2024年5月短视频及直播电商营销月报

Investment Rating - The report indicates a positive investment outlook for the e-commerce industry, particularly focusing on the growth trends observed in May 2024 [4][5]. Core Insights - The e-commerce market experienced a year-on-year sales heat increase of 9.4% and an average sales price growth of 22% in May 2024, driven by key marketing events such as Mother's Day and the 520 gifting occasion [5][6]. - The demand for gifting has significantly boosted sales in the beauty category, while the 3C digital home appliances sector is entering a new peak season [7][8]. - The flower category saw a remarkable sales increase of 474% year-on-year, with same-city delivery becoming increasingly popular [17][23]. - The Zongzi (sticky rice dumpling) category also experienced a 47% sales increase leading up to the Dragon Boat Festival, with consumers aged 31 and above being the primary buyers [27][30]. Summary by Sections E-commerce Sales Trends - May 2024 saw a stable development in the online market, with significant sales spikes attributed to various marketing nodes [5][6]. - The average sales price across categories increased, indicating a willingness among consumers to spend more [5]. Category Performance - The beauty category was highlighted as a top performer, particularly in gifting scenarios, while the 3C digital home appliances are expected to see increased sales [7][8]. - The flower category's sales were notably driven by emotional expressions during gifting occasions, with a strong preference from the 18-23 age group [20][23]. Consumer Behavior Insights - Consumers showed a strong preference for taste and quality when purchasing Zongzi, with gifting being the primary motivation for over 50% of buyers [30]. - The new Chinese-style clothing market has seen a significant growth of 558% year-on-year, with middle-aged women being the main consumer group [36][39]. Marketing and Promotional Strategies - The report emphasizes the importance of leveraging key marketing events to drive sales, with specific recommendations for product offerings during upcoming holidays [48][52]. - Brands are encouraged to focus on emotional connections with consumers through targeted marketing strategies that resonate with their experiences and preferences [50][54].