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1、?2023?快 手 磁 力 引 擎 美 妆 业 务 中 心4?-5?PART 1?618?/?PART 2PART 3PART 4PART 5?GTR?PART 6美妆内容大盘趋势?-?050000 000010000 0000015000 0000020000 0000025000 0000030000 0000035000 000002023/4/12023/4/22023/4/32023/4/42023/4/52023/4/62023/4/72023/4/82023/4/92023/4/102023/4/112023/4/122023/4/132023/4/142023/4/152023
2、/4/162023/4/172023/4/182023/4/192023/4/202023/4/212023/4/222023/4/232023/4/242023/4/252023/4/262023/4/272023/4/282023/4/292023/4/302023/5/12023/5/22023/5/32023/5/42023/5/52023/5/62023/5/72023/5/82023/5/92023/5/102023/5/112023/5/122023/5/132023/5/142023/5/152023/5/162023/5/172023/5/182023/5/192023/5/
3、202023/5/212023/5/222023/5/232023/5/242023/5/252023/5/262023/5/272023/5/282023/5/292023/5/302023/5/314-5?尊?播放量4?-5?39%39%?务?5.205.20?-?4?-5?务?模?1515-3030s s?120s?1512015120s s?0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%05E+091E+101.5E+102E+102.5E+103E+103.5E+104E+104.5E+10面部护肤彩妆男士护肤香水4-5月美妆分类目内容关注度播
4、放量完播率评赞比-1.0%1.0%3.0%5.0%7.0%9.0%11.0%13.0%15.0%17.0%19.0%-2,000,000 4,000,000 6,000,000 8,000,000 10,00 0,000 12,00 0,000 14,00 0,000 16,00 0,00015-30秒120秒以上60-120秒0-15秒30-45秒45-60秒4-5月不同时长内容关注度播放量互动率完播率评赞比?-?4-5?务?2.92.9%?1.4%1.4%?KOC?10w?10w-50w?50w-100w?100w-500w?500w-1000w?1000w+?4-5?尊?KOC?美妆最新
5、激励任务?C0C0?=?7?1080?18?800?C1C1?=?7?1260?21?1200?C2C2?=?7?1680?28?1600?=?7?=45?1600?l?Q1?50w?模?l?PC?7?&?务?VIP?x?模?模?T-1?5.31?5.30?-?30?-?30?务?模?618玩法重点同步及新品速递?618?的?O?R1R2?匹?R1R2?R3?匹?匹?R3-R4?ROI?GMVR3?R4?+?+?R3?Push?+?PECR1-R5?/?P?Profile?etc?社?TA?4?20?6?16-18?5?19?6?1?2.0?AR?/?/?/?for618?80?+15?KOL
6、?CID?CID?-?/?/?-?/?/?TAB?-?/?CPT/?/?or?popplay/popshow?AR?+6.7%?VIP?VIP?R1?R2?+9%?54?actionbar?2s?2?CTR?Eyemax?/?/?/?/?+?+?/?P?/?TA?/?/?+?+?/?GMV?/?(?/?/?/?)?/?/?2.0?1+N?/?TA?3s?2s?l?l?l?l?&?l?l?l?l?CTR?107%107%?R1?R2?R3?/?l?7.2?l?600cpm?3?100cpm?l?l?l?+?l?l?3?l?l?P?Push+PEC?-?-for618for618?PUSHapp?
7、PECC?2.0?/?(?/?/?/?)?/?/?/?/?/?(?/?)?DEMO?PLC?&?Push?+Pec?PUSH+PEC?618?-?Push?l?l?+?l?5.29?l?case?CPM?Pec?l?5.15-5.29?1?l?1?5?睫8?50?10?5?睫6?50?20?l?5.15-5.29?6.1-6.18?pec?l?套?#?#?/?/?/?/?务?/618?/618?S?618?+?618?*?够?vs.基期素材数量(4.22-4.28)+31%*?618618?l?l?/?618?14%-50%?12%-30%?ARPU?4?7?618?vs.基期单元数量(4.2
8、2-4.28)+50%优质原生素材ARPU VS 普通素材ARPU倍比5.6?/?618?CBO?4%-13%?l?/?够?l?10?l?10-20?roi?l?l?10?20?30%?l?够?够?CBO?够?5?10?睫?l?4-5?l?or?够?CBO?9%-25%?3%-11%?/?3%-10%?ROI?roi?5%-24%*?3?ROI?模?够?够?&?&?ROI?new?l?/?ROI?l?l?7?够ARPU?1.52?ROI?7?ROI?25%?4?+NPA?new+?3.0l?/?NPA?睫?!?l?l?l?够?l?够?7?NPA?l?spu?spu?l?spu?id?spu?告
9、?睫?够?+312%?-83%?l?l?1500?l?24?l?ROI)?2?l?够?ROI?new?l?/?/?确?/?l?确?ROI?确?ROI?的?确?l?ROI?GMV?l?ROI?ROI?ROI?ROI?ROI?ROI?ROI?5-10?务割?的?GMV?推荐选品/组品方法2023?4-5?4&5?GMV?4&5?SKU?l 4-5?6?l?/GMV/SKU?&?SKU+?+务?GMV?务?l?4-5?TOP5?/?TOP5?4-5?/?/?SKU(?美妆营销策略全景及GTR策略?/?/?R1R1?R2R2?R5R5R3R3?R4R4?|?|?Eyemax?|?|?|?GTR?|?|
10、?|?520?|?616?|?ROI?|?|?|?|?2?|?|?|?GTR?GMV?5R?GMV to 5R测算逻辑?GMV?R4?5R?5R?5R?5R?=+?5R5R toto MediaMedia?5R5R toto MediaMedia?*?2023?6?GMVGMV?O OX6.54%X6.54%X23X23X524X524/R1R1X.73%X.73%X90X90X162X162X.01%X.01%X6,132,937X6,132,937R2R2X.33%X.33%X83X83X788X788X.03%X.03%X,447,157X,447,157R3R3X6.87%X6.87%
11、X10X10X900X900X.22%X.22%X,482,812X,482,812R4R4X6.51%X6.51%X25X25X476X476X.59%X.59%/R5R5X8.02%X8.02%X54X54X130X130X.17%X.17%/?100%100%X26X26X6979X6979/GMV?5R?/X6,132,937X6,132,937X2,235,785X2,235,785X2,242,180X2,242,180/X0,610,902X0,610,902实操计算案例?|?5R?5R?5R?47.4%49%12.4%29.4%?64.9%82%24.3%23.5%?64.9%
12、82%24.3%3.8%?9.9%?20.8%?100%100%R3R3?R4R5R4R5?R3R3?+1.Xp+1.Xpp pR3?R4?R1R2?R4?+2.Xp+2.Xpp pR3?R5?R1R2?R5?5R?+?|?MM?O?M?12.94%64.81%19.42%17.07%?6.96%62.49%21.49%23.33%?O OR1+R2R3R4+R5?O O?MMVSVSR1+R2R3R4+R580.55%19.28%0.17%82.94%16.89%0.19%84.82%15.13%0.04%83.85%16.11%0.04%?4.77%28.81%1.05%?-2.98%-9.92%0.05%?-4.10%4.10%?+7.87%+7.87%?33%14%14%R1+R2?R4+R5?R3?53%0%0%R1+R2?R4+R5?R3?100%0%0%?Thanks