2021年12月21日

AdobeStock_97365019随着消费者最终购买节日,数据是明确的:电子商务继续统治最高,没有放缓的迹象,市场采购的首选媒介。根据最近的一项繁荣的见解和分析,近一半(45%)的消费者计划继续他们的购物行为已经采用了在大流行期间结束后,依靠方便检查和电子商务和市场提供多种选择。繁荣,购物行为成为习惯发展的见解和分析最近我有幸与塞巴斯蒂安Rymarz来说,创始人兼首席执行官的鼎盛时期,marketplace-native品牌建设的主要平台,深入研究数据和听,在他看来,全球市场经济在2022年领导。加里Drenik:首先,你能告诉我一些关于全盛时期,你做什么?Sebastian Rymarz:鼎盛时期是新一代的消费品公司,开创marketplace-first品牌建设的方法。全盛时期获得孵化marketplace-native品牌通过与电子商务企业家创新的伙伴关系。一旦全盛时期平台的一部分,品牌利用技术,数据,供应链,和增长能力,旨在帮助他们扩大他们的产品提供,规模omni-channel存在,并建立品牌资产。Drenik:你能告诉我更多关于全盛时期不同于其他竞争对手的空间?Rymarz:品牌孵化和加速度是鼎盛时期的两个基石的方法构建新一代的消费产品公司。而不是购买尽可能多的品牌,一个受欢迎的方法与竞争对手,鼎盛时期培养少数品牌的目标增长10倍。 We do this by helping brands go omnichannel to increase distribution, building brand equity to garner name brand recognition, and expanding their overall product offering to reach more people with the products that they reach for every single day. MORE FOR YOU Drenik: How do you evaluate the brands that you are considering investing in? Will you acquire/incubate brands that have a strong fundamental product but branding that is not where it needs to be? Rymarz: We are extremely selective with the entrepreneurs and brands that Heyday partners with. Every brand must meet specific criteria, including generating a significant base level of revenue threshold that excites us and possessing durable value. When selecting a brand to invest in, we look at its potential, its defensibility, and the value Heyday can bring. A digital brand is worth more inside of Heyday than outside of Heyday, and once on the platform, brands are tapped into marketplace-native technology, data, and operational capabilities designed to produce exponential growth. Ultimately, if a brand has a strong fundamental product but the branding can be improved, we see that as an opportunity where Heyday can add value and can create a unique voice in the market to build brand equity. Drenik: Why do you feel the future of brand building is taking place in online marketplaces? Rymarz: One-third of all US businesses now flow through eCommerce, and 63% of that is through marketplaces. (Forrester). Based on these findings, we believe strongly that the future of brand building is happening in the online marketplace, to provide consumers the convenience, quality, and innovation that they are looking for. These findings are also supported by data from Prosper Insights & Analytics , which found that 45% of Americans age 18+ believe that changes they made to their shopping behavior will continue after the pandemic is over. This preference was even more pronounced when looking at Amazon Prime subscribers, of which 51% of respondents will maintain the same shopping behavior. Consumer preference for online marketplaces will drive continued innovation and brand equity. Prosper - Shopping Behaviors Becoming Habit Prosper Insights & Analytics Drenik: How do you see the global marketplace economy evolving in the next 5-10 years? Rymarz: The past two years of exponential growth in the global marketplace economy will inform the next 5-10 years, and we believe that the eCommerce adoption we have seen will only increase if not accelerate even faster. Consumers’ preference for checking out through the marketplace will lead the vertical to command an even larger share of eCommerce. With this continued influx of capital, marketplace-native brands will be driven to innovate and will develop new products and launch them both efficiently and seamlessly into a digitally native marketplace. And brands backed by companies like Heyday will be increasingly more successful, as our tech-informed platform has the tools to support innovation that traditional CPG companies do not. Drenik: Thanks Sebastian for taking the time to connect and share your insights on the global marketplace economy and your predictions for 2022. Check out my website .