一只龙虾正在改写电商的经营

商业数据派04-01

AI经营，正从“可选项”变成“必选项”。文｜郭梦仪“提高大家的产出，而不只是提高大家的费用。”天猫总裁家洛的一句话，电商的“龙虾时代”正式拉开序幕。2026年春天，一只“龙虾”正在改写电商经营的底层逻辑。当OpenClaw在全球开发者社区掀起AI智能体热潮，当英伟达CEO黄仁勋称其“几周内就超越了Linux三十年的成就”，中国电商行业也迎来了真正的“Agent时刻”。3月26日，天猫在...

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Token Hub）事业群，这是全球首个以Token为组织架构主线的科技巨头。而在3月底，淘宝天猫上线了电商行业首个集成AI Agent的“龙虾版”生意管家。这并非简单的功能叠加，而是一次经营范式的重构——它意味着每个品牌都可以拥有一支一个店长+超级专家团+N个超级数字员工的“AI梦之队”。这一系列动作共同构成一场深刻变革的讯号：具备全栈AI能力的阿里巴巴，在积累了足够的基础能力之后，Agent正全面渗透其平台，并即将席卷整个中国电商行业。淘天集团商家平台总经理九鼎在TOPTALK上的一番话，也道出了AI在电商领域角色定位的根本性转变：“如果说过去的AI还是一个网络环境的工具、一个策略的建议，那么从今年开始，AI真正会变成全链路的能力，真正一个执行的、可以干活的先进生产力。”此前，AI就已成为驱动品牌未来增长的核心引擎。过去一年，淘宝天猫通过系列AI产品，在店铺分析、素材制作、客服接待等场景累计为500万商家节省千亿成本。其中，AI客服“店小蜜”累计服务3亿人次，成交转化效率提升30%；去年双11期间，店铺AI红包带来下单用户数增长41%。这些数字背后，是AI技术从“锦上添花”走向“经营刚需”的转变。淘天集团商家平台总经理九鼎介绍，“龙虾员工”将覆盖会员复购、88VIP、客服导购、新品研发、广告投放等全链路经营环节，在企业级安全环境下，帮助品牌低成本高效运营。“它不是一个简单的管理工具，也不是一个简单的机器人，它是真正的帮大家打造一个能干活的专属的数字员工。”九鼎如此定义“龙虾版”生意管家的核心价值。据介绍，淘宝的“龙虾”工作台生意管家，无部署门槛、无安全风险，商家可以在经营场景开箱即用。而“龙虾”员工可实时感知、及时响应，完成日常基础执行工作。诸如在店铺巡检场景，当AI自动巡店，发现某个爆款承接效率下降后，迅速识别出商品素材与价格两大问题点，并自主优化上架。有参与内测的商家表示，新版生意管家已可完成巡店制图、定价报名、客服导购等多项日常经营任务，商家可以从繁琐复杂的日常经营中解放出来，加大产品、服务上的决策和投入。传统的电商运营，是一场与时间的持久战：每日巡店耗时费力、素材制作成本高昂、广告投放依赖人工经验、客服响应难以做到千人千面。据天猫平台数据，售前、售中、售后三个环节最多可能包含用户800多个数据——这对传统人力服务模式构成了根本性挑战。“龙虾版”生意管家的解题思路是：构建一支模块化的AI Agent团队，让数据分析师、设计师、广告投手、导购各司其职，7×24小时不知疲倦地协同作战。AI数据分析师持续扫描经营状况，自动推送销售额、预警风险、识别机会，无需商家逐项查询；AI设计师快速生成素材，提供多套方案，支持一键生成宝贝；AI广告投手针对人群、出价、时段给出分析建议，支持一键授权执行、超限自动暂停；AI导购则能够理解用户潜在需求，主动沟通而非被动应答。设想一下，你经营一家服饰店铺，过去运营团队每天需要花费3-4小时进行数据巡检、素材制作和广告投放调整。而接入“龙虾版”生意管家后，AI数据分析师会在每天清晨自动推送前日经营数据，识别出哪些SKU转化率下滑、哪些流量渠道出现异常；AI设计师则能在几分钟内生成多套主图方案供选择；AI广告投手实时监控投放效果，自动暂停低效计划并追加高转化计划的预算。这意味着，运营团队可以将更多精力投入到策略制定和创意策划上，而非疲于应付重复性工作。02AI导购升级：加速转化重构“人货场”精准匹配AI经营的价值，不仅体现在降本增效，更在于对“人货场”关系的重新定义。淘天集团天猫品牌营销中心总经理苏誉进一步阐释了AI在新品研发全链条中的应用逻辑：从AI的整体洞察，到AI生款，再到AI虚拟消费者测款，最后到AI卖点学习实现千人千面的精准触达。这四步闭环，构成了天猫帮助品牌降低新品研发风险、提升“打爆”概率的技术底座。“如果错过了这一波AI能力的合作，对于很多品牌来讲，可能在新品的研发过程当中就会有流失。”苏誉在后续群访中坦言。在他看来，AI时代的能力可以帮助品牌在“卖货之前走很多步”：洞察消费者需求、研发适配产品、验证市场反馈，实现质的飞跃。以亚朵星球为例。依托天猫新品创新中心（TMIC）的AI洞察技术，亚朵星球捕捉到一组关键数据：深度睡眠中，消费者平均夜间翻身20次即触发不适反应。这一发现说明“记忆绵”在多姿态支撑场景下的产品机会。因此，亚朵根据此研发了记忆绵枕头，既实现了自身的爆发式增长，也为天猫成功孵化出全新的品类赛道。算法不再只看24小时内的点击，而是试图理解用户的人生变化——是否结婚了？是否有了宝宝？是否买了新房？是否在健身？这种长周期的记忆和洞察，让“百亿级AI红包”的投放变得精准而高效。据天猫披露，2026年平台将投入百亿规模的“店铺AI红包”，对高潜力新客、潜客及价格观望人群自动发放限时优惠。与传统红包的“广撒网”不同，AI红包的核心是，可以精细到每一个用户在每一次的访问、在什么时候给他发多少钱，能对平台和商家都是最大的ROI。这一策略的底气，来自淘宝天猫高质量用户池的持续扩大：接近6000万的88VIP会员规模，相当于全美国最高质量消费人群的总和。更值得关注的是“广告智能跟投”机制。对于商家投放的高转化广告，平台将进行智能跟投、出资补贴商品。过去一年，在天猫首发的超级新品为品牌贡献1200亿成交额，平均每5分钟诞生一款成交破百万的爆款。今年，天猫的超级新品宣布加码投入600亿级专属流量，让新品上市即打爆。在客服场景中，天猫的野心不止于“智能客服”——它要打造的是“AI导购”。平台新投入的万亿Token，将加速客服向AI导购的升级，覆盖售前、售中、售后全链路。AI导购不再是“被动应答”，而是主动识别用户意图、预判用户需求、在合适的时机主动沟通。“其实本质上它是给消费者提供一个更加定制化、特质化的、从端到端的整体服务，”九鼎指出，“我们也在重新思考客服的边界到底在哪里。”这种转变的商业价值是显而易见的。想象一下这样的场景：一位30岁的白领妈妈进入店铺浏览面膜。AI导购识别出她近期频繁浏览婴幼儿用品，判断她可能是一位新手妈妈，于是主动推荐适合敏感肌的补水面膜，并附上“哺乳期可用”的安全提示。当用户对某款面霜犹豫不决时，AI导购不是简单地重复产品参数，而是结合用户所在地区的天气数据，提醒“最近空气干燥，这款面霜的锁水效果很适合现在的季节”。这种基于深度用户洞察的主动服务，将客服从成本中心转变为价值创造中心。03AI经营时代的品牌经营主阵地回到那个根本性的问题：在AI经营时代，品牌为什么要选择天猫？家洛给出的答案是：保障大家的效率，提升大家经营的产出，而不仅仅是提高大家的费用。这一承诺的底层支撑，是天猫在过去一年展现出的确定性和增长势能。TOPTALK披露的数据：2025年，品牌在天猫高质量增长，年成交破亿元品牌商家同比增加15%，超13000个千万级品牌年成交实现双位数增长。1500个最靠谱的品牌平均增长率比大盘高出15-20%，其中超过46%的品牌获得双位数年度同比增长。更深层的原因在于，淘宝天猫正在构建面向AI时代的完整基础设施。从底层看，阿里云AI相关产品收入连续10个季度实现三位数增长，为上层应用提供了强大的算力和模型支撑；从中间层看，“龙虾版”生意管家、店小蜜、全站推广等AI工具形成了覆盖经营全链路的产品矩阵；从生态层看，淘宝天猫与品牌共同建设的Skill库，正在形成“越用越强、越强越用”的正向循环。对于AI的发展，何帆教授的判断是：不用焦虑。“如果是重大的技术革命，他不会只发一辆车，他会一辆车一辆车一起发。但这不是说遇到了新技术革命，我们就等着什么都不做就能够成为赢家。”而对于品牌而言，关键不在于焦虑地“追车”，而在于找到自己的“根据地”，在深耕行业的同时拥抱AI变革。淘宝天猫提供的，可能就是一个“根据地”——它既有确定性的用户基础和增长势能，又有面向AI时代的完整能力布局。AI经营的历史级机遇已经到来。对于品牌而言，问题不再是“要不要拥抱AI”，而是“如何更快地让AI成为核心生产力”。而淘宝天猫，正在努力成为那个答案。\n\n\n海量资讯、精准解读，尽在新浪财经APP","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,"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 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