李顺的个人主页 - 老虎社区

李顺

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IP属地：浙江

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0勋章

2021-07-02

$滴滴(DIDI)$自己人也搞自己人有本事审查一下特斯拉苹果

2020-10-15

$蔚来(NIO)$被甩下车了[流泪] [流泪] [流泪] [流泪]

2021-09-09

一个没有信用的人哪怕有想法也没多少人会相信他$Faraday Future(FFIE)$

2021-08-16

$唯品会(VIPS)$大哥我已经被中丐搞破产了

2021-06-07

拼多多又假又骗屁事没有

【异动】唯品会跌超9%，或受“售假风波”影响

2021-07-30

$富途控股(FUTU)$中概股还有救吗

2021-03-05

要股灾吗$台积电(TSM)$

2020-08-18

$科尔士百货(KSS)$什么鬼哦发季报明明好于预期结果还大跌

2021-08-17

$富途控股(FUTU)$这次是往死里整了

2021-06-07

$唯品会(VIPS)$什么鬼跌的怎么惨

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屁事没有","listText":"拼多多又假又骗&nbsp; 屁事没有","text":"拼多多又假又骗 屁事没有","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":3,"repostSize":0,"link":"https://laohu8.com/post/114516928","repostId":"2140476951","repostType":2,"repost":{"id":"2140476951","kind":"news","pubTimestamp":1623078785,"share":"https://www.laohu8.com/m/news/2140476951?lang=zh_CN&edition=full","pubTime":"2021-06-07 23:13","market":"us","language":"zh","title":"【异动】唯品会跌超9%，或受“售假风波”影响","url":"https://stock-news.laohu8.com/highlight/detail?id=2140476951","media":"极客网","summary":"6月7日，唯品会盘中跌超9%，近日，唯品会关联公司广州唯品会零售有限公司新增一条行政处罚，处罚原因是涉嫌存在销售质量不合格的女士大衣，被罚款1008.8元。千余元对于一个市值超过140亿美元的企业来说","content":"<p>6月7日，唯品会盘中跌超9%，近日，<a href=\"https://laohu8.com/S/VIPS\">唯品会</a>关联公司广州唯品会零售有限公司新增一条行政处罚，处罚原因是涉嫌存在销售质量不合格的女士大衣，被罚款1008.8元。千余元对于一个市值超过140亿美元的企业来说可谓不痛不痒，但在“售假风波”尚未完全平息之前，这样的行政处罚对于品牌声誉无疑是雪上加霜。<img src=\"https://static.tigerbbs.com/a0368100db95351a3006c40dbe4a720f\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"><img src=\"https://static.tigerbbs.com/5b91d785c5d7b038b93395de9ed67a4c\" tg-width=\"630\" tg-height=\"252\" referrerpolicy=\"no-referrer\"></p><p>黑猫投诉上，关于唯品会的关键词已经高达15000千条，其中多为“售假”“拒绝发货”等。对于以“正品特卖”为标签的唯品会来说，频繁的负面新闻已经消磨了用户的信任度。</p><p>资本市场率先做出了选择，特别是“Gucci腰带”的罗生门，直接导致唯品会市值缩水超80亿人民币。当商品面临真假质疑时，价格也无法成为必胜优势，加之多元化业务屡屡受挫，增长面临天花板，唯品会的故事还要如何继续？</p><p><b>收入增速放缓，营销侵蚀利润率</b></p><p>根据唯品会发布的2021年第一季度财报显示，在该季度其营收同比增长51%达到284亿元，毛利润同比增长54.7%为56亿元，归属于股东的净利润增长125.7%为15亿元。这些足够亮眼的数据也意味着唯品会已经连续34个季度实现盈利。</p><p>财报可圈可点，但资本市场却给出了截然相反的答案。业绩报发出后股价大幅下行，这点与唯品会对二季度的业绩展望不无关系。据预测2021年第二季度唯品会的总营收区间在289亿元到301亿元，不及市场预期的305.7亿元。</p><p>同时唯品会的营收增速在放缓。看似年年上涨的收入实际上已经进入了疲软期。从2016年到2020年，其营收增速分别为40.8%、28.84%、15.93%、10.02%和9.5%，增幅降到个位数，市场预期跟不上，赚钱的故事要怎么继续讲下去？</p><p>在月活方面，唯品会一季度活跃用户达4580万，同比增长54%。从公司自身来看或许还不错，但这样的增长几乎依赖于营销费用的疯狂投入。</p><p>今年一季度唯品会的营销费用为13亿元，同比增长200%，占该季度净收入总额的4.6%。在各大综艺平台上，其实随处可见唯品会的广告植入。针对飙涨的营销费用，唯品会CEO沈亚表示，“哪怕市场费用大点，也要跑得快点。”</p><p>营销费用加大对于财务数据的影响也是明显的，首当其冲的就是毛利率。该季度唯品会的毛利率为19.7%，不及市场预期的20.5%，与上年19.2%的数据相比增长也并不明显。从全年数据看，唯品会2020年营销费用为42亿元，同比增长28.9%。</p><p>季度划分上，2020年对应的月活用户增速分别为-0.37%、7%、36%、37%，2020Q1季度因为疫情的影响，唯品会的营销费用同比下降47.25%，仅为4.12亿元。从第三季度开始，唯品会加大市场投入，包括手机预装、电视剧植入、直播短视频等多渠道投放，与此同时其对应的月活也在上升。</p><p>也就是说现有的用户月活是靠营销费用堆砌的，但这也并非长久之计。除了传统的电商平台外，<a href=\"https://laohu8.com/S/DYIN\">抖音</a>、快手等平台也在积极搭配电商体系以实现闭环生长，除了增量挖掘唯品会也应该关注存量市场的运营。</p><p><b>始于特卖，困于特卖</b></p><p>唯品会的壮大得益“特卖”模式，着眼于服装行业的库存痛点。与传统清库存的模式不同，唯品会直接连接客户和用户，把市场放在了三四线城市。“正品+特卖”刺激了用户的购买欲望，也让唯品会成长为一个以服饰为核心的垂直类电商平台。</p><p>但从基因里带出来的缺陷也是很明显的。比起综合类电商平台，垂直电商品类少，吸引力不够，流量获取的成本就高。其次特卖模式的可复制性强，电商平台相继开设特卖专场，都会对唯品会产生冲击。</p><p>对于商家来说，低价促销对于品牌的伤害是很大的，没有一个品牌愿意自己的商品给消费者一个低价购买的印象，否则很容易形成低价依赖。这也加大了品牌商对于供应链的把控程度，留给库存的机会也越来越小。</p><p>唯品会不是没有想过出圈，但最终的结果也有目共睹。为了降成本，放弃品骏快递，且把能砍的项目都砍了，再次聚焦于“特卖”。如何多元化发展让故事变得更性感成为了横亘在唯品会面前的难题。</p><p><b>转寻“他经济”，能否成第二增长曲线</b></p><p>从风靡的炒鞋到男性化妆潮，消费的升级也带来了“他经济”的崛起。艾媒咨询的数据显示早在2019年中国男装市场的销售额就已经达到了7369.0亿元。</p><p>从唯品会的数据上，就可见其对“他经济”的购买力。比如<a href=\"https://laohu8.com/S/02331\">李宁</a>品牌的国潮汉甲系列运动鞋就曾引发热衷潮鞋的男性客群抢购。</p><p>沈亚表示，“男装、运动户外、3C电子产品等品类，带来了男装和运动度呈指数的增长。”2020纸巾唯品会男性用户相关订单数同比增长超80%。</p><p>挖掘男性的消费潜力，对唯品会的增长需求也显得至关重要。但从根本上来说，唯品会的客户群体还是以女性为主，男性用户群体的占比较低，短时间内还无法支撑唯品会的体量。</p>","source":"jkw","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>【异动】唯品会跌超9%，或受“售假风波”影响</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; 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color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n【异动】唯品会跌超9%，或受“售假风波”影响\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-06-07 23:13 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202106040848357c101ad0&s=b><strong>极客网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>6月7日，唯品会盘中跌超9%，近日，唯品会关联公司广州唯品会零售有限公司新增一条行政处罚，处罚原因是涉嫌存在销售质量不合格的女士大衣，被罚款1008.8元。千余元对于一个市值超过140亿美元的企业来说可谓不痛不痒，但在“售假风波”尚未完全平息之前，这样的行政处罚对于品牌声誉无疑是雪上加霜。黑猫投诉上，关于唯品会的关键词已经高达15000千条，其中多为“售假”“拒绝发货”等。对于以“正品特卖”为标签...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202106040848357c101ad0&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/8c4cd7712c75cd06d9344cb8d687270e","relate_stocks":{"VIPS":"唯品会"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202106040848357c101ad0&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2140476951","content_text":"6月7日，唯品会盘中跌超9%，近日，唯品会关联公司广州唯品会零售有限公司新增一条行政处罚，处罚原因是涉嫌存在销售质量不合格的女士大衣，被罚款1008.8元。千余元对于一个市值超过140亿美元的企业来说可谓不痛不痒，但在“售假风波”尚未完全平息之前，这样的行政处罚对于品牌声誉无疑是雪上加霜。黑猫投诉上，关于唯品会的关键词已经高达15000千条，其中多为“售假”“拒绝发货”等。对于以“正品特卖”为标签的唯品会来说，频繁的负面新闻已经消磨了用户的信任度。资本市场率先做出了选择，特别是“Gucci腰带”的罗生门，直接导致唯品会市值缩水超80亿人民币。当商品面临真假质疑时，价格也无法成为必胜优势，加之多元化业务屡屡受挫，增长面临天花板，唯品会的故事还要如何继续？收入增速放缓，营销侵蚀利润率根据唯品会发布的2021年第一季度财报显示，在该季度其营收同比增长51%达到284亿元，毛利润同比增长54.7%为56亿元，归属于股东的净利润增长125.7%为15亿元。这些足够亮眼的数据也意味着唯品会已经连续34个季度实现盈利。财报可圈可点，但资本市场却给出了截然相反的答案。业绩报发出后股价大幅下行，这点与唯品会对二季度的业绩展望不无关系。据预测2021年第二季度唯品会的总营收区间在289亿元到301亿元，不及市场预期的305.7亿元。同时唯品会的营收增速在放缓。看似年年上涨的收入实际上已经进入了疲软期。从2016年到2020年，其营收增速分别为40.8%、28.84%、15.93%、10.02%和9.5%，增幅降到个位数，市场预期跟不上，赚钱的故事要怎么继续讲下去？在月活方面，唯品会一季度活跃用户达4580万，同比增长54%。从公司自身来看或许还不错，但这样的增长几乎依赖于营销费用的疯狂投入。今年一季度唯品会的营销费用为13亿元，同比增长200%，占该季度净收入总额的4.6%。在各大综艺平台上，其实随处可见唯品会的广告植入。针对飙涨的营销费用，唯品会CEO沈亚表示，“哪怕市场费用大点，也要跑得快点。”营销费用加大对于财务数据的影响也是明显的，首当其冲的就是毛利率。该季度唯品会的毛利率为19.7%，不及市场预期的20.5%，与上年19.2%的数据相比增长也并不明显。从全年数据看，唯品会2020年营销费用为42亿元，同比增长28.9%。季度划分上，2020年对应的月活用户增速分别为-0.37%、7%、36%、37%，2020Q1季度因为疫情的影响，唯品会的营销费用同比下降47.25%，仅为4.12亿元。从第三季度开始，唯品会加大市场投入，包括手机预装、电视剧植入、直播短视频等多渠道投放，与此同时其对应的月活也在上升。也就是说现有的用户月活是靠营销费用堆砌的，但这也并非长久之计。除了传统的电商平台外，抖音、快手等平台也在积极搭配电商体系以实现闭环生长，除了增量挖掘唯品会也应该关注存量市场的运营。始于特卖，困于特卖唯品会的壮大得益“特卖”模式，着眼于服装行业的库存痛点。与传统清库存的模式不同，唯品会直接连接客户和用户，把市场放在了三四线城市。“正品+特卖”刺激了用户的购买欲望，也让唯品会成长为一个以服饰为核心的垂直类电商平台。但从基因里带出来的缺陷也是很明显的。比起综合类电商平台，垂直电商品类少，吸引力不够，流量获取的成本就高。其次特卖模式的可复制性强，电商平台相继开设特卖专场，都会对唯品会产生冲击。对于商家来说，低价促销对于品牌的伤害是很大的，没有一个品牌愿意自己的商品给消费者一个低价购买的印象，否则很容易形成低价依赖。这也加大了品牌商对于供应链的把控程度，留给库存的机会也越来越小。唯品会不是没有想过出圈，但最终的结果也有目共睹。为了降成本，放弃品骏快递，且把能砍的项目都砍了，再次聚焦于“特卖”。如何多元化发展让故事变得更性感成为了横亘在唯品会面前的难题。转寻“他经济”，能否成第二增长曲线从风靡的炒鞋到男性化妆潮，消费的升级也带来了“他经济”的崛起。艾媒咨询的数据显示早在2019年中国男装市场的销售额就已经达到了7369.0亿元。从唯品会的数据上，就可见其对“他经济”的购买力。比如李宁品牌的国潮汉甲系列运动鞋就曾引发热衷潮鞋的男性客群抢购。沈亚表示，“男装、运动户外、3C电子产品等品类，带来了男装和运动度呈指数的增长。”2020纸巾唯品会男性用户相关订单数同比增长超80%。挖掘男性的消费潜力，对唯品会的增长需求也显得至关重要。但从根本上来说，唯品会的客户群体还是以女性为主，男性用户群体的占比较低，短时间内还无法支撑唯品会的体量。","news_type":1,"symbols_score_info":{"VIPS":0.9}},"isVote":1,"tweetType":1,"viewCount":4481,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":114594500,"gmtCreate":1623078681000,"gmtModify":1623078681000,"author":{"id":"3546848583414527","authorId":"3546848583414527","name":"李顺","avatar":"https://static.tigerbbs.com/0f96a2308b080f359744784d02b6e67c","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3546848583414527","authorIdStr":"3546848583414527"},"themes":[],"htmlText":"<a 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src=\"https://static.tigerbbs.com/5b91d785c5d7b038b93395de9ed67a4c\" tg-width=\"630\" tg-height=\"252\" referrerpolicy=\"no-referrer\"></p><p>黑猫投诉上，关于唯品会的关键词已经高达15000千条，其中多为“售假”“拒绝发货”等。对于以“正品特卖”为标签的唯品会来说，频繁的负面新闻已经消磨了用户的信任度。</p><p>资本市场率先做出了选择，特别是“Gucci腰带”的罗生门，直接导致唯品会市值缩水超80亿人民币。当商品面临真假质疑时，价格也无法成为必胜优势，加之多元化业务屡屡受挫，增长面临天花板，唯品会的故事还要如何继续？</p><p><b>收入增速放缓，营销侵蚀利润率</b></p><p>根据唯品会发布的2021年第一季度财报显示，在该季度其营收同比增长51%达到284亿元，毛利润同比增长54.7%为56亿元，归属于股东的净利润增长125.7%为15亿元。这些足够亮眼的数据也意味着唯品会已经连续34个季度实现盈利。</p><p>财报可圈可点，但资本市场却给出了截然相反的答案。业绩报发出后股价大幅下行，这点与唯品会对二季度的业绩展望不无关系。据预测2021年第二季度唯品会的总营收区间在289亿元到301亿元，不及市场预期的305.7亿元。</p><p>同时唯品会的营收增速在放缓。看似年年上涨的收入实际上已经进入了疲软期。从2016年到2020年，其营收增速分别为40.8%、28.84%、15.93%、10.02%和9.5%，增幅降到个位数，市场预期跟不上，赚钱的故事要怎么继续讲下去？</p><p>在月活方面，唯品会一季度活跃用户达4580万，同比增长54%。从公司自身来看或许还不错，但这样的增长几乎依赖于营销费用的疯狂投入。</p><p>今年一季度唯品会的营销费用为13亿元，同比增长200%，占该季度净收入总额的4.6%。在各大综艺平台上，其实随处可见唯品会的广告植入。针对飙涨的营销费用，唯品会CEO沈亚表示，“哪怕市场费用大点，也要跑得快点。”</p><p>营销费用加大对于财务数据的影响也是明显的，首当其冲的就是毛利率。该季度唯品会的毛利率为19.7%，不及市场预期的20.5%，与上年19.2%的数据相比增长也并不明显。从全年数据看，唯品会2020年营销费用为42亿元，同比增长28.9%。</p><p>季度划分上，2020年对应的月活用户增速分别为-0.37%、7%、36%、37%，2020Q1季度因为疫情的影响，唯品会的营销费用同比下降47.25%，仅为4.12亿元。从第三季度开始，唯品会加大市场投入，包括手机预装、电视剧植入、直播短视频等多渠道投放，与此同时其对应的月活也在上升。</p><p>也就是说现有的用户月活是靠营销费用堆砌的，但这也并非长久之计。除了传统的电商平台外，<a href=\"https://laohu8.com/S/DYIN\">抖音</a>、快手等平台也在积极搭配电商体系以实现闭环生长，除了增量挖掘唯品会也应该关注存量市场的运营。</p><p><b>始于特卖，困于特卖</b></p><p>唯品会的壮大得益“特卖”模式，着眼于服装行业的库存痛点。与传统清库存的模式不同，唯品会直接连接客户和用户，把市场放在了三四线城市。“正品+特卖”刺激了用户的购买欲望，也让唯品会成长为一个以服饰为核心的垂直类电商平台。</p><p>但从基因里带出来的缺陷也是很明显的。比起综合类电商平台，垂直电商品类少，吸引力不够，流量获取的成本就高。其次特卖模式的可复制性强，电商平台相继开设特卖专场，都会对唯品会产生冲击。</p><p>对于商家来说，低价促销对于品牌的伤害是很大的，没有一个品牌愿意自己的商品给消费者一个低价购买的印象，否则很容易形成低价依赖。这也加大了品牌商对于供应链的把控程度，留给库存的机会也越来越小。</p><p>唯品会不是没有想过出圈，但最终的结果也有目共睹。为了降成本，放弃品骏快递，且把能砍的项目都砍了，再次聚焦于“特卖”。如何多元化发展让故事变得更性感成为了横亘在唯品会面前的难题。</p><p><b>转寻“他经济”，能否成第二增长曲线</b></p><p>从风靡的炒鞋到男性化妆潮，消费的升级也带来了“他经济”的崛起。艾媒咨询的数据显示早在2019年中国男装市场的销售额就已经达到了7369.0亿元。</p><p>从唯品会的数据上，就可见其对“他经济”的购买力。比如<a href=\"https://laohu8.com/S/02331\">李宁</a>品牌的国潮汉甲系列运动鞋就曾引发热衷潮鞋的男性客群抢购。</p><p>沈亚表示，“男装、运动户外、3C电子产品等品类，带来了男装和运动度呈指数的增长。”2020纸巾唯品会男性用户相关订单数同比增长超80%。</p><p>挖掘男性的消费潜力，对唯品会的增长需求也显得至关重要。但从根本上来说，唯品会的客户群体还是以女性为主，男性用户群体的占比较低，短时间内还无法支撑唯品会的体量。</p>","source":"jkw","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta 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color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n【异动】唯品会跌超9%，或受“售假风波”影响\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-06-07 23:13 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202106040848357c101ad0&s=b><strong>极客网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>6月7日，唯品会盘中跌超9%，近日，唯品会关联公司广州唯品会零售有限公司新增一条行政处罚，处罚原因是涉嫌存在销售质量不合格的女士大衣，被罚款1008.8元。千余元对于一个市值超过140亿美元的企业来说可谓不痛不痒，但在“售假风波”尚未完全平息之前，这样的行政处罚对于品牌声誉无疑是雪上加霜。黑猫投诉上，关于唯品会的关键词已经高达15000千条，其中多为“售假”“拒绝发货”等。对于以“正品特卖”为标签...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202106040848357c101ad0&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/8c4cd7712c75cd06d9344cb8d687270e","relate_stocks":{"VIPS":"唯品会"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202106040848357c101ad0&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2140476951","content_text":"6月7日，唯品会盘中跌超9%，近日，唯品会关联公司广州唯品会零售有限公司新增一条行政处罚，处罚原因是涉嫌存在销售质量不合格的女士大衣，被罚款1008.8元。千余元对于一个市值超过140亿美元的企业来说可谓不痛不痒，但在“售假风波”尚未完全平息之前，这样的行政处罚对于品牌声誉无疑是雪上加霜。黑猫投诉上，关于唯品会的关键词已经高达15000千条，其中多为“售假”“拒绝发货”等。对于以“正品特卖”为标签的唯品会来说，频繁的负面新闻已经消磨了用户的信任度。资本市场率先做出了选择，特别是“Gucci腰带”的罗生门，直接导致唯品会市值缩水超80亿人民币。当商品面临真假质疑时，价格也无法成为必胜优势，加之多元化业务屡屡受挫，增长面临天花板，唯品会的故事还要如何继续？收入增速放缓，营销侵蚀利润率根据唯品会发布的2021年第一季度财报显示，在该季度其营收同比增长51%达到284亿元，毛利润同比增长54.7%为56亿元，归属于股东的净利润增长125.7%为15亿元。这些足够亮眼的数据也意味着唯品会已经连续34个季度实现盈利。财报可圈可点，但资本市场却给出了截然相反的答案。业绩报发出后股价大幅下行，这点与唯品会对二季度的业绩展望不无关系。据预测2021年第二季度唯品会的总营收区间在289亿元到301亿元，不及市场预期的305.7亿元。同时唯品会的营收增速在放缓。看似年年上涨的收入实际上已经进入了疲软期。从2016年到2020年，其营收增速分别为40.8%、28.84%、15.93%、10.02%和9.5%，增幅降到个位数，市场预期跟不上，赚钱的故事要怎么继续讲下去？在月活方面，唯品会一季度活跃用户达4580万，同比增长54%。从公司自身来看或许还不错，但这样的增长几乎依赖于营销费用的疯狂投入。今年一季度唯品会的营销费用为13亿元，同比增长200%，占该季度净收入总额的4.6%。在各大综艺平台上，其实随处可见唯品会的广告植入。针对飙涨的营销费用，唯品会CEO沈亚表示，“哪怕市场费用大点，也要跑得快点。”营销费用加大对于财务数据的影响也是明显的，首当其冲的就是毛利率。该季度唯品会的毛利率为19.7%，不及市场预期的20.5%，与上年19.2%的数据相比增长也并不明显。从全年数据看，唯品会2020年营销费用为42亿元，同比增长28.9%。季度划分上，2020年对应的月活用户增速分别为-0.37%、7%、36%、37%，2020Q1季度因为疫情的影响，唯品会的营销费用同比下降47.25%，仅为4.12亿元。从第三季度开始，唯品会加大市场投入，包括手机预装、电视剧植入、直播短视频等多渠道投放，与此同时其对应的月活也在上升。也就是说现有的用户月活是靠营销费用堆砌的，但这也并非长久之计。除了传统的电商平台外，抖音、快手等平台也在积极搭配电商体系以实现闭环生长，除了增量挖掘唯品会也应该关注存量市场的运营。始于特卖，困于特卖唯品会的壮大得益“特卖”模式，着眼于服装行业的库存痛点。与传统清库存的模式不同，唯品会直接连接客户和用户，把市场放在了三四线城市。“正品+特卖”刺激了用户的购买欲望，也让唯品会成长为一个以服饰为核心的垂直类电商平台。但从基因里带出来的缺陷也是很明显的。比起综合类电商平台，垂直电商品类少，吸引力不够，流量获取的成本就高。其次特卖模式的可复制性强，电商平台相继开设特卖专场，都会对唯品会产生冲击。对于商家来说，低价促销对于品牌的伤害是很大的，没有一个品牌愿意自己的商品给消费者一个低价购买的印象，否则很容易形成低价依赖。这也加大了品牌商对于供应链的把控程度，留给库存的机会也越来越小。唯品会不是没有想过出圈，但最终的结果也有目共睹。为了降成本，放弃品骏快递，且把能砍的项目都砍了，再次聚焦于“特卖”。如何多元化发展让故事变得更性感成为了横亘在唯品会面前的难题。转寻“他经济”，能否成第二增长曲线从风靡的炒鞋到男性化妆潮，消费的升级也带来了“他经济”的崛起。艾媒咨询的数据显示早在2019年中国男装市场的销售额就已经达到了7369.0亿元。从唯品会的数据上，就可见其对“他经济”的购买力。比如李宁品牌的国潮汉甲系列运动鞋就曾引发热衷潮鞋的男性客群抢购。沈亚表示，“男装、运动户外、3C电子产品等品类，带来了男装和运动度呈指数的增长。”2020纸巾唯品会男性用户相关订单数同比增长超80%。挖掘男性的消费潜力，对唯品会的增长需求也显得至关重要。但从根本上来说，唯品会的客户群体还是以女性为主，男性用户群体的占比较低，短时间内还无法支撑唯品会的体量。","news_type":1,"symbols_score_info":{"VIPS":0.9}},"isVote":1,"tweetType":1,"viewCount":4481,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":806873086,"gmtCreate":1627651710445,"gmtModify":1627651710445,"author":{"id":"3546848583414527","authorId":"3546848583414527","name":"李顺","avatar":"https://static.tigerbbs.com/0f96a2308b080f359744784d02b6e67c","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3546848583414527","idStr":"3546848583414527"},"themes":[],"htmlText":"<a 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