私域电商进入黄金发展期 预计2027年用户规模逼近10亿大关

Group 1 - The core viewpoint of the report is that the Chinese private domain e-commerce market is expected to grow at a compound annual growth rate (CAGR) of 48% from 2020 to 2024, and maintain a steady growth rate of 20.4% from 2025 to 2027, with user scale approaching 1 billion and market transaction scale exceeding 3 trillion yuan by 2027 [1][2] - The report highlights that the digital economy and changing consumer shopping habits are driving private domain e-commerce into a golden development phase, with a shift in consumer expectations from "cost performance" to "quality-price ratio" [1] - Three core trends in the private domain e-commerce industry are identified: returning from "traffic-driven" to "product essence," shifting from "hard advertising" to "value seeding," and deep integration of AI intelligence into the entire business chain [1] Group 2 - The report reveals that clothing and footwear (72.9%), daily necessities (70.1%), and food and beverages (65.9%) are the main categories for consumer spending in private domain e-commerce [2] - Key factors for users when shopping in private domains include after-sales service, category richness, and logistics fulfillment, with nearly 80% of users being high-frequency consumers who order at least once a week [2] - There is a strong enthusiasm among merchants for private domain layout, with nearly 90% of surveyed merchants having initiated private domain strategies, and 9.4% of "top players" achieving annual revenue contributions exceeding 100 million yuan from private domains [2]