京东卖服务，阿里卖AI：双十一不再拼低价，电商巨头在赌什么_老虎社区_美港股上老虎

京东卖服务，阿里卖AI：双十一不再拼低价，电商巨头在赌什么

华夏时报网10-16

将持续一个月的双十一大促战火已经燃起，但低价不再是电商巨头们今年最重头的戏码。　　10月15日，京东与阿里这两个重要玩家同时对外释放双十一核心策略，但战略重心截然不同：京东将服务推上C位，阿里则打出AI底牌。　　当双十一不再是见证消费奇迹的时刻，当反内卷竞争日益深入，电商巨头今年的不同选择，更像是消费市场从价格博弈全面转向价值竞争的一个缩影：存量市场的价格战难以为继，所有人都需要找到适合自己的新...

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on?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/2761eba709d6c8e524855efacf4fcd93","symbols_score_info":{"BABX":0.6,"FDNI":0.6,"BBYY":0.6,"BABU":0.6,"PDDL":0.6,"KWEB":0.6,"KJD":0.6,"DRAG":0.6,"ONLN":0.6,"JD":1.94,"PDD":1.71,"BABO":0.6,"BABA":1.94,"BABC":0.6,"ALBmain":0.6,"BABW":0.6,"KBAB":0.6,"09988":1.94,"KPDD":0.6,"09618":1.94,"CLIX":0.6},"content_text":"将持续一个月的双十一大促战火已经燃起，但低价不再是电商巨头们今年最重头的戏码。　　10月15日，京东与阿里这两个重要玩家同时对外释放双十一核心策略，但战略重心截然不同：京东将服务推上C位，阿里则打出AI底牌。　　当双十一不再是见证消费奇迹的时刻，当反内卷竞争日益深入，电商巨头今年的不同选择，更像是消费市场从价格博弈全面转向价值竞争的一个缩影：存量市场的价格战难以为继，所有人都需要找到适合自己的新引擎。　　同日亮牌　　京东和阿里选择在同一天公布自己的双十一打法。　　其中，京东率先在10月12日就已开启今年的双十一大促。京东方面告诉《华夏时报》记者，其首日下单用户数实现同比双位数增长。　　不过相较于低价，服务是京东今年双十一的重头戏。10月15日，京东正式宣布京东服务全面升级，并首次围绕居家、出行、健康等场景，聚焦养老、宠物、AI等新兴需求展示超百项细分服务产品。此外，其还直面隐形收费、服务参差、售后缺失等行业痛点，发布京东服务“333”计划。　　本报记者从京东了解到，目前其拥有遍布全国的数十万服务者队伍，并已建成全球规模最大的蓝领培训体系，累计培养超百万蓝领人员，未来3年还将再培养百万人。　　阿里今年双十一大促的开启时间略晚于京东，其于10月15日开启预售，10月20日正式开始。而与京东强调服务不同，阿里今年双十一强调的重心是AI。　　记者从阿里方面了解到，今年AI服务将首次加入双十一，智谱、MiniMax、千问等模型厂商集体推出优惠，消费者可以在大促期间“囤Token”。　　阿里巴巴集团副总裁、天猫事业部总裁家洛还在10月15日的发言中表示，“AI与消费市场深度融合，正在改变大促的底层逻辑。”他表示，AI不再只是后台算法，而是打通消费者洞察、人群挖掘、需求唤醒的全链路工具，帮助品牌跳出存量竞争，在存量市场中挖掘新增量。天猫将整合数据积累、技术、产品、运营、营销等多团队能力，把AI能力全面开放给商家。　　值得关注的是，就在双十一启动前一日，阿里旗下千问办公发布了针对电商行业的AI生产力工具千问办公电商版，并开启邀测。千问办公CEO陈宇森还表示，千问办公电商版定位为“独立第三方电商Agent，面向市面上所有电商平台和商家开放”。　　不同战略重心背后　　京东阿里今年双十一的不同战略重心，源于他们都选择了自己最擅长的打法。　　京东希望能将积累多年的自营供应链、物流履约、大件安装等服务能力打包为可定价、可规模化的产品。而从财报来看，其服务类收入的增速也远超实物商品。　　今年Q2财报显示，当期京东实物商品收入为2671亿元，但同比下降5.4%，服务类收入为793亿元，同比增长6.8%，占整体收入比例也提升至约23%，其中居家场景服务收入同比增长近70%。　　阿里双十一强调的AI战略，则离不开它在AI基建上的大举投入以及商业化目标。　　今年3月，阿里巴巴CEO吴泳铭在财报电话会上明确提出，未来五年阿里包含MaaS在内的云和AI商业化年收入将突破1000亿美元。而千问办公电商版的“第三方”定位也意味着，这款AI工具的野心不局限于淘天生态内部，而是试图成为跨平台的电商基础设施。　　海豚智库创始人李成东对《华夏时报》记者表示，京东和阿里双十一的不同打法是由两家底层资产决定：京东依托自营和重物流，护城河是履约确定性；阿里则是平台生态，核心是海量商家与流量匹配。“二者都不是放弃另一要素，只是放大自身长处。阿里借AI提升人货匹配、降低商家运营成本，短期拉动转化，长期搭建AI商业基础设施。京东以服务稳住高价值品质用户，避开恶性价格战，强化‘靠谱零售’心智。”　　双十一没有奇迹　　不同战略重心背后，京东和阿里一个共同目的是，在双十一乃至更大的电商存量市场博弈中，从卖货和卖流量转向卖体验和卖效率，从而实现增长，并更牢固地绑定消费者与商家。　　但作为观察消费市场的重要风向标，多位业内人士在与记者交流中对今年双十一大促的表现并不乐观。　　李成东对本报记者表示，现在消费者确实对价格敏感，但全品类硬拼最低价损耗利润、难以沉淀用户，所以巨头都转向了结构性优惠，但实际上消费者还是更重视价格，整体消费还是疲软。他预计，今年双十一将会整体温和修复，无爆发增长，消费偏理性、按需购买。　　互联网分析师丁道师也对《华夏时报》记者表示，不出意外，今年双十一电商平台可能会公布一些细分领域，例如AI机器人、娱乐消费等细分领域类目的增长，但仍旧不会公布整体成绩单，“市场大盘已经不可能再像过去那样高速增长，能有5%—10%都已经非常不错了。”　　需要提及的是，从国家统计局已经公布的数字来看，今年1—8月全国社会消费品零售总额同比增长仅1.1%，8月单月增速降至0.4%，比7月低了0.2个百分点。　　电商平台各显神通的双十一大促，究竟能拉动多少消费增长？答案或许并不乐观。但比短期数字更值得关注的，是京东与阿里在存量博弈中不约而同的选择：从卖货和卖流量，转向卖体验和卖效率。这不仅是今年双十一的注脚，更可能是中国电商下一个十年的分水岭。（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":false,"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":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}