全球酒類電子商務市場前景及投資研究報告-培訓課件外文版2024.4

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TRENDSAlcohole-commerceCHAPTER

01OverviewE-commercerevenueofthealcoholicdrinksindustryworldwidefrom2017to2028(inbillionU.S.dollars)E-commercerevenueofthealcoholicbeveragesindustryworldwide2017-20288070605066.7863.5960.2257.0951.7247.0744.6244.0840302010034.5824.68201921.0320181820172020202120222023202420252026202720283Description:Revenueinthealcoholicbeveragese-commercemarketworldwidewasforecasttoincreasefromapproximately18billionU.S.dollarsin2017tomorethan66billionU.S.dollarsby2028.Thesegmentforalcoholicbeveragescompromisesthefollowingmainsub-segments:beer,spirits,wine,ciders,andhardseltzers.ReadmoreNote(s):Worldwide;2017to2028Source(s):DigitalMarketInsightsAlcohole-commercemarketrevenueworldwidein2023,bycountry(inbillionU.S.dollars)Alcohole-commercerevenueworldwide2023,bycountryRevenueinbillionU.S.dollars802461012141618UnitedStatesJapan178.52UnitedKingdomChina5.184.08SouthKorea3.274Description:Accordingtoestimates,theUnitedStateswasthebiggestmarketforalcoholicbeveragee-commerceworldwidein2023,withrevenuesinthatindustryforecasttoreachnearly17billionU.S.dollarsthatyear.Japanrankedsecondglobally,withthee-commercemarketforalcoholicdrinksgeneratingapproximately8.5billionU.S.dollarsinrevenuesin2023.ReadmoreNote(s):Worldwide;2023*;*EstimatesasofNovember2023.Figureshavebeenrounded.DataprovidedbyMarketInsightsareestimates.

ReadmoreSource(s):DigitalMarketInsightsTopsourcesofinspirationforbuyingalcoholicbeveragesonlineworldwidein2023Topsourcesofinspirationforbuyingalcoholonline2023Shareofrespondents5%

10%0%15%20%25%30%35%40%Leadingmarketplace(e.g.Amazon,Tmall,MercadoLibre)38%Browsingin-storeSearchenginesBrandwebsitesRetailersites31%17%16%14%5Description:Inasurveyconductedin2023,onlinemarketplacesemergedastheleadingsourceofinspirationforglobalshopperswhenitcomestopurchasingalcoholicbeverages(38percent),overtakingtraditionalchannelssuchasin-storebrowsing(31percent)orevensearchengines(17percent).ReadmoreNote(s):Worldwide;April4toApril20,2023;31,647respondents;16yearsandolderSource(s):Censuswide;WundermanThompsonCommerceLeadingchannelsusedforproductsearchforalcoholicbeveragesonlinegloballyin2023Topchannelsusedforproductsearchforalcoholonline2023Shareofrespondents5%

10%0%15%20%25%30%35%Leadingmarketplace(e.g.Amazon,Tmall,MercadoLibre)33%Browsingin-storeSearchenginesRetailersites21%14%13%Brandwebsites12%6Description:Asurveyconductedin2023revealedthatathirdofglobalshoppersusedonlinemarketplaces(e.g.Amazon,Tmall,MercadoLibre)forproductsearchwhenitcomestoalcoholicbeverages,makingthisthepreferredchannelforpre-purchasebrowsingamongconsumers,rankingaheadofin-storebrowsing(21percent)andsearchengines(14percent).ReadmoreNote(s):Worldwide;April4toApril20,2023;31,647respondents;16yearsandolderSource(s):Censuswide;WundermanThompsonCommerceLeadingpurchasechannelsusedforalcoholicbeveragese-commerceworldwidein2023Mostusedonlinepurchasechannelsforalcoholicbeveragesworldwide2023Shareofrespondents5%0%10%15%20%25%SupermarketsandgrocersLeadingmarketplace(e.g.Amazon,Tmall,MercadoLibre)Retailersites21%13%8%Conveniencestores7%Ineverbuythisproductonline19%7Description:Inasurveyconductedin2023,justoverafifthofonlineshoppersgloballyreportedpurchasingalcoholicbeveragesviaonlinesupermarketsandgrocers,whilesome13percentofrespondentssaidtheirpreferredpurchasingchannelwasonlinemarketplacessuchasAmazonandMercadoLibre.Anothereightpercentreportedbuyingalcoholviaretailerwebsites.ReadmoreNote(s):Worldwide;April4toApril20,2023;31,647respondents;16yearsandolderSource(s):Censuswide;WundermanThompsonCommerceCHAPTER

02LeadingmarketsE-commercerevenueofthealcoholicdrinksindustryinEuropefrom2017to2028(inbillionU.S.dollars)E-commercerevenueofthealcoholicbeveragesindustryinEurope2017-2028141213.2412.7212.1911.7810.6310.39.669.56109.12864206.736.145.622017201820192020202120222023202420252026202720289Description:Revenueinthee-commercemarketforalcoholicbeveragesinEuropewasforecasttoincreasefromapproximatelyfivebillionU.S.dollarsin2017tomorethan13billionU.S.dollarsby2028.Thesegmentforalcoholicbeveragescompromisesthefollowingmainsub-segments:beer,spirits,wine,ciders,andhardseltzers.Asof2023,winewasthebiggestalcohole-commercesegmentinEurope.

ReadmoreNote(s):Europe;2017to2027Source(s):DigitalMarketInsightsE-commercerevenueofthealcoholicdrinksindustryinEuropein2023,bysegment(inbillionU.S.dollars)Alcohole-commercerevenueinEurope2023,bysegmentRevenueinbillionU.S.dollars1.5

2.00.00.51.02.53.03.54.04.5WineBeer3.983.25Spirits1.82Cider,perry,andricewineHardseltzer0.280.3310Description:Winewasthebiggestsegmentinthealcoholicbeveragese-commercemarketinEuropein2023,generatingrevenuesestimatedatnearlyfourbillionU.S.dollars.Beerfollowedinsecond,withapproximately3.3billiondollars.

ReadmoreNote(s):Europe;2023Source(s):DigitalMarketInsightsRevenueoftheonlinealcoholicdrinksmarketintheUnitedStatesfrom2018to2028(inbillionU.S.dollars)RevenueoftheonlinealcoholicdrinksindustryintheU.S.2018-20282521.1120.3319.482018.4417.741715.4514.771510511.578.427.3702018201920202021202220232024202520262027202811Description:Therevenueinthe'AlcoholicDrinks'segmentofthebeveragesE-commercemarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2023and2028byintotal4.1billionU.S.dollars(+24.12percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach21.11billionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'AlcoholicDrinks'segmentofthebeveragesE-commercemarketwascontinuouslyincreasingoverthepast[...]

ReadmoreNote(s):UnitedStates;2018to2028Source(s):DigitalMarketInsightsE-commerceshareofBeer,WineandSpirits(BWS)salesintheUnitedStatesbetween2018and2022Alcoholicbeveragee-commerceshareofsalesintheU.S.2018-2022201820192020Previous52weeksasofApril17,20223.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%2.9%2.5%2.4%2.1%0.7%0.6%0.4%0.4%0.3%0.2%0.1%0.1%BeerWineSpirits12Description:Inthe52weeksendingApril17,2022,thee-commerceshareofwinesalesintheUnitedStateswasnearlythreepercent,markingasignificantincreasefromonly0.3percentrecordedin2018.W,theleadingwinee-tailerintheUnitedStates,generatedaround355millionU.S.dollarsinrevenuesin2021.ReadmoreNote(s):2018,2019,2020,and52weeksendingApril17,2022Source(s):IRIE-commercerevenueofthealcoholicdrinksindustryintheUnitedKingdom(UK)from2017to2028(inbillionU.S.dollars)E-commercerevenueofthealcoholicbeveragesindustryintheUK2017-202898.277.8187.346.99765432106.015.174.894.854.63.363.213.052017201820192020202120222023*2024202520262027202813Description:In2023,alcohole-commercewasestimatedtogeneratedaround5.17billionU.S.dollarsinrevenuesintheUnitedKingdom,markinganincreasecomparedtothepreviousyear'srevenueestimateof4.85billiondollars.Thatyear,theUKrankedthirdamongtheleadingalcohole-commercemarketsworldwide.ReadmoreNote(s):2017to2028*;*EstimatesasofNovember2023.ReadmoreSource(s):DigitalMarketInsightsCHAPTER

03LeadingonlineretailersE-commercesalesoftheleadingwineandliquoronlinestoresworldwidein2022(inmillionU.S.dollars)Topwineandliquoronlinestoresworldwide2022E-commercerevenueinmillionU.S.dollars050100150200250300350400450500.au461.9412.9337.6313.2269.8majestic.co.ukgall.nl190.7152.1149.1133.7127.3.aualko.fihawesko.de15Description:In2022,Australia'sDanMurphy's,.au,rankedastheleadingwineandliquoronlinestoreworldwide,generatingapproximately462millionU.S.dollarsine-commercenetsalesthatyear.UK-basedNakedWinesplccameinsecondplace,withanestimated413milliondollarsine-commercenetsales.NakedWinesoperatesintheUnitedStates,UnitedKingdom,andAustralia.ReadmoreNote(s):2022Source(s):ecommerceDB.com;OnlinesalesofEndeavourGroup(DanMurphy'sandBWS)inAustraliafromfinancialyear2020to2023(inmillionAustraliandollars)E-commercesalesofEndeavourGroupAustraliaFY2020-20231,2001,0001,0008006004002000859851638202020212022202316Description:Infinancialyear2020,theonlinesalesofAustralianalcoholicbeveragesretailerEndeavourGroup(DanMurphy'sandBWS)reachedapproximately638millionAustraliandollars.By2022,thatfigurehadhittheonebilliondollarmark,withonlinesalesdecliningin2023.ReadmoreNote(s):Australia;FY2020toFY2023Source(s):EndeavourGroupMarketshareofonlinealcoholretailersinAustraliainfinancialyear2022OnlinealcoholretailermarketshareAustraliaFY2022Other*38.0%EndeavourGroup46.4%ColesGroup16.2%17Description:Infinancialyear2022,theEndeavourGroupaccountedforover45percentofAustralia'sonlinealcoholretailmarket.Competitor,theColesGroup,followedwithamarketshareofjustover16percent.TheEndeavourGroupisanalcoholicdrinksretailerfoundedbyAustraliangroceryretailgiantWoolworths,whichownsretailstoresundertheDanMurphy'sandBWSbrandsacrossAustralia.ReadmoreNote(s):Australia;FY2022;basedonsales;*TheOtherretailerssectionincludesarangeofbrandssuchasNakedWines,Vinomofo,Metcash/ALM,Boozebud,LiquorLegends,LaithwaitesWinePeople,BeerCartel,LiquorMarketingGroup,andmore.

ReadmoreSource(s):RetailDrinksAustraliaLeadingbeverageonlineshopsrankedbybrandawarenessintheUnitedStatesasofSeptember2023Mostwell-knownbeverageonlineshopsinintheUnitedStates2023Shareofrespondents20%0%5%10%15%25%30%35%34%40%45%44%TotalWinehint42%41%40%NakedWinesDrizly38%TheWhiskyExchangeK&LWines32%32%32%BevMo!TheWhiskyBarrelBinny's31%30%30%ReserveBarSauceyBeverageUniverse28%18Description:TotalWineisthemostwell-knownbeverageonlineshopintheU.S.,albeitbyasmallmargin.Theonlinewineretailerincorporatesabrandawarenessof44percent,threepercentagepointsmorethancompetitorNakedWines,withabrandawarenessof41percent.ReadmoreNote(s):UnitedStates;11August2023to15September2023;4,986respondents;18to64yearsSource(s):ConsumerInsightsLeadingbeverageonlineshopsrankedbybrandawarenessintheUnitedKingdomasofSeptember2023Mostwell-knownbeverageonlineshopsintheUK2023Shareofrespondents30%0%10%20%40%50%60%70%WaitroseCellarVirginWines65%59%Majestic51%NakedWinesLaithwaites48%45%TheWineSocietyTheWhiskyExchangeBeerHawk30%27%25%Drinks&Co21%21%21%DrinkSupermarketMasterofMaltTheBottleClubLay&WheelerClos1920%18%14%13%19Description:WaitroseCellaristhemostwell-knownbeverageonlineshopintheUK.LaunchedbyWaitroseinMay2015,theonlinestoreisrecognizedby65%ofinternetrespondents.SecondonthislistisanotherUKbasedonlinewineretailerVirginWineswhichhasabrandawarenessof59%.Majesticcomesinthirdonthislistofthemostwell-knownbeverageonlineshopsintheUnitedKingdom,followedbyfellowwineretailersLaithwaitesandNakedWines.ReadmoreNote(s):UnitedKingdom;11August2023to16September2023;4,977respondents;18to64yearsSource(s):ConsumerInsightsLeadingbeverageonlineshopsrankedbybrandawarenessinBrazilasofSeptember2023Mostwell-knownbeverageonlineshopsinBrazil2023Shareofrespondents20%0%10%30%40%50%EvinoWineBrasilWine51%47%46%DiVinho44%SuperAdegaVINHOSEVINHOS.COMBebidasdoSulMistral41%40%40%40%VinoMundiVinhobrWorldWineVinci39%37%37%37%ViaVini34%20Description:In2023,Evinowasthemostwell-knownbeverageonlineshopinBrazilaccordingto51percentofsurveyrespondents.Otheronlineshopsrankedloweronbrandawareness,withbrandssuchasVinhoFácilandVineria9recognizedby32percentand28percentofrespondents,respectively.ReadmoreNote(s):Brazil;August11toSeptember15,2023;4,975respondents;18to64yearsSource(s):ConsumerInsightsE-commercenetsalesofintheUnitedStatesfrom2016to2022(inmillionU.S.dollars)T:E-commercenetsalesintheU.S.2016-2022E-commercerevenueinmillionU.S.dollars150

200050100250300350201620172018201920202021202251.586.9115.7153.9269.6297.7313.221Description:Accordingtoestimates,generatedanestimated313.2millionU.S.dollarsine-commercenetsalesintheUnitedStatesin2022.Thismarksasignificantincreasefromthecompany'spre-pandemiconlinesales.

ReadmoreNote(s):2016to2022Source(s):ecommerceDB.com;Grossmerchandisevolume(GMV)ofDrizlyintheUnitedStatesfrom2016to2022(inmillionU.S.dollars)GMVofDrizlyintheU.S.2016-20221,6001,4001,2001,0008001,475.71,125900600400237.920192000114.4201869.8452016201720202021202222Description:In2022,thegrossmerchandisevolume(GMV)ofDrizlywasestimatedatapproximately1.48billionU.S.dollars.Drizlyisanon-demandalcoholdeliveryplatformthatoperatesintheUnitedStates.ThecompanywasacquiredbyUberTechnologiesfor1.1billionU.S.dollarsinFebruary2021.ReadmoreNote(s):UnitedStates;2016to2022Source(s):ecommerceDB.comSalesrevenueofonlinewineretailerNakedWinesplcworldwidefrom2019to2023(inmillionBritishpounds)NakedWinesplcsalesrevenueworldwide2019-2023400354350.3340.235030025020015010050202.9178.402019202020212022202323Description:ForthefiscalyearendedApril3,2023,NakedWinesplcgeneratedapproximately354millionBritishpoundsinrevenue,nearlydoublethesalesfigurerecordedinfiscalyear2019.NakedWinesplcisanonlinewineretailerbasedintheUnitedKingdomthatoperatesintheU.S.,UK,andAustralianmarkets.ReadmoreNote(s):2019to2023;53weeksendedApril3,2023Source(s):NakedWinesDistributionofonlinewineretailerNakedWinesplc'ssalesrevenuein2023,bysegmentNakedWinesplcsalesrevenueshare2023,bycountryAustralia13%UnitedStates48%UnitedKingdom39%24Description:Infiscalyear2023,theUnitedStatesandtheUnitedKingdomwerethetopmarketsforonlinewineretailerNakedWinesplc,generating48percentand39percentofsalesrevenue,respectively.ThecompanyalsooperatesinAustralia,whereitgeneratedaround13percentofitssales.ReadmoreNote(s):53weeksendedonApril3,2023Source(s):NakedWinesCHAPTER

04Traffic&ReachE-commerceuserpenetrationinthealcoholicbeveragesindustryworldwidein2023,bysegmentE-commercepenetrationinthealcoholicdrinksindustryworldwide2023,bysegment7%6%5%6.2%4%3.5%3.3%3.2%3%3%2%1%0%2.7%SpiritsBeerCider,perryandricewineWineHardseltzerTotalalcohol26Description:Withintheglobalalcohole-commercemarket,thehardseltzersegmenthadthehighestusagepenetrationratein2023,followedbycloselybythewinesegment.Thatyear,itwasestimatedthatwinee-commerceuserpenetrationwasapproximately3.3percent,comparedtoapenetrationrateof2.7percentforspirits.ReadmoreNote(s):Worldwide;2023*;*EstimatesasofNovember2023.DataprovidedbyMarketInsightsareestimates.ReadmoreSource(s):DigitalMarketInsightsNumberofmonthlyvisitstoselectedalcohole-commercewebsitesworldwideinOctober2023(inmillions)Webtrafficofselectedalcohole-commercewebsitesworldwide2023Monthlyvisitsinmillions02468101210.75.7.au4.43.52gall.nl1.7.au1.31.2.au10.7327Description:InOctober2023,wasthemostvisitedalcohole-commercewebsiteworldwide,withanaverage10.7millionvisits.Vrankedinsecondplace,garneringaround5.7millionmonthlyvisitorsglobally.

ReadmoreNote(s):Worldwide;October2023Source(s):SimilarWebBouncerateofselectedalcohole-commercewebsitesworldwideinOctober2023Bouncerateofselectedalcoholonlinestoresworldwide2023Bouncerate30%0%10%20%40%36.89%50%60%.au42.22%42.75%.au47.35%gall.nl49.92%51.68%55.35%56.44%57.32%.au60.97%28/statistics/1425831/bounce-rate-alcohol-e-commerce-website-worldwideInOctober2023,NakedWineshadthelowestbouncerateamongselectedalcohole-commercewebsitesworldwide,ataround36.9percent.Incomparison,on-demandalcoholdeliveryplatformDrizlyhadthehighestbouncerate,ataround61percent.ReadmoreNote(s):Worldwide;October2023Source(s):SimilarWebOverviewofwebtrafficworldwideinOctober2023WebtrafficofNakedWinesworldwide