艾媒舆情|2020年315电商服务平台消费者投诉事件盘点

本报告研究涉及企业/品牌/案例：淘集集“爆雷”，商家集体维权事件；李佳琦直播带货“大闸蟹”事件；海豚家“一夜爆红”事件；唯品会网络服务“合同纠纷”事件
其他提及企业/品牌：“每日优鲜”；“丝芙兰”；“有赞”

电商投诉的增加对电子商务的发展具有促进作用。一方面，投诉的增多势必会引起市场监管部门的重视，由此促使电商企业在发展过程中更重视合规经营，使行业运行更加规范化。另一方面，电商企业只有不断完善公司治理、着力提升业务质量，才能走得更加平稳和长久，电商行业的发展也才会真正焕发蓬勃生机。

The increase of e-commerce complaints can promote the development of e-commerce. On the one hand, the increase of complaints is bound to attract the attention of the market supervision department, which makes e-commerce enterprises pay more attention to compliance management in the development process, and make the industry operation more standardized. On the other hand, only by constantly improving corporate governance and improving business quality, can e-commerce enterprises go more smoothly and for a long time, and the development of e-commerce industry will really glow with vitality.

艾媒研报 |2019H1值得买运行状况与行业趋势研究报告

本报告研究涉及企业/品牌/案例：值得买，星罗广告联盟，贝窝网，北京国脉创新投资, 共青城尚麟投资, 返利网，一淘，路口，杭州阿里妈妈软件服务有限公司，亚马逊(中国)投资有限公司，Commission Junction LLC，重庆京东海嘉电子商务有限公司，Digital Window Limited，eBay Inc. ，Rakuten Marketing LLC，Amazon Japan K.K，Amazon Services LLC，Linkshare Japan K.K，蓝标、阳狮、OMG ，网易、阿里巴巴，京东，苏宁，蓝标集团，阳狮集团，上海络程网络技术有限公司，科沃斯机器人股份有限公司

随着电商行业逐渐由粗放增长走向精耕细作，电商平台与品牌商对增量用户及优质用户的导流需求越发迫切，消费者对高效优质的导购内容需求日益增加。iiMedia Research（艾媒咨询）数据显示，2018年中国电商导购用户规模为3.03亿人，增速为24.7%；预计2019年用户仍将持续增长，规模有望达3.45亿人。虽然导购电商行业规模持续增长，但直播、短视频等多元导购模式的兴起以及巨头电商平台的入局，不断挤占值得买的生存空间。面对持续攀升的流量成本，日趋激烈的行业竞争，值得买需要最大限度的借助资本市场力量强化优势，并牢牢把握下沉市场带来的机遇，才有可能保持头部领先地位。

With the development of e-commerce industry from extensive growth to intensive cultivation, the diversion demand of e-commerce platform and brand merchants for incremental users and high-quality users becomes more and more urgent, and consumers'demand for high-efficiency and high-quality guided purchasing content is increasing. According to iiMedia Research, the number of e-commerce guided purchasing users in China reached 303 million in 2018, with a growth rate of 24.7%. And it is expected that users will continue to grow by 345 million in 2019. Although the scale of e-commerce industry continues to grow, the rise of multi-mode of direct purchase such as live broadcasting, short video and the entry of giant e-commerce platform continue to occupy the living space of Zhidemai. Faced with the rising cost of flow and increasingly fierce competition in the industry, Zhidemai needs to maximize the strength of the capital market to strengthen its advantages, and firmly grasp the opportunities brought by the sinking market, in order to maintain a leading position.

艾媒报告 |2019上半年中国导购电商专题研究报告

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.

艾媒报告|2019中国导购电商平台“618”年中大促数据监测报告

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”.

2017-2018中国电商导购市场研究报告

iiMedia Research（艾媒咨询）数据显示，2016年中国电商导购用户规模已达1.75亿人，预计2018年的用户规模将达到2.99亿人。艾媒咨询分析师认为，2016年是电商导购市场的高速增长阶段，在此阶段，以价格型平台占主导的市场局面开始更加强调内容功能的植入，平台模式朝多元化方向发展，互联网金融理财、海淘等业务成新拓展方向。

艾媒报告丨2018上半年中国移动电商行业监测报告

随着云计算、物联网、移动通信带来的新一轮信息技术革命浪潮的推动，电商交易额持续增长。iiMedia Research（艾媒咨询）数据显示，2018年网络零售市场交易额将达76900亿元，其中移动端交易额达57370亿元，占比74.6%，比2013年的交易额增长近21倍。此外，各平台加速线下布局，竞争热点聚焦食品生鲜领域，更加重视品质把控和消费者运营。

艾媒报告|2019年中国导购电商行业用户行为数据与标杆案例研究报告

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”.

艾媒咨询 | 2025年中国电影行业发展数据与消费行为调查数据

随着电影消费数字化升级，观影偏好呈现以类型多元、国潮崛起为代表的内容取向，以智能购票、社交互动为核心的平台选择，以及以衍生付费、即时评论为特色的参与模式。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国电影行业发展数据与消费行为调查数据》数据显示，中国消费者观影行为呈现显著社交化与场景化特征。近四成消费者每月观影1-3次，周末及节假日成为主流观影时段，超46%消费者选择与家人共同观影，反映出电影作为家庭娱乐的重要纽带作用。在内容偏好上，国产影片以53.58%的偏好占比占据主导，消费者尤其关注影片情感共鸣与人物塑造，需求导向更趋深层化。消费决策层面，线上购票渗透率持续提升，35.97%消费者线上购票占比达41%-60%，淘票票以超56%使用率成为核心平台。消费者青睐线上购票的主因集中于时效性与便捷性，但跨平台使用障碍成为消费者的主要服务痛点。视频平台领域，腾讯视频以35.89%覆盖率领跑市场，会员专属内容成37.54%消费者选择关键，近八成消费者愿为优质影片开通会员，中短期会员订阅模式更受青睐。艾媒咨询分析师认为，行业需强化购票流程的跨终端兼容性，深化会员权益与衍生内容联动，通过情感化内容运营提升消费者粘性，同时关注家庭观影场景的差异化服务供给，构建全周期观影体验生态。
With the digital upgrade of movie consumption, movie-watching preferences show a content orientation represented by diverse genres and the rise of national trends, platform selection with smart ticket purchase and social interaction as the core, and participation mode featuring derivative payment and instant reviews. According to the latest China film industry development data and consumer behavior survey data released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, Chinese consumers' movie-watching behavior presents significant social and scene-oriented characteristics. Nearly 40% of consumers watch movies 1-3 times a month, weekends and holidays have become the mainstream movie-watching period, and more than 46% of consumers choose to watch movies with their families, reflecting the role of movies as an important link in family entertainment. In terms of content preferences, domestic films dominate with 53.58% of preferences. Consumers pay special attention to emotional resonance and characterization of films, and demand orientation becomes deeper. At the level of consumption decision-making, the penetration rate of online ticket purchase continues to increase, with 35.97% of consumers purchasing tickets online accounting for 41% to 60%, and Tao Ticket has become the core platform with a usage rate of over 56%. The main reasons that consumers prefer to buy tickets online are timeliness and convenience, but the cross-platform use barrier has become the main service pain point of consumers. In the field of video platform, Tencent video leads the market with 35.89% coverage, member-exclusive content is the key choice of 37.54% of consumers, nearly 80% of consumers are willing to open members for high-quality videos, and the short and medium term membership subscription model is more favored. iiMedia Research believe that the industry needs to strengthen the cross-terminal compatibility of the ticket purchase process, deepen the linkage between member rights and derivative content, enhance consumer stickiness through emotional content operations, and pay attention to the differentiated service supply of family viewing scenes to build a full-cycle viewing experience ecology.

艾媒报告|2019中国电商半年度发展全景报告

本报告研究涉及企业/品牌/案例：优衣库，ZARA,H.M,每日优鲜，易果生鲜，瓜子二手车直销网，二手车之家，优信二手车，健客，识货，get,1号网，淘宝，京东，唯品会，GO ME,天猫，网易考拉，B&G，小红书，洋码头，苏宁易购，拼多多，淘粉吧，返利，支付宝，微信支付，ALIPAY,EMS,顺丰,居然之家，饿了么，盒马生鲜，星巴克，大润发.

iiMedia Research(艾媒咨询)数据显示，2019年上半年，中国的网络零售总额已达到195209.7亿元，占社会零售总额的24.7%，截至2019年，中国移动电商用户规模将突破7亿人。随着电商的稳步发展，各大电商平台都不遗余力的开拓新的营销模式来增加消费者的欲望，2019年最流行的消费模式是直播带货和社团团购。直播带货是从用户的角度介绍商品功能和使用效果直接刺激消费者的购买欲望。iiMedia Research(艾媒咨询)数据显示，88.5%的受访直播电商用户表示直播的方式能够强烈的刺激他们的消费欲望，约三成直播电商受访用户称每周会观看直播四到六次，直播俨然已经成为一种时下最流行的娱乐方式之一。社团团购主打价格优势，通过团购方式增加用户参与度和联系度打破地理的限制。iiMedia Research(艾媒咨询)数据显示，超六成受访社区平团用户表示每周都会参加拼团，超四成的用户称，优惠的价格是他们参与拼团最关注的因素，超过一半的用户表示对社区团购带来的优惠是比较满意的。

As the data of iiMedia Research showed, in the first half of 2019,total online retail sales have reacehed 19520.97 billion yuan in China, accounting for 24.7% of total social retail sales. Up to 2019,China Mobile e-commerce users will exceed 700 million people. With the steady development of e-commerce, major e-commerce platforms have developed new marketing modes to increase consumers' desire. The most popular consumption modes in 2019 are live streaming and group purchasing. The live delivery with goods introduces the function and effect of goods from the perspective of users, which directly stimulates consumers’ purchasing desire. As the data of iiMedia Research showed, 88.5% of the interviewed live e-commerce users believed that the way of live broadcast can strongly stimulate their desire to consume. About 30% of the interviewed live broadcast e-commerce users implied that they would watch live broadcast four to six times a week. The live broadcast has become one of the most popular entertainment methods. Group purchasing focused on price advantage, increasing user engagement and contacting and breaking geographical restrictions through group purchasing. As the data of iiMedia Research showed, over 60% of the interviewed group purchasing users implied that they would participate in the group every week. Over 40% of the users believed that the preferential price is the most important factor for them to participate in the group. More than half of the interviewed users implied that they were satisfied with the discount brought by the community group purchase.

艾媒报告|2019年中国网民年货购买行为调查

iiMedia Research（艾媒咨询）数据显示，在春节的活动安排上，安排和家人团聚比例最高（77.8%），其他较多是安排与朋友聚会（54.5%），以及安排探亲（44.4%）。网民最喜欢购买休闲零食作为年货，同时“洋年货”的消费也在逐年增加，华南华北地区的网民最喜欢海淘，而最受青睐的产地是美国。

With the improvement of people's consumption level, the significance of the Spring Festival holiday for the Chinese people is slowly changing. According to iiMedia Research,the activities of Chinese people in the Spring Festival are increasingly diversified. Nearly 80% of netizens said that it is most important to reunite with their families. Among them, because the generation after 80s wander in different places, family reunion became the most important significance of the Spring Festival. In addition, going out on vacation, self-improvement, overtime, blind date, volunteering, etc. have also become one of the main activities of the Spring Festival. In addition, the concept of new year goods has become more and more generalized with the change of social concept, but the traditional meaning of traditional Chinese is still the most valued. In the traditional activities of the New Year, the Chinese people pay the highest attention to the New Year's dinner, accounting for 57.6%.In addition,stick red couplet, cleaning, watch the Spring Festival Gala, New Year's greetings, etc. are still considered to be the must-do activities of the Spring Festival. iiMedia Research analysts believe that the essence of the New Year is a culture, and the presentation of the Spring Festival atmosphere requires a carrier. The activities such as sticking red couplet and New Year's Eve dinner are the carriers of the annual taste. In addition, driven by the rapid development of cross-border e-commerce and the upgrading of national consumption power, do Spring Festival shopping overseas has gradually become a new favorite way of Chinese people due to its high quality and rich variety.