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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|2020-2021年中国调味品行业研究报告
本报告研究涉及企业/品牌/案例:海天味业,天味食品,梅花生物,加加食品,颐海国际,厨邦,李锦记,老干妈,太太乐
2020年中国调味品行业市场规模达到3950亿元,同比增长15.3%,预计2021年市场规模将突破4000亿元。首先是中国人口结构和家庭结构的变化,推动者调味品市场由单味调味品这片红海转向复合调味品这片蓝海,进而推动着调味品行业的发展。其次,线上商城以及新零售行业的兴起也为调味品市场带来革新。疫情对于中国的调味品市场冲击不大。随着人们生活水平的提高,对于新口味的追求将推动调味品行业的规模进一步扩大,行业在资本市场的投融资热度也将有所上升。iiMedia Research(艾媒咨询)数据显示,超六成用户表示在购买调味品时关注价格与品牌知名度因素,半数以上消费者积极关注健康程度。但中国复合调味品行业相比国外仍有较大差距,市场发展潜力巨大。伴随着中国消费者家庭结构逐步转向以核心家庭为主,对于做饭成本的调控以及对于健康的考量,中国的调味品行业必定是一片新的蓝海。
In 2020, the market size of China's condiment industry will reach 395 billion yuan, with a year-on-year growth of 15.3%. It is expected that the market size will exceed 400 billion yuan in 2021. First of all, the change of population structure and family structure in China promotes the transformation of the condiment market from the red sea of single flavoring to the blue sea of compound flavoring, and further promotes the development of the condiment industry. Secondly, the rise of online shopping malls and new retail industry has also brought innovation to the condiment market. The epidemic has little impact on China's condiment market. With the improvement of people's living standards, the pursuit of new flavors will promote the further expansion of the condiment industry, and the investment and financing heat of the industry in the capital market will also rise. According to iiMedia Research, more than 60 percent of consumers pay attention to price and brand awareness when buying condiments, while more than half of consumers actively care about health. However, there is still a big gap between China's compound condiment industry and foreign countries, and the market development potential is huge. With the gradual shift of the family structure of Chinese consumers to nuclear families, the regulation of cooking costs and the consideration of health, the condiment industry in China is bound to be a new blue ocean. -
艾媒咨询|2021年1-2月中国母婴行业月度运行数据监测报告
本报告研究涉及企业/品牌/案例:美赞臣,飞鹤雀巢,美素佳儿,惠氏,雅培,金冠,伊利,巴拉巴拉,爱帝宫,好孩子,南极人,澳元有机
2021年1月,婴儿用抑菌霜造成“大头娃娃”事件刷爆网络,事件背后是网民及家长们对母婴产品质量的担忧。数据显示,消费者在选购母婴产品、选择母婴服务时首先考虑的都是品质要素。具体而言,63.8%的消费者购买母婴产品时最先考虑产品品质;66.0%的消费者选择母婴服务时,最先考虑服务平台阿姨的综合技能等服务质量要素。艾媒咨询分析师认为,随着年轻一代消费观念及消费品质发生了明显变化,以及对产品和服务品质重视,企业在推出母婴产品及相关服务时,需要特别注意及警惕品质问题。
In January 2021, the "big head baby" incident caused by antibacterial cream for babies exploded on the Internet. Behind the incident were the concerns of netizens and parents about the quality of mother and baby products. The data shows that when consumers choose maternal and infant products and services, the first consideration is quality. Specifically, 63.8% of consumers first consider product quality when they buy maternal and child products; 66.0% of consumers first consider service quality factors such as comprehensive skills of service platform aunts when they choose maternal and child services. AI media consulting analysts believe that with the obvious changes in the consumption concept and consumption quality of the younger generation, and the emphasis on the quality of products and services, enterprises need to pay special attention to and be alert to the quality problems when launching mother and child products and related services. -
艾媒咨询|2020上半年中国直播电商市场研究报告
本报告研究涉及企业/品牌/案例:辛选、谦寻文化、美ONE。
直播电商由于带给人们一种专业导购式体验、节约了用户购物成本、顺应了消费下沉趋势和节约了部分商家的获客成本而提供了独特价值,具有内生增长能力。中国的直播电商行业起步于2016年电商平台对新业务模式的探索,2019年开始,市场增长迅速。iiMedia Research(艾媒咨询)数据显示,2019年,中国直播电商市场规模达到4338亿元,相比于2018年增长了226.2%,预计到2021年,市场规模可以达到12012亿元。直播电商用户整体上是理性的,用户选择同直播电商购物的最主要原因是优惠限时限量(占50.8%)、商品性价比高(占48.3%)、商品是我需要的(占46.7%)。消费者最主要的退货原因是商品质量有问题,占43.3%,而发货不及时和售后服务不好也是导致退货的重要原因,分别占22.5%和18.3%。因此,供应链管理能力和团队运营能力构成了直播电商平台的核心竞争力。此外,随着直播电商的发展,C2M模式将会使拥有供应链的头部企业受益,直播电商将会带动高性价比白牌商品市场增长,从而为实体经济赋能。
Live e-commerce provides unique value and has endogenous growth ability because it brings people a kind of professional shopping guide experience, saves the shopping cost of users, conforms to the downward trend of consumption and saves the customer acquisition cost of some businesses. China's live e-commerce industry started in 2016 when e-commerce platforms explored new business models. From 2019, the market grew rapidly. As the data of iiMedia Research showed,the market scale of China's live e-commerce reached 433.8 billion yuan in 2019, an increase of 226.2% compared with that in 2018. It is estimated that the market size will reach 1201.2 billion yuan by 2021. On the whole, the users of live e-commerce are rational. The main reasons why users choose to shop with live e-commerce are the time and amount limit(50.8%), the high cost performance ratio (48.3%) and the products I need (46.7%). The most important reason for consumers to return goods is the bad quality of goods, accounting for 43.3%. The delayed delivery and poor after-sales service are also important reasons for the return of goods, accounting for 22.5% and 18.3% respectively. Therefore, supply chain management ability and team operation ability constitute the core competitiveness of live e-commerce platform. In addition, with the development of live e-commerce, C2M mode will benefit the head enterprises with supply chain, and the live e-commerce will drive the growth of white brand commodity market with high cost performance, thus enabling the real economy. -
艾媒咨询|2020年7-8月中国直播电商行业运行数据监测双月报告
本报告研究涉及企业/品牌/案例:新片场、青藤文化、蜂群文化。
随着直播电商的爆红,全国各地对直播电商产业的扶持政策也越来越多。直播电商通过创新商业新模式推动城市经济的高质量发展,同时创造更多的新就业。然而,直播中出现的吃播现象引起舆论关注,在央视新闻在节目中批评有些大胃王吃播时存在浪费严重的现象的背景下,各大直播平台也纷纷做出回应,将加强对美食直播内容的审核。
With the popularity of live e-commerce, there are more and more supportive policies for the live e-commerce industry across the country. Live e-commerce promotes the high-quality development of the urban economy through innovative new business models, while creating more new jobs. However, the phenomenon of eating and broadcasting in the live broadcast has attracted public attention. In the context of CCTV News criticizing some big stomachs in the program for serious waste when eating and broadcasting, major live broadcast platforms have also responded and will strengthen their food Review of live content. -
艾媒咨询|2020年7-8月中国母婴行业运行及上市公司双月报告
本报告研究涉及企业/品牌/案例:汤臣倍健,巴拉巴拉,星辉娱乐。
在疫情影响下,母亲保健品的线上销量明显增强,2020年天猫618,孕产妇营养品同比增长了206%,叶酸同比增长了97%,如叶酸、燕窝等产品的需求市场将不断扩大。而在婴儿用品方面,家长越来越关注儿童的身心发育,重视玩具产品的益智功能,关注其趣味性和教育性。
Under the influence of the epidemic, online sales of maternal health products have increased significantly. In 2020, Tmall 618, maternal nutrition products increased by 206% year-on-year, and folic acid increased by 97% year-on-year. The demand for products such as folic acid and Edible Nest will continue to expand
. In terms of baby products, parents are paying more and more attention to the physical and mental development of children, paying attention to the educational functions of toy products, and paying attention to their fun and education -
艾媒咨询|2020年9-10月中国直播电商行业运行数据监测双月报告
本报告研究涉及企业/品牌/案例:蚊子会、头条易、遥望网络。
10月中旬开始,随着线上购物节“双11”的临近,各主要平台竞相开启各式各样的预热活动,直播电商网络热度逐渐回升。2020年10月,直播电商总观看次数达到249.09亿次,同比增长1.48%;开播主播总数11.44万人,其中店铺主播占比依旧最大,而达人主播数量则从8月份的0.69万家降低到10月的0.49万家,占比33%。艾媒咨询分析师认为,随着直播电商不再只是粗放型低价促销,而逐渐走向垂直化和精细化,直播电商行业将逐步朝向规范化方向发展。
From the middle of October, with the approach of online Shopping Festival "double 11" , major platforms are competing to open a variety of warm-up activities, live e-commerce network fever gradually pick up. In October 2020,24.909 billion views were viewed by direct-broadcast merchants, up 1.48 percent year-on-year. Of the 114,400 anchorpersons on-air, store anchorpersons still accounted for the largest share, the number of "the voice" hosts dropped from 6,900 in August to 4,900 in October, accounting for 33 percent of the total. Ai Media consulting analysts believe that with the direct broadcast e-commerce is no longer just extensive low-price promotions, but gradually move to the vertical and refined, the direct broadcast e-commerce industry will gradually move to the direction of standardization. -
艾媒咨询|2021中国新业态商业发展趋势分析报告
2020年前三季度,规模以上高技术制造业增加值增长5.9%,装备制造业增加值增长4.7%,高技术产业投资增长9.1%,加快2.8个百分点。前三季度实物商品网上零售额同比增长15.3%,增速比上半年加快1个百分点,占社会消费品零售总额的比重达到24.3%。在疫情冲击下,产业转型发展的动力明显加快,以互联网经济为代表的新动能逆势成长,线上购物、直播带货等新业态、新模式持续火热,在线办公、远程问诊、在线教育等新兴需求非常旺盛,而母婴、养老、医美等刚需产业也在疫情中借助新的营销模式迸发出新的活力,在助力疫情防控、保障居民生活、促进经济增长方面发挥了积极的作用。
In the first three quarters of 2020, the value added of high tech manufacturing above scale increased by 5.9 percent, the value added of equipment manufacturing increased by 4.7 percent, and investment in high tech increased by 9.1 percent and 2.8 percentage points. In the first three quarters, the online retail sales of physical goods increased by 15.3% year-on-year, one percentage point faster than in the first half of the year, and accounted for 24.3% of the total retail sales of social consumer goods. Under the impact of the epidemic, the momentum of industrial transformation and development has accelerated significantly, the new momentum represented by the Internet economy has grown against the trend, and new business forms and new models such as online shopping and live streaming of goods have continued to heat up, the emerging demand for online work, long-distance consultation and online education is very strong, and industries that are just in need, such as mothers and babies, old-age care and medical beauty, are also bursting out with new vitality in the epidemic with the help of new marketing models, it has played an active role in promoting the prevention and control of epidemic situation, ensuring the livelihood of residents and promoting economic growth.
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