德国在线购物网站用户分析报告：Shein(快时尚)-外文版培训课件2024.7，temu.ppt

CONSUMERSBRANDS

Onlineshops:SHEINshoppers

inGermanConsumerInsightsreport

June2024

StatistaConsumerInsightsGlobalsurvey

IntroductioReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofSHEINshoppersinGermany:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkSHEINshoppersinGermany(’’brandusers’’)againstGermanonlineshoppersingeneral(’’categoryusers’’),andtheoverallGermanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheStatistaConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingGermany)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):SeethefullmethodologyforadetailedoverviewofthestudydesignSources:StatistaConsumerInsightsGlobalasofJune2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

SHEINranksoutsidethetop10ofmostusedonlineshopsinGermanyManagementsummary:brandusageandcompetition

Top10mostusedonlineshopsinGermany

Amazon

78%

eBay

38%

Otto

Zalando

MediaMarkt

Lidl

Bonprix

AboutYou

AliEx24%

20%

17%

16%

15%

14%4

Notes:Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?;MultiPick;Base:n=6,002onlineshoppers

Sources:

StatistaConsumerInsig