At the end of 2019, live e-commerce has become a new outlet. Especially due to the impact of the new crown epidemic in 2020, live e-commerce has become the most popular retail model and has a far-reaching impact. It is sought after by platform parties, capital parties, producers, users and other links in the industrial chain. However, with the rapid expansion of live broadcast e-commerce business, the problems faced by the industry have gradually increased. It is necessary to jointly promote the sound development of the industry through collaborative governance of all links.
With the popularity of live e-commerce, there are more and more supportive policies for the live e-commerce industry across the country. Live e-commerce promotes the high-quality development of the urban economy through innovative new business models, while creating more new jobs. However, the phenomenon of eating and broadcasting in the live broadcast has attracted public attention. In the context of CCTV News criticizing some big stomachs in the program for serious waste when eating and broadcasting, major live broadcast platforms have also responded and will strengthen their food Review of live content.
As the impact of the epidemic on China has gradually weakened, the cosmetics industry has gradually resumed production and work. Brands such as Estée Lauder and L'Oreal are facing stagflation problems and layoffs. Domestic brands are developing well. Listed companies such as Proya and Shanghai Jahwa have been recognized by the capital market. At the same time, brands such as the emerging Perfect Diary are also seeking a new round of financing.
In 2019, the annual per capita expenditure on underwear (including bras, underwear, socks, and home clothes) in China increased to 57.5 US dollars (about 350 yuan). While consumer demand has risen, the requirements for underwear quality have also risen, and the underwear seller market has transformed into a buyer market. Survey data from iiMedia Research shows that the main reasons consumers are dissatisfied with current underwear brands are the single style, insufficient quality and lack of functionality.
Affected by the epidemic in 2020, the size of the national cosmetics industry market will decline, which is expected to be 395.8 billion yuan. In terms of imports and exports, from January to May 2020, the cumulative export volume of China's beauty cosmetics and toiletries decreased by 2.2% year-on-year, and the import volume increased by 3.0% year-on-year. iiMedia Research believes that with the rise of the "value economy", Chinese residents' consumption of cosmetics will continue to rise, and the cosmetics industry will remain in a period of dividends.
礼物经济依托创新型的节日赠礼、鲜花电商与直播电商等多个经济模式实现了市场规模的发展与扩大。iiMedia Research (艾媒咨询) 数据预测，2020年礼物经济的市场规模将超过1万亿元。艾媒咨询分析师认为，中国礼品行业应聚焦消费者个性化、多样化的消费需求，在满足消费者需求的同时注重树立自身独特的品牌形象，开展线上、线下等宣传和销售的多渠道建设，不断挖掘新的用户群体。
The gift economy relies on innovative holiday gifts, flowers and live e-commerce and other economic models to achieve the development and expansion of market size. iiMedia Research predicts that the gift economy will have a market size of more than 1 trillion yuan by 2020. iiMedia Research believes that China's gift industry should focus on consumer personalized, diversified consumer demand, in order to meet consumer demand at the same time focus on establishing their own unique brand image, online, offline and other publicity and sales of multi-channel construction, and constantly tap new user groups. (“2020 Research Report on Development Trend and Consumption Behavior of China's Stall Economic Industry" full version has 73 pages,please click the download button at the bottom of the article to download the report )
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.
Affected by the new corona epidemic, the live-streaming e-commerce industry will develop rapidly from March to April 2020. In terms of specific categories, wearing, jewelry, makeup, food and parenting are live sales of TOP5. From the MCN institution, humble culture, beauty ONE, and Yuwa occupy the top three. Besides, Douyin has the largest number of live monthly users during this period.
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.
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.