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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
    拼多布2019財年Q2財報: 渠道“向上”
    http://www.www.jeronimoruedi.com  | 2019/8/22 8:34:38  | 吉林企業網  | 已有276人瀏覽過
         【億邦動力訊】今天(8月21日)晚間,拼多多發布了其2019財年第二季度財報。
      財報顯示,截至2019年6月30日的12個月期間,拼多多平臺GMV達7091億元,較去年同期的2621億元同比增長171%。而據國家統計局數據顯示,2019年上半年,全國網上零售總額同比增長17.8%——這意味著拼多多幾乎提供了行業平均增速將近10倍的增速。
      此外,二季度拼多多實現營收72.90億元,平臺年活躍買家數達4.832億,較一季度單季增長3990萬活躍買家。
      最近的另一個消息也與拼多多財報相得益彰。
      日前,中通快遞發布了2019年第二季度的財報。中通董事長賴梅松在財報電話會上透露:中通快遞二季度來自阿里系的包裹占比為56%,拼多多為20%。而在去年同期,該項數據為阿里占比63%,拼多占比13%。不難計算,在過去的1年時間里,中通阿里系的包裹占比下降了7%,拼多多則上升了7%。
      拼多多何以如此“生猛”?億邦動力從財報里發現了一些秘密。
      全域增長 渠道“向上”
      按活躍買家數計算,拼多多早已超越京東成為國內第二大電商平臺。截至今年6月底,拼多多年活躍買家數達4.832億,較去年同期的3.436億同比增長41%,凈增1.396億,較一季度單季增長3990萬活躍買家。同期,京東年活躍買家數為3.213億,阿里巴巴為6.74億。
      從財報中不難發現,在固守下沉用戶存量池的基礎上,拼多多的新客增長重點開始擴散到全域用戶。
      在存量用戶方面,Quest Mobile發布的報告顯示,截至6月底,拼多多下沉市場用戶同比凈增7220萬,高于電商行業約7000萬的整體凈增規模。借助既有下沉市場用戶的社交帶動,拼多多在下沉市場的獲客和聚劃算相比,看起來暫時輕松得多。
      但拼多多的野心顯然不是把下沉市場一條路走到黑。據億邦動力了解,拼多多在2018財年Q1和Q2的活躍買家數環比增長僅分別為20%和17%。彼時的用戶增速放緩,意味著僅僅靠社交拉動新客的慣性動能已經接近臨界點,拼多多亟需尋找新的驅動點。
      2019財年Q2,拼多多APP平均月活用戶數達3.66億,較去年同期的1.95億同比增長88%,較一季度的2.897億單季凈增7630萬,環比增長26.3%,增速超越去年同期,這從某種程度上驗證了拼多多正在實現對不同層級用戶的喚醒和激活。
      一個支撐猜想的數據是,截至2019年3月31日的12個月期間,拼多多平臺活躍買家年度平均消費額增長至1467.5元,較去年同期的762.8元同比增長92%,幾乎實現了翻倍增長。人均消費額的翻倍增長,一方面來自于用戶黏性的提高,也與高凈值用戶占比的提高息息相關。
      據悉,今年1月,拼多多平臺一二線城市用戶的GMV占比為37%,6月,該比例迅速攀升至48%。
      事實上,拼多多始終在強調自己的“流量供需匹配技術”,這對于分層用戶的下單決策有著強烈的作用力。618期間,拼多多上一二線城市用戶消費了超過七成的農產品及農副產品,而下沉市場3C數碼產品訂單量的同比增速則首次超過一二線城市。對于拼多多來說,人與商品的精確匹配算法始終在戰略山頂,而社交驅動這樣的“不可控”增長則或許已經初步完成了其歷史使命。
      深鑿產業帶
      黃崢曾在年初的2018財年年度財報會議中稱拼多多“不會成立類似天貓商城的平臺”,要“成為市場無可倫比的電商平臺”。除了幫助消費者打通社交與電商的通路,拼多多也敏銳意識到重新搭建從供應鏈到經銷端整個價值鏈條的重要性。
      從2018年開始,拼多多開始著手進行供應鏈生產和銷售環節的改造,包括推出針對農產品上行的“農貨中央處理系統”和“山村直連小區”模式、工業品下行的“新品牌計劃”、以及三年招募50萬海外商家的“國際直通車”計劃,進一步觸達供應鏈上游。
      億邦動力了解到,持續提升商品的制造和流通效率,供應鏈等商業基礎設施建設,早已被列為拼多多過去一年的工作重點。有業內人士向億邦動力表示,對供應鏈的深度把控對產品的毛利空間和營銷控制至關重要,死磕供應鏈是拼多多的必然選擇。
      另一方面,把控住上游供應鏈起到了更高效地鏈接人與貨的作用。
      例如,通過對農業生產和銷售環節的數據化改造,拼多多以平臺身份參與到扶貧助農的進程之中。2018年度,拼多多平臺農產品及農副產品訂單總額達653億元,較2017年的196億元同比增長233%。
      作為中國最大的農產品及農副產品上行平臺之一,拼多多正通過“多多農園”等模式,構建從農村教育、農業科研,到育種、種植、加工,再到物流、銷售等一體化產業閉環,從而帶動現代產業下沉。
      制造業端,拼多多“新品牌計劃”試著與工廠聯合,通過對工廠進行數字化、智能化的改造,重構商品從研發到觸達用戶的全過程。
      拼多多聯合創始人達達曾表示,打通生產與需求之間的信息流,讓更多曾屬于國際品牌的附加值,回流中國制造,是“新品牌計劃”的主要目標。
      為了達成這一目標,拼多多在前中后三端都進行了布局。達達稱:“前端,我們通過創新的‘可視化平臺’實現透明化生產,消費者可以看到產品生產制造的全過程,實現‘信任升級’;中端,工廠的所有生產信息都會同步至平臺進行備案,對商品全鏈路進行追溯,實現‘品質升級’;后端,我們將持續提供大數據分析、研發建議并傾斜流量資源,實踐以需定產,實現‘需求升級’。”
      “我們的定位很明確,互聯網平臺只是服務商,而不是掌控者。制造企業是生產資料和生產力的主要供給者,消費者是產業變革的決定者。拼多多做新品牌計劃的根本,是立足于中國全球領先的制造體系和生產能力。”達達表示。
      2019年以來,拼多多聯合了超過500家優質品牌與企業,研發生產了1300款定制化產品,累積訂單量超過7000萬單。據億邦動力了解,按照既定規劃,拼多多將優先完成1000家中小微制造企業的品牌孵化工作。
      值得一提的是,拼多多創始人及CEO黃崢在在8月21日的財報電話會議上表示,拼多多正在開發“新物流”技術平臺,將采用輕資產、開放的模式,專注于通過技術為商家和用戶提供解決方案。
      據介紹,基于“新物流”平臺,拼多多將通過包括AI路線規劃、物聯網設備、自動化倉儲風險管控、實時定位等技術,進一步優化物流行業整體效率。“新物流”平臺會保持開放,解決現有包括分散、低效的農產品運輸等物流與供應鏈挑戰。
      黃崢表示,拼多多致力于為龐大且持續增長的商家群提供整體技術解決方案,在供應鏈、制造、倉儲、物流等環節與他們緊密合作。黃崢認為,只有垂直整合的物流體系才能從根本上改變行業的利益分配模式,從而為生產者和消費者創造更多價值。
      目前,拼多多正聯合物流生態的合作伙伴,探索農產品上行專用電子面單的可行性,嘗試對農產品物流與普通包裹做區分,以進一步推動農村尤其是邊遠地區的農產品實現大規模上行。
      據了解,拼多多于今年初推出的自有電子面單系統,已經成長為全球第二大電子面單系統。
      現金流增持百億補貼
      拼多多仍在虧損。不過市場并未因為拼多多的虧損而焦慮:由于營收、凈虧損數據均好于預期,拼多多盤前交易一度漲超7%。
      事實上,拼多多本季的現金流提升與虧損收窄,恰恰是提振市場信心的關鍵因素。
      2019年第二財季,拼多多經營虧損為14.904億元,非美國通用會計準則下(NON-GAAP)平臺經營虧損為8.984億元,去年同期兩項數據分別為66.362億元及8.157億元。非美國通用會計準則下,拼多多歸屬于普通股股東的凈虧損為人民幣4.113億元,較一季度13.791億的凈虧損環比下降70%,低于市場18.7億元虧損的普遍預期,去年同期則為凈虧損6.734億元。
      據億邦動力了解,銷售成本仍是拼多多持續虧損的最大原因。2019財年Q2,拼多多用于銷售與市場推廣的費用為61.037億元,占總收入比接近84%,較去年同期的29.707億元同比增長105%,較一季度的48.893億元增長12.14億元,補貼力度水漲船高。有業內人士認為,拼多多正在通過大規模補貼提升其平臺高凈值商品的吸引力,從而達到吸引全階層市場新客和重塑平臺形象的目的。
      今年618期間,拼多多聯合品牌商推出“百億補貼”活動,針對全網熱度最高的10000款商品實施大幅讓利。在該營銷活動的推動下,拼多多618實物訂單量突破11億筆,銷售額同比增長超過300%。
      經過簡單調查,不少城市白領都承認拼多多在“618”等電商活動中的價格吸引力。由于拼多多大量補貼品牌手機、平板電腦等標品,而這些商品的售后有品牌支撐,無形之中為拼多多平臺的購買可信度背了書。
      拼多多戰略副總裁九鼎向億邦動力表示,拼多多仍將持續戰略性投資于其用戶和商家,2019年下半年將繼續擴大讓利和補貼力度。這也意味著拼多多的虧損短時間內仍將持續。
      現金流的增長是拼多多加碼補貼的信心來源之一。第二財季,拼多多經營活動產生的凈現金流為41.48億元,對比去年同期為10.876億元。在此推動下,截至6月30日,拼多多持有現金、現金等價物及受限資金達407億元。
      除了營銷成本,技術投入也是拼多多虧損的資金出口之一。2019年第二財季度,拼多多研發費用進一步攀升至8.037億元,較去年同比增長332%。平臺研發費用占收入比為11%,高于行業平均水平。據億邦動力了解,該部分投入主要為人才、算法、系統等“無形資產”,固定資產僅占極小比例。
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