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艾媒咨询|2023-2024年全球及中国跨境电商运营数据及典型企业分析研究报告
目前,全球跨境电商已进入快速发展新阶段。数据显示,近五年中国跨境电商的进出口规模呈现增长态势,2019-2020年增长迅猛,近两年增长速度趋于平缓但总体规模仍逐年增加,2023年前三季度中国跨境电商进出口规模达1.7万亿元。全球贸易活跃度继续上升,外部需求呈现回暖迹象。《区域全面经济伙伴关系协定》的签署、“一带一路”的持续推进使得国家间铁路、口岸、海关等部门的合作日趋密切,为进一步推动跨境电商发展起到重要作用,新兴市场开拓有力。随着全球国家或地区网购习惯形成,其跨境电商市场发展潜力巨大,吸引大量中国电商企业布局,电商经济发展也将迎来井喷发展。
At present, the global cross-border e-commerce has entered a new stage of rapid development. Data show that in the past five years, the import and export scale of China's cross-border e-commerce has shown a growth trend, rapid growth in 2019-2020, the growth rate in the past two years, but the overall scale is still increasing year by year, and the import and export scale of China's cross-border e-commerce reached 1.7 trillion yuan in the first three quarters of 2023. Global trade activity continues to rise and external demand shows signs of picking up. The signing of the Regional Comprehensive Economic Partnership Agreement and the continuous promotion of the Belt and Road Initiative have made the cooperation between the railway, port, customs and other departments increasingly close, which has played an important role in further promoting the development of cross-border e-commerce, and the development of emerging markets is strong. With the formation of online shopping habits in countries or regions around the world, its cross-border e-commerce market has great potential for development, attracting a large number of Chinese e-commerce enterprises, and the development of e-commerce economy will also usher in a spurt of development. -
艾媒咨询| 2020年中国酒类新零售市场研究报告
本报告研究涉及企业/品牌/案例:挖酒网,1919酒类直供,酒仙网
随着新零售概念普及,酒类新零售平台与传统酒类市场将趋于结合,该趋势也推动着中国酒类新零售市场规模和用户规模不断扩大。酒类新零售市场在2020年的规模约为1167.5亿元,预计2021年市场规模将增长16.8%至1363.1亿元。同时,酒类新零售平台通过发挥专业化仓储物流的技术优势,并加速线上线下渠道推广引流,进而优化用户购酒体验、强化用户线上购物习惯,因此行业用户规模有着一定的基础,2020年用户规模达到了4.63亿人。iiMedia Research(艾媒咨询)数据显示,46.4%的受访网民倾向于线上购买酒类商品,同时, 分别有51.7%和56.8%的受访网民认为价格优惠和正品保障是吸引他们到线上购买酒类商品的原因。酒类新零售平台融合线上、线下、物流的新零售模式成为激活零售市场的关键步骤,通过连接传统酒企和消费者,并发挥其渠道互通、数字化、场景化等优势特点,为消费者带来种类多、价格低、有保障的购酒体验,推动中国酒水行业步入新阶段。
With the popularization of the New Retai, the liquor-based new retail platform will combine with the traditional liquor market. This trend also promotes the continuous expansion of the market and user scale of China liquor-based new retail market. The scale of the liquor-based new retail market in 2020 is about 116.75 billion yuan, and it is expected that the market scale will increase by 16.8% to 136.31 billion yuan in 2021. At the same time, the liquor-based new retail platform optimizes users’ liquor purchasing experience and strengthens their online shopping habits by giving scope to the technical advantages of specialized warehousing and logistics and accelerating the promotion of online and offline channels. Hence, the user scale of the industry will reach 463 million in 2020. As the data of iiMedia Research showed, 46.4% of the netizens surveyed tend to buy liquor products online. Meanwhile, 51.7% and 56.8% of the netizens surveyed think that preferential price and authentic products guarantee are the reasons to attract them to buy liquor products online. The liquor-based new retail platform integrates the New Retailing model of online, offline and logistics, which has become a key step to activate the retail market. By connecting traditional liquor enterprises and consumers, and giving full play to the advantages of channel intercommunication, digitization and scene, the platform can bring consumers a multiple, low price and guaranteed liquor purchasing experience, and promote China's liquor industry into a new stage. -
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. -
艾媒咨询|2020上半年全球商贸数据监测及中国外贸企业内循环经济机遇研究报告
本报告研究涉及企业/品牌/案例:广东凯迪服饰有限公司、深圳市佰维存储科技股份有限公司。
全球疫情蔓延、贸易保护主义等因素导致全球经济面临下滑风险,跨境贸易和投资活动急剧萎缩,中国外贸企业环境恶化。2020年上半年,中国出口10987.5亿美元,同比下降6.2%,其中服装、机械设备出口降幅跌破16%,成为重创程度较大的行业。于是,各省份纷纷出台关于出口转内销的内循环经济的针对性政策措施,从政策层面助力外贸企业渡过危机。但是,当前出口企业发展内销模式仍存在生产线转向难、销售渠道不畅、国内外市场需求痛点不同和缺乏品牌化优势等问题,外贸企业必须进行相应的调整。
The spread of global epidemic and trade protectionism have caused the global economy to face the risk of decline, the cross-border trade and investment activities have shrunk sharply, and the environment of Chinese foreign trade enterprises has deteriorated. In the first half of 2020, China's exports reached US$ 1,098.75 billion, down 6.2% year-on-year, among which the export of clothing and machinery and equipment fell below 16%, making it a severely damaged industry. As a result, various provinces have issued targeted policies and measures on the internal circular economy from export to domestic sales, helping foreign trade enterprises to tide over the crisis from the policy level. However, there are still some problems in the domestic sales model of export enterprises, such as difficult production line turning, unsmooth sales channels, different pain points in domestic and foreign markets, and lack of brand advantages. Foreign trade enterprises must make corresponding adjustments. -
艾媒报告 |2019中国进口食品电商热销品类剖析及行业发展报告
本报告研究涉及企业/品牌:阿里巴巴、天猫、京东、苏宁易购、网易考拉、food2china、洋码头、顺丰速递、申通速递、圆通速递、中通速递、韵达速递、雀巢、费列罗、乐天、卡乐比、爱他美、德运、依云、百事、卡夫亨氏、达能、亿滋国际、可口可乐、桂格。
利好政策、消费升级驱动下,中国进口食品电商产业快速发展,2017年进口食品占进口商品比例升至6.8%,中国跨境电商零售进口渗透率从2014年的1.6%迅速攀升至2017年的10.2%,跨境电商进口消费者人数在2015-2017年之间增长10倍,进口食品品牌及种类不断丰富,其中休闲食品最受欢迎。iiMedia Research(艾媒咨询)数据显示,通过电商平台购买进口食品的人占据全部消费者的74.2%,53.5%消费者认为品质为选购进口食品时考虑的第一要素。艾媒咨询分析师认为未来进口食品市场会下沉至三四线城市,电商平台将成为进口食品选购的主要渠道。
Driven by favorable policies and consumption upgrading, China's imported food e-commerce industry has developed rapidly, with the proportion of imported food rising to 6.8% in 2017. China's cross-border e-commerce retail import penetration rate has risen rapidly from 1.6% in 2014 to 10.2% in 2017. The number of cross-border e-commerce import consumers has increased 10 times between 2015 and 2017, and the brand and category of imported food are constantly enriched, including leisure. Food is the most popular. According to iiMedia Research, 74.2% of all consumers buy imported food through commercial platforms, and 53.5% of consumers consider quality as the first factor to be considered when choosing imported food. Ai Media Consulting Analysts believe that the future imported food market will sink to the third and fourth tier cities, e-commerce platform will become the main channel for imported food purchase. -
艾媒报告|2019年3月中国跨境电商市场动态与用户舆情月报
本月报涉及企业/品牌包括:菜鸟网络、京东物流、万科物流、顺丰敦豪供应链中国、小红书、纵腾网络、KK馆、全球速卖通、网易考拉、天猫国际、海囤全球、有赞、全速通、PingPong金融、Airwallex(空中云汇)、波罗蜜、洋码头、亚马逊、eBay、腾讯
随着多项相关政策出台并落实,中国跨境电商及其产业链将进一步规范化。2019年3月,国家出台减费降税等一系列利好政策,助力跨境电商发展。中美双方积极协商,贸易战对跨境电商影响不大。资本市场对跨境电商发展持乐观态度,3月跨境电商行业共获得4笔融资,金额突破15亿元人民币。头部厂商发布2019年战略,小红书架构调整进一步转型,速卖通携国产美妆出海,天猫国际升级直营业务,打造海外仓和内容营销新模式。产业链进一步发展,跨境物流战升级,行业规范化催生服务商等新业态,有赞发布跨境电商解决方案。跨境电商近期负面舆情较多,网易考拉、小红书均出现负面事件,引起关注。目前跨境电商用户相对年轻化,并以女性为主,潜在消费者市场较为广阔。
With the publishment and implementation of a number of related policies, Chinese cross-border e-commerce and its industrial chain will be further standardized. In March 2019, the government published a series of favorable policies such as fee reduction and tax reduction to help cross-border e-commerce development. China and the United States have actively negotiated that trade wars have little impact on cross-border e-commerce. The capital market is optimistic about cross-border e-commerce development. In March, the cross-border e-commerce industry received a total of four financings, amounting to 1.5 billion yuan. The head companies released the strategy of 2019, and the restructuring of the Red was further transformed with structural adjustment. AliExpress brought domestic Beauty brands to overseas market, and Tmall International upgraded its direct business to create a new model of overseas warehouse and content marketing. The industrial chain has been further developed, cross-border logistics warfare has been upgraded, and industry standardization has spawned new business model such as service providers, and Youzan has published a cross-border e-commerce solution product. Cross-border e-commerce recently had more negative grievances, and NetEase koala and Red all had negative events, causing concern. At present, cross-border e-commerce users are relatively young and mainly women, and the potential consumer market is relatively broad.
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