在过去的这一季度，淘宝天猫赢回了市场份额。

2024年5月14日，阿里巴巴发布2024年3月份季度及2024财年全年业绩。财报显示，截至3月31日的季度内，淘宝天猫商品交易总额（GMV）、订单数均取得同比两位数增长，88VIP会员数量突破3500万人，同样保持双位数增长。

受购买用户数和交易频次强劲增长带动，淘宝天猫集团实现营收932.16亿元，同比增长4%，客户管理费（CRM）收入同比增长5%，全面超市场预期。

从去年年底开始，淘宝聚焦用户体验推出多项举措，包括缩短发货周期、上线“仅退款”、推出新疆包邮、88VIP权益升级等。在不断优化服务的同时，淘宝天猫还在产品供给和价格力上加大了投入。

这些动作直接拉起了用户的活跃度，淘宝天猫稳住了在电商行业的领先地位。Questmobile数据显示，今年3月淘宝APP月活达到9.28亿，超去年二季度的8.77亿月活水平。

业绩端的成绩也在证明，淘宝天猫在“回归用户”上所做的努力已经开始奏效，淘系电商走上了正确的道路，爆发出了新的动能。用户在重新“用脚投票”，回到淘宝。

GMV双位数增长

“用户为先”战略取得显著成效

今年2月，在强调“用户为先”是当下的战略核心之后，阿里巴巴集团CEO吴泳铭在财报电话会上表示：“淘宝天猫集团坚持‘万能的淘宝’定位，在消费分级体系下，为不同消费者提供好货、好价、好服务的购物体验，就一定能获得用户的信任，重回增长轨道。”

吴泳铭的话很快就得到了验证，2024自然年Q1（财年Q4），淘宝天猫交出了GMV双位数增长的成绩单，“用户为先”战略很快就取得了显著成效。

对于淘宝天猫在这一季度取得的成绩，阿里高管在业绩会上进一步明确称，阿里当下最核心的任务是提升用户总体的电商购物体验，包括好商品、好价格和好服务等。

就实际动作而言，自去年12月底开始，淘宝天猫便在用户体验上不断发力。

去年12月，变更后的《淘宝平台争议处理规则》正式生效，规则新增了“仅退款”相关规定，用户反馈颇佳。在物流上，自3月16日正式开启新疆包邮后，4月初，淘宝又对转运时效、末端配送等物流环节进行了升级。

对于88VIP用户，淘宝还引入了无限次退货包运费和积分换现金红包等增值服务，深化了以用户体验为中心的产品优化策略。此前，天猫曾表示今年将新增百亿级投入，加码88VIP会员权益，进一步丰富专属货品，加大会员补贴，此外，权益合作品牌规模也将从4000个提升至10000个，意在持续为消费者提供更好的服务和权益。

为了方便用户使用和下单，淘宝APP也变简单了。不少消费者发现，手机淘宝首屏三大频道变更为两大频道，且面积有所缩小，并且支持用户自定义设置首页的快捷入口，同时淘宝还扩大了商品双瀑布流推荐的面积占比，APP打开速度也有提升。

而在产品端，供给也变得更丰富了，性价比商品供给也是本季淘宝投入的重点。

今年1月，主打源头工厂直供的“淘工厂”业务全面升级，启动了面向产业带厂商的新品佣金激励计划，推出两大项佣金优惠政策，最高优惠幅度达95%，普通商品最大优惠达50%。

此外，针对品牌商品，4月份淘宝百亿补贴首次启动“百亿秒杀节”，持续加码“真补贴、真省钱”，在全网低价基础上，再打7折，活动吸引了超过500大牌，超过2000万件货品参加，实现了从工厂货到高端品牌的性价比商品全供给。

更为引人关注的是，今年618天猫变得极致简单，取消官方预售环节，5月20日晚八点将直接进行第一波开卖。

在如此之短的时间内，推出如此之多的变革动作，可见淘宝天猫的态度已经极为坚定，用户体验已被提升到前所未有的重要位置。

种种迹象也在表明，在“用户为先”的大目标之下，对如今的淘宝天猫而言，提升商品竞争力、效率以及客户服务和消费体验，从而带动GMV增长和用户消费频次，成为了新的首要任务。

找到了正确的方向

这一季度优异的增长成绩也表明，面对着电商渗透率已经很高、供给侧足够成熟的行业现状，消费者侧的用户成为增长核心驱动力，淘宝选择“回归用户”是必然，数据的增长也验证了这一战略的正确性。

目前来看，淘系电商的增长才刚刚开始。

阿里高管在电话会议上表示，随着接下来逐步推出商业化产品，预期CRM的增长将逐步提速，最终与GMV持平。届时公司的整体收入也将增加。

事实上，在过去的一个季度，在商家侧，淘宝天猫也做了许多。客户管理收入（CRM）增速低于GMV增速的背景下，是平台对商家的高扶持力度，包括生意参谋免费、阿里妈妈最新上线的“全站推广”产品等。

其中，阿里妈妈最新上线的“全站推广”已经成为提升商品销售转化效率的利器，有内测商家GMV同比增长2.97倍。瑞银最新报告显示，3月份商家在淘宝天猫的转化率和回报率稳步提高，表现优于其他传统电子商务平台。

此外，数据显示，为助力商家降本增效，淘天集团2024年来已陆续发布了10款AI经营工具，4月更宣布包括生意参谋、店小蜜客服机器人、图片空间等重要经营服务全面免费提供，帮助商家降低经营成本，中小商家受益尤为明显。

在商家侧，淘宝天猫也已经收获了正面反馈。

根据天猫公布的2024年第一季度开店数据，新入驻商家数同比增长60%，户外运动、智能家居、健康养生、宠物精致护理、潮流服饰、高级护肤等领域成为新的增长热点，新商家同比增长率突破100%，淘宝天猫作为商家品牌经营优选平台的地位得到巩固，商业吸引力持续加强。

回顾淘宝天猫这一季度的变革动作和取得的成绩，显而易见的是，淘天变得“听劝”了，在明确自身优势的基础上，正马不停蹄地优化体验，解决问题。

淘宝被誉为“万能的淘宝”，底子足够厚，存在无限的可能性，货架电商也具有更强的稳定性和购买心智。长期来看，在取长补短之后，淘宝天猫想必能构建出中国电商市场独特的竞争力。

当前，“用户为先”的战略还在持续落实之中。

日前，淘宝网改版，全面提升网页端消费者体验。升级淘宝网是淘宝全局体验优化的一部分，淘宝网与淘宝APP相互补充，共同服务于用户体验提升的目标。

值得一提的是，淘天还重新上线了淘宝网早期论坛“淘江湖”。淘江湖论坛复活之后，成为专门倾听用户声音的渠道，用户在淘江湖的声音也将成为淘宝网后续改进的依据之一。

在战略上走向了正确的方向，在实施上，淘宝天猫又愿意从细节、小处上着手，一个一个解决问题。季度GMV的双位数增长只是第一份成绩单，长期来看，淘宝天猫拥有了更大的想象空间，当下的投入也将逐渐显现更多的成果。

编辑|蒙锦涛

每日经济新闻

新闻译文：

In the past quarter, Taobao and Tmall have regained market share.

On May 14, 2024, Alibaba released its quarterly and fiscal year 2024 results. according to the financial report, as of March 31, the total transaction volume (GMV) and order volume of Taobao and Tmall products both achieved double-digit year-on-year growth, with 88VIP members exceeding 35 million, maintaining double-digit growth.

Driven by strong growth in the number of purchasing users and transaction frequency, Taobao and Tmall Group achieved a revenue of 93.216 billion yuan, a year-on-year increase of 4%, and a year-on-year increase of 5% in customer management fee (CRM) revenue, in line with expectations for a comprehensive supermarket market.

Since the end of last year, Taobao has focused on user experience and launched multiple measures, including shortening delivery cycles, launching "refund only", launching Xinjiang free shipping, and upgrading 88VIP benefits. While continuously optimizing services, Taobao and Tmall have also increased investment in product supply and pricing power.

These actions directly boosted user activity, and Taobao and Tmall stabilized their leading position in the e-commerce industry. According to Questmobile data, the monthly activity of Taobao APP reached 928 million in March this year, exceeding the monthly activity level of 877 million in the second quarter of last year.

The performance results also prove that the efforts made by Taobao and Tmall in "returning to users" have begun to take effect, and Taobao e-commerce has embarked on the right path, unleashing new momentum. The user is re voting with their feet and returning to Taobao.

Double digit growth in GMV

The "user first" strategy has achieved significant results

In February of this year, after emphasizing that "user first" is the current strategic core, Alibaba Group CEO Wu Yongming stated in a financial report conference call: "Taobao and Tmall Group adhere to the positioning of" universal Taobao ". Under the consumption classification system, providing different consumers with a shopping experience of good goods, good prices, and good services will definitely gain the trust of users and return to the growth track."

Wu Yongming's words were quickly validated. In Q1 of 2024 (Q4 of the fiscal year), Taobao and Tmall delivered a record of double-digit growth in GMV, and the "user first" strategy quickly achieved significant results.

Regarding the achievements of Taobao and Tmall in this quarter, Alibaba executives further clarified at the performance meeting that Alibaba's current core task is to improve the overall e-commerce shopping experience of users, including good products, good prices, and good services.

In terms of actual actions, since the end of December last year, Taobao and Tmall have been continuously striving for user experience.

In December last year, the revised Taobao Platform Dispute Resolution Rules officially came into effect, adding provisions related to "only refunds". User feedback was quite positive. In terms of logistics, since the official launch of Xinjiang free shipping on March 16th, Taobao has upgraded its logistics links such as transit time and end of delivery in early April.

For 88VIP users, Taobao has also introduced value-added services such as unlimited return shipping fees and points for cash red envelopes, deepening its product optimization strategy centered on user experience. Previously, Tmall had stated that it would add billions of dollars in investment this year, increase 88VIP membership benefits, further enrich exclusive products, increase membership subsidies, and increase the scale of equity cooperation brands from 4000 to 10000, aiming to continue providing better services and rights for consumers.

For the convenience of users to use and place orders, the Taobao app has also become simpler. Many consumers have found that the three main channels on the first screen of mobile Taobao have been changed to two channels, and the area has been reduced. It also supports users to customize the shortcut entrance of the homepage. At the same time, Taobao has expanded the proportion of recommended areas for product double waterfall flow, and the speed of app opening has also been improved.

On the product side, the supply has also become more abundant, and the supply of cost-effective products is also the focus of Taobao investment this season.

In January of this year, the "Taoyuan Factory" business, which focuses on direct supply from source factories, was fully upgraded. A new product commission incentive plan was launched for industrial belt manufacturers, and two major commission preferential policies were introduced, with a maximum discount of 95% and a maximum discount of 50% for ordinary products.

In addition, for branded products, Taobao launched its first "Billion Dollar Flash Sale Festival" in April with a subsidy of 10 billion yuan, continuously increasing the "real subsidy, real money saving" and offering an additional 30% discount on the basis of low prices across the entire network. The event attracted over 500 major brands and over 20 million items, achieving a full supply of cost-effective products from factory goods to high-end brands.

What is even more noteworthy is that this year's 618 Tmall has become extremely simple, canceling the official pre-sale link, and the first wave of sales will start directly at 8 pm on May 20th.

In such a short period of time, launching so many transformation actions shows that Taobao and Tmall's attitude has been extremely firm, and the user experience has been elevated to an unprecedented important position.

Various signs are also indicating that under the big goal of "putting users first", for today's Taobao and Tmall, improving product competitiveness, efficiency, customer service and consumption experience, thereby driving GMV growth and user consumption frequency, has become a new top priority.

Found the correct direction

The excellent growth performance of this quarter also indicates that facing the high penetration rate of e-commerce and the mature supply side of the industry, consumer side users have become the core driving force for growth. Taobao's choice to "return to users" is inevitable, and the growth of data also verifies the correctness of this strategy.

At present, the growth of Taobao e-commerce has just begun.

Alibaba executives stated in a conference call that as commercial products are gradually launched, it is expected that the growth of CRM will gradually accelerate and ultimately remain on par with GMV. At that time, the overall revenue of the company will also increase.

In fact, in the past quarter, on the merchant side, Taobao and Tmall have also done a lot. against the backdrop of a lower growth rate in customer management revenue (CRM) compared to GMV, this is due to the platform's high support for merchants, including free business advisors and Alibaba Mama's latest "all site promotion" products.

Among them, Alibaba Mama's latest "full site promotion" has become a powerful tool to improve the efficiency of product sales conversion, with the GMV of internally tested merchants increasing by 2.97 times year-on-year. The latest report from UBS shows that in March, the conversion rate and return rate of merchants on Taobao and Tmall steadily improved, outperforming other traditional e-commerce platforms.

In addition, data shows that in order to help businesses reduce costs and increase efficiency, Taotian Group has successively released 10 AI management tools since 2024. In April, it announced that important business services, including business staff, store Xiaomi customer service robots, and image spaces, will be fully provided for free, helping businesses reduce operating costs, and benefiting small and medium-sized businesses particularly.

On the merchant side, Taobao and Tmall have also received positive feedback.

According to the store opening data released by Tmall in the first quarter of 2024, the number of new merchants has increased by 60% year-on-year, with outdoor sports, smart homes, health and wellness, pet care, trendy clothing, high-end skincare and other fields becoming new growth hotspots. The year-on-year growth rate of new merchants has exceeded 100%, and Taobao and Tmall's position as the preferred platform for merchant brand management has been consolidated, and commercial attractiveness continues to strengthen.

Looking back at the transformation actions and achievements of Taobao and Tmall in this quarter, it is obvious that Taobao has become "persuaded" and is continuously optimizing the experience and solving problems based on its clear advantages.

Taobao is known as the "omnipotent Taobao" with a strong foundation and unlimited possibilities. Shelf e-commerce also has stronger stability and purchasing intelligence. In the long run, after learning from each other's strengths and weaknesses, Taobao and Tmall are sure to build a unique competitiveness in the Chinese e-commerce market.

Currently, the "user first" strategy is still being continuously implemented.

Recently, Taobao underwent a redesign to comprehensively enhance the consumer experience on the web side. Upgrading Taobao website is a part of Taobao's global experience optimization. Taobao website and Taobao app complement each other and jointly serve the goal of improving user experience.

It is worth mentioning that Taotian has also re launched the early forum "Taojianghu" on Taobao. After the revival of Taojianghu Forum, it has become a dedicated channel to listen to the voices of users, and the voices of users in Taojianghu will also become one of the basis for subsequent improvements on Taobao.

In terms of strategy, it has moved in the right direction, and in implementation, Taobao and Tmall are willing to start from details and small details, solving problems one by one. The double-digit growth of quarterly GMV is just the first report card. In the long run, Taobao and Tmall have greater room for imagination, and current investment will gradually show more results.

Editor | Meng Jintao

Daily economic News

重点词汇

• 在过去 in the past ; in the old days

• 一季度 the first quarter

• 市场份额 market share

• 商品交易 commodity transaction

• 频次 frequency ; rate of recurrence

• 客户管理 customer management ; customer research

• 用户体验 User Experience ; UX ; UE

• 退款 refund ; reimburse ; drawback

• 新疆 Xinjiang

句子成分分析：

[In terms (of strategy)], it has moved [in the right direction], || and [in implementation], Taobao and Tmall are willing 

to start [from details and small details], solving problems [one by one].

句子语法结构详解：

* moved 为谓语，采用现在完成时。
* 第1个 and 为并列连词，连接并列句。
* are 为系动词作谓语，采用一般现在时。
* willing 为形容词作表语。
* to start 为不定式，作状语。
* solving 为现在分词，作状语。
* has 为助动词。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：

Thedoubledigit growth (of quarterly GMV) is just the first report card[In the long run], Taobao and Tmall have greater 

room [for imagination], || and current investment will [gradually] show more results.

句子语法结构详解：

(greater 为 great 的比较级形式)

* is 为系动词作谓语，采用一般现在时。
* have 为谓语，采用一般现在时。
* 第2个 and 为并列连词，连接并列句。
* show 为谓语，采用一般将来时。
* will 为情态动词。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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