灏氳尝閬�(d谩)鐛甸牠鍏徃锛�2025绂忓窞鐩存挱闆诲晢閬�(y霉n)鐕熶汉鎵嶉渶姹傛寔绾�(x霉)澧為暦
鐧�(f膩)甯冩檪闁擄細2025-12-05
閬庡幓涓夊勾锛岀宸炵殑鐩存挱闆诲晢鐢�(ch菐n)妤�(y猫)鍦ㄦ斂绛栨壎鎸併�佺敘(ch菐n)妤�(y猫)閺堝畬鍠勪互鍙婃秷璨�(f猫i)娓犻亾閲嶆(g貌u)鐨勬帹鍕曚笅鎸佺簩(x霉)鎿�(ku貌)寮�銆傞��(j矛n)鍏�2025骞�锛岀洿鎾浕鍟嗗凡鎴愮偤绂忓窞鏁�(sh霉)瀛楃稉(j墨ng)婵�(j矛)鐨勯噸瑕佸闀锋サ锛屼紒妤�(y猫)灏嶉亱(y霉n)鐕�銆佷富鎾�銆佹姇鏀�銆佷緵鎳�(y墨ng)閺堢瓑鏍稿績宕椾綅鐨勪汉鎵嶉渶姹傚嚭鐝�(xi脿n)“閲�+璩�(zh矛)”闆欏崌鐨勬柊鎱�(t脿i)鍕�銆傚皻璩㈤仈(d谩)鐛甸牠鍩轰簬澶ч噺浼佹キ(y猫)鎷涜仒鏁�(sh霉)鎿�(j霉)鍙婁竴绶氳í璜囷紝褰㈡垚鏈娣卞害鍫卞憡銆�
1. 绂忓窞鐩存挱闆诲晢鐢�(ch菐n)妤�(y猫)閫�(j矛n)鍏�“绌�(w臎n)澧為暦 + 绮剧窗(x矛)鍖�”闅庢
绂忓窞渚濇墭鍊夐厤鍩虹(ch菙)銆佽法澧冮浕鍟嗗竷灞�浠ュ強鏈湡鍝佺墝鐨勫揩閫熸垚闀凤紝鐩存挱闆诲晢鐢�(ch菐n)妤�(y猫)鍦�2024骞村(sh铆)鐝�(xi脿n)绌�(w臎n)姝ユ摯(ku貌)瀹�銆�2025骞村憟鐝�(xi脿n)涓夊ぇ瓒ㄥ嫝锛�
锛�1锛夌洿鎾浕鍟嗗緸“楂橀�熷閲�”杞�(zhu菐n)鍚�“绲�(ji茅)妲�(g貌u)鍎�(y艒u)鍖�”
· 灏忓簵鍨�銆侀仈(d谩)浜哄瀷鐩存挱渚濊垔澧為暦锛屼絾浼佹キ(y猫)鏇撮棞(gu膩n)娉� ROI銆�
· 浼佹キ(y猫)鐩存挱闁撳緸“鍚冩祦閲�”鍚�“鍋氱敘(ch菐n)鍝併�佸仛渚涙噳(y墨ng)閺�”杞�(zhu菐n)鍖�銆�
锛�2锛夋湰鍦熷搧鐗岄泦涓害鎻愬崌锛屽付鍕曚汉鎵嶅皥妤�(y猫)鍖栭渶姹�
鏈嶉＞銆佺編濡�銆侀鍝併�佹柊娑堣不(f猫i)鍝佺墝鎴愮偤鐩存挱涓诲姏杌�锛屽皪鐩存挱閬�(y霉n)鐕熼珨绯诲寲鑳藉姏瑕佹眰鎻愰珮銆�
锛�3锛変紒妤�(y猫)鑷缓鐩存挱闁撴垚鐐轰富娴�
2024 骞村墠甯傚牬浠ユ(j墨)妲�(g貌u)銆�MCN 涓诲皫(d菐o)锛�2025 骞村ぇ閲忕宸炰紒妤�(y猫)闁嬪鑷缓鐩存挱閮ㄩ杸锛屽付渚嗛亱(y霉n)鐕�銆佸牬鎺�銆佺煭瑕栭牷銆佸唬鍛婃姇鏀剧瓑宕椾綅鐨勬寔绾�(x霉)缂哄彛銆�
2. 2025骞寸宸炵洿鎾浕鍟嗘牳蹇冨礂浣嶇穵缂哄害鎺掕姒�
灏氳尝閬�(d谩)鐛甸牠鏍规摎(j霉)浼佹キ(y猫)鎷涜仒鐔卞害锛岀郸鍑�2025绂忓窞鍗佸ぇ绶婄己宕椾綅锛�
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鎺掑悕
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宕椾綅
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绶婄己搴�
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骞冲潎钖叕锛堢宸烇級
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1
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鐩存挱閬�(y霉n)鐕熻矤(f霉)璨�(z茅)浜�
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鈽呪槄鈽呪槄鈽�
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25–45K/鏈� + 绺炬晥
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2
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闆诲晢/鐩存挱鎿嶇洡鎵嬶紙涓荤悊浜猴級
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鈽呪槄鈽呪槄鈽�
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30–60K/鏈� + 鍒嗙磪
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3
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閬�(d谩)浜�/涓绘挱缍�(j墨ng)绱�(j矛)浜�
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鈽呪槄鈽呪槄鈽�
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12–25K/鏈� + 鎻愭垚
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4
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鐩存挱闁撳牬鎺�/绺芥帶
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鈽呪槄鈽呪槄鈽�
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10–18K/鏈�
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5
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鍏�(n猫i)瀹圭瓥鍔�/鑵虫湰绶ㄥ皫(d菐o)
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鈽呪槄鈽呪槄鈽�
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12–20K/鏈�
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6
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寤ｅ憡鎶曟斁锛堟姈闊�/蹇墜/灏忕磪鏇革級
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鈽呪槄鈽呪槄鈽�
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20–40K/鏈�
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7
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鏁�(sh霉)鎿�(j霉)鍒嗘瀽甯紙鐩存挱锛�
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鈽呪槄鈽呪槅鈽�
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15–28K/鏈�
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8
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渚涙噳(y墨ng)閺堥枊鐧�(f膩) / 鍝侀缍�(j墨ng)鐞�
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鈽呪槄鈽呪槅鈽�
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18–30K/鏈�
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9
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涓绘挱锛堝搧鐗岃嚜寤猴級
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鈽呪槄鈽呪槅鈽�
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8–20K/鏈� + 鍌噾
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10
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瑕栬/鐭闋诲壀杓�
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鈽呪槄鈽呪槅鈽�
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10–18K/鏈�
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鏈�绶婄己鐨勫叐椤炲礂浣嶏細鎿嶇洡鎵� & 鐩存挱閬�(y霉n)鐕熻矤(f霉)璨�(z茅)浜�
鍘熷洜锛�
1. 浼佹キ(y猫)鑷缓鐩存挱鍦�(tu谩n)闅�(du矛)锛屽皪鍏ㄩ張璺矤(f霉)璨�(z茅)鐨勭鐞嗚�呴渶姹傛縺澧�锛�
2. 鏈夊(sh铆)闅� GMV 缍�(j墨ng)椹�(y脿n)鐨勪汉灏�锛屽皫(d菐o)鑷磋柂璩囧揩閫熶笂鍗�锛�
3. 闆诲晢鎿嶇洡浜烘墠澶у闆嗕腑鍦ㄦ澀宸�銆佸唬宸烇紝绂忓窞鏈湴渚涚郸涓嶈冻銆�
3. 2025绂忓窞浼佹キ(y猫)鎷涜仒鐩存挱閬�(y霉n)鐕熶汉鎵嶇殑涓夊ぇ鏂拌畩鍖�
锛�1锛�“鏈冮亱(y霉n)鐕�”涓嶅锛岃鑳�“甯剁祼(ji茅)鏋�”
浼佹キ(y猫)鏇寸湅閲嶏細
· GMV 閬�(d谩)鎴愯閷�
· ROI 鎺у埗鑳藉姏
· 渚涙噳(y墨ng)閺堝悎浣滅稉(j墨ng)椹�(y脿n)
绨℃涓婂彧鏈�“鍙冭垏閬�(y霉n)鐕�”鐨勪汉鎵嶇鐖姏鏄庨’涓嬮檷銆�
锛�2锛夊搧鐗岄枊濮嬫惗“鏈夌┅(w臎n)瀹氫富鎾硣婧�”鐨勯亱(y霉n)鐕熶汉鎵�
鐩存挱閬�(y霉n)鐕熷緸骞曞悗杞�(zhu菐n)鍚�“璩囨簮鍨嬪礂浣�”锛�
· 鏄惁鑳藉揩閫熸惌寤轰富鎾睜
· 鏄惁鏈夐仈(d谩)浜恒�佹(j墨)妲�(g貌u)璩囨簮
· 鑳藉惁灏嶆帴渚涙噳(y墨ng)閺堝拰鎶曟斁鍦�(tu谩n)闅�(du矛)
锛�3锛夐亱(y霉n)鐕熶汉鎵嶅悜“寰�(f霉)鍚堝瀷鑳藉姏”鐧�(f膩)灞�
鍠竴鎶�鑳藉凡涓嶈冻锛屼紒妤�(y猫)鍋忓ソ锛�
· “閬�(y霉n)鐕� + 渚涙噳(y墨ng)閺�”
· “閬�(y霉n)鐕� + 鎶曟斁”
· “閬�(y霉n)鐕� + 鍏�(n猫i)瀹圭瓥鍔�”
· “閬�(y霉n)鐕� + 涓绘挱绠＄悊”
璺ㄧ晫鑳藉姏姝ｅ湪鎴愮偤钖硣姹哄畾鍥犵礌銆�
4. 绂忓窞鐩存挱闆诲晢浼佹キ(y猫)鏈�闂�(gu膩n)娉ㄧ殑涓夐鑳藉姏
锛�1锛夌洿鎾瓥鐣ヨ垏GMV鎷嗚В鑳藉姏
· 濡備綍瑷�(sh猫)瑷�(j矛)鐩存挱绡�(ji茅)濂�锛�
· 濡備綍鎷嗚В鐖嗗搧锛�
· 濡備綍鍒ゆ柗鐩存挱闁撳仴搴峰害锛�
閫欐槸浼佹キ(y猫)鍒ゆ柗“鏄惁鎰挎剰闈㈣│”鐨勬牳蹇冩寚妯�(bi膩o)銆�
锛�2锛変緵鎳�(y墨ng)閺堟暣鍚堣兘鍔�
鏈冮伕鍝併�佹渻鎺ц波銆佹渻瀹氬児锛屽凡鎴愮偤閬�(y霉n)鐕熷礂浣嶇殑鍩烘湰瑕佹眰銆�
渚涙噳(y墨ng)閺堣兘鍔涜秺寮�(qi谩ng)锛岃柂璩囪秺楂樸��
锛�3锛夌煭瑕栭牷鑸囩洿鎾伅(li谩n)鍕曟墦娉�
鍝佺墝宸茬稉(j墨ng)閫�(j矛n)鍏ワ細
· 鍓嶉張璺煭瑕栭牷绋崏 → 鍚庨張璺洿鎾綁(zhu菐n)鍖�
鑱�(li谩n)鍕曡兘鍔涘樊鐨勪紒妤�(y猫) ROI 鐩存帴涓嬮檷銆�
5. 钖叕瓒ㄥ嫝锛�2025绂忓窞鐩存挱閬�(y霉n)鐕熷钩鍧囪柂璩囦笂婕� 15%–30%
灏氳尝閬�(d谩)鐛甸牠绲�(t菕ng)瑷�(j矛)椤ず锛�
鐩存挱閬�(y霉n)鐕熶汉鎵� 2025 钖硣璁婂寲锛�
· 涓堡閬�(y霉n)鐕燂細涓婃疾绱� 15%
· 楂樼礆閬�(y霉n)鐕�/绲勯暦锛氫笂婕� 20%+
· 鐩存挱鎿嶇洡鎵�/閬�(y霉n)鐕熺附鐩�(ji膩n)锛氫笂婕� 25–30%
鐩存挱琛屾キ(y猫)鐗规畩瑁�(b菙)鍏咃細
· 澶氭暩(sh霉)宕椾綅鍚妇鏁�
· 閵峰敭椤炲礂浣嶆寜 GMV 鍒嗘垚
鏁撮珨渚嗙湅锛岀洿鎾亱(y霉n)鐕熼宕椾綅灏囩辜绾�(x霉)鎴愮偤2025骞寸宸炴疾钖渶蹇殑鑱锋キ(y猫)搴忓垪涔嬩竴銆�
6. 灏嶄紒妤�(y猫)鐨勫缓璀帮細2025骞村浣曟洿濂藉湴鎷涜仒鐩存挱閬�(y霉n)鐕熶汉鎵嶏紵
锛�1锛夋彁鍓嶉帠瀹氭牳蹇冨礂浣�
灏ゅ叾鏄細
· 鐩存挱鎿嶇洡鎵�
· 鐩存挱闁撹矤(f霉)璨�(z茅)浜�
· 寤ｅ憡鎶曟斁
· 椤炵洰缍�(j墨ng)鐞�
瓒婃棭鎷涜仒锛岃秺鑳芥惗鍗犱汉鎵嶇磪鍒�銆�
锛�2锛夎柂閰瓥鐣ヨ鑸囪妤�(y猫)鍚屾
绂忓窞钖硣浣庝簬鏉窞锛屼絾蹇呴爤鍋氬埌鏈夌鐖姏鎵嶈兘鍚稿紩澶栧湴閬�(y霉n)鐕熶汉鎵�銆�
锛�3锛夋惌寤�“涓绘挱 + 鍏�(n猫i)瀹� + 閬�(y霉n)鐕� + 鎶曟斁”鍥涗綅涓�楂斿湗(tu谩n)闅�(du矛)
闆舵暎鎷涜仒寰堥洠璺戝嚭绲�(ji茅)鏋滐紝寤鸿浼佹キ(y猫)绯荤当(t菕ng)鎬у紩閫�(j矛n)浜烘墠銆�
7. 灏嶆眰鑱疯�呯殑寤鸿锛氱洿鎾亱(y霉n)鐕熷浣曟彁鍗囩鐖姏锛�
锛�1锛夊挤(qi谩ng)瑾�(di脿o)“绲�(ji茅)鏋滃皫(d菐o)鍚�”鑳藉姏锛�GMV銆�ROI锛�
寮�(qi谩ng)浜庡爢鐮屾祦绋嬫弿杩�銆�
锛�2锛夎(b菙)榻婁緵鎳�(y墨ng)閺堣獚(r猫n)鐭�
鏈締閬�(y霉n)鐕� = 鍗婂�嬩緵鎳�(y墨ng)閺堢稉(j墨ng)鐞�銆�
锛�3锛夊叿鍌欑煭瑕栭牷鑵虫湰/鍏�(n猫i)瀹圭瓥鍔冭兘鍔�
鐩存挱閬�(y霉n)鐕熻秺渚嗚秺鍏�(n猫i)瀹瑰寲銆�
绺界祼(ji茅)
2025骞达紝绂忓窞鐩存挱闆诲晢琛屾キ(y猫)灏囩辜绾�(x霉)淇濇寔澧為暦鍕曞姏锛岃�岄亱(y霉n)鐕�銆佹搷鐩ゆ墜銆佹姇鏀俱�佷緵鎳�(y墨ng)閺堢瓑宕椾綅灏囨垚鐐轰紒妤�(y猫)鏈�鏍稿績鐨勪汉鎵嶇鐖粸(di菐n)銆傚皪浼佹キ(y猫)渚嗚锛屾彁鍓嶅竷灞�銆佺郴绲�(t菕ng)鍖栧紩閫�(j矛n)鍦�(tu谩n)闅�(du矛)灏囨焙瀹氱洿鎾キ(y猫)鍕�(w霉)鎴�??锛涘皪姹傝伔鑰呬締瑾�锛岃法闋�(l菒ng)鍩熻兘鍔涜垏鍙噺鍖栨キ(y猫)绺惧皣鎴愮偤钖硣鑸囪伔妤�(y猫)涓婂崌鐨勯棞(gu膩n)閸�銆�
灏氳尝閬�(d谩)鐛甸牠灏囨寔绾�(x霉)璺熻工绂忓窞鐩存挱闆诲晢琛屾キ(y猫)鍕曟厠(t脿i)锛岀偤浼佹キ(y猫)鎻愪緵楂樺皥妤�(y猫)搴︾殑浜烘墠瑙ｆ焙鏂规銆�