Ozon与Wildberries双十一大比拼
2024年双11期间，Ozon和Wildberries两大俄罗斯电商平台均取得亮眼销售成绩。外贸加根据公开的数据做了详细的对比分析，方便大家进入这个市场前做调研分析：
During the 2024 Double 11 shopping festival, Ozon and Wildberries, the major Russian e-commerce platforms, both achieved impressive sales results. Based on publicly available data, Wai Mao Jia conducted a detailed comparative analysis to assist sellers in conducting research and analysis before entering this market.
以下将从销售额、订单量、地区分布和热销品类等角度对两大平台进行横向对比：
The following analysis provides a comparative overview of the two sites from the perspectives of sales revenue, order volume, regional distribution, and top-selling categories.
两大平台热门产品分析
1. 销售额和订单量对比
Ozon：在11月9日至11日的3天高峰期内，总销售额超过300亿卢布，比2023年10月同期增长了64%。平均客单价同比增长27%。
Wildberries：2024年11月5日至11日期间，商品销量比去年同期增长了近40%。促销高峰出现在11月11日，当天售出了1850万件商品。
“Yandex Market”：2024年11月8日至12日期间，总销售额同比增长了1.4倍，订单量增长了1.7倍，用户群增长了2.5倍，买家数量增长了1.7倍。主要热销品类包括服装、鞋类和配饰(增长5.4倍)、花束和鲜花(增长5倍)、药品类商品(增长3.4倍)、图书(增长3倍)。
Sales and Order Volume Comparison
Ozon: From November 9 to November 11. during the three peak days, total sales exceeded 30 billion rubles, a 64% increase compared to the same period in October 2023. The average order value grew by 27% year-over-year.
Wildberries: From November 5 to November 11. 2024. product sales increased by nearly 40% compared to the same period last year. The peak of the promotion occurred on November 11. with 18.5 million products sold on that day.
Yandex Market: From November 8 to November 12. 2024. total sales increased by 140% year-over-year, order volume grew by 170%, user base increased by 250%, and the number of buyers grew by 170%. Key best-selling categories included clothing, footwear, and accessories (increase by 540%), bouquets and flowers (increase by 500%), pharmaceuticals (increase by 340%), and books (increase by 300%).
2. 热销品类的差异化
Ozon：
家居用品稳居热销品类首位，占据主要销售份额，反映了消费者对生活类商品的持续需求。此外，时尚服饰和电子产品也表现抢眼，其中服饰销量同比增长两倍，尤其是冬季服装和鞋类增幅显著。
Wildberries：
服装继续领跑销量榜，鞋类和家居用品紧随其后。汽车配件和消耗品首次进入热销品类榜单，显示平台在多元化扩展方面的成果。此外，美妆产品虽然在总量上有所下降，但仍保持较高的人气。
2. Differentiation in Top-Selling Categories
Ozon:
Furniture remained the top-selling category, accounting for a significant share of sales, highlighting consumers' consistent demand for lifestyle products. Fashion apparel and electronics also performed strongly, with apparel sales doubling year-over-year. Winter clothing and footwear, in particular, showed significant growth.
Wildberries:
Apparel continued to lead sales, followed by footwear and home goods. Automotive accessories and consumables entered the list of top-selling categories for the first time, reflecting the platform’s success in diversifying its offerings. While beauty products saw a slight decline in total volume, they still retained high popularity.
3. 消费者行为的地域化特征
两大平台均展示了区域市场的强劲增长势头。Ozon的数据显示，63%的销售额来自地区买家，尤其是南部和远东地区增速明显。而Wildberries的数据显示，鞑靼斯坦共和国销量增长65%，克拉斯诺达尔边疆区和罗斯托夫地区也保持高增长。
3. Regional Characteristics of Consumer Behavior
Both platforms showcased strong growth in regional markets. Ozon reported that 63% of its sales revenue came from regional buyers, with notable growth in the southern and far eastern regions. Similarly, Wildberries highlighted significant sales increases in Tatarstan (65%), Krasnodar Krai, and Rostov regions, underscoring the rising purchasing power of regional consumers.
4. 平台策略和市场潜力
Ozon：平台重点推动区域商家参与，数据显示，超过7成的销售额由中小企业贡献，平台适合新手入驻，对新手友好。这种策略有效增强了区域经济活力。同时，推出Ozon Premium会员专属预售活动也助力平台锁定核心用户群。
Wildberries：
通过扩大商品种类和吸引新用户，Wildberries维持了其市场份额的增长。新加入的热销品类如汽车配件和消耗品，进一步验证了平台用户的消费偏好向线上迁移。
4. Platform Strategies and Market Potential
Ozon:
The platform has emphasized the participation of regional merchants, with over 70% of sales revenue contributed by small and medium-sized enterprises. This strategy has effectively boosted regional economic activity. Additionally, the introduction of Ozon Premium’s exclusive pre-sale activities has helped the platform secure its core user base.
Wildberries:By expanding product categories and attracting new users, Wildberries has sustained its market share growth. Newly introduced top-selling categories, such as automotive accessories and consumables, further validate the shift in consumer preferences toward online purchases.
本文链接：https://www.zkjds.com/post/2469.html ,转载需注明文章链接来源：https://www.zkjds.com/
- 喜欢（11）
- 不喜欢（3）
