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中信證券:天貓雙11服務舉措致力提升商家經營確定性

中信證券研究部10月10日發佈《2022年天貓雙11前瞻》券商研報,報吿顯示,淘寶天貓作為商家經營的主陣地及基本盤,平台在流量、營銷、內容、數據智能化等多方面加大投入,致力於提升商家經營確定性。

消費市場正逐步復甦回暖。根據國家統計局1-8月份社會消費品零售額數據顯示,全國網上零售額84295億元,同比增長3.7%,前8個月社會消費品零售總額累計增速由負轉正。

業界普遍預測,在8月份各項消費數據由負轉正後,四季度消費的增長潛力也將不斷釋放,這不僅有助於推動經濟持續復甦,也充分説明我國經濟增長的內生動力仍在持續恢復。

中信證券研報認為,雙11作為下半年重要的營銷節點,淘寶天貓推出12項商家扶持舉措,力爭幫助中小商家實現生意增長。具體來看,今年的天貓雙11,優化消費者體驗和商家體驗始終是放在第一位的。

在商家舉措上,營銷端,阿里媽媽針對中小商家提供專屬流量扶持及易操作的小額專屬投放包,幫助中小商家實現精準引流。成本端,提供回款服務費減免優惠,部分訂單一發貨即可0賬期收回貨款,回款週期平均縮短7天。技術端,達摩盤將首次無門檻開放,為百萬商家提供數智化經營能力;瓴羊作為專為中小企業提供企業數智服務的DaaS公司,將通過生意參謀、經營參謀、內容參謀等產品幫助商家降低決策成本,抓住市場機遇。

今年以來,淘寶天貓圍繞10億消費者,從交易走向消費,做好、做深國內消費市場,在不確定性中鎖定確定性,在確定性中發掘新商機。中信證券研報指出,在消費者服務上,天貓雙11通過大促時間節點調整、豐富購物內容,優化客户體驗;在內容化方面,通過全域流量打通及流量分配機制調整,促進消費者觸達及優質內容生產;商家扶持方面,通過提供專屬流量扶持及易操作的數據工具等助力更多中小商家實現生意增長。

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