Data description.Looking at the overseas market, the Amazon platform, which leads overseas e-commerce, cannot be ignored.Based on Moojing oversea product analysis (Amazon in the United States).
The analysis latitude of this article is based on the first-level category of the Amazon platform in the United States as an example, to learn more about the drilling analysis methods of the subdivided track and blue ocean market, please scan the end of the article ***Contact us.
Whether it is from the perspective of visits, sales data, or based on consumer preferences, Amazon has an absolute advantage in overseas markets. According to the latest data, in 2023, the number of visits to Amazon** and APP and the number of active users will rank first in many countries around the world.
At the same time, Amazon has been the largest e-commerce platform in North America since 2016, and has maintained a leading position in many countries around the world. According to statista data, Amazon will account for 37% of the U.S. market in 20236%, much higher than the 64%。
Market share of major retail e-commerce platforms in the United States in 2023.
***statista
According to the Consumer Trends Report published by Jungle Scout, 51% of consumers start a product search on Amazon, and 65% of them choose to shop on Amazon. And according to the Piper Sandler Teen Report, 55% of teens consider Amazon to be their favorite e-commerce**. Amazon's mental education for consumers around the world has been perfected.
With the continuous emergence of dividends in overseas markets, the research on the trend of the Amazon platform will help accelerate the process of brands going overseas and create more favorable conditions for seizing overseas markets.
2014 Amazon's annual net sales in select major markets in 2023.
***statista
The United States is the birthplace and largest market for Amazon, with a net sales of 3,956 in 2023US$400 million, an increase of 12% over 2022, ranking first in the global scale list.
The second and third places are Germany with $37.6 billion and the United Kingdom with $33.6 billion.
Mojing oversea data shows that in 2023, the top 10 categories on Amazon's entire platform in the United States will account for more than 85% of the entire U.S. and Asian market. Among them, the sales of clothing, footwear and jewelry, sports and outdoor and health and home, and electronic products increased by more than 45% year-on-year.
Overview of the top 10 categories on Amazon in the United States in 2023.
Magic Mirror Oversea
In past reports, we have delved into the market trends of Meiya sweeping robots, pool robots, headphones and other segmentsThis report Mojing will start from the perspective of the industry and explore the potential business opportunities for going overseas through the high-growth categories of the United States and Asia in 2023.
The clothing, footwear and jewelry categories of the Meiya platform are mainly white-label and distributed, and have little reference value for overseas brands. Therefore, we will first focus on the sports and outdoor categories, which grew the fastest last year.
In the sports and outdoor category, the products of the two sub-categories of sportswear equipment and fitness equipment occupy more than 60% of the market share. It is worth noting that under the condition of dominant market size, fitness equipment will still maintain rapid growth in 2023, with a year-on-year growth rate of 67%.At the same time, the number of products is relatively low, which is very worthy of attention in the highly competitive fitness track.
An overview of the 2023 Amazon Sports & Outdoors breakdown in the United States.
Magic Mirror Oversea
According to Magic Mirror Oversea, the sales of fitness equipment in the United States and Asia in 2023 will be as high as 95400 million US dollars, a year-on-year increase of 673%。Among the outdoor sports products, running shoes accounted for 42%, reaching nearly $4 billion in sales. In indoor sports, resistance training equipment is the hottest demand, accounting for 16 of the fitness equipment market2%。
2023 monthly sales of Amazon's "fitness equipment" category in the United States.
Magic Mirror Oversea
The all-in-one fitness power rack allows people to enjoy professional gym equipment at home, and building a home gym has become a new trend in the United States. According to Mojing Oversea data, fitness power racks are the biggest hit products in the fitness equipment track in 2023, with less than 800 products on the national American Asia platform, contributing nearly $100 million in annual sales, with an annual growth of more than 400%.
In 2023, the sales and growth rate of Amazon's "fitness equipment" subcategory in the United States.
Magic Mirror Oversea
At present, the fitness power rack products on the market are concentrated in the low segment, but from the overall sales trend, the demand for the first segment is strong, the competition density of products above 1200 US dollars is low, and the sales volume is high.
In 2023, the sales distribution of each ** segment of Amazon's "fitness power rack" in the United States.
Magic Mirror Oversea
According to Oversea, the year-on-year growth rate of the Meiya health and home furnishing category will reach 54% in 2023。Among them, dietary supplements such as vitamins and health products (over-the-counter drug products) accounted for half of the "health and home" market, and sports nutrition, diet and sports nutrition and sexual health products also showed a bright growth rate.
Overview of the top 10 sub-categories of the "Health and Home" category in 2023.
Magic Mirror Oversea
What are the opportunities in the Meiya market? The report pointed out that the user education of the Meiya health care products market is relatively perfect, and consumers have a high acceptance of health care products and have formed a long-term purchase habit. At this stage, the Meiya health care products market is relatively fragmented, and there is no brand that occupies an absolute advantage。Vitamin products are the main focus of health care products, accounting for 40% of the market. In addition, herbal and mineral supplements have maintained a high growth rate in the past year, and have attracted more and more consumers' attention in the American and Asian markets.
2023 sales and growth rate of the "vitamins, minerals and supplements" subcategory on Amazon in the United States.
Magic Mirror Oversea
It is worth mentioning that with the rise of global women's consciousness, women's consumption has also emerged in the American and Asian markets. In the health care product track,Feminine care and feminine health products have sales of nearly $900 million in 23 years, an increase of more than 100%, while the number of products is relatively smallIn the process of going overseas, local health care product brands can focus on the market segment of the female group.
In 2023, the sales and growth rate of Amazon's "health products" subcategory in the United States.
Magic Mirror Oversea
Smart and convenient are the eternal themes of consumer electronics. Electronic products are Amazon's evergreen category, and this category is also the market with the most extensive layout of domestic brands. Computer accessories and mobile phone accessories are the sub-categories of TOP2, with nearly 60% market share.
Overview of the top 10 subcategories of the "Electronic Products" category in 2023.
Magic Mirror Oversea
The 3C accessories products often mentioned by overseas players, including headphones, audio, mobile phone chargers, charging cables, plugs and plug-in boards, except for the speaker in the United States and Asia, the growth rate of other subdivisions has maintained rapid growth.
2023 Amazon 3C accessories product sales performance in the United States.
Magic Mirror Oversea
The headphone track is the absolute king of 3C accessories, with high sales and fast growth, and the rapid change of market demand also puts forward higher requirements for product upgrading, which is the advantage of domestic brands. Domestic brands Soundcore, TOZO and Shokz have grown rapidly in the past year, and they have all achieved good results in the segment track.
2023 sales performance of the top 10 brands of "headphones" products on the Amazon platform in the United States.
Magic Mirror Oversea
We have pointed out in the report that the sales of open-back headphones have increased by more than 90% year-on-year after entering the 23-year market, and this sub-category has also become a must for domestic brands to go to sea, with a market share in the forefront. In addition, the open-back headphones in the Meiya market are mainly low-priced, and the supply of medium and first-class segments is insufficient, so relevant brands should be deployed as soon as possible.
Based on overseas e-commerce data such as Amazon (European and American markets), Shopee and Lazada (Southeast Asian markets), Oversea is an important partner to help Chinese enterprises or brands achieve growth by helping brands gain insight into the global market and discover new opportunities first.Application scenarios of Magic Mirror Oversea:
1.Look for high-potential national markets.
2.See the competitive landscape in your target market.
3.Learn the overseas layout strategy of benchmark brands.
4.Discover overseas high-growth categories.
5.Targeted monitoring and R&D of overseas products.
The above scenarios can be solved through the magic mirror oversea, and we also hope to work with the brand to create more application scenarios in the process of use. Help brands tap high-potential markets through overseas data, achieve product innovation, and complete overseas growth!