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抖音还差一个双11购物节

双11的第三个年头,抖音电商也迎来了变化最大的一年。

抖音距离主流电商平台还有多远?

双11的第三个年头,抖音电商也迎来了变化最大的一年。

10月24日,抖音电商正式开启双11预售。在“预售会场”集中推介了千款优价好物,全面覆盖电子、家居、美妆、服饰鞋包、个护家清、食品等多个类目。

向传统电商平台看齐的还有价保服务。凡是双11期间,消费者在抖音电商购买带有“大促价保”标识的商品,在34天内一旦出现降价,就可以享受一键退差价服务。

此外,“七天无理由退货”“极速退款”“运费险”“上门取件”等线上保障也早已成为抖音电商平台的基础服务。

从2020年6月电商业务部门在抖音内部正式成立算起,至今已经完整经历过两届双11大促的抖音电商,三上战场无疑变得愈发成熟。

不只是消费端服务的成熟表现,在抖音电商内部一场面向主流电商平台转型的升级,也在今年发生。

5月31日,在抖音电商第二届生态大会上,总裁魏雯雯提出“全域兴趣电商”的概念,将抖音电商的业务重心从以直播间为主的兴趣电商,转移到以货架电商为主的抖音商城。

这意味着在短视频和直播之外,抖音也将重点发力商城和搜索,逐步走向传统主流电商平台的形态。不过多方面的升级,并不能掩盖抖音作为新兴电商在双11期间的劣势。

10月24号,罗永浩在淘宝直播首秀,成为直播电商刷屏事件。不仅仅是罗永浩,在近日更是有消息传出,有消息称刘畊宏及妻子vivi将于近日入驻淘宝直播,并于10月31日双11开卖日首播。

显然在双11这个窗口期,抖音电商正在面临更多的内忧外患。在多种转型动作之下,相比阿里等传统平台,抖音电商距离成为主流还有多远也无疑需要更快的答案。

缺失的超级电商节日IP

想要踏入主流电商平台之列,除了纯粹的GMV数据交锋之外,更重要的是消费者心智的建立。

国内阿里有天猫双11,京东有618购物节,拼多多有百亿补贴,国外亚马逊则有黑色星期五。这些超级电商IP在锁住消费者流量的同时,也锁住了消费者心智。

通常来说,电子商务平台都会经历四个阶段的蜕变:从边缘人群买边缘产品,到边缘人群买主流产品,然后是主流人群买边缘产品,最后是主流人群买主流产品,最终实现人群覆盖的全民化和商品体系的全品类化。

以社交电商起家的拼多多就是一个典型,在这个四个阶段的发展中,面对阿里、京东等主流电商平台的竞争,刚开始讲五环外的下沉故事,上市后开始去边缘化产品,然后优化控制供应链。

最终在2019年618前夕推出百亿补贴计划,面向全民推行品牌化上行,并在电商节日大促结束后,宣布百亿补贴常态化,一步步从边缘社交电商平台,升级为不容忽视的主流电商平台。

在四个阶段的演化中,早期拼多多靠独特的市场洞察,中期利用阶段性的错位竞争,最终实现全场景全人群全品类,站上主流电商平台的战场。

在从错位竞争阶段走向全场景主流战场中,创新性推出的“百亿补贴”超级电商IP无疑是关键的一步。阿里等其他平台随后不得不跟进竞争,进一步确定了拼多多的行业话语权,加速了国内电商行业格局从二分天下演变为三足鼎立。

从阿里、京东、拼多多打造超级电商IP的经验来看,一个全新IP的确定,往往代表着平台在行业领导定位、强大创新能力、完善供应链体系三位一体的支撑能力。

对比之下,抖音在全新超级电商IP打造上的表现乏善可陈。先是2021年抢占苏宁电商衰退后留下的818购物节点,改名为抖音818(新潮)好物节。

作为内部SS级大促节日,彼时抖音相关负责人表示:“818”对平台有特殊的意义,是抖音电商成立后的首个标志性大促活动,意在打造抖音电商专属的电商节,借以差异化吸引用户和打造市场声量。

不过从竞争对手的表现来看,抖音的大促节日,并没有影响到主流电商平台各自的营销节奏,仅在自身平台内部的直播间有一定声量。且作为平台专属大促节点,818好物节的效果也略显一般。

根据《2022抖音电商节点营销白皮书》显示,2021年2月-2022年1月,抖音电商共落地9个平台级节点营销活动,其中平台专属大促节点主要有“抖音55潮购节”和“抖音818新潮好物节”2个。

但是在动销商家规模上,2个平台专属大促节点均低于行业性公共节点的双11和双12,甚至也低于“国庆节”“年货节”等重大公共节日节点。

在节点营销交易规模走势上,818大促期间走势平缓,低于传统节日和超级电商IP节点。

最终在消费者多次下单的占比走势上,抖音818也难称是一个节点大促的IP。可能是基于此,今年9月抖音电商又首次推出“抖音921好物节”大促活动,作为升级为全域兴趣电商后重要的平台级大促。

多番折腾背后,对于想要跻身主流电商平台行列的抖音来说,明显还缺失一个超级电商IP来证明自己在行业地位、创新能力、完善供应链体系三个维度的能力。

伪概念下的兴趣电商

商业竞争从来不会停止。2018年阿里巴巴CEO张勇在接受《中国企业家》专访时,被问到:“阿里如何看待拼多多等新入局者的竞争?”

张勇表示,今天淘宝已经是一个超大规模的生态,淘宝自身会孕育出很多东西。而新进入者进入市场,一定会选一个独特的视角,切入一个具体的业务。

“就好像爬山,今天阿里也许已经站在了一万米的山上。有些人也想爬这座山,一开始只要(细分领域)切得越准,目标受众定位清楚,用户价值选择清楚,爬得速度会很快。这就是创造一个新业务的典型做法。”

但张勇还认为,问题的关键是规模的天花板和用户需求天花板在哪里?是爬到500米或者1000米就爬不动了?还是能爬到3000米或者5000米?对阿里来说,最关键的是怎样利用生态的力量,不断去学习。不仅自己要创新,也要学习业界好的东西,把这些好东西和阿里的生态融为一体。

企业要成为创造者,通过创造性的方法赢得竞争。作为新兴玩家,抖音和传统电商平台竞争的核心正是能否找到自己独特视角。为此,抖音将其电商业务称为“兴趣电商”,同时将传统三大平台定义为“货架电商”。

对于兴趣电商,抖音的定义是根据用户兴趣推荐内容种草,然后下单商品的线上购物闭环。其核心是依靠推荐算法,实现货找人的千人千面。货架电商,则是从零售的基本形态陈列逻辑出发,对于传统电商的另一种说法。

但是这个错位竞争,本质上并不存在。兴趣电商面向的对象的是前台商品的展示逻辑;货架电商面向的是后台商品的陈列逻辑,以不同维度的定义来进行独特的业务区分,事实上是偷换概念的行为。

不管是淘系还是京东,乃至拼多多,每个用户打开平台后面对的商品首页,都是根据推荐算法千人千面后的商品展示。不同点是抖音是以种草内容算法推荐,传统电商则是以消费行为算法推荐。

以淘系为例,2018年双11,淘系推荐流量首次超过搜索流量;2019年,淘系搜索流量下滑1/3,其中这部分流量被推荐算法替代;2020年,在女装等个性化偏好非常显著的类目,兴趣推荐流量占比超过80%;2021年,淘系就已经有4万亿以上的GMV是由兴趣推荐流量所产生的。

不仅如此,即使在兴趣推荐能力上,抖音也并无优势。抖音的推荐逻辑是根据用户对短视频和直播内容的兴趣;淘系的逻辑是根据对商品搜索、浏览、收藏、加购、下单、复购等电子轨迹的兴趣。显然,淘系基于消费行为下的推荐,对于流量转化更精准也更高效。

从后台商品的陈列逻辑来看,以兴趣电商自称的抖音电商中也不乏货架电商的部分,比如作为店铺仓储陈列工具的抖音小店、抖音盒子等等。从根本上来看,兴趣电商和货架电商本来就是一体的,前者负责推荐种草,后者负责仓储供应。

因此伪概念之下的兴趣电商,仅仅一年后就再次进行升级并提出全域兴趣电商,宣布将发力搜索和商城,一定程度上也代表着兴趣电商的错位竞争已然难以持续。

电商三巨头拦下短视频双雄

看客都喜欢以弱胜强的故事,没人会喜欢一成不变的商业世界。

但一个事实是,各大电商平台最新财年统计GMV数据中,阿里8.1万亿、京东3.29万亿、拼多多2.4万亿。与之对比,抖音宽口径下仅万亿的电商GMV显然还不够看。

不仅如此,上半年受国内商业环境影响,抖音电商增速不及预期。这也意味着2022年1.5万亿GMV的目标,将压力全部放在了下半年。而在下半年,抖音自有的818购物节点IP表现不争气,只能在双11和双12两个行业性节点,发起诺曼底登陆战。

只是非主场作战,抖音电商能从淘系的主场抢食多少份额,并不好说。

同属直播电商赛道,抖音的表现也代表着快手的发展潜力空间。进入2022年,快手电商先后进行了一系列升级动作,不同于抖音的闭环建设,快手反倒是主动拥抱开放,先后接入外部传统电商平台。

在双11前夕,快手在电商业务上先是进行了组织调整,进一步加快动作升级。然后在10月28号,天猫与快手重新恢复外链合作,合作期限为10月28号到12月31号。

有电商从业人士认为,在直播电商逐渐走向成熟后,快手电商可能已经不满足于仅仅通过直播间获得订单转化,而是以合作、商城等多种形式加快流量转化效率,提高电商收入的提升。

作为近年电商行业不容忽视的两股新势力,从独特赛道转向主流赛道的过程中,谁能够率先抓住关键点,也决定了谁将打破电商三国杀的稳固态势,将中国电商格局带入春秋五霸阶段。

双11大促的窗口期,作为全民性的行业节点,也不仅只是阿里需要防守主场的地位,对于新势力来说,更加不容有失。


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