疫情期间DTC 跨境电子商务增长- 大数跨境

Shanghai London Connect沪伦通

2021-08-25

导读：线上电商发展迅速 - 疫情期间进入商店的机会减少，52% 的全球购物者直接在线消费。

Pre-Peak Pulse 2021 对 14 个国家/地区的近 15,000 名消费者进行的调查显示，在疫情期间，52% 的购物者习惯性在线购买。在 25-44 岁的人群中，这一平均值上升到 58%，因为商店关闭和实体店的访问减少促使消费者在线消费他们过往只会在店内购买的商品。南非和印度（均为 63%）对此感受最为强烈，其次是阿联酋（56%）、中国（53%）和美国（52%）。

Pre-Peak Pulse 2021 survey of almost 15,000 consumers across 14 countries showed that 52% of shoppers overall were motivated to buy online during the pandemic. That average rose to 58% among 25–44-year-olds, as shuttered stores and reduced access to physical shops prompted consumers to purchase items online that they normally would have validated and bought in-store. This was most keenly felt in South Africa and India (both 63%), followed by the UAE (56%), China (53%) and the US (52%).

(图片来源：网络）

消费者之前在店内通过体验的传统“高接触”商品被证明是过去六个月最受欢迎的电商购买类型。在此期间，四分之一 (25%) 的全球购物者在海外市场以外的地方在线购买服装，而鞋类 (19%)、奢侈品 (18%)、护肤品 (17%)、健康和美容 (17%)、香水 ( 16%) 和化妆品 (16%) 位列最受欢迎的国际电子商务购物清单。千禧一代和 Z 世代购物者再次领先，其跨境购买率是婴儿潮一代（57-75 岁）的三倍。

As a result, traditionally ‘high contact’ items that consumers would have previously validated in-store – either by trying on or testing them – proved the most popular type of cross-border purchases over the past six months. A quarter (25%) of global shoppers bought clothing online outside their domestic market over the period, while footwear (19%), luxury goods (18%), skincare (17%), health and beauty (17%), fragrance (16%) and cosmetics (16%) rounded out the list of the most popular international e-commerce purchases. Once again, Millennial and Gen Z shoppers led the way, making cross-border purchases at three times the rate at of Baby Boomers (those ages 57–75).

(图片来源：网络）

在接受调查的全球购物者中，57% 的人表示，大流行让他们看到了网上提供的便利和选择——在千禧一代中增加到 63%——71% 的人表示，在大流行后，他们将继续通过数字混合购物和物理渠道。随着许多国家开始放宽 COVID-19 限制，这凸显了全渠道能力在零售商国际商务战略中的重要性。

While 57% of the global shoppers surveyed said the pandemic had opened their eyes to the convenience and choice on offer online – increasing to 63% among Millennials – 71% said that, post-pandemic, they would continue to purchase via a mix of digital and physical channels. This highlights the importance of omnichannel capabilities in retailers’ international commerce strategies as many countries begin to ease COVID-19 restrictions.

(图片来源：网络）

ESW 美洲总裁兼首席执行官 Patrick Bousquet-Chavanne 评论道：“了解传统零售业演变的品牌看到将其直接国际电子商务交易与其现有全渠道结构相结合的重要性。未来的商店将是体验圣地，品牌将在那里拥护并强化他们在社交媒体上建立的品牌形象和体验。但未来增长的交易引擎无疑已加速进入数字渠道，而且这种趋势似乎不太可能逆转。”

Patrick Bousquet-Chavanne, President and CEO, Americas, ESW, commented: “Brands that understand the evolution of traditional retailing see the importance of blending their direct international e-commerce trading with their existing omnichannel structure. Stores of the future will be experiential meccas, where brands will espouse and reinforce the brand personas and experiences they are building on social media. But the transactional engine for future growth has undoubtedly accelerated into digital channels, and it seems unlikely that trend will ever reverse.”

(图片来源：优西）

优西商城是一家在英国乃至欧洲最大的线上华人超市，为伦浦咨询公司孵化产品。创立于2008年。是一家涵盖米面粮油，休闲零食，冷冻速食，新鲜蔬果，电器百货，美容美妆，床上用品等留学生和海外华人所需产品的独立网站，产品一应俱全；并拥有自媒体和旅游，房产租赁公司作为相互引流。2010年实现配送范围覆盖欧洲，2015年开通中英物流互通服务，2018年成立数据技术中心，2020年布局欧洲新发展研发，并上架小程序，今后还将拓展“海外仓代运营+分成”模式。与众多知名食品、生活家居品牌建立战略合作，线下渠道拓展方向为“2B+2C”，目前已有多家企业用户。公司正在发起A轮融资，此轮融资规模为千万级。

UKCN Shop is the largest online Chinese supermarket in the UK and even Europe, incubating products for the Shanghai London Corporate Finance. Founded in 2008. It is an independent website covering rice noodles, grains and oils, casual snacks, frozen fast food, fresh fruits and vegetables, electrical department stores, beauty and cosmetics, bedding and other products needed by overseas students and overseas Chinese. It has established strategic cooperation with many well-known food and lifestyle brands, and the offline channel expansion direction is "2B+2C". The company is launching a round of financing, the scale of this round of financing is tens of millions.

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