亚洲现场商务行业市场前景及投资研究报告-培训课件外文版2024.6

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TRENDSLivecommerceinAsiaCHAPTER

01OverviewShareofconsumerswhohadalreadyusedlivestreamcommercetopurchaseanitemonlineinselectedcountriesworldwidein2023Consumershavingalreadypurchasedvialivecommerce2023,bycountryShareofrespondents0%10%20%30%40%50%60%70%80%90%ChinaIndiaThailand81%75%73%72%UnitedArabEmiratesBrazil61%SouthAfricaColombia54%52%Mexico48%UnitedStatesArgentina40%40%SpainPolandUnitedKingdom37%36%35%3Description:A2023surveyrevealedthat,ofallthecountriesincluded,onlineshoppersinChinawerethemostfamiliarwithlivecommerce,witheightintenonlineshoppershavingalreadypurchasedproductsvialivestreaming.Indiarankedsecondinlivee-commerceadoption,withthree-quartersofrespondentsclaimingtohaveuseditinthepast.Incomparison,variousEuropeancountrieswererelativelyunfamiliarwithlivestreamcommerce,withjust25percentofFrenchrespondentsusingitfor[...]

ReadmoreNote(s):Worldwide;April6to20,2023;31,647respondentsSource(s):Censuswide;WundermanThompsonCommerceShareofsocialmediausersineachcountrywhowatchedashoppinglivestreaminthepreviousweekin2023Socialmediauserswatchinglivestreamshoppingworldwide202345%40%40%35%30%25%20%15%10%5%37%35%33%32%32%0%IndonesiaVietnamChinaBrazilTurkeyKenya4Description:In2023,thetopthreecountrieswiththehighestproportionofsocialmediausersviewingalivestreamshoppingeventintheweekleadinguptothesurveywerealllocatedinAsia.Indonesiaheldthefirstposition,followedbyVietnamandChina.Brazil,Turkey,andKenyaroundedoutthelist,eachaccumulatingmorethan30percentofrespondents.ReadmoreNote(s):Worldwide;Q12023;225,744socialmediausers;16-64yearsSource(s):GWIAverageannualspendingbyfrequentlivecommerceusersworldwidein2022,byregion(inU.S.dollars)Frequentlivecommerceusers'annualspendworldwide2022,byregion1,8001,5501,6001,4001,2001,0008001,0001,0006506004002000ChinaLatinAmericaUnitedStatesEurope5Description:In2022,theaverageannualspendingperuseronlivecommerceshoppingamountedto1,000U.S.dollarsinbothLatinAmericaandtheUnitedStates.InEurope,livecommerceusersspentanaverageof650dollars,whileinChina,thefiguremorethandoubled,reaching1,550dollars.ReadmoreNote(s):Worldwide;AugusttoSeptember2022Source(s):McKinsey&CompanyAveragenumberofshowsattendedbyfrequentlivecommerceusersworldwidein2022,byregionNumberoflivecommerceshowsattendedbyfrequentusersworldwide2022,byregion504745403530252015105141290ChinaLatinAmericaEuropeUnitedStates6Description:Comparedtoothersurveyedregions,frequentlivecommerceusersinChinaattendedasignificantlyhighernumberoflivecommerceshows,averaging47in2022.LatinAmericafollowedinsecondplace,withusersintheregionwatchinganaverageof14liveshoppingeventsoverthesameperiod.Europecamenextat12,withtheUnitedStatestrailingatnine.ReadmoreNote(s):Worldwide;AugusttoSeptember2022Source(s):McKinsey&CompanyMarketsizeoflivestreaminge-commerceinChinafrom2019to2023withestimatesuntil2026(intrillionyuan)MarketvalueoflivecommerceinChina2019-2026987658.166.955.864.92432103.642.741.240.42201920202021202220232024*2025*2026*7Description:In2023,thelivestreaminge-commercemarketinChinareachednearlyfivetrillionyuan,showingaremarkableincreasefrom420billionyuanin2019andforecasttosurgeto8.16trillionyuanby2026.

ReadmoreNote(s):China;2019to2023;*Estimate.Figureshavebeenrounded.Oneyuanequalsapproximately0.14U.S.dollarsand0.13euros(asofMarch2024).

ReadmoreSource(s):iResearch;Website(27)LeadinglivesellingchannelsinSoutheastAsiain2022,byplatformLeadinglivesellingchannelsSEA2022,byplatformYouTube3%Instagram7%Shopee27%Lazada15%TikTok22.5%Facebook25.0%8Description:AccordingtoasurveyfromNovember2022,ShopeewasthemostusedchannelforlivesellinginSoutheastAsia,with27percentofthesurveyedlivesellersusingtheplatformforlivecommerce.FacebookandTikTokwereotherpopularlivesellingchannelsinSoutheastAsiaasofNovember2022.ReadmoreNote(s):Asia;November2022;1,186respondentsSource(s):NinjaVanCHAPTER

02UsageShareoflivestreamcommerceshoppersintheAsia-Pacificregionin2023,byselectedcountryShareoflivestreamcommerceshoppersAPAC2023,bycountry90%81%80%75%73%70%60%50%40%30%20%10%0%31%15%ChinaIndiaThailandAustraliaJapan10Description:Accordingtoa2023surveyamongonlineshoppersintheAsia-Pacificregion,81percentoftherespondentsinChinahavepurchasedproductsusinglivestreamcommerce.Incomparison,15percentoftherespondentsinJapanusedlivestreamcommerceasof2023.ReadmoreNote(s):Asia,APAC;April6toApril20,2023;shopperswhoshoponlineatleastonceamonthSource(s):WundermanThompsonCommerceNumberoflive-commerceserviceusersinChinafromJune2020toDecember2023(inmillions)Numberoflivestreaminge-commerceusersinChina2020-20237006005975265155004643883844003002001000309June2020December2020June2021December2021December2022June2023December202311Description:E-commercewasthemostpopulartypeoflivestreaminginChinawithabout597millionusersasofDecewmber2023accountingforabout54.7percentofthecountry'sinternetpopulation.Livestreamingcommerceisanewformatthatcombinesinfluencermarketingandsocialexperienceintoaliveshoppingshowone-commerceplatforms.Taobao,Douyin,andKuaishouweretheprominentplayersinChina'slivecommercemarket.

ReadmoreNote(s):China;June2020toDecember2023Source(s):CNNICShareofinternetuserswhowatchedlivestreamingcommerceinChinafromMarch2020toDecember2023ShareoflivecommerceusersinChina202360%54.7%48.8%48.2%50%44.9%39.2%38%40%30%20%10%0%32.9%29.3%March2020June2020December2020June2021December2021December2022June2023December202312Description:AsofDecember2023,around597millionpeopleusedlivecommerceinChina,accountingfornearly55percentofthetotalinternetusers.Sincethebeginningof2020,China'slivecommerceusernumberhasgrownsignificantly.

ReadmoreNote(s):China;March2020toDecember2023Source(s):CNNICPercentageofonlineshopperswhousedlivestreamingcommerceinChinafromJune2021toJune2023ShareofonlineshoppersusinglivecommerceinChina202370%60%60.9%59.5%55.8%55.1%50%40%30%20%10%0%47.3%June2021December2021June2022December2022June202313Description:AsofJune2023,about59.5percentofthetotalonlineshoppersinChinausedlivecommerce.Livecommercehasconstitutedalargepartofonlineshoppingsince2021.Thetotalnumberoflivecommerceusersamountedtomorethanhalfabillionby2023.ReadmoreNote(s):China;June2021toJune2023Source(s):CNNIC;iResearch;SohuLiveshoppingawarenessandusageinSoutheastAsiain2022LiveshoppingawarenessandusageSEA2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%KnowaboutliveshoppingHavewatchedatleastoneliveshoppingsessioninthelast12monthsHavepurchasedatleastonceinthelast12months92%79%44%14Description:Ina2022studyonsocialcommerceconductedacrossSoutheastAsia,over90percentoftherespondentsstatedthattheywereawareofliveshopping.Around80percentclaimedthattheywatchedoneormoreliveshoppingeventwithinthelast12months.ReadmoreNote(s):Asia;JunetoNovember2022;15,000respondents;includesIndonesia,Malaysia,thePhilippines,Singapore,Thailand,andVietnamSource(s):CubeAsiaAwarenessandusageoflivecommerceinSoutheastAsiain2021,bycountryAwarenessandusageoflivecommerceSEA2021,bycountryShareofrespondentsBought40%Accessed50%Aware0%10%20%30%60%70%70%80%90%100%VietnamPhilippinesThailand68%92%40%59%61%89%74%84%35%Malaysia48%48%79%21%SingaporeIndonesia39%75%30%71%15Description:Accordingtoasurveyfrom2021,92percentoftherespondentsinVietnamwereawareoflivecommerce.Moreover,Vietnamhadthehighestusagerateoflivecommerceat70percent,whileitwasonly21percentinSingaporein2021.

ReadmoreNote(s):Asia;August2021;3,000respondentsSource(s):IpsosCHAPTER

03ChannelsUsageofShopeeforlivesellingchannelsinSoutheastAsiain2022,bycountryUsageofShopeeforlivesellingchannelsSEA2022,bycountryShareofrespondents20%0%5%10%15%25%30%35%40%SingaporeVietnam33.7%30.9%PhilippinesIndonesiaMalaysiaThailand30.3%26.5%25.2%19.8%17Description:Accordingtoasurveyamonge-commercesellersinSoutheastAsiafromNovember2022,33.7percentoftherespondentsinSingaporeusedShopeeforliveselling.Incomparison,around20percentofthesellersinThailandusedShopeeasalivesellingchannelasofNovember2022.ReadmoreNote(s):Asia;November2022;1,186respondentsSource(s):NinjaVanUsageofFacebookforlivesellingchannelsinSoutheastAsiain2022,bycountryUsageofFacebookforlivesellingchannelsSEA2022,bycountryShareofrespondents20%0%5%10%15%25%30%35%40%37.9%ThailandVietnam31.9%PhilippinesSingaporeMalaysia26.1%25.3%24.8%Indonesia10.1%18Description:Accordingtoasurveyamonge-commercesellersinSoutheastAsiafromNovember2022,37.9percentoftherespondentsinThailandusedFacebookforliveselling.Incomparison,aroundtenpercentofthesellersinIndonesiausedFacebookasalivesellingchannelasofNovember2022.ReadmoreNote(s):Asia;November2022;1,186respondentsSource(s):NinjaVanUsageofTikTokforlivesellingchannelsinSoutheastAsiain2022,bycountryUsageofTikTokforlivesellingchannelsSEA2022,bycountryShareofrespondents15%0%5%10%20%25%30%IndonesiaThailand27.5%26.9%Malaysia22.8%PhilippinesVietnam20.5%17.2%Singapore14.2%19Description:Accordingtoasurveyamonge-commercesellersinSoutheastAsiafromNovember2022,27.5percentoftherespondentsinIndonesiausedTikTokforliveselling.Incomparison,around14percentofthesellersinSingaporeusedTikTokasalivesellingchannelasofNovember2022.ReadmoreNote(s):Asia;November2022;1,186respondentsSource(s):NinjaVanMostusedplatformstowatchliveshoppinginIndonesiaasofOctober2022LeadingplatformstowatchliveshoppingIndonesia202260%50%40%30%20%10%0%57%33%10%E-commerceplatformSocialmediaplatformTelevision20Description:AccordingtoasurveyonliveshoppinginIndonesiaconductedinOctober2022,57percentofIndonesianrespondentsusedane-commerceplatformtowatchliveshopping.E-commerceplatformsinIndonesiaadoptliveshoppingasawaytoimprovecustomerengagementandpushsales.ReadmoreNote(s):Indonesia;October2022;6,756respondentsSource(s):SnapcartTransactionvalueoflivestreamcommerceonChineseshortvideoappDouyin(TikTok)inChinafrom2018to2022(inbillionyuan)GMVoflivestreamingshoppingonDouyininChina2018-20221,6001,4001,2001,5001,000800800600400200050040102018201920202021202221Description:In2022,Douyin,thepopularChineseshortvideoapp,generated1.5trillionyuanfromitslivecommercebusiness.MorethantwothirdsoftheonlineshoppersinChinahaveheardaboutDouyin'slivestreamingshopping.

ReadmoreNote(s):China;2018to2022Source(s):100TransactionvalueoflivestreamcommerceonChineseonlineshoppingplatformTaobaoinChinafrom2017to2022(inbillionyuan)GMVoflivestreamingshoppingonTaobaoinChina2017-202290080070077060050050040030020010004002001002520172018201920202021202222Description:In2022,thelivestreamingcommercegenerated770billionyuanonTaobao,whichwasoneofthebiggestonlineshoppingplatformsinChina.LivestreamcommercebecamepopularamongChineseonlineshoppersasitofferslowerprices.

ReadmoreNote(s):China;2017to2022Source(s):100Kuaishou'sgrossmerchandisevalue(GMV)oflivestreamingcommerceinChinafrom2018to2022(inbillionyuan)Kuaishou'sGMVoflivestreamingcommerceinChina2018-20221,000900800700600900650500381.24003002001000150302018201920202021202223Description:In2022,theChineseshort-videoplatformKuaishougenerated900billionyuanfromitslive-streamingcommercebusiness,anincreasefromaround650billionyuaninthepreviousyear.Inthesameyear,Douyin,Kuaishou'sclosecompetitor,generatedabout1.5trillionyuanfromitslivecommercebusiness.ReadmoreNote(s):China;2018to2022Source(s):100CHAPTER

04ConsumerbehaviorReasonsforusinglivecommerceinIndiaasofJanuary2023ReasonsforusinglivecommerceinIndia2023Shareofrespondents0%10%20%30%40%38%50%60%Answerquestionsregardingtermsofsaleandaftersalesi.e.return,warranty,etcAnswerquestionsrelatedtotheproduct54%50%Holdeductaional/usability/informational/demosessionsfortheproductsDiscusspricinganddiscounst/offersifavailableLivesellerisnotneeded35%23%Canbehelpfulinsomeotherareas15%Cannotsay8%25Description:InasurveyaboutlivecommerceinJanuary2023inIndia,54percentofIndianconsumersstatedthatlivecommercewillbehelpfulinansweringquestionsregardingreturnandwarrantyofproductswhileshoppingonline.Incomparison,23percentofrespondentsdidnotrequirelivecommercewhileshopping.ReadmoreNote(s):India;asofJanuary11,2023;10,882respondents;across296districtsinIndiaSource(s):LocalCirclesReasonsforbuyingfromliveshoppingpromotioninIndonesiaasofOctober2022ReasonsforpurchasingfromliveshoppingpromotionIndonesia2022Shareofrespondents10%

20%0%30%40%50%60%70%Atrractivediscount66%Interestingitem(s)25%TheitemsforsalearebeingpopularTheitemsareeasytobuy5%3%ThehostisacelebrityorinfluencerthatIknoworlike1%26Description:AccordingtoasurveyonliveshoppinginIndonesiaconductedinOctober2022,attractivediscountwasthemainreasonwhyIndonesiansshoppedfromliveshoppingpromotion,asstatedby66percentofrespondents.Thesamesurveyalsorevealedthate-commerceplatformswerethego-toplatformtowatchliveshopping.ReadmoreNote(s):Indonesia;October2022;6,756respondentsSource(s):SnapcartMostimportantaspectsoflivecommercestreamsaccordingtoserviceoperatorsinJapanasofJuly2022ImportantpointsoflivecommerceservicesinJapan2022Shareofrespondents5%

10%0%15%20%25%30%35%Streamingcontnet30.1%StreamingplatformStreamingtime29.7%23.8%Streamer22.4%Realtimecommunicationwiththeaudience(consumers)22.1%27Description:Thecontentofastreamwasthemostimportantaspectoflivecommerceservicesaccordingtoe-commerceoperatorswhohaveimplementedsuchservicesinJapan.AsrevealedinasurveyconductedinJuly2022,over30percentofrespondinglivecommerceserviceoperatorsstatedthattheypaidsignificantattentiontothecontentoftheirliveshoppingstreams.Thestreamingplatformfollowedasthesecondkeypoint,withmajorplatformsinJapanincludingInstagram,TikTok,andYouTube[...]

ReadmoreNote(s):Japan;July29to30,2022;1,007respondents;businessoperatorsthathaveimplementedlivecommerceine-commerceoperationsSource(s):Gen