1.抖音活跃主播（1年内发布过10条视频或10场带货直播） 2.动销商品、小店、品牌数据（仅统计有产生销量的视频、 直播数据） 03. 数据来源 《短视频电商品牌社媒营销专题》系列 《2022年男士美妆个护线上消费人群洞察》（已发布） 《2022年美妆品牌社媒营销年度观察》（已发布） 《2023年防晒市场社媒营销趋势洞察》（已发布） 《2023年宠物经济社媒营销趋势洞察》（已发布） 《2023年茶叶品类线上消费趋势洞察》（已发布） 《2023年食品健康市场电商趋势报告》（已发布） 《2023年内衣品类线上消费趋势洞察》（已发布） 《2023年食品健康市场电商趋势报告》（已发布） 《2023年生活用纸电商消费趋势洞察》（已发布） 《 2024年Q1洗发护发品类线上消费与行业洞察》（已发布） 《2024年美白市场线上消费与行业洞察》（已发布） 《2024年Q1酒类线上消费趋势洞察》（已发布） 《 2024年冰淇淋品类线上消费与行业洞察》（已发布） 《 2024年咖啡品类线上消费与行业洞察》（已发布） 《 2024年大家电品类线上消费与行业洞察》（已发布） 《 2024年滋补保健品类线上消费与行业洞察》（已发布） ...

1.抖音活跃主播（1年内发布过10条视频或10场带货直播） 2.动销商品、小店、品牌数据（仅统计有产生销量的视频、 直播数据） 《短视频电商品牌社媒营销专题》系列 | 《2022年香水品类线上消费趋势洞察》（已发布） | | --- | | 《2022年男士美妆个护线上消费人群洞察》（已发布） | | 《2022年美妆品牌社媒营销年度观察》（已发布） | | 《2023年防晒市场社媒营销趋势洞察》（已发布） | | 《2023年宠物经济社媒营销趋势洞察》（已发布） | | 《2023年茶叶品类线上消费趋势洞察》（已发布） | | 《2023年食品健康市场电商趋势报告》（已发布） | | 《2023年内衣品类线上消费趋势洞察》（已发布） | | 《2023年食品健康市场电商趋势报告》（已发布） | | 《2023年生活用纸电商消费趋势洞察》（已发布） | 《 2024年Q1洗发护发品类线上消费与行业洞察》（已发布） 《2024年美白市场线上消费与行业洞察》（已发布） 《2024年Q1酒类线上消费趋势洞察》（已发布） 《 2024年冰淇淋品类线上消费与行业洞察》（已发布） 《 2024年咖啡品类线上消费与行业洞察 ...

2025年2月1日—2025年2月28日 02. 研究对象 分析快手2月直播电商数据，选取快手短视频、直播、 电商相关的营销内容 作为对2025年直播电商营销月度报告分析。 本报告除部分内容源于公开信息（均已备注） 外，其它内容（包括图片、表格及文字内容） 的版权均归果集数据所有。果集数据获取信息 的途径包括但不仅限于公开资料、市场调查等。 任何对本数据及报告的使用不得违反任何法律 法规或侵犯任何第三方合法权益，任何场合下 的转述或引述以及对报告的转载、引用、刊发 均需征得果集数据方同意，且不得对本报告进 行有悖原意的删减与修改。 本数据及报告来源于果集数据，违者将追究其 相关法律责任。 研究综述 指标说明 01. 统计周期 04. 免责声明 由于统计分析领域中的任何数据来源均存在局限性，报告中所估算、分析得 出的数据仅供参考。 03. 数据来源 基于快手全场景数据分析平台【飞瓜数据】快手版所追踪到的数据，选取周 期内快手直播带货数据等多方面因素搭建模型计算所得。基于隐私及数据安 全考虑，本报告数据经过脱敏及指数化处理。 * 更多详尽数据，请登陆「飞瓜数据快手版」官网查看：ks.feigua.cn 02 01 ...

Investment Rating - The report indicates a positive investment outlook for the silver economy, particularly focusing on the consumption habits of middle-aged and elderly users on video platforms [5][13][85]. Core Insights - The silver economy is rapidly growing, with middle-aged consumers increasingly seeking quality and diverse products beyond basic needs, reflecting a shift towards a more personalized consumption experience [5][16][85]. - The integration of video platforms with e-commerce is enhancing user engagement and driving sales among older demographics, particularly through the WeChat ecosystem [5][19][85]. Summary by Sections Industry Background Analysis - The internet penetration among users aged 50 and above has increased from 25.8% in June 2022 to 33.3% in June 2024, with 157 million elderly internet users reported [10][11]. - Government policies are actively promoting the development of the silver economy, with multiple initiatives aimed at enhancing services and products for the elderly [13][14]. - The consumption willingness of middle-aged users is rising, with a notable increase in their online shopping capabilities and preferences for diverse product categories [16][19]. User Consumption Insights - Middle-aged users prefer content related to life, health, and family, showing a strong engagement with positive and educational themes [25][30]. - The majority of middle-aged users engage with video content during morning and evening hours, with a preference for videos lasting between 3 to 6 minutes [30][31]. - Food and beverages, along with books, are the most purchased categories among middle-aged users on video platforms, with over 80% having made purchases [41][44]. Marketing Case Studies - The case study of "Thank You for Coming" illustrates how storytelling can effectively engage users and drive sales, with a focus on relatable content that resonates with the audience [60][62]. - The "Alice Fashion" brand successfully utilizes character-driven narratives to build a loyal customer base, emphasizing the importance of relatable themes and positive messaging in their marketing strategy [69][72][74].

Investment Rating - The report indicates a positive investment outlook for the e-commerce industry, highlighting a double-digit growth trend in the market [4][5]. Core Insights - The e-commerce sector is experiencing significant growth driven by seasonal demand, particularly during the Mid-Autumn Festival and National Day celebrations, with Douyin e-commerce showing a sales heat increase of 19.2% month-on-month in September 2024 [5][6]. - Key product categories such as food and beverages, fashion, and traditional health supplements are witnessing high growth rates, with specific items like mooncakes and health products gaining notable traction [14][24]. - The report emphasizes the importance of leveraging cultural events and seasonal trends for marketing strategies, as seen with the successful campaigns around the Mid-Autumn Festival [14][18]. Summary by Sections E-commerce Growth Trends - The overall market maintains a double-digit growth rate, with significant consumer demand driven by seasonal events [4][5]. - Douyin's sales heat increased by 19.2% compared to August 2024, indicating strong consumer engagement [5]. Category Performance - The top-performing categories in September 2024 include clothing, smart home products, and food and beverages, with notable sales increases in specific segments like children's care products and jewelry [6][12]. - The mooncake category saw a 35.59% year-on-year increase in sales leading up to the Mid-Autumn Festival, with gift sets dominating the sales charts [14][18]. Marketing Strategies - The report highlights successful marketing strategies that capitalize on cultural events, such as the "Douyin Mall Mid-Autumn Reunion Season" campaign, which effectively stimulated consumer interest and sales [14][18]. - The analysis of consumer preferences indicates a growing demand for healthier options, such as low-sugar mooncakes, particularly among children and the elderly [18][19]. Brand Performance - Leading brands in the e-commerce space include Huawei, Apple, and Nike, with significant sales rankings across various categories [43][50]. - The report notes a shift in consumer trust towards brand-owned accounts, which are seen as more reliable compared to influencer-driven sales [28][32]. Future Outlook - The report anticipates continued growth in the e-commerce sector, particularly in health and wellness products, as consumers increasingly prioritize health-conscious choices [24][28]. - Upcoming marketing opportunities are identified around key holidays such as National Day and Double Eleven, suggesting brands should prepare targeted campaigns to maximize sales during these periods [35][37].

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2024年5月 电商热度趋势 01 5月电商热度趋势： 母亲节、520等多节点激发用户消费热情，大盘同比保持上涨 ...