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关于“洋码头”的报告

本报告研究涉及企业/品牌/案例:宝贝格子,盒马鲜生,瑞幸咖啡;其他提及企业/品牌:永辉超市,苏宁易购,华润万家,沃尔玛,每日优鲜,天虹,居然之家,支付宝,京东支付,京东物流,日日顺,顺丰速运,圆通速递,拼多多,云集,贝店,活动行,恰克,淘宝直播,启博软件,京喜,阿里巴巴,聚划算,小红书,洋码头,什么值得买,花生日记,淘集集,万色城,微信,抖音,快手,天猫,云闪付

数据显示,中国社会消费品零售规模稳步增长,2019年达到41.2万亿元。网络零售额占比也不断上升,2019年网络零售额达到10.6万亿元,占社会消费品零售总额25.7%。在消费升级和新兴技术推动下,新零售产业蓬勃发展,万亿市场规模加速形成。当前,新零售产业线上线下加速融合,新式营销层出不穷,整体呈现全渠道、数字化、社群化等特点。由数据、供应链、物流、支付、金融组成的新零售生态系统不断完善,促使面向细分人群、细分品类、细分市场的多种新零售业态快速发展,随之涌现出一批较具发展潜力的新零售标杆企业。艾媒咨询分析师认为,新零售挑战与机遇并存。短期,互联网人口增长红利趋尽,行业竞争日趋激烈,对新零售产业链上下游玩家提出更高要求,考验营销能力、精细化运营能力;长期,借助5G、大数据、人工智能等新兴信息技术手段,新老零售企业将被赋予更多能力,产业整体效率有望大幅提升,市场规模也将加速扩大。

Data show that the retail scale of China's social consumer goods has steadily increased, reaching 41.2 trillion yuan in 2019. The proportion of online retail sales has also continued to rise. In 2019, online retail sales reached 10.6 trillion yuan, accounting for 25.7% of total retail sales of consumer goods. Driven by consumption upgrades and emerging technologies, the new retail industry is booming, and the trillion-dollar market is accelerating. At present, the new retail industry is accelerating the integration of online and offline, new marketing is emerging endlessly, and the overall characteristics of omnichannel, digitalization, and community are presented. The new retail ecosystem consisting of data, supply chain, logistics, payment, and finance has been continuously improved, prompting the rapid development of a variety of new retail formats for segments, categories, and markets, and a number of more new retail benchmarking company with development potential. iiMedia Consulting analysts believe that new retail challenges and opportunities coexist. In the short term, the dividends of the growth of the Internet population are exhausting, and competition in the industry is becoming increasingly fierce. It places higher requirements on upstream and downstream players in the new retail industry chain to test marketing capabilities and refined operation capabilities. In the long term, it will use emerging information technologies such as 5G, big data, and artificial intelligence Means, new and old retail companies will be given more capabilities, the overall efficiency of the industry is expected to increase significantly, and the market size will also accelerate.

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.
(以下为节选页,完整版共52页)

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.
(以下为节选页,完整版共56页)

本报告研究涉及企业/品牌:阿里巴巴、天猫、京东、苏宁易购、网易考拉、food2china、洋码头、顺丰速递、申通速递、圆通速递、中通速递、韵达速递、雀巢、费列罗、乐天、卡乐比、爱他美、德运、依云、百事、卡夫亨氏、达能、亿滋国际、可口可乐、桂格。

利好政策、消费升级驱动下,中国进口食品电商产业快速发展,2017年进口食品占进口商品比例升至6.8%,中国跨境电商零售进口渗透率从2014年的1.6%迅速攀升至2017年的10.2%,跨境电商进口消费者人数在2015-2017年之间增长10倍,进口食品品牌及种类不断丰富,其中休闲食品最受欢迎。iiMedia Research(艾媒咨询)数据显示,通过电商平台购买进口食品的人占据全部消费者的74.2%,53.5%消费者认为品质为选购进口食品时考虑的第一要素。艾媒咨询分析师认为未来进口食品市场会下沉至三四线城市,电商平台将成为进口食品选购的主要渠道。

Driven by favorable policies and consumption upgrading, China's imported food e-commerce industry has developed rapidly, with the proportion of imported food rising to 6.8% in 2017. China's cross-border e-commerce retail import penetration rate has risen rapidly from 1.6% in 2014 to 10.2% in 2017. The number of cross-border e-commerce import consumers has increased 10 times between 2015 and 2017, and the brand and category of imported food are constantly enriched, including leisure. Food is the most popular. According to iiMedia Research, 74.2% of all consumers buy imported food through commercial platforms, and 53.5% of consumers consider quality as the first factor to be considered when choosing imported food. Ai Media Consulting Analysts believe that the future imported food market will sink to the third and fourth tier cities, e-commerce platform will become the main channel for imported food purchase.

本报告研究涉及企业/品牌/案例:网易考拉,天猫国际,奥买家,苏宁国际,唯品国际,小红书,海囤全球,洋码头,蜜芽,空中云汇、KK馆、纵腾网络、PingPong金融、星商,京东,阿里巴巴,普洛斯、凯辉基金、钟鼎资本,DST、Global

政策春风推动跨境电商行业快速发展。iiMedia Research(艾媒咨询)数据显示,2018年中国海淘用户已突破1亿人,预计2019年交易规模突破10万亿元。资本继续加码跨境电商领域,2019年第一季度中国跨境电商领域投融资超20亿元。跨境电商头部平台维持竞争优势。跨境电商线下门店更易达成高客单价交易,用户更偏好在线下门店购买钟表首饰、数码家电、汽车用品商品,在线下门店平均单次消费金额在1000元以上的用户占比超五成。其线下门店对线上平台导流作用明显。75%的受访线下门店顾客愿意尝试或更多使用相应的跨境电商线上平台。跨境电商行业发展最大痛点在于商品正品保障,因此各类跨境电商平台都在加强线下门店的布局。海淘消费者在线下的良好体验也有利于其后期转化为线上平台用户。未来跨境电商线上线下之间的融合将不断加深,线下门店也将更注重商品池的打通和利用科技助力体验。

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.

本月报涉及企业/品牌包括:菜鸟网络、京东物流、万科物流、顺丰敦豪供应链中国、小红书、纵腾网络、KK馆、全球速卖通、网易考拉、天猫国际、海囤全球、有赞、全速通、PingPong金融、Airwallex(空中云汇)、波罗蜜、洋码头、亚马逊、eBay、腾讯

随着多项相关政策出台并落实,中国跨境电商及其产业链将进一步规范化。2019年3月,国家出台减费降税等一系列利好政策,助力跨境电商发展。中美双方积极协商,贸易战对跨境电商影响不大。资本市场对跨境电商发展持乐观态度,3月跨境电商行业共获得4笔融资,金额突破15亿元人民币。头部厂商发布2019年战略,小红书架构调整进一步转型,速卖通携国产美妆出海,天猫国际升级直营业务,打造海外仓和内容营销新模式。产业链进一步发展,跨境物流战升级,行业规范化催生服务商等新业态,有赞发布跨境电商解决方案。跨境电商近期负面舆情较多,网易考拉、小红书均出现负面事件,引起关注。目前跨境电商用户相对年轻化,并以女性为主,潜在消费者市场较为广阔。

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.

本报告研究涉及企业/品牌包括:eBay、MercadoLibre、亚马逊、全球速卖通、网易考拉、万科物流、小红书、唯品会、海囤全球、天猫国际、京东、苏宁、阿里巴巴、蜜芽、洋码头、达令、淘宝网、支付宝、微信支付、顺丰菜鸟网络

2018年,全球跨境电商行业迎来利好,iiMedia Research(艾媒咨询)数据显示,2018年全球B2C跨境电商交易规模达到6760亿元,同比去年增长27.5%,全球跨境网购普及率达51.2%。进博会及相关政策出台促进中国跨境电商发展,中国跨境电商交易规模达到9.1万亿元,用户规模超1亿。超五成用户每月购物一次,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 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.

本报告研究涉及企业/品牌包括:eBay、MercadoLibre、亚马逊、全球速卖通、网易考拉、万科物流、小红书、唯品会、海囤全球、天猫国际、京东、苏宁、阿里巴巴、蜜芽、洋码头、达令、淘宝网、支付宝、微信支付、顺丰菜鸟网络

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.

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