1688入淘，阿里硬刚拼多多，主战场却在海外

澎湃新闻03-29

阿里“长子”亲自下场，拼多多该如何迎战？1688把自己最核心的竞争力带入了淘宝——以品牌平替和大牌代工为代表的源头厂货供给。媒体发现，阿里集团“四小龙”之一的源头厂货直销平台1688近日在淘宝开了三家店——1688严选淘宝店、1688企业自采天猫店和1688工业行家选天猫店。据阿里内部人士透露，1688近期启动了全面入淘，后续这些1688的淘宝店会整合成一个类似天猫超市的频道，并在淘宝推出1688...

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overseas","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"09988":0.9,"BABA":0.6},"content_text":"阿里“长子”亲自下场，拼多多该如何迎战？1688把自己最核心的竞争力带入了淘宝——以品牌平替和大牌代工为代表的源头厂货供给。媒体发现，阿里集团“四小龙”之一的源头厂货直销平台1688近日在淘宝开了三家店——1688严选淘宝店、1688企业自采天猫店和1688工业行家选天猫店。据阿里内部人士透露，1688近期启动了全面入淘，后续这些1688的淘宝店会整合成一个类似天猫超市的频道，并在淘宝推出1688严选贴牌的源头厂货。对淘宝买家来说，源头货、出厂价、包邮买和免费退将成为消费新常态。首期三家店的商品全部由产业带源头厂商直供，消费品主打“严选”，工业品主打“行家选”。1688,可能是阿里旗下最“年长”的业务，长期以来，1688的商业模式以B2B为主。以往，人们对1688的印象是找工厂、是批发生意。但在过去一年中，1688的用户结构和供给发生了很大的变化。淘天集团公布的数据显示，目前1688专业买家数超6500万，跟小红书用户高度重合，主要是以“00后”为代表的“Z世代”和一、二线城市年轻的新中产。买家年龄平均25岁，女性居多。而此次入淘，也意味着，1688正从原来的“线上批发工厂”转变为“零批一体”的线上卖场。此外，1688在苹果商店下载量2月排行第一，也将在本月在韩国上线。1688出海，是否代表淘宝系将在海外大展拳脚？此外拼多多旗下的temu在国外也发展的不错，两家是否将在国内国外同台对打？对此，潇湘晨报记者陈诗娴和书乐进行了一番交流，本猴以为：这一战的关键，还是海外，而不是国内。淘宝既有的超级平台轻公司模式，已经不够适应当下的电商环境。其渠道需要进一步扁平化，让工厂店变成准淘宝自营，可以达成进一步价格扁平却又不会加重平台的效果。但这样的B端和C端同步的打法，也极为考验渠道和供应链能力。1688入淘，其针对是用更有品质的严选工厂店，来形成性价比上较之拼多多贴牌、白牌工厂店的优势，较之过去淘特的“以拼制拼”打法，要上一个台阶。同样逻辑，这一打法在国内上线，也会同样进击到国外市场，按照拼多多temu探索的路线图，用降维打击的方式，去吃下temu刚刚孵化好的市场。同时，1688自身还是围绕B端，只是通过接入淘宝的方式，形成C端覆盖。但这一切价格和品质优势的基础，都在于B端量大管饱和集约化供应，而剩余产能去C端掘金。理论上可以用长尾的量试图进一步获得价格的极限扁平。但也可能造成两线作战中的管理紊乱。至于海外市场，目前，服务B端的工厂店，确实在性价比上会高过拼多多。但temu在海外并不是全然走拼多多简单低价的策略，因此优势并不明显。作者 张书乐，人民网、人民邮电报专栏作者，中经传媒智库专家，资深TMT产业评论人","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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