With the popularity of the Internet, e-commerce has gradually entered the daily life of the public. Therefore, 11.11 shopping carnival came into being. The transaction amount of Tmall on 11.11 shopping carnival continued to grow from 52 million yuan in 2009 to 213.5 billion yuan in 2018. As the data of iiMedia Research showed, it is estimated that Tmall will reach 244.7 billion yuan on 11.11 shopping carnival in 2019. In the background of the increasing number of e-commerce platforms and brands participating in 11.11 shopping carnival, 3C digital products are the most popular product category during the period of singles' day. On the eve of 11.11 shopping carnival in 2019, HUAWEI slightly surpassed Apple with a heat index of 97.9, becoming the most popular brand on the eve of 11.11 shopping carnival in 2019. In terms of the platform, Pinduoduo has become the e-commerce shopping platform with the highest recommendation index by virtue of its simple and clear activity rules and strong discounts.
本研究报告涉及企业/品牌/案例：唯品会,TJX,Rue La La,TJ Maxx,Vente-privée,Gilt Groupe,Zulily,Amazon,Myhabit,Bed Bath & Beyond ,Hudson's Bay Company ,One Kinds Lane,brands4friends ,eBay,聚美优品,聚尚网,蜜芽,小雨伞,淘宝,鲸特卖,京东,当当,蘑菇街,佳品网,俏物悄语,奥特莱斯广场,尚品网,年糕妈妈
iiMedia Research(艾媒咨询)数据显示，预计2019中国特卖市场交易规模将继续保持增长的态势，达到15432.58亿元。在供给侧品牌商库存压力持续加大，需求侧消费者消费升级并回归理性的背景下，中国特卖市场定位于以服饰穿戴类为主的大众消费品，满足了下行周期的市场需求，成为抗周期的最佳商业模式之一。iiMedia Research(艾媒咨询)数据显示，74.4%的受访特卖用户表示会关注服饰鞋包折扣优惠情况，消费者对服饰箱包个性化需求高，其折扣更容易激发消费欲望。同时，为了更好的触达消费者，中国特卖电商采用多渠道发展，线上入驻社交平台，线下积极布局奥特莱斯，为消费者提供多样化购物方式。
As the data of iiMedia Research showed, the transaction amount of China flash sale market is expected to keep growing and reach 1543.258 billion yuan in 2019. Under the circumstance that the inventory pressure of manufacturers keeps increasing as well as consumption upgrades and returns to rationality, China flash sale market is positioned at the mass consumer goods, which are mainly composed of clothing and apparel, meeting the demand in the downward cycle and becoming one of the best business models to resist the cycle. As the data of iiMedia Research showed, 74.4% of the interviewed flash sale consumers show that they always pay attention about the discount of clothing, shoes and bags. Consumers have higher personalized demand for clothing, shoes and bags, so their discount is more likely to stimulate the consumers’ shopping desire. What’s more, in order to provide consumers with diversified shopping ways and reach consumers better, China flash sale platforms sale by multiple channels, using social networking platforms online and actively developing outlets offline.
With the improvement of logistics distribution efficiency, the change of people's consumption concept and the introduction of various favorable policies, cross-border e-commerce has entered a stage of rapid growth, and major cross-border e-commerce companies have gradually increased their new retail layout. As the data of iiMedia Research showed, China cross-border e-commerce transactions are expected to reach 12.7 trillion yuan in 2020. In addition, after Alibaba's wholly owned acquisition of Kaola, the pattern of cross-border e-commerce industry has been significantly changed, and Alibaba will occupy more than half of the market share in the cross-border e-commerce industry, further highlighting the advantages of the head platform. Most overseas online shopping users have a relatively optimistic attitude towards the acquisition. 60.9% of the users believe that the acquisition is conducive to the integration of industry resources, and more than 50% of the interviewed Kaola users implies that they will increase the use frequency of products after the acquisition of the platform.
IiMedia Research data show that from 2012 to 2018, the scale of China's cosmetics market showed a stable growth trend, with an annual compound growth rate of 8.0%. In particular, the rise of "Yan-value economy" has further stimulated the enthusiasm of Chinese netizens for cosmetics consumption. Judging from the attention of netizens, netizens in Guangdong pay most attention to cosmetics-related information, followed by Zhejiang, Shandong, Hubei and other places. Generally speaking, Chinese consumers have large demand, high purchase frequency and great development potential for daily essential cosmetics. However, they are faced with such problems as the high-end market being dominated by international brands, intense homogenization competition, and difficulty in premium payment for enterprises. Cosmetic companies need to further understand the consumer market, seize the trend of Yan-value economy and other economies, open up channels for social e-commerce transformation, and conduct more refined product sales.
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.
iiMedia Research（艾媒咨询）数据显示，2019年中国移动电商市场规模将达32.9亿元，用户规模有望达到7.13亿人。在中国电商市场增长逐渐放缓，中国电商人口红利消失的环境下，电商促销节日成为各平台争夺用户、增加收益的关键手段。目前如“双11”等综合大促节日凭借多年口碑沉淀和每年的营销创新，仍然稳稳占领消费者的认知，而近年各大电商平台也纷纷推出针对特定节日和具体品类、人群的促销节日，为消费者提供更多选择。主打价格优惠的电商促销节日发展也受到认可，过半数网民对其持正面态度。而除了价格优惠外，电商节日的创新促销模式，正凭借趣味性获取更多消费者的认可。iiMedia Research（艾媒咨询）数据显示，73.3%的受访网民在接触过电商促销节日的新玩法，且近三成网民愿意主动尝试这些新活动。
As the data of iiMedia Research showed, the market scale of China Mobile E-Commerce will reach 3.29 billion yuan in 2019, and the scale of users is expected to reach 713 million people. With the slowdown of the growth of China E-Commerce market and the disappearance of the users bonus, the e-commerce promotion festivals have become the key means for platforms to compete for users and increase revenue. At present, comprehensive promotion festivals such as ‘11.11’ still occupy consumers’ cognition steadily by accumulation of years of reputation and annual marketing innovation. In recent years, major e-commerce platforms have launched promotion festivals for specific offline festivals, specific categories and groups, providing consumers with more choices. The development of promotion festivals for e-commerce platforms with preferential prices has also been recognized, and more than half of the netizens have a positive attitude towards them. In addition to price concessions, the innovative promotion model of e-commerce festivals is gaining more consumers' recognition by being interesting. As the data of iiMedia Research showed, 73.3% of the interviewed netizens have contacted new ways of promoting festivals through e-commerce, and nearly 30% of the respondents are willing to take the initiative to try these new activities.
本报告研究涉及企业/品牌/案例：值得买，星罗广告联盟，贝窝网，北京国脉创新投资, 共青城尚麟投资, 返利网，一淘，路口，杭州阿里妈妈软件服务有限公司，亚马逊(中国)投资有限公司，Commission Junction LLC，重庆京东海嘉电子商务有限公司，Digital Window Limited，eBay Inc. ，Rakuten Marketing LLC，Amazon Japan K.K，Amazon Services LLC，Linkshare Japan K.K，蓝标、阳狮、OMG ，网易、阿里巴巴，京东，苏宁，蓝标集团，阳狮集团，上海络程网络技术有限公司，科沃斯机器人股份有限公司
With the development of e-commerce industry from extensive growth to intensive cultivation, the diversion demand of e-commerce platform and brand merchants for incremental users and high-quality users becomes more and more urgent, and consumers'demand for high-efficiency and high-quality guided purchasing content is increasing. According to iiMedia Research, the number of e-commerce guided purchasing users in China reached 303 million in 2018, with a growth rate of 24.7%. And it is expected that users will continue to grow by 345 million in 2019. Although the scale of e-commerce industry continues to grow, the rise of multi-mode of direct purchase such as live broadcasting, short video and the entry of giant e-commerce platform continue to occupy the living space of Zhidemai. Faced with the rising cost of flow and increasingly fierce competition in the industry, Zhidemai needs to maximize the strength of the capital market to strengthen its advantages, and firmly grasp the opportunities brought by the sinking market, in order to maintain a leading position.
iiMedia Research(艾媒咨询)数据显示，2019年上半年，中国的网络零售总额已达到195209.7亿元，占社会零售总额的24.7%，截至2019年，中国移动电商用户规模将突破7亿人。随着电商的稳步发展，各大电商平台都不遗余力的开拓新的营销模式来增加消费者的欲望，2019年最流行的消费模式是直播带货和社团团购。直播带货是从用户的角度介绍商品功能和使用效果直接刺激消费者的购买欲望。iiMedia Research(艾媒咨询)数据显示，88.5%的受访直播电商用户表示直播的方式能够强烈的刺激他们的消费欲望，约三成直播电商受访用户称每周会观看直播四到六次，直播俨然已经成为一种时下最流行的娱乐方式之一。社团团购主打价格优势，通过团购方式增加用户参与度和联系度打破地理的限制。iiMedia Research(艾媒咨询)数据显示，超六成受访社区平团用户表示每周都会参加拼团，超四成的用户称，优惠的价格是他们参与拼团最关注的因素，超过一半的用户表示对社区团购带来的优惠是比较满意的。
As the data of iiMedia Research showed, in the first half of 2019,total online retail sales have reacehed 19520.97 billion yuan in China, accounting for 24.7% of total social retail sales. Up to 2019,China Mobile e-commerce users will exceed 700 million people. With the steady development of e-commerce, major e-commerce platforms have developed new marketing modes to increase consumers' desire. The most popular consumption modes in 2019 are live streaming and group purchasing. The live delivery with goods introduces the function and effect of goods from the perspective of users, which directly stimulates consumers’ purchasing desire. As the data of iiMedia Research showed, 88.5% of the interviewed live e-commerce users believed that the way of live broadcast can strongly stimulate their desire to consume. About 30% of the interviewed live broadcast e-commerce users implied that they would watch live broadcast four to six times a week. The live broadcast has become one of the most popular entertainment methods. Group purchasing focused on price advantage, increasing user engagement and contacting and breaking geographical restrictions through group purchasing. As the data of iiMedia Research showed, over 60% of the interviewed group purchasing users implied that they would participate in the group every week. Over 40% of the users believed that the preferential price is the most important factor for them to participate in the group. More than half of the interviewed users implied that they were satisfied with the discount brought by the community group purchase.
The upgrading of national consumption and the increasing demands for product quality and product diversity have promoted the development of cross-border e-commerce market. At the same time, the promulgation of the E-commerce Law provides a normative development environment for the industry. Under the condition of increasing user demand and strengthening industry standardization, the scale of cross-border e-commerce transactions is expected to increase to 10.8 trillion yuan in 2019 and the cross border e-commerce has entered the 10 trillion yuan market. As the data of iiMedia Research showed, quality assurance during ”618“ is still the most concerned factor for cross-boder e-commerce users. Although”618“and other promotional activities have aroused consumers' concern about preferential discounts for abroad commodities, the quality of commodities is still the most concerned factor for users. 53.4% of the interviewed users chose cross-border e-commerce platform during the”618“ period for the concern of guarantee of authenticity. During the”618“period, while the online platform developed rapidly, the user's enthusiasm for offline shopping is also growing. During the ”618“period in 2019, 57.0% of interviewed users participated in promotional activities of cross-border e-commerce platforms, and the proportion of users participating in off-line promotional activities of the platforms reached 12.3%. Off-line shopping has the advantage of direct contact with commodities, which can enhance the trust of commodities and improve the user experience. 93.1% of the interviewed users were satisfied with the offline consumption experience during 618.
At present, there are three main operating modes for short video e-commerce in China, and there are two types of integrated platforms and vertical platforms. Ai Media Data Center data shows that short video e-commerce mainly relies on KOL fans to transform, which can promote the transformation of clothing, casual snacks, beauty and other products. Ai Media Consulting analysts believe that the current short video e-commerce still faces the development dilemma of supply chain and content ecology. In the future, it will diversify its audience, diversify its content, diversify its anchors and diversify its forms.