2021611_艾瑞咨询_2021年探索中国新消费：公开一份新式茶饮消费洞察笔记（48页）.pdf

2021 2 iResearch I 2020.04 1921-OneMedia-iClick Preface 4 iResearch I 90 95 6 TA 1,045.5 820.1 788.1 553.7 452.9 452.7 383.5 357.7 346.0 312.1 CoCo GO Go+|CoCo 2021 4 30.6%33.3%15.2%20.9%24 25-30 31-35 3642.2%25.8%11.4%20.6%24 25-30 31-35 365 iResearch I,76%16-25 TA 95 26 4 N=1921 2021 04 iClick 2021 18.2%30.1%22.0%8.1%26.9%31.2%29.8%25.7%30.7%26.2%32.3%32.8%15.5%9.1%11.0%21.8.8%12.0%95 90 80 3-5 1-2 2-3 1 31.4%19.2%21.4%25.4%43.0%52.2%36.6%42.7%14.9%21.5%26.2%19.7%7.3%80 90 95 10 11-15 16-25 26-35 36-40 40 6 iResearch I 01 02 03 0405 7 2021.6 iResearch I KOL 9 iResearch I43.2%42.1%40.0%31.6%14.3%11.7%9.2%7.9%N=1921 2021 04 iClick 2021 10 2021.6 iResearch I N=1921 2021 04 iClick 2020 90 95 50.4%46.0%38.2%28.7%10.2%/2021 83949411310980 TGI 90 TGI95 TGI110107966985829811412411611 2021.6 iResearch I,2/3 1-2 N=1921 2021 04 iClick 17.6%22.2%45.8%11.6%2.8%2 3 4 2021 12 iResearch I,N=1921 2021 04 iClick 30.9%27.1%25.4%24.2%23.6%21.4%17.6%17.1%2021 TOP10 26.0%21.0%13 iResearch I N=1921 2021 04 iClick 44.5%26.1%12.8%10.9%/TGI TGI 51%63%TGI 113TGI 922021 14 iResearch I45.0%31.2%27.9%27.9%21.5%17.7%17.1%16.6%12.7%10.7%10.4%10.3%8.4%/N=1921 2021 04 iClick TA TOP3 TOP3 41%32%30%48%31%/29%2021 15 2021.6 iResearch I N=1921 2021 04 iClick 23.0%23.5%10.4%5.7%17.4%52.5%54.8%61.3%47.4%54.9%19.8%17.7%21.4%32.7%21.3%6.9%14.2%6.4%95 90 80 70 2021-TRIPLE P-16 iResearch I N=1921 2021 04 iClick 36.2%39.8%41.8%42.0%39.1%34.3%30.0%40.1%37.0%35.1%30.9%31.8%34.8%31.5%32.5%23.4%29.7%21.5%19.9%24.4%16.8%22.7%21.1%15.5%19.7%19.3%21.5%15.4%15.5%18.6%19.4%22.1%16.0%9.9%18.1%19.6%16.7%10.3%14.2%95 90 80 70 logo 2021 18 iResearch I N=1921 2021 04 iClick 14.5%33.4%75.7%20.8%15.5%2021 2021/45.1%55.9%36.5%30.3%78%19 iResearch I 54.7%TA N=1921 2021 04 iClick 54.7%42.0%37.3%33.2%30.8%19.6%/2021 22 19 2021 20 iResearch I36.0%33.6%26.7%24.5%23.0%22.6%15.5%12.3%11.9%9.4%8.8%7.7%/90 00 N=1921 2021 04 iClick 2021 80 10690 10595 9300 113TGI80 9790 10195 9400 13280 9790 10195 9400 165TGI TGI 22 iResearch I41.2%34.6%18.7%13.1%37.1%18.3%11.7%,N=1921 2021 04 iClick 2021 23 2021.6 iResearch I 1.KOL 2.KOL 3.OneMedia 4 OneMedia OneMedia-2021 4 4 1.22 53,987 0.97 7,307 1.06 494,102 1.00 35,968 1.05 31,122 0.65 3,407 1.03 27,560 1.05 42,66024 2021.6 iResearch I649,158 524,759 451,197 312,177 274,325 261,838 250,688 201,825 186,488 184,313 CoCo GO GO+3.0 2021 4 25 iResearch I KOL/KOC KOL N=1921 2021 04 iClick/KOL 52.4%18.6%44.4%43.2%32.5%27.8%2021/KOL 26 iResearch I 78%66%41%N=1921 2021 04 iClick 78%78%65.3%64.0%68.6%70.1%66.4%27.7%33.5%25.3%19.0%27.8%34.9%30.5%23.6%17.5%28.2%46.8%44.5%39.3%27.0%41.4%25.0%28.0%27.7%23.2%26.1%95 90 80 70 APP APP 2021 28 iResearch I X X IP X X X X 29 iResearch I 90 TA 1 2 N=162 2021 04 iClick X 53.9%35.8%45.1%37.7%38.2%30.2%42.2%43.4%33.3%24.5%30.4%35.8%90 90 X 30 iResearch I1020304050607080901004.14.24.34.44.54.64.74.84.94.104.114.124.134.144.154.164.174.184.194.204.214.224.234.244.254.264.274.284.294.30CoCo 2021 4 31 iResearch I,32 iResearch I KOL KOL KOL KOL KOC DIY KOL+kol KOL 0 1 KOL 33 iResearch IKOL KOL KOL 35 iResearch I37.9%26.6%18.2%17.3%9.6%19.1%21.1%50.2%,CoCo CoCo|CoCo 2021 4 19.6%28.3%21.6%30.5%|36 iResearch I TOP5 TOP5 TOP5 TOP5CoCo CoCo CoCo CoCo 2021 TOP5 N=1921 2021 04 iClick 37 iResearch I18.8%60.1%14.5%6.6%1-2 18.8%1-2 N=1921 2021 04 iClick 2021 38 iResearch I N=1921 2021 04 iClick 32.7%18.1%16.8%19.3%21.3%36.3%60.0%63.3%61.1%57.4%11.5%12.7%14.5%16.9%16.4%19.5%9.2%5.4%2.7%4.9%10 11-15 16-25 26-35 36 1-2 2021 39 iResearch I PLA 95 00 PLA N=1921 2021 04 iClick 37.8%33.1%41.2%39.3%35.1%37.4%27.0%31.2%33.8%31.2%17.8%31.7%56.8%50.3%44.0%38.9%31.1%43.4%18.9%27.9%22.5%22.8%35.6%24.5%5.4%8.7%11.3%11.0%24.4%10.8%00 95 90 80 70 PLA PLA 2021 22 19 MASTER TALK 41 iResearch I DIY toC 30 CEO42 iResearch I 1-3 5 10 5 5 CEO43 iResearch I 13 0.65 79 249 2020 12 31 1500 3000 5000 4 3 2020 8 2020 10 2020 12 H5 44 iResearch I 1000 APP 45 IPO 46 2002 3000 400-026-Contact Us 47