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4982亿,双十一江湖,天猫依然是主角

来源:      2020/11/23 15:44:53      点击:

【XINGYEXINWEN】

4982亿,2020年的双11结束了从“光棍”变“双棍”云撸猫云养猫,今年的双11天猫无疑又创造出了更多新鲜玩法来刺激消费。有人说,这是阿里和蒋凡都急需的一场胜利;也有人说,这是疫情过后,中国内需消费的一次大爆发。




SUIRANBEIFENGECHENGLIANGBOBAOFADESHUANG11RANGBUSHAOXIAOFEILIBEITIQIANSHIFANG,DANZHEIBINGMEIYOUYINGXIANGSHUANG11ZUIZHONGDEZHENGTICHENGGUO。JINNIANZHEIGESHUZIXIANGJIAOQUNIANTONGZHOUQI、TONGKOUJING,ZENGZHANGLE1032YI,TONGBIZENGSU26%ZHEIGEZENGSUYESHIGUOQUSANNIANQUDEDE***ZENGZHANGCHENGGUO。DANGZONGCHENGJIAOEQUEDINGHOU,JIANGFANZAITAISHANGGONGBUDAO。


SHUANG11TIANMAOYIJIUSHIZHUJIAO。


01


TIANMAORENGZHANJUQUDAOHEXIAOFEIZHEXINZHI,XINRUIPINPAIDEJUEQISHIYICIHEMOU


JINNIANDE11YUE1RIDANGTIAN,JIUYOU357GEXINRUIPINPAICHONGDAOTIANMAOPINGTAIXIFENPINLEIDEDIYI,QIZHONGBUFADAJIAERSHUNENGXIANGDEUbraWANMEIRIJI、HUAXIZI、SANDUNBANHEYUANQISENLINDENG。


DANTABAOHONGLUJINGYIJINGHEDANGNIANDETAOPINPAI”YOUSUOBUTONG。HUIKAN2012NIAN,TAOPINPAI”DADUOYIKAOTAOBAOPINGTAINEIDELIULIANGFUCHIDEYIQILIANG,BINGZHIZAITAOXINEIXINGCHENGBIHUAN。


而如今,新锐品牌在早期布局时就有意识地打破边界、全网(含天猫)种草、跨界营销,但在最后的转化环节引流回至天猫,构建了更为广阔的全网种草,天猫成交”逻辑。对比之下我不难发现:虽然后有京东同比高达32.8%2715亿追赶,且顺应个性化消费的升级,品牌胜利打造新了淘内+淘外、内容x交易”大循环体系,但新锐品牌和从前的淘品牌”有一个关键点依旧相通,那就是天猫还是最终成交的平台,GMV依旧留在大淘内。可见在过去的12年间,天猫依旧牢牢占据着品牌的渠道和双11期间的消费者品牌认知心智。一代又一代新锐品牌的崛起和在双11迸发,既是天猫的成全, 也是品牌的自决。直到现在还是天猫才干出品牌”


XINRUIPINPAIDEJUEQI,PINGTAIHEXINRUIMENYOUYICIHEMOU。


02


SHUANG11DACUJIAJUTAOBAOZHIBOSHUANGGUATOUXIANXIANG,DOUYINHEKUAISHOUGEKOLZHANBIZEXIANGDUIFENSAN


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FANGUANDOUYINHEKUAISHOUDEZHUBOBANGDAN,TOUBUXIAOYINGZEXIANGDUIRUOHUA。DOUYINDESHUANG11CHONGFENJIEQIJIAN(10YUE25RI-11YUE11RI)GONGYOU8WEIZHUBOXIAOSHOUEPOYI,PAIMINGQIANSHIDEZHUBOZONGGMVWEI20.47YI,ERQIANSANJIADEZONGXIAOSHOUEJINZHANQIANSHIZONGGMV53.7%


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03


MEIZHUANGGUOHUOZAIBUSHIJUEQI,DANYIRANDANGBUZHUWAIGUOPINPAIDEQIANGSHIJINGONG


随着双11一个个关键节点的来,各类目的排行榜单开始频频爆出,应接不暇,其中不少新国货的表示异常亮眼。双11第一波开场33分钟后,完美日记销售便已迅速破亿,成为***破亿的彩妆品牌。首波大促结束后,完美日记更是跻身天猫美妆排行榜,成为***一个上榜的国货品牌。虽然在最终的排名中,完美日记未能进入TOP1O榜单,但凭借其在整个双11期间销售额突破6亿的好成绩,已是当之无愧的国货强者。而在天猫最终的美妆品牌销售排行榜中,薇诺娜则是2019年TOP10榜内四大国货品牌(自然堂、百雀羚、完美日记和薇诺娜)中的***幸存者”


YOURENSHUOZHEISHIGUOHUOMEIZHUANGZAISHUANG11JITISHISHENG,YEYOURENSHUOZHEISHIGUOWAIPINPAIJIANGSHUANG11DANGCHENGLEYICHANGQINGXIAOHUODONG。DANCONGSHUANG11QIJIANDEPINPAIZOUFANGDIAOYANZHONG,YIBANGYANJIUYUANDEZHI,ZHEIBINGFEISHIGUOHUOPINPAIBUDEYIDESHISHENG”ERSHIPINPAIDEYIZHONGXUANZE。BUZAIYONGDIJIA、ZHEKOUZHUIZHUGAOXIAOLIANG,CUXIAOGENGQULIXINGJINSHEN,DUIPINPAILINSHIWENDINGFAZHANYINGXIANGGENGWEILIANGXING,ZHONGDUOSHANGJIADEYIZHISHENGYIN。TONGSHI,DUIBILEWUDACUHUODONGDEDUOGEYUEYUEXIAOSHUJUHOU,FAXIANMEIZHUANGXIAOSHOUPAIMINGQIAN10PINPAIZHONG,YIRANYIWAIZIWEIZHU,ZHONGNIANLAOLAOZHANJUQIZHONGDE7-9GEXIWEI。KEJIAN,WAIGUOMEIZHUANGPINPAIDEQIANGSHIBINGFEIYINWEISHUANG11QIJIANDIJIAQINGXIAOSUOZHI,ERSHIGAILEIMUZHONG,GUONEIXIAOFEIZHEDEZHULIUXIAOFEIXINZHIYUANBENJIUGENGPIANXIANGYUGOUMAIGUOWAIPINPAI。DACUQIJIANDEDAEZHEKOUYOUHUI,ZHISHIYIDINGSHUIPINGSHANGJIAJULEZHEIZHONGXIAOSHOU“QINSHI”XIANXIANG。XIANGYAOWANQUANNIUZHUANGUANGDAXIAOFEIZHEDEPIANHAOYUXINZHI,GUOHUOMEIZHUANGYIJINGZAIBUSHINULI,DANYIJIUHAIYOUHENZHANGDELUYAOZOU。


ZONGJIE


2009NIANZHIJIN,SHUANG11YIZOUGUO12GENIANTOU。DUIYUZHENGGEDIANSHANGSHENGTAI、QUANQUDAO、XINJINGJINAIZHIDAXIAOFEIDEJIAZHIHEYIYI,DOUYIYUANYUANCHAOCHUDACUBENSHEN。JINNIAN,GONGTONGMUDULETIANMAO4982YIDEKUANGHUAN,FAXIANLEJINGDONGDEGAOSUZENGZHANG,GANSHOULESUNING19FENZHONGQUANCHANGJINGSHENGTAI50YIYUANDEQIANLI。DANBIZHEIGENGRANGRENXINGFENDENEIXIEFENGGUANGMIANQIANDENIANNIANXIANGYIDEXIANXIANG、GUSHI、QUSHI,YIJIGEJUDEBIANHUA。DONGCHATAHUIDAILAIJIJIDEQISHI,YEHUITIXINGGEFANGJIANCHICHUXIN,HUIGUILIXING,SHIZHONGJUJIAOCHANPINHEYONGHU,MEIYOUZAOJIEDESHIHOU,GENGFENGFUDEPINGTAISHENGTAINEI,YIJIUKEYIDAZAOJIANKANGZHUANGSHIDEPINPAIHEXIAOLIANG。



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