淘寶逛逛攜手優選服務商 開拓內容生態新藍海
內容種草時代，品牌如何快速入局？1月18日，淘寶逛逛簽約了首批品牌合作優選服務商，分別是趣摩文化、iEVER美課、茉莉傳媒、智苑文化、二麻公關等MCN和內容營銷機構。他們將為商家提供包括品牌分析、全案策劃、內容運營、流量投放等在內的一站式"保姆級"服務，幫助商家實現高效品牌推廣和商品種草。
在簽約現場，淘寶內容生態運營負責人訊飛表示，去年逛逛搭建了內容平台基礎能力，今年將會攜手生態夥伴一起，更加明確通過提供優質、真實的內容，更好地服務商家和消費者。據介紹，簽約成為逛逛優選服務商後，服務商可以享受到數據賦能、平台產品、推薦品牌合作機會、專屬小二服務、成長相關培訓等一系列權益。
去年4月，淘寶逛逛推出了內容生態服務平台——光合平台，面向內容創作者和商家提供一站式服務。推出之後，湧現出了一批優質的服務商機構。他們通過自己在內容創作者以及內容策劃上的優勢，為品牌解決了"如何做內容種草"的難題。
趣摩文化就是此次簽約的逛逛優選服務商之一。他們旗下目前共有60多位自有達人，還有上千位深度合作的達人，共同為品牌提供優質內容。2021年，他們在逛逛上發佈的原創內容超過1800篇，內容引導成交達到了千萬級。"我們以前只是服務客户單個需求，今年在逛逛平台陸續接到品牌全年合作模式，2022年我們在逛逛上的營收增速預計會超過100%。"趣摩文化王可為現場介紹。
品牌也通過服務商收穫了更好的內容種草效果。以美粧品牌卡姿蘭為例，服務商茉莉傳媒在逛逛上為其量身打造了話題"貓系少女挑戰賽"，用沉浸式化粧教學、多角度測評、劇情演繹等優質豐富的內容形式，使品牌曝光增長20倍，進店訪客提升500%，有效實現了內容對品牌影響力的撬動。
去年雙11期間，有累計2.5億消費者使用過逛逛的"種草機"功能種草了雙11好物，逛逛也正式成為淘寶內容種草中心入口。目前，淘寶已經有1/3的訂單來自內容種草。品牌優選服務商的引入，也將進一步完善逛逛的生態效應，讓商家的內容種草效率更高。
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