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天貓推雙11購物狂歡季 三大原因阿里巴巴可再破頂

雙11來臨,阿里巴巴(SEHK:9988)有望再創高峰兼破頂嗎? –

電商產業成為疫市增長焦點之一,最近中國龍頭電商——阿里巴巴(SEHK9988)擬將「天貓雙11」升級,推出購物狂歡季。據集團副總裁所透露,購物狂歡季將設兩階段,第一波將在111日啟動,而第二波則是1111日。阿里巴巴有望再創高峰兼破頂嗎?

龐大用戶基數取勝

阿里巴巴擁有中國市場最龐大的活躍消費者群體,截至今年3月底,集團有約7.8億個來自中國年度活躍消費者,當中屬於旗下零售市場業務,即淘寶及天貓兩大平台的年度活躍消費者則佔7.26億。龐大的用戶基數使平台成為零售商、零散賣家的重要銷售渠道,而平店上各品牌、賣家之間的競爭更有利阿里巴巴旗下平台「汰弱留強」。吸引力衰退的品牌及賣家將被強者自然取替,而阿里巴巴作為中間人不但免疫於品牌競爭失勢,更可確保平台上商品、品牌更符合大眾消費者趨勢,加強消費者黏性,龍頭地位被挑戰的難度持續增加。

受惠內需擴張升級

龐大的用戶基數更讓阿里巴巴成為內需在疫市及疫後擴張及升級的贏家。雙11購物狂歡季有望成為疫市中積存已久的消費力的釋放渠道之一。消費意欲提高,消費者對於高定價高品質商品的購買意欲有望提升。阿里巴巴旗下天貓賣方多為品牌實力較強的零售商,有望在購物狂歡季錄得更勝從前的交易量。

此外,在2019年度,阿里巴巴的中國零售市場分部中,消費逾人民幣10,000元的消費者有超過1.2個,其中有98%2020財年仍有在阿里巴巴平台上消費。截至今年3月底止12個月,集團旗下平台消費逾人民幣10,000元的消費者更已增加至超過1.4個。這反映著阿里巴巴平台對消費力及消費意欲較高的用戶有強勁黏性,阿里巴巴在長線更有望成為捕捉消費升級實力最強的電商。

積極加強消費互動

阿里巴巴的另一個吸金之處在於經營團隊擅於為平台創新,加強商家與消費者的互動。主打零散賣家的淘寶平台有「淘寶直播」,讓店主及網紅可在平店上直接向消費者進行推銷,而主打品牌實力較強的零售商賣家的天貓平台則有「天貓旗艦店2.0」,設有3D樣板間,及虛擬商品試用的功能。集團指出消費者在旗下平台花費的時間越長,訂單通常會越多,而商品品類亦會越廣泛。上化渠道可與龐大的消費者同步互動,有望在即將到來的天貓雙11購物狂歡季中實現強勁零售額增長。

結語

天貓雙11購物狂歡季將近,阿里巴巴的競爭優勢強勁,有望在天貓雙11購物狂歡季實現強勢增長。平台競爭力在長線持續鞏固下,阿里巴巴的投資價值只會有增無減。

延伸閱讀

本文所提供的信息僅供一般參考之用,並不構成任何個人化的投資勸誘或建議。作者 Alvin Yu 沒持有以上提及的股票。

The Motley Fool Hong Kong Limited(www.fool.hk) 2020

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