中国电商发展新动能

12018.09THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH掀风破浪: 中国电商发展新动能2RISING TIDE: THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTHTRANSFORMATIVE ROLE OF ECOMMERCE: INFORMATION, ENTERTAINMENT & SOCIALALWAYS EXPECTING MORE: CUSTOMIZATION, FUN & INTERACTIONIMPLICATIONS FOR BRANDS03562842TABLE OF CONTENT 目录中国电商发展【新】动能电商角色聚变：从销售渠道到信息、娱乐与社交平台的转变消费者对电商的期待升级：定制、趣味及互动性启示RISING TIDE: THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH中国电商发展【新】动能34PENETRATION 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69%69%49%45%37%31%21%USAGE RATE OF PLATFORM | 各类平台使用率2014201520162017SOURCE: CNNICOnline Shopping网络购物Online Payment网上支付Travel Booking旅行预订Food Delivery网上订外卖Online Taxi-hailing网约出租车Premium or Express Car-hailing网约专车/快车Ridesharing共享单车5201720162015Steadily increasing contribution toChinese 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CHINA LEADS THE WORLD IN ECOMMERCE SCALE中国网购规模已达全球第一11%13%15%<++1137453108104In 2017, Chinese retail ecommerce scale occupied 49% of the global market2017年，中国网购规模占据全球市场49%份额(Billions USD|十亿美元)(100 million RMB|亿元)SOURCE: eMarketer; China National Bureau of Statistics 中国国家统计局6COMPARATIVELY, SERVICES SHOW EVEN HIGHER GROWTH非实物商品网购涨势更为强劲SOURCE: China National Bureau of Statistics 中国国家统计局201520162017ONLINE RETAIL SALES OF NON-PHYSICAL GOODS非实物商品网上零售额*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+51%+76%(100 million RMB|亿元)Approx. 6,3509,60016,9507ECOMMERCE 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0%20%40%60%80%020,00040,00060,00080,0002000200120022003200420052006200720082009201020112012201320142015201620172000-2017 CHINESE NETIZEN | 中国网民数量及增幅Total Chinese Netizen Number (10 Thousand) 中国网民规模（万人）Growth Rate 增幅SOURCE: CNNIC8THROUGH COMPREHENSIVE RESEARCH|通过多维度的研究WE HAVE IDENTIFIED NINE SOURCES OF GROWTH我们识别出九个未来电商成长来源EXPERT INTERVIEWS WITH EXPERT FROM IN-HOUSE, AGENCY, ANDECOMMERCEPLATFORMSIN-HOME VISITS IN CITIES/AREAS FROM TIER 1-5 IN-DEPTH INTERVIEWS WITH RURAL TAOBAO/ECOMMERCE SERVICE STATIONSQUANTITATIVE OFFLINE SURVEY IN 21 CITIES/AREAS FROM TIER 1-5 CROSS REGIONSSO WHAT ARE THE NEW DRIVERS OF ECOMMERCE GROWTH?未来，电商发展的【新】动能在哪里？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农村淘宝店主访谈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: RISING TIDE: THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH |《掀风破浪：中国电商发展新动能》, WAVEMAKER945678RISE OF THE SECOND-HAND ECONOMY二手经济悄然崛起9MARKET EXPANSION TO OVERSEAS & RURAL地域拓展：海外业务与农村电商SOCIAL COMMERCE HEATING UP社交电商不断升温SURFACING OF INVISIBLE USERS隐形用户“现身”LASTING PASSION TO TRY NEW APPS & JOIN SHOPPING FESTIVALS平台尝鲜与购物节热情高涨CATEGORY EXPANSION & UPGRADE品类扩张带来的规模性增长提速23STRONGER SPENDING POWER消费力持续攀升ECOMMERCE IS EVERYWHERE非电商平台涌入，生活方式全渗透“SEAMLESS INTEGRATION” OF ONLINE AND OFFLINE线上线下联动，时刻创造消费场景SOURCE: RISING TIDE: THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH |《掀风破浪：中国电商发展新动能》, WAVEMAKERTHE NI