wen | yilanshangye liyan

编辑 | 木鱼

shijinianqian，dianshangxingyejiezhuhulianwangpujihexiaofeishengjidelangchaoxunmengjueqi，xianshangliuliangyijihebeishuzengzhang。congtianmao“shuang11”dedanrixiaoshouelvpojilu，daogeleidianshangpingtaizhengxiangyongxian，zheichangliuliangshengyanbujinchengjiuleyipixianshangxiaofeipinpai，yecuishengledianshangdaiyunyingzheigezhongyaodechanyelianjiaose。

dianshangdaiyunyingqichuzhuanzhuyuweipinpaitigongtianmaopingtaidedianpudaiyunyingfuwu，baokuodianpukaishe、yemiansheji、yingxiaotuiguang、wuliuguanlideng。raner，suizhedianshangshengtaideduoyuanhuaheshejiaomeitidexunsujueqi，zheixiegongsizhujiankuozhanyewubantu，shejidouyin、xiaohongshudengshejiaodianshangpingtai，weipinpaitigongquanqudaoyunyingjiejuefangan，zhulipinpaifugaigengguangfandexiaofeizhechudian，jinyibutishengshichangyingxiangli。

“yirongjurong”deshidaicenglaidegewaixunmeng。2019nian，alibabazaimeigushichangdadaolishizuigaoshizhideqianyinian，dianshangdaiyunyinggongsiyiwangyichuanglvxianzaiagushangshi，chengweixingyezibenhuadedaibiaoanli。suihoude2020nian，lirenlizhuang、ruoyuchenyexiangjiguapaishangshi，yishijian，gaileigongsichengweilezibenshichangdechonger，qishichangguzhibeituizhigaowei。zheibujinfanyingledaiyunyingmoshideqiangdaxijinnengli，yebiaomingzailiulianggaozengzhangjieduan，pinpaiduizhuanyehuadaiyunyingfuwudeqiangliexuqiu。

raner，suizheliulianghonglizhujianxiaoshi，xianshangguanggaotoufangchengbenbiaosheng，pinpaizaitongyangdeyusuanxiasuonenghuodedehuibaobuduanjiangdi。duiyudaiyunyinggongsideyilai，yecongyuanlaide“quanquantuoguan”zhuanxiangle“jingxihezuo”。yixiepinpaishenzhikaishizijiandianshangtuandui，shitujiangchengbenyasuodaozuidi。

conghuihuangdaotiaozhan，daiyunyinggongsidezhuanxingyaliyurijuzeng。wulunshikehuxuqiudebianhua，haishidianshangpingtaiguizedediaozheng，doushidezheigexingyezouxiangzhuanzhedian。

主营业务增长难

yilanshangyeshuliguoneiliujiadianshangdaiyunyingshangshigongsi2024niandisanjiducaibaofaxian，duoshuqiyeyingshou/jinglirunzhengzaijianshao。

lirenlizhuang、kaichungufen、yiwangyichuangfenbietongbijianshaole46.91%、32.86%、8.84%。yingshouzengzhangzuiduodeshiruoyuchen，tongbizengzhangle54.62%dadaole3.67yi。qicishiqingmugufen，tongbizengzhangle32.26%dadaole2.64yi。

zhidezhuyideshi，cengzuoweibaozundianshang、lirenlizhuang“jinzhu”deali，zaijinnian5yue、jinnian11yuexianhouduiliangjiagongsijinxing“qingcang”。zheiliangjiaqiye，qiahaoshisanjiduweierkuisundedianshangdaiyunyingqiye。

congyingshoujueduizhilaikan，baozundianshangsuiyi20.57yideyingshouyuanchaotongxing，danzaiyingxiaojiwuliufangmiandechengbenquejigao，xiaoshoujiyingxiaofeiyonggaoda6.37yi、lvyuefeiyonggaoda5.13yi。zuizhongbaozunzaidisanjidukuisun8807wan，zheiyijingshizi2021niandisanjiduyilai，baozundianshanglianxudi13gejiduchuyukuisunzhizhong。

zaidisanjidukuile3049.04wandelirenlizhuang，yezhengzaichuyu“neiyouwaihuan”dekujing。

yifangmian，chuangshirendelihunsusongfengbo、dagudongdelunfanjianchirangzibenshichangduiqishiquxinxin。lingyifangmian，oulaiya、lankoudengbufenpinpaiyulirenlizhuangzhongzhihezuohuozhuanbianyunyingmoshi，yedaozhileyingshoudexiajiang。

congjijiagongsidezhuyingyewubiaoshulaikan，zuichangjiandedianshangdaiyunyingdefangshiyouliangzhong，yishidaixiaomoshi，jidaiyunyingshangjinweipinpaitigongyunyingfuwu，yunyingchengbenhezijintourudoujiaoxiao；ershidianshanglingshoumoshi，xuyaodaiyunyingshangcongpinpaishouzhongmaiduanshangpin。zheizhongmoshidetourujiaoda，duixuanpin、kucunguanlidouyouzhejigaodeyaoqiu。

houzheshilirenlizhuangdezhuyaoyingshoulaiyuan。yilanshangyeshulifaxian，jinsannian，lirenlizhuangdedianshanglingshouyingshouzhunianjianshao，cong2022niande29.93yidao2024nianshangbanniande8.85yi。jibianruci，dianshanglingshouyewuyiranshilirenlizhuangyingshouzhongzuizhongyaodezuchengbufen。zai2024nianqiansanjidu，lirenlizhuangdedianshanglingshouyewuyingshou11.12yi，zhanzongyingshoude90.6%。

duibilaikan，ruoyuchenheyiwangyichuangdeyewuyingshoubiligengjiadejunheng。ruoyuchenzai2024nianshangbanniandedaiyunyingyewu、pinpaiguanliyewujiziyoupinpaiyewuyingshoufenbieshi3.91yi、2.2yi、1.76yi，yiwangyichuangzaitongqidepinpaixianshangyingxiao、pinpaixianshangguanli、pinpaifenxiaodeyingshoufenbieshi1.31yi、1.78yi、2.55yi。

zaidisanjidu，yiwangyichuangdeyingshou、maolilvfenbiejianshaole8.84%、0.33%。jieheqi2023nianyilaideyewuqingkuanglaikan，xianshangguanliyewu、xianshangyingxiaoyewudefuzengzhangshidaozhiqianshushujudezhuyaoyuanyin。

zhuyingyewudouzaixiahuadedaiyunyingmen，ziranbuyuanzuoyidaibi，kaiqilezaichuangye。

zaiguoqudeyiduanshijiannei，tamenduineiyanshenyewu，yishicongdaiyunyingzhuanbianweiguanlishang，zhizaiweipinpaitigonggengduoyuandefuwu；ershifaliziyoupinpai，shitujiangchugengduoguanyuqiyezishendepinpaigushi。

电商代运营公司的“再创业”

pinpaiguanliyewu，hedaiyunyingyewuyouhebutong？

congjijiagongsidecaibaojieshilaikan，pinpaiguanlifuwuzhideshitigongjiqiyeguanyupinpaixingxiangsuzao、chanpinshejicehua、zhengheyingxiaocehuadashujufenxi、shijueshejixiangguandeyixiliefuwu，hedaiyunyingmoshixiangbi，zaizheiyishangyemoshixia，dianshangdaiyunyinggongsigengxiangshige4aguanggaogongsi。

xiangbizhixia，faliziyoupinpaijiuhenhaolijiele。dianshangdaiyunyinggongsimenbenshenzaipinpaifuwuguochengzhongjiuyoudaliangdeyangbenjileiheshujuchendian，dangxia，xianshangyiranshimeizhuangdengpinleichudabaokuandezhuzhendi，shanzhangwanzhuanxianshangliuliangdetamenruonengfuhuachuyigepinpai，jiunengjiezhupinpaishinengyongyougengduodeyijiaquan。

dancongjieguolaikan，pinpaiguanlihefuhuaziyoupinpaideshengyi，yeshiyourenhuanxiyourenchou。

caibaoxianshi，yiwangyichuangdepinpaiguanliyewuzhengzaisuoshui，2023nianyingshoujianshaole41.98%，jinnianshangbanniantongbizaijiang18.07%。zaozai2021nian2yue，yiwangyichuangdeshougeziyoupinpaimeixianshuoshangxian，danzaijinglizhudachanpindediaozhengzhongsuzhihou，duanduanyinianduoshijian，yinjingyingbushandengyuanyin，meixianshuoyibeiyiwangyichuangzhuanmaiguquan。

yuzhixiangfandeshi，ruoyuchendepinpaiguanliyewuheziyoupinpaidezengzhangfududoufeichangliangyan。2023nian，ruoyuchenquanniandepinpaiguanliyewuyingshoushi1.6yi。er2024nianshangbannian，ruoyuchengaiyewudeyingshouyidadao2.2yi，chengweiledaiyunyingyewuwaidierzengzhangquxian。2023nian，ruoyuchendeziyoupinpaiyingshoutongbizengzhangle63.63%zhi2.63yi，jinnianshangbannianyiranbaochilezheiyizengshi，ziyoupinpaiyingshoutongbizengzhangle67.11%zhi1.76yi，zhanyingshouyewuzongbilide22.39%。

zheizhuyaodeyiyuruoyuchenqixiazhanjiabiaoxian。juliandanluhechanmama，ruoyuchentianmaoguanqi、douyinqudaoqianshiyuexiaoshouetongbizengsufenbiewei97%、92%，shuangqudaobiaoxianjunjiejinfanbei；zaixianxia，zhanjiaruzhushanmuhuiyuandian、hemadeng，2024shangbannianxianxiaxiaoshoutongbizengzhang 15 bei。

chucizhiwai，lirenlizhuangyepeiyulebaokuoqingxuhufupinpai“yurongchu”、gongxiaoxinghufupinpai“meiyitang”dengziyoupinpai，haikaishishejiyuzhicaiyewu，tuichulediyumeishipinpai“xunweidangan”deng。danlirenlizhuangzhidaojinnianyizhiweipiluziyoupinpaishourudejutishuju，duiwaideyewubiaoshukoujinghaizhishi“ziyoupinpaizengsubijiaokuai，danshourujutishujuxiangduilaishuohaibijiaoxiao。”

juguanfanggongzhonghaoxianshi，jinnianshuang11，qixiapinpaiyurongchugmvtongbiqunianzengzhang1079%。

duibishangshugongsidedaiyunyingpinpaiheziyoupinpailaikan，ruoyuchenhelirenlizhuangdouzaizijideshanzhangpinleishangjinxingpinpaifuhua，bingdoufazhanchulexindezengzhangquxian。

chuleduineiyanshenyewuwai，dianshangdaiyunyinggongsimenyekaishikuajiebujuai。

看向AI，电商代运营公司胜算几何？

jibiankanxiangai，dianshangdaiyunyinggongsidekuajieluojirengweiraozheqiyedeyuanyouyewujinxingyanshen。

ruoyuchenshidianshangdaiyunyinggongsizhongdetouziaihaozhe。2022nianqi，ruoyuchenqianhoutouzileshushigepinpai，fugaidajiankang、shipin、meizhuangdengduogexingye。

jinnianzuixindeyibitouzifashengyu11yue，beitoudemetanovasshiyijiazhuanzhuyuliyong ai+zhishitupujishufunenggongxiaoyuanliaohepeifangkaifadeqiye。muqian，metanovasyidajianleyuanliaopeifang、shengwujizhi、fenzisheji、chanpinkaifadequanliantiaoaijishupingtai，weiduojiaguoneiwaizhimingtoubuxiaofeipin、huazhuangpingongsitigongxinyuanliaokaifahechanpinjiejuefangan。

yiweijiejinruoyuchenderenshigaosuyilanshangye，zaiweilai，shuangfangjiangshenhuazhanlvehezuo，metanovashuojiangzhenduitedingdegongnenggongxiaofangxiang，yongaijishukaifadechuangxinyuanliaojiruoyuchentigongyuanliaozhichi。

gengduodeqiyexuanzebaairongrudianshang。bijiaopubiandeshuofashi：yingyongyuyingxiaoliuchengdeaijiejuefangan。

zhengtikeyiguiyusanlei：yishijiyutupiandengshuzizichanchendianzhishangjinxingdedamoxingxunlian，jiandanlaishuohaishizidongshengchengleideaigongju。ershishiyongaiduiwendang、shujudetiquhefenxi。sanshigongsineibuduiyujingxiaoshangguanlidengfangxiangshangdeyingyong。

liruqingmukejizhenduiaitupianchuli、dayuyanmoxing、aidabiaodengzhubushengjiweizhinenghuashangpinhetupianzidongchulipingtai，bingjiangziyandeqinglingaizhongtaizuoweiqiyeneiburenyuanshujugongxiangdeshuzihuazhushou。lirenlizhuangzezaiduanshipin、shejitufangxiangquanmianshiyongai。zhuyaoyingyonghaishijujiaozaiaishengchengheyunyingliuchengyouhuacengmian。

ruoyuchenjiangaijinyibutuokuanzhichanyeliandebujuzhong。jiezhumetanovasdezhanlvehezuo，ruoyuchenjiangyewudemaoxixueguanyanshenzhiyuanliaoheyanfacengmian，funengqixiashengtaipinpaidechanpinkaifa，datongpinpaiyanfaduankoudeyewubihuan，zuidahuashengwuliyongdu，bimianchengfenzhijiandejiekangzuoyong。

dianshangdaiyunyingxingyefazhanzhijin，yijingmaiguoyemanshengzhangdebaofaqi，nanyizaiyuanyouyewubankuaizhaodaoxindezengzhangji。ai+jinyingyongyuneirongchuangzuo、huozhechuangyishejicengmiandejiangbenzengxiao，yijiuwufajiejueliuliangchengbengao、jingzhengjiliedengshufudaiyunyingqiyezengzhangdegenbenxingwenti

dantiaotuochuchuantongdianshangdaiyunyingsiwei，congzuopinpaidejiaoduquxieshouai，huonengchanshenggengqiangliedehuaxuefanying。aidenengxiaocongchanyeshangyoukaishifuneng，keyidaidongzhengtiaojiazhiliandejinchengkaifa，xiaonengcongshangdaoxiaquanmianchuandao，guanchuanyuanliaokaifa、chanpinyanfajiyingxiaoyunying、gongyinglianguanlidengquanlianlu，qieyouxiaotupolepinpaifuhuachuqizaigaoduanduoyuanyanfarencaishangdechubeiguimochezhou。

hulianwanghonglichixuxiaotui，daiyunyingxingyeyijinrushenshuiqu。ruguodianshangdaiyunyingqiyemenwufadapoxianyoudecunliangshichangkunjing，zhudongkuozhanyewubianjie，xunzhaoxindezengzhanglujing，biannantao“shengyuyouhuan，siyuanle”demingyun。weiyoutongguobiangeyuzhongsu，cainengkaiqitongxiangzhangqizhuyideweiyichulu。