看上微盟私域流量淘宝闪购要下哪盘棋

北京商报01-07

这一次，淘宝闪购拉上了微信的盟友。1月7日，北京商报记者从微盟获悉，微盟集团已与阿里巴巴集团旗下本地生活服务平台淘宝闪购达成战略合作，双方将围绕即时零售、数字营销、技术创新等领域展开多维业务合作与探索。　　淘宝闪购是即时零售赛道的实力选手，微盟是微信私域流量的资深玩家。公私域流量、商家供给资产、数字化经营能力等资源，是双方“联姻”的推手，也是当下急需补上的短板。　　双方各取所需　　从微盟和淘宝闪购...

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sale?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"ALBmain":0.6,"02013":1.96,"HBBD.SI":0.6},"content_text":"这一次，淘宝闪购拉上了微信的盟友。1月7日，北京商报记者从微盟获悉，微盟集团已与阿里巴巴集团旗下本地生活服务平台淘宝闪购达成战略合作，双方将围绕即时零售、数字营销、技术创新等领域展开多维业务合作与探索。　　淘宝闪购是即时零售赛道的实力选手，微盟是微信私域流量的资深玩家。公私域流量、商家供给资产、数字化经营能力等资源，是双方“联姻”的推手，也是当下急需补上的短板。　　双方各取所需　　从微盟和淘宝闪购具体的合作内容来看，双方将进行系统打通和业务协同，在商户资源上实现共享。例如微盟的商户能高效接入淘宝闪购平台，实现本地零售“到家、到店”一体化运营。　　这意味着淘宝闪购将借势获得更多本地生活领域的商家资源。根据微盟2025年上半年的财报数据，使用微盟SaaS产品等订阅方案服务的商家数量有5.9万家，覆盖本地生活、服饰、快消、美妆等领域。其中，有1227家品牌商家使用了微盟的智慧零售解决方案服务，这类商家每用户平均订单收入为179元，具有较强的经营黏性。　　和微盟合作，淘宝闪购能快速接入更多沉淀微信私域流量的中腰部商户，尤其是在服务类等非餐领域补齐供给短板，与美团形成直接竞争。不仅如此，去年7月起，微盟相继打通抖音和美团的团购券核销功能，强化到店与到家场景的融合。例如，通过将美团门店与小程序商城门店建联，商家可以实现线上线下多场景核销。这项能力也能增加淘宝闪购到店业务对消费者的吸引力。　　与之对应的，微盟也能借助淘宝闪购的流量池强化SaaS服务的拓客能力。2025年上半年，由于外部宏观环境，加之客户经营和预算收缩，微盟的智慧零售收入同比下降6.1%，为2.86亿元。近年来，微盟加速扩张抖音、美团、小红书和支付宝等渠道，既拉升公司在商家营销服务的收入，也企图增加订阅解决方案业务的客户吸引力，控制商家流失率。2026年，微盟还会继续深耕抖音渠道。　　公私域流量整合　　无论是微盟还是淘宝闪购，从深层来说，双方对公私域流量打通都有着强烈渴求。微盟商家希望能获得更多公域流量，而淘宝闪购也需要扩充更丰富的商家供给。不仅如此，双方的合作还打开了新的想象空间——如果商家在微盟小程序中接入淘宝闪购到店核销券，这或许能为其在淘宝闪购的到店经营增加新的私域流量入口。　　毕竟，微盟与腾讯生态有着非常深入的协同关系，前者是微信电商业务重要的服务商。例如2025年年初微信上线的“一件送礼”功能，就是靠微盟打通了小程序与微信小店的跳转链路，使用该功能的商家月会员环比平均增速达26%。2025年，微盟绑定的微信小店商家数量超过了300家，月GMV规模约5000万元，月度增长率约100%。　　据了解，微盟和淘宝闪购还会打通全域会员生态体系，实现双方营销产品互联。同时，双方将在企业级客户拓展、AI、数据运营等场景探索共建。也就是说，商家能有机会基于公域和私域流量的销售、会员数据分析用户消费偏好，如爆品、时段分布等，优化团购策略和库存管理。　　“微盟接入淘宝闪购，能为后者的即时零售生态体系提供运营服务。同时，微盟也能提升收入和利润。”百联咨询创始人、零售电商行业专家庄帅认为。　　电子商务交易技术国家工程实验室研究员赵振营也指出，微盟能扩大SaaS覆盖与订阅收入，淘宝闪购能补齐私域与商户运营能力，双方共同做大即时零售蛋糕，可以把“顾客资产”变成生态共有的增长引擎。　　粗放增长难持续　　电商存量博弈环境下，去年6月，阿里启动“大消费平台”战略后，便始终贯彻资源打通、流量聚合的竞争逻辑。饿了么、飞猪等业务纳入阿里中国电商事业群，大会员体系打通覆盖“吃、喝、玩、乐”场景。即时零售与远场电商进一步融合，品类的交叉带动作用激发更多服饰、美妆等非餐商家涌入即时零售赛道。　　据了解，上述敢于尝鲜的服饰、3C等商家，多为行业头部品牌，在线上线下渠道有着深厚运营经验，不少品牌也有微信小程序和社群私域沉淀。去年阿里加码淘宝闪购业务的进攻力度，商家一方面是被平台倾斜的流量红利吸引，另一方面也焦虑于流量增长的成本压力。市场中的应急、临时性需求成了商家拓客的新锚点。　　北京商报记者注意到，当前淘宝App里淘宝闪购的界面已变更为“淘宝闪购·极速版”，类似于过去饿了么的布局，品类简化为餐饮和超市百货。而3C数码、美妆等非餐品类移动至淘宝闪购App中。没有主站的强势引流，如何服务并留住这类非餐商家，刺激其经营积极性，淘宝闪购需要尽快补齐多品类服务的短板。　　过去，行业竞争多依赖低价补贴抢占市场，然而，当巨额流量补贴难以持续，电商的关注点也转移至商家数字化升级、公私域协同运营等深层价值上。为商家提供了跨平台、一体化的经营选择，也推动服务商与平台形成更深度的协同关系，强化了线上引流、线下履约到私域沉淀的全链路能力。　　即时零售行业正从粗放式增长转向精细化运营阶段。历经去年夏季激烈亏损之后，聚焦高价值用户的经营，精耕细作用户体验成了电商巨头更为在意之事。　　“电商的未来是精耕细作，获取顾客终身价值，而非跑马圈地。”赵振营认为，对商家而言，微盟与淘宝闪购的合作不是简单的渠道叠加，而是顾客经营能力的一次全面升级——谁先打通“获客—转化—复购—增值”的闭环，谁就能在本地零售的下半场占据主动。（文章来源：北京商报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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看上微盟私域流量淘宝闪购要下哪盘棋