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本报告研究涉及企业/品牌/案例:徐福记、阿尔卑斯、真知、好彩头、明治、旺旺、雅客,露兰姬娜,梦飞诗,御宅女,Gamorel,沃田集团,蒙牛,伊利,光明,奥瑞金,汇源集团,四季本源,Driscoll,Costa,Hortifruit,SA Berry Fruit

艾媒商情舆情数据监测系统显示,“蓝莓”网络口碑数据为83.6,正面评价比例较高。2018年,全球蓝莓产业发展整体良好,发展推动中国蓝莓市场的良性发展。智利、秘鲁、阿根廷等国家也纷纷扩大对中国的蓝莓出口,同时中国的蓝莓产量也在不断提高,2018年中国蓝莓总产量超过18万吨。目前,中国蓝莓产业链已经初步形成,包括良种培育、规模种植、休闲采摘、预冷保鲜、深度加工、品牌营销、观光旅游、包装物流等环节,催生了沃田集团等蓝莓相关企业。未来,中国国内蓝莓市场消费需求将不断扩大,在提高产量的同时需要进一步拓宽蓝莓深加工产业链,推动蓝莓产业的深加工和知名品牌打造,实现蓝莓行业整体协调发展。

The monitoring system of commercial and public opinion data of Ai media shows that the “blueberry“ network word-of-mouth data is 83.6, with a high proportion of positive evaluation. In 2018, the global blueberry industry is developing well, and the development promotes the healthy development of the blueberry market in China. Chile, Peru, Argentina and other countries have also expanded their blueberry exports to China. At the same time, China's blueberry production has been continuously increasing. In 2018, China's total blueberry production exceeded 180,000 tons. At present, China's blueberry industry chain has initially formed, including fine varieties cultivation, large-scale planting, leisure picking, pre-cooling and fresh-keeping, deep processing, brand marketing, tourism, packaging logistics and other links, resulting in the birth of blueberry-related enterprises such as Wotian Group. In the future, the consumption demand of blueberry market in China will continue to expand. While increasing production, it is necessary to further expand the blueberry deep processing industry chain, promote the deep processing of blueberry industry and build well-known brands, so as to achieve the overall coordinated development of blueberry industry.

本报告研究涉及企业/品牌/案例:考拉海购。

传统基础清洁洗护产品功能单一,随着生活品质的提升,更多消费者开始重视洗护产品的包装设计与功能多样化,期待拥有奢华细分科技的洗护体验,因此高端洗护市场呈现出巨大的发展潜力。iiMedia Research(艾媒咨询)数据显示,预计到2023年底,全球个人洗护电商市场销售额将达1816.0亿美元,全球洗护市场规模的扩增也体现出高端洗护行业的稳定发展。近年来“科技防脱,科学生发”的概念开始为国民所重视,健康科学的洗护产品在年轻消费者群体中也拥有广泛的市场需求,男性成为防脱用户的主力快速增长核心驱动消费军。除了主打健康,各洗护品牌在产品特色的基础上提出多个洗护新概念。考拉海购采用全球直采模式,精选全球高端洗护产品,通过实验室评测、社群推新、短视频等提升高端洗护品牌产品的曝光度,并结合多种营销策略进一步提升用户心智。在未来,高端洗护行业将向细分化、个性化、多元化、社交化及人格化方向发展。

Traditional basic cleaning and care products have a single function. With the improvement of the quality of life, more consumers have begun to pay attention to the packaging design and diversification of functions of the care products. Therefore, the high-end care market presents huge development potential.As the data of iiMedia Research showed, it is estimated that by the end of 2023, the global personal care e-commerce market sales will reach 181.6 billion U.S. dollars. The expansion of the global care market also reflects the stable development of the high-end care industry. In recent years, the concept of "preventing hair loss in a scientific way" has begun to be valued by the people. Health and scientific care products also have a wide market demand among young consumers, and men have become the main consumers. In addition to focusing on health, many care brands put forward a number of new care concepts based on product characteristics. Kaola Shopping adopts the model of global direct procurement to select global high-end care products. It enhances the exposure of high-end care brand products through evaluation, community building, short videos, etc., and combines multiple marketing strategies to further enhance users' mind. In the future, the high-end care industry will develop in the direction of segmentation, personalization, diversification, socialization and personality.

近年来民众对于传统节日的重视程度逐渐加深,对月饼的消费需求持续增加,推动月饼市场规模不断扩大。iiMedia Research(艾媒咨询)数据显示,2020年中国月饼销售额规模超过200亿元,继续稳定增长。但目前出于个人喜好而购买月饼的消费群体正在变小,应节和送礼已成为中秋月饼消费主要驱动因素。超过半数消费者购买月饼的原因为亲友送礼,22.4%的消费者为商务送礼,45.4%的消费者购买月饼作为应节食品。而面对消费者市场需求逐渐转变,各月饼品牌也积极寻求创新。目前品牌方主要通过月饼产品结构和营销方式创新来适应市场转变。产品结构方面,月饼品牌产品注重口味和食材创新,特别注重健康化和口味新颖化来满足不同的消费群体;营销方式方面企业则主要采用跨界营销吸引消费者,同时更加注重通过互联网传达品牌文化和历史。

In recent years, more and more attention are paid to traditional festivals, and the consumption demand for mooncakes continues to increase, which promotes the continuous expansion of the market scale of mooncakes. As the data of iiMedia Research showed, sales volume of mooncakes in China will exceed 20 billion yuan in 2020, continuing the steady growth. However, the amount of consumers who buy mooncakes for personal preference is becoming smaller and smaller. Festival celebration and gift presenting have become the main driving factors of mooncake consumption. More than half of the interviewed consumers buy mooncakes for giving gifts to relatives and friends, and 22.4% for business partners. And 45.4% of the interviewees buying mooncakes for festival celebrating. In the face of the gradual change of consumer market demand, the mooncake enterprises are also actively seeking innovation. At present, the mooncake brands mainly adapts to the market change of through innovation of mooncake product structure and marketing mode. In terms of product structure, mooncake brand products focus on taste and food material innovation, especially on health and taste novelty to meet different consumer groups. In terms of marketing methods, enterprises mainly adopt cross-border marketing to attracting consumers, and pay more attention to convey brand culture and history through online channels.


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