马云亲自督战，阿里猛投30亿抢入口

21世纪经济报道02-08

马云缔造的阿里，AI大战仍在持续。　　2月7日，阿里千问宣布，“25元免单卡”权益截止日延长至28日。其“春节30亿免单”攻势的第一枪，前一天已从奶茶开打。　　阿里“春节请客”，关键词有两个：一是“免单”，聚焦高频吃喝玩乐场景；二是核心生态加盟，联动淘宝闪购、飞猪等业务。　　这场大战，得到马云本人的关注。　　4日晚上9点，他低调现身千问项目组，为一线团队注入信心。30亿元的额度，是阿里史上春节...

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　　这场大战，得到马云本人的关注。　　4日晚上9点，他低调现身千问项目组，为一线团队注入信心。30亿元的额度，是阿里史上春节活动投入最大的一笔，可能就有这位“永久合伙人”参与决策。　　阿里高管的首要目标，要将千问打造为超级APP，成AI时代用户的第一入口。　　“这不仅是30亿营销投入，也是阿里在AI时代争夺生活方式定义权的战略落子。”网经社电子商务研究中心分析师陈礼腾告诉《21CBR》记者。　　奶茶攻势　　马云的干将们，选择从高频的奶茶发动攻势。　　《21CBR》记者在6日打开千问看到，其已上线“1分钱喝奶茶”活动，并向用户发放一张价值25元的免单卡。　　千问同样设置裂变拉新的玩法：　　用户每邀请1位新朋友，可再领一张免单卡；邀请3位新用户，可参与抽奖，赢取价值1万元的生活卡。　　当日，记者在对话框发起下单需求，“帮我点杯奶茶”， AI根据所在地址，优先推荐附近热销的奶茶；使用免单卡后，支付1分钱即可下单。只是，记者尝试多次均未能成功下单。　　官方透露，活动上线不到3小时，千问APP已送出超100万单奶茶；上线9小时，下单超1000万单，可惜，大量交付出现延迟，千问都自嘲“累垮了”。　　豪掷30亿“买单”，马云等阿里高管，试图在AI应用战场打开一条新路。　　大部分AI助手停留在“聊聊天、提建议”阶段，千问则要更进一步，从“给建议”走向“会办事”，融入真实生活。　　千问，在生活场景中已能丝滑运转。　　《21CBR》记者实测发现，向千问App提出需求后，可在平台内走通从接收需求、提出建议、到完成交易的全流程。　　以出行来说，一句“去云南旅游”，千问先会提供一份干货攻略与避坑指南，再提供飞机、高铁、自驾三种出行方案，并列明优缺点；飞机、高铁直达方案可联动飞猪推荐班次，支持直接订票。　　据内部人士透露，AI买电影票功能正在灰测，即将全面上线。　　“春节是用户习惯养成的关键窗口，阿里是以真金白银的免单活动，撬动行为迁移。”　　陈礼腾向《21CBR》记者解释，阿里是以“免单”为诱饵，引导用户开展AI消费“初体验”，构建决策—支付—履约的闭环。　　这也符合马云个人的理念。　　2025年4月，他专门提到，高科技应该呵护人间烟火，科技人员的责任，“是让AI更懂人类、服务人类”。　　选将备战　　马云和他缔造的阿里帝国，在AI入口大战中已无退让空间。　　1月中旬，千问App月均活跃用户数，突破1亿，依旧难言领先。记者注意到，官宣“免单”计划的2月2日，苹果App Store免费榜前十，正发红包的元宝居首，豆包第二，千问只排到第七。　　当马化腾亲为元宝造势时，很难想象，马云和他的团队可以无动于衷。　　“AI竞赛进入下半场，模型能力差距逐渐缩小，阿里亟需通过高频生活场景，抢占用户入口。”　　陈礼腾告诉记者，千问的核心优势，是可以无缝调用飞猪订机票、高德规划行程等服务，无需外部谈判即可实现跨场景服务闭环。　　打赢AI入口大战，阿里高层早有运筹。　　2025年12月，阿里合并原智能信息、智能互联两个事业群，重组为千问C端事业群，涉及千问、夸克、AI硬件、UC、书旗等业务，且由85后副总裁吴嘉挂帅。　　吴嘉带队孵化夸克，推动其成为体系内增长迅猛的To C产品。　　2025年初，马云专门现身夸克办公区，和员工打了招呼。据报道，他钦点吴嘉担任AI应用“新夸克”的负责人。　　吴嘉掌舵千问，生态内资源悉数注入，仅一个多月，千问即接入淘宝、高德等核心产品，覆盖用户吃喝玩乐、衣食住行全场景。　　显然，若无最高层有力推动，千问无法如此迅速跨越部门间的藩篱。　　“AI拥有超强大脑之后，长出能触达真实世界的手和脚，在生活中实实在在地替用户‘干活’。”吴嘉公开称，千问的优势在于，结合“Qwen最强模型”与“阿里最丰富生态”。　　当时，即有千问内部人士透露，“就是在为春节攻势做准备”。　　《21CBR》记者注意到，活动页面显示，2月13日开始，请客活动将开启第二波，用户可领取现金红包，最高可得2888元。　　千问的投入不止于此。　　今年除夕，千问还一口气独家冠名四家卫视春晚，并同步发放专属口令红包。　　锚定入口　　动员“一家老小”参战，马云和阿里看到的，是一个全新的未来。　　简单来说，他们争的就两个字：入口。　　吴嘉本人即判断，未来入口与Agent的关系，类似微信和小程序、淘宝和商家的关系。　　“All in One是个趋势，未来不需要那么多分散入口。”他说。　　相信，这同样是马云等人的共识。　　千问打的算盘，是以AI原生超级入口实现“消费决策规划-交易执行”闭环，贴近用户核心需求；短期抢占心智，提升阿里系产品的粘性，长期带动交易转化，重构流量分发逻辑。　　吴嘉团队，现已培养出千问高完成度的执行能力，用户不必自行拆解需求、切换多个APP，一个千问就搞定。　　1月，千问升级，其可执行数字世界的任务类型，已多达400多种。　　千问所在的AI to C赛道，越来越沦为巨头的游戏，争抢日已激烈。　　一位资深投资人士向《21CBR》表示，新玩家进来，刚开始尚能坚持；待到一定阶段，跑到几家巨头的主赛道上去，则肯定打不过。　　“现阶段来看，AI to C还是偏流量特性。”他总结道。　　阿里高层耗资30亿元抢流量，且动员“全家桶”一起上前线，该打法看似激进，实则所图的目标很大。　　毕竟，“吃喝玩乐”均是高频刚需场景，其越早站住脚，就能越早积累交付能力，完成AI时代的迁移。　　阿里瞄准的，也绝非是一个封闭生态内的智能助手。据吴嘉透露，千问会在未来接入第三方产品，“这件事已在讨论中”。　　回归一年多来，马云公开露面不多，但他已身在新一轮大战的局中。（文章来源：21世纪经济报道）","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":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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