-
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. -
艾媒报告|2019中国特卖经济发展研究报告
本研究报告涉及企业/品牌/案例:唯品会,TJX,Rue La La,TJ Maxx,Vente-privée,Gilt Groupe,Zulily,Amazon,Myhabit,Bed Bath & Beyond ,Hudson‘s Bay Company ,One Kinds Lane,brands4friends ,eBay,聚美优品,聚尚网,蜜芽,小雨伞,淘宝,鲸特卖,京东,当当,蘑菇街,佳品网,俏物悄语,奥特莱斯广场,尚品网,年糕妈妈
预计2019中国特卖市场交易规模将突破1.5万亿元。在经济下行及消费者回归理性消费的环境下,具有抗周期特性的特卖经济展现旺盛生命力。服饰消费仍是中国特卖平台最核心业务,商品品质以及价格是消费者最关注因素,在消费升级潮流下,消费者更倾向于追求商品的性价比。
iiMedia Research(艾媒咨询)数据显示,预计2019中国特卖市场交易规模将继续保持增长的态势,达到15432.58亿元。在供给侧品牌商库存压力持续加大,需求侧消费者消费升级并回归理性的背景下,中国特卖市场定位于以服饰穿戴类为主的大众消费品,满足了下行周期的市场需求,成为抗周期的最佳商业模式之一。iiMedia Research(艾媒咨询)数据显示,74.4%的受访特卖用户表示会关注服饰鞋包折扣优惠情况,消费者对服饰箱包个性化需求高,其折扣更容易激发消费欲望。同时,为了更好的触达消费者,中国特卖电商采用多渠道发展,线上入驻社交平台,线下积极布局奥特莱斯,为消费者提供多样化购物方式。
As the data of iiMedia Research showed, the transaction amount of China flash sale market is expected to keep growing and reach 1543.258 billion yuan in 2019. Under the circumstance that the inventory pressure of manufacturers keeps increasing as well as consumption upgrades and returns to rationality, China flash sale market is positioned at the mass consumer goods, which are mainly composed of clothing and apparel, meeting the demand in the downward cycle and becoming one of the best business models to resist the cycle. As the data of iiMedia Research showed, 74.4% of the interviewed flash sale consumers show that they always pay attention about the discount of clothing, shoes and bags. Consumers have higher personalized demand for clothing, shoes and bags, so their discount is more likely to stimulate the consumers’ shopping desire. What’s more, in order to provide consumers with diversified shopping ways and reach consumers better, China flash sale platforms sale by multiple channels, using social networking platforms online and actively developing outlets offline. -
艾媒报告 |2019Q1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:网易考拉,天猫国际,奥买家,苏宁国际,唯品国际,小红书,海囤全球,洋码头,蜜芽,空中云汇、KK馆、纵腾网络、PingPong金融、星商,京东,阿里巴巴,普洛斯、凯辉基金、钟鼎资本,DST、Global
政策春风推动跨境电商行业快速发展。iiMedia Research(艾媒咨询)数据显示,2018年中国海淘用户已突破1亿人,预计2019年交易规模突破10万亿元。资本继续加码跨境电商领域,2019年第一季度中国跨境电商领域投融资超20亿元。跨境电商头部平台维持竞争优势。跨境电商线下门店更易达成高客单价交易,用户更偏好在线下门店购买钟表首饰、数码家电、汽车用品商品,在线下门店平均单次消费金额在1000元以上的用户占比超五成。其线下门店对线上平台导流作用明显。75%的受访线下门店顾客愿意尝试或更多使用相应的跨境电商线上平台。跨境电商行业发展最大痛点在于商品正品保障,因此各类跨境电商平台都在加强线下门店的布局。海淘消费者在线下的良好体验也有利于其后期转化为线上平台用户。未来跨境电商线上线下之间的融合将不断加深,线下门店也将更注重商品池的打通和利用科技助力体验。
The spring breeze of the policy promotes the rapid development of the cross-border e-commerce industry. As the data of iiMedia Research showed, China's users who buy imported goods online have exceeded 100 million in 2018. It is expected that the transaction volume in 2019 will exceed 10 trillion yuan. Capital continued to increase the cross-border e-commerce sector. In the first quarter of 2019, China's cross-border e-commerce sector invested more than 2 billion yuan. The cross-border e-commerce head platform maintains a competitive advantage. Cross-border e-commerce offline stores are more likely to achieve high-price per customer transaction, users prefer to buy watches and clocks, digital home appliances, auto supplies in offline stores. The users who consume more than 1,000 yuan average single-time in the offline stores accounted for more than 50% . Its offline stores have an obvious effect on the diversion to the online platform . 75% of the offline store customers who are interviewed are willing to try or use the corresponding cross-border e-commerce online platform more. The biggest pain point in the development of cross-border e-commerce industry lies in the authentic security. Therefore, all kinds of cross-border e-commerce platforms are strengthening the layout of offline stores. The good experience of offline consumer is also beneficial to the later conversion to online platform users. In the future, the integration between online channel and offline channel of cross-border e-commerce will continue to deepen, and offline stores will pay more attention to the opening of commodity pools and the use of technology to help impoving experience. -
艾媒报告|2019全球及中国球鞋二级市场现状剖析与市场前景分析报告
本报告研究涉及企业/品牌/案例:Air Jordan,Yeezy,Stock X,毒app,咸鱼,Nike,特步,安踏,李宁,耐克,阿迪达斯,彪马,斯凯奇,亚瑟士,361度,安德玛,锐步,淘宝,ebay ,amazon,切克,识货,支付宝,网易考拉,京东,蜂潮,当当,聚美优品
全民健身热潮带动全球运动消费增长,运动鞋作为运动消费其中一个消费热点,也取得较为亮眼的成绩。自2010年起,全球运动鞋市场规模稳步扩张,预计2019年市场规模将达到1684.7亿美元。而随着消费升级、消费金融等的不断发展,球鞋二级市场成为青年群体新的金融场域。消费者对球鞋二级市场的关注点在于球鞋本身在缓震、耐磨、抓地力和稳定性等方面的表现。目前,Nike全品牌整体溢价较高,溢价幅度超58%。但是,球鞋溢价幅度大、普通消费者难辨真伪等因素刺激了大批无良厂商仿制球鞋,假鞋产业链不仅能仿制裸鞋,甚至有专门的正品球鞋鞋盒交易者。艾媒咨询分析师认为,球鞋二级市场真假鞋混杂,“散户”消费者对球鞋的鉴别不够专业,要承担较大的交易风险。而当前球鞋二级市场的非正常溢价比例会形成较大的行业泡沫,影响整个行业生态。
The national fitness craze led to the growth of global sports consumption, sports shoes as one of the consumption hot spots, but also achieved more bright results. Since 2010, the global sneaker market has been expanding steadily, with a market size of $168.47 billion expected in 2019. With the continuous development of consumption upgrading and consumer finance, the secondary market of shoes has become a new financial field for young people. Consumers focus on the secondary market of shoes in the performance of the shoes themselves in slow shock, wear resistance, grip and stability. At present, Nike's overall brand premium is higher, with a premium of more than 58%. However, the high premium range of shoes, ordinary consumers difficult to distinguish the authenticity and other factors to stimulate a large number of unscrupulous manufacturers imitation shoes, fake shoes industry chain can not only imitate bare shoes, and even have a special genuine shoe box traders. iiMedia Research analysts believe that the secondary market of shoes real fake shoes mixed, “retail“ consumers on the identification of shoes is not professional enough, to bear a greater trading risk. At present, the abnormal premium ratio of the secondary market of shoes will form a larger industry bubble, affecting the ecology of the whole industry. -
艾媒研报 |2019H1值得买运行状况与行业趋势研究报告
本报告研究涉及企业/品牌/案例:值得买,星罗广告联盟,贝窝网,北京国脉创新投资, 共青城尚麟投资, 返利网,一淘,路口,杭州阿里妈妈软件服务有限公司,亚马逊(中国)投资有限公司,Commission Junction LLC,重庆京东海嘉电子商务有限公司,Digital Window Limited,eBay Inc. ,Rakuten Marketing LLC,Amazon Japan K.K,Amazon Services LLC,Linkshare Japan K.K,蓝标、阳狮、OMG ,网易、阿里巴巴,京东,苏宁,蓝标集团,阳狮集团,上海络程网络技术有限公司,科沃斯机器人股份有限公司
随着电商行业逐渐由粗放增长走向精耕细作,电商平台与品牌商对增量用户及优质用户的导流需求越发迫切,消费者对高效优质的导购内容需求日益增加。iiMedia Research(艾媒咨询)数据显示,2018年中国电商导购用户规模为3.03亿人,增速为24.7%;预计2019年用户仍将持续增长,规模有望达3.45亿人。虽然导购电商行业规模持续增长,但直播、短视频等多元导购模式的兴起以及巨头电商平台的入局,不断挤占值得买的生存空间。面对持续攀升的流量成本,日趋激烈的行业竞争,值得买需要最大限度的借助资本市场力量强化优势,并牢牢把握下沉市场带来的机遇,才有可能保持头部领先地位。
With the development of e-commerce industry from extensive growth to intensive cultivation, the diversion demand of e-commerce platform and brand merchants for incremental users and high-quality users becomes more and more urgent, and consumers'demand for high-efficiency and high-quality guided purchasing content is increasing. According to iiMedia Research, the number of e-commerce guided purchasing users in China reached 303 million in 2018, with a growth rate of 24.7%. And it is expected that users will continue to grow by 345 million in 2019. Although the scale of e-commerce industry continues to grow, the rise of multi-mode of direct purchase such as live broadcasting, short video and the entry of giant e-commerce platform continue to occupy the living space of Zhidemai. Faced with the rising cost of flow and increasingly fierce competition in the industry, Zhidemai needs to maximize the strength of the capital market to strengthen its advantages, and firmly grasp the opportunities brought by the sinking market, in order to maintain a leading position. -
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. -
艾媒报告 | 2018-2019中国跨境电商市场研究报告
本报告研究涉及企业/品牌包括:eBay、MercadoLibre、亚马逊、全球速卖通、网易考拉、万科物流、小红书、唯品会、海囤全球、天猫国际、京东、苏宁、阿里巴巴、蜜芽、洋码头、达令、淘宝网、支付宝、微信支付、顺丰菜鸟网络
2018年以来,跨境电商行业迎来利好,进博会及相关政策出台促进行业发展。iiMedia Research(艾媒咨询)数据显示,2018年中国跨境电商交易规模达到9.1万亿元,用户规模超1亿。随着中国消费者购买力提升,消费升级的情况下,个性化、高品质的消费需求突显,海外留学、海外旅游、海外文化输入等都为新一代海淘创造了文化环境。iiMedia Research(艾媒咨询)数据显示,2018年,30.7%海淘用户因海外商品质量好而选择海淘,比2018上半年增长了7.8%,超五成用户每月购物一次。艾媒咨询分析师认为,质量越来越受到海淘用户重视,用户对高品质的跨境电商需求逐渐增加,同时高频次海淘购物为跨境电商企业带来更多发展机遇。
Since 2018, the Cross-Border E-Commerce industry has witnessed good results. China International Import Expo and related policies have been introduced to promote the development of the industry. As the data of iiMedia Research showed, the scale of Cross-Border E-Commerce industry transactions in China reached 9.1 trillion yuan in 2018, and the scale of users exceeded 100 million. With the increasing purchasing power of Chinese consumers, huge domestic demand occurs in Cross-Border E-Commerce market. As the data of iiMedia Research data showed, more than 50% of the interviewed users shop once a month, and high-frequency shopping in overseas more development opportunities for Cross-Border Commerce enterprises. -
艾媒报告 | 2019全球跨境电商市场与发展趋势研究报告
本报告研究涉及企业/品牌包括:eBay、MercadoLibre、亚马逊、全球速卖通、网易考拉、万科物流、小红书、唯品会、海囤全球、天猫国际、京东、苏宁、阿里巴巴、蜜芽、洋码头、达令、淘宝网、支付宝、微信支付、顺丰菜鸟网络
2018年,全球跨境电商行业迎来利好,iiMedia Research(艾媒咨询)数据显示,2018年全球B2C跨境电商交易规模达到6760亿元,同比去年增长27.5%,全球跨境网购普及率达51.2%。进博会及相关政策出台促进中国跨境电商发展,中国跨境电商交易规模达到9.1万亿元,用户规模超1亿。超五成用户每月购物一次,高频次海淘购物为跨境电商企业带来更多发展机遇。
Since 2018, the global cross-border e-commerce industry has continued to develop. According to iiMedia Research, the global B2C cross-border e-commerce transaction scale increased by 27.5% year-on-year in 2018. It is expected to exceed 800 billion US dollars in 2019. The penetration rate of online shopping has reached 51.2%, and the proportion of consumers who use cross-border e-commerce for online shopping accounts for 70% of online shoppers in the Middle East. Apparel, shoes and hats are the most popular category for consumers to purchase through cross-border e-commerce. Western Europe is largest e-commerce market in Europe, with the highest penetration rate among cross-border online shopping in the Macedonian region and Portugal in Europe. Cross-border e-commerce accounts for 25% of the Australian e-commerce market, and Australian online shoppers prefer cross-border purchases of products from American and the UK. In Latin America, the development of e-commerce in Brazil is relatively mature, and the e-commerce in Argentina is developing rapidly. In 2018, the CIIE and related policies promoted the development of cross-border e-commerce in China. The scale of cross-border e-commerce transactions in China reached 9.1 trillion yuan, and the scale of users exceeded 100 million. In 2018, 30.7% of cross-border e-commerce users buy foreign products online because of the good quality, which was 7.8% higher than the first half of 2018. Over 50% of users purchased once a month. iiMedia Research analysts believe that quality is increasingly valued by cross-border e-commerce users, users' demand for high-quality products is gradually increasing, and high-frequency overseas online shopping brings more development opportunities for cross-border e-commerce companies. -
艾媒报告 |2019全球及中国个人洗护用品品类分析及电商市场研究报告
本报告研究涉及企业/品牌/案例:Amazon,eBay,walmart,OTTO,速卖通,天猫,淘宝,京东,Flipkart,snapdeal,Rakuten,Lazada,kakaku,Shopee,mymall,joom,资生堂,欧莱雅,宝洁,联合利华,霸王、章华,舒肤佳,玉兰油,Amway 安利,LUX 力士,蔻露薇
个人洗护电商市场在全球保持稳定发展。2019全球个人洗护电商市场销售额已达1182.6亿美元,预计至2023年这一规模达到1816.0亿美元。特别是中国方面,iiMedia Research(艾媒咨询)数据显示, 2018年中国个人洗护电商市场规模达到1881.9亿元人民币,增幅同比增长14.5%,其中,面部护理、身体清洁和口腔护理三类的贡献比例达到81.5%。艾媒咨询分析师认为,由于海淘、跨境电商和电商渠道的崛起,以及个人卫生支出增长、全民洗护卫生意识增强,共同推动中国个人洗护发展。企业方面,如拉芳、百雀羚等积极开拓电商渠道,联合天猫双十一、京东618等节日造势。产品方面,如牙齿美白、护发防脱洗发水等功能性洗护用品的销量增加,洗护用品的包装、气味等也都成为用户选择的主要依据。用户方面,男性个人洗护细分受到更多关注,00后、05后等开始成为个人洗护用品的新群体。
The personal care e-commerce market has maintained steady growth throughout the world. The global consumer care market in 2019 has reached US$118.26 billion, which is expected to reach US$181.60 billion by 2023. In particular, in China, iiMedia Research (Ai Media Consulting) data shows that in 2018, China's personal care and e-commerce market reached 188.19 billion yuan, an increase of 14.5%, including facial care, body cleansing and oral care. The contribution ratio reached 81.5%. Ai Media Consulting analysts believe that due to the rise of Haitao, cross-border e-commerce and e-commerce channels, as well as the growth of personal health expenditures and awareness of national health care, we will jointly promote the development of personal care in China. In terms of enterprises, such as Lafang and Baique Ling, they are actively exploring e-commerce channels, and jointly launching festivals such as Tmall Double Eleven and Jingdong 618. In terms of products, sales of functional toiletries such as tooth whitening, hair care and anti-hair shampoo have increased, and the packaging and smell of toiletries have become the main basis for users' choice. On the user side, the male personal care subdivision has received more attention, and after 00, 05, etc., it has become a new group of personal care products. -
艾媒报告|2019全球二手车市场调查与趋势动态数据监测报告
本报告研究涉及企业/品牌/案例:雷诺-日产,现代-起亚,丰田,本田,马自达,三菱,吉利,奇瑞,力帆,大众
Manheim,Carmax,Autonation,Beepi,Kelley Blue Book,Carsome,eBay,ATG,SUV,CarFax,CarMax,Edunds,TureCar,Shift,Carvana,Vroom,Instamotor,Carloha,Gulliver,USS,LeasePlan,SixtLeasing,Mobile.de,GGG,Kaufland,美延
中国新车销售量下降,而二手车交易处于增长趋势,市场潜力大。2019年第一季度中国汽车销量为637.2万辆,新车市场呈现同比负增长态势。2018年中国二手车交易量达1382.2万辆,同比增长11.5%,二手车的年销量目前还不到新车年销量的1/3。2019年二手车市场最多可以提供约6000万辆二手车,供给市场明显大于需求市场,发展二手车出口业务将有利于给整个汽车行业注入新的发展活力。发达国家已经形成了比较成熟的二手车交易市场,2016年,美国二手车销量为3851.4万辆,其中,汽车经销商4S店的市场份额最大占比 37.0%。2018年日本共出口952.5万辆汽车;2018欧洲新车登记数量1562.0万辆。而“一带一路”沿线国家二手车市场需求量大,是中国二手车业务的首要目标群体。缅甸、柬埔寨每年进口车辆90%为二手车。俄罗斯汽车以二手车为主,2018年中国汽车品牌在俄罗斯二手车市场的总销量达8.05万辆,同比增长了8.5%。其余国家的二手车市场尚未饱和,“一带一路”沿线国家二手车市场缺口大,有利于中国发展二手车出口业务。
The sales of new car in china fell but the second-hand car has been rising and keeps good potential.2019Q1 China automobile sold 6.3 million yuan and it shows a descend trend. However, the second-hand cars sold 1.3 billion yuan, with the growth of 11.5%. At present, the amount of second-hand car does not reach 1/3 of the new car. In 2019, the second-hand car market can provide about 6.0 billion cars, which means developing second-hand car market will benefit the whole car market. The developed country has formed mature second-hand car market. In USA, the amount of second-hand car reached 3.8 billion in 2016, and 4S dealer accounted for the most market share, which is 37.0%.Japan exported 9.5 million cars in 2018,and Europe had 1.5 billion registered cars. Some countries along “One Belt And One Road“ have a large amount of demand for automobiles, among which southeast Asian countries and Russia have the largest demand for imported second-hand cars. 90% of imported vehicles in Myanmar and Cambodia are used cars every year. In 2018, the total sales volume of Chinese car brands in Russia's second-hand car market reached 80,500, up 8.5% year-on-year. The second-hand car market in other countries is not yet saturated. Due to the large gap of second-hand car market in countries along “One Belt And One Road“, it is conducive to the development of second-hand car export business in China.
- 1
- 2
没找到想要的报告?
扫码添加客服参与预约/定制,第一时间获取行业推荐报告!
智库热榜
艾媒咨询|2024-2025年中国银发经济投资前景分析报告
艾媒咨询|2024-2025年中国烘焙食品行业现状及趋势研究报告
艾媒咨询 | 2023-2024年中国休闲食品产业现状及消费行为数据研究报告
艾媒咨询|2024-2025年全球及中国新能源汽车行业消费趋势监测与案例研究报告
艾媒咨询 | 2023-2024年中国全域旅游产业运行数据及发展趋势研究报告
艾媒咨询 | 2024年中国家用美容仪行业消费者洞察研究报告
艾媒咨询|赵一鸣零食店消费行为洞察及行业趋势报告(2024)
艾媒咨询|2024年中国月饼行业创新发展研究报告
艾媒咨询 | 2024年中国数字中台市场研究报告
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
艾媒咨询|2024年中国家清产品消费趋势洞察报告