配资开户 动态

04.29

2020

恒生聚源:聚源产业图谱数据——直播电商行业数据分析及未来趋势

BIANZHEAN:DANGQIAN,WOGUOMIANLINZHETUIJINYIQINGFANGKONGHEJIAKUAIJINGJISHEHUIFAZHAN,DAYINGTUOPINGONGJIANZHANDEJINPORENWU。XINHUASHEXINHUAJINRONG股票配资 JIAOYISUOXIETONGQUANTIHUIYUANDANWEIHEYOUXIUDESHUJUFUWUSHANG,GONGTONGTUICHU“TIZHENJINGJI• ZHONGGUOSHUJUCHANYEZAIXINGDONG”DAXINGGONGYIXINGSHUJUFUWUHUODONG,LIANHEFABUGELEIJINGJISHEHUISHUJUFENXIBAOGAO,NEIRONGHANGAIHONGGUANJINGJISHUJUFENXI、XIFENCHANYESHUJUFENXI、JINRONGSHUJUFENXIDENG,WEIQIDONGJINGJIYINQINGTIGONGLIANGHUAPANDUANHEZHIYINCANKAO。《HENGSHENGJUYUAN:JUYUANCHANYETUPUSHUJU——ZHIBODIANSHANGXINGYESHUJUFENXIJIWEILAIQUSHI》YOUSHANGHAIHENGSHENGJUYUANSHUJUFUWUYOUXIANGONGSIYANFAZHIZUOBINGLIANHEXINHUAJINRONG股票配资 JIAOYISUOFABU。

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JINNIANLAI,“ZHIBO+DIANSHANG”DEXIAOFEIXINFANGSHIZHUJIANBEIDAZHONGSHUZHIHEJIESHOU,YUELAIYUEDUOXIAOFEIZHETONGGUOGUANKANWANGLUOZHIBOXIADANGOUWU。ZHEIZHONGXINYETAIYEZAIXIANGNONGCUNDIQUYANSHEN,XINGUANYIQINGQIJIAN,BUSHAODIQUDENONGMINTONGGUOZHIBODIANSHANGDEXINGSHIJIANGZIJIADENONGFUCHANPINTUIXIAOCHUQU,JIFANGBIANXIAOFEIZHE,YOUJIANGNONGFUCHANPINSHUNLIMAICHU,SHIXIANDUOYING。


一、直播电商行业市场发展状况


2019NIAN,KEYISHUOSHIZHIBODIANSHANGXINGYEBAOFADEYUANNIAN,LIZIQI、WEIYA、LIJIAQISANDAZHIBODIANSHANGKOL(Key Opinion Leader)ZHUANZULESHICHANGDEYANQIU。GENJUAIMEIZIXUNTONGJI,ZUOWEIZHIBOXINGYEZHONGDEYIGEXIFENLINGYU,ZHIBODIANSHANGDESHICHANGSHENTOULVCONG2018NIANDE1.4%SHANGSHENGZHI19NIANDE4.1%,ERWEILAIYINIAN,ZHIBODIANSHANGSHENTOULVYOUWANGDAODA9%,ZHENGTIXINGYEDESHICHANGGUIMOYOUWANGFANBEI。

图1:直播电商近年市场规模(亿元)及增速

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数据来源:艾媒咨询

ZHIBODIANSHANGZIDAI“ZHIBO”HE“DIANSHANG”LIANGGESHUXING,QIDUIYINGDEXINGYEYONGHUSHENTOULVJUNZAI50%YISHANG(2019NIAN,YIDONGWANGGOUYONGHUSHENTOULVDA63%,ZHIBOYONGHUZHANZHENGTIWANGMINYONGHUGUIMOJIN50%)。YEJIUSHISHUO,ZHIBODIANSHANGDUIYUYONGHUJIAOYUDECHENGBENFEICHANGDI,DUIYUDABUFENWANGMINLAISHUO,ZHIBODIANSHANGMOSHIRONGYIJIESHOU。


图2:电商用户与直播用户规模(亿人)及渗透率 


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数据来源:艾媒咨询,Questmobile


二、直播电商行业分析——基于聚源产业图谱


速配资CONGJUYUANCHANYETUPUSHUJUKUZHONGSOUSUO“ZHIBODIANSHANGXINGYE”,FENBIEKEYIDEDAOCHANYELIANSHANGXIAYOUYIJIMUQIANZHUYINGYEWUSHEJIGAILINGYUDESHANGSHIQIYE。


图3:直播电商产业链关系图


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数据来源:恒生聚源


图4:直播电商产业图谱


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数据来源:恒生聚源


CONGZHIBODIANSHANGCHANYELIANTUPUZHONGKEYIKANCHU,DIANSHANGMCN(Multi-Channel Network)RANGZHIBODIANSHANGYUZHIBOXINGYEQITAXIFENLINGYUFAZHANTAISHIBUTONGQILEGUANJIANZUOYONG。DIANSHANGMCNTONGGUOZHENGHEWANGHONGZIYUAN、PINPAISHANGZIYUANYIJILIULIANGPINGTAI(RUZHIBOPINGTAI),LAISHIXIANYI“MAIHUO”WEIHEXINMUBIAODENEIRONGSHUCHU。


1. 直播电商的行业层级


速配资ZAIJUYUANCHANYETUPUSHUJUZHONG,DIANSHANGMCNSHUYUYIJIXINGYE“CHUANMEI”XIA,YOUYUQIGENGDUODESHIJIYUXIANSHANGPINGTAIERJINXINGDEZIYUANZHENGHEHENEIRONGSHUCHU,YINCIYOULISHUYU“HULIANWANGFUWU-MCN”DEER、SANJIXINGYEXIA。


图5:电商MCN行业层级

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数据来源:恒生聚源

2. 直播电商的产业链底层产品


TONGGUOGOUJIANDIANSHANGMCNDESHANGXIAYOULIANLU,JUYUANCHANYELIANDICENGSHUJUJIANGFUWU、QUDAO、ZHUTIDENGGELEIGUANXIHEJUTICHANPINCHUANLIANQILAI,YISHIXIANDIANSHANGMCNSHANGXIAYOUDECHUANDAO。


图6:以“电商MCN”为核心产业链环节的直播电商产业图谱

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数据来源:恒生聚源


3. 直播电商相关上市企业分析


图7:布局电商MCN的上市企业

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数据来源:恒生聚源


速配资CONGJIANSUOJIEGUOLAIKAN,BUJUDIANSHANGMCNDEZHONGDIANSHANGSHIQIYEYOU5JIA,DANCONGZHEIWUJIAQIYEDELISHIZHUYINGYEWULAIKAN,CHURUHANKONGGU(MEIGUSHANGSHI)WAI,QITAQIYEZHUYAOWEISHANGXIAYOUXINGYEZONGXIANGKUOZHANERLAI,RUPINPAISHANG、XINMEITIPINGTAI、SHUZIYINGXIAOSHANG、WANGHONGJINGJIDENG,JIBENDOUSHIZAI2018-2019NIANQIJIANTONGGUOSHOUGOUSHIXIANKUAISUBUJU。


三、直播电商行业未来趋势


1.直播电商给商品零售企业带来新的渠道,进一步激发消费者的购买力


SUIZHEJINJINIANJINGJIZENGSUFANGHUAN,GENGDUODEXIAOFEIZHEXUANZEJINGZHUNXIAOFEI,BINGZHUIQIUXINGJIABIGAO,GENGFUHEZIJIXUQIUDECHANPIN。TONGYANG,SHANGJIAYEJIXUQUDAOHEFANGFALAIZHAODAOJINGZHUNDEKEHU。ZUOWEISHANGJIAHEYONGHUZHIJIANDEQIAOLIANG,BINGTONGSHITIGONGFENGFUDESHUANGXIANGHUDONGPINGTAIDEZHIBODIANSHANGCHENGWEILINGSHOUXINGYEFAZHANDEYIGEBIRANCHANWU。ERZHENDUIXIANSHANGXIAOSHOUDE“618”“SHUANG11”“SHUANG12”DENGQUANMINGOUWUJIEZEJIASUTUISHENGLEZHIBODIANSHANGREDU。


速配资CHUCIZHIWAI,CICIYIQINGDUIXIANXIAXIAOSHOUQUDAODEDAJISHIFEICHANGJUDADE。QIEBULUNMUQIANQUANQIUYIQINGHAIWEICHUXIANMINGXIANDEGUAIDIAN,SHENZHIZAIYIQINGJIESHUHOUYIDUANSHIJIANNEI,XIANXIALINGSHOUYEHENNANHUIFUZHIZHENGCHANGSHUIPING。XIANXIALINGSHOUDETUITAIZHUTUILEXIANSHANGLINGSHOUDEHUORE,GENGDUODEXIANXIALIULIANGBEIDAOBIZHIXIANSHANG。


2. 电商MCN企业收入存在不稳定性,最后获益者为平台和KOL。


CONGBUJUDIANSHANGMCNYEWUDEQIYELEIXINGLAIKAN,YOUYUDIANSHANGMCNYUSHANGXIAYOU(PINPAISHANG、WANGHONGJINGJI、LIULIANGPINGTAI)DEGUANLIANDUFEICHANGDA。XIANGDUIYUDIANSHANGMCN,SHANGXIAYOUDEYEWUMENJIANGENGGAO,YINCI,ZAIYIDINGCHENGDUSHANGKEYIKANCHU,DIANSHANGMCNDESHANGXIAYOUGUANLIANQIYETUOZHANDIANSHANGMCNYEWUDEKENENGXINGGENGDA,TUOZHANNANDUYEXIANGDUIGENGDI。


QIZHONG,DUIYUZIBENHEYONGHUGUIMODOUZHANJUEDUIYOUSHIDELONGTOULIULIANGPINGTAI,GENGRONGYIZHIJIEKUAGUODIANSHANGMCNYUWANGHONGJINGJIGONGSI/WANGHONGBENREN、PINPAISHANG,ZHIJIEHEZUOKAIZHANZHIBODIANSHANGYEWU。


CONGXINGYESHIJIFAZHANQINGKUANGYEKEYIKANCHUDUANNI,BIRU,DOUYINQIANXIABEIHOUBINGMEIYOUZHUANYEMCNJIGOUDELUOYONGHAO,KANZHONGDEJIUSHILUOYONGHAOBENRENSUOJUBEIDELIULIANGYIJIDAIHUONENGLI。DANGZIBENHELIULIANGDOUJIZHONGDAOWANGHONGDARENGERENSHUXINGSHANGSHI,KOLZISHENDEJINGZHENGLIYIJIDUIMCNQIYEDEZHONGCHENGDUJIANGJIDADEYINGXIANGDIANSHANGMCNWEILAIDEYINGSHOU。