1688发布免费AI经营助理帮助源头厂商“反内卷”

作者：齐心姜琪文章来源：亿邦动力

2024-08-13 13:19

作者：齐心姜琪文章来源：亿邦动力

2024-08-13 13:19

邦小白快读

全文速览

1688推出免费AI经营助理和简化生意模式，帮助源头厂商应对电商内卷，提高经营效率和收入。

1. AI经营助理包括AI店长、AI素材运营、AI营销推广和AI客户管理，提供智能经营计划、优化商品主图和标题、设计营销活动及管理客户复购，降低生意难度40%，增加机会50%。

2. 商家可选择自主经营模式或供货模式，前者适合积累客户资产和控制定价，后者由平台负责销售，无需学习流量机制。

3. 平台提供流量补贴，曝光量增加40%，点击成本降低38%，每投入1元带来43元交易额，沉淀高复购客户。

4. 在供货模式下，平台保障商家净利润至少10%，帮助稳定生产和避免低价竞争。

1688举措支持品牌建设和渠道拓展，应对平替消费趋势。

1. 品牌营销方面，自主经营模式允许商家打造自有品牌（如厂牌或供应链品牌），通过AI素材运营优化商品主图和卖点，提升品牌吸引力。

2. 品牌渠道建设包括站内帮卖渠道（如1688严选、会员店）和站外帮卖渠道（如天猫旗舰店、微信小程序），扩大品牌曝光和销售网络。

3. 消费趋势显示年轻消费者涌入寻找品牌平替货源，AI客户管理帮助增强客户黏性，提高复购率。

4. 产品研发启示来自供货模式，平台提供定价建议，确保商品质价比，避免低价内卷影响品牌质量。

1688新政策提供增长机会和风险应对措施，帮助商家应对内卷挑战。

1. 政策解读包括“保获客、保订单”承诺，流量补贴使曝光增40%、点击成本降38%，保障新客增收和订单盈利。

2. 增长市场机会体现在AI经营助理测试中生意机会增50%，人力成本减至0.2人，可学习点如使用AI代运营提高效率。

3. 合作方式分自主经营和供货模式，前者适合直接互动客户赚取收入，后者通过平台招标加入，无需服务费。

4. 风险提示涉及内卷导致劣币驱逐良币，AI工具帮助规避低价竞争，扶持政策如实力商家绿通流量场景。

1688计划为工厂提供数字化机会和商业支持，聚焦生产和供应链优化。

1. 产品生产需求在供货模式下简化，工厂只需提供质价比商品，平台负责营销和履约，保障净利润至少10%。

2. 商业机会包括平台吃下20%产能，约定销量目标，扩大销售渠道如站内严选和站外天猫店，增加货款收入。

3. 推进数字化启示来自AI经营助理，减少人力成本至0.2人，提高效率，避免内卷导致的原材料成本降低风险。

4. 电商启示体现为无需学习流量分配机制，专注生产管理，通过平台帮卖实现稳定运作。

行业趋势和技术解决方案聚焦AI应用，解决商家痛点。

1. 新技术包括免费AI经营助理，基于1688知识积累，实时响应买家需求和市场趋势，提供代运营能力。

2. 客户痛点如内卷导致的效率低、成本高和劣币驱逐良币，AI工具降低生意难度40%，增加机会50%。

3. 解决方案涉及AI店长生成经营计划、AI营销推广优化广告投放，以及供货模式简化销售流程。

4. 行业发展趋势显示平台整合AI提升服务，流量补贴降低推广成本38%，推动电商数字化。

1688平台新做法满足商业需求，优化招商和运营管理。

1. 商业对平台的需求包括商家需要高效工具和保障，平台推出AI助理和简化模式，提供“保获客、保订单”承诺。

2. 平台最新做法如免费AI经营助理、流量补贴（曝光增40%、点击成本降38%），以及供货模式招标机制。

3. 平台招商策略针对新签中小商家，提供绿通流量给实力商家，无交易额门槛，吸引入驻。

4. 运营管理通过AI代运营减少人力，风向规避涉及保障商家净利润10%，避免内卷风险。

产业动向和商业模式分析揭示内卷问题及政策启示。

1. 产业新动向包括电商内卷加剧，导致劣币驱逐良币，平台推出反内卷举措如AI工具和简化模式。

2. 新问题涉及低价竞争挤压利润，1688通过供货模式保障至少10%净利润，支持中小厂商未来。

3. 商业模式分自主经营和供货模式，前者灵活控制定价，后者平台负责销售，提供渠道如站内外帮卖。

4. 政策法规启示来自提效增收计划，强调公平竞争，避免破价模式，促进产业带可持续发展。

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

1688 has launched a free AI business assistant and simplified business models to help manufacturers at the source tackle e-commerce competition, improving operational efficiency and revenue.

1. The AI business assistant includes an AI Shop Manager, AI Content Operations, AI Marketing, and AI Customer Management, providing smart business plans, optimizing product images and titles, designing campaigns, and managing customer repurchases, reducing business difficulty by 40% and increasing opportunities by 50%.

2. Sellers can choose between a self-operated model or a supply model; the former is suitable for building customer assets and controlling pricing, while the latter lets the platform handle sales, eliminating the need to learn traffic mechanisms.

3. The platform offers traffic subsidies, increasing exposure by 40% and lowering click costs by 38%, with every 1 yuan invested generating 43 yuan in transaction value, helping to retain high-repurchase customers.

4. Under the supply model, the platform guarantees sellers a net profit of at least 10%, aiding stable production and avoiding low-price competition.

1688's initiatives support brand building and channel expansion to address the trend of consumers seeking affordable alternatives.

1. For brand marketing, the self-operated model allows sellers to build their own brands (e.g., factory or supply chain brands), using AI content tools to optimize product images and selling points, enhancing brand appeal.

2. Brand channel development includes on-platform resale channels (like 1688 Yanxuan and member stores) and off-platform channels (e.g., Tmall flagship stores, WeChat mini-programs), expanding brand exposure and sales networks.

3. Consumer trends show younger shoppers seeking brand-alternative sources; AI customer management helps boost loyalty and increase repurchase rates.

4. Product development insights from the supply model include platform pricing suggestions to ensure value-for-money quality, avoiding low-price competition that harms brand standards.

1688's new policies offer growth opportunities and risk mitigation to help sellers navigate competitive challenges.

1. Policy解读 includes a "guaranteed customer acquisition, guaranteed orders" commitment, with traffic subsidies boosting exposure by 40% and reducing click costs by 38%, ensuring new customer growth and order profitability.

2. Growth opportunities are evident in AI assistant tests showing a 50% increase in business chances and labor costs cut to 0.2 staff; key takeaways include using AI for managed operations to boost efficiency.

3. Cooperation models split into self-operation and supply: the former suits direct customer interaction for income, while the latter involves platform tenders with no service fees.

4. Risk warnings highlight how competition can drive out quality sellers; AI tools help avoid price wars, with support policies like priority traffic for qualified sellers.

1688's plan provides factories with digital opportunities and business support, focusing on production and supply chain optimization.

1. Under the supply model, production demands are simplified: factories provide value-for-money goods while the platform handles marketing and fulfillment, guaranteeing at least 10% net profit.

2. Business opportunities include the platform absorbing 20% of capacity, setting sales targets, and expanding channels like on-platform Yanxuan and off-platform Tmall stores, increasing revenue.

3. Digitalization insights from the AI assistant reduce labor costs to 0.2 staff, improving efficiency and avoiding risks like material cost cuts from excessive competition.

4. E-commerce启示 means no need to learn traffic algorithms; factories can focus on production management, achieving stability through platform reselling.

Industry trends and tech solutions focus on AI applications to address seller pain points.

1. New technologies include the free AI business assistant, leveraging 1688's knowledge base to respond to buyer needs and market trends in real-time, offering managed operation capabilities.

2. Pain points like low efficiency, high costs, and unfair competition from market saturation are addressed by AI tools reducing business difficulty by 40% and boosting opportunities by 50%.

3. Solutions involve the AI Shop Manager generating business plans, AI Marketing optimizing ad campaigns, and the supply model streamlining sales processes.

4. Industry trends show platforms integrating AI to enhance services, with traffic subsidies cutting promotion costs by 38%, driving e-commerce digitization.

1688's new approaches meet commercial needs, optimizing merchant recruitment and operations.

1. Platform demands include sellers needing efficient tools and guarantees; 1688 responds with AI assistants and simplified models, offering "guaranteed customer acquisition and orders."

2. Latest practices include the free AI business assistant, traffic subsidies (40% exposure increase, 38% click cost reduction), and a tender mechanism for the supply model.

3. Recruitment strategies target new SMEs, providing priority traffic to qualified sellers with no transaction thresholds to attract onboarding.

4. Operations management uses AI to reduce labor; risk mitigation involves guaranteeing 10% net profit to avoid excessive competition.

Industry movements and business model analysis reveal issues of market saturation and policy implications.

1. New trends include intensified e-commerce competition leading to unfair practices; platforms counter with anti-saturation measures like AI tools and simplified models.

2. Emerging problems involve profit squeeze from price wars; 1688's supply model ensures at least 10% net profit, supporting small manufacturers' sustainability.

3. Business models divide into self-operation (flexible pricing control) and supply (platform-managed sales), with channels like on/off-platform reselling.

4. Policy启示 from efficiency plans emphasize fair competition, avoiding predatory pricing, and promoting sustainable industrial cluster development.

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.

【亿邦原创】当下电商内卷激烈，仅退款、薅羊毛、亏着卖的破价模式，让商家生意难做。8月12日，1688出台一系列“反内卷”举措，面向产业带的源头厂商推出“提效增收”计划，并发布免费的“AI经营助理”，以提高商家的经营效率和生意效果，并将商家生意简化为自主经营和供货模式两种——自主经营用AI，供货模式用托管。目前，1688面向商家的AI产品全部免费。

01 AI助力源头厂商“反内卷”

电商躺赢的时代一去不复返。1688此次推出的“反内卷”举措也是在补自己的短板。这两年，在平替消费趋势的带动下，很多年轻的小B生意人和C类消费者，纷纷涌入1688挖宝源头厂货，找大牌代工厂和品牌平替货源。

在电商极度内卷的情况下，产业带源头厂商面临着更加危险的竞争。“一件代发”、“仅退款”也成就了部分职业薅羊毛的用户，“亏本卖”、“卷低价”挤压了厂商的利润空间，导致行业劣币驱逐良币。

比如一家做鱼线生意的工厂总经理分享，鱼线五块九还能包邮，倒逼很多商家降低原材料成本，降低商品质量，这是一件很危险的事情。“偷工减料，把价格以及成本做得非常低，我们根本拼不过他们。”该商家表示，他们需要在保证质量的同时确保公司正常运作，因此想要通过多种渠道来增加产品销售。

“提效增收”计划的核心，就是帮助商家获得更多采购线索，通过增加销量来减轻厂商内卷的压力。据了解，商家在1688上平均每投入1元，就能带来43元的线上交易额，一年可以沉淀至少200个高复购的客户。

在技术层面，1688AI经营助理并没有个人昵称，商家可自定义AI经营助理的名字，从而获得专属的“企业AI”。

AI经营助理背后是应用了1688二十多年的知识积累和沉淀，可以实时吸收并理解线上差异性的买家需求和市场趋势，以便更好更快地理解买家需求，并对最新市场机会做出迅速反馈提醒。

也就是说，AI经营助理相当于给商家配备了一个数字员工团队，其“成员”主要包括AI店长、AI素材运营、AI营销推广、AI客户管理。AI店长会根据商家生意经营现状，智能生成对应生意的经营计划。AI素材运营可以更好地识别线上买家需求，有针对性地优化商品主图，标题，卖点等关键内容信息。AI营销推广可以设计合理的营销活动、广告投放、店铺营销等动作，让营销投入更科学、回报更优。AI客户管理能很好地帮助商家在客户的生意周期内，实现不同的拉新、复购、服务等，增强客户黏性。

据了解，在AI经营助理灰度测试期间，使用了该产品的商家，生意难度相当于原来的60%，平均的生意机会增加了50%。通过AI代运营能力，以前商家需要一个专业运营来完成的工作，现在只需0.2个人力成本就可完成。

02 简化生意模式，保障商家增收+盈利

“保获客、保订单”，是1688今年对于新签商家的效果承诺。对应来说，就是保证新入驻的中小商家在1688平台上既能通过新客增收，又能保证订单的盈利水平。

此外，1688还将发起“百亿规模流量补贴”，推广商品的曝光量相比以前将增加40%以上，平均点击成本将降低38%，每获得1000个点击，推广成本节省38%。商家可通过以上举措实现“增收”效果。对于实力商家和超工工厂这两类会员商家，可直接绿通核心流量场景，不再设交易额门槛。

1688称，提效增收计划启动和AI经营助理发布后，商家可选择两个模式进行合作：一是自主经营模式，即平台提供AI经营助理的代运营能力、提供特定的销售通道进行“帮卖”，帮助商家获取高复购买家，赚取新客、老客、帮卖收入。二是供货模式，相当于托管模式，平台向商家招标，商家通过爆款竞价加入供货模式，并给到商品供货价，平台提供定价建议、协助商家销售和履约，帮助商家获得更多货款收入。

在供货模式下，商家无需花精力及人力去学习1688的流量分配机制，只需提供更具质价比的商品，且目前不产生服务费。