E-commerce uye Retail

Yakananga-Kune-Mutengi (DTC/D2C) Ibheti Yakashata kunze kwekunge Waiwana Zvakanaka.

Pakutanga kwedenda, Yakananga-Kune-Mutengi (DTC) yakanga iri pamiromo yemunhu wese. Kubva zvakare-imwe-yakajairwa-nzira yekuyedza mu ecommerce, yakashanduka kuita yakakosha bhizinesi modhi ichikanganisa indasitiri. Hapana vepakati, vimbiso yedziva rinoita kunge risingaperi revatengi, yakaderera pamusoro vakaita basa ravo mukunyengerera vatengesi kuti DTC ndiyo nzira yavo yekutarisana nekuvharika kwepasirese.

Kutengeswa kweDTC muUS kwakangowedzera zvakapetwa kaviri mukati medenda uye vari kufanotaura kusvika $174.98 miriyoni muna 2023, zvichienzaniswa nemadhora 76.68 miriyoni muna 2019.

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Iyo pivot yakananga e-commerce panguva yeCOVID-19 yainzwisisika. Vazhinji vakakwanisa kubata bhizinesi revatengi uye vanobatana zvakananga nevatengi vachibatanidza matekinoroji mumabasa avo. Vatengesi vakaziva kuti hazvisi zvekutengesa chete asiwo nezve kunaka mubasa izvo zvinotungamira kune yakareba mutengi LTV. Uye nepo vamwe vakabudirira kubatanidza yavo itsva e-commerce zano rekusapindirana, mamwe mabhizinesi akadzidza chidzidzo cheDTC nenzira yakaoma - kurasikirwa nepurofiti uye kutadza kupeta pakatsemuka mumabasa avo ekutengesa.

DTC Vatambi Vakazviwana Izvo

Kuisa mari muDTC kunogona kudhura uye kuneta zvakanyanya, asi avo vanozviita vanokohwa muchero wekushanda kwavo kunyangwe kupfuura denda. Nike ndiye akatanga kubata ziso. Mushure mekuzivisa iyo Consumer Direct Acceleration zano muna 2020, mhando yakaona makumi mana muzana ekutengesa kwayo, kana $ 16.4 bhiriyoni, inouya kubva kune yayo DTC chiteshi Nike Direct.

Dzimwe nyaya dzakawanda dzakabudirira dzeDTC dziri mukutanga-up uye mabhizinesi madiki anoveza ega niche pamhepo uye anohwina mafeni akazvipira kwete vatengi vanotenga mumusika mukuru. Tora Dr Chikwata, semuyenzaniso. Vakashandisa ruzivo rwevatengi vavo uye vakasiyanisa chigadzirwa assortment online uye icho chinorova masherufu esupermarket. Hunyanzvi nekusekesa pamapakeji esipo yavo zvakanyatsoita mutsauko. Uye iyo yakakurumbira Super Bowl ad yakafambisa mhando yeDTC kunyange kumberi munzvimbo inotaridzika.

Ko idzi dzakabudirira nyaya dzeDTC dzakafanana papi? Chekutanga, vanotsanangura zvakajeka basa reiyo DTC chiteshi mumhando yavo. KwaNike, kwaive kugona bhizinesi uye kushamwaridzana nevatengi. Kuna Dr. Squatch, kwaive kushambadza kwemunhu panzira dzekutengesa. 

Chechipiri, makambani eDTC anogara aine akajeka-akacheka e-commerce zano. Vanogona kunge vaine mari shoma-kupfuura-stellar, asi basa ravo revatengi rinogara rakatanhamara. Ivo vanoramba vari mutengi-centric pane ese mabhizinesi verticals, kusanganisira tekinoroji, mashandiro, uye data analytics inotyaira kukosha. Muzviitiko zvakawanda, makambani akadaro anoshanda muzvikwata-zvinoshanda uye mune iterative sprints kuti vaone kuti vanobata kune inochinja zvido zvevatengi uye kuita pane yakawanikwa mutengi ruzivo.

Nei DTC Isiri Yese Yakatsemuka Kuti Ive

Mukumhanya-mhanya kuwana kuvimbika kwevatengi, mabhureki mazhinji eDTC akaverengera zvisizvo uye ndokuwira muchokwadi chakakasharara. Chekutanga, DTC inoda kuseta kwakasiyana zvakanyanya kana zvasvika kune logistics. Kucheka vepakati, vatengesi vanotora mutoro wekumisikidza nzvimbo dzekuzadzikisa uye kubata ega cheni, izvo zvisiri zvese e-commerce vatambi vanokwanisa kuita.

Zvigadzirwa zvakawanda zvakatanga kudonha nekukwira kwemitengo yekutakura pamidziyo: chii chingave chakadhura brand $5,000 kutumira chimwe chinhu kubva kuChina chakava $25,000 muna 2021. Zvakatowanda zvakadzikira sezvo nguva yekuendesa zvigadzirwa kubva kuAsia kuenda kunzvimbo yekuchengetera zvinhu muUS yakawedzera. . Mushure mezvose, hapana mutengi angada kumirira kwemwedzi mishoma kuti chinhu chavo chiunzirwe.

Vatambi veDTC vanofanirwawo kubata mutengo wekutenga vatengi (CAC). Semutemo, mabhizinesi akabudirira eDTC anofanira kusvika

chiyero cheCLV-ku-CAC che2:1. Asi nekukwira kuri kuita Facebook uye mamwe emasocial media ad mitengo inovimbwa nayo nemhando dzeDTC kusvika kune vatengi, purofiti yeDTC inodzikira zvichiunza dambudziko pakuyera.

Tora Kutarira Warby Parker. Kuisa madhora mashoma mumishandirapamwe yavo yeFacebook kwakabatsira uyu mudiwa weDTC kuwana ruzivo rwemhando munguva yakapfuura. Asi zano iri rakangomira kushanda. Kurasikirwa kwekambani kwakasvika madhora 91.1 miriyoni muna 2021 nekuda kwekukwira kwemitengo yekushandisa. Sezviri pachena, idzi dzaisava chete Facebook ads mhosva; asi kurasikirwa kwakaratidza kudikanwa kwepivot uye kuongororazve kushambadzira uye kukura zano reiyo brand yeziso.

Kusvetuka mumitengo yekushanda kwakasanganisirawo kukanganisa kweketani yekugovera. Sezvo denda rakagara mukati, mutengo wekupinza zvinhu kubva kuChina wakawedzera negumi - kudzvanywa kwete makambani ese eDTC aikwanisa kuchengetedza. Saka mamwe mabhureki, senge Sarah Flint yeshangu dzekugadzira maoko, yakawedzera mitengo yechigadzirwa kuti iwane mari. Zvakaipa kwazvo, zvakauya nekuderedza kukosha kwehupenyu hwemutengi (LTV).

Zvidzidzo Zvakawanikwa: Tarisa Usati Wasvetuka

Handirevi kuti ndiite sendinoodza mwoyo neimwe nzira. DTC imhando yebhizinesi ine mari yakawanda uye, kana ikashandiswa nemazvo, inogona kubatsira makambani kusvika pazvinangwa zvawo maererano neruzivo rwakatanhamara rwevatengi. Chengetedza zvinhu zvishoma:

  • Mabhizinesi eDTC anofanirwa kuisa mari mune inoshanduka tekinoroji stack kuti ivabatsire kuramba vakanyura uye kuwiriranisa chitoro chavo chepamhepo nezvinodiwa nevatengi.
  • Hunhu hweimwe e-commerce niches, senge maindasitiri otomatiki, haingotenderi kuenda DTC. Dzimwe nguva zviri nani kuti ugare muB2B yako kana B2C pane kusandura kuita modhi nyowani yekushandisa.
  • DTC haifanire kunge iri magumo ese ave ese. Iwe unogona kuseta iyo DTC unit mukati mebhizinesi rako rakakura uye woiita chikamu cheyakabatana rwendo rwekutengeserana. Nenzira iyi, iwe unogona kuyedza mvura dzeiyo bhizinesi uye kuunganidza maonero kubva kune vatengi vako pasina kuisa panjodzi zvese.
  • Usatya kukumbira rubatsiro. Kune mazana e-e-commerce ekubvunza masangano anozokupa zano pane yako DTC yekukura nzira yemutengo unonzwisisika. Kwauri, unogona kunge uri mukana wekudzidza kubva mukukanganisa kwevamwe, kwete kwako.

Paul Okhrem

Digital chigadzirwa kusimudzira uye e-commerce chipangamazano ane 10+ makore echiitiko. Digital kukura hacker uye muvambi pa Elogic Commerce.

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