{"id":3747,"date":"2025-03-21T10:00:44","date_gmt":"2025-03-21T13:00:44","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3747"},"modified":"2026-10-19T12:07:13","modified_gmt":"2026-10-19T15:07:13","slug":"why-retail-media-is-growing-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2025\/03\/21\/why-retail-media-is-growing-zh\/","title":{"rendered":"\u96f6\u552e\u5a92\u4f53\u6301\u7eed\u5347\u6e29\uff1a\u8fd9\u4e2a\u5e02\u573a\u4e3a\u4f55\u589e\u957f\u5982\u6b64\u8fc5\u731b\uff1f"},"content":{"rendered":"

\u96f6\u552e\u5a92\u4f53<\/strong>\uff08retail media\uff09\u8fd9\u4e00\u6982\u5ff5\u5728\u96f6\u552e\u5e02\u573a\u4e2d\u6b63\u53d8\u5f97\u8d8a\u6765\u8d8a\u666e\u904d\uff0c\u5c24\u5176\u662f\u968f\u7740\u6570\u5b57\u8425\u9500\u7b56\u7565\u7684\u4e0d\u65ad\u53d1\u5c55\u3002\u8fd9\u79cd\u5e7f\u544a\u6a21\u5f0f\u4e0d\u4ec5\u80fd\u5e2e\u52a9\u54c1\u724c\u66f4\u6709\u6548\u5730\u89e6\u8fbe\u6d88\u8d39\u8005\uff0c\u8fd8\u4e3a\u96f6\u552e\u95e8\u5e97\u53d8\u5f97\u66f4\u5177\u4e92\u52a8\u6027\u3001\u66f4\u52a0\u4e2a\u6027\u5316\u521b\u9020\u4e86\u65b0\u7684\u673a\u4f1a\u3002<\/span><\/p>\n

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\u4ece\u5b57\u9762\u4e0a\u770b\uff0cretail media \u4e00\u8bcd\u610f\u4e3a”\u96f6\u552e\u5a92\u4f53”\uff0c\u8fd9\u4e00\u6982\u5ff5\u6b63\u5728\u5f7b\u5e95\u6539\u53d8\u54c1\u724c\u548c\u5e7f\u544a\u4e3b\u5728\u96f6\u552e\u73af\u5883\u4e2d\u4e0e\u6d88\u8d39\u8005\u5efa\u7acb\u8fde\u63a5\u7684\u65b9\u5f0f\u3002<\/span><\/p>\n

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\u5bc6\u5207\u5173\u6ce8 NRF \u4e0a\u5c55\u793a\u7684\u8d8b\u52bf<\/strong><\/a>\u4ee5\u53ca\u5373\u5c06\u8fdb\u5165\u5e02\u573a\u7684\u65b0\u8d8b\u52bf\uff0c\u5bf9\u4e8e\u7406\u89e3\u5982\u4f55\u5728\u60a8\u7684\u96f6\u552e\u95e8\u5e97\u4e2d\u521b\u65b0\u5730\u5e94\u7528\u8fd9\u4e00\u6a21\u5f0f\u3001\u5de9\u56fa\u60a8\u7684\u5e02\u573a\u5730\u4f4d\u81f3\u5173\u91cd\u8981\u3002<\/span><\/p>\n

\u4e86\u89e3\u96f6\u552e\u5a92\u4f53\u5728\u5e02\u573a\u4e0a\u6301\u7eed\u8d70\u70ed\u7684\u539f\u56e0<\/span><\/h2>\n

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\u51ed\u501f\u663e\u8457\u7684\u589e\u957f\uff0c\u8fd9\u4e00\u7b56\u7565\u7684\u5e02\u573a\u89c4\u6a21\u5df2\u8fbe\u6570\u5341\u4ebf\u7f8e\u5143\uff0c\u5e76\u8d8a\u6765\u8d8a\u591a\u5730\u51fa\u73b0\u5728\u5927\u578b\u96f6\u552e\u8fde\u9501\u7684\u6570\u5b57\u8425\u9500\u7b56\u7565\u4e2d\u3002\u4f46\u60a8\u662f\u5426\u60f3\u8fc7\uff0c\u96f6\u552e\u5a92\u4f53\u4e3a\u4f55\u5982\u6b64\u706b\u70ed\u5e76\u88ab\u5e7f\u6cdb\u91c7\u7528\uff1f<\/span><\/p>\n

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1 – \u4e0d\u65ad\u6269\u5f20\u7684\u5343\u4ebf\u7ea7\u5e02\u573a<\/span><\/h3>\n

\u96f6\u552e\u5a92\u4f53\u5e76\u975e\u6619\u82b1\u4e00\u73b0\u7684\u6f6e\u6d41\uff0c\u800c\u662f\u4e00\u4e2a\u6301\u7eed\u6269\u5f20\u7684\u9886\u57df\u3002\u636e\u4f30\u8ba1\uff0c\u5230 2026 \u5e74\uff0c\u8fd9\u4e00\u5e7f\u544a\u5f62\u5f0f\u7684\u5168\u7403\u5e02\u573a\u89c4\u6a21\u5c06\u8fbe\u5230\u7ea6 1100 \u4ebf\u7f8e\u5143<\/strong><\/a>\uff0c\u5c55\u73b0\u51fa\u5de8\u5927\u7684\u589e\u957f\u6f5c\u529b\u3002<\/span><\/p>\n

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2 – \u96f6\u552e\u5546\u548c\u54c1\u724c\u5236\u9020\u5546\u52a0\u901f\u91c7\u7528<\/span><\/h3>\n

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\u6b64\u5916\uff0c\u54c1\u724c\u4e5f\u9010\u6e10\u610f\u8bc6\u5230\uff0c\u5728\u7535\u5546\u5e73\u53f0\u548c\u5b9e\u4f53\u96f6\u552e\u95e8\u5e97\u4e2d\u6295\u653e\u5e7f\u544a\uff0c\u53ef\u80fd\u6bd4\u4f20\u7edf\u5a92\u4f53\u9ad8\u6548\u5f97\u591a\uff0c\u56e0\u4e3a\u5b83\u80fd\u5728\u8d2d\u4e70\u51b3\u7b56\u65f6\u523b\u76f4\u63a5\u5f71\u54cd\u6d88\u8d39\u8005\u3002<\/span><\/p>\n

3 – \u96f6\u552e\u4e1a\u7684\u65b0\u53d8\u73b0\u6765\u6e90<\/span><\/h3>\n

\u96f6\u552e\u5a92\u4f53\u5feb\u901f\u589e\u957f\u7684\u539f\u56e0\u4e4b\u4e00\uff0c\u5728\u4e8e\u5b83\u4e3a\u96f6\u552e\u5546\u5e26\u6765\u7684\u79ef\u6781\u8d22\u52a1\u5f71\u54cd\u3002\u8bb8\u591a\u5927\u578b\u4f01\u4e1a\u5df2\u5f00\u59cb\u6548\u4eff Amazon \u548c Mercado Livre \u7b49\u5de8\u5934\uff0c\u5728\u81ea\u5bb6\u5e73\u53f0\u4e0a\u5b9e\u65bd\u5e7f\u544a\u7b56\u7565\u3002<\/span><\/p>\n

\u901a\u8fc7\u5c06\u81ea\u8eab\u9500\u552e\u6e20\u9053\u8f6c\u5316\u4e3a\u6709\u4ef7\u503c\u7684\u5e7f\u544a\u7a7a\u95f4\uff0c\u8fd9\u4e9b\u4f01\u4e1a\u80fd\u591f\u63d0\u5347\u76c8\u5229\u80fd\u529b\uff0c\u800c\u65e0\u9700\u5b8c\u5168\u4f9d\u8d56\u6240\u552e\u5546\u54c1\u7684\u5229\u6da6\u7387\u3002<\/span><\/p>\n

4 – \u6280\u672f\u8fdb\u6b65\u4e0e\u65b0\u7684\u5408\u4f5c\u5173\u7cfb<\/span><\/h3>\n

\u6280\u672f\u4e00\u76f4\u662f\u63a8\u52a8\u96f6\u552e\u5a92\u4f53\u589e\u957f\u7684\u91cd\u8981\u52a9\u529b\u3002\u5927\u578b\u96f6\u552e\u8fde\u9501\u6b63\u5927\u529b\u6295\u8d44\u4eba\u5de5\u667a\u80fd\u548c\u6570\u636e\u5206\u6790\uff0c\u8ba9\u5e7f\u544a\u66f4\u52a0\u7cbe\u51c6\u3001\u66f4\u52a0\u4e2a\u6027\u5316\u3002<\/span><\/p>\n

\u6b64\u5916\uff0c\u96f6\u552e\u5546\u4e0e\u6570\u5b57\u5e73\u53f0\u4e4b\u95f4\u6b63\u5728\u5efa\u7acb\u65b0\u7684\u6218\u7565\u5408\u4f5c\uff0c\u4ee5\u8fdb\u4e00\u6b65\u91ca\u653e\u8fd9\u4e00\u5e02\u573a\u7684\u6f5c\u529b\u3002\u672a\u6765\u51e0\u5e74\uff0c\u96f6\u552e\u5a92\u4f53\u5e7f\u544a\u6d3b\u52a8\u5c06\u6108\u53d1\u7cbe\u51c6\u9ad8\u6548\uff0c\u4e3a\u54c1\u724c\u5e26\u6765\u66f4\u9ad8\u7684\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u3002<\/span><\/p>\n

5 – \u5168\u7403\u77a9\u76ee\u4e0e\u52a0\u901f\u589e\u957f<\/span><\/h3>\n

\u96f6\u552e\u5a92\u4f53\u7684\u91cd\u8981\u6027\u5df2\u5728\u884c\u4e1a\u5404\u5927\u76db\u4f1a\u4e0a\u5f15\u53d1\u5e7f\u6cdb\u8ba8\u8bba\uff0c\u4f8b\u5982\u5168\u7403\u89c4\u6a21\u6700\u5927\u7684\u96f6\u552e\u5c55\u4f1a NRF\u3002\u8fd1\u5e74\u6765\uff0cNRF \u6301\u7eed\u5173\u6ce8\u7535\u5546\u4e0e\u5b9e\u4f53\u96f6\u552e\u4e2d\u5e7f\u544a\u5e73\u53f0\u7684\u5feb\u901f\u53d1\u5c55\uff0c\u5e76\u5f3a\u8c03\u8fd9\u662f\u5f53\u4e0b\u6700\u5177\u524d\u666f\u7684\u7b56\u7565\u4e4b\u4e00\u3002<\/span><\/p>\n

NRF \u7ebd\u7ea6\u5c55\u4e0a\u7684\u8ba8\u8bba\u8868\u660e\uff0c\u884c\u4e1a\u5de8\u5934\u6b63\u5728\u8c03\u6574\u81ea\u8eab\u5546\u4e1a\u6a21\u5f0f\u4ee5\u878d\u5165\u96f6\u552e\u5a92\u4f53\uff0c\u4e3a\u54c1\u724c\u548c\u96f6\u552e\u5546\u521b\u9020\u65b0\u7684\u673a\u9047\uff0c\u5e2e\u52a9\u5176\u6700\u5927\u5316\u9500\u552e\u989d\u4e0e\u53d7\u4f17\u4e92\u52a8\u3002<\/span><\/p>\n

\u4ee5\u4e0a\u51e0\u70b9\u89e3\u91ca\u4e86\u96f6\u552e\u5a92\u4f53\u4e3a\u4f55\u80fd\u591f\u6301\u7eed\u9ad8\u901f\u589e\u957f\u3002\u5b83\u80fd\u591f\u5728\u8d2d\u4e70\u65f6\u523b\u89e6\u8fbe\u6d88\u8d39\u8005\u3001\u4e3a\u96f6\u552e\u5546\u521b\u9020\u65b0\u7684\u6536\u5165\u6765\u6e90\uff0c\u5e76\u63d0\u4f9b\u9ad8\u5ea6\u7cbe\u51c6\u7684\u5b9a\u5411\u8425\u9500\u6d3b\u52a8\uff0c\u8fd9\u4f7f\u5176\u6210\u4e3a\u5f53\u524d\u73af\u5883\u4e0b\u4e0d\u53ef\u6216\u7f3a\u7684\u7b56\u7565\u3002<\/span><\/p>\n

\u968f\u7740\u6280\u672f\u6295\u5165\u7684\u4e0d\u65ad\u589e\u52a0\uff0c\u8fd9\u4e00\u8d8b\u52bf\u5728\u672a\u6765\u51e0\u5e74\u53ea\u4f1a\u6108\u53d1\u5f3a\u52b2\u3002\u5982\u679c\u4f60\u8eab\u5904\u96f6\u552e\u884c\u4e1a\u6216\u4ece\u4e8b\u6570\u5b57\u8425\u9500\u5de5\u4f5c\uff0c\u4e0d\u59a8\u5bc6\u5207\u5173\u6ce8\u96f6\u552e\u5a92\u4f53\uff0c\u4ee5\u53ca\u5b83\u53ef\u80fd\u4e3a\u4f60\u7684\u4e1a\u52a1\u5e26\u6765\u7684\u673a\u9047\uff01<\/span><\/p>\n

\u96f6\u552e\u8bbe\u8ba1\u7684\u672a\u6765\u4e0e\u8d8b\u52bf<\/span><\/h2>\n

\u96f6\u552e\u8bbe\u8ba1\u7684\u672a\u6765\u4e0e\u79d1\u6280\u548c\u987e\u5ba2\u4f53\u9a8c\u7684\u878d\u5408\u5bc6\u4e0d\u53ef\u5206\uff0c\u5b83\u6b63\u5728\u5c06\u96f6\u552e\u95e8\u5e97\u6253\u9020\u4e3a\u5145\u6ee1\u4e92\u52a8\u6027\u548c\u6c89\u6d78\u611f\u7684\u7a7a\u95f4\u3002<\/span><\/p>\n

\u7ebd\u7ea6 NRF \u7b49\u884c\u4e1a\u76db\u4f1a\u6240\u63ed\u793a\u7684\u8d8b\u52bf\u8868\u660e\uff0c\u95e8\u5e97\u8bbe\u8ba1\u4e9f\u9700\u521b\u65b0\uff0c\u4ee5\u6ee1\u8db3\u65e5\u76ca\u6570\u5b57\u5316\u3001\u8981\u6c42\u65e5\u76ca\u63d0\u9ad8\u7684\u6d88\u8d39\u8005\u7684\u671f\u671b\u3002<\/span><\/p>\n

\u5728\u6b64\u80cc\u666f\u4e0b\uff0cAlice Wonders \u4f5c\u4e3a\u4e00\u5bb6\u4e13\u6ce8\u4e8e\u6253\u9020\u96f6\u552e\u6570\u5b57\u5316\u4f53\u9a8c\u7684\u516c\u53f8\u8131\u9896\u800c\u51fa\u3002\u516c\u53f8\u878d\u5408\u8bbe\u8ba1\u3001\u79d1\u6280\u4e0e\u5efa\u7b51\uff0c\u5f00\u53d1\u5b9a\u5236\u5316\u89e3\u51b3\u65b9\u6848\uff0c\u5c06 POS \u8f6c\u53d8\u4e3a\u4e92\u52a8\u7a7a\u95f4\uff0c\u4e3a\u987e\u5ba2\u5e26\u6765\u4e0e\u4f17\u4e0d\u540c\u7684\u8d2d\u7269\u65c5\u7a0b\u3002<\/span><\/p>\n

\u901a\u8fc7\u6295\u8d44\u96f6\u552e\u8bbe\u8ba1\u521b\u65b0\uff0c\u96f6\u552e\u95e8\u5e97\u80fd\u591f\u5728\u7ade\u4e89\u65e5\u8d8b\u6fc0\u70c8\u7684\u5e02\u573a\u4e2d\u8131\u9896\u800c\u51fa\uff0c\u63d0\u4f9b\u72ec\u4e00\u65e0\u4e8c\u7684\u4f53\u9a8c\uff0c\u4ece\u800c\u63d0\u5347\u6d88\u8d39\u8005\u5fe0\u8bda\u5ea6\u5e76\u4fc3\u8fdb\u9500\u552e\u589e\u957f\u3002<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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