在消费升级背景下，用户对于消费体验的追求日益增加，新消费群体更加依赖意见领袖(KOL)的引导，线下门店、海淘直播、社交化传播拉近了用户与商品间的距离，从不同角度弥补传统海淘的不足，全面升级用户消费体验。iiMedia Research(艾媒咨询)数据显示，56.6%的消费者认为比起线上渠道，线下海淘门店能够提供更舒适的购物体验。双线融合发展能够起到增强用户信任感、双线引流的作用，已经成为目前跨境电商行业发展的必然趋势。此外，近六成海淘用户会在海淘观看直播后购买相关产品，海淘直播带货更直观、生动，现阶段对于用户消费的转化效果较好，预计在将来会成为跨境电商的主要营销手段之一。 (《2019中国跨境电商发展趋势专题研究报告》完整高清PDF版共56页，可点击文章底部报告下载按钮进行报告下载)

In the context of consumption upgrading, users are increasingly pursuing consumption experience, and new consumer groups are more dependent on the guidance of key opinion leaders (KOL). Offline stores, overseas online shopping live broadcasting and social communication narrow the distance between users and products, make up for the shortcomings of traditional overseas online shopping from different perspectives, and comprehensively upgrade user consumption experience. As the data of iiMedia Research showed, 56.6 percent of consumers believe that online stores can provide a more comfortable shopping experience than online channels. Dual-channel integrated development can enhance users' trust and double channels drainage, which has become an inevitable trend in the development of cross-border e-commerce industry. In addition, nearly 60% of overseas online shopping users will buy relevant products after watching live broadcast on overseas online shopping. Overseas online shopping live delivery is more intuitive and vivid, and has a good conversion effect on user consumption at the present stage, which is expected to become one of the major marketing methods of cross-border e-commerce in the future.(“2019 Development Trends of China Cross-Border E-Commerce Industry Research Report” complete high-definition PDF version of a total of 56 pages, you can click the report download button at the bottom of the article to download the report)

核心观点

跨境电商市场规模将超10亿元，行业迎来三大发展趋势。中国跨境电商行业保持快速增长势头，2019年市场规模预计达到10.8亿元。行业快速发展吸引