双11走过13年，见证阿里巴巴的变与不变_老虎社区_美港股上老虎

双11走过13年，见证阿里巴巴的变与不变

界面新闻2021-11-13

今年的双11，究竟有什么不同？ 2009年之前，11月11日还只是“光棍节”的代名词，那时天猫还叫淘宝商城，双11在令人震惊的全场五折包邮中登台亮相，很光棍地进入了中国人的生活。那一年的双11，销售额是5200万，27个品牌参与了活动，他们以为这只是一次促销，却不小心创造了历史。 2010年，“双11”的成长速度已经超出了想象，平均每秒超过2万元交易，商铺存货纷纷告急，181家店铺销售过百万，总...

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LawrenceCW
·2021-11-14
666
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tehcheong
·2021-11-14
Ok
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Linda2240
·2021-11-14
[微笑]
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moon88
·2021-11-13
赞
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- moon88:
  赞
  2021-11-13
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Ronaldhx
·2021-11-13
好
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一剑奈何
·2021-11-13
OK
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- 一剑奈何:
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  2021-11-13
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Youn7276
·2021-11-13
阅
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- harry1016:
  good
  2021-11-13
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HCBICE
·2021-11-13
[微笑] [微笑]
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blueline
·2021-11-13
很好继续进步
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- HCBICE:
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  2021-11-13
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Alexkoay
·2021-11-13
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- blueline:
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- Alexkoay:
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  2021-11-13
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EliTan
·2021-11-13
ok
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- 铭发:
  🐽
  2021-11-13
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- EliTan:
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EliTan
·2021-11-13
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成为今天的样子。\n到了2021年，13年过去了，阿里巴巴联动着数百万商家，形成了一个庞大的数字商业网络，一套非常强大的基础设施被建成了。每一年，在这一场盛大的消费狂欢之后，双11的一些变化也随之显现出来，而这写变化背后也同样折射着阿里巴巴的变与不变。\n从看增长到看质量，回归消费者体验与商家服务\n2021年的双11已经结束。今年的双11，从预售时间到满减规则，天猫的一系列动作的背后都呈现出不少变化。\n首先，肉眼可以观察到的是不同于往年，虽然阿里最终还是公布了5403亿的成交额数字，但在整个双11期间的战报少了很多，姿态上更加谦和，把更多注意力聚焦到服务消费者和商家上来。\n在媒体沟通会上，阿里巴巴副总裁、天猫行业负责人吹雪透露，双11项目组在8月份左右就已经启动，项目组一启动的时候就确立了今年的原则，所有的“变”和“不变”都以消费者体验为标尺。在双11开始之前，核心项目组主创人员做了很多消费者调研，邀请了很多消费者进行面对面的意见反馈，而最终他们也以消费者的体验做出了双11的设计。\n最终，10月20号晚上8点就进行预售、包括满减的门槛，满200元减30，这相比往年，门槛持续在降低，这些规则的制订实际上都是以消费者的诉求为出发点的。以及今年的新功能“分享购物车”的背后，原来是因为有消费者反馈“抄作业”有点麻烦，“是否有更好地方式方便我们抄作业？”\n所有的功能与规则都以消费者体验为标尺——而今年1月份天猫就已经确定饿了今年最重要的一个目标：提升消费者体验、商家体验。吹雪表示，这个目标从年初到双11会作为最重要的目标一直持续下去。\n除了消费者能够触手可及的变化，有一些变化是不那么明显的。\n今年的双11，阿里更重视绿色和社会责任了，这一年，体现社会价值的东西被放到了前所未有的重要位置。\n阿里巴巴集团首席市场官董本洪在发布会上提到了，走过13年的双11早已经成为中国人的节日，希望今年双11能够给到社会更多责任感、更温暖。\n比如双11的减碳计划，10月27日天猫上线了绿色会场。在此前9月份发布商家招商规则的时候，天猫也已经跟商家提出来希望他们更多提报绿色商品，鼓励他们用更多的绿色物流。\n在物流端，今年全国有6万菜鸟驿站都可以回收纸箱，技术端购买了4000万度绿电，都会在双11期间减少机器的耗能，预期在双11期间的机器耗能会下降50%，希望今年单位GMV的碳减排能在618的基础上进一步下降。\n在消费者端，天猫正式升级公益宝贝计划，其初衷是让公益参与到每个人的生活中，同时希望每个人的善意能够被更多人看见。\n\n10月22日，天猫和9个运动品牌一起发布“一只鞋计划”——因为有很多残障人士只需要买一只鞋，天猫希望有需要的人能够以半价的方式只买一只鞋。\n我们也可以发现，天猫和淘宝上越来越多这样“特殊的”商品，比如说聋哑人要用唇语口罩，这是我们普通人想象不到的需求。又比如说盲人用的电饭煲应该是怎么样的，还有比如说卡车司机在夜间开车的时候那种瞌睡提醒器，提醒他不要打瞌睡，还包括晚上工作的很多人要骑电动车，在路边行驶的时候，有电动车上安装的爆闪灯。\n“这样的产品在商品的比例中占的不是很大，但是对弱者的关怀是一个平台、社会做的事情，所以会在双11期间搭建特殊商品的会场，让这些人的需求得到更好的满足。”吹雪说。\n不管是承担更多的企业社会责任还是让消费者有更多感知，天猫都在变得越来越有温度。双11之前，阿里还上线了长辈版的淘宝，为了让老年人朋友能够更好地参与到双11，也让科技更好地服务老年朋友们。\n越来越开放的阿里巴巴\n在这些变化之上，阿里也在变得更开放，一系列动作都反映出来阿里巴巴的新姿态。\n11月1日，天猫“双11”开始支付第一波尾款。不少消费者发现，在使用支付宝付款时，除了可通过余额宝、银行卡快捷支付外，不少淘宝订单已支持银联云闪付进行支付。这也是支付宝向银联云闪付开放淘系支付场景后，银联云闪付首次参与到天猫“双11”之中。\n信息显示，今年8月，支付宝完成接入银联云闪付的技术研发，并逐步开放线上支付场景。第一步开放的交易场景是淘宝平台，目前淘宝85%商铺已经支持消费者通过云闪付付款。安装云闪付APP的用户，在淘宝购物提交订单后，即可在支付宝收银台直接选择“云闪付”支付。\n此外，今年“双11”除了国内支付领域在互联互通取得新进展之外，外卡组织也积极参与其中。据了解，美国运通发起的国内首个中外合资银行卡清算机构——连通，作为清算机构首次参与“双11”。这也意味着，今年网联、银联、连通三大清算机构首次齐聚。\n双11的变化，其实就是阿里巴巴的变化，也体现出中国互联网行业的变化。从追求数字增长，到追求更高质量，更包容性，更能有利于生态所有参与者的发展。从商业上的狂飙突进，走向商业和社会价值的统一。这些都是阿里巴巴新姿态的体现。\n今年，天猫升级了对于新品牌计划的投入，天猫要和产业一起创新、响应国家号召，把阿里的消费和数据技术向广义的社会输出的平台。中小品牌、新老品牌都在这个过程中与阿里一同成长。\n截至11月11日0点45分，已有411个去年成交额过百万的中小品牌，今年销售额突破千万；更有40个去年双11成交额千万级的品牌，在今年双11成交额突破了1亿元大关。\n此外，从11月1日到11日0点45分，已有382个品牌在天猫双11的成交额超过1亿元。其中不仅有华为、鸿星尔克等一大批人气国货品牌，也有苹果、欧莱雅等国际品牌。百雀羚、回力这样的老字号，蕉内、添可等新品牌，也跻身成交额过亿之列。\n吹雪认为，当下的天猫是在追求长期主义，长期性更利于对用户不断推出产品、不断解决用户需求，也可以帮助企业走得更远。\n在这个过程中，双11最终的GMV数据已经不再那么重要。从疫情开始以来，全球的供应链与消费市场动荡，双11从某种程度上讲已经不单纯是天猫的问题，而是更广义的社会消费的反映。\n而对天猫而言，它能做的，首先是让消费者能够找到他想买的东西，很友好地和他们交流，给他们提供比较好的服务；其次，是创造需求，让每个企业都能通过双11把最好的一面呈现给消费者；最后，依然是回归到新老用户的体验上，给消费者提供超出想象的商品。\n从这个层面上看，如今的双11已经成为全社会的消费季。而天猫要做的，就是努力推动这个消费季迈向高质量发展的新阶段。\n技术仍是核心支点\n当然，在这一切表面的变化之下，阿里巴巴也有它始终没有改变的东西。\n很明显，阿里仍然有非常清晰的战略，它对未来是非常坚定的。阿里从一开始就是一家技术驱动，创新驱动的公司，今年的双11，阿里在这方面依然非常坚决。在技术的支撑下，阿里巴巴加速推动消费互联网和产业互联网的融合，技术创新和商业创新，形成了正向循环。更好的技术，也意味着更高的能效，更低的能耗，也在有效助力绿色目标。\n又一年双11结束了，新的一年，双11的故事会怎么讲？用吹雪的话来讲，可能是，只要消费季能够解决消费者的问题，双11的生命力就不会下降。","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":873936052,"gmtCreate":1636823841715,"gmtModify":1636823841932,"author":{"id":"3568626352541392","authorId":"3568626352541392","name":"LawrenceCW","avatar":"https://static.tigerbbs.com/962262e528e64dff78a74edaba2a5aac","vip":1,"crmLevel":3,"crmLevelSwitch":0},"htmlText":"666","listText":"666","text":"666","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/873936052","repostId":1117552523,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":873997589,"gmtCreate":1636820277571,"gmtModify":1636820277571,"author":{"id":"3578129250739379","authorId":"3578129250739379","name":"tehcheong","avatar":"https://static.tigerbbs.com/c14ee1c980f4b6ec81f898cdf78bb91e","vip":1,"crmLevel":2,"crmLevelSwitch":0},"htmlText":"Ok","listText":"Ok","text":"Ok","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/873997589","repostId":1117552523,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":873995014,"gmtCreate":1636819297079,"gmtModify":1636819297079,"author":{"id":"3581665781703479","authorId":"3581665781703479","name":"Linda2240","avatar":"https://static.tigerbbs.com/f18a9b60dbd0321aa6fc8321e7a05a0d","vip":1,"crmLevel":1,"crmLevelSwitch":0},"htmlText":"[微笑]&nbsp;","listText":"[微笑]&nbsp;","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/873995014","repostId":1117552523,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":873991841,"gmtCreate":1636818483179,"gmtModify":1636818483179,"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