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关于“双十一”的报告

本报告研究涉及企业/品牌/案例:京东、天猫、淘宝、苏宁易购、考拉海购、拼多多、耐克、阿迪达斯、斯凯奇、优衣库、大东、华为、苹果、小米、美的、海尔、飞利浦、格力、TCL、索菲亚、林氏木业、A家家具、富安娜、全友家居、欧莱雅、MAC魅可、完美日记、茅台、泸州老窖、蒙牛、康师傅、三只松鼠、米菲、爱他美、巴拉巴拉、蓝月亮、清风、 维达

随着互联网的普及,电子商务逐渐走进大众日常生活,双十一购物狂欢节因此应运而生,天猫双十一成交金额从2009年的0.52亿元持续增长到2018年的2135亿元,消费热度持续升温。iiMedia Research(艾媒咨询)数据显示,预计在2019年,天猫双十一成交金额将达到2447亿元。在参与双十一活动的电商平台与品牌日渐增加的背景下,3C数码类产品是双十一期间热度最高的产品品类,2019年双十一前夕,华为以97.9的热度指数略胜苹果一筹,成为2019双十一前夕最受关注的品牌。平台方面,拼多多凭借简单清晰的活动规则、大力度折扣,成为推荐指数最高的电商购物平台。
With the popularity of the Internet, e-commerce has gradually entered the daily life of the public. Therefore, 11.11 shopping carnival came into being. The transaction amount of Tmall on 11.11 shopping carnival continued to grow from 52 million yuan in 2009 to 213.5 billion yuan in 2018. As the data of iiMedia Research showed, it is estimated that Tmall will reach 244.7 billion yuan on 11.11 shopping carnival in 2019. In the background of the increasing number of e-commerce platforms and brands participating in 11.11 shopping carnival, 3C digital products are the most popular product category during the period of singles' day. On the eve of 11.11 shopping carnival in 2019, HUAWEI slightly surpassed Apple with a heat index of 97.9, becoming the most popular brand on the eve of 11.11 shopping carnival in 2019. In terms of the platform, Pinduoduo has become the e-commerce shopping platform with the highest recommendation index by virtue of its simple and clear activity rules and strong discounts.

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