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评论:京东GMV增速领先阿里 电商博弈将更激烈

2017-08-15 16:56:50   中国经济网

8月14日晚,京东集团发布了2017年第二季度业绩,按照阿里口径统计的二季度GMV(商品交易总额)高达3353亿元,同比增长46%,阿里巴巴2017财年GMV增速则为22%,其中淘宝为17%,天猫为29%。在连续多个季度保持gmv高速增长后,京东与阿里差距不断缩小,可以预见,未来电商巨头之间的博弈将更加激烈。

不过,与单纯GMV增速变化相比,更重要的是,这背后反应的行业发展趋势的变动。

广告如何精准触达消费者 成为行业新课题

了解电商的都知道,阿里与京东的商业模式存在巨大差异,前者是平台型,淘宝天猫商家需要给平台一定比例的推广费用。后者以自营零售为主。

一个不可忽略的事实是,现在流量成本越来越贵,这对商家来说面临着抉择:如果不花钱推广,则大量商品就会失去展示和成交的机会;如果花费巨额推广费,极有可能稀释利润或不盈利。

另一方面,消费者主权时代的到来,和消费场景不断拓展,消费者对于消费需求的升级趋势越来越明显。在这样的背景下,电商平台单纯售卖流量已经无法满足品牌商的需求。正因为流量模式的不精准,商家需要付出越来越大的成本购买更多流量,很多商家甚至因此陷入零利润和负利润的境地。在未来,精准触达目标消费者的广告才是真正有效的营销手段。

精准触达需要多维度变现

艾瑞日前发布的报告显示,2016年中国电商广告份额占比首次超过搜索广告位列第一;随着用户对电商的依赖和使用行为的转移,移动端电商类广告收入持续保持较高速度增长。如何在这种情况下精确触达消费者的指尖,成为品牌商们最为关心的问题。

这一方面,各家电商都作出了不同的探索。以京东为例,继京腾计划、京条计划之后,8月10日,京东与百度宣布达成全面战略合作,推出“京度计划”。这次合作将使京东在手机百度的App内拥有一级购物入口;同时利用百度庞大的产品矩阵和用户群所产生的数据池与京东的电商数据深度融合,可以帮助京东、京东的品牌合作伙伴、京东平台上的商家实现精准广告投放;双方还将通过导购分佣等模式展开内容电商合作,提升内容变现能力。

对于电商和品牌商来说,这些计划意味着更高使用效率流量资源和低营销成本的广告投放,帮助品牌商在一个又一个超级流量入口中精准连接到了消费者,从而实现高效转化。

消费升级大背景下,品牌广告主对于自身品牌形象的打造和优化需求更加迫切,企业在扩展品类、布局跨境电商等过程中,需要不断提升自身的品牌影响力。生活场景的精准推荐与智能化、多样化的广告形式,为不同广告主提供灵活的营销方式,获得了更好的效果,直播、VR等多种新技术的不断落地,使电商广告形式更加丰富与多元,助力电商广告市场开拓新的增长点。

京东集团董事局主席兼首席执行官刘强东在不久前提到,作为第四次零售革命的一个重要驱动因素,“消费主权时代”已经到来,其中一个明显特征便是“需求个性化”,即人的需求会变得越来越分散,消费者的自我意识和个性需求得到了强化和放大。重构品牌与消费者的关系,实现精准营销已经成为品牌发展的未来方向。

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