/22174582\/decoder-podcast-interview-cadillac-cmo-melissa-grady-advertising\" target=\"_blank\" rel=\"noopener\">The Verge<\/a> | Cadillac\u2019s CMO on how tech is reshaping advertising<\/li>\n<li><a href=\"https:\/\/uncensoredcmo.com\/s3\/43\" target=\"_blank\" rel=\"noopener\">Uncensored CMO<\/a> | How Brands Grow &#8211; Byron Sharp, Ehrenberg-Bass Institute<\/li>\n<\/ul>\n<p><strong>\u6587\u7ae0<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.peoplevsalgorithms.com\/p\/ecommerce-myths\" target=\"_blank\" rel=\"noopener\">People vs Algorithms<\/a>\u00a0| Ecommerce Myths<\/li>\n<li><a href=\"https:\/\/www.modernretail.co\/startups\/dtc-briefing-how-the-growth-playbook-for-todays-dtc-brands-has-changed\/\" target=\"_blank\" rel=\"noopener\">Modern Retail<\/a> | How the growth playbook for today\u2019s DTC brands has changed<\/li>\n<li><a href=\"https:\/\/www.modernretail.co\/startups\/dtc-briefing-the-new-rules-of-wholesale\/\" target=\"_blank\" rel=\"noopener\">Modern Retail<\/a> | The new rules of wholesale<\/li>\n<li>BoF | <a href=\"https:\/\/www.businessoffashion.com\/articles\/retail\/wholesale-strategy-fashion-brands\/\" target=\"_blank\" rel=\"noopener\">How to Navigate the Return of Wholesale<\/a><\/li>\n<li><a href=\"https:\/\/www.businessinsider.com\/dtc-brands-sell-on-amazon-amid-rising-customer-acquisition-costs-2022-6#:~:text=DTC%20brands%2C%20such%20as%20Caraway,tricky%20to%20navigate%2C%20experts%20say.\" target=\"_blank\" rel=\"noopener\">Insider<\/a> | Direct-to-consumer brands are selling on Amazon after years of avoiding the e-commerce giant.<\/li>\n<li><a href=\"https:\/\/adassoc.org.uk\/credos\/how-does-advertising-work\/\" target=\"_blank\" rel=\"noopener\">Advertising Association<\/a> | How does advertising work<\/li>\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/advertising\" target=\"_blank\" rel=\"noopener\">Hubspot<\/a> | The Ultimate Guide to Advertising in 2022<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u4e00\u76f4\u5f88\u597d\u5947\uff0c\u5e7f\u544a\u505c\u4e86\u4e4b\u540e\uff0c\u4f1a\u53d1\u751f\u4ec0\u4e48\uff1f \u7b54\u6848\u6216\u8bb8\u5f88\u7b80\u5355\uff0c\u6d41\u91cf\u4e0b\u964d\u3001\u9500\u91cf\u4e0b\u964d\u3002 \u4f46\u662f\u6362\u4e00\u4e2a\u95ee\u6cd5\uff1a\u5e7f\u544a\u4e3b\u80fd\u4e0d\u4f9d\u9760\u5e7f\u544a\u6d3b\u4e0b\u6765\u5417\uff1f<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[37,1],"tags":[34,33],"class_list":["post-1160","post","type-post","status-publish","format-standard","hentry","category-amazon-deal","category-affiliate-marketing","tag-branding","tag-dtc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DTC \u4e4b\u56f0\uff1a\u5e7f\u544a\u505c\u4e86\u4ee5\u540e - BobzNotes<\/title>\n<meta name=\"description\" content=\"\u9762\u5bf9\u7740\u65e5\u76ca\u4e0a\u5347\u7684\u5e7f\u544a\u6210\u672c\uff0c DTC \u54c1\u724c\u8be5\u505a\u4f55\u9009\u62e9\uff1f\u5f00\u8bbe\u5b9e\u4f53\u5e97\uff1f\u8f6c\u5411\u4e9a\u9a6c\u900a\uff1f\u5165\u9a7b Target \u7b49\u7ebf\u4e0b\u5356\u573a\uff1f TikTok \u503c\u5f97\u505a\u5417\uff1f\u5e7f\u544a\u505c\u4e86\u4e4b\u540e\u600e\u4e48\u529e\uff1f\u7528\u6237\u662f\u5982\u4f55\u8ba4\u8bc6\u7406\u89e3\u5e7f\u544a\u7684\uff1f\u9605\u8bfb\u672c\u6587\u4e86\u89e3\u7b54\u6848......\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bigbobchang.com\/zh\/when-dtc-brands-stop-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DTC \u4e4b\u56f0\uff1a\u5e7f\u544a\u505c\u4e86\u4ee5\u540e - BobzNotes\" \/>\n<meta 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content=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/07\/Nike-Direct-to-Consumer-Sales-Worldwide.png\" \/>\n<meta name=\"author\" content=\"BobzNotesCN\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"BobzNotesCN\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/bigbobchang.com\/zh\/when-dtc-brands-stop-advertising\/\",\"url\":\"https:\/\/bigbobchang.com\/zh\/when-dtc-brands-stop-advertising\/\",\"name\":\"DTC \u4e4b\u56f0\uff1a\u5e7f\u544a\u505c\u4e86\u4ee5\u540e - 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