{"config":{"moduleinfo":{"javascripts_count":[{"count_phone":0,"count":0}],"styles_count":[{"count_phone":0,"count":0}],"htmls_count":[{"count_phone":2,"count":2}]},"htmls":[],"styles":[{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link .sub-logo-image{height:22px !important;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link.pointer{display: flex;align-items:center;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.aliyun-language{display:none !important;}"},{"text":".aliyun-topbar {box-shadow: none !important;}"}],"javascripts":[{"text":"function isDingTalkFn() { var ua = navigator.userAgent.toLowerCase(); var isIn = /dingtalk/gi.test(ua); if (isIn) { var style = document.createElement(\"style\"); style.innerText = ` @media (max-width: 768px) { .aliyun-module.wb-aliyun-developer-h5-nav { display: none!important; } .aliyun-module[data-module-name=\"@ali/hmod-ace-homepage-2020-hmod-footer\"] { display: none; } } `; document.head.appendChild(style); } }; isDingTalkFn();"}],"countinfo":{"htmls":{"length_pc":0,"length":0}},"header":"activity","logo":"https://img.alicdn.com/tfs/TB1KR.SwYr1gK0jSZFDXXb9yVXa-160-40.png","logoLink":"https://chuangke.aliyun.com/"},"settings":{"uuid":"NOUUID"}}
中国站
联系我们
ICP备案控制台登录/注册
{"config":{"moduleinfo":{"question":"","rightTitle":"个人中心","menu_count":[{"count_phone":8,"count":8}],"article":"","rightMenu_count":[{"count_phone":3,"count":3}]},"menu":[{"menuTitle":"出发吧创业者","menuLink":"https://startup.aliyun.com/special/gostartup"},{"ismoreList":false,"menuTitle":"首页","menuLink":"//chuangke.aliyun.com"},{"menuTitle":"资讯","ismoreList":false,"menuTag":"","menuLink":"//chuangke.aliyun.com/info/","submenu":[]},{"menuTitle":"融资","menuLink":"","ismoreList":true,"menuTag":"","submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"投BP","morsubemenuLink":"//chuangke.aliyun.com/company/"},{"morsubemenuTitle":"源码资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/gaorongvc","morsubemenuTitle":"高榕资本"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/brv","morsubemenuTitle":"蓝驰创投"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/ebvc","morsubemenuTitle":"钟鼎创投"},{"morsubemenuTitle":"元璟创投","morsubemenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital"},{"morsubemenuTitle":"靖亚资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/emventures"},{"morsubemenuTitle":"清流资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/crystalstreamcap"}],"moresubmenuTitle":"找融资"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"专精特新直通北交所","morsubemenuLink":"https://chuangke.aliyun.com/startup-program/zjtx"},{"morsubemenuTitle":"线下园区入驻","morsubemenuLink":"//chuangke.aliyun.com/city"},{"morsubemenuTitle":"赛道明星班","morsubemenuLink":"//chuangke.aliyun.com/star"},{"morsubemenuTitle":"赛道训练营","morsubemenuLink":"//chuangke.aliyun.com/demoday"}],"moresubmenuTitle":"加速与孵化"}]},{"ismoreList":true,"submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuLink":"https://chuangke.aliyun.com/special/newstartups","morsubemenuTitle":"项目求报道"},{"morsubemenuTitle":"大企业创新场景对接","morsubemenuLink":"https://chuangke.aliyun.com/openinnovation"},{"morsubemenuTitle":"IoT框架技术内测","morsubemenuLink":"https://chuangke.aliyun.com/waft"},{"morsubemenuTitle":"阿里生态资源对接","morsubemenuLink":"//chuangke.aliyun.com/markets/aliyun/surpportive"},{"morsubemenuTitle":"深圳千万上云补贴扶持","morsubemenuLink":"//chuangke.aliyun.com/szwqsy/"}],"moresubmenuTitle":"资源对接"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"创业大赛","morsubemenuLink":"//chuangke.aliyun.com/event"},{"morsubemenuTitle":"88帮帮节","morsubemenuLink":"//chuangke.aliyun.com/special/88"},{"morsubemenuTitle":"创业节","morsubemenuLink":"https://chuangke.aliyun.com/chuangyejie/1111/2021"},{"morsubemenuTitle":"创峰会","morsubemenuLink":"//chuangke.aliyun.com/chuangfenghui"},{"morsubemenuTitle":"云栖TechDay","morsubemenuLink":"//chuangke.aliyun.com/techday"}],"moresubmenuTitle":"热门活动"}],"menuTitle":"资源与活动","menuLink":""},{"menuTitle":"城市站","menuLink":"","ismoreList":false,"submenu":[{"submenuLink":"https://startup.aliyun.com/city/nb/","submenuTitle":"宁波海曙站"},{"submenuLink":"//startup.aliyun.com/city/vanke-wanchuang/portal","submenuTitle":"万创科技城站"},{"submenuTitle":"聊城城市站","submenuLink":"//startup.aliyun.com/city/lc/portal/"},{"submenuTitle":"太原城市站","submenuLink":"//startup.aliyun.com/city/ty/portal"},{"submenuLink":"//startup.aliyun.com/city/xt/","submenuTitle":"湘潭城市站"},{"submenuLink":"//startup.aliyun.com/city/zz/","submenuTitle":"郑州城市站"},{"submenuTitle":"岳阳城市站","submenuLink":"//startup.aliyun.com/city/yy/"},{"submenuTitle":"上海金桥站","submenuLink":"https://startup.aliyun.com/city/sh/"},{"submenuTitle":"成都","submenuLink":"https://startup.aliyun.com/city/cd/"},{"submenuTitle":"镇江","submenuLink":"https://startup.aliyun.com/city/zj/"}]},{"menuTitle":"活动中心","menuLink":"//startup.aliyun.com/event","menuTag":"","submenu":[],"ismoreList":false},{"menuTitle":"创业白皮书","menuTag":"","menuLink":"https://chuangke.aliyun.com/special/ebook"},{"menuTitle":"更多服务","menuLink":"","ismoreList":false,"submenu":[{"submenuTitle":"政策指南平台","submenuLink":"https://sme.aliyun.com/policy/"},{"submenuTitle":"创业直播间","submenuLink":"//chuangke.aliyun.com/live/"},{"submenuLink":"//market.aliyun.com/shuangchuang","submenuTitle":"创业服务市场"},{"submenuTitle":"人才招聘","submenuLink":"//edu.aliyun.com/recruit"},{"submenuTitle":"云栖大会科技专场","submenuLink":"https://chuangke.aliyun.com/special/yunqi/2021/live"}]},{"menuTitle":"直播间","menuLink":"https://chuangke.aliyun.com/live/","submenu":[{"submenuTitle":"云谷创新谈","submenuLink":"https://chuangke.aliyun.com/live/room/4"},{"submenuTitle":"星云计划公开课","submenuLink":"https://chuangke.aliyun.com/live/room/2"},{"submenuTitle":"一汽奔腾“智“”悦”座舱云上对接会","submenuLink":"https://chuangke.aliyun.com/live/video/250792"},{"submenuLink":"https://chuangke.aliyun.com/live/video/250721","submenuTitle":"钉钉专场:钉钉PaaS开放及生态策略"}]},{"menuTitle":"中小企业服务平台","menuLink":"https://sme.aliyun.com/"},{"menuLink":"https://chuangke.aliyun.com/brand/duoguan/","menuTitle":"品牌馆","submenu":[{"submenuTitle":"IT桔子","submenuLink":"https://startup.aliyun.com/brand/itjuzi/"},{"submenuTitle":"夺冠","submenuLink":"https://chuangke.aliyun.com/brand/duoguan/"},{"submenuTitle":"蓝驰创投","submenuLink":"https://chuangke.aliyun.com/financing/brv"},{"submenuTitle":"高榕资本","submenuLink":"https://chuangke.aliyun.com/financing/gaorongvc"},{"submenuTitle":"元璟资本","submenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital/"},{"submenuTitle":"源码资本","submenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap/"}]},{}],"rightMenu":[{"menuTitle":"我的项目","menuLink":"//chuangke.aliyun.com/project/my"}],"countinfo":{"menu":{"length_pc":0,"length":0},"rightMenu":{"length_pc":0,"length":0}},"publicity":{"img":"","link":""}},"settings":{"uuid":"NOUUID"}}
{"config":{"moduleinfo":{"searchLink":"//m.aliyun.com/product/search","channels_count":[{"count_phone":12,"count":12}],"searchText":"ecs","noAppDownload":true,"logo":"//gw.alicdn.com/tps/TB11eICOFXXXXaLapXXXXXXXXXX-130-39.png"},"channels":[{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/","title":"首页"},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/info/","title":"创业资讯"},{"link":"","title":"找融资","subChannels":[{"title":"投BP","link":"//chuangke.aliyun.com/company/"},{"title":"云融资","link":"//chuangke.aliyun.com/product/financing"}],"isOpenSubChannel":true},{"spmId":"0","channelStr":"频道描述","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"孵化与加速","subChannels":[{"title":"线下园区入驻","link":"//chuangke.aliyun.com/city"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/star","title":"AI赛道明星班"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/demoday","title":"赛道训练营"}]},{"spmId":"0","maxShowNum":"0","isOpenSubChannel":false,"title":"资源对接","subChannels":[{"title":"大企业创新场景对接","link":"https://chuangke.aliyun.com/openinnovation"},{"link":"//chuangke.aliyun.com/markets/aliyun/surpportive","title":"阿里生态资源对接"},{"link":"//chuangke.aliyun.com/szwqsy/","title":"深圳千万上云补贴"}],"link":""},{"link":"","title":"走进城市站","isOpenSubChannel":false,"subChannels":[{"link":"https://chuangke.aliyun.com/city/vanke-wanchuang/portal","title":"万创科技城"},{"link":"https://chuangke.aliyun.com/city/lc/portal/","title":"聊城城市站"},{"link":"https://chuangke.aliyun.com/city/ty/portal","title":"太原城市站"},{"title":"湘潭城市站","link":"https://chuangke.aliyun.com/city/xt/portal"},{"title":"郑州城市站","link":"https://chuangke.aliyun.com/city/zz/portal"},{"title":"岳阳城市站","link":"//chuangke.aliyun.com/city/yy/"},{"title":"上海金桥站","link":"https://chuangke.aliyun.com/city/sh/"}]},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"热门活动","subChannels":[{"title":"创业大赛","link":"//chuangke.aliyun.com/event"},{"title":"88帮帮节","link":"//chuangke.aliyun.com/special/88"},{"title":"创业节","link":"https://chuangke.aliyun.com/special/chuangyejie/spring2021"},{"title":"创峰会","link":"//chuangke.aliyun.com/chuangfenghui"},{"link":"//chuangke.aliyun.com/techday/","title":"云栖Techday"}]},{"link":"","title":"更多","isOpenSubChannel":false,"subChannels":[{"title":"求报道","link":"https://chuangke.aliyun.com/resource/apply/8/140#/"},{"title":"创业直播间","link":"//chuangke.aliyun.com/live/"},{"link":"//market.aliyun.com/shuangchuang","title":"创业服务市场"},{"title":"人才招聘","link":"//edu.aliyun.com/recruit"}]}],"countinfo":{"channels":{"length_pc":0,"length":0}}},"settings":{"uuid":"NOUUID","recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false}}}
{"config":{"adConfig":{"target":"_blank","pcImg":"","h5Img":"","icon":"","mode":"all","extraList":[],"linkList":[],"href":""},"windowSet":{"open":true,"dataList":[{"list":[{"url":"https://chuangke.aliyun.com/special/newstartups","text":"求报道"},{"url":"https://chuangke.aliyun.com/company/","text":"找融资"}]},{"list":[{"text":"创企榜","url":"https://chuangke.aliyun.com/special/startup"}],"bgi":"https://img.alicdn.com/imgextra/i3/O1CN01vevPS31ofSq4izkDg_!!6000000005252-2-tps-84-232.png","color":"#fff"}]}},"settings":{"recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false}}}

团购配送,抖音打入本地生活的楔子

不到4个月时间,抖音再添新合作商,在本地生活的野心尽显。

不到4个月时间,抖音再添新合作商,在本地生活的野心尽显。

今日(12月5日)晚间,达达、顺丰同城闪送相继宣布与抖音生活服务达成合作,为餐饮商家提供同城配送解决方案。在抖音北京本地页面,提供外卖到家业务的商家已经开始提供商家自配业务。

一位火锅品牌商家向新消费日报透露,商家随机选择配送平台的功能,实际上已经试运行一段时间。“达达、顺丰同城、闪送都是全城配送,所以基本可以覆盖主城区所有地点,只是配送费用不同。”

此前,抖音曾与饿了么达成合作,“饿了么外卖”出现在抖音小程序,不到4个月时间,抖音在即时配送领域再添新合作商,其在本地生活的野心尽显。

团购服务商张霖对新消费日报记者表示,抖音选择在这一节点深耕本地生活,是因为价格敏感的用户比例在增加。“虽然总需求萎缩,但线上化率会增加,会出现增量用户,复购率也会有所提升,抖音希望在增量用户上与美团一搏。”

对此,抖音方面回应新消费日报称,目前抖音生活服务正在试点饿了么抖音小程序、团购配送(使用抖音官方引入的顺丰同城、闪送、达达快送等第三方配送或自配送)两种方式,助力餐饮商家为用户提供餐饮外卖服务。“商家可根据自身的差异化需求自由选择。“

抖音要做团购配送

11月下旬,饿了么与抖音合作开展的“即看、即点、即达”本地生活场景体验,刚刚在南京落地。

饿了么方面曾对新消费日报表示,当下虽然只开通了一个落点城市,但这意味着0-1的链路已经跑通,双方明确这一新场景体验接下来将在全国更多城市上线,“所以从1-10,10-100,预计不会很久。”

但在该合作达成后,有业内人士对记者分析表示,探店视频的质量参差不齐,导致抖音团购的核销率不高。“比如跟商家谈好15%抽佣,其中给达人设5%套餐,上线后,会有不限数量达人带货赚佣金,但引流能力很难统一。商家自播在一定程度上解决了这一乱象,但如果与服务商合作,会对线下餐饮的成本会形成一定压力。”

“抖音+饿了么”尚未在本地生活领域显现出效果,前者已经急于扩大本地生活合作商阵营。

达达方面称,此次与抖音达成合作,亦是让消费者甚至在观看直播过程中就能收到商品,即在抖音生活服务平台上的餐饮商家下单,达达快送骑士便从消费者附近的门店取货送到家。

与饿了么提供的外卖体验不同,达达、顺丰同城、闪送服务的餐饮商家“外卖到家”为团购套餐项目,并非消费者自选。

无论是与饿了么合作,还是与达达、顺丰同城、闪送合作,抖音的核心逻辑都是“内容种草+转化变现”。

华西证券分析师认为,商户通过探店短视频及直播内容,为用户在短时间内提供高浓度情绪及兴趣价值,激励用户转化下单。因此,短视频平台的大用户基数、强娱乐属性,极大地降低了抖音本地在起步阶段的获客成本。“但商户端实际线上获客成本较高。成为“爆款”对质量有较高要求,而多数本地商户运营重心在线下,线上运营精力尚且不足,难以支撑高质量的内容产出,因此抖音营销相比美团,多出了向探店达人及第三方支付的内容成本。”

抖音在焦虑什么?

据了解,与达达、顺丰同城、闪送达成合作后,抖音本地生活“外卖到家”的投入或将进一步提升。但受消费形势影响,抖音本地生活能否起量仍是未知。

虽然抖音在本地生活领域的积极布局,但始终绕不开美团这只大象。今年美团中报、三季报电话会上,业内对抖音是否也形成挑战高度关注。

对于抖音等平台在本地生活领域的渗透与竞争,美团高层认为:“有些短视频平台的本地业务,与美团的GTV没有可比之处,美团是同时提高B、C端布局,满足用户增长需求同时,帮助商家在线营销,而不是短视频平台简单的促销。”

为了快速提高占有率,抖音本地生活服务佣金一直低于美团、饿了么。

据了解,抖音佣金每月结算一次,符合条件的商家可返佣50%。以餐饮行业的2.5%的佣金率为例,2.5%的佣金里有0.6%的支付通道费,这部分无法减免,而另一部分中有一半可向商家返佣。巨量引擎数据显示,2022年6月起,抖音开始对本地生活商家抽佣,平均费率约为3%。

新消费日报记者对比北京三里屯葫芦娃火锅在抖音到点团购、外卖到家板块与美团团购板块发现,抖音单价优惠、产品构成丰富度仍存,但销量远不及美团,外卖到家板块单链接销量不足100单。

张霖认为,低价策略仅适用于初创商家拉新,不具有长期持久,抖音自己拥有6亿日活,一旦本地生活‘人带货’的模式再次跑通,其主要模式还会变成兴趣种草吸引消费。

随着抖音在本地生活引入达达、顺丰同城、闪送等合作伙伴,抖音也将逐步加大算法推荐。

但华西证券在研报中显示,随着短视频用户渗透率增速放缓,在蛋糕有限的前提下,电商与本地生活能够获得的流量必然此消彼长。“我们判断,抖音本地的流量投放性价比略低于电商板块。”

华西证券分析师认为,从底层逻辑上看,对于自带海量流量的短视频平台而言,根据算法进行全网推送是其核心优势,但这一优势对本地生活并不适用。不同于电商业务能够借助物流辐射全国,本地生活本身履约范围更小,具备鲜明的地域属性,对算法精准度要求更高,用户带来的流量具有碎片化特点,这使得抖音的优势受限。

抖音选择此时加码本地生活,已经无法绕开与饿了么、美团的正面竞争。目前来看,抖音主要精力仍在餐饮赛道,虽然多家券商看好美团心智及规模壁垒高企,但在抖音搅动下,外卖餐饮赛道仍充满变数。


知道了