2024中国数智社媒电商市场洞察报告

Industry Overview - The live-streaming e-commerce market in China has grown rapidly, with transaction volume reaching 4.9 trillion yuan in 2023, a year-on-year increase of 40.48%. It is predicted to reach 5.3 trillion yuan in 2024 [10] - Technological advancements, supply and demand dynamics, and supportive policies are driving the sustainable development of the live-streaming e-commerce industry [11] - AI and big data are reshaping the e-commerce live-streaming landscape, enabling personalized recommendations, intelligent customer service, and optimized inventory management [13][15][16][18] Market Competition and Growth - The market share of social media e-commerce platforms like Douyin and Kuaishou has increased significantly, with Douyin's estimated market share reaching 18% and Kuaishou's reaching 6.5% in 2024 [19] - Douyin's GMV is expected to exceed 3 trillion yuan in 2024, up from 100 billion yuan in 2019, showing a strong growth trajectory [20] - The apparel category leads the market, while healthcare and luxury goods show the most significant growth, with sales increases of 686% and 67% respectively [31] User Behavior and Trends - Daily active users on social media e-commerce platforms have grown significantly, with Douyin and Kuaishou seeing increases of 140% and 141% respectively from 2019 to 2024 [23] - Consumer satisfaction with post-purchase services has improved, with a focus on product efficacy, safety, and price [26] - Consumers are increasingly prioritizing emotional value, price discounts, and after-sales convenience when making purchases [28][29] Content and Creator Ecosystem - New creators in 2024 are predominantly focused on lifestyle and fashion content, with these categories accounting for 19% and 18% of new registrations respectively [52] - Low-follower creators are gaining more exposure through high-quality content, with 39.74% of viral videos (over 1 million likes) coming from creators with fewer followers [54] - Long-form videos (30-60 minutes) have seen a massive increase in uploads, with a 13,422% year-on-year growth, driven by content like movie reviews [56] E-commerce Channel Performance - The share of sales through influencer live-streaming channels has decreased by 10.35%, while product card sales have increased by 10.32% in 2024 [63] - Brand self-streaming sales have grown by 33.62%, with categories like facial skincare, dresses, and women's down jackets leading in sales volume [66] - Product card sales have surged by 134.98%, particularly during the May-June promotional period, with categories like dresses and facial skincare performing well [74] Future Trends and Predictions - Consumers are becoming more rational, focusing on cost-effectiveness and practicality, with a preference for "substitute" products and domestic brands [111] - Personalized consumption is on the rise, with consumers seeking unique experiences and emotional value from products [112] - Smart consumption is gaining traction, with increasing acceptance of smart home devices and cutting-edge technologies like AI and VR [113] - Content creators are expected to focus more on vertical niches, leveraging data-driven strategies and AI tools to optimize content creation [116][118]