2024年亚马逊欧洲站三大类目选品趋势及消费洞察

{"time":1706176484058,"blocks":[{"id":"l-4wYMYVlw","type":"paragraph","data":{"text":"2024年推荐的<a href=\"https://www.cifnews.com/ccee?origin=article_word\" target=\"_blank\">品类</a>，也是欧洲站创收比较大的品类，一个是服饰类，还有一个就是消费电子类，其他的一些类目也会有一定的增长，比如家具、家居装饰都是有一定的增长的。"}},{"id":"X6ltvtyPtE","type":"paragraph","data":{"text":"本文主要分享三个品类的内容，家具品类、家居品类以及服饰品类。"}},{"id":"qZieQutvbv","type":"paragraph","data":{"text":"<b>1、&nbsp;家具品类</b>"}},{"id":"5mybZm2NfE","type":"Image","data":{"file":{"url":"/media/images/2p8FuEXvuG7feiJ28AdBmT.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"9SCZst0_Z-","type":"paragraph","data":{"text":"预计在2027年整体的欧洲这边家具的市场规模将会增加近百亿的一个美金，线上的销售也是持续的增长的。"}},{"id":"HXnO2GTkXH","type":"paragraph","data":{"text":"欧洲家具市场以超欧洲零售整体两倍的年对年增长趋势（11.2%)）增长，其中占比最大的为Living-room&amp;Dining-room Furniture,其次为Bedroom Furniture。"}},{"id":"lEj4YM65YR","type":"paragraph","data":{"text":"欧洲线上购买家居消费者占比持续上涨，到2025年，超过30%的欧洲消费者会通过线上的方式购买家具。"}},{"id":"ztDTgpbDay","type":"paragraph","data":{"text":"欧洲家具线上渗透率高，人均客单是中国的6到10倍。英德西家具类目线上渗透率均高于美国，欧洲家具类目线上渗透率处于领先地位。"}},{"id":"RkA9cxEE4T","type":"paragraph","data":{"text":"<a href=\"https://www.cifnews.com/amazon?origin=article_word\" target=\"_blank\">亚马逊</a>欧洲家具市场规模增速是亚马逊欧洲全品类市场规模增速的两倍，德国和英国在欧洲的市场份额占比超过一半，德国体量最大，英国与法国的销售额增速在欧洲五国中最高。"}},{"id":"G9BbwDD6ph","type":"paragraph","data":{"text":"2023年，欧洲家具头部品类主要集中在：办公家具，客厅家具，床垫，卧室家具，厨房家具，卫生间家具与玄关家居这七大类。"}},{"id":"yWh9R7FeYA","type":"paragraph","data":{"text":"德国在大多数品类中占比最高，但法国在厨房家具的市场容量更大。"}},{"id":"iBgUR1qQWm","type":"paragraph","data":{"text":"<b>针对家具类目，有哪些推荐？</b>"}},{"id":"wKIdLTBKpN","type":"paragraph","data":{"text":"<b>客厅家具</b>"}},{"id":"6pFJzmqcgi","type":"paragraph","data":{"text":"消费者诉求：安装便捷、注重材质、<a href=\"https://www.cifnews.com/ccee?origin=article_word\" target=\"_blank\">产品</a>品质；"}},{"id":"UA7i58SvJK","type":"paragraph","data":{"text":"餐桌产品：属于实用性家具类目，面积、大小和尺寸；"}},{"id":"XuTFMhGKt3","type":"paragraph","data":{"text":"沙发产品：做好老品的替换计划，工艺、结构更新；"}},{"id":"AmaLpCQtxE","type":"paragraph","data":{"text":"产品材质：不同产品类型根据消费市场需求做适用性材质。"}},{"id":"g3nOtCf3oD","type":"paragraph","data":{"text":"主要子品类及其热卖产品："}},{"id":"Qu3NgPr2sH","type":"Image","data":{"file":{"url":"/media/images/G7Lmavu2qKH5QhQ259VnPJ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"AyBHNHP4dv","type":"paragraph","data":{"text":"<b>组合沙发</b>"}},{"id":"UOrARLuiux","type":"paragraph","data":{"text":"消费者关注点：组合性、简易组装、体积规格、分开包装；"}},{"id":"zSloHZyN3T","type":"paragraph","data":{"text":"热卖月份：4-6月；"}},{"id":"CXaSgoA6fi","type":"paragraph","data":{"text":"热销站点：英国，德国；"}},{"id":"Z96hmjuvGS","type":"paragraph","data":{"text":"价格区间：300-1000；"}},{"id":"vU2Q9Lrqrs","type":"paragraph","data":{"text":"发货方式：自发货为主；"}},{"id":"icDXGFJcmi","type":"paragraph","data":{"text":"热销产品特点："}},{"id":"Q3BpqR9gUE","type":"paragraph","data":{"text":"·颜色：灰色、黑色、深灰色、蓝色、棕色"}},{"id":"lvBZR3Q8Us","type":"paragraph","data":{"text":"·其它：性价比、售后支持、运输方式"}},{"id":"hdqYbUoKVY","type":"paragraph","data":{"text":"整体客单偏高，决策周期长，主要退货原因集中在质量问题上，卖家关注产品质量；"}},{"id":"Un0JTcz6oJ","type":"paragraph","data":{"text":"主要旺季集中在夏季(3-7月)，卖家根据季节制定生产与备货方案，2023年销售额增长显著。"}},{"id":"LbybqzfZud","type":"paragraph","data":{"text":"<b>客厅书柜</b>"}},{"id":"Jmr8_7xRb7","type":"paragraph","data":{"text":"消费者关注点：简易组装、环保、质量；"}},{"id":"D2isGlHxu2","type":"paragraph","data":{"text":"热卖月份：1月，6月；"}},{"id":"ZNs23aUCtb","type":"paragraph","data":{"text":"热销站点：英国，德国；"}},{"id":"lk6Op_1h39","type":"paragraph","data":{"text":"价格区间：60 - 70，80 - 120；"}},{"id":"hMLOxEu4Po","type":"paragraph","data":{"text":"发货方式：<a href=\"https://www.cifnews.com/solution/logistics_all?origin=article_word_wl#column3\" target=\"_blank\">FBA</a>为主。"}},{"id":"Gt04kHTJWs","type":"paragraph","data":{"text":"热销产品特点："}},{"id":"o93MZaoZfx","type":"paragraph","data":{"text":"·颜色：灰色、棕色、黑色、米色、蓝色、深棕色；"}},{"id":"GXu3jxQOaT","type":"paragraph","data":{"text":"·尺寸：多层数、大尺寸更受欢迎；"}},{"id":"WsnPOfVP0t","type":"paragraph","data":{"text":"·其它：增强收纳增加用户体验。"}},{"id":"ER-hettPBZ","type":"paragraph","data":{"text":"中腰部品牌分布分散，新卖家机会点更大；客单集中在60-90，开款时可从多层高柜入手；"}},{"id":"RG1ZRFwUET","type":"paragraph","data":{"text":"整体退货率较低，物流损坏导致退货占比高，发货时注意打包，降低客诉与退货。"}},{"id":"b8rxdf5sT3","type":"paragraph","data":{"text":"<b>卧室家具</b>"}},{"id":"NnxxYmRz0t","type":"paragraph","data":{"text":"消费者诉求：标品与快消品组合，床垫更换频率高，布料品质；"}},{"id":"mdP5wJI3lC","type":"paragraph","data":{"text":"供应优势：工厂、供应端加持，优化工艺程序；"}},{"id":"3fqx3lTndC","type":"paragraph","data":{"text":"产品要求：原材料淡季购入，控制成本，管控质量；"}},{"id":"91wMierWra","type":"paragraph","data":{"text":"产品材质：不同产品类型根据消费市场需求做适用性材质。"}},{"id":"9cJIgJgQqR","type":"Image","data":{"file":{"url":"/media/images/AppusTkgARaTFpHXJmqy2X.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"Xc9jB_LwuB","type":"paragraph","data":{"text":"消费者关注点：尺寸、高度、颜色、款式、底座材质是否安全和牢固、是否容易装；"}},{"id":"mbFNprcB7v","type":"paragraph","data":{"text":"热卖月份：7-12月，全年整体较为稳定；"}},{"id":"uH1zhmfE7U","type":"paragraph","data":{"text":"热销站点：德国，英国；"}},{"id":"sQnxORxKLU","type":"paragraph","data":{"text":"价格区间：200-350；"}},{"id":"ABFJhsOG0m","type":"paragraph","data":{"text":"发货方式：FBA为主。"}},{"id":"HiFk6a-vDH","type":"paragraph","data":{"text":"热销产品特点："}},{"id":"nZ0nRvddkP","type":"paragraph","data":{"text":"·颜色：黑色、深灰色、白色、灰色、棕色；"}},{"id":"R0R6FVunMf","type":"paragraph","data":{"text":"·尺寸：Queen、Full、TWIN、King；"}},{"id":"J20ayU8geu","type":"paragraph","data":{"text":"·其它：性价比、售后支持、运输方式。"}},{"id":"X7u3Hqm2ze","type":"paragraph","data":{"text":"头腰部品牌占比高，有实力的工厂型卖家机会点更大；开新款时可以黑白灰三色为主，类目活力强，年对年增长显著。"}},{"id":"qNPV5bxpw5","type":"paragraph","data":{"text":"<b>针对家居类型的可能会有比较大的增长的一些产品，当然还是要在合规的运营的角度给到大家一定建议。</b>"}},{"id":"eDQ9FF_iog","type":"paragraph","data":{"text":"<b>合规认证</b>"}},{"id":"dWwgrFZbYu","type":"paragraph","data":{"text":"DE包装法，FR包装法（亚马逊非强制)。"}},{"id":"15O2XXHiTd","type":"paragraph","data":{"text":"可选做环保认证：Climate Pledge Friendly"}},{"id":"s_V_BMPRLu","type":"paragraph","data":{"text":"更多测试要求：室内座椅类EN 12520；户外座椅类EN 581-1-2；阻燃测试规范BS7176"}},{"id":"fqNOnLilU3","type":"paragraph","data":{"text":"<b>物流包装</b>"}},{"id":"1m_Av9Bho4","type":"paragraph","data":{"text":"海外仓布局，降低物流成本，亚马逊欧洲大件商品物流计划；"}},{"id":"SsZb6s8uAK","type":"paragraph","data":{"text":"提前规划包装大小节约成本，发货前做六角八面的摔箱测试，减少退货；"}},{"id":"XcqbBVhwiR","type":"paragraph","data":{"text":"国内提前三个月布局发货，把握销售节奏。"}},{"id":"Mh4ptf5CPu","type":"paragraph","data":{"text":"<b>二、家居类目</b>"}},{"id":"GQB6gtDfFx","type":"paragraph","data":{"text":"家居类目为亚马逊最大类目，卖家众多，包含类目丰富，主要品类包含厨房/家用电器、灯饰、床品、部分家具、家居配饰等。"}},{"id":"0Jw7mRSmUM","type":"Image","data":{"file":{"url":"/media/images/h3TCN7NcDnc3gkVngSGDZf.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"i96rpc_jxr","type":"paragraph","data":{"text":"2023-2027家居各子品类销售额均处于正增长状态，销售额从大到小依次为家用电器类、园艺类、灯饰类、家庭护理类等。2017-2024年家居品类线上占比逐渐升高，预计至2024年线上占比至20%(vs 15.3%欧洲整体线上渗透率)。"}},{"id":"sSOT1fpokd","type":"paragraph","data":{"text":"<b>家居品类亚马逊容量趋势：</b>"}},{"id":"Pk7B_LIBH3","type":"paragraph","data":{"text":"增速：2022年体量与2021年基本持平，2023年市场回暖1-6月同比去年有增长10%以上；"}},{"id":"yumpsdcqUo","type":"paragraph","data":{"text":"自营与第三方卖家占比：家居品类第三方卖家贡献销售额明显高于自营，且表现更好，年对年增速已经超过自营；"}},{"id":"Wy4bCcILWb","type":"paragraph","data":{"text":"欧洲五国家居品类体量对比：家居品类中德国，英国体量最大，法、意、西三国体量类似。"}},{"id":"dUzAjGuE4i","type":"paragraph","data":{"text":"<b>家纺、家用器具和家居装饰品的体量大增速快，中国卖家有机会点。</b>"}},{"id":"PndXqoGtN5","type":"paragraph","data":{"text":"<b>家纺子类目</b>普遍增速超过20%，其中床品类目增速快，现中国卖家占比低，更具有机会点。"}},{"id":"h5Jpej6WqF","type":"paragraph","data":{"text":"重点关注类目：床上用品、窗帘、桌布/椅布、枕头。"}},{"id":"EU1hHOWH22","type":"Image","data":{"file":{"url":"/media/images/VPm6sDUGaTWdqbGpQanrbH.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"XmmYvdnpgS","type":"Image","data":{"file":{"url":"/media/images/MzFuKJLZdTi4CvAraAiXKc.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"1t3aO6Db9Z","type":"paragraph","data":{"text":"<b>灯饰类目</b>增速快，且中国卖家占比普遍超过60%以上，中国产品受当地市场认可。"}},{"id":"AzyRZSIwfR","type":"paragraph","data":{"text":"重点关注类目：户外路灯，户外墙灯，墙灯，特殊灯饰等。"}},{"id":"Rt-ikB_Y-4","type":"Image","data":{"file":{"url":"/media/images/XvM38wguKZFPNe9v2PhygR.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"PhWf0Skm55","type":"Image","data":{"file":{"url":"/media/images/6cnoDGQsYggo3XBUhFuQsg.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"-ZCcLXd4R-","type":"paragraph","data":{"text":"<b>收纳类目</b>体量大且增速快，存在机会点，可重点关注。"}},{"id":"ZKENNerLmZ","type":"paragraph","data":{"text":"重点类目：家居收纳&amp;整理，厨房收纳&amp;整里，清洁工具，洗衣筐等。"}},{"id":"Nzoar9Kvpg","type":"Image","data":{"file":{"url":"/media/images/49cfi2gw2h8fBxbraedwnJ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"vh8QTf-qic","type":"Image","data":{"file":{"url":"/media/images/4WbSAsvnW6C4uDU3EjQZHH.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"afUJxtjWnF","type":"paragraph","data":{"text":"<b>家庭装饰类目</b>Top10子品类年对年销售额均有增长，且平均增速达10%以上。"}},{"id":"n9S-BiaSqG","type":"paragraph","data":{"text":"重点类目：照片框，浴室配件，配件&amp;装饰品，人造花&amp;植物"}},{"id":"umyC1JGyna","type":"Image","data":{"file":{"url":"/media/images/ZWXaH4RidW5dRiLaNHG2zQ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"0cFWV_-zcI","type":"Image","data":{"file":{"url":"/media/images/QrsFQWuHhUgWheYjKc4ujk.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"ObwB_APhQe","type":"paragraph","data":{"text":"<b>三、服饰类目</b>"}},{"id":"t2Ot-yWpF-","type":"paragraph","data":{"text":"亚马逊“服饰”类目，包含女士服饰、男士服饰、儿童服饰和服饰配饰。"}},{"id":"zC92CenzGd","type":"Image","data":{"file":{"url":"/media/images/B6hyGQz8bSWFXKU3JRMzuz.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"ECOJilOG2r","type":"paragraph","data":{"text":"欧洲服饰类<a href=\"https://www.cifnews.com/ccee?origin=article_word\" target=\"_blank\">选品</a>电商零售依然火爆，线上占比持续增长，到2024年预计达到31%。"}},{"id":"NoOY2BBRE_","type":"Image","data":{"file":{"url":"/media/images/SS3gq3Dpkm57HFz6gqaJ4Z.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"Aqx8wbXgsa","type":"paragraph","data":{"text":"全球服饰品类在线零售的渗透率增长潜力大。服饰品类体量到2027年销售额预计将达到1657亿，2023-2027年线上增速达172%。其中服饰类目约828亿美元占比超过50%，稳居服饰品类榜首。男士类服饰逐年增长。"}},{"id":"dO2G3vMDlc","type":"Image","data":{"file":{"url":"/media/images/R5GnkjHNzR6Vb6b5AL6GHJ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"PLuKCtbRUu","type":"paragraph","data":{"text":"根据Statista的数据，预计从2022年到2025年，时尚品类是创收最高的细分市场，而服饰是时尚品类中重要的子类目。"}},{"id":"gHk_ucMIRH","type":"paragraph","data":{"text":"类目近三年欧洲各国整体市场趋势："}},{"id":"l851_PvHeS","type":"Image","data":{"file":{"url":"/media/images/3BPYPiHezUdHooA3HNFsvk.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"-JOyFqmIkb","type":"paragraph","data":{"text":"各国体量从高到低排名分别是：德国、英国、法国、意大利和西班牙，23年亦是。各国年复合增长率均超过78%。"}},{"id":"zJJUQ0Z0sq","type":"paragraph","data":{"text":"<b>Top品类选品指南：</b>"}},{"id":"1Qd87bY0kD","type":"Image","data":{"file":{"url":"/media/images/KWzH7aks9aRZt77RMK6jPZ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"huXOUFt0N6","type":"Image","data":{"file":{"url":"/media/images/Bpm8qnPncsopMWZSyTYAAo.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"Fwige9Wnhi","type":"paragraph","data":{"text":"<b>品类运营建议：</b>"}},{"id":"BXn7m7RksN","type":"paragraph","data":{"text":"时尚品类全年备货节奏"}},{"id":"tM03hwSO7f","type":"Image","data":{"file":{"url":"/media/images/Xs5yE8a76A5GTmK5QjZP6T.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"WTti2FjvCX","type":"paragraph","data":{"text":"季节性产品受季节影响明显，需提前3-6个月选品和备货；"}},{"id":"ENuV3YdiLo","type":"paragraph","data":{"text":"季节性产司即时在季度末开始进行清仓处理，腾出库容为下个季度新品上市做准备；"}},{"id":"revoWoQDqb","type":"paragraph","data":{"text":"特别提醒!至少提前3-6个月选品，大促前更要提前备货。"}},{"id":"9Yn81AGcop","type":"paragraph","data":{"text":"<b>时尚品类全年营销日历：</b>"}},{"id":"-5l-pkbFel","type":"Image","data":{"file":{"url":"/media/images/hvYKvFfxoszoM6iX5Y2TuJ.png"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"KEhObLt3cy","type":"paragraph","data":{"text":"时尚类目销量受节日和促销刺激，提升顾客购买需求；"}},{"id":"WuLfuCdfae","type":"paragraph","data":{"text":"时尚类目不仅有会员日、秋季促销和黑五网一等顶级大促，全年更有春季促销和夏季促销；"}},{"id":"ez5b9f27EY","type":"paragraph","data":{"text":"欧美节假日也是时尚类目促销的好时机。"}}],"version":"2.22.2"}