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淘天集團CEO戴珊:天貓雙11用户規模創紀錄,三線以下市場訂單量新增1.4億
格隆匯 11-11 22:11

11月11日晚間,淘天集團CEO戴珊在接受中央廣播電視總枱直播採訪時介紹,今年天貓雙11用户規模創歷史峯值,累計訪問用户數超過8億;價格力效果明顯,三線以下市場用户,比去年多下了1.4億筆訂單。

今年雙十一,各平台均主打低價策略。淘寶天貓主張"好貨好價"、"低價而不廉價",強調低價要以品質為前提,在每一條價格帶都為用户提供最好的價格。平台首次大規模推出"官方立減"和全週期的"天天低價"活動,集合8000萬款全年低價熱銷商品,預計雙11全週期為用户節省超過950億元。

三線以下市場新增1.4億筆訂單,是價格力心智長期積累的結果。今年5月,戴珊公佈"用户為先、生態繁榮、科技驅動"三大戰略,價格力被視為"用户為先"的重要支撐。雙11之前,淘天集團從供給、流量、機制、生態入手,已經建立了系統化的低價能力,通過"好價好貨-用户增長-銷量增長-生意規模增長"的正向循環,實現商家獲利、消費者得實惠。

淘寶天貓主張的價格力,不是讓商家陷入惡性消耗,而是要通過好價換取更大的生意規模。價格力在天貓雙11顯著驅動了商家的生意增長,截至11月11日零點,新增的兩個價格力貨盤,"官方立減"商品訂單量超2.1億,"天天低價"商品訂單量近9千萬。

國貨品牌和中小商家在今年天貓雙11也迎來新增長。據戴珊介紹,今年天貓雙十一,超過240個國貨品牌成交額破億,表現出了極強的爆發力;此外,有超過200萬中小商家成交額同比增長超過100%,在騎行、滑雪、輕養生等賽道跑出了一大批"黑馬",體現了消費市場的多樣性和蓬勃活力。

戴珊表示,今年天貓雙十一的成功印證了消費復甦的良好勢頭,反映出國內市場長期繁榮的趨勢。淘天集團將更加堅定地站在老百姓的角度,和廣大商家一起,做深做透中國市場。

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