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当前位置： 首页 > 新闻 > 业界动态
安踏私域流水占比将超20%
时间：2022-02-25 11:55:32
文章发布：小妖
原创作者：未知
来源：见实

见实科技：44万从业者的私域智库」

方正证券于日前发布了一份上市公司安踏体育的研报，其中提到：2025年时，安踏私域流水占比将达20%以上，有效会员数量至1.2亿，会员复购率40%。其旗下品牌FILA也预计在2025年时线上占比达40%。

这一数据部分重提2021年7月分析师会议时安踏高管所说预测，查询当时资料，安踏高管表示未来两年投入4个亿提升数字化，未来五年会员翻倍到1.2亿，2023年商品复购率提升到75%。DTC占整体70%，线上流水年复合30%+，数字化是DTC变革底层驱动力等。

DTC所指（Direct To Customer的缩写，意为“直接面对消费者的营销模式”），业界多认为是私域的下一步，也是行业公认的用户运营方向。

而这份研报，其实条缕清晰指出了品牌面对私域、DTC时可见的直观变化，和需要进行的调整。

如，一是，毛利增加，2021年上半年安踏品牌毛利率提升11.2个点至 52.8%；二是，安踏存货和营收贸易账款周转天数降至28天，而行业平均水平为117天。但要持续高增，至少有三个组合变化，或更长远的变化值得同步考虑调整和布局：

一是，公私域组合+IP投入。

不论是研报还是公开资料显示，都可见安踏正尝试通过全员零售、门店直播、KOL种草等方式进行引流提升成交率。其FILA品牌也在发力线上渠道，除了在天猫、京东等平台开设店铺，并大力拓展直播电商、社交电商等玩法，和私域流量相结合。这是公私域结合的基础策略。

大热的北京2022冬奥会上，安踏作为其官方赞助商，签约了2022北京冬奥会15个赛项中的12支中国队。并凭借谷爱凌、武大靖等运动健儿取得的优异成绩多次登上社交热搜榜。这即是IP的玩法。

有数据显示，安踏在微博、抖音、快手、微信等社交平台矩阵总曝光量达127.5亿、总阅读量157.5 亿、总视频播放量7.7 亿、总点击量2494.8W、总互动量1582.8W，总增粉量160.4W。且今年以来，安踏股价上涨达11.32%，而同期多数体育运动股票处于下跌走势。

从方正证券预测来看，安踏在2021-2023年或将实现营收497.1/612.1/732.2亿元， 同比增长40.0%/23.1%/19.6%。这些都给私域流水占比的进一步提升提供了相对确定性的内部因素。

二是，DTC大战略。

安踏从2020年即开始DTC改革和数字化转型。当时安踏在3500家门店开展混合运营模式。到2021年上半年，安踏已建立完整的DTC模式、零售流程及运营标准，品牌运营效率提升。

研报中简要提及了安踏进行的部分组织调整，如“建立了供应链平台、零售管理平台及数字化平台三大共享平台，用于促进多品牌间的协同合作，提高公司运营效率”，和“安踏DTC转型与零售业务规模扩张导致员工人数增加，2021年上半年员工成本比率达14.4%，员工成本同比增长49.8%”等。

一家公司之所以能快速推进DTC及私域相关策略，一定会涉及其背后的管理者和组织架构。去年大部分走在私域探索前沿的企业都意识到，私域是绝对的一把手工程。因为私域后期可能反过来影响和优化企业原有组织架构和不同部门资源的重新整合，这都需要获取企业一把手的全力支持。因此，安踏的这些调整值得深聊和关注。

三是，研发投入。

安踏计划未来五年投入超40亿元研发成本，研发费用率多维持在2.5%左右。公开资料显示，这些费用多围绕女子运动、儿童产品、年轻消费、家庭成员等关键私域人群的相应系列产品。及材料、跑步和篮球等核心品类上。

在私域中见实团队很少提及和讨论研发，但需要强调的是，在塑造用户忠诚度方面，研发具有不可替代的作用。这不仅仅是国潮崛起、全民健身意识加强就可解释。DTC的一大核心，也是根据核心用户需求推出对应产品，这要研发做基础。

从私域推进程度来看，安踏线上线下融合的公私域打法已基本成型，基本可总结为“自有私域渠道+小B+会员+公域传统电商”。除自有网站、微信公众号、微博、抖音等多平台拓展新用户和订单转化外，还包括全员零售、门店直播、KOL 种草等举措。但私域是一系列变革的开始，流水占比提升则是自然结果。从未来看，会有越来越多上市公司重点倾斜私域乃至DTC，流水占比也会越来越高。

【 见实大调研】

一家头部服装品牌告诉见实，他们在同时使用好几家服务商的私域工具，并探索出了最适合自己品牌的私域工具组合，如用A服务商的某个引流工具+B服务商的某个社群运营工具。


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