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淘宝正式入局短视频!独立APP“点淘”来了吗?

  “点淘是淘宝内部孵化的一款软件。”淘宝官方在刚刚举办的2021年首场淘宝直播机构大会上,公布了一个名为点淘的内容APP。

  事实上,点淘并非是一个新的内容平台,而是由淘宝直播APP“变脸”而来。目前,用户已经可以手动将“淘宝直播APP”更新为“点淘APP”了。

  秘密团队加持的淘宝短视频平台

  秘密团队加持的淘宝短视频平台

  “这个项目已经筹划有一段时间了,作为服务商之一,我们也受邀在帮他们做内容模板。”一位短视频内容服务商告诉笔者,目前,淘宝方面正在多方鼓励短视频供应商参与到平台中来。“可以理解成,淘宝有自己的短视频平台了。”

  在内容上一向难以撕下“消费”标签的淘宝直播,转型短视频的基因何在?

  一位接近淘宝直播的人士向笔者透露,为了转型,淘宝直播已经将阿里此前主攻印度市场的短视频平台VMATE搁置,将其团队全盘拉进了”点淘”,试图复制短视频平台运营经验。

《淘宝正式入局短视频!独立APP“点淘”来了吗?》

  据了解,社区型短视频平台VMATE孵化于UC国际业务,2017年在印度创立,由程道放担任CEO。2019年6月,VMATE宣布获得阿里巴巴超1亿美元投资,与钉钉、天猫精灵、阿里人工智能实验室、AliOS等共同列入阿里巴巴创新业务事业群。2019年10月,VMATE宣布月活超5000万。

  而如今升级后的点淘APP,其CEO正是VMATE的CEO程道放。

  不过,笔者观察到,相较于一般的短视频平台,点淘的本身仍非常注重电商能力。

  一个重要的功能设置是,点淘在短视频浏览页面设置了“想要”按钮,当消费者在视频中看到感兴趣的商品时,点击“想要”,平台即会在淘宝中搜索相关商品展示出来,直接构成了短视频内容到购买的路径。

《淘宝正式入局短视频!独立APP“点淘”来了吗?》

  而原本就服务于商家的淘宝直播,在增加了这样的短视频环境后,也帮包括商家在内的创作者搭建了一个从种草到销售的闭环:可以通过短视频做内容种草、粉丝蓄水、公域破圈、人设塑造,再用直播达成粉丝召回、即时互动、刺激购买。

  “2021年,淘系的一个大的战略就是内容,逛逛和点淘APP,会作为整个淘系内容闭环的两个核心场。”淘宝内容电商事业部总经理玄德如是说。逛逛覆盖图文,点淘APP覆盖短视频直播,淘宝内容生态完整了。

  

赚用户的钱也赚用户的时间

  赚用户的钱

  也赚用户的时间

  升级完成的点淘APP已经把Slogan改成了“足不出户看世界”,看得出其对于丰富短视频内容的野心。

  “这个平台的目标就是要吸收全类型的短视频平台,媒体、达人都可以入驻去法各式各样的内容。”一位已经收到邀约的KOL告诉笔者,自己会微调此前在其它内容平台的名字,入驻点淘短视频,也准备为其生产一些差异化的内容。

  事实上,淘宝内容事业群早有丰富短视频内容的动作。2020年下半年至今,官方已经进行了四次“光芒计划”招募,寻找短视频机构共创内容生态,目前阶段仍在吸收美妆、穿搭、美食、剧情搞笑、影视娱乐等方向的创作者,并给出流量甚至现金奖励。官方透露,未来点淘还会加速布局可持续变成能力建设、MCN机构成长体系和创作者学院。

  “其实这是一个循序渐进的过程,点淘的发布只是正式对外了。”一位内容创作者表示,淘宝直播一直是自己关注的内容平台,从以直播为主到新增短视频内容,从短视频内容以商家切片和产品展示为主到今天的大众内容,自己也终于有了发挥的空间。而目前,很多其他平台的内容创作者也和她一样,走进了点淘APP。

《淘宝正式入局短视频!独立APP“点淘”来了吗?》

  搞笑、宠物、剧情等各类主播已经入驻点淘APP

  淘宝方面并不避讳展示自己想要占据用户时间的意愿,相关负责人在谈及点淘APP的升级逻辑时表示,促成交、提高转化率是直播电商的强项,但货品的集中展示难以填充消费者们碎片化的时间。而占据用户时间,既能提升淘宝内容环境可逛属性,也是增加购买可能的重要一环。

  QuestMobile报告显示,2020年上半年,全网短视频月活用户增加到了8.52亿,短视频观看时长也占到了全网用户总时长的五分之一,各大短视频平台的渗透率也都在增加。

  值得关注的是,2020年1-6月,快手平均日活达3.02亿,日活用户日均使用时长达85.3分钟,与之对应的是快手电商上半年1096亿元交易总额;而几个月前日活超过6亿的抖音,其电商日交易额据说已经突破6亿,单场直播最高交易额也已经超过3亿。

  不论从互联网站位,还是内容电商方面,淘宝升级短视频的战略定位,正式入局似乎都势在必行。

  “没了”抖音淘宝直接做了个“抖音”

  “以前只是出现了一个个和抖音相似的页面,现在彻底变成抖音了。”有淘宝内容服务商笑称,此前就有淘宝内部人士称后悔让商家那么早的开始制作短视频,因为自己能发布短时频的阵地还没有搭建好,“去年,淘宝一直在让商家做短视频,甚至不做短视频会影响大促流量,但却没给商家能投放的地方。”

《淘宝正式入局短视频!独立APP“点淘”来了吗?》

  官方发动各路主播为点淘APP造势

  上述服务商指出,虽然此前淘宝中就有视频版块,但平台的消费属性太强,流量饱和之后也很难在APP内培养新的观看短视频的心智,没办法为商家提供有价值的短视频公域流量,而升级出独立存在的点淘,是有意在创造新的流量池的。

  去年9月,抖音直播间不再为外部平台导流的动作,给了淘宝一记重锤。根据相关报告,在当时,抖音为电商平台提供的流量中超过40%流向了淘宝,而直播断链直接将这部分流量砍掉了一大截。

  虽然在随后的双11中,品牌商家仍将淘系作为主战场,但在谈及新年规划的时候,品牌们几乎都同时谈及了抖音这一新的阵地。在过后的几个月里,以服饰、美妆为典型的多个品类头部商家都开始了抖音电商之路,抖音品牌店播更是给直播服务商们带来了新的生意,抖音电商生态正在加速建成。

  另一头,微信视频号迭代汹涌,联动小程序、直播、带货商品池形成闭环;快手也带着主播们强大的私域能力和下沉业态持续创造着带货神话。

  “防御是必须的。”有深耕电商多年的品牌负责人表示,在这样的环境下,淘宝做出任何动作都不是在针对谁,而是整个战略上的补齐。从当初严重分流的美丽说、蘑菇街,到被动失去的抖音直播,淘宝早就看到了内容流量必须握在自己手里的终局。

  如今,“牌”,终于码齐了。

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