天猫双11交易额5403亿收官！GMV已不是最重要的目标

{"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日零点，天猫双11总交易额定格在5403亿。"}]},{"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":"在经历12年的高速增长之后，天猫双11的成交额基数早已达到庞大量级。在庞大基数上继续实现稳健增长，表明双11对商家和消费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":"更为重要的是，今年双11伊始，GMV就不是最重要的目标。天猫管理层多次强调，今年双11更加关注发展的质量——更好的客户体验，更友好的经营环境，更健康的商业生态。"}]},{"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":"今年天猫双11，一大批商家实现跨越式增长。截至11月11日23点，有698个中小商家的成交额实现从百万级到千万级的跨越；更有78个去年双11成交额千万级的品牌，今年双11成交额突破了1亿元大关。"}]},{"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":"天猫事业群副总裁吹雪表示，增长质量和社会价值是天猫双11关注的最重要的目标，“我们更看重消费者和商家体验的提升，以及更健康的商业生态。”"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"回归客户价值，商家体验成标尺"}]},{"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":"今年参加天猫双11的商家数量已增长至29万，创下历史新高。值得注意的是，其中65%是中小商家、产业带商家和新品牌，有7万是首次参与的新商家。"}]},{"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月开始，天猫管理层提出“优化商家体验、消费者体验是未来的核心策略之一”，为此，天猫在客户价值上的战略投入持续扩大。"}]},{"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":"今年以来，淘宝天猫陆续推出生意参谋等商家运营工具免费、贷记支付手续费降费等超过30项商家扶持举措，以降低门槛、降本增效、优化营商环境，至少为商家降低经营成本约150亿元。此外，天猫还强化了商家策略、商家后台工具等团队，并成立专属的商家服务、消费者服务等运营团队。"}]},{"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":"双11是重要的销售节点，参与的商家，特别是中小商家“卖得好不好、体验好不好”，是直观衡量这些行动结果的标尺。河南商家李轲的店主要卖红薯干、红薯淀粉等家乡特产。开售半小时，店铺销售额就超过去年双11一整天。他说：“我们小不要紧，我们在努力。”"}]},{"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":"亿欧智库11月7日发布的调研报告显示，双11期间，中小商家对各电商平台的信心指数（经营首选平台）排名，天猫以73.9%的占比排名第一。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"成交额之外的价值维度：普惠、包容、绿色"}]},{"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，消费者和更广大的社会公众也开始感受到天猫双11的多个显著变化。"}]},{"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":"消费群体不断扩容。90后与00后消费者占比超过45%，00后参与双11的人数较去年提升25%。10月中旬，淘宝App上线“长辈模式”。每天，110万“银发族”用“长辈版淘宝”逛双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":"为满足残障人士特殊需求，今年双11还开辟了专属会场。10月22日，中国残疾人联合会旗下中国残疾人福利基金会联合天猫及回力、斯凯奇、锐步、乔丹、骆驼、森马、ECCO 等7家品牌推出“一只鞋计划”，以一双鞋一半的价格，为残障人士提供单只鞋销售服务。此外，涵盖听障、视障、肢残、卧床等服务各类特殊人群的特殊商品，有了专门的会场，并进行了无障碍配置，供有需要的人更方便地访问。"}]},{"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":"双11也尝试成为一个传递实践绿色与公益理念的公共场。今年天猫双11发布减碳计划，首次推出“绿色会场”，上新50万件绿色商品，并发放了1亿元绿色消费补贴。截至目前，超过250万人在双11期间购买了绿色商品。同时，“公益宝贝”占到天猫全部商品的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":"这些变化显示，天猫双11正在淡化成交额，建立一套可以衡量平台内在发展质量的价值体系。普惠、包容、绿色等价值已成为平台资源投入的重要方向。"}]}]}