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Buddy_tree

Buddy_tree

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2021-07-22

这个疫情真的是😭

抱歉，原内容已删除

2021-06-29

好

抱歉，原内容已删除

2021-06-26

😁

抱歉，原内容已删除

2021-06-24

点赞留言谢谢

抱歉，原内容已删除

2021-06-22

$County Bancorp, Inc.(ICBK)$[难过] [难过] [难过]

2021-06-22

求点赞，回复。

抱歉，原内容已删除

2021-06-21

🙃🙃🙃🙃🙃🙃

2021-06-21

可以帮我赞一个及评论吗？谢谢大家

抱歉，原内容已删除

2021-06-20

可以帮我赞一个吗？

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2021-06-18

oooooo

从天猫618，看后电商时代如何从“新”出发

去老虎APP查看更多动态

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23:10","market":"hk","language":"zh","title":"从天猫618，看后电商时代如何从“新”出发","url":"https://stock-news.laohu8.com/highlight/detail?id=1105666914","media":"华商韬略","summary":"随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。","content":"<blockquote>\n 让购物回归最简单纯粹的开心。\n</blockquote>\n<p>昨晚，天猫开心夜圆满落幕，给我们呈现的不止是片刻绚烂、华丽的舞台，还有许多深刻的商业思考。</p>\n<p><img src=\"https://static.tigerbbs.com/73b05fbcdd3bf4e092f794953fcde5bf\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p>\n<p>“我们一直在思考，商业晚会还有没有创新的玩法？我们还能从哪些方面去探索一些新的路径？在保留演唱元素的基础上，我们还能否寻找到一些更有新鲜感的内容？”今年天猫开心夜的制片人王琴在接受媒体采访时说道。</p>\n<p><img src=\"https://static.tigerbbs.com/4200d36a11d1618fcff8e15a40c66891\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p>七年前，电商晚会的历史还是一张白纸，没有人知道怎么去做，也没有能复制的模板。随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。</p>\n<p>近些年，电商晚会参与者变得越来越多，虽然大家在时间选择上并不完全相同，但从形式内容上看，却越来越呈现出同质化现象，整体看下来和跨年晚会、节日晚会等形式重合度较高，难让人感知到电商晚会的独特价值所在。</p>\n<p>在同质化愈发明显的背景下，电商晚会如何通过形式编排、舞台互动、内容设计实现破局，成为了各家电商平台所面临的共同难题。</p>\n<p>在这个问题上，天猫给出的回答应该能够给我们一点新思考。2018年天猫双11晚会设立终极大奖，观众们积极参与希望成为“欧气锦鲤”，这种高黏性、高情感投入、高参与度的设计，后来被同行电商晚会争相模仿；去年，天猫首创穿屏直播，将淘宝直播搬上了舞台中央，刷新晚会新模式，让娱乐与电商业务之间的融合与联系更紧密，进一步加速了电商生态的进化。</p>\n<p><b>今年天猫开心夜在内容设计上所体现出的“新”，</b>除了全明星阵容的歌舞演绎，还邀请创业新农人代表参与到晚会节目当中，让最有活力的一群创业人得到更大展示舞台，丰富了晚会背后所体现的社会价值；晚会主题上更是高度扣题“开心”内核，在节目编排、口播植入、舞台设计等因素的综合作用下，让“看得开心，买得开心”这一理念得以深入人心。</p>\n<p><b>从业务互动看天猫开心夜所体现的“新”，</b>晚会设立6大子舞台对应惊喜送礼空间和5大生活场景空间，把新商品、新生活方式巧妙搬上舞台，增加现场互动的沉浸感体验；其中穿插了“1万场开心夜”的创新形式，旨在让天猫618期间同步“上演”1万场淘宝直播秀，让每一场直播都成为一场小型晚会秀。</p>\n<p><img src=\"https://static.tigerbbs.com/dec52f9b0782850de082a90d1714a4c4\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p>总的来看，今年天猫开心夜之所以能够再创新高、焕发新惊喜，最核心的原因在于其更加丰富了电商晚会的内涵，真正做到了将“消费者—品牌商家—行业”三方紧密链接，并让各方都有所乐、有所获。</p>\n<p><b>对于消费者来说，在享受视听盛宴的同时，也能获知更多新商品、新潮流的信息；对于品牌方来说，它们有了更大的平台展示，能带来新客群、新增量；而对于行业来说，是最新行业趋势露出的绝佳平台，可以有效降低渗入大众心智的中间成本。</b></p>\n<p><img src=\"https://static.tigerbbs.com/c1232bf2cd81d6505917521c8317fe0f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p>\n<p>今年天猫开心夜以“开心”为主题，是从情感侧加强了与受众的联系；而如何做好业务侧承接，天猫618“生活总有新惊喜”的主题则提供了最好解答。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。</p>\n<p><b>首先是新品牌持续爆发，迎来商业新增量。</b>25万新品牌参与天猫618，是去年同期的2.5倍；1300万款商品上架，其中140万款是首次面世的新品；8200家新品牌亮相，包括第一次与天猫合作的经典国货、国际大牌，以及原生于天猫和淘宝的新品牌；在6月1日-6月15日期间，天猫618共计459个新品牌拿下细分行业TOP1。可以发现，不论是从数量上还是质量上，天猫618对新品牌的扶持成绩都是十分亮眼的。</p>\n<p>过去，在鞋服、美妆以及食品等日用消费品领域，新品牌想要实现规模化销售，是一件困难且短期内难以完成的事情。在天猫新品战略下，商业潮流开始转向，在天猫新品创新中心、天猫小<a href=\"https://laohu8.com/S/BBOX\">黑盒</a>等助力下，品牌的新品研发速度提升了2-5倍，新品上线即成爆品，新品成功率达到了60%。</p>\n<p>比如服饰品牌Bosie，这个由北大、清华一群学生2018年才创立的新品牌，入驻天猫不到两年销售额破亿。“天猫相当于我们的平台级合伙人”，Bosie的创始人之一刘光耀说道，通过天猫平台的品牌背书、精准流量、数据赋能，让Bosie这类创业品牌得以迅速成长。</p>\n<p><b>其次从行业新趋势角度，也能发现在天猫618期间得到展现。</b>在天猫开心夜的晚会现场，六大细分行业（美食、美妆、家装、消电、汽车、服饰）以子舞台的场景空间形式出现，展示了行业最新潮流风向。</p>\n<p>以消费电子行业为例，随着疫后居家需求爆发和消费升级大趋势，消费者普遍注重<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>、享受、健康以及颜值。而在这样的大趋势中，一大批新品牌开始冒头，比如云鲸、小熊家电、Shark等。</p>\n<p>同时，智能产品正加速走近消费者的生活当中，过去3年，天猫线上消费电子品类的智能<a href=\"https://laohu8.com/S/300024\">机器人</a>增长229%。</p>\n<p><img src=\"https://static.tigerbbs.com/76069ca425e9939de42dc394101df967\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p><b>最后是打造业务新玩法，让消费者和品牌共享购物节福利。</b>如天猫榜单“权威”上线，消费者跟着科学大数据“抄作业”，省去了挑花眼的繁琐；预售时间的调整，避开零点，也让消费者和品牌商家都大赞方便；加上多时段派发满减优惠、88vip额外领取补贴福利的直接优惠，让消费者以最简单的方式享受到折扣福利。</p>\n<p>在新品牌、新趋势以及新玩法的叠加之下，天猫成为助力消费者拥有新生活的主场舞台。</p>\n<p><img src=\"https://static.tigerbbs.com/c69be423e5953e7ab01633291adb638f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p>\n<p>天猫开心夜除了商业价值的体现，今年也更加突显了平台的社会价值思考。</p>\n<p>晚会当晚，有一个“新农人”的环节设置亮点十足。在这环节中，主持人分别与4位来自不同地方的新农人进行了互动，他们分别带着山东寿光的时令蔬菜、云南元阳的红米+咸鸭蛋、四川的甘孜松茸等，来自原产地的优质农副产品在舞台上进行了亮相，让人大饱眼福的同时，激发了想“大饱口福”的冲动。</p>\n<p><img src=\"https://static.tigerbbs.com/51c556242d52fe4cce0a8d97fbc6675a\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p>在这些新农人的身后，其实代表着五湖四海的种植户，以及各类产业带。乡村经济的发展是近年来关注的热点，天猫在这一方面无疑走在了前列。</p>\n<p>今年618，天猫上线了产业带会场“源头直供”，小二们在天猫618期间直接面向原产地，开启的第1个小时，就卖出了150万颗<a href=\"https://laohu8.com/S/LIZI\">荔枝</a>、10万箱樱桃、80万颗柠檬；开启的第3个小时，云南多肉种植户黄培合的直播间就收到了5000多个订单，满载猕猴桃的卡车从陕西武功县密集发车。</p>\n<p>从消费者层面来说，他们“吃得好、快、早”的需求得到了满足；而在供给侧，阿里助力乡村物流新基建完善的基础上，保障了<a href=\"https://laohu8.com/S/000061\">农产品</a>“能上行、跑得远”，解决了农产品进城的“最先一公里”问题。</p>\n<p>如同阿里研究院高级专家左臣明所说，乡村振兴是一支“协奏曲”，在西部电商加速追赶的过程中，政策、产业、基建、人才与平台均是不可或缺的因素。这其中，又以培育核心产业为重中之重。</p>\n<p>天猫将自身清晰定位在提振乡村经济之路上的服务者，通过成熟的平台号召力和更完善的技术能力，为行业发展激发更大潜能。</p>\n<p>天猫开心夜的圆满落幕，代表的不仅是一场成功的娱乐视听晚会，更是平台通过形式、内容上的创新，将消费者—品牌—行业三者之间的关系紧密连接，达成了一次有效的沟通。</p>\n<p>此外，它让新老品牌得到更好成长、让消费者选择更加丰富、引领行业破局寻找新增长点、助力乡村经济等业务侧承接的创新，也赋予了这场晚会“新”的心智和内涵。</p>\n<p>作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>从天猫618，看后电商时代如何从“新”出发</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n从天猫618，看后电商时代如何从“新”出发\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/27\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/08f34cc62ee54134a6a68fe6538c26f8);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">华商韬略 </p>\n<p class=\"h-time\">2021-06-17 23:10</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<blockquote>\n 让购物回归最简单纯粹的开心。\n</blockquote>\n<p>昨晚，天猫开心夜圆满落幕，给我们呈现的不止是片刻绚烂、华丽的舞台，还有许多深刻的商业思考。</p>\n<p><img src=\"https://static.tigerbbs.com/73b05fbcdd3bf4e092f794953fcde5bf\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p>\n<p>“我们一直在思考，商业晚会还有没有创新的玩法？我们还能从哪些方面去探索一些新的路径？在保留演唱元素的基础上，我们还能否寻找到一些更有新鲜感的内容？”今年天猫开心夜的制片人王琴在接受媒体采访时说道。</p>\n<p><img src=\"https://static.tigerbbs.com/4200d36a11d1618fcff8e15a40c66891\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p>七年前，电商晚会的历史还是一张白纸，没有人知道怎么去做，也没有能复制的模板。随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。</p>\n<p>近些年，电商晚会参与者变得越来越多，虽然大家在时间选择上并不完全相同，但从形式内容上看，却越来越呈现出同质化现象，整体看下来和跨年晚会、节日晚会等形式重合度较高，难让人感知到电商晚会的独特价值所在。</p>\n<p>在同质化愈发明显的背景下，电商晚会如何通过形式编排、舞台互动、内容设计实现破局，成为了各家电商平台所面临的共同难题。</p>\n<p>在这个问题上，天猫给出的回答应该能够给我们一点新思考。2018年天猫双11晚会设立终极大奖，观众们积极参与希望成为“欧气锦鲤”，这种高黏性、高情感投入、高参与度的设计，后来被同行电商晚会争相模仿；去年，天猫首创穿屏直播，将淘宝直播搬上了舞台中央，刷新晚会新模式，让娱乐与电商业务之间的融合与联系更紧密，进一步加速了电商生态的进化。</p>\n<p><b>今年天猫开心夜在内容设计上所体现出的“新”，</b>除了全明星阵容的歌舞演绎，还邀请创业新农人代表参与到晚会节目当中，让最有活力的一群创业人得到更大展示舞台，丰富了晚会背后所体现的社会价值；晚会主题上更是高度扣题“开心”内核，在节目编排、口播植入、舞台设计等因素的综合作用下，让“看得开心，买得开心”这一理念得以深入人心。</p>\n<p><b>从业务互动看天猫开心夜所体现的“新”，</b>晚会设立6大子舞台对应惊喜送礼空间和5大生活场景空间，把新商品、新生活方式巧妙搬上舞台，增加现场互动的沉浸感体验；其中穿插了“1万场开心夜”的创新形式，旨在让天猫618期间同步“上演”1万场淘宝直播秀，让每一场直播都成为一场小型晚会秀。</p>\n<p><img src=\"https://static.tigerbbs.com/dec52f9b0782850de082a90d1714a4c4\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p>总的来看，今年天猫开心夜之所以能够再创新高、焕发新惊喜，最核心的原因在于其更加丰富了电商晚会的内涵，真正做到了将“消费者—品牌商家—行业”三方紧密链接，并让各方都有所乐、有所获。</p>\n<p><b>对于消费者来说，在享受视听盛宴的同时，也能获知更多新商品、新潮流的信息；对于品牌方来说，它们有了更大的平台展示，能带来新客群、新增量；而对于行业来说，是最新行业趋势露出的绝佳平台，可以有效降低渗入大众心智的中间成本。</b></p>\n<p><img src=\"https://static.tigerbbs.com/c1232bf2cd81d6505917521c8317fe0f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p>\n<p>今年天猫开心夜以“开心”为主题，是从情感侧加强了与受众的联系；而如何做好业务侧承接，天猫618“生活总有新惊喜”的主题则提供了最好解答。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。</p>\n<p><b>首先是新品牌持续爆发，迎来商业新增量。</b>25万新品牌参与天猫618，是去年同期的2.5倍；1300万款商品上架，其中140万款是首次面世的新品；8200家新品牌亮相，包括第一次与天猫合作的经典国货、国际大牌，以及原生于天猫和淘宝的新品牌；在6月1日-6月15日期间，天猫618共计459个新品牌拿下细分行业TOP1。可以发现，不论是从数量上还是质量上，天猫618对新品牌的扶持成绩都是十分亮眼的。</p>\n<p>过去，在鞋服、美妆以及食品等日用消费品领域，新品牌想要实现规模化销售，是一件困难且短期内难以完成的事情。在天猫新品战略下，商业潮流开始转向，在天猫新品创新中心、天猫小<a href=\"https://laohu8.com/S/BBOX\">黑盒</a>等助力下，品牌的新品研发速度提升了2-5倍，新品上线即成爆品，新品成功率达到了60%。</p>\n<p>比如服饰品牌Bosie，这个由北大、清华一群学生2018年才创立的新品牌，入驻天猫不到两年销售额破亿。“天猫相当于我们的平台级合伙人”，Bosie的创始人之一刘光耀说道，通过天猫平台的品牌背书、精准流量、数据赋能，让Bosie这类创业品牌得以迅速成长。</p>\n<p><b>其次从行业新趋势角度，也能发现在天猫618期间得到展现。</b>在天猫开心夜的晚会现场，六大细分行业（美食、美妆、家装、消电、汽车、服饰）以子舞台的场景空间形式出现，展示了行业最新潮流风向。</p>\n<p>以消费电子行业为例，随着疫后居家需求爆发和消费升级大趋势，消费者普遍注重<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>、享受、健康以及颜值。而在这样的大趋势中，一大批新品牌开始冒头，比如云鲸、小熊家电、Shark等。</p>\n<p>同时，智能产品正加速走近消费者的生活当中，过去3年，天猫线上消费电子品类的智能<a href=\"https://laohu8.com/S/300024\">机器人</a>增长229%。</p>\n<p><img src=\"https://static.tigerbbs.com/76069ca425e9939de42dc394101df967\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p><b>最后是打造业务新玩法，让消费者和品牌共享购物节福利。</b>如天猫榜单“权威”上线，消费者跟着科学大数据“抄作业”，省去了挑花眼的繁琐；预售时间的调整，避开零点，也让消费者和品牌商家都大赞方便；加上多时段派发满减优惠、88vip额外领取补贴福利的直接优惠，让消费者以最简单的方式享受到折扣福利。</p>\n<p>在新品牌、新趋势以及新玩法的叠加之下，天猫成为助力消费者拥有新生活的主场舞台。</p>\n<p><img src=\"https://static.tigerbbs.com/c69be423e5953e7ab01633291adb638f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p>\n<p>天猫开心夜除了商业价值的体现，今年也更加突显了平台的社会价值思考。</p>\n<p>晚会当晚，有一个“新农人”的环节设置亮点十足。在这环节中，主持人分别与4位来自不同地方的新农人进行了互动，他们分别带着山东寿光的时令蔬菜、云南元阳的红米+咸鸭蛋、四川的甘孜松茸等，来自原产地的优质农副产品在舞台上进行了亮相，让人大饱眼福的同时，激发了想“大饱口福”的冲动。</p>\n<p><img src=\"https://static.tigerbbs.com/51c556242d52fe4cce0a8d97fbc6675a\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p>\n<p>在这些新农人的身后，其实代表着五湖四海的种植户，以及各类产业带。乡村经济的发展是近年来关注的热点，天猫在这一方面无疑走在了前列。</p>\n<p>今年618，天猫上线了产业带会场“源头直供”，小二们在天猫618期间直接面向原产地，开启的第1个小时，就卖出了150万颗<a href=\"https://laohu8.com/S/LIZI\">荔枝</a>、10万箱樱桃、80万颗柠檬；开启的第3个小时，云南多肉种植户黄培合的直播间就收到了5000多个订单，满载猕猴桃的卡车从陕西武功县密集发车。</p>\n<p>从消费者层面来说，他们“吃得好、快、早”的需求得到了满足；而在供给侧，阿里助力乡村物流新基建完善的基础上，保障了<a href=\"https://laohu8.com/S/000061\">农产品</a>“能上行、跑得远”，解决了农产品进城的“最先一公里”问题。</p>\n<p>如同阿里研究院高级专家左臣明所说，乡村振兴是一支“协奏曲”，在西部电商加速追赶的过程中，政策、产业、基建、人才与平台均是不可或缺的因素。这其中，又以培育核心产业为重中之重。</p>\n<p>天猫将自身清晰定位在提振乡村经济之路上的服务者，通过成熟的平台号召力和更完善的技术能力，为行业发展激发更大潜能。</p>\n<p>天猫开心夜的圆满落幕，代表的不仅是一场成功的娱乐视听晚会，更是平台通过形式、内容上的创新，将消费者—品牌—行业三者之间的关系紧密连接，达成了一次有效的沟通。</p>\n<p>此外，它让新老品牌得到更好成长、让消费者选择更加丰富、引领行业破局寻找新增长点、助力乡村经济等业务侧承接的创新，也赋予了这场晚会“新”的心智和内涵。</p>\n<p>作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。</p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/99cd66607b91f8f8a8c0f892e2e96a20","relate_stocks":{"BABA":"阿里巴巴","09988":"阿里巴巴-W"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1105666914","content_text":"让购物回归最简单纯粹的开心。\n\n昨晚，天猫开心夜圆满落幕，给我们呈现的不止是片刻绚烂、华丽的舞台，还有许多深刻的商业思考。\n\n“我们一直在思考，商业晚会还有没有创新的玩法？我们还能从哪些方面去探索一些新的路径？在保留演唱元素的基础上，我们还能否寻找到一些更有新鲜感的内容？”今年天猫开心夜的制片人王琴在接受媒体采访时说道。\n\n七年前，电商晚会的历史还是一张白纸，没有人知道怎么去做，也没有能复制的模板。随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。\n近些年，电商晚会参与者变得越来越多，虽然大家在时间选择上并不完全相同，但从形式内容上看，却越来越呈现出同质化现象，整体看下来和跨年晚会、节日晚会等形式重合度较高，难让人感知到电商晚会的独特价值所在。\n在同质化愈发明显的背景下，电商晚会如何通过形式编排、舞台互动、内容设计实现破局，成为了各家电商平台所面临的共同难题。\n在这个问题上，天猫给出的回答应该能够给我们一点新思考。2018年天猫双11晚会设立终极大奖，观众们积极参与希望成为“欧气锦鲤”，这种高黏性、高情感投入、高参与度的设计，后来被同行电商晚会争相模仿；去年，天猫首创穿屏直播，将淘宝直播搬上了舞台中央，刷新晚会新模式，让娱乐与电商业务之间的融合与联系更紧密，进一步加速了电商生态的进化。\n今年天猫开心夜在内容设计上所体现出的“新”，除了全明星阵容的歌舞演绎，还邀请创业新农人代表参与到晚会节目当中，让最有活力的一群创业人得到更大展示舞台，丰富了晚会背后所体现的社会价值；晚会主题上更是高度扣题“开心”内核，在节目编排、口播植入、舞台设计等因素的综合作用下，让“看得开心，买得开心”这一理念得以深入人心。\n从业务互动看天猫开心夜所体现的“新”，晚会设立6大子舞台对应惊喜送礼空间和5大生活场景空间，把新商品、新生活方式巧妙搬上舞台，增加现场互动的沉浸感体验；其中穿插了“1万场开心夜”的创新形式，旨在让天猫618期间同步“上演”1万场淘宝直播秀，让每一场直播都成为一场小型晚会秀。\n\n总的来看，今年天猫开心夜之所以能够再创新高、焕发新惊喜，最核心的原因在于其更加丰富了电商晚会的内涵，真正做到了将“消费者—品牌商家—行业”三方紧密链接，并让各方都有所乐、有所获。\n对于消费者来说，在享受视听盛宴的同时，也能获知更多新商品、新潮流的信息；对于品牌方来说，它们有了更大的平台展示，能带来新客群、新增量；而对于行业来说，是最新行业趋势露出的绝佳平台，可以有效降低渗入大众心智的中间成本。\n\n今年天猫开心夜以“开心”为主题，是从情感侧加强了与受众的联系；而如何做好业务侧承接，天猫618“生活总有新惊喜”的主题则提供了最好解答。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。\n首先是新品牌持续爆发，迎来商业新增量。25万新品牌参与天猫618，是去年同期的2.5倍；1300万款商品上架，其中140万款是首次面世的新品；8200家新品牌亮相，包括第一次与天猫合作的经典国货、国际大牌，以及原生于天猫和淘宝的新品牌；在6月1日-6月15日期间，天猫618共计459个新品牌拿下细分行业TOP1。可以发现，不论是从数量上还是质量上，天猫618对新品牌的扶持成绩都是十分亮眼的。\n过去，在鞋服、美妆以及食品等日用消费品领域，新品牌想要实现规模化销售，是一件困难且短期内难以完成的事情。在天猫新品战略下，商业潮流开始转向，在天猫新品创新中心、天猫小黑盒等助力下，品牌的新品研发速度提升了2-5倍，新品上线即成爆品，新品成功率达到了60%。\n比如服饰品牌Bosie，这个由北大、清华一群学生2018年才创立的新品牌，入驻天猫不到两年销售额破亿。“天猫相当于我们的平台级合伙人”，Bosie的创始人之一刘光耀说道，通过天猫平台的品牌背书、精准流量、数据赋能，让Bosie这类创业品牌得以迅速成长。\n其次从行业新趋势角度，也能发现在天猫618期间得到展现。在天猫开心夜的晚会现场，六大细分行业（美食、美妆、家装、消电、汽车、服饰）以子舞台的场景空间形式出现，展示了行业最新潮流风向。\n以消费电子行业为例，随着疫后居家需求爆发和消费升级大趋势，消费者普遍注重智能、享受、健康以及颜值。而在这样的大趋势中，一大批新品牌开始冒头，比如云鲸、小熊家电、Shark等。\n同时，智能产品正加速走近消费者的生活当中，过去3年，天猫线上消费电子品类的智能机器人增长229%。\n\n最后是打造业务新玩法，让消费者和品牌共享购物节福利。如天猫榜单“权威”上线，消费者跟着科学大数据“抄作业”，省去了挑花眼的繁琐；预售时间的调整，避开零点，也让消费者和品牌商家都大赞方便；加上多时段派发满减优惠、88vip额外领取补贴福利的直接优惠，让消费者以最简单的方式享受到折扣福利。\n在新品牌、新趋势以及新玩法的叠加之下，天猫成为助力消费者拥有新生活的主场舞台。\n\n天猫开心夜除了商业价值的体现，今年也更加突显了平台的社会价值思考。\n晚会当晚，有一个“新农人”的环节设置亮点十足。在这环节中，主持人分别与4位来自不同地方的新农人进行了互动，他们分别带着山东寿光的时令蔬菜、云南元阳的红米+咸鸭蛋、四川的甘孜松茸等，来自原产地的优质农副产品在舞台上进行了亮相，让人大饱眼福的同时，激发了想“大饱口福”的冲动。\n\n在这些新农人的身后，其实代表着五湖四海的种植户，以及各类产业带。乡村经济的发展是近年来关注的热点，天猫在这一方面无疑走在了前列。\n今年618，天猫上线了产业带会场“源头直供”，小二们在天猫618期间直接面向原产地，开启的第1个小时，就卖出了150万颗荔枝、10万箱樱桃、80万颗柠檬；开启的第3个小时，云南多肉种植户黄培合的直播间就收到了5000多个订单，满载猕猴桃的卡车从陕西武功县密集发车。\n从消费者层面来说，他们“吃得好、快、早”的需求得到了满足；而在供给侧，阿里助力乡村物流新基建完善的基础上，保障了农产品“能上行、跑得远”，解决了农产品进城的“最先一公里”问题。\n如同阿里研究院高级专家左臣明所说，乡村振兴是一支“协奏曲”，在西部电商加速追赶的过程中，政策、产业、基建、人才与平台均是不可或缺的因素。这其中，又以培育核心产业为重中之重。\n天猫将自身清晰定位在提振乡村经济之路上的服务者，通过成熟的平台号召力和更完善的技术能力，为行业发展激发更大潜能。\n天猫开心夜的圆满落幕，代表的不仅是一场成功的娱乐视听晚会，更是平台通过形式、内容上的创新，将消费者—品牌—行业三者之间的关系紧密连接，达成了一次有效的沟通。\n此外，它让新老品牌得到更好成长、让消费者选择更加丰富、引领行业破局寻找新增长点、助力乡村经济等业务侧承接的创新，也赋予了这场晚会“新”的心智和内涵。\n作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。","news_type":1},"isVote":1,"tweetType":1,"viewCount":180,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":120280792,"gmtCreate":1624324607816,"gmtModify":1631891460953,"author":{"id":"3584574180952528","authorId":"3584574180952528","name":"Buddy_tree","avatar":"https://static.tigerbbs.com/4b2cac557b94430440b886d913a92836","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584574180952528","authorIdStr":"3584574180952528"},"themes":[],"htmlText":"求点赞，回复。","listText":"求点赞，回复。","text":"求点赞，回复。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":3,"repostSize":0,"link":"https://laohu8.com/post/120280792","repostId":"2145035774","repostType":4,"isVote":1,"tweetType":1,"viewCount":798,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":164365464,"gmtCreate":1624172724558,"gmtModify":1631891460965,"author":{"id":"3584574180952528","authorId":"3584574180952528","name":"Buddy_tree","avatar":"https://static.tigerbbs.com/4b2cac557b94430440b886d913a92836","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584574180952528","authorIdStr":"3584574180952528"},"themes":[],"htmlText":"可以帮我赞一个吗？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