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关于“购物节”的报告

本研究报告涉及企业/品牌/案例:聚划算,淘宝,天猫,网易考拉,天猫,唯品会,1号店,京东,返利网,淘粉吧,卷皮网,折800,小红书,美丽说,蘑菇街,粉象生活,美丽修行,花生日记,DOSH,Goxip,在家ZAIJIA, YOHO!有货,WhatsMode,美时互享,礼物说,山茶花,蜜桔妈妈,氧气Bra

2018年中国导购电商用户规模已突破3亿人,主流导购电商平台,尤其是价格优惠类导购电商平台,在销售表现上快速增长势头,且导购电商APP用户大促期间日均活跃用户增长率也达到11.6%。而在城市销售表现上,导购电商平台在节日营销期间更聚焦于下沉城市。iiMedia Research(艾媒咨询)数据显示,一线城市销量占比仅为26.7%。导购电商平台在非一线城市的发展,是带动其“618”销售创新高的重要动力。

In 2018, the scale of China's shopping guide e-commerce users has exceeded 300 million. The mainstream shopping guide e-commerce platform, especially the price-concession shopping guide e-commerce platform, has a rapid growth in sales performance, and the daily e-commerce APP users are active during the period. User growth rate also reached 11.6%. In terms of urban sales performance, the shopping guide e-commerce platform is more focused on sinking cities during holiday marketing. According to iiMedia Research, first-tier cities accounted for only 26.7% of sales. The development of the shopping guide e-commerce platform in non-first-tier cities is an important driving force for the sales of its “618”.

本报告研究涉及企业/品牌/案例:淘宝,唯品会,京东,苏宁易购,网易考拉,国美电器,1号店,采购通,阿里,咸鱼,瓜子,天天果园,贝贝,小红书,蘑菇街,奥买家,淘粉吧,拼多多,卷皮网,折八百,美丽说,返利网,途牛,途风

2019年,导购电商平台建设不断完善升级,iiMedia Research(艾媒咨询)数据显示,超过一半(51.7%)的网民了解过导购电商平台,导购电商的认知度已经达到了较高水平,60.8%的用户最关注导购平台的促销活动商品,价格依旧是导购电商平台优势,同时,优质内容的加持将满足用户的信息需求。艾媒咨询分析师认为,导购电商应托社交链条的裂变式效应扩大用户规模和加速变现,完善供应链和物流配送稳固上游,摆脱头部电商牵制才能真正实现导购电商的长远发展,另外,顺应消费品质升级,跨境电商也将成为导购电商未来扩张的方向之一。

In 2019, the construction of e-commerce shopping guide market has been continuously improved and upgraded. According to iiMedia Research, more than half of the netizens (51.7%) know about e-commerce shopping guide market. The recognition of e-commerce shopping guide market has reached a high level. 60.8% of the users pay most attention to the promotional activities of the platform, and the price is still guided. At the same time, the support of high-quality content will meet the information needs of users. Ai Medium Consulting Analysts believe that the fission effect of social chains should be relied on to expand the size of users and accelerate cash flow, improve supply chain and logistics distribution to stabilize the upstream, get rid of the restriction of head-end e-commerce to truly realize the long-term development of e-commerce. In addition, in line with the upgrading of consumer goods quality, cross-border e-commerce will also become a guide purchase which one of the directions of e-commerce expansion in the future.

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