关于“虚假种草”的报告
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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年一季度中国代餐行业发展及市场调研分析报告
本报告研究涉及企业/品牌/案例：WonderLab,康宝莱,ffit8,雀巢
一方面，居民消费可支配收入提升、健康管理意识提升，对体重管理产品需求提升；另一方面，食品生产工艺进步、代餐类产品不断迭代，加上康师傅、喜茶、雀巢知名跨界企业入局以及王饱饱、ffit8等初创企业的崛起，代餐市场供给增加。在供需两侧推动下，中国代餐市场不断扩大，2020年市场规模增至476.2亿元。代餐行业市场格局主要是以麦片、代餐粉、蛋白棒及肉制品等品类为主。数据显示，受访用户中有超过7成偏好麦片，其次是代餐粉，占比45.4%，代餐市场细分领域迎来发展机遇。
On the one hand, the disposable income of residents' consumption has been improved, the awareness of health management has been improved, and the demand for weight management products has been increased; on the other hand, the food production technology has been improved, the substitute food products have been continuously iterated, and the well-known cross-border enterprises such as Master Kong, Xicha and Nestle have entered the market, as well as the rise of start-ups such as wangsatin and fit8, the supply of substitute food market has increased. Driven by both supply and demand, China's catering market continues to expand, with the market size increasing to 47.62 billion yuan in 2020. The market structure of catering substitute industry is mainly composed of cereal, meal substitute powder, protein bar and meat products. According to the data, more than 70% of the interviewees preferred cereal, followed by meal substitute powder, accounting for 45.4%, and the development opportunities of meal substitute market were ushered in. -
艾媒咨询|2020-2021年中国直播电商行业生态剖析及趋势预判
本报告研究涉及企业/品牌/案例：珀莱雅、红豆股份、淘宝、蘑菇街、快手、抖音、如涵控股、有赞直播。
2019年底，直播电商成为新的风口。特别是2020年的新冠疫情影响，直播电商成为最热门的零售模式并且影响深远，得到平台方、资本方、制作方、用户等产业链各环节的追捧。但随着直播电商业务的高速扩展，行业面临的问题也逐渐增加，需要通过各环节的协同治理，共同推动行业良性发展。
At the end of 2019, live e-commerce has become a new outlet. Especially due to the impact of the new crown epidemic in 2020, live e-commerce has become the most popular retail model and has a far-reaching impact. It is sought after by platform parties, capital parties, producers, users and other links in the industrial chain. However, with the rapid expansion of live broadcast e-commerce business, the problems faced by the industry have gradually increased. It is necessary to jointly promote the sound development of the industry through collaborative governance of all links. -
艾媒咨询|2020上半年中国直播电商产业链及运行集中问题研究报告
当前直播电商行业已经形成了从品牌商家/品牌商到主播、MCN机构，再到平台、用户终端的完整商业链路。在直播电商的行业链路中，主播、MCN机构和商家是行业生态中的三个重要主体。艾媒咨询分析师认为，在行业发展初期，主播偏野生，商家与主播对接难度大，且容易出现不规范的乱象。在MCN加入行业链条后，机构专门对接主播和商家，直播电商通路跑通，行业逐渐走向规范化。
At present, the live-streaming e-commerce industry has formed a complete commercial link from brand merchants/brands to anchors, MCN institutions, to platforms and user terminals. In the industry link of live e-commerce, the anchor, MCN institution and merchant are the three important subjects in the industry ecology. iiMedia Research analysts believe that in the early stage of the development of the industry, the main broadcaster is wild, merchants and anchor docking difficult, and easy to appear irregular chaos. In MCN joined the industry chain, the agency specializes in docking anchors and merchants, live e-commerce access, the industry gradually towards standardization. -
艾媒报告|2020Q1中国直播电商用户满意度专题调研报告
随着中国互联网经济技术的快速发展，人们对于日常文娱的需求也越发明显。中国直播行业迅速遍布在大众视野当中，同时庞大的在线直播用户体量成为了中国直播电商行业流量变现、快速发展的奠基石。在2019年中国直播行业用户规模为5.04亿人，直播电商行业总规模为4338亿元，预计2020年国内直播电商销售规模将达到9610亿元，约占中国网络零售规模的8.7%。伴随着直播电商行业发展，直播电商行业夸大宣传、虚假营销、主播素质参差不齐等诸多问题也随之呈现，这为各大电商直播平台的可持续发展敲响警钟。iiMedia Research(艾媒咨询)数据显示72.6%的受访用户担忧直播电商主播虚假宣传，42.9%的受访用户担忧直播电商数据造假。同时部分受访用户遇到过主播夸大宣传的问题，以及超2成受访用户买到过假冒伪劣产品。
With the rapid development of China's Internet economy and technology, people's demand for daily entertainment has become more and more obvious.China's live streaming industry has rapidly spread to the public.At the same time, the huge number of live streaming users has become the cornerstone of the rapid development of China's live streaming e-commerce industry. In 2019, the scale of China's live streaming industry users was 504 million, the total scale of China's live streaming e-commerce industry is 433.8 billion yuan. It is estimated that the sales scale of domestic live streaming e-commerce will reach 961billion yuan in 2020, accounting for 8.7% of China's online retail scale.Along with the development of the live streaming e-commerce industry, many problems such as exaggerated propaganda, false marketing and uneven quality of anchors in the live streaming e-commerce industry have also emerged, which has sounded the alarm for the sustainable development of the major live streaming platforms of e-commerce. As the data of iiMedia Research(imedia consulting) showed, 72.6% of respondents are worried about the false propaganda of live streaming anchors, and 42.9% of respondents are worried about the data fraud of live streaming anchors.At the same time, the majority of respondents have encountered the problem of anchors exaggerating propaganda, and more than 20 percent of respondents have bought fake and shoddy products.
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