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关于“618”的报告

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:新浪微博,微信,百度,天猫,拼多多,阿里,京东,苏宁易购,唯品会,严选,云集,贝贝,网易考拉

目前电商零售已经成为中国零售行业的重要推动力。iiMedia Research(艾媒咨询)数据显示,2019年1-5月中国网上零售总额达到3.86万亿元,在社会消费品零售总额中的占比超五分之一。而“618”电商大促的到来,也进一步吸引社会对电商发展的关注。2019年的“618”电商大促,各平台战绩继续创建新高,天猫超过110家品牌成交过亿元;京东累计下单金额达2015亿元;苏宁全渠道订单同比增长133%;拼多多订单数超11亿笔。玩法方面,优惠折扣仍然是“618”的主要模式。iiMedia Research(艾媒咨询)数据显示,40.2%的受访者认为优惠折扣是他们在电商平台上购买的重要动力。随着电商大促节日逐渐发展成行业现象,未来需在如社交、直播、短视频等玩法创新,和下沉市场发展上继续发力。

At present, e-commerce retailing has become an important driving force in China Retail Industry. As the data of iiMedia Research showed, the total amount of online retail sales reached 3.86 trillion yuan from January to May 2019, accounting for more than one fifth of the total retail sales of social consumer goods. The arrival of “618“ e-commerce online shopping carnival has further attracted the attention of the community to the development of e-commerce. In 2019, the “618“ e-commerce online shopping carnival continued to create new highs on all platforms, with more than 110 brands in Tmall trading more than 100 million yuan; the total amount of orders placed in Jingdong reached 15.5 billion yuan; the total number of orders placed in Suning increased by 13.3% year on year; and the total number of orders increased by more than 1.1 billion. In terms of playing method, preferential discount is still the main mode of “618“. As the data of iiMedia Research showed, 40.2% of interviewed users believe that preferential discounts are an important driving force for their purchases on the e-commerce platform. As e-commerce promotes festivals becoming an industry phenomenon, e-commerce platforms need to continue to make innovations in the future, such as social playing methods, live broadcasting, short video, and so on, as well as in the development of the sinking market.

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