对标拼多多？“抖音商城版”上线 “低价秒杀”、“超值购”被摆在主页

东方财富03-27

3月26日，抖音在小米、华为、OPPO、vivo应用商店，以及应用宝等平台安卓上线了一款名为“抖音商城版”的电商购物类APP，不过潮新闻记者发现目前该款APP暂未在苹果APP Store上线，想体验的苹果用户可能还要再等一等。抖音的首款“综合性独立电商平台”据了解，这是抖音电商首次在抖音软件本体之外推出的“综合性独立电商平台”。抖音电商相关人士告诉潮新闻记者：“我们观察到部分用户在主动购物方面存在...

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Edition\" went online \"low price spike\", and \"value purchase\" was placed on the homepage","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{},"content_text":"3月26日，抖音在小米、华为、OPPO、vivo应用商店，以及应用宝等平台安卓上线了一款名为“抖音商城版”的电商购物类APP，不过潮新闻记者发现目前该款APP暂未在苹果APP Store上线，想体验的苹果用户可能还要再等一等。抖音的首款“综合性独立电商平台”据了解，这是抖音电商首次在抖音软件本体之外推出的“综合性独立电商平台”。抖音电商相关人士告诉潮新闻记者：“我们观察到部分用户在主动购物方面存在着旺盛的需求，为了更好地服务这些用户，抖音电商上线抖音商城版，帮助这些用户发现优价好物、便捷管理订单。”目前，安卓应用市场显示该软件已有1.6亿次安装。据安卓商城“关于应用”部分的介绍：抖音商城版是一款电商购物类APP，为用户提供商品浏览、查找搜索、购买商品或服务、物流查询、发表评价、分享商品等服务，用户可以通过APP获得更便捷的购物体验。在简要版APP的介绍里，它用上了“超值好物省心选”的关键字眼，总体来看，该款APP中的产品延续了抖音电商低价爆款引流的策略。左为从抖音本体进入商城显示界面，右为“抖音商城版”的主页。抖音商城版底部标签页面“复刻”抖音APP通过浏览该APP的主页面我们看到，该款APP“商城”主页的UI界面与抖音本体的“商城”标签非常相似，在“抖音商城版”一键登录个人账号以后，消息记录和信息等都将被同步，用户在“抖音商城版”可以点击“视频”标签刷短视频，可以在“消息”标签向好友发送消息，和在抖音区别不大，但与抖音本体不同的是，此处多了一个购物车标签。据抖音商城相关负责人介绍，2023 年，抖音电商的总成交额在2.2 万亿元左右。2021年4月，抖音电商总裁康泽宇首次提出了“兴趣电商”的概念。“低价专区”被放在显眼位置继续探索该APP，我们看到了两个显眼的专区，一个是“低价秒杀”，另一个是“超值购”。抖音商城版专区截图其中超值购专区，在每晚8点都会进行低价抢购活动，而低价秒杀区的“3元3件”，9元9件引人注目，抖音电商相关人士告诉记者，相较于早年对标阿里，如今抖音电商内部更多在对标拼多多，这意味着我们能够在抖音商城看到更多“3元专区”里那样较有性价比的商品。抖音电商正在“攻城略地”对于抖音电商目前的策略和动向，艾媒咨询首席分析师张毅分析：“抖音电商最开始多以直播电商或短视频挂车的形式进行流量变现，整体上用户因为其平台的‘内容属性’和直播生态所以活跃度比较高，设立独立的商城使得抖音能在利用自己的流量优势的基础上，将传统货架电商的目标客群吸引过来，弥补自己的短板，并对竞争对手的痛点精准打击。同时，进一步发力货架电商，很大可能是抖音希望突破直播电商的GMV天花板。”对于抖音电商来说，如果希望实现更高的业绩目标，就需要多管齐下，而不是靠直播电商相对单一的业态模式，并且这个模式还会受到市场竞争和政策的影响。综合来看，抖音电商现在是在攻城略地，对于现存的传统电商平台可能会是一个比较大的威胁。（文章来源：潮新闻）","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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