2022天猫双11大促消费行为分波段洞察.pdf

天猫双11大促消费行为分波段洞察阿里妈妈营销研究和体验中心-研究中心TO MAKET IT EASYTO DO MARKETINGANYWHERE双峰大促背后的典型的消费行为类型Part.0111011102110311041105110611071108110911101111天猫双天猫双1111中成交前移但活跃持续，仍对后峰充满期待中成交前移但活跃持续，仍对后峰充满期待消费者在天猫双11各阶段持续活跃，但成交偏向前峰，后峰存在消费空间待满足2021天猫双11GMVGMV及IPVIPV日分布GMV分布：双峰并重，成交前移较11.11，+8%较11.1，+5%IPV分布：双峰并重，活跃持续消费群体价值消费群体策略消费群体类型前峰和后峰群体差异大，两峰均关注实现差异化触达前峰和后峰群体差异大，两峰均关注实现差异化触达天猫双11第一峰购买的消费群体和第二峰购买的消费群体重合度低，需要采取不同的策略差异化运营，才能在大促中推高品牌成交量13%仅前峰49%仅后峰38%同一级类目双峰同一级类目双峰均成交均成交占前后峰总成交消费群体数的占前后峰总成交消费群体数的13%13%*为2021天猫双11重点一级类目的平均值前峰购买后峰购买一线城市24-34岁精致妈妈、新锐白领、小镇青年三线及以下35岁+都市蓝领、小镇中年二线城市18-24岁GenZ、资深白领双峰购买消费群体价值消费群体策略消费群体类型前峰即购型购后回看型双峰复购型观望后购型后峰即购型8 8成消费者在大促全周期活跃，消费需求应持续满足成消费者在大促全周期活跃，消费需求应持续满足消费者双峰参与积极，其中双峰活跃消费者近八成，需重点关注双峰联动性根据双峰购买和浏览行为可将消费者分为五大行为类型前峰前后峰间后峰10.24-11.311.4-11.1011.11消费群体类型买前峰即购型买后峰即购型买看购后回看型看买观望后购型买看买多峰复购型（大促两峰）五大行为类型UV占比数据说明：五大行为类型定义粒度为一级类目，即在同一个一级类目发生的买/看的行为买：同一级类目成交看：同一级类目商品浏览/搜索点击/收藏加购数据说明：一级类目五大行为类型UV占比=该类目该类型UV/该类目天猫双11双峰成交总UV五大行为类型UV占比=重点一级类目五大行为类型UV占比的均值全周期活跃80%全周期活跃单峰活跃多峰复购型（大促两峰）消费群体价值消费群体策略消费群体类型TO MAKET IT EASYTO DO MARKETINGANYWHERE5大行为类型全周期分波段经营策略Part.02大促消费群体活跃及成交价值不同，层层递进形成金字塔结构大促消费群体活跃及成交价值不同，层层递进形成金字塔结构关注高成交转化消费群体的同时，可通过满足低成交转化消费群体的需求探索消费群体成长进阶机会，帮助品牌获得更大生意增量空间前峰即购型购后回看型双峰复购型观望后购型后峰即购型双峰成交ARPU中位数双十一后半年长期成交价值中位数购后回看型购后回看型观望后购型观望后购型前峰即购型前峰即购型后峰即购型后峰即购型多峰复购型多峰复购型（大促两峰）（大促两峰）5 5大类型价值大类型价值5 5大类型营销价值金字塔大类型营销价值金字塔营销价值营销价值营销价值营销价值高高低低消费群体价值消费群体策略消费群体类型流转消费群体占6 6成，8 8条高价值流转中购后回看、观望后购向多峰复购型2 2条价值和量级最优大促消费群体策略：消费行为存在流动性，在保证基本盘前提下获取更多流转增量大促消费群体策略：消费行为存在流动性，在保证基本盘前提下获取更多流转增量4成消费群体行为稳定，是稳定的基本盘需持续稳固6成消费群体发生流转，需关注流转体量及流转价值，促成大体量高价值流转，争夺增量空间行为稳定消费群体4 4成维稳策略，消费群体基本盘保存量关注消费群体购买动因及偏好大促消费行为的变迁流转大促消费行为的变迁流转稳定型稳定型稳定型稳定型策略2：寻找增长点策略1：维护基本盘高价值流转高价值流转高价值流转高价值流转高价值流转高价值流转高价值流转高价值流转路径1：购后回看到多峰复购（大促期两峰）回看需求动因回看需求动因购买需求动因购买需求动因第一峰第一峰（11.111.1-11.311.3）回看回看（11.411.4-11.1111.11）第一峰未满足需求第一峰未满足需求路径2：观望后购到多峰复购（大促期两峰）观望观望（11.111.1-11.1011.10）购买购买（11.1111.11）观望需求，抢先收获观望需求，抢先收获收藏加购动因收藏加购动因不同观望需求成交转化不同观望需求成交转化5多峰复购型5多峰复购型多峰复购型多峰复购型多峰复购型多峰复购型消费群体价值消费群体策略消费群体类型购后回看型购后回看型观望后购型观望后购型前峰即购型前峰即购型后峰即购型后峰即购型多峰复购型多峰复购型（大促两峰）（大促两峰）前峰、后峰购买同一级类目的消费群体多峰复购型洞察（大促期两峰）多峰复购型洞察（大促期两峰）多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型蓄水节奏：多峰复购型消费群体在平台活跃度高，可较早进行蓄水触达蓄水节奏：多峰复购型消费群体在平台活跃度高，可较早进行蓄水触达多峰复购型消费群体活跃度高，参与意愿度高，大促前的首次品类认知发生在8月下旬，可前置的蓄水种草助力生意增长服饰运动美容护理母婴食品健康消电3C生活电器手机厨房电器大家电保健食品/膳食营养补充食品酒类粮油调味/速食/干货/烘焙零食/坚果/特产咖啡/麦片/冲饮奶粉/辅食/营养品/零食婴童用品童装/婴儿装/亲子装美发护发/假发美容护肤/美体/精油彩妆/香水/美妆工具运动服/休闲服装运动鞋new女士内衣/男士内衣/家居服男装女鞋女装/女士精品品类认知品类搜索宝贝比较&收藏加购20253004091419242904091419248月9月10月维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型购买需求动因：前峰倾向品牌购买需求动因：前峰倾向品牌/品类内复购且乐于尝试高阶品牌，后峰则偏好同层级品牌复购品类内复购且乐于尝试高阶品牌，后峰则偏好同层级品牌复购第一峰重点关注品牌老客复购，且是触达其他品牌消费群体的良机；第二峰需加强品牌老客触达并积极拦截确保不流失品牌复购：用户购买近一年购买过的二级类目和品牌品牌尝新-非升级：用户购买近一年购买过的二级类目且近一年没有购买过的品牌，且该品牌平均客单不显著高于用户近一年购买过的品牌品牌尝新-升级：用户购买近一年购买过的二级类目且近一年没有购买过的品牌，且该品牌平均客单显著高于用户近一年购买过的品牌品类尝新：用户购买近一年未购买过的二级类目数据说明：格子颜色代表需求动因TGI，颜色越深TGI越高需求动因TGI=该消费群体在该类目该峰成交额中该动因的占比/该类目双峰成交额中该动因的占比前峰：11.1-11.3；后峰：11.4-11.11行业行业一级类目一级类目前峰购买动因前峰购买动因后峰购买动因后峰购买动因品牌复购品牌复购品牌尝新品牌尝新-非升级非升级品牌尝新品牌尝新-升级升级品类尝新品类尝新品牌复购品牌复购品牌尝新品牌尝新-非升级非升级品牌尝新品牌尝新-升级升级品类尝新品类尝新3C数码厨房电器1.670799541.172364951.225203820.897426443.372014222.618475260.977326930.61669421大家电2.080017391.129023940.940573670.656936082.828137591.959945070.781166420.38049508生活电器1.408857251.134552951.202674870.948105394.183634143.888493441.112489910.57127551服饰鞋包男装1.455760011.14607981.141504570.806968571.777487851.526616480.991884740.63420007女士内衣/男士内衣/家居服1.205190041.124743961.102550050.826379411.474151211.32881910.976620520.65310132女鞋1.286214821.185857711.107960940.719375352.187042951.406483710.801451320.27294886女装/女士精品1.164185421.085975771.079752210.778856351.325445921.149791680.944998070.64983401美容护理彩妆/香水/美妆工具1.117359531.178840511.069250160.706586311.441166051.290334440.890795980.49035704美发护发/假发1.219254421.225766531.09776460.782794511.744937671.625763680.846532080.4297371美容护肤/美体/精油1.086520941.212801871.117017350.77282141.444748071.261427530.877640920.65746321母婴奶粉/辅食/营养品/零食1.144575451.213744931.152618750.570010461.229460271.344577750.922538410.36980338童装/婴儿装/亲子装1.184298451.141455241.091860710.768593451.38485991.277838410.998454750.59156774婴童用品1.050654961.098614091.104418820.915573931.421802481.520686331.067689740.60662201食品/保健保健食品/膳食营养补充食品1.256125421.217200521.058040730.518289871.475979991.369783870.86553490.19406505酒类1.466174391.231062180.91268230.50905561.824847691.39667040.669676270.15965273咖啡/麦片/冲饮1.213861551.090883911.027350140.564822981.349904981.08113830.798200080.40606655粮油调味/速食/干货/烘焙1.226441121.054518240.946232910.530030481.335082841.057193810.822322820.37912086零食/坚果/特产1.232480291.185738010.992631250.561835991.445552851.104351190.885773460.43435134运动/户外运动服/休闲服装1.501165971.437728791.349679940.778611572.345408512.004062360.976908530.5048207运动鞋new1.971262431.260078680.764750260.519896222.276109491.468340630.660811350.33745431维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型触点偏好：多峰复购消费群体活跃度高，爱逛爱互动爱比较触点偏好：多峰复购消费群体活跃度高，爱逛爱互动爱比较多峰复购型消费群体大促期触点偏好以后链路推荐、内容种草及互动渠道为主数据说明：格子颜色代表货品偏好TGI，颜色越深TGI越高大促期触点偏好TGI=该消费群体在该类目IPV中该触点的占比/该类目IPV中该触点的占比,时段：大促期11.1-11.11行业行业一级类目名称一级类目名称搜拓新搜拓新逛比较逛比较互动购互动购薅羊毛薅羊毛寻尖货寻尖货手淘手淘搜索搜索购后购后推荐推荐购物购物车推荐车推荐每日每日好店好店免费免费试用试用收藏夹收藏夹推荐推荐手淘首手淘首页猜你页猜你喜欢喜欢淘宝淘宝短视频短视频淘宝淘宝直播直播微淘微淘有好货有好货芭芭芭芭农场农场淘金币淘金币百亿百亿补贴补贴聚划算聚划算天天天天特卖特卖天猫小天猫小黑盒黑盒3C数码厨房电器0.943587191.152180681.30414930.963228760.954990621.10376150.924276121.035705991.385806161.64169130.981934721.027862781.131867170.971806960.83409730.504330151.02614955大家电0.940554380.977891781.126213250.913532510.965549050.938451630.841171990.81430851.380289613.344147440.838586450.887471751.033173761.10938060.876191840.368673911.03173623生活电器0.902032551.168204461.378955340.941871360.969497621.125064460.911096761.062249591.427962361.533478330.922765191.067629011.249638071.028884080.837051620.481001751.05640018服饰鞋包男装0.977150821.129187271.251767541.074325870.822816321.183632180.943329050.964308571.121634211.301474961.101628521.08786461.242704191.099959241.097814360.674832251.05453542女士内衣/男士内衣/家居服0.953511110.977930581.144861370.8723681.014047491.102093270.870253020.862508021.349058791.059119810.784376551.035949971.086064181.112169580.964894581.106952060.97097791女鞋1.007881831.073895631.177170730.902093030.624569581.157347340.826498730.770924531.28090061.178410840.939845691.0771181.255876441.176542750.923619790.470285180.85253823女装/女士精品0.97262411.086500941.211493710.93189440.80295651.120629570.848625930.91551261.321996761.182903890.878027021.041141231.105728151.087767640.94485740.701916090.9457511美容护理彩妆/香水/美妆工具0.997251910.918972861.046161550.959390761.059114290.955270940.830193290.844663521.17734221.023071820.820781110.94415980.991859181.083688810.813211580.836548280.86701354美发护发/假发0.887592850.895536431.010593820.908362761.210869840.892055520.749620680.899438111.443099411.093057840.770865981.058595061.137808660.856562930.843858270.395446281.03391434美容护肤/美体/精油0.902737220.847802340.962887380.842350251.151934670.840490390.797359020.764588681.201850840.977464930.688841740.872269290.885667841.021063630.803273470.908812720.89639202母婴奶粉/辅食/营养品/零食0.990962820.905295261.08971620.797769691.029436921.00484060.861072140.804477421.104105180.817176310.734839470.96829791.061398581.034653740.93169971.804348820.99379737童装/婴儿装/亲子装0.965852761.059657511.213394290.984009390.982431761.154028010.894612650.90999681.192755211.125470050.963550291.055342361.110139361.180357280.9827490.70562650.99996493婴童用品0.973464441.051008521.208402341.002540741.020218541.109435220.951628790.918413071.136759720.951051680.989327250.998305231.004737890.985459230.888059580.926175371.00652872食品/保健 保健食品/膳食营养补充食品0.974338761.016551431.168212281.279638340.743395361.103132160.881340060.816512141.15424321.306410351.030800611.2387171.492736880.92627291.020896180.787401551.0239116酒类1.01286560.53015670.50466560.907577550.931217360.713093180.551587160.762858781.358530941.70198860.779131221.204975781.522372981.166876420.937249450.815764971.02449391咖啡/麦片/冲饮0.908269690.840455710.998132060.967126961.233015420.892180440.713699460.780828311.271432121.212526550.756445671.167666351.20497051.072987331.020469351.645648881.10741763粮油调味/速食/干货/烘焙0.93700530.93820851.182985441.009380281.009577041.064028040.786969220.831433121.272066911.067329840.969187231.106547661.244686451.173623041.164576581.358731760.99563201零食/坚果/特产0.873700570.847706521.087993880.998433410.958943041.021733860.729425250.814736541.392969271.103282540.939102331.0312221.144659781.243822761.072477691.29956230.94088978运动/户外运动服/休闲服装0.95056471.114153161.135247670.862564850.764834031.151613930.908199590.887195181.232873911.218149630.997844481.1598921.244512141.146488061.032536590.662680850.92218199运动鞋new0.956395450.946414770.998909690.667800120.812395991.016003670.773453220.779005071.496234821.372540990.839034411.106406261.194080781.187775760.992932920.451250840.88301842维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型购后回看型购后回看型观望后购型观望后购型前峰即购型前峰即购型后峰即购型后峰即购型多峰复购型多峰复购型（大促两峰）（大促两峰）前峰购买、峰间及后峰回看同一级类目的消费群体购后回看型洞察购后回看型洞察多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型蓄水节奏：购后回看型消费群体也需较早开启蓄水抢占消费群体心智蓄水节奏：购后回看型消费群体也需较早开启蓄水抢占消费群体心智购后回看型消费群体从8月下旬及9月上旬开始蓄水：服饰、美妆行业8月下旬；母婴、食品、消电行业9月上旬服饰运动美容护理母婴食品健康消电3C生活电器大家电手机厨房电器保健食品/膳食营养补充食品酒类粮油调味/速食/干货/烘焙零食/坚果/特产咖啡/麦片/冲饮奶粉/辅食/营养品/零食婴童用品童装/婴儿装/亲子装美发护发/假发美容护肤/美体/精油彩妆/香水/美妆工具运动服/休闲服装运动鞋new女士内衣/男士内衣/家居服男装女鞋女装/女士精品品类认知品类搜索宝贝比较&收藏加购20253004091419242904091419248月9月10月维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型0.70.80.911.11.21.31.41.500.10.20.30.40.50.6复购囤货品牌尝新-非升级品牌尝新-升级品类尝新成交额占比成交额占比TGITGI=1购买需求动因占比及购买需求动因占比及TGITGI（全行业）（全行业）购买需求动因：购后回看消费群体品牌升级意愿度高，且乐于尝试更多新的品类购买需求动因：购后回看消费群体品牌升级意愿度高，且乐于尝试更多新的品类行业行业一级类目一级类目品牌复购品牌复购品牌尝新品牌尝新-非升级非升级品牌尝新品牌尝新-升级升级品类尝新品类尝新3C数码厨房电器0.789004620.9234940261.1090895611.02674217生活电器0.787164670.793397230.9629174651.02994646大家电0.3676460.821059971.0460132831.20642166服饰鞋包男装0.879262040.9586640241.0868728321.03140583女士内衣/男士内衣/家居服1.023009481.0073200331.0641095380.96895841女鞋0.918311650.9787965391.0949458091.01783102女装/女士精品0.828664250.9088779391.0548894741.18415751美容护理彩妆/香水/美妆工具0.903196911.01029321.0938885270.99781925美发护发/假发0.953475531.052417681.1662262680.96739814美容护肤/美体/精油0.894074361.0076073471.0824049141.01573572母婴童装/婴儿装/亲子装0.913875470.886782390.9987058391.12428669婴童用品0.896247440.9393443721.0476239151.05651943奶粉/辅食/营养品/零食1.034745410.9704577531.062576330.91844368食品/保健保健食品/膳食营养补充食品0.988682821.0526763481.1169105060.95572052酒类0.930096951.0220187781.0920462641.04084877咖啡/麦片/冲饮0.959381211.0879715361.1700381410.96332711粮油调味/速食/干货/烘焙0.921161341.0784727471.1052205061.01353704零食/坚果/特产0.915861921.0765451091.0926121580.98720847运动/户外运动服/休闲服装0.861078570.8826038521.052597971.04906436运动鞋new0.679285990.9963969341.1726873811.12846213购买需求动因购买需求动因TGITGI（分行业）（分行业）购后回看型购买需求动因偏好品牌升级尝新，品牌可在第一峰对该消费群体进行品类内品牌升级新客拉新购后回看消费群体中品类尝新类成交高，是品牌在品类内进行消费群体拉新的重点消费群体品牌复购：用户购买近一年购买过的二级类目和品牌品牌尝新-非升级：用户购买近一年购买过的二级类目且近一年没有购买过的品牌，且该品牌平均客单不显著高于用户近一年购买过的品牌品牌尝新-升级：用户购买近一年购买过的二级类目且近一年没有购买过的品牌，且该品牌平均客单显著高于用户近一年购买过的品牌品类尝新：用户购买近一年未购买过的二级类目数据说明：格子颜色代表需求动因TGI，颜色越深TGI越高需求动因TGI=该消费群体在该类目多峰成交额中该动因的占比/该类目多峰成交额中该动因的占比品牌复购维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型美妆、服饰、母婴、食品行业需关注发现第一峰未满足的需求机会，在第二峰再次释放消费力购后回看型到多峰复购型变迁流转率购后回看型到多峰复购型变迁流转率女装/女士精品童装/婴儿装/亲子装粮油调味/速食/干货/烘焙美容护肤/美体/精油零食/坚果/特产婴童用品女士内衣/男士内衣/家居服彩妆/香水/美妆工具咖啡/麦片/冲饮男装奶粉/辅食/营养品/零食运动服/休闲服装酒类女鞋保健食品/膳食营养补充食品大家电运动鞋new美发护发/假发厨房电器生活电器美妆、服饰等悦己满足型品类，母婴、食品等囤货型品类流转率超10%-20%，可成长为多峰复购型数据说明：购后回看到多峰复购流转率=该行业在2020年天猫双11为购后回看型且2021年天猫双11变迁到多峰复购型的人数/该行业在2020年天猫双11为购后回看型且2021年天猫双11有成交的人数购后回看到多峰复购：快消品类购后回看型消费群体更易成长为多峰复购型购后回看到多峰复购：快消品类购后回看型消费群体更易成长为多峰复购型维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型回看需求动因（回看需求动因（IPVIPV）占比）占比购后回看需求：购后回看需求：需重点关注消费群体的回看需求，针对需求在后峰前高效精准布局，促成后峰转化需重点关注消费群体的回看需求，针对需求在后峰前高效精准布局，促成后峰转化美妆/服饰消费群体后峰探索新品类，食品/奶粉消费群体浏览已购品牌或有品牌复购机会50%酒类保健食品/膳食营养补充咖啡/麦片/冲饮粮油调味/速食/干货/烘焙零食/坚果/特产奶粉/辅食/营养品/零食婴童用品童装/婴儿装/亲子装运动服/休闲服装女鞋女士内衣/男士内衣/家居服男装女装/女士精品彩妆/香水/美妆工具美容护肤/美体/精油同品牌回看同层级品牌回看品牌升级回看品类拓展回看同品牌回看：用户回看前峰购买过的二级类目和品牌同层级品牌回看：用户回看前峰购买过的二级类目且近一年没有购买过的品牌，且该品牌平均客单不显著高于用户近一年购买过的品牌品牌升级回看：用户回看前峰购买过的二级类目且近一年没有购买过的品牌，且该品牌平均客单显著高于用户近一年购买过的品牌品类拓展回看：用户回看前峰未购买过的二级类目服饰运动美容护理母婴食品健康美妆、服饰等逛心智行业回看品类拓展占比较高拓品类消费宽度拓品类消费宽度食品、奶粉等囤货型行业回看同品牌及同层级品牌占比较高打短期复购打短期复购/抢竞抢竞品客群品客群维护基本盘寻找增长点多峰复购购后回看观望后购消费群体价值消费群体策略消费群体类型行业行业一级类目一级类目搜拓新搜拓新逛比较逛比较互动购互动购薅羊毛薅羊毛寻尖货寻尖货手淘手淘搜索搜索购后购后推荐推荐购物车购物车推荐推荐每日每日好店好店免费免费试用试用收藏夹收藏夹推荐推荐手淘首手淘首页猜你页猜你喜欢喜欢淘宝淘宝短视频短视频淘宝淘宝直播直播微淘微淘有好货有好货芭芭芭芭农场农场淘金币淘金币百亿百亿补贴补贴聚划算聚划算天天天天特卖特卖天猫天猫小黑盒小黑盒服饰鞋包男装0.917658661.445470331.116657481.109207380.801844170.925985690.894676790.918537291.688656751.135786321.03437531.143106591.428402391.283867560.880973470.742795681.05144718女士内衣/男士内衣/家居服0.853612271.088700341.143833470.960225911.538323690.833055010.790706460.810687472.150435811.339032330.695478281.130728271.375340731.507207310.997424621.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