淘宝直播商家运营方法论丨 白皮书 序言： 近年来，中国直播电商行业经历高速增长后迈入"效率驱动"新周期。用户行为的多线程跳跃、消费需求的分 层化演进、品质与信任价值的权重攀升以及全域流量生态的碎片化挑战等，共同推动商家的运营逻辑迎来全 面焕新的临界点。如何实现商品全生命周期的高效管理、如何在全域场景中精准触达用户、如何协同短期爆 发与长期品牌价值沉淀，成为商家突围的核心命题。 在此背景下，淘宝直播与艾瑞咨询联合发布2025年淘宝直播商家运营方法论白皮书，旨在为商家提供系统 性策略指引。基于对行业趋势的深度洞察，我们提出E-MAX商家运营框架，以全周期供给、全触点渗透、 全场域营销为核心举措，助力商家优化商品效能、打通流量壁垒、整合营销资源，最终实现平台全生态协 同。 本白皮书不仅剖析了直播电商市场的结构性变化，更结合淘宝直播平台的实战经验，通过头部商家的成功案 例验证策略的有效性。我们期待，通过这份报告为直播电商从业者提供前瞻性视角与可落地的解决方案，帮 助商家构建"稳存量、拓增量"的可持续路径。 2024年直播电商市场增速为17.7%，行业迈入"效率驱动"新周期 2024 年中国直播电商市场规模达 5.8 ...

在刚刚过去的周末，即时零售补贴大战进一步白热化。 7月5日，当淘宝闪购、美团再次加大补贴力度，冲击外卖单量，部分用户突然发现，持续的外卖补贴之 外，补贴开始出现新方向，比如"预订酒店"。 7月6日晚间，有重庆用户向记者爆料，在淘宝闪购上点外卖，同时可以领优惠券预订"特价酒店"了。淘 宝集中推出价位在一二百元的低价酒店，降价幅度从18%到49%，甚至高达67%不等。 飞猪助攻"即时零售" 记者随即登陆淘宝闪购页面发现，只要将收货地址定位到重庆，原先"水果买菜"的"金刚位"就会被拿 下，取而代之的是"特价酒店"。 点击进入"特价酒店"页面，飞猪扑面而来，打出"全网低价、特价5折"的口号，用户可以领取45元消费 券再进行预订，参加活动的酒店清一色打上了"闪购"标。 "在远场、近场，电商会有更多结合的可能性。在未来一段时间内，我们重心会在积极投资上，把更多 淘宝用户转变成'即时零售'的用户。"蒋凡当时表示。 在业内人士看来，此番飞猪助攻即时零售，并入电商事业群后的角色也进一步清晰。6月23日，阿里巴 巴集团CEO吴泳铭宣布饿了么、飞猪合并入阿里中国电商事业群。接近阿里的人士曾对记者分析称，饿 了么作为即时零售基础设施 ...

2025 年 7 月 7 日 招银国际环球市场 | 市场策略 | 招财日报 每日投资策略 宏观及公司点评 全球市场观察 宏观经济 美国经济 - 就业超预期，美联储将继续观望 6 月美国新增非农就业大超市场预期，失业率也超预期下降，显示就业市场 仍然稳健，数据公布后市场对 7 月降息预期大幅降至 5%。但数据背后仍有隐 忧，首先新增就业主要由季节性的地方政府教育岗位招聘支撑，而私营部门 特别是制造业、金融、医疗保健和酒店休闲等支柱服务业就业大幅放缓。其 次，失业率下降主要因劳动参与率的下降，显示特朗普移民政策影响，劳动 力供给减少。 非农就业超预期将延长美联储观望期，降低近期降息概率。美联储仍需观察 两个月的数据才能评估关税对通胀的影响。预计通胀在 6-8 月可能小幅反弹， 9 月再次下行。随着经济放缓和通胀见顶回落，我们认为美联储可能在 9 月 降息一次，11 月或 12 月再降息一次。（链接） 招银国际研究部 邮件：research@cmbi.com.hk 2025 年 7 月 7 日 | 环球主要股市上日表现 | | | | | --- | --- | --- | --- | | | 收市价 | | 升跌 ...

Core Viewpoint - The article emphasizes that the subsidy model of platforms like Taobao Flash Purchase aligns with the trend of consumption upgrading, contributing to high-quality economic development and alleviating intense price competition among merchants [1][2][3] Group 1: Economic Recovery and Consumer Demand - The key to China's economic recovery lies in boosting domestic demand, particularly expanding consumption [1] - Due to uncertainties in the economic environment, consumer confidence is low, and the upgrading of consumption structure is slow, necessitating new drivers for change [1] Group 2: Platform Subsidy Mechanism - The platform's subsidy model helps alleviate the previous intense "involution" price competition among merchants, reactivating their profit margins [1][3] - By providing substantial subsidies, platforms enable merchants to maintain reasonable profit margins without sacrificing quality for traffic [1][2] Group 3: Consumer Engagement and Market Dynamics - The platform's self-subsidy has significantly activated consumer willingness to spend, especially in new consumption scenarios like food delivery and instant retail [2] - Since May 2025, Taobao Flash Purchase has issued over 50 billion yuan in consumer benefits, leading to a rapid increase in order volume to tens of millions within a month [2] Group 4: Integration of Online and Offline Resources - The subsidy model not only boosts short-term consumption activity but also provides a new path for the integration of e-commerce and service industries [2] - Traditional offline stores collaborating with online platforms have seen their sales double and average order values increase significantly, showcasing effective resource integration [2] Group 5: Policy and Market Interaction - The synergy between platform subsidies and national consumption promotion policies serves as a model for healthy market competition [2][3] - The recent "Special Action Plan to Boost Consumption" by the central government aligns with the platform subsidy model, creating incremental demand in the consumer market [2] Group 6: Long-term Economic Development - The platform subsidy mechanism effectively curbs past price-cutting competition, allowing merchants and platforms to focus on quality and service improvement [3] - In the long run, the subsidy model aligns with the trend of consumption upgrading and supports high-quality economic development [3]

Core Insights - The annualized yield for Tencent's LiCaiTong ranges from 0.9820% to 1.4090% [1] - The annualized yield for WeChat's Wallet is between 1.1090% and 1.1920% [1] - The annualized yield for Alipay's Yu'e Bao varies from 1.0840% to 1.3450% [1] Summary by Category - **Tencent LiCaiTong**: Highest annualized yield is 1.4090%, lowest is 0.9820% [1] - **WeChat Wallet**: Highest annualized yield is 1.1920%, lowest is 1.1090% [1] - **Alipay Yu'e Bao**: Highest annualized yield is 1.3450%, lowest is 1.0840% [1]

7月7日，淘宝闪购、饿了么联合宣布，淘宝闪购日订单数超8000万，其中非餐饮订单超1300万，淘宝闪 购日活跃用户超2亿。（全天候科技） ...

长江商报消息 ●长江商报记者 黄聪 阿里巴巴要收购小红书？每当类似的消息出现时，必然引起市场关注。 近日，小红书方面表示，"以上信息为谣言。" 长江商报记者注意到，阿里巴巴曾领投小红书D轮融资和一轮战略融资。近日，淘宝天猫与小红书宣布 进一步开放融合，打通从种草到购买的全链路。这意味着，小红书种草笔记可直接跳转至淘宝App。 近日，有报道显示，金沙江创投一份标注为2025年3月的内部文件显示，小红书估值已跃升至260亿美元 （按照当前汇率计算约合人民币1863亿元），较2023年底的170亿美元增长超50%，并超过其2021年创 下的200亿美元历史峰值。 种草笔记可跳转至淘宝App 近日，在社交媒体上，有消息称，"内部消息称，小红书马上要被阿里巴巴收购了。" 对此，小红书方面表示，"以上信息为谣言。" 实际上，早在2019年，就出现了针对阿里巴巴将收购小红书，且阿里系HRG已经进驻该公司的相关传 言。 对此，小红书高管曾公开表示，"是造谣，已发函至谣言的源头，将追责到底。" 不过，小红书与阿里巴巴的联系十分紧密。 2018年6月，彼时，阿里巴巴领投小红书D轮融资，该轮融资整体金额超3亿美元，小红书估值达30 ...

Group 1: Market Operations - The central bank conducted a reverse repurchase operation of 34 billion yuan for 7 days at a fixed rate of 1.40%, with a total bid amount of 34 billion yuan and a net withdrawal of 491.9 billion yuan on that day [2][4]. Group 2: Funding Conditions - The funding environment remains ample and loose, with the overnight pledged repo rate slightly declining to 1.31% and the 7-day pledged repo rate decreasing by over 4 basis points to 1.42% [4]. Group 3: Interbank Certificates of Deposit - The latest transaction for one-year interbank certificates of deposit is around 1.61%, showing little change from the previous day [8]. Group 4: Bond Market Trends - The yields on major interbank bonds mostly decreased, with the 30-year main contract rising by 0.11%, the 10-year contract by 0.03%, and the 5-year contract by 0.02% [11][12]. Group 5: Corporate Bond Issuance - Alibaba plans to issue approximately 12 billion Hong Kong dollars in exchangeable bonds for cloud computing and international e-commerce investments [17]. - Guizhou successfully issued its first technology innovation corporate bond [17]. - Sunac China intends to issue 754 million new shares to repay 5.6 billion yuan of domestic bonds [17]. - Fitch Ratings indicates that more city investment enterprises holding existing residential properties will benefit from the expanded use of special bonds [17].

Core Viewpoint - The recent "takeout war" between Alibaba and Meituan has intensified, with both platforms issuing substantial discount coupons, leading to a surge in user activity and order volume [1][12]. Group 1: Discount Strategies - Both Alibaba and Meituan released large and high-value takeout coupons, including offers like "spend 25 get 21 off" and "spend 16 get 16 off" [1]. - Some takeout options were available for "zero yuan purchase," showcasing aggressive promotional tactics [2]. Group 2: User Engagement and Platform Performance - Users reported significant engagement, with one coffee order costing only 2.2 yuan and another at 4.2 yuan, both without delivery fees [7]. - A KFC spicy chicken burger was priced under 10 yuan due to the discounts [8]. - The influx of users caused Meituan's platform to experience downtime, with reports of order page lag and coupon usage issues, leading to a server overload [11]. Group 3: Order Volume and Market Dynamics - As of July 5, 2023, Meituan reported over 1.2 billion orders for instant retail, with more than 1 billion being food orders [12]. - The "takeout war" was triggered by Alibaba's announcement of a 500 billion yuan subsidy plan aimed at boosting consumer and merchant engagement through various discounts and incentives [12].

要闻速递 【央行就《人民币跨境支付系统业务规则（征求意见稿）》公开征求意见】 中国人民银行就《人民币跨境支付系统业务规则（征求意见稿）》公开征求意见。《业务规则（征求意 见稿）》共六章三十一条。对参与者和运营机构账户开立、参与者结算资金归属、参与者流动性管理等 业务行为进行规范。明确参与者的业务类型，对报文权限申请、系统登录、业务种类填写、查询查复等 业务行为进行规范。 【商务部：7月5日起对原产于欧盟的进口相关白兰地征收反倾销税实施期限5年】 根据《中华人民共和国反倾销条例》第三十八条规定，商务部向国务院关税税则委员会提出征收反倾销 税的建议，国务院关税税则委员会根据商务部的建议作出决定，自2025年7月5日起，对原产于欧盟的进 口相关白兰地征收反倾销税。 【全国用电负荷超14亿千瓦创历史新高】 据国家能源局消息，近日，我国多地出现持续高温，带动用电负荷快速增长。7月4日，全国用电负荷创 出历史新高。统计数据显示，7月4日，全国最大电力负荷达到14.65亿千瓦，比6月底上升约2亿千瓦， 比去年同期增长接近1.5亿千瓦，创历史新高。其中，华东电网负荷达4.22亿千瓦，空调负荷占比约 37%。入夏以来，江苏、山 ...