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关于“阿里”的报告

本报告研究涉及企业/品牌/案例:花加,花点时间,爱上鲜花,极客修,快手阿修,我来修修,盒马鲜生,百果园,每日优鲜,阿姨帮,来人到家,无忧保姆,泰迪生活,58到家,河狸家,e袋洗,京东到家,美团,大众点评,饿了么,口碑津贴

iiMedia Research(艾媒咨询)数据显示,2018年中国数字经济占GDP比重达34.8%,其中服务业数字经济比重为35.9%,于2016年相比增长了6.3个百分点,在各行业中占比最高,增速最快。数字经济的蓬勃发展,推动着传统产业的改造提升,特别是生活服务行业,其数字化升级为中国经济发展增添了新动能。iiMedia Research(艾媒咨询)数据显示,预计2019年中国在线餐饮外卖市场规模达到2845.5亿元,生鲜电商市场规模达到1620.0亿元,互联网社区服务市场规模达到2316.1亿元,本地生活服务行业在数字化升级推动下,即将进入万亿元市场。而随着一二线城市本地生活服务市场竞争趋于白热化,未来下沉市场和场景拓展将成为本地生活平台竞争的焦点。

As the data of iiMedia Research showed, China digital economy accounted for 34.8% of GDP in 2018. The proportion of digital economy in service industry is 35.9% and increased by 6.3% compared with 2016, accounting for the highest proportion and fastest growth in all industries. The vigorous development of digital economy promotes the transformation and upgrading of traditional industries, especially the life service industry, whose digital upgrading has added new momentum to the economic development in China. As the data of iiMedia Research showed, it is estimated that the scale online take-out market in China will reach 284.55 billion yuan in 2019, the scale of fresh e-commerce market will reach 162.0 billion yuan, and the scale of Internet community service market is reaching 231.61 billion yuan. With the promotion of digital upgrading, the local life service industry will soon enter the trillion yuan market. With the fierce competition of the local life service market in the first and second tier cities, the sinking market and scenario expansion will become the focus of the competition of the local life service platforms in the future.

本报告研究涉及企业/品牌/案例:京东,阿里,苏宁,工品汇,工业超市,西域,网易严选,海尔,华为商城,天猫,亚马逊,钉钉,蚂蚁金服,菜鸟,阿里云

iiMedia Research(艾媒咨询)数据显示,2018年中国B2B市场交易规模达21.37万亿元,预计2019年增至25.94万亿元。随着个人消费互联网逐渐触达天花板,产业互联网发展趋势明显,而企业采购则成为电商2B产业的重要入口。在此背景下,近年中国采购线上市场呈现增长趋势,企业采购在全渠道方向发展迅速。iiMedia Research(艾媒咨询)数据显示,2019上半年55.4%的受访企业偏好线下采购,44.6%的受访企业则更偏好线上采购。而线上线下采购行为也呈现明显差异化特点,如机械、制造、交通、物流、零售、贸易、金融等行业更倾向于在线下采购,互联网企业则主要在线上进行采购。未来线上线下采购渠道之间融合发展将成为趋势,通过整合全渠道满足企业各方面的采购需求是采购电商平台之间角逐的关键。

As the data of iiMedia Research showed, the scale B2B market transactions in China reached 21.37 trillion yuan in 2018, and is expected to increase to 25.94 trillion yuan in 2019. With the personal consumption Internet gradually reaching the ceiling, the development trend of industrial Internet is obvious, and enterprise procurement has become an important entrance to the ‘to B’ industry of e-commerce. In such a case, the online enterprise procurement market in China has shown a growing trend in recent years, and enterprise procurement has developed rapidly in the direction of omni-channel. As the data of iiMedia Research showed, 55.4% of the interviewed enterprises preferred offline purchasing in the first half of 2019, while 44.6% preferred online purchasing. The online and offline enterprise procurement behavior also shows distinct differences. For example, enterprises from machinery, manufacturing, transportation, logistics, retailing, trading, finance, etc. are more inclined to online purchasing, while enterprise from Internet industry are mainly purchasing online. In the future, the integration of online and offline procurement channels will become a trend. It is the key to compete among procurement e-commerce platforms to meet the different procurement needs of enterprises through the integration of omni-channels.

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:阿里,百度,腾讯,字节跳动,UC浏览器,头条,QQ浏览器,360手机卫士,搜狐,网易新闻,趣头条,wifi万能钥匙,快报,微信,抖音,火山小视频,淘宝,天猫,优酷,陌陌,小红书

信息流广告是指一种依据社交属性,对用户喜好和特点进行智能推广的广告形式。2019中国移动广告市场规模将达4158.7亿元。随着互联网潜能不断释放,广告主需要更精准的广告投放方式,信息流广告应运而生。iiMedia Research(艾媒咨询)数据显示,腾讯系和阿里系的信息流产品覆盖了超6亿用户量,处于市场前列,2019年有46.5%的用户会花费15秒以上时间浏览信息流广告,相较于2018年有所增加。46.0%的用户对信息流广告持正面态度,信息流广告用户体验有所上升。内容吸引力是网民对信息流广告推荐技术最主要诉求,超三成用户认为推动内容应具备吸引力。信息流广告数量、内容质量仍有较大改进空间,43.2%的用户认为推荐广告过多是信息流广告最大不足,用户对广告安全新和推送精准性提出更高要求。未来,场景延展、服务升级将成为信息流广告发展方向。

Information flow advertising refers to an advertising form that intelligently promotes users' preferences and characteristics according to social attributes. The scale of China Mobile Advertising market will reach 415.87 billion yuan in 2019. With the continuous release of Internet potential, advertisers need more precise ways of advertising delivery, and information flow advertising emerges as the times require. As the data of iiMedia Research showed, Tencent and Alibaba's information flow products cover over 600 million users and are in the forefront of the market. In 2019, 46.5% of the interviewed information flow users spent more than 15 seconds on information flow advertises, compared with that in 2018. 46.0% of the interviewed users hold a positive attitude towards information flow advertisement, and the user experience of information flow advertisement has increased. Content attraction is the main demand of Internet users for information flow advertisement recommendation technology. More than 30% of users believe that promoting content should be attractive, and users put forward higher requirements for new and accurate advertisement security. In the future, scenario extension and service upgrading will become the development direction of information flow advertising.

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