{"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}}}
扫码加钉群 十万创业者 与你为伴

抖音淘宝化,淘宝抖音化的底层逻辑

兴趣电商是前菜,货架电商才是正餐

今天,淘宝在强化短视频内容布局的同时,抖音也在深入淘宝腹地——不仅是聚焦兴趣电商,更是在深入布局货架电商。

从今年618提出“泛商城”概念到抖音818开始引导商家通过“泛商城”集中引爆、的操作思路来看,抖音正在通过整合抖音商城、抖音搜索、店铺/橱窗等入口,以商城和搜索组合,搜索和短视频及直播间跳转等打造一套流量互通的多场域交互模式,进一步完善人找货到货找人的商业闭环。

如今,抖音淘宝化,淘宝抖音化的背后,到底有什么底层逻辑?

抖音为何要淘宝化?

抖音淘宝化其实是其电商布局的一个必然延伸。

在今年,从抖音商城放在首页一级入口的界面来看,与传统电商APP并无二致,低价秒杀、超值购、直播精选等活动占据重要位置,抖音商城在直播间渠道流量的占比也提高了。

目前,抖音818好物节强化全域电商的概念,推动人找货的“泛商城”流量交互,通过多场域之间的共振,吸引更多的品牌商家入驻抖音。并且找来了马未都、相声演员于谦等名人站台, 在直播间分享好物。

笔者此前指出:

“抖音作为内容平台,基本盘是优质内容,电商广告内容太多太频密,一定程度上破坏心流体验。

一个数据是,在抖音平台,其商品和广告的渗透率已经超过15%,这已经十分接近主流信息平台的广告加载率。这意味着抖音在商品广告的渗透率上已经很高了,如果再向上扩容,往往会影响到用户体验

如何在电商商业化与用户体验之间找到平衡,在不影响用户内容消费的情况下,实现流量的有效分发与商业化转化是它当前在考虑的。”

我们知道,抖音有很强的流量属性,它本身是一个持续生产流量的机器,但是要将流量最大化变现,说易行难,本质来说,兴趣电商对于消费者而言,更多是一种尝鲜式的冲动消费,它有一定的时间周期与阈值。

在广告营收逼近天花板之际,抖音很明显是想放大电商业务场景——不仅仅满足于兴趣电商的冲动消费场景,而是要深入刚需购物的场景。

根据一个非官方的数据显示是,2021年抖音电商的整体GMV是7000亿,而2022年抖音电商的GMV目标是1.7万亿,要比2021年增加1万亿。

2020年拼多多整个体的GMV也就才1.6万亿左右,如果抖音电商在今年追平拼多多去年的成绩,那很可能意味着未来2~3年,抖音将成为国内第二大电商平台了。

很显然,抖音对电商业务的野心是非常大,要实现如此庞大的一个增量,纯兴趣电商的体量肯定不够,传统电商是人找货,主要场景是搜索电商;而兴趣电商是货找人,是通过算法机制将目标商品与目标用户连接起来,这是内容电商。

但内容电商是有局限的。

我们知道兴趣电商是激发冲动消费,但对于消费者来说,买东西只会偶尔冲动,不会长期处于冲动的状态。因此,理性消费、刚需购物才是主流。

兴趣电商是让用户看到喜欢的商品直接下单,比价属性较弱——甚至不需要比价。

从笔者的体验来看,抖音电商甚至比拼多多还要下沉,9块9包邮,99元买一送一、买一送二的低客单价的商品大量存在。

对于兴趣电商而言,低客单价产品很容易激发消费者的下单需求。我此前一度怀疑,它是如何做到如此低价还有利润的?

但事实上,抖音电商目前能真正赚到钱的并不多,此前据电商业内人士老胡表示:“他身边做抖音电商赚到钱的目前5%的比例都不到,而且主要集中在DP代运营、达人带货、和直接下场做达人这三个方向上。”

而传统电商比价属性较强,用户需要某个产品,一般都会经历一番筛选,尽可能需要找到价格最低与品质最优的产品。

因此,它的短板也在这里——低客单价的产品走量、赚吆喝但不赚钱,高价产品在抖音往往很难打动用户的购买需求。

因为消费者对于大件、高价商品,总体上是比较理性的,传统电商刚需性较强,更加倾向于理性购物。

兴趣电商能蚕食部分低客单价产品需求,但还很难吃掉高客单价的大件电子产品、生活必需品、家居、服装等刚需产品,这部分刚需依然沉淀在传统电商平台。

要深入刚需购物场景,满足用户“人找货”的场景,走传统电商的路子就成了必然。今年1月,抖音电商发布的《致合作伙伴的一封信》里也提到,2022年会加大“人找货”,即搜索和商城的投入,以帮助商家在更多经营阵地获得生意增量。

因此,抖音当前将兴趣电商与货架电商打通、融合,从另一个角度来看,也是基于电商生态的利益平衡——当前兴趣电商更多是成就了达人带货,如果仅仅是达人赚钱了,商家不赚钱,那么这条路子是走不通的。

从今天的数据来看,当前每天有超过6亿人在刷抖音,这个数据有可能还会进一步增长。

从业界的期待来看,抖音是巨大的流量池,从商家到达人都很焦虑,害怕不进入抖音会被时代的列车抛下,况且现在流量增长趋缓,各行各业的获客成本越来越高了。

正是由于这种对于未来不确定增长的担心以及和对机会错失的焦虑驱动,很多商家都在进入抖音这个赛道。

那么抖音肯定需要把盘子做大来满足各行各业商家对抖音的期待。在整个电商业务闭环以及与抖音淘宝的争夺,抖音流量有了,达人有了,争夺商家才是核心——如何让商家真正赚到钱,形成一个规模化的良性的商业生态,才是抖音电商要聚焦的核心。

如前所述,当前用户的刚需购物依然会选择在淘宝天猫京东等传统电商平台,因为,这些平台的商品结构与正品保障等平台信任体系、售后能力等方面更完善,用户买的更放心。

事实上,抖音818本质也是希望通过造节锤炼出这套电商底层保障体系——目前它已经在电商供应链层面发力了,包括帮助商家在运输、售后等全流程加大了经营保障,抖音电商供应链云仓还推出了818品牌嘉年华云仓结合方案,提供物流时效打标、快递费用补贴、分仓干线补贴等入仓权益等。

笔者之前说过,淘宝的优势是多年的平台生态沉淀带来的平台基础设施优势。对于抖音而言,当前无论是平台的底层信任体系、售后、供应链以及如何培育适宜品牌商家持续经营的商业生态与土壤,是需要补齐的短板。

简言之,抖音要分流刚需购物群体,就必须要完成对电商基础设施建设和品牌供应链的布局,是让大大小小的商家在抖音有个长期的经营阵地,让商家发挥传统电商的精细化运营优势与能力,通过商城分发的流量,提高订单转化率。

其实我们看到的抖音商城,基本上类似在抖音体系内再造了一个淘宝,无论是产品营销模式与基础设施布局,都已经在悄无声息的展开。

淘宝也在抖音化

淘宝抖音化的目的无疑是流量焦虑。流量像水一样,从高处往低处流,谁有更大的池塘,就能拥有更大的水源,在流量见顶的今天,各大平台都想把水引到自己的池塘里。

阿里缺流量,互联网的流量大头是汇聚在社交池子与短视频的池塘里。在互联网流量红利消退、流量成本走高的当下,从“交易”转向“消费”,通过全面内容化布局来自我造血,扩宽挖深池塘,汇聚更多的流量,无疑是解决流量危机的一种有效法子。

在戴珊就任大淘系掌门人之后,“内容化”成了她反复提及的一个关键词。淘宝逛逛相当于在淘宝产品内部定制了一个“抖音”。

在今天淘宝的内容化正在加速,一方面是我们看到在猜你喜欢的短视频栏,直播间出现的优质内容,也会被做成短视频切片,用来引流。

此外是短视频搜索入口已经在布局,淘宝将搜索入口的短视频化——用户关键词搜索对应了消费者的明确的购物目的,而这些明确的需求又被导向了短视频内容电商。

这里还有一个市场背景就是,在今天的电商市场,直播带货的头部主播时代已经过去了。

在过去,淘宝的两大头部主播在站外也拥有大把粉丝与流量,大促期间,两大头部主播可以从站外引流,迎合平台的流量需求,头部可以制造峰值效应,增加平台整体的GMV。

但今天,从淘宝到抖音快手,一个变化是头部主播淡出,短期内制造流量高峰的打法已经不再适用于今天的电商市场环境。因此,在无法再依赖头部主播引来活水的大环境下,如何确保细水长流的长期流量玩法,就很有必要了。

对于淘宝而言,在过去,淘宝逛逛作为对标小红书种草平台,但逛逛和淘宝直播以及货架电商其实是淘宝各自独立的场域,如何打通从内容到货架电商交易的闭环,也非常关键。

如今淘宝将搜索入口的短视频化无疑就是服务于打通其货架电商与内容电商的隔阂,帮助消费者更好地进行内容电商交易,将货架电商与内容消费者更好的融合了起来。

淘宝搜索和推荐流量占比超过50%,这部分流量是很大的,这意味着对于淘宝的商家来说,短视频已经不是要不要做的问题,而是应该如何做才能收割到淘宝短视频化红利的问题。

从数据来看,淘宝内容化也是有一定的成效的。《2022年淘宝直播初夏消费报告》指出,今年初夏,点淘短视频种草内容数量环比增长12%,种草视频点赞数增长24%,种草带来的GMV环比增长72%。

那么这样一看,淘宝有点反守为攻的意思了,抖音培养了用户边看视频边下单的习惯,也在某种程度上被淘宝承接了。

从目前来看,短视频正在成为淘宝的一片新的流量沼泽地,淘宝电商过去不生产流量,专注从站外引流,这种模式也导致淘宝留不住流量,如今淘宝要从内容消费底层入手,来留住流量,开辟新的流量入口。

某种程度上,淘宝有太强的货架电商基因,这也是它相对于抖音的核心护城河——包括商品结构丰富,电商供应链、物流体系完善,以及多年来由自有支付平台、商业生态培育而成的底层信任体系与完善的售后与履约能力。

但要让内容消费真正如水般浸入淘宝基因,淘宝未来可能还还需要进一步动刀变革,甚至动商业模式来破局。

笔者此前也指出,传统电商盈利模式其实是更多依赖货架电商的流量竞价收费模式(淘宝直通车广告),短视频模式是否会冲击到原有的商业模式,还有待观察。

正如笔者如前所诉,抖音淘宝互攻对方腹地,都是看上了对方的优势基因——你有的,是我想要的。

从目前来看,抖音有太强的短视频内容消费属性,要让电商成为其基因的一部分,就不得不改变纯流量消费模式,从底层架构上去补齐电商供应链的短板。这个短板要补齐也不太容易,淘宝还是有时间加固护城河。

结语:

从今天来看,兴趣电商目的在于培育用户的购物习惯,最终形成用户搜索购物的习惯,最终还是要回到货架电商主战场。兴趣电商是前菜,货架电商才是正餐。毕竟,流量的尽头是私域,货架电商让商家一个可以长期经营的私域阵地。

完善货架电商补齐短板的同时,从另一方面看,它也压缩了二道贩子的生存空间,在过去,不少二道贩子有流量懂内容,但没有自己的货源店铺,不少二道贩子在淘特、拼多多、阿里1688进货,加价到抖音卖货,通过流量赚取差价。

但抖音将货架电商与内容电商打通之后,就有了比价空间,也有望推动其供应链售后体系的完善。

从这个角度来看,电商市场的竞争最终兜兜转转还是将回到核心竞争力层面,接下来几年,淘宝与抖音的战事或将成为电商市场最大的变量。