光大证券:阿里(09988.HK)手淘APP首页升级 加速信息流化及视频化
光大证券发表报告表示,据阿里巴巴(09988.HK)信息,旗下手机淘宝APP首页将重大升级,首页焦点图将由横版变成竖版,移至信息流第一帧位置;「淘宝直播」、「聚划算」、「百亿补贴」及「有好货」等频道继续精简;首页信息流位置继续上移。
该行认为,手机淘宝APP首页焦点图属典型旳CPM的展示类广告,是阿里「钻展」广告产品最重要的收入贡献来源之一,可加速推进视频化及信息流化。随着用户习惯逐步视频化、直播化、横版图片展示类的广告转化效率逐步下降。此次改版後,首页焦点图除横版变成竖版外,其展示形态将由单纯的图片,升级为静态图片、动态创意、短视频等多种展现形式,从而将首页图片类素材进一步视频化及信息流化。
同时随着「淘宝直播」、「聚划算」等频道位置继续精简,首页信息流产品的位置继续实现上移,使用户在首页第一屏即可进入信息流产品中,从而进一步将流量向信息流产品倾斜,加强手淘APP「逛街」属性。该行认为,「双十一」将成产品改版升级最理想的试金石。
光大证券称,随着手淘APP首页改版的逐步落地,认为淘系产品的视频化、信息流化将继续加速,平台流量将进一步向个性化推荐倾斜,提升人货匹配效率及流量转化效率,从而在中长期提升总交易额的增速及货币化率水平,维持对阿里「买入」评级。
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