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艾媒咨询|2021年1-2月中国直播电商行业运行数据监测双月报

本报告研究涉及企业/品牌/案例：淘宝，抖音，快手，新浪微博，支付宝，微信，字节跳动，小红书，B站，青藤文化，宸帆电商，绫致集团，优衣库。

直播电商平台秉承“春节不打烊”的原则，设置了众多活动吸引用户，推动提升春节销售成绩。其中，淘宝直播网上年货节累计销量超过83万单，抖音年货节期间累计成交额超过200亿元，小红书春节期间激发超100万人下单购物。以小红书为例，2021年春节7天，小红书美妆直播带货护肤类商品预估销售额超过3000万元，身体护理类商品预估销售额超过600万元。可见，春节等假期已经成为消费者购物的小高峰，因而商家可以在女神节等重点节日进行发力，通过直播电商等途径辅加促销活动，提高产品销售转化。
The major live e-commerce platforms adhere to the principle of "Spring Festival is not closed", set up many activities to attract users and promote the promotion of Spring Festival sales performance. Tiktok special purchases for the Spring Festival online Festival, which special purchases for the Spring Festival, were over 830 thousand yuan, and the total turnover of Taobao's online shopping festival was over 20 billion. The total volume of the annual sales volume exceeded 20 billion yuan. Take xiaohongshu as an example. During the Spring Festival in 2021, the estimated sales of skin care products and body care products will exceed 30 million yuan and 6 million yuan respectively. It can be seen that the Spring Festival and other holidays have become a small peak for consumers' shopping, so businesses can make efforts in key festivals such as goddess Festival, and through live e-commerce and other channels, add promotion activities to improve the sales transformation of products.

艾媒咨询|2020年7-8月中国直播电商行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：新片场、青藤文化、蜂群文化。

随着直播电商的爆红，全国各地对直播电商产业的扶持政策也越来越多。直播电商通过创新商业新模式推动城市经济的高质量发展，同时创造更多的新就业。然而，直播中出现的吃播现象引起舆论关注，在央视新闻在节目中批评有些大胃王吃播时存在浪费严重的现象的背景下，各大直播平台也纷纷做出回应，将加强对美食直播内容的审核。

With the popularity of live e-commerce, there are more and more supportive policies for the live e-commerce industry across the country. Live e-commerce promotes the high-quality development of the urban economy through innovative new business models, while creating more new jobs. However, the phenomenon of eating and broadcasting in the live broadcast has attracted public attention. In the context of CCTV News criticizing some big stomachs in the program for serious waste when eating and broadcasting, major live broadcast platforms have also responded and will strengthen their food Review of live content.

艾媒咨询|2020年5-6月中国直播电商行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：宸帆、构美、纳斯。

2020年618购物节期间，各电商平台战绩再创新高。艾媒咨询分析师认为，直播电商引领618购物节消费狂潮，淘宝直播凭借其线上平台与头部主播的流量资源，在直播电商行业居于领先地位，但是随着越来越多的平台的入局，直播电商行业竞争越发激烈。

During the 2020 618 Shopping Festival, the e-commerce platforms recorded a new high. iiMedia Research believes that live e-commerce led the 618 shopping festival consumption frenzy, Taobao live with its online platform and head anchor traffic resources, in the live e-commerce industry in the leading position, but with more and more platforms into the market, live e-commerce industry competition is becoming more intense.