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. This shift has led the e-commerce industry to transition from acquiring new users to managing existing ones, with private domain e-commerce offering lower customer acquisition costs and focusing on long-term user value [2][4]. Demand Side - User Needs - Users are increasingly prioritizing service and personalized experiences, with a significant emphasis on after-sales service, product variety, and personalized fulfillment. This trend aligns with the refined and differentiated operational strategies of private domain e-commerce [4][6]. Supply Side - Brand Focus - In the context of stock competition, brands are increasingly focusing on digital and channel operational capabilities to enhance competitiveness. Private domain layouts allow brands to leverage data and AI technologies to improve user management and reduce operational costs [6][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 while fostering new consumption patterns and individual economies [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 lifecycle value, utilizing multi-channel traffic acquisition, user asset management, and trust-building through personalized content [14]. Market Space - The industry is projected to grow, with a slight slowdown in growth rate to 6.3% in 2024, reaching a scale of 2.3 trillion yuan. By 2025, growth is expected to rebound, potentially exceeding 3 trillion yuan, with user numbers steadily increasing to 940 million by 2027 [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 and facilitating healthy industry development [20][23]. Player Types and Characteristics - Various player types exist within the private domain e-commerce ecosystem, including comprehensive, vertical, and brand platforms, each serving as core suppliers of goods and services [23][26]. Market Landscape - Leading platforms in the private domain e-commerce space have established core advantages through marketing innovation, user recognition, and supply chain capabilities, with a notable number of players exiting the market due to intense competition [26][29]. User Insights - The majority of private domain e-commerce users are women aged 24-39, with a good educational background and mid-to-high income levels. Users primarily purchase daily consumables, with price, variety, and personalized service driving purchase frequency [40][42][45]. Store Owner Insights - Female store owners, primarily aged 31-40 and well-educated, are motivated by self-improvement and flexible employment opportunities. Their engagement in private domain e-commerce positively impacts their self-identity and family life [50][55]. Merchant Layout and Value Analysis - Nearly 90% of surveyed merchants have initiated private domain layouts, with significant revenue contributions observed. The private domain approach offers both immediate and long-term value, enhancing customer acquisition and brand competitiveness [58]. Future Trends - The industry is expected to shift towards refined operations focused on user relationships, enhanced efficiency through AI technology, and exploration of overseas markets based on successful social e-commerce models [67][70][72].