唯品会2024年GMV增至2093亿元，SVIP活跃用户数同比增16%

作者：亿邦动力文章来源：亿邦动力

2025-02-24 11:24

作者：亿邦动力文章来源：亿邦动力

2025-02-24 11:24

邦小白快读

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唯品会2024年业绩亮点和实用策略总结了公司增长和用户策略的核心干货。

1. GMV增至2093亿元，同比增长0.6%，其中穿戴类商品GMV增长2%，占比75%。

2. SVIP活跃用户数增长16%至880万，贡献线上销售49%，通过新增百余个生活类权益（如美食、教育）提升会员价值。

3. 财务表现：全年净营收1084亿元，同比下降3.99%；Non-GAAP净利润90亿元，下降5.26%；四季度净营收332亿元，净利润30亿元。

4. 实操促销：推出“限时狂秒”和“天天低价”栏目，结合“超级大牌日”支撑销售；SVIP专属活动如超V闪购节提供折上折扣。

5. 管理层展望：2025年毛利通过让利（如降低扣点、销售对赌）促进增长，净利率预计持平。

文章聚焦品牌合作、消费趋势和用户行为，为品牌提供营销和渠道建设启示。

1. 品牌营销机会：与200多个国内一线品牌开展“唯品独家”合作，通过差异化商品供给提升复购率和品牌业绩。

2. 消费趋势：消费者注重性价比与品质并存，唯品会坚持品牌特卖模式，吸引高价值用户；SVIP用户贡献显著，占比从45%增至49%。

3. 品牌渠道建设：合作引入1500多个新品牌（如Acne Studio、Toteme），并与老佛爷百货等奢侈品集团合作，探索线上线下融合新场景。

4. 用户行为观察：SVIP用户通过无限免邮、超V折上折扣等权益强化忠诚度，穿戴类商品需求增长2%，占比75%创历史新高。

5. 定价策略：平台通过“限时狂秒”等栏目提供深度折扣，帮助品牌在性价比环境中竞争。

报告解读了增长市场、消费需求变化和合作机会，提供事件应对和风险提示。

1. 增长市场：SVIP策略成效显著，用户增长16%，贡献49%销售；穿戴类商品GMV增长2%，为卖家提供核心增量机会。

2. 消费需求变化：消费者追求性价比，平台推“限时狂秒”“天天低价”栏目，业绩突出；以旧换新活动带来小增量（约3-4亿元），但非决定性。

3. 合作方式：通过“唯品独家”合作释放红利，管理层计划2025年让利（如降低扣点、销售对赌）提升业绩；唯品会联盟GMV增长超15%，新增推手24万人以上。

4. 风险提示：全年净营收和净利润同比下降，2025年净利率预计持平；需关注固定费用分摊对盈利影响。

5. 机会提示：超级大牌日等栏目支撑销售，SVIP专属活动可学习；数字化转型（如AI应用）可能带来新增长点。

内容强调了商品供给需求、商业机会和数字化启示，为工厂提供生产设计参考。

1. 产品需求：穿戴类商品GMV增长2%，占整体GMV75%，显示高需求，工厂可聚焦差异化商品（如品牌合作款）提升供给能力。

2. 商业机会：唯品会与200多个品牌开展“唯品独家”合作，工厂可通过类似合作接入平台，获得增长红利；引进1500多个新品牌，提供设计灵感。

3. 推进电商启示：平台通过促销栏目（如限时狂秒）提升销量，工厂可学习灵活场景设置；唯品会联盟GMV增长超15%，揭示返利模式降低购物成本机会。

4. 数字化启示：自研“朝彻”大模型优化导购和客服，工厂可借鉴AI应用提升生产效率；线上线下融合趋势（如奢侈品合作）启示多渠道布局。

行业趋势、新技术和客户痛点解决方案总结了服务优化机会。

1. 行业趋势：消费环境注重性价比，唯品会品牌特卖模式受青睐，穿戴类商品占比75%增长；SVIP用户增加16%，贡献49%销售，显示忠诚度提升趋势。

2. 新技术应用：自研“朝彻”大模型在导购和客服场景优化购物体验，公司正探索智能营销方向，推进AI创新。

3. 客户痛点：用户对专属优惠需求高，SVIP通过权益（如超V折上折扣）强化感知；促销栏目如“限时狂秒”解决折扣深度不足问题。

4. 解决方案：唯品会联盟提供返利和优惠券，GMV增长超15%，新增推手24万人以上，作为低成本购物方案；结合新品牌合作（1500多个）提升差异化供给。

平台需求、最新做法和运营管理分析了风向和招商策略。

1. 商业需求：SVIP用户增长16%贡献49%销售，显示高价值用户需求；穿戴类商品占比75%增长，平台需强化差异化供给。

2. 最新做法：推出促销栏目“限时狂秒”和“天天低价”，效果突出；SVIP策略通过权益扩展（如生活类优惠）提升复购率；与品牌合作“唯品独家”，引入200多个品牌。

3. 平台招商：唯品会联盟GMV增长超15%，新增推手24万人以上，作为招商工具；合作奢侈品集团（如老佛爷百货）拓展新生代市场。

4. 运营管理：自研AI大模型优化导购体验，推进智能营销；管理层计划2025年通过让利（降低扣点）促进增长，净利率预计持平。

5. 风向规避：以旧换新活动增量小（约3-4亿元），非家电主导平台需谨慎投入；净营收下降风险，提示控制固定费用。

产业动向、商业模式和政策影响提供了研究视角的新启示。

1. 产业新动向：2024年GMV增至2093亿元，同比增长0.6%；SVIP模式成功，用户增长16%贡献49%销售；穿戴类商品占比75%创新高，显示品类集中度提升。

2. 新问题：净营收和净利润同比下降，2025年净利率预计持平，反映增长挑战；以旧换新政策影响有限（仅3-4亿元增量），揭示非核心业务限制。

3. 商业模式：品牌特卖模式为核心，通过“唯品独家”合作和促销栏目（如限时狂秒）增强差异化；唯品会联盟GMV增长超15%，作为返利模式案例。

4. AI创新：自研“朝彻”大模型应用导购和客服，推进智能营销，为数字化转型提供实例；引进1500多个新品牌探索消费新场景。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Vipshop's 2024 performance highlights and practical strategies summarize the core insights of the company's growth and user strategy.

1. GMV increased to RMB 209.3 billion, up 0.6% year-over-year, with GMV for apparel and accessories growing 2%, accounting for 75% of the total.

2. The number of active SVIP users grew 16% to 8.8 million, contributing 49% of online sales. Member value was enhanced by adding over 100 lifestyle benefits (e.g., dining, education).

3. Financial performance: Full-year net revenue was RMB 108.4 billion, down 3.99% year-over-year; Non-GAAP net profit was RMB 9 billion, down 5.26%. Q4 net revenue was RMB 33.2 billion, with a net profit of RMB 3 billion.

4. Practical promotions: Launched "Limited-Time Flash Sales" and "Everyday Low Prices" sections, supported by "Super Brand Day" events; SVIP-exclusive activities like the Super V Flash Sale Festival offered additional discounts.

5. Management outlook: For 2025, gross profit growth will be driven by customer benefits (e.g., reduced commission rates, sales incentives), with net profit margin expected to remain flat.

The article focuses on brand partnerships, consumption trends, and user behavior, offering insights for brand marketing and channel development.

1. Brand marketing opportunities: Partnered with over 200 leading domestic brands for "Vipshop Exclusive" collaborations, boosting repurchase rates and brand performance through differentiated product offerings.

2. Consumption trends: Consumers prioritize both value and quality. Vipshop's brand flash sale model attracts high-value users; SVIP user contribution rose significantly from 45% to 49%.

3. Brand channel development: Introduced over 1,500 new brands (e.g., Acne Studio, Toteme) and partnered with luxury groups like Galeries Lafayette to explore integrated online-offline scenarios.

4. User behavior insights: SVIP loyalty is reinforced through benefits like unlimited free shipping and exclusive discounts. Apparel and accessories demand grew 2%, accounting for a record 75% share.

5. Pricing strategy: The platform offers deep discounts via sections like "Limited-Time Flash Sales," helping brands compete in a value-driven environment.

The report deciphers growth markets, shifts in consumer demand, and partnership opportunities, providing event response and risk alerts.

1. Growth markets: The SVIP strategy proved effective, with users growing 16% and contributing 49% of sales; Apparel and accessories GMV grew 2%, offering core incremental opportunities for sellers.

2. Shifts in consumer demand: Consumers seek value-for-money. Platforms like "Limited-Time Flash Sales" and "Everyday Low Prices" drove standout performance; Trade-in programs provided minor increments (approx. RMB 3-4 billion) but were not decisive.

3. Collaboration methods: "Vipshop Exclusive" partnerships released benefits. Management plans to boost 2025 performance through concessions (e.g., lower commissions, sales incentives); Vipshop Alliance GMV grew over 15%, adding over 240,000 promoters.

4. Risk alerts: Full-year net revenue and net profit declined year-over-year; 2025 net profit margin is expected to remain flat. Monitor the impact of fixed cost allocation on profitability.

5. Opportunity alerts: Sections like "Super Brand Day" support sales; SVIP-exclusive activities are worth emulating. Digital transformation (e.g., AI applications) may unlock new growth points.

The content emphasizes product supply and demand, commercial opportunities, and digital insights, offering production and design references for factories.

1. Product demand: Apparel and accessories GMV grew 2%, accounting for 75% of total GMV, indicating strong demand. Factories can focus on differentiated products (e.g., co-branded items) to enhance supply capacity.

2. Commercial opportunities: Vipshop's "Vipshop Exclusive" partnerships with over 200 brands allow factories to access platform growth benefits; The introduction of 1,500+ new brands provides design inspiration.

3. E-commerce insights: Promotional sections (e.g., "Limited-Time Flash Sales") boost sales volume; factories can learn from flexible scenario setups. Vipshop Alliance GMV growth exceeding 15% reveals opportunities in rebate models to lower shopping costs.

4. Digital insights: The self-developed "Chaoche" large language model optimizes shopping guidance and customer service. Factories can adopt similar AI applications to improve production efficiency; The online-offline integration trend (e.g., luxury partnerships) suggests multi-channel layout strategies.

Industry trends, new technologies, and customer pain point solutions summarize opportunities for service optimization.

1. Industry trends: The consumption environment emphasizes value-for-money. Vipshop's brand flash sale model is favored, with apparel and accessories share growing to 75%; SVIP users increased 16%, contributing 49% of sales, indicating rising loyalty trends.

2. New technology applications: The self-developed "Chaoche" LLM enhances the shopping experience in guidance and customer service scenarios. The company is exploring intelligent marketing directions to advance AI innovation.

3. Customer pain points: High demand for exclusive offers is met through SVIP benefits (e.g., extra discounts), strengthening perception; Promotional sections like "Limited-Time Flash Sales" address insufficient discount depth.

4. Solutions: Vipshop Alliance offers rebates and coupons, with GMV growing over 15% and adding 240,000+ promoters as a low-cost shopping solution; Partnerships with 1,500+ new brands enhance differentiated supply.

Platform demands, latest practices, and operational management analyze trends and merchant acquisition strategies.

1. Business demands: SVIP users grew 16%, contributing 49% of sales, highlighting demand for high-value users; Apparel and accessories accounting for 75% growth necessitates strengthened differentiated supply.

2. Latest practices: Launched promotional sections "Limited-Time Flash Sales" and "Everyday Low Prices" with notable results; The SVIP strategy boosted repurchase rates by expanding benefits (e.g., lifestyle perks); "Vipshop Exclusive" collaborations introduced 200+ brands.

3. Merchant acquisition: Vipshop Alliance GMV grew over 15%, adding 240,000+ promoters as an acquisition tool; Partnerships with luxury groups (e.g., Galeries Lafayette) expand into new consumer markets.

4. Operational management: Self-developed AI LLM optimizes shopping guidance and advances intelligent marketing; Management plans 2025 growth through concessions (e.g., lower commissions), with net margin expected to remain flat.

5. Trend avoidance: Trade-in programs yielded minor increments (approx. RMB 3-4 billion); non-appliance dominant platforms should invest cautiously; Net revenue decline risks highlight the need to control fixed costs.

Industry movements, business models, and policy impacts provide new research perspectives.

1. Industry movements: 2024 GMV rose to RMB 209.3 billion, up 0.6% year-over-year; The SVIP model succeeded, with users growing 16% and contributing 49% of sales; Apparel and accessories share hit a record 75%, indicating increased category concentration.

2. Emerging issues: Net revenue and net profit declined year-over-year; 2025 net margin is expected to remain flat, reflecting growth challenges; The trade-in policy had limited impact (only RMB 3-4 billion increment), revealing non-core business constraints.

3. Business model: The core brand flash sale model enhances differentiation through "Vipshop Exclusive" collaborations and promotional sections (e.g., Limited-Time Flash Sales); Vipshop Alliance GMV grew over 15%, serving as a rebate model case study.

4. AI innovation: The self-developed "Chaoche" LLM is applied in shopping guidance and customer service, advancing intelligent marketing and providing a digital transformation example; The introduction of 1,500+ new brands explores new consumption scenarios.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】2月24日消息，日前，品牌折扣零售商唯品会发布2024年第四季度及全年业绩。2024年第四季度，唯品会实现净营收332亿元（人民币，下同），Non-GAAP净利润30亿元。2024年全年，公司实现净营收1084亿元，Non-GAAP净利润90亿元。

2024年，唯品会通过股票回购、年度派息累计回报股东约7.7亿美元。同时，其董事会已批准新一轮年度股息派发计划。根据该计划，公司向截至2025年4月11日休市后登记在册的股东派发现金股息，金额为每股普通股2.40美元或每股美国存托股0.48美元。

唯品会董事长兼首席执行官沈亚表示：“在更注重性价比的消费环境中，独特的品牌特卖模式、始终坚持的正品好货战略和不断提升的服务体验，帮助我们建立差异化竞争力。我们有信心稳步迈向长期的、可持续的增长。”

2024年GMV实现2093亿元，增强差异化商品供给能力

财报数据显示，2024年全年，唯品会实现净营收1084亿元，较上年同期的1129亿元同比下降3.99%。其中，2024年第四季度，唯品会实现净营收332亿元，较上年同期的347亿元同比下降4.32%。

从盈利能力来看，唯品会2024年全年毛利润为255亿元，与上一年的257亿元基本持平，略有下降。第四季度毛利润为76亿元，较上一年同期的82亿元同比下滑7.32%。

净利润方面，2024年全年Non-GAAP净利润为90亿元，较上一年同期的95亿元同比下滑5.26%。第四季度Non-GAAP净利润为30亿元，较上一年同期的32亿元有所减少。

谈及展望2025年公司的毛利是否还有进一步提升的空间，沈亚表示，毛利方面将不再追求增长，而是通过让利促进业务发展。公司计划通过优化合作伙伴关系，适当让利，例如给予合作伙伴更好的条件、降低扣点或开展销售对赌等方式，释放红利，以换取业绩增长。

不过，沈亚提到，在净利润方面，公司预计2025年的净利率将与2024年持平，并有信心实现这一目标。全年净利润的增长将取决于业绩的整体提升。如果业绩增长显著，固定费用分摊后，公司将实现更多盈利。总体而言，公司将努力确保2025年的净利率与去年保持一致。

值得一提的是，2024年，唯品会全年GMV（总交易额）同比增长0.6%至2093亿元，其中，穿戴类商品GMV同比增长2%，占整体GMV的比例提升至75%，创历史最高水平。

唯品会表示，他们通过极具性价比的商品和灵活的栏目场景设置，超级大牌日、今日大牌等核心栏目为销售增长提供有力支撑。平台在2024年下半年推出全新促销栏目“限时狂秒”和“天天低价”，汇集深度折扣口碑好货。自推出以来，新栏目得到用户的积极反馈，业绩表现突出。

同时，唯品会去年与200多个国内一线服饰品牌和特色品牌开展“唯品独家”合作。依靠更加丰富多样的差异化商品，平台进一步提升对高价值用户的吸引力和复购率，助推合作品牌实现业绩增长。

服装品类增长、SVIP贡献线上消费49%

聚焦服饰穿戴品类、以低价品牌吸引SVIP（超级会员用户、超级VIP）一直都是唯品会的核心战略之一，也是唯品会相对其他平台的差异化打法。

财报显示，2024年全年，SVIP活跃用户数同比增长16%至880万，贡献线上销售的49%。而2023年这一比例为45%。

唯品会方面表示，唯品会不断提高超级VIP会员（SVIP）对高价值权益的感知。除了无限免邮、超V折上9.5折起、超V补贴、联合会员等，2024年平台累计上新百余个热门美食、教育、视频及院线等生活类权益。同时，平台面向SVIP扩充差异化的价优商品规模，持续开展超V闪购节、私享特卖等活动，让更多SVIP享受到专属优惠。

此外，在以旧换新政策的带动下，2024年下半年，唯品会也推出了以旧换新动作，唯品会管理层表示，因为唯品会并非家电销售主导型企业，尽管公司在2024年第四季度开展了以旧换新活动，但预计该活动带来的增量仅为小个位数，约3亿至4亿元人民币，对整体GMV增长并未起到决定性作用。

挖掘新消费场景，推进人工智能创新应用

唯品会方面表示，唯品会买手团队在2024年共引进1500多个新品牌，其中不乏Acne Studio、Toteme等北欧潮流设计师品牌。同时，唯品会还与法国老佛爷百货、意大利OTB（ONLY THE BRAVE）集团等多个奢侈品集团或旗下品牌达成了官方合作，通过线上线下多业态融合，进一步探索新生代时尚消费市场的机会。

2024年，唯品会自研的“朝彻”大模型在导购场景与客户服务领域取得应用成效，优化购物体验，帮助平台为用户提供更优质的服务。在此基础上，公司正积极开展大模型在智能营销等方向的探索，持续推进平台的人工智能创新应用。

此外，唯品会联盟2024年度GMV增长超15% ，新增推手24万人以上。据悉，唯品会联盟是一个专注于提供购物优惠和返利的平台。通过这个平台，用户可以在购买商品时获得一定比例的返利，同时还可以领取各种优惠券和折扣信息，进一步降低购物成本。

唯品会方面表示，在宏观消费环境上，消费者一方面注重性价比，另一方面也坚持对于品质的追求。唯品会长期深耕“品牌特卖”。

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