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焦点分析 | 抖音、快手货卖得好,淘宝联盟要有新动作

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对于在抖音和快手上卖货的网红来说,淘宝联盟的一项新政策即将改变他们的收入状况。淘宝联盟隶属于阿里妈妈,成立于2010年,在淘宝联盟的内容生态里面,可以让第三方内容平台的达人,为淘宝上的商家进行导流,即淘宝客模式,商家产生交易之后,淘宝联盟、第三方内容平台、淘宝客三方分成。6月24日,很多带货网红发现自己的收入订单中多出了一项占比6%的“专项服务费率”的收费,这是淘宝联盟针对抖音、快手、微博等内容平台的达人收取的一项费用。也就是说,达人在快手、抖音等内容平台上卖货,只要货品链接跳转到淘宝的商品交易,都会被收取这笔费用。牵一发而动全身,淘宝联盟的一个新规则,对合作三方——网红、快手抖音等内容平台以及淘宝联盟本身——的收益都会产生影响。在这个合作关系中,到底谁获利了,谁利益又受损了?我们来算算这笔帐。6%服务费要给谁?从费用明细上看,“6%”是内容场景专项技术服务费。所谓的内容场景,是指网红达人作为第三方淘客推广者在一些图文资讯、短视频、直播类等第二方淘客内容平台进行三方分成的推广,淘客内容平台包括但不限于:抖音、快手、微博、今日头条、UC等平台。也就是说,带货达人在非内容平台的淘宝客推广不必付这个费用。同时,淘宝联盟新规要求网红达人在站外内容场景推广时只能选择“内容商品库”中的商品进行推广,否则不能上架。内容商品库相较于已有的商品库有什么区别?这个内容商品库是淘宝联盟针对内容场景推出的专属商品库,与本身的淘宝联盟选品库不一样。内容商品库共有两大来源,分别是招商团长针对内容招商的商品,以及符合佣金率(营销计划或通用计划)20%及以上条件的商品。也就是说,内容商品库中的商品品质、质量、售后和服务都是有保障的,因为入库的商品都是经过严格精挑细选、店铺动态DSR都是高于4.7的。这也就杜绝了以往假冒伪劣商品充斥各内容平台的情况,网红达人可以安心卖货,不用担心因货品质量而被投诉或封禁了。但问题也来了,网红达人们在内容平台的佣金自动下调6%,这也就意味着钱要少赚了。比如以前佣金是20%,现在只剩下14%进行三方分成;要是之前是7%,余下的1%再三方分成,根本没有赚头了。为了防止后者情况的出现,淘宝联盟对内容商品库的佣金率做了规定——必须大于或等于20%的佣金,也就是说,扣除内容服务费后,网红至少还有14%的佣金用以三方分成。这其中,新手网红将会直接获益。以往淘客在推广时是按照“低、中、高”等级享受不同佣金,等级高的淘客佣金能达50%,等级低的淘客可能仅有百分之几的比例;而在6%服务费的新规下,所有淘客不分等级,没有账号等级限制一说,即使是没有资历的新手也直接享受20%以上的高佣金。从三方分成角度看,淘宝联盟在这个新规中是表面上占主动权的一个。在此之前,网红在拿到佣金后,仅需向淘宝联盟支付佣金的10%技术服务费(即佣金*10%)。但现在,网红需要将成交额当中的6%直接交出去。所以,作为一个淘宝站外带货网红,新政之后他需要支付给阿里的费用是:成交额*佣金率*10%+成交额*6%作为“三方”中的一方,内容平台的收益也会受到影响。假设佣金率是20%的话,以往三方是基于20%按照一定比例分成,而现在是基于14%(20%-6%)按照一定比例分成。也就是说,淘宝拿掉6%、再从剩下的14%中抽掉10%的技术费后,余下的12.6%是达人和内容平台分成。It is understood that fast hands and net red people are divided into five five. In the past, the number of people and platforms was proportional to the 18% (20%-20%*10%) commission after deducting 10% of the Taobao technical service fee, and the proportion will be significantly reduced. Why do you do this? Overcharged service fees will obviously cause dissatisfaction and increase the enthusiasm of the content platform cooperation, but in fact, Taobao Union has calculated the accounts very clearly. As the redness of the goods network outside the station becomes more and more, Taobao needs to standardize its own content ecology and regulate the source of the supply chain. In the past, most people in the pursuit of high-margin products for profit, while ignoring the quality of products and after-sales problems, damage the platform user experience. Taobao not only launched a dedicated content merchandise library for content scenes, but also adjusted the ecology of the fee structure. It is nothing more than trying to make this ecology healthier. Taobao is more trustworthy and better able to retain more users. Moreover, Taobao also wants to mobilize more people to participate in the dishes of content e-commerce. From Taobao’s current strategy, the off-site content platform is a partner that Taobao values ​​very much. In addition to actively collaborating with platform, such as vibrato, fast-hand, and Weibo, it continues to expand the scope of cooperation on content platforms. The channel’s ability to guide the flow is what Taobao does not want to miss. The platform of vibrato, fast hand, microblog, and B station has become the new traffic pool for the red-hot Taobao. The fast-handed person can live in just a few dozen minutes. Sell ​​tens of thousands of clothes. These new roles have begun to drive the transformation and upgrading of traditional Taobao customers, service providers and Taobao marketing ecology. Although the 6% service fee will damage some of the people’s interests, the establishment of the high commission mechanism and the entry of the non-level threshold will likely attract more people to participate in the sale of goods in the content merchandise store. The platform’s ability to guide the content of the platform is very strong, and the increase in the number of Reds Amoy can bring more new customers and increase the turnover of the Taobao platform. In order to mobilize the enthusiasm of the people and maintain the cooperation relationship of the content platform, the Taobao Alliance proposes to return the proceeds to the people and the content platform – 6% of the related expenses will be used to pay for the traffic purchase of specific channels, and the platform to jointly make products. And the investment in technology upgrade services, in addition to the subsidy incentives for grading and decentralization, to support more outstanding institutions to grow up.” That is to say, the part of the content platform reduction is divided into revenue, Taobao will buy by traffic The way to make it back. Taobao is also actively pursuing traffic purchases. According to the “LatePost” report, Vibrato and Taobao signed an annual framework agreement of 7 billion, 6 billion advertisements and 1 billion commissions. In the final analysis, the ultimate goal of Taobao’s 6% toll is nothing more than to divert yourself from the station to promote the ecology of Taobao e-commerce. In April of this year, Tmall President Jiang Fan announced that the size of the Tmall platform transaction will double in the next three years. This goal is not a small pressure for Ali, Ali expands its content e-commerce ecology, extends the tentacles to the station, and then drains to the station to increase revenue. This account is clearer than anyone else. With the blowout of short video consumption, the chain between the platform such as fast hand and vibrato has been gradually opened up. The cake is getting bigger and bigger, everyone wants to be the one who cuts the cake. In the future, the content platform, e-commerce platform, merchants and people will stand on both sides of the seesaw and enter a new swing game period. “We judge that the content platform charges will be the norm, and the merchants themselves need to have this cost plan.” After the release of the new Taobao regulations, Kamei sent a long article to explain to the insiders the possible changes. . This e-commerce supply chain company, which is mainly engaged in online red business, has different degrees of cooperation with fast hands, Taobao and today’s headlines. In a short period of time, both people and businesses need to be prepared for re-accounting. .

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