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艾媒咨询|2021年5-6月中国直播电商行业运行数据监测双月报告
本报告涉及的案例/品牌/企业:辛选,美腕,如涵
随着资本不断涌入,直播电商呈现新的加速态势,行业规模不断扩大。截止2021上半年,新注册的直播电商相关企业逾3.4万家,已超过2020全年的2.2万家。艾媒咨询分析师认为,随着私域流量的优势不断凸显,私域流量运营常态化将成为发展趋势。随着直播环境的变化,更多平台、主播以及商家意识到私域流量所带来的价值更大、转化率更高,只有掌握更多的私域流量,才拥有更大的可能性实现转型升级。
With the continuous influx of capital, live broadcast e-commerce has shown a new acceleration, and the scale of the industry has continued to expand. As of the first half of 2021, more than 34,000 live e-commerce related companies have newly registered, which has exceeded the 22,000 in 2020. IiMedia Consulting analysts believe that as the advantages of private domain traffic continue to emerge, the normalization of private domain traffic operations will become a development trend. With the changes in the live broadcast environment, more platforms, anchors and merchants realize that private domain traffic brings greater value and higher conversion rate. Only by mastering more private domain traffic can there be greater possibilities for transformation upgrade. -
艾媒咨询|2020年11-12月中国直播电商行业月度运行及年终盘点数据监测报告
本报告研究涉及企业/品牌/案例:橘子娱乐,大禹网络,古麦嘉禾
2020年新冠疫情让大部分实体行业遭受打击,而直播电商行业却逆势上扬,已经成为大多行业复工复产、弥补销售损失的重要手段。数据显示,2020年中国直播电商市场规模达到9610亿元,同比大幅增长121.5%。艾媒咨询分析师认为,随着直播电商行业“人货场”的持续扩大,直播将逐步渗透至电商的各个领域,预计2021年直播电商整体规模将继续保持较高速增长,规模将接近12012亿元。
In 2020, the new crown epidemic hit most of the physical industry, but the direct seeding electricity supplier industry has gone against the trend. It has become an important way for most industries to resume production and make up for sales losses. According to the data, the scale of China's live broadcast e-commerce market will reach 961 billion yuan in 2020, with a significant increase of 121.5% year on year. AI media consulting analysts believe that with the continuous expansion of the "people and goods yard" of the live broadcasting e-commerce industry, live broadcasting will gradually penetrate into all fields of e-commerce. It is expected that the overall scale of live broadcasting e-commerce will continue to maintain a relatively high growth in 2021, with the scale approaching 1201.2 billion yuan. -
艾媒咨询|2020上半年中国直播电商产业链及运行集中问题研究报告
当前直播电商行业已经形成了从品牌商家/品牌商到主播、MCN机构,再到平台、用户终端的完整商业链路。在直播电商的行业链路中,主播、MCN机构和商家是行业生态中的三个重要主体。艾媒咨询分析师认为,在行业发展初期,主播偏野生,商家与主播对接难度大,且容易出现不规范的乱象。在MCN加入行业链条后,机构专门对接主播和商家,直播电商通路跑通,行业逐渐走向规范化。
At present, the live-streaming e-commerce industry has formed a complete commercial link from brand merchants/brands to anchors, MCN institutions, to platforms and user terminals. In the industry link of live e-commerce, the anchor, MCN institution and merchant are the three important subjects in the industry ecology. iiMedia Research analysts believe that in the early stage of the development of the industry, the main broadcaster is wild, merchants and anchor docking difficult, and easy to appear irregular chaos. In MCN joined the industry chain, the agency specializes in docking anchors and merchants, live e-commerce access, the industry gradually towards standardization. -
艾媒咨询|2020年中国茶叶行业市场现状及用户调研分析报告
本报告研究涉及企业/品牌/案例:河南信阳县,贵州凤冈县,福建武夷山市,大益茶,天福茗茶,中茶,澜沧古茶,谢裕大,小罐茶
中国茶叶需求量逐渐增大,消费者对茶叶品质要求逐渐提高。iiMedia Research(艾媒咨询)数据显示,2021年1月,接近9成的受访网民是茶叶消费用户,接近4成有每天喝茶的习惯,茶叶成为人们生活中的刚需。部分省份将茶叶种植作为扶贫产业之一,进一步推动了茶叶行业的发展。同时,近年来茶叶的品牌意识开始增强,如大益茶、小罐茶、廊沧古
茶、中茶等茶叶国货品牌崛起。然而,总体而言,传统茶叶品类市场已经走到成熟阶段,市场竞争激烈,因而茶品市场新入局者需要不断打造新场景、新产品、新需求来突围。
The demand for tea in China is gradually increasing, and consumers' requirements for tea quality are gradually improving. As the data of iiMedia Research showed, in January 2021, nearly 90% of the netizens interviewed were tea consumers, and nearly 40% had the habit of drinking tea every day. Tea has become a just need in people's life. Some provinces regard tea planting as one of the poverty alleviation industries, which further promotes the development of tea industry. At the same time, in recent years, tea brand awareness began to strengthen, such as Dayi tea, xiaocan tea, Langcang ancient tea, Chinese tea and other domestic tea brands. However, on the whole, the traditional tea market has come to a mature stage, and the market competition is fierce. Therefore, new entrants to the tea market need to constantly create new scenes, new products and new demands to break through. -
艾媒咨询|2020第三季度中国在线直播行业专题研究报告
本报告研究涉及企业/品牌/案例:快手直播、飞猪直播、kk直播。
随着中国在线直播用户规模趋于稳定,直播行业开始进入下半场,细分领域的精细化发展成为各大直播平台重点考虑的内容。直播活动的泛娱乐特征、内容的精细化品质化发展,加上电商直播技术发展的不断完善,将会为消费者带来更佳的购物体验。直播平台与OTA平台合作打造“旅游+直播”新业态,推动旅游业回暖,结合直播与私域流量推广,完善旅游行业产业链。iiMedia Research(艾媒咨询)数据显示,近七成用户观看过旅游直播,80、90后年轻男性是观看旅游直播的主力军,在直播间消费的用户中,有28.9%的消费金额为1501至2000元。目前,旅游类APP直播活动丰富,用户观看时最关注旅游产品内容质量,主播驱动旅游决策作用明显。因此,“旅游+直播”能够契合用户需求,实现精准营销,而“主播+内容+技术”是提升旅游直播带货能力的关键。
With the scale of China's online live broadcasting users tending to stabilize, the live broadcasting industry began to enter the second half, and the refined development of subdivision fields has become the focus of major live broadcast platforms. The pan entertainment features of live broadcast activities, the refinement and quality development of content, and the continuous improvement of e-commerce live broadcasting technology will bring consumers a better shopping experience. The live broadcast platform and OTA platform cooperate to create a new format of "tourism + live broadcast", promote the recovery of tourism industry, and improve the tourism industry chain by combining live broadcasting and private traffic promotion. As the data of iiMedia Research showed, nearly 70% of users have watched the live tourism. Young men born in the 1980s and 1990s are the main force to watch the live tourism broadcast. Among the users who spend money in the live broadcast room, 28.9% of them spend between 1501 and 2000 yuan. At present, there are rich live broadcast activities of tourism app, users pay most attention to the content quality of tourism products when watching, and the anchor plays an obvious role in driving tourism decision-making. Therefore, "tourism + Live Broadcasting" can meet the needs of users and realize precise marketing, and "anchor + content + technology" is the key to improve the carrying capacity of tourism live broadcast. -
艾媒报告|2020年“罗永浩直播带货首秀”热点监测报告
艾媒商情舆情数据监测系统显示,罗永浩直播首秀吸引了广泛关注,关键词“罗永浩”的热度在4月1日直播当天飙升,网络热度指数峰值达到2419,“罗永浩口误”,“罗永浩鞠躬”等话题也拥有较高的网络热度。经过充分预热并借助名人效应,直播累计观看人数超4800万人,达到1.7亿元交易额,订单量超90万件,且转化交易效果明显。iiMedia Research(艾媒咨询)数据显示,关注罗永浩直播的网民七成为80/90后,六成认为罗永浩更适合带货消费电子类产品,超六成网民因好奇观看直播,超五成对直播表示满意。艾媒咨询分析师认为,罗永浩此次直播将推动中国直播电商行业的普及和发展,iiMedia Research(艾媒咨询)数据显示,中国直播电商行业市场规模大且增长迅速,2019年市场规模达到4338亿元,受此次直播和疫情的影响,预计市场规模将大幅提升至9160亿元。同时长期来看,为提升转化率,电商直播应注意品牌口碑和商品质量。
As the data of iiMedia Public Opinion Monitoring system showed, Yonghao Luo's First E-Commerce Livestreaming show attracted wide attention. The Internet heat index of keyword "Luo Yonghao" soared on the day of the show on April 1, and the peak of the index reached 2419. "Luo Yonghao misreading", "Luo Yonghao bowed" and other topics also has a high degree of Internet heat index. After fully warming up and taking advantage of the celebrity effect, the cumulative number of the E-Commerce Livestreaming show viewers exceeded 48 million, and the show reached a transaction volume of 170 million yuan, which order volume exceeded 9 miillion and conversion transaction effect was obvious. As the data of iiMedia Research showed, over 70% of netizens who followed Yonghao Luo's E-Commerce Livestreaming show are 20 to 40 years old, 60% believed that Yonghao Luo is more suitable for selling consumer electronics products, over 60% watched live broadcast because of curiosity, and over 50% expressed satisfaction with the E-Commerce Livestreaming show. iiMedia Consulting analysts believe that Yonghao Luo's E-Commerce Livestreaming show will promote the popularization and development of China's Livestreaming E-Commerce industry. According to data from iiMedia Research, China's Livestreaming E-Commerce industry has a large and rapidly growing market, which reached 433.8 billion yuan in 2019. Affected by the live broadcast and the COVID-19 epidemic, the market size is expected to increase to 916 billion yuan. At the same time, in the long run, in order to improve the conversion rate, E-Commerce Livestreaming show should pay attention to brand reputation and product quality. -
艾媒咨询|2020年中国乡村旅游发展现状及旅游用户分析报告
本报告研究涉及省份/地区/案例:黑龙江海林,北京平谷,陕西柞水,浙江临安,湖南韶山,广东阳江,云南丽江。
中国的乡村旅游体系已经逐步完善。随着疫情对生产生活秩序影响的逐步减弱,城乡居民被抑制的需求将持续释放,乡村旅游再度兴起。数据显示,2020年1-8月,中国休闲农业与乡村旅游接待人数达12.07亿人,休闲农业与乡村旅游收入达到5925亿元。
China's rural tourism system has been gradually improved. As the impact of the epidemic on the order of production and life gradually weakens, the suppressed demand of urban and rural residents will continue to be released, and rural tourism will rise again. Statistics show that from January to August 2020, the number of people receiving leisure agriculture and rural tourism in China will reach 1.207 billion, and income from leisure agriculture and rural tourism will reach 592.5 billion yuan. -
艾媒咨询|2020-2021年中国直播电商行业生态剖析及趋势预判
本报告研究涉及企业/品牌/案例:珀莱雅、红豆股份、淘宝、蘑菇街、快手、抖音、如涵控股、有赞直播。
2019年底,直播电商成为新的风口。特别是2020年的新冠疫情影响,直播电商成为最热门的零售模式并且影响深远,得到平台方、资本方、制作方、用户等产业链各环节的追捧。但随着直播电商业务的高速扩展,行业面临的问题也逐渐增加,需要通过各环节的协同治理,共同推动行业良性发展。
At the end of 2019, live e-commerce has become a new outlet. Especially due to the impact of the new crown epidemic in 2020, live e-commerce has become the most popular retail model and has a far-reaching impact. It is sought after by platform parties, capital parties, producers, users and other links in the industrial chain. However, with the rapid expansion of live broadcast e-commerce business, the problems faced by the industry have gradually increased. It is necessary to jointly promote the sound development of the industry through collaborative governance of all links.
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