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马云又赢了!抖音直通淘宝,马化腾电商之战再输一城!

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发表于 2019-7-18 11:53:29 | 显示全部楼层 |阅读模式


抖音直通淘宝
没有一点点防备,也没有一丝顾虑,你就这样出现在我的世界里。
作为一名骨灰级的“抖友”,电商君欣喜的发现,3月26日,抖音上可以淘宝带货了,而且售卖的物品中赫然就有之前满世界都买不到的小猪佩琪同款手表。

也就是说,抖音和淘宝正式合作了!
可能很多人还没有意识到此次淘宝和抖音合作的意义:这不是一次简单的商业合作,而是电商形态的又一次颠覆。
在经历了漫长的“御宇多年求不得”后,阿里终于迎来了一种全新的引流渠道和变现方式。
一个是“出名每个人只需要15秒”的网红聚集地,一个是万能的电商平台,两个人凑在一起,你以为只是为了聊聊“今天天气真好”?

多年以前,马云就对短视频社交变现寄予厚望,并一度将宝押在陌陌身上,但是最终还是和通过直播打通任督二脉的陌陌渐行渐远。
这次和抖音的合作说明:阿里已找到短视频社交盈利的可控模式。
有道是:无边落木潇潇下,不尽长江滚滚来。
时代发展到今天,以抖音、快手为代表的短视频社交平台的外延功能已得到极大扩展,并且在单方面具备了超越微信的能力。
无需违言,微信最艰难的时刻,已经提前到来!


为什么是淘宝做到了?
这次淘宝和抖音的合作为什么能实现?
其一,淘宝是中国电商的鼻祖,它在电子商务方面积累的经验是其他人不能具备的。
要知道,抖音走上内容营销之前,它面前还横亘着一个深不可测的老前辈:淘宝主播——熟悉令孤冲的“独孤九剑”来历的人也知道,被风清扬这样前辈点拔一下有多重要!

其二,淘宝一直关注着电商新趋势,随时准备迎潮流而上。
当初陌陌这种全新的平台出现时,阿里就敏锐地意识到短视频社交大有可为,虽然此前和陌陌的合作并不愉快,但通过短视频社交实现新的电商模式一直在阿里的既定程式之中,什么时候启动该模式,只是时间早晚。
其三,淘宝的确很懂现在年轻人的需求。
因为懂得,所以才会形成爆款。所以当抖音上淘宝商家的小猪佩奇手表、妖娆花、补光灯卖到脱销的时候,也就并不奇怪了。

并且,从阿里方面对此次合作的回应来看,淘宝这次只是小试牛刀,目前抖音上售卖的品牌只是以服装为主,同时涉及到美妆、乐器、文具、数码、美食餐具、IP衍生品等不太多的产品。
淘宝的野心显然并不限于此!
可以预见的是,随着双方合作的深入,淘宝抖音模式可能会是继拼多多之后,2018电商行业最瞩目的事件。

一个网红的自我救赎
从今日头条的商业设计来看,卖货,是抖音商业化必然要迈出的一步。
2018年初,今日头条上线了服务电商客户的工具的“放心购”,这是一种电商广告解决方案,但是投放的平台包括了今日头条、抖音、西瓜视频、悟空问答等各条战线。
今日头条这是想凭一已之力挑战微信、门户网站、微博等猛将啊,感觉到张一鸣千军之中取敌将首级的勇气了吗?
欲戴王冠,必承其重,发展势头勇猛的抖音自然会承担更多的重任,从这个角度而言,抖音走上网红电商之路,是可以预料到的。

但是因为缺乏一个成熟的电商操作模式,一开始,抖音的电商之路引起过不少争议。
比如说,抖音上出现了430元的原版LV双肩包、78元的迪奥口红这样的假货,很多不入流的商品还是平台推荐的。
而有了阿里电商平台的背书后,抖音从管理、运营、推广、物流等方面的的实力完全可以提升几个档次。
抖音,这个差点就堕落了的网红终于实现了自我救赎。


腾讯聪明反被聪明误?
促成淘宝和抖音合作的导火索,可能是近日腾讯、微博“封杀”抖音——可能连腾讯都没想到,抖音居然真的就这样投入阿里的怀抱了!
我不是怕你,我找个靠山,恶心死你!
腾讯这是聪明反被聪明误了?
当然,腾讯手上也有王牌:快手!但快手真的能让腾讯如愿地打一个翻身仗吗?

事实上,投资快手之前,腾讯有过一段失败的孵化自己的“微视”的惨痛经历,这也说明,和阿里相比,腾讯在电商运营方面的确有些“有心杀贼,无力回天”。
投资快手后,如何促进快手商业化,特别是如何找到一个稳定的电商盈利模式,腾讯心中未必就有一个明确的答案。
这是由腾讯的投资特点决定的:分散投资,不参与具体业务,不像阿里那样时刻冲在电商第一线,所以很多机会腾讯并不能准确把握。
就拿电商领域来说,微信手握那么多的流量,最后还拉上了第二大电商京东,但即使把京东的购物通道都接到微信上了,每天通过这条道购物的人还是廖廖。
另外,腾讯大力宣传的“微选”,到现在还是做得不死不活。
[url=http://shichangbu.com/data/attachment/portal/201804/02/133249nhdb4fpfnk4zfynk.jpg][/url]

不但如此,手握微信流量的腾讯和京东还“大意失荆州”,让后起之秀拼多多钻了空子,将微信的潜在用户都开发出来了,并直接对京东造成致命威胁。
但是,作为中国最成功的互联网公司之一,腾讯仍然有足够的实力和阿里周旋到底。
是的,“二马”之间的战争,还只是开始!


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