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    電商資訊
    聚劃算全面下沉 它這樣擊穿產業帶……
    http://www.www.jeronimoruedi.com  | 2019/8/21 8:22:22  | 吉林企業網  | 已有307人瀏覽過
         【億邦動力訊】聚劃算正在加速“下沉”。
      8月19日,聚劃算宣布將99大促正式升級為“99劃算節”。據悉,“99劃算節”將成為阿里系又一最高標準的購物狂歡節。
      阿里巴巴大聚劃算事業部總經理劉博(花名家洛)向億邦動力表示,未來的“99劃算節”將獲得阿里更多的資源投入,除了可以給商家帶來新的增長機會,還試圖通過新的數字化工具,為下沉市場創造10000億生意增量。
      阿里關注下沉市場與其尋找新增量的目標緊密相關。自蔣凡提出要用三年的時間把天貓的交易額翻一番后,充分貫徹新客、新品和新店戰略成為阿里電商版塊上上下下的行動目標。下沉市場無疑是阿里下一個力圖挖掘的潛力市場。
      在2020財年Q1財報發布后,阿里巴巴在財報電話會議上提到了下沉市場的貢獻:第一財季新增的2000萬年活躍用戶中,來自欠發達地區的比率高達70%。
      家洛向億邦動力透露,圍繞下沉市場的潛力,聚劃算今年將會用全新的策略進行一次最大規模的自然年用戶滲透。在下半年,聚劃算將密集推出涵蓋用戶端和貨品端的幾大方向策略,意圖通過全新的供給模式來滿足更廣域消費者的覆蓋。
      “火聚手”織“共享網”
      針對用戶端的三大策略,在聚劃算內部被叫做電力網、火聚手和共享網。具體到每一點,家洛均向億邦動力給出了詳細的解釋。
      “復興”后的聚劃算到底應該用多少維度去覆蓋用戶?在家洛看來,能像“村通電”一樣做到“村村聚”應當是聚劃算未來的目標。
      中國的電力網通過從高壓網到低壓網的傳導,實現了中國最大的地域覆蓋。要想讓每一個村、每一個毛細血管的住戶都能通上電,聚劃算必須要有一個廣泛的觸達網絡。基于此,聚劃算打出了三環策略的組合拳:
      第一環是阿里經濟體直接的用戶,覆蓋了中國運用阿里各項業務的10億人群。
      第二環是在與阿里直接進行合作乃至補全鏈條的很多業務中,進行消費者的二次觸達。
      第三環是在阿里經濟體的外部進行更多的商業化合作策略,其中包括用戶端的打通。
      通俗地講,一環包括了淘寶、天貓、支付寶、優酷、UC等阿里自持業務,二環的代表則是阿里投資的微博及其他有血緣關系的渠道,三環更多涵蓋著類似于快手、抖音等基于用戶時長的深度合作。
      基于以上三環,聚劃算的“電力網”規劃初步成型。
      三大策略之二的“火聚手”最大的特征是傳遞性。家洛表示,火聚手將用成套的產品化策略以及分享手段,讓更多用戶在分享商品、分享優惠和分享生活樂趣的同時,在每一個分享環節都擁有巨大的利益價值。
      億邦動力了解到,此處的“利益價值”是獲得優惠、享受低價、獲得額外加權利益回報,讓消費者感知到圍繞著親情、圍繞著緊密關系進行的分享,能讓整個購買利益得到傳遞,從而讓更多人參與到聚劃算帶來的利益傳遞中來。
      在大聚劃算事業部營銷總經理蘇譽看來,與三四線城市相比,一二線城市的商品社交關系相對比較獨立,甚至比較冷漠。而在下級城市里,基于親友關系的商品分享特別重要。火聚手要做的是消費者在親密域里分享了好貨之后,即可以獲得自己的紅包,也能讓親友獲得整體的紅包,加深基于親密域的二次復購。
      億邦動力了解到,針對火聚手的分發特征,聚劃算會進行一個貨品池的圈選,貨品的價格帶和目標人物畫像顯得尤為重要。
      以電動牙刷為例,一二線城市的消費者在消費和認知雙重升級的情況下,可能會選擇單價數百至上千元的商品;但對于三到六線城市的消費者來說,從普通牙刷升級到電動牙刷就是消費升級。因此,聚劃算通過搜集消費畫像給到產業帶,定制出79元的電動牙刷產品,從功能到定價都符合火聚手在親密域傳播的特質。
      據悉,同類貨品會被優選至整個火聚手的貨品池中,從而基于社交關系的分享增加整體復購率。
      貨品端及基于域內的相對封閉的玩法構成了火聚手的雛形。億邦動力獲悉,火聚手會在今年99節前上線,屆時人們才能看到火聚手具體的端口和詳細玩法。
      聚劃算用戶端的三大策略之三是“共享網”。在共享網中,聚劃算將思考怎樣與更多的品牌聯結在一起,將品牌的會員與聚劃算、營銷平臺會員做進一步打通,將品牌享有觸達用戶的渠道與平臺的觸達能力很好地結合在一起,從而達到更多用戶覆蓋。從某種角度看,這是品牌和平臺在用戶層面的“雙向賦能”。
      深挖供給測:工廠定制與品牌定制
      在供給側,聚劃算試著用一套全新的數字化供給中心來幫助品牌商做更多的高效能供給。在理想狀態下,這一供給中心可以告訴市場需求在哪里、流量通道的方向,可以通過與供應鏈的結合,幫助品牌的銷售以及利潤最大化。
      億邦動力了解到,在未來,所有的店鋪主力貨品、深度供應鏈與營銷平臺結合的貨品都會在供給中心中獲得確定性的資源預期、銷售預期,甚至更智能的排期。聚劃算將圍繞著工廠定制和品牌定制兩個方向推進供給能力的提升。
      在工廠定制端,聚劃算將更多地圍繞著產業帶進行縱深挖掘,通過挖掘供應鏈中的好貨促進交易增長。家洛表示,中國的制造業工廠數量眾多,覆蓋地域多,但只有能夠與平臺在銷售端做更多打通的工廠才是有市場預測的市場。基于此,聚劃算組建了C2M定制團隊去推動更多工廠定制的發展。
      在品牌定制端,聚劃算將圍繞品牌進行更多的貨品定制,與品牌合謀新品SKU挖掘及新品類的延展,乃至深度庫存的重銷。
      蘇譽向億邦動力表示,品牌定制概念的本質在于,用戶結構發生變化后,貨品供給結構也需要發生變化。
      在天貓,許多品牌在一二線城市的生意增量上表現不錯,但面對五個億以上的新下沉市場用戶,品牌的貨品供給策略或背后的邏輯,仍需要去重新定義。在這個過程當中,品牌需要去思考給它的下沉市場未來機會用戶做怎樣的貨品定制,這是品牌定制的核心。其中,聚劃算可以給到品牌的大致有三點:
      一是在整個貨品定義上可以幫助品牌出一些主意。
      基于阿里大數據,聚劃算發現一些核心品類在整個下沉市場表現得非常不錯。由此,聚劃算梳理了在核心品類的前提下,哪些品牌下沉用戶在搜索和瀏覽過程當中的意愿度更高,并圈出這些品牌,第一時間與品牌進行溝通,告訴品牌其在下沉市場受到用戶關注。如果品牌合作意愿強烈,聚劃算將進一步告訴品牌整個下沉市場的用戶的貨品邏輯以及價格帶,幫助品牌去重新生產和定制不同于以往的貨品,尋找增量市場。
      第二,聚劃算會提供相應的幫扶機制。
      針對原本就扎身下沉市場的品牌,只要品牌愿意與平臺進行一個強綁定的定制合作,就能獲得與普通參與聚劃算不一樣的活動方式。據億邦動力了解,聚劃算可以在整個參聚的確定性資源、資源保障以及全年財務費用的優惠上給到強綁定品牌更好的政策。
      第三,在前臺的下沉市場用戶觸達過程中,聚劃算會以自身業務為中心向外發散,發散場景包括整個淘系及支付寶的場,乃至下沉市場媒體矩陣中的場,以及一系列下沉市場的IP,把品牌定制貨品在前臺場上的規模做到最大化。
      在蘇譽看來,在上述三點中,怎樣去定義下沉市場的用戶所喜好的貨品非常關鍵。對于品牌來說,這是他們需要去思考的。
      擊穿產業帶
      去年(2018年)11月,天天特賣在北京舉行品牌戰略升級發布會。時任天天特賣總經理唐宋在會上表示,未來3年將打造1萬家天天特賣定制工廠,用數字化驅動產業變革。
      今天,唐宋的職位已經變成阿里巴巴大聚劃算事業部產業帶運營總經理,而其對于產業帶有了更進一步的理解。
      在唐宋看來,聚劃算穿透產業帶的動作對于消費者和制造商來講,有著各自不同的意義。
      在消費者端,能最直接被感受到的是從低價向性價比的轉化。在唐宋看來,目前大部分人依然把低價的概念與劣質品綁定在一起,而聚劃算通過對產業帶的賦能,讓低價商品也不劣質,這樣的事實會在商品流通過程中被消費者端直接感受到。
      站在制造商的角度看,往附加值兩端更高的方向去發展是他們的目標。在過去的整個價值鏈條里中,生產制造一直處于相對附加值比較低的一段,附加值比較高的往往是前段的研發和后面的渠道,乃至金融部分。
      如今,聚劃算可以通過C2M向下延伸,幫助工廠有向附加值兩端更高的方向發展。
      唐宋向億邦動力表示,工廠在原來的整個鏈路當中對于消費者端是完全絕緣的,有些工廠已經有了很好的生產制造能力和很好的專利,但消費者端的訴求無法觸達工廠,因此工廠端不會去生產滿足消費者需求的商品。接入聚劃算后,C2M將消費者最想要的東西直接反饋給前面的生產制造商,而工廠的數字化升級則可將整個生產成本、資金的占用和轉化率和貨品的流轉率都明顯提升。
      事實上,聚劃算在產業帶的打法根植于自己的一套“社會產能”算法。
      在蘇譽看來,聚劃算沒有自己專屬的商家。但它又恰巧處在淘寶和天貓的交集部分,是整個淘系B店和C店商家的大融合。下沉市場有著巨大的消費需求,這需求同時又是非常多元化的,需求背后代表著完全不同的貨品結構。
      對于聚劃算來說,本身的作用之一就是指導整個阿里體系的精準算法,通過抓取整個淘寶和天貓的數據,推出最適合下沉市場需求的商品到下沉市場,最終奠定其算法模型的定位。
      把視角挪回到產業帶,從類似的角度觀察,聚劃算也可以指導整個社會產能的算法。不論是數字化的改造,還是消費者的畫像,還是進行域內定款定價的測試,聚劃算將消費需求反哺到產業帶的商家,然后把真正社會產能利用起來,為下沉市場定制新的供給,這一鏈條本身構建出了聚劃算基于社會產能的算法。對于阿里來說,這樣一種社會產能的算法也可以是一個精選貨品的出口。
      蘇譽表示,整個聚劃算的貨品目標非常的明確,就是真正為了下沉市場的消費者能夠獲得好的商品。他說,“希望能有更多的品牌拿出更多適合下沉市場的新產品,越多越好”。
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