拼多多从1688进的货，马云最后反应过来了
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1688今年要做四件事</span></strong></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;">过去一年，平替消费<span style="color: black;">逐步</span><span style="color: black;">作为</span>潮流。1688抓住了这一机遇，凭借性价比<span style="color: black;">制品</span><span style="color: black;">快速</span>出圈，商家数和用户数均创历史新高。</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;">近期</span>，</span><strong style="color: blue;"><span style="color: black;">1688 CEO余涌在2023年“新网商峰会”上透露了平台<span style="color: black;">相关</span>2024年的几点重要信息。</span></strong></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;">首要</span>，1688将继续推进“用户为先、AI驱动、做强数字化供应链”的三大战略重心。</span><strong style="color: blue;"><span style="color: black;">2024年平台的投入力度将是前几年数倍的投入。<span style="color: black;">同期</span>，业务节奏将进一步加快。</span></strong></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;">详细</span><span style="color: black;">来讲</span>，供应链方向，1688集中投入在数字产地仓；用户方面关注用户心智和体验；AI是最大投入方向。</span></span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1688 CEO余涌 图源：天下网商</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;">其次，相比于去年的用户增长<span style="color: black;">目的</span>，</span><strong style="color: blue;"><span style="color: black;">1688今年要抓的是用户体验和履约，将重点升级以下四项买家采购服务：全场可赊、全场包邮、预计达、信用退。</span></strong></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;">“全场可赊”，即B端买家、C端消费者都<span style="color: black;">能够</span>赊，100%可赊，去年是70%多；“全场包邮”，<span style="color: black;">指的是</span><span style="color: black;">仅有</span>定制订单和极<span style="color: black;">少许</span>的大货订单不包邮，其他不管一件、两件还是1000件都包邮，折扣抵运费；</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;">“预计达”，<span style="color: black;">指的是</span>所有B的订单是72小时，所有C的订单48小时；“信用退”，基于<span style="color: black;">每一个</span>人的信用画像、年采购金额、<span style="color: black;">行径</span>数据等<span style="color: black;">创立</span>信用值，<span style="color: black;">能够</span>直接给你退。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1688严选将提前升级以上四项服务。</span></strong><span style="color: black;">据<span style="color: black;">认识</span>，1688严选的品集中在品质白牌和大牌平替，以消费品为主，偏标品和类标品。2022年1688严选上线，一年时间年<span style="color: black;">营销</span>额达到了300亿元。</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;">另外</span>，余涌在会上<span style="color: black;">知道</span>，</span><strong style="color: blue;"><span style="color: black;">1688<span style="color: black;">日前</span>有三个核心主赛道：B端业务、跨境业务和C端消费者赛道。在B端，1688接下来要做的是一个数字化供应链。</span></strong></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;">在跨境上，1688要把中国的数字化供应链变成一个可被集成的类似数字化“芯片”的<span style="color: black;">处理</span><span style="color: black;">方法</span>和能力，<span style="color: black;">而后</span>去做跨界合作。</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;">在消费者赛道，1688要做一个“线上Costco”，会员店，两端可控，<span style="color: black;">将来</span>要选3万个SKU。与山姆和Costco相比，1688价格比它们的到手价要便宜两到三成，还要做它们<span style="color: black;">无</span>的周期购、场景购、定制购。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2023年，1688“白牌超市”PLUS会员店、1688跨境平台相继落地。B端、跨境和C端齐头并进，是1688当下的主基调。</span></strong></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;">据说</span>，1688此前仅<span style="color: black;">做为</span>一个线上撮合交易的中间平台，本质上是电商，不控制消费和供给两端，而如今，</span><strong style="color: blue;"><span style="color: black;">1688要进行两手抓，消费和供给两端都控。</span></strong></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;">阿里集团CEO吴泳铭曾<span style="color: black;">暗示</span>，1688具备二次创业的坚实<span style="color: black;">基本</span>和巨大<span style="color: black;">潜能</span>，有望从B2B业务延展到中小企业和消费者采购，<span style="color: black;">同期</span>具备支持跨境交易的服务能力。</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;">同期</span>，在余涌看来，“平替生意有3-5年的好日子，跨境<span style="color: black;">亦</span>有3-5年的好生意。”<span style="color: black;">针对</span>1688<span style="color: black;">来讲</span>，这<span style="color: black;">更加是</span>双重的机遇。</span></span></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;"><strong style="color: blue;"><span style="color: black;">核心是做供应链</span></strong></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整体战略和业务布局<span style="color: black;">始终</span>都是围绕供给展开。这<span style="color: black;">亦</span>是支撑1688在B类、消费者和跨境三大赛道发展的重要<span style="color: black;">基本</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;">据<span style="color: black;">认识</span>，</span><strong style="color: blue;"><span style="color: black;">1688最早做的<span style="color: black;">便是</span>供给的线上化，撮合买卖双方达成交易；第二步是数字化交易，第三步是打造数字化供应链，第四步则是<span style="color: black;">作为</span>产业互联网平台。</span></strong></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商家发展中心总经理王强<span style="color: black;">暗示</span>，“<span style="color: black;">此刻</span><span style="color: black;">咱们</span>处在第二往第三步快速迈进的过程中，<span style="color: black;">同期</span>在布局第四步。基于这个大战略的一条战略主线<span style="color: black;">便是</span>供给。”</span></span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1688商家发展中心总经理王强 图源：1688商人圈公众号</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商家的供给<span style="color: black;">重点</span>分为三个层次。<span style="color: black;">第1</span>，</span><strong style="color: blue;"><span style="color: black;">头部供给来自产业带的先进工厂</span></strong><span style="color: black;">，具备柔性化定制和服务大买家的能力。这些工厂<span style="color: black;">处在</span>行业领先地位，能够<span style="color: black;">供给</span>高质量的<span style="color: black;">制品</span>和专业的服务。对应的是超级工厂会员商家群体。</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;">第二，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">优秀</span>供给是平台上的重要<span style="color: black;">构成</span>部分</span></strong><span style="color: black;">，其特点是<span style="color: black;">优秀</span>的<span style="color: black;">制品</span>、服务和良好的<span style="color: black;">商场</span>信誉。<span style="color: black;">优秀</span>供给的目的是<span style="color: black;">保证</span>买家在<span style="color: black;">选取</span>和购买过程中能够<span style="color: black;">安心</span>，避免遇到不良商家或低质量<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;">第三，</span><strong style="color: blue;"><span style="color: black;">源头供给是1688平台上最广泛的供给类别。</span></strong><span style="color: black;">这些商家对应的是诚信通会员层级，<span style="color: black;">表率</span>着<span style="color: black;">靠谱</span>的供应商。</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;">余涌透露，1688布局了中国1000个产业带，其中68个百亿产业带是深度布局。</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;">另据商务部《中国产业带数字化转型》，1688覆盖了174个一级产业带，约占全国一级产业带数量的70%。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2023年年初，1688推出了产业带数字化地图功能，<span style="color: black;">帮忙</span>买家更方便地找到源头供给，深入<span style="color: black;">认识</span>产业带的<span style="color: black;">状况</span>。</span></strong></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产业带地图已在全国上千个产业带推广<span style="color: black;">运用</span>，超百万商家入驻，<span style="color: black;">每日</span>有十几万用户<span style="color: black;">运用</span>，接口调用量<span style="color: black;">每日</span>超过千万次。</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;">与此<span style="color: black;">同期</span>，</span><strong style="color: blue;"><span style="color: black;">为了让源头商家能够快速开店、快速获客、快速抢单，去年2月，1688面向产业带<span style="color: black;">起步</span>“暖春复苏”计划，又<span style="color: black;">叫作</span>“双保”计划。</span></strong></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;">5月，“双保”计划升级，1688面向产业带的源头厂商和成立一年内的新创企业，在生意效果上做出保获客、保复购的“双保”承诺。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">另外</span>，1688还对无货源店铺、偏黑灰侵权店铺、小作坊等进行了汰换，汰换率在30%<span style="color: black;">上下</span>。</span></strong></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;">经过</span>这一部分的汰换，对平台<span style="color: black;">全部</span>供给大盘进行换血升级。新增的供给<span style="color: black;">包含</span>厂二代、跨境商家等，这些商家面对小B和大C采购买家时更友好，在柔性供应链服务上<span style="color: black;">拥有</span><span style="color: black;">优良</span>，在服务海外采购<span style="color: black;">需要</span>上开放度更高。</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;">前段时间，</span><strong style="color: blue;"><span style="color: black;">1688商家数量突破100万</span></strong><span style="color: black;">，创<span style="color: black;">机构</span>历史新高，</span><strong style="color: blue;"><span style="color: black;">其中60万家是源头工厂。</span></strong><span style="color: black;">有数据<span style="color: black;">表示</span>，全国共有600多万家工厂，<span style="color: black;">亦</span><span style="color: black;">便是</span>说1688占据了全国工厂总数的10%。<span style="color: black;">这儿</span>面的供给<span style="color: black;">重点</span><span style="color: black;">包含</span>了源头平替、品牌代工、白牌和厂牌等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1688用户数<span style="color: black;">亦</span>创下历史新高，大部分用户是一二线城市25至30岁的<span style="color: black;">青年</span>女性，用户增速大概在40%多，买家会员数量突破180万。</span></strong><span style="color: black;">这些用户的加入进一步倒逼平台<span style="color: black;">供给</span><span style="color: black;">更加多</span>的平替供给，升级用户体验。</span></span></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;"><strong style="color: blue;"><span style="color: black;">工厂<span style="color: black;">作为</span>电商平台香饽饽</span></strong></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;">近年来，工厂的门槛都要被电商平台踏破了，<span style="color: black;">由于</span>溢价严重的品牌<span style="color: black;">制品</span><span style="color: black;">已然</span>卖不动了，消费者死了心地要往工厂“薅羊毛”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1688本来是阿里巴巴集团内的元老级业务，但被一群<span style="color: black;">青年</span>人从小红书里挖出来了。</span></strong><span style="color: black;">“不看logo，找源头厂家直接购”的消费噱头，直接为1688吸引了一大波“自来水”。</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;">同期</span>，</span><strong style="color: blue;"><span style="color: black;">拼多多逆袭阿里，在<span style="color: black;">必定</span>程度上<span style="color: black;">亦</span>借了工厂的光，<span style="color: black;">才可</span>把价格打了下来，强势攻占下沉市场，从而<span style="color: black;">最后</span>实现弯道超车。</span></strong></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<span style="color: black;">经过</span>C2M（Consumer to Manufacturer）的模式，直接连接消费者和生产者，省去了中间环节，从而降低了成本和价格。<span style="color: black;">初期</span>许多工厂们都是从拼多多<span style="color: black;">起始</span>进入C端市场的。</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;">据说</span>，</span><strong style="color: blue;"><span style="color: black;">2017年<span style="color: black;">上下</span>，拼多多和1688之间仅仅差了一个“一件包邮”。</span></strong></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;">随着低价竞争日益激烈，淘宝、京东等电商平台<span style="color: black;">亦</span><span style="color: black;">起始</span>学习这种打法，让生产端和消费者直接链接。</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;">近年来，</span><strong style="color: blue;"><span style="color: black;">京东和工厂合作打造“京东京造”</span></strong><span style="color: black;">，国内超过70%的产业带都与京东自有品牌开展了合作，<span style="color: black;">经过</span>自建物流和自营店铺，为消费者<span style="color: black;">供给</span>一件包邮。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">淘宝随后<span style="color: black;">亦</span>上线了淘工厂频道</span></strong><span style="color: black;">，为低价、高频的<span style="color: black;">制品</span><span style="color: black;">供给</span>9.9包邮，去年11.11单日订单数同比增长近70%。</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;">就在上个月，</span><strong style="color: blue;"><span style="color: black;">交个<span style="color: black;">伴侣</span>推出了新直播间品牌“厂开卖”</span></strong><span style="color: black;">，并在抖音开启了直播首秀。官方战报<span style="color: black;">表示</span>，首播当日<span style="color: black;">营销</span>额突破103万元。该直播间<span style="color: black;">重点</span>以<span style="color: black;">制品</span>的原产地产业带或<span style="color: black;">制品</span>源头工厂为核心。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/5153c97dd11e418cb4ad5605cad75b64~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728972538&x-signature=jgXnJzwQVpR8gu6kKZktbo7O0MI%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：交个<span style="color: black;">伴侣</span>科技有限<span style="color: black;">机构</span>公众号</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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">区别</span>的电商平台都在试图与工厂展开合作，挤掉中间商、品牌营销等水分，为消费者<span style="color: black;">供给</span>更加质优价廉的商品。</span></strong></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;">在这种环境下，1688在供给端有着更为<span style="color: black;">明显</span>的<span style="color: black;">优良</span>。去年1688还迎来了to C化的转型，支持C端消费者在平台购买<span style="color: black;">制品</span>，1688严选<span style="color: black;">更加是</span>弱化了<span style="color: black;">途径</span>商招标、代运营的功能，让工厂直接地面向消费者。</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;">余涌<span style="color: black;">暗示</span>，消费互联网的竞争<span style="color: black;">已然</span>是红海了，蓝海可能在产业互联网，把消费端和产业端连起来，是更大的机会。</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;">最新数据<span style="color: black;">表示</span>，</span><strong style="color: blue;"><span style="color: black;">2023年1688年度交易额超8000亿元，<span style="color: black;">包括</span>线下撮合交易合计约3万亿。</span></strong></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;">当下和主流电商平台相比，1688在用户体验和履约方面的服务水平还有待<span style="color: black;">加强</span>。如今借着消费降级的趋势，1688吸引到了流量，而<span style="color: black;">怎样</span>更好抓住这次机会，留住<span style="color: black;">更加多</span>用户，是迫在眉睫的问题。</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 | 潘多拉</span></span></p>
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