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.

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.

本研究报告涉及企业/品牌/案例：聚划算，淘宝，天猫，网易考拉，天猫，唯品会，1号店，京东，返利网，淘粉吧，卷皮网，折800，小红书，美丽说，蘑菇街，粉象生活，美丽修行，花生日记，DOSH,Goxip,在家ZAIJIA, YOHO！有货，WhatsMode,美时互享，礼物说，山茶花，蜜桔妈妈，氧气Bra

2018年中国导购电商用户规模已突破3亿人，主流导购电商平台，尤其是价格优惠类导购电商平台，在销售表现上快速增长势头，且导购电商APP用户大促期间日均活跃用户增长率也达到11.6%。而在城市销售表现上，导购电商平台在节日营销期间更聚焦于下沉城市。iiMedia Research(艾媒咨询)数据显示，一线城市销量占比仅为26.7%。导购电商平台在非一线城市的发展，是带动其“618”销售创新高的重要动力。

In 2018, the scale of China's shopping guide e-commerce users has exceeded 300 million. The mainstream shopping guide e-commerce platform, especially the price-concession shopping guide e-commerce platform, has a rapid growth in sales performance, and the daily e-commerce APP users are active during the period. User growth rate also reached 11.6%. In terms of urban sales performance, the shopping guide e-commerce platform is more focused on sinking cities during holiday marketing. According to iiMedia Research, first-tier cities accounted for only 26.7% of sales. The development of the shopping guide e-commerce platform in non-first-tier cities is an important driving force for the sales of its “618”.

本报告研究涉及企业/品牌/案例：淘宝，唯品会，京东，苏宁易购，网易考拉，国美电器，1号店，采购通，阿里，咸鱼，瓜子，天天果园，贝贝，小红书，蘑菇街，奥买家，淘粉吧，拼多多，卷皮网，折八百，美丽说，返利网，途牛，途风

2019年，导购电商平台建设不断完善升级，iiMedia Research（艾媒咨询）数据显示，超过一半（51.7%）的网民了解过导购电商平台，导购电商的认知度已经达到了较高水平，60.8%的用户最关注导购平台的促销活动商品，价格依旧是导购电商平台优势，同时，优质内容的加持将满足用户的信息需求。艾媒咨询分析师认为，导购电商应托社交链条的裂变式效应扩大用户规模和加速变现，完善供应链和物流配送稳固上游，摆脱头部电商牵制才能真正实现导购电商的长远发展，另外，顺应消费品质升级，跨境电商也将成为导购电商未来扩张的方向之一。

In 2019, the construction of e-commerce shopping guide market has been continuously improved and upgraded. According to iiMedia Research, more than half of the netizens (51.7%) know about e-commerce shopping guide market. The recognition of e-commerce shopping guide market has reached a high level. 60.8% of the users pay most attention to the promotional activities of the platform, and the price is still guided. At the same time, the support of high-quality content will meet the information needs of users. Ai Medium Consulting Analysts believe that the fission effect of social chains should be relied on to expand the size of users and accelerate cash flow, improve supply chain and logistics distribution to stabilize the upstream, get rid of the restriction of head-end e-commerce to truly realize the long-term development of e-commerce. In addition, in line with the upgrading of consumer goods quality, cross-border e-commerce will also become a guide purchase which one of the directions of e-commerce expansion in the future.

iiMedia Research（艾媒咨询）数据显示，2016年中国电商导购用户规模已达1.75亿人，预计2018年的用户规模将达到2.99亿人。艾媒咨询分析师认为，2016年是电商导购市场的高速增长阶段，在此阶段，以价格型平台占主导的市场局面开始更加强调内容功能的植入，平台模式朝多元化方向发展，互联网金融理财、海淘等业务成新拓展方向。