2015年电子商务市场调查报告--尼尔森

电子商务联合报告E-commerceSyndicatedreport,2015.10,目录outline,互联网和网购市场Internet网民中使用手机上网的人群占比为88.9%。ByJun2015,thenumberofmobileinternetuserinChinahasreached594millions,whichaccountsfor88.9%ofinternetuser.,Data:CNNIC36thInternetDevelopmentStatistics,网购用户Onlineshoppers,截止到2015年6月，中国的网购消费者达到了3.74亿，有56%的网民在网上购物。ByJune2015,thenumberofonlineshoppersinChinareaches374million,and56%ofnetizensshoponline.,Data:CNNIC36thInternetDevelopmentStatistics,中国的网购用户OnlineShoppersinChina,万人,网购市场OnlinemarketSales,2014年，中国的线上市场交易总额达到2.8万亿元，占消费品零售总额的10.6%。2014,theamountofonlineshoppinginChinareaches2821billionRMB,accountsfor10.6%oftotalretailsalesofconsumergoods.,Data:Chinae-Commerceresearchcenter,线上交易额OnlineSalesbyYear,(100millionRMB),购物网站市场份额Onlinemarketshareoftrade,天猫(B2C)仍然引领线上市场。Tmall(B2C)isstillleadingtheonlinemarket.,DataSource:Chinae-Commerceresearchcenter,渠道比较ChannelComparison,17个关键品类的销售重要性17Keycategoriessalesimportance,护肤品和婴儿配方奶粉是17个品类中线上销售渠道占比最大的两个品类。SkinMoisturizerandInfantMilkFormulaaretop2among17keyFMCGcategoriesinonlinechannel.,Data:NielsenRetailIndex,BabyPanel,e-CommercePanel;Period:MATtoOct15,74%,26%,线上Online,线下&母婴店渠道Offline&BabyChannel,滚动一年增长率:MATgrowth,+18.7%,滚动一年增长率:MATgrowth,+6.0%,品类Categories,食品类Food,婴儿配方奶粉IMF,非食品类NonFood,洗发水Shampoo,香皂/浴液PersonalWash,洗面奶FacialCleanser,避孕套Condom,刀架刀片Razor&Blade,即用型面膜FacialMask,洁面后调养水Toner,婴儿配方奶粉-线上销售vs.线下销售IMF-Onlinevs.offlinesales,过去一年中，婴儿奶粉的线上销售额占整体市场的30.0%。,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,销售额SalesValue(000RMB),年增长率（%）Growthvs.YA,线上下销售额对比2014.11-2015.10,Onlinevs.OfflineSales,MATtoOct,Forthepast12months,onlinesalesvalueofIMFaccountedfor30.0%oftotalmarket.,婴儿配方奶粉销售趋势IMF-salestrend,最近几个月线上销售额有所下降。Onlinesalesvaluehasdecreasedinrecentmonths.,销售额SalesValue(000RMB),Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,婴儿配方奶粉前10供应商IMF-top10Manufactures,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,滚动一年至10月MATtoOct,婴儿配方奶粉供应商市场份额变化Imf-ManufacturevalueshareDynamics,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,婴儿配方奶粉供应商市场份额变化Imf-ManufacturevalueshareDynamics,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,销售额SalesValue(000RMB),年增长率（%）Growthvs.YA,线上下销售额对比2014.11-2015.10,Onlinevs.OfflineSales,MATtoOct,尿布线上销售vs.线下销售Diaper-Onlinevs.offlinesales,过去12个月中，尿布的线上销售额占整体市场的38.5%。,Forthepast12months,onlinesalesvalueofDiaperaccountedfor38.5%oftotalmarket.,销售额SalesValue(000RMB),Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,尿布销售趋势Diaper-salestrend,最近几个月线上销售额有所下降。Onlinesalesdecreasedinrecentmonths.,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,尿布前10品牌Diaper-top10brands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,尿布品牌市场份额变化Diaper-Brandvaluesharedynamics,尿布品牌市场份额变化Diaper-Brandvaluessharedynamics,奶嘴和奶瓶MilkTeat&Bottle,过去12个月，奶嘴和奶瓶的线上销售总额占整体市场的33.4%。,Data:Nielsene-CommercePanel&babypanel&RetailIndex,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesofMilkteat&bottleis33.4%oftotalmarket.,(000RMB),Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,奶嘴和奶瓶-前10品牌MilkTeat&Bottle-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,奶嘴和奶瓶-品牌市场份额变化MilkTeat&Bottle-Brandvaluesharedynamics,奶嘴和奶瓶-品牌市场份额变化MilkTeat&Bottle-Brandvaluessharedynamics,过去12个月，吸奶器的线上销售总额占整体市场的67.0%。,Data:Nielsene-CommercePanel&babypanel&RetailIndex,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesofMilkpumptookup67.0%oftotalmarket.,吸奶器milkPump,(000RMB),Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,吸奶器前10品牌milkPump-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,吸奶器-品牌市场份额变化milkPump-Brandvaluesharedynamics,吸奶器-品牌市场份额变化milkPump-Brandvaluesharedynamics,过去12个月，婴儿食品的线上销售总额占整体市场的21.0%。,Data:Nielsene-CommercePanel&babypanel&RetailIndex,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesofBabyCerealwas21.0%ofthetotalmarket.,婴儿食品Babycereal,(000RMB),Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,婴儿食品-前10品牌Babycereal-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&BabyPanel&RetailIndex,婴儿食品-品牌市场份额变化Babycereal-Brandvaluesharedynamics,婴儿食品-品牌市场份额变化Babycereal-Brandvaluesharedynamics,过去12个月，护肤品的线上销售总额占整体市场的38.0%。,Data:Nielsene-CommercePanel&RetailIndex,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesofSkinmoisturizerwas38.0%ofthetotalmarket.,护肤品Skinmoisturizer,(000RMB),护肤品-前10品牌Skinmoisturizer-topbrands,Data:Nielsene-CommercePanel&RetailIndex,滚动一年至10月MATtoOct,护肤品-品牌市场份额变化Skinmoisturizer-Brandvaluesharedynamics,Data:Nielsene-CommercePanel&RetailIndex,过去12个月，洗发水的线上销售总额占整体市场的10.5%。,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesofShampoowas10.5%oftotalonlineandofflinemarket.,洗发水Shampoo,Data:Nielsene-CommercePanel&RetailIndex,(000RMB),洗发水前10品牌Shampoo-topbrands,Data:Nielsene-CommercePanel&RetailIndex,滚动一年至10月MATtoOct,洗发水-品牌市场份额变化Shampoo-Brandvaluesharedynamics,Data:Nielsene-CommercePanel&RetailIndex,过去12个月，护法素的线上销售总额占整体市场的21.2%。,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofHairconditionerwas21.2%ofthetotalmarket.,护发素Hairconditioner,Data:Nielsene-CommercePanel&RetailIndex,(000RMB),护发素-前10品牌Hairconditioner-topbrands,Data:Nielsene-CommercePanel&RetailIndex,滚动一年至10月MATtoOct,护发素-前10品牌Hairconditioner-topbrands,Data:Nielsene-CommercePanel&RetailIndex,过去12个月，香皂/浴液的线上销售总额占整体市场的15.2%。,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofPersonalWashwas15.2%oftotalonlineandofflinemarket.,香皂/浴液PersonalWash,Data:Nielsene-CommercePanel&RetailIndex,(000RMB),香皂/浴液-前10品牌Personalwash-topbrands,Data:Nielsene-CommercePanel&RetailIndex,滚动一年至10月MATtoOct,香皂/浴液-品牌市场份额变化PersonalWash-Brandvaluesharedynamics,Data:Nielsene-CommercePanel&RetailIndex,过去12个月，洗面奶的线上销售总额占整体市场的32.2%。,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofFacialcleanserwas32.2%oftotalonlineandofflinemarket.,Data:Nielsene-CommercePanel&RetailIndex,洗面奶Facialcleanser,(000RMB),Data:Nielsene-CommercePanel&RetailIndex,洗面奶-前10品牌Facialcleanser-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&RetailIndex,洗面奶-品牌市场份额变化Facialcleanser-Brandvaluesharedynamics,过去12个月，避孕套的线上销售总额占整体市场的34.2%。,(000RMB),月销售额SalesbyMonth,2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofcondomwas34.2%oftotalonlineandofflinemarket.,Data:Nielsene-CommercePanel&RetailIndex,避孕套Condom,(000RMB),Data:Nielsene-CommercePanel&RetailIndex,避孕套前10品牌Condom-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&RetailIndex,避孕套-品牌市场份额变化Condom-Brandvaluesharedynamicsc,过去12个月，液体奶的线上销售总额占整体市场的4.0%。,(000RMB),月销售额SalesbyMonth,(000RMB),2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofLiquidMilkwas4.0%oftotalonlineandofflinemarket.,Data:Nielsene-CommercePanel&RetailIndex,液体奶Liquidmilk,Data:Nielsene-CommercePanel&RetailIndex,液体奶-前10品牌Liquidmilk-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&RetailIndex,液体奶-品牌市场份额变化Liquidmilk-Brandvaluesharedynamics,过去12个月，巧克力的线上销售总额占整体市场的20.1%。,(000RMB),月销售额SalesbyMonth,(000RMB),2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofchocolatewas20.1%oftotalonlineandofflinemarket.,Data:Nielsene-CommercePanel&RetailIndex,巧克力Chocolate,Data:Nielsene-CommercePanel&RetailIndex,巧克力-前10品牌Chocolate-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&RetailIndex,巧克力-供应商市场份额变化Chocolate-Manufacturevaluesharedynamics,过去12个月，即溶咖啡的线上销售总额占整体市场的34.7%。,(000RMB),月销售额SalesbyMonth,(000RMB),2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofinstantcoffeewas34.7%oftotalonlineandofflinemarket.,Data:Nielsene-CommercePanel&RetailIndex,即溶咖啡Instantcoffee,Data:Nielsene-CommercePanel&RetailIndex,即溶咖啡-前10品牌Instantcoffee-topbrands,滚动一年至10月MATtoOct,Data:Nielsene-CommercePanel&RetailIndex,即溶咖啡-品牌市场份额变化Instantcoffee-Brandvaluesharedynamics,过去12个月，刀片刀架的线上销售总额占整体市场的18.4%。,(000RMB),月销售额SalesbyMonth,(000RMB),2014.11-2015.10总销售额,MATSalestoOct2015,Forthepast12months,onlinesalesvalueofRazor&Bladewas18.4%oftotalmarket.,Data:Nielsene-CommercePanel&RetailIndex,刀架刀片RAZOR&BLADE,Data:Nielsene-CommercePanel&RetailIndex,刀架刀片前10品牌RAZOR&BLADE