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京東如今正試圖利用騰訊的力量打一場翻身仗

分類:科技互聯 瀏覽數:7 2019-07-05 00:48 IDC評述網 編輯: 厚學

又是一年6 18將至,商家大力促銷的同時,背后也是一場爭奪用戶的大戰。在捕捉流量的路上,低成本獲客時代似乎早已結束。

根據財報測算,2018年,京東獲客成本達到1503元,2016年這一數字為142元。相比之下,阿里去年的獲客成本為390元,盡管比兩年前的526元有所下降,但也高出2015年的166元2倍多。

京東如今正試圖利用騰訊的力量打一場翻身仗。在宣布與騰訊續簽三年合約后,京東零售集團輪值CEO徐雷宣布,與微信合作打造的拼購業務,將成為京東爭奪新用戶的利器。

如果說新增活躍用戶數量反映電商企業的獲客能力,獲客成本則是華爾街投資者判斷電商企業成長性和盈利前景的重要指標,尤其是國內互聯網人口紅利殆盡后,電商企業已經無法再簡單通過買量實現業績增長。從獲客成本來看,不論是阿里、京東還是唯品會,電商平臺紛紛出現獲客成本抬升的現象,直接顯示出獲客之難。

這也是為何在過去一年多的時間里,拼多多會成為電商企業乃至所有互聯網公司學習對象的原因。通過用戶的人際傳播以及激活下沉市場小型商家的供應鏈,拼多多利用拼購業務節省了大量的獲客成本和渠道成本,在阿里和京東兩大電商巨頭的眼皮底下活生生走出了第三條路。

如今,下沉市場已經成為當前所有電商企業 圈粉 的目標。6 18期間,阿里、京東已經公布部分交易數據,這些平臺稱來自下沉市場訂單同比分別增長176%、122%,而拼多多則宣布有七成訂單來自下沉市場。

與此同時,電商企業線下陷入瓶頸。過去三年里一直被熱炒的新零售概念開始退潮,電商巨頭已經意識到線下實體店改造之難,不管是盒馬鮮生還是7 FRESH,這些 新物種 逐漸放緩了擴張速度,并尋求新的解決方案。

難度升級

投入漸增營銷費用持續走高

時間倒流回2014年,在上市前兩個月,騰訊和京東宣布建立戰略合作關系,騰訊入股京東15%,成為第二大股東。除了將拍拍網并入京東,騰訊還將為京東提供微信和手Q的一級入口位置 這是微信第一次為電商企業提供明確的入口。

微信入口對電商企業的價值無法被數字量化,但多年前拒絕騰訊入股的當當網創始人李國慶早前曾表示, 現在看可能有點后悔。 李國慶表示,其實當初在京東接受騰訊投資之前,當當拒絕了騰訊的投資, 那時還沒微信啊,不知道有這么大的微信流量。

騰訊和京東的戰略性合作,奠定了京東電商江湖上老二的地位,也為騰訊在電商賽道上的布局埋下了伏筆。此后,唯品會、拼多多、蘑菇街等電商企業也陸續進駐微信九宮格,非阿里系電商平臺展開了微信渠道獲客的實驗性探索。

但作為騰訊第一家入股并提供微信一級入口的電商,京東卻一直未能追上阿里,而且悄然被身后的拼多多多追上 截至今年第一季度,拼多多以4.43億的年度活躍用戶超過京東,成為僅次于阿里的第二大電商平臺。

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