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  • 設為首頁| 收藏本站   打造最權威的吉林省企業信息平臺
    電商資訊
    淘寶流量格局大變前夜 網紅輕店鋪插隊
    http://www.www.jeronimoruedi.com  | 2019/8/14 8:13:51  | 吉林企業網  | 已有475人瀏覽過
         【億邦動力訊】8月14日消息,近日,多個網紅“分享店”出現在了淘寶上。億邦動力從多方了解到,這是基于淘寶聯盟新功能“輕店鋪”,由網紅(達人)開設的一種“新型淘寶店”。
      網紅紛紛開起“淘寶店”?
      有網友透露,其在微博詢問網紅穿搭在哪可以購買時,有網紅在評論區給出了“分享店鏈接”。嘗試點擊鏈接后,出現的是淘寶碼,用淘寶App掃描即可進入。
      據觀察,“分享店”擁有一個酷似小程序的主頁面,包含分享店名稱、滾動廣告和商品展示列表,其中滾動廣告導向重點推廣商品的介紹,而點擊不同商品則會進入商品所在的不同淘寶店。這意味著,“分享店”僅為商品分享模式,起到導流作用,而非一個真正的淘寶店。
      億邦動力操作后發現,用戶在進入網紅分享店后,不僅可以點擊商品進行購買,還可以直接在分享店主頁面點擊關注。僅有部分被關注的分享店會展示在“我的關注”列表中,而所有關注的分享店,都會折疊在新增的“我關注的門店”中。
      經測試,淘寶并不支持“分享店”等關鍵詞的模糊搜索,只有鍵入分享店的完整名稱才能進入“分享店”。億邦動力找到了“溫婉的分享店”、“好涵分享店”、“滿滿分享店”、“憨娜分享店”等,而部分公布在微博中的分享店,已經改名為“喜兒同款在這里”、“愛美實驗室”等名稱。
      有知情人士介紹,淘寶分享店來源于淘寶聯盟的新功能“輕店鋪”,該功能在今年年初剛剛面世,目前僅開放給了部分網紅機構和平臺。該功能采用CPA分成模式,由網紅在各個渠道將自己喜歡的商品以內容的形式分享給粉絲,并將商品集中形成網紅分享店,促成交易。
      億邦動力找到淘寶相關負責人,其表示,輕店鋪尚處內部項目,目前還不便對外發聲。
      淘寶“分享店”究竟是啥?
      由于溫婉、憨娜等擁有淘寶分享店的網紅所在公司為如涵,億邦動力找到了如涵文化電商部負責人陳亮,試圖理清分享店從何而來,以及網紅和分享店之間的關系。
      “分享店源于淘寶聯盟的新工具輕店鋪,具體玩法是紅人在社交媒體上,以圖文、視頻、直播的形式為商家帶他的貨。”陳亮介紹,網紅為分享店的輸出內容是有規劃性的,且都是結合節日、營銷、季節等主題的軟性內容,而當粉絲詢問內容涉及的商品在哪可以購買時,“回復”便是分享店露出的機會。
      據介紹,參與網紅分享店的角色有三個,網紅機構、淘寶聯盟、淘系商家。其中,淘寶聯盟主要提供開店工具“輕店鋪”,具體合作由機構和商家雙方完成。這意味著,淘系商品會形成一個巨大的商品池,而且該商品池則獲得了精準對接網紅的機會。
      陳亮稱,如涵已經開出了38家網紅分享店,雖然具體交易數據不便透露,但其優勢也有跡可循。今年3月以來,如涵分享店合作的商家從30家增加到了300多家,ROI可以達到1比2以上。很多商家在嘗試了3~5次UV+CPA合作后,便會選擇升級為保證轉化的年框合作。
      他告訴億邦動力,如涵深知網紅推薦最重要的就是保證粉絲的權益。“分享店中每個商品,我們都會進行樣品評估,結合DSR(賣家服務評級系統)、商品評價等多維度數據進行參考,保證不在推廣過程中傷害粉絲。”
      在陳亮看來,網紅分享店與以往網紅帶貨的操作是“反過來的”。“以往的網紅帶貨,是先拿到商品再策劃營銷,比較零散;分享店會先策劃內容,再進行招商,找到匹配商品,可以更好的融入紅人輸出的優質內容中。”他指出,這樣的模式既能讓內容、紅人跟商品的匹配更精準,又能滿足商家多個場景下的需求,包括新品爆發、定期品宣、清倉流量等。
      淘外流量的“大收割”?
      事實上,此前網絡上便有消息稱,淘寶早前已經在內測淘寶小程序,彼時流傳的內測入口頁面便是“淘寶輕店鋪”。雖然億邦動力尚未找到輕店鋪的申請入口,但基本確定的是,類似淘寶小程序的“輕應用”已經開始服務于淘系的各類創新小店,淘小鋪和淘寶高手的店鋪呈現都是如此。
      值得關注的是,在幾年6月的天貓旗艦店2.0升級發布會上,品牌輕店便被認為是天貓旗艦店全域穿透和一體化運營的新工具。一連串基于小程序邏輯的“輕店鋪”上線,讓阿里生態“人人開店”的夢想逐漸清晰,包括個人、分銷店主、網紅等各類社交流量也都開始為淘系平臺服務。
      有接近該項目的人士透露,除了如涵外,部分微博、小紅書、快手等平臺網紅也開起了分享店。“用戶可以關注,意味著這些網紅在淘系外部的粉絲可以沉淀在淘寶上,有了二次瀏覽和購買的機會。” 上述人士分析,網紅分享店對淘系平臺有兩大作用:
      (1)吸收外部流量:不支持模糊搜索,可見要弱化平臺內搜索,加大外部入口的力度,沉淀更多外部流量到平臺上來。
      (2)重構流量池:讓網紅將商品集中在個人頁面,相當于以網紅為維度重構流量。
      有MCN機構高層指出,目前很多頭部網紅都在拓展邊界,從開服裝店到開化妝品店,再到生活家居店,甚至隨著角色的變化,也開起了母嬰店。但拓展新品品類供應鏈的成本極高,頭部之外的網紅幾乎不可能做到,開網紅分享店便可以解決這個問題。
      他表示,以往網紅在淘寶平臺的生存方式是開店,要自己負責供應鏈、運營、客服等,現在淘寶幫網紅提供了一個很輕的模式,只要開個分享店就可以直接對接多個店鋪,直接用商品所在店鋪的供應鏈,更沒有品類限制,網紅的流量價值便更容易實現了。
      “事實上,即便垂直網紅的粉絲,其購買需求也是多元的,比如一個美妝博主的粉絲,她還需要購買電動牙刷、卷發棒、包包等所有女性周邊產品。”上述高層補充道,讓網紅開店的模式變輕,其實可以激發網紅的更多價值,去覆蓋粉絲更多消費場景。
      淘寶的紅人布局再落一子
      據了解,淘系平臺的內容產品已經非常豐富,包括轉化數據突出的淘寶直播、千人千面展示的頁面、讓商家運營私域流量的微淘等,而網紅也一直是淘寶非常希望抓住的重要資源。
      早在2016年,阿里就推出了內容合作交易平臺“V任務”,讓阿里平臺上的品牌商家和創作者可以完成雙向交易,包括行業/渠道小二發布的官方活動,直播、視頻、帖子、單品。目前,V任務平臺的入駐達人已經超過4.7萬,機構超過1300家,入駐商家超59萬。
      事實上,基于輕店鋪的淘寶分享店,已經不是淘系的第一類網紅分享店。
      今年6月,天貓國際第一家達人店“李佳琪海外專屬店”上線。據透露,李佳琦達人店618當日跨界售“鍋”成績喜人:直播5分鐘漲粉近4萬,1分鐘售罄柳宗理鑄鐵鍋4萬口;7月,第二家天貓達人店“莉貝琳海外專屬店”也隨后出現。
      和分享店相似的是,上述達人店也是由網紅團隊策劃選品和內容,由平臺或店鋪完成商品、倉儲、物流、售后等服務;雙方不同的是,達人店主營進口商品,而分享店對應的是天貓國際之外的所有淘系商品池。這個不同,也正說明了兩者的互補。
      有網紅機構負責人這樣分析淘寶分享店的特點:相比于傳統淘客,分享店的受眾人群更精準;相比于直通車,分享店的操作更快;相比于傳統的網紅廣告,分享店價格更低且對轉化情況更明確。不過,究竟這些優勢是否存在,還要根據不同商家的不同需求來判斷。
      上述負責人指出,根據目前的特點,分享店適合帶貨網紅和泛娛樂網紅之間的所有角色,因此它不僅是頭部網紅拓展邊界的重要工具,更是腰部及以下網紅務必抓住的“入局”機會。
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