報告:直播電商今年有望突破萬億規模
畢馬威中國與阿里研究院聯合發布《邁入萬億市場的直播電商》報告,認為今年直播電商整體規模有望達到1.05萬億元,滲透率達到8.6%;明年直播電商規模將繼續保持高速增長態勢,市場規模達到接近2萬億元,滲透率達到14.3%。
報告認為,直播電商之所以能在2020年進入爆發式增長,主要是因為其具備了普惠、信任及體驗這三大特徵,帶來了新的消費方式。品牌商亦紛紛加速企業數字化轉型,對直播電商保有濃厚興趣。報告針對品牌商的問卷調查發現,超過70%的品牌商表示直播電商提升了產品銷量,66%表示吸引了新的客戶群體,另有近50%的品牌商認為未來一年直播電商將會繼續保持高速發展。惟品牌商亦表示對直播電商的商業模式不夠了解,缺乏直播經驗是他們目前面臨的突出痛點。
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