SHEIN登顶墨西哥时尚电商榜首！2022年墨西哥时尚电商市场深度报告

SHEIN登顶墨西哥时尚电商榜首！2022年墨西哥时尚电商市场深度报告

SHEIN Tops Mexico's Fashion E-commerce Market! 2022 Mexico Fashion E-commerce Market In-depth Report

最新调研数据显示，在过去6个月中，我们对1000名18至55岁的墨西哥线上时尚消费者进行了深入调研。在疫情影响持续两年多后，网购已成为墨西哥消费者的首选购物方式。数据显示，40%的墨西哥线上消费者在过去半年内购买过时尚类产品。

Latest research data shows that in the past 6 months, we conducted an in-depth survey of 1,000 Mexican online fashion consumers aged 18 to 55. After more than two years of pandemic impact, online shopping has become the preferred shopping method for Mexican consumers. Data shows that 40% of Mexican online consumers have purchased fashion products in the past six months.

1. SHEIN连续两年蝉联消费者首选平台

1. SHEIN Ranked as Consumers' Preferred Platform for Two Consecutive Years

在墨西哥电商市场，Liverpool、Mercado Libre和亚马逊是家喻户晓的平台。但SHEIN在品牌认知度(Top of Mind)调查中以18%的占比排名第一。根据品牌健康度指标(转化率、访问量、注册量等)，亚马逊、Liverpool和Mercado Libre仍是主要竞争者。

In the Mexican e-commerce market, Liverpool, Mercado Libre and Amazon are well-known platforms. But SHEIN ranked first in the brand awareness (Top of Mind) survey with 18%. According to brand health indicators (conversion rate, traffic, registrations, etc.), Amazon, Liverpool and Mercado Libre remain the main competitors.

2. 墨西哥线上时尚消费频率与2021年持平

2. Mexico's Online Fashion Consumption Frequency Remains Stable Compared to 2021

2022年，墨西哥消费者年均购买服装/配饰6.2次(2021年为5.9次)，平均消费1588墨西哥比索(2021年为1469比索)。25岁以下人群平均支出最低(1501比索)，26-40岁人群购买最频繁(年均6.5次)。

In 2022, Mexican consumers purchased clothing/accessories an average of 6.2 times per year (5.9 times in 2021), with an average spending of 1,588 Mexican pesos (1,469 pesos in 2021). The under-25 group had the lowest average spending (1,501 pesos), while the 26-40 age group shopped most frequently (6.5 times per year).

3. "送货上门"是线上购物主要驱动力

3. "Home Delivery" is the Main Driver of Online Shopping

墨西哥消费者最看重网购的便利性和折扣，但选择网购的首要原因是可以送货上门。数据显示，女性消费者更关注促销活动，25岁以下年轻人则更看重商品多样性。

Mexican consumers value the convenience and discounts of online shopping most, but the primary reason for choosing online shopping is home delivery. Data shows that female consumers pay more attention to promotions, while young people under 25 value product diversity more.

4. 优秀电商平台的关键要素

4. Key Elements of Excellent E-commerce Platforms

墨西哥消费者表示，他们最看重优惠价格、免运费服务和产品质量这三大要素。

Mexican consumers said they value three key elements most: competitive pricing, free shipping and product quality.

5. 墨西哥时尚电商平台定位分析

5. Positioning Analysis of Mexico's Fashion E-commerce Platforms

墨西哥消费者对时尚电商平台有明确认知：Mercado Libre、亚马逊、Liverpool、Privalia和SHEIN等以性价比著称；而Zara、Tommy Hilfiger等品牌则引领时尚潮流。

Mexican consumers have clear perceptions of fashion e-commerce platforms: Mercado Libre, Amazon, Liverpool, Privalia and SHEIN are known for cost performance; while brands like Zara and Tommy Hilfiger lead fashion trends.

文中图源/ Fashion Lab elogia

Image source/ Fashion Lab elogia