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艾媒报告|2020年H1中国直播电商平台生态链布局及典型案例数据分析报告
本报告研究涉及企业/品牌/案例:淘宝,蘑菇街,快手,抖音,批批网。
其他提及企业/品牌:微博,微信,天猫,阿里,如涵控股,京东,小红书,网易考拉,唯品会,拼多多,苏宁易购,顺丰速运,YY直播,火山小视频,谦寻文化,美腕,蚊子会,本新文化,明睿传媒,二咖传媒,蜂群文化,影娱传媒,斗鱼,哔哩哔哩等。
2020年5月3日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020年H1中国直播电商平台生态链布局及典型案例数据分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,对中国直播电商平台发展进行大数据监测分析。通过对各类直播电商平台的服务模式、运营模式、粉丝情况等进行数据监测,并重点针对如淘宝直播、蘑菇街、抖音、快手、批批网等具有典型意义的直播电商平台进行案例分析,并且对当前中国直播电商平台的总体发展趋势进行预判。艾媒咨询分析师认为,面对直播电商的发展态势,直播电商平台也进入白热化竞争阶段。电商平台用户购物目的比较明确,直播转化率相对较高,但如何利用既有优势建设直播电商业务是关键;而内容平台(如抖音、快手)粉丝量多,如何吸引粉丝转化成为关键;此外,还有部分新兴的直播电商平台悄然发展,正在行业风口中分一杯羹。
Statistics show that in 2019, the turnover of Taobao live broadcast reached 250 billion yuan, the average viewing time of live broadcast users exceeded 30 minutes, and the conversion rate into the store exceeded 65%; in 2019, the GMV of Douyin live broadcast was about 100 billion yuan, and the GMV of fast player live broadcast was about 60-80 billion yuan. The vigorous development of live broadcast e-commerce not only promotes the transformation of traditional e-commerce platforms, but also attracts cross-border competition such as content social platforms. At present, manufacturers, logistics channels, media channels and other live broadcast e-commerce industry chains have also started to join the live broadcast e-commerce battle. -
艾媒咨询|2020H1全球及中国跨境电商运营数据及典型企业分析研究报告
本报告研究涉及企业/品牌/案例:敦煌网,阿里巴巴国际,考拉海购,小红书,shoppe,MercadoLibre。
其他企业/品牌:奥买家,京东全球购,速卖通,腾讯,蚂蚁金服,lazada,苏宁国际,京东国际,海豚家,KK馆,豌豆公主,洋码头,天猫国际,海囤全球等。
2020年5月29日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1全球及中国跨境电商运营数据及典型企业分析研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,对跨境电商的行业发展和运营进行深度分析,通过对中国B2B、B2C两大类跨境电商的运营数据和企业案例分析,以及用户的跨境电商购物行为调研,剖析中国跨境电商行业的当前状况,并且本报告还关注到东南亚、拉美等跨境电商发展较快的地区,通过对全球总体态势的总结,预判2020-2021年中国跨境电商的发展趋势。艾媒咨询分析师认为,疫情对跨境电商有一定的影响,但总体而言跨境电商仍将保持增长态势。目前跨境电商市场的竞争非常激烈,并且已经开始从中国向东南亚、拉美等地区扩张,加上用户的消费态度变化,跨境电商企业重点从过去的山寨、无品牌的产品转变为品牌竞逐。
The epidemic has a huge impact on the global economy and trade, and cross-border e-commerce companies are also generally faced with many problems such as cancellation or extension of on-hand orders, difficulties in signing new orders, and poor logistics and transportation. iiMedia Research believe that cross-border e-commerce has received policy support and has also cultivated a large number of user markets. Although cross-border e-commerce will be subject to some objective impact in the short term, cross-border e-commerce will remain in the long run Increase vitality. -
艾媒报告|2020-2021年中国直播电商行业运行大数据分析及趋势研究报告
本报告研究涉及企业/品牌/案例:淘宝直播,抖音,快手;其他提及企业/品牌:微博,小红书,蘑菇街,网易考拉,唯品会,天猫,京东,拼多多,苏宁易购,谦寻,美腕,蚊子会,本新文化,明睿传媒,构美,集淘,纳斯,阿卡丽,秀猪,天猫超市,波司登官方旗舰店,荣耀官方旗舰店,perfectdiary旗舰店,伊芙丽官方旗舰店,百草味旗舰店,三只松鼠旗舰店,雅鹿官方旗舰店,veromoda官方旗舰店,欧莱雅官方旗舰店,Youtube,Instagram,Facebook,亚马逊,Lazada,Shopee,薇娅viya,李佳琦Austin,张大奕eve,雪梨_Cherie,烈儿宝贝,林珊珊Sunny,陈洁kiki,恩佳N,柯柯baby,小侨Jofay,格格妈,周家小鱼,二寸Ercun,政政的新装,ME壹一,幼师阿曼儿,若大王,柒柒优品,xin小小梦,睿妈潮童,考拉二小姐,grace颖子,橘丽丝Genius,798美食,蜜蜂姐姐,Goodie小文,sunny小菲酱,小肥羊summer,暴走的蜜豆包,香香姐姐Alina等。
2020年2月12日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国直播电商行业运行大数据分析及趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,并且通过草莓派数据调查与计算系统调研对中国直播电商行业运行进行分析,以淘宝直播、蘑菇街等为案例深度剖析行业运营模式。2019年双11全天淘宝直播带动成交近200亿元,其中,亿元直播间超过10个,千万元直播间超过100个。“双11”启动仅63分钟,淘宝直播带动的成交额就超2018年双11全天。
On February 12, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the “Research Report on Big Data Analysis and Trends in the Operation of China's Live E-commerce Industry in 2020-2021”. The case provides an in-depth analysis of the industry's operating model. The double 11 full-day Taobao live broadcast in 2019 led to nearly 20 billion yuan in transactions, of which more than 10 billion live broadcast rooms and more than 100 million live broadcast rooms. Only 63 minutes after the launch of “Double 11”, the sales volume driven by Taobao Live Broadcast surpassed the double 11 full day in 2018. -
艾媒报告|2019-2020年全球实体零售运营模式及中国创新案例模式研究报告
本报告研究涉及企业/品牌/案例:名创优品,腾讯,高瓴资本,HELLO KITTY,飞天小女警,粉红豹,咱们裸熊,KAKAO FRIENDS,盒马鲜生,岁宝百货,苏宁广场,苏宁零售云店,苏宁小店,“两翼”,苏宁极物,苏鲜生,苏宁红孩子,苏宁影城,苏宁体育,苏宁汽车超市,苏宁Biu店,永辉超市,Costco,沃尔玛,家家悦,高鑫零售,家乐福
伴随着全球消费需求、消费渠道、消费方式的转变,电子零售带来的零售额迅猛增长红利已经逐渐消退。数据显示,2013-2018年全球零售总额保持小幅增长但增速放缓,iiMedia Research(艾媒咨询)预计2020年全球电子商务零售额增速将下降至20%以下。
零售销售是一个适时的指标,与消费者的主要消费模式有关,会因正常季节变动,节假日、交易日的不同而调整。中国的零售业态创新成为全球商业的创新亮点之一,已经带动零售业的转型升级、数据驱动、跨界融合、价值重塑。2013-2018年,中国社会消费品零售额占GDP比重超过四成。艾媒咨询分析师认为,尽管2018年中国社会消费品的零售额占比略有下降,但相对其他产业,社会消费品依然是重要的经济增长贡献来源。传统的永辉超市、沃尔玛等开始寻求转型,而诞生于电商时代的苏宁易购、盒马鲜生等,也开始向更新的智能零售模式发展。
Retail sales is a timely indicator, and consumers’ main consumption patterns, will be adjusted due to the normal seasonal changes, holidays, trading days. China’s retail innovation has become one of the innovation highlights of global business, which has led to the transformation and upgrading of retail industry, data-driven, cross-border integration and value remodeling. In 2013-2018, China’s retail sales of consumer goods accounted for more than 40% of GDP. Although the share of retail sales of consumer goods in China has declined slightly in 2018, consumer goods remain an important source of economic growth contribution relative to other industries, according to iiMedia research. The traditional Yonghui supermarket, Wal-Mart, etc. began to seek transformation, and was born in the era of e-commerce Suning Tesco, box horse fresh, etc., also began to update the development of intelligent retail model.
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艾媒报告|2019-2020年中国跨境电商市场年度盘点及标杆企业运行监测报告
本报告研究涉及企业/品牌/案例:考拉海购,苏宁国际,奥买家,天猫国际,京东国际,洋码头,拼多多,AliExpress Plaza,家乐福,乐天,沃尔玛,莎莎,花王,MAC,兰蔻,小红书,波罗蜜,豌豆公主,蜜芽,聚美优品,55海购,申通快递,百世快递,韵达快递,中通快递,顺丰速运,中国邮政,支付宝,微信支付等
iiMedia Research(艾媒咨询)数据显示,2020年中国中国跨境电商交易规模预计达12.7万亿元。2019年随着《电商法》的正式实施、海淘消费者对品牌和品质的重视程度日益提升,主流跨境电商积极建设品牌口碑,不断铺开线下布局,加强正品保障,用户的海淘体验得到进一步的提高。
2019年跨境电商行业整体发展向好,跨境电商规模持续扩大,行业内竞争持续激烈,拼多多等竞争者先后入局跨境电商、阿里收购考拉,释放了巨大的市场需求。在此背景下,口碑和用户信任度成为跨境电商平台竞争的关键因素。iiMedia Research(艾媒咨询)数据显示,总样本量为1757的针对跨境电商用户调研中,74.1%的消费者表示在选购海外商品时,最看重的是商品是否为正品,58.8%的用户表示品牌知名度十分重要。随着居民收入的增长、生活水平的提高,海淘用户越来越看重品牌的价值,开始追求更高品质感的购物体验。用户要求提升、市场监管趋严,促使各大电商平台纷纷采取各项正品保障措施,技术赋能供应链,加强从采购到供应的全流程控制,同时积极维护和建设品牌口碑。
In 2019, the overall development of cross-border e-commerce industry has been on a positive trend. The scale of cross-border e-commerce continues to expand, and competition within the industry continues to be fierce. Pinduoduo and other competitors have successively entered cross-border e-commerce and Alibaba has acquired Kaola, which has unleashed huge market demand. In this context, word of mouth and user trust have become key factors in the competition of cross-border e-commerce platforms. As the data of iiMedia Research showed, in the user survey with a total sample size of 1757, 74.1% of consumers said that when buying overseas goods, the most important thing is whether the goods are genuine, while 58.8% said brand awareness is very important. With the increase of residents’ income and the improvement of their living standards, overseas online shopping users pay more and more attention to the value of the brand and start to pursue higher quality shopping experience. Users’ requirements are improved and market supervision is tightened, prompting major e-commerce platforms to take various quality assurance measures, empower the supply chain with technology, strengthen the control of the whole process from procurement to supply, and actively maintain and build brand reputation.
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艾媒报告|2019Q3中国跨境电商市场监测报告
本报告研究涉及企业/品牌/案例:乐天,沃尔玛,莎莎,Metro,奥买家,苏宁国际,考拉海购,唯品会,小红书,海外通,中国外运股份有限公司,百世快递,申通,韵达,中通,DHL,顺丰,中国邮政,Swisse,洋码头,花王
随着物流配送效率得提升、人们消费观念的转变及各项利好政策的出台,跨境电商步入了快速增长阶段,各大跨境电商逐渐加大新零售布局。iiMedia Research(艾媒咨询)数据显示,预计在2020年,中国跨境电商交易规模将达到12.7万亿元。此外,在阿里全资收购网易考拉后,跨境电商行业格局发生了重大改变,阿里在跨境电商行业将占据超过一半的市场份额,头部平台的优势进一步凸显。大部分海淘用户对此收购事件有着较为乐观的态度,60.9%的海淘用户认为收购有利于整合行业资源,且受访的考拉海购用户中,超过五成表示在平台被收购后会增加产品使用频率。
With the improvement of logistics distribution efficiency, the change of people's consumption concept and the introduction of various favorable policies, cross-border e-commerce has entered a stage of rapid growth, and major cross-border e-commerce companies have gradually increased their new retail layout. As the data of iiMedia Research showed, China cross-border e-commerce transactions are expected to reach 12.7 trillion yuan in 2020. In addition, after Alibaba's wholly owned acquisition of Kaola, the pattern of cross-border e-commerce industry has been significantly changed, and Alibaba will occupy more than half of the market share in the cross-border e-commerce industry, further highlighting the advantages of the head platform. Most overseas online shopping users have a relatively optimistic attitude towards the acquisition. 60.9% of the users believe that the acquisition is conducive to the integration of industry resources, and more than 50% of the interviewed Kaola users implies that they will increase the use frequency of products after the acquisition of the platform. -
艾媒报告|2019-2024年中国化妆品电子商务行业发展模式研究与投资战略分析报告
本报告研究涉及企业/品牌/案例:天猫,京东,淘宝,唯品会,蘑菇街,苏宁易购,贝贝,蜜芽,咸鱼,瓜子二手车交易网,拼多多,云集,支付宝,顺丰,EMS,小红书,洋码头,网易考拉,每日优鲜,人人车,1号店,返利网,折800,聚美优品,当当,优信二手车,慧聪集团,科通芯城,上海钢联,焦点科技,生意宝,转转,亚马逊,乐峰,云闪付,欧莱雅,宝洁,雅诗兰黛,花王,资生堂,高丝,爱茉莉太平洋,LG生活健康,安利,LVMH,娇韵诗,联合利华,百雀羚,上海上美,上海家化,环亚,韩后,丹姿,丸美,玛丽黛佳
iiMedia Research(艾媒咨询)数据显示,2012年至2018年,中国化妆品市场规模呈稳定增长态势,年复合增长率达8.0%。特别是“颜值经济”的崛起进一步激发了中国网民对化妆品的消费热情。从网民关注度看,广东地区的网民最关注化妆品相关的资讯,其次是浙江、山东、湖北等地。总体来看中国消费者对于日常必备的化妆品需求量较大、购买频次高、发展潜力大,但面临着高端市场被国际品牌主导、同质化竞争激烈、企业溢价困难等问题。化妆品企业需要进一步了解消费者市场,抓住颜值经济、他经济的趋势,开拓社交电商的转化渠道,进行更精细化的产品销售。
IiMedia Research data show that from 2012 to 2018, the scale of China's cosmetics market showed a stable growth trend, with an annual compound growth rate of 8.0%. In particular, the rise of “Yan-value economy“ has further stimulated the enthusiasm of Chinese netizens for cosmetics consumption. Judging from the attention of netizens, netizens in Guangdong pay most attention to cosmetics-related information, followed by Zhejiang, Shandong, Hubei and other places. Generally speaking, Chinese consumers have large demand, high purchase frequency and great development potential for daily essential cosmetics. However, they are faced with such problems as the high-end market being dominated by international brands, intense homogenization competition, and difficulty in premium payment for enterprises. Cosmetic companies need to further understand the consumer market, seize the trend of Yan-value economy and other economies, open up channels for social e-commerce transformation, and conduct more refined product sales. -
艾媒报告| 2020年中国妈妈群体行为洞察报告
本报告研究涉及企业/品牌/案例:妈妈网,宝宝知道,孕期伴侣;其他提及企业/品牌:妈妈网孕育,宝宝树孕育,妈妈社区,辣妈帮,妈妈帮,贝贝,蜜芽宝贝,宝贝格子,苏宁红孩子,母婴之家,孩子王,天猫,淘宝,京东,考拉海购,网易严选,拼多多,柚宝宝,口袋育儿,家有宝宝,亲宝宝,宝宝树小时光,时光小屋,口袋宝宝,花生备孕,孕育提醒,口袋孕育,好孕妈,育学园,小豆苗,阳光妇儿,妈咪知道,好孕帮,疯狂造人
iiMedia Research(艾媒咨询)数据显示,2019年中国新生婴儿规模达到1465万,预计2020年分娩的妈妈群体达到1530万。这部分妈妈群体中,90后人群已成妈妈群体主力。在家庭育儿方面, 妈妈群体是家庭育儿的主力, 而父亲在家庭孕育中的角色担当也在逐步提升。而这对亲子社交、孕育知识获取、母婴产品购买等有着巨大需求的年轻妈妈群体,更依赖于互联网渠道。伴随着需求细分,单一的运营模式开始转向多元服务发展,艾媒咨询分析师认为,移动母婴平台,尤其是母婴综合社区,拥有海量专业孕育知识,并为妈妈群体提供交流互动平台,更易受到妈妈群体的青睐。
According to iiMedia Research, 14.65 million babies were born in China in 2019, and 15.3 million mothers are expected to give birth in 2020. In this part of the mother group, the post-90s crowd has become the main force of the mother group. In terms of family child-rearing, the mother group is the main force of family child-rearing, and the father's role in family pregnancy is also gradually improving. This group of young mothers, who have a huge demand for parent-child social contact, acquisition of pregnancy knowledge and purchase of maternal and infant products, are more dependent on Internet channels. With the demand segmentation, the single operation mode starts to change to the development of multiple services. According to the analysts of iiMedia consulting, the mobile mother and baby platform, especially the comprehensive community of mother and baby, has a large amount of professional gestation knowledge and provides an interactive platform for the mother group, which is more favored by the mother group. -
艾媒报告|2019-2020中国文娱行业运行监测与头部企业布局研究报告
本报告研究涉及企业/品牌/案例:人民网,华谊兄弟,腾讯音乐集团,阅文集团,哔哩哔哩,抖音,虎牙直播,腾讯游戏;其他提及企业/品牌:人民在线,人民视讯,环球网,幸福蓝海影视文化集团,中央广播电视台,中视传媒股份有限公司,中影集团,上影集团,光线传媒,华谊兄弟,博纳影业,万达影视传媒,腾讯,百度,阿里巴巴,考拉FM,QQ音乐,酷狗音乐,酷我音乐,全民K歌,虾米音乐,网易云音乐,猫眼娱乐,QQ阅读,起点中文网,新丽传媒,天方听书网,喜马拉雅,懒人听书,AcFun,搜狐视频,乐视视频,次元社,微信,支付宝,豌豆荚,百度应用,中国移动,中国电信,华为,美图手机,阿里云视频,快手,梨视频,腾讯微视,斗鱼直播,YY直播,王者荣耀,QQ游戏,网易游戏,百度,字节跳动,企鹅影视,淘票票,优酷视频,UC浏览器,书旗小说,阿里体育,百度贴吧,爱奇艺,梨视频,百度问答,今日头条,西瓜视频,火山小视频,懂车帝,皮皮虾视频,芒果TV
本报告主要通过文娱行业的投融资数据,对媒体、影视、音乐、阅读、动漫、短视频、网络直播、游戏等文娱细分领域的上下游进行深入探究,并对阿里文娱、腾讯、哔哩哔哩、爱奇艺等典型企业的文娱投资进行案例分析,以此对中国文娱行业的发展进行预判。文娱行业的高速发展赢得了资本市场的青睐,媒体仍占据文娱投资细分领域的头部地位,影视、动漫在数字技术帮助下,优势明显。而互联网大企业依托自身业务,进行文娱生态布局,掌握了一定的先发优势。
The rapid development of the entertainment industry has won the favor of the capital market. From the perspective of segmentation, in 2019, the media sector received 30.2% of financing, ranking first in the segment of the entertainment industry, followed by film and television (19.0%), animation (16.8%), and short video (12.3%). Rank third and fourth. iiMedia Research analysts believe that the entertainment industry has obvious advantages in the help of digital technology in film, television, and animation. In the mobile Internet era, new formats and models of short video and live broadcast are favored by the investment market; and large Internet companies rely on their own businesses to carry out the ecological layout of the entertainment industry has a certain first-mover advantage. -
艾媒报告|2019上半年中国跨境电商市场研究报告
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.
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