Core data of this paper: user scale, transaction scale, investment and financing amount.
General situation of industry development
-definition
On February 22nd, 20021year, China Association for Trade in Services approved the publication of "Business Service Specification for Social E-commerce Enterprises", which was implemented on the same day. It was clearly stated that social E-commerce is an e-commerce activity based on interpersonal network and using social tools on the Internet to sell goods or services and obtain legal benefits. Social e-commerce covers the whole process of e-commerce such as information display, payment settlement and express logistics, and is one of the important manifestations of new e-commerce.
-Analysis of industrial chain: There are a wide range of participants in the industrial chain.
Social e-commerce is defined as a branch of retail e-commerce. In a narrow sense, it refers to the behavior of buying and selling goods through social interaction by means of social websites, Weibo, social media and online media. Broadly speaking, social e-commerce includes shopping, member distribution, community group purchase, shopping guide, content, live broadcast and so on. In addition, social e-commerce service providers are also involved in the social e-commerce industry chain.
The main representative platforms of the shopping category are Pinduoduo, JD.COM, Jingxi, Suning, Taobao Special Edition, Goose Shopping, Gome Store, Squirrel Shopping, etc. The main representative platforms of member distribution category include Love Stock, Zebra Member, Beidian, Fenxiang, Peanut Diary, Future Market, etc. The main representative platforms of community group buying include Xiaohongshu Mall, Baby Tree, Koala Selection, Rice Cake Mom, and Good Things. The shopping guide category mainly represents what platforms are worth buying, Yitao.com, Hui Hui.com, Money Saving Express, Discount 800, Rebate.com, 55 Haitao.com, Mi Discount, Tesco.com, etc. The content class mainly represents platforms such as Xiaohongshu; The main representative platforms of live broadcast are Tik Tok, Aauto Quicker and Taobao Live.
Industry development process: the industry has gradually entered a period of stable development.
Driven by the joint efforts of many development factors, the social e-commerce industry in China has grown rapidly, and gradually entered a stable development period from the exploration period.
20 1 1-20 14 is the exploration period of China's social e-commerce industry. At this stage, with the continuous expansion of the user base of WeChat, the functions of friends circle, WeChat official account and WeChat payment are constantly improved, and Wechat business groups with personal purchasing and team distribution as the main forms develop rapidly, selling goods through WeChat, which is the initial form of social e-commerce. At the same time,
20 15-20 16 is the market start-up period, and the industry has undergone structural adjustment. A group of online celebrity/Big Vs who are good at building personal brands have gathered fan traffic with high-quality content and realized it through e-commerce, and KOL/ content e-commerce has emerged. At the same time, a platform-based social e-commerce model that provides full industrial chain services for settled merchants/personal agents through the platform carrier and completes the closed-loop transaction on the platform appears, and the refined operation of social e-commerce is started.
20 17-20 18 was a period of rapid development. Tencent and Pinduoduo were laid out one after another, and a number of social e-commerce companies were listed together, indicating that many tracks ran out of the top players, business models were formed, and many people followed suit. The whole industry ushered in integration and contention.
Since 20 19, it has been a stable development period, and the market and the government have regulated social e-commerce in two dimensions. The release of e-commerce law represents the recognition, attention and support for the development of this emerging field at the national level, and social e-commerce has entered a new stage of simultaneous development and standardization, and equal emphasis on openness and security.
Industry policy background: the policy is gradually moving from encouraging development to standardizing development.
With the rapid development of social e-commerce industry, the state has paid more and more attention to related industries, and has successively issued a series of policies to encourage the development of the industry while clarifying the responsibilities of relevant departments and standardizing the development of social e-commerce industry. On the one hand, the promulgation of relevant laws and regulations provides a reference for industry practitioners to operate in compliance, and at the same time, it also helps to break public prejudice and concerns and establish a positive image for the industry. Judging from the trend of relevant policies promulgated by the state, the industry development policy has gradually moved from encouraging development to standardizing development.
Specifically, as of March, 20021year, the relevant development policies of China's social e-commerce industry are as follows:
Current situation of industry development: the scale of the industry is increasing year by year, and the investment enthusiasm is not decreasing.
-user scale: the user scale is growing rapidly.
In recent years, the number of social e-commerce users has gradually increased. From 20 17 to 20 18, the number of users increased from 473 million to 608 million, rising to 28.54%. According to the large database of e-commerce of "Dianshubao" of the Net Economic Society, the number of users will reach 780 million in 2020.
-transaction scale: the transaction scale is increasing year by year.
According to the e-commerce database of "Dianshubao" of the Net Economic Society, the scale of social e-commerce market in 2020 will be 2.3 trillion yuan, a year-on-year increase of 1 1.62%. Among them, in terms of growth rate, the growth rate in 20 16 was as high as 98. 19%, and it increased by 7 1.7 1% in 20 19 year-on-year. Due to the epidemic situation, it will increase by1%in 2020.
-Per capita consumption scale: The per capita consumption scale is increasing year by year.
From the perspective of per capita consumption, according to the data of China's social e-commerce market scale and social e-commerce user scale from 20 16 to 2020, the per capita consumption of China's social e-commerce industry is increasing year by year, and in 2016, the per capita consumption of China's social e-commerce users is 863 yuan, in 2020.
-investment and financing status: investment in the industry continues unabated.
In 2020, social e-commerce will remain the focus of public attention. E-commerce giants such as Pinduoduo, JD.COM and Ali continue to exert their efforts, while many social e-commerce companies such as Mengxiang Group, Pink Elephant Life, Fenxiang, Fanlai, Fanya, Pingirl and Xiaohutuan also get a lot of financing. According to the "Digital Treasure" of the network economic society, from 2020 1 month to 20201February, there were 18 investment and financing events in the domestic social e-commerce industry, with the total financing exceeding 650 million yuan. The platforms involved include: Dream Xiang Group, Pink Elephant Life, Hey City, Fenxiang, Fenlai, Playing Ya, Fighting GIRL, Xiaohutuan, Yanzu Culture, Chengwu and so on. As of August, 20021year, there were 7 investment and financing incidents in the domestic social e-commerce industry.
From the distribution of investment and financing rounds, among the 18 investment and financing events in the social e-commerce industry in 2020, there were 4 angel rounds and 4 A-level, 4 B-level and C-level financing 1 and 5 Pre-level financing. From the perspective of investment rounds, investment in social e-commerce is mainly based on early investment.
Industry competition pattern: fierce competition within the industry.
At present, there are three main competitors in China's social e-commerce industry, one is an entrepreneurial enterprise represented by WeChat, the other is a traditional e-commerce giant represented by Taobao and JD.COM, and the third is a brand.
At present, in the field of social e-commerce, the original online enterprises have occupied a certain market position. Coupled with the adverse factors of the external environment, the market "cake" has shrunk in the short term. As offline enterprises have moved online, there are more and more people who divide the "cake", and intensified competition is an inevitable trend. On 2002 1 year1month, the research center of e-commerce of NEWSO and the social e-commerce platform of NEWSO released the "Top 100 Social E-commerce in China in 2020". The list is as follows:
Specifically, in the top 100 list, there are 15 listed companies, 6 unicorns/maxima, 6 community+e-commerce 16, 6 community group purchases, 8 membership 18, distribution 10 and shopping guide/kloc.
Industry development prospect and trend forecast: the functions of stabilizing employment and promoting development gradually appear, and the transaction scale will exceed 10 trillion yuan in 2026.
-The functions of stabilizing employment and promoting the development of rural areas will gradually emerge.
From the field of e-commerce, in 2020, the epidemic accelerated the change of residents' consumption habits, online channels became the main way of shopping, and e-commerce also became an important part of the retail ecology. In 20021year, we will focus on the top-level design of e-commerce, do a good job in the preparation of the "14th Five-Year Plan", promote the implementation of digital commerce policies, and promote the formation of a new development pattern. Grasp online consumption, effectively link e-commerce poverty alleviation and rural revitalization, and promote the domestic cycle to improve quality. Grasp the opening up and development, and promote the smooth domestic and international double circulation. In the governance of e-commerce development efficiency, do a good job in e-commerce system risk assessment and online security, promote the sharing of provincial and provincial data, and promote the safe development of the industry.
—— In 2026, the transaction scale will exceed 10 trillion yuan.
For social e-commerce, in recent years, with the change of users' consumption habits, social e-commerce has become an important trend in the development of retail e-commerce. Under the "14 th Five-Year Plan", the functions of social e-commerce to stabilize employment and promote the growth of rural areas will gradually emerge.
Thanks to the improvement of Internet infrastructure, the construction of a global logistics network, strong policy support, reform and innovation, and the gradual formation of consumers' online shopping habits, the market size of China's social e-commerce industry is expanding day by day. With the dual promotion of policies, demand and technology, the market size of China's social e-commerce industry is expected to be greatly improved. The outbreak of social e-commerce is strong and the market is rapidly increasing, which has become a new force for the growth of online retail scale in China.
In terms of the scale of social users, according to the data released by the Network Economic Society, in recent years, the scale of social e-commerce users in China has experienced a rapid growth of 20 18 years, and the growth rate of user scale in 20 19-2020 shows a downward trend, mainly because the scale of social e-commerce users in major cities in China has approached saturation, while some rural areas are difficult to popularize due to many factors such as economy and Internet popularity. According to the calculation of NEWSS, in 20021year, the number of social e-commerce users in China reached about 795 million, with a year-on-year growth rate of only 2%. If this growth rate is calculated, the number of social e-commerce users in China will reach about 878 million in 2026.
In terms of the scale of social e-commerce transactions, according to the network economic and social data, in 20 16-20 19, the scale of social e-commerce transactions in China increased rapidly, with a growth rate as high as 70%. In 2020, affected by the epidemic, the growth rate of transaction scale decreased to 12%, and it is predicted that the growth rate in 20021year will rise to 24.56%, reaching about 2865 1 billion yuan, showing an upward trend. However, considering the policy impact, in recent years, the development policy of China's social e-commerce industry has gradually moved from encouraging development to standardizing development. Therefore, in the next few years, it is difficult for the scale of social e-commerce transactions to return to the high growth rate before the epidemic. If the growth rate is 30%, in 2026, the scale of social e-commerce transactions in China will exceed 10 trillion yuan.
The above data refer to the Analysis Report on Market Prospect and Investment Strategic Planning of Social E-commerce Industry in China by Forward-looking Industry Research Institute.