618前瞻：拼、阿、京，今年谁能“灭了”谁？_老虎社区_美港股上老虎

618前瞻：拼、阿、京，今年谁能“灭了”谁？

凤凰网港股2021-06-02

京东618预售已经开启多日，延续之前的风格，今年的618也有自己的专属标签——“抄底人”。从阿里双十一的“尾款人”，到现在618的“抄底人”，中国的购物节总是拥有着多样的色彩。放眼全球，通过购物节的方式，来促进消费几乎已经成为国际商家的“套路”，如黑色星期五、超级星期六与亚马逊的会员促销日等。不管如何购物节名字如何，在购物节到来那日商家总是会变着法子让你多消费。因此，购物节那日往往是平台争夺最激烈...

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hihiha
·2021-06-03
活动期间的价格和平常一样！
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三人禾9
·2021-06-03
京东物流也该涨涨粉吧
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万象入星辰
·2021-06-03
今年是个分水岭
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玮君
·2021-06-03
电商的竞争是神仙打驾
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Youn7276
·2021-06-03
坐山观虎斗！
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4
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第N次大变革大分流
·2021-06-03
拼多多最狠
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5
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JsHappy
·2021-06-02
大家加油 O(∩_∩)O
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2
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追求复合增长
·2021-06-02
谁也灭不了谁，每个平台都有自己忠实的客户群体！相互竞争才会走的更远……这标题起的！你希望都灭掉吗……$阿里巴巴(BABA)$$拼多多(PDD)$$京东(JD)$
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9
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猛逃
·2021-06-02
这儿也内卷化了[疑问]
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2
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shib
·2021-06-02
就是敞亮的收智商税。6.18自然见分晓。现在进场我看还来得及摸一把[真香]
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1
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华尔街挤奶员
·2021-06-02
笑得我肚子痛[捂脸]
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1
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重庆老赵
·2021-06-02
收智商税的电商节坑多多走得了多远拭目以待
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1
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潜力股
·2021-06-02
26000优惠20，这特么618[喷血]
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5
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01 -到底是谁的618京东618原本是京东的店庆月，按照商业的惯例，这一天就京东会推出一系列活动来反馈消费者。与阿里的“双十一”不同，京东的618活动可谓是师出有名。毕竟，双十一是大众喜闻乐见的文化中包装出来一个购物节，而京东的618是平台店庆日，这天来个大促销完全名正言顺。可是就是这个师出有名的618，京东当日销量就是不尽人意，2020年618活动期间，京东累计下单金额仅为2692亿，而其老对手阿里的天猫的累计下单金额达到6982亿元，是就东的2.6倍。(图片来源：海通证券研究所)如此大的差距，让就京东的618愧为主场，那么为何618购物节形成后，京东的主场形象为何被淡化了呢？1.京东与阿里的恩恩怨怨京东与阿里一直是死对头了，2009年阿里天猫率先推出了双十一的活动，作为竞争对手京东在次年加大力度打造618活动。但是由于商业模式的不同，京东618总是欠缺一力度，2020年双十一当天，天猫的总成交额就突破3700亿，超过京东整个618活动期间的交易金额。面对双十一这个巨大的生态购物流量，京东在2015年开始蹭双十一的热度，双方还为“双十一”的商标权对薄公堂，对于双十一商标归属至今都还没有定论。面对京东的出手，阿里在2017年也开始在618期间狙击京东，通过资本补贴、独家供应链等方式去淡化“京东”在618中的形象，使618成为全平台的购物节。2.拼多多三方势力的崛起在2018年之前，国内电商主要是阿里巴巴和京东之争，电商的两极格局一直稳定多年，期间也曾涌现大大小小的各类电商，然而它们均未能动摇整个电商的格局。然而，就在京东与阿里争夺时，拼多多在两者的夹缝出诞生。通过“砍”与“拼”，与百亿补贴的口号，拼多多吸引了大量的用户群体。在今年的3月，拼多多公布了2020年第四季度及全年的财报，多项财务指标超市场预期。数据显示，拼多多2020年年度活跃买家数达7.88亿人，去年同期5.852亿，超过阿里与京东，行业排名首位。全年每活跃用户消费额为2115.2元，同比增加23%。（数据来源：根据公开资料整理）除了拼多多外，国美电器、苏宁易购等老牌的渠道商，也开始线上发力。国美的“真快乐”与苏宁易购在618期间也纷纷加入战场。此次618期间，苏宁在广东、广西、海南三省39城联动，活动期间主打“三省联动 10亿消费补贴”。国美在黄光裕出狱后，土气大增，宣布要打“真低价·持久战”，并承诺未来将携手厂商将低价常态化。在多方势的争夺下，618中的京东形象逐步淡化，618转变为各类平台促销好时机。虽说“京东”栽树，后人乘凉，但是在信息时代下，依托大众文化所打造的购物节不可能成为独家品牌。- 02 -不一样的618与往年不一样的是，今年618有着不同的生态环境。今年的春天对于互联网巨头来说格外的寒冷，国家市场监督管理总局对市场不正当补贴、“二选一”等垄断行为作出了严厉的处罚，相继开出创纪录的罚单。（数据来源：海通证券）由于电商平台打破了时空的限制，随着规模的扩大，在资本的逐利下电商平台型往往容易形成垄断局面。2020年以来中国加大了反垄断的力度，尤其是针对互联网平台的垄断行为进行打击。在此背景下，市场上阿里系与腾讯系等电商平台，今年都格外谨慎。根据反垄断指南，平台经济反垄断主要指向垄断协议、滥用市场支配地位、经营者集中等行为，严厉打击“大数据杀熟”、“平台二选一”等妨碍市场公平竞争的现象。在以往的618中，由于电商之间无序的竞争，在销售数据与销售方式存在不平等的竞争，如反垄断的重拳下，618生态环境将有新变化。反垄断政策改变了618竞争生态格局，在全新的生态下，电商之前竞争与商家平台选择将更加的多元化，商家多平台的品牌宣传，让本次618的电商平台竞争更有看点，各平台的供应链与物流核心等竞争力将是这次重要的竞争点。- 03 -谁也灭不了谁对于今年的618谁是销量冠军还是有点悬念，从往年数据来看，阿里系胜出可能性较大，但是由于今年阿里受到反垄断的处罚，今年的618阿里销售数据是否会有所“收敛“是一个值得深思的问题。双十一与618到底谁来才是王者，谁能一统江山，一直是吃瓜群众津津乐道的问题。对于这个问题，引用黄光裕出狱一句话：““对于竞争，谁也灭不了谁。“的确在如今的格局下，电商平台之间竞争，谁都难以取得压倒性的优势。前几年，阿里与京东的商业模式争论中，马云在其《阿里巴巴正传》的一书中提到了对京东的看法：”京东将来会成为悲剧，这个悲剧是我第一天就提醒大家的，不是我比他强，而是方向性的问题，这是没办法的。“(图片来源：百度图片)那里，马云抨击京东的核心原因在于京东自采自销模式，自建庞大的仓储基地与物流配送体系。随着交易量的攀升，人员规模的膨胀，企业管理容易失控。可是随着京东旗下，各个平台上市，京东这种模式优势开始逐步显现。京东模式对于下沉市场的用户有着更优质的用户体验。2021 年一季度京东年度活跃买家数同比增长29%至4.998 亿，较去年同期的3.874 亿同比新增超过1.12 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