{"id":3170,"date":"2026-03-02T11:01:35","date_gmt":"2026-03-02T16:01:35","guid":{"rendered":"https:\/\/www.criteo.com\/?p=417549"},"modified":"2026-05-08T00:12:05","modified_gmt":"2026-05-07T16:12:05","slug":"from-sameness-to-standout-the-next-era-of-dtc-brands","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/cn\/blog\/from-sameness-to-standout-the-next-era-of-dtc-brands\/","title":{"rendered":"\u4ece\u201c\u5343\u7bc7\u4e00\u5f8b\u201d\u5230\u201c\u8131\u9896\u800c\u51fa\u201d\uff1aDTC\u54c1\u724c\u7684\u672a\u6765\u53d1\u5c55"},"content":{"rendered":"<p>\u5f53\u4e0b\u7684DTC\u54c1\u724c\uff0c\u6b63\u5904\u5728\u5de5\u5177\u4e0e\u6e20\u9053\u7a7a\u524d\u4e30\u5bcc\u7684\u65f6\u4ee3\u3002\u6548\u679c\u8425\u9500\u3001\u7ea2\u4eba\u8425\u9500\u3001\u8ba2\u9605\u6a21\u5f0f\u7b49\u66fe\u7ecf\u7684\u5dee\u5f02\u5316\u624b\u6bb5\uff0c\u6b63\u5728\u8fc5\u901f\u8d8b\u540c\u4e3a\u884c\u4e1a\u57fa\u7840\u914d\u7f6e\uff0c\u54c1\u724c\u82e5\u4ec5\u4f9d\u8d56\u8fd9\u4e9b\u201c\u6807\u51c6\u52a8\u4f5c\u201d\uff0c\u5df2\u96be\u4ee5\u8131\u9896\u800c\u51fa\u3002<\/p>\n<p>\u5f53\u5404\u4e2a\u6e20\u9053\u7684\u83b7\u5ba2\u6210\u672c\u6301\u7eed\u4e0a\u5347\u3001\u7ade\u4ef7\u7ade\u4e89\u65e5\u76ca\u52a0\u5267\uff0c\u589e\u957f\u7684\u5173\u952e\u4e0d\u518d\u662f\u8d2d\u4e70\u66f4\u591a\u6d41\u91cf\uff0c\u800c\u662f\u521b\u9020\u66f4\u9ad8\u8d28\u91cf\u7684\u9700\u6c42\u3002<\/p>\n<p>\u8131\u9896\u800c\u51fa\u7684\u54c1\u724c\uff0c\u90fd\u5728\u505a\u540c\u4e00\u4ef6\u4e8b\uff1a\u5c06\u7b2c\u4e00\u65b9\u6d88\u8d39\u8005\u6570\u636e\uff0c\u4f5c\u4e3a\u6218\u7565\u8d44\u4ea7\u6765\u8fd0\u8425\u2014\u2014\u9a71\u52a8\u4ea7\u54c1\u3001\u5e02\u573a\u7248\u56fe\u62d3\u5c55\u3001\u5b9e\u73b0\u66f4\u7cbe\u51c6\u7684\u7528\u6237\u89e6\u8fbe\u3002<\/p>\n<p>\u5982\u4eca\u9a71\u52a8\u589e\u957f\u7684\uff0c\u4e0d\u518d\u662f\u58f0\u91cf\u6700\u5927\u7684\u54c1\u724c\uff0c\u800c\u662f\u6700\u6e05\u695a\u201c\u81ea\u5df1\u662f\u8c01\u3001\u7528\u6237\u662f\u8c01\u201d\u7684\u54c1\u724c\u3002\u5e7f\u5ea6\u4f9d\u7136\u91cd\u8981\uff0c\u4f46\u7cbe\u5ea6\u66f4\u5177\u7ade\u4e89\u529b\u3002\u771f\u6b63\u62c9\u5f00\u5dee\u8ddd\u7684\u662f\u5bf9\u9700\u6c42\u7684\u7cbe\u51c6\u6355\u6349\uff0c\u800c\u4e0d\u662f\u5bf9\u89c4\u6a21\u7684\u76f2\u76ee\u8ffd\u9010\u3002<\/p>\n<p>\u5728\u8fd9\u6837\u4e00\u4e2a\u4ee5\u6d41\u91cf\u4e3a\u738b\u7684\u4e16\u754c\u4e2d\uff0c\u7f3a\u4e4f\u5dee\u5f02\u5316\u7684DTC\u54c1\u724c\u96be\u4ee5\u751f\u5b58\u3002<\/p>\n<p>\u4ee5\u4e0b\u5185\u5bb9\u5e72\u8d27\u5341\u8db3\uff01 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class=\"P68B1DB1-Normal4\">AI<span 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href=\"https:\/\/corporate.zalando.com\/en\/fashion\/zalando-presents-2025-trend-forecast-its-first-data-led-report-predicting-fashion-trends\">\u67d0\u6b27\u6d32\u5934\u90e8\u65f6\u5c1a\u5e73\u53f0<\/a>\u4e3a\u4f8b\uff1a\u5176\u901a\u8fc7\u5206\u6790\u5fc3\u613f\u5355\u4e0e\u8d2d\u7269\u8f66\u4e2d\u6570\u767e\u4e07\u6570\u636e\u57cb\u70b9\uff0c\u4e0d\u4ec5\u80fd\u8bc6\u522b\u70ed\u9500\u5546\u54c1\uff0c\u66f4\u80fd\u9884\u6d4b\u7206\u6b3e\u8d8b\u52bf\uff0c\u5e76\u7ed3\u5408\u4eba\u5458\u7ecf\u9a8c\uff0c\u7cbe\u51c6\u9884\u6d4b\u672a\u6765\u65f6\u5c1a\u98ce\u6f6e\u3002<\/p>\n<p>\u968f\u7740Z\u4e16\u4ee3\u4e0e\u03b1\u4e16\u4ee3\uff082010\u5e74\u4e4b\u540e\u51fa\u751f\uff09\u6210\u4e3a\u6d88\u8d39\u4e3b\u529b\uff0c\u54c1\u724c\u8fd0\u7528AI\u6df1\u5316\u6d1e\u5bdf\u7684\u80fd\u529b\u6108\u53d1\u5173\u952e\u3002\u8fd9\u4e24\u4ee3\u6d88\u8d39\u8005\u66f4\u6ce8\u91cd\u4ea7\u54c1\u672c\u8eab\u800c\u975e\u54c1\u724c\u5fe0\u8bda\u5ea6\uff0c\u4ed6\u4eec\u671f\u5f85\u4e2a\u6027\u5316\u4f53\u9a8c\uff0c\u4e14\u5df2\u670940%\u7684\u7fa4\u4f53<a href=\"https:\/\/www.bcg.com\/publications\/2025\/how-gen-z-gen-alpha-rewiring-fashion-industry\">\u901a\u8fc7AI\u8f85\u52a9\u8d2d\u7269<\/a>\u3002<\/p>\n<p>\u7b80\u800c\u8a00\u4e4b\uff0c\u54c1\u724c\u5fc5\u987b\u4ee5\u540c\u7b49\u667a\u80fd\u5316\u7684\u4ea4\u4e92\u4f53\u9a8c\u56de\u5e94\u9700\u6c42\uff0c\u5426\u5219\u5c06\u9762\u4e34\u7528\u6237\u6d41\u5411\u66f4\u61c2AI\u7684\u7ade\u4e89\u5bf9\u624b\u7684\u98ce\u9669\u3002<\/p>\n<h3 class=\"P68B1DB1-Normal4\"><span lang=\"ZH-CN\">\u4ee5\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\uff0c\u5b9e\u73b0\u5a92\u4f53\u6295\u653e\u591a\u5143\u5316<\/span><\/h3>\n<p>\u5bf9\u5546\u54c1\u79cd\u8349\u3001\u8c03\u7814\u4ee5\u53ca\u4e0b\u5355\u9010\u6e10\u53d1\u751f\u4e8e\u591a\u5143\u7ebf\u4e0a\u573a\u666f\uff08\u6db5\u76d6\u7f51\u7ad9\u3001\u5e94\u7528\u7a0b\u5e8f\u3001\u793e\u4ea4\u5a92\u4f53\u3001\u8054\u7f51\u7535\u89c6\uff0c\u4ee5\u53ca\u4e0d\u65ad\u5174\u8d77\u7684\u667a\u80fd\u5bfc\u8d2d\u7b49\u89e6\u70b9\uff09\uff0c\u6d88\u8d39\u8005\u65c5\u7a0b\u6b63\u53d8\u5f97\u8f83\u4ee5\u5f80\u66f4\u52a0\u6d41\u52a8\u4e0e\u590d\u6742\u3002<\/p>\n<p>Activate Consulting \u516c\u53f8\u5728\u5176<a 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lang=\"ZH-CN\">\u6784\u5efa\u793e\u533a\uff0c\u9a71\u52a8\u5fe0\u8bda\u4e0e\u589e\u957f<\/span><\/h3>\n<p>\u4e3a\u6d88\u8d39\u8005\u5e26\u6765\u7684\u4f53\u9a8c\u4e0e\u54c1\u724c\u6545\u4e8b\u6b63\u65e5\u76ca\u8d85\u8d8a\u5546\u54c1\u7684\u4ef7\u683c\uff0c\u6210\u4e3a\u6838\u5fc3\u7ade\u4e89\u8981\u7d20\u3002\u6d88\u8d39\u8005\u8d2d\u4e70\u7684\u4e0d\u4ec5\u662f\u4ea7\u54c1\uff0c\u66f4\u662f\u9009\u62e9\u4e0e\u81ea\u8eab\u4ef7\u503c\u89c2\u3001\u5174\u8da3\u5708\u5c42\u53ca\u8eab\u4efd\u8ba4\u540c\u76f8\u5951\u5408\u7684\u54c1\u724c\u3002<\/p>\n<p>\u878d\u5165\u5fd7\u8da3\u76f8\u6295\u7684\u54c1\u724c\u793e\u533a\uff0c\u662f\u5efa\u7acb<a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/state-of-fashion\">\u7528\u6237\u4e0e\u54c1\u724c\u60c5\u611f\u8054\u7ed3<\/a>\u7684\u5173\u952e\u9a71\u52a8\u529b\u3002\u5f53\u54c1\u724c\u901a\u8fc7\u6d3b\u52a8\u3001\u4ff1\u4e50\u90e8\u6216\u4f53\u9a8c\u7a7a\u95f4\u7b49\u771f\u5b9e\u573a\u666f\u4e0e\u7528\u6237\u4e92\u52a8\uff0c\u4fbf\u80fd\u8d85\u8d8a\u4e70\u5bb6\u4e0e\u5356\u5bb6\u5355\u4e00\u7684\u8fde\u7ed3\u3002<\/p>\n<p>\u800c\u4e13\u5c5e\u6743\u76ca\u3001\u4f1a\u5458\u798f\u5229\u4e0e\u4e2a\u6027\u5316\u4f53\u9a8c\u7b49\u7535\u5b50\u5316\u7684\u5ef6\u5c55\uff0c\u5c06\u8fdb\u4e00\u6b65\u6df1\u5316\u7528\u6237\u5173\u7cfb\uff0c\u521b\u9020\u6301\u7eed\u4ef7\u503c\u3002<\/p>\n<p>\u6210\u529f\u7684\u793e\u7fa4\u8fd0\u8425\u5c06\u8f6c\u5316\u4e3a\u589e\u957f\u5f15\u64ce\uff1a\u9ad8\u9ecf\u6027\u4f1a\u5458\u4e0d\u4ec5\u590d\u8d2d\u9891\u6b21\u66f4\u9ad8\u3001\u65b0\u54c1\u63a5\u53d7\u5ea6\u66f4\u5feb\uff0c\u4e14\u5bf9\u4ef7\u683c\u654f\u611f\u5ea6\u663e\u8457\u964d\u4f4e\u3002<\/p>\n<p>\u66f4\u91cd\u8981\u7684\u662f\uff0c\u4ed6\u4eec\u5c06\u6210\u4e3a\u54c1\u724c\u5927\u4f7f\uff0c\u901a\u8fc7\u53e3\u7891\u4f20\u64ad\u3001\u793e\u4ea4\u5185\u5bb9\u5171\u521b\u53ca\u573a\u666f\u5316\u4f53\u9a8c\u5206\u4eab\uff0c\u6301\u7eed\u4e3a\u54c1\u724c\u5438\u5f15\u65b0\u5ba2\u3002<\/p>\n<h3 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loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3173\" src=\"https:\/\/www.criteo.com\/cn\/wp-content\/uploads\/sites\/12\/2026\/03\/Screenshot-2026-04-24-153828.png\" alt=\"\" width=\"376\" height=\"321\" srcset=\"https:\/\/www.criteo.com\/cn\/wp-content\/uploads\/sites\/12\/2026\/03\/Screenshot-2026-04-24-153828.png 804w, https:\/\/www.criteo.com\/cn\/wp-content\/uploads\/sites\/12\/2026\/03\/Screenshot-2026-04-24-153828-300x256.png 300w, https:\/\/www.criteo.com\/cn\/wp-content\/uploads\/sites\/12\/2026\/03\/Screenshot-2026-04-24-153828-768x656.png 768w, https:\/\/www.criteo.com\/cn\/wp-content\/uploads\/sites\/12\/2026\/03\/Screenshot-2026-04-24-153828-630x538.png 630w\" sizes=\"auto, (max-width: 376px) 100vw, 376px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"P68B1DB1-Normal3\"><span lang=\"ZH-CN\">\u4ece<\/span>\u201c<span lang=\"ZH-CN\">\u6d41\u91cf<\/span>\u201d<span lang=\"ZH-CN\">\u5230<\/span>\u201c<span lang=\"ZH-CN\">\u589e\u957f<\/span>\u201d<span lang=\"ZH-CN\">\uff1a<\/span>2026<span 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