2018中国消费者跨境消费趋势洞察报告新加坡篇.pptx

,中国消费者跨境消费趋势洞察报告,新加坡篇(精简版),Cross-Border Consumption Trends of Chinese Consumers,Singapore Version (Condensed Version),2018.04.12,01,02,03,04,目录 Agenda,PART跨境消费市场概览Cross-BorderConsumption Overview,PART跨境消费趋势Cross-BorderConsumption Trends,PART新加坡品牌消费洞察Singaporean BrandsConsumption Insights,PART趋势展望TrendsForecast,Cross-Border Consumption Overview 01,中国消费者跨境消费趋势洞察报告(新加坡篇),Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,跨境消费市场概览,数据来源：国家统计局 Source: State Statistical Bureau中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,数据来源：艾媒咨询 Source: iiMedia Research,35%30%25%20%15%10%5%0%,1086420,2014,2015,2016,2017,2018e,中国跨境电商交易规模以及占进出口贸易总额比例Chinese Cross-Border E-Commerce Market Size &Share in Total Import and Export Trade跨境电商交易规模（万亿元）Cross-Border E-Commerce Market Size (Trillion RMB)跨境电商交易额占进出口贸易总额比例%,Share in Total Import and Export Trade,0.80.60.40.20,1,2014,2015,2016,2017,2018e,海淘用户规模（亿人）Number of Cross-Border Consumers (Hundred Million),中国跨境电商交易规模稳定增长Market Size of Chinese Cross-Border E-Commerce keeps growing,跨境消费普及化Cross-Border Consumption Has Become More Prevalent,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,2015,2016,2017,不同线级城市消费者消费金额占比Cross-Border Consumption Distribution of Different City Tiers,一线1st Tier,二线2nd Tier,三线3rd Tier,四线4th Tier,一线,1st Tier,二线,2nd Tier,三线,3rd Tier,四线,4th Tier,2017年不同线级城市消费者客单价及同比增速2017 Cross-Border Per Customer Transaction Amount &Growth Rate% By City Tiers,2017客单价 Per Customer Transaction客单价同比增速%Growth Rate%,数据来源：阿里数据 Source：Alibaba data,年轻用户成为跨境消费主力军Young Consumers Become the Main Purchasing Power of Cross-Border Consumption,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,100%80%60%40%20%0%,2015,2016,2017,跨境消费金额年龄分布Cross-Border Consumption Value Share by Age Group,70前,Pre-70s,70后,Post 70s,80后,Post 80s,85后,Post-85s,90后,Post 90s,95后,Post-95s,70前,Pre-70s,70后,Post 70s,80后,Post 80s,85后,Post-85s,90后,Post 90s,95后,Post-95s,2017年各年龄段消费者客单价及客单价同比增速2017 Cross-Border Per Customer Transaction Amount &,Growth Rate% By Age Groups,2017客单价 Per Customer Transaction,客单价同比增速%Growth Rate%,中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,国别购买更加丰富More Purchasing Choices in Product Countries,热度提升指数： 2017年来自该国的商品跨境消费金额/2016年来自该国的商品跨境消费金额-1Increasing Popularity Index =2017 sales of products/ 2017 sales of products-1,2015,2016数据来源：阿里数据 Source：Alibaba data,2017,各原产地国商品消费金额占比Sales Proportion by Product Origin Countries,日本 Japan,韩国 Korea,美国 United States,其他 Others,希腊,Greece,以色列,匈牙利,西班牙,Israel Hungary Spain,奥地利,波兰,比利时,Austria Poland Belgium,智利,Chile,泰国,Thailand,意大利,Italy,2017年小众国家热度提升前十2017 Top 10 Increasing Popularity Index Niche Countries,跨境消费趋势Trends in Cross-Border Consumption,02,趋势一跨境消费习惯更加成熟Trend 1 Cross-Border Consumption Become More Mature趋势二健康化成为常态Trend 2 The Normalized Healthiness趋势三更关注品质Trend 3 More Awareness Of Quality中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,消费者除基础护肤品类外，会购买更多样的商品Consumers Buy More Beauty Categories Besides Basic Skincare Products,跨境消费习惯更成熟,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,2017年美容护肤跨境消费金额分布2017 Beauty Care Sales Proportion By Category,面膜 Masks面部护理套装 Facial Care Sets面部精华 Facial Serums乳液/面霜 Emulsions/Creams化妆水/爽肤水 Lotions/Toners防晒 Sunscreens眼部护理 Eye Care洁面 Facial Cleansing其他 Others,足部护理Foot Care,防晒Sunscreens,面部精华Facial Serums,眼部护理Eye Care,面膜Masks,2017年美容护肤跨境消费金额同比增速前五品类2017 TOP 5 Fast Growing Beauty Care Categories,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,跨境消费习惯更成熟,电子美容仪Electronic Beauty Equipment,毛孔清洁器/洁面仪Facial Cleansing Tools,瘦脸机/瘦脸工具Face Lifting Tools,冲牙器Oral Irrigators,专业美容仪器畅销Professional Beauty Devices Sell Well2016-2017年个人护理仪器跨境消费金额2016-2017 Personal Care Device Sales Amount,2016,2017,增长4倍以上Grew ByMore Than 4 Times,数据来源：阿里数据健康食品：包含有机|非转基因|原生态|低脂|无糖|无农药|农家|纯天然|无添加|非油炸|无公害|全麦关键字的食品Source：Alibaba data Healthy food include organic, low fat, low sugar, no additive, whole grain中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,饮食更健康Healthier Food & Drinks,健康化成为常态,2017年跨境食品品类消费金额分布2017 Cross-border Sales Proportion In Food Category茶/咖啡/麦片/冲饮,Tea/Coffee/Cereals/Instant Drinks零食/坚果/特产Snacks/Nuts/Specialties酒类Alcohols粮油米面/南北干货/调味品Rice&Noodles/Dry Food/Condiment水产肉类/新鲜蔬果/熟食Seafood/Meat/Vegetables/Fruits/Deli,Healthy Food,Total Food,2017年健康食品跨境消费金额同比增速（%）2017 Healthy Food Sales Growth Rate,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,保健品消费成为常态Health Product Consumption Becomes Prevalent,健康化成为常态,2015,2016,2017,2015-2017年保健品跨境消费客单价2015-2017 Health Supplements Per Customer Transaction,2015,2016,2017,各年龄段消费者保健品跨境消费金额占比Health Supplements Sales Proportion By Age Groups,70前Pre-70s,70后Post 70s,80后Post 80s,85后Post-85s,90后Post 90s,95后Post-95s,运动相关品类包括：运动服，运动鞋，运动用品,Sports Category Include：sports Clothes， Sports Shoes， Sports Goods中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,数据来源：阿里数据,选取销售额占比0.1%以上的品类,Source：alibaba Data Select Category With More Than 0.1% Sales Share,运动成为潮流Sports Become Trendy,2015,2016,2017,运动品类跨境消费金额与购买人数Sales Amount And Number Of Buyers Of Sports Category,消费金额 sales amount,购买人数 number of buyers,健康化成为常态运动文胸篮球服连体泳衣棒球帽分体泳衣健身裤芭蕾舞鞋运动卫衣拳击护具拳击手套,2017各运动品类跨境消费金额同比增速（%）2017sale Growth Rate% Of Different Sports Categories,跨境家电购买更多样The Purchase Of Cross-border Home Appliances Is More Diversified,更关注品质,2017年跨境家电各品类消费金额分布2017sales Proportion Of Category InCross-border Home Appliances,吸尘器vacuum cleaner净水器water purifier咖啡机coffee machine搅拌/料理机mixing / cooking machine空气净化/氧吧airpurifier,其他others,蒸汽清洁机,steamcleaning,machine,和面机,蒸汽拖把,doughmaker steam mop,擦窗,机器人window,cleaning,robot数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,多士炉,Toaster,暖风机,air heater,加湿器,humidifier,酸奶机,yogurtmachine,咖啡机,coffeemachine,电动打蛋器,electricegg mixer,2017年消费金额同比增速排名前十的跨境家电品类2017 Sales Growth Rate% Top 10 Of Cross-border Home Appliances,201610,201709,201601,201602,201603,201604,201605,201606,201607,201608,201609,201611,201612,201701,201702,201703,201704,201705,201706,201707,201708,201710,201711,201712,小众及独立设计师品牌受追捧Independent Designer Brands And Niche Brands Are More Popular,更关注品质,MARNIDiorYSLKENZOGucciChanelCELINEPrada数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,2017年奢侈品包袋跨境消费金额同比增速排名前10品牌2017 Top 10 Highest Sales Growth Rate Of Luxury Bag BrandsLOEWEMoschino,以YSL为例风琴包订单量趋势YSL Sac De Jour Order Trend,新加坡品 Brands Consumption Insights 03,中国消费者跨境消费趋势洞察报告(新加坡篇),Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,牌消费洞察,Singaporean,该部分基于中国跨境消费中新加坡品牌商品消费数据进行分析,This Part Is Based On Singaporean Brands Consumption Data In Chinese Cross-border Consumption,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,新加坡品牌在中国整体跨境消费中占比逐步提升Share Of Singapore-brand Products Grew Gradually In Total Cross-border,2015,2016,2017,新加坡品牌商品消费金额趋势以及在跨境消费中占比Singapore-brand Sales Trend And Share% In Total Cross-border,消费金额 sales amount,在跨境消费中占比share% in total cross-border,250200150100500,2015,2016,2017,中国跨境消费中新加坡品牌数增长趋势Number Of Singapore Brands On Cross-border Platform,中国消费者跨境消费趋势洞察报告(新加坡篇),Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,数据来源：阿里数据 Source：Alibaba data,新加坡品牌消费者画像,Customer Profile Of Singapore Brands,2015,2016,2017,2017整体跨境,total cross-border数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,食品/保健为最大类目Food/Health Products Are Biggest Industry新加坡各品类商品消费金额分布趋势与整体跨境消费分布对比Sales Proportion Of Different Industry Singapore-brand Vs Total Cross Border,食品/保健food/health,服饰鞋包apparel and shoes,母婴maternal and baby,美容护理beauty care,家居用品household items,运动/户外sports/outdoors,3C数码3C digital,珠宝/配饰Jewelry/accessories,其他 others,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,保健品呈现爆发式增长Singapore-brand Health Products Show Booming Growth,2015,2016,2017,新加坡食品/保健类各品类消费金额分布Sales Proportion Of Different Categories In Food / Health Industry,酒类liquor水产肉类/新鲜蔬果/熟食meat/ vegetable / fruit粮油米面/南北干货/调味品ricegrain and oil零食/坚果/特产snack茶/咖啡/麦片冲饮tea /coffee/instant drinks传统滋补营养品traditionaltonics保健食品/膳食营养补充食品,health products,2015,2016,2017,新加坡保健品消费金额与购买人数增长趋势Sales Amount And Number Of Buyers Trend OfSingapore Health Products,消费金额 sales amount,购买人数 number of buyers,中国消费者跨境消费趋势洞察报告(新加坡篇),Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,数据来源：阿里数据 Source：Alibaba data,新加坡保健品功效较为集中,Singapore-brand Health Care Products Are Concentrated,中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,数据来源：阿里数据,增长贡献度%：各品牌两年之间销售额增长/整体品类销售额增长,Source：Alibaba data,Sales Growth Contribution%：sales Growth Amount Of Different Brands/Sales Growth Amount Of Total,驱动新加坡保健品增长的主要品牌Growth-driven Brands Of Singapore Health Products新加坡保健品品牌消费金额增长贡献度%Sales Growth Contribution% By Brands美容养颜瘦身排毒,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,美容类保健品成为趋势Beauty Health Care Products Become More Popular,Collagen fluid,whitening pills,美容类保健品消费金额在整体保健品中占比Sale Proportion% Of Beauty Health Products In Total Health Products,2015,2016,2017,Pola美白丸消费金额趋势,POLA Whitening Pills Sales Trend,以POLA 为代表的美白丸产品2017年增长迅速Sales of whitening pills such as POLA grew rapidly in 2017,数据来源：阿里数据 Source：Alibaba data中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,充分利用电商节大促Put More Emphasis On On-line Shopping Carnival,BLACKMORES,GNC,swisse,US clinical,vitareal,2017年双十一当天消费金额对全年消费金额贡献度（%）2017 Sales Contribution% Of Double 11 To The Whole Year,BLACKMORES,GNC,swisse,US Clinicals,VitaRealm,2017年双十一当天新用户占全年新用户的比重（%）2017 New Consumers Contribution% of Double11,趋势展望,内容化营销成为关键 Content Marketing Becomes Essential消费者愈发注重互动和情感交流，平台内容渠道选择多样Consumers Pay More Attention To Interaction And Emotional Communication产品创新推动爆款不断出现 Innovation Drives The Boom Of Hot-Sell Products消费者爱尝鲜，富含创新与科技感的产品不断受到消费者追捧Products Full Of Innovation And Technology Are Constantly Admired By Consumers数据赋能精准营销 Big Data Enables Precision Marketing,通过大数据分析挖掘等技术深入洞察用户需求, 实现更加个性化、差异化、精准化的营销Through Big Data Analysis And Mining, We Can Penetrate Into The Needs Of Consumers And Achieve More Personalized, Differentiated AndPrecise Marketing.中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,声明数据说明：数据来源于阿里巴巴平台大数据，汇集5亿活跃消费者、超过1000万商家、10亿件商品的基本信息和行为数据，全方位洞察消费特征和行业趋势，助力商业决策。指标说明：,本报告中国地域范围仅包括大陆31个省市；消费者数据时间维度：2015年1月-2017年12月；城市线级：基于消费者最近半年的常用收货地址确定；订单随机抽样：随机抽取跨境平台(淘宝全球购+天猫国际)5%的订单，对于新加坡品牌相关商品随机抽取20%订单。为了保护消费者隐私和商家机密，本报告所用数据均经过脱敏处理。,DeclarationSource: Alibaba Big Data that brings together basic information and behavioral data of 500 million consumers, more than 10 million sellers, 1 billion pieces ofgoods, and offers a full range of insight into consumer characteristics and industry trends, helping decision-making in businessIndicator Description:,The regions in this report cover only 31 mainland provinces and municipalities unless otherwise specified.Data time dimension: Between Jan 2015 and Dec 2017;City tiers: Based on commonly used shipping addresses of consumers in the previous half year;Data: random sample which is 5% of orders from Taobao and Tmall cross-border platform. For Singapore brand orders, the sample is 20%;The data used in this report are desensitized to protect consumer privacy and confidentiality of sellers.,版权声明,本数据报告页面内容、页面设计的所有内容（包括但不限于文字、图片、图表、标志、标识、商标、商号等）版权均归上海第一财经数据科技有限公司（以下简称“我司”）所有。凡未经我司书面授权，任何单位或个人不得复制、转载、重制、修改、展示或以任何形式提供给第三方使用本数据报告的局部或全部的内容。任何单位或个人违反前述规定的，均属于侵犯我司版权的行为，我司将追究其法律责任，并根据实际情况追究侵权者的赔偿责任。,Copyright Declaration,All the contents and page design of this report (including but not limited to words, pictures, charts, signs, trademarks, trade names, etc.) allbelong to CBNData.No one can copy, reprint, remake, modify, display or provide third parties with part or all content of this report in any form without awritten authorization from our company.Anyone who violates the rules shall be the infringement of the copyright of our company. Our company will investigate its legal,responsibility and investigate the liability of the infringer according to the actual situation.中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,中国消费者跨境消费趋势洞察报告(新加坡篇),Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）,第一财经商业数据中心介绍：,第一财经商业数据中心(CBNData)是基于大数据进行智能化商业研究咨询与整合营销传播的战略数据平台，依托阿里巴巴和第一财经的优势资源，拥有全球最大消费者数据库和中国最大的财经全媒体集群。第一财经商业数据中心(CBNData)以商业数据报告/微报告、数据指数、定制化咨询等为核心产品，输出消费行业的全景分析以及面向企业和消费者的深度数据洞察；同时通过数据可视化、原生内容、活动、视频/直播等形式拓展数据研究的业务边界，丰富数据商业化的应用场景，以数据加媒体的倍增效应，全面提升中国商业世界的运行效率。,CBNData Introduction,CBNData is a strategic data platform based on big data for intelligent business research consulting and integrated marketing communication.Relying on the advantages of the Alibaba and CBN, we have the largest consumer database and the largest financial media cluster in China. Withcore products of commercial data report / microreport, data index, customized consultation, CBNData outputs analysis of consumer industry anddeep data insight for enterprises and consumers, and expands boundary with data visualization, original content, activity, video / live, enrichesthe application scene of the data commercialization, and improves the operational efficiency of the Chinese business world with the multipliereffect of data and media.,