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关于“淘宝”的报告

本报告研究涉及企业/品牌/案例:拼多多,京东,苏宁。
互联网在下沉市场的加速渗透带动了农村电商的快速发展。随着农产品触网的程度加深,农产品网络零售额迎来快速增长。截至2019年,中国农产品网络零售额达到3975亿元,同比增长72.5%。2020年新冠疫情爆发,对农产品市场的人力、物流、销售等多方面等造成影响,致使第一季度多地农货严重滞销。为帮助农户脱困,以拼多多、淘宝、京东、苏宁为代表的各大电商平台,加大了资金、资源倾斜力度,畅通农货上行通道,受到了市场的广泛认可。iiMedia Research(艾媒咨询)数据显示,在55.3%的受访者认为电商平台“助农”系列活动可有效缓解农产品滞销问题,46.9%的受访者认为活动可帮助农户减少经济损失,认为能有效平稳农产品市场价格的受访者占37.2%;85.6%的受访者表示平台推出的“助农”活动提升了自己对平台的好感度。艾媒咨询分析师认为,农货电商是农村脱贫的重要抓手,发展前景广阔,拼多多凭借下沉领域的主场优势以及模式创新能力,不仅有效助力了农货上行,还加深了其在农货电商市场的竞争壁垒,综合实力将持续提升。

 The accelerated penetration of the Internet in the sinking market has driven the rapid development of rural e-commerce. With the deepening of agricultural products hitting the Internet, the online retail sales of agricultural products ushered in rapid growth. As of 2019, China's online sales of agricultural products reached 397.5 billion yuan, a year-on-year increase of 72.5%. The outbreak of the new crown epidemic in 2020 has affected human resources, logistics, sales, and other aspects of the agricultural product market, which has led to serious unsales of agricultural products in many places in the first quarter. In order to help farmers get out of trouble, the major e-commerce platforms represented by PDD, Taobao, JD and SUNING have increased their capital and resource tilts, and opened up channels for agricultural products, which have been widely recognized by the market. According to data from iiMedia Research, 55.3% of the respondents think that the e-commerce platform "agriculture" series of activities can effectively alleviate the problem of unproductive marketing of agricultural products, and 46.9% of the respondents think that the activities can help farmers reduce economic losses. 37.2% of the respondents were able to effectively stabilize the market price of agricultural products; 85.6% of the respondents said that the “agricultural assistance” activities launched by the platform increased their favorability with the platform. iiMedia Consulting analysts believe that agricultural e-commerce is an important starting point for poverty alleviation in rural areas, with broad development prospects. By virtue of its home field advantages and model innovation capabilities in the sinking field,PDD not only effectively helped the upward movement of agricultural products, but also deepened its barriers to competition in the agricultural e-commerce market, and its comprehensive strength will continue to increase.

本报告研究涉及企业/品牌/案例:汉莲服饰集团,兰若庭,同袍APP,汉未央。
在新媒体平台和个性化消费观念的推动下,中国汉服产业发展不断加速。汉服行业借助抖音、微博等新媒体平台有效传播汉服文化,并联合热门IP,实现破圈获客,同时发展租赁、摄影等周边服务,实现全产业链融合。2019年汉服爱好者规模达356.1万人,同比增长74.4%;汉服消费者购买力强,中高端汉服需求最大,超七成汉服消费者单均消费超300元;不断扩大的市场基础、高消费能力以及高用户粘性令汉服市场引来井喷,2019年市场销售额达45.2亿元,同比增长318.5%;iiMedia Research(艾媒咨询)数据显示,过半数受访用户表示支持汉服文化;同时,超七成受访用户表示有购买意愿,汉服文化认可度提高,未来汉服产业或将迎来新一轮的增长。此外,超半数消费者表示不会在日常穿着汉服,穿着繁琐及大众接受度低是主要因素。未来,将汉服与现代日常服装元素融合,进一步拓宽汉服使用场景是汉服产业的主要发展方向。

Driven by the new media and the concept of personalized consumption, Han Chinese clothing industry has developed accelerately. The industry effectively spread Han culture by new media such as Tik Tok and Weibo, and cooperated with popular IP to breakthrough the limitations brought by its minority group attribute to achieve customer acquisition. Meanwhile, it developed services such as leasing and photography to realize the integration of the whole industry chain. The amount of Han Chinese clothing lovers in 2019 was 3.56 million, with a year-on-year growth of 74.4%. Consumers have the largest demand for high-end product, with over 70% of consumers spending more than 300 yuan each. The rapid development of Han Chinese clothing market is attributed to expanding market base, high consumption capacity and high user stickiness. The market sales volume in 2019 was 4.52 billion yuan, with a year-on-year growth of 318.5%. As the data of iiMedia Research showed, over 70% of the surveyed users expressed their willingness to buy. The recognition of Han culture improved, therefore the industry may have a high growth in the future. Over 50% of consumers considered that they would not wear Han Chinese clothing on a daily basis, with cumbersome clothing and low public acceptance as the main factors. In the future, the main development direction of Han Chinese clothing industry will be to integrate product with modern daily clothing elements and further expand the use scenes.

本报告研究涉及企业/品牌/案例:如涵控股,若羽臣,珀莱雅,海澜之家,四季青市场,京东,淘宝,抖音。

其他提及企业/品牌:百草味,三只松鼠,洽洽食品,瑞百年,李子柒螺蛳粉,单身粮伙伴,信良记,高满堂,彩云海鲜,伊利,奈雪的茶,香飘飘,海底捞,幸福西饼,木屋烧烤,携程旅行,途牛,去哪儿,聪明你的旅行,周大福,金至诚珠宝,阿里,拼多多等。

2020年4月26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中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。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,对中国直播电商行业进行全面分析,分别针对食品、服装、化妆品、家电等直播电商的入局行业分析,以及对恰恰、珀莱雅等标杆品牌的典型案例解读,以此分析直播电商的产品特性以及品牌方的发展趋势,判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响,直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商,大大利好直播电商发展。艾媒咨询分析师认为,传统电商推动了消费行为的线上转移,为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加,直播电商将会是短期内最重要的消费行为。

Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game.

本报告研究涉及企业/品牌/案例:美的,格力,华帝,苏泊尔,格兰仕,志高;其他提及企业/品牌:苏宁易购,京东,天猫,京东,拼多多,淘宝,ME GO,五星,海尔,万和,万家乐,统帅,法迪欧,松下电器,奥克斯,TCL,海信,长虹,索尼,康佳,夏新,创维,奔腾,九阳,伊莱特,三洋,威力

2020年4月13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H1中国家电细分行业发展现状及典型企业案例分析报告》。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年中国家电行业以及客厅、厨房、卫浴和个人用品等细分领域进行分析。此外,报告探讨产业上下游的运营模式,结合对美的、格力、华帝、苏泊尔、格兰仕和志高等典型企业的案例分析,对家电行业总体运行情况进行分析,并结合新冠疫情对2020-2021年中国家电产业发展进行趋势预判。2019年中国经济总量不断扩大,并且居民的消费支出中居住消费占比较高,这都为家电行业发展奠定了基础,并且推动家电向智能化、专业化发展,预计到2020年,中国智能家居市场规模将接近1820亿元。

In 2019, the cumulative main business income of China's household appliances increased by 4.3% year-on-year to 1.6 trillion yuan, and the cumulative total profit increased by 11.9% to 133.86 billion yuan from the previous year. From the perspective of sales channels, home appliances began to shift to online sales channels; from the perspective of sales categories, the share of smart home appliances in various sub-sectors has gradually increased; from the perspective of sales models, especially during the epidemic period, home appliance companies have increased the promotion of live broadcast e-commerce Marketing model.

本报告研究涉及企业/品牌/案例:妈妈网,宝宝知道,孕期伴侣;其他提及企业/品牌:妈妈网孕育,宝宝树孕育,妈妈社区,辣妈帮,妈妈帮,贝贝,蜜芽宝贝,宝贝格子,苏宁红孩子,母婴之家,孩子王,天猫,淘宝,京东,考拉海购,网易严选,拼多多,柚宝宝,口袋育儿,家有宝宝,亲宝宝,宝宝树小时光,时光小屋,口袋宝宝,花生备孕,孕育提醒,口袋孕育,好孕妈,育学园,小豆苗,阳光妇儿,妈咪知道,好孕帮,疯狂造人

iiMedia Research(艾媒咨询)数据显示,2019年中国新生婴儿规模达到1465万,预计2020年分娩的妈妈群体达到1530万。这部分妈妈群体中,90后人群已成妈妈群体主力。在家庭育儿方面, 妈妈群体是家庭育儿的主力, 而父亲在家庭孕育中的角色担当也在逐步提升。而这对亲子社交、孕育知识获取、母婴产品购买等有着巨大需求的年轻妈妈群体,更依赖于互联网渠道。伴随着需求细分,单一的运营模式开始转向多元服务发展,艾媒咨询分析师认为,移动母婴平台,尤其是母婴综合社区,拥有海量专业孕育知识,并为妈妈群体提供交流互动平台,更易受到妈妈群体的青睐。

According to iiMedia Research, 14.65 million babies were born in China in 2019, and 15.3 million mothers are expected to give birth in 2020. In this part of the mother group, the post-90s crowd has become the main force of the mother group. In terms of family child-rearing, the mother group is the main force of family child-rearing, and the father's role in family pregnancy is also gradually improving. This group of young mothers, who have a huge demand for parent-child social contact, acquisition of pregnancy knowledge and purchase of maternal and infant products, are more dependent on Internet channels. With the demand segmentation, the single operation mode starts to change to the development of multiple services. According to the analysts of iiMedia consulting, the mobile mother and baby platform, especially the comprehensive community of mother and baby, has a large amount of professional gestation knowledge and provides an interactive platform for the mother group, which is more favored by the mother group.

本报告研究涉及企业/品牌/案例:淘宝直播,抖音,快手;其他提及企业/品牌:微博,小红书,蘑菇街,网易考拉,唯品会,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.

本报告提及企业/品牌:淘宝,拼多多,QQ,微博,工行融e联,京东金融,携程旅行,高德地图,抖音,快手,新浪新闻,咪咕阅读,芒果TV,腾讯视频,虎牙直播

APP违规索权仍比较普遍,iiMedia Research(艾媒咨询)数据显示,97.0%的APP默认调用相机权限,35.0%的APP默认调用读取联系人权限。其中,移动社交类和短视频类APP调用联系人读取权限情况较为突出、移动理财读类APP调用拨打电话权限用情况较为严重。
中国手机网民隐私保护意识虽然有所提升,过半手机网民主动辨别APP权限调用,但在APP隐私条款方面较被动。艾媒咨询分析师认为,规范条例加快落地的同时,用户需重视手机隐私权限管理,及时维护个人隐私权益,运营者也须重视数据安全及用户隐私管理。

The illegal claims of app are still common. According to the data of iiMedia Research, 97.0% of APP calls camera permission by default, and 35.0% of APP calls read contact permission by default. Among them, the access of mobile social and short video app to call contacts is more prominent, and the access of mobile financial reading app to call calls is more serious.Although the awareness of privacy protection of mobile Internet users in China has been improved,more than half of the mobile Internet users take the initiative to identify app permission calls, they are relatively passive in terms of APP privacy terms. iiMedia Research analysts believe that, while speeding up the implementation of the regulations, users need to pay attention to the management of mobile phone privacy rights and interests, timely maintain personal privacy rights and interests, and operators also need to pay attention to data security and user privacy management.

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.

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