中国线上零售市场概况
2017天猫消费人群洞察
2017消费升级趋势
38女王节品质消费榜
目录
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93中国线上零售市场概览
PART1
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93大数据· 全洞察
2016年国内线上零售规模增速放缓，保持着较为平稳的增长状态，线上零售整体渗透率达13.6%，高于全球同期
发展水平；
整个零售行业正在从规模爆发式增长的人口红利期向结构与品质升级的产业优化期转型，“消费升级”将是未来
一段时间内的核心关键词
45.80%
40.70%
34.70%
30.90%
28.20%27.60%
23.60%
0%
10%
20%
30%
40%
50%0.2
0.4
0.6
0.81.2
1.4
2015Q12015Q22015Q32015Q42016Q12016Q22016Q3
2015-2016Q3中国网络零售销售规模及增速（万亿元）
网络零售交易规模同比增长率
数据来源：艾瑞咨询
13.5%12.4%7.7%8.2%
0%
20%
40%
60%
80%
100%
中国亚太北美西欧
2016全球主要地区网络零售渗透率
线上零售销售额占比线下零售销售额占比
数据来源: eMarketer
注：线上零售渗透率按2015年销售额预测值统计
中国线上零售市场规模稳步增长，新常态下迎来消费升级机遇
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93大数据· 全洞察
消费升级的三大关键点
消费年轻化
体验升级
品类升级
80 后/90后
绝对的网购消费主力
移动时代
互联网的普及改变购物体验
内容营销
升级购物体验
品质与健康
网购主要考量因素
价格不再是主角
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