2020年5月29日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1全球及中国跨境电商运营数据及典型企业分析研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对跨境电商的行业发展和运营进行深度分析，通过对中国B2B、B2C两大类跨境电商的运营数据和企业案例分析，以及用户的跨境电商购物行为调研，剖析中国跨境电商行业的当前状况，并且本报告还关注到东南亚、拉美等跨境电商发展较快的地区，通过对全球总体态势的总结，预判2020-2021年中国跨境电商的发展趋势。艾媒咨询分析师认为，疫情对跨境电商有一定的影响，但总体而言跨境电商仍将保持增长态势。目前跨境电商市场的竞争非常激烈，并且已经开始从中国向东南亚、拉美等地区扩张，加上用户的消费态度变化，跨境电商企业重点从过去的山寨、无品牌的产品转变为品牌竞逐。
The epidemic has a huge impact on the global economy and trade, and cross-border e-commerce companies are also generally faced with many problems such as cancellation or extension of on-hand orders, difficulties in signing new orders, and poor logistics and transportation. iiMedia Research believe that cross-border e-commerce has received policy support and has also cultivated a large number of user markets. Although cross-border e-commerce will be subject to some objective impact in the short term, cross-border e-commerce will remain in the long run Increase vitality.
伴随着国民经济的高速发展，中国消费者的消费需求不断升级，同时在国家大力支持跨境贸易，改善跨境电商整体配套设施，优化市场发展环境下，中国跨境电商行业市场规模不断扩大，2020年中国跨境电商的市场交易规模预计达到10.3万亿元。但在2020年第一季度期间，受到全球疫情影响，中国跨境电商受到一定程度的冲击，消费红利较2019年同期明显下降。为了解决疫情带来的负面影响，中国各大跨境电商平台积极布局，抢占市场、留存用户，了解用户需求与喜好成为各大跨境电商平台的关注焦点。iiMedia Research(艾媒咨询)数据显示，有72.7%的受访用户认为 “正品保障”是他们选择平台时所考虑的主要因素。同时，在疫情期间有超8成受访用户关注平台疫情期间的公益活动，并且超九成的受访用户购买意愿会因为疫情期间平台的公益行为而提高。
Along with the high-speed development of national economy, China's consumer demand grows, at the same time in the country's strong support for cross-border trade, improve the cross-border electricity integral supporting facilities, optimize the environment of market development, cross-border electricity industry in China has been expanding its market, in 2020 China's cross-border electricity market scale is expected to reach 10.3 trillion yuan. However, in the period of the first quarter of 2020, due to the impact of the global epidemic, China's cross-border e-commerce was impacted to a certain extent, and the consumption dividend decreased significantly compared with the same period in 2019.In order to solve the negative impact brought by the epidemic, China's major cross-border e-commerce platforms have actively deployed to seize the market, retain users, and become the focus of attention of major cross-border e-commerce platforms to understand user needs and preferences. As the data of iiMedia Research showed, 72.7% of the surveyed users believe that "quality assurance" is the main factor they consider when choosing a platform. At the same time, more than 80 percent of the surveyed users paid attention to the public welfare activities of the platform during the epidemic, and more than 90 percent of the surveyed users would increase their purchase intention due to the public welfare activities of the platform during the epidemic.
In 2019, the overall development of cross-border e-commerce industry has been on a positive trend. The scale of cross-border e-commerce continues to expand, and competition within the industry continues to be fierce. Pinduoduo and other competitors have successively entered cross-border e-commerce and Alibaba has acquired Kaola, which has unleashed huge market demand. In this context, word of mouth and user trust have become key factors in the competition of cross-border e-commerce platforms. As the data of iiMedia Research showed, in the user survey with a total sample size of 1757, 74.1% of consumers said that when buying overseas goods, the most important thing is whether the goods are genuine, while 58.8% said brand awareness is very important. With the increase of residents' income and the improvement of their living standards, overseas online shopping users pay more and more attention to the value of the brand and start to pursue higher quality shopping experience. Users' requirements are improved and market supervision is tightened, prompting major e-commerce platforms to take various quality assurance measures, empower the supply chain with technology, strengthen the control of the whole process from procurement to supply, and actively maintain and build brand reputation.
In the context of consumption upgrading, users are increasingly pursuing consumption experience, and new consumer groups are more dependent on the guidance of key opinion leaders (KOL). Offline stores, overseas online shopping live broadcasting and social communication narrow the distance between users and products, make up for the shortcomings of traditional overseas online shopping from different perspectives, and comprehensively upgrade user consumption experience. As the data of iiMedia Research showed, 56.6 percent of consumers believe that online stores can provide a more comfortable shopping experience than online channels. Dual-channel integrated development can enhance users' trust and double channels drainage, which has become an inevitable trend in the development of cross-border e-commerce industry. In addition, nearly 60% of overseas online shopping users will buy relevant products after watching live broadcast on overseas online shopping. Overseas online shopping live delivery is more intuitive and vivid, and has a good conversion effect on user consumption at the present stage, which is expected to become one of the major marketing methods of cross-border e-commerce in the future.
With the improvement of logistics distribution efficiency, the change of people's consumption concept and the introduction of various favorable policies, cross-border e-commerce has entered a stage of rapid growth, and major cross-border e-commerce companies have gradually increased their new retail layout. As the data of iiMedia Research showed, China cross-border e-commerce transactions are expected to reach 12.7 trillion yuan in 2020. In addition, after Alibaba's wholly owned acquisition of Kaola, the pattern of cross-border e-commerce industry has been significantly changed, and Alibaba will occupy more than half of the market share in the cross-border e-commerce industry, further highlighting the advantages of the head platform. Most overseas online shopping users have a relatively optimistic attitude towards the acquisition. 60.9% of the users believe that the acquisition is conducive to the integration of industry resources, and more than 50% of the interviewed Kaola users implies that they will increase the use frequency of products after the acquisition of the platform.
The upgrading of national consumption and the increasing demands for product quality and product diversity have promoted the development of cross-border e-commerce market. At the same time, the promulgation of the E-commerce Law provides a normative development environment for the industry. Under the condition of increasing user demand and strengthening industry standardization, the scale of cross-border e-commerce transactions is expected to increase to 10.8 trillion yuan in 2019 and the cross border e-commerce has entered the 10 trillion yuan market. As the data of iiMedia Research showed, quality assurance during ”618“ is still the most concerned factor for cross-boder e-commerce users. Although”618“and other promotional activities have aroused consumers' concern about preferential discounts for abroad commodities, the quality of commodities is still the most concerned factor for users. 53.4% of the interviewed users chose cross-border e-commerce platform during the”618“ period for the concern of guarantee of authenticity. During the”618“period, while the online platform developed rapidly, the user's enthusiasm for offline shopping is also growing. During the ”618“period in 2019, 57.0% of interviewed users participated in promotional activities of cross-border e-commerce platforms, and the proportion of users participating in off-line promotional activities of the platforms reached 12.3%. Off-line shopping has the advantage of direct contact with commodities, which can enhance the trust of commodities and improve the user experience. 93.1% of the interviewed users were satisfied with the offline consumption experience during 618.
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.
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.
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.
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.