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中金:超8000万微信用户将成为淘宝长期用户增量

中金公司近日发布研报称,淘宝近日推出多项举措平衡消费者体验和商家经营:1)降低商家的经营门槛和经营成本,2)围绕平台定位设置商家规则和奖惩机制,3)为商家引入新增量。

在中金看来,阿里 “以用户为中心”的策略并不意味着要放弃商家,为用户提供好商品、好价格和好体验的主体依然是商家,平台需要平衡好消费者体验和商家经营。

针对退货退款环节,淘宝通过松绑仅退款、推出退货宝,降低商家退货退款成本。中金公司认为,阿里通过用户信用分、商家体验分和流程优化等方式在保障用户体验的基础上,有效降低商家经营成本,有利于打开平台长期货币化率空间,建设健康商家生态。

在新增量上,以体验分代替DSR评分体系,接入微信支付为商家带来新增量,鼓励商家服务好用户。淘宝此前上线了新版体验分体系,并将体验分与流量直接挂钩,好流量=好服务。中金认为,这既能够给商家正向激励,也给予了商家一套标准化的服务参考标准,鼓励商家服务好用户。

尤其值得注意的是,中金引用QuestMobile数据,微信独占用户中有超过8000万电商高频用户,认为这些以下沉和老年为主的客群有望成为淘宝的长期用户增量,商家或因此受益。

中金公司还认为,在“仅退款”问题上,阿里在自身经营中发现诸多问题,结合自身优势进行弥补,体现了公司的谦虚和务实之处,“阿里原本的经营以店铺为核心,在未来的竞争中,也仍然会在自身差异化优势与行业先进经验中谋求平衡发展”。

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