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艾媒咨询|2021年小红书公司研报
小红书是一款生活方式分享平台,包括消费经验和生活方式的众多内容。随着产品的迭代,小红书从社区平台转化为社区+电商平台,在UGC电商领域处于比较领先的地位。2019年11月,小红书引入电商直播功能,探索电商变现新模式。数据显示,2019年1月-2020年11月小红书的用户呈现小幅度下降趋势。截至2020年11月,小红书的月活用户为1232.19万人,环比下降0.32%。预计未来随着小红书的多元化发展,平台的月活用户有望恢复正增长。
Xiaohongshu is a lifestyle sharing platform that includes a wide range of consumer experiences and lifestyle. With the iteration of the product, Xiaohongshu from the Community Platform into the community + e-commerce platform, in the field of UGC e-commerce in a relatively leading position. In November 2019, Xiaohongshu introduced the live streaming function of e-commerce, exploring a new mode of e-commerce monetization.The data shows that from January 2019 to November 2020, the number of users of Xiaohongshu showed a slight downward trend. As of November 2020, Xiaohongshu had 12,321,900 monthly users, down 0.32 percent from the previous month. It is expected that with the diversified development of Xiaohongshu in the future, the monthly users of the platform are expected to resume positive growth. -
艾媒咨询|2020上半年中国导购电商行业研究报告
本报告研究涉及企业/品牌/案例:55海淘、什么值得买、蘑菇街。
iiMedia Research(艾媒咨询)数据显示,2019年中国导购电商用户规模为3.45亿人,预计2020年将增至3.81亿人,对比移动电商近8亿人的用户规模,导购电商用户渗透率仍有上升空间。伴随着鼓励消费政策的陆续出台、商品种类的迅速更新换代与信息流的爆发性增长,消费者对于导购电商的需求逐渐增加。iiMedia Research(艾媒咨询)数据显示,目前近七成消费者网购时使用导购平台,平台用户对海淘导购等垂直细分平台存在一定需求。艾媒咨询分析师认为,供需双方的变化加速“人货场”重构,随之而来的是流量争夺加剧、消费便利性、品质化需求提升。导购电商平台作为连通商家和消费者的纽带,既能够帮助商家导流获客,还能为消费者提供便利,在电商渠道竞争加剧的情况下,其双向服务价值将进一步提升。
According to data from iiMedia Research, the number of users of guide e-commerce in China was 345 million in 2019, which is expected to increase to 381 million in 2020. Compared with the number of users of nearly 800 million in mobile e-commerce, the penetration rate of guide e-commerce still has room to rise. With the introduction of policies to encourage consumption, the rapid upgrading of commodity types and the explosive growth of information flow, consumers' demand for e-commerce shopping guides is increasing gradually. As the data of iiMedia Research showed, nearly 70% of consumers currently use the shopping guide platform for online shopping. Platform users have a certain demand for overseas online shopping guide and other vertical subdivided platforms. iiMedia consulting analysts believe that changes in the supply and demand sides accelerate the restructuring of "people's freight yard", followed by intensified traffic competition, consumption convenience, quality demand. E-commerce shopping guide platform, as a link connecting merchants and consumers, can not only help merchants to attract customers, but also provide convenience for consumers. In the case of intensified competition of e-commerce channels, its two-way service value will be further enhanced. -
艾媒报告|2019-2020年中国新零售产业研究报告
本报告研究涉及企业/品牌/案例:宝贝格子,盒马鲜生,瑞幸咖啡;其他提及企业/品牌:永辉超市,苏宁易购,华润万家,沃尔玛,每日优鲜,天虹,居然之家,支付宝,京东支付,京东物流,日日顺,顺丰速运,圆通速递,拼多多,云集,贝店,活动行,恰克,淘宝直播,启博软件,京喜,阿里巴巴,聚划算,小红书,洋码头,什么值得买,花生日记,淘集集,万色城,微信,抖音,快手,天猫,云闪付
数据显示,中国社会消费品零售规模稳步增长,2019年达到41.2万亿元。网络零售额占比也不断上升,2019年网络零售额达到10.6万亿元,占社会消费品零售总额25.7%。在消费升级和新兴技术推动下,新零售产业蓬勃发展,万亿市场规模加速形成。当前,新零售产业线上线下加速融合,新式营销层出不穷,整体呈现全渠道、数字化、社群化等特点。由数据、供应链、物流、支付、金融组成的新零售生态系统不断完善,促使面向细分人群、细分品类、细分市场的多种新零售业态快速发展,随之涌现出一批较具发展潜力的新零售标杆企业。艾媒咨询分析师认为,新零售挑战与机遇并存。短期,互联网人口增长红利趋尽,行业竞争日趋激烈,对新零售产业链上下游玩家提出更高要求,考验营销能力、精细化运营能力;长期,借助5G、大数据、人工智能等新兴信息技术手段,新老零售企业将被赋予更多能力,产业整体效率有望大幅提升,市场规模也将加速扩大。
Data show that the retail scale of China's social consumer goods has steadily increased, reaching 41.2 trillion yuan in 2019. The proportion of online retail sales has also continued to rise. In 2019, online retail sales reached 10.6 trillion yuan, accounting for 25.7% of total retail sales of consumer goods. Driven by consumption upgrades and emerging technologies, the new retail industry is booming, and the trillion-dollar market is accelerating. At present, the new retail industry is accelerating the integration of online and offline, new marketing is emerging endlessly, and the overall characteristics of omnichannel, digitalization, and community are presented. The new retail ecosystem consisting of data, supply chain, logistics, payment, and finance has been continuously improved, prompting the rapid development of a variety of new retail formats for segments, categories, and markets, and a number of more new retail benchmarking company with development potential. iiMedia Consulting analysts believe that new retail challenges and opportunities coexist. In the short term, the dividends of the growth of the Internet population are exhausting, and competition in the industry is becoming increasingly fierce. It places higher requirements on upstream and downstream players in the new retail industry chain to test marketing capabilities and refined operation capabilities. In the long term, it will use emerging information technologies such as 5G, big data, and artificial intelligence Means, new and old retail companies will be given more capabilities, the overall efficiency of the industry is expected to increase significantly, and the market size will also accelerate. -
艾媒研报 |2019H1值得买运行状况与行业趋势研究报告
本报告研究涉及企业/品牌/案例:值得买,星罗广告联盟,贝窝网,北京国脉创新投资, 共青城尚麟投资, 返利网,一淘,路口,杭州阿里妈妈软件服务有限公司,亚马逊(中国)投资有限公司,Commission Junction LLC,重庆京东海嘉电子商务有限公司,Digital Window Limited,eBay Inc. ,Rakuten Marketing LLC,Amazon Japan K.K,Amazon Services LLC,Linkshare Japan K.K,蓝标、阳狮、OMG ,网易、阿里巴巴,京东,苏宁,蓝标集团,阳狮集团,上海络程网络技术有限公司,科沃斯机器人股份有限公司
随着电商行业逐渐由粗放增长走向精耕细作,电商平台与品牌商对增量用户及优质用户的导流需求越发迫切,消费者对高效优质的导购内容需求日益增加。iiMedia Research(艾媒咨询)数据显示,2018年中国电商导购用户规模为3.03亿人,增速为24.7%;预计2019年用户仍将持续增长,规模有望达3.45亿人。虽然导购电商行业规模持续增长,但直播、短视频等多元导购模式的兴起以及巨头电商平台的入局,不断挤占值得买的生存空间。面对持续攀升的流量成本,日趋激烈的行业竞争,值得买需要最大限度的借助资本市场力量强化优势,并牢牢把握下沉市场带来的机遇,才有可能保持头部领先地位。
With the development of e-commerce industry from extensive growth to intensive cultivation, the diversion demand of e-commerce platform and brand merchants for incremental users and high-quality users becomes more and more urgent, and consumers'demand for high-efficiency and high-quality guided purchasing content is increasing. According to iiMedia Research, the number of e-commerce guided purchasing users in China reached 303 million in 2018, with a growth rate of 24.7%. And it is expected that users will continue to grow by 345 million in 2019. Although the scale of e-commerce industry continues to grow, the rise of multi-mode of direct purchase such as live broadcasting, short video and the entry of giant e-commerce platform continue to occupy the living space of Zhidemai. Faced with the rising cost of flow and increasingly fierce competition in the industry, Zhidemai needs to maximize the strength of the capital market to strengthen its advantages, and firmly grasp the opportunities brought by the sinking market, in order to maintain a leading position. -
艾媒报告|2019年中国导购电商行业用户行为数据与标杆案例研究报告
本研究报告涉及企业/品牌/案例:聚划算,淘宝,天猫,网易考拉,天猫,唯品会,1号店,京东,返利网,淘粉吧,卷皮网,折800,小红书,美丽说,蘑菇街,粉象生活,美丽修行,花生日记,DOSH,Goxip,在家ZAIJIA, YOHO!有货,WhatsMode,美时互享,礼物说,山茶花,蜜桔妈妈,氧气Bra
2018年中国导购电商用户规模已突破3亿人,主流导购电商平台,尤其是价格优惠类导购电商平台,在销售表现上快速增长势头,且导购电商APP用户大促期间日均活跃用户增长率也达到11.6%。而在城市销售表现上,导购电商平台在节日营销期间更聚焦于下沉城市。iiMedia Research(艾媒咨询)数据显示,一线城市销量占比仅为26.7%。导购电商平台在非一线城市的发展,是带动其“618”销售创新高的重要动力。
In 2018, the scale of China's shopping guide e-commerce users has exceeded 300 million. The mainstream shopping guide e-commerce platform, especially the price-concession shopping guide e-commerce platform, has a rapid growth in sales performance, and the daily e-commerce APP users are active during the period. User growth rate also reached 11.6%. In terms of urban sales performance, the shopping guide e-commerce platform is more focused on sinking cities during holiday marketing. According to iiMedia Research, first-tier cities accounted for only 26.7% of sales. The development of the shopping guide e-commerce platform in non-first-tier cities is an important driving force for the sales of its “618”.
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