2025年中国直播电商产业链图谱及投资布局分析

Core Viewpoint - Live e-commerce has transitioned from "barbaric growth" to a "high-quality development" stage, driven by technological breakthroughs, vertical deepening, and globalization, with compliance operations and user trust becoming key for survival [1] Industry Chain - The live e-commerce industry chain consists of upstream supply, midstream platforms, and downstream consumers, with upstream including manufacturers, brand owners, and distributors providing various products [2] Upstream Analysis - China's agricultural and food processing industry is projected to reach a revenue of 52,908.3 billion yuan in 2024, despite a decline due to economic fluctuations [4] - Over 90% of industries and 60% of products in China's industrial sector have seen growth, with 39 out of 41 major industries increasing their value-added output in 2024, marking a significant improvement [6] Midstream Analysis - The transaction scale of live e-commerce in China is expected to reach 5.33 trillion yuan in 2024, reflecting an 8.31% year-on-year growth [8] - The penetration rate of live e-commerce is projected to be 34.3% in 2024, with a growth rate of 7.52% [10] - The number of live e-commerce related enterprises in China has surged from 25,800 in 2021 to 103,900 in 2024 [13] - The MCN market size in China is anticipated to reach 63.6 billion yuan in 2024, growing by 16.7% from the previous year [15] - Major players in the live e-commerce sector include Taobao Live, Douyin E-commerce, and Kuaishou E-commerce, each leveraging unique strengths to capture market share [17] Downstream Analysis - The user base for live e-commerce in China is expected to grow to 620 million in 2024, representing a 14.81% increase [22] - The average annual consumption per live e-commerce user is projected to decline by 0.82% to 8,589 yuan in 2024 [24] - The smart logistics market in China is estimated to reach approximately 854.6 billion yuan in 2024, with an 8.14% growth [25]