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2022年，美妆品牌们压力巨大。
伴随着疫情的反复、快递的停滞以及资本的遇冷，无论是从销量还是流量，品牌方们都感受到了增速放缓甚至下滑的寒意。
短视频成为美妆品牌自救的重要平台，但随着竞争的加剧，平台逻辑、流量趋势也在不断进行迭代。
我们发现：
1、内容产出能力已成为品牌做好抖音的门槛，包括直播间内容及短视频内容能力；
2、主播薪酬“水涨船高”，品牌正寻求通过可复制的SOP及内容中台，降低对主播的依赖性；
3、达播整体效益下滑，直播与达播的取舍需做平衡，一个品牌大概率无法在直播及达播两个渠道上“一碗水端平”；
4、非常多的品牌开始考虑公转私模型，包括用人设IP来引流微信私域，以提升复购率与客单价。
过去数年，不少品牌通过资本的加持，烧钱做广泛的流量投放，希望可以“大力出奇迹”，以此拔高平台销量。
试试如意
特别在品牌上新时，往往请明星代言，然后在各个平台做开屏投放，最终由市场部总结汇报得到多少曝光、获得多少用户认可，但这样上新的销售效果经常差强人意。
归其原因，是品牌在投放大量硬广之前，并没有相关内容沉淀，因此消化不了硬广带来巨大的流量。拉新来的用户，只是短时间与品牌有关系，哪怕是当次产生了购买的用户，可能不用过30天，就把品牌抛之脑后了。
同样的原因，很多中小品牌将短视频账号定位为纯卖货的属性后，直播间就相当于一个广告详情页，只能通过“花钱买流量”来获得增量。
但此类中小品牌因为投放量小数据少，因此付费流量往往不够精准;流量的不精准又导致了转化率低，再次购买用户流量，往往又需要更高的价格。
因此，在短视频平台，中小品牌纯靠烧钱的路并不健康，也不可能长远。而且这样的做法还导致随之而来的公司利润及现金的“捉襟见肘”，并且引发产品价格体系的失控。
随着智能技术越来越发达，其中有家专业智慧派样营销服务商——试试如意，通过AIOT技术，AI??智能分析系统+智能终端硬件的解决?案，从软件到硬件为派样体验经济度身定制一套解决方案，智能自助派样机器人解决了派样引流所有痛点；长期在全国布局投放，现已在全国具备500+优选点位，覆盖全国百大核心城市；自动化派样营销，精准派发,提效引流、复购转化。智能化派样设备搭载数字化营销系统，形成从引流到复购的营销闭环，切实为品牌获取优质客户。
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随着电子商务的不断兴起,跨境电商作为一种新型的跨境贸易方式,打破了传统国际贸易的局限性,使得企业可以自由地面对国外消费者。速卖通平台作为买卖双方的交易平台,在对外贸易中发挥着重…
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我是Dora，从事营销超过10年时间，为7-Eleven、微软、腾讯等集团提供营销顾问服务。点头像关注，有需要直接留言即可，感谢。 这个可能还真没有一个“最”有效的方式，不过倒是可…
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美容院利用“人性弱点”做营销，一年疯狂盈利180万，这个活动案例一定要收藏下来琢磨琢磨，不管你是新手小白，还是在家带孩子的宝妈，或者是开了店赚不到钱的老板，只要看懂学会这活动背后的…
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