618“静音”，电商巨头们都在忙什么

华夏时报网06-18 20:18

已经行至最高潮的今年618大促，依旧像是被按下静音键。　　6月18日，截至《华夏时报》记者发稿，各家电商平台均未披露618大促整体战报，京东、阿里两大核心大促玩家当日也未组织任何公开活动。　　随着战线越拉越长，2010年前后成为全网年中大促的618已经日渐常态化。相对于在线上卷流量、卷低价，电商巨头们正在线下即时零售的基建赛道里展开激烈角逐。　　618“静音”背后　　自618大促开始以来，各家平台...

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with","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/5d5fd76f211fd10eba5eb61079f93b4a","symbols_score_info":{"89888":0.6,"BIDU":1.86,"09618":1.93,"JD":1.93,"ALBmain":0.6,"BABX":0.6,"KBAB":0.6,"KJD":0.6,"09888":1.86,"BABA":1.91,"BABO":0.6,"BBYY":0.6,"BABW":0.6,"09988":1.91,"BABU":0.6},"content_text":"已经行至最高潮的今年618大促，依旧像是被按下静音键。　　6月18日，截至《华夏时报》记者发稿，各家电商平台均未披露618大促整体战报，京东、阿里两大核心大促玩家当日也未组织任何公开活动。　　随着战线越拉越长，2010年前后成为全网年中大促的618已经日渐常态化。相对于在线上卷流量、卷低价，电商巨头们正在线下即时零售的基建赛道里展开激烈角逐。　　618“静音”背后　　自618大促开始以来，各家平台时有局部战报发布，但除了宣布增长这个常规动作外，再无其他信息。这背后，电商平台、商家、消费者在经历多年卷低价后正在集体转向。　　一方面，监管层面的密集出手，为618大促的内卷竞争敲响警钟。　　据北京市市场监督管理局5月25日通报，为强化平台经济监管、规范“6·18”期间平台经营行为，其对17家重点平台企业开展约谈指导，要求严格落实“内卷式”竞争综合整治工作要求。　　6月11日，北京市市场监督管理局再度约谈淘宝（天猫）、京东、拼多多、抖音、小红书5家主流电商平台，通报平台“内卷式”竞争综合整治排查发现的第二批典型问题。　　此外，持续拉长的大促周期、常态化的百亿补贴等举措，虽平缓了平台物流与运营压力，但也彻底消解了消费者集中熬夜下单的消费热情。　　据《华夏时报》记者了解，今年618大促整体战线普遍超过一个月。抖音于5月15日率先启动618大促，天猫也于5月21日开启售卖，京东虽在5月30日才正式开启618大促，但它自5月中旬便上线了心动购物季，并持续至5月末。　　值得注意的是，相较于趋于平淡的线上大促，AI成为今年618各大电商平台的集体发力核心。京东此前明确表示，今年618与AI高度相关，是AI首次全场景、全产业融入京东618。阿里则在今年5月宣布通义千问与淘宝全面打通。公开资料还显示，早在今年3月，豆包已悄然推进购物闭环测试，用户购物无需跳转抖音App。　　百联咨询创始人庄帅在接受《华夏时报》记者采访时认为，618大促越发安静的核心在于电商行业已从规模扩张期转入存量精耕期，平台主动淡化GMV竞赛，转而聚焦利润与用户生命周期价值。他预期今年618整体成交额同比仅维持个位数微增，品牌与平台将更倚重会员粘性和“价格力”的日常化运营，大促的峰值效应持续钝化，总体走势平稳。　　海豚智库创始人李成东也对本报记者表示，大促数据不佳，电商平台组织公开活动的意义并不大，此外在资本市场，电商本身的关注度并不高，核心还是要看AI。　　比拼线下基建　　与日渐平淡的线上大促形成鲜明对比，电商巨头的线下基建布局竞争愈发激烈。　　一个最新的行业信号是，618前夕，市场传出京东、美团、阿里相继洽谈竞购朴朴超市的消息。目前京东、美团已对外否认收购朴朴超市的相关传闻，阿里方面则始终保持沉默。业界消息称，阿里已对朴朴超市开出15亿美元的收购报价。　　公开资料显示，朴朴超市主要布局华南市场，拥有超400个前置仓，2024年营收约300亿元。有业内人士向本报记者分析，美团完成收购叮咚买菜后，朴朴超市就成为生鲜前置仓赛道唯一独立头部玩家，巨头收购朴朴超市，可直接获取成熟的区域供应链与线下基础设施，省去长期自建的时间成本。　　已经全面融入电商平台即时零售版图的线下“硬折扣”超市，也成为电商巨头线下基建比拼的核心赛道。　　今年6月下旬是各家电商平台密集开店的一个关键节点。本报记者从盒马方面获悉，其将于6月26日在北京一次性开出6家社区折扣超市超盒算NB。美团旗下折扣超市快乐猴也在社交平台官宣，其天津首店将于6月26日正式开业。而京东此前已宣布，全国第11家京东折扣超市计划于6月底在安徽淮南正式营业。　　华南、华东、华北三大区域，是电商巨头折扣超市大战的核心主战场。　　据本报记者了解，超盒算NB最早聚焦华东市场，今年1月进军深圳、东莞等华南市场，有消息称，当前超盒算NB在全国已开设500家门店；美团快乐猴也从华东市场出发，去年8月在杭州开出首店，公开资料显示，其开业门店目前超过20家，今年4月其还首次进入华南市场；京东折扣超市则是去年8月在河北涿州开出首店，目前主要覆盖安徽、江苏等华东市场和河北、北京等华北市场。　　李成东认为，电商巨头扎堆开线下折扣店、集体竞购朴朴，本质是即时零售终局大战，线下是必争的基建。他对《华夏时报》记者表示，电商卷低价已经遭遇天花板，社区3公里居家场景则是高频刚需，线下折扣店、前置仓、社区店可以直接获取线下自然客流，实现线上线下流量互通，解决平台长期获客难题，“线下实体一旦形成规模，会形成流量、供应链、履约、会员四重壁垒，后来者很难追赶，属于零售赛道的长期战略卡位。”　　庄帅也认为，线下折扣店布局及对朴朴超市等标的的竞购并非孤立事件，而是即时零售从流量获取转向供应链与履约效率竞争的深化。他对本报记者分析称，电商巨头需要通过实体网点加密近场库存密度，降低末端配送边际成本，并以高频生鲜日百商品锚定社区客群，弥补线上流量红利见顶后的增长缺口，“这一系列动作标志着即时零售已进入基础设施重投入阶段，竞争正从线上延伸至线下的全链路。”（文章来源：华夏时报网）","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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