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阿里(09988.HK):今年618購物節整體表現強勁 453個品牌成交額破億元人幣
阿里-W(09988.HK)(BABA.US)表示,旗下中國商業業務淘天集團在今年淘寶天貓618購物節整體表現強勁,453個品牌的成交額破億元人民幣(下同)。今年天貓618用戶規模創新高,購買人數按年雙位數增長。淘寶香港站也迎來歷來最高的參與用戶數,新增用戶較去年同期增逾兩倍。 阿里表示,截至6月18日活動亮點包括,有453個品牌的成交額破億元,其中Apple(AAPL.US)、美的(00300.HK)、海爾(06690.HK)、小米-W(01810.HK)、華為、Nike(NKE.US)、vivo、Adidas、L'Oreal、Lululemon(LULU.US)等多個品牌躋身天貓618「10億元俱樂部」,成交額破10億元。 會員及消費者參與度持續強勁,購買用戶人數按年雙位數增長;品牌會員人數按年增長15%。截至6月12日,已有來自3C數碼、美妝等品類的12款新品各自成交額破億元。淘寶直播成交額破億元的直播間達81個。 阿里表示,對於成熟品牌與新興品牌而言,淘寶天貓仍然是推動品牌發展的強大引擎。在今年618活動期間,以老鋪黃金(06181.HK)為例,今年618的成交額首次突破10億元。 數碼、家電及家居品類受惠於政府補貼計劃,超過9,200個品牌成交額翻倍。與去年雙11狂歡季相比,受惠政府補貼的品類總成交額增長116%。 美妝近100款新品各自成交額破千萬元。超過50個服飾及36個運動戶外品牌的成交額破億元。受新品及限量版商品帶動,玩具潮玩品類展現爆發性增長。6個品牌成交額破億元,17個商品成交額破千萬元。 寵物品牌方面,超過1,000個新品牌首次參與618。有77個品牌成交額破千萬元,其中近70%為國貨品牌。 阿里續指,在扶持商家優化營運和擴大規模上,先進的AI技術發揮重要作用。自4月開始試用以來,新推出的生成式AI「圖生視頻」工具已協助商家生成超過150萬條推廣短片。升級版AI驅動營銷工具「全站推廣」於618活動期間為超過140萬名商家提供支持。淘寶天貓的AI電商內容與營運工具包自去年推出以來,已服務700萬名商家,加速他們的成長進程。 另外,為便利香港消費者,淘寶天貓中國香港站將618優惠玩法簡化為「官方立減15%」,同時帶來使用港幣支付88VIP年費功能,讓更多消費者能享受專屬大額消費券,進一步提升用戶購物體驗。 阿里表示,今年是淘寶香港歷來參與用戶數最高的一屆618,反映簡化優惠玩法有助降低消費者的決策門檻。平台加大對用戶的投入,自去年擴大包郵到港服務,淘寶在本地用戶的心智愈來愈強。在618期間,新增用戶數較去年同期增逾2倍。香港消費者對88VIP有強勁的需求,618期間新開88VIP人數是日常的6倍。淘寶香港88VIP年消費金額是非會員的5倍。
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