2015年电子商务市场调查报告--尼尔森

电子商务联合报告E-COMMERCESYNDICATEDREPORT2015.10Copyright©2012TheNielsenCompany.Confidentialandproprietary.2目录OUTLINE1互联网和网购市场Internet&OnlineMarketinChina2渠道比较ChannelComparison互联网和网购市场INTERNET&ONLINEMARKETINCHINACopyright©2012TheNielsenCompany.Confidentialandproprietary.44互联网用户趋势INTERNETUSERSTRENDData:CNNIC36thInternetDevelopmentStatistics中国的互联网用户量仍旧持续增长。截止到2015年6月，互联网用户总量约为6.68亿，互联网的渗透率达到了48.8%。InternetUsersinChinastillkeepsincreasing.ByJune2015,thetotalinternetusersarearound668Million,andtheinternetpenetrationrateis48.8%.48500513105376056400590566175863200648756676936.2%38.3%39.9%42.1%44.1%45.8%46.9%47.9%48.8%0.0%10.0%20.0%30.0%40.0%50.0%60.0%0200004000060000800001000002011.62011.122012.62012.122013.62013.122014.62014.122015.6InternetUsersPenetrationRate中国的互联网用户InternetUsersinChina万人Copyright©2012TheNielsenCompany.Confidentialandproprietary.5移动上网用户MOBILEINTERNETUSER截至2015年6月，我国手机网民规模达5.94亿;网民中使用手机上网的人群占比为88.9%。ByJun2015,thenumberofmobileinternetuserinChinahasreached594millions,whichaccountsfor88.9%ofinternetuser.Data:CNNIC36thInternetDevelopmentStatistics31768355583882541997463765000652705556785935765.5%69.3%72.2%74.5%78.5%81.0%83.4%85.8%88.9%0100002000030000400005000060000700002011.62011.122012.62012.122013.62013.122014.62014.122015.06MobileinternetuserMobileinternetpenetration万人‘0000Copyright©2012TheNielsenCompany.Confidentialandproprietary.6网购用户ONLINESHOPPERS截止到2015年6月，中国的网购消费者达到了3.74亿，有56%的网民在网上购物。ByJune2015,thenumberofonlineshoppersinChinareaches374million,and56%ofnetizensshoponline.Data:CNNIC36thInternetDevelopmentStatistics3357464174001080016051193952420230189361423739124.5%22.1%24.8%28.1%35.1%37.8%42.9%48.9%55.7%56.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%05000100001500020000250003000035000400002006200720082009201020112012201320142015OnlineShoppersPenetrationRate中国的网购用户OnlineShoppersinChina万人Copyright©2012TheNielsenCompany.Confidentialandproprietary.7网购市场ONLINEMARKETSALES2014年，中国的线上市场交易总额达到2.8万亿元，占消费品零售总额的10.6%。2014,theamountofonlineshoppinginChinareaches2821billionRMB,accountsfor10.6%oftotalretailsalesofconsumergoods.Data:Chinae-Commerceresearchcenter514180191320518851282113.5%4.4%6.3%8.0%10.6%05,00010,00015,00020,00025,00030,00035,00020102011201220132014OnlineSalesShareinTotalRetailSalesofConsumerGoods线上交易额OnlineSalesbyYear(100millionRMB)Copyright©2012TheNielsenCompany.Confidentialandproprietary.8购物网站市场份额ONLINEMARKETSHAREOFTRADE天猫(B2C)仍然引领线上市场。Tmall(B2C)isstillleadingtheonlinemarket.DataSource:Chinae-CommerceresearchcenterTmall59.3%JD20.2%Suning3.1%Vipshop2.8%Gome1.7%Amazon1.5%Yihaodian1.4%Dangdang1.3%Yixun1.1%Jumei0.6%Others7.0%2014B2C网站市场份额2014B2COnlineMarketShareofTrade渠道比较CHANNELCOMPARISONCopyright©2012TheNielsenCompany.Confidentialandproprietary.1023%20%5%4%3%2%2%1%婴儿配方奶粉IMF护肤品SkinMoisturizer即用型面膜FacialMask婴儿尿布Diaper洗面奶FacialCleanser洁面后调养水Toner洗发水Shampoo巧克力Chocolate液体奶LiquidMilk香皂/浴液PersonalWash奶嘴和奶瓶MilkTeat&Bottle护发素HairConditioner即溶咖啡InstantCoffee避孕套Condom吸奶器MilkPump婴儿食品BabyCereal刀架刀片Razor&Blade17个关键品类的销售重要性17KEYCATEGORIESSALESIMPORTANCE护肤品和婴儿配方奶粉是17个品类中线上销售渠道占比最大的两个品类。SkinMoisturizerandInfantMilkFormulaaretop2among17keyFMCGcategoriesinonlinechannel.Data:NielsenRetailIndex,BabyPanel,e-CommercePanel;Period:MATtoOct1525%19%5%5%3%1%74%26%线上Online线下&母婴店渠道Offline&BabyChannel滚动一年增长率:MATgrowth+18.7%滚动一年增长率:MATgrowth+6.0%Copyright©2012TheNielsenCompany.Confidentialandproprietary.11品类CATEGORIES食品类Food婴儿配方奶粉IMF婴儿食品BabyCereal液体奶LiquidMilk巧克力Chocolate即溶咖啡InstantCoffee非食品类NonFood婴儿尿布Diaper奶嘴和奶瓶MilkTeat&Bottle吸奶器MilkPump护肤品SkinMoisturizer洗发水Shampoo护发素HairConditioner香皂/浴液PersonalWash洗面奶FacialCleanser避孕套Condom刀架刀片Razor&Blade即用型面膜FacialMask洁面后调养水TonerCopyright©2012TheNielsenCompany.Confidentialandproprietary.1212婴儿配方奶粉-线上销售VS.线下销售IMF-ONLINEVS.OFFLINESALES过去一年中，婴儿奶粉的线上销售额占整体市场的30.0%。Data:Nielsene-CommercePanel&BabyPanel&RetailIndex销售额SalesValue(000RMB)年增长率（%）Growthvs.YA05,000,00010,000,00015,000,00020,000,00025,000,00030,000,00035,000,00040,000,000OnlineBabyPanelOffline线上下销售额对比2014.11-2015.10Onlinevs.OfflineSales,MATtoOct线上：+10.6%母婴店：+23.1%线下:-8.2%份额Share:30%48%22%Forthepast12months,onlinesalesvalueofIMFaccountedfor30.0%oftotalmarket.Copyright©2012TheNielsenCompany.Confidentialandproprietary.130500,0001,000,0001,500,0002,000,0002,500,0003,000,0003,500,000NOV14DEC14JAN15FEB15MAR15APR15MAY15JUN15JUL15AUG15SEP15OCT15月度销售趋势Onlinevs.OfflineSalesbyMonthOnlineBabyPanelOffline13婴儿配方奶粉–销售趋势IMF-SALESTREND最近几个月线上销售额有所下降。Onlinesalesvaluehasdecreasedinrecentmonths.销售额SalesValue(000RMB)Data:Nielsene-CommercePanel&BabyPanel&RetailIndexCopyright©2012TheNielsenCompany.Confidentialandproprietary.14婴儿配方奶粉–前10供应商IMF-TOP10MANUFACTURESData:Nielsene-CommercePanel&BabyPanel&RetailIndex滚动一年至10月MATtoOct排名供应商占比排名供应商占比%排名供应商占比%RankManuf.Share%RankManuf.Share%RankManuf.Share%1纽迪希亚Nutricia36.21惠氏药厂Wyeth12.71惠氏药厂Wyeth19.52菲仕兰Friesland11.22广州市合生元生物制品有限公司BiostimeInc.Guangzhou8.62美赞臣MeadJohnson15.83惠氏药厂Wyeth10.73美赞臣MeadJohnson8.13雅培AbbottLaboratories9.74美赞臣MeadJohnson5.44雅培AbbottLaboratories6.84伊利实业集团YiliIndustrialGroup9.45雀巢Nestle5.05菲仕兰Friesland6.55