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《大行報告》中金:「雙11」直播電商增速顯著跑贏行業 快手訂單量增近50%
中金發表研究報告,今年雙11期間,即由10月31日晚上8時至 11月11日期間,全網銷售額按年增長2%至11,386億元人民幣,其中綜合電商按年下降1%至9,235億元人民幣,排名前三平台依次為阿里-SW(09988.HK)旗下天貓、京東-SW(09618.HK)、拼多多(PDD.US),直播電商按年增長19%至2,151億元人民幣,排名前三平台依次為抖音、快手-W(01024.HK)和點淘。 中金指,按平台來看,天貓、京東呈正增長,直播電商增速顯著跑贏行業;根據各公司戰報,雙11期間,天貓實現用戶規模、商家規模、訂單量和成交額正增長,京東成交額、訂單量和用戶數創新高,抖音商城整體目標超預期達成,商城GMV按年增119%,蟬媽媽顯示雙11期間抖音GMV按年增長71%,快手截至11月5日成交GMV按年增長85%,雙11全周期訂單量增長近50%。該行予快手「跑贏行業」評級,目標價82元。
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