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][12] 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 [2] - Private domain e-commerce, characterized by lower customer acquisition costs and a focus on long-term user value, aligns with the industry's current demand for lifecycle management and refined operations [2] 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, which aligns with the refined operational strategies of private domain e-commerce [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] Policy Environment - The government has introduced various policies to promote the healthy development of the private domain e-commerce sector, encouraging participation from individuals and small businesses to stimulate new consumption and individual economic growth [9][10] Industry Characteristics - Stages of Development - The private domain e-commerce industry has evolved through several stages, currently entering an AI-driven phase where digital capabilities and innovative models are key growth engines [12][13] Operational Model - Private domain e-commerce drives growth through a comprehensive refined operation model that enhances user lifecycle value, from multi-channel customer acquisition to user asset management and trust-building through personalized content [15] Market Space - The industry is projected to grow at a rate of 6.3% in 2024, reaching a scale of 2.3 trillion yuan, with expectations of surpassing 3 trillion yuan by 2025 due to consumption incentives and technological advancements [18][19] Participant Ecosystem - The private domain e-commerce ecosystem consists of brands, store owners, platforms, and consumers, with various player types contributing to a diverse operational landscape [21][24] Platform Insights - Player Types - Different player types, including comprehensive, vertical, and brand platforms, serve as core suppliers of goods and services, while tool players provide the necessary operational infrastructure [24] Market Landscape - Survival Player Advantages - Leading platforms in the private domain e-commerce space focus on marketing innovation, user recognition, and supply chain capabilities to establish core competitive advantages [27] User Insights - User Demographics - The majority of private domain e-commerce users are women aged 24-39, with a high level of education and income, indicating a broad reach across various city tiers [41] User Behavior - Purchasing Patterns - Users primarily purchase daily consumables, with price discounts, product variety, and personalized service experiences driving increased purchase frequency [43][44] User Experience Feedback - User satisfaction is high, with over 80% expressing satisfaction with their shopping experiences, indicating potential for further enhancement through refined operations [48] Store Owner Insights - Profile - Female store owners, primarily aged 31-40 and well-educated, are motivated by self-improvement and economic independence through private domain e-commerce [51][54] Merchant Private Domain Layout - Nearly 90% of surveyed merchants have initiated private domain layouts, indicating positive early results in revenue contributions and operational efficiency [59] Future Trends - Operational Refinement - The shift from traffic-oriented to user-centric operations is essential for sustainable growth, emphasizing long-term relationships with users [68] Future Trends - Technology Integration - The application of AI technology across various operational aspects is expected to enhance efficiency and optimize industry development [71] Future Trends - Model Export - Leading players are exploring overseas markets by leveraging successful domestic models, indicating a trend towards international expansion [73]