2021中国直播电商行业报告.pdf

Fastdata 极数2021 FastdataFastdata 2021 9 2021 3+X1839 2021 2019 2019KeyData 2021 2021 H1 5000 9.07 2021 H1 6.11 20.2% 1.09 61.6% 73.82021 12021 9 2.17 5.26 7.33 8.64 8.98 9.07 0 2 4 6 8 10 2016 8 2017 8 2018 8 2019 8 2020 8 2021 8 2016 8 -2021 8 MAU2021 2021 2.24 2.87 3.11 4.07 4.08 4.93 4.82 5.82 5.15 6.61 6.11 18.6% 0% 15% 30% 45% 60% - 2 4 6 8 2016 H1-2021 H1 2021 2020 6 5.81 6.93 7.23 9.07 0 3 5 8 10 2021 82021 2020 2 2020 3 2020-2022 2020 3 24 2020-2022 100 MCN 10000 2020 4 2020- 2022 2020 4 7 2020-2022 2022 100 1000 2020 4 2020-2022 2020-2022 2022 20202021 2020 5 2020 5 10 2022 20 100 1000 10000 2020 5 2020 5 23 2020 5 2020-2022 2020 5 18 2020-2022 10 50 MCN 100 2020 5 2020-2022 2020 5 26 (2020-2022 ) 10 MCN 100 1000 20202021 2020 6 2020 6 3 10 100 1000 10000 2022 1000 2020 7 2020-2021 2020-2021 200 10000 10 1000 2020 7 2020 9 3 Top100 5 200 20202021 2020 8 2020-2022 2020-2022 + 2021 4 2021 7 2018 11 21 2021 8 20202021 7.8% 17.8% 20.2% 2019 2020 2021 H1 1. = / 22021 2021 268 1,571 4,414 12,881 10,941 0 3,000 6,000 9,000 12,000 15,000 2017 2018 2019 2020 2021 H1 2017 -2021 H1 1. 2. 32021 22021 2009 2011 2016 2016 2016 2016 2017 APP 2017 2017 2017 2017 2018 2018 12 2018 2018 2018 2018 dou+ 2018 2018 20182021 2018 2018 2019 2019 2019 2019 2019 10 5 2019 2019 11 200 50% 2019 2019 App 2019 2019 2020 2020 / 2020 Feed 2020 2020 2021 2021 + feed2021 3+X 6.33 5.82 5.41 3.38 0 2 4 6 82021 2021 2600+ 2900+ 40002021 57.8% 23.8% 27.4% 35.0% 27.3% 23.8% 7.2% 48.9% 38.2% 0% 20% 40% 60% 80% 100% 2020 H1 2020 H2 2021 H1 2020 H1-2021 H22021 KOL 5700 14,000 12,000 7,073 6,653 5,993 5,274 5,023 4,922 4,911 4,746 4,735 4,668 4,419 4,403 4,314 4,230 4,192 4,184 4,161 4,150 & Dear- Austin OvO GEM KOL 2021 8 KOL2021 KOL 3738 9,136 5,211 5,145 4,495 4,396 4,242 4,055 3,766 3,449 3,356 3,354 3,276 3,145 3,052 2,875 2,868 2,755 2,602 2,471 2,439 818 9 10 9 99 : 922 -10.2 12 ye KOL0 2 4 6 8 1 2 3 4 6 8 9 10 11 12 14 16 17 18 19 20 22 24 2021 8TOP20 8,003 7,783 6,694 6,432 5,834 4,381 4,366 4,104 3,757 3,719 3,456 3,263 3,212 2,835 2,522 TeenieWeenie adidas STACCATO 2021 82021 TOP20 1.9 1.0 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.5 0.4 0.4 0.3 0.3 perfectdiary OPPO FILA 2021 82021 29.5% 34.9% 37.3% 65.1% 0% 20% 40% 60% 80% 100% 2019 8 2020 9 2021 8 2021 30 3.3% 14.2% 7.7% 2.4% 43.7% 37.9% 11.6% 0% 10% 20% 30% 40% 50% 18-30 30 -40 40 -50 2020 8 2021 82021 40.8% 34.7% 62.9% 59.2% 65.3% 0% 20% 40% 60% 80% 100% 47.4% 33.4% 11.1% 15.4% 38.50% 45.70% 12.80% 0% 20% 40% 60% 80% 18-30 30 -402021 2021 8 45.8 % 28 .3 % 25.9 2021 33.2% 30.3% 27.6% 39.2% 0% 20% 40% 60% 80% 100% 2020 8 2021 82021 2021 8 10 2021 85 .4 % 93.1% 90.32021 KOL2021 ROI ROI IPO2021 提 升 购 物 体 验 保 障 商 品 质 量 提 高 流 量 变 现 率 为 自 营 电 商 预 热2021 ARPU SKU2021 32021 61.6% 2021 8 % 80.3 89.2 112.8 110.6 106.1 107.1 0 20 40 60 80 100 120 2021 8 T G I90 95 00 115.7 160.5 182.6 218.4 186.5 59.1 0 50 100 150 200 250 85 90 95 00 2021 8 TGI2021 11.1% 16.4% 20.7% 18.2% 13.5% 16.8% 12.9% 0% 5% 10% 15% 20% 25% 85 90 95 00 2021 82021 8.1% 9.3% 13.5% 14.7% 10.82021 5.4% 7.2% 14.5% 28.9% 25.7% 2-3 1-2 1 2021 82021 2021 8 TGI 112.9 141.673.8% 20.9% 3.6% 1.7% 2021 8 5000 1 -2 22021 4.78% 1.91% -5.58% -18.63% -20% -15% -10% -5% 0% 5% 10% 5000 5000-1 1 -2 2021 6 5000 46.8% 2018 6 32.5% 2019 6 33.7% 28.3% 2021 62021 32.6% 34.2% 2019 8 2020 8 2021 8 1. 5 22021Contacts Us +86 18510809459 HRBP Fastdata极数