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|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.

艾媒咨询|2021年7-8月中国母婴行业运行双月报

本报告研究涉及企业/品牌/案例：飞鹤，伊利，澳优，贝因美，袋鼠妈妈，红色小象

2021年7-8月母婴行业运行状况良好，在三孩政策以及电商经济等多方面的红利下，下半年母婴行业相关产品及服务需求有望得到提升。从政策上看，国务院及各地方政府颁布了促进生育的相关政策，从育儿假、税收抵免、育儿补贴金等方面着手，保障新生儿家庭的衣食住行等各个方面，以促进中国居民生育状况改善，中国政府长期促进生育率提升的政策将成为大方向。数据显示，近一年来母婴快消品线上市场的增速为13.9%，而线下市场增速仅为4.4%，而在2021年抖音818电商购物节中，母婴商品是直播带货的三大受欢迎商品之一，母婴消费品线上渠道的优势明显。艾媒咨询分析师认为，双十一电商购物节即将到来，母婴行业的商家可着手加强线上渠道销售，加入双十一预售大营，提高商品的销售状况。
From July to August of 2021, the maternal and infant industry will perform well. With the benefits of the three-child policy and the e-commerce economy, the demand for related products and services in the maternal and infant industry is expected to increase in the second half of the year. From a policy point of view, the State Council and various local governments have promulgated relevant policies to promote childbirth, starting from parental leave, tax credits, childcare subsidies, etc., to protect the food, clothing, housing and transportation of newborn families to promote the improvement of the fertility status of Chinese residents. , The Chinese government's long-term policy of promoting the increase in fertility rate will become the general direction. The data shows that in the past year, the growth rate of the online market of maternal and child fast-moving consumer goods is 13.9%, while the growth rate of the offline market is only 4.4%. In the Douyin 818 e-commerce shopping festival in 2021, maternal and child products are live broadcast. One of the three most popular commodities with goods, the online channel of maternal and child consumer goods has obvious advantages. IiMedia Consulting analysts believe that the Double Eleven e-commerce shopping festival is coming soon, and merchants in the maternal and infant industry can start to strengthen online channel sales, join the Double Eleven pre-sale camp, and improve the sales of goods.

艾媒报告|2019年中国婴幼儿奶粉市场研究与消费者洞察报告

本报告研究涉及企业/品牌包括:诺优能、爱他美、惠氏、雅培、美赞臣、美素佳儿、雀巢、喜宝、A2、英国牛栏、伊利、圣元、雅力士、贝因美、多美滋、飞鹤、合生元、完达山、君乐宝、三元、蒙牛乳业、H&H国际控股、光明乳业、澳优、三元股份、雅士利国际、*ST因美

2018年中国婴幼儿奶粉市场销售额达到2221.0亿元，同比增长18.6%。预计至2020年，中国婴幼儿奶粉市场规模将继续扩张至2955.1亿元。随着中国婴幼儿奶粉市场的进一步规范，在漫长的十年恢复期后，飞鹤、伊利和贝因美等国产奶粉品牌都取得了一定的市场份额。iiMedia Research（艾媒咨询）调研数据显示，目前有19.7%中国消费者更倾向于购买国产奶粉，并且三四线城市消费者对于国产奶粉信心更强，购买国产奶粉意愿比例分别为28.1%和28.9%。在购买婴幼儿奶粉购买过程中，奶粉的品牌声誉对于消费者的购买决策的影响最大，超过四成消费者会通过网络传播获取奶粉信息。近八成消费者购买奶粉的价格在200-400元之间，四成消费者最关心婴幼儿奶粉的营养功能。奶粉配方注册制施行后，大量杂牌、贴牌被清出市场，同时许多进口奶粉品牌因无配方注册资格而无法进行线下销售，在三四线城市将有120-140亿元的市场空间。艾媒咨询分析师认为，未来三四线城市的奶粉市场将成为国产品牌打好翻身仗的关键。

In 2018, Chinese infant milk powder market reached 222.1 billion RMB and the growth rate is 18.6%. It is expected that Chinese infant milk powder market will continue to expand to 295.51 billion RMB by 2020. With the further standardization of Chinese infant milk powder market, after a long recovery period of ten years, domestic milk powder brands such as Firmus, Yili and Beingmate have gained a great market share. According to iiMedia Research, 19.7% of Chinese consumers are more inclined to purchase domestic milk powder brands and consumers in third-tier and fourth-tier cities have stronger confidence in domestic milk powder, with 28.1% and 28.9% purchase intention respectively. In the process of infant milk powder purchase, brand reputation of milk powder has the greatest influence on the purchase decision. More than 40% of consumers search information about milk powder through the Internet. Nearly 80% of consumers buy milk powder at a price between 200 and 400 yuan and 40% of consumers are most concerned about the nutritional function of infant milk powder. After the implementation of the registration system of milk formula, a large number of unregistered and labeled milk powder brands have been removed from the market. Meanwhile, many imported milk powder brands are unable to carry out offline sales due to their lack of qualification for registration of formula. Therefore, there will be a market space of 12 to 14 billion RMB in third-tier and fourth-tier cities. iiMedia consulting analyst believes that milk powder market of three or four tier cities is the key for domestic brands fighting a turnaround in the future.

艾媒咨询|2020年中国螺蛳粉行业发展现状及消费者分析报告

本报告研究涉及企业/品牌/案例：李子柒螺蛳粉，好欢螺，三只松鼠，肯德基。
其他企业/品牌：嘻螺会，柳之味，只投螺碗，柳江人家，食战家，董阿姨，肖叔叔。


螺蛳粉的不断普及，不仅成就了好欢螺、嘻螺会等螺蛳粉品牌，还吸引了网红品牌（如李子柒）、零食品牌（如三只松鼠）及餐饮品牌（如肯德基）入局，行业竞争愈发激烈。iiMedia Research（艾媒咨询）数据显示，2020年，中国螺蛳粉消费者购买产品的渠道分布中，网上商城以51.54%的比例居于首位。艾媒咨询分析师认为，淘宝、天猫等网络购物平台上的螺蛳粉产品种类丰富、口味多样，消费者的可选择性更大。

Data show that in the first half of 2020, the output value of bagged snail flour in Liuzhou reached 4.98 billion yuan, and it is expected to reach 9 billion yuan in 2020. Under the new model of live broadcast and delivery, snail noodles became a new online celebrity food, and sales increased significantly during the epidemic. Driven by the snail powder, the industrial chain has also begun to develop, providing new impetus for the industrial development of Liuzhou.