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
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.
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”.
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.