阿里1688忽然爆火
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/4cf290a35403432c92a777ae43860c5c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728965424&x-signature=%2FfAuiuocaRh%2BHgrXV63SI6RkyYk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1688,<span style="color: black;">青年</span>人的“香饽饽”</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">近期</span>,“<span style="color: black;">青年</span>人<span style="color: black;">起始</span>反向消费”的<span style="color: black;">专题</span>频繁登上<span style="color: black;">博客</span>热搜,一股新的消费趋势浮出水面。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">所说</span>“反向消费”,<span style="color: black;">指的是</span>经历了<span style="color: black;">各样</span>消费营销的轰炸后,<span style="color: black;">青年</span>人<span style="color: black;">起始</span>回归理性消费。消费者们摒弃了过去单纯以消费支出<span style="color: black;">增多</span>来<span style="color: black;">加强</span>消费品质的路径,<span style="color: black;">她们</span>在注重品质的<span style="color: black;">同期</span>,<span style="color: black;">亦</span><span style="color: black;">注重</span>性价比。<span style="color: black;">她们</span>愿意为想要的品牌和商品支付成本,但拒绝支付溢价。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">简而言之,当下的消费者,更<span style="color: black;">留意</span><span style="color: black;">怎样</span>花最少的钱买到尽可能好用的商品,至于牌子响不响亮并不重要。在这一趋势下,1688<span style="color: black;">逐步</span><span style="color: black;">成为了</span>消费者的<span style="color: black;">爱宠</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">小红书上,1688<span style="color: black;">成为了</span>“大牌平替”的代名词,众多博主争先分享在1688买到宝藏商品的经历。<span style="color: black;">例如</span>某位博主分享了许多知名品牌的1688同源代工厂,收获了9000多点赞和1万多<span style="color: black;">保藏</span>。还有一位博主分享<span style="color: black;">怎样</span>在1688上找高级珠宝平替,<span style="color: black;">第1</span>条笔记就<span style="color: black;">得到</span>了5000多点赞,和近7000<span style="color: black;">保藏</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/5111394e29aa42b5b238a78add549b17~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728965424&x-signature=XZ%2BnP71gCXGOsd9UKzFR82S2Gew%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:小红书</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">豆瓣上,很早就<span style="color: black;">显现</span>了“1688源头工厂挖掘机”小组,瓣友在组内分享傲人的战绩,<span style="color: black;">举荐</span>1688店铺。人们<span style="color: black;">发掘</span>在<span style="color: black;">这儿</span>20元就能买一双不磨脚的鞋子,50大洋就能拿下Guess代工厂生产的<span style="color: black;">制品</span>;同款耳环在淘宝要30多块,在1688一搜只需4、5块;T恤20<span style="color: black;">上下</span>、裤子的单价不超过50元 、一条长裙80就能买到……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1688之<span style="color: black;">因此</span>受到消费者热捧,是<span style="color: black;">由于</span><span style="color: black;">她们</span><span style="color: black;">逐步</span><span style="color: black;">认识</span>到,商品<span style="color: black;">营销</span>的<span style="color: black;">有些</span>中间环节其实是不必要的,而这些中间环节又占了成本的大头。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>一件衣服,先由设计师设计出图纸,再由工厂购买原料、设备,雇人将衣服制造出来,再卖给总代理、省级代理、市级代理等供应链企业,<span style="color: black;">而后</span><span style="color: black;">经过</span>物流完成在全国的铺货,<span style="color: black;">创立</span>存库,<span style="color: black;">摆设</span>在大商场,<span style="color: black;">或</span>是主播的直播间,最后送到消费者手中。<span style="color: black;">全部</span>链条总共分为5步,但设计和制造的成本可能只占总成本的<span style="color: black;">非常</span>之一,其余的都在交易链条上。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而<span style="color: black;">导致</span>这种<span style="color: black;">状况</span>的主要<span style="color: black;">原由</span>是信息不对等,但随着互联网的发展,信息<span style="color: black;">逐步</span>变得透明,工厂到消费者的距离,只要一步<span style="color: black;">就可</span>跨越。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">觉醒的消费者,将1688推上了历史舞台。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/4c71dde232dd43ec81b0be3d9fe97289~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728965424&x-signature=c3XwRuHlDDVmVuC5ehdaJXVumi0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">低价时代,阿里打出底牌</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">随着1688的重要性日益<span style="color: black;">明显</span>,其在集团内的地位<span style="color: black;">亦</span><span style="color: black;">逐步</span><span style="color: black;">加强</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">本月初,1688和闲鱼近期升级为淘天集团的一级业务,升级后,1688总裁余涌将直接向淘天集团CEO戴珊<span style="color: black;">报告</span>。据<span style="color: black;">叫作</span>在阿里内部,1688和闲鱼、钉钉、盒马并<span style="color: black;">叫作</span>为阿里最具发展<span style="color: black;">潜能</span>的四个<span style="color: black;">制品</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当然,这并非1688的首次升级,。今年2月,阿里进行了一项组织和业务<span style="color: black;">调节</span>,原 1688 商贸发展中心和产地发展中心合并为 1688 商家发展中心,由原商贸发展中心总经理王强负责;<span style="color: black;">同期</span>新成立分销供应链团队,服务各类新兴电商卖家。如今看来,这只是一次过渡性的<span style="color: black;">调节</span>,1688的地位将随着消费趋势水涨船高。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">实质</span>上,1688得到集团的<span style="color: black;">注重</span>是理所当然的,<span style="color: black;">由于</span>它本<span style="color: black;">便是</span>阿里的一张重要底牌。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/5921c97751814b129eed3dc6f9a774a4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728965424&x-signature=KnZ0L%2B%2BAl090wBQENGIvzbLJ2e4%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:1688视频号</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1688成立于1999年,是阿里面向中国小企业推出<span style="color: black;">全世界</span>最大的采购批发市场,<span style="color: black;">亦</span>是阿里成立<span style="color: black;">败兴</span>的第二个项目。从地位上来看,说1688是阿里的“祖传”业务<span style="color: black;">亦</span>不为过。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">数据上来看,1688的重要性更不容<span style="color: black;">忽略</span>。数据<span style="color: black;">表示</span>,截<span style="color: black;">迄今</span>年10月初,1688上有近100万卖家,工厂和贸易商各占一半,覆盖了超过七成的全国一级产业带。每年有约6000万买家从1688上“采购批发”和“找工厂定制”,<span style="color: black;">而后</span><span style="color: black;">经过</span>淘宝、拼多多、抖音、<span style="color: black;">微X</span>以及线下小店等<span style="color: black;">途径</span>售卖出去。其中近一年新买家超过2000万,GMV达到8000亿元。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>,1688虽然看似不起眼,但它在阿里的零售版图中<span style="color: black;">装扮</span>着极其重要的角色,阿里<span style="color: black;">亦</span>从未停止加码1688,<span style="color: black;">持续</span>对其进行升级和优化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2022年,1688推出“宝藏工厂”计划,对评选出的100家工厂给予流量、营销、培训等全方位资源的倾斜。不少卖家<span style="color: black;">暗示</span>,1688对<span style="color: black;">她们</span>更上心了,以前平台的流量大头都给了各个类目下的几个头部卖家,但这两年<span style="color: black;">起始</span>有不少<span style="color: black;">办法</span>扶持次一级和腰部的中层商家。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">日前</span>,1688正在进行一场以“搭建数字化供应链”为核心的全面业务升级。1688总裁余涌<span style="color: black;">暗示</span>:“<span style="color: black;">经过</span>数字化升级,商品从生产到满足消费者<span style="color: black;">需要</span>的<span style="color: black;">全部</span>链条<span style="color: black;">能够</span>更短更有效率,这将为制造业中小企业、产业带和消费者释放更大价值。”</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/269bd4263e3049a3af6cdd004e441502~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728965424&x-signature=BP7UP47axRXjurVE6rl6KtmdKEg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1688总裁余涌 图源:1688视频号</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">能够</span>说,1688的阿里“压箱底”的武器。过去强调品牌的时代,1688<span style="color: black;">无</span>太多用武之地,但到了强调低价的<span style="color: black;">此刻</span>,<span style="color: black;">最终</span>是时候打出1688这张底牌了。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/f9588e7cd06c4b6eb7a7ab3aa29d636a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728965424&x-signature=u3rMjDF1VutqGuKqAo9As67k6do%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">产业带<span style="color: black;">作为</span>行业必争之地</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从本质上看,1688的<span style="color: black;">火热</span>其实是产业带商家崛起的缩影。在“白牌”<span style="color: black;">再也不</span>是<span style="color: black;">贬责</span>词的今天,手握强大货品资源的产业带商家, <span style="color: black;">成为了</span>各大平台竞相拉拢的对象。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">阿里方面,除了1688,淘系<span style="color: black;">亦</span>给出了<span style="color: black;">各样</span>扶持政策邀请<span style="color: black;">优秀</span>产业带商家入驻。今年9月,淘宝推出了“淘宝星产地”IP,旨在接下来的一年时间里,从20条产业带中严选性价比好货,打造品类和行业的标杆。<span style="color: black;">同期</span>推出一系列流量扶持政策,让产业带商家不为流量所困;推出“百万新商成长直播课程”,<span style="color: black;">帮忙</span>产业带商家快速上手直播。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音方面,双11前发布了“抖音产业带服务商权益”,为产业带商家<span style="color: black;">供给</span>营销、管理、培训、数据分析、行业交流等多方面的支持。<span style="color: black;">例如</span>产业带商家<span style="color: black;">能够</span>利用抖音丰富的网红、达人资源,<span style="color: black;">经过</span>合作进行<span style="color: black;">制品</span>种草和推广,<span style="color: black;">加强</span><span style="color: black;">制品</span><span style="color: black;">揭发</span>率。<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">运用</span>抖音<span style="color: black;">供给</span>的店铺代运营服务,当“甩手掌柜”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">拼多多方面,今年3月多多直播发布了“百产计划”,招募产业带商家入驻开启店播,<span style="color: black;">同期</span><span style="color: black;">供给</span>“千万级免费流量支持”。<span style="color: black;">另外</span>,随着TEMU跨境平台的扩张,拼多多带动广东、福建、浙江、江苏、山东、河北、安徽、陕西、四川、湖北等国内100个<span style="color: black;">优秀</span>产业带出海,为上千产业带商家开辟了一条新销路。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">各大电商平台深入赋能生产供应链和消费价值链,使得供需双向高质量发展,为高质量消费供给创造了<span style="color: black;">要求</span>,让“低价”和“劣质”<span style="color: black;">再也不</span>画上等号。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在<span style="color: black;">将来</span>的电商战场,产业带将不可避免地<span style="color: black;">作为</span>行业的必争之地。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者 | 风清</span></span></p>
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