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关于“电商”的报告

目前短视频平台的聚合属性突出,能够覆盖用户生活各个方面,展现出强社交属性。iiMedia Research(艾媒咨询)数据显示,2020年中国短视频用户规模将增长至7.22亿人,成为新的国民级应用行业。在短视频行业影响力持续扩大的背景下,全球发力的抖音在用户规模和网络热度上增长迅速,其月活跃用户从2018年1月落后快手1.30亿人至2020年6月已反超1.13亿人。面对抖音的攻势,快手也承受巨大竞争压力,虽然平台在2020年依靠直播电商获得不错的增长,但仍需加快资本化道路,否则若字节跳动上市进度提前,其市值恐难以支撑。

At present, the aggregation attribution of micro-video platform is outstanding, which can cover all aspect of users’ life and show strong social attributes. As the data of iiMedia Research showed, user scale of China micro-video industry will grow to 722 million people by 2020 and is becoming a new national application industry. Tik Tok has been growing rapidly under the background of micro-video continued expanding. Its user scale and Internet Heat index is growing fast. Its MAUs is 130 million left behind Kuaishou’s in January 2018, but surpassing 113 million in June 2020. Facing with Tik Tok’s offense, Kuaishou also suffers enormous competition pressure. Although the platform has gained a good growth in 2020 with the business of Live Streaming E-Commerce, capitalization acceleration is still needed. Otherwise, if ByteDance take IPO ahead of schedule, Kuaishou’s market value will be hard to sustain.

本报告研究涉及企业/品牌/案例:55海淘、什么值得买、蘑菇街。

iiMedia Research(艾媒咨询)数据显示,2019年中国导购电商用户规模为3.45亿人,预计2020年将增至3.81亿人,对比移动电商近8亿人的用户规模,导购电商用户渗透率仍有上升空间。伴随着鼓励消费政策的陆续出台、商品种类的迅速更新换代与信息流的爆发性增长,消费者对于导购电商的需求逐渐增加。iiMedia Research(艾媒咨询)数据显示,目前近七成消费者网购时使用导购平台,平台用户对海淘导购等垂直细分平台存在一定需求。艾媒咨询分析师认为,供需双方的变化加速“人货场”重构,随之而来的是流量争夺加剧、消费便利性、品质化需求提升。导购电商平台作为连通商家和消费者的纽带,既能够帮助商家导流获客,还能为消费者提供便利,在电商渠道竞争加剧的情况下,其双向服务价值将进一步提升。

According to data from iiMedia Research, the number of users of guide e-commerce in China was 345 million in 2019, which is expected to increase to 381 million in 2020. Compared with the number of users of nearly 800 million in mobile e-commerce, the penetration rate of guide e-commerce still has room to rise. With the introduction of policies to encourage consumption, the rapid upgrading of commodity types and the explosive growth of information flow, consumers' demand for e-commerce shopping guides is increasing gradually. As the data of iiMedia Research showed, nearly 70% of consumers currently use the shopping guide platform for online shopping. Platform users have a certain demand for overseas online shopping guide and other vertical subdivided platforms. iiMedia consulting analysts believe that changes in the supply and demand sides accelerate the restructuring of "people's freight yard", followed by intensified traffic competition, consumption convenience, quality demand. E-commerce shopping guide platform, as a link connecting merchants and consumers, can not only help merchants to attract customers, but also provide convenience for consumers. In the case of intensified competition of e-commerce channels, its two-way service value will be further enhanced.

本报告研究涉及企业/品牌/案例:行云全球汇、奥买家。

2020年上半年,受疫情影响,整体跨境电商交易在商品端、物流端等方面都收到较大影响,但是欧美等主要市场的消费格局转变以及一系列利于跨境电商发展的政策落地也推动了中国跨境电商进出口的发展,2020上半年中国通过海关跨境电商管理平台进出口增长26.2%,预计2020年底中国跨境电商交易规模将达到10.3万亿元。当前,年轻的消费群体日渐崛起,其消费潜力不断被挖掘和释放。iiMedia Research(艾媒咨询)数据显示,对于受访的跨境消费年轻人群来说,热衷新潮流、尝试新的消费体验成为其进行跨境消费的主要原因,近六成用户最看重的因素是商品质量。未来,更加符合年轻用户消费需求、文化价值的,集社交互动、内容营销、多端渠道于一体的场景化跨境电商消费将成为新趋势。

In the first half of 2020, affected by the epidemic, overall cross-border e-commerce transactions have been greatly affected in terms of commodities and logistics. However, the changes in consumption patterns in major markets such as Europe and the United States and the implementation of a series of policies conducive to the development of cross-border e-commerce have also promoted the development of China’s cross-border e-commerce import and export. In the first half of 2020, China's imports and exports through the customs cross-border e-commerce management platform increased by 26.2%. It is expected that the scale of China's cross-border e-commerce transactions will reach 10.3 trillion yuan by the end of 2020. At present, young consumer groups’ consumption potential is constantly being tapped and released. As the data of iiMedia Research showed, for the young cross-border consumer groups interviewed, enthusiasm for new trends and trying new consumer experiences has become the main reason for their cross-border consumption. And nearly 60% of them value product quality the most. In the future, scenario-based cross-border e-commerce consumption that integrates social interaction, content marketing, and multiple channels will become a new trend that is more in line with the consumption needs and cultural values of young users.

本报告研究涉及企业/品牌/案例:凯诘电商、壹网壹创、宝尊电商。
2020年初,扩大内需消费政策频出,5G、人工智能、云计算等技术助力经济高质量发展,促使传统品牌拥抱数字化,利好电商市场以及电商品牌服务商发展。iiMedia Research(艾媒咨询)数据显示,近年来中国品牌电商服务商市场规模持续增长,2019年中国品牌电商服务市场规模已突破2000亿元,增速达37.1%,预计2020年有望突破2400亿元。服装市场、化妆品市场、母婴市场、宠物市场、食品市场等领域规模均逐年上升,且各行业围绕人货场三要素逐渐细分,差异化逐渐扩大,新业态,新模式,新消费等出现驱动品牌电商市场快速发展。艾媒咨询分析师认为,广阔的发展前景将吸引大量的电商品牌服务商入局,促使行业竞争加剧,服务商的服务能力,规模优势和成长潜力成三大核心竞争力,如何立足高增长领域构建自身差异化优势成品牌电商服务商的主要策略。
At the beginning of 2020, policies to expand domestic consumption are frequent, and technologies such as 5G, artificial intelligence, and cloud computing support high-quality economic development, promote traditional brands to embrace digitalization, and benefit the development of e-commerce markets and e-commerce brand service providers. According to the data of iiMedia research, the scale of Chinese brand e-commerce service providers market has continued to grow in recent years. In 2019, the market size of Chinese brand e-commerce services has exceeded 200 billion yuan, with a growth rate of 37.1%, and is expected to exceed 240 billion yuan in 2020. The scale of the apparel market, cosmetics market, mother and baby market, pet market, food market and other fields have increased year by year, and various industries have gradually subdivided around the three elements of the human and goods yard, and the differentiation has gradually expanded. New formats, new models, new consumption, etc. have driven The rapid development of the brand e-commerce market. iiMedia consulting analysts believe that the broad development prospects will attract a large number of e-commerce brand service providers to enter the game, which will intensify industry competition, service providers' service capabilities, scale advantages and growth potential become three core competitiveness, how to base themselves in high-growth areas Constructing its own differentiated advantages into the main strategy of brand e-commerce service providers.

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