中国消费者跨境消费趋势洞察报告课件

1、中国消费者跨境消费趋势洞察报告中国消费者跨境消费趋势洞察报告PART目录 AgendaPARTPARTPART04趋势展望01跨境消费市场概览Cross-Border Consumption Overview02跨境消费趋势Cross-Border Consumption Trends03新加坡品牌消费洞察Singaporean Brands Consumption InsightsTrends ForecastPART目录 AgendaPARTPARTPART04010跨境消费市场概览Cross-Border Consumption Overview01中国消费者跨境消费趋势洞察报告(新加坡

2、篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）跨境消费市场概览01中国消费者跨境消费趋势洞察报告(新加坡篇35%30%25%20%15%10%5%0%024681020142015201620172018e中国跨境电商交易规模以及占进出口贸易总额比例Chinese Cross-Border E-Commerce Market Size & Share in Total Import and Export Trade跨境电商交易规模（万亿元）Cross-Border E-Commerce Mark

3、et Size (Trillion RMB)跨境电商交易额占进出口贸易总额比例% Share in Total Import and Export Trade00.20.40.60.8120142015201620172018e海淘用户规模（亿人）Number of Cross-Border Consumers (Hundred Million)中国跨境电商交易规模稳定增长Market Size of Chinese Cross-Border E-Commerce keeps growing中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends

4、 of Chinese Consumers（Singapore Version）35%02468102014201520162017跨境消费普及化Cross-Border Consumption Has Become More Prevalent不同线级城市消费者消费金额占比Cross-Border Consumption Distribution of Different City Tiers一线1st Tier二线2nd Tier三线3rd Tier四线4th Tier201520162017一线二线三线四线1st Tier2nd Tier3rd Tier4th Tier2017年不同线级

5、城市消费者客单价及同比增速2017 Cross-Border Per Customer Transaction Amount & Growth Rate% By City Tiers2017客单价 Per Customer Transaction 客单价同比增速% Growth Rate%中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）跨境消费普及化不同线级城市消费者消费金额占比一线二线三线四线年轻用户成为跨境消费主力军Young Consumers Beco

6、me the Main Purchasing Power of Cross-Border Consumption100%80%60%40%20%0%201520162017跨境消费金额年龄分布Cross-Border Consumption Value Share by Age Group70前 Pre-70s70后 Post 70s80后 Post 80s85后 Post-85s90后 Post 90s95后 Post-95s70前70后Pre-70sPost 70s80后Post 80s85后Post-85s90后Post 90s95后Post-95s2017年各年龄段消费者客单价及客单价

7、同比增速2017 Cross-Border Per Customer Transaction Amount & Growth Rate% By Age Groups2017客单价 Per Customer Transaction客单价同比增速% Growth Rate%中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）年轻用户成为跨境消费主力军100%201520162017跨国别购买更加丰富More Purchasing Choices in Product

8、Countries201520162017各原产地国商品消费金额占比Sales Proportion by Product Origin Countries日本 Japan韩国 Korea美国 United States其他 Others希腊 Greece以色列 Israel匈牙利 Hungary西班牙 Spain奥地利 Austria波兰比利时 Poland Belgium智利泰国 Chile Thailand意大利 Italy2017年小众国家热度提升前十2017 Top 10 Increasing Popularity Index Niche Countries中国消费者跨境消费趋势洞察

9、报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）国别购买更加丰富201520162017各原产地国商品消费金跨境消费趋势02Trends in Cross-Border Consumption趋势一 跨境消费习惯更加成熟Trend 1 Cross-Border Consumption Become More Mature趋势二 健康化成为常态Trend 2 The Normalized Healthiness趋势三 更关注品质Trend 3More Awareness Of Quali

10、ty中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）跨境消费趋势02Trends in Cross-Border消费者除基础护肤品类外，会购买更多样的商品Consumers Buy More Beauty Categories Besides Basic Skincare Products跨 境 消 费 习 惯 更 成 熟2017年美容护肤跨境消费金额分布2017 Beauty Care Sales Proportion By Category面膜 Masks

11、面部护理套装 Facial Care Sets面部精华 Facial Serums乳液/面霜 Emulsions/Creams化妆水/爽肤水 Lotions/Toners防晒 Sunscreens眼部护理 Eye Care洁面 Facial Cleansing 其他 Others足部护理Foot Care防晒Sunscreens面部精华Facial Serums眼部护理Eye Care面膜Masks2017年美容护肤跨境消费金额同比增速前五品类2017 TOP 5 Fast Growing Beauty Care Categories中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Bor

12、der Consumption Trends of Chinese Consumers（Singapore Version）消费者除基础护肤品类外，会购买更多样的商品跨 境 消 费 习专业美容仪器畅销Professional Beauty Devices Sell Well跨 境 消 费 习 惯 更 成 熟电子美容仪 Electronic Beauty Equipment毛孔清洁器/洁面仪 Facial Cleansing Tools瘦脸机/瘦脸工具 Face Lifting Tools冲牙器 Oral Irrigators2016-2017年个人护理仪器跨境消费金额2016-2017 Per

13、sonal Care Device Sales Amount20162017增长4倍以上Grew ByMore Than 4 Times中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）专业美容仪器畅销跨 境 消 费 习 惯 更 成 熟电子美容仪饮食更健康Healthier Food & Drinks健 康 化 成 为 常 态2017年跨境食品品类消费金额分布2017 Cross-border Sales Proportion In Food Category茶

14、/咖啡/麦片/冲饮 Tea/Coffee/Cereals/Instant Drinks零食/坚果/特产 Snacks/Nuts/Specialties酒类 Alcohols粮油米面/南北干货/调味品 Rice&Noodles/Dry Food/Condiment水产肉类/新鲜蔬果/熟食 Seafood/Meat/Vegetables/Fruits/DeliHealthy FoodTotal Food2017年健康食品跨境消费金额同比增速（%）2017 Healthy Food Sales Growth Rate中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumpt

15、ion Trends of Chinese Consumers（Singapore Version）饮食更健康健 康 化 成 为 常 态2017年跨境食品品类消保健品消费成为常态Health Product Consumption Becomes Prevalent健 康 化 成 为 常 态2015201620172015-2017年保健品跨境消费客单价2015-2017 Health Supplements Per Customer Transaction201520162017各年龄段消费者保健品跨境消费金额占比Health Supplements Sales Proportion By

16、Age Groups70前Pre-70s70后Post 70s80后Post 80s85后Post-85s90后Post 90s95后Post-95s中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）保健品消费成为常态健 康 化 成 为 常 态20152016运动成为潮流Sports Become Trendy健 康 化 成 为 常 态201520162017运动品类跨境消费金额与购买人数Sales Amount And Number Of Buyers Of

17、Sports Category消费金额 sales amount购买人数 number of buyers运动文胸 篮球服 连体泳衣 棒球帽 分体泳衣 健身裤 芭蕾舞鞋 运动卫衣 拳击护具 拳击手套2017各运动品类跨境消费金额同比增速（%）2017sale Growth Rate% Of Different Sports Categories中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）运动成为潮流健 康 化 成 为 常 态201520162跨境家电购买更

18、多样The Purchase Of Cross-border Home Appliances Is More Diversified更 关 注 品 质2017年跨境家电各品类消费金额分布2017sales Proportion Of Category In Cross-border Home Appliances吸尘器vacuum cleaner净水器water purifier咖啡机coffee machine搅拌/料理机mixing / cooking machine空气净化/氧吧air purifier其他others蒸汽清洁机 steam cleaning machine和面机蒸汽拖把

19、 doughmaker steam mop擦窗 机器人 window cleaningrobot多士炉 Toaster暖风机 air heater加湿器 humidifier酸奶机 yogurt machine咖啡机 coffee machine电动打蛋器 electric egg mixer2017年消费金额同比增速排名前十的跨境家电品类2017 Sales Growth Rate% Top 10 Of Cross-border Home Appliances中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Con

20、sumers（Singapore Version）跨境家电购买更多样更 关 注 品 质2017年跨境家电各品类小众及独立设计师品牌受追捧Independent Designer Brands And Niche Brands Are More Popular更 关 注 品 质LOEWEMoschinoMARNIDiorYSLKENZOGucci Chanel CELINEPrada2017年奢侈品包袋跨境消费金额同比增速排名前10品牌2017 Top 10 Highest Sales Growth Rate Of Luxury Bag Brands20160120160220160320160

21、4201605201606201607201608201609201610201611201612201701201702201703201704201705201706201707201708201709201710201711201712以YSL为例 风琴包订单量趋势YSL Sac De Jour Order Trend中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）小众及独立设计师品牌受追捧更 关 注 品 质LOEWEMAR新加坡品牌消费洞察Singap

22、orean Brands Consumption Insights03中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）新加坡品牌消费洞察03中国消费者跨境消费趋势洞察报告(新加坡新加坡品牌在中国整体跨境消费中占比逐步提升Share Of Singapore-brand Products Grew Gradually In Total Cross-border201520162017新加坡品牌商品消费金额趋势以及在跨境消费中占比Singapore-brand S

23、ales Trend And Share% In Total Cross-border消费金额 sales amount在跨境消费中占比 share% in total cross-border200150100500250201520162017中国跨境消费中新加坡品牌数增长趋势Number Of Singapore Brands On Cross-border Platform中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）新加坡品牌在中国整体跨境消费中占

24、比逐步提升201520162新加坡品牌消费者画像Customer Profile Of Singapore Brands中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）新加坡品牌消费者画像中国消费者跨境消费趋势洞察报告(新加坡篇食品/保健为最大类目Food/Health Products Are Biggest Industry2015201620172017整体跨境 total cross-border新加坡各品类商品消费金额分布趋势与整体跨境消费分布对比S

25、ales Proportion Of Different Industry Singapore-brand Vs Total Cross Border食品/保健 food/health服饰鞋包apparel and shoes母婴maternal and baby美容护理 beauty care家居用品 household items运动/户外 sports/outdoors3C数码 3C digital珠宝/配饰 Jewelry/accessories其他 others中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chines

26、e Consumers（Singapore Version）食品/保健为最大类目2015201620172017整体跨境保健品呈现爆发式增长Singapore-brand Health Products Show Booming Growth201520162017新加坡食品/保健类各品类消费金额分布Sales Proportion Of Different Categories In Food / Health Industry酒类liquor水产肉类/新鲜蔬果/熟食meat/ vegetable / fruit粮油米面/南北干货/调味品rice grain and oil零食/坚果/特产s

27、nack茶/咖啡/麦片冲饮tea / coffee/instant drinks传统滋补营养品traditional tonics保健食品/膳食营养补充食品 health products201520162017新加坡保健品消费金额与购买人数增长趋势Sales Amount And Number Of Buyers Trend Of Singapore Health Products消费金额 sales amount购买人数 number of buyers中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consu

28、mers（Singapore Version）保健品呈现爆发式增长201520162017新加坡食品/保健新加坡保健品功效较为集中Singapore-brand Health Care Products Are Concentrated中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）新加坡保健品功效较为集中中国消费者跨境消费趋势洞察报告(新加驱动新加坡保健品增长的主要品牌Growth-driven Brands Of Singapore Health Prod

29、ucts新加坡保健品品牌消费金额增长贡献度%Sales Growth Contribution% By Brands美容养颜瘦身排毒中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）驱动新加坡保健品增长的主要品牌新加坡保健品品牌消费金额增长贡美容类保健品成为趋势Beauty Health Care Products Become More PopularCollagen fluidwhitening pills美容类保健品消费金额在整体保健品中占比Sale Pr

30、oportion% Of Beauty Health Products In Total Health Products201520162017以POLA 为代表的美白丸产品2017年增长迅速Sales of whitening pills such as POLA grew rapidly in 2017Pola美白丸消费金额趋势POLA Whitening Pills Sales Trend中国消费者跨境消费趋势洞察报告(新加坡篇)Cross-Border Consumption Trends of Chinese Consumers（Singapore Version）美容类保健品成为趋势Collagen fluidwhiten充分利用电商节大促Put More Emphasis On On-line Shopping CarnivalBLACKMORESGNCswisseUS clinicalvitareal2017年 双十一当天消费金