海通證券:天貓雙11 “增量紅利效應顯著” 店播、私域全面翻倍爆發
海通證券11月7日發佈最新天貓雙11行業研報認為,淘天集團今年雙11的商家賦能舉措正逐步落地,“特別是在商傢俬域店播、新品牌等方面,增量紅利效應顯著”。
海通證券分析認為,AI技術、商傢俬域、內容化是今年天貓雙11重要的三大增量紅利板塊,特別是商傢俬域店鋪運營方面,由於淘寶天貓以店鋪為核心的商業生態,更有利於商家運營私域,提高復購率,積累長期成長價值,在成交額之外,雙11已經成為商家重要的拉新、獲客節點。
在今年雙11的發佈會上,淘天集團首席執行官戴珊特別提出,今年雙11的重要目標之一就是幫助品牌商家獲取最大規模用户增長,沉澱品牌資產、提升品牌力。
數據顯示,雙11開售以來,淘寶天貓平台商家會員訂單增長不斷提速。截至11月7日,連續多日同比增長超100%,包括服飾消費電子、生鮮在內的多個行業表現亮眼,部分行業會員成交同比增長在30%以上。得益於商家在私域羣體上的持續投入,淘寶天貓平台老客復購訂單也多日錄得同比兩位數增長;其中,服飾、快消、運動户外、食品等行業多日同比增長超45%。
除了店鋪會員成交,品牌店播也成為今年雙11的重要亮點。相對於以明星帶貨的達人直播間,店鋪直播更有利於品牌的會員、粉絲積累,與達人主播的商品爆發形成了重要互補。以服飾行業為例,今年雙11預售階段,100多個服飾品牌店播預售首日成交同比超500%,鄂爾多斯 、VICTORIA' S SECRET 、Ubras、江南布衣、Lee等品牌預售前4小時店播成交同比均翻倍增長。 其中“FILA官方旗艦店”在雙11預售前4小時邁入億元俱樂部。這是直播誕生以來,首次有品牌進入雙11億元俱樂部,對行業來説具有標誌性意義。
此外,AI人工智能技術的應用也為今年雙11注入裏新動力。今年雙11,大模型原生AI應用“淘寶問問”首次投入使用,通過AI問答明確消費者購物需求,解決傳統搜索長尾問題。數據顯示,9月以來,淘寶問問受邀使用人次已達500萬,高活躍用户平均每天和淘寶問問互動8次,有用户甚至提問4000次。
海通證券認為,“大促模式”下,“淘寶問問”將綜合立減、滿減等大促優惠信息,生成並提供最優購買建議,降低用户挑選與決策成本。
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