全球领先的新经济产业第三方数据挖掘与分析机构
关于“海澜之家”的报告
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艾媒咨询|2020年中国“新奶爸”消费行为及发展趋势分析报告
本报告研究涉及企业/品牌/案例：李宁、Martin马丁、爹地宝贝、海澜之家。
与严肃刻板的老一辈父亲形象不同，80-90年代的年轻“新奶爸”具有不同的特点与消费观念。艾媒咨询分析师认为，现阶段直播电商行业成为风口，且2020年4月淘宝直播APP中男女用户比例基本持平，25-40岁用户比例达到50.7%，一定程度上反映了“新奶爸”群体已习惯新兴的直播电商消费模式，并将其作为自身的主要消费形式之一。
Unlike the image of the seriously rigid older father, the young "new milk dad" of the 80s and 90s has different characteristics and consumption concepts. iiMedia Research believes that at this stage of the live e-commerce industry has become a mouth, and in April 2020 Taobao live APP male and female users in the proportion of basically flat, 25-40 years of users reached 50.7%, to a certain extent reflects the "new milk dad" group has been accustomed to the emerging live-streaming e-commerce consumption model, and as one of its main consumption forms. -
艾媒报告|2020中国男性颜值经济发展专题研究报告
本报告研究涉及企业/品牌/案例：MARTIN马丁，李宁；其他提及企业/品牌：美力德，多德士，妮维雅，欧莱雅，花花公子，柒牌，芭曲发型机构，海澜之家，雅戈尔，森马服饰，安踏体育
在中国居民收入不断提高和消费升级的推动下，中国男性颜值经济规模不断扩大。同时，为解决男性客户群中的诸多痛点，男性颜值企业通过跨界融合、技术加持等手段实现转型，男性美容零售规模预计在2020年将突破167亿元。iiMedia Research(艾媒咨询)数据显示，65.1%的受访男性对提升颜值持积极态度，男性颜值消费具有精致化、低龄化、消费升级等特点。同时, 男性在选购颜值产品时具有“务实”的特点，对产品不了解是阻碍部分男士购买颜值产品的主要原因。除此之外，女性也是男性颜值经济爆发的助推器。艾媒咨询分析师认为，中国男性颜值经济市场可挖掘空间巨大，目前部分产品个性化特征仍不明显，未来将继续深化细分领域发展。同时，男性颜值产品设计需紧跟潮流，市场竞争重点仍在于产品质量和认可度。因此，男性颜值产品应当继续与其他产业深度融合，实现优势互补。
Driven by the rising income of Chinese residents and the upgrading of consumption, the scale of China male appearance economy has been expanding. At the same time, in order to solve the pain points of male customer base, male appearance companies have achieved transformation through cross-border integration and technology blessing. The scale of Male Grooming Retail Sales is expected to exceed 16.7 billion yuan in 2020. As the data of iiMedia Research showed, 65.1% of the men surveyed have a positive attitude towards improving their appearance, and male appearance consumption has the characteristics of refinement, aging, and consumption upgrading. Apart from this, men have a ‘pragmatic’ feature when buying male appearance products, and ignorance of the products is the main reason that prevents amount of men customer from buying appearance products. In addition, women are also the boosters of the economic explosion of male appearance. Analyst of iiMedia believes that China male appearance economy has huge room to explore. At present, the personalized characteristics of some products are still not obvious. In the future, this industry will continue to deepen the development of subdivided fields. What’s more, the design of male appearance products needs to keep up with the trend, and the focus of market competition is still on product quality and recognition. Therefore, male appearance economy should continue to be deeply integrated with other industries to achieve complementary advantages. -
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艾媒报告 |2019年中国服装电商行业研究与发展分析报告
本报告涉及企业/品牌包括：：优衣库、ONLY、Vera Moda、波司登、伊芙丽、韩都衣舍、乐町、太平鸟、Teenie Weenie、ZARA、森马旗舰店、美特斯邦威、UR官方旗舰店、如涵、ASM ANNA、吾欢喜发衣橱、钱夫人家、天猫、淘宝、京东、唯品会
2018中国服装市场规模达到9870.4亿元，网上服饰类商品零售额增长速度达到22.0%。随着居民消费水平的提升和服装电商的不断优化，预计未来服装电商的市场规模将进一步扩大。iiMedia Research（艾媒咨询）调研数据显示，目前六成中国消费者网购服装时最看重质量和款式，未来中国消费者对于高品质服装的网购需求将更强。在服装电商品牌方面，呈现出淘品牌势微，传统品牌逐渐崛起的趋势。在天猫双十一女装品牌销量排行榜中，2014年淘品牌占据一半席位，2018年仅剩韩都衣舍一个淘品牌上榜。优衣库、ONLY 等传统品牌在电商渠道逐渐崛起，如2018年淘宝双十二服装销售量最高的品牌为优衣库，销量达到461万件。目前韩都衣舍、衣品天成等淘品牌公司正在冲击IPO。2019年4月，如涵赴美IPO上市，市值6.5亿美元，粉丝累计达到1.49亿人。iiMedia Research（艾媒咨询）调研数据显示，五成消费者愿意购买网红宣传服装，其中一线城市消费者的购买意愿最高，达到六成，但有三成消费者担忧网红服装的质量问题。
The size of China's apparel market will reach 987.04 billion yuan in 2018 and the online retail sales of apparel products will grow by 22.0%. With the improvement of residents' consumption level and the continuous optimization of clothing e-commerce, it is expected that the market scale of clothing e-commerce will be further expanded in the future. According to the Research data of iiMedia Research, currently 60% of Chinese consumers pay most attention to quality and style when they buy clothes online, and Chinese consumers will have stronger online demand for high-quality clothes in the future. In the aspect of clothing e-commerce brand, it shows the trend of Amoy brand trend and traditional brand rising gradually. In the Tmall singles' day women's brand sales list, Amoy brand occupied half of the seats in 2014, and only one Amoy brand remained in 2018. Traditional brands such as Uniqlo and ONLY are gradually rising in e-commerce channels. For example, the brand with the highest sales volume on Taobao 12-12 in 2018 is Uniqlo, with sales volume reaching 4.61 million. At present, Handu yishe and Yipin tiancheng are hitting the IPO. In April 2019, Ruhan went public in the U.S. with a market value of $650 million and a total of 149 million followers. According to the Research data of iiMedia Research, 50% of consumers are willing to buy web celebrity promotional clothes, among which consumers in first-tier cities are the most willing to buy, up to 60%, but 30% are concerned about the quality of web celebrity clothes. -
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