更多品牌接入亚马逊物流网络，Bath & Body Works开始在亚马逊平台销售

环球市场播报02-20

核心要点 Bath & Body Works 在亚马逊开设官方授权店铺，这是该品牌拓展线下门店以外销售渠道的最新举措。首席执行官丹尼尔・希夫（Daniel Heaf）对美国消费者新闻与商业频道（CNBC）表示，此次上线是为了在消费者所在的地方与他们相遇。对 Bath & Body Works、盖璞（Gap）、Everlane 等品牌而言，亚马逊正越来越多地扮演专业物流合作伙伴的角色，而非单纯...

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会员可购买该品牌香槟派对（Champagne Toast）沐浴露等产品，且无最低配送门槛。\n　　欧睿信息咨询公司（Euromonitor）数据显示，亚马逊是美国美妆消费者首选的线上购物平台，2024 年占据美国线上美妆个护市场 **47%的份额，丝芙兰以 9% 位居第二。欧睿预计，美妆个护产品总销售额中39%** 来自线上渠道。\n　　“在亚马逊开设首家官方品牌旗舰店，让我们能够直接触达消费者，”Bath & Body Works 首席执行官丹尼尔・希夫表示，“核心就是在他们日常购物的地方服务他们。”\n　　亚马逊上线是总部位于俄亥俄州哥伦布市的 Bath & Body Works 拓展触达渠道的最新动作。去年，该品牌开始在大学校园商店销售产品，目前布局已超1000 个点位，这是该品牌在其约2600 家直营、加盟门店及自有官网之外，首次新增销售渠道。\n　　希夫于去年 5 月加入 Bath & Body Works，此前他担任耐克首席转型与战略官，该职位因耐克首席执行官艾略特・希尔的调整被撤销。\n　　希夫近期公布了让 Bath & Body Works重回盈利、可持续增长的计划，他称之为 “消费者优先模式”，包含四大支柱：打造颠覆性创新产品、重燃品牌活力、赢得市场、以速度和效率运营。\n　　他表示，与亚马逊的合作 “是本财年落实该战略的众多里程碑中的第一个”。\n　　在官方店铺正式上线前，Bath & Body Works 的产品仅通过第三方经销商在亚马逊上流通。如今，希夫表示，公司正试图在亚马逊上夺回品牌话语权与平台销量。\n　　亚马逊：是友还是敌？\n　　尽管亚马逊与耐克、卡尔文・克莱恩（Calvin Klein）等众多品牌建立了第一方合作关系，将批发合作纳入商业模式，但像 Bath & Body Works 这样自主设计、生产、销售的垂直整合型零售商，在亚马逊平台销售的案例仍不多见。\n　　对这类垂直整合品牌而言，亚马逊正越来越多地扮演专业物流合作伙伴，而非竞争对手。盖璞、J.Crew 和 Everlane 同样属于垂直整合品牌，也已在亚马逊上架少量自有产品。\n　　盖璞于 2022 年开始通过批发模式在亚马逊销售 “全家基础款” 产品，由亚马逊持有并销售商品，支持 Prime 配送。盖璞曾表示，其目标是触达新客户或流失客户，同时为现有消费者提供购买 “基础必需品” 的便利。\n　　根据 Bath & Body Works 与亚马逊的新协议，品牌将保留商品所有权并掌控定价权，同时借助亚马逊配送合作伙伴网络实现 Prime 配送资格。\n　　Everlane 拒绝对其亚马逊合作事宜置评，J.Crew 未回应置评请求。\n　　珠宝品牌肯德拉・斯科特（Kendra Scott）最初反对与亚马逊合作，即便已与梅西百货、诺德斯特龙等零售商建立批发关系，最终仍在亚马逊开设了官方授权店。一位熟悉该公司决策、要求匿名的人士透露，随着时间推移，该品牌逐渐将亚马逊视为触达消费者的新机会，而非竞争威胁。\n　　在自有官网方面，Bath & Body Works 也在优化购物体验，上月已将免运费门槛从 100 美元降至 50 美元。\n　　尽管如此，希夫坦言：\n　　“我们清楚，在 Prime 物流网络上，我们永远无法与亚马逊竞争。没有哪家企业能提供次日达服务，这也不是我们的业务范畴。因此我认为，入驻亚马逊，也会让我们的自有官网更具竞争力，同时我们也清楚，自己的使命并非打造一套能与亚马逊速度匹敌的配送网络。”\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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