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奪主場,過“小考” 天貓618為雙11做增量“演習”

分類:科技分享 瀏覽數:33 2019-07-02 23:14 IDC評述網 編輯: 厚學

DoNews6月21日消息(記者 翟繼茹)天貓在今年618的戰報中,依舊按照慣例沒有公布其具體GMV數字,但卻不同以往將今年618定義為“主場”。

對于阿里來說,這一屆618有點重要。一位淘寶內部工作人員告訴記者,“從蔣凡成為天貓總裁后,我們(淘寶)有兩個任務,一是怎么應對拼多多,二是怎么和天貓融合。”在他看來,阿里之所以對這屆618格外重視,是要提振“士氣”,也是為雙11提前實驗新的增量途徑。

反客為主:是主動也是被動

一個月前,在一場臨時安排的天貓618啟動會上,阿里巴巴營銷平臺事業部總經理家洛宣布了這一屆618的“份量”:天貓618的規模將向雙11看齊,將投入千億購物補貼連續18天制造“千萬爆款團”;聚劃算為品牌增加3億新客;淘寶直播引導成交130億;天天特賣為產業帶增加3億訂單。

這意味著,在蔣凡接手天貓后,淘寶、天貓、聚劃算將首次聯袂出戰618。在已經習慣了京東618,天貓雙11的主場形式之后,陳靖對天貓突然出手“奪”618主場并不意外。

陳靖是一名電商代運營公司的負責人,他告訴記者,這是天貓增加用戶的不錯時機,由于京東出現的一系列問題,從他在京東所代運營的店鋪數據看,用戶數據并不理想。“在一二線市場可以從它(京東)那里拓展,下沉市場要從拼多多那里奪其實并不容易,所以一定要打出聲量”。

在一位互聯網行業多年從業者看來,今年天貓將618變為主場的原因蔣凡需要一次“小考”來檢驗淘寶天貓的“配合”。

今年3月3日,蔣凡接任天貓總裁一職,淘寶天貓再次走到一起。阿里方面希望將兩個消費場景打通來實現消費者和平臺商家的分層運營,滿足不同消費者和商家的需求。

陳靖稱,他所代運營的天貓旗艦店在內容運營方面比之前有了更多的可能性,現在他們也正在適應一些新的變化。在今年618,淘寶直播引導的成交就超過了130億元。

除了要磨合新團隊,在一二線市場尋找增量,淘寶天貓也還要面對拼多多作為新生代的挑戰,如何在三四線等下沉市場撕開裂口,如何守住一二線市場用戶和大品牌商。

根據第四季度阿里與拼多多財報顯示,該季度,淘寶天貓月活用戶達到7.21億,拼多多月活用戶為2.72億。雖然,淘寶天貓還占據絕對優勢,但是拼多多的在下沉市場的空間和頻頻在一二線市場進攻的勢頭,已經不能讓淘寶天貓安心做“大哥”的位置。

守緊一二線 突破三四線

今年天貓618成交額最高的十個城市分別是上海、北京、廣州、深圳、杭州、成都、重慶、蘇州、武漢、南京,一二線城市繼續領跑。雖然如此,天貓表示,成交增速最高的前十個城市中卻幾乎都是三線及以下城市,新疆北屯增長速度達到104%。

在整體消費力上,一二線城市的貢獻依舊不可代替,而三四線下沉市場的潛力也成為各家必爭之地。如何做好防守與攻擊,就是蔣凡的考題。

今年4月份,蔣凡為天貓定了一個“小目標”:天貓要在未來三年實現線上交易規模翻一番,成為品牌全球增長的主引擎。隨即,蔣凡也提出新品戰略,未來三年天貓要幫助品牌完成一億次新品首發,“天貓新品”還成為新版手淘第一推薦位。新品戰略為何如此重要?

一位美妝品牌市場工作人員向記者解釋,對于大品牌商家來講,新品推出是否成功對品牌商來說更具品牌和戰略意義。她坦言,“除平臺渠道所觸達的廣泛受眾群體之外,天貓新品是近年來對我們吸引力比較大的合作,這非常好。”具體來說,爆款新品除帶動銷售額之外,還能發現新潛在客戶、優化供應鏈和產品結構,代表了品牌更長久的發展和未來。

在帶動購買力方面,天貓一組數據顯示,2018年,天貓上的新品銷售占大盤的31%。一款超級新品可占到店鋪整體銷售額5%~30%,行業TOP100新品全年銷售額則可占大盤20%的份額。

顯而易見,新品不僅是鞏固一二線城市用戶的武器,也是面向品牌商提供的一項重要服務與合作。

而在下沉市場中,今年3月份,在阿里內部被稱為“倚天劍”的聚劃算再度重出江湖。自其全面復興以來,新版手淘就將六宮格近一半的位置分給了聚劃算系,包括聚劃算、今日爆款、淘搶購和天天特賣。

蔣凡對聚劃算的定位非常清晰:是“阿里集團品質惠經濟戰略窗口,全球消費者品質惠生活首選購物平臺”,未來要孵化1000個全球產業帶,引爆30000個品牌,將品質惠生活方式帶到200個下沉城市。

對于此次天貓618中聚劃算的成績總結,家洛的總結是,“聚劃算營銷平臺更是實現了全面爆發,無論是成交還是新客訪問增幅都在3位數以上。這反映了淘寶天貓加速向三四線滲透,幫助品牌商家抓住了增量市場。”

天貓數據顯示,618期間,天貓3C數碼在三至六線城市的成交增速,比一二線城市高出40%。天貓奢侈品平臺的成交額和成交人數增長也均超過130%。

一位知名服裝品牌電商運營負責人向記者透露,“客單價較低的商品在下沉市場還是有優勢,我們的折扣價格可能目前還不適合。”她婉轉的表示,在618期間其下沉市場的銷售量表現“在預料中,還可以”,一線城市用戶依舊是其主要用戶。

這意味著,下沉市場雖增速高,具有一定潛力,而如何提升總量也是一個逃避不過的問題。

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