雙11預售日淘寶DAU破5億 高盛重申阿里巴巴“強烈買入”評級
格隆匯11月2日丨高盛最新中國互聯網月度報吿顯示,9月中國電商平台用户時長總體增長6%,表明進入雙11促銷季,潛在需求呈現趨勢健康,消費者需求進一步復甦。
高盛指出,“淘寶日活躍用户數(DAU)以6%的同比速度健康成長,表明淘寶對 DAU和內容化的關注取得成效”。這已經是淘寶DAU連續第八個月增長,顯示出其 "用户為先 "戰略的初步成效。
QuestMobile數據顯示,2023年10月24日雙11預售當天,淘寶APP活躍用户數達5.07億,DAU同比增幅超5%。
今年以來,受疫情後的消費回暖、618和雙11電商大促等因素帶動,中國電商平台用户活躍度明顯攀升。QuestMobile數據顯示,淘寶已經連續多次平均DAU破4億,9月活躍用户數(MAU)達8.95億,在電商類APP中均穩居第一,領先第二名近2.5億。高盛研報也顯示,淘寶用户活躍度達到45%,增長率同樣居電商類App第一。
高盛研報認為,由於臨近雙11電商大促季,用户瀏覽電商內容的興趣繼續恢復,潛在需求呈現趨勢健康。將持續看好電商平台到今年年底的表現,“主要得益於廣吿技術升級帶來的電商廣吿貨幣化率提升,其中阿里淘天集團有望在組織架構調整後恢復增長,我們維持阿里巴巴‘強烈買入’評級”。
10月20日召開的天貓雙11新聞發佈會上,淘天集團再次強調“用户為先”旨在滿足多樣化需求,抓住最廣泛人羣,“商家側”則要從過去的流量運營,轉變為多樣化的用户資產運營;“科技側”則將在商家工具、用户百科、內容創作的AI升級上做長期投入,提升用户消費體驗。
對此,埃森哲大中華區Song事業部總裁王怡雋表示,我們最近研究發現,雙十一已經從成交額時代跨入用户運營時代。對於品牌商家來説,雙十一不再僅僅意味着銷售高峯,更是一個特殊的運營節點,激活用户興趣、提升用户體驗、增強用户黏性,成為更關鍵的目標。站在平台的角度,則要幫助商家做好用户運營,打造差異化體驗,積累用户資產。
阿里巴巴集團公佈的2024財年第一季度業績數字顯示,淘寶App的DAU同比增長6.5%,今年618期間,淘寶天貓實現了訂單量和客單價的同步增長。參與人數達9.15億,創歷史記錄。88VIP用户規模與貢獻成交額均取得雙位數增長。
Follow us
Find us on
Facebook,
Twitter ,
Instagram, and
YouTube or frequent updates on all things investing.Have a financial topic you would like to discuss? Head over to the
uSMART Community to share your thoughts and insights about the market! Click the picture below to download and explore uSMART app!
![](/hk/assets/image/code.84ab0b.png)
Disclaimers
uSmart Securities Limited (“uSmart”) is based on its internal research and public third party information in preparation of this article. Although uSmart uses its best endeavours to ensure the content of this article is accurate, uSmart does not guarantee the accuracy, timeliness or completeness of the information of this article and is not responsible for any views/opinions/comments in this article. Opinions, forecasts and estimations reflect uSmart’s assessment as of the date of this article and are subject to change. uSmart has no obligation to notify you or anyone of any such changes. You must make independent analysis and judgment on any matters involved in this article. uSmart and any directors, officers, employees or agents of uSmart will not be liable for any loss or damage suffered by any person in reliance on any representation or omission in the content of this article. The content of this article is for reference only. It does not constitute an offer, solicitation, recommendation, opinion or guarantee of any securities, financial products or instruments.The content of the article is for reference only and does not constitute any offer, solicitation, recommendation, opinion or guarantee of any securities, virtual assets, financial products or instruments. Regulatory authorities may restrict the trading of virtual asset-related ETFs to only investors who meet specified requirements.
Investment involves risks and the value and income from securities may rise or fall. Past performance is not indicative of future performance.