艾媒咨询|2021年中国电商领域企业服务行业专题研究报告

本报告涉及的案例/品牌/企业：若羽臣

在电商市场蓬勃发展、消费者更信赖品牌的背景下，品牌方渴望不断提高品牌知名度以占领更大的市场份额，但在品牌运营方面仍存在诸多难题，例如产品推广渠道狭窄，无法及时监测市场数据等，而品牌电商企业服务可以很好地解决品牌运营上的痛点，助力品牌方实现品牌升级，因此市场对于品牌电商企业服务的需求不断增长。iiMedia Research(艾媒咨询)数据显示，2021年中国品牌电商服务商行业市场规模达2950.9亿元，预计2022年将超过3600亿元。随着行业规模的不断扩大，品牌电商服务也不断向精细化、垂直化方向发展。
Under the background of the booming e-commerce market and consumers' greater trust in the brand, the brand side is eager to continuously improve the brand awareness to occupy a greater market share, but there are still many problems in brand operation, such as narrow product promotion channels and unable to monitor market data in time, and brand e-commerce enterprise services can well solve the pain points in brand operation, Help the brand to achieve brand upgrading, so the market demand for brand e-commerce enterprise services is growing. According to iimedia research, the market scale of China's brand e-commerce service providers reached 295.09 billion yuan in 2021 and is expected to exceed 360 billion yuan in 2022. With the continuous expansion of the industry scale, brand e-commerce services are also developing in the direction of refinement and verticality.

艾媒咨询|2021中国虚拟偶像行业发展及网民调查研究报告

在群众娱乐需求持续增长以及网络和影像音频技术不断迭代的环境下，中国虚拟偶像产业逐渐走入发展的高峰期。iiMedia Research(艾媒咨询)数据显示，2020年中国虚拟偶像核心产业规模为34.6亿元，同比增长70.3%，预计2021年将达到62.2亿元；另一方面，随着商业价值被不断发掘，越来越多产业与虚拟偶像联系在一起，虚拟偶像带动产业规模2020年为645.6亿元，预计2021年为1074.9亿元。调查显示，超过八成网民在日常有追星的习惯，其中63.6%网民有支持和关注虚拟偶像的相关动态。艾媒咨询分析师认为，虚拟偶像IP在内容和周边产品的开发上拥有更多的空间和可能性，随着潮流的变化和时代的发展迭代进化，引领不同阶段的审美，在形象开发和内容开发上拥有更强的延续性，有利于持续吸收流量关注，提升变现水平。
With the continuous growth of mass entertainment demand and the continuous iteration of network and video audio technology, China's virtual idol industry has gradually entered the peak period of development. According to the data of iimedia research, the scale of China's virtual idol core industry will reach 3.46 billion yuan in 2020, with a year-on-year growth of 70.3%, and it is expected to reach 6.22 billion yuan in 2021; On the other hand, with the continuous exploration of commercial value, more and more industries are connected with virtual idols. The scale of the industry driven by virtual idols will reach 64.56 billion yuan in 2020 and 107.49 billion yuan in 2021. The survey shows that more than 80% of netizens have the habit of chasing stars in their daily life, and 63.6% of them support and pay attention to the related developments of virtual idols. AI media consulting analysts believe that virtual idol IP has more space and possibilities in the development of content and peripheral products. With the change of trend and the development of the times, it leads the aesthetics in different stages, and has stronger continuity in image development and content development, which is conducive to continuously absorbing traffic attention and improving the level of realization.

艾媒报告|2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告

本报告研究涉及企业/品牌/案例：如涵控股，若羽臣，珀莱雅，海澜之家，四季青市场，京东，淘宝，抖音。

其他提及企业/品牌：百草味，三只松鼠，洽洽食品，瑞百年，李子柒螺蛳粉，单身粮伙伴，信良记，高满堂，彩云海鲜，伊利，奈雪的茶，香飘飘，海底捞，幸福西饼，木屋烧烤，携程旅行，途牛，去哪儿，聪明你的旅行，周大福，金至诚珠宝，阿里，拼多多等。

2020年4月26日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国直播电商行业进行全面分析，分别针对食品、服装、化妆品、家电等直播电商的入局行业分析，以及对恰恰、珀莱雅等标杆品牌的典型案例解读，以此分析直播电商的产品特性以及品牌方的发展趋势，判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响，直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商，大大利好直播电商发展。艾媒咨询分析师认为，传统电商推动了消费行为的线上转移，为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加，直播电商将会是短期内最重要的消费行为。

Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game.

艾媒报告|2019-2021中国汉服产业数据调查、用户画像及前景分析报告

本研究报告涉及企业/品牌/案例：汉尚华莲，百雀羚，阿玛尼、纪梵希、YSL，故宫博物院文创馆，盘子女人坊，织羽集，重回汉唐，十三余，兰若庭，钟灵记，梨花渡，花朝记，都城南庄，流烟昔冷，华姿仪赏，明华堂，九锦司,飞羽汉服，花醉月，梨花庄，梵猫，闺仪

近年来中国汉服逐渐发展成一个较大规模的产业，并在年轻消费群体中得到迅速推广。2018年汉服爱好者数量达到204.2万人，同比增长72.9%。艾媒咨询分析师认为，未来2-3年中国汉服市场仍将保持增长态势， 2019年销售额预计将达14.1亿元。

2014年至2018年，中国汉服爱好者不断增长，在其消费群体中女性的比例逐年升高。受到消费升级的影响，消费者的需求也越来越趋向于个性化，而能满足不同的需求的产品也能表现出更高的溢价能力。例如汉服高端品牌——明华堂，售卖的汉服单品通常在3500元左右，套装定价在9000元以上。iiMedia Research（艾媒咨询）调查显示，从汉服消费者的购买动机来看，有47.2%的消费者是出于对汉服文化的喜欢，也有40.3%的消费者是出于对流行时尚的追求，说明汉服文化的魅力对消费者的吸引力是最大的，而影视频等网络宣传所定义的流行时尚，也是年轻人购买汉服的一大影响因素。

From 2014 to 2018, Chinese Hanfu enthusiasts continued to grow, and the proportion of women in their consumer groups increased year by year. Affected by consumption upgrades, consumer demand is becoming more and more personalized, and products that can meet different needs can also show higher premium capabilities. For example, Minghuatang, a high-end brand of Hanfu, usually sells Hanfu singles at around 3,500 yuan, and sets are priced at more than 9,000 yuan. According to the iiMedia Research survey, from the perspective of Hanfu consumers ’purchase motivation, 47.2% of consumers are out of favor of Hanfu culture, and 40.3% of consumers are in pursuit of fashion. It shows that the charm of Hanfu culture is the most attractive to consumers, and the fashion defined by online propaganda such as movie and video is also a major influencing factor for young people to buy Hanfu.

金龙羽：2021年第三季度报告

若羽臣：2021年第三季度报告