私域电商行业趋势丨白皮书 核心摘要： 在用户增量见顶、获客成本高涨的背景之下私域电商行业迎来了快速发展，在通过精细化、差异化的运营策 略与用户需求相匹配的同时，私域电商还基于数字化及渠道运营能力去满足品牌方提升竞争力的需求，重构 用户全生命周期价值。伴随着技术迭代与政策规范，行业现已步入AI赋能、公私域联动的发展新阶段。预计 消费激励政策落地、技术发展与经营边界拓宽将推动行业发展进一步深化，加深精细化运营效率、提升技术 应用效果和实现模式的跨境输出。 行业概览 - 发展背景及驱动 经济端：用户增量见顶，获客成本高涨，对用户全生命周期管理和精细化运营的需求 推动了私域电商快速发展 近十年来，伴随移动网络的快速普及和电商基建的高速发展我国网购用户数量迅速增长，在 2024 年已达到 9.7 亿，网购渗透率也从 60% 上升至接近 90% ，后续自然增长空间已有限。在此背景 下，电商行业运营逻辑也从增量攫取向存量运营过渡。私域电商以其获客成本较低、注重用户长期 价值挖掘等特征，符合当下行业对于用户全生命周期管理及精细化运营的需求。 需求端：用户关注服务和个性化满足等进阶型需求，私域电商精细化、差异化的运营 策略与用 ...

Core Insights - The event "Building Together: Winning Power" celebrated the 8th anniversary of DreamX Technology, featuring various forums and exhibitions, attracting over 200 leading brands and thousands of traffic owners to discuss the future of private domain e-commerce [1][9]. Group 1: Strategic Upgrades - DreamX Technology announced a strategic upgrade focusing on "Good Products, Content, and AI" to enhance private domain service capabilities [4]. - The company aims to shift from a "cost-performance" focus to a "quality-price" orientation, emphasizing product quality and brand enhancement [2][4]. - The introduction of "DreamX News" within the app will provide daily industry insights and marketing guidance to store owners [4][5]. Group 2: AI Integration - AI is positioned as a core driver for private domain e-commerce, with the company leveraging AI to redefine the relationship between people, goods, and platforms [4][5]. - The AI products have shown significant efficiency improvements, such as a 74% increase in product review efficiency and a 50% reduction in technical costs [5]. - The launch of "DreamX WeChat AI Customer Service" will provide 24/7 support for users, enhancing customer service capabilities [5][6]. Group 3: Market Trends - The private domain e-commerce market in China is projected to grow at a compound annual growth rate of 48% from 2020 to 2024, with user numbers expected to approach 1 billion by 2027 [7]. - The market transaction scale is anticipated to exceed 3 trillion yuan by 2027, indicating robust growth potential [7]. Group 4: Industry Recognition - DreamX Technology has served over 40,000 brands and 3 million store owners, generating over 20 billion yuan in income for store owners [9]. - The company has achieved multiple industry firsts, including being the first B2R model e-commerce platform and the first to exceed 10 billion units in single product sales [9]. - The company has been recognized as a leading innovator in the private domain e-commerce sector, contributing to the evolution of the industry [9][10].

Core Insights - The private domain e-commerce user base in China is expected to approach 1 billion by 2027, with a penetration rate of approximately 67% and a market transaction scale projected to exceed 3 trillion yuan [1][2] Market Growth - The private domain e-commerce market is anticipated to experience a compound annual growth rate (CAGR) of 48% from 2020 to 2024, and maintain a steady growth rate of 20.4% from 2025 to 2027 [2] - By 2027, the market transaction scale is expected to surpass 3 trillion yuan [2] Consumer Behavior - Key consumer categories in private domain e-commerce include clothing and footwear (72.9%), daily necessities (70.1%), and food and beverages (65.9%) [2] - Nearly 80% of users are frequent consumers, placing orders at least once a week, with over half indicating increased shopping frequency due to "significant discounts," "variety of products," and "personalized services" [2] Merchant Engagement - Approximately 90% of surveyed merchants have initiated private domain strategies, with 9.4% of leading players achieving annual revenue contributions exceeding 100 million yuan [2] Industry Trends - The private domain e-commerce sector is entering a golden development phase driven by digital economy trends and changing consumer shopping habits [3] - Three core trends identified in the industry include a shift from "traffic-driven" to "product essence," a transition from "hard advertising" to "value-driven marketing," and the deep integration of AI throughout the business chain [3] Strategic Developments - DreamX Technology announced a strategic upgrade focusing on "quality products, content, and AI" to enhance private domain service capabilities [3] - The company launched a "WeChat AI dedicated customer service" to assist users with inquiries 24/7 [3] Success Stories - A store owner from Henan reported a 200% year-on-year sales increase from January to August, sharing insights on product selection, customer group management, and content marketing [4] - Another store owner achieved nearly 10 million yuan in sales within four months by leveraging short videos and authentic personal branding [4] Industry Events - The 2025 Private Domain Growth Summit attracted over 200 leading brands and thousands of traffic owners, facilitating discussions on private domain ecosystem construction and brand growth strategies [1][4] - The event featured a large exhibition showcasing over 200 domestic and international brands across various categories, including cosmetics, apparel, and home goods [4]

Group 1 - The core viewpoint of the report is that the Chinese private domain e-commerce market is expected to grow at a compound annual growth rate (CAGR) of 48% from 2020 to 2024, and maintain a steady growth rate of 20.4% from 2025 to 2027, with user scale approaching 1 billion and market transaction scale exceeding 3 trillion yuan by 2027 [1][2] - The report highlights that the digital economy and changing consumer shopping habits are driving private domain e-commerce into a golden development phase, with a shift in consumer expectations from "cost performance" to "quality-price ratio" [1] - Three core trends in the private domain e-commerce industry are identified: returning from "traffic-driven" to "product essence," shifting from "hard advertising" to "value seeding," and deep integration of AI intelligence into the entire business chain [1] Group 2 - The report reveals that clothing and footwear (72.9%), daily necessities (70.1%), and food and beverages (65.9%) are the main categories for consumer spending in private domain e-commerce [2] - Key factors for users when shopping in private domains include after-sales service, category richness, and logistics fulfillment, with nearly 80% of users being high-frequency consumers who order at least once a week [2] - There is a strong enthusiasm among merchants for private domain layout, with nearly 90% of surveyed merchants having initiated private domain strategies, and 9.4% of "top players" achieving annual revenue contributions exceeding 100 million yuan from private domains [2]

Industry Overview - The private domain e-commerce industry has evolved from a supplementary channel for brands to a significant sector alongside public domain e-commerce and live-streaming e-commerce, with a market size growth from 0.5 trillion to 3.2 trillion, representing a 540% increase [1] - The compound annual growth rate (CAGR) of private domain e-commerce over the past five years has reached 48%, significantly outpacing public domain e-commerce [1] Company Profile - Dream Xiang Technology, originally founded as "Ai Kucun" in September 2017, has transitioned from a focus on inventory clearance to a comprehensive e-commerce model covering all categories and lifecycle stages [2] - The company operates a B2R (Brands to Reseller) model, facilitating direct connections between brands and retailers, primarily within the WeChat ecosystem, with over 3 million registered store owners and sales exceeding 1 billion items [2] Market Potential - By 2027, the user base for private domain e-commerce in China is expected to surpass 940 million, with a penetration rate of approximately 67%, indicating a significant market opportunity [3] - The shift in consumer trends towards emotional value, community recognition, and trust relationships is driving the growth of private domain e-commerce [3] Strategic Initiatives - Dream Xiang Technology collaborates with over 40,000 brands across 16 core categories and has established more than 10,000 B2R flagship stores, transitioning to a dual operational model of "seasonal + regular sales" [4] - The company emphasizes the importance of content in the private domain environment, utilizing a "fear-desire-possess" content structure to enhance conversion efficiency [4] Technological Advancements - The company is investing in tools to improve operational efficiency through short videos, private domain live streaming, and AI technology, which is becoming a driving force for growth in private domain e-commerce [5] - Dream Xiang Technology is also planning to expand its international business, with an overseas platform expected to launch by the end of the year, focusing on a purchasing model for Chinese brands [6]

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]

Core Insights - The essence of private domain traffic is a user asset pool controlled by brands, contrasting with public domain traffic reliant on platform distribution [3] - Private domain traffic allows brands to build long-term stable customer relationships through low-cost operations and repeated engagement [3] - The rise of enterprise WeChat is reshaping the private domain tool landscape, enhancing user trust and enabling precise operations [4] Group 1: Private Domain Traffic - Private domain traffic is accumulated through channels like WeChat ecosystem, mini-programs, and has characteristics of low-cost operations and repeat reach [3] - Brands can achieve personalized outreach by constructing user profiles based on consumption frequency, average order value, and interests [3] - Brands utilizing a referral growth mechanism can reduce user acquisition costs by 65% compared to traditional channels, with a user participation rate of 38% [3] Group 2: User Engagement and Conversion - The conversion process emphasizes subtle guidance through community engagement, 1v1 consulting, and live-streaming sales [4] - Private domain users have an annual repurchase frequency 2.3 times higher than public domain users, with high-quality private domain users having a lifetime value (LTV) up to 5 times that of regular users [4] - A clothing brand reduced its conversion cycle from 7 days to 3 days and increased average order value by 25% using enterprise WeChat [4] Group 3: Operational Strategies - The construction of a private domain matrix follows the principle of "multiple touchpoints, strong connections," creating a complete operational loop [4] - A food brand achieved over 10 million in private domain GMV within three months, accounting for 28% of total revenue through a four-channel linkage [4] - Professional platforms are providing full-link solutions to help businesses transition from traffic acquisition to value realization [6]

Core Insights - The article emphasizes the importance of understanding and applying core concepts in private domain e-commerce for sustainable growth [1][22] Summary by Categories Private Domain Traffic - Private domain traffic refers to user assets that brands or individuals can freely reach and repeatedly operate, with common channels including WeChat ecosystem (Moments, WeChat groups, WeChat Work), mini-programs, and official accounts. It highlights controllability and long-term retention compared to public domain traffic [2] User Operations - User operations involve refined management and services throughout the user lifecycle, enhancing user activity, retention, and repurchase rates through tagging, segmentation, and personalized outreach [4] Community Operations - Community operations focus on building high-frequency interactions between brands and users primarily through WeChat groups or social circles, utilizing strategies like event planning, content sharing, point systems, and viral marketing [6] Refined Tagging - Refined tagging employs multi-dimensional user profiles (such as purchase frequency, average order value, and interest preferences) to achieve precise segmentation and personalized recommendations, serving as a core technical method in private domain e-commerce [8] Viral Growth - Viral growth leverages user relationship chains for expansion, employing tactics like reward-based friend invitations, group buying, and price-cutting assistance. This approach not only attracts new users but also boosts the activity of existing users [10] Transaction Conversion - Transaction conversion refers to the entire process from user attention to purchase. Private domain e-commerce emphasizes "low cost and high conversion" through community interactions, personalized recommendations, and live-stream selling [12] Repurchase Rate - The repurchase rate measures the proportion of users who make repeat purchases within a certain timeframe, serving as one of the core indicators of private domain operations. A high repurchase rate indicates the increasing value of private domain assets [14] User Lifetime Value (LTV) - User lifetime value (LTV) represents the total value a user generates for a brand throughout their lifecycle. The ultimate goal of private domain operations is to enhance LTV through continuous engagement [16] WeChat Enterprise Operations - WeChat Work has become a core tool for private domain operations due to its official endorsement and open interfaces, enabling customer management, data retention, and conversion tracking [18] Private Domain Matrix - The concept of a private domain matrix is introduced, although specific details are not provided in the text [20] Conclusion - Private domain e-commerce is not an elusive "traffic myth" but a practical process built on a clear set of concepts and methodologies. Understanding these core terms is essential for constructing a private domain system and identifying growth opportunities. The company, QuKu Network, aims to provide solutions for merchants, from traffic acquisition and user retention to operational conversion and repurchase enhancement, helping brands effectively utilize private domains for sustainable growth [22]

Core Insights - The rise of the "推客" (Tui Ke) industry represents a significant transformation in the commercial landscape, with its origins tracing back to 2005 and gaining momentum in 2025 [1][3][8] Timeline of Key Events - The concept of "推客" emerged in 2005, with the term officially trademarked by Sina in 2009, although it did not translate into immediate commercial success due to an immature social e-commerce environment [1][4] - In 2018, Suning launched the "Suning Tui Ke" platform, focusing on a community-driven model, but its impact was limited to its ecosystem [1][4] - A pivotal moment occurred on January 9, 2025, when WeChat included "推客" in its ecosystem strategy, alongside the announcement of the "万人推客大会" (Ten Thousand Tui Ke Conference) by the Feidianhui, marking the start of a dual-engine growth for the industry [3][4] - The first "万人推客大会" was held in Hangzhou on March 3, 2025, validating the model's feasibility and market potential [3][4] - The second conference took place in Changsha on May 28, 2025, focusing on resource integration and the launch of the "推客小程序服务商大会" (Tui Ke Mini Program Service Provider Conference) [3][4] - By August 7, 2025, the third conference in Guangzhou attracted over a thousand brands, solidifying the "推客" ecosystem [3][4][6] Industry Growth and Development - The "推客" industry is experiencing explosive growth, with Feidianhui setting ambitious goals to launch 2,000 Tui Ke platforms and reach 10 million Tui Ke influencers impacting 1.3 billion consumers by year-end [6] - The efficient integration of information flow, logistics, and capital flow has provided a solid foundation for the rapid development of the Tui Ke model [6] - The collaboration between WeChat and Feidianhui has fostered a strong participatory effect within private domain circles, promoting the idea that "everyone can be a Tui Ke" [6][8] Conclusion - The evolution of the "推客" industry highlights the importance of innovation in business models and the power of collaborative ecosystems, marking a new phase in the development of private domain e-commerce [8]

Core Insights - The evolution of the "推客" (Tuike) concept has transitioned from initial exploration to a thriving ecosystem, with 2025 identified as a pivotal year for its development [1][6] - The concept was first registered by Sina in 2009, but it did not materialize into a commercial model until Su Ning launched the "Su Ning Tuike" platform in 2018 [1][4] - The real turning point occurred in January 2025 when WeChat included "推客" in its ecosystem strategy, marking the beginning of a dual-engine development for the industry [3][4] Timeline of Key Events - **2005-2009**: Multiple attempts to register the "推客" trademark were unsuccessful, leading to the concept remaining unrealized [4] - **2009**: Sina successfully registered the "推客" trademark, but this was limited to trademark positioning without commercial practice [4] - **2018**: Su Ning launched the "Su Ning Tuike" platform, showcasing the initial model but limited by its closed ecosystem [4] - **January 9, 2025**: WeChat's public course discussed "推客" and the "万人推客大会" project was initiated by the organization "沸点会," marking a significant industry focus [3][4] - **March 3, 2025**: The first "万人推客大会" was held in Hangzhou, validating the model's feasibility and providing practical tools [3][4] - **May 28, 2025**: The second conference took place in Changsha, focusing on resource integration and the establishment of WeChat's e-commerce product department [3][4] - **August 7, 2025**: The third conference in Guangzhou gathered over a thousand brands, solidifying the "千万推客" ecosystem [6] Industry Growth and Development - The 推客 industry is experiencing unprecedented explosive growth, with ambitious goals set by "沸点会" to launch 2000 platforms and engage 10 million 推客 to influence 1.3 billion consumers [6] - The 推客 role has evolved from merely being a "mobile shelf" to becoming a "content sharer," enhancing the ecosystem's prosperity [6] - Efficient closed loops of information flow, logistics, and capital flow have provided a solid foundation for the rapid development of the 推客 model [6] - The collaborative efforts of WeChat and "沸点会" have fostered a "人人皆推客" (everyone can be a 推客) philosophy, gradually becoming a reality [6][8]