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2022年新零售行业年度策略报告：解构“人货场”掘金新成长-211209（105页）.pdf
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在品牌出海的大环境下，具有“强品牌+强运营+强产品矩阵”的龙头跨境电商公司有望实现强者恒强。从品牌端来看，随着可支配收入水平的提高，消费者愈加重视产品的品牌和使用体验，产品品牌化趋势不断强化，电商由“制造出海”逐步转型为“品牌出海”。龙头品牌通过抢占客户心理定位形成品牌认知，再通过品牌口碑催生流量，形成客户粘性以迭代销售；从运营端来看，部分大品牌通过建设全球化仓储物流体系以强化自身运营能力，以解决运输效率不高、清关慢等传统行业痛点；从产品端看，行业龙头努力打造具有强品牌力的产品矩阵满足消费者多元化需求。与前期粗放式发展不同，当前市场下龙头企业会以产品赋能品牌，再以品牌反哺产品，形成业绩增长的核心驱动力。
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2022年新零售行业年度策略报告：解构“人货场”掘金新成长-211209（105页）.pdf
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2026-07-30
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