2015年电子商务市场调查报告--尼尔森.pptx

电子商务联合报告E-commerce Syndicated report2015.10目录outline1互联网和网购市场Internet Online Market in China2渠道比较Channel Comparison互联网和网购市场Internet Online Market in China互联网用户趋势Internet users trendData: CNNIC 36th Internet Development Statistics中国的互联网用户量仍旧持续增长。截止到2015年6月，互联网用户总量约为6.68亿，互联网的渗透率达到了48.8%。Internet Users in China still keeps increasing. By June 2015, the total internet users are around 668 Million, and the internet penetration rate is 48.8%. 中国的互联网用户Internet Users in China万人移动上网用户 Mobile internet user截至2015年6月，我国手机网民规模达5.94亿; 网民中使用手机上网的人群占比为88.9%。By Jun 2015, the number of mobile internet user in China has reached 594 millions, which accounts for 88.9% of internet user. Data: CNNIC 36th Internet Development Statistics网购用户Online shoppers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。By June 2015, the number of online shoppers in China reaches 374 million, and 56% of netizens shop online.万人中国的网购用户Online Shoppers in ChinaData: CNNIC 36th Internet Development Statistics购物网站市场份额Online market share of tradeData Source: China e-Commerce research center天猫(B2C)仍然引领线上市场。Tmall (B2C) is still leading the online market.2014 B2C 网站市场份额2014 B2C Online Market Share of Trade渠道比较Channel Comparison17个关键品类的销售重要性17 Key categories sales importance 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。Skin Moisturizer and Infant Milk Formula are top 2 among 17 key FMCG categories in online channel.线上Online线下母婴店渠道Offline Baby Channel26%74%滚动一年增长率: MAT growth+18.7%滚动一年增长率: MAT growth+6.0%Data: Nielsen Retail Index, Baby Panel, e-Commerce Panel; Period: MAT to Oct15品类Categories食品类Food即溶咖啡Instant Coffee婴儿配方奶粉IMF婴儿食品Baby Cereal液体奶Liquid Milk巧克力Chocolate非食品类Non Food奶嘴和奶瓶Milk Teat Bottle吸奶器Milk Pump护肤品Skin Moisturizer洗发水Shampoo婴儿尿布Diaper护发素Hair Conditioner避孕套Condom刀架刀片Razor Blade香皂/浴液Personal Wash洗面奶Facial Cleanser即用型面膜Facial Mask洁面后调养水Toner婴儿配方奶粉 - 线上销售 vs. 线下销售IMF - Online vs. offline sales过去一年中，婴儿奶粉的线上销售额占整体市场的30.0%。For the past 12 months, online sales value of IMF accounted for 30.0% of total market.线上下销售额对比 2014.