全文阅读时间约为11分钟。 在全球经济承压的当下，生产力增长成为破解资产负债表膨胀、净零转型成本、人口结构挑战的核心钥 匙。企业作为经济的基本单元，其生产力跃升不仅能实现员工薪资、消费者剩余与企业利润的三重增 长，更决定着国家经济的兴衰脉络。麦肯锡全球研究院（McKinsey Global Institute）的近期研究揭示： 少数"卓越企业"以颠覆性战略重塑行业格局，成为经济体生产力增长的核心引擎。 核心发现： "卓越企业"的作用举足轻重 研究团队以劳动生产率（员工人均总实际增加值 GVA）为核心指标，对美、英、德三国零售、汽车、 旅游和物流、计算机和电子四大行业的8300 家大型企业（2011-2019年）展开追踪，揭示从微观企业到 宏观经济的增长密码。 不同于传统"大量企业渐进式改进"的认知，数据表明：生产力增长呈现爆发式特征，少数企业凭借大胆 的战略举措，在特定时期带动行业领域实现快速提升。尤为令人瞩目的是：总样本中为数不到100家 的"卓越企业"共同贡献了约2/3的生产力正增长。 相对的，为数仅55家的"落后企业"则对生产力增长产生了巨大的拖累，占到企业层面总生产力下降的 50%-65%（见图1和图 ...

Group 1 - Douyin's user growth has stabilized, prompting some merchants to seek expansion in overseas markets, particularly on TikTok, which is still experiencing rapid growth in Southeast Asia and Western markets [2] - Understanding TikTok's operational model, overseas market users, and marketing strategies is crucial for merchants transitioning to international markets [2] Group 2 - User analysis on TikTok reveals three main demographics: Generation Z, Millennials, and Generation X, with Generation Z showing a strong preference for social media for product discovery [3] - Over 65% of Generation Z are likely to use social media to find products, while 38% of Millennials discover new products through social media ads [3] Group 3 - TikTok has become a leading platform for influencer marketing, with over 1 million influencers in the U.S. market, where 80% of orders come from local influencers [4] - The influencer distribution model is more effective than self-operated live streaming and short video sales for brands seeking market exposure [4] Group 4 - TikTok Shop operates on a "content + shelf" model, where short video sales provide exposure and live streaming helps accumulate followers, leading to increased brand loyalty and higher average order values [7] - A case study showed a product priced at $26.99 on TikTok Shop achieved significant sales growth after initial marketing on YouTube, demonstrating the effectiveness of influencer marketing [7] Group 5 - Successful products in e-commerce often require influencer marketing to achieve high premiums, and understanding the sales logic of influencer marketing is essential for sellers [8] - Brands like Goli Nutrition and MyDepot have successfully leveraged influencer marketing on TikTok, achieving billions in exposure and high transaction rates through diverse influencer collaborations [11] Group 6 - TikTok Shop offers three types of influencer marketing plans: open plans, targeted plans, and store plans, allowing merchants to effectively engage with influencers [13] - The cost of collaborating with influencers in the U.S. is relatively low compared to domestic markets, but the stability of influencer marketing results may vary [13]

Temu 不只是电商，更是一个有关城市规划与国家发展的隐喻。 特约作者丨王汉洋 加入游戏 王华用了十年的时间从芝加哥一个小小的车库开始，逐渐编织出了一群美国仓储网络。但是就在不久之 前，他还面临着三万平方米多层仓库无货可发的窘境。 十年前一位王华的高中同学问能不能借用他家里的车库，用来存手机壳并帮忙代发。彼时的亚马逊还不能 接受全部商品入库，很多都需要卖家自行发货。王华每天抽出两个小时帮忙拆包、代发，能赚一百多美 元。那可能是中国跨境电商的黄金时代，大量便宜商品快速涌入美国市场。 仅仅两个月后，车库已经装不下等待发货的手机壳了。他和朋友只得另寻他处。最后考虑到美国邮政需要 从临街的门面揽件，就用每月 1,500 美元租了一个合适的仓库。此时王华每个月利润就有上万美元。因为 几乎任何中国来的小商品，在美国都便宜。只要能把这些高性价比的产品带到美国，任何人都可以参与跨 境电商的游戏。 更多在中国或来自中国的商家发现了亚马逊这片电商沃土 ，开始纷纷涌入。 但大量乘兴而来的商家因为 缺乏对美国市场的了解，只得败兴而归。 加之疫情后，随着亚马逊自身获得流量的价格也在逐渐升高。 为了应对流量的成本，亚马逊选择提高仓储价格 ...