淘寶特價版月活首次破億 穩坐下沉市場電商平台前三
2月2日，阿里巴巴公佈2021財年第三季度財報。數據顯示，2020年12月，着力下沉需求市場的淘寶特價版月度活躍用户首次破億；2020全年，淘寶特價版年度活躍購買用户也超過1億。
消費者的喜愛，讓淘寶特價版穩坐下沉市場電商平台前三。
突如其來的疫情，讓更多消費者有了更理性的消費觀。人們開始一邊省錢，一邊攢錢，提供大量高性價比“工廠貨”的淘寶特價版成為越來越多消費者的選擇。
淘寶特價版上線9個月月度活躍用户破億，意味着阿里C2M模式徹底激發出此前未被挖掘的下沉消費內需市場。
9.9元的電動牙刷、9.9元的無鋼圈內衣、1元包郵100支牙線棒......淘寶特價版平台上大量的平價優質好貨，激發了消費熱情，“便宜一次囤個夠”的“進貨式購物”成為新風潮。
近年來下沉消費市場蓬勃發展，也因野蠻生長而產生無序和混亂，消費者權益常常難以得到保障。憑藉供應鏈和體系的“組合拳”，淘寶特價版同時為消費者提供了平價優質好貨和安全的購買體驗，成為消費者心頭好。
為了更好地滿足消費者被全新挖掘的下沉需求，淘寶特價版將“1元包郵”業務常態化，超百萬件工廠直供貨品1元包郵提供給消費者。同時，淘寶特價版推出“買貴必賠”服務，用規則保障消費者放心購買。
消費者買到平價好貨，產業帶工廠則開始在淘寶特價版跨賽道發展。隨着用户規模和C2M訂單的增長，定製化下沉消費需求愈發精細化，對供給側提出了更高要求。
去年9月，淘寶特價版與1688全面打通，下沉市場供給得到進一步豐富。產業帶工廠的紛紛湧入，推動淘寶特價版成為全國最大的產業帶工廠零售平台。
阿里巴巴數據顯示，全面打通1688後，淘寶特價版新增“批零兼售”工廠商家超7萬家，平均每天有超過500家產業帶工廠藉助阿里C2M轉型零售工廠直供，這些工廠在淘寶特價版上接到的C2M訂單量日均過千萬。
這意味着，淘寶特價版每天都在滿足上千萬來自下沉市場的真實定製化需求。極大豐富的新供給，讓消費者得以在淘寶特價版有所需即有所買。
中國社會科學院工業經濟研究所副研究員趙劍波認為，阿里巴巴的C2M模式和數字化工廠店“用活了平台數據”，以數據價值實現供需匹配，以品質產品助力美好生活。通過直連工廠和消費者，消除信息不對稱和不完全問題，真正讓生產、流通和消費更多發生在國內市場，助力形成以內循環為主的雙循環新格局。
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