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2022-01-05
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腾讯控股今日回购47万股，共耗资约2.03亿港元
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2021-09-18
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2021-09-11
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2021-09-09
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商家离不开天猫
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2021-09-04
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2021-09-03
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2021-07-15
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href=\"https://laohu8.com/S/00700\">腾讯控股</a>：于2022年1月5日赎回47万股股份，价格为429.4港元-437.6港元，共耗资约2.03亿港元。</p><p><img src=\"https://static.tigerbbs.com/6fb58f48643558ac47677be055e81ed3\" tg-width=\"1568\" tg-height=\"477\" width=\"100%\" height=\"auto\"/></p></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/e7799eeb7043b8caaf3d109c3b13109e","relate_stocks":{},"source_url":"","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1173687897","content_text":"腾讯控股：于2022年1月5日赎回47万股股份，价格为429.4港元-437.6港元，共耗资约2.03亿港元。","news_type":1},"isVote":1,"tweetType":1,"viewCount":856,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":884434563,"gmtCreate":1631925448452,"gmtModify":1676530669866,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"???","listText":"???","text":"???","images":[{"img":"https://static.tigerbbs.com/557efe497d7a277c24f0e53f86843cd9","width":"1125","height":"3763"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/884434563","isVote":1,"tweetType":1,"viewCount":412,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"EN","totalScore":0},{"id":881112279,"gmtCreate":1631316727691,"gmtModify":1676530525425,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"???","listText":"???","text":"???","images":[{"img":"https://static.tigerbbs.com/9f462f7b845af6809a680ddeda194182","width":"1125","height":"3583"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/881112279","isVote":1,"tweetType":1,"viewCount":660,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"EN","totalScore":0},{"id":889810472,"gmtCreate":1631138116996,"gmtModify":1676530475292,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"???","listText":"???","text":"???","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/889810472","repostId":"1168017122","repostType":2,"repost":{"id":"1168017122","kind":"news","pubTimestamp":1631099085,"share":"https://ttm.financial/m/news/1168017122?lang=&edition=fundamental","pubTime":"2021-09-08 19:04","market":"hk","language":"zh","title":"商家离不开天猫","url":"https://stock-news.laohu8.com/highlight/detail?id=1168017122","media":"锌财经 ","summary":"近两年，对于大多数品牌来说，应该都是个转折点。\n主流电商之外，多方平台加入战局，一部分商家热衷于选择单个平台发展专精，有的则认为多平台运营更易于公司成长。\n据锌财经盘点，目前，除了固定的生意场，大多数","content":"<p>近两年，对于大多数品牌来说，应该都是个转折点。</p>\n<p>主流电商之外，多方平台加入战局，一部分商家热衷于选择单个平台发展专精，有的则认为多平台运营更易于公司成长。</p>\n<p>据锌财经盘点，目前，除了固定的生意场，大多数品牌在多个电商渠道以及内容渠道都有布局，对商家而言，哪有生意就去哪，多平台经营成为常态。</p>\n<p>但理性看待这样的新常态，并不容易。</p>\n<p>由于流量池变大，一部分行业人士开始鼓吹电商的底层逻辑发生了改变，大肆宣扬流量胜于一切的极端观点。这带来的后果，是一批注重流量型平台、只重营销不重产品的快速催熟型新品牌面世，甚至出现了劣币驱逐良币现象。</p>\n<p>幸好，市场自身就具有纠偏机制。据36Kr报道，一份近日流传甚广的消费品数据统计显示，有接近40%的新品牌销售额都呈现不同程度的下滑；比如在“方便速食”和“坚果零食特产”这两个类目里，多个品牌Q2同比下滑百分之三四十，甚至有下滑50%者。并且，从数据走势来看，情况应该是从今年Q2开始陡然恶化的。</p>\n<p><img src=\"https://static.tigerbbs.com/a2765c4eb4a7d1dc51284c7391b26b9a\" tg-width=\"895\" tg-height=\"524\" referrerpolicy=\"no-referrer\"></p>\n<p>流量高于一切的极端观点，正开始被流量自身的“轻浮”属性疯狂打脸——没有复购、转化率堪忧的公域流量，正让部分all in流量模式、流量平台的新品牌自食恶果。</p>\n<p>在这样的档口，重新审视电商平台的变与不变，如何看待多平台经营的背后含义，变得至关重要。</p>\n<p>事实上，多平台经营，并不意味着商家在各个平台都会进行平均的投入，一个简单的比喻来说——仿如播种，有些“地”是看天吃饭，有些“地”则花下力气辛勤耕作。</p>\n<p>在采访中，锌财经发现：多平台经营的态势下，虽然部分人在鼓吹新平台的冲劲，但呼吁重新认知天猫平台的理性声音正逐渐趋于上风。而仅仅半年多前，尚有部分人疯狂鼓吹天猫已经是上个时代的产物，流量型新平台才是未来。半年多过去，关闭天猫店去其他平台的商家却几乎不存在。</p>\n<p>多个商家告诉锌财经，至少在当下，天猫仍是他们重点运营的核心阵地，天猫旗舰店，仍然是大部分商家在全渠道、全网甚至全零售业的旗舰店。<img src=\"https://static.tigerbbs.com/7626750cc6ceb93226b14f8728030450\" tg-width=\"1050\" tg-height=\"650\" referrerpolicy=\"no-referrer\">从数据上看，今年的天猫618战场，参与的商家共计25万，是去年同期的2.5倍，他们带着1300万商品参战，其中，有140万款都是首发新品。</p>\n<p>事实上，新的多平台经营形势，并不意味着要对行业进行一场彻底革命。商家们有变，也有不变，一切都是为了自身更好的成长。</p>\n<p>对于在天猫上精耕细作多年的品牌来说，这里依然是最完善的平台，从平台玩法、流量获取、到运营能力，天猫已经沉淀了很完善的方法论；对于参与首战的新商家来说，大促也是新品牌们“秀肌肉”的好机会。</p>\n<p>作为品牌势能最高、心智优势最强的平台，天猫依然是品牌数字化升级与经营的主阵地。</p>\n<p><b>经营确定性才是多平台经营的关键？</b></p>\n<p>商家对平台的感知，远比消费者来的更加直观。</p>\n<p>开场1小时，天猫官方旗舰店的销量已经超越去年618的整体销量，达到了去年同期的750%，其中一款凯迪仕3D人脸猫眼款智能锁新品1小时内破千万元——这是凯迪仕天猫618大促期间交出的成绩单。</p>\n<p>作为智能门锁行业中的行业龙头品牌，从4月底，凯迪仕就着手准备618，本着多渠道尝试的原则，品牌在天猫、京东、苏宁、抖音等其他平台渠道同时进行了布局。</p>\n<p>大促期间的成绩也远远超出了凯迪仕的预期，从多个平台的战绩看，在拉新和成交上，天猫平台的表现显著。其中，一款“凯迪仕×薇娅联名定制”更是成了智能门锁的爆款产品。</p>\n<p><img src=\"https://static.tigerbbs.com/0f922d8bac399cadba27030e466000ea\" tg-width=\"1080\" tg-height=\"624\" referrerpolicy=\"no-referrer\">在凯迪仕副总经理潘涛看来，这样的成绩和选择的平台相关。</p>\n<p>阿里最新财报显示，淘系月活跃用户已达9.25亿，ARPU即用户年均消费额9200元，购买力强劲。用户第一次购买商品后，想要复购，通常都会到淘宝天猫官方店搜索，这是平台心智。</p>\n<p>据介绍，目前，凯迪仕淘宝天猫的成交份额占整体销售渠道的百分之八十以上，相应的，品牌在淘宝天猫的战略部署密度要远远强于其他渠道。</p>\n<p>“部分平台同样有着庞大的流量基数，但流量的变现能力和带货能力明显弱于天猫，更多的用作营销渠道。”潘涛坦言。</p>\n<p>对于凯迪仕这样的行业头部品牌来说，除了销量，成熟的运营渠道才是最重要的。</p>\n<p>“在客户分析运营上，淘宝天猫无疑是整个业态里走得最早、也是走得最好的，在这方面，天猫为我们提供了数据银行等分析工具，充当了’引路人’的角色”。潘涛说。</p>\n<p>把运营交给最适合的平台后，凯迪仕则主要聚焦在产品研发上。据了解，在今年，凯迪仕将加强研发设计合作，与天猫推出更多联合定制款。</p>\n<p>感慨平台的爆发力之强的不止凯迪仕，国货积木品牌布鲁可积木和乳制品品牌认养一头牛有个共同的感知：天猫依然是首选的、打造品牌的平台。</p>\n<p>布鲁可和认养一头牛的打法相似，都在线上线下共同开辟了销售渠道，近两年，也在抖音、快手和小红书等新媒体平台积极布局。</p>\n<p>虽然多平台运营将逐渐成为常态，但主要的阵地依旧在天猫。</p>\n<p>“我们在天猫的比重大概1/4。天猫拥有完善的运营体系和工作，是市场洞察、用户沉淀与品牌发展的主阵地。”认养一头牛品牌负责人在采访中表示。<img src=\"https://static.tigerbbs.com/1a437285f36ffe09c6d476b2213d00d9\" tg-width=\"1000\" tg-height=\"558\" referrerpolicy=\"no-referrer\">对于商家来说，多平台运营常态化的当下，每个平台覆盖人群的粘性和购买力的不同，也会有不同的表现。</p>\n<p>对于老品牌来说，天猫带来的，是确定性的生意增长。</p>\n<p><b>孵化新品牌，从来不只是流量问题</b></p>\n<p>看中淘系这一片生意场的，不仅有认知度高的老品牌，还有不少刚刚孵化的新品牌。虽然这些新品牌也会多平台布局，但淘系的复购率、公域私域结合能力，让这些新品牌也将天猫视为经营的主阵地。</p>\n<p>天猫也为这些新品牌提供了一个孵化场。2020年有2亿款新品在天猫首发，相比上一年直接翻倍。</p>\n<p>在天猫，一个新品牌、新产品可以直接触达消费者，商家可“瞬间”收到消费者反馈，极大地缩短了新品牌、新品类孵化的时间。</p>\n<p>2018年成立、主打“潮鞋潮玩收纳盒”的品牌GOTO就将主阵地放在了天猫。</p>\n<p>据了解，GOTO在天猫、抖音、小红书、得物等多个平台都有布局，但交易场景大多导向天猫。<img src=\"https://static.tigerbbs.com/a49447919445d948335a946f5b51f2e8\" tg-width=\"1052\" tg-height=\"1270\" referrerpolicy=\"no-referrer\">究其原因，还是因为天猫完备的生态系统，是最合适的交易平台。与此同时，当品牌在其他平台“种草”的时候，如果能告诉大家“这是天猫的热销款”，那么从“种草”到“拔草”的转化效果会更好。</p>\n<p>在GOTO整合营销主管小肆看来，既要通过大平台卖好产品，更要通过平台打响品牌。</p>\n<p>以天猫为代表的大平台除了提供流量、营销能力外，还反向为品牌提供了联名创意等资源。例如，GOTO最近卖得很好的以保护地球为主题的联名款，就来自天猫的牵线搭桥。</p>\n<p>商家们在天猫上做生意，不仅仅是为了销售，更是一种品牌建设。相较其他平台，天猫是一个集“销售和品牌于一体”的阵地，是孵化品牌所在。</p>\n<p>作为一个今年4月才开店出街的新品牌，面包计划将天猫作为最核心的孵化阵地。</p>\n<p>面包计划CMO顾磊认为，对于一个引领新品类的新锐品牌来说，孵化成长的关键点之一，是精准定义自己品类的核心消费人群画像，并据此培养种子尝鲜用户群体。</p>\n<p>天猫平台完善的数字化新营销工具和服务体系，以及对“新品类、新需求、新品牌”的扶持政策，成了面包计划最为看重的因素。</p>\n<p><img src=\"https://static.tigerbbs.com/a33a12fd314e0b76e21b6920a38db254\" tg-width=\"1080\" tg-height=\"834\" referrerpolicy=\"no-referrer\"></p>\n<p>从5月初开始，商家为了给后续大促蓄水，就展开了一波打通天猫和抖音用户数据、短视频形式的品牌内容种草行动，引导抖外部平台的流量，到天猫平台转化为消费需求流量，完成购买。</p>\n<p>据介绍，在今年618开门红第一天，在没有直播红利拉动的前提下，面包计划GMV就突破了5万。对于新品牌来说，这是令人振奋的成绩。</p>\n<p>天猫不仅是一个卖货的渠道，也是做品牌的地方，这个成了千万上商家的共识。</p>\n<p>某女装品牌负责人也向锌财经表示，作为新品牌，能够发展起来的关键有两点，一个是通过多个平台、多个渠道“种草”，让更多的消费者了解自己。另一个就是要“站在巨人的肩膀上”发展，而天猫就是品牌很好的合作伙伴。</p>\n<p><b>公域与私域结合 天猫变得越来越务实</b></p>\n<p>对于新老品牌来说，天猫的助力成了一个必然选项。</p>\n<p>但同时，也不得不承认，在电商行业，随着消费者的消费力、需求和心理产生了新的改变，品牌也开始布局多个平台，并多方比较。</p>\n<p>生意场上的竞争从来都是无处不在的，优胜劣汰是商业领域永恒的真理。</p>\n<p>商家们也逐渐发现，或许在平台刚刚兴起之时，尚且能割到消费者的“韭菜”，享受所谓的红利；当红利期一结束，商业的事情就必须回归商业，这才是真正的常态。</p>\n<p>商家们早已意识到，在直播平台买商品的用户大概率不会复购，在天猫购买商品的用户，却有着非常高的复购率，对于任何想长久经营、着眼未来的商家，二者的差别不言而喻。天猫旗舰店，可以说是大部分商家在全渠道、全网甚至全零售业的旗舰店。</p>\n<p>在这一点上，天猫的价值直到现在，无法被任何平台替代。</p>\n<p>依托淘系平台，天猫本身就有一个完整的公域。而天猫旗舰店，则是品牌重要的私域阵地。通过淘宝和天猫旗舰店，天猫打通了平台公域和私域的连接，再通过搜索、直播、内容、活动页等公域行为，搭建了一条从公域往旗舰店这个私域导流的完整链路。</p>\n<p>多位商家曾表示，淘宝天猫提供了一系列完善的工具和玩法，由此成为商家和品牌主动运营消费者的第一阵地。</p>\n<p>阿里巴巴副总裁、天猫副总裁吹雪此前就曾在采访中表示，天猫旗舰店2.0是国内目前最好的企业经营活动的产品。不断壮大的品牌会员就是例证之一，天猫旗舰店具备让商家做好全周期经营商品的能力和分层运营、持续经营用户的能力，也是公域和私域结合最好的产品，这是天猫的独特价值。而私域要和公域有效结合才能实现最大价值。</p>\n<p>正像外界所看到的那样，天猫越来越聚焦价值，聚焦于给商家带来更多的确定性。这也正是商家的核心诉求。</p>\n<p>商家离不开天猫淘宝。这依旧是今天商业环境所决定的事实。虽然天猫淘宝依旧不完美，依旧有商家表达这样那样的不满，但他们无法颠覆这样的真理，更多的，他们希望与天猫淘宝一起成长完善，携手并进。</p>","source":"lsy1568892980557","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>商家离不开天猫</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; 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display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n商家离不开天猫\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-09-08 19:04 北京时间 <a href=https://mp.weixin.qq.com/s/-5NJjWL7xaZyjb0fAj5Tkg><strong>锌财经 </strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近两年，对于大多数品牌来说，应该都是个转折点。\n主流电商之外，多方平台加入战局，一部分商家热衷于选择单个平台发展专精，有的则认为多平台运营更易于公司成长。\n据锌财经盘点，目前，除了固定的生意场，大多数品牌在多个电商渠道以及内容渠道都有布局，对商家而言，哪有生意就去哪，多平台经营成为常态。\n但理性看待这样的新常态，并不容易。\n由于流量池变大，一部分行业人士开始鼓吹电商的底层逻辑发生了改变，大肆宣扬...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/-5NJjWL7xaZyjb0fAj5Tkg\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/7626750cc6ceb93226b14f8728030450","relate_stocks":{"BABA":"阿里巴巴"},"source_url":"https://mp.weixin.qq.com/s/-5NJjWL7xaZyjb0fAj5Tkg","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1168017122","content_text":"近两年，对于大多数品牌来说，应该都是个转折点。\n主流电商之外，多方平台加入战局，一部分商家热衷于选择单个平台发展专精，有的则认为多平台运营更易于公司成长。\n据锌财经盘点，目前，除了固定的生意场，大多数品牌在多个电商渠道以及内容渠道都有布局，对商家而言，哪有生意就去哪，多平台经营成为常态。\n但理性看待这样的新常态，并不容易。\n由于流量池变大，一部分行业人士开始鼓吹电商的底层逻辑发生了改变，大肆宣扬流量胜于一切的极端观点。这带来的后果，是一批注重流量型平台、只重营销不重产品的快速催熟型新品牌面世，甚至出现了劣币驱逐良币现象。\n幸好，市场自身就具有纠偏机制。据36Kr报道，一份近日流传甚广的消费品数据统计显示，有接近40%的新品牌销售额都呈现不同程度的下滑；比如在“方便速食”和“坚果零食特产”这两个类目里，多个品牌Q2同比下滑百分之三四十，甚至有下滑50%者。并且，从数据走势来看，情况应该是从今年Q2开始陡然恶化的。\n\n流量高于一切的极端观点，正开始被流量自身的“轻浮”属性疯狂打脸——没有复购、转化率堪忧的公域流量，正让部分all in流量模式、流量平台的新品牌自食恶果。\n在这样的档口，重新审视电商平台的变与不变，如何看待多平台经营的背后含义，变得至关重要。\n事实上，多平台经营，并不意味着商家在各个平台都会进行平均的投入，一个简单的比喻来说——仿如播种，有些“地”是看天吃饭，有些“地”则花下力气辛勤耕作。\n在采访中，锌财经发现：多平台经营的态势下，虽然部分人在鼓吹新平台的冲劲，但呼吁重新认知天猫平台的理性声音正逐渐趋于上风。而仅仅半年多前，尚有部分人疯狂鼓吹天猫已经是上个时代的产物，流量型新平台才是未来。半年多过去，关闭天猫店去其他平台的商家却几乎不存在。\n多个商家告诉锌财经，至少在当下，天猫仍是他们重点运营的核心阵地，天猫旗舰店，仍然是大部分商家在全渠道、全网甚至全零售业的旗舰店。从数据上看，今年的天猫618战场，参与的商家共计25万，是去年同期的2.5倍，他们带着1300万商品参战，其中，有140万款都是首发新品。\n事实上，新的多平台经营形势，并不意味着要对行业进行一场彻底革命。商家们有变，也有不变，一切都是为了自身更好的成长。\n对于在天猫上精耕细作多年的品牌来说，这里依然是最完善的平台，从平台玩法、流量获取、到运营能力，天猫已经沉淀了很完善的方法论；对于参与首战的新商家来说，大促也是新品牌们“秀肌肉”的好机会。\n作为品牌势能最高、心智优势最强的平台，天猫依然是品牌数字化升级与经营的主阵地。\n经营确定性才是多平台经营的关键？\n商家对平台的感知，远比消费者来的更加直观。\n开场1小时，天猫官方旗舰店的销量已经超越去年618的整体销量，达到了去年同期的750%，其中一款凯迪仕3D人脸猫眼款智能锁新品1小时内破千万元——这是凯迪仕天猫618大促期间交出的成绩单。\n作为智能门锁行业中的行业龙头品牌，从4月底，凯迪仕就着手准备618，本着多渠道尝试的原则，品牌在天猫、京东、苏宁、抖音等其他平台渠道同时进行了布局。\n大促期间的成绩也远远超出了凯迪仕的预期，从多个平台的战绩看，在拉新和成交上，天猫平台的表现显著。其中，一款“凯迪仕×薇娅联名定制”更是成了智能门锁的爆款产品。\n在凯迪仕副总经理潘涛看来，这样的成绩和选择的平台相关。\n阿里最新财报显示，淘系月活跃用户已达9.25亿，ARPU即用户年均消费额9200元，购买力强劲。用户第一次购买商品后，想要复购，通常都会到淘宝天猫官方店搜索，这是平台心智。\n据介绍，目前，凯迪仕淘宝天猫的成交份额占整体销售渠道的百分之八十以上，相应的，品牌在淘宝天猫的战略部署密度要远远强于其他渠道。\n“部分平台同样有着庞大的流量基数，但流量的变现能力和带货能力明显弱于天猫，更多的用作营销渠道。”潘涛坦言。\n对于凯迪仕这样的行业头部品牌来说，除了销量，成熟的运营渠道才是最重要的。\n“在客户分析运营上，淘宝天猫无疑是整个业态里走得最早、也是走得最好的，在这方面，天猫为我们提供了数据银行等分析工具，充当了’引路人’的角色”。潘涛说。\n把运营交给最适合的平台后，凯迪仕则主要聚焦在产品研发上。据了解，在今年，凯迪仕将加强研发设计合作，与天猫推出更多联合定制款。\n感慨平台的爆发力之强的不止凯迪仕，国货积木品牌布鲁可积木和乳制品品牌认养一头牛有个共同的感知：天猫依然是首选的、打造品牌的平台。\n布鲁可和认养一头牛的打法相似，都在线上线下共同开辟了销售渠道，近两年，也在抖音、快手和小红书等新媒体平台积极布局。\n虽然多平台运营将逐渐成为常态，但主要的阵地依旧在天猫。\n“我们在天猫的比重大概1/4。天猫拥有完善的运营体系和工作，是市场洞察、用户沉淀与品牌发展的主阵地。”认养一头牛品牌负责人在采访中表示。对于商家来说，多平台运营常态化的当下，每个平台覆盖人群的粘性和购买力的不同，也会有不同的表现。\n对于老品牌来说，天猫带来的，是确定性的生意增长。\n孵化新品牌，从来不只是流量问题\n看中淘系这一片生意场的，不仅有认知度高的老品牌，还有不少刚刚孵化的新品牌。虽然这些新品牌也会多平台布局，但淘系的复购率、公域私域结合能力，让这些新品牌也将天猫视为经营的主阵地。\n天猫也为这些新品牌提供了一个孵化场。2020年有2亿款新品在天猫首发，相比上一年直接翻倍。\n在天猫，一个新品牌、新产品可以直接触达消费者，商家可“瞬间”收到消费者反馈，极大地缩短了新品牌、新品类孵化的时间。\n2018年成立、主打“潮鞋潮玩收纳盒”的品牌GOTO就将主阵地放在了天猫。\n据了解，GOTO在天猫、抖音、小红书、得物等多个平台都有布局，但交易场景大多导向天猫。究其原因，还是因为天猫完备的生态系统，是最合适的交易平台。与此同时，当品牌在其他平台“种草”的时候，如果能告诉大家“这是天猫的热销款”，那么从“种草”到“拔草”的转化效果会更好。\n在GOTO整合营销主管小肆看来，既要通过大平台卖好产品，更要通过平台打响品牌。\n以天猫为代表的大平台除了提供流量、营销能力外，还反向为品牌提供了联名创意等资源。例如，GOTO最近卖得很好的以保护地球为主题的联名款，就来自天猫的牵线搭桥。\n商家们在天猫上做生意，不仅仅是为了销售，更是一种品牌建设。相较其他平台，天猫是一个集“销售和品牌于一体”的阵地，是孵化品牌所在。\n作为一个今年4月才开店出街的新品牌，面包计划将天猫作为最核心的孵化阵地。\n面包计划CMO顾磊认为，对于一个引领新品类的新锐品牌来说，孵化成长的关键点之一，是精准定义自己品类的核心消费人群画像，并据此培养种子尝鲜用户群体。\n天猫平台完善的数字化新营销工具和服务体系，以及对“新品类、新需求、新品牌”的扶持政策，成了面包计划最为看重的因素。\n\n从5月初开始，商家为了给后续大促蓄水，就展开了一波打通天猫和抖音用户数据、短视频形式的品牌内容种草行动，引导抖外部平台的流量，到天猫平台转化为消费需求流量，完成购买。\n据介绍，在今年618开门红第一天，在没有直播红利拉动的前提下，面包计划GMV就突破了5万。对于新品牌来说，这是令人振奋的成绩。\n天猫不仅是一个卖货的渠道，也是做品牌的地方，这个成了千万上商家的共识。\n某女装品牌负责人也向锌财经表示，作为新品牌，能够发展起来的关键有两点，一个是通过多个平台、多个渠道“种草”，让更多的消费者了解自己。另一个就是要“站在巨人的肩膀上”发展，而天猫就是品牌很好的合作伙伴。\n公域与私域结合 天猫变得越来越务实\n对于新老品牌来说，天猫的助力成了一个必然选项。\n但同时，也不得不承认，在电商行业，随着消费者的消费力、需求和心理产生了新的改变，品牌也开始布局多个平台，并多方比较。\n生意场上的竞争从来都是无处不在的，优胜劣汰是商业领域永恒的真理。\n商家们也逐渐发现，或许在平台刚刚兴起之时，尚且能割到消费者的“韭菜”，享受所谓的红利；当红利期一结束，商业的事情就必须回归商业，这才是真正的常态。\n商家们早已意识到，在直播平台买商品的用户大概率不会复购，在天猫购买商品的用户，却有着非常高的复购率，对于任何想长久经营、着眼未来的商家，二者的差别不言而喻。天猫旗舰店，可以说是大部分商家在全渠道、全网甚至全零售业的旗舰店。\n在这一点上，天猫的价值直到现在，无法被任何平台替代。\n依托淘系平台，天猫本身就有一个完整的公域。而天猫旗舰店，则是品牌重要的私域阵地。通过淘宝和天猫旗舰店，天猫打通了平台公域和私域的连接，再通过搜索、直播、内容、活动页等公域行为，搭建了一条从公域往旗舰店这个私域导流的完整链路。\n多位商家曾表示，淘宝天猫提供了一系列完善的工具和玩法，由此成为商家和品牌主动运营消费者的第一阵地。\n阿里巴巴副总裁、天猫副总裁吹雪此前就曾在采访中表示，天猫旗舰店2.0是国内目前最好的企业经营活动的产品。不断壮大的品牌会员就是例证之一，天猫旗舰店具备让商家做好全周期经营商品的能力和分层运营、持续经营用户的能力，也是公域和私域结合最好的产品，这是天猫的独特价值。而私域要和公域有效结合才能实现最大价值。\n正像外界所看到的那样，天猫越来越聚焦价值，聚焦于给商家带来更多的确定性。这也正是商家的核心诉求。\n商家离不开天猫淘宝。这依旧是今天商业环境所决定的事实。虽然天猫淘宝依旧不完美，依旧有商家表达这样那样的不满，但他们无法颠覆这样的真理，更多的，他们希望与天猫淘宝一起成长完善，携手并进。","news_type":1},"isVote":1,"tweetType":1,"viewCount":599,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":815493840,"gmtCreate":1630711136380,"gmtModify":1676530380059,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"???","listText":"???","text":"???","images":[{"img":"https://static.tigerbbs.com/fe46b99d5b32ced7dc499f36e21597a5","width":"1125","height":"3763"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/815493840","isVote":1,"tweetType":1,"viewCount":574,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"EN","totalScore":0},{"id":815030895,"gmtCreate":1630628855317,"gmtModify":1676530359309,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"???","listText":"???","text":"???","images":[{"img":"https://static.tigerbbs.com/e226fdf2d72a5291632fccd716680bf6","width":"1125","height":"2515"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/815030895","isVote":1,"tweetType":1,"viewCount":439,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"EN","totalScore":0},{"id":147115879,"gmtCreate":1626341266191,"gmtModify":1703758240660,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"?","listText":"?","text":"?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/147115879","repostId":"1162771756","repostType":4,"isVote":1,"tweetType":1,"viewCount":456,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":815493840,"gmtCreate":1630711136380,"gmtModify":1676530380059,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"???","listText":"???","text":"???","images":[{"img":"https://static.tigerbbs.com/fe46b99d5b32ced7dc499f36e21597a5","width":"1125","height":"3763"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/815493840","isVote":1,"tweetType":1,"viewCount":574,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"EN","totalScore":0},{"id":9008197470,"gmtCreate":1641382742392,"gmtModify":1676533608268,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3577236380657634","authorIdStr":"3577236380657634"},"themes":[],"htmlText":"🆙","listText":"🆙","text":"🆙","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9008197470","repostId":"1173687897","repostType":4,"isVote":1,"tweetType":1,"viewCount":856,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":884434563,"gmtCreate":1631925448452,"gmtModify":1676530669866,"author":{"id":"3577236380657634","authorId":"3577236380657634","name":"xijian","avatar":"https://static.tigerbbs.com/bfa0e9c4df7c98f2b810b80a498f2c07","crm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