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关于“新零售”的报告

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:淘宝,京东,美拍,抖音,快手,苏宁,李佳琦,薇娅,农村淘宝,淘宝直播,YY直播,衣联网,红豆角,一件直播购,阿里巴巴1688,广州沙河万佳服装批发市场,蘑菇街,批批网,一手APP,汉小仙,小丫MOMO淘女郎demi,楚菲楚然twins,闻小哈joanne,陈洁kiki,烈儿宝贝,fashion美美搭,Heika-Z,李湘,祖艾妈,搭配师周末,大晶ada,恩佳N,青藤文化,蜂群文化,如涵,古麦嘉禾,薇龙文化,飞搏共创,无忧传媒,头条易,一号批发商城,99linda,酷儿饰品批发商城,小谷女装,档口女装批发小雪儿,大叔鞋包货仓,小刘翡翠批发,百色鸟,蜜糖小姐missgooey美甲批发,大饼女装批发,吴洒中国东方丝绸市场,常熟招商场,江阴食品城,江阴纺织市场,太仓轻纺市场,无锡招商城,徐州淮海食品城韩世市场,常州凌家塘农副产品批发市场,扬州曲江小商品市场,邳州新城农产品批发市场,义乌中国小商品城 ,绍兴中国轻纺城,浙江萧山商业城,浙江黄岩路桥小商品批发市场,宁波慈溪周巷副食品批发市场,诸暨市大唐轻纺市场,杭州环北小商品市场,杭州丝绸市场,湖州丝绸城,杭州四季青服装市场,江扬农产品批发市场,上海农产品中心批发市场,三林农产品批发市场,十八铺农产品批发市场,七宝农产品批发市场,江桥蔬菜批发市场,联嘉食用农产品批发市场,纵旺食用农产品批发市场,辉展进口水果批发市场,龙吴进口果蔬批发市场,临沂小商品批发城,碯川服装批发市场,即墨市服装批发市场,烟台市开发区彩云城,金乡凯盛国际农产品物流园,聊城永安蔬菜批发市场,寿光地利农产品物流园,滕州市农副产品物流中心,淄博东源市场,临沂华东水果批发市场,石家庄南三条小商品批发市场,石家庄新华贸易中心市场,石家庄桥西小青年街市场,石家庄正定国际小商品市场,白沟小商品批发市场,白沟箱包批发市场,唐山玉田鸦鸿桥市场,邯郸宏达小商品批发市场,邯郸市金凤禽蛋农贸批发市场,衡水市小商品批发市场,普宁流沙布料市场,兴宁东岳宫市场,广州白马服装批发市场,广州十三行服装批发街,广州沙河服装批发市场,东莞虎门富民服装批发市场,广州黄沙水产品批发市场,中山市沙溪休闲服装市场,深圳服装批发市场,广州芳村洞企石路茶叶专业街等

2020年2月5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《2019-2020年中国批发市场直播电商产业调查及发展趋势报告》。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,对中国批发行业的发展现状、产业链细分领域进行深度分析,特别关注到批发直播电商这种新兴业态,以批批网、一件等具有影响力的批发直播电商平台作为典型进行商情分析,深入探究运行模式和发展趋势。截止2018年末,中国批发业现存企业法人单位有354.2万个,从业人员2198.2万人,资产总计42.1万亿元,分别比2013年末增长102.9%、14.3%和56.0%;批发业全年实现营业收入72.3万亿元,比2013年增长44.9%。艾媒咨询分析师认为,近年来中国批发业和零售业总体规模不断扩大,行业结构持续优化,对国民经济的发展作出重要贡献。
On February 5, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the “2019-2020 China Wholesale Market Live Broadcast E-commerce Industry Survey and Development Trend Report”. The report conducts an in-depth analysis of the development status of China's wholesale industry, the industry chain segmentation field.Wholesale live streaming e-commerce, a new business format, uses influential wholesale live streaming e-commerce platforms such as batch approval network and one piece as a typical model to conduct business analysis, and in-depth exploration of operation modes and development trends. As of the end of 2018, there were 3.542 million existing legal entities in China's wholesale industry, with 21.982 million employees and total assets of 42.1 trillion yuan, respectively, an increase of 102.9%, 14.3%, and 56.0% over the end of 2013; the wholesale industry realized operating income throughout the year 72.3 trillion yuan, an increase of 44.9% over 2013. Ai Media Consulting analysts believe that the overall scale of China's wholesale and retail industries has continued to expand in recent years, and the industry structure has continued to optimize, making an important contribution to the development of the national economy.

本报告研究涉及企业/品牌/案例:美团买菜,每日优鲜,三蛋生鲜,腾讯,肉联邦,钱大妈,朴朴超市,谊品生鲜,生鲜传奇,妙生活,鲜生友请,顺丰优选,邻里生鲜,永辉生活,京东,阿里巴巴,美团,华润万家,本来鲜

iiMedia Research(艾媒咨询)数据显示,2019年中国生鲜市场交易规模突破两万亿元,社区生鲜门店拥有中国生鲜市场约1/3的消费者群体。作为产业转型升级的必然结果,社区生鲜具有消费便捷、产品新鲜与惠民程度高的竞争优势,由此赢得了商业资本的密集进驻,同时也倒逼着传统生鲜企业和部分生鲜电商品牌加快创新的脚步。中国人口基数庞大,未来国内生鲜市场还有巨大的伸展空间,多路市场力量的蜂拥集结将会造就出社区生鲜十分鲜明的商业走势,如需求端线下消费热度不减,连锁品牌呈区域割据之势;降低成本成为经营重心;加码冷链物流和生鲜供应链投资,要素配置向供应链上游移动;从依赖流量思维转向客户运营思维,场景体验与精准定制大行其道等。
As the data of iiMedia Research showed, the transaction scale of fresh food market in China exceeded 2 trillion yuan in 2019, and community fresh food stores accounted for about one third of the consumers in the fresh food market in China. As the inevitable result of industrial transformation and upgrading, community fresh food stores have the competitive advantages of convenient consumption, fresh products and high degree of benefit to the people, thus winning the intensive entry of commercial capital, but also forcing traditional fresh food enterprises and some fresh electric commodity brands to accelerate the pace of innovation. China's population base is huge, which leads to the huge space to expand in the domestic fresh food market in the future, the multichannel market forces will create a very bright community fresh business trend, for example, consumers' enthusiasm for offline purchase continues to increase, and chain brands show a trend of regional fragmentation; cost reduction becomes the focus of business; increase cold-chain logistics and fresh supply chain investment, factor allocation to the upstream of the supply chain; from thinking of relying on traffic to thinking of customer operation, scene experience and precise customization are popular and so on.

本报告研究涉及企业/品牌/案例:日食记,艾格吃饱了,阿玛尼,王者荣耀,抖音,小红书,微博,完美日记,三顿半咖啡

预计2020中国春节黄金周消费规模将超11000亿元,春节成中国最大消费场景。新春消费群体开始更替,商家须加强品牌创新迎合新消费群体的变化。在消费升级的背景下,商品质量以及产品健康是消费者最关注的因素,2020新春消费将迎来品质消费。
iiMedia Research(艾媒咨询)数据显示,预计2020中国春节黄金周消费规模将继续保持稳定增长,达到11034亿元 ,新春成为中国最大的消费场景。随着新春消费的中坚力量转移至90后群体,各品牌商家须重视产品和销售模式的创新,及时迎合消费人群更替的变化。iiMedia Research(艾媒咨询)数据显示,55.7%的受访网民表示在新春消费时注重商品质量,食品类年货选择注重健康的受访网民达到60.7%。在消费升级的背景下,价格不再是消费者关注的首要因素,而是回归到商品的质量。同时,随着养生意识的提升,消费者对健康型的食品需求提高,2020年将迎来品质新春。
As the data of iiMedia Research showed, the consumption scale of Chinese Spring Festival golden week is expected to grow steadily, reaching 1103.4 billion yuan in 2020 and the Spring Festival will become China's largest consumer scene. As the backbone of the Chinese New Year's consumption shifts to the 90s group, brands should pay attention to product and sales model innovations in order to timely cater to changes in consumer groups. As the data of iiMedia Research showed, 55.7% of the Internet respondents pay attention to the quality of goods when they consume in the Spring Festival, while 60.7% of them pay attention to the health of food products. In the context of consumption upgrades, price is no longer the primary factor that consumers pay attention to, but returns to the quality factor. Meanwhile, with the improvement of health consciousness, consumers' demand for healthy foods will increase. Thus, a quality new year will be ushered in 2020.
(以下为节选页,完整版共33 页)

本报告研究涉及企业/品牌/案例:名创优品,腾讯,高瓴资本,HELLO KITTY,飞天小女警,粉红豹,咱们裸熊,KAKAO FRIENDS,盒马鲜生,岁宝百货,苏宁广场,苏宁零售云店,苏宁小店,“两翼”,苏宁极物,苏鲜生,苏宁红孩子,苏宁影城,苏宁体育,苏宁汽车超市,苏宁Biu店,永辉超市,Costco,沃尔玛,家家悦,高鑫零售,家乐福

伴随着全球消费需求、消费渠道、消费方式的转变,电子零售带来的零售额迅猛增长红利已经逐渐消退。数据显示,2013-2018年全球零售总额保持小幅增长但增速放缓,iiMedia Research(艾媒咨询)预计2020年全球电子商务零售额增速将下降至20%以下。
零售销售是一个适时的指标,与消费者的主要消费模式有关,会因正常季节变动,节假日、交易日的不同而调整。中国的零售业态创新成为全球商业的创新亮点之一,已经带动零售业的转型升级、数据驱动、跨界融合、价值重塑。2013-2018年,中国社会消费品零售额占GDP比重超过四成。艾媒咨询分析师认为,尽管2018年中国社会消费品的零售额占比略有下降,但相对其他产业,社会消费品依然是重要的经济增长贡献来源。传统的永辉超市、沃尔玛等开始寻求转型,而诞生于电商时代的苏宁易购、盒马鲜生等,也开始向更新的智能零售模式发展。
Retail sales is a timely indicator, and consumers' main consumption patterns, will be adjusted due to the normal seasonal changes, holidays, trading days. China's retail innovation has become one of the innovation highlights of global business, which has led to the transformation and upgrading of retail industry, data-driven, cross-border integration and value remodeling. In 2013-2018, China's retail sales of consumer goods accounted for more than 40% of GDP. Although the share of retail sales of consumer goods in China has declined slightly in 2018, consumer goods remain an important source of economic growth contribution relative to other industries, according to iiMedia research. The traditional Yonghui supermarket, Wal-Mart, etc. began to seek transformation, and was born in the era of e-commerce Suning Tesco, box horse fresh, etc., also began to update the development of intelligent retail model.
(以下为节选页,完整版共124页)

本报告研究涉及企业/品牌/案例:京东,阿里,苏宁,工品汇,工业超市,西域,网易严选,海尔,华为商城,天猫,亚马逊,钉钉,蚂蚁金服,菜鸟,阿里云

iiMedia Research(艾媒咨询)数据显示,2018年中国B2B市场交易规模达21.37万亿元,预计2019年增至25.94万亿元。随着个人消费互联网逐渐触达天花板,产业互联网发展趋势明显,而企业采购则成为电商2B产业的重要入口。在此背景下,近年中国采购线上市场呈现增长趋势,企业采购在全渠道方向发展迅速。iiMedia Research(艾媒咨询)数据显示,2019上半年55.4%的受访企业偏好线下采购,44.6%的受访企业则更偏好线上采购。而线上线下采购行为也呈现明显差异化特点,如机械、制造、交通、物流、零售、贸易、金融等行业更倾向于在线下采购,互联网企业则主要在线上进行采购。未来线上线下采购渠道之间融合发展将成为趋势,通过整合全渠道满足企业各方面的采购需求是采购电商平台之间角逐的关键。

As the data of iiMedia Research showed, the scale B2B market transactions in China reached 21.37 trillion yuan in 2018, and is expected to increase to 25.94 trillion yuan in 2019. With the personal consumption Internet gradually reaching the ceiling, the development trend of industrial Internet is obvious, and enterprise procurement has become an important entrance to the ‘to B’ industry of e-commerce. In such a case, the online enterprise procurement market in China has shown a growing trend in recent years, and enterprise procurement has developed rapidly in the direction of omni-channel. As the data of iiMedia Research showed, 55.4% of the interviewed enterprises preferred offline purchasing in the first half of 2019, while 44.6% preferred online purchasing. The online and offline enterprise procurement behavior also shows distinct differences. For example, enterprises from machinery, manufacturing, transportation, logistics, retailing, trading, finance, etc. are more inclined to online purchasing, while enterprise from Internet industry are mainly purchasing online. In the future, the integration of online and offline procurement channels will become a trend. It is the key to compete among procurement e-commerce platforms to meet the different procurement needs of enterprises through the integration of omni-channels.

本报告研究涉及企业/品牌/案例:中华网,网易,搜狐,新浪微博,8844.com,易趣网,阿里巴巴,携程网,当当,微信,西祠胡同,天涯社区,百度,OICQ,MSN,飞信,博客网,开心网,海内,雅虎,谷歌,必应,360搜索,盛大网络,优酷,酷我音乐,腾讯,中国移动,中国电信,中国联通,小米,华为,OPPP,vivo,魅族,推特,陌陌,微米,来往,易信,米聊,今日头条,澎湃新闻,美团,大众点评,百度糯米,窝窝团,拉手网,淘宝,天猫,支付宝,菜鸟物流,滴滴出行,58同城,斗鱼,虎牙,YY直播,映客,KK直播,六间房,抖音,快手,火山小视频,易果生鲜,盒马生鲜,京东物流,每日优鲜,银泰,三江购物,中百控股,拼多多,云集,好货,知乎

iiMedia Research(艾媒咨询)数据显示,2018年,中国数字经济规模已达31.3万亿元,占GDP比重34.8%,数字经济已成为当前产业发展增量引擎。新中国成立70周年,回望中国经济发展历程,互联网的发展谱写了瞩目的篇章。中国互联网经历了探索成长期、快速发展期、成熟繁荣期,由PC互联网走向移动互联网,由2G走向5G。1999年中华网赴美上市,向全球宣告了中国互联网行业的崛起,同时以网易、搜狐、新浪为代表的中国门户网站模式的萌芽,也预示着中国互联网真正站起来了。2009年中国3G商用开启移动互联时代,互联网步入快速发展期。2013年中国移动互联网开始迈向4G时代。“互联网+”理念代表着一种新的经济形态,互联网技术+创新思维成中国经济社会创新的驱动力量。中国互联网激烈的竞争角逐中产生了一批如腾讯视频、知乎、酷我音乐、京东、淘宝、携程、支付宝、百度搜索、腾讯云、旷视科技等标杆企业。经过了20年的发展,中国互联网产业将不断扩展,包括智能终端、工业机器人、自动驾驶、企业服务等产业顺势不断升级。随着5G网络的推行,新经济产业运转也将重新迎来创新潮流。

Data from iiMedia Research shows that in 2018, China's digital economy has reached 31.3 trillion yuan, accounting for 34.8% of GDP. Digital economy has become an engine for industrial development. During the 70th anniversary of the founding of the People's Republic of China, looking back at the course of China's economic development, the Internet has written a remarkable chapter. China's Internet has experienced a period of exploration, rapid development, and maturity and prosperity, from PC Internet to mobile Internet and from 2G to 5G. In 1999, china.com went public in the United States, which announced the rise of China's Internet industry to the world. Meanwhile, the budding of China's portal website model represented by NetEase,SoHu and Sina also indicated that China's Internet really stood up. In 2009, China's 3G started the era of mobile Internet in commercial use, which means the Internet entered a period of rapid development. In 2013, China's mobile Internet began to move towards 4G era. The concept of “Internet plus“ represents a new economic form. Internet technology and innovative thinking has become the driving force of China's economic and social innovation. In the fierce competition of China's Internet, a number of outstanding enterprises have emerged, such as Tencent Video, Zhihu, Kuwo Music,JD, taobao, Ctrip, Alipay, Baidu Search, Tencent cloud, KuangShi technology and so on. After 20 years of development, China's Internet industry will continue to expand, including smart terminals, industrial robots, autonomous driving, enterprise services and other industries continue to upgrade. With the implementation of 5G network, the operation of new economy industry will also usher in a new trend of innovation.

本报告研究涉及企业/案列/品牌:屈臣氏,沃尔玛,网易考拉,阿里巴巴,京东,奥买家,银泰百货,百联集团,太平洋百货,新世界百货中国,百胜集团,新华百货,天虹百货,万达百货,返利网,万达非凡,寺库,多点新鲜,苏宁易购,腾讯,淘宝,永辉超市,家乐福,中百控股三江购物

随着全球经济的不断升温,零售行业也随之迅猛发展。2018年全球零售销售额达到27.73万亿美元,其中,中国社会消费品零售总额增至38.1万亿元,2020年有望突破40万亿元。而在各项新兴技术发展及消费者消费体验需求提升的背景下,零售行业进入新零售阶段。其中强调线上线下渠道深度融合的双线购模式成为新零售典范。iiMedia Research(艾媒咨询)数据显示,超五成消费者认可线上渠道价格低廉和购物方便优势,而线下渠道品质保障和购物体验提升则更受认可。渠道差异下,消费者期待融合全渠道优势的双线购平台出现,68.2%消费者表示未来愿意尝试使用双线购平台。线上线下购物渠道基于渠道属性各自优势呈现差异化,但二者优势又能互作补充,线上线下融合在满足消费需求方面更适应零售购物渠道发展的趋势。但消费者对于双线购模式认知仍存偏差,全渠道打通成消费者最迫切需求。

As the global economy keeps heating up, the retail industry is booming. In 2018, the amount of global retail sales reached 27.73 trillion dollars, of which the total amount of retail sales of consumer goods in China increased to 38.1 trillion yuan, and it is expected to exceed 40 trillion yuan in 2020. In the context of the development of various emerging technologies and the increasing demand for consumer experience, the retail industry has entered the stage of New Retailing. The double-channel retail shopping model, which emphasizes the deep integration of online and offline channels, has become a nonesuch of new retail shopping models. As the data of iiMedia Research showed, over 50% of consumers recognize the advantages of low price and shopping convenience for online channel, while the advantages of quality assurance and shopping experience enhancement are more recognized for offline channel. As the shopping characteristics differentiate for different channels, consumers are expecting the emergence of double-channel retail shopping platform with integrated channel advantages, and 68.2% of consumers imply that they are willing to try to shop in the double-channel retail shopping platform in the future. The online and offline shopping channels are different based on their respective advantages of channel attributes, but their advantages can complement each other accodingly. The online and offline integration is more suitable for the development of retail shopping channels in meeting consumer demand. However, consumers still have a bias in the perception of the double-channel retail shopping model, and the omni-channel interrelated has become the most urgent demand of consumers

本报告研究涉及企业/品牌/案例:徐福记、阿尔卑斯、真知、好彩头、明治、旺旺、雅客,露兰姬娜,梦飞诗,御宅女,Gamorel,沃田集团,蒙牛,伊利,光明,奥瑞金,汇源集团,四季本源,Driscoll,Costa,Hortifruit,SA Berry Fruit

艾媒商情舆情数据监测系统显示,“蓝莓”网络口碑数据为83.6,正面评价比例较高。2018年,全球蓝莓产业发展整体良好,发展推动中国蓝莓市场的良性发展。智利、秘鲁、阿根廷等国家也纷纷扩大对中国的蓝莓出口,同时中国的蓝莓产量也在不断提高,2018年中国蓝莓总产量超过18万吨。目前,中国蓝莓产业链已经初步形成,包括良种培育、规模种植、休闲采摘、预冷保鲜、深度加工、品牌营销、观光旅游、包装物流等环节,催生了沃田集团等蓝莓相关企业。未来,中国国内蓝莓市场消费需求将不断扩大,在提高产量的同时需要进一步拓宽蓝莓深加工产业链,推动蓝莓产业的深加工和知名品牌打造,实现蓝莓行业整体协调发展。

The monitoring system of commercial and public opinion data of Ai media shows that the “blueberry“ network word-of-mouth data is 83.6, with a high proportion of positive evaluation. In 2018, the global blueberry industry is developing well, and the development promotes the healthy development of the blueberry market in China. Chile, Peru, Argentina and other countries have also expanded their blueberry exports to China. At the same time, China's blueberry production has been continuously increasing. In 2018, China's total blueberry production exceeded 180,000 tons. At present, China's blueberry industry chain has initially formed, including fine varieties cultivation, large-scale planting, leisure picking, pre-cooling and fresh-keeping, deep processing, brand marketing, tourism, packaging logistics and other links, resulting in the birth of blueberry-related enterprises such as Wotian Group. In the future, the consumption demand of blueberry market in China will continue to expand. While increasing production, it is necessary to further expand the blueberry deep processing industry chain, promote the deep processing of blueberry industry and build well-known brands, so as to achieve the overall coordinated development of blueberry industry.

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.

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