<p>华东地区 80后 90后消费者网购年货研究报告2018年艾瑞 &amp;京东联合发布2摘要说明：本研究报告中的 80后 90后指的是在 1980年 -1994年期间出生，年龄在 22-37岁之间。其中 80后指 33-37岁人群， 85后指 28-32岁人群， 90后指 22-27岁人群。来源：艾瑞咨询研究院自主研究绘制。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch京东年货节认知度高，客户体验好。送货快是 80后 90后消费者在京东商城购买年货的首要原因，此外，商品质量好、口碑信誉高也是重要原因土洋结合，在土特产年货畅销的 同时 ，海淘洋年货成为新风尚，以进口美食为代表的“洋年货”受到 80后 90后消费者的青睐春节习俗悄然变化，传统与新潮齐头并进 。购买年货作为春节传统习俗，不仅能够增加节日气氛，还是对长辈与家人的关爱，现如今网上购置年货已经蔚然成风春节期间，走亲访友和朋友聚会时互赠礼品，以物传情，进一步带动了年货市场的火爆。送给亲友的年货更注重健康，而送给领导客户的更注重档次网上购置年货的品类五花八门，食品零食、 服装、 饮料酒水、生鲜果蔬是选择最多的年货。 80后及 85后是线上囤货的主力，新势力 90后购买力也不可忽视3春节习俗与年货态度 1网购年货品类分析 2京东年货节用户需求分析 3附录 44传统与新潮共存，春节习俗悄然变化38.3%46.3%46.6%52.4%55.4%57.2%旅游过年手机抢红包灯笼 /对联 /鞭炮拜访亲友置办年货回家吃年夜饭2018年华东地区消费者春节习俗认同度样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch年夜饭、年货、拜年等传统过年习俗仍然占主导，但手机抢红包、旅游过年等新习俗也正逐渐兴起春节5形式与内涵兼备，习俗认同小有差异80后看重内涵，重视拜访亲友； 90后看重形式，重视年货置办；而 85后则两者兼顾，重视回家吃年夜饭样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch54.3%64.2%51.2%51.7%58.5% 55.9%56.3%50.7% 49.6%80后 85后 90后2018年华东地区 80后 90后消费者关于春节习俗认同的差异回家吃年夜饭 置办年货 拜访亲友80后85后90后6样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch团圆与亲情融融，方显浓厚春节氛围团圆和亲情是春节氛围的灵魂，而辞旧迎新和年俗年味儿的欢庆形式也必不可少阖家团圆 增进感情 辞旧迎新 年俗年味儿 温暖和睦 喜庆红火 热热闹闹61.0%49.6%49.1% 48.3%46.5% 43.7%37.1%2018年华东地区网购年货消费者感知的春节氛围7线下与线上并重，年货承载年俗年味年货不仅增加节日气氛，还是对长辈与家人的关爱，提供交流机会并增进感情；而网购年货得到大多数 80后 90后认可样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch64.8%59.6%38.6%64.8%56.8%51.7%年货51.4%2018年华东地区网购年货消费者对年货的认知863.4%67.9%59.4% 58.3%51.1%51.6%41.3%66.7%60.8% 59.9%54.9% 52.5% 51.1%34.9%2018年华东地区不同城市人群购置年货态度一二线城市 三四线城市年货新消费升级，高线城市更重线上样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch春节期间购买年货是春节传统习俗互联网同样是购买年货的重要渠道购买传统年货更能增加“年味儿”春节期间为长辈购买年货是孝敬的重要表现购买年货是对自己和家人忙碌一年的奖励春节期间与亲友互赠年货提供交流机会、增进感情新年货也非常重要三四线城市消费者对于年货的认知更传统，一二线城市则更愿意选择互联网渠道作为购买年货的方式9春节习俗与年货态度 1网购年货品类分析 2京东年货节用户需求分析 3附录 4101.4%9.1%12.7%17.7%18.2%13.6%24.7%2018年 华东地区 网络平台购买年货的预算500元以下500-1000元1000-1500元1500-2000元2000-2500元2500-3000元3000元以上44.6%50.3%0.8%4.3%增加了较多 基本持平 减少了较多 不确定2018年 华东地区 网购年货预算的变化情况万能互联网，年货大舞台网购年货预算金额较为分散，超四成的消费者今年购置年货预算高于去年样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch11预算有储备，大城大消费样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch2.0%0.7%11.6%5.9%13.2%12.1%18.2%17.1%13.0%24.9%11.9%15.9%28.2%20.2%一二线城市三四线城市2018年华东地区不同城市级别的 人群 在网络平台购买年货的预算500元以下 500-1000元 1000-1500元 1500-2000元2000-2500元 2500-3000元 3000元以上一二线城市消费者购置年货的预算相对更高，近三成消费者年货预算超过三千元12民以食为天，美美过大年任君挑选，年货品类五花八门；食品零食、饮料酒水、生鲜果蔬是选择最多的年货，过年换新衣也有许多拥趸者样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch72.8%60.0% 53.3%48.0% 38.9%22.4%18.5%17.4%14.9%61.7%21.7%17.8%17.1%8.7%酒水饮料生鲜果蔬家居用品电器美妆饰品母婴玩具演出比赛门票食品零食服装喜庆用品3C数码虚拟券卡鲜花植物机票酒店预订2018年华东地区用户计划网购年货品类概览13年货新主张，青年来担当80后及 85后是线上购置年货的主力，而新势力 90后的年货消费也不可忽视样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch72.0%63.0%55.9%47.6% 46.1%37.8%24.8%21.7%72.5%62.8%65.2%59.6%53.9%42.9%21.6%24.0%73.7%54.9%62.3%50.9%43.1%35.4%21.4%19.4%食品零食 服装 酒水饮料 生鲜果蔬 喜庆用品 家居用品 3C数码 电器2018年华东地区不同年龄 人群 选择年货 品类 的差异90后 85后 80后14年货大聚会，高线多品类样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch74.7%64.6%58.1% 57.2%48.2%42.2%26.7%21.5%70.3%58.0% 62.5%48.2% 47.7%34.4%16.6%22.1%食品零食 酒水饮料 服装 生鲜果蔬 喜庆用品 家居用品 3C数码 电器2018年华东地区不同城市级别 人群 选择年货品类的差异一二线城市 三四线城市除服装外，一二线城市消费者购买各品类年货的意愿都会高于三四线城市，尤其体现在生鲜果蔬和 3C数码方面15精彩年夜饭，阖家庆团圆年夜饭象征着一家人的团圆，而食材的选择也很有讲究，蔬果、干货受到更多偏爱，其次是海鲜水产和肉类蛋类样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch水果蔬菜82.7%干货77.1%海鲜水产67.9%2018年华东地区网购年货消费者生鲜果蔬类年货购买情况肉类蛋类62.3%速冻食品55.0%茗茶45.0%1684.9%80.8%70.7%63.7%58.4%44.8%79.3%71.4%63.5% 60.1%49.8% 45.3%水果蔬菜 干货 海鲜水产 肉类蛋类 速冻食品 茗茶2018年华东地区不同城市级别 人群 生鲜果蔬类年货购买情况一二线城市 三四线城市果蔬与生鲜，高线敢为先样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch网购生鲜果蔬年货方面，一二线城市消费者相对三四线城市消费者更愿意尝试线上渠道购买，购买的品类更加多样17白酒55.8%开怀来畅饮，把酒话颜欢酒水饮料在年货中扮演着重要的角色，它是年夜饭里最浓郁的味道。红酒和白酒是家宴上的主角，营养健康的牛奶和果蔬汁也占据一席之地样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch黄酒养生酒37.5%咖啡32.1%洋酒29.6%果蔬汁44.9%碳酸饮料42.0%啤酒39.9%红酒69.8%牛奶62.1%2018年华东地区网购年货消费者酒水饮料类年货购买情况1872.3%64.8%50.0% 50.6%43.9%36.6%41.6%33.5%28.2%66.0%58.2%64.3%36.5% 39.3%44.7%31.6% 29.9% 31.6%红酒 牛奶 白酒 果蔬汁 碳酸饮料 啤酒 黄酒养生酒 咖啡 洋酒2018年华东地区不同城市 级别 人群酒水饮料类年货购买情况一二线城市 三四线城市高线更健康，低线更豪放样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch相对而言，三四线城市消费者对白酒、啤酒购置意愿更高，而一二线城市消费者更愿意为红酒、牛奶、果蔬汁等买单19新年购新衣，美丽成可期69.1%55.6% 52.8%50.1%36.8% 36.4% 33.0% 32.6%28.5%19.7% 19.1% 17.6%羽绒服 /棉服男鞋 /女鞋 羊绒衫 /针织衫大衣 /风衣 内衣 /内裤 童装 /童鞋 牛仔裤 休闲裤 卫衣 /夹克 衬衫 正装 /西服 T恤 /POLO衫2018年华东地区网购年货消费者服装类年货购买情况羽绒服 /棉服、鞋类、羊绒衫 /针织衫、大衣等冬装是大家最常购买的服装类年货，在寒冷的冬季为家人带来暖暖的呵护样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch2071.1%55.0% 53.4% 52.5%41.6%36.3% 37.0% 36.6% 32.9%22.4% 22.4% 20.8%66.5%56.3%52.1% 47.1%30.8% 36.5% 28.1% 27.8%23.2%16.3% 15.2% 13.7%羽绒服 /棉服男鞋 /女鞋 羊绒衫 /针织衫大衣 /风衣 内衣 /内裤 童装 /童鞋 牛仔裤 休闲裤 卫衣 /夹克 衬衫 正装 /西服 T恤 /POLO衫2018年华东地区不同城市级别人群服装类年货购买情况一二线城市 三四线城市穿衣不怕贵，高线更前卫样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch一二线城市消费者更愿意在新年添新衣，尤其在羽绒服 /棉服、大衣风衣等方面购置意愿明显高于三四线城市21智能新生活，年轻最时尚80后 90后对科技的追逐永无止境，很多消费者选择在春节购置智能手机、平板电脑、手环等电子产品样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch2018年华东地区网购年货消费者数码电子类年货购买情况科技52%手机67.9%智能手环45.9%平板电脑56.4%笔记本电脑42.7%数码相机28.0%智能摄像头25.7%智能手表37.6%耳机 /音箱32.6%智能家居32.6%2269.6%62.8%48.6% 49.3%39.2%33.8% 34.5% 31.1%28.4%64.3%42.9%40.0%28.6%34.3%30.0% 28.6%21.4% 20.0%手机 平板电脑 智能手环 笔记本电脑 智能手表 耳机 /音箱 智能家居 数码相机 智能摄像头2018年华东地区不同城市级别人群数码电子类年货购买情况一二线城市 三四线城市高线数码粉，新年换新本样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch一二线城市消费者对电子类年货的需求更强烈，在平板电脑和笔记本电脑的购置意愿上与三四线城市差别尤为明显23亲戚72.7% 的年货赠送给54.7% 的年货赠送给朋友26.9%的年货赠送给“2018年华东地区网购年货消费者年货赠送对象20.1%的年货赠送给样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch年货已在途，新年寄祝福客户领导 /同事春节期间，走亲访友和朋友聚会的频率也逐渐升高，赠送礼品，以物传情，进一步带动了年货市场的火爆24礼品选择应因人而异，需要一定智慧；送给亲友的年货更注重健康，而送给领导 /客户的更注重档次48.8%42.3% 41.4% 39.4%31.1% 30.5% 28.6%24.1%29.4% 25.0% 22.7%32.3%51.7%41.9%31.4%45.3%健康的 价格合理的 实用的 具有喜庆寓意的 有档次的 包装精美的 有新意的 大品牌的2018年华东地区网购年货消费者送年货需要考虑的因素亲友年货考虑因素 领导客户年货考虑因素礼品巧搭配，健康新消费样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch为亲友购置年货考虑因素 为领导 /客户购置年货考虑因素25春节习俗与年货态度 1网购年货品类分析 2京东年货节用户需求分析 3附录 426网购平台，年货护航随着消费升级，消费者更注重生活品质，网购商品的质量和商品丰富度成为选择网购年货平台的首要关注因素样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch2018年华东地区消费者选择网购年货平台考虑因素品牌商品支付送货售后平台售后有保障 品牌知名度高，口碑好支付方式多样商品是正品，质量好商品种类多样，品牌丰富送货速度快商品价格便宜，常有促销优惠56.1%62.6%62.2%51.3%40.4%40.1%46.8%网购平台27“京”准送达，深入人心送货快是 80后 90后消费者在京东商城购买年货的首要原因，此外，商品质量好、口碑信誉高也是重要原因样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch46.1%39.8%37.2%28.4%28.1%27.3%25.1%22.7%19.7%19.3%送货速度快商品是正品，品质有保证京东商城的口碑、信誉好促销活动多，促销力度大商品种类 /款式丰富齐全春节不打烊，订单仍准时配送商品售后服务有保证快递人员服务态度好商品库存丰富，很少缺断货支付方式安全2018年华东地区消费者 在京东商城购买年货的原因 TOP10 选择京东买年货的原因选择京东买年货的原因28优势多样，各有所需80后消费者非常看重京东的送货速度， 85后消费者更看重京东的促销活动与力度，而 90后消费者综合考虑各方面因素样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch42.4% 38.5%36.6%24.9%28.8%25.4% 26.3%20.0%24.4%18.5%43.3%42.0% 39.4%35.2%28.7%28.7% 25.1%23.8% 21.2%18.6%52.3%38.3%35.2%23.1%26.9%27.3% 24.2% 23.5%14.4%20.8%2018年华东地区 不同年龄人群 在京东商城购买年货的原因 TOP1090后 85后 80后送货速度快 商品是正品，品质有保证京东商城的口碑、信誉好促销活动多，促销力度大商品种类 /款式丰富齐全春节不打烊，订单仍准时配送商品售后服务有保证快递人员服务态度好商品库存丰富，很少缺断货支付方式安全295.2%26.7%68.2%2018年华东地区网购年货消费者对于京东年货节认知与评价不知道听说过参加过年货大集，深得人心33.6%64.5%1.9%非常满意，超过我的预期满意，符合我的预期一般，低于我的预期样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch72.9%66.4%65.6%62.8%55.0%优惠促销活动力度大种类丰富的年货送货及时正品大牌的年货售后有保障的年货2018年华东地区网购年货消费者对于“ 2018京东年货节“的期待京东年货节认知度高，客户体验好；优惠力度大、年货种类丰富、送货及时是对 2018京东年货节的最大期待30期待满满，惊喜连连除了优惠促销外， 80后期待送货及时， 85后和 90后期待种类丰富样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch69.8%63.4%59.0%59.0%49.3%73.6%70.0%67.1%63.8%59.6%74.6%64.4%68.9%64.4%54.2%优惠促销活动力度大种类丰富的年货送货及时正品大牌的年货售后有保障的年货2018年华东地区不同年龄 人群 对于“ 2018京东年货节“的期待90后85后80后对 2018京东年货节的期待对 2018京东年货节的期待31直降打折是最受 80后 90后欢迎的优惠形式，而满减和返现 /返券也有一定比例的消费者喜欢优惠不断，放“价”到底直降 /打折73.7%返现 /返券40.7%包邮38.5%积分奖励31.1%满减59.0%赠品39.4%秒杀32.3%抽奖 /随机免单31.1%2018年华东地区消费者 对于“ 2018京东年货节 “ 期待 的优惠形式样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch64.4%59.0%40.5%35.1%37.6%32.7%32.2%32.2%76.5%59.3%38.4%40.1%42.7%35.2%31.9%34.9%77.7%58.7%43.6%42.0%34.5%28.8%29.2%25.8%直降 /打折满减返现 /返券赠品包邮秒杀积分奖励抽奖 /随机免单2018年华东地区不同年龄 人群 “ 2018京东年货节“期待的优惠形式90后85后80后32特产中国，传承如一“土味”从某种意义上来说也是正宗的年味，年货节也是土特产最畅销的时节样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iresearch61%的用户 一定 会在京东年货节购买 土特产38%的用户 可能 会在京东年货节购买 土特产2018年华东地区消费者“ 2018年京东年货节”土特产购买意愿华东59%东北38%西南42%华南33%华北34%西北36%华中25%2018年华东地区网购年货消费者对于全国各地区土特产购买意愿33全球年货，尽可选择网购打破了地域限制，海淘成为年货购置新风尚，以进口美食为代表的“洋年货”受到 80后 90后消费者的青睐样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch66.9%进口美食23.2%奶粉辅食 /纸尿裤25.4%数码家电38.0%个护美妆47.9%营养保健28.0%服饰箱包21.2%品质家居20.8%运动户外39%的用户 一定 会在京东年货节购买 洋年货54%的用户 可能 会在京东年货节购买 洋年货2018年华东地区消费者“ 2018年京东年货节” 洋年货购买意愿34洋洋洒洒，各选所好80后对进口美食和营养保健类洋年货更加热衷，而 85后更加偏好进口美食、个护美妆样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch54.6%45.4%37.2%30.6%24.5%15.3%21.4% 18.9%23.0%8.7% 9.2%73.0%46.0%42.5%31.2%28.1% 27.0% 22.5%21.8% 21.1%16.8% 11.6%69.6%52.1%33.3%22.1% 22.9% 25.0% 19.6% 21.3%13.8% 10.8%9.2%进口美食 营养保健 个护美妆 服饰箱包 数码家电 奶粉辅食/纸尿裤品质家居 运动户外 潮流奢品 钟表首饰 汽车用品2018年华东地区不同年龄 人群 各类别洋年货购买意愿90后 85后 80后35春节习俗与年货态度 1网购年货品类分析 2京东年货节用户需求分析 3附录 436报告说明©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch80后 90后包括：80后： 33-37岁（ 80-84年出生）85后： 28-32岁（ 85-89年出生）90后： 22-27岁（ 90-94年出生）华东地区一至四线城市包括：上海以及江苏、浙江、安徽（安庆除外）的地级市的城区（不含所辖县及县级市）调研范围界定37问卷调研样本分布33.6% 45.8%36.5%33.3%18.6%15.2%11.4% 5.7%一二线城市 三四线城市20万元以上15万元 -20万元10万元 -15万元10万元及以下样本： N=975，于 2018年 1月通过 iUserSurvey调研获得。©2018.1 iResearch Inc &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;iresearch46.2%35.8%12.5%5.4%在当前居住城市回老家探亲和家人外出旅游把父母接到当前城市2018年华东地区网购年货人群个人收入分布19.0%72.8%8.2%专科及以下本科硕士及以上2018年华东地区网购年货人群学历分布2018年华东地区网购年货人群婚姻及子女状况 2018年华东地区网购年货人群如何度过春节25.7%10.7%57.2%6.4%未婚已婚无子女已婚一孩已婚两孩38在艾瑞 我们 相信数据的力量，专注驱动大数据洞察为企业赋能。在艾瑞 我们 提供专业的数据、信息和咨询服务，让您更容易、更快捷的洞察市场、预见未来 。在 艾瑞 我们 重视人才培养， Keep Learning，坚信只有专业的团队，才能更好的为您服务 。在 艾瑞 我们 专注创新和变革，打破行业边界，探索更多可能 。在 艾瑞 我们 秉承汇聚智慧、成就价值理念为您赋能 。关于艾瑞400-026-2099扫 描 二 维 码读 懂 全 行 业海 量 的 数 据 专 业 的 报 告我们是 艾瑞 ， 我们 致敬 匠心 始终 坚信“工匠精神，持之以恒”，致力于成为您专属的商业决策智囊。askiresearch39法律声明版权声明本报告为艾瑞 咨询 制作，报告中所有的文字、图片、表格均受有关商标和著作权的法律保护，部分文字和数据采集于公开信息，所有权为原著者所有。没有经过本公司书面许可，任何组织和个人不得以任何形式复制或传递。任何未经授权使用本报告的相关商业行为都将违反 中华人民共和国著作权法 和其他法律法规以及有关国际公约的规定。免责条款本报告中行业数据及相关市场预测主要为公司研究员采用桌面研究、行业访谈、市场调查及其他研究方法，并且结合艾瑞监测产品数据，通过艾瑞统计预测模型估算获得；企</p>