大和:重申阿里巴巴(9988.HK)“买入”评级 目标价350港元
大和发表研究报告指,阿里巴巴(9988.HK)第12届“双11”商品总成交金额(GMV)达4982亿元人民币,按年增长26%,优于该行预期的23%。大和认为,“淘宝直播”在刺激消费方面非常有效,将有利于未来变现;同时“聚划算”亦成功吸引新客户,列阿里巴巴为首选股,并重申对其“买入”评级,目标价为350港元。
大和表示,今年“双11”有500万商家参加、超过25万个品牌参与,并提供200万个新产品。而当日全球活跃客户逾8亿人,尤其“聚划算”年活跃用户更超过1亿人,对比9月份其月度活跃用户仅7000万人。另外,今年“双11”消费者有更多时间可浏览及购买产品,有利于小型商家提早进行广告推广,料可带动截至12月底止季度的客户管理收入取得可观的增长。
该行又估计,“淘宝直播”贡献整体GMV至少中单位数,而参与直播的商家按年增加2.2倍,其中超过30个直播间销售额破1亿元人民币。

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