本报告研究涉及企业/品牌/案例：茶里、立顿、川宁。

袋泡茶已成为全球茶叶消费的重要组成部分。数据显示，在欧美等国家，袋泡茶的年消费量占茶叶总消费量的80%以上，销售份额较大。而中国袋泡茶的年消费量占茶叶总消费量仅约5%。结合袋泡茶的消费意愿看，未来中国袋泡茶市场将保持稳步增长，预计2020年中国袋泡茶线上市场规模将突破128.7亿元。

Tea has become an important part of global tea consumption. Data show that in Europe and the United States and other countries, the annual consumption of tea accounted for more than 80% of the total consumption of tea, sales share is larger. China's annual consumption of tea-making accounts for only about 5% of total tea consumption. Combined with the consumption of tea, china's tea bag tea market will maintain steady growth in the future, the market size of China's tea-making line is expected to exceed 12.87 billion yuan in 2020.

本报告研究涉及企业/品牌/案例：京东物流、海容冷链、冰山冷热、苏宁冷链。

在居民生活品质意识加强及物流产业发展日渐成熟的推动下，中国冷链物流市场规模不断扩大，2019年冷链物流市场规模已达3780亿元，并预计在2020年达到4850亿元。同时，中国冷链物流企业数量持续增长，在2019年达到了1832家，但存在着地域分布不均的问题，32.3%的企业集中在华东地区。目前冷链物流产业主要应用于食品及医药两大产品线。iiMedia Research(艾媒咨询)数据显示，2020年中国生鲜电商交易规模超过2600亿元，而医药物流市场预计在2020年达到3.8万亿元，并且预计未来冷链物流产业将开拓出新的产品线，冷链物流市场潜力较大。面对“新冠疫情”居家隔离政策下爆发的配送需求，冷链物流企业通过扩大运输网络及车辆仓储资源，同时深化信息技术的应用提高配送效能及服务体验。

Driven by people’s increasing awareness of living standard along with the development of logistics industry, the scale of China cold chain logistics market has enlarged continually, which has reached 378 billion RMB in 2019, and is expected to reach 485 billion RMB in 2020. At the same time, the number of cold chain logistics enterprises in China has increased constantly, which has reached the number of 1832 in 2019. However, there is a problem of uneven distribution, as 32.3% of the enterprises are located in the Eastern China. So far, there are two main product lines for the application of cold chain logistics, which are food and pharmaceuticals. As the data of iiMedia Research showed, the scale of China fresh food e-commerce market transaction is expected to be over 260 billion RMB, while the market scale of China pharmaceutical logistics is expected to be 3800 billion RMB in 2020, and other new product lines are also expected to be explored in the future, so the market potential of cold chain logistics is substantial. To face with the demand exposure of delivery under the policy of stay home quarantine within the “COVID-19” period, the cold chain logistics enterprises improved their delivery efficiency and customers’ service experience by expanding their delivery network, increasing the vehicles and storage resources, as well as further the application of information technology.

本报告研究涉及企业/品牌/案例：如涵控股，若羽臣，珀莱雅，海澜之家，四季青市场，京东，淘宝，抖音。

其他提及企业/品牌：百草味，三只松鼠，洽洽食品，瑞百年，李子柒螺蛳粉，单身粮伙伴，信良记，高满堂，彩云海鲜，伊利，奈雪的茶，香飘飘，海底捞，幸福西饼，木屋烧烤，携程旅行，途牛，去哪儿，聪明你的旅行，周大福，金至诚珠宝，阿里，拼多多等。

2020年4月26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《2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。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，对中国直播电商行业进行全面分析，分别针对食品、服装、化妆品、家电等直播电商的入局行业分析，以及对恰恰、珀莱雅等标杆品牌的典型案例解读，以此分析直播电商的产品特性以及品牌方的发展趋势，判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响，直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商，大大利好直播电商发展。艾媒咨询分析师认为，传统电商推动了消费行为的线上转移，为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加，直播电商将会是短期内最重要的消费行为。

Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game.

本报告研究涉及企业/品牌/案例：卡夫亨氏,嘉宝,小皮,英氏,方广

在中国居民可支配收入显著提高、全面放开二孩政策以及育儿观念转变的三重刺激下，近年来婴幼儿辅食行业年均增长率超过18%，2018年行业产量更是达到13.2万吨，但是行业仍处于供不应求的状态，供求仍存在巨大缺口。参考港澳欧美的消费模式，市场潜力还未完全释放。从市场表现来看，在细分市场中谷物类辅食最受青睐，而国产品牌亦积累良好的口碑。iiMedia Research(艾媒咨询)数据显示，22.7%的受访网民主要出于安全原因选择自制婴幼儿辅食，但超过六成网民也抱怨自制耗时耗力的缺点。从消费情况来看, 安全性是婴幼儿辅食消费的首要因素，同时，消费者青睐更具信任度的线下渠道。总体来说，78.2%的受访网民对婴幼儿辅食产品表示满意，但是网民仍指出了产品价格高、品质不稳定等不足，并期待未来产品在安全、营养等方面的改进。

Driven by the significant increase in disposable income of Chinese residents, the universal two-child policy and the change in parenting concepts, the average annual growth rate of the infant supplementary food industry has exceeded 18% in recent years, and the industry output in 2018 reached 132,000 tons, but there is still a huge gap between supply and demand. Refer to the consumption patterns in Hong Kong, Macao and western countries, the market potential has not yet been fully released. From the perspective of market performance, cereal-based supplementary food are the most popular, and domestic brands have gained good reputation. As the data of iiMedia Research showed, 22.7% of the netizens surveyed chose to make infant supplementary food by their own mainly for safety reasons, but more than 60% of netizens also complained about its shortcomings like time and labor consuming. In terms of consumption, safety is the primary factor in infant supplementary food consumption. At the same time, consumers prefer to purchase infant supplementary food in a physical store with greater trust. Overall, 78.2% of the surveyed netizens showed satisfaction with infant supplementary food industry, but netizens still pointed out that prices of some products were too expensive and the quality was unstable, and they looked forward to future improvements in products’ safety and nutrition.

本报告研究涉及企业/品牌/案例：伊利集团、蒙牛集团、飞鹤乳业、光明乳业；其他提及企业/品牌：Vinamilk、TH True Milk、Moc Chau Milk、NutiFood、Hanoimilk、澳优、健合集团、中国圣牧、现代牧业、西部牧业、和路雪、梦龙、Grom、特仑苏、金典、三元、旺仔、辉山、完达山、维他奶等

2020年1月21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《2019-2020中国乳业行业运行大数据及市场趋势研究报告》。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，对中国乳业的发展现状、国际贸易环境和上下游进行深度分析，并且以蒙牛集团、光明乳业、伊利集团、飞鹤乳业等上市公司作为典型案例进行商情分析，深入研究中国乳业行业运行模式和发展趋势。2019年10月，全国监测城市鲜奶平均零售价格每斤为5.40元，环比涨0.4%，同比涨1.9%。其中，袋装鲜奶每斤4.96元，环比涨0.4%，同比涨1.6%。盒装鲜奶每斤5.84元，环比涨0.3%，同比涨2.1%。艾媒咨询分析师认为，随着对鲜奶的认识越发深入，消费者对鲜奶的需求量不断扩大，中国鲜奶市场将持续增长，预计到2020年鲜奶零售价将保持稳步增长的趋势。

The report conducts an in-depth analysis of the development status, international trade environment, and upstream and downstream of China's dairy industry. Group companies, Feihe Dairy and other listed companies conduct business analysis as typical cases, and in-depth study of the operation mode and development trend of China's dairy industry. In October 2019, the average retail price of fresh milk in monitored cities nationwide was 5.40 yuan per catty, up 0.4% month-on-month and 1.9% year-on-year. Among them, bagged fresh milk was 4.96 yuan per catty, up 0.4% month-on-month and 1.6% year-on-year. Boxed fresh milk was 5.84 yuan per catty, up 0.3% month-on-month and 2.1% year-on-year. iiMedia Research Consulting analysts believe that as the understanding of fresh milk deepens and consumer demand for fresh milk continues to expand, the Chinese fresh milk market will continue to grow, and it is expected that the retail price of fresh milk will maintain a steady growth trend by 2020 .

本报告研究涉及企业/品牌/案例：新乳业，西麦食品，天味食品，丸美股份，立华股份，有友，日晨股份，华致酒行,小熊家电，中国飞鹤，瑞幸咖啡，新诺威，久量股份，仙乐健康，三只松鼠，嘉艺控股，植华集团，百威亚太，博尼控股，幸福来，优品360，太兴集团，利华控股集团，香态食品，登辉控股，赏之味

iiMedia Research(艾媒咨询)数据显示，2019年共27家大众消费企业首次公开募股，其中44.4%为食品饮料行业企业。这些企业中有13家沪深股上市，14家境外上市。中国大众消费企业中沪深股上市的占比达56%，退市情况相较境外市场保持稳定。市值排名top10的中国大众消费企业中8家来自食品饮料行业，而2018-2019市值涨幅top10的中国大众消费企业7家来自服装行业。艾媒咨询师认为，大众消费企业中食品饮料领域的巨头公司仍保持竞争优势，服装行业较其他行业具有更多的上市空间。2019年大众消费企业在沪深股和港股退市数目增加，部分大众消费企业面临着库存、门店、获客等多方面的问题， 大众消费企业需要对产品和服务及时进行创新和升级，才能更好地应对新产品、新零售的挑战。
As the data of iiMedia Research showed, there are 27 IPOs of mass-marketed companies in 2019, of which 44.4% are food and beverage companies. 13 of them are listed in Shanghai and Shenzhen stocks market, and 14 are listed overseas. Among the mass-marketed companies in China, the listing of Shanghai and Shenzhen shares accounted for 56%, and the delisting situation remained stable compared to the overseas market. 8 of the Top 10 Chinese consumer companies by market capitalization are from the food and beverage industry, and 7 of the Top 10 Chinese mass-marketed companies by market capitalization of 2018-2019 are from the apparel industry. Analyst from iiMedia Research believes that, the giant companies in the food and beverage sector of mass-marketed companies still maintain competitive advantages, and the apparel industry has more listing space than other industries. In 2019, the number of delisting enterprises from Shanghai and Shenzhen stocks and Hong Kong stocks will increase. Some mass-marketed companies face problems such as inventory, stores, and customer acquisition. Mass-marketed companies need to innovate and upgrade their products and services in time to meet the challenges of new products and new retail.

本报告研究涉及企业/品牌/案例：广州酒家，稻香村，陶陶居，华美月饼，美心，元朗荣华，五芳斋，北京稻香村，功德林，淘宝，天猫，京东，拼多多，沃尔玛，华润万家，家乐福，大润发

　　随着中国消费者生活质量持续改善，中国月饼市场规模不断扩大，iiMedia Research(艾媒咨询)数据显示，2019年中国月饼销售个数达13.8亿个，销售额规模196.7亿元，同比增长7.9%，月饼成传统节日主要赠礼，带动礼物经济。口味方面，78.4%的受访消费者更偏好传统口味月饼，但随着国民对月饼的赠礼需求和健康营养需求提高，推动中国月饼品牌发力包装及口味创新，推出健康营养、包装精美的高端月饼，目前保健口味月饼获得2.3%消费者的喜爱。此外，随着电商渠道的扩大，消费者购买月饼渠道更多样化，以线上为主、线下为辅。通过对比各大品牌月饼的网络口碑及热度情况，发现老字号月饼凭借包装、口味创新牢牢把握消费者，其中美心以跨界IP合作取得热度榜第一，广州酒家以口味创新获得最好网络口碑。

　　With the continuous improvement of the quality of life of Chinese consumers, the scale of China mooncake market continues to expand. As the data of iiMedia Research showed, the amount of mooncakes sold in China in 2019 reached 1.38 billion, and the sales volume was 19.67 billion yuan, increased by 7.9% from the same period of last year. Mooncakes have become a major gift in traditional festivals which drives the Gift Economy. In terms of taste, 78.4% of the surveyed consumers prefer traditional mooncakes. However, with the increasing demand for gifts and health of mooncakes, China's mooncake brands are promoted to innovate packaging and taste, launching high-end mooncakes with health, nutrition and exquisite packaging. Currently, health flavor mooncakes are favored by 2.3% of the surveyed consumers. In addition, with the expansion of e-commerce, the channels for consumers to buy mooncakes are more diversified, mainly online and supplementally offline.

本报告研究涉及企业/品牌/案例：三只松鼠，良品铺子，百草味，来伊份，周黑鸭，恰恰，盐津铺子，绝味鸭脖，天喔，淘宝网，天猫，苏宁易购，京东，支付宝，财付通，百世汇通，中国邮政

中国居民收入水平持续提高以及互联网消费习惯逐渐形成，驱动了中国休闲食品行业的快速发展。iiMedia Research（艾媒咨询）数据显示，2018年中国休闲食品电商市场销售额为621.3亿元，预计2020年该数额将突破900亿元，届时休闲食品整体市场规模有望达到3万亿元。三只松鼠选择坚果赛道并借助电商平台红利快速增长，营收规模持续扩大，2016-2018年营收年均复合增长率达25.8%。经过7年的运营，其“三只松鼠”IP化的品牌形象在全国已拥有较高知名度，产品品类不断丰富，收入结构得到优化。但随着电商平台红利消失，公司的运营成本不断攀升，利润受到挤占，对第三方电商平台的依赖逐渐转变成制约公司发展的阻碍。未来，随着公司全渠道销售网络的拓展，以及公司品牌价值逐渐释放，公司产品有望迎来量价齐升的良好局面。

The continuous improvement of income level of Chinese residents and the gradual formation of Internet consumption habits have driven the rapid development of China's snack food industry. According to iiMedia Research, the sales volume of snack food e-commerce market in China was 62.13 billion yuan in 2018, which is expected to exceed 90 billion yuan in 2020, and the overall market size of snack food is expected to reach 3 trillion yuan by then. Three Squirrels chooses nuts track and used e-commerce platform to increase its dividends rapidly. The revenue scale continued to expand, with an average annual compound growth rate of 25.8% from 2016 to 2018. After seven years of operation, its “three squirrels“ IP brand image has a high reputation in the country, product categories continue to enrich, and income structure has been optimized. However, with the disappearance of the dividend of e-commerce platform, the company's operating costs continue to rise, profits are squeezed, and the dependence on third-party e-commerce platform has gradually become a hindrance to the company's development. In the future, with the expansion of the company's all-channel sales network and the gradual release of the company's brand value, the company's products are expected to usher in a good situation of rising volume and price.

本报告研究涉及企业/品牌/案例：Beyond Meat，Impossible Foods，杜邦，Ripple Foods，Bolthouse Farms，Roquette，Field Roast，Gardein，Mosa Meat，Modern Meadow，Finless Foods，烟台双塔食品，深圳齐善食品，宁波素莲素食，江苏鸿旭食品，万达财富，来伊份，登海种业，大北农，新开疆，京粮控股，四环生物，九芝堂，ST天宝，友好集团，爱普股份，丰乐种业，北大荒，天士力，中源协和，大康农业，东宝生物，融捷健康，华宝股份，戴维医疗，千红制药，金健米业，圣济堂，济民制药，哈高科，国际医学，维维股份，海欣食品，复星医药，苏常柴A，瑞茂通

人造肉主要包括植物肉、培育肉和混合肉三类。随着全球肉类短缺危机、健康与环保的消费风潮、食品创新推动等因素带动人造肉产业发展，资本市场开始关注人造肉产业，例如，Beyond Meat上市股市表现良好，Impossible Foods已完成超过6.875亿美元的多轮融资。中国的人造肉市场也开始发展，艾媒商情舆情数据监测系统显示，广东网民最关注人造肉议题。在资本和舆论的带动下，A股市场人造肉版块的活跃，同时，各类人造肉的上游产业链如大豆、豌豆蛋白、胎牛血清等开始共同发展。iiMedia Research（艾媒咨询），36%的中国消费者并不了解人造肉，同时低于四成消费者愿意尝试人造肉。艾媒咨询分析师认为，人造肉要真正市场化普及仍需克服成本、技术、消费者心理因素等多重障碍。

Artificial meat mainly includes three types of plant meat, cultivated meat and mixed meat. With the global meat shortage crisis, the consumption trend of health and environmental protection, and the promotion of food innovation, the capital market has begun to focus on the artificial meat industry. For example, Beyond Meat listed stocks performed well, and Impossible Foods has completed more than 687.5 million. Multiple rounds of financing for the dollar. China's artificial meat market has also begun to develop, and the iiMedia Research business data analysis system shows that Guangdong netizens are most concerned about artificial meat issues. Driven by capital and public opinion, the artificial meat section of the A-share market is active. At the same time, the upstream industrial chains of various types of artificial meat, such as soybean, pea protein and fetal bovine serum, have begun to develop together. iiMedia Research, 36% of Chinese consumers do not know about artificial meat, and less than 40% of consumers are willing to try artificial meat. Ai Media Consulting analysts believe that the real marketization of artificial meat still needs to overcome multiple obstacles such as cost, technology and consumer psychological factors.

本报告研究涉及企业/品牌：阿里巴巴、天猫、京东、苏宁易购、网易考拉、food2china、洋码头、顺丰速递、申通速递、圆通速递、中通速递、韵达速递、雀巢、费列罗、乐天、卡乐比、爱他美、德运、依云、百事、卡夫亨氏、达能、亿滋国际、可口可乐、桂格。

利好政策、消费升级驱动下，中国进口食品电商产业快速发展，2017年进口食品占进口商品比例升至6.8%，中国跨境电商零售进口渗透率从2014年的1.6%迅速攀升至2017年的10.2%，跨境电商进口消费者人数在2015-2017年之间增长10倍，进口食品品牌及种类不断丰富，其中休闲食品最受欢迎。iiMedia Research（艾媒咨询）数据显示，通过电商平台购买进口食品的人占据全部消费者的74.2%，53.5%消费者认为品质为选购进口食品时考虑的第一要素。艾媒咨询分析师认为未来进口食品市场会下沉至三四线城市，电商平台将成为进口食品选购的主要渠道。

Driven by favorable policies and consumption upgrading, China's imported food e-commerce industry has developed rapidly, with the proportion of imported food rising to 6.8% in 2017. China's cross-border e-commerce retail import penetration rate has risen rapidly from 1.6% in 2014 to 10.2% in 2017. The number of cross-border e-commerce import consumers has increased 10 times between 2015 and 2017, and the brand and category of imported food are constantly enriched, including leisure. Food is the most popular. According to iiMedia Research, 74.2% of all consumers buy imported food through commercial platforms, and 53.5% of consumers consider quality as the first factor to be considered when choosing imported food. Ai Media Consulting Analysts believe that the future imported food market will sink to the third and fourth tier cities, e-commerce platform will become the main channel for imported food purchase.