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关于“电子商务”的报告

本报告研究涉及企业/品牌/案例:京东、天猫、淘宝、苏宁易购、考拉海购、拼多多、耐克、阿迪达斯、斯凯奇、优衣库、大东、华为、苹果、小米、美的、海尔、飞利浦、格力、TCL、索菲亚、林氏木业、A家家具、富安娜、全友家居、欧莱雅、MAC魅可、完美日记、茅台、泸州老窖、蒙牛、康师傅、三只松鼠、米菲、爱他美、巴拉巴拉、蓝月亮、清风、 维达

随着互联网的普及,电子商务逐渐走进大众日常生活,双十一购物狂欢节因此应运而生,天猫双十一成交金额从2009年的0.52亿元持续增长到2018年的2135亿元,消费热度持续升温。iiMedia Research(艾媒咨询)数据显示,预计在2019年,天猫双十一成交金额将达到2447亿元。在参与双十一活动的电商平台与品牌日渐增加的背景下,3C数码类产品是双十一期间热度最高的产品品类,2019年双十一前夕,华为以97.9的热度指数略胜苹果一筹,成为2019双十一前夕最受关注的品牌。平台方面,拼多多凭借简单清晰的活动规则、大力度折扣,成为推荐指数最高的电商购物平台。
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

预计2019中国特卖市场交易规模将突破1.5万亿元。在经济下行及消费者回归理性消费的环境下,具有抗周期特性的特卖经济展现旺盛生命力。服饰消费仍是中国特卖平台最核心业务,商品品质以及价格是消费者最关注因素,在消费升级潮流下,消费者更倾向于追求商品的性价比。

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.

本报告研究涉及企业/品牌/案例:乐天,沃尔玛,莎莎,Metro,奥买家,苏宁国际,考拉海购,唯品会,小红书,海外通,中国外运股份有限公司,百世快递,申通,韵达,中通,DHL,顺丰,中国邮政,Swisse,洋码头,花王

随着物流配送效率得提升、人们消费观念的转变及各项利好政策的出台,跨境电商步入了快速增长阶段,各大跨境电商逐渐加大新零售布局。iiMedia Research(艾媒咨询)数据显示,预计在2020年,中国跨境电商交易规模将达到12.7万亿元。此外,在阿里全资收购网易考拉后,跨境电商行业格局发生了重大改变,阿里在跨境电商行业将占据超过一半的市场份额,头部平台的优势进一步凸显。大部分海淘用户对此收购事件有着较为乐观的态度,60.9%的海淘用户认为收购有利于整合行业资源,且受访的考拉海购用户中,超过五成表示在平台被收购后会增加产品使用频率。

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.

本报告研究涉及企业/品牌/案例:天猫,京东,淘宝,唯品会,蘑菇街,苏宁易购,贝贝,蜜芽,咸鱼,瓜子二手车交易网,拼多多,云集,支付宝,顺丰,EMS,小红书,洋码头,网易考拉,每日优鲜,人人车,1号店,返利网,折800,聚美优品,当当,优信二手车,慧聪集团,科通芯城,上海钢联,焦点科技,生意宝,转转,亚马逊,乐峰,云闪付,欧莱雅,宝洁,雅诗兰黛,花王,资生堂,高丝,爱茉莉太平洋,LG生活健康,安利,LVMH,娇韵诗,联合利华,百雀羚,上海上美,上海家化,环亚,韩后,丹姿,丸美,玛丽黛佳

iiMedia Research(艾媒咨询)数据显示,2012年至2018年,中国化妆品市场规模呈稳定增长态势,年复合增长率达8.0%。特别是“颜值经济”的崛起进一步激发了中国网民对化妆品的消费热情。从网民关注度看,广东地区的网民最关注化妆品相关的资讯,其次是浙江、山东、湖北等地。总体来看中国消费者对于日常必备的化妆品需求量较大、购买频次高、发展潜力大,但面临着高端市场被国际品牌主导、同质化竞争激烈、企业溢价困难等问题。化妆品企业需要进一步了解消费者市场,抓住颜值经济、他经济的趋势,开拓社交电商的转化渠道,进行更精细化的产品销售。

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.

本报告研究涉及企业/品牌/案例:中华网,网易,搜狐,新浪微博,8844.com,易趣网,阿里巴巴,携程网,当当,微信,西祠胡同,天涯社区,百度,OICQ,MSN,飞信,博客网,开心网,海内,雅虎,谷歌,必应,360搜索,盛大网络,优酷,酷我音乐,腾讯,中国移动,中国电信,中国联通,小米,华为,OPPP,vivo,魅族,推特,陌陌,微米,来往,易信,米聊,今日头条,澎湃新闻,美团,大众点评,百度糯米,窝窝团,拉手网,淘宝,天猫,支付宝,菜鸟物流,滴滴出行,58同城,斗鱼,虎牙,YY直播,映客,KK直播,六间房,抖音,快手,火山小视频,易果生鲜,盒马生鲜,京东物流,每日优鲜,银泰,三江购物,中百控股,拼多多,云集,好货,知乎

iiMedia Research(艾媒咨询)数据显示,2018年,中国数字经济规模已达31.3万亿元,占GDP比重34.8%,数字经济已成为当前产业发展增量引擎。新中国成立70周年,回望中国经济发展历程,互联网的发展谱写了瞩目的篇章。中国互联网经历了探索成长期、快速发展期、成熟繁荣期,由PC互联网走向移动互联网,由2G走向5G。1999年中华网赴美上市,向全球宣告了中国互联网行业的崛起,同时以网易、搜狐、新浪为代表的中国门户网站模式的萌芽,也预示着中国互联网真正站起来了。2009年中国3G商用开启移动互联时代,互联网步入快速发展期。2013年中国移动互联网开始迈向4G时代。“互联网+”理念代表着一种新的经济形态,互联网技术+创新思维成中国经济社会创新的驱动力量。中国互联网激烈的竞争角逐中产生了一批如腾讯视频、知乎、酷我音乐、京东、淘宝、携程、支付宝、百度搜索、腾讯云、旷视科技等标杆企业。经过了20年的发展,中国互联网产业将不断扩展,包括智能终端、工业机器人、自动驾驶、企业服务等产业顺势不断升级。随着5G网络的推行,新经济产业运转也将重新迎来创新潮流。

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.

本报告研究涉及企业/品牌/案例:京东,阿里,拼多多,淘宝,百度糯米,苏宁易购,国美,唯品会,云集,聚划算,新浪微博,小红书,贝贝,小米,蘑菇街,美团,饿了么,口碑津贴,网易考拉

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

随着电商行业逐渐由粗放增长走向精耕细作,电商平台与品牌商对增量用户及优质用户的导流需求越发迫切,消费者对高效优质的导购内容需求日益增加。iiMedia Research(艾媒咨询)数据显示,2018年中国电商导购用户规模为3.03亿人,增速为24.7%;预计2019年用户仍将持续增长,规模有望达3.45亿人。虽然导购电商行业规模持续增长,但直播、短视频等多元导购模式的兴起以及巨头电商平台的入局,不断挤占值得买的生存空间。面对持续攀升的流量成本,日趋激烈的行业竞争,值得买需要最大限度的借助资本市场力量强化优势,并牢牢把握下沉市场带来的机遇,才有可能保持头部领先地位。

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.

本报告研究涉及企业/品牌/案例:优衣库,ZARA,H.M,每日优鲜,易果生鲜,瓜子二手车直销网,二手车之家,优信二手车,健客,识货,get,1号网,淘宝,京东,唯品会,GO ME,天猫,网易考拉,B&G,小红书,洋码头,苏宁易购,拼多多,淘粉吧,返利,支付宝,微信支付,ALIPAY,EMS,顺丰,居然之家,饿了么,盒马生鲜,星巴克,大润发.

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.

本报告研究涉及企业/品牌/案例:网易考拉,小红书,天猫国际,奥买家,海囤全球

国民消费的升级和与之带来的用户对于产品质量和产品种类的要求提高,推动了跨境电商市场发展,与此同时,《电商法》的出台为行业提供规范发展环境。在用户需求提升和规范化加强的背景下,跨境电商交易规模2019年有望增至10.8万亿元,踏入十万亿市场。iiMedia Research(艾媒咨询)数据显示,”618“期间质量保障仍然是海淘用户最关注因素。”618“等促销活动虽然激发了消费者对海淘商品优惠折扣的关注,但商品品质仍然是用户最关注的因素。53.4%的受访用户”618“期间选择跨境电商平台关注因素是商品正品保障情况。”618“期间,在线上平台火热发展的同时,用户对于线下海淘购物的热情也俱增。2019年”618“期间57.0%的受访海淘用户参加了跨境电商平台的促销优惠活动,而参加平台线下促销活动的用户占比也达到12.3%。线下购物具有让消费者直接接触商品优势,能增强对商品的信任度,提高用户体验。93.1%的受访用户对”618“期间线下消费体验表示满意。

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.

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