阿里腾讯如相互开放将利好阿里、利空拼多多

晚点早知道2021-07-14

阿里和腾讯或许双赢。 7 月 14 日晚间，美股盘前交易时段，拼多多跌超 2%，阿里巴巴涨超 3%。这可能是因为《华尔街日报》一篇报道影响的：阿里巴巴和腾讯正在考虑互相开放生态系统。报道称阿里的天猫、淘宝可能对微信支付开放。腾讯则考虑在微信放松对淘宝分享链接的影响，或者允许淘宝天猫在微信做购物小程序。接受《晚点 LatePost》采访的阿里人士表示并不清楚该消息。腾讯方面也无回应。开放已...

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AB_Iphone
·2021-07-15
Good
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- Miaw:
  [财迷]
  2021-07-15
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WstreetBoy
·2021-07-14
大利好
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juanjuanjuan
·2021-07-14
[正經]
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- juanjuanjuan:
  [微笑]
  2021-07-14
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yuliang559
·2021-07-14
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- yuliang559:
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  2021-07-14
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Linda2240
·2021-07-14
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- Linda2240:
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  2021-07-14
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的消息也多被认为是对监管的积极迎合。\n多位阿里人士认为，如果阿里和腾讯互相开放，将会极度利好淘宝，“以前淘宝的天花板就是支付宝用户，现在微信支付用户也可以使用淘宝，此外开放微信分享会让淘宝的流量有一大波增长，是双重利好。”\n互相开放或许将是一个双赢的局面。多位受访腾讯人士认可这个观点，并表示 “流量最终都在微信生态中沉淀，对微信而言没有坏处。” 对腾讯而言，微信支付的应用场景将得到突破，进入到更广泛的阿里系电商平台。\n根据 Wind 和腾讯披露的数据，截至今年三月支付宝月活跃用户约为 8.5 亿，微信则超 12 亿。\n对开放的担忧也有。部分阿里人士担心一旦淘宝也能够使用微信支付，将会减少支付宝用户的活跃度，利好微信支付用户。\n一位腾讯人士则称，这只是监管层的要求，最终结果还是要看双方的执行力度。不排除两个巨头会采取一些折中的手段来降低自己的损失。\n此外，从另一个角度来看，微信向淘宝开放分享之后，虽然会带来流量的增长，但长期也可能影响阿里的广告收入。\n阿里妈妈为平台上的商家提供广告及营销服务。这是阿里集团最重要的收入来源，最近一个财年贡献了四成客户管理收入、约为 3061 亿元。不过去年三季度以后这部分又加入了佣金收入，所以实际纯营销收入没那么多。\n天猫淘宝的搜索广告、信息流广告、效果广告都归于阿里妈妈。商家购买直通车、钻石展位、淘宝客等服务，以获得淘宝体系内的流量，增加销量。\n其本质就是广告变现的逻辑，核心驱动力是流量。如果从站外导向淘宝的流量越来越大，商家就会选择在淘宝外推广，而减少淘宝内推广的开支，影响阿里广告收入。\n一位资深淘宝客表示，如果腾讯和阿里真得做到生态互通，过去帮助阿里从站外获取流量的淘客将成为拼多多和阿里两家争抢的对象，淘客就能拿到更多红利。\n阿里和腾讯的相互屏蔽始于 2013 年，阿里先以保护用户安全为由屏蔽了微信，当时用户在微信中点击淘宝链接进入的并不是购物页面，而是手机淘宝的下载页。\n不甘为对方导流的腾讯很快反应过来，随后在微信内停止将链接导向下载页面，代而提示链接 “已经被淘宝屏蔽”。\n微信屏蔽淘宝的购物链接则是对抗的后续。淘宝以 “淘口令” 应对。2018 年，微信升级了外部链接规范，其中之一就是限制对特殊标识码和口令信息的传播，外部猜测其目标就是指向淘宝。\n在这期间，腾讯阿里 “敌对” 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