淘宝内容电商成绩单公布：内容消费用户增长44%

新京报03-28

3月28日，2024淘宝内容电商盛典宣布，今年将新增百亿现金、千亿流量，真金白银在内容电商加大投入。　　去年12月淘宝内容电商事业部组建后，淘宝直播和逛逛团队合并，直播和短视频、图文首度打通。淘天集团内容电商事业部总经理程道放表示：“2024年淘宝的内容和电商，将从加法变为乘法，释放新一轮内容电商红利。” 　　过去的一年，淘宝内容电商强劲增长。盛典数据显示，2023年淘宝内容消费用户规模同比增长...

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transcripts announced: content consumer users increased by 44%","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"09988":1,"BABA":1},"content_text":"3月28日，2024淘宝内容电商盛典宣布，今年将新增百亿现金、千亿流量，真金白银在内容电商加大投入。 　　去年12月淘宝内容电商事业部组建后，淘宝直播和逛逛团队合并，直播和短视频、图文首度打通。淘天集团内容电商事业部总经理程道放表示：“2024年淘宝的内容和电商，将从加法变为乘法，释放新一轮内容电商红利。” 　　过去的一年，淘宝内容电商强劲增长。盛典数据显示，2023年淘宝内容消费用户规模同比增长44%；月成交破百万的直播间达1.2万个；新增内容创作者863万、新开播账号增77万。 　　在此次盛典上，程道放公布了今年更高的增长目标：用户规模同比增长100%，月成交破百万主播同比增长100%，GMV（成交总额）同比增长80%，他认为，这个目标意味着淘宝对内容电商高速增长、并坚定投入的信心和决心。为了实现这一目标，除了真金白银的重磅补贴，淘宝还将投入人力、资源来陪跑护航，推进内容X直播的全面融合，提升内容电商在淘内渗透率，常态化营销组大场打爆品。 　　他还表示，逛逛拥有短视频、图文笔记、短剧等内容形态，和直播融合后，打通了直播前种草蓄水、直播中成交爆发、直播后持续经营的全链路，从消费决策链路来看，淘宝端内种草拥有最优、最短的转化路径。品牌和商家在图文、短视频、短剧等内容形式上展开了与直播联动的尝试。 　　据艾瑞咨询《2023年中国直播电商行业研究报告》，中国直播电商持续增长，2023年成交额为4.9万亿，增速高达35%。2024年，内容电商进入下半场，行业竞争将更加激烈。（文章来源：新京报）","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":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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