首发丨亚马逊美国站2024年Q1消费者数据报告

{"time":1711696803623,"blocks":[{"id":"vf53n4ehWY","type":"paragraph","data":{"text":"该报告是针对1000名美国消费者在今年2月进行的一项关于购买偏好和行为的匿名调查。受访者来自美国50个州，年龄从18岁到75岁以上均有覆盖，以及包括各种就业类型和收入水平。"}},{"id":"t53LlqzWez","type":"paragraph","data":{"text":"本报告旨在探索消费行为和偏好如何随着时间的推移以及与当前事件的关系而发生变化，同时还探讨了消费者的态度和行为，以及人们如何受到通货膨胀和其他因素的影响，包括人工智能和增强现实技术的作用。"}},{"id":"kmdUOOwulH","type":"paragraph","data":{"text":"<b>一、消费者季度性购物支出水平分析</b>"}},{"id":"kyWFjkZPkm","type":"paragraph","data":{"text":"52%的亚马逊美国消费者表示，他们在2024年第一季度的支出，与2023年第四季度的支出水平大致相同。消费者称，他们在2023年通过提前购物来削减假期支出压力，也会减少礼物购买量或使用其他省钱策略，以控制支出水平。"}},{"id":"W49PqAY7cf","type":"Image","data":{"file":{"url":"/media/images/WMwYiuWDtJohZedTQcBoyf.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"gzngRFOtSY","type":"paragraph","data":{"text":"32%的美国消费者表示，他们在2024年第一季度的支出有所下降，这一比例低于2022年第二季度至第四季度中的任何一个季度的支出水平。"}},{"id":"-6rcuhHkdW","type":"Image","data":{"file":{"url":"/media/images/H6QebPhsASJ9x4gnbTtsdd.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"RDYmdido2a","type":"paragraph","data":{"text":"21%的Z世代和千禧一代消费者在2024年第一季度增加了整体支出水平，但这些年龄段的消费者比其他世代人群更有可能增加线上支出水平。"}},{"id":"O_ad51Yn28","type":"Image","data":{"file":{"url":"/media/images/A63sUYLA59qTZoDjMRfH5v.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"En0Ab10Ufp","type":"paragraph","data":{"text":"亚马逊平台的24个品类中，14个品类的销售额呈同比增长，增幅从6%到近30%不等。"}},{"id":"MRph1JdKif","type":"paragraph","data":{"text":"根据Jungle Scout Cobalt的数据显示，消费者在艺术、工艺品和缝纫、宠物用品以及美妆和个人护理等类别中的消费数量更多，而在相机和照片、视频游戏和软件等类别中的产品采购量较少。"}},{"id":"0wYO4_SGQL","type":"Image","data":{"file":{"url":"/media/images/WrGKKZQBqs4qjfqnh8fX78.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"kPaFQeagsf","type":"paragraph","data":{"text":"2024年第一季度中，53%的消费者依然将亚马逊作为首选线上购物平台，由此该平台也在本季度摘得线上购物渠道榜单的“桂冠”。同时，大多数消费者也在本季度选择在亚马逊购买电子产品、书籍、健身器材以及玩具/游戏。"}},{"id":"gQga-FN1na","type":"Image","data":{"file":{"url":"/media/images/XPRJbA8BVUFSccxHX5bbkM.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"2b5I4XC5GQ","type":"paragraph","data":{"text":"值得注意的是，TEMU和SHEIN均有上榜！但仍然被沃尔玛以及eBay赶超，而Wish已经垫底！"}},{"id":"RV_aqnNH12","type":"Image","data":{"file":{"url":"/media/images/LYzBDa8n7YSYStAMgxH9fS.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"poL4zNdkLS","type":"Image","data":{"file":{"url":"/media/images/XuPgBxpBCv8dAsscKUi3zW.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"JcgLrIrjZh","type":"Image","data":{"file":{"url":"/media/images/kiihBhe7PvCX7mEmLvrx6o.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"mNwoSoNIVe","type":"Image","data":{"file":{"url":"/media/images/ZQNS6DBUYZSbZ4NFowEfCT.jpeg"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"ytPcV_jqiW","type":"Image","data":{"file":{"url":"/media/images/hJMwYZqrHW3EWRTFqj6Z8i.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"AMK3tecK0X","type":"Image","data":{"file":{"url":"/media/images/9DFgD95obnbQN8VbjX8FkP.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"T5iUQ_nuKi","type":"Image","data":{"file":{"url":"/media/images/QBdLzsUBNRsX4yQTBJjwfU.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"Er7mhQww93","type":"Image","data":{"file":{"url":"/media/images/7ydLup97vmfGhMCAPaxpEV.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"9_h_Lcu0NB","type":"Image","data":{"file":{"url":"/media/images/CHHFqgakPQdwrcC8RGRDFw.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"6KkTgk6zKj","type":"Image","data":{"file":{"url":"/media/images/CoE3AENB5PDQEgFhk2dPXQ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"ATDQU93zCI","type":"paragraph","data":{"text":"<b>二、消费者购物成本敏感度凸显</b>"}},{"id":"1Lj5InYjWG","type":"paragraph","data":{"text":"<b>1、通胀持续存在仍可能影响消费者决策</b>"}},{"id":"LFgaraZSAb","type":"paragraph","data":{"text":"美国经济的不确定性在过去几年中一直存在，特别是消费者仍在2022年创纪录的通胀率中调适自身支出水平。而尽管第一季度通胀仍处于正常增长期，但消费者对于大环境的新一轮担忧也已进入影响消费信心的阶段。&nbsp; &nbsp;"}},{"id":"Pv_4zb0BbV","type":"paragraph","data":{"text":"美国的通货膨胀率在2024年1月底下降到3.1%，与2023年12月相比小幅上升0.3%，在持续创纪录的增长之后继续保持稳定水平。尽管如此，通胀的持续存在仍在影响近80%的消费者在第一季度的支出决策。"}},{"id":"hT-6e5o_20","type":"Image","data":{"file":{"url":"/media/images/ZoZ7zSdJXjLC8ENQNfaj4f.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"oQclcpm9-e","type":"paragraph","data":{"text":"与此同时，亚马逊上超过1/4的品牌和卖家也担心通货膨胀产生的影响。"}},{"id":"N4iihVSKnf","type":"Image","data":{"file":{"url":"/media/images/PUFXffXKV9fGUHiyT9kraC.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"Clwju6HJYv","type":"paragraph","data":{"text":"<b>2、消费者收入变化</b>"}},{"id":"5muhTlKW6w","type":"paragraph","data":{"text":"61%的消费者在2024年初，他们的收入与三个月前持平。虽然第一季度收入较高者的比例(21%)，较2023年第四季度(15%)有所上升，但仍处于自2022年底以来的最低点。通过仔细观察过去一年家庭收入的变化，不难发现与同期消费者支出的季度变化存在相关性。"}},{"id":"7JJ6W34tBS","type":"Image","data":{"file":{"url":"/media/images/6Yt3Q6sEJQ8Jk8KRTHZ3XM.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"TxRUQZfzi6","type":"Image","data":{"file":{"url":"/media/images/MjBogwki4zLxtbnKVUjtiD.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"IzHSaZ5cek","type":"paragraph","data":{"text":"<b>3、失业率高涨</b>"}},{"id":"CH4khp3vpE","type":"paragraph","data":{"text":"2024年第一季度中，美国失业率高涨，远超自2023年第一季度以来的任何一个季度，失业率达到60%。&nbsp; &nbsp;"}},{"id":"cdSZD7yajX","type":"Image","data":{"file":{"url":"/media/images/fdeSRsq98qbMhVw47qfJsX.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"JMCEfnEfHt","type":"paragraph","data":{"text":"<b>4、亚马逊产品价格变化分析</b>"}},{"id":"oJDpH_cDzm","type":"paragraph","data":{"text":"根据Jungle Scout Cobalt的数据显示，在过去一年中，亚马逊24个主要产品类别中有15个的平均产品价格下降。11个类别的平均产品价格上涨，其中工业和科学类上涨幅度最大(+63%)。"}},{"id":"qEMrEE_cPD","type":"paragraph","data":{"text":"虽然不同类别的平均产品价格和单位销售量的年同比变化之间不存在完全吻合的相关性，但部分品类的趋势变化也反映了当前经济环境下的消费者行为趋势。"}},{"id":"MgOUh0EQz6","type":"paragraph","data":{"text":"例如，宠物用品和美容及个人护理等必需品类别的单位销售额出现了良性增长，平均产品价格也有所上升，一定程度上表明这些必需品的消费者对成本不太敏感。另一方面，包括家用电器和玩具及游戏等非必需品在内的产品类出现了较低的平均价格和销量萎缩，这表明消费者的可自由支配支出额度出现萎缩。"}},{"id":"hjLwiPGg38","type":"Image","data":{"file":{"url":"/media/images/NphM3X8XBfVJfzf4zWkoj4.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"cZHEByZ3_X","type":"paragraph","data":{"text":"<b>三、电商关键数据解析</b>"}},{"id":"1rK4n8Us4N","type":"paragraph","data":{"text":"X世代（56%）与婴儿潮一代（61%）消费者更有可能将亚马逊作为线上搜索产品的首选渠道，但整体而言，亚马逊在全年龄段消费者群体中依然很受欢迎。"}},{"id":"5yAh-SBnlP","type":"paragraph","data":{"text":"此外，近40%的Z世代消费者在YouTube或TikTok中开始产品搜索，这一比例甚至高于使用谷歌等搜索引擎的消费者。"}},{"id":"qcVxGFRmb8","type":"Image","data":{"file":{"url":"/media/images/PPBXSGp8TxvQzosyRKKrg9.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"7r17mL-pYK","type":"paragraph","data":{"text":"在影响亚马逊购物决策的因素中，寻找最低价产品（71%）成为了首选因素。同时，61%的消费者开通了亚马逊Prime会员订阅账号。"}},{"id":"jnqiBIsHiO","type":"Image","data":{"file":{"url":"/media/images/hgczrAyki7Vg6793jneie6.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"Z3LhgqZ82i","type":"paragraph","data":{"text":"增强现实（AR）和人工智能（AI）等新兴技术正在改变消费者的电商购物体验，对他们的购买决策产生着更显著的影响。"}},{"id":"q2RfxQc8an","type":"paragraph","data":{"text":"ViewinYour Room便是一项亚马逊平台中的AR功能，可以让消费者将产品(如家具)放置到他们的现实环境中。大多数消费者（25%）在购物时都会使用该功能。&nbsp; &nbsp;"}},{"id":"KXhKYpYVoh","type":"paragraph","data":{"text":"31%使用过Amazon Viewin Your Room的消费者表示，这让他们从亚马逊购买了部分原本只能亲自去线下才能购买的产品。"}},{"id":"QandmgSaOK","type":"paragraph","data":{"text":"此外，无论对卖家还是购物者来说，Al在电子商务领域的影响力也越来越大。亚马逊平台上全新的AI功能旨在增强消费者体验，为消费者提供其他消费者对对产品满意度评论摘要。"}}],"version":"2.22.2"}