[摘要]在美邦20周年之际，明星周杰伦、香港高防服务器美邦董事长周成建和被视为121.10.143美邦未来继承人的周邦威共同发布“有范”App（图）。诞生在聚光灯下的“有范”，通过《奇葩说》冠名，又被马东、高晓松、蔡康永调侃着推入“90后”、“00后”甚至是“10后”的世界。
在美邦20周年之际，明星周杰伦、美邦董事长周成建和被视为121.10.143美邦未来继承人的周邦威共同发布“有范”App（图）。诞生在聚光灯下的“有范”，通过《奇葩说》冠名，又被马东、高晓松、蔡康永调侃着推入“90后”、“00后”甚至是“10后”的世界。成功造势后美邦的业绩却一路惨痛，距离美邦重组方案还剩10天，这剂拥有互联网基因、“90后”商业逻辑的“有范”到底会成为美邦继续转型的解药还是毒药？
高投入低产出
“有范”App是美邦服饰2015年20周年庆典上推出的最浓墨重彩的一笔。定位时尚电商平台的“有范”App被美邦视为转型互联网的关键产品，但高营销投入下，它却没能带来可喜的回报。
在“有范”App之前，美邦曾在2010年推出了垂直服饰电商平台“邦购网”，然而，耗资7500余万元的邦购网运营不足一年就因盈利困难被集团抛弃。如今“有范”App接过了美邦转型互联网的大旗。
作为美邦转型互联网的最新尝试，“有范”App被寄予厚望，并在营销上投入巨资。2014年，美邦以5000万元冠名首季《奇葩说》，创下了网络综艺节目冠名费之最。随着《奇葩说》的火爆，第二季和第三季冠名商“有范”App的投入之大可想而知。
然而，两季《奇葩说》超过11亿的观看点击量并未给“有范”App带来实质的用户增长。友盟指数显示，目前“有范”App的下载总量不足100万。尽管116.115.21在《奇葩说》第二季开播当晚“有范”就登上了App热搜榜，但根据友盟指数显示，“有范”App在网购支付类应用中最新月排名为61位，在App Store中的用户评论为千余条。
北京商报记者在“有范”App平台上看到，多数热销单品销量不足10件，收藏数最多的品牌收藏人数为2000余人。对于“有范”App的实际营收情况，美邦三缄其口，仅在半年报中以“公司推出时尚社交+购物平台‘有范’App，并通过冠名网络娱乐节目《奇葩说》使‘有范’App知名度快速提升”一句话带过。
营销难转流量
服饰垂直电商砸钱营销并不像打车等高频O2O平台一样，可以先烧钱换流量。包括“有范”App、美丽说等在内，巨额的广告支出并未使平台走上“正轨”。
去年4月30日“有范”App正式上线。美邦CEO周成建表示，“有范”的商业模式是将集团线下4000家门店带来的数亿人次的客流和1000万的会员转化为平台用户，并通过向入驻品牌抽点、与卖家通过多种合作方式分成来盈利。根据预计，平台到今年将会有1000多个品牌、4万多款单品，用户可以自行搭配分享，如被采纳可获收入分成。
独立服装分析师马岗表示，“有范”App的120.41.35营销是比较成功的，但用户转化率偏低，症结还是在于平台本身。一方面从产品经理的角度来看，“有范”App的用户体验是不错的，但平台上的穿搭资讯仍偏向于PGC模式（专业人士生产专业内容），缺乏和普通用户的互动，用户主动进行搭配分享的习惯养成不足，导致用户持续存留率较低；另一方面作为潮流电商，“有范”App目前的内容和产品尚不够丰富，与所定位的受众群的吻合度不高，使得大量线下门店客群及广告客群难以转化为平台用户。
116.115.21.1 121.10.143.1 120.41.35.1
116.115.21.2 121.10.143.2 120.41.35.2
116.115.21.3 121.10.143.3 120.41.35.3
116.115.21.4 121.10.143.4 120.41.35.4
116.115.21.5 121.10.143.5 120.41.35.5
116.115.21.6 121.10.143.6 120.41.35.6
116.115.21.7 121.10.143.7 120.41.35.7
116.115.21.8 121.10.143.8 120.41.35.8
116.115.21.9 121.10.143.9 120.41.35.9
116.115.21.10 121.10.143.10 120.41.35.10
116.115.21.11 121.10.143.11 120.41.35.11
116.115.21.12 121.10.143.12 120.41.35.12
116.115.21.13 121.10.143.13 120.41.35.13
116.115.21.14 121.10.143.14 120.41.35.14
116.115.21.15 121.10.143.15 120.41.35.15
116.115.21.16 121.10.143.16 120.41.35.16
116.115.21.17 121.10.143.17 120.41.35.17
116.115.21.18 121.10.143.18 120.41.35.18
116.115.21.19 121.10.143.19 120.41.35.19
116.115.21.20 121.10.143.20 120.41.35.20
116.115.21.21 121.10.143.21 120.41.35.21
116.115.21.22 121.10.143.22 120.41.35.22
116.115.21.23 121.10.143.23 120.41.35.23
116.115.21.24 121.10.143.24 120.41.35.24
116.115.21.25 121.10.143.25 120.41.35.25
116.115.21.26 121.10.143.26 120.41.35.26
116.115.21.27 121.10.143.27 120.41.35.27
116.115.21.28 121.10.143.28 120.41.35.28
116.115.21.29 121.10.143.29 120.41.35.29
116.115.21.30 121.10.143.30 120.41.35.30
116.115.21.31 121.10.143.31 120.41.35.31
116.115.21.32 121.10.143.32 120.41.35.32
116.115.21.33 121.10.143.33 120.41.35.33
116.115.21.34 121.10.143.34 120.41.35.34
116.115.21.35 121.10.143.35 120.41.35.35
116.115.21.36 121.10.143.36 120.41.35.36
116.115.21.37 121.10.143.37 120.41.35.37
116.115.21.38 121.10.143.38 120.41.35.38
116.115.21.39 121.10.143.39 120.41.35.39
116.115.21.40 121.10.143.40 120.41.35.40
116.115.21.41 121.10.143.41 120.41.35.41
116.115.21.42 121.10.143.42 120.41.35.42
116.115.21.43 121.10.143.43 120.41.35.43
116.115.21.44 121.10.143.44 120.41.35.44
116.115.21.45 121.10.143.45 120.41.35.45
116.115.21.46 121.10.143.46 120.41.35.46
116.115.21.47 121.10.143.47 120.41.35.47
116.115.21.48 121.10.143.48 120.41.35.48
116.115.21.49 121.10.143.49 120.41.35.49
116.115.21.50 121.10.143.50 120.41.35.50
116.115.21.51 121.10.143.51 120.41.35.51
116.115.21.52 121.10.143.52 120.41.35.52
116.115.21.53 121.10.143.53 120.41.35.53
116.115.21.54 121.10.143.54 120.41.35.54
116.115.21.55 121.10.143.55 120.41.35.55
116.115.21.56 121.10.143.56 120.41.35.56
116.115.21.57 121.10.143.57 120.41.35.57
116.115.21.58 121.10.143.58 120.41.35.58
116.115.21.59 121.10.143.59 120.41.35.59
116.115.21.60 121.10.143.60 120.41.35.60
116.115.21.61 121.10.143.61 120.41.35.61
116.115.21.62 121.10.143.62 120.41.35.62
116.115.21.63 121.10.143.63 120.41.35.63
116.115.21.64 121.10.143.64 120.41.35.64
116.115.21.65 121.10.143.65 120.41.35.65
116.115.21.66 121.10.143.66 120.41.35.66
116.115.21.67 121.10.143.67 120.41.35.67
116.115.21.68 121.10.143.68 120.41.35.68
116.115.21.69 121.10.143.69 120.41.35.69
116.115.21.70 121.10.143.70 120.41.35.70
116.115.21.71 121.10.143.71 120.41.35.71
116.115.21.72 121.10.143.72 120.41.35.72
116.115.21.73 121.10.143.73 120.41.35.73
116.115.21.74 121.10.143.74 120.41.35.74
116.115.21.75 121.10.143.75 120.41.35.75
116.115.21.76 121.10.143.76 120.41.35.76
116.115.21.77 121.10.143.77 120.41.35.77
116.115.21.78 121.10.143.78 120.41.35.78
116.115.21.79 121.10.143.79 120.41.35.79
116.115.21.80 121.10.143.80 120.41.35.80
116.115.21.81 121.10.143.81 120.41.35.81
116.115.21.82 121.10.143.82 120.41.35.82
116.115.21.83 121.10.143.83 120.41.35.83
116.115.21.84 121.10.143.84 120.41.35.84
116.115.21.85 121.10.143.85 120.41.35.85
116.115.21.86 121.10.143.86 120.41.35.86
116.115.21.87 121.10.143.87 120.41.35.87
116.115.21.88 121.10.143.88 120.41.35.88
116.115.21.89 121.10.143.89 120.41.35.89
116.115.21.90 121.10.143.90 120.41.35.90
116.115.21.91 121.10.143.91 120.41.35.91
116.115.21.92 121.10.143.92 120.41.35.92
116.115.21.93 121.10.143.93 120.41.35.93
116.115.21.94 121.10.143.94 120.41.35.94
116.115.21.95 121.10.143.95 120.41.35.95
116.115.21.96 121.10.143.96 120.41.35.96
116.115.21.97 121.10.143.97 120.41.35.97
116.115.21.98 121.10.143.98 120.41.35.98
116.115.21.99 121.10.143.99 120.41.35.99
116.115.21.100 121.10.143.100 120.41.35.100
116.115.21.101 121.10.143.101 120.41.35.101
116.115.21.102 121.10.143.102 120.41.35.102
116.115.21.103 121.10.143.103 120.41.35.103
116.115.21.104 121.10.143.104 120.41.35.104
116.115.21.105 121.10.143.105 120.41.35.105
116.115.21.106 121.10.143.106 120.41.35.106
116.115.21.107 121.10.143.107 120.41.35.107
116.115.21.108 121.10.143.108 120.41.35.108
116.115.21.109 121.10.143.109 120.41.35.109
116.115.21.110 121.10.143.110 120.41.35.110
116.115.21.111 121.10.143.111 120.41.35.111
116.115.21.112 121.10.143.112 120.41.35.112
116.115.21.113 121.10.143.113 120.41.35.113
116.115.21.114 121.10.143.114 120.41.35.114
116.115.21.115 121.10.143.115 120.41.35.115
116.115.21.116 121.10.143.116 120.41.35.116
116.115.21.117 121.10.143.117 120.41.35.117
116.115.21.118 121.10.143.118 120.41.35.118
116.115.21.119 121.10.143.119 120.41.35.119
116.115.21.120 121.10.143.120 120.41.35.120
116.115.21.121 121.10.143.121 120.41.35.121
116.115.21.122 121.10.143.122 120.41.35.122
116.115.21.123 121.10.143.123 120.41.35.123
116.115.21.124 121.10.143.124 120.41.35.124
116.115.21.125 121.10.143.125 120.41.35.125
116.115.21.126 121.10.143.126 120.41.35.126
116.115.21.127 121.10.143.127 120.41.35.127
116.115.21.128 121.10.143.128 120.41.35.128
116.115.21.129 121.10.143.129 120.41.35.129
116.115.21.130 121.10.143.130 120.41.35.130
116.115.21.131 121.10.143.131 120.41.35.131
116.115.21.132 121.10.143.132 120.41.35.132
116.115.21.133 121.10.143.133 120.41.35.133
116.115.21.134 121.10.143.134 120.41.35.134
116.115.21.135 121.10.143.135 120.41.35.135
116.115.21.136 121.10.143.136 120.41.35.136
116.115.21.137 121.10.143.137 120.41.35.137
116.115.21.138 121.10.143.138 120.41.35.138
116.115.21.139 121.10.143.139 120.41.35.139
116.115.21.140 121.10.143.140 120.41.35.140
116.115.21.141 121.10.143.141 120.41.35.141
116.115.21.142 121.10.143.142 120.41.35.142
116.115.21.143 121.10.143.143 120.41.35.143
116.115.21.144 121.10.143.144 120.41.35.144
116.115.21.145 121.10.143.145 120.41.35.145
116.115.21.146 121.10.143.146 120.41.35.146
116.115.21.147 121.10.143.147 120.41.35.147
116.115.21.148 121.10.143.148 120.41.35.148
116.115.21.149 121.10.143.149 120.41.35.149
116.115.21.150 121.10.143.150 120.41.35.150
116.115.21.151 121.10.143.151 120.41.35.151
116.115.21.152 121.10.143.152 120.41.35.152
116.115.21.153 121.10.143.153 120.41.35.153
116.115.21.154 121.10.143.154 120.41.35.154
116.115.21.155 121.10.143.155 120.41.35.155
116.115.21.156 121.10.143.156 120.41.35.156
116.115.21.157 121.10.143.157 120.41.35.157
116.115.21.158 121.10.143.158 120.41.35.158
116.115.21.159 121.10.143.159 120.41.35.159
116.115.21.160 121.10.143.160 120.41.35.160
116.115.21.161 121.10.143.161 120.41.35.161
116.115.21.162 121.10.143.162 120.41.35.162
116.115.21.163 121.10.143.163 120.41.35.163
116.115.21.164 121.10.143.164 120.41.35.164
116.115.21.165 121.10.143.165 120.41.35.165
116.115.21.166 121.10.143.166 120.41.35.166
116.115.21.167 121.10.143.167 120.41.35.167
116.115.21.168 121.10.143.168 120.41.35.168
116.115.21.169 121.10.143.169 120.41.35.169
116.115.21.170 121.10.143.170 120.41.35.170
116.115.21.171 121.10.143.171 120.41.35.171
116.115.21.172 121.10.143.172 120.41.35.172
116.115.21.173 121.10.143.173 120.41.35.173
116.115.21.174 121.10.143.174 120.41.35.174
116.115.21.175 121.10.143.175 120.41.35.175
116.115.21.176 121.10.143.176 120.41.35.176
116.115.21.177 121.10.143.177 120.41.35.177
116.115.21.178 121.10.143.178 120.41.35.178
116.115.21.179 121.10.143.179 120.41.35.179
116.115.21.180 121.10.143.180 120.41.35.180
116.115.21.181 121.10.143.181 120.41.35.181
116.115.21.182 121.10.143.182 120.41.35.182
116.115.21.183 121.10.143.183 120.41.35.183
116.115.21.184 121.10.143.184 120.41.35.184
116.115.21.185 121.10.143.185 120.41.35.185
116.115.21.186 121.10.143.186 120.41.35.186
116.115.21.187 121.10.143.187 120.41.35.187
116.115.21.188 121.10.143.188 120.41.35.188
116.115.21.189 121.10.143.189 120.41.35.189
116.115.21.190 121.10.143.190 120.41.35.190
116.115.21.191 121.10.143.191 120.41.35.191
116.115.21.192 121.10.143.192 120.41.35.192
116.115.21.193 121.10.143.193 120.41.35.193
116.115.21.194 121.10.143.194 120.41.35.194
116.115.21.195 121.10.143.195 120.41.35.195
116.115.21.196 121.10.143.196 120.41.35.196
116.115.21.197 121.10.143.197 120.41.35.197
116.115.21.198 121.10.143.198 120.41.35.198
116.115.21.199 121.10.143.199 120.41.35.199
116.115.21.200 121.10.143.200 120.41.35.200
116.115.21.201 121.10.143.201 120.41.35.201
116.115.21.202 121.10.143.202 120.41.35.202
116.115.21.203 121.10.143.203 120.41.35.203
116.115.21.204 121.10.143.204 120.41.35.204
116.115.21.205 121.10.143.205 120.41.35.205
116.115.21.206 121.10.143.206 120.41.35.206
116.115.21.207 121.10.143.207 120.41.35.207
116.115.21.208 121.10.143.208 120.41.35.208
116.115.21.209 121.10.143.209 120.41.35.209
116.115.21.210 121.10.143.210 120.41.35.210
116.115.21.211 121.10.143.211 120.41.35.211
116.115.21.212 121.10.143.212 120.41.35.212
116.115.21.213 121.10.143.213 120.41.35.213
116.115.21.214 121.10.143.214 120.41.35.214
116.115.21.215 121.10.143.215 120.41.35.215
116.115.21.216 121.10.143.216 120.41.35.216
116.115.21.217 121.10.143.217 120.41.35.217
116.115.21.218 121.10.143.218 120.41.35.218
116.115.21.219 121.10.143.219 120.41.35.219
116.115.21.220 121.10.143.220 120.41.35.220
116.115.21.221 121.10.143.221 120.41.35.221
116.115.21.222 121.10.143.222 120.41.35.222
116.115.21.223 121.10.143.223 120.41.35.223
116.115.21.224 121.10.143.224 120.41.35.224
116.115.21.225 121.10.143.225 120.41.35.225
116.115.21.226 121.10.143.226 120.41.35.226
116.115.21.227 121.10.143.227 120.41.35.227
116.115.21.228 121.10.143.228 120.41.35.228
116.115.21.229 121.10.143.229 120.41.35.229
116.115.21.230 121.10.143.230 120.41.35.230
116.115.21.231 121.10.143.231 120.41.35.231
116.115.21.232 121.10.143.232 120.41.35.232
116.115.21.233 121.10.143.233 120.41.35.233
116.115.21.234 121.10.143.234 120.41.35.234
116.115.21.235 121.10.143.235 120.41.35.235
116.115.21.236 121.10.143.236 120.41.35.236
116.115.21.237 121.10.143.237 120.41.35.237
116.115.21.238 121.10.143.238 120.41.35.238
116.115.21.239 121.10.143.239 120.41.35.239
116.115.21.240 121.10.143.240 120.41.35.240
116.115.21.241 121.10.143.241 120.41.35.241
116.115.21.242 121.10.143.242 120.41.35.242
116.115.21.243 121.10.143.243 120.41.35.243
116.115.21.244 121.10.143.244 120.41.35.244
116.115.21.245 121.10.143.245 120.41.35.245
116.115.21.246 121.10.143.246 120.41.35.246
116.115.21.247 121.10.143.247 120.41.35.247
116.115.21.248 121.10.143.248 120.41.35.248
116.115.21.249 121.10.143.249 120.41.35.249
116.115.21.250 121.10.143.250 120.41.35.250
116.115.21.251 121.10.143.251 120.41.35.251
116.115.21.252 121.10.143.252 120.41.35.252
116.115.21.253 121.10.143.253 120.41.35.253
116.115.21.254 121.10.143.254 120.41.35.254
116.115.21.255 121.10.143.255 120.41.35.255
1来源：高防服务器租用