研究機構618觀察：天貓3C數碼成交規模、增速雙第一
618進入決戰，電商平台“成績單”出爐。
6月17日，消費研究機構瀝金髮布《618消費電子行業觀察》，天貓數碼3C行業實現規模及增速雙第一。
根據數據機構魔鏡洞察數據，5月份淘寶天貓以90.1%增速名列全網第一，抖音增速69.2%居第二，京東增速30.2%居第三。這一增長趨勢在6月也得到延誤，瀝金合作數據機構顯示，618開賣以來，截止到6月10日，淘系平台3C數碼GMV同比增速達55%，同樣領先其他平台，並且市場份額佔優。
根據魔鏡數據，在5月份淘系3C行業細分類目中，手機行業是關鍵驅動力，增速高達201.9%，並且銷售額佔比最大，接近四成，成為帶動大盤增長的關鍵類目。
緊隨其後兩個類目分別是平板電腦和筆記本電腦，增速達到133%和86.8%。手機、電腦作為3C領域品牌心智最強的類目，品牌旗艦店也正是淘系3C數碼的核心優勢。
瀝金分析，3C數碼的銷售格局正由傳統的自營零售平台，轉向品牌直營店為爆發主陣地，“平台+品牌”直聯合作成為行業發展的趨勢。
天貓生態中不僅囊括了小米、華為等品牌旗艦店，同時擁有全球唯一一個蘋果官方授權的官方網店。近兩個月來，華為新品Pura系列，vivo新品S19系列，X100系列，Y200系列等，均選擇在天貓首發。
天貓蘋果旗艦店能享受到蘋果官網同等服務，蘋果天貓旗艦店iPhone支持激活可退（第三方平台拆封即不可退），同時可辦理蘋果學生教育優惠等，等同品牌第二官網。
今年618，天貓蘋果旗艦店，iPhone、iPad、Watch、AirPods 等產品官方立減，部分產品可疊加天貓品類券，iPhone 15系列至高優惠2300元，128G iPhone15優惠後4599元，這也與百億補貼等第三方平台價格持平。這種力度的合作，在蘋果歷史上都十分罕見。
面對激烈的外部競爭，今年天貓投入大量紅包及補貼，以提高價格競爭力。據天貓官方信息，今年618，投入150億用於發放88VIP大額券及3C數碼品類券等。淘寶百億補貼主打“全網底價”，與3C數碼品牌合作，推出大牌“全家桶”如蘋果iPhone15、Airpods、iPad、Watch等“六件套”9999元，吸引全網消費者關注。
天貓官方數據，淘寶百億補貼天貓618開售首小時比增長596.5%。3C數碼行業正是各家“百億補貼”的主打品類，百億補貼的高增長成為淘系3C品類的帶動引擎。 5月20日天貓618開售1小時，蘋果成交金額超過15億，華為、小米、vivo等品牌成交也迅速破億。截至31日晚9點，蘋果、小米、華為等品牌均邁入“10億俱樂部”。
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