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关于“跨境电商”的报告

本报告研究涉及企业/品牌/案例:网易考拉,小红书,天猫国际,奥买家,海囤全球

国民消费的升级和与之带来的用户对于产品质量和产品种类的要求提高,推动了跨境电商市场发展,与此同时,《电商法》的出台为行业提供规范发展环境。在用户需求提升和规范化加强的背景下,跨境电商交易规模2019年有望增至10.8万亿元,踏入十万亿市场。iiMedia Research(艾媒咨询)数据显示,”618“期间质量保障仍然是海淘用户最关注因素。”618“等促销活动虽然激发了消费者对海淘商品优惠折扣的关注,但商品品质仍然是用户最关注的因素。53.4%的受访用户”618“期间选择跨境电商平台关注因素是商品正品保障情况。”618“期间,在线上平台火热发展的同时,用户对于线下海淘购物的热情也俱增。2019年”618“期间57.0%的受访海淘用户参加了跨境电商平台的促销优惠活动,而参加平台线下促销活动的用户占比也达到12.3%。线下购物具有让消费者直接接触商品优势,能增强对商品的信任度,提高用户体验。93.1%的受访用户对”618“期间线下消费体验表示满意。

The upgrading of national consumption and the increasing demands for product quality and product diversity have promoted the development of cross-border e-commerce market. At the same time, the promulgation of the E-commerce Law provides a normative development environment for the industry. Under the condition of increasing user demand and strengthening industry standardization, the scale of cross-border e-commerce transactions is expected to increase to 10.8 trillion yuan in 2019 and the cross border e-commerce has entered the 10 trillion yuan market. As the data of iiMedia Research showed, quality assurance during ”618“ is still the most concerned factor for cross-boder e-commerce users. Although”618“and other promotional activities have aroused consumers' concern about preferential discounts for abroad commodities, the quality of commodities is still the most concerned factor for users. 53.4% of the interviewed users chose cross-border e-commerce platform during the”618“ period for the concern of guarantee of authenticity. During the”618“period, while the online platform developed rapidly, the user's enthusiasm for offline shopping is also growing. During the ”618“period in 2019, 57.0% of interviewed users participated in promotional activities of cross-border e-commerce platforms, and the proportion of users participating in off-line promotional activities of the platforms reached 12.3%. Off-line shopping has the advantage of direct contact with commodities, which can enhance the trust of commodities and improve the user experience. 93.1% of the interviewed users were satisfied with the offline consumption experience during 618.

本报告研究涉及企业/品牌:阿里巴巴、天猫、京东、苏宁易购、网易考拉、food2china、洋码头、顺丰速递、申通速递、圆通速递、中通速递、韵达速递、雀巢、费列罗、乐天、卡乐比、爱他美、德运、依云、百事、卡夫亨氏、达能、亿滋国际、可口可乐、桂格。

利好政策、消费升级驱动下,中国进口食品电商产业快速发展,2017年进口食品占进口商品比例升至6.8%,中国跨境电商零售进口渗透率从2014年的1.6%迅速攀升至2017年的10.2%,跨境电商进口消费者人数在2015-2017年之间增长10倍,进口食品品牌及种类不断丰富,其中休闲食品最受欢迎。iiMedia Research(艾媒咨询)数据显示,通过电商平台购买进口食品的人占据全部消费者的74.2%,53.5%消费者认为品质为选购进口食品时考虑的第一要素。艾媒咨询分析师认为未来进口食品市场会下沉至三四线城市,电商平台将成为进口食品选购的主要渠道。

Driven by favorable policies and consumption upgrading, China's imported food e-commerce industry has developed rapidly, with the proportion of imported food rising to 6.8% in 2017. China's cross-border e-commerce retail import penetration rate has risen rapidly from 1.6% in 2014 to 10.2% in 2017. The number of cross-border e-commerce import consumers has increased 10 times between 2015 and 2017, and the brand and category of imported food are constantly enriched, including leisure. Food is the most popular. According to iiMedia Research, 74.2% of all consumers buy imported food through commercial platforms, and 53.5% of consumers consider quality as the first factor to be considered when choosing imported food. Ai Media Consulting Analysts believe that the future imported food market will sink to the third and fourth tier cities, e-commerce platform will become the main channel for imported food purchase.

本报告研究涉及企业/品牌/案例:网易考拉,天猫国际,奥买家,苏宁国际,唯品国际,小红书,海囤全球,洋码头,蜜芽,空中云汇、KK馆、纵腾网络、PingPong金融、星商,京东,阿里巴巴,普洛斯、凯辉基金、钟鼎资本,DST、Global

政策春风推动跨境电商行业快速发展。iiMedia Research(艾媒咨询)数据显示,2018年中国海淘用户已突破1亿人,预计2019年交易规模突破10万亿元。资本继续加码跨境电商领域,2019年第一季度中国跨境电商领域投融资超20亿元。跨境电商头部平台维持竞争优势。跨境电商线下门店更易达成高客单价交易,用户更偏好在线下门店购买钟表首饰、数码家电、汽车用品商品,在线下门店平均单次消费金额在1000元以上的用户占比超五成。其线下门店对线上平台导流作用明显。75%的受访线下门店顾客愿意尝试或更多使用相应的跨境电商线上平台。跨境电商行业发展最大痛点在于商品正品保障,因此各类跨境电商平台都在加强线下门店的布局。海淘消费者在线下的良好体验也有利于其后期转化为线上平台用户。未来跨境电商线上线下之间的融合将不断加深,线下门店也将更注重商品池的打通和利用科技助力体验。

The spring breeze of the policy promotes the rapid development of the cross-border e-commerce industry. As the data of iiMedia Research showed, China's users who buy imported goods online have exceeded 100 million in 2018. It is expected that the transaction volume in 2019 will exceed 10 trillion yuan. Capital continued to increase the cross-border e-commerce sector. In the first quarter of 2019, China's cross-border e-commerce sector invested more than 2 billion yuan. The cross-border e-commerce head platform maintains a competitive advantage. Cross-border e-commerce offline stores are more likely to achieve high-price per customer transaction, users prefer to buy watches and clocks, digital home appliances, auto supplies in offline stores. The users who consume more than 1,000 yuan average single-time in the offline stores accounted for more than 50% . Its offline stores have an obvious effect on the diversion to the online platform . 75% of the offline store customers who are interviewed are willing to try or use the corresponding cross-border e-commerce online platform more. The biggest pain point in the development of cross-border e-commerce industry lies in the authentic security. Therefore, all kinds of cross-border e-commerce platforms are strengthening the layout of offline stores. The good experience of offline consumer is also beneficial to the later conversion to online platform users. In the future, the integration between online channel and offline channel of cross-border e-commerce will continue to deepen, and offline stores will pay more attention to the opening of commodity pools and the use of technology to help impoving experience.

本月报涉及企业/品牌包括:菜鸟网络、京东物流、万科物流、顺丰敦豪供应链中国、小红书、纵腾网络、KK馆、全球速卖通、网易考拉、天猫国际、海囤全球、有赞、全速通、PingPong金融、Airwallex(空中云汇)、波罗蜜、洋码头、亚马逊、eBay、腾讯

随着多项相关政策出台并落实,中国跨境电商及其产业链将进一步规范化。2019年3月,国家出台减费降税等一系列利好政策,助力跨境电商发展。中美双方积极协商,贸易战对跨境电商影响不大。资本市场对跨境电商发展持乐观态度,3月跨境电商行业共获得4笔融资,金额突破15亿元人民币。头部厂商发布2019年战略,小红书架构调整进一步转型,速卖通携国产美妆出海,天猫国际升级直营业务,打造海外仓和内容营销新模式。产业链进一步发展,跨境物流战升级,行业规范化催生服务商等新业态,有赞发布跨境电商解决方案。跨境电商近期负面舆情较多,网易考拉、小红书均出现负面事件,引起关注。目前跨境电商用户相对年轻化,并以女性为主,潜在消费者市场较为广阔。

With the publishment and implementation of a number of related policies, Chinese cross-border e-commerce and its industrial chain will be further standardized. In March 2019, the government published a series of favorable policies such as fee reduction and tax reduction to help cross-border e-commerce development. China and the United States have actively negotiated that trade wars have little impact on cross-border e-commerce. The capital market is optimistic about cross-border e-commerce development. In March, the cross-border e-commerce industry received a total of four financings, amounting to 1.5 billion yuan. The head companies released the strategy of 2019, and the restructuring of the Red was further transformed with structural adjustment. AliExpress brought domestic Beauty brands to overseas market, and Tmall International upgraded its direct business to create a new model of overseas warehouse and content marketing. The industrial chain has been further developed, cross-border logistics warfare has been upgraded, and industry standardization has spawned new business model such as service providers, and Youzan has published a cross-border e-commerce solution product. Cross-border e-commerce recently had more negative grievances, and NetEase koala and Red all had negative events, causing concern. At present, cross-border e-commerce users are relatively young and mainly women, and the potential consumer market is relatively broad.

本报告研究涉及企业/品牌包括:eBay、MercadoLibre、亚马逊、全球速卖通、网易考拉、万科物流、小红书、唯品会、海囤全球、天猫国际、京东、苏宁、阿里巴巴、蜜芽、洋码头、达令、淘宝网、支付宝、微信支付、顺丰菜鸟网络

2018年,全球跨境电商行业迎来利好,iiMedia Research(艾媒咨询)数据显示,2018年全球B2C跨境电商交易规模达到6760亿元,同比去年增长27.5%,全球跨境网购普及率达51.2%。进博会及相关政策出台促进中国跨境电商发展,中国跨境电商交易规模达到9.1万亿元,用户规模超1亿。超五成用户每月购物一次,高频次海淘购物为跨境电商企业带来更多发展机遇。

Since 2018, the global cross-border e-commerce industry has continued to develop. According to iiMedia Research, the global B2C cross-border e-commerce transaction scale increased by 27.5% year-on-year in 2018. It is expected to exceed 800 billion US dollars in 2019. The penetration rate of online shopping has reached 51.2%, and the proportion of consumers who use cross-border e-commerce for online shopping accounts for 70% of online shoppers in the Middle East. Apparel, shoes and hats are the most popular category for consumers to purchase through cross-border e-commerce. Western Europe is largest e-commerce market in Europe, with the highest penetration rate among cross-border online shopping in the Macedonian region and Portugal in Europe. Cross-border e-commerce accounts for 25% of the Australian e-commerce market, and Australian online shoppers prefer cross-border purchases of products from American and the UK. In Latin America, the development of e-commerce in Brazil is relatively mature, and the e-commerce in Argentina is developing rapidly. In 2018, the CIIE and related policies promoted the development of cross-border e-commerce in China. The scale of cross-border e-commerce transactions in China reached 9.1 trillion yuan, and the scale of users exceeded 100 million. In 2018, 30.7% of cross-border e-commerce users buy foreign products online because of the good quality, which was 7.8% higher than the first half of 2018. Over 50% of users purchased once a month. iiMedia Research analysts believe that quality is increasingly valued by cross-border e-commerce users, users' demand for high-quality products is gradually increasing, and high-frequency overseas online shopping brings more development opportunities for cross-border e-commerce companies.

本报告研究涉及企业/品牌包括:eBay、MercadoLibre、亚马逊、全球速卖通、网易考拉、万科物流、小红书、唯品会、海囤全球、天猫国际、京东、苏宁、阿里巴巴、蜜芽、洋码头、达令、淘宝网、支付宝、微信支付、顺丰菜鸟网络

2018年以来,跨境电商行业迎来利好,进博会及相关政策出台促进行业发展。iiMedia Research(艾媒咨询)数据显示,2018年中国跨境电商交易规模达到9.1万亿元,用户规模超1亿。随着中国消费者购买力提升,消费升级的情况下,个性化、高品质的消费需求突显,海外留学、海外旅游、海外文化输入等都为新一代海淘创造了文化环境。iiMedia Research(艾媒咨询)数据显示,2018年,30.7%海淘用户因海外商品质量好而选择海淘,比2018上半年增长了7.8%,超五成用户每月购物一次。艾媒咨询分析师认为,质量越来越受到海淘用户重视,用户对高品质的跨境电商需求逐渐增加,同时高频次海淘购物为跨境电商企业带来更多发展机遇。

Since 2018, the Cross-Border E-Commerce industry has witnessed good results. China International Import Expo and related policies have been introduced to promote the development of the industry. As the data of iiMedia Research showed, the scale of Cross-Border E-Commerce industry transactions in China reached 9.1 trillion yuan in 2018, and the scale of users exceeded 100 million. With the increasing purchasing power of Chinese consumers, huge domestic demand occurs in Cross-Border E-Commerce market. As the data of iiMedia Research data showed, more than 50% of the interviewed users shop once a month, and high-frequency shopping in overseas more development opportunities for Cross-Border Commerce enterprises.

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