2025年中国私域电商行业趋势白皮书

Core Insights - The private domain e-commerce industry is experiencing rapid growth due to the saturation of user growth and rising customer acquisition costs, necessitating refined and differentiated operational strategies to meet user demands and enhance brand competitiveness [1][2][11] Industry Overview - Development Background and Drivers - The number of online shopping users in China reached 970 million in 2024, with a penetration rate close to 90%, indicating limited natural growth potential [2] - The transition from acquiring new users to managing existing ones has driven the demand for private domain e-commerce, which offers lower customer acquisition costs and focuses on long-term user value [2] Demand Side - User Needs - Users are increasingly prioritizing service quality and personalized experiences, with significant emphasis on after-sales service, product variety, and personalized fulfillment [4] - In private domain channels, users show a stronger inclination towards fulfillment efficiency and personalized needs, validating the effectiveness of refined operational strategies [4] Supply Side - Brand Focus - In the era of stock competition, brands are increasingly focusing on digital and channel operational capabilities to enhance competitiveness through private domain layouts [6][7] - Private domain strategies allow brands to leverage data and AI technologies to improve user operations and reduce operational costs [7] Policy Environment - The government has introduced various policies to promote the healthy development of private domain e-commerce, encouraging participation from individuals and small businesses [9][10] Industry Characteristics - The private domain e-commerce sector has evolved through technological iterations and policy regulations, entering a new phase characterized by AI empowerment and the integration of public and private domains [11][12] Operational Model - Private domain e-commerce drives growth through a comprehensive and refined operational model that enhances user lifetime value by diversifying acquisition channels and fostering user trust [14] Market Space - The industry is projected to grow to 2.3 trillion yuan in 2024, with a growth rate of 6.3%, and is expected to exceed 3 trillion yuan by 2025 due to consumption incentives and technological advancements [17][18] Participant Ecosystem - The private domain e-commerce ecosystem consists of brands, store owners, platforms, and consumers, with platforms playing a crucial role in connecting these parties [20][23] Platform Insights - Player Types - Different types of platforms, including comprehensive, vertical, and brand-specific players, serve as core suppliers of goods and services in the private domain e-commerce landscape [23] Platform Insights - Market Landscape - Leading platforms are focusing on marketing innovation, user recognition, and supply chain capabilities to establish competitive advantages [26] Consumer Insights - User Profile - The majority of private domain e-commerce users are women aged 24-39, with a good educational background and middle to high income levels [40] Consumer Insights - Purchasing Behavior - Users primarily purchase daily consumables, with price discounts, product variety, and personalized service experiences driving increased purchase frequency [42][43] Consumer Insights - Experience Feedback - User satisfaction is high, with over 80% expressing satisfaction with their shopping experiences, indicating potential for further enhancement through refined operations [47] Store Owner Insights - Profile - Female store owners are predominantly aged 31-40, with a high level of education, and are motivated by self-improvement and economic independence [50][55] Store Owner Insights - Business Behavior - Store owners primarily convert through word-of-mouth and personal experiences, with a strong internal drive for personal growth and economic contribution [53] Merchant Private Domain Layout - Nearly 90% of surveyed merchants have initiated private domain layouts, indicating positive early results in revenue contributions and operational efficiency [58] Industry Trend Outlook - Refined Operations - The shift from traffic-oriented to user-centric operations is essential for sustainable growth, emphasizing long-term relationships with users [67] Industry Trend Outlook - Technology Integration - The application of AI technology is expected to enhance operational efficiency across user management, content, supply chain, and service operations [70] Industry Trend Outlook - Model Export - Leading players are exploring overseas markets by leveraging successful social e-commerce models, indicating a trend towards international expansion [72]