关于“尾货”的报告
艾媒咨询｜2023年“董宇辉小作文事件”舆情监测分析报告
近日，“董宇辉小作文事件”相关话题热度不断，引发了大众对公司管理、企业文化和个人价值等方面的质疑和讨论，对此，本报告对“董宇辉小作文事件”进行了舆情监测分析。iiMedia Research（艾媒咨询）数据显示，有关“董宇辉小作文事件”的话题讨论热度自12月11日开始不断上升，整体网络口碑偏向负面，社会大众对事件的看法各异，网友态度呈负面转向。同时，效率、价格与情感是消费者进行直播间购物的重要考量点，直播行业在精神和物质层面对社会具有双重影响。
Recently, the topic of "Dong Yuhui's small essay incident" has been heated up, triggering questions and discussions about the company's management, corporate culture, and personal values, etc. Therewith, this report monitors and analyses the public opinion on "Dong Yuhui's small essay incident". According to iiMedia Research, the topic of "Dong Yuhui's small essay incident" has been rising since December 11, and the overall Internet word-of-mouth is on the negative side, with the general public having different views on the incident, and netizens' attitudes taking a negative turn. At the same time, efficiency, price and emotion are the most important considerations for consumers to make purchases in live broadcasting, and the live broadcasting industry has a dual impact on society in both spiritual and material aspects.-
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艾媒咨询|2021年中国尾货经济发展报告
本报告涉及的案例/品牌/企业：唯品会，京东闪购，奥特莱斯，石井商圈
当前线上尾货市场处于活跃状态，未来线上市场规模有望进一步增长。iiMedia Research(艾媒咨询)数据显示，2021年中国线上尾货市场规模将达5376亿元，同比增长8.6%，随着尾货市场交易品类不断丰富，到2023年，线上尾货市场规模将达6585亿元。此外，随着直播经济的发展，越来越多尾货商户们也加入到直播带货中来，尾货市场也正在全面推动电商销售和全面数字化，线上和线下销售紧密结合，如今“线下打烊、线上开播”成为新常态。
At present, the online tail goods market is active, and the scale of the online market is expected to grow further in the future. According to iiMedia Research , the scale of China's online tail goods market will reach 537.6 billion yuan in 2021, with a year-on-year increase of 8.6%. With the continuous enrichment of transaction categories in the tail goods market, the scale of online tail goods market will reach 658.5 billion yuan by 2023. In addition, with the development of live broadcasting economy, more and more tail goods merchants have also joined the live broadcasting. The tail goods market is also comprehensively promoting e-commerce sales and comprehensive digitization. Online and offline sales are closely combined. Now "offline closing and online broadcasting" has become the new normal. -
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艾媒咨询｜2022年中国新春拜年方式及行为监测专题报告
受新冠疫情以及严格的隔离措施政策的影响，全国各地提倡“就地过年”，以保障人民群众的健康安全。相较与过去走街串巷、面对面拜年的方式，线上拜年方式成为更多人春节拜年的新选择。iiMedia Research(艾媒咨询)调研数据显示，超过六成受访者认可并表示今年会选择“云拜年”。随着5G、全息影像通信等技术的不断创新，线上拜年更加具有沉浸感和临场感，形式更加多元化。
Due to the COVID-19 and strict quarantine policy, the government call for staying in cities for celebrating the holiday to ensure public's health. Compared with the traditional ways to celebrate Chinese New year, online new year greeting is popular among Chinese. According to iiMedia Research, more than 60% of respondents will express their wishes online. With the development of 5G and Holographic display, people will feel more immersed and the ways of showing wishes will become more diversified. -
艾媒咨询｜2021年11-12月中国直播电商行业运行数据监测双月报
本报告涉及的案例/品牌/企业：热度传媒、引力传媒、蜂群文化
随着各地政府直播电商扶持政策、直播电商基地打造和直播电商人才培养措施的落地，直播电商发展将迎来普及化大发展，低价策略也将在竞争激烈的直播电商市场中步入常态化，消费者无需过度集中于节日大促期间购物，消费行为将回归理性，大促热度或将有所降温。此外，在政策监管逐渐加强的情况下，一些既有头部主播也纷纷开始自我整改与调试。中小主播和品牌获得了更多的发展机会，将可能出现新主播在MCN机构、直播运营机构和新型直播平台等的加持下迅速崛起走红，进入头部席位。
With the implementation of local governments' support policies for live e-commerce, the construction of live e-commerce bases and the training measures for live e-commerce talents, the development of live e-commerce will usher in the great development of popularization, and the low price strategy will become normal in the highly competitive live e-commerce market. Consumers do not need to focus too much on shopping during the festival promotion, and their consumption behavior will return to rationality, Large heat promotion may cool down. In addition, with the gradual strengthening of policy supervision, some existing head anchors have also begun self rectification and debugging. Small and medium-sized anchors and brands have gained more development opportunities, and new anchors may emerge. With the support of MCN institutions, live broadcasting operators and new live broadcasting platforms, they will rise rapidly and become popular and enter the head seat. -
艾媒咨询｜2022年中国跨境直播电商产业趋势研究报告
本报告涉及的案例/品牌/企业：Tik Tok、速卖通
2020年在疫情的冲击下，直播电商模式全面爆发，“直播+电商”的新零售业态加速兴起，不仅影响了人们的消费方式，也助推了企业拓展境内外市场。无论是中国还是海外，直播已成当下炙手可热的流量新风口。2020-2021年，国内外知名社交、电商、短视频平台纷纷加入跨境直播电商行业，将跨境直播电商推到了一个历史高度。中国跨境直播电商行业发展潜力大，中国应全面利用完善的工业生产制造体系以及华人优势等发展跨界直播电商行业。
In 2020, under the impact of the epidemic, the live broadcast e-commerce model broke out in an all-round way, and the new retail format of "live broadcast + e-commerce" accelerated, which not only affected people's consumption patterns, but also helped companies expand domestic and overseas markets. Whether in China or overseas, live streaming has become a hot new flow of traffic. From 2020 to 2021, well-known social networking, e-commerce, and short video platforms at home and abroad have joined the cross-border live broadcast e-commerce industry one after another, pushing cross-border live broadcast e-commerce to a historical height. China's cross-border live broadcast e-commerce industry has great potential for development. China should make full use of the perfect industrial production and manufacturing system and the advantages of Chinese people to develop the cross-border live broadcast e-commerce industry.
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