/10 2020 development trend of e-commerce industry after 2020

First, direct sales and private brand sales accelerated.

In 2020, 16. 1% retail sales will be completed online. Manufacturers and traditional brands are increasingly bypassing retail partners and selling goods directly to consumers, namely DTC. In fact, it is the development of e-commerce that helps traditional manufacturers make up for the stagnation of offline store sales growth.

DTC has three main advantages:

(1) Having a customer relationship

When the brand has a direct relationship with customers, it is no longer necessary to rely on retail partners to protect and promote the brand. Establishing a direct relationship with the end customer can also allow you to continue to provide services to consumers after the sale.

(2) Collecting and using consumers' non-private data.

By selling directly to consumers, you can collect first-party data that can be used to personalize the customer experience, and ultimately profit from this relationship.

(3) Provide personalized products

Through accurate positioning, DTC can provide an experience that traditional retail stores cannot provide. DTC brand allows shoppers to design their own packaging, mix and match customized categories.

Second, marketers aim at new channels and equipment.

Internet TV (also known as smart TV) and audio will become two new positions for advertisers. Although many brands still rely on Facebook and Instagram to survive, it is expected that those audio and video streaming media service providers who can provide consumers with high-quality content will usher in a substantial increase in advertising revenue in the future.

The advertising revenue of consumers who play their favorite streaming TV or music service will increase greatly.

The trading desk is a programmed advertising platform to show the momentum of new equipment and channels in 2020. On Black Friday of 20 19, the company said that connected TV has become a digital media device that marketers attach great importance to, followed by audio.

(a) Data-driven targeting: Use first-party and third-party data to attract the most valuable audience on each screen.

(b) Better metrics: Use digital and traditional indicators (including video completion rate and total score) to track the impact of CTV advertising activities.

(c) Smarter repositioning: Re-attract home audiences through streaming media devices such as computers, tablets and mobile devices, thus providing a more comprehensive portrait of customers.

(d) High-quality advertising resources: broadcast popular TV programs and movie advertisements in front of an attentive audience.

It is expected that in 2020 and beyond, brands will bid for high-quality streaming media advertising resources in an omni-directional and omni-channel way. Considering the expected growth of many new streaming media and Internet TV purchases, this trend may even continue until the middle of this century.

Thirdly, PWA and AMP promote the development of mobile e-commerce.

Analysts predict that by 202 1, 53.9% of e-commerce sales will be completed through mobile devices. On a global scale, mobile e-commerce will become more popular.

But if an e-commerce platform only provides a responsive website, it does not mean that it can provide an excellent mobile experience. The conversion rate of the mobile terminal is less than half that of the computer terminal. According to the research, 53% users will give up opening the website because it takes more than 3 seconds to load. The research also shows that the bounce rate of mobile terminal is higher than that of computer terminal 10% 20%.

In order to provide the best mobile experience, some brands are willing to adopt Progressive Web Application (PWA), which can stay on the user's homepage all the time and can be loaded immediately whether the user is online or not. Progressive network applications can enable teams to work on both front-end and back-end systems to further improve mobile performance.

One step is to further combine the progressive network application with the Accelerated Mobile Web Page (AMP). AMP is the basis of Google Mobile Priority Index, which can give priority to optimizing the search results of mobile terminals. The combination of PWA and AMP can produce better search results, higher channel traffic and improve the conversion rate of websites.

Fourth, digital local brands go offline.

Because consumers' online shopping experience will be more or less restricted, it will drive digital native brands to try offline experience more and more. Here are three recent cases:

(A) the mobile retail experience

Pura Vida bracelet is a fast-growing manufacturer of bracelets and accessories, which integrates the digital world and the physical world in all directions. This brand was born online, developed from social media platforms, and has more than 1 10,000 fans. However, Pura Vida recently launched a retail experience through social media, enabling consumers to interact with brands in the real world.

(2) Pop-up stores

Emazing Group cooperated with Luxor Hotel and Casino in Las Vegas to build a LUX Rave pop-up store covering tens of thousands of square feet during the 20 19 EDC Week in Las Vegas.

In order to promote the flash mob, Emazing Group advertised on social media in advance. This advertisement is a preview of the activity of pop-up shop, and this video was shot before the store opened. This is the strategy used by Emazing Group to locate the Las Vegas crowd in real time. The advertisement attracted 250,000 EDC and EDM fans in Las Vegas, with more than 200,000 hits.

At the same time, for every 1 USD invested in this advertisement, you can get an order of1USD.

(3) Exchange business for experience.

On Black Friday of 20 19, Allbirds, a sports shoe brand, did not make a big profit, but closed Covent Garden Store in London, England, to show its commitment to rational consumption.

In the spirit of "Black Friday? We don't buy it ",Allbirds closed the retail store, but it was open to non-commercial experience, encouraging consumers to stop and enjoy live music or attend free seminars, such as making pompoms and garlands.

The reason for this idea is that the brand hopes to make consumers curious about the production process of sports shoes and teach them relevant knowledge. For a brand that uses eucalyptus and recycled wool to make products, it is a priority for the whole year to shift the focus from discount to sustainable development.

However, Allbirds has not disappointed consumers who want to buy new products. Although Allbirds gave up three exclusive sneakers for Black Friday promotion, Allbirds created an immersive holiday experience by providing in-store manual experience and limited new products.

Verb (verb's abbreviation) automation improves productivity.

In the coming year, enterprises will use automation more and more. Automation will play a very important role in the global expansion of brands, because in the global expansion, enterprises need to operate multiple stores at the same time, as well as a larger inventory and logistics network. On average, international business can reach 365,438+0 countries across borders, and brands are increasingly using e-commerce automation to expand their scale faster and more efficiently.

(A) e-commerce automation

E-commerce automation eliminates many manual, repetitive and time-wasting tasks, which usually reduce productivity.

Simplifying cross-border trade, reducing human errors in operating multiple stores, and providing first-class shopping experience are three main ways for e-commerce automation to improve productivity:

Importantly, e-commerce automation can also protect brands from the increasingly serious threat-extortion. With the help of e-commerce automation, there is no need to manually cross-check the buyer's purchase history order to determine whether the order is fraudulent, and the brand will rely on the automatic fraud protection mechanism embedded in the e-commerce platform. Automation can avoid high-risk orders and prevent refusal to pay.

In addition, automation will borrow the following technologies.

(2) Warehouse robots

Brands are increasingly considering using robot technology to manage their warehouses, so as to reduce costs and improve efficiency. There are more than 3,200 robot entrepreneurship centers around the world.

By 2020, the global investment in robot program automation (RPA) will exceed 3 billion dollars. However, cost is still the biggest obstacle to the implementation of RPA. In enterprises that use new technologies such as automation, 48% of the cost of this technology can be compensated by reducing the number of employees.

(3) artificial intelligence

The data shows that enterprises hope to invest more money in artificial intelligence automation. By 20021year, the world will spend more than154 billion dollars on artificial intelligence and process automation.

Sixth, global e-commerce outside the United States has flourished.

Global e-commerce sales will exceed $4.2 trillion in 2020 and $6.5 trillion in 2023. By 2002 1 year, there will be more than 21100 million shoppers shopping online and enjoying services. There will be more and more online shoppers outside the United States.

But the growth rate can only explain part of the problem-the real king of global e-commerce is China. In 20 19, China's e-commerce sales are expected to reach 1.9 trillion, and online sales are three times that of the United States. In fact, China accounts for 54.7% of the global e-commerce market, which is almost twice the total sales of the five countries behind China.

Seven, sustainable e-commerce has become the mainstream.

Consumers increasingly hope that brands can lead the value. Brands need to consider social responsibility. From the survey data, consumers increasingly hope that enterprises can choose green supply chain and avoid resource waste as much as possible.

Enterprises are seeking advanced technology stack to reduce resource waste and improve efficiency. Intelligent order routing is combined with multi-site inventory, and automatic order routing based on rules can match orders with the inventory closest to consumers. Sending orders automatically in this way can save time, speed up execution and reduce transportation costs.

This trend is not obvious in China, but in foreign countries, some large retailers ask brands to make plans every year to measure their progress in reducing greenhouse gas emissions. In order to track this problem, Wal-Mart has created a sustainable development index for its suppliers. Evaluate and check suppliers' commitments: 1) zero waste 2) use 100% renewable energy 3) sell sustainable products.

Although the investment in environmental protection sounds expensive, in fact, some research data prove that it is profitable to take such measures. Studies have proved that consumers are willing to pay extra for the goods they buy.

Eight, the delivery speed is faster and the logistics cost is soaring.

Consumers' expectations for transportation speed and cost are gradually increasing, which is also changing the retail industry. In 2020, analysts estimate that 65% of retailers will provide same-day delivery service, which has become a normal state. Two-thirds of consumers said that high transportation costs and delays were the main reasons for giving up online shopping.

In order to meet consumers' expectations, brands are setting a free shipping threshold to encourage consumers to shop more, thus improving the average order value (AOV). Brands are also increasingly relying on the Inventory Management System (IMS) to avoid late delivery or out of stock.

Setting up multiple storage points can shorten the distance between goods and consumers, thus reducing transportation time and cost. Brands provide shoppers with more transportation options to cater to consumers who don't need to get products immediately. They also show the expiration date, which can clearly indicate the latest delivery time of different transportation services. Among the consumers surveyed by Afflink, 6 1% expect to receive the goods within 3 hours.

Nine, voice recognition changes the purchase method.

It is estimated that 35% of households in the United States are equipped with at least one smart speaker, and many consumers even have more than one. So it is not surprising that 26. 1% consumers bought smart speakers in 20 19 years.

3.9% of consumers said that they buy goods through smart speakers every day. Among them, Google's voice response accuracy seems to be the highest, followed by Apple and Amazon.

However, the data shows that daily necessities are the most purchased goods through voice, and buying clothes is equally common. This not only shows that smart speakers are becoming a purchasing channel, but also implies that consumers will tend to buy more things they need through voice in the future.

In this regard, brands are optimizing the fragmentation of search results, because at present, 40% of voice results are extracted from the fragmentation of search engine results. So far, at least, unusual footage is a way for voice search to win the war.

X. The penetration rate of e-commerce has increased year by year, but the growth rate has slowed down.

Although the boundary between physical commerce and digital commerce is blurred, the growth trajectory difference between the overall retail industry and e-commerce is still obvious.

Overall, it is estimated that the global retail market will exceed $25 trillion in 20 19. However, compared with the previous five years, the growth rate has slowed down significantly. In recent years, the growth rate has been maintained at around 4.5% and will not accelerate before 2023.

On the other hand, global e-commerce sales exceeded $3.5 trillion, an increase of about 18% over the previous year. By 2023, e-commerce sales will reach 6.5 trillion US dollars, almost doubling.

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