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天猫618预演新零售时代商业繁荣:正在发生的“清明上河图”

2017-06-18 21:11:49   国际在线

6月17日,第一财经商业数据中心(CBNData)发布《从消费升级到品牌升级,天猫618商业力量报告》。数据显示,在阿里巴巴平台上超5亿活跃用户,3.77万亿商品成交额……从购物到支付,从物流到社交……对于消费者、品牌商家而言,阿里巴巴早已从一家单纯的连接商家和消费者的电商平台成长为新零售时代的商业基础设施提供者。而天猫正在成为全球品牌实现新零售转型升级的主阵地。

天猫618携手全球品牌发起的最大规模让利活动,其背后是诚意和实力的体现。

6月18日0点开始,剁手党5分钟抢购了200吨奶粉,7分钟买了2000万片纸尿裤,14分钟拿下320000斤泰国榴莲,电器手机、服饰美妆、母婴生鲜和生活消费等品类成为消费者的最爱。仅10分钟,天猫服饰成交突破10亿元,快消行业开场后半小时内同比增长378%,其中天猫超市同比增长高达13倍。

前述《报告》称,消费升级表现出年轻化、健康、小众、多元风格、高品质、个性化的发展方向。驱动消费升级的不仅是商品,还有完善的全链路体验服务,这也拉近了商家和消费者之间距离。

仅以零食生鲜为例,6月18日零点刚过1分钟,亿滋与天猫独家合作推出的奥利奥饼干唱片机就售出5000件,饮料巨头百事开售6分钟超去年全天。生鲜领域,泰国榴莲14分钟卖出320000斤。此外,茅台旗下年轻化产品优蜜利口酒、周黑鸭锁鲜装鸭脖、稻香村的点心也越来越受年轻用户喜爱。其中,周黑鸭脖锁翅组合上线10分钟售出超10000件,好利来半熟芝士卖出超4000件。伴随消费升级浪潮,越来越多食品饮料品牌选择与IP娱乐相结合的,推出更多健康产品,推动品牌年轻化。

天猫618前夕,天猫超市正式宣布进入香港市场,获得香港本地消费者热捧。当地消费者纷纷表示,希望天猫超市能带动香港电商行业的进步。

《报告》还观察到消费者的审美意识崛起;对智能家电、家居产品以及海外好货越来越感兴趣,也更加关注商品的专业、品质;整体的消费结构由刚需转化为个性化需求。

大数据驱动下的精准化营销,为消费者提供了定制化产品来满足他们的需求。报告指出,天猫正在全方位成为新零售时代最前沿、最年轻的实践平台,正在引领新零售时代的商业嬗变。

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