天貓雙11交易額5403億收官！GMV已不是最重要的目標

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2021年11月12日零點，天貓雙11總交易額定格在5403億。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在經歷12年的高速增長之後，天貓雙11的成交額基數早已達到龐大量級。在龐大基數上繼續實現穩健增長，表明雙11對商家和消費者仍具有巨大吸引力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"更爲重要的是，今年雙11伊始，GMV就不是最重要的目標。天貓管理層多次強調，今年雙11更加關注發展的質量——更好的客戶體驗，更友好的經營環境，更健康的商業生態。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年天貓雙11，一大批商家實現跨越式增長。截至11月11日23點，有698箇中小商家的成交額實現從百萬級到千萬級的跨越；更有78個去年雙11成交額千萬級的品牌，今年雙11成交額突破了1億元大關。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"天貓事業羣副總裁吹雪表示，增長質量和社會價值是天貓雙11關注的最重要的目標，“我們更看重消費者和商家體驗的提升，以及更健康的商業生態。”"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"迴歸客戶價值，商家體驗成標尺"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年參加天貓雙11的商家數量已增長至29萬，創下歷史新高。值得注意的是，其中65%是中小商家、產業帶商家和新品牌，有7萬是首次參與的新商家。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年1月開始，天貓管理層提出“優化商家體驗、消費者體驗是未來的核心策略之一”，爲此，天貓在客戶價值上的戰略投入持續擴大。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年以來，淘寶天貓陸續推出生意參謀等商家運營工具免費、貸記支付手續費降費等超過30項商家扶持舉措，以降低門檻、降本增效、優化營商環境，至少爲商家降低經營成本約150億元。此外，天貓還強化了商家策略、商家後臺工具等團隊，併成立專屬的商家服務、消費者服務等運營團隊。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"雙11是重要的銷售節點，參與的商家，特別是中小商家“賣得好不好、體驗好不好”，是直觀衡量這些行動結果的標尺。河南商家李軻的店主要賣紅薯幹、紅薯澱粉等家鄉特產。開售半小時，店鋪銷售額就超過去年雙11一整天。他說：“我們小不要緊，我們在努力。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"億歐智庫11月7日發佈的調研報告顯示，雙11期間，中小商家對各電商平臺的信心指數（經營首選平臺）排名，天貓以73.9%的佔比排名第一。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"成交額之外的價值維度：普惠、包容、綠色"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不止是商家，消費者和更廣大的社會公衆也開始感受到天貓雙11的多個顯著變化。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"消費羣體不斷擴容。90後與00後消費者佔比超過45%，00後參與雙11的人數較去年提升25%。10月中旬，淘寶App上線“長輩模式”。每天，110萬“銀髮族”用“長輩版淘寶”逛雙11。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲滿足殘障人士特殊需求，今年雙11還開闢了專屬會場。10月22日，中國殘疾人聯合會旗下中國殘疾人福利基金會聯合天貓及回力、斯凱奇、銳步、喬丹、駱駝、森馬、ECCO 等7家品牌推出“一隻鞋計劃”，以一雙鞋一半的價格，爲殘障人士提供單隻鞋銷售服務。此外，涵蓋聽障、視障、肢殘、臥牀等服務各類特殊人羣的特殊商品，有了專門的會場，並進行了無障礙配置，供有需要的人更方便地訪問。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"雙11也嘗試成爲一個傳遞實踐綠色與公益理念的公共場。今年天貓雙11發佈減碳計劃，首次推出“綠色會場”，上新50萬件綠色商品，併發放了1億元綠色消費補貼。截至目前，超過250萬人在雙11期間購買了綠色商品。同時，“公益寶貝”佔到天貓全部商品的10%。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這些變化顯示，天貓雙11正在淡化成交額，建立一套可以衡量平臺內在發展質量的價值體系。普惠、包容、綠色等價值已成爲平臺資源投入的重要方向。"}]}]}