中国电商发展新动能

2020-02-27 93浏览

  • 1.THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 掀风破浪: 中国电商发展新动能 2018.09 1
  • 2.TABLE OF CONTENT 目录 03 RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 中国电商发展【新】动能 28 TRANSFORMATIVE ROLE OFECOMMERCE:INFORMATION, ENTERTAINMENT & SOCIAL 电商角色聚变：从销售渠道到信息、娱乐与社交平台的转变 42 ALWAYS EXPECTINGMORE:CUSTOMIZATION, FUN & INTERACTION 消费者对电商的期待升级：定制、趣味及互动性 56 IMPLICATIONS FOR BRANDS 启示 2
  • 3.RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 中国电商发展【新】动能 3
  • 4.PENETRATION CONTINUES TO RISE AND PLATFORMS CONTINUE TO INNOVATE 各电商平台渗透率持续攀升，新类型层出不穷 USAGE RATE OF PLATFORM 各类平台使用率 2014 2015 2016 2017 69% 69% 49% 45% 37% 31% 21% Online Shopping 网络购物 Online Payment 网上支付 Travel Booking 旅行预订SOURCE:CNNIC Food Delivery 网上订外卖 Online Taxi-hailing Premium or 网约出租车 Express Car-hailing 网约专车/快车 Ridesharing 共享单车 4
  • 5.CHINA LEADS THE WORLD IN ECOMMERCE SCALE 中国网购规模已达全球第一 In 2017, Chinese retail ecommerce scale occupied 49% of the global market 2017年，中国网购规模占据全球市场49%份额 1137 + + 453 108 104 < (Billions USD 十亿美元)SOURCE:eMarketer; China National Bureau of Statistics 中国国家统计局 Steadily increasing contribution to Chinese total retail sales from online shopping 网购对社会消费品零售总额贡献率稳步上涨 Total Retail Sales of Consumer Goods 社会消费品零售总额 Online Retail Sales of Physical Goods 网上实物商品零售额 11% 2015 13% 15% 2016 2017 (100 million RMB 亿元) 5
  • 6.COMPARATIVELY, SERVICES SHOW EVEN HIGHER GROWTH 非实物商品网购涨势更为强劲 ONLINE RETAIL SALES OF NON-PHYSICAL GOODS 非实物商品网上零售额 +76% Approx. 6,350 2015 +51% 9,600 2016 16,950 *Non-physical goods refer to categories such as virtual goods, catering services, etc. *非实物商品指虚拟商品、 服务类商品等 (100 million RMB 亿元) 2017SOURCE:China National Bureau of Statistics 中国国家统计局 6
  • 7.ECOMMERCE GROWTH IS NOT DRIVEN BY ONLINE PENETRATION GROWTH 然而，纵观全网，互联网人口红利正逐渐减弱 2000-2017 CHINESE NETIZEN 中国网民数量及增幅 80,000 80% 60,000 60% 40,000 40% 20,000 20% 0 0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total Chinese Netizen Number (10 Thousand) 中国网民规模（万人） Growth Rate 增幅SOURCE:CNNIC 7
  • 8.SO WHAT ARE THE NEW DRIVERS OF ECOMMERCE GROWTH? 未来，电商发展的【新】动能在哪里？ WE HAVE IDENTIFIED NINE SOURCES OF GROWTH 我们识别出九个 未来电商成长来源 THROUGH COMPREHENSIVE RESEARCH 通过多维度的研究 EXPERT INTERVIEWS WITH EXPERT FROM INHOUSE, AGENCY, AND ECOMMERCE PLATFORMS 专家访谈 与来自甲方、乙方、电 商平台的电商专家进行 深度访谈 IN-DEPTH INTERVIEWS WITH RURAL TAOBAO/ECOMMERCE SERVICE STATIONS 农村淘宝 店主访谈 IN-HOME VISITS IN CITIES/AREAS FROM TIER 1-5 QUANTITATIVE OFFLINE SURVEY IN 21 CITIES/AREAS FROM TIER 1-5 CROSS REGIONS 定性入户家访 与来自不同城市或地区 的受访者进行入户访问 定量线下访问 在覆盖东西南北中部的 21个1-5线城市/地区/县 进行定量线下访问SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 8
  • 9.THE NINE SOURCES OF GROWTH ARE… 九大增长动能分别是… 1 STRONGER SPENDING POWER 消费力持续攀升 2 ECOMMERCE IS EVERYWHERE 非电商平台涌入，生活方式全渗透 3 “SEAMLESS INTEGRATION” OF ONLINE AND OFFLINE 线上线下联动，时刻创造消费场景 4 CATEGORY EXPANSION & UPGRADE 品类扩张带来的规模性增长提速 5 SOCIAL COMMERCE HEATING UP 社交电商不断升温 6 MARKET EXPANSION TO OVERSEAS & RURAL 地域拓展：海外业务与农村电商 7 SURFACING OF INVISIBLE USERS 隐形用户“现身” 8 RISE OF THE SECOND-HAND ECONOMY 二手经济悄然崛起 9 LASTING PASSION TO TRY NEW APPS & JOIN SHOPPING FESTIVALS 平台尝鲜与购物节热情高涨SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 9
  • 10.WITH STABLE DISPOSABLE INCOME GROWTH, ALMOST 4 OUT OF 5 CONSUMERS HAVE INCREASED ONLINE EXPENDITURE 可支配收入稳健增长，近八成消费者增加了网上支出的比例 PER CAPITA DISPOSABLE INCOME 全国居民人均可支配收入 Approx. 18,300 (RMB 元) 20,200 22,000 23,800 26,000 2013 2014 2015 2016 2017 PROPORTION OF ONLINE EXPENDITURE IN TOTAL SPENDING 网上支出占全部消费支出比例变化 3% 19% 52% 26% Increased dramatically 大幅度增加 Increased to some degree 有些增加 Almost unchanged 基本没变 Decreased 减少 78% 1 STRONGER SPENDING POWER 消费力持续攀升SOURCE:China National Bureau of Statistics 中国国家统计局; RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 10 10
  • 11.DIGITAL CREDIT ENABLES CONSUMERS TO SPEND MORE INDULGENTLY 此外，电子信贷体系使人们可以更任性地消费 Following Ant Financial’s Check Later, a variety of credit platforms proliferated, encouraging consumers to “consume first, pay later”, which enables the financially unestablished young and student populations to binge buy; whereas for groups with high income and online shopping frequency, this can also encourage more spending. 继蚂蚁金服的“花呗”之后，不同信贷平台应运而生，鼓励人们“先消费，后付款”。 这让手头并不宽裕的年轻人和学生一族有能力买买买；并且，对于高收入人群和爱网购的消费者，也让他们可以买更多。 DIGITAL CREDIT PLATFORM USAGE RATE 电子信贷使用率 Ant Check Later 花呗 Jingdong Baitiao 京东白条 7% 8% 8% 9% 7% 39% 39% 34% 6% 29% 6% 34% 7% 33% 38% 41% 5% 3% 24% 16% 1 STRONGER SPENDING POWER 消费力持续攀升 Total 总体 Student 18-30 yrs. 31-40 yrs. 41-60 yrs. MHI 3-8k MHI 8-15k MHI 15k+ Heavy user Light user 学生 重度网购者 轻度网购者SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 11 11
  • 12.THE ENTRY OF MORE DIGITAL PLATFORMS IS ENHANCING THE UBIQUITY OF ECOMMERCE IN CONSUMERS’ LIVES 非电商平台积极拓展电商业务，加速了电商在生活方式的渗透 ECOMMERCE PLATFOMRS ARE PROLIFERATING 电商平台不断丰富及细分 Shopping 购物 Payment Food delivery Travel booking 支付 外卖 旅行 OTHER DIGITAL PLATFORMS ARE EXTENDING INTO ECOMMERCE 非电商平台也纷纷布局电商业务 Music 音乐 Sports 运动 Knowledge 教育知识 Social 社交 Ride-hailing Ridesharing 打车 共享单车 Tickets 演出票务 Beauty 丽人 2 ECOMMERCE IS EVERYWHERE 非电商平台涌 入，生活方式全 渗透 Flowers 鲜花 Cakes 蛋糕 Coffee 咖啡 Insurance 保险SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 12 12
  • 13.BRANDS SHOULD NOT LIMIT THEMSELVES TO TRADITIONAL ECOMMERCE PLATFORMS 品牌在选择合作方时，应不再局限于传统电商平台 1 IN 5 HAVE MADE PURCHASE ON NON- PLATFORM CATEGORIES 平台类型 ECOMMERCE/LIFESTYLE RELATED PLATFORMS 五分之一的人在非电商/生活方式类平台上买过东西 Music 音乐 10% Cuisine Have purchased 美食 4% on non- Knowledge ecommerce platform 20% 知识共享 4% Fitness 在非电商平台上 购买过 Have NOT purchased on non-ecommerce platform 没有在非电商平 台上购买过 80% Higher usage rate among Tier 1 cities (27%) & 15K+ MHI group (30%) 一线城市及家庭 月收入15K以上人 群使用率更高 健身 Social 社交 M&B 母婴 Health 健康 Construction products 装修建材 4% 4% 3% 2% 2% 2 ECOMMERCE IS EVERYWHERE 非电商平台涌 入，生活方式全 渗透SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 13 13
  • 14.SEAMLESS ONLINE & OFFLINE INTEGRATION ALLOWS ECOMMERCE TO MEET ANY PURCHASE NEED 线上线下结合，“无缝”衔接消费者不同生活场景的购买需求 65% Online and offline shopping are both essential, and I will choose accordindly 对我而言，网购和实体店购买都必不可少， 我会根据需要进行选择 61% I like the shopping experience of combining online and offline shopping 我很喜欢实体店与线上购物结合的购物体验 Fresh Hema, Alibaba’s integrated supermarket that provides both online ordering and offline buying services 盒马是超市，是餐饮店，也是菜 市场，也可以在App下单 3 “SEAMLESS INTEGRATION” OF ONLINE AND OFFLINE 线上线下联动， 时刻创造消费 场景SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 14 14
  • 15.SPENDING GROWTH CONTINUES ACROSS MANY DIFFERENT TYPES OF CATEGORY 消费者预期未来会增加网购花费的品类越来越多 SPEND MORE ONLINE 网购支出变多 ONLINE PURCHASE CATEGORY 网购品类 70% It is fast and easy for brands to enter the market through ecommerce channels. Therefore from clothes, snacks and drinks to supplements, pet tools, ecommerce is vastly expanding on the number of categories. For 60% consumers, as long as they have bought the category before, they are willing to buy more. The expanding categories and the increase on spending will both greatly contribute to ecommerce’s future growth. 电商渠道让品牌进入市场变得更加容易和快速。因而，从服饰、零食饮料到保健品、宠物用品，电商的 50% 品类覆盖正不断延展。对消费者而言，只要是网购过的品类，他们几乎都愿意在未来购买更多。品类的 拓展以及花费的增加，都将极大地促进电商未来的增长。 Apparel 服饰/鞋帽/箱包 40% Travel services Handy services 生活 出行旅游，如 便利，如缴费充值 30% App memberships 各 Sharing D2D services 上 打车、订酒店 F&B 零食/酒水/饮料/常温牛奶 种视频/音乐/游戏… economy 共享 门服务，如外卖 Personal care 个人洗护 20% 经济，如共… Online education Kitchen 10% M&B 母婴产品 在线教育 supplies 厨…Fresh food 生鲜 Pets 宠物用品及食品 Sports 运动用品 Home appliances 0% Health 保健品/药品 Information services 家用电器和电… 0% 信息服务10，%如杂… 20% Furniture 家具和家居 30% 40% Skincare & Household care 家庭护理用品 cosmetics 护肤/… Toys & stationeries 玩具 /书籍/文具和… 50% 60% 70% Product 产品 Service 服务 80% 90% EVER PURCHASED ONLINE 网购过 4 CATEGORY EXPANSION & UPGRADE 品类扩张带来的 规模性增长提速SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 15 15
  • 16.HIGHER INCOME CONSUMERS CONTINUE TO PLAY MORE IMPORTANT ROLE 一二线及高收入人群是品类扩张的主力军 TIER 1-2: STRONG POTENTIAL IN FRESH FOOD 一二线城市：生鲜品类潜力足 Total Tier 1-2 Tier 3-5 38% 32% 27% Ever purchased online 网购过 16% 11% 8% Spend more online 网购支出变多 THE HIGHER THE INCOME, THE MORE CATEGORIES YOU BUY 收入越高，网购品类更繁多 Total 3k-8k 8k-15k 15k+ Sports 运动用品 Furniture 家具和家居 Home appliances 家用电器和电子产品 M&B 母婴产品 Pets 宠物用品及食品 Health 保健品/药品 Ever purchased online 网购过 4 CATEGORY EXPANSION & UPGRADE 品类扩张带来的 规模性增长提速SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 16 16
  • 17.SOCIAL COMMERCE IS MAINSTREAM, PLAYING AN EVEN MORE IMPORTANT ROLE OUTSIDE OF TIER 1 CITIES 社交电商开始扮演更加重要的角色，尤其是在低线市场 Social commerce has come into full bloom in recent years. Benefitting from the assistance of social media outlets such as Weibo, WeChat, live-stream and short video platforms, in conjunction with more interactive designs and UGC, the resulting marriage between social networks and ecommerce refurbished the latter’s conventional image. This has improved and transformed consumption into a much more entertaining and recreational pastime. 社交电商在近些年风头正盛。其基于人际关系网络，借助微博、微信、直播、短视频等社交媒体的传播引流，通过社交互动、 用户自生内容等手段来辅助和转化购买，且和传统电商相比，更具消费乐趣。 96% Proportion of Sales Information in WeChat Moments 微信朋友圈内，销售信息平均占比 Nearly 1 in 3 WeChat Moments post is commercially related 每3条朋友圈中，将近有1条是广告销售信息 66% 5 SOCIAL COMMERCE HEATING UP 社交电商不断 升温 Those who have product or sales information in WeChat Moments 微信朋友圈里有销售或 广告信息 30.6% 24.6% 31.5% 31.1% 30.2% 35.6% Total 总体 More prevalent among non-tier1 cities 非一线城市更普遍 T1 T2 T3 T4 T5 Trust sales information posted on WeChat by acquaintances 相信认识的朋友在微信 中发布的销售信息SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 17 17
  • 18.CASE 案例 Using Mini programs for brand and product promotion 越来越多的品牌开始利用小程序进行品牌推广及产品售卖 Our investigation showed that the respondents’ WeChat Moments are packed with various advertisements and sales details. This is common within 2nd to 5th Tier cities, and mainly due to the fact that these people are more likely to run their own small business full-time or part-time. Many respondents are managing their WeChat groups and Moments consciously. Furthermore, they would add strangers as friends and share advertisements and sales details. 参于调研的受访者朋友圈中铺满了各式各样的广告和销售 信息。这在二、三、四、五线城市/县区更为普遍，很大 程度上是基于副业或个体经济的原因，很多受访者都会有 意识地去经营商业的“朋友圈”和“群”，甚至不熟悉或 不认识的人之间，也会互加好友，分享广告或销售信息。 5 SOCIAL COMMERCE HEATING UP 社交电商不断 升温 Luxury brands using Mini programs as sales channel on 2018 Chinese Valentine’s Day 2018年七夕通过小程序 进行营销的奢侈品品牌 Calvin Klein’s campaign on 2018 Chinese Valentine’s Day CK“七夕限定，唯爱挚选” 臻选贴身内衣，撰刻专属爱情宣言SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 18 18
  • 19.ECOMMERCE PLATFORMS ARE AGGRESSIVELY PURSUING OVERSEAS GROWTH 放眼海外，积极拓展境外业务成为另一大增长点 CHINESE CONSUMPTION OVERSEA 国人的海外消费 Alipay marketing their online paying and tax reimbursement services oversea 支付宝在海外推广在线支付、退税等服务 OVERSEA CONSUMERS 海外消费者 For Oversea Consumers • In terms of delivery, Cainiao is connected to 231 warehouses and is able to deliver packages to Russia, France, Spain, the Netherlands and many South-East Asia countries within 72 hours. • In terms of payment, up to April 2017, Alipay has gained access to financing channels in over 200 countries. They also accept payment in 18 oversea currencies. • On 2017 D-11, Tmall announced promotions of 100 domestic brands to over 200 countries. • Netease Yanxuan also supports oversea delivery to over 28 different countries. For Foreigners Living in China • Baopals, a website created by 3 Americans in Shanghai, aims to help foreigners shop on Taobao Dianping promoting oversea hotel, restaurants and tourism tickets 大众点评推进海外酒店、餐厅、景点门票等业务 针对海外消费者 • 物流方面，菜鸟已连接全球231个仓库，俄罗斯、法国、西班牙、荷兰等国和东南亚地 区都陆续实现了72小时送达。 • 支付方面，截止2017年4月，支付宝已打通全球200多个国家和地区的资金渠道，支持18 种境外货币结算。 • 2017年双11，天猫第一次宣布重点推一百个国货品牌，进驻到200多个国家和地区。 • 网易严选已开启海外配送服务，支持全球28个国家的配送。 针对现居中国的外国人 • Baopals：由三个美国人在上海创办的网站，旨在帮助常住中国的老外在淘宝上 " 剁手 "SOURCE:Desk research from the Internet, 根据互联网资料整理； 19 RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 6 MARKET EXPANSION TO OVERSEAS & RURAL 地域拓展：海外 业务与农村电商 19
  • 20.STAGGERING POTENTIAL EXISTS FOR BOTH ONLINE BUYING AND SELLING IN RURAL MARKETS 无论“买”或“卖”，农村电商的潜力都超乎想象 RURAL ECOMMERCE IN THE MAKING 农村电商更具规模 Alibaba already covers 500 counties, 22 thousand villages 阿里巴巴“千县万村计划”已覆盖约500个县2.2万个村 JD has built county service centers and JD assistant stores in more than 1700 counties 京东在1700余个县建立了县级服务中心和京东帮扶店 Suning operates 1770 regular chain stores and over 10 thousand customer service centers in approximately 1000 counties 苏宁在1000余个县建设了1770家直营店和超过1万家授 权服务点 Coverage rate of rural delivery stations exceeds 80%, and is capable of satisfying delivery demand of 590 million rural population 快递乡镇网点覆盖率超过80%，能够满足5.9亿农村人 口的快递服务需求 Total Rural Online Retail Sales 农村网络零售总额 12449 8945 +39.2% 2016 (100 million RMB 亿元) 2017 Number of Rural Online Stores 农村网点数量 816 +20.7% 986 2016 (10 Thousand 万) 2017SOURCE:2017 China Ecommerce Development Report 《2017中国电商年度发展报告》, 央视财经; China Ministry of Commerce 中国商务部 RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 6 MARKET EXPANSION TO OVERSEAS & RURAL 地域拓展：海外 业务与农村电商 20 20
  • 21.Photo by Wavemaker Insights Team in Fieldwork “ A Jasmine Flower Grower from Guangxi Hengxian County 图为广西横县采摘中的茉莉花农 图片均来自Wavemaker电商研究小分队在实地考察时的拍摄 I can buy many things on Rural Taobao that otherwise I would have no where to buy. Lots of decorations I use are also from Taobao, there are many designs for lighting. I can also browse our Rural Taobao station when I am bored just to see what things other people buy, and whether there is anything new. - A Jasmine Flower Grower from Guangxi Hengxian County 通过农村淘宝，可以买到很多我们这边没有卖的东西。我装修的很多东 西都是在淘宝买的，灯具有很多样式。没事还可以去农村淘宝的店里看 看其他人买了什么，有什么新鲜的东西。 - 广西横县一茉莉花种植花农 You all can buy my apples on Taobao. It is only 3 RMB per halfKilo, a much better deal compared to other markets. I used to worry a lot about not being able to sell all my apples, but now it is rarely the case. - An Apple Farmer from Gansu Longwan Cun 6 MARKET EXPANSION TO OVERSEAS & RURAL 地域拓展：海外 业务与农村电商 “ 你们都可以在淘宝上买我的苹果，都是通过农村淘宝站卖出 去的，3块钱一斤，比经销商来收的价格要好一些。以前有时 会遇到苹果滞销的问题，现在担心少一些了。 - 甘肃省龙湾村一苹果种植户 Longwan Cun, Located in Stone Forest in Gansu Province 图为地处黄河石林里的甘肃省龙湾村SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 21 21
  • 22.Photo by Wavemaker Insights Team in Fieldwork 图片均来自Wavemaker电商研究小分队在实地考察时的拍摄 Billboard outside rural Taobao showing their one-stop service 农村淘宝服务点外的广告牌，展 示了其为农村消费者提供的一站 式服务 Banner in front of Guangxi Hengxian County government promoting ecommerce usage. In fact, many low tier cities are promoting ecommerce coverage and growth. 广西横县县政府门口的大幅广告 宣传，大力发展电商的标语。事 实上，很多低线区域的当地政府 都在大力推动电商的发展。 Ecommerce service stations in Jingtai County and Yongtaigui Cheng, Gansu Province 甘肃省白银市景泰县以及下属永泰龟城的电商 服务点 6 MARKET EXPANSION TO OVERSEAS & RURAL 地域拓展：海外 业务与农村电商 Taobao service stations in Hengxian County, Guangxi Province 广西省横县的农村淘宝服务点SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 22 22
  • 23.“INVISIBLE” SENIOR SHOPPERS WHO TENDED TO SHARE ACCOUNTS OR BUY THROUGH OTHERS, WILL INCREASINGLY OPEN PERSONAL ACCOUNTS 通过共用账号或代买的中老年用户，将逐渐现身并参与更多 Senior shoppers have been most concerned with the complexity of ecommerce usage and payment security. In the future, with easier & safer usage experiences (e.g. Taobao family account), this group is likely to get more and more involved in ecommerce. 中老年群体对电商使用的便捷性和支付的安全性存在担忧。未来，随着这些顾虑的减少（如淘宝推出家人可以共享的“亲情账 号”），这些“隐形”用户将会更多地参与和使用电商。 Total 总体 46% 18-30 yrs. 31-40 yrs. 41-60 yrs. 28% 31% Concerned about card theft Concerned about erronous Concerned about account 担心银行卡被盗刷 payment input 担心输错金额 lock due to mistyping password 担心密码输错账户被锁定 Some seniors 他们会 • Share accounts • 共享账户 • Ask children to buy for them • 让子女代买 • Buy for each other • 互相代买 • Group buy • 集体购买 “ My daughter used to shop online for me. But now I can be totally independent. I feel very happy about it and I’m the first one to shop online in our dancing group. I start buying more and more online and I help the whole group to shop too! - A 56 y.o. “Newbie” Online Shopper 以前是姑娘帮我买的，现在我会独立使淘宝了，很开心， 我是我们那个舞蹈群里最早开始在网上买东西的。我现在 很多东西都在网上看，也会帮群里的姐妹买。 - 一位56岁的网购新人 “SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 23 7 SURFACING OF INVISIBLE USERS 隐形用户 “现身” 23
  • 24.THE RISE OF CONSUMER-TO-CONSUMER MARKETPLACES IS FACILITATING THE SECOND-HAND ECONOMY 借助电商平台，“二手经济”开始崛起 By the end of 2017, Xianyu has • 200 million registered users • 16 million active sellers • 45,000 fish ponds • 41% user interaction rate 截至2017年底，闲鱼已拥有 • 2亿用户 • 1600万活跃卖家 • 45万鱼塘 • 41%用户互动率 “ I really bought a lot of things online! Plus, we are all buying new things to replace the old ones all the time. Some of the “old” things are still new actually and sometimes even not been used. It’s quite convenient to sell and buy second-hand stuff online nowadays. I bought my baby cot there too. - A 29 y.o. New Mom 我真的买了很多东西，而且现在不是一直要换新嘛！ 有些东西还很新，甚至都没有用过，直接扔掉会比较 可惜。现在闲鱼上卖二手很方便，我很方便就可以放 在上面卖。而且有些东西在上面买也很经济，我的宝 宝的婴儿床就是在闲鱼上买的。 - 一位29岁的新妈妈 8 RISE OF THE SECOND-HAND ECONOMY 二手经济悄然 崛起 “SOURCE:Xianyu official statistics from the Internet, 闲鱼官方统计; RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 24 24
  • 25.CONSUMERS REMAIN VERY OPEN TO TRYING DIFFERENT ECOMMERCE PLATFORMS 消费者尝试新平台的热情不减，知道的逾四成都用过 Average number of platforms known 平均知道的平台数量 18.6 Average number of platforms used 平均使用过的平台数量 “Actually, I tried many (platforms), and some I don’t remember now. Whenever I saw an ad, or someone recommended, I would give it a try because all it takes is to download an app. - Many respondents 7.7 我其实尝试过很多，有些都记不得 了，看到广告，或有人推荐，都会尝 试，反正很方便，只要下载APP就可 以了。 - 很多受访者都提及 “ 9 LASTING PASSION TO TRY NEW APPS & JOIN SHOPPING FESTIVALS 平台尝鲜与购物 节热情高涨SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 25 25
  • 26.AS WELL AS DOUBLE ELEVEN, THERE ARE MANY OTHER IMPORTANT ONLINE SHOPPING FESTIVALS 除双十一之外，其他的购物节也变得越发重要 Aware 知道 99% 97% 94% 84% 73% 64% 61% 80% 61% Expectant 期待 44% 29% 23% 15% 15% 9 LASTING PASSION TO TRY NEW APPS & JOIN SHOPPING FESTIVALS 平台尝鲜与购物 节热情高涨 Double Eleven Double Twelve 双十一 双十二 Chinese New Year 年货节 Women's Day 女王节 618 618 Prime Day Black Friday 亚马逊会员日 黑色星期五SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 26 26
  • 27.CONSUMER ENGAGEMENT PATTERNS ARE DIFFERENT. BRAND MUST TAILOR STRATEGIES TO EVENTS 针对消费者参与不同购物节的行为差异，品牌需要定制不同的 营销策略 PARTICIPATION OF ONLINE SHOPPING FESTIVAL 线上购物节的参与程度 49% 25% 19% 10% 31% 38% 30% 24% 18% 30% 37% 40% Prepare in advance 提前准备 Participate that day 当天参与 Look around that day 当天随便看看 6% 4% 5% 22% 16% 19% 49% 41% 40% 9 LASTING PASSION TO TRY NEW APPS & JOIN SHOPPING FESTIVALS 平台尝鲜与购物 节热情高涨 Double Eleven Double Twelve 双十一 双十二 Chinese New Year 年货节 Women's Day 女王节 618 618 Prime Day Black Friday 亚马逊会员日 黑色星期五SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 27 27
  • 28.TRANSFORMATIVE ROLE OFECOMMERCE:INFORMATION, ENTERTAINMENT & SOCIAL 电商角色聚变： 从销售渠道到信息、娱乐与社交平台的转变 28
  • 29.ECOMMERCE IS DEEPLY EMBEDDED IN CONSUMER LIFE, PERFORMING MULTIPLE ROLES 电商深嵌于中国消费者的生活 角色正式转变 Originally for 从 PURCHASE Now expanding into 购买渠道 正式衍变成为 INFORMATION 信息来源 ENTERTAINMENT Platforms 娱乐 平台 SOCIAL 社交SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 29
  • 30.ECOMMERCE IS FULFILING CONSUMERS’ NEEDS OF CONVENIENCE, VARIETY, AND COST-EFFECTIVENESS 电商所满足的不仅是消费者对便利、多样和性价比的需要 FUNCTIONAL BENEFITS OF ECOMMERCE 使用电商功能性利益点 93% CONVENIENCE 便捷 90% VARIETY 选择丰富 80% VALUE-FORMONEY 实惠 35% QUALITY 品质保证 Home delivery service 送货上门，可以足不出户 72% Order whenever and wherever 可以随时随地浏览下单 41% Easy to search & compare products 35% 方便对比和查询产品信息 Easy to refer to other’s reviews 28% 方便参考别人的评价和口碑 Versatile product range 产品类别齐全 56% Variety of brands 品牌选择多 54% Locally inaccessible products 能买到当地没有的东西 32% Non-local and oversea products 可以买到全国和世界各地的产品 26% New products/short update cycle 有新品/产品更新速度快 23% Products only available online 有些产品只在网上销售 16% Service (e.g. housekeeping) 在网上可以预定服务 （如家政） 10% Low price 价格便宜 62% Promotion & discount 优惠活动多，折 57% 扣力度大 Trustworthy platform/seller 有值得信赖的网购 24% 平台/店家 Products with guaranteed quality 可以买到有品质保 16% 证的产品SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 59% Agree that online shopping makes it easier for me to choose the right product 认为网购使我更容易地 选择到合适的产品 30
  • 31.BROWSING FOR INSPIRATION HAS OFFICIALLY BECOME THE LEADING PURPOSE OF ECOMMERCE PLATFORMS FOR CONSUMERS 且已经成为重要的信息来源和“长草机”：随便逛找灵感是消费者使用 电商平台的首要目的 63% 52% 47% 46% 44% Information related 信息相关 Purchase related 购物相关 22% 22% 20% 16% 14% 12% What consumers do on ecommerce platforms 消费者在电商平台做什么 Hang around for inspiration 随便逛逛找灵感 Purposively search product 有目标的搜索商品 Place order 下单 Check shipment status 查看物流 Check discount & promotion查看优惠促销 Write reviews 写评论 Check new arrivals 查看有无新品 Consult seller for product info. 咨询卖家商品信息 Compare price 比价 Share, recommend product, seller 分享，推荐产品，卖家 Apply for post-sale service 申请售后服务SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 31
  • 32.CONSUMERS USE PLATFORMS NOT ONLY AS TOOLS BUT INCREASINGLY AS TOYS 同时，还能带来很多情感层面的心理满足 EMOTIONAL BENEFITS 情感利益点 More versatile & fulfilling 生活更多样充实 More efficient 让生活更高效 More freedom 更自由 Improve quality of life 提升生活品质 Sense of novelty 新鲜感 Gratification 满足感 De-stress 可以释放或缓解压力 Up-to-date with fashion 跟上潮流 More control over life 对生活更有掌控感 Surprises, delights 小惊喜、小确幸 More confidence 更自信 Elevate personal taste 提升品位 Express care for others 对他人表达关心 Sense of accomplishment, pride 成就感，自豪度 Spoil myself 宠爱, 安慰自己 Inspiration and imagination 灵感和想象力 31% 29% 26% 25% 24% 24% 22% 20% 17% 15% 12% 11% 10%SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 55% 52% 48% 32
  • 33.ECOMMERCE PLATFORMS ARE LEVERAGING ENTERTAINING AND SOCIAL CONTENT TO BOOST SALES 电商的娱乐属性和社交属性也在不断增强 Games 游戏 Livestreaming 直播卖货 Social 社交娱乐及分享SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 33
  • 34.“ I really like finding interesting things online. Every time I view ecommerce, I always feeling like I am on a journey towards novelty. - A Girl from Harbin 我特别喜欢在网上找好玩的东西，每次逛 都有种发现和猎奇的心情。 - 哈尔滨的一位女孩 I slide through ecommerce whenever I’m free, especially when I am on the go or before sleeping. I always find many things I would like to buy. You can see I have more than 100 items in my trolley. It has really enriched my life. - A Teacher from Gansu Baiyin 我没事就会在网上随便看看，特别是在路上和 睡觉前的时候，经常看到很多东西我都想买， 你看我购物车一直是100多个东西，感觉生活 特别充实。 - 甘肃省白银市的一位教师 My folder for shopping apps is called “Kids on Alert”. For real, I check it everyday, just like checking on my kids. I always buy too much, and now I started to sell on 2nd hand platforms even though some of the products have never been used. - A New Mom From Shanghai 我的购物APP的文件夹叫“祖宗啊”，真的，现在 感觉每天都会看看，像小祖宗一样。经常买太 多，已经开始不断处理二手了，甚至有些买回来 没用过的都在卖二手了。 - 上海市一位新手妈妈 “SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 34
  • 35.ONLINE CONSUMERS ARE ON THEIR WAY TO “ADDICTION” 逐渐“上瘾”的电商消费者SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 35
  • 36.HIGH FREQUENCY NEARLY 60% USE ECOMMERCE AT LEAST ONCE A WEEK 高频率 近6成消费者每周都会打开电商平台 ECOMMERCE USAGE FREQUENCY 电商使用频率 ≥ 1 / week 每周至少1次 < 1 / week 少于每周1次 Total 总体 T1/2 T3/4/5 18-30 yrs. 31-40 yrs. 41-60 yrs. MHI 3-8K MHI 8-15K MHI 15K+ 57% 65% 51% 63% Tier 1&2, younger and 51% 37% higher income consumers use ecommerce more often. 53% 一二线、高收入及年轻 消费者更频繁用电商。 59% 65% ≥1 time/day 每天1次及以上 3-6 times/week 每周3-6次 1-2 times/week 每周1-2次 2-3 times/month 每月2-3次 1 time/month 每月1次 < 1 time/month 少于每月1次 4% 19% 9% 2% 35% 32%SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 36
  • 37.RICH EXPERIENCES AVERAGE NUMBER OF PLATFORMS USED EXCEEDS 7 多经验 每人平均用过7-8个不同平台 AVERAGE NUMBER OF ECOMMERCE PLATFORMS EVER USED 平均使用过的电商平台数量 • Higher tiers, higher income and younger population are more experienced in online purchase • 高级别城市，高收入和年轻群体对于线上购买更有经验 7.7 9 6.9 7.1 8.2 9.3 8.2 7.3 6.3 Total 总体 T1/2 T3/4/5 3-8k 8-15k >15k 18-30 31-40 41-60 Most consumers cannot remember all the platforms they’ve used. In other words, the actual number of platforms used is likely to be larger. 很多人无法记得所有使 用过的平台，换言之， 消费者实际的使用经验 可能更多SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 37
  • 38.DEEP IMMERSION CONSUMERS BROWSE ECOMMERCE WHENEVER FREE. OVER HALF TREAT IT AS AN “ALTERNATIVE LULLABY” 深渗透 随时有空随时逛，过半数将其作为“睡前活动” OCCASIONS FOR USING ECOMMERCE PLATFORMS 使用电商的场合 67% 54% 27% 26% 26% 22% 15% 13% Whenever free Before sleeping 任何有闲的时候 临睡前 During meals 吃饭时 During traveling Window-shopping Get-togethers During commuting Morning wake up 旅途中 逛街时 聚会的时候 路上 起床时SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 38
  • 39.GROWING ATTACHMENT CONSUMERS SHOW INCREASING PREFERENCE OVER ECOMMERCE, AND HALF SEE IT AS AN INDISPENSABLE PART OF LIFE 强依赖 人们愈发喜爱电商，将其视为生活不可缺失的一部分 60% I like shopping online more and more 我越来越喜欢在网上购物了 50% I can't imagine living without online shopping 现如今我不敢想象没有网购的生活SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 39
  • 40.THE MORE PEOPLE USE, THE MORE “ADDICTED” THEY GET 经验越长，依赖越高，网购是会“上瘾”的 Evidently, reliance on online shopping increases as online shopping experience accumulates. 数据显示，随年数的增加和经验的积累，网购的依赖度会越来越高。 User Frequency 网购频次 <1 time/week 少于每周1次 ≥1 time/week 每周至少1次 45% 36% 61% 55% 64% 39% < 3 yrs. 3-5 yrs. > 5 yrs. Choice for product and platform continuously expands as online shopping experience prolongs 网购越久，选购的产品和平台范围会不断拓展 # of categories ever purchased online 6.3 7.8 9.2 网购过的品类数量 # of platforms ever used 使用过的品台数量 5.9 7.2 8.3 Years of using ecommerce 使用电商网龄 < 3 yrs. 3-5 yrs. > 5 yrs. Proportion of Online Expenditure in Total Spending 网上占全部支出比例变化 Decreased 有所减少 Almost unchanged 基本没变 Increased to some degree 有些增加 Increased dramatically 大幅度增加 31% 51% 14% < 3 yrs. 19% 59% 21% 3-5 yrs. 16% 48% 33% > 5 yrs.SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 40
  • 41.MEMBERSHIP IS PROMOTED BY ECOMMERCE PLAYERS TO GROW USER LOYALTY 各大电商纷纷推出会员制度，更深度锁定现有用户 Alibaba 88 VIP 阿里88会员 JD Plus 京东Plus会员 Netease Kaola VIP 考拉黑卡 “I bought Ali 88, JD Plus, and Kaola VIP. I can check how much money I saved by having these memberships. There are attractive promotions too. I think they all worth buying. - An Experienced Online Shopper 88会员、考拉黑卡、京东plus我都买了，上面 会帮我计算帮我节省下来的额度，一目了 然。还有很多优惠活动，确实很值。 - 一位电商消费达人 “SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 41
  • 42.ALWAYS EXPECTINGMORE:CUSTOMIZATION, FUN & INTERACTION 消费者对电商的期待升级： 定制、趣味及互动性 42
  • 43.BEING MORE & MORE EXPEIRENCED, MOST ONLINE SHOPPERS BELIEVE THEY ARE GETTING MORE RATIONAL THAN BEFORE 随着网购经验的增长，大部分网购者认为自己更理性了 1% 7% 66% I am a more rational online shopper than before 相比以前，我现在网上购物更加理性了 26% 55% 11% Strongly disagree 非常不符合 Disagree 不符合 Neutral 不一定 Agree 符合 Strongly agree 非常符合SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 43
  • 44.THEY CLAIM THAT IMPULSIVE PURCHASE ONLY ACCOUNTS FOR LESS THAN 30% OF TOTAL ONLINE PURCHASE 在他们看来，冲动购买的比例不超过30% IMPULSIVE VS. PLANNED IN ONLINE PURCHASE 网购中冲动和计划购买占比 72% Planned 计划购买 28% Impulsive 冲动购买 “I think I am more rational than before. After all, I have bought for so many years, I now know how to avoid “traps”, and I am also having more control over impulsive buying. I believe most of my shopping are planned. 我觉得我比以前应该理性一些了，毕竟买 了这么多年，开始懂得怎么避雷了，也在 尽量控制不那么冲动了。我认为我大部分 的购物应该都是计划性的。 “SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 44
  • 45.ONLY ABOUT ONE THIRD OF CONSUMERS AGREE THAT THEY WOULD BUY MORE THAN THEY NEED 仅有近1/3的消费者认为，自己会买没用的东西，或买太多 26% 30% Agree that “I always buy a lot of things that are useless when shopping online” 同意“我在网上买了许多用不上的东西” Agree that “I often buy too much when shopping online ” 同意“我常常会在网上不小心买太多”SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 45
  • 46.ACTUALLY IMPLUSIVE PURCHASES ARE THE BIGGEST TRIGGERS 但实际上，冲动消费是电商增长的主要动因 Triggers for Impulsive Purchase 冲动购买因素 See something I like 看到喜欢的东西了 Appealing promotions or discounts 有诱人的优惠和折扣 Flash sales or limited purchase 限时或限量抢购 Low price 商品和服务价格便宜 Everyone around is buying 身边的人都在买 Try new products 推出新品希望尝试 See attractive ads 看到有吸引我的广告 Add-on items for free shipping 凑单包邮的时候看到还不错的东西 65% 54% 41% 37% 29% 24% 23% 21% These triggers are all common cross different ecommerce platforms 而这些冲动购买的因素，随时随地都能看到 Post-purchaserationalization:A type of cognitive bias where consumers overlooks any faults in order to justify their purchase. 购买后合理化：认知偏差的一种，简单来说就是消费者会对 自己的购买行为进行合理化，即使自己买了不必要或者昂贵 的东西也会做出解释以减轻内心的负担。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 46
  • 47.BUYING EXTRA ITEMS TO GET FREE SHIPPING & GROUP SHOPPING DEALS ARE ALSO COMMON 并且，为包邮凑单和拼单的情况也频繁存在 On average, 1 OUT OF EVERY 5 ORDERS, consumers would buy add-on item for free shipping 平均而言，每5张订单中， 会有1张为了包邮而凑单 17% online purchases trigger or are triggered by group-buying 的网购属于拼单 （推荐别人一起买或被朋友邀请一起买）SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 47
  • 48.HENCE, CONSUMERS ONLY THINK THEY ARE BECOMING MORE RATIONAL. IN REALITY, THEY ARE BUYING MORE THAN PLANNED. 可见，消费者只是在意识上认为自己 更理性了，但实际上，他们在很多场 景下都会买的比实际需要的多。 A male from Shanghai bought too many products. To organize, he replaced some of his furniture to storage racks. He could not remember buying some of the products. Until now, some of the products still remained untouched. 来自上海的一位男性因为采购量过大，甚至将一 些家具替换成货架来归置。有一些商品连包装都 不曾拆过，甚至有的商品想不起来曾经买过。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 48
  • 49.YET, THEY ARE BECOMING MORE FAMILIAR WITH DIFFERENT MARKETING APPROACHES, AND MORE “SOPHISTICATED”. WINNING CONSUMERS IS GETTING MORE DIFFICULT. 但是，随着网购经验的积累， 在如何选购行为上，他们的确多了一份精明和老练。 未来，要赢得消费者，并非易事。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 49
  • 50.CONSUMERS ARE NOT AS EASILY CONVINCED AS BEFORE, THEY NOW EVALUATE PRODUCTS AGAINST MANY CRITERIA 和以前相比，消费者似乎变得更难被说服了，他们会利用更多维度来判 断产品好坏，防止踩雷 61% Product sales 产品销量 53% Detailed reasons of negative reviews 产品差评的主要原因 49% 45% Store credibility Additional reviews 店铺信誉度（如等级，评 产品的追加评论 分等） 43% Number of positive reviews 产品好评的数量和占比 41% 38% WOM from other buyers I know 身边人的反馈或推荐 36% If it is flagship store 是否是品牌旗舰店 31% 29% 27% Reliability of positive If the product Past purchase reviews introduction is detailed experience of the store 分析好评的可信度（如： enough 是否是以前买过的可靠的 质疑过于详细，图片又像 产品介绍是否细致 商家 模特图的好评可信度） 13% 13% 13% Business scale of the Recommendation from Ways to demonstrate store professional buyers products 是平台店家还是个人商户 专业买手的推荐 产品介绍呈现方式是否够 好 (如多角度、视频、3D） Claim that if I make a poor purchase online, I will summarise experiences to improve the chance of good online purchase in the future 如果我在网上尝试购买某个品 类失败了，我会总结经验，提 高未来该品类网购的成功率SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 50
  • 51.MANY CONSUMERS CLAIM TO BE PATIENT AND WAIT FOR A BETTER DEAL 对于一些产品，一部分人开始伺机而动，以获得优惠价格 54% The product I like is expensive and I want to get better deals during sales 喜欢的产品价格较贵，希望等到打折季时候购买 “ There are promotions now and then. So if it is not urgent, esp. when there are shopping festivals coming, I will put what I like in the shopping trolley first, and wait to see if I can get better deals. - A Consumer in Shanghai 现在的优惠活动那么多，如果不是很着急的，特别是快到购物节的时候， 我有时候会先放购物车，等等看有没有好的促销。 - 上海一位消费者 “SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 51
  • 52.IN ADDITION, CONSUMERS ARE GETTING MORE DEMANDING, LOOKING FOR BETTER, MORE FUN, & CUSTOMIZED SHOPPING EXPERIENCES 并且，消费者也在变得“挑剔”， 期待更好、更有趣、更定制化的购物体验SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 52
  • 53.CONSUMERS HAVE MUCH HIGHER EXPECTATIONS OF ECOMMERCE EXPERIENCES; CUSTOMIZATION, INTERACTION & ENTERTAINMENT ARE KEY 消费者对未来电商体验呈现出非常高的期待，尤其是: CUSTOMIZED PRODUCTS & SERVICES 定制化产品和服务 More personalized shopping/browsing interface 更符合我自己的使用习惯、更个性化的购物/浏览界面 Recommend the suitable goods intelligently based on my preference 知道我的喜好，智能和精准地推荐适合的商品 Customized products and services 有更定制化的产品和服务选择 Better shopping guidance (e.g. wearing recommendation, home decoration design) 更多的购物与选择的指导或建议（如：穿搭推荐、家装设计） 30% 26% 20% 18% INTERACTIVE & ENTERTAINING 交互性与趣味性 More vivid display (e.g. video, 3D, VR, etc.) 更生动全面的产品展示方式（如：视频、3D、VR等呈现方式） More interactive shopping experience (e.g. livestreaming, demo, etc.) 更具互动性的购物体验（如：直播、演示等） Make shopping process more interesting (e.g. game, lottery, etc.) 购物过程更具有趣味性（如：小游戏、抽奖等） Enhance the social nature of shopping (e.g. browse virtual online store together with friends) 在网购时与亲友能更好地互动（如：一起逛虚拟网店等） 18% 14% 14% 13%SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 53
  • 54.MEANWHILE, THEY EXPECT CONTINUOUS IMPROVEMENT IN THE BASICS SUCH AS CONVENIENCE & VALUE-FOR-MONEY 与此同时，他们期待电商能在方便、优惠等基础方面有持续的提升 CONVENIENCE 便捷 More simplified product search and comparison process 更方便的产品搜索和对比 Faster delivery 更快的物流速递时间 Easier return and exchange 更便捷的退换货（退换货流程简单，退款迅速到账等） Flexibility to choose or change delivery time and place 可以更自由地选择或更改快递的地点与送达时间 Watch and buy at any time anywhere 无论网上还是生活中都可以随看随买，更方便买到任何产品 Accessibility of products & services in trend offline 生活中时兴流行的东西都能在网上找到对应的产品和服务 46% 38% 34% 29% 27% 21% QUALITY & VALUE FOR MONEY 产品品质与性价比 54% Offer more discounts and promotions 提供更多优惠和促销 21% Better selection of suppliers and products 购物平台更精选或严格筛选店家及产品SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 54
  • 55.THERE ARE STILL MANY HYGIENE FACTORS WHICH CAN LEAD TO CONSUMER DISSATISFACTION 此外，仍有一些传统意义的担忧或不满意点有待改善 PRODUCT 产品 SERVICE 服务 LOGISTICS 物流 EASY & SAFE TO USE 平台易用性和安全性 Fake products 假货现象仍存在 56% No quality guarantee 产品质量参差不齐 51% Inaccurate size 网上的尺码不准 48% Concern on overclaim of products 担心产品和网上宣传不符 30% Cannot see or touch products 无法触摸或看到产品，难以亲身了 30% 解实际情况 Too many choices 选择太多，难以挑选 30% Inconvenient returns and exchanges process 退换货麻烦 Inconvenient to consult customer service online 咨询网上客服不方便 Inappropriate recommendation 网上推荐给我的产品不合适 Customer service not in time or not friendly 导购服务不够及时友好 No recommendation 网上购物时不能获得推荐 59% 11% 9% 9% 7% Slow logistics 物流太慢 Concerns on damage and loss during delivery 担心物流运送过程中物 品损坏或者丢失 39% 29% Concern on privacy 担心个人隐私 38% Concern on account safety 担心网上帐户的安全 Inconvenient to register new account 要注册帐号很麻烦 Complicated to operate 网购操作起来有点复杂 27% 8% 6%SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 55
  • 56.IMPLICATIONS FOR BRANDS 启示 56
  • 57.01 ECOMMERCE IS THE KEY TO WINNING AROUND THE WHOLE CONSUMER PURCHASE JOURNEY 充分发挥电商的多重角色，紧抓消费者决策路径上的机会点 Lock in opportunities during consumer decision making process ACTIVE STAGE 主动阶段 紧扣决策路径各阶段上的机会点 PRIMING STAGE 被动阶段 Wavemaker is dedicated to understanding consumer purchase journey. Through Wavemaker's proprietary Study, Wavemaker MOMENTUM, we find that 50% of consumers globally have strong bias towards brands in the Priming Stage (The Priming Stage is daily life, when consumers are not actively in the market to buy.), 50% of those with strong bias will convert to purchase in the Active Stage (The Active Stage is when consumers are actively looking to make a purchase, gathering information, shopping, making a decision.) Purchase conversion is 6 times higher than for people without strong brand bias. 消费者决策路径是Wavemaker的策略核心，通过Wavemaker MOMENTUM决策 周期研究数据库，我们发现全球范围内有50%的消费者在被动阶段已经有了较强的 品牌偏好（被动阶段是指日常生活中，消费者此时并未产生购买意向）。而50%的 有较强偏好度的人群在主动阶段（主动阶段指消费者有购买想法，并积极收集信 息、购物以及开始做购买决策的阶段）产生了实际的购买转化。其转化的可能性是 没有品牌偏好的人群的6倍。 Make full use of ecommerce’s multiple roles 充分发挥电商的多重身份 PURCHASE 购物 ENTERTAINMENT 娱乐 INFORMATION 信息来源 SOCIAL 社交 Through being used as a buying, information channel, entertainment and social platform, ecommerce performs a comprehensive role in driving brand growth. Ecommerce is used to fulfill multiple purposes including building brand/product awareness, market education, creating close user relations/CRM, performance marketing and magnifying social influences. Since ecommerce is capable of performing multiple roles, understanding the whole consumer purchase journey through the lens of ecommerce is critical in designing successful marketing strategies in China. 电商在未来将以购物、信息来源、娱乐、社交等多重身份在营销链路中扮演更加综合 性的角色，如帮助建立品牌/产品认知、市场教育、建立更紧密的用户关系/CRM、绩 效营销、增幅社交影响力等等 。 品牌应更开放并谨慎地对待消费者决策路径的被动阶段和主动阶段。考虑到电商可以 发挥的不同角色，通过设计更贴合决策路径的整合性营销策略，就可以更好发挥电商 的效能。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 57
  • 58.02 PLATFORM STRATEGY NEEDS TO BE CLEARLY DEFINED ON THE CATEGORY & BRAND LEVEL 清晰定义不同渠道的角色，以及品牌的参与意义 HORIZONTAL ECOMMERCE PLATFORMS 综合性电商平台 VERTICALS/SPECIALIZED ECOMMERCE PLATFORMS 垂直或细分性 OUTSIDER & SOCIAL 非电商平台及社交 Different ecommerce platforms perform different roles for different categories. The dynamics of different channels for each category is getting complicated with ongoing market segmentation, entry of non-ecommerce players, growing comprehensiveness of large platforms, integration of online & offline, and the expanding social commerce. For advertisers, clearly defining the values behind ecommerce platforms for brand and business development is a must. At the same time, it is necessary to have a comprehensive understanding of different ecommerce platforms and the roles they play relative to your category. Considering the vast changing ecommerce environment, marketers not only need to stay sensitive and observant, but also adjust their strategies with regards to new observations and tracking. 不同类型的电商平台在不同品类中的意义是不同的。随着市场的细分化、非电商平 台的参与、大平台越来越综合性、线上与线下的更紧密融合、以及社交电商的发展 ，不同渠道之于各品类的意义将会变得越加复杂。 对于广告主而言，需要清晰先定义电商平台对于品牌和业务发展的价值。同时，针 对不同类型的电商平台，认清其角色以及自己参与的意义，如区分品牌建设平台、 展示与信息平台、教育平台、绩效平台等。考虑到电商环境的变化速度，需要营销 人员保持灵敏的观察力，以及与时俱进的监测和追踪来进行适时的策略调整。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 58
  • 59.03 BRANDS MUST CONTINUE TO OPTIMIZE ECOMMERCE PLATFORM EXPERIENCES TO IMPROVE CONSUMER SATISFACTION 持续优化电商平台体验，升级消费者电商满意度 基础需求 GETTING THE BASICS 完善基础保障 升级需求 GETTING THE FUN & COOL 增强互动性与乐趣性 个性需求 GETTING “PERSONAL” 更多专享与定制 Consumers have concerns about using ecommerce platforms with regards to product, delivery, service, etc. In other words, these fundamental aspects should still be the focus of the platforms. (view P53 for details). 对于电商，消费者在产品、物流、服务等 方面仍存在诸多担忧或不满。换言之，这 些基础要素，仍应该是平台最首要的关注 点，详情请参照53页。 Other than the fundamentals, consumers are raising their expectations, especially on creating interactions and being fun. These aspects will act as a solid foundation to strengthen and further improve brand success in ecommerce. 除了基本需求之外，消费者对电商体验 提出了更高的期待，尤其是在互动性和 乐趣性的方面。这将为电商在生活方式 中的更强渗透铺垫更坚实的基础。 Demand for personal customization is not only limited to the product, but also includes user and system interface. Platform owners and sellers may use multiple ways to customize and provide “personal” experiences and services. Examples may include personalized product recommendations, VIP membership, exclusive products & services, etc. 个性化的需求不仅体现在商品层面，在使用界面和 系统层面也非常突出。平台和商家可通过多方面的 定制来提供专享的体验和服务，例如界面的定制化 （例如“千人千面”）、个性化推送、会员或VIP 体系，专享的产品和服务等，来提升使用体验。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 59
  • 60.04 DEVELOP PRECISION TARGETING ACROSS AUDIENCE SEGMENTS IN ORDER TO OPEN UP NEW SOURCES OF GROWTH 通过精准营销扩展用户群体，开发新的流量来源 To overcome the declining demographic dividend, it is necessary to search and expand brand penetration with new user groups. 为了突破人口红利渐失的瓶颈，需要着力拓展新的用户群体来挖掘新的流量源。 OVERSEA 海外 01 “INVISIBLE” USERS “隐形”用户 02 Make use of oversea growing demographic dividend to convert oversea users including oversea local and Chinese consumers 抓住海外人口红利期，获取更多的海外客群，例如在海外的华人及当地消费者 Help “reveal” the invisible users, such as senior shoppers and students, through providing easy to use platforms or systems, safer payment methods, or assist in creating independent accounts and personal buying experiences 更好帮助隐形用户“现身”，如被代买或共享账户的中老年和青少年群体，为他们提供更易使 用的平台或系统、更容易及放心使用的支付方式等，帮助其建立独立的账户与购物体验 LOW TIER CITIES & RURAL AREAS 低线及农村市场 03 Take advantage of existing logistic networks and mass population to develop market for low tier cities and rural areas 利用已经铺设好的物流网络，开发人口庞大的低线及农村市场SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 60
  • 61.05 A BRIDGE BETWEEN CHINA AND WORLD, USING ECOMMERCE TO TEST NEW MARKETS 巧用电商跨出去、走进来，谨慎试水新市场 Be open to localizing brand positioning to succeed in different markets 品牌须定制本土化的定位策略，致胜不同市场 Bringing Oversea Brands into China 海外品牌走进来 Bringing Local Brands Oversea 本土品牌跨出去 Regional expansion is always one of the core issues for brand and business development. Ecommerce is becoming a popular way to test new markets. However, the vast growth of ecommerce makes it easy to be deceived as “it is easy to succeed”. Entering new markets requires rigorous market communication and business planning (especially important is understanding brand positioning for new brands). One of Wavemaker’s major focus is to assist local brands to expand overseas and importing oversea brands into China. We are dedicated in using scientific marketing methodologies to drive brand growth. 地域拓展永远是品牌和业务发展的核心议题之一，无论对于本土品牌的境外扩张策略来说， 还是海外品牌试图进入中国而言，电商已经开始成为被高度青睐的试水新市场的方式。 然而，电商的蓬勃发展也容易造成“易成功的假象”，进入新市场需要非常严谨的市场沟 通和业务发展策略（尤其是新品牌在该市场的定位策略）。Wavemaker的重点业务聚焦领 域之一便是助力本土品牌的境外扩张以及海外品牌进入中国，期待以科学的营销方法论来 支持更多品牌的业务发展。SOURCE:RISINGTIDE:THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH 《掀风破浪：中国电商发展新动能》, WAVEMAKER 61