纺织服饰行业专题报告:复盘Nike DTC,看各类服饰品牌渠道变迁方向

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(以下内容从华福证券《纺织服饰行业专题报告:复盘Nike DTC,看各类服饰品牌渠道变迁方向》研报附件原文摘录)摘要DTC,即为品牌绕开第三方批发商、零售商或其他中间商,直接面向消费者推出商品或服务的新的商业模式。其主要优势在于成本、渠道、数据库和时间效率;但与此同时,DTC模式也会导致初期投入高、营销成本高、物流与供应链管理难度加大。通过复盘Nike DTC改革期间的表现,我们发现,DTC模式...

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