中金:超8000萬微信用户將成為淘寶長期用户增量
中金公司近日發佈研報稱,淘寶近日推出多項舉措平衡消費者體驗和商家經營:1)降低商家的經營門檻和經營成本,2)圍繞平台定位設置商家規則和獎懲機制,3)為商家引入新增量。
在中金看來,阿里 “以用户為中心”的策略並不意味着要放棄商家,為用户提供好商品、好價格和好體驗的主體依然是商家,平台需要平衡好消費者體驗和商家經營。
針對退貨退款環節,淘寶通過鬆綁僅退款、推出退貨寶,降低商家退貨退款成本。中金公司認為,阿里通過用户信用分、商家體驗分和流程優化等方式在保障用户體驗的基礎上,有效降低商家經營成本,有利於打開平台長期貨幣化率空間,建設健康商家生態。
在新增量上,以體驗分代替DSR評分體系,接入微信支付為商家帶來新增量,鼓勵商家服務好用户。淘寶此前上線了新版體驗分體系,並將體驗分與流量直接掛鈎,好流量=好服務。中金認為,這既能夠給商家正向激勵,也給予了商家一套標準化的服務參考標準,鼓勵商家服務好用户。
尤其值得注意的是,中金引用QuestMobile數據,微信獨佔用户中有超過8000萬電商高頻用户,認為這些以下沉和老年為主的客羣有望成為淘寶的長期用户增量,商家或因此受益。
中金公司還認為,在“僅退款”問題上,阿里在自身經營中發現諸多問題,結合自身優勢進行彌補,體現了公司的謙虛和務實之處,“阿里原本的經營以店鋪為核心,在未來的競爭中,也仍然會在自身差異化優勢與行業先進經驗中謀求平衡發展”。
Follow us
Find us on
Facebook,
Twitter ,
Instagram, and
YouTube or frequent updates on all things investing.Have a financial topic you would like to discuss? Head over to the
uSMART Community to share your thoughts and insights about the market! Click the picture below to download and explore uSMART app!

Disclaimers
uSmart Securities Limited (“uSmart”) is based on its internal research and public third party information in preparation of this article. Although uSmart uses its best endeavours to ensure the content of this article is accurate, uSmart does not guarantee the accuracy, timeliness or completeness of the information of this article and is not responsible for any views/opinions/comments in this article. Opinions, forecasts and estimations reflect uSmart’s assessment as of the date of this article and are subject to change. uSmart has no obligation to notify you or anyone of any such changes. You must make independent analysis and judgment on any matters involved in this article. uSmart and any directors, officers, employees or agents of uSmart will not be liable for any loss or damage suffered by any person in reliance on any representation or omission in the content of this article. The content of the article is for reference only and does not constitute any offer, solicitation, recommendation, opinion or guarantee of any securities, virtual assets, financial products or instruments. Regulatory authorities may restrict the trading of virtual asset-related ETFs to only investors who meet specified requirements. Any calculations or images in the article are for illustrative purposes only.
Investment involves risks and the value and income from securities may rise or fall. Past performance is not indicative of future performance. Please carefully consider your personal risk tolerance, and consult independent professional advice if necessary.