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艾媒咨询|2021-2022年中国跨境出口电商行业及独立站模式发展现状及趋势研究报告
本报告涉及的案例/品牌/企业:SHEIN,棒谷科技,微盟ShopExpress
数据显示,2020年中国跨境出口电商规模为1.12万亿元,同比增长40.1%。受疫情的影响,国外消费者偏向于电商这种更少接触、更安全的购物方式,促进电商的发展;此外,中国政府对跨境电商的多项支持政策也进一步推动中国跨境电商的发展,预计中国跨境电商规模将于2021年、2024年分别达到1.51万亿元,2.95万亿元。中国企业在海外建立的独立站数量已达到了20万个,从跨境电商B2C市场结构上看,独立站份额从2016年的9.8%提升至2020年的20.3%。独立站模式具备一定的经营灵活性,易于收集、分析用户数据以运营私域流量,有够有效规避第三方跨境电商平台合规风险等优势,未来发展势头强盛。艾媒咨询分析师认为,随着电商经济的不断发展,消费水平的提高,消费者对产品“质”的追求将进一步提升,跨境出口电商产品将趋向于精品化、品牌化;随着社交平台的进一步发展以及公域流量成本的提高,跨境出口电商产品运营方式将趋向于数字化、本土化和引流方式多样化。
According to the data, the scale of China's cross-border export e-commerce in 2020 was 1.12 trillion yuan, with a year-on-year increase of 40.1%. Affected by the epidemic, foreign consumers prefer e-commerce, a less contact and safer way of shopping, which promotes the development of e-commerce; in addition, the Chinese government's many support policies for cross-border e-commerce also further promote the development of China's cross-border e-commerce, which is expected to continue in China The scale of cross-border e-commerce will reach 1.51 trillion yuan and 2.95 trillion yuan in 2021 and 2024 respectively. The number of independent stations established overseas by Chinese enterprises has reached 200000. From the perspective of cross-border e-commerce B2C market structure, the share of independent stations has increased from 9.8% in 2016 to 20.3% in 2020. The independent station model has certain business flexibility, is easy to collect and analyze user data to operate private domain traffic, has the advantages of effectively avoiding the compliance risk of third-party cross-border e-commerce platforms, and has a strong momentum of development in the future. AI media consulting analysts believe that with the continuous development of e-commerce economy and the improvement of consumption level, consumers' pursuit of product "quality" will be further improved, and cross-border export of e-commerce products will tend to be high-quality and brand; With the further development of social platforms and the increase of public traffic costs, the operation modes of cross-border export e-commerce products will tend to be digital, localized and diversified. -
艾媒咨询|2021年中国电子竞技产业运行监测报告
本报告研究涉及企业/品牌/案例:腾讯,皇族电子竞技俱乐部,VSPN,虎牙
在电子设备及现代信息技术的高速发展下,中国电子竞技市场规模不断扩大,在2020年达到1365.6亿元,预计到2022年达到1843.3亿元。其中,得益于爆款游戏的打造,移动端电竞成为了电竞产业发展的主要驱动力,用户规模在2020年达到3.83亿人,预计2022年达到4.18亿人。iiMedia Research(艾媒咨询)数据显示,近七成的受访网民表示支持电竞战队的“本土化”建设,65.5%的受访网民对于青少年电竞职业培养课程表示认同,体现出民众电竞观念的进一步渗透。随着电子竞技赛事的不断丰富和成熟,电竞产业将进一步凸显IP内容价值,逐步融入泛娱乐生态,形成更广泛的影响效应。
With the rapid development of electronic equipment and modern information technology, the scale of China's E-sports market continues to expand, reaching 136.56 billion yuan in 2020 and 184.33 billion yuan in 2022. Among them, thanks to the creation of popular games, mobile E-sports has become the main driving force for the development of e-sports industry. The number of users will reach 383 million in 2020 and 418 million in 2022. According to the data of iimedia research, nearly 70% of the netizens interviewed expressed their support for the "localization" construction of the e-sports team, and 65.5% of the netizens interviewed agreed with the vocational training courses of youth e-sports, reflecting the further penetration of the public's concept of E-sports. With the continuous enrichment and maturity of E-sports events, the e-sports industry will further highlight the value of IP content, gradually integrate into the pan entertainment ecology, and form a broader impact effect. -
艾媒咨询|2021年中国月饼市场与消费趋势调查报告
本报告研究涉及企业/品牌/案例:广州酒家,华美食品,苏州稻香村
数据显示,2020年中国月饼市场销售规模已超200亿元,随着疫情防控常态化、国民对传统节日重视提高,走亲访友的需求将继续复苏,预计2021年中国月饼销售规模将达218亿元。在行业快速发展的同时,市场消费也呈现出新的特点,2021年中国月饼消费自吃需求增多、送礼需求相对降低,保证月饼味道与品质,将成为月饼品牌持续发展的立足之本。从月饼制作企业来看,主要有餐饮企业布局食品生产业务、烘焙企业推出应季产品与以借势营销为主要目的的跨界品牌三种企业。总体而言,在市场竞争加剧、月饼消费需求变化等因素推动下,中国月饼市场将会朝着规范化、口味持续创新、包装风格本土化等方向发展。
According to data, the sales scale of China's mooncake market in 2020 has exceeded 20 billion yuan. With the normalization of epidemic prevention and control and the masses' emphasis on traditional festivals, the demand for visiting relatives and friends will continue to recover. It is estimated that the sales scale of mooncakes in China will reach 20 billion yuan in 2021. 21.8 billion yuan. With the rapid development of the industry, market consumption has also shown new characteristics. In 2021, the demand for self-catering mooncakes in my country will increase, and the demand for gifts will relatively decrease. Ensuring the taste and quality of mooncakes will become the basis for the sustainable development of mooncake brands. From the perspective of moon cake manufacturers, there are three main types of companies: catering companies that deploy food production business, bakery companies that launch seasonal products, and cross-border brands that focus on the market. In general, driven by factors such as intensified market competition and changes in moon cake consumer demand, the Chinese moon cake market will develop in the direction of standardization, continuous innovation in taste, and localization of packaging styles. -
艾媒咨询|2020-2021年中国跨境贸易CRM发展白皮书
中国CRM市场2019年的市场规模达到35亿元,同比增长16.7%,正处于市场扩充的阶段。首先是政策的推动和大环境的引领,促使跨境贸易发展前景进一步明朗。同时,在疫情黑天鹅的影响下,中国跨境贸易行业或将面临洗牌期,企业对于数字化系统的需求将会进一步被激发。随着中国跨境贸易市场规模的不断扩大,跨境贸易作为CRM系统中的一个重要应用渠道也将不断发展进步。由于中国跨境贸易行业对于数字化管理的需求不断增强,资本市场对于跨境贸易CRM行业的关注度持续升温。随着互联网资本的进入,背靠资本巨头的资源,CRM系统逐渐与外贸行业中其他各个环节实现打通。产业链的完善使得外贸行业数据有效联通,客户能够在获客后快速将数据对接至CRM系统中,并实现生产、物流、支付、报关退税等环节的一站式完成。在此基础上,未来人工智能技术的加入将赋予CRM系统更多的可能性。通过机器自身的学习,用户企业的各自需求将以更加精准化的方式得到满足。
China's CRM market reached 3.5 billion yuan in 2019, an increase of 16.7% year-on-year, and it is in the stage of market expansion. The first is the promotion of policies and the guidance of the general environment, which has further clarified the development prospects of cross-border trade. At the same time, under the influence of the black swan of the epidemic, China's cross-border trade industry may face a reshuffle period, and enterprises' demand for digital systems will be further stimulated. As the scale of China's cross-border trade market continues to expand, cross-border trade as an important application channel in the CRM system will also continue to develop and progress. As the demand for digital management in China's cross-border trade industry continues to increase, the capital market continues to pay more attention to the cross-border trade CRM industry. With the entry of Internet capital and relying on the resources of capital giants, the CRM system has gradually achieved connections with other links in the foreign trade industry. The improvement of the industrial chain enables the effective connection of data in the foreign trade industry, and customers can quickly connect the data to the CRM system after acquiring customers, and achieve one-stop completion of production, logistics, payment, customs declaration and tax rebate. On this basis, the addition of artificial intelligence technology in the future will give the CRM system more possibilities. Through the learning of the machine itself, the respective needs of user companies will be met in a more precise way.
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