电商行业从增量转向存量博弈

海兰财经
Dec 20, 2025

一增收不增利商务部数据显示,电商平台商品的平均毛利率较五年前下降了8.3个百分点,多数商家的净利润率已不足5%。广告投入的回报率也在大幅下降,2020年投入100元广告费能带来500元销售额,而到2025年,同样的投入仅能产生200元回报。无论是平台间的“价格战”,还是海量商家在有限流量池中的搏杀,都迫使企业将大量利润投入到营销中,这不仅持续压低毛利率,还让“增收不增利”成为普遍困境,这也在近期的...

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