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 [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 advanced needs such as service quality and personalized experiences, which are reflected in their preferences for after-sales service, product variety, and fulfillment efficiency [4] Supply Side - Brand Focus - In the era of stock competition, brands are placing greater emphasis 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 [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, focusing on multi-channel customer acquisition, user asset management, and trust-building through personalized content [14] Market Space - The industry is projected to grow to 2.3 trillion yuan in 2024, with a growth rate of 6.3%. By 2025, the transaction scale is expected to exceed 3 trillion yuan, driven by 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] Platform Insights - Player Types - Various platform types, including comprehensive, vertical, and brand-specific players, serve as core suppliers of goods and services within the private domain e-commerce ecosystem [23] Market Landscape - Leading platforms in the private domain e-commerce space have established core advantages through marketing innovation, user recognition, and supply chain capabilities [26] User Insights - The majority of private domain e-commerce users are women aged 24-39, with a significant portion having a good educational background and middle to high income levels [40] Consumer Behavior - Users primarily purchase daily consumables, with price discounts, product variety, and personalized service experiences driving increased purchase frequency [42][43] Store Owner Insights - Female store owners, predominantly aged 31-40 and well-educated, are motivated by self-improvement and economic independence through private domain e-commerce [50][55] Merchant Value Analysis - Nearly 90% of surveyed merchants have initiated private domain layouts, with significant contributions to revenue and long-term value creation through reduced customer acquisition costs and enhanced brand competitiveness [58] Future Trends - The industry is expected to see a shift towards refined operations, increased integration of AI technology, and exploration of cross-border opportunities as brands seek to expand their market boundaries [67][70][72]

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].