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关于“直播电商”的报告

本报告研究涉及企业/品牌/案例:用友,有赞,微动天下,阿里云。

随着中国企业对SaaS服务需求不断扩大,中国市场涌现一批新兴的SaaS 企业。在疫情的催化下,进一步加速SaaS业务在垂直领域的发展。iiMedia Research(艾媒咨询)数据显示,2019年中国业务垂直型SaaS市场规模持续增长,CRM和ERP SaaS市场规模分别达到36.9亿元、30.2亿元,位居行业前列。艾媒咨询分析师认为,随着移动互联网的发展和企业主体的扩张,行业垂直型和云端商业模式SaaS企业发展加快,短视频、直播电商及小程序等新兴渠道的兴起也为企业服务SaaS行业带来新的发展机遇。

As Chinese companies' demand for SaaS services continues to expand, a number of emerging SaaS companies have emerged in the Chinese market. Catalyzed by the epidemic, further accelerate the development of SaaS business in vertical fields. As the data of iiMedia Research showed, the scale of China's business vertical SaaS market continued to grow in 2019, with the CRM and ERP SaaS market reaching 3.69 billion yuan and 3.02 billion yuan respectively, ranking the top in the industry. iiMedia Consulting analysts believe that with the development of the mobile Internet and the expansion of business entities, the development of industry vertical and cloud business models SaaS companies has accelerated, and the emergence of emerging channels such as short videos, live broadcast e-commerce, and small programs also serve SaaS companies. The industry brings new development opportunities.

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.

本报告研究涉及企业/品牌/案例:网星梦工厂,古麦嘉禾。
iiMedia Research(艾媒咨询)数据显示,预计2020年MCN市场规模将达到245亿元,并且预计2020年MCN机构数量将达到28000家,平均同比增速大于100%,MCN机构数量迅速增加,内容产业入局者越来越多,行业竞争将进一步加剧。另外,iiMedia Research(艾媒咨询)数据显示,在地域方面,56.3%中国MCN机构分布在一线城市;在KOL带货转化方面,明星、直播平台主播和短视频网红带货转化率在80.0%以上,UP主和微博大V带货在70.0%以上。艾媒咨询分析师认为,明星、直播平台主播和短视频网红带货能力较强,能够为机构和平台带来较大价值,将是MCN重点关注和培养的KOL。未来,MCN机构将打破发展边界,通过去MCN化解决模式困境,增强盈利能力,直播电商将成为其发展的重要方向,机构将吸引更多明星/网红带货宣传。

  As the data of iiMedia Research showed, it is estimated that the market scale of MCN will reach 24.5 billion yuan in 2020, and the number of MCN institutions will reach 28000 in 2020, with an average year-on-year growth rate of more than 100%. The number of MCN institutions will increase rapidly, more and more people will enter the content industry, and the industry competition will be further intensified. In addition, according to the data of iiMedia Research, 56.3% of China's MCN institutions are located in the first tier cities in terms of regions; in terms of KOL's delivery conversion, the conversion rate of stars, live platform hosts and short video network red tape calls is more than 80.0%, and that of up hosts and microblog big V-belts is more than 70.0%. iiMedia Research consulting analysts believe that stars, live broadcast platform hosts and short video network have strong red tape capabilities, which can bring greater value to institutions and platforms, and will be the KOL that MCN focuses on and cultivates. In the future, MCN institutions will break the development boundary, solve the dilemma of the model through de MCN, and enhance the profitability. Live e-commerce will become an important direction of its development, and the institutions will attract more stars / online red tape publicity.

本报告研究涉及企业/品牌/案例:谦寻文化,青藤文化,Drama TV。

其他提及企业/品牌:淘宝,抖音,快手,京东,亚马逊,YouTube,Instagram,Facebook,美ONE,蚊子会,无忧传媒,薇龙文化,美腕,蜂群文化,风马牛传媒,妃鱼,至尊宝物,101名师工厂,泰洋川禾,特抱抱,歪研会,言止传媒,无锋科技,构美,梨视频,快买他,迈吉客科技等。

2020年5月27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《2020H1中国直播电商行业主播职业发展现状及趋势研究报告》。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,对在直播电商行业的主播情况进行深度分析,剖析主播薪酬、主播能力、主播与MCN机构博弈等的关键信息,总结当前的主播发展业态并且预判2020-2021年中国直播电商行业主播职业发展趋势及风险。艾媒咨询分析师认为,“门槛低”“薪资高”“需求大”,电商直播行业持续吸引大量人才加入赛道,带货主播行业竞争激烈。但商家或者MCN机构主要通过隐性能力严格筛选综合能力强的高效性人才,因而并非所有网红都能胜任。

During the outbreak, the mainity industry generated a large recruitment demand. But from the professional structure, waist anchors occupy the majority, they grew up on a meagre base salary to live and red slow, psychological pressure. Moreover, the main broadcaster generally faces no traffic, traffic but no sales, sales but not money and other difficulties, the need for relevant government departments to issue a certain industry norms to promote the long-term professional development of the industry.

  随着中国互联网经济技术的快速发展,人们对于日常文娱的需求也越发明显。中国直播行业迅速遍布在大众视野当中,同时庞大的在线直播用户体量成为了中国直播电商行业流量变现、快速发展的奠基石。在2019年中国直播行业用户规模为5.04亿人,直播电商行业总规模为4338亿元,预计2020年国内直播电商销售规模将达到9610亿元,约占中国网络零售规模的8.7%。伴随着直播电商行业发展,直播电商行业夸大宣传、虚假营销、主播素质参差不齐等诸多问题也随之呈现,这为各大电商直播平台的可持续发展敲响警钟。iiMedia Research(艾媒咨询)数据显示72.6%的受访用户担忧直播电商主播虚假宣传,42.9%的受访用户担忧直播电商数据造假。同时部分受访用户遇到过主播夸大宣传的问题,以及超2成受访用户买到过假冒伪劣产品。
  With the rapid development of China's Internet economy and technology, people's demand for daily entertainment has become more and more obvious.China's live streaming industry has rapidly spread to the public.At the same time, the huge number of live streaming users has become the cornerstone of the rapid development of China's live streaming e-commerce industry. In 2019, the scale of China's live streaming industry users was 504 million, the total scale of China's live streaming e-commerce industry is 433.8 billion yuan. It is estimated that the sales scale of domestic live streaming e-commerce will reach 961billion yuan in 2020, accounting for 8.7% of China's online retail scale.Along with the development of the live streaming e-commerce industry, many problems such as exaggerated propaganda, false marketing and uneven quality of anchors in the live streaming e-commerce industry have also emerged, which has sounded the alarm for the sustainable development of the major live streaming platforms of e-commerce. As the data of iiMedia Research(imedia consulting) showed, 72.6% of respondents are worried about the false propaganda of live streaming anchors, and 42.9% of respondents are worried about the data fraud of live streaming anchors.At the same time, the majority of respondents have encountered the problem of anchors exaggerating propaganda, and more than 20 percent of respondents have bought fake and shoddy products.

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