电商平台“商家争夺战”：天猫放出免年费大招，单季最高奖励300万_老虎社区_美港股上老虎

电商平台“商家争夺战”：天猫放出免年费大招，单季最高奖励300万

时代周报03-12 18:34

2026年开年，不少创业者正在思考同一个问题：当一个新品牌进入商业化阶段，第一家电商店铺应该开在哪里？过去几年，这个答案变得不再单一。有人先在抖音直播间测试产品，有人通过小红书种草积累第一批用户，也有人直接进入拼多多，通过供应链优势快速放量。不同平台之间的分工逐渐清晰，也让越来越多创业者开始重新规划品牌的电商起点。在这样的变化背后，中国电商格局正在发生明显调整。在用户增长趋缓的背景下，平台之间的...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

暂无评论

热议股票

7x24

全部

{"i18n":{"language":"zh_CN"},"data":{"share":"https://www.laohu8.com/m/news/2618013983?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2026-03-12 18:34","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2618013983","market":"hk","top_or_hot":-1,"title":"电商平台“商家争夺战”：天猫放出免年费大招，单季最高奖励300万","media":"时代周报","content":"<div>\n<p>2026年开年，不少创业者正在思考同一个问题：当一个新品牌进入商业化阶段，第一家电商店铺应该开在哪里？过去几年，这个答案变得不再单一。有人先在抖音直播间测试产品，有人通过小红书种草积累第一批用户，也有人直接进入拼多多，通过供应链优势快速放量。不同平台之间的分工逐渐清晰，也让越来越多创业者开始重新规划品牌的电商起点。在这样的变化背后，中国电商格局正在发生明显调整。在用户增长趋缓的背景下，平台之间的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260312183540a6baa39e&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>电商平台“商家争夺战”：天猫放出免年费大招，单季最高奖励300万</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n电商平台“商家争夺战”：天猫放出免年费大招，单季最高奖励300万\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-03-12 18:34 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260312183540a6baa39e&s=b><strong>时代周报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>2026年开年，不少创业者正在思考同一个问题：当一个新品牌进入商业化阶段，第一家电商店铺应该开在哪里？过去几年，这个答案变得不再单一。有人先在抖音直播间测试产品，有人通过小红书种草积累第一批用户，也有人直接进入拼多多，通过供应链优势快速放量。不同平台之间的分工逐渐清晰，也让越来越多创业者开始重新规划品牌的电商起点。在这样的变化背后，中国电商格局正在发生明显调整。在用户增长趋缓的背景下，平台之间的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260312183540a6baa39e&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1115378108.SGD","symbol_name":"Eastspring Investments - Global Emerging Markets Dynamic AS SGD","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260312183540a6baa39e&s=b","article_id":"2618013983","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260312183540a6baa39e&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2618013983","pubTimestamp":1773311691,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"例如，当新商家群体在单季度贡献行业50%以上确收GMV时，平台将通过佣金返还或营销激励进行奖励，单店单季度最高可获得300万元激励。2023年，平台下调新商开店保证金；2024年9月开始免收天猫年费；2025年，新商经营达标后平台激励最高达到250万元，而今年这一激励额度已提升至单季度最高300万元。平台争夺新品牌资源天猫此次推出免年费政策，也被业内视为平台争夺新品牌资源的重要动作。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89988":"阿里巴巴-WR","LU1115378108.SGD":"Eastspring Investments - Global Emerging Markets Dynamic AS SGD","LU0210526637.USD":"JPM CHINA \"A\" (USD) ACC","IE00B543WZ88.USD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (USD) ACC","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","LU1481107354.HKD":"HSBC GIF HONG KONG EQUITY \"AD\" (HKD) INC","LU1720051017.SGD":"Allianz Global Artificial Intelligence AT Acc H2-SGD","LU0054237671.USD":"FIDELITY ASIAN SPECIAL SITUATIONS \"A\" INC","LU1366334578.USD":"ALLSPRING EMERGING MARKETS EQUITY INCOME \"A\" (USD) INC","LU0417516902.SGD":"Allianz China Equity Cl AT Acc SGD","LU1868837565.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"1\" (USD) ACC","LU0572939691.SGD":"Janus Henderson Horizon Asian Dividend Income A2 SGD","LU1044874839.SGD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"AGH\" (SGDHDG) ACC","LU0762542818.HKD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM\" (HKD) INC","LU0862451837.USD":"JPM EMERGING MARKETS DIVIDEND \"A\" (USD) INC (M)","LU1813983027.USD":"MANULIFE GF DRAGON GROWTH \"AA\" (USD) INC","LU0865486749.SGD":"Eastspring Investments - Asian Equity Income AS SGD-H","BK1610":"ETF&股票定投概念","LU0823426480.USD":"法巴中国股票经典Dis","HK0000306685.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) INC","LU0737861699.HKD":"FIDELITY CHINA FOCUS \"A \" (HKD) ACC","LU0651946864.USD":"贝莱德新兴市场股票收益A2","LU0577902611.USD":"FULLERTON LUX FUNDS - ASIA GROWTH & INCOME EQUITIE \"A\" (USD) ACC","LU1051768304.USD":"贝莱德新兴市场股票收益A6","LU0049853897.USD":"SCHRODER ISF EMERGING MARKETS \"A\" (USD) INC AV","LU0540923850.HKD":"ALLIANZ HONG KONG EQUITY \"A\" (HKD) INC","LU1880383440.USD":"AMUNDI FUNDS CHINA EQUITY \"A2\" (USD) INC","SG9999002463.SGD":"LionGlobal China Growth SGD","LU1515016050.SGD":"Blackrock Emerging Markets Equity Income A6 SGD-H","HK0000306701.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) INC","LU0634319403.HKD":"ALLIANZ HONG KONG EQUITY \"AT\" (HKD) ACC","LU2097828557.USD":"AZ EQUITY CHINA \"A\" (USD) ACC","LU0163747925.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY A ACC","LU2097828631.EUR":"AZ EQUITY CHINA \"A\" (EUR) ACC","LU0488056044.USD":"Allianz Asian Multi Income Plus Cl AM DIS USD","LU0211977185.USD":"EASTSPRING INVESTMENTS GREATER CHINA EQUITY \"A\" ACC","LU2097828714.EUR":"AZ EQUITY CHINA \"BAZ\" (EUR) ACC","LU2097828805.USD":"AZ EQUITY CHINA \"A-AZ\" (USD) ACC","LU0640798160.USD":"EASTSPRING INVESTMENTS GLOBAL EMERGING MARKET DYNAMIC \"A\" (USD) ACC","LU0396098781.USD":"ALLIANZ CHINA MULTI INCOME PLUS \"AT\" (USD) ACC","LU1224444064.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AM\" (USDHDG) INC","LU0048580855.USD":"富达大中华区A","LU2097828474.EUR":"AZ EQUITY CHINA \"A\" (EUR) ACC A","LU0873338254.USD":"FULLERTON LUX FUNDS - ASIA GROWTH & INCOME EQUITIE \"I\" (USD) INC","LU0577902538.SGD":"Fullerton Lux Funds - Asia Growth and Income Equities A Acc SGD","LU2242644610.SGD":"Fidelity China Innovation A-ACC-SGD","SG9999004220.SGD":"Nikko AM Shenton Asia Dividend Equity Fund  SGD","LU0856984785.SGD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED GROWTH \"ACH\" (SGDHDG) ACC","LU1224709979.USD":"FIDELITY CHINA FOCUS \"A\" (USD) ACC","LU0348805143.USD":"ALLIANZ ENHANCED ALL CHINA EQUITY \"A\" (USD) INC","LU0231483743.USD":"abrdn SICAV I - ALL CHINA SUSTAINABLE EQUITY \"A\" (USD) ACC","LU0149721374.USD":"HSBC GIF HONG KONG EQUITY \"AD\" INC","LU0315179316.USD":"EASTSPRING INVESTMENTS ASIAN DYNAMIC \"A\" (USD) ACC","LU0791590937.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"A\" (USD)","LU1282649810.SGD":"Allianz Asian Multi Income Plus Cl AMg DIS H2-SGD","LU2087589342.USD":"BGF ASIAN MULTI-ASSET INCOME \"A6\" (USD) INC","LU1770034418.SGD":"ALL CHINA EQUITY \"A\" (SGDHDG) ACC","LU0823041008.USD":"AMUNDI FUNDS EMERGING WORLD EQUITY \"A2\" (USD) ACC","LU0315178854.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"A\" ACC","LU0823038988.USD":"AMUNDI FUNDS ASIA EQUITY FOCUS  \"A2\" (USD) ACC","SGXZ90724238.SGD":"UNITED ASIA \"A\" (SGD) INC","LU0132412106.USD":"abrdn SICAV I - EMERGING MARKETS EQUITY \"A\" (USD) ACC","BK1618":"Manus概念股","LU0823039010.USD":"AMUNDI FUNDS ASIA EQUITY FOCUS  \"A2\" (USD) INC","LU1880398554.USD":"AMUNDI FUNDS GLOBAL EQUITY \"A2\" (USD) INC","LU0130518102.USD":"HARRIS ASSOCIATES GLOBAL EQUITY \"R\" INC","LU0477156797.USD":"HARRIS ASSOCIATES GLOBAL EQUITY \"RE\" (USD) ACC","LU1196710864.SGD":"Schroder ISF Emerging Markets Multi-Asset A Dis SGD-H","LU0117841782.USD":"JPM GREATER CHINA \"A\" (USD) INC","BK1615":"港股-互联网","LU1868838027.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"8\" (USD) ACC","LU1051769294.HKD":"BGF EMERGING MARKETS EQUITY INCOME \"A6\"(HKDHDG) INC","LU0261950983.USD":"FIDELITY ASIAN SPECIAL SITUATIONS \"A\" ACC","LU0499858602.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) ACC","LU1366334651.USD":"ALLSPRING EMERGING MARKETS EQUITY INCOME \"I\" (USD) INC","LU1048588211.SGD":"Blackrock Asian Dragon A2 SGD-H","LU0244354667.USD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" ACC","LU0588545730.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"ADM\" (USD) INC","LU1770036033.HKD":"NINETY ONE GSF ASIAN EQUITY \"A\" (HKD) ACC","LU0819121731.USD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED GROWTH \"AC\" (USD) ACC","LU0072462343.USD":"贝莱德亚洲巨龙基金","LU0588545904.SGD":"Eastspring Investments - Asian Equity Income ASDM SGD","IE00BMPRXN33.USD":"NEUBERGER BERMAN 5G CONNECTIVITY \"A\" (USD) ACC","LU2488822045.USD":"ALLIANZ CHINA HEALTHY LIVING \"AT\" (USD) ACC","LU1548497426.USD":"安联环球人工智能AT Acc","LU2257852520.SGD":"JPMorgan Funds - Asia Growth A (acc) SGD","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD","LU0871576103.HKD":"HSBC GIF CHINESE EQUITY \"AC\" (HKD) ACC","LU1810669033.SGD":"FTIF - Templeton Emerging Markets Dynamic Income A (Mdis) SGD-H1","LU0228367735.SGD":"Eastspring Investments - Asian Equity Fund AS SGD","BK1249":"综合零售","HK0000320223.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) ACC","LU0516422440.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"A\" (USD) ACC","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","LU1044875133.USD":"天利亚洲反向股票 AU Acc","LU0348783662.USD":"ALLIANZ ORIENTAL INCOME \"A\" (USDHDG) INC","LU0821914370.USD":"贝莱德亚洲成长领袖A2","LU1807302812.USD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (USD) ACC","LU1993786604.SGD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (SGD) ACC","LU0651947912.USD":"BGF EMERGING MARKETS EQUITY INCOME \"A5G\" (USD) INC","LU0502904849.HKD":"FIDELITY FUNDS  CHINA INNOVATION \"A\" (HKD) ACC","LU0029875118.USD":"TEMPLETON ASIAN GROWTH \"A\" INC","HK0000320264.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) ACC","LU0823397103.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) ACC","LU0608807433.USD":"TEMPLETON EMERGING MARKETS DYNAMIC INCOME \"A\" (USD) ACC","LU0259732245.USD":"EASTSPRING INVESTMENTS DRAGON PEACOCK A","LU0828237940.HKD":"SCHRODER ISF EMERGING ASIA \"A\" (HKD) ACC","LU0541502299.USD":"ALLSPRING  EMERGING MARKETS EQUITY \"I\" (USD) ACC","LU0819123356.HKD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED GROWTH \"AC\" (HKD) ACC","LU1328277881.USD":"MANULIFE GF DRAGON GROWTH FUND \"AA\" (USD) INC","LU0823397285.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) INC","LU0672654166.SGD":"FTIF - Templeton Asian Growth A (acc) SGD-H1","LU0314109678.HKD":"MANULIFE GF DRAGON GROWTH \"AA\" (HKD) INC","LU1328615791.USD":"FULLERTON LUX FUNDS - ALL CHINA EQUITIES \"I\" (USD) ACC","LU0048388663.USD":"SCHRODER ISF ASIAN OPPORTUNITIES \"A\" (USD) INC AV","LU1044876610.USD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"ZU\" (USD) ACC","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU0543330483.HKD":"TEMPLETON ASIAN GROWTH \"A\" (HKD) ACC","LU0254981946.USD":"HSBC GIF BRIC MARKETS EQUITY \"AC\" (USD) ACC","LU1642822792.SGD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"A\" (SGD) ACC","LU0700851271.USD":"NINETY ONE GSF EMERGING MARKETS MULTI-ASSET \"A\" (USD) ACC","LU0348783233.USD":"安联东方收入型 CI A Dis美元","SGXZ86797644.SGD":"MAYBANK ASIAN GROWTH AND INCOME-I \"A\" (SGDHDG) INC","LU0130103400.USD":"Natixis Harris Associates Global Equity RA USD","SGXZ62798434.SGD":"MAYBANK ASIAN GROWTH AND INCOME-I \"A\" (SGDHDG) ACC","LU1201861165.SGD":"Natixis Harris Associates Global Equity PA SGD","LU0011963245.USD":"abrdn SICAV I ASIA PACIFIC SUSTAINAB  LE EQUITY \"A\" (USD) ACC","LU1048484197.HKD":"ALLIANZ CHINA MULTI INCOME PLUS \"AT\" (HKD) ACC","LU0541501648.USD":"ALLSPRING  EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU0345775950.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) ACC","LU1323998911.USD":"BGF ASIAN MULTI-ASSET INCOME \"A\" (USD) ACC","LU0106252389.USD":"SCHRODER ISF EMERGING MARKETS \"A\" ACC","LU0531970944.HKD":"HSBC GIF BRIC EQUITY \"AC\" (HKD) ACC","LU0348827113.USD":"ALLIANZ RCM CHINA \"AT\" ACC","IE0003895053.USD":"PINEBRIDGE ASIA DYNAMIC ASSET ALLOCATION \"AD\" USD  ACC","LU0196878994.USD":"MANULIFE GF CHINA VALUE \"AA\" (USD) INC","LU0979878070.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"A\" (USD) ACC","LU0048597586.USD":"富达亚洲焦点A","LU1504937902.USD":"CT (LUX) I ASIAN EQUITY INCOME \"DUP\" (EUR) INC","HBBD.SI":"Alibaba HK SDR 5to1","LU0052750758.USD":"富兰克林中国基金A Acc","LU0791591158.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"I\" (USD) ACC","LU0531971595.HKD":"HSBC GIF CHINESE EQUITY \"AD\" (HKD) INC","LU1048596156.SGD":"Blackrock Asian Growth Leaders A2 SGD-H","LU2778985437.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"A\" (USD) INC","LU0611395673.USD":"NINETY ONE GSF EMERGING MARKETS EQUITY \"A\" (USD) ACC","IE00B5MMRT66.SGD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (SGDHDG) ACC","LU2152927971.USD":"NORDEA 1 ASIAN STARS EQUITY \"BP\" (USD) ACC","LU0708995153.HKD":"TEMPLETON EMERGING MARKETS \"A\" (HKD) ACC","LU0516423174.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (USD) ACC","LU1960683339.HKD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (HKD) ACC","LU0348788117.USD":"ALLIANZ EMERGING ASIA EQUITY \"A\" (USD) INC","LU0293314216.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"A\" (USD) ACC","LU1720050803.USD":"安联全方位中国股票基金","LU0359201612.USD":"贝莱德中国基金A2","LU1282651048.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AMG\" (USD) INC","LU1719994722.HKD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (HKD) ACC","BK1502":"双十一","LU0577902298.EUR":"FULLERTON LUX FUNDS - ASIA GROWTH & INCOME EQUITIE \"I\" (EUR) ACC","BK1501":"阿里概念股","LU2039709279.SGD":"MANULIFE GF DRAGON GROWTH \"AA\" (SGDHDG) INC","LU0463099449.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) ACC","IE00BZ08YR35.GBP":"GUINNESS BEST OF CHINA \"C\" (GBP) ACC","LU0543330566.HKD":"TEMPLETON BRIC \"A\" (HKD) ACC","LU2293587155.HKD":"ALLIANZ ORIENTAL INCOME \"AT\" (HKD) ACC","IE00BZ08YS42.EUR":"GUINNESS BEST OF CHINA \"C\" (EUR) ACC","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","IE00BZ08YT58.USD":"GUINNESS BEST OF CHINA \"C\" (USD) ACC","SG9999002562.SGD":"LionGlobal Asia Pacific SGD","LU0886674414.USD":"CT (LUX) I ASIAN EQUITY INCOME \"AUP\" (USD) INC","LU1251922891.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) ACC","LU0054450605.USD":"HSBC GIF GLOBAL EMERGING MARKTS EQ \"AD\" INC","IE00BMPRXR70.SGD":"Neuberger Berman 5G Connectivity A Acc SGD-H","LU0608807946.USD":"TEMPLETON EMERGING MARKETS DYNAMIC INCOME \"A\" Q (USD) INC","LU0737861772.HKD":"FIDELITY EMERGING ASIA \"A \" (HKD) ACC","SG9999001051.SGD":"United Asia Fund SGD","LU1303224171.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) INC","LU0823413587.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) ACC","LU0348825331.USD":"ALLIANZ CHINA EQUITY \"A\" (USD) INC","LU0589944569.HKD":"ALLIANZ EMERGING ASIA EQUITY \"AT\" (HKD) ACC","LU1211504680.USD":"ALLIANZ HIGH DIVIDEND ASIA PACIFIC EQUITY \"AM\" (USD) INC","LU1282649067.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AMG\" (USD) INC A","LU1794554557.SGD":"Allianz All China Equity AT Acc H2-SGD","LU0499858438.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) INC","LU0469268626.HKD":"AB FCP I-ASIA EX JAPAN EQUITY PTF(AD","LU0106959298.USD":"UBS (LUX) EQUITY FUND - EMERGING MARKETS SUSTAINABLE LEADERS (USD) \"P\" (USD) ACC","LU0572940350.SGD":"Janus Henderson Horizon Asian Dividend Income A3 SGD","SG9999001226.SGD":"UNITED SUSTAINABLE ASIA TOP 50 \"A\" (SGD) ACC","SG9999000327.SGD":"Schroder Asian Growth A Dis SGD","LU0029874905.USD":"TEMPLETON EMERGING MARKETS \"A\" INC","BK1608":"元宇宙概念","LU0828237510.HKD":"SCHRODER ISF BIC (BRAZ IN CH)\"A\" (HKD) ACC","LU0264606111.USD":"Janus Henderson Horizon Asian Dividend Income A2 USD","LU0449509016.USD":"HSBC GIF BRIC EQUITY \"AC\" (USD) ACC","LU0228659784.USD":"施罗德金砖四国基金","LU1981816686.USD":"EASTSPRING INV ASIAN MULTI FACTOR EQUITY \"A\" (USD) ACC","LU0516422366.SGD":"Fullerton Lux Funds - Asia Focus Equities A Acc SGD","LU0051755006.USD":"摩根大通中国A (dist)","LU0326950275.SGD":"Schroder ISF China Opportunities A Acc SGD-H","LU0516423091.SGD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (SGD) ACC","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","SG9999001689.USD":"施罗德亚洲成长股票","LU1282651121.HKD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AMG\" (HKD) INC","LU0431992006.USD":"摩根大通新兴市场机会A（acc）","LU0140636845.USD":"施罗德大中华区股票A Acc","LU2399975544.HKD":"ALLIANZ ALL CHINA EQUITY \"AT\" (HKD) ACC","BK1575":"同股不同权","LU0890818403.SGD":"JPMorgan Funds - Emerging Markets Dividend A (mth) SGD-H","LU1242518931.SGD":"Fullerton Lux Funds - Asia Absolute Alpha A Acc SGD","LU0127658192.USD":"EASTSPRING INVESTMENTS GLOBAL TECHNOLOGY \"A\" (USD) ACC","LU0106259558.USD":"SCHRODER ISF ASIAN OPPORTUNITIES \"A\" ACC","LU0898667661.SGD":"JPMorgan Funds - Asia Pacific Income A (mth) SGD-H","SG9999014674.SGD":"Nikko AM All China Equity A SGD","LU0577902371.SGD":"FULLERTON LUX FUNDS - ASIA GROWTH & INCOME EQUITIE \"I\" (SGD) ACC","LU0868486357.SGD":"JPMorgan Funds - Emerging Markets Opportunities A (acc) SGD-H","LU0593848301.USD":"未来资产亚洲卓越消费股票基金A","LU0588545490.SGD":"Eastspring Investments - Asian Equity Income AS SGD","LU1568876335.HKD":"ALLIANZ CHINA MULTI INCOME PLUS \"AMG\" (HKD) INC","LU0384037296.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AT\" (USD) ACC","LU0831103253.SGD":"JPMorgan Funds - Asia Pacific Income A (mth) SGD","LU1568876251.USD":"ALLIANZ CHINA MULTI INCOME PLUS \"AMG\" (USD) INC","LU0823040885.USD":"东方汇理新兴市场焦点股票基金","LU0229945570.USD":"TEMPLETON BRIC \"A\" (USD) ACC","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","BK1517":"云办公","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","LU2097829019.USD":"AZ EQUITY - BORLETTI GLOBAL LIFESTYLE \"AI\" (USD) ACC","LU0449515922.USD":"HSBC GIF GLOBAL EMERGING MARKETS EQUITY \"PC\" (USD)ACC","LU0862451753.SGD":"JPMorgan Funds - Emerging Markets Dividend A (mth) SGD","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","LU0605514214.HKD":"FIDELITY CHINA CONSUMER \"A\" (HKD) ACC","LU0762540952.USD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AC\" (USD) ACC","BK1142":"互联网与直销零售","LU0359201885.HKD":"BGF CHINA \"A2\" (HKD) ACC","BK1588":"回港中概股","LU0047713382.USD":"BGF EMERGING MARKETS \"A2\" ACC","LU0235996351.USD":"UBS (LUX) KEY SELECTION SICAV - ASIAN EQUITY (USD) \"P\" (USD) ACC","LU0417516738.SGD":"Allianz Hong Kong Equity AT Acc SGD","IE00B0169N27.USD":"STEWARD INVESTORS GLOBAL EMERGING MARKETS LEADERS \"I\" (USD) ACC","LU0577902454.USD":"FULLERTON LUX FUNDS - ASIA GROWTH & INCOME EQUITIE \"I\" (USD) ACC","LU1956131251.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\"MD (USD) INC","LU0456846285.SGD":"JPMorgan Funds - Greater China A (acc) SGD","SG9999002828.SGD":"Eastspring Investments Unit Trusts - Dragon Peacock A SGD","LU0594300419.USD":"富达中国消费基金A","SG9999000459.SGD":"Aberdeen Standard Pacific Equity SGD","BK1586":"云计算","LU1316542783.SGD":"Janus Henderson Horizon Global Technology Leaders A2 SGD","LU2476274720.SGD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (SGDHDG) ACC","LU0823413660.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) INC","SG9999001903.USD":"Aberdeen Standard Pacific Equity USD","LU0043850808.USD":"HSBC GIF ASIA EX JAPAN EQUITY \"AD\" INC","LU0642271901.SGD":"Janus Henderson Horizon Global Technology Leaders A2 SGD-H","LU2449936058.SGD":"SUSTAINABLE ASIA EQUITY \"AA\" (SGD) ACC","BK1584":"蚂蚁金服概念","LU1282649141.HKD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AMG\" (HKD) INC","BK1591":"就地过年概念","LU0594300179.USD":"FIDELITY CHINA CONSUMER \"A\" (USD) ACC","IE0008368304.USD":"STEWART INVESTORS WORLDWIDE LEADERS SUSTAINABILITY FUND \"I\" (USD) ACC","BK1521":"挪威政府全球养老基金持仓","LU2476274308.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (USD) ACC","LU0084288322.USD":"Natixis Asia Equity RD USD","LU0164865239.USD":"HSBC GIF CHINESE EQUITY \"AC\" (USD) ACC","LU0143863784.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES\"DU\" (USD) ACC","SG9999006514.SGD":"United Asia Consumer Fund SGD","LU0165289439.USD":"HSBC GIF ASIA EX JAPAN EQUITY \"AC\" ACC","LU0648000940.SGD":"Natixis Harris Associates Global Equity RA SGD","LU0287142896.SGD":"Fidelity China Focus A-SGD","LU0327786744.USD":"Janus Henderson Horizon China Opportunities A2 USD","LU1880398471.USD":"AMUNDI FUNDS GLOBAL EQUITY \"A2\" (USD) ACC","LU0164872284.USD":"HSBC GIF GLOBAL EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU0164880469.USD":"HSBC GIF HONG KONG EQUITY \"AC\" ACC","LU1880383366.USD":"东方汇理中国股票基金 A2 (C)","LU0143863198.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES\"AU\" (USD) ACC","LU0359202008.SGD":"Blackrock China Fund A2 SGD-H","LU0320764243.SGD":"FTIF - Templeton Emerging Markets A Acc SGD","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU1808992512.USD":"AB ALL CHINA EQUITY PORTFOLIO \"A\" (USD) ACC","LU2357305700.SGD":"Allianz Global Artificial Intelligence ET H2-SGD","SG9999006597.SGD":"United China-India Dynamic Growth SGD","LU1439103000.SGD":"Fidelity Greater China Multi Asset Growth & Income A-MINCOME(G)-SGD","LU0831093199.SGD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM3\" (SGDHDG) INC","LU0630378429.USD":"HSBC GIF ASIA PACIFIC EX JAPAN EQ HD \"AM2\" (USD) INC","LU0630378692.HKD":"HSBC GIF ASIA PACIFIC EX JAPAN EQ HD \"AM2\" (HKD) INC","LU3063872942.SGD":"FULLERTON LUX FUNDS ASIA EQUITIES \"I\" (SGD) ACC","LU0561508036.HKD":"ALLIANZ CHINA EQUITY \"A\" (HKD) INC","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0345776255.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) INC","LU0516422952.EUR":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (EUR) ACC","LU0417516571.SGD":"Allianz Oriental Income Cl AT Acc SGD","BABA":"阿里巴巴","LU1188198961.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) INC QV","LU0329678170.USD":"FIDELITY EMERGING ASIA \"A\" (USD) INC","LU0096374516.USD":"CT (LUX) I ASIA EQUITY INCOME \"DU\" (USD) ACC","LU1688375341.USD":"贝莱德中国灵活股票基金","LU0329678337.USD":"FIDELITY EMERGING ASIA \"A\" (USD)","LU0261947096.USD":"FIDELITY FUNDS  SUSTAINABLE ASIA EQUITY \"A\" (USD) ACC","LU0181495838.USD":"施罗德新兴亚洲A Acc","LU0061477393.USD":"CT (LUX) I ASIA EQUITY INCOME \"AU\" (USD) ACC","LU0214875030.USD":"HSBC GIF BRIC EQUITY \"M2C\" (USD) ACC","LU0762541174.USD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM2\" (USD) INC","LU0348784397.USD":"ALLIANZ ORIENTAL INCOME \"A\" (USD) ACC","IE00B0JY6N72.USD":"PINEBRIDGE GLOBAL EMERGING MARKETS FOCUS EQUITY \"A\" (USD) ACC","SG9999001093.SGD":"United Greater China Fund A Acc SGD","LU0128522744.USD":"TEMPLETON EMERGING MARKETS \"A\" ACC","LU1769817096.USD":"UBS (LUX) EQUITY SICAV - GLOBAL EMERG MARKETS OPPO \"P\" (USD) INC","LU0197773160.USD":"HSBC GIF ASIA PACIF EX JAPAN EQ HD \"AC\" ACC","LU0197773673.USD":"HSBC GIF ASIA PACIF EX JAPAN EQ HD \"AS\" (USD) INC","LU1769817179.HKD":"UBS (LUX) EQUITY SICAV - GLOBAL EMERG MARKETS OPPO \"P\" (HKD) INC","LU0607220059.USD":"SCHRODER ISF HONG KONG EQUITY \"A\" (USD) ACC","LU0251144936.SGD":"Fidelity Sustainable Asia Equity A-SGD","IE00BPRC5H50.USD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (USD) INC","IE0032431581.USD":"PINEBRIDGE GREATER CHINA EQUITY \"A\" (USD) ACC","LU0173614495.USD":"富达中国焦点A","LU0455707207.USD":"FIDELITY FUNDS  CHINA INNOVATION \"A\" (USD) INC","LU1720051108.HKD":"ALLIANZ GLOBAL ARTIFICIAL INTELLIGENCE \"AT\" (HKD) ACC","LU0650527681.SGD":"Fidelity China Consumer A-SGD","LU1831875114.USD":"SCHRODER ISF ALL CHINA EQUITY \"A\" (USD) ACC","LU1961090484.USD":"ALLIANZ ALL CHINA EQUITY \"A\" (USD) INC","LU0128522157.USD":"TEMPLETON ASIAN GROWTH \"A\" ACC","LU2045819591.USD":"Natixis WCM Global Emerging Markets Equity R/A USD","LU0320764755.SGD":"FTIF - Templeton Asian Growth A Acc SGD","09988":"阿里巴巴-W","LU2125910849.SGD":"Natixis WCM Global Emerging Markets Equity R/A SGD","LU0648948544.HKD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AM\" (HKD) INC","LU0784639295.USD":"JPM ASIA PACIFIC INCOME \"A\" (USD) INC (M)","LU0149534421.HKD":"SCHRODER ISF HONG KONG EQ \"A\" ACC","LU0169518387.USD":"JPM ASIA EQUITY \"A\" ACC","LU2125910500.SGD":"Natixis WCM Global Emerging Markets Equity H-R/A SGD","LU0675040207.SGD":"JPM ASIA PACIFIC EQUITY \"A\" (SGD) ACC","LU0441854154.USD":"JPM ASIA PACIFIC EQUITY \"A\" (USD) ACC","LU1655091459.SGD":"JPM ASIA PACIFIC INCOME \"A\" (SGD) INC A","LU0210527791.USD":"JPM ASIA PACIFIC INCOME \"A\" (USD) ACC","LU0823426308.USD":"法巴中国股票基金","LU0117844026.USD":"JPM ASIA PACIFIC INCOME \"A\" (USD) INC","LU0328353924.USD":"UBS (LUX) EQUITY SICAV - GLOBAL EMERGING MARKETS OPPORTUNITY (USD) \"P\" (USD) ACC","LU0370786039.SGD":"Fidelity Greater China A-SGD"},"translate_title":"E-commerce platform \"battle for businesses\": Tmall releases a big move of free annual fee, with a maximum reward of 3 million in a single season","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"BABA":1.93,"ALBmain":0.6,"HBBD.SI":0.6,"09988":1.93},"content_text":"2026年开年，不少创业者正在思考同一个问题：当一个新品牌进入商业化阶段，第一家电商店铺应该开在哪里？过去几年，这个答案变得不再单一。有人先在抖音直播间测试产品，有人通过小红书种草积累第一批用户，也有人直接进入拼多多，通过供应链优势快速放量。不同平台之间的分工逐渐清晰，也让越来越多创业者开始重新规划品牌的电商起点。在这样的变化背后，中国电商格局正在发生明显调整。在用户增长趋缓的背景下，平台之间的竞争正逐渐从流量争夺转向商家争夺，电商平台也开始重新争夺品牌创业入口。3月10日，天猫在新商、潜力商家大会上宣布，2026年持续降低商家成本，免年费，追加经营激励，加大专项扶持投入。时代周报记者获悉，天猫对所有新入驻商家免年费，提供30天免息贷款、生意参谋免费、运费险减免等20项普惠权益。对比2025年，天猫投入的商家经营激励翻倍。单品牌激励从全年封顶250万，增加到今年单季度300万。与此同时，天猫还宣布升级“千星计划”，计划在15个重点赛道培育10000个潜力品牌，并孵化2500个细分赛道领军品牌。时代周报记者从天猫处获悉，15个赛道涵盖美妆、母婴、个护、家清、鞋包服配、女装、男装、运动、户外、大小家电、家装、家居、汽车以及数码3C等领域。这一系列政策不仅是平台招商力度的升级，也反映了传统电商平台在新竞争格局下对品牌资源的强烈需求。谁能够成为新品牌创业的第一站，正在成为电商平台下一阶段竞争的重要战略变量。图源：图虫创意天猫加码新商招商在此次新商大会上，天猫释放出的最直接信号，是进一步降低商家进入平台的经营成本。根据天猫发布的政策，2026年所有新入驻商家将免缴平台年费。同时，平台还将提供一系列经营支持措施，包括30天免息贷款、生意参谋等经营工具免费开放、运费险减免以及专属小二对接等服务。平台希望通过降低创业初期成本，帮助更多商家完成从开店到稳定经营的过渡。天猫方面向时代周报记者表示，新商免年费政策并不意味着平台会降低商家准入门槛。“天猫平台持续优化商家开店流程、降低经营成本，但在商家资质和准入要求方面不会降低门槛。”除了降低开店成本之外，平台还在通过流量与经营激励帮助新品牌成长。根据政策，当新商家在平台出现全网月成交额超过10万元的爆款产品时，平台会为其打上“超级爆款”标签，并给予搜索与推荐流量支持。对于成长速度更快的新品牌，天猫还设置了更高激励。例如，当新商家群体在单季度贡献行业50%以上确收GMV时，平台将通过佣金返还或营销激励进行奖励，单店单季度最高可获得300万元激励。与此同时，天猫还升级了“千星计划”。根据规划，该计划将在15个重点消费赛道培育10000个潜力品牌，并最终孵化2500个细分赛道领军品牌。近年来，天猫已经持续加大对新商家的扶持力度。2023年，平台下调新商开店保证金；2024年9月开始免收天猫年费；2025年，新商经营达标后平台激励最高达到250万元，而今年这一激励额度已提升至单季度最高300万元。时代周报记者获悉，2025年，超15万个优质新商家在天猫创牌，开店当年成交即破亿的品牌数量同比增长超40%。在千星计划的扶持下，有564个潜力品牌成为年度细分赛道第一，180个商家成长为行业头部。平台争夺新品牌资源天猫此次推出免年费政策，也被业内视为平台争夺新品牌资源的重要动作。过去几年，中国电商行业的竞争格局正在发生明显变化。随着直播电商和内容电商快速发展，大量新品牌开始选择在抖音、小红书等平台完成产品“冷启动”，通过内容种草和直播带货积累第一批用户，再进入传统电商平台进行规模化销售。与此同时，拼多多则通过供应链整合能力，持续吸引大量制造型商家入驻。在用户规模增长趋缓的背景下，各平台之间的竞争逐渐从流量争夺转向商家争夺。在这样的背景下，传统电商平台通过降低开店成本、增加经营激励等方式吸引新品牌入驻，也被视为强化平台供给生态的重要举措。根据QuestMobile发布的相关报告，近年来内容电商用户规模持续扩大，越来越多消费者通过短视频和社交内容完成消费决策。新品牌往往更容易在内容平台获得曝光，从而改变过去以传统电商平台为核心的品牌成长路径。艾媒咨询CEO兼首席分析师张毅对时代周报记者表示，天猫此次推出免年费政策，释放出的战略信号较为明显，即平台正在从传统的品牌电商模式，进一步转向全域经营以及新商孵化。在他看来，在传统货架电商流量逐渐见顶、平台分化加剧的背景下，平台通过降低成本换取供给和增长，某种程度上也是在当前竞争环境下的主动调整。当前电商竞争正在加剧，无论是拼多多还是抖音小店，都在通过低门槛吸引商家入驻，因此抢占新商与产业资源、扩大供给规模，对平台和消费者来说都至关重要。张毅指出，从商业模式来看，短期让利也是为了换取长期增长。通过免年费和高激励帮助商家跑通增长路径，后续再通过佣金、广告和会员等方式回收成本，这也是互联网平台较为常见的商业策略。在他看来，新品牌资源之所以重要，核心原因在于其承担着平台增量增长引擎的角色。存量市场更多依赖成熟品牌提升效率，但增长空间相对有限，而新品牌则能够带来新的品类、新的卖点以及更加差异化的供给，从而提升平台吸引力并增强用户留存。同时，从生态角度来看，新商家的持续进入也有助于避免平台供给过度集中，维持生态的活跃度与多样性。与此同时，新品牌的进入也有助于保持平台生态的活跃度。如果供给过度集中在头部品牌，平台生态可能逐渐固化，而持续引入新品牌则有助于形成更加多元的商品结构。因此，围绕新品牌资源的竞争，正在成为电商平台下一阶段的重要变量。相比成熟品牌，新品牌往往意味着新的消费需求、新的产品创新以及更加灵活的供应链结构，也更容易形成差异化供给。对于平台而言，持续吸引新品牌进入生态，不仅能够丰富商品结构，也有助于激发新的消费场景和增长空间。争做创业第一站在平台竞争不断加剧的背景下，创业者对于电商平台的选择也在发生变化。杭州护肤品牌创始人林哲（化名）在2023年创业时，最初选择在内容平台进行产品推广。他通过小红书种草与短视频内容测试产品卖点，在积累第一批用户后，于2024年入驻天猫旗舰店。“内容平台更适合做冷启动，可以快速测试产品是否有市场，但如果想要做长期品牌，还是需要进入品牌电商平台。”林哲对时代周报记者表示。在他看来，天猫的优势在于用户信任度和品牌背书。“用户在天猫搜索产品，本身就带着明确的购买需求，而且旗舰店的官方属性会让消费者更有信任感。”事实上，越来越多创业品牌正在采用“内容平台+电商平台”的组合路径：先通过短视频和社交平台进行种草传播，完成产品验证，再进入电商平台实现稳定成交和规模化增长。张毅认为，传统电商平台仍然具备一些不可替代的优势。例如，其流量确定性更强，通过搜索、推荐与内容流量的组合，用户通常带着明确购买意图进入平台，转化链路更短。同时，平台的品牌背书和信任体系也更加成熟。以天猫旗舰店为例，其官方属性本身具有一定信任背书，在品牌溢价和复购方面仍然具备优势。此外，传统电商经过多年发展，在数据工具和运营体系方面也更加成熟。商家可以通过数据分析进行测款、优化产品结构，并通过精细化运营提升复购率。不过，在张毅看来，传统电商同样面临一些结构性挑战。首先是流量成本持续上升，许多新商家难以承担。其次，平台运营链路较为复杂，在当下节奏更快的市场环境下，反应速度有时难以跟上变化。他进一步指出，传统电商本质上仍然属于“人找货”的交易场景，即用户带着明确需求进入平台完成购买，而内容电商则更多是“货找人”，通过内容种草让商品主动触达消费者。因此，对于很多新品牌而言，被看见往往比被搜索更重要。张毅认为，传统电商生态相对稳定，头部品牌优势明显，新商家想要脱颖而出难度较大。相比之下，在社交媒体或内容平台中，通过运营、热点或内容传播，新品牌更容易实现破圈传播。因此，如何增强内容能力、提升平台的传播力与话题性，也成为传统电商需要面对的重要课题。在电商行业进入存量竞争阶段后，平台之间的竞争逻辑正在发生变化。从早期的流量扩张，到如今对商家资源和品牌生态的争夺，谁能够吸引更多优质品牌入驻，谁就更有可能在未来电商格局中占据主动。在这一背景下，从免年费到品牌孵化计划，天猫正在通过持续加大资源投入，试图强化其在品牌经营领域的优势，并重新巩固品牌创业第一阵地的角色。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}