Blue Yonder：D2C模式：CPG制造的新前沿（中译版）（15页）.pdf

1、Mastering D2CThe Next Frontier for CPG ManufacturersThe new challenge facing consumer products companies?Creating a direct-to-consumer sales channel that drives increased shopper loyalty,greater profitability and sustainable growth.ContentsA New Era for CPG Brands.3The Solution:Direct-to-Consumers.4

2、So What Exactly Is D2C?.6A Challenging Proposition.7Five Key D2C Capabilities.9Blue Yonders Order Management&Fulfillment.10Blue Yonders Unique Strength:Connecting the Front and Back Ends.12Direct-to-Consumer Sales Are Fueling Supply-Chain Tech Growth.13D2C Success Stories:Enabled by Blue Yonder.14Co

3、ntact Us.152023 Blue Yonder Group,Inc.All rights reserved.2A New Era for CPG BrandsAcross all industries,companies have been presented with significant new challenges and consumer products goods(CPG)companies have been hit particularly hard.While sudden demand shifts and inventory issues wreaked imm

4、ediate havoc on their supply chains,a longer-term impact has been the erosion of consumers brand loyalty.Today many CPG companies are scrambling to re-establish the close shopper relationships and brand preferences they spent years,or even decades,carefully cultivating.How exactly did we get here?Al

5、most overnight,as shoppers were barred from entering physical stores,the traditional“browse and buy”experience disappeared.While consumers had explored e-commerce prior to 2020,suddenly it was the only option available,creating a significant shift in their purchasing behaviors.Previous subconscious

6、filters of the digital shopping experience like brand familiarity and comfort-through-repetition disappeared,along with leisurely browsing.Instead,online shopping turned into a practical,everyday experience driven by factors like low price and fast delivery,in which product brand mattered less and l