EP7. DTC品牌是什麼？為何能快速崛起？
Update: 2021-01-10
Description
DTC是英語"Direct to consumer"的縮寫，字面翻譯就是「直接面對消費者」的意思，所以DTC品牌也有人稱「直面品牌」，從汽車（像是Tesla）到消費電子、時尚、彩妝、生活用品品類都有DTC的足跡。它們快速的侵蝕傳統大廠的市場份額。大部分的DTC品牌從社群媒體竄起、線上自營電商銷售，隨著亞馬遜的興起、零售店的線上化，也進駐各種主流電商.com平台。近幾年，許多發展快速的DTC品牌也逐漸走入線下零售市場，從純互聯網的模式大舉「進店」，建立更強的品牌影響力及更快的銷售增長，讓很多傳統大牌感到空前壓力，數位轉型較慢的大公司甚至慘遭淘汰。
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