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安踏私域流水占比將超20%
時(shí)間：2022-02-25 11:55:32
文章發(fā)布：小妖
原創(chuàng)作者：未知
來(lái)源：見(jiàn)實(shí)

見(jiàn)實(shí)科技：44萬(wàn)從業(yè)者的私域智庫(kù)」

方正證券于日前發(fā)布了一份上市公司安踏體育的研報(bào)，其中提到：2025年時(shí)，安踏私域流水占比將達(dá)20%以上，有效會(huì)員數(shù)量至1.2億，會(huì)員復(fù)購(gòu)率40%。其旗下品牌FILA也預(yù)計(jì)在2025年時(shí)線上占比達(dá)40%。

這一數(shù)據(jù)部分重提2021年7月分析師會(huì)議時(shí)安踏高管所說(shuō)預(yù)測(cè)，查詢當(dāng)時(shí)資料，安踏高管表示未來(lái)兩年投入4個(gè)億提升數(shù)字化，未來(lái)五年會(huì)員翻倍到1.2億，2023年商品復(fù)購(gòu)率提升到75%。DTC占整體70%，線上流水年復(fù)合30%+，數(shù)字化是DTC變革底層驅(qū)動(dòng)力等。

DTC所指（Direct To Customer的縮寫，意為“直接面對(duì)消費(fèi)者的營(yíng)銷模式”），業(yè)界多認(rèn)為是私域的下一步，也是行業(yè)公認(rèn)的用戶運(yùn)營(yíng)方向。

而這份研報(bào)，其實(shí)條縷清晰指出了品牌面對(duì)私域、DTC時(shí)可見(jiàn)的直觀變化，和需要進(jìn)行的調(diào)整。

如，一是，毛利增加，2021年上半年安踏品牌毛利率提升11.2個(gè)點(diǎn)至 52.8%；二是，安踏存貨和營(yíng)收貿(mào)易賬款周轉(zhuǎn)天數(shù)降至28天，而行業(yè)平均水平為117天。但要持續(xù)高增，至少有三個(gè)組合變化，或更長(zhǎng)遠(yuǎn)的變化值得同步考慮調(diào)整和布局：

一是，公私域組合+IP投入。

不論是研報(bào)還是公開(kāi)資料顯示，都可見(jiàn)安踏正嘗試通過(guò)全員零售、門店直播、KOL種草等方式進(jìn)行引流提升成交率。其FILA品牌也在發(fā)力線上渠道，除了在天貓、京東等平臺(tái)開(kāi)設(shè)店鋪，并大力拓展直播電商、社交電商等玩法，和私域流量相結(jié)合。這是公私域結(jié)合的基礎(chǔ)策略。

大熱的北京2022冬奧會(huì)上，安踏作為其官方贊助商，簽約了2022北京冬奧會(huì)15個(gè)賽項(xiàng)中的12支中國(guó)隊(duì)。并憑借谷愛(ài)凌、武大靖等運(yùn)動(dòng)健兒取得的優(yōu)異成績(jī)多次登上社交熱搜榜。這即是IP的玩法。

有數(shù)據(jù)顯示，安踏在微博、抖音、快手、微信等社交平臺(tái)矩陣總曝光量達(dá)127.5億、總閱讀量157.5 億、總視頻播放量7.7 億、總點(diǎn)擊量2494.8W、總互動(dòng)量1582.8W，總增粉量160.4W。且今年以來(lái)，安踏股價(jià)上漲達(dá)11.32%，而同期多數(shù)體育運(yùn)動(dòng)股票處于下跌走勢(shì)。

從方正證券預(yù)測(cè)來(lái)看，安踏在2021-2023年或?qū)?shí)現(xiàn)營(yíng)收497.1/612.1/732.2億元， 同比增長(zhǎng)40.0%/23.1%/19.6%。這些都給私域流水占比的進(jìn)一步提升提供了相對(duì)確定性的內(nèi)部因素。

二是，DTC大戰(zhàn)略。

安踏從2020年即開(kāi)始DTC改革和數(shù)字化轉(zhuǎn)型。當(dāng)時(shí)安踏在3500家門店開(kāi)展混合運(yùn)營(yíng)模式。到2021年上半年，安踏已建立完整的DTC模式、零售流程及運(yùn)營(yíng)標(biāo)準(zhǔn)，品牌運(yùn)營(yíng)效率提升。

研報(bào)中簡(jiǎn)要提及了安踏進(jìn)行的部分組織調(diào)整，如“建立了供應(yīng)鏈平臺(tái)、零售管理平臺(tái)及數(shù)字化平臺(tái)三大共享平臺(tái)，用于促進(jìn)多品牌間的協(xié)同合作，提高公司運(yùn)營(yíng)效率”，和“安踏DTC轉(zhuǎn)型與零售業(yè)務(wù)規(guī)模擴(kuò)張導(dǎo)致員工人數(shù)增加，2021年上半年員工成本比率達(dá)14.4%，員工成本同比增長(zhǎng)49.8%”等。

一家公司之所以能快速推進(jìn)DTC及私域相關(guān)策略，一定會(huì)涉及其背后的管理者和組織架構(gòu)。去年大部分走在私域探索前沿的企業(yè)都意識(shí)到，私域是絕對(duì)的一把手工程。因?yàn)樗接蚝笃诳赡芊催^(guò)來(lái)影響和優(yōu)化企業(yè)原有組織架構(gòu)和不同部門資源的重新整合，這都需要獲取企業(yè)一把手的全力支持。因此，安踏的這些調(diào)整值得深聊和關(guān)注。

三是，研發(fā)投入。

安踏計(jì)劃未來(lái)五年投入超40億元研發(fā)成本，研發(fā)費(fèi)用率多維持在2.5%左右。公開(kāi)資料顯示，這些費(fèi)用多圍繞女子運(yùn)動(dòng)、兒童產(chǎn)品、年輕消費(fèi)、家庭成員等關(guān)鍵私域人群的相應(yīng)系列產(chǎn)品。及材料、跑步和籃球等核心品類上。

在私域中見(jiàn)實(shí)團(tuán)隊(duì)很少提及和討論研發(fā)，但需要強(qiáng)調(diào)的是，在塑造用戶忠誠(chéng)度方面，研發(fā)具有不可替代的作用。這不僅僅是國(guó)潮崛起、全民健身意識(shí)加強(qiáng)就可解釋。DTC的一大核心，也是根據(jù)核心用戶需求推出對(duì)應(yīng)產(chǎn)品，這要研發(fā)做基礎(chǔ)。

從私域推進(jìn)程度來(lái)看，安踏線上線下融合的公私域打法已基本成型，基本可總結(jié)為“自有私域渠道+小B+會(huì)員+公域傳統(tǒng)電商”。除自有網(wǎng)站、微信公眾號(hào)、微博、抖音等多平臺(tái)拓展新用戶和訂單轉(zhuǎn)化外，還包括全員零售、門店直播、KOL 種草等舉措。但私域是一系列變革的開(kāi)始，流水占比提升則是自然結(jié)果。從未來(lái)看，會(huì)有越來(lái)越多上市公司重點(diǎn)傾斜私域乃至DTC，流水占比也會(huì)越來(lái)越高。

【 見(jiàn)實(shí)大調(diào)研】

一家頭部服裝品牌告訴見(jiàn)實(shí)，他們?cè)谕瑫r(shí)使用好幾家服務(wù)商的私域工具，并探索出了最適合自己品牌的私域工具組合，如用A服務(wù)商的某個(gè)引流工具+B服務(wù)商的某個(gè)社群運(yùn)營(yíng)工具。


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