SHEIN登顶墨西哥时尚电商市场：2022年关键数据报告
最新调研显示，中国快时尚电商平台SHEIN连续第二年成为墨西哥消费者首选的时尚电商平台，在品牌认知度(18%)方面超越亚马逊等国际巨头。
Latest research shows that Chinese fast-fashion e-commerce platform SHEIN has become Mexican consumers' preferred fashion e-commerce platform for the second consecutive year, surpassing international giants like Amazon in brand awareness (18%).
▍市场格局分析 | Market Landscape Analysis
调研机构对1000名18-55岁的墨西哥线上时尚消费者进行了为期6个月的跟踪研究。数据显示：
Research institutions conducted a six-month tracking study of 1,000 Mexican online fashion consumers aged 18-55. The data shows:
- 40%的墨西哥网民在过去6个月购买过时尚类产品
- 40% of Mexican netizens purchased fashion products in the past 6 months
- 年均购买频率6.2次，平均消费1588墨西哥比索(约80美元)
- Annual purchase frequency 6.2 times, average consumption 1,588 Mexican pesos (about $80)
- 26-40岁人群是最活跃的消费群体(年购6.5次)
- 26-40 year olds are the most active consumer group (6.5 purchases/year)
▍消费者行为洞察 | Consumer Behavior Insights
关键发现：
Key findings:
- "送货上门"是线上购物的主要驱动力(占比73%)
- "Home delivery" is the main driver of online shopping (73%)
- 女性更关注促销活动，25岁以下人群重视商品多样性
- Women pay more attention to promotions, while those under 25 value product diversity
- 价格优惠(88%)和免费配送(85%)是平台最重要的竞争力
- Discount prices (88%) and free shipping (85%) are the most important platform competitiveness
▍品牌表现 | Brand Performance
上升品牌：SHEIN、Liverpool、亚马逊
Rising brands: SHEIN, Liverpool, Amazon
下滑品牌：Bershka、Privalia、Sears、Levi's
Declining brands: Bershka, Privalia, Sears, Levi's
▍SEO优化建议 | SEO Optimization Suggestions
针对墨西哥市场的SEO策略应重点关注：
SEO strategies for the Mexican market should focus on:
- 本地化关键词："moda online México"(墨西哥线上时尚)、"ropa barata envío gratis"(免费送货的便宜衣服)
- Localized keywords: "moda online México", "ropa barata envío gratis"
- 移动端优化：墨西哥75%的电商交易通过手机完成
- Mobile optimization: 75% of Mexico's e-commerce transactions are completed via mobile
- 内容营销：制作西班牙语的穿搭指南和促销日历
- Content marketing: Create Spanish styling guides and promotion calendars
该报告由Fashion Lab elogia调研机构发布，数据采集时间为2022年上半年。
The report was released by research institution Fashion Lab elogia, with data collected in the first half of 2022.
