《大行報告》花旗:內地「雙11」平靜中結束 消費者份額被傳統市場和短視頻平台分割
花旗發表報告指,內地「雙11」電商節一如預期,在平靜氣氛中結束,電商平台未有公布商品交易總額(GMV)的詳細數據,阿里巴巴(09988.HK)指,淘寶天貓GMV按年有正面增長;京東(09618.HK)就指,GMV、訂單量及用戶人數均創紀錄新高。由於阿里88VIP會員的GMV有雙位數字增長,該行估計阿里整體GMV按年增長1至3%。
報告指,消費者持審慎態度,亦有不同平台可供選擇,相信消費的購物時間及錢包的份額,被傳統市場及短片平台分攤,希望電商管理層稍後在業績會議中,可以提供更多「雙11」的資料。
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