本报告研究涉及企业/品牌/案例：淘宝,拼多多,快手,抖音,美团,饿了么,阿里健康,新东方在线,腾讯课堂,钉钉,58同城,恒大集团,拓维信息,昂立教育,齐心集团,鸿合科技,三爱富,全通教育,会畅通讯,世纪天鸿,方直科技,三五互联,金科文化,二六三,高乐股份,智莱科技,圆通速递,佛塑科技,顺丰控股,三泰科技,外运发展,韵达股份,*ST飞马,申通快递,*ST长投,德邦股份,厦门象屿,苏宁易购,飞力达,中储股份,怡亚通,中国外运,华贸物流,铁龙物流,华鹏飞,中文在线,掌趣科技,三五互联,金科文化,昆仑万维,姚记科技,三七互娱,冰川网络,拓维信息,完美世界,芒果超媒,爱奇艺,哔哩哔哩,腾讯控股,优酷土豆,映客,斗鱼,虎牙直播,宝通科技,迅游科技,游族网络,长城动漫,世纪华通,天舟文化,东方明珠,吉比特,巨人网络,中青宝,京东生鲜,饿了么,美团买菜,叮咚买菜,每日优鲜,苏宁到家,本来生活,食行生鲜等。

2020年2月21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《2020年中国疫情影响下的“宅经济”发展及投资逻辑分析报告》。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2020年新冠病毒影响下的中国经济发展投资逻辑进行分析，特别对疫情利好的“宅经济”以及利空行业进行深度分析，以快递行业、在线娱乐、生鲜电商、在线教育、在线医疗、在线办公等行业案例，深入探究运行模式和发展趋势。2019年，21.3%宅家网民线上消费占总消费的比例在61%以上，宅家网民对线上消费依赖程度较高；77.1%宅家网民主要通过线上渠道进行娱乐，其中最受欢迎的是影视音乐，占比48.2%。艾媒咨询分析师认为，中国“宅经济”业态早已形成，但在2020年新春新冠状病毒疫情影响下，居民防疫隔离增加了宅在家里的时间，线上消费、线上娱乐需求增加，使得“宅经济”成为当前重要的经济发展模式。
In 2019, 21.3% of home netizens' online consumption accounted for more than 61% of total consumption, and home netizens rely heavily on online consumption; 77.1% of home netizens mainly used online channels for entertainment, the most popular of which Film and television music accounted for 48.2%. iiMedia Researchh analysts believe that China's "House Economy" format has long been formed, but under the influence of the New Year coronavirus epidemic in 2020, the quarantine of residents will increase the time spent at home, and online consumption and online entertainment demand will increase "House economy" has become an important economic development model.

本报告研究涉及企业/品牌/案例：微博,抖音,快手,小红书,蘑菇街,网易考拉,唯品会,淘宝,天猫,京东,拼多多,苏宁易购,谦寻,美腕,蚊子会,本新文化,明睿传媒,构美,集淘,纳斯,阿卡丽,秀猪,天猫超市,波司登官方旗舰店,荣耀官方旗舰店,perfectdiary旗舰店,伊芙丽官方旗舰店,百草味旗舰店,三只松鼠旗舰店,雅鹿官方旗舰店,veromoda官方旗舰店,欧莱雅官方旗舰店,Youtube,Instagram,Facebook,亚马逊,Lazada,Shopee,薇娅viya,李佳琦Austin,张大奕eve,雪梨_Cherie,烈儿宝贝,林珊珊Sunny,陈洁kiki,恩佳N,柯柯baby,小侨Jofay,格格妈,周家小鱼,二寸Ercun,政政的新装,ME壹一,幼师阿曼儿,若大王,柒柒优品,xin小小梦,睿妈潮童,考拉二小姐,grace颖子,橘丽丝Genius,798美食,蜜蜂姐姐,Goodie小文,sunny小菲酱,小肥羊summer,暴走的蜜豆包,香香姐姐Alina等。

2020年2月12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《2020-2021年中国直播电商行业运行大数据分析及趋势研究报告》。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，并且通过草莓派数据调查与计算系统调研对中国直播电商行业运行进行分析，以淘宝直播、蘑菇街等为案例深度剖析行业运营模式。2019年双11全天淘宝直播带动成交近200亿元，其中，亿元直播间超过10个，千万元直播间超过100个。“双11”启动仅63分钟，淘宝直播带动的成交额就超2018年双11全天。
On February 12, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the “Research Report on Big Data Analysis and Trends in the Operation of China's Live E-commerce Industry in 2020-2021”. The case provides an in-depth analysis of the industry's operating model. The double 11 full-day Taobao live broadcast in 2019 led to nearly 20 billion yuan in transactions, of which more than 10 billion live broadcast rooms and more than 100 million live broadcast rooms. Only 63 minutes after the launch of “Double 11”, the sales volume driven by Taobao Live Broadcast surpassed the double 11 full day in 2018.

本报告研究涉及企业/品牌/案例：考拉海购，苏宁国际，奥买家，天猫国际，京东国际，洋码头，拼多多，AliExpress Plaza，家乐福，乐天，沃尔玛，莎莎，花王，MAC，兰蔻，小红书，波罗蜜，豌豆公主，蜜芽，聚美优品，55海购，申通快递，百世快递，韵达快递，中通快递，顺丰速运，中国邮政，支付宝，微信支付等

iiMedia Research（艾媒咨询）数据显示，2020年中国中国跨境电商交易规模预计达12.7万亿元。2019年随着《电商法》的正式实施、海淘消费者对品牌和品质的重视程度日益提升，主流跨境电商积极建设品牌口碑，不断铺开线下布局，加强正品保障，用户的海淘体验得到进一步的提高。
2019年跨境电商行业整体发展向好，跨境电商规模持续扩大，行业内竞争持续激烈，拼多多等竞争者先后入局跨境电商、阿里收购考拉，释放了巨大的市场需求。在此背景下，口碑和用户信任度成为跨境电商平台竞争的关键因素。iiMedia Research（艾媒咨询）数据显示，总样本量为1757的针对跨境电商用户调研中，74.1%的消费者表示在选购海外商品时，最看重的是商品是否为正品，58.8%的用户表示品牌知名度十分重要。随着居民收入的增长、生活水平的提高，海淘用户越来越看重品牌的价值，开始追求更高品质感的购物体验。用户要求提升、市场监管趋严，促使各大电商平台纷纷采取各项正品保障措施，技术赋能供应链，加强从采购到供应的全流程控制，同时积极维护和建设品牌口碑。
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.
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本报告研究涉及企业/品牌/案例：阿里巴巴，环球资源，全球速卖通，敦煌网，天猫国际，奥买家，考拉海购，小红书，苏宁国际，考拉工厂，京东国际，唯品会，聚美优品，豌豆公主，蜜芽，洋码头，黑色星期五，拼多多，小米有品，亚马逊，iHerb

iiMedia Research（艾媒咨询）数据显示，2020年中国海淘用户规模将突破2亿人。随着跨境电商市场的逐渐扩大，跨境电商行业内竞争日趋激烈，针对获客成本高、用户体验不足等问题，双线融合发展、直播带货、传播社交化逐渐成为跨境电商行业发展的新趋势。
在消费升级背景下，用户对于消费体验的追求日益增加，新消费群体更加依赖意见领袖（KOL）的引导，线下门店、海淘直播、社交化传播拉近了用户与商品间的距离，从不同角度弥补传统海淘的不足，全面升级用户消费体验。iiMedia Research（艾媒咨询）数据显示，56.6%的消费者认为比起线上渠道，线下海淘门店能够提供更舒适的购物体验。双线融合发展能够起到增强用户信任感、双线引流的作用，已经成为目前跨境电商行业发展的必然趋势。此外，近六成海淘用户会在海淘观看直播后购买相关产品，海淘直播带货更直观、生动，现阶段对于用户消费的转化效果较好，预计在将来会成为跨境电商的主要营销手段之一。
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.
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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.

本报告研究涉及企业/品牌/案例：京东，阿里，拼多多，淘宝，百度糯米，苏宁易购，国美，唯品会，云集，聚划算，新浪微博，小红书，贝贝，小米，蘑菇街，美团，饿了么，口碑津贴，网易考拉

iiMedia Research（艾媒咨询）数据显示，2019年中国移动电商市场规模将达32.9亿元，用户规模有望达到7.13亿人。在中国电商市场增长逐渐放缓，中国电商人口红利消失的环境下，电商促销节日成为各平台争夺用户、增加收益的关键手段。目前如“双11”等综合大促节日凭借多年口碑沉淀和每年的营销创新，仍然稳稳占领消费者的认知，而近年各大电商平台也纷纷推出针对特定节日和具体品类、人群的促销节日，为消费者提供更多选择。主打价格优惠的电商促销节日发展也受到认可，过半数网民对其持正面态度。而除了价格优惠外，电商节日的创新促销模式，正凭借趣味性获取更多消费者的认可。iiMedia Research（艾媒咨询）数据显示，73.3%的受访网民在接触过电商促销节日的新玩法，且近三成网民愿意主动尝试这些新活动。　　

As the data of iiMedia Research showed, the market scale of China Mobile E-Commerce will reach 3.29 billion yuan in 2019, and the scale of users is expected to reach 713 million people. With the slowdown of the growth of China E-Commerce market and the disappearance of the users bonus, the e-commerce promotion festivals have become the key means for platforms to compete for users and increase revenue. At present, comprehensive promotion festivals such as ‘11.11’ still occupy consumers’ cognition steadily by accumulation of years of reputation and annual marketing innovation. In recent years, major e-commerce platforms have launched promotion festivals for specific offline festivals, specific categories and groups, providing consumers with more choices. The development of promotion festivals for e-commerce platforms with preferential prices has also been recognized, and more than half of the netizens have a positive attitude towards them. In addition to price concessions, the innovative promotion model of e-commerce festivals is gaining more consumers' recognition by being interesting. As the data of iiMedia Research showed, 73.3% of the interviewed netizens have contacted new ways of promoting festivals through e-commerce, and nearly 30% of the respondents are willing to take the initiative to try these new activities.

本报告研究涉及企业/品牌/案例：优衣库，ZARA,H.M,每日优鲜，易果生鲜，瓜子二手车直销网，二手车之家，优信二手车，健客，识货，get,1号网，淘宝，京东，唯品会，GO ME,天猫，网易考拉，B&G，小红书，洋码头，苏宁易购，拼多多，淘粉吧，返利，支付宝，微信支付，ALIPAY,EMS,顺丰,居然之家，饿了么，盒马生鲜，星巴克，大润发.

iiMedia Research(艾媒咨询)数据显示，2019年上半年，中国的网络零售总额已达到195209.7亿元，占社会零售总额的24.7%，截至2019年，中国移动电商用户规模将突破7亿人。随着电商的稳步发展，各大电商平台都不遗余力的开拓新的营销模式来增加消费者的欲望，2019年最流行的消费模式是直播带货和社团团购。直播带货是从用户的角度介绍商品功能和使用效果直接刺激消费者的购买欲望。iiMedia Research(艾媒咨询)数据显示，88.5%的受访直播电商用户表示直播的方式能够强烈的刺激他们的消费欲望，约三成直播电商受访用户称每周会观看直播四到六次，直播俨然已经成为一种时下最流行的娱乐方式之一。社团团购主打价格优势，通过团购方式增加用户参与度和联系度打破地理的限制。iiMedia Research(艾媒咨询)数据显示，超六成受访社区平团用户表示每周都会参加拼团，超四成的用户称，优惠的价格是他们参与拼团最关注的因素，超过一半的用户表示对社区团购带来的优惠是比较满意的。

As the data of iiMedia Research showed, in the first half of 2019,total online retail sales have reacehed 19520.97 billion yuan in China, accounting for 24.7% of total social retail sales. Up to 2019,China Mobile e-commerce users will exceed 700 million people. With the steady development of e-commerce, major e-commerce platforms have developed new marketing modes to increase consumers' desire. The most popular consumption modes in 2019 are live streaming and group purchasing. The live delivery with goods introduces the function and effect of goods from the perspective of users, which directly stimulates consumers’ purchasing desire. As the data of iiMedia Research showed, 88.5% of the interviewed live e-commerce users believed that the way of live broadcast can strongly stimulate their desire to consume. About 30% of the interviewed live broadcast e-commerce users implied that they would watch live broadcast four to six times a week. The live broadcast has become one of the most popular entertainment methods. Group purchasing focused on price advantage, increasing user engagement and contacting and breaking geographical restrictions through group purchasing. As the data of iiMedia Research showed, over 60% of the interviewed group purchasing users implied that they would participate in the group every week. Over 40% of the users believed that the preferential price is the most important factor for them to participate in the group. More than half of the interviewed users implied that they were satisfied with the discount brought by the community group purchase.

本报告研究涉及企业/品牌/案例：新浪微博，微信，百度，天猫，拼多多，阿里，京东，苏宁易购，唯品会，严选，云集，贝贝，网易考拉

目前电商零售已经成为中国零售行业的重要推动力。iiMedia Research（艾媒咨询）数据显示，2019年1-5月中国网上零售总额达到3.86万亿元，在社会消费品零售总额中的占比超五分之一。而“618”电商大促的到来，也进一步吸引社会对电商发展的关注。2019年的“618”电商大促，各平台战绩继续创建新高，天猫超过110家品牌成交过亿元；京东累计下单金额达2015亿元；苏宁全渠道订单同比增长133%；拼多多订单数超11亿笔。玩法方面，优惠折扣仍然是“618”的主要模式。iiMedia Research（艾媒咨询）数据显示，40.2%的受访者认为优惠折扣是他们在电商平台上购买的重要动力。随着电商大促节日逐渐发展成行业现象，未来需在如社交、直播、短视频等玩法创新，和下沉市场发展上继续发力。

At present, e-commerce retailing has become an important driving force in China Retail Industry. As the data of iiMedia Research showed, the total amount of online retail sales reached 3.86 trillion yuan from January to May 2019, accounting for more than one fifth of the total retail sales of social consumer goods. The arrival of “618“ e-commerce online shopping carnival has further attracted the attention of the community to the development of e-commerce. In 2019, the “618“ e-commerce online shopping carnival continued to create new highs on all platforms, with more than 110 brands in Tmall trading more than 100 million yuan; the total amount of orders placed in Jingdong reached 15.5 billion yuan; the total number of orders placed in Suning increased by 13.3% year on year; and the total number of orders increased by more than 1.1 billion. In terms of playing method, preferential discount is still the main mode of “618“. As the data of iiMedia Research showed, 40.2% of interviewed users believe that preferential discounts are an important driving force for their purchases on the e-commerce platform. As e-commerce promotes festivals becoming an industry phenomenon, e-commerce platforms need to continue to make innovations in the future, such as social playing methods, live broadcasting, short video, and so on, as well as in the development of the sinking market.

本报告研究涉及企业/品牌/案例：淘宝、京东、美团、拼多多、天猫、诺基亚、飞利浦、中兴、天语、海尔、纽曼、21克、长虹、波导、TCL 、无限极、山屿海、京福安、朗高养老、爱侬养老、南和移动、老来寿、雅达养老、软汇科技

随着老年人口比例上升，中国人口平均寿命的不断增长，中国社会老龄化程度逐渐加深。iiMedia Research（艾媒咨询）数据显示，2018年中国老年人口比例为17.9%，预计到2050年该比例将上升至34.9%。另一方面，较理想的财产收入状况以及不断增加的上网率共同推动着老年群体的消费需求。iiMedia Research（艾媒咨询）数据显示，2017年家庭月收入超过4000元的老人超过1.1亿人，2018年6月7.1%的中国网民为老年人且该占比在逐渐扩大。中国老年市场规模预计2021年将达到5.7万亿元。

With the increasing proportion of the elderly population and the increasing average life expectancy of the Chinese population, the degree of social aging in China is gradually deepening. According to iiMedia Research, the proportion of the elderly population in China was 17.9% in 2018, and it is expected to rise to 34.9% by 2050. On the other hand, the ideal property income situation and the increasing Internet access rate together promote the consumption demand of the elderly groups. According to iiMedia Research, more than 110 million elderly people with monthly family income of more than 4,000 yuan in 2017, and 7.1% of Chinese netizens in June 2018 are elderly people, and the proportion is gradually expanding. China's elderly market is expected to reach 5.7 trillion yuan in 2021.

本报告涉及企业/品牌包括：拼多多、微盟、云集、好衣库、有赞、全球时刻、宝宝树、蘑菇街、小红书、微信、洋葱、支付宝、花生日记、腾讯、红杉、中通快递、顺丰快递、国和投资、一村资本、天堂硅谷、鼎晖投资、摩根士丹利、瑞士信贷、摩根大通、中金

中国电商行业的高速发展而传统电商又面临着获客成本高的瓶颈，客观上为社交电商发展奠定基础。iiMedia Research（艾媒咨询）数据显示，2019年中国移动电商用户预计增至7.13亿人。社交电商行业的崛起还得益于微信提供社交土壤以及小程序红利，2018年微信小程序电商用户规模已经达到1.32亿人。快速崛起下，2018年中国社交电商行业融资总额超过250亿元。目前中国社交电商主要分为三个类型，社交分享电商、社交内容电商和社交零售电商。其中更为强调裂变传播性的社交分享电商平台用户满意度最高，为7.26。社交电商在发展的同时也由于运营模式问题屡屡传出传销、假货新闻，政府法规以及行业内部监管都亟待加强。

The rapid development of China E-Commerce industry, and the traditional e-commerce platforms are facing the bottleneck of high customer cost, are objectively laying the foundation for the development of social e-commerce. As the data of iiMedia Research showed, the scale of China mobile e-commerce users is expected to increase to 713 million in 2019. The rise of the social e-commerce industry also benefits from the social platform and mini program dividend provided by Wechat. In 2018, the scale of Wechat mini program e-commerce users has reached 132 million. With the rapid rise, the total financing amount of China social e-commerce exceeded 25 billion yuan in 2018. At present, China social e-commerce platforms are mainly divided into three types: social sharing e-commerce, social content e-commerce, and social retail e-commerce platforms. Among them, the social sharing e-commerce platforms which emphasizes fission transmission has earned the most satisfaction with users, which is 7.26. With the development of social e-commerce, pyramid marketing and fake news are frequently spread due to the problems of operation mode. Government regulations and internal supervision of the industry need to be strengthened urgently.