11月(yue)(yue)12日凌晨,2022年(nian)(nian)的(de)(de)(de)(de)雙(shuang)十(shi)(shi)(shi)一(yi)(yi)落下(xia)帷幕(mu),與(yu)以(yi)往不(bu)同(tong),今年(nian)(nian)的(de)(de)(de)(de)雙(shuang)十(shi)(shi)(shi)一(yi)(yi)沒有實(shi)時更新成(cheng)交數據,沒有各種主(zhu)題活動(dong)的(de)(de)(de)(de)舞(wu)臺晚會,一(yi)(yi)切都顯得靜悄悄。唯(wei)有各大(da)平(ping)臺的(de)(de)(de)(de)直(zhi)播(bo)(bo)(bo)(bo)還留存著零星(xing)的(de)(de)(de)(de)戰火。比如淘寶(bao)直(zhi)播(bo)(bo)(bo)(bo)在(zai)今年(nian)(nian)雙(shuang)十(shi)(shi)(shi)一(yi)(yi)開始之前,李(li)佳琦回(hui)(hui)歸了(le)(le)(le)。隨著羅(luo)永浩(hao)、俞(yu)敏洪、張柏芝的(de)(de)(de)(de)加入,淘寶(bao)重新回(hui)(hui)到了(le)(le)(le)直(zhi)播(bo)(bo)(bo)(bo)電商(shang)的(de)(de)(de)(de)C位,不(bu)止(zhi)淘寶(bao)直(zhi)播(bo)(bo)(bo)(bo)亮眼,抖音今年(nian)(nian)的(de)(de)(de)(de)雙(shuang)十(shi)(shi)(shi)一(yi)(yi)也獲(huo)得了(le)(le)(le)很(hen)不(bu)錯的(de)(de)(de)(de)直(zhi)播(bo)(bo)(bo)(bo)帶貨(huo)成(cheng)績。根據抖音雙(shuang)十(shi)(shi)(shi)一(yi)(yi)好物(wu)節的(de)(de)(de)(de)報告(gao)顯示,雙(shuang)十(shi)(shi)(shi)一(yi)(yi)期間,頭部(bu)主(zhu)播(bo)(bo)(bo)(bo)廣東(dong)夫婦在(zai)11月(yue)(yue)1日的(de)(de)(de)(de)直(zhi)播(bo)(bo)(bo)(bo)中,GMV突破7億不(bu)止(zhi),頭部(bu)主(zhu)播(bo)(bo)(bo)(bo)成(cheng)績一(yi)(yi)亮眼。另外,7667個抖音直(zhi)播(bo)(bo)(bo)(bo)間的(de)(de)(de)(de)銷售額超(chao)過了(le)(le)(le)百萬元,熱熱鬧鬧的(de)(de)(de)(de)直(zhi)播(bo)(bo)(bo)(bo)帶貨(huo)市場似乎只有京(jing)東(dong)分不(bu)到一(yi)(yi)塊蛋糕。
許(xu)許(xu)多(duo)多(duo)的(de)(de)(de)(de)(de)消(xiao)費者表示,甚至都沒有聽過,原來京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)還有直(zhi)(zhi)播(bo)(bo),是(shi)京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)對(dui)直(zhi)(zhi)播(bo)(bo)不(bu)(bu)感(gan)冒嗎?其實也(ye)不(bu)(bu)是(shi)。早在(zai)2016年(nian)(nian),京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)就(jiu)啟動了直(zhi)(zhi)播(bo)(bo),這(zhe)(zhe)(zhe)個(ge)板塊(kuai),算(suan)是(shi)直(zhi)(zhi)播(bo)(bo)電商(shang)(shang)開(kai)創者之一(yi)(yi)。不(bu)(bu)僅起(qi)步早,京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)在(zai)直(zhi)(zhi)播(bo)(bo)上曾經還取得了不(bu)(bu)錯的(de)(de)(de)(de)(de)成(cheng)績。比如,2020年(nian)(nian)5月15日,王*和(he)董明(ming)珠在(zai)京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)的(de)(de)(de)(de)(de)帶(dai)貨直(zhi)(zhi)播(bo)(bo)。這(zhe)(zhe)(zhe)一(yi)(yi)場帶(dai)貨成(cheng)績就(jiu)在(zai)銷售額上突破(po)(po)7億元。在(zai)當(dang)時,這(zhe)(zhe)(zhe)相當(dang)于(yu)格(ge)力一(yi)(yi)年(nian)(nian)的(de)(de)(de)(de)(de)總銷售額。2020年(nian)(nian)618大促期間(jian),京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)直(zhi)(zhi)播(bo)(bo)618大促開(kai)場兩分鐘直(zhi)(zhi)播(bo)(bo)帶(dai)貨破(po)(po)億。只是(shi)狂(kuang)歡(huan)之后(hou),京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)直(zhi)(zhi)播(bo)(bo)再無聲響,直(zhi)(zhi)播(bo)(bo)電商(shang)(shang)這(zhe)(zhe)(zhe)一(yi)(yi)偏向興趣(qu)、沖動的(de)(de)(de)(de)(de)消(xiao)費與京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)主打的(de)(de)(de)(de)(de)3C品(pin)(pin)類(lei)有些(xie)水土不(bu)(bu)服。眾所周知3C品(pin)(pin)類(lei)是(shi)高客單價低復(fu)購(gou)的(de)(de)(de)(de)(de),同(tong)時3C品(pin)(pin)類(lei)還是(shi)決策周期長的(de)(de)(de)(de)(de)產(chan)品(pin)(pin)。京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)直(zhi)(zhi)播(bo)(bo)的(de)(de)(de)(de)(de)衰落其實是(shi)必然的(de)(de)(de)(de)(de)。當(dang)然即便掉隊,京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)也(ye)從未放棄過直(zhi)(zhi)播(bo)(bo)這(zhe)(zhe)(zhe)塊(kuai)大蛋(dan)糕,京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)在(zai)今(jin)年(nian)(nian)雙(shuang)(shuang)十(shi)(shi)一(yi)(yi)期間(jian)推出的(de)(de)(de)(de)(de)“京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)閃播(bo)(bo)”、“總裁駕到”、“行業直(zhi)(zhi)播(bo)(bo)日”、“雙(shuang)(shuang)十(shi)(shi)一(yi)(yi)超(chao)級(ji)排位賽”、“城市(shi)LVE生活節”五大玩法,三(san)個(ge)都和(he)直(zhi)(zhi)播(bo)(bo)相關。此外,今(jin)年(nian)(nian)雙(shuang)(shuang)十(shi)(shi)一(yi)(yi)活動前夕,京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)宣(xuan)布與快(kuai)手全面(mian)(mian)恢復(fu)合(he)作,逐步放開(kai)精通商(shang)(shang)品(pin)(pin)。在(zai)快(kuai)手直(zhi)(zhi)播(bo)(bo)間(jian)的(de)(de)(de)(de)(de)掛(gua)車功能,在(zai)視(shi)頻號、淘寶、抖音等(deng)平臺,同(tong)樣能發現京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)官方號的(de)(de)(de)(de)(de)生意。對(dui)于(yu)京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)來說,打造(zao)直(zhi)(zhi)播(bo)(bo)IP和(he)其他平臺直(zhi)(zhi)面(mian)(mian)廝殺并不(bu)(bu)是(shi)*的(de)(de)(de)(de)(de)出路,通過合(he)作依然可以分支到直(zhi)(zhi)播(bo)(bo)電商(shang)(shang)的(de)(de)(de)(de)(de)流(liu)(liu)量紅利。而在(zai)合(he)作的(de)(de)(de)(de)(de)過程中,京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)強大的(de)(de)(de)(de)(de)貨品(pin)(pin)供應鏈和(he)物(wu)流(liu)(liu)售后(hou)服務就(jiu)是(shi)京(jing)(jing)(jing)(jing)(jing)東(dong)(dong)(dong)(dong)(dong)*的(de)(de)(de)(de)(de)籌碼。
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