618增長新槓桿!阿里媽媽全站推廣帶動數萬測試商家首日實現7倍增長!
今年天貓618,沒有官方預售、沒有複雜玩法,消費者買買買熱情明顯上升,第一輪開賣商家戰績表現亮眼。
天貓618開賣僅4小時,59個品牌銷售額破億。而今年全新上線的阿里媽媽全站推廣工具,成為商家撬動618成交爆發的新利器。數據顯示,數萬個商家5月20日通過全站推廣引導成交實現環比701%的平均增長。此外,TCL、夢百合、FILA、聯想、美的等2863個品牌的全站推廣引導成交更是實現環比翻10倍。
作為單品推廣爆發利器,全站推廣在天貓618首日表現亮眼。美的、聯想、格力、OPPO、追覓等超1萬個品牌,其單品全站推廣引導成交佔比達30%以上。其中添可、追覓、TCL等品牌收穫多個成交超千萬單品。

記者獲悉,全站推廣至今年推出以來,就在淘寶天貓商家端一直保持高人氣。作為首批測試的商家,拉槓箱品牌CECE向記者表示,其本季度新品使用全站推廣實現了搜索訪客同期增長135%,搜索買家同期增長100%的成績。
此外,由於操作簡單,全站推廣也成為電商初入者的推廣入門必選工具。工廠型店鋪優者向記者介紹,全站推廣只需設置單品ROI目標,其即可一鍵投放,其店鋪一款充電寶商品實現了周環比曝光量增長22%,點擊量增長25%,成交額增長27%的成績。
在最新一季(24財年Q4)阿里巴巴財報電話會上,全站推廣被視為為淘寶天貓商家提升投資回報率(ROI)的重要產品。據悉,目前全站推廣仍然處於部分商家測試階段,產品端正着力實現算法模型的優化,以確保商家投資回報率(ROI)的同時實現淘寶天貓的業務增長。
今年以來,淘寶天貓圍繞價格力和用户體驗的投入收到消費者的積極反饋。財報數據顯示,季度買家數量和購買頻次強勁增長,推動淘寶天貓GMV實現雙位數強勁增長。88VIP會員數也實現兩位數增長,總規模超過3500萬人,淘寶天貓對高購買力人羣的吸引力仍在穩步提升。
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