关于“脱口秀”的报告
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艾媒咨询|2020年中国内衣行业发展现状及消费者习惯分析报告
本报告研究涉及企业/品牌/案例：都市丽人、汇洁、南极人、全棉时代。
其他企业/品牌：爱慕、古今、婷美,、猫人、Victoria’s Secret、黛安芬、爱美丽,、柏拉图、夏娃之秀、天猫、京东、淘宝、内外、氧气、茵曼,、倾惟、Ubras等。
2019年，中国内衣（含文胸、内裤、袜子、居家服）人均年支出增长到57.5美元（约350元）。消费者需求上升的同时，内衣质量的要求也上升，内衣卖家市场转变为买家市场。iiMedia Research（艾媒咨询）调研数据显示消费者对当前内衣品牌不满意的主要原因为款式单一、质量不够好、缺乏功能性等方面。
In 2019, the annual per capita expenditure on underwear (including bras, underwear, socks, and home clothes) in China increased to 57.5 US dollars (about 350 yuan). While consumer demand has risen, the requirements for underwear quality have also risen, and the underwear seller market has transformed into a buyer market. Survey data from iiMedia Research shows that the main reasons consumers are dissatisfied with current underwear brands are the single style, insufficient quality and lack of functionality. -
艾媒报告|2020年“罗永浩直播带货首秀”热点监测报告
艾媒商情舆情数据监测系统显示，罗永浩直播首秀吸引了广泛关注，关键词“罗永浩”的热度在4月1日直播当天飙升，网络热度指数峰值达到2419，“罗永浩口误”，“罗永浩鞠躬”等话题也拥有较高的网络热度。经过充分预热并借助名人效应，直播累计观看人数超4800万人，达到1.7亿元交易额，订单量超90万件，且转化交易效果明显。iiMedia Research(艾媒咨询)数据显示，关注罗永浩直播的网民七成为80/90后，六成认为罗永浩更适合带货消费电子类产品，超六成网民因好奇观看直播，超五成对直播表示满意。艾媒咨询分析师认为，罗永浩此次直播将推动中国直播电商行业的普及和发展，iiMedia Research(艾媒咨询)数据显示，中国直播电商行业市场规模大且增长迅速，2019年市场规模达到4338亿元，受此次直播和疫情的影响，预计市场规模将大幅提升至9160亿元。同时长期来看，为提升转化率，电商直播应注意品牌口碑和商品质量。
As the data of iiMedia Public Opinion Monitoring system showed, Yonghao Luo's First E-Commerce Livestreaming show attracted wide attention. The Internet heat index of keyword "Luo Yonghao" soared on the day of the show on April 1, and the peak of the index reached 2419. "Luo Yonghao misreading", "Luo Yonghao bowed" and other topics also has a high degree of Internet heat index. After fully warming up and taking advantage of the celebrity effect, the cumulative number of the E-Commerce Livestreaming show viewers exceeded 48 million, and the show reached a transaction volume of 170 million yuan, which order volume exceeded 9 miillion and conversion transaction effect was obvious. As the data of iiMedia Research showed, over 70% of netizens who followed Yonghao Luo's E-Commerce Livestreaming show are 20 to 40 years old, 60% believed that Yonghao Luo is more suitable for selling consumer electronics products, over 60% watched live broadcast because of curiosity, and over 50% expressed satisfaction with the E-Commerce Livestreaming show. iiMedia Consulting analysts believe that Yonghao Luo's E-Commerce Livestreaming show will promote the popularization and development of China's Livestreaming E-Commerce industry. According to data from iiMedia Research, China's Livestreaming E-Commerce industry has a large and rapidly growing market, which reached 433.8 billion yuan in 2019. Affected by the live broadcast and the COVID-19 epidemic, the market size is expected to increase to 916 billion yuan. At the same time, in the long run, in order to improve the conversion rate, E-Commerce Livestreaming show should pay attention to brand reputation and product quality. -
艾媒报告|2020-2021年中国直播电商行业运行大数据分析及趋势研究报告
本报告研究涉及企业/品牌/案例：淘宝直播，抖音，快手；其他提及企业/品牌：微博,小红书,蘑菇街,网易考拉,唯品会,天猫,京东,拼多多,苏宁易购,谦寻,美腕,蚊子会,本新文化,明睿传媒,构美,集淘,纳斯,阿卡丽,秀猪,天猫超市,波司登官方旗舰店,荣耀官方旗舰店,perfectdiary旗舰店,伊芙丽官方旗舰店,百草味旗舰店,三只松鼠旗舰店,雅鹿官方旗舰店,veromoda官方旗舰店,欧莱雅官方旗舰店,Youtube,Instagram,Facebook,亚马逊,Lazada,Shopee,薇娅viya,李佳琦Austin,张大奕eve,雪梨_Cherie,烈儿宝贝,林珊珊Sunny,陈洁kiki,恩佳N,柯柯baby,小侨Jofay,格格妈,周家小鱼,二寸Ercun,政政的新装,ME壹一,幼师阿曼儿,若大王,柒柒优品,xin小小梦,睿妈潮童,考拉二小姐,grace颖子,橘丽丝Genius,798美食,蜜蜂姐姐,Goodie小文,sunny小菲酱,小肥羊summer,暴走的蜜豆包,香香姐姐Alina等。
2020年2月12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《2020-2021年中国直播电商行业运行大数据分析及趋势研究报告》。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，并且通过草莓派数据调查与计算系统调研对中国直播电商行业运行进行分析，以淘宝直播、蘑菇街等为案例深度剖析行业运营模式。2019年双11全天淘宝直播带动成交近200亿元，其中，亿元直播间超过10个，千万元直播间超过100个。“双11”启动仅63分钟，淘宝直播带动的成交额就超2018年双11全天。
On February 12, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the “Research Report on Big Data Analysis and Trends in the Operation of China's Live E-commerce Industry in 2020-2021”. The case provides an in-depth analysis of the industry's operating model. The double 11 full-day Taobao live broadcast in 2019 led to nearly 20 billion yuan in transactions, of which more than 10 billion live broadcast rooms and more than 100 million live broadcast rooms. Only 63 minutes after the launch of “Double 11”, the sales volume driven by Taobao Live Broadcast surpassed the double 11 full day in 2018. -
艾媒报告|2019中国电商促销节日社媒营销专题研究报告
本报告研究涉及企业/品牌/案例：MS天下秀，九牧，雪津，淘宝，京东，拼多多，唯品会，苏宁，考拉海购，抖音，快手，微博，微信，QQ，小红书，知乎，豆瓣，天猫，头条号，淘宝直播，爱奇艺，腾讯视频，联通，移动，电信，支付宝，蓝月亮，宝洁，荣耀，夏普，贝壳视频，papitube，哔哩哔哩，优酷等
iiMedia Research（艾媒咨询）数据显示，2019年中国移动广告市场规模将达到4158.7亿元。社交媒体渠道的发展使广告营销市场保持较强的增长态势，以双十一为代表的电商促销节日作为商家销售主要节点，期间的营销规模也达到新的高度。社媒营销凭借结果透明、成本低等优势逐渐成为电商促销节日营销主要手段。
在主流电商平台促销节日中，双十一的流量热度最高，2019年众多电商商家纷纷将双十一作为年度主要营销节点，短视频、直播等社媒营销方式逐渐取代传统营销方式。iiMedia Research（艾媒咨询）数据显示，2019年中国社交媒体主要领域在线直播、短视频、移动社交用户规模均预计突破5亿人，网民对双十一期间手机短信、电子邮件传播的营销内容最为厌恶，超四成网民偏好KOL带货。目前视频平台、直播平台成为了电商营销的新阵地，KOL带货等新营销模式也开始兴起，新型营销方式更注重对产品宣传和用户触达，从营销成本和对产品方的曝光而言，更适合电商节日这类持续时间短、品牌集中度高的促销场景。
In the promotion festivals of mainstream e-commerce platforms, the popularity of 11.11 is the highest. In 2019, e-commerce sellers took 11.11 as the main annual marketing node, and social media marketing channels such as short video and live broadcast gradually replace the traditional ones. As the data of iiMedia Research showed, in 2019, the scale of online live streaming, short video and mobile social media users in the major sectors of Chinese social media is expected to exceed 500 million. Netizens are most disgusted with the marketing content of SMS and email during 11.11 , with over 40% of them preferring KOL marketing. Currently, live video platforms and video platforms become the new frontier of e-commerce marketing, new marketing strategies such as KOL marketing also began to develop. New marketing strategies pay more attention to the product promotion and customer touch，from the view of marketing costs and products exposure, new marketing strategies are more suitable for promotion festivals of e-commerce, which have short duration and high degree of brand concentration.
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艾媒报告|2019中国新媒体营销价值专题报告
本报告研究涉及企业/品牌/案例：小红书，知乎，微信，微博，豆瓣，爱奇艺，哔哩哔哩，Acfun，腾讯视频，yy直播，淘宝直播，抖音，花椒直播，天下秀，伊利果果昔，德芙，宝洁，虎牙直播
随着Z世代的到来和科技的发展，新媒体营销对新一代用户群体的影响力不断上升。新媒体是继传统媒体之后，在互联网背景下出现的媒体形态，用户从过去被动接受的角色转变为可自主创作的作者与读者身份。iiMedia Research（艾媒咨询）数据显示，新媒体用户中中青年为用户主流，年龄在26岁至40岁的比例超过七成。同时，娱乐、社交、资讯获取为新媒体平台最主要用途，占比分别达到57.8%，53.1%和51.8%，近四成受访用户表示最常接触的新媒体广告形式为图片广告，同时近三成受访用户偏好以图片为主的广告形式。与此同时，新媒体营销同样存在其不足之处，访用户对于新媒体广告传达产品信息的有效性持较为中立的态度，认为新媒体营销广告或其产品信息的可信度一般。新媒体营销广告在传递产品信息、提升广告可信度上仍需继续改善。未来新媒体营销应精耕广告内容，在趣味性、有效性、创新性上寻求提升与突破，提高其信息真实性，如何在保留真实性的基础上深耕内容创作将是新媒体营销未来的发展方向。
With the advent of Generation Z and the development of technology, the influence of new media marketing on the new generation is increasing. New media is a media form emerging in the Internet era after the traditional media. Users have changed from passively accepted roles to independent authorship and reader identity. As the data of iiMedia Research showed, young and middle-aged users of new media are the mainstream of users, with over 70% of them aged from 26 to 40. At the same time, entertainment, social networking and information acquisition are the main uses of new media platforms, accounting for 57.8%, 53.1% and 51.8% respectively. Nearly 40% of respondents indicated that the most frequently contacted form of new media advertising is photo advertising, while nearly 30% of respondents preferred image-based advertising. However, new media marketing has its shortcomings. Interviewed users have a more neutral attitude towards the effectiveness of new media advertising to convey product information. They think that the credibility of new media marketing advertising or its product information is general. New media marketing advertisements still need to be improved in delivering product information and enhancing the credibility of advertisements. In the future, new media marketing should focus on advertising content, seek to improve and break through in interest, effectiveness and innovation, and improve the authenticity of its information. Working for further cultivating content creation on the basis of retaining authenticity will be the future development direction of new media marketing. -
艾媒研报 |丽人丽妆：化妆品电商蓬勃发展，线上代运营进入量质转化阶段
本报告研究涉及企业/品牌/案例：丽人丽妆、卡尼尔、小护士、希思黎、奥伦纳素、雪花秀、兰芝、施华蔻、相宜本草、兰芝、雪花秀、雅漾、芙丽芳丝、巴黎欧莱雅、雪肌精、Crescent Lily、上海丽仁、Milestone、Asia-Pacific、阿里巴巴、Crescent Group、麦顿投资、汉理资本、唯品会、聚美优品、欧莱雅集团、爱茉莉太平洋贸易有限公司、汉高集团、佳丽宝化妆品（中国）有限公司、上药康德乐（上海）医药有限公司、上海相宜云商电子商务有限公司、杭州悠可、网创科技、宝尊电商、若羽臣
随着社会、经济、文化的快速变迁，中国居民的价值观和消费习惯逐渐发生变化，人们对形象的要求和认知逐步提高。化妆品不再是年轻女性的专属，越来越多的男性开始注重自身形象管理，他们对化妆品的关注程度不断上升，年轻男性尤为活跃，消费潜力十足。在消费人群不断拓展、消费能力逐渐提升、以及销售渠道多元化等多重因素作用下，中国化妆品行业景气度持续上涨，化妆品市场规模稳步扩张。2018年，中国限额以上企业化妆品销售额达到2619.0亿元，同比增长4.2%，化妆品消费额占社会消费品零售总额的比例上升至1.6%。丽人丽妆是较早成立的阿里系化妆品电商零售服务商，受益于阿里系电商平台的流量红利，发展较为快速。但随着传统电商平台用户数量趋于饱和以及新兴电商平台的分流作用，线上获客成本不断攀升，公司的运营成本压力骤增。此外，电商环境以及消费者偏好的变化也影响着化妆品品牌的销售渠道策略，在面对这些不确定性因素时，公司目前单一运营渠道的隐患也逐渐暴露，增长趋缓。
With the rapid changes of society, economy and culture, the values and consumption habits of Chinese residents have gradually changed, and people's image requirements and perceptions have gradually improved. Cosmetics are no longer exclusive to young women. More and more men begin to pay attention to their image management. They pay more attention to cosmetics. Young men are especially active and have full consumption potential. With the continuous expansion of the consumer population, the gradual improvement of consumption capacity and the diversification of sales channels, the prosperity of China's cosmetics industry continues to rise, and the scale of the cosmetics market has steadily expanded. In 2018, the cosmetics sales of Enterprises above the quota reached 261.9 billion yuan, an increase of 4.2% over the same period last year, and the proportion of cosmetics consumption in the total retail sales of consumer goods rose to 1.6%. Lily&Beauty is an early established Ali cosmetics e-commerce retail service provider, benefiting from the flow dividend of Ali e-commerce platform, which develops rapidly. However, as the number of users of traditional e-commerce platforms tends to be saturated and the diversion role of emerging e-commerce platforms, the cost of online customer acquisition keeps rising, and the pressure of operating costs of the company increases sharply. In addition, changes in e-commerce environment and consumer preferences also affect the marketing channel strategy of cosmetics brands. In the face of these uncertainties, the company's current single channel of operation has gradually exposed the hidden dangers, slowing down the growth. -
艾媒报告|2018-2019中国短视频行业专题调查分析报告
本报告研究涉及企业/品牌包括:逗拍、VUE、小影、快剪辑、LIKE短视频、极拍、抖音、秒拍、快手、西瓜视频、梨视频、微视、美拍、蘑菇视频、小拍、全民K歌、火秀运动、英火小视频、小红唇、短酷
2018年中国短视频行业商业化进程加速。iiMedia Research 数据显示，2018年中国短视频用户规模达到5.01亿人，市场规模依然有较大的上升空间。短视频行业中MCN机构增长迅速，营销模式也更为多样化。在发展势头强劲的情况下，短视频行业侵权现象严重，艾媒大数据舆情商情监控系统数据显示，中国东南沿海省成为“短视频版权”热度相对集中的区域。
In 2018, the commercialization process of China’s short video industry has accelerated. As the data of iiMedia Research, the number of short Video users in China reached 501million in 2018，and there is still room for growth in the market. The number of MCN organizations growing and marketing models are more diversified. Under this circumstance, the infringement is serious. According to the data of iiMedia Big Data Public Opinion Monitoring System showed, the southeast coastal of China has become a relatively concentrated area of infringement of short video. -
艾媒报告|2019年中国城市商圈发展深度洞察与分析报告
地区经济、交通运输和旅游业的发展促进中国城市商圈繁荣发展，iiMedia Research（艾媒咨询）监测发现，广东地区对商圈的关注度最高，高收入企业白领是中国一线城市商圈主要消费者；非一线城市在交通运输和旅游业的带动下，也步入商圈快速发展阶段。但值得注意，由于中国商圈的高速发展，商业业态同质化现象严重、商圈客群粘性低等可能成态同质化现象严重是制约商圈进一步发展的主要问题。
Under the influence of the improvement of Chinese residents' consumption level, the diversification of transportation modes and the continuous prosperity of tourism, China's urban business district has developed rapidly. China's first-tier cities have densely distributed business districts, and there are a large number of core business districts. The shops in the business circle are densely populated and the transportation is convenient. The number of non-first-tier cities is small, but driven by economic development, transportation and tourism, the non-first-tier cities develop rapidly. According to iiMedia Research, the concentration index of Chengdu's business district is the highest, reaching 138.0, followed by Chongqing and Shanghai, which business circle intensity indexes are 133.6 and 102.3 respectively. At present, the Chinese urban business district has experienced the traditional department store period and the shopping mall period, and has now entered the period of large-scale commercial complex, forming a multi-center, multi-level, networked business circle distribution pattern. However, at this stage, China's urban business district still has problems such as serious homogenization of commercial formats, low attraction of business districts, and low customer density in the business circle. In the future, transformation and upgrading, consumers’ demands and the construction of a “smart business circle” are important directions for the development of urban business districts.
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