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 quality and personalized experiences, with research showing that after basic needs like quality and price, advanced needs such as after-sales service and product variety are highly valued [4] - In private domain channels, users show a stronger inclination towards fulfillment efficiency, personalized needs, and after-sales experiences, 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] - Brands can leverage private domain platforms' data and AI capabilities to improve their digital and user operational skills while reducing operational costs and expanding channels [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 to stimulate new consumption and individual economic growth [9][10] Industry Characteristics - Stages - 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, focusing on user asset management, trust-building, and transaction path shortening to enhance user lifetime value and brand competitiveness [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 essential operational infrastructure [24] Platform Insights - Market Landscape - Leading platforms in the private domain e-commerce space have established core advantages through marketing innovation, user recognition, and supply chain capabilities [27] Consumer Insights - User Profile - 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] Consumer Insights - Purchasing Behavior - Users primarily purchase daily consumables, with price discounts and personalized service experiences driving increased purchase frequency [43][44] Store Owner Insights - Profile - Female store owners, predominantly aged 31-40 and well-educated, are motivated by self-improvement and economic independence [51][56] 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]