最高15万流量点！视频号私域激励升级抖音电商加大投入精细提升价格力丨CEO自习室

亿邦动力 2024-07-31 06:30

亿邦动力 2024/07/31 06:30

邦小白快读

全文速览

电商平台近期推出多项实用政策更新，帮助商家和用户提升体验。

1. 视频号升级私域激励计划，商家在店铺分享、服务通知、公众号、小程序场景成交可获流量点激励，最高15万点，公众号和小程序场景技术服务费率降至1%，无需报名即可享受优惠。

2. 抖音电商精细化提升价格力，强调不是追求绝对低价而是好价好货，月动销商家留存率达80%，下半年将加大投入优化服务体验。

3. 微信扶持微短剧，提供专属播放器功能如推荐、弹幕、分享，开发者广告金赠送比例上调至100%，分成比例从50%升至70%。

4. 淘宝优化“仅退款”策略，对体验分≥4.8分的优质店铺减少平台干预，鼓励商家自主协商；运费险策略优化后，商家有望获更多补贴降低经营成本。

5. 速卖通应对巴西税改，平台补贴Choice频道商品满200巴币减20、满99巴币包邮，Bundle deals频道满100巴币减20，并叠加Choice day大促最高4折优惠。

6. 1688工业品新人购规则升级，针对未下单新客提供优惠，新增行家选商品要求，规则8月11日生效。

7. 上半年中国跨境电商进出口额达1.22万亿元，同比增长10.5%，增速高于外贸整体。

品牌商可关注渠道建设和消费趋势，优化品牌营销策略。

1. 视频号私域激励计划助力通过公众号、小程序等渠道直接成交，提升品牌曝光和用户粘性，技术服务费率优惠至1%，最高可获15万流量点支持。

2. 抖音电商强调价格力不是绝对低价而是性价比，影响品牌定价和竞争策略，月动销商家留存率80%显示平台用户忠诚度高。

3. 跨境电商进出口增长10.5%反映消费趋势向线上转移，品牌可借势拓展国际市场。

4. 微信微短剧扶持提供新营销机会，播放器功能如点赞动效和演员信息页面帮助品牌内容推广，广告金激励降低推广成本。

卖家可把握政策机会和风险提示，实现业务增长。

1. 视频号激励政策提供流量点支持，单周最高15万点，无需报名享受公众号和小程序优惠，帮助提升私域销售。

2. 抖音电商留存率80%显示平台稳定性，下半年将扶持中小商家，精细化价格力策略可优化服务体验。

3. 淘宝优化“仅退款”策略基于体验分给予自主权，优质店铺减少干预；运费险优化后有望获补贴降低成本，策略8月9日实施。

4. 速卖通应对巴西税改风险，平台补贴全价格带商品如满减和包邮，减轻税改负面影响，提供增长市场机会。

5. 1688新人购规则升级吸引新客，汰换规则变化提升竞争力，8月11日生效。

6. 跨境电商数据增长10.5%提示出口机会，卖家可学习平台最新商业模式如私域激励。

工厂可探索商业机会和数字化启示，推动产品生产。

1. 跨境电商进出口额增长10.5%显示出口需求增加，工厂可拓展电商渠道获取新订单。

2. 平台政策如速卖通补贴巴西商品满减和包邮，可能刺激低价格带产品需求，工厂可合作提供定制化产品。

3. 微信微短剧播放器功能启示推进数字化，如一键关注公众号和贴片能力，工厂可借鉴节省开发成本。

4. 视频号私域激励计划提供商业机会，通过小程序成交可获费率优惠，工厂可接入提升销售效率。

服务商需关注行业趋势和技术解决方案，解决客户痛点。

1. 行业发展趋势：跨境电商持续增长，进出口额达1.22万亿元，增速10.5%高于外贸整体。

2. 新技术应用：微信开发微短剧播放器，支持推荐、弹幕、分享功能，开发者可便捷接入节省成本。

3. 客户痛点：如巴西税改导致低价格带商品涨价，消费者购物欲降低；平台提供解决方案如速卖通补贴满减优惠。

4. 解决方案：微信广告金赠送比例上调至100%，抖音电商精细化价格力策略提升用户体验，淘宝运费险优化降低商家成本。

平台商可参考最新平台做法和运营管理，优化招商策略。

1. 平台最新做法：视频号推出私域激励计划，针对特定场景成交提供流量点激励，单周最高15万点；抖音电商精细化价格力强调用户体验，留存率80%。

2. 平台招商：抖音电商下半年扩大招商扶持中小商家；1688新人购规则升级吸引新客，8月11日生效。

3. 运营管理：淘宝优化“仅退款”策略基于体验分给予商家自主权，体验分越高处置权越大；速卖通应对税改推出补贴措施稳定市场。

4. 风向规避：微信微短剧扶持提供激励政策，广告金比例上调；平台需关注巴西税改影响，速卖通补贴满减优惠规避风险。

研究者可分析产业动向和政策启示，探索商业模式创新。

1. 产业新动向：跨境电商进出口额达1.22万亿元，同比增长10.5%，增速高于外贸整体，显示线上贸易持续扩张。

2. 新问题：巴西税改对50美元以下跨境包裹征收20%关税，影响低价格带商品；平台如速卖通推出补贴应对。

3. 政策法规启示：淘宝优化“仅退款”策略基于体验分减少干预，提供商家自主权；视频号激励计划政策优惠税率至1%，启示平台扶持机制。

4. 商业模式：微信微短剧扶持模式包括播放器功能和广告金激励；视频号私域激励模式通过流量点提升成交效率，研究者可探讨其创新性。

返回默认

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

E-commerce platforms have recently rolled out several practical policy updates to enhance the merchant and user experience.

1. Channels has upgraded its private domain incentive plan. Merchants can earn up to 150,000 traffic points for transactions made via store sharing, service notifications, Official Accounts, and Mini Programs, with the technical service fee for Official Accounts and Mini Programs reduced to 1%. No registration is required.

2. Douyin E-commerce is refining its price competitiveness strategy, emphasizing good value over absolute low prices. The monthly active merchant retention rate is 80%, and the platform will increase investment in the second half of the year to optimize service experience.

3. WeChat is supporting mini-dramas with a dedicated player featuring recommendations, bullet comments, and sharing. The ad credit gift ratio for developers has been increased to 100%, and the revenue share has risen from 50% to 70%.

4. Taobao has optimized its "refund-only" policy, reducing platform intervention for high-quality stores with an experience score ≥4.8 and encouraging merchant-led negotiations. Freight insurance optimizations are expected to provide more subsidies to lower operational costs.

5. To counter Brazil's tax reforms, AliExpress is subsidizing Choice channel items with discounts like BRL 20 off orders over BRL 200 and free shipping over BRL 99. The Bundle deals channel offers BRL 20 off orders over BRL 100,叠加 with Choice Day promotions offering up to 60% off.

6. 1688 has upgraded its rules for new industrial product buyers, offering incentives to first-time customers and adding new requirements for "Expert Selection" products, effective August 11.

7. In the first half of the year, China's cross-border e-commerce import and export volume reached 1.22 trillion yuan, a year-on-year increase of 10.5%, outpacing overall foreign trade growth.

Brands should focus on channel development and consumption trends to optimize marketing strategies.

1. Channels' private domain incentive plan facilitates direct transactions via Official Accounts and Mini Programs, boosting brand exposure and user loyalty, with technical service fees reduced to 1% and up to 150,000 traffic points available.

2. Douyin E-commerce's emphasis on value-based pricing over rock-bottom prices influences brand pricing and competition strategies, with an 80% merchant retention rate indicating high platform user loyalty.

3. The 10.5% growth in cross-border e-commerce reflects a shift to online channels, allowing brands to leverage this trend for international expansion.

4. WeChat's mini-drama support offers new marketing opportunities, with player features like like-animations and actor info pages aiding content promotion, while increased ad credits reduce marketing costs.

Sellers can leverage policy opportunities and heed risk warnings to drive business growth.

1. Channels' incentive policy provides up to 150,000 traffic points per week, with automatic fee discounts for Official Accounts and Mini Programs, boosting private domain sales.

2. Douyin E-commerce's 80% retention rate indicates platform stability; it will increase support for SMEs in H2, with refined pricing strategies improving service experience.

3. Taobao's optimized "refund-only" policy grants more autonomy to high-experience-score stores (≥4.8); freight insurance optimizations may lower costs, effective August 9.

4. AliExpress is mitigating Brazil's tax reform impact with subsidies like discounts and free shipping across price tiers, offering growth opportunities.

5. 1688's upgraded new buyer rules attract new customers, with revised selection criteria enhancing competitiveness, effective August 11.

6. The 10.5% cross-border e-commerce growth highlights export opportunities; sellers can learn from new models like private domain incentives.

Factories can explore commercial opportunities and digital insights to drive product production.

1. The 10.5% growth in cross-border e-commerce import/export value signals rising export demand, prompting factories to expand e-commerce channels for new orders.

2. Platform policies like AliExpress' subsidies in Brazil may stimulate demand for low-tier products, enabling factories to offer customized goods.

3. WeChat's mini-drama player features, such as one-click Official Account follow and ad insertion, offer digitalization insights, helping factories save on development costs.

4. Channels' private domain incentive plan presents commercial opportunities; transactions via Mini Programs enjoy fee discounts, allowing factories to boost sales efficiency.

Service providers should monitor industry trends and technical solutions to address client pain points.

1. Industry Trend: Cross-border e-commerce continues to grow, with import/export value hitting 1.22 trillion yuan, a 10.5% increase outpacing overall foreign trade.

2. Tech Application: WeChat's mini-drama player supports recommendations, bullet comments, and sharing, enabling easy, cost-effective integration for developers.

3. Client Pain Points: Brazil's tax reform has raised prices for sub-$50 goods, dampening consumer demand; platforms like AliExpress offer solutions such as discount subsidies.

4. Solutions: WeChat has increased ad credit gifts to 100%; Douyin's refined pricing strategy enhances user experience; Taobao's freight insurance optimization reduces merchant costs.

Platform operators can reference latest practices and operational management to refine merchant acquisition strategies.

1. Latest Practices: Channels launched a private domain incentive plan, offering up to 150,000 weekly traffic points for specific scenario transactions; Douyin E-commerce emphasizes user experience with an 80% retention rate.

2. Merchant Acquisition: Douyin E-commerce will expand support for SMEs in H2; 1688's upgraded new buyer rules attract customers, effective August 11.

3. Operations Management: Taobao's "refund-only" policy grants more autonomy to high-experience-score merchants; AliExpress introduced subsidies to stabilize the market amid tax reforms.

4. Risk Mitigation: WeChat's mini-drama support includes incentives like increased ad credits; platforms must monitor Brazil's tax reform impact, with AliExpress' discounts helping mitigate risks.

Researchers can analyze industry movements and policy implications to explore business model innovation.

1. Industry Movement: Cross-border e-commerce import/export volume reached 1.22 trillion yuan, up 10.5% YoY, indicating sustained online trade expansion.

2. Emerging Issues: Brazil's tax reform imposes a 20% tariff on sub-$50 cross-border parcels, affecting low-price goods; platforms like AliExpress are responding with subsidies.

3. Policy Insights: Taobao's "refund-only" optimization reduces intervention for high-score stores, granting merchant autonomy; Channels' incentive plan with a 1% fee offers insights into platform support mechanisms.

4. Business Models: WeChat's mini-drama model includes player features and ad incentives; Channels' private domain model uses traffic points to boost transaction efficiency, offering avenues for innovative research.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

最高15万流量点！视频号私域激励升级；抖音电商：加大投入，精细提升价格力；上半年我国跨境电商进出口达1.22万亿。

【亿邦原创】最高15万流量点！视频号私域激励升级；抖音电商：加大投入，精细提升价格力；上半年我国跨境电商进出口达1.22万亿。

我是邦小白，这里是CEO自习室，我整理了一份学习资料，助你回顾最受关注的电商大事。

视频号升级私域激励计划商家单周最高可获15万流量点

日前，微信视频号升级了小店私域激励计划，针对店铺分享、服务通知、公众号、小程序四个特定场景直接成交的订单，商家可获相应的激励。其中，店铺分享与服务通知场景将获等额电商成长卡激励，公众号与小程序场景技术服务费率少收至1%，再以电商成长卡形式最高激励0.4%，单个商家单周最高获15万流量点。

除一级类目文玩、一级类目珠宝首饰（不包括其下二级类目黄金、珍珠）的订单外，所有视频号小店订单均可参与本计划。此外，视频号店铺评分>4.2分的小店商家需通过小店后台报名参与激励计划。活动与报名时间为2024年7月26日中午12点至9月26日中午12点。

对于公众号和小程序场景下产生的订单激励政策优惠，商家无需进行报名，即可直接参与。对于商家而言，此次私域激励计划升级显然是一大利好。

抖音电商总裁魏雯雯称下半年将精细化提升价格力

日前，抖音电商在北京举办了内部全员沟通会，抖音电商总裁魏雯雯在会上表示，全员要进一步加强协作，采取更精细化的策略，提升服务体验和价格保障。“改善消费者体验是电商平台的基本功，更是抖音电商长期努力的方向。”她说道。

消费者体验的改善，离不开平台在价格保障、服务体验等多方面的努力。今年下半年，抖音电商将加大投入，更加精细化地提升价格力。魏雯雯强调，抖音电商的价格力绝不是简单地追求绝对低价。过去几年，抖音电商一直强调站在用户视角持续提升综合品质与价格的性价比，核心目标是用户能够买到好价好货。

微信推出系列措施扶持微短剧上调给予开发者的广告金赠送比例

亿邦动力从微信官方获悉，平台推出乐系列措施扶持微短剧行业，包括持续帮助其升级能力，并定期推出多项激励政策。

在能力升级上，微信开发了专属短剧播放器，上线内容推荐、点赞动效、观影弹幕、海报分享等多项功能，开发者可便捷接入，节省开发成本；同时，播放器内添加剧目及主创关联介绍页面，为用户提供剧目精彩瞬间和演员信息。此外，为提升优质内容触达效率，播放器内可一键关注短剧公众号，公众号也支持短剧贴片能力，用户可通过短剧贴片跳转至小程序。

激励政策上，微信开展了小程序成长、流量激励活动，新增免费剧集推广计划。4月29日至8月31日，在特定广告场景下，给予开发者的广告金赠送比例从60%上调至100%，微信生态场景下的广告金赠送比例从50%上调至100%。4月1日-9月30日，开发者可获腾讯广告流量主分成比例优惠调整，广告现金分成比例从50%上调至70%，并额外配赠15%广告金。

抖音电商上半年月动销商家留存率达80%

消息称，今年上半年抖音电商月动销商家留存率达到80%左右，与年初保持同等水位。

此外，今年上半年，抖音电商持续提升售后、补贴、假货治理等方面的用户体验，下半年还将继续扩大招商、定向扶持中小商家发展，吸引更多商家入驻、稳定经营。

淘宝“仅退款”功能松绑对优质店铺减少或取消售后干预

日前，淘宝宣布将优化“仅退款”策略，依据新版体验分提升商家售后自主权，对优质店铺减少或取消售后干预。相关策略将于8月9日正式实施。

据介绍，策略上线后，对店铺综合体验分≥4.8分的商家，平台不会通过旺旺主动介入、支持收货后的仅退款，而是鼓励商家先跟消费者协商。对于其他分段的商家，平台也将依据体验分与行业性质，分别给予不同程度的自主处置权。体验分越高，商家处置权越大。

淘宝优化运费险策略：商家有望获得更多相关补贴

消息人士称，淘宝近期将全面优化当前的运费险策略。目前，淘宝天猫已就运费险问题与合作伙伴进行多轮磋商，部分政策有望在今年9月试运行。

该人士称，虽然策略细节目前尚未完全敲定，但可以确定的是，本轮策略调整后，淘宝天猫商家有望获得更多运费险相关补贴，经营成本进一步下降。

速卖通推出新规应对巴西税改：平台出资补贴Choice频道全价格带商品

巴西宣布最新税改政策将于当地时间2024年8月1日生效，届时将对价值不超过50美元的跨境包裹征收20%的关税，而50美金及以上的跨境包裹将享受到20美金的关税减免。这意味着大量低价格带的商品将因这一政策而涨价，致使消费者的购物欲望降低。

对此，速卖通公布了多项补贴政策，包括：