Relevant statistics show that in 20 14, the scale of China's e-commerce market surpassed that of the United States. It is generally believed in the industry that the offline retail enterprises in the United States have higher integration and concentration, stronger supply chain efficiency, and the price and efficiency advantages of e-commerce enterprises in the supply chain are not obvious, so the scale is relatively behind that of China.
What is the specific situation of the development of online marketing in the United States?
1. The growth rate remained stable.
The share of e-commerce in the overall retail market in the United States is increasing year by year. In 20 13, the sales volume of e-commerce market was about $263 billion, accounting for 5.8%, which was still at a low level, lower than the current domestic level of nearly 8%.
The growth rate of American e-commerce market in 20 13 years is 16.6%. In recent years, the growth rate has stabilized, and the overall retail market growth rate was 4.3% in the same period. Comparing the growth rate of the US e-commerce market and the overall retail scale, the average annual growth rate of e-commerce in the past four years is about 16%, and the average annual growth rate of the overall retail market in the same period is about 5%.
2. There are differences in categories.
From the category share of e-commerce, electronic digital, clothing accessories, automobiles and accessories are the top three categories in the e-commerce market, accounting for 2 1.8%, 17.0% and 10.4% respectively in 2065+03. In China, in the 20 13 online retail market, the top three categories are: clothing, shoes and hats, 3C household appliances and cosmetics.
In terms of category growth, books, audio and video, clothing accessories, automobiles and accessories are the three fastest growing categories, and the year-on-year growth rates of 20 17.2%, 16.3% and 15.8% are expected. Slow growth rate
The three categories are stationery, furniture and household, and food and beverage, and the year-on-year growth rates are expected to be 20 13.7%, 14. 1% and 14.8% respectively.
3. Mobile e-commerce has won a great victory
According to the eMarketer report, it is estimated that the retail scale of mobile e-commerce in the United States will reach 38.4 billion yuan in 20 13, a year-on-year increase of 56%, which is much higher than the overall growth rate of e-commerce.
From the perspective of the proportion of equipment, smartphones are gradually decreasing, and the proportion of tablets is gradually increasing, which has become the mainstream; It is estimated that in 20 16 years, the proportion of tablets will reach 70%, and the proportion of smartphones will drop to 28%.
It is estimated that in 20 13 years, about1180,000 people in the United States browsed goods through mobile devices, accounting for 62.2% of the number of e-commerce shoppers.
Among them, 72.6 million people made at least one purchase through mobile devices, a year-on-year increase of 38.3%. This number is expected to increase to about 65.438+0.2 billion in 2065.438+06, and mobile device shoppers will penetrate in 2065.438+06.
The permeability is expected to reach 84.6%.
4. The omni-channel era is coming.
In 20 13, more than 60% American retailers took "omni-channel" as their first corporate strategy. In the four stages of channel reform, the final omni-channel stage is consumer-centered, and consumers naturally switch between various real and virtual shopping environments, and this switching is becoming more and more unconscious, and the boundaries between channels are becoming more and more blurred.
In the omni-channel era, consumer purchase behavior is no longer a simple "offline experience, online order" in the e-commerce era. The boundaries between channels are becoming more and more blurred, and the status of stores and mobile terminals will become more and more important. (see figure 10)
Judging from the factors that affect consumers' buying behavior, friends' recommendation on social networks is increasingly becoming the decisive factor that affects consumers' buying decisions, and due to the mobility of social networks, it also reflects the importance of mobile terminals to some extent. (
Among the five omni-channel capabilities that consumers are most concerned about, 1 and Article 4 show the requirement of "consistency", 1 requires the same price, and Article 4 requires the same product classification (which means it is difficult to expand categories online), which requires retailers to continue to deepen their original focus in the omni-channel process, rather than simply cross-category in the cross-channel process.
Articles 2, 3 and 5 reflect consumers' demand for shopping experience, but what is required behind it is that retailers have strong control over every product of different brands they operate and the supply chain behind them.
With the expansion of mobile consumption, offline retail enterprises can give full play to the advantages of their offline stores and usher in the omni-channel era. Focusing on consumers, the boundaries between online and offline will gradually blur, and the status of stores and mobile terminals will become more and more important. But at the same time, it also puts forward higher requirements for retailers, and has strong control over every commodity of different brands and the supply chain behind it.
Attachment: Major American E-commerce Websites (TOP 10)
According to the ranking of the 50 most popular e-commerce websites in America's "Top 50 Favorites", the top 10 websites are all traditional offline retailers except Amazon (B2C) and Yi Bei (C2C);
These offline retail enterprises themselves are giants in their respective categories. They don't blindly develop in the direction of platform in the expansion line, but give full play to the advantages of their own categories, supply chains and customers (members).
More focused; Such as: supermarkets: Wal-Mart and Target; Electronic digital: BestBuy；; Department stores and clothing: Kohls, JCPenney,
Macy's, Old Navy.
References:
Published in June issue of Chain 20 14.