快手抖音为什么纷纷牵手淘宝，能带货才是硬道理！
忽如一夜春风来，直播平台纷纷进入了"带货"节奏。
2018年末，先是以二次元闻名的B站与淘宝合作，再是以喊麦、社会摇出位的快手接入淘宝，而抖音则更早与淘宝对接，将电商玩得风生水起。
过去，是全网营销，最后淘宝成交；现在则是各种主播表演，最后淘宝带货。
你没看错，有流量、有人气的直播平台都在寻求淘宝变现。去年双十一的时候，一些女主播直播两小时就能带货超过2亿元。
还是那句话，能带货才是硬道理。
其实，早在2016年，阿里巴巴CEO张勇就说：淘宝的方向就是从万能的商品市场进化到超级消费媒介。如今架通直播的淘宝，正是这种"超级消费媒介"的体现。
毕竟，淘宝诞生之初就是购物社区，做买卖双方的媒介，有先天基因，再加上发展多年，它也不缺产业链布局。比如淘宝上一个网红卖家，早晨盯工厂看版型，确定货品、数量，晚间直播3-4小时，为粉丝试穿、介绍数十件衣服，带链接，做成交。
一个10人小团队，就协助她完成了打样、备货到物流、客服等全商业流程。如此高效，凭的是淘宝积淀多年的基础设施。
而现在，这些也成为了淘宝承接快手、抖音等网红的关键。一场加入了直播的"核聚变"，正在引发出一场声势更浩大、变现能力能强的网红经济业态。
比如说，一个网红想自创品牌做服装，就会有专门的"淘工厂"帮匹配生产力，其中很多是国外大牌的代工厂，质量有保证，而且还能柔性化生产，适应其小批量、多批次的要求。
又比如说，有人想做网红零食，就有"零售通"供给铺货，销量越大折扣越大，只要能在直播中吸引来足够多的用户，就很容易获得价差利润。
此外，淘宝还给网红提供粉丝的"画像"，让他们看清"娱乐"角色之外，粉丝们买买买的偏好、倾向等各种标签，针对其痒点、痛点、甜蜜点投放不同商品，更容易获得交易变现的最大化。
更不用说淘宝大学和小二辅导为网红们提供"知识升级"，让他们深入了解各种"货"的属性、特征，深化粉丝与货品的匹配，更有效的形成交易。
这正是淘宝生态的力量，作为有机的统一体，对直播红人开放赋能，更具有增量空间和协调效应的优势。
是不是看心动了？以前是万能的淘宝，现在是超级消费媒介淘宝，定位在变化升级，但不变的是依旧"万能"！
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