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燃数科技显示2020年1/2月线上各行业增速出现分化;京东大数据显示除夕至初四,全国整体下单金额比去年春节同期增长六成以上;同时根据QM数据推测流量恢复情况:拼多多>京东>淘宝,判断本次疫情对电商影响短期或出现分化,有物流运力支持的京东保持稳健增速,其他平台短期增长承压;长期来看随物流恢复速度加快,线上渗透持续上行,利好综合电商平台。
疫情影响下电商呈众生相,直播电商打法升级。电商下半场,直播拉动平台交易效率,不仅互联网巨头加速布局直播赛道,品牌方也奔跑加入。到家业务爆发,短期高客单价跑通模型,长期线上渗透趋势向上。疫情期间大量餐饮需求将转向家庭消费,提升对生鲜产品需求,一二线城市超市/生鲜电商在疫情期间销售火爆。
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作者 | 宁浮洁、丁浙川、周洁
来源 | 招商证券
此文系作者个人观点,不代表物流沙龙立场

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