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关于“食品电商”的报告

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.

报告涉及的相关企业或品牌:三只松鼠、百草味、良品铺子、达利食品、桃李面包、绝味食品、周黑鸭、洽洽食品、煌上煌、上海梅林、盐津铺子、黑芝麻、亲亲食品、嘉士利集团、来伊份、有友、天猫、淘宝、京东、苏宁易购

2018年中国休闲食品电商市场销售额为621.3亿元,增速达到23.4%。iiMedia Research(艾媒咨询)预测,未来中国休闲食品电商市场规模将进一步扩大,到2020年中国休闲食品电商市场销售额将达到964.0亿元。目前中国休闲食品电商市场头部企业相对稳定,三只松鼠、百草味、良品铺子连续三年成为TOP3企业。但市场集中度相对分散,2018年市场份额前五名企业的市占率总和不到5%。受健康、原生态、养生等概念驱动,2018年坚果销售增长率达16.3%,阿里平台坚果类产品销量约占零食类产品的25.0%。“科学配比”、“干湿分离”、小包装化的坚果产品销量大涨,2018年的每日坚果销量占整体坚果销量近四分之一,成为新的市场增长点。

In 2018, China's leisure food e-commerce market saw sales of 62.13 billion yuan, up 23.4 percent. iiMedia Research predicts that the size of China's leisure food e-commerce market will be further expanded in the future, and the sales volume of China's leisure food e-commerce market will reach 96.40 billion yuan by 2020. At present, the top enterprises in China's leisure food e-commerce market are relatively stable, with three squirrels, Baicao and Liangpin shops becoming TOP3 enterprises for three consecutive years. But market concentration is relatively fragmented, with the top five companies accounting for less than 5% of the total market share in 2018. Driven by the concepts of health, original ecology and health preservation, the sales growth rate of nuts reached 16.3% in 2018, and the sales volume of nuts products on ali platform accounted for about 25.0% of that of snacks. Sales of “scientific mix“, “separation of dry and wet“ and small package nuts have soared. In 2018, the daily sales of nuts account for nearly a quarter of the total sales of nuts, becoming a new market growth point.

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.

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