D2C\uff0c\u662fDirect to Consumer \u7684\u7f29\u5199\uff0c\u4e5f\u79f0\u4f5cDTC\uff0c\u76f4\u8bd1\u4e3a\u201c\u76f4\u63a5\u9762\u5411\u6d88\u8d39\u8005\u201d\u3002\u201c\u53ef\u4ee5\u7406\u89e3\u4e3a\u2018\u7528\u6570\u636e\u8bf4\u8bdd\uff0c\u505a\u4ea7\u54c1\u521b\u65b0\u6216\u8005\u54c1\u724c\u521b\u65b0\u2019\u3002<\/strong>\u201d\u4e0a\u6d77\u8d22\u7ecf\u5927\u5b66\u7535\u5b50\u5546\u52a1\u7814\u7a76\u6240\u6267\u884c\u6240\u957f\u5d14\u4e3d\u4e3d\u8bf4\u3002<\/p>\n\n\n\n
\u4ece\u6982\u5ff5\u770b\uff0cD2C\u4e0e\u56fd\u5185\u7535\u5546\u5e73\u53f0\u6700\u8fd1\u51e0\u5e74\u6d41\u884c\u7684C2M\u6a21\u5f0f\u6709\u4e9b\u76f8\u4f3c\u2014\u2014\u540e\u8005\u6307\u6d88\u8d39\u8005\u76f4\u8fbe\u5de5\u5382\uff0c\u4e5f\u53ef\u7406\u89e3\u4e3a\u7528\u6237\u53cd\u5411\u5b9a\u5236\u6a21\u5f0f\u3002<\/p>\n\n\n\n
\u4f46\u4e24\u8005\u6709\u7740\u5f88\u5927\u533a\u522b\uff0c\u76f8\u6bd4\u201c\u4e2a\u6027\u5316\u751f\u4ea7\u201d\u7684C2M\u54c1\u724c\uff0c\u201c\u76f4\u9762\u6d88\u8d39\u8005\u201d\u7684D2C\u54c1\u724c\uff0c\u5176\u8bde\u751f\u5f80\u5f80\u662f\u56e0\u4e3a\u539f\u6709\u5e02\u573a\u69fd\u70b9\u592a\u591a\uff0c\u5982\u4ef7\u683c\u8fc7\u9ad8\u3001\u6d88\u8d39\u8005\u4f53\u9a8c\u5dee\u7b49\u3002\u540c\u65f6D2C\u54c1\u724c\u53c8\u975e\u5e38\u6ce8\u91cd\u793e\u4ea4\u5a92\u4f53\u7684\u5e7f\u6cdb\u8fd0\u7528\uff0c\u5e76\u5728\u4e1a\u52a1\u58ee\u5927\u4e4b\u540e\u5f80\u7ebf\u4e0b\u5b9e\u4f53\u5e97\u53d1\u5c55\uff0c\u5b9e\u73b0\u201c\u7ebf\u4e0a\u7ebf\u4e0b\u4e24\u624b\u6293\u201d\u3002<\/p>\n\n\n\n
\u603b\u4f53\u6765\u770b\uff0cD2C\u76f8\u6bd4C2M\u66f4\u4e3a\u8d34\u8fd1\u6d88\u8d39\u8005\uff0c\u53ef\u4ee5\u7b80\u5355\u603b\u7ed3\u4e3a\u4e09\u4e2a\u5c42\u9762\u7684\u7279\u70b9\uff1a\u780d\u6389\u4e2d\u95f4\u5546\u3001\u76f4\u9762\u6d88\u8d39\u9700\u6c42\u3001\u5f3a\u5316\u7528\u6237\u4f53\u9a8c\u3002<\/strong><\/p>\n\n\n\n
\u4f5c\u4e3a\u4e00\u4e2a\u8236\u6765\u54c1\uff0cD2C\u6982\u5ff5\u5728\u7f8e\u56fd\u5927\u6982\u4ece2007\u5e74\u5f00\u59cb\u840c\u82bd\u2014\u2014\u4ee5\u65e0\u98ce\u9669\u8bd5\u7a7f\u65f6\u5c1a\u7537\u88c5\u7535\u5546\u54c1\u724cBonobos\u521b\u7acb\u4e3a\u6807\u5fd7\uff0c\u7ecf\u5386\u4ece\u70ed\u6367\u5230\u4e0b\u6ed1\u7684\u8fc7\u7a0b\uff0c\u73b0\u5728\u53c8\u8fdb\u5165\u4e00\u4e2a\u5feb\u901f\u53d1\u5c55\u671f\u3002\u6709\u6570\u636e\u7edf\u8ba1\uff0c\u5982\u4eca\u5728\u7f8e\u56fd\u7535\u5546\u5e02\u573a\uff0c\u6709\u8fd11000\u4e2aD2C\u54c1\u724c\uff0c\u589e\u957f\u901f\u5ea6\u8fdc\u8d85\u4e00\u822c\u7535\u5546\u54c1\u724c\uff0c\u5927\u6982\u662f\u540e\u8005\u7684\u4e24\u5230\u4e09\u500d\u3002<\/p>\n\n\n\n
\u6210\u4e3aD2C\u6982\u5ff5\u5f15\u9886\u8005\u7684\uff0c\u662f\u5373\u5c06\u5728\u7ebd\u4ea4\u6240\u4e0a\u5e02\uff089\u670829\u65e5\uff09\u7684Warby Parker\u3002<\/strong><\/p>\n\n\n\n
2010\u5e74\uff0c\u5bbe\u5915\u6cd5\u5c3c\u4e9a\u5927\u5b66\u6c83\u987f\u5546\u5b66\u9662\u7684\u56db\u540d\u5b66\u751f\u521b\u7acb\u4e86Warby Parker\u3002\u5176\u521b\u7acb\u539f\u56e0\uff0c\u662f\u56e0\u4e3a4\u540d\u521b\u59cb\u4eba\u8ba4\u4e3a\u773c\u955c\u884c\u4e1a\u592a\u8fc7\u66b4\u5229\u2014\u2014\u5f53\u65f6\u7684\u7f8e\u56fd\uff0c\u4e00\u5bb6\u53ebLuxottica\u7684\u610f\u5927\u5229\u516c\u53f8\u5784\u65ad\u4e86\u773c\u955c\u884c\u4e1a\uff0c\u5305\u62ec\u751f\u4ea7\u3001\u96f6\u552e\u3001\u54c1\u724c\u3001\u9a8c\u5149\u3001\u4fdd\u9669\u7b49\u6240\u6709\u73af\u8282\uff0cOakley\u3001Prada\u3001D&G\u3001Chanel\u7b49\u51e0\u4e4e\u6240\u6709\u77e5\u540d\u773c\u955c\u90fd\u662f\u65d7\u4e0b\u54c1\u724c\uff0c\u62e5\u6709\u5145\u5206\u5784\u65ad\u6743\u548c\u5b9a\u4ef7\u81ea\u7531\u3002<\/p>\n\n\n\n
\u201c\u51ed\u4ec0\u4e48\u4e00\u526f\u773c\u955c\u8981500-700\u7f8e\u5143\uff1f\u201dWarby Parker\u9009\u62e9\u7528D2C\u6a21\u5f0f\u6765\u7834\u5c40\u3002\u5728Warby Parker\u5b98\u7f51\u4e0a\uff0c\u7528\u6237\u53ef\u4ee5\u9009\u62e95\u526f\u773c\u955c\u6846\u201c\u514d\u8d39\u9001\u8d27\u201d\u3002\u7528\u6237\u5728\u6536\u5230\u773c\u955c5\u5929\u5185\u201c\u514d\u8d39\u8bd5\u6234\u201d\u76f4\u5230\u505a\u51fa\u9009\u62e9\u3002\u6700\u540e\u7f51\u4e0a\u4e0b\u8ba2\u5355\uff0c\u54c1\u724c\u65b9\u518d\u6b21\u514d\u8d39\u9001\u4e0a\u95e8\u3002\u4e00\u526f\u773c\u955c\u4ef7\u683c\u53ef\u4ee5\u4f4e\u81f395\u7f8e\u5143\u3002<\/p>\n\n\n\n
\u6beb\u65e0\u7591\u95ee\uff0c\u9664\u4e86\u4f4e\u5ec9\u4ef7\u683c\uff0cWarby Parker\u780d\u53bb\u4e2d\u95f4\u5546\uff0c\u6784\u5efa\u76f4\u9762\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u94fe\u8def\uff0c\u624d\u662f\u771f\u6b63\u5438\u5f15\u6d88\u8d39\u8005\u6ce8\u610f\u529b\u7684\u5730\u65b9\u3002<\/strong><\/p>\n\n\n\n
\u201c\u76f4\u63a5\u9762\u5411\u6d88\u8d39\u8005\u53ef\u4ee5\u8ba9\u4ea7\u54c1\u907f\u5f00\u8d5a\u53d6\u66b4\u5229\u7684\u4e2d\u95f4\u5546\uff0c\u4e3a\u6d88\u8d39\u8005\u7701\u94b1\u3002\u201dWarby Parker\u521b\u59cb\u4eba\u4e4b\u4e00\u7684Neil Blumenthal\uff08\u5c3c\u5c14\u00b7\u5e03\u9c81\u95e8\u7d22\uff09\u5982\u6b64\u89e3\u91ca\u3002<\/p>\n\n\n\n
\u8be5\u516c\u53f8\u539f\u672c\u53ea\u5728\u7f51\u4e0a\u9500\u552e\uff0c2013\u5e74\uff0c\u53c8\u5f00\u59cb\u5f00\u8bbe\u5b9e\u4f53\u5e97\uff0c\u76ee\u524d\u62e5\u6709145\u5bb6\u7ebf\u4e0b\u5206\u5e97\u3002\u5bf9\u4e00\u5bb6\u773c\u955c\u9500\u552e\u516c\u53f8\u6765\u8bf4\uff0c\u5f00\u8bbe\u7ebf\u4e0b\u95e8\u5e97\u76f8\u5f53\u5fc5\u8981\uff1a\u8fd9\u80fd\u589e\u8fdb\u670d\u52a1\u8d28\u91cf\u548c\u7528\u6237\u4fbf\u5229\u3002\u6bd4\u5982\u7ebf\u4e0a\u8d2d\u4e70\u540e\u53ef\u4ee5\u53bb\u5b9e\u4f53\u5e97\u8c03\u8bd5\u3001\u66f4\u6362\u6216\u8005\u9000\u8d27\uff0c\u548c\u7ebf\u4e0a\u5e73\u53f0\u4e92\u8865\u3002<\/p>\n\n\n\n
Warby Parker\u7531\u6b64\u5b8c\u5168\u6253\u5f00\u4e86\u5546\u4e1a\u60f3\u8c61\u7a7a\u95f4\u30029\u8f6e\u878d\u8d44\u4e2d\uff0c\u5171\u7b79\u96c6\u8d44\u91d15.355\u4ebf\u7f8e\u5143\u3002\u636e\u6089\uff0cWarby Parker\u4e0a\u5e02\u524d\u6700\u540e\u4e00\u8f6e\u878d\u8d44\u540e\u7684\u4f30\u503c\u7ea6\u4e3a30\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n
Warby Parker\u7684\u6210\u529f\uff0c\u8ba9\u8d8a\u6765\u8d8a\u591a\u7684\u54c1\u724c\u6d8c\u5165D2C\u9886\u57df\uff0c\u5728\u7f8e\u5986\u3001\u98df\u54c1\u3001\u5bb6\u5177\u3001\u5bb6\u7eba\u3001\u5e8a\u57ab\u3001\u670d\u88c5\u3001\u4e2a\u62a4\u3001\u751f\u6d3b\u6742\u8d27\u7b49\u5404\u4e2a\u884c\u4e1a\uff0c\u51e0\u4e4e\u90fd\u6709\u4e00\u4e2a\u5f15\u9886\u6027\u7684D2C\u54c1\u724c\uff0c\u4f8b\u5982\u5e8a\u57ab\u54c1\u724cCasper\u3001\u65c5\u884c\u7bb1\u54c1\u724cAway\u3001\u7f8e\u5986\u54c1\u724cGlossier \u3001\u978b\u7c7b\u54c1\u724cAllbirds\u7b49\u3002\u751a\u81f3\u53f7\u79f0\u6cbb\u7597\u8131\u53d1\u3001ED\u7b49\u7537\u6027\u836f\u54c1\u7684Hims\uff0c\u53f7\u79f0\u201c\u907f\u5b55\u836f\u754c\u7684UBER\u201d\u7684Nurx\uff0c\u90fd\u88ab\u5f52\u4e3aDTC\u3002<\/strong><\/p>\n\n\n\n
\u5728\u6b27\u7f8e\uff0cD2C\u5bf9\u4f20\u7edf\u6d88\u8d39\u5e02\u573a\u7684\u51b2\u51fb\u4e0d\u5bb9\u5c0f\u89d1\uff0c\u6bd4\u5982\u63a8\u51fa\u6bcf\u67081\u7f8e\u5143\u5243\u987b\u5200\u7247\u8ba2\u9605\u670d\u52a1\u7684Dollar Shave Clu\uff0c4\u5e74\u95f4\u62a2\u5360\u4e86\u5409\u522910%\u4ee5\u4e0a\u7684\u5e02\u573a\u4efd\u989d\u3002<\/p>\n\n\n\n
\u76f8\u5173\u6570\u636e\u663e\u793a\uff0c\u81ea2012\u5e74\u4ee5\u6765\uff0c\u6b27\u7f8eD2C\u54c1\u724c\u83b7\u5f97\u4e8630\u4ebf\u591a\u7f8e\u5143\u7684\u878d\u8d44\uff0c\u8bde\u751f\u4e86\u591a\u4e2a\u4f30\u503c\u8d85\u8fc710\u4ebf\u7f8e\u91d1\u7684\u72ec\u89d2\u517d\u3002<\/strong>2016\u5e74\u8054\u5408\u5229\u534e\u5c31\u4ee510\u4ebf\u7f8e\u5143\u6536\u8d2d\u4e86Dollar Shave Clu\uff0c \u53e6\u4e00\u5243\u987bD2C\u54c1\u724cHarry\u2019s\u5219\u57282018\u5e74\u4ee513.7\u4ebf\u7f8e\u5143\u88ab\u4e2a\u62a4\u96c6\u56e2Edgewell\u6536\u8d2d\u3002<\/p>\n\n\n\n
\u8fdb\u51652021\u5e74\uff0c\u6b27\u7f8eD2C\u54c1\u724c\u8fce\u6765\u4e86\u5bc6\u96c6\u4e0a\u5e02\u6f6e\uff1a\u9664\u4e86\u5373\u5c06\u767b\u9646\u7ebd\u4ea4\u6240\u7684Warby Parker\uff0cAllbirds\u4e5f\u57289\u670814\u65e5\u63d0\u4ea4\u4e86\u4e0a\u5e02\u7533\u8bf7\uff0c\u9884\u8ba1\u6b64\u6b21IPO\u4f30\u503c\u8d85\u8fc720\u4ebf\u7f8e\u5143\u3002\u66f4\u65e9\u4e00\u4e9b\u65f6\u5019\uff0cCasper\u3001Hims\u5747\u5728\u7ebd\u4ea4\u6240\u6210\u529f\u4e0a\u5e02\u3002<\/p>\n\n\n\n
![\"\u5929\u732b\u63a8\u7684\u65b0\u6218\u7565\uff0c\u8425\u9500\u5671\u5934\u8fd8\u662f\u65b0\u98ce\u53e3\"\/](\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/09\/SkGfoQK6mmK8NQ.jpg\")
<\/figure><\/div>\n\n\n\n\u65b0\u54c1\u724c\u4e4b\u5916\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u4f20\u7edf\u54c1\u724c\u4e5f\u52a0\u5165D2C\u9635\u8425\u3002LVMH\u3001\u5b9d\u6d01\u3001\u6b27\u83b1\u96c5\u3001Walmart\u3001Target\u3001IKEA\u3001Serta Simmons \u7b49\u7eb7\u7eb7\u901a\u8fc7\u5408\u4f5c\u3001\u6536\u8d2d\u7b49\u65b9\u5f0f\u5e03\u5c40DTC\u30022021\u5e743\u6708\uff0c\u5728\u963f\u8fea\u8fbe\u65af\u5ba3\u5e03\u7684\u4e0b\u4e00\u4e2a\u4e94\u5e74\u8ba1\u5212\u4e2d\uff0cD2C\u7b56\u7565\u88ab\u653e\u5728\u4e86\u91cd\u4e2d\u4e4b\u91cd\u7684\u4f4d\u7f6e\u2014\u2014\u6839\u636e\u5176\u89c4\u5212\uff0c\u52302025\u5e74\uff0c\u963f\u8fea\u8fbe\u65af\u7684DTC\u4e1a\u52a1\u5c06\u9884\u8ba1\u8d21\u732e\u5168\u96c6\u56e2 50%\u5de6\u53f3\u7684\u8425\u4e1a\u989d\uff0c\u5e76\u5f15\u9886\u8d85\u8fc780%\u7684\u8425\u6536\u589e\u957f\u3002<\/strong><\/p>\n\n\n\n
02\u3001<\/strong>\u56fd\u5185D2C\u96be\u8d70\u6b27\u7f8e\u8001\u8def<\/strong><\/h2>\n\n\n\n\u5728\u300aDTC\u521b\u9020\u54c1\u724c\u5947\u8ff9\u300b\u4e2d\uff0c\u8bd1\u8005\u6c64\u6587\u9759\u5c06\u6b27\u7f8eD2C\u54c1\u724c\u7684\u6210\u529f\u79d8\u8bc0\u603b\u7ed3\u4e3a\u5982\u4e0b\u51e0\u70b9\uff1a<\/p>\n\n\n\n
1\u3001\u975e\u5e38\u6ce8\u91cd\u8ddf\u7528\u6237\u5efa\u7acb\u76f4\u63a5\u5173\u7cfb\uff0c\u8bf8\u591a\u54c1\u724c\u521b\u59cb\u4eba\u626e\u6f14\u7740\u5e03\u9053\u8005\u548c\u793e\u533a\u7cbe\u795e\u9886\u8896\u7684\u89d2\u8272\uff1b<\/p>
2\u3001\u6ce8\u91cd\u7f51\u7edc\u6e20\u9053\u4f20\u64ad\uff0c\u4eceFacebook\u5230Youtube\u3001TikTok\u3001\u4e9a\u9a6c\u900a\uff0c\u6293\u4f4f\u793e\u4ea4\u5a92\u4f53\u6d41\u91cf\u7ea2\u5229\u505a\u54c1\u724c\u4f20\u64ad\u548c\u7528\u6237\u589e\u957f\uff1b<\/p>
3\u3001\u8ddf\u7528\u6237\u5efa\u7acb\u8054\u7cfb\u8fc7\u7a0b\u4e2d\u7684\u5927\u91cf\u63a5\u89e6\u70b9\u90fd\u6570\u636e\u5316\uff0c\u5e76\u5229\u7528\u8fd9\u4e9b\u6570\u636e\u8fdb\u884c\u4ea4\u4e92\u3001\u8ffd\u8e2a\u5206\u6790\u548c\u4f18\u5316\u8fed\u4ee3\u4ea7\u54c1\u3002<\/p><\/blockquote>\n\n\n\n
\u8fd9\u51e0\u70b9\u5176\u5b9e\u53ef\u4ee5\u603b\u7ed3\u4e3a\uff1a\u4fdd\u6301\u4ee5\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u7684\u60c5\u611f\u4ea4\u4e92\u548c\u5bf9\u8bdd\u3002<\/strong><\/p>\n\n\n\n
![\"\u5929\u732b\u63a8\u7684\u65b0\u6218\u7565\uff0c\u8425\u9500\u5671\u5934\u8fd8\u662f\u65b0\u98ce\u53e3\"\/](\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/09\/SkGfpC97Q26NT6.jpg\")
<\/figure><\/div>\n\n\n\n\u548c\u5176\u4ed6\u4e92\u8054\u7f51\u5546\u4e1a\u6a21\u5f0f\u4e00\u6837\uff0cD2C\u6a21\u5f0f\u65e9\u65e9\u5f15\u8d77\u4e86\u56fd\u5185\u521b\u4e1a\u8005\u7684\u5173\u6ce8\u3002\u76f8\u5173\u6570\u636e\u663e\u793a\uff0c2015-2020\u5e74\uff0c\u4e2d\u56fdD2C\u5e02\u573a\u89c4\u6a21\u4ece253.8\u4ebf\u5143\u589e\u957f\u81f3725\u4ebf\u5143\uff0c\u4fdd\u6301\u5e73\u7a33\u589e\u957f\u6001\u52bf\u3002<\/p>\n\n\n\n
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<\/figure><\/div>\n\n\n\n\u540c\u65f6\uff0c\u5bf9\u56fd\u5185\u4e3a\u6570\u4f17\u591a\u7684D2C\u521b\u4e1a\u8005\u800c\u8a00\uff0c\u76f8\u6bd4\u6b27\u7f8eD2C\u54c1\u724c\uff0c\u8fd8\u9700\u8981\u89e3\u51b3\u66f4\u591a\u73b0\u5b9e\u7684\u4e25\u5cfb\u95ee\u9898\u2014\u2014\u9650\u4e8e\u6210\u672c\u548c\u7ade\u4e89\uff0c\u5b83\u4eec\u53ef\u4ee5\u6574\u5408\u7684\u5927\u591a\u662f\u4e2d\u5c0f\u578b\u4f9b\u5e94\u94fe\uff0c\u5f88\u96be\u5b9e\u73b0\u56fd\u5916\u5c06\u5355\u4e00\u4f9b\u5e94\u94fe\u505a\u5230\u6781\u81f4\u6c34\u51c6\u3002\u540c\u65f6\uff0c\u7531\u4e8e\u56fd\u5185\u5e02\u573a\u7279\u6b8a\u73af\u5883\uff0c\u5f88\u5feb\u9677\u5165\u540c\u8d28\u5316\u7ade\u4e89\u53c8\u96be\u4ee5\u907f\u514d\u3002<\/p>\n\n\n\n
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