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這個618,天貓優惠力度趕超雙11

時間:2019-05-30 14:08:38  來源:  作者:

       天貓618將于6月1日正式啟動。

  5月27日,天貓發布上半年100款最重磅新品,今年上半年天貓上的品牌商發布新品已達近3000萬款,而整個618期間,天貓還將有國內外品牌的150萬款新品發布。天貓期望在“優惠”、“好貨”之外,賦予618新的含義,即“搶新”。

  “0.48秒”是一個近期阿里巴巴高層頻繁向外界披露的數字。阿里巴巴營銷事業平臺總經理劉博(花名“家洛”)日前接受媒體采訪時表示,“每0.48秒阿里電商平臺就會發布一個新品,而且是面向全渠道的新品”。

  七年前,天貓開始搶奪618,是為了在上半年再創造一個“雙11”的業績爆點;三年前,天貓提出“理想生活上天貓”,確保其可以獲得消費者和品牌主的認可。2019年,“618將推動整個產業帶動商家的增長,達到一個新的規模”。

  從“喵嗚”到“秒無”,天貓成品牌爆款制造機

  天貓的形象是一只黑色的貓,阿里巴巴圍繞這個形象創造了一個新的名詞“喵嗚效應”。官方解釋為,“喵嗚”即“秒無”,是指全球品牌在天貓平臺進行新品首發會出現秒級售罄的現象,其背后是由7500萬個消費者組成的追新族,因而被網友戲稱。

  據以往數字紀錄,100臺售價99.98萬起的瑪莎拉蒂Lavante 18秒“秒無”;3700支MAC天貓雙11限量版粉金子彈頭口紅1秒“秒無”;100臺售價萬元的華為mate RS保時捷版智能手機1秒“秒無”;200臺限量戴森Airwrap卷發棒1秒“秒無”,而4000個星巴克限量貓爪杯更是只用了0.07秒。

  一位行業分析師指出,如今品牌發布新品的速度越來越快,和消費升級趨勢下細分市場的環境,以及天貓的大數據賦能,均有密切關系。

  2019年5月,天貓團隊牽線RIO和英雄聯合推出的墨水雞尾酒禮盒,99組1.98秒即售罄;奧利奧隨后與故宮合作新品上線即售出76萬份,銷售同比增長超30%。紀錄不斷被打破,這些銷售數字也印證了平臺制造新品爆款的能力。在這其中,天貓所扮演的早已不是一個線上渠道的角色。

  有業內人士指出,過去品牌經營更多依靠商業直覺和感性決策的模式,風險高且難以復制。只有在充分的市場調研與消費者測試基礎上,新品才有可能獲得成功乃至爆發。天貓大數據的出現和洞察,讓縮短新品研發周期和全面市場調研之間,不再“魚和熊掌不可兼得”。

  “天貓能將海外爆款進入中國市場的風險控到最低。”歐萊雅集團高檔化妝品部電子商務與數字營銷總經理Jessica Wang告訴記者。2019年618期間,歐萊雅旗下的YSL、阿瑪尼、修麗可等品牌均將有新品上線。

  爆款背后的新用戶,推動品牌持續增長

  2018年,蘭蔻新品“發光眼霜”在天貓首發當天售出18000支,截至2019年1月,這款新品為蘭蔻在天貓吸引了82%年輕新用戶,而其天貓官方旗艦店已積累840萬粉絲。這意味著,其線下渠道約10年才能積累的會員總量。

  日前,阿里巴巴披露的財報顯示,2019年一季度,天貓和淘寶月活用戶數達到7.21億。天貓方面表示,這一規模對于品牌來說,意味著還有很大的拓展和想象空間,而新品策略將是品牌持續提升自己在天貓用戶端的滲透率,獲得更多新用戶,進而帶來高速增長。

  有電商行業分析師告訴記者,隨著消費習慣的變化,獲取用戶的難點也發生變化。消費者的全渠道購買策略導致營銷的主動權掌握在消費者手中,平臺需要拿出更吸引消費者的策略。

  針對更為細分的人群需求加速推出新品,并通過天貓做精準觸達和有效轉化,能夠為品牌持續和快速地帶來新的市場、新的用戶,從而獲得新的增長,這是目前品牌主的主要選擇路徑之一,而這也得到已有數據的佐證。

  天貓披露的數據顯示,依靠持續上新,阿迪達斯在天貓已經獲得2100萬消費者,遠高于其落地在27個國家官方App的900萬線上消費者。2019年英雄鋼筆聯合RIO推出墨水雞尾酒,5月初上線的99組新品2秒鐘不到就售罄,更重要的是,其吸引了一批生于互聯網、對英雄這個品牌基本沒有認知的95后與00后用戶。

  數據顯示,2018年天貓上新品成交的增速達到天貓平臺整體成交增速的兩倍。加速變動的市場環境中,品牌只有不斷推出新品形成新的供給,滿足新的消費需求,才能不斷獲得新用戶形成新增長,也才能應對宏觀經濟下行下的競爭。

  業內人士分析稱,與雙11量級逐步持平的618,將成為商家一年中第二個打開銷量、獲取用戶的窗口。因此品牌商家必然會發布數量最多、最有可能成為爆款的新品,為其上半年業績增長增加砝碼。

  618新策略,史上最大投入趕超雙11

  昨天,天貓發布今年618期間將投入史上最大資源,優惠力度趕超雙11。

  首先延續雙11無門檻購物補貼,推出每滿300元減30元的優惠力度。購物節期間,天貓618主會場每日發券,總金額超過百億,“五折券”隨機發。手淘“紅包簽到”頻道每天發放1億紅包,下單立減還能翻倍。另外,為了增加服裝、日用品之外的用戶黏性,今年的天貓618在家電、數碼、珠寶、母嬰類等核心品類推行全網最低價,大牌家電直降500元,iPhone直降400元,紙尿褲滿199元減100,健身器材最高減2500……

  劉博接受記者采訪時表示,2019年將投入更大的資源打造規模更大的618,量級將達到2018年的雙11,“因為我們認為在上半年這個節點需要一個更大的節日化的方式和更好的消費者溝通的方式來傳遞,同時品牌商對于上半年的銷售是有很大的預期”。

  2019年3月,阿里巴巴集團發布了新的營銷平臺策略,將旗下三個營銷平臺聚劃算、淘搶購、天天特賣進行整合。三個平臺每一個本身都是遷移用戶的體量,劉博表示,重新整合并不是業務簡單合并,而是用更全的貨品結構、用戶覆蓋和價格去調整。

  618期間,聚劃算將為天貓品牌導入3億新客。2019財年財報顯示,過去一年,阿里巴巴平臺獲得1億多新客。劉博稱,年度活躍消費者逼近7個億的情況下,2020財年還會有進一步提升,今年618的第一個目標就是聚劃算“帶來新客”。

  其次,所有的營銷形式更加的豐富化,因為品牌主在天貓平臺上塑造品牌和溝通用戶,已經成為天貓的巨大價值。劉博稱,2018年天貓為品牌帶去了9000多億的增量,但是品牌主并不滿足于此。

  “今年我們繼續把618當做一個品牌去運營用戶場,并且用全新的營銷形式去運營用戶的一個關鍵,所以我們將會開啟一個互動城和推出更具吸引力的玩法,讓更多的消費者參與。”劉博說。同時,他預測,2019年618品牌通過直播的方式,將會帶來超過130億的交易。

  同時,天貓方面將不僅關注頭部玩家,其發現腰尾的商家、產業帶的商家,是中國未來新經濟,以及支撐阿里巴巴未來零售增長的一個重要引擎。

  新京報記者 劉暢

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