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日本是全球第三大经济体，2023年GDP达4.2万亿美元，人均可支配收入位居世界前列。其电商市场在2023年消费品领域的规模已达14.7兆日元（约合1100亿美元），同比增长4.8%。日本消费者以注重品质、服务及品牌忠诚度著称，尤其在高客单价品类中，消费者愿意为差异化和精细化体验买单，为中国品牌升级提供理想试炼场。
在我们的新数据报告系列中， 我们研究了日本最大的电商平台之一：Rakuten。Rakuten（乐天）占据日本线上B2C市场28%的份额，平台注册用户达1.3亿（超过80%日本人口）。
2025年2月，日本Rakuten平台上，家居生活、电子产品和小工具、食品和饮料品类表现尤为突出，成为当月最为畅销的品类。
在本月报中，我们将向您提供如下信息: TMO每月直接前往Rakuten平台进行数据收集。150页+的月报数据涵盖：


 	
平台类目销售概览
 	
当月畅销品类
 	
畅销品类子类目细分（细至三级类目）
 	
产品价格分布
 	
细分价格区间内的产品销售情况
 	
子类目Top 5 畅销产品

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从畅销类目看：在Rakuten平台，家居生活、电子产品和小工具、食品和饮料是2月的领军品类。这3个类目共占据了约60%以上线上市场份额。
 	
从畅销商品看：

 	
2月，国产出海美妆品牌WOSADO（悦瞳）凭借一款磁性假睫毛一体套装跻身Rakuten美容和个人护理类目畅销产品第三名，且用中国演员白鹿作为主图，可见国产美妆出海日本的可观机遇。
 	
Rakuten平台2月最畅销的家居生活品类中（销售额占比34.3%），日本消费者对室内装饰和收纳、家具用品&文具和工艺、母婴品类的关注度较高，特别是一款防霉浴缸盖产品登上全平台畅销产品TOP5，另外的畅销单品有床垫、羽绒被、可洗地毯、躺椅。
 	
虽然日本出生率截至2024年已连续9年下滑，日本家庭在育儿方面的支出依然较高，尤其是在高品质、智能化产品上。2月，家居生活中的儿童&婴儿&孕妇子类目表现亮眼，其中Cybex（赛百适）的两款儿童安全座椅登上该子类目畅销产品前五。Cybex是专注于儿童安全出行产品的高端德国品牌，单价较高，体现了日本消费者对于高质量海外品牌产品的高接受度。



更多精彩内容，请下载完整版免费报告进行解锁！




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2024年4月，菲律宾Shopee和Lazada两个平台的销售额合计达到约6.3亿美元。综合来看，电子产品、服装与时尚、爱好与玩具品类备受青睐，在菲律宾有较大的市场空间。下面，TMO将带您解读菲律宾当月销售数据。
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分平台来看，Shopee菲律宾站创下了约4.0亿美元的销售额，在东南亚六国中位列第四。相对其他五个国家，Lazada在菲律宾较受欢迎，本月销售额达到约2.2亿美元。关注TMO，我们将在今年持续观察整个菲律宾电商市场的走势。
 	
分类目来看， Shopee平台上，电子产品及配件以17.1%的市场份额占领销售额榜首，服装与时尚、爱好与玩具紧随其后，销售额占比分别为16.9%和16.6%。而在Lazada平台，最受消费者欢迎的品类是家居生活类、健康与美容、以及电视和家电。 
 	
从畅销商品看： 

 	
Shopee平台的电子产品及配件品类中，吸尘器和扫地机器人最为畅销。销售额前五的产品中，吸尘器类家电产品占据了4个席位。其中，中国品牌小米受到菲律宾消费者青睐，该品牌旗下生产的扫地机器人在本月产品畅销榜中排名第四。在爱好与玩具品类方面，扬声器类产品最为热门。
 	
Lazada平台的家居生活品类中，太阳能灯具的销售表现较为亮眼。菲律宾消费者对美容和健康类产品需求旺盛，Lazada上的胶原类保健品也备受欢迎，占据了畅销榜的两个席位。



更多精彩内容，请下载完整版免费报告进行解锁！
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            [0] => 如果您对特定领域的更详细数据感兴趣；需要覆盖您的品牌和竞争对手的研究；或者需要有关价格、商店等其他额外数据——请随时联系TMO Group，发送电子邮件至info@tmogroup.asia。我们将成为您在东南亚电子商务世界中的向导，提供全方位的服务——从研究和战略规划到电子商务解决方案的设计和部署。
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            [0] => 在本月报中，我们将向您提供如下信息:
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            [0] => 本报告涵盖菲律宾Shopee 及 Lazada 平台的电商数据，TMO每月直接前往各国的两大平台进行数据收集。月报数据涵盖：

 	
平台销售概览
 	
各国畅销品类
 	
畅销品类子行业细分
 	
产品价格分布
 	
细分价格区间内的产品销售情况
 	
子类目Top 5 畅销产品

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自2023年起，TMO参考Shopee和Lazada在各个国家的营销日历，每月搜集和出版特定精选国家数据月报。同时，为了提升读者对该国畅销产品的理解，我们对报告中的商品标题作了优化，含有当地语言的部分会被翻译成中文。
2024年的东南亚国家月报系列计划如下：1月份发布印尼篇， 2月份发布泰国篇，3月份发布马来西亚篇，4月份发布菲律宾篇，5月份发布越南篇，6月份发布印尼篇，7月份发布新加坡篇，8月份发布越南篇，9月份发布泰国篇，10月份发布菲律宾篇，11月份发布新加坡篇，12月发布马来西亚篇。
同时，我们将深入各个行业和类目，持续发布以行业维度为视角的各项电商数据和市场洞察，满足读者对细分行业的关注需求。在2022年12月，TMO已经出版了第一期东南亚电商行业市场洞察报告——美妆篇。未来TMO还将陆续推出更多类似的行业洞察报告，旨在为读者提供细分市场趋势洞察，帮助大家更好地把握市场走向，获得更多的赋能。敬请期待！
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        )

    [_ct_template_categories_all] => Array
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        )

    [_ct_template_tags] => Array
        (
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    [_ct_template_tags_all] => Array
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    [_ct_template_custom_taxonomies] => Array
        (
            [0] => a:0:{}
        )

    [_ct_template_custom_taxonomies_all] => Array
        (
            [0] => 
        )

    [_ct_template_authors_archives_all] => Array
        (
            [0] => 
        )

    [_ct_template_index] => Array
        (
            [0] => 
        )

    [_ct_template_front_page] => Array
        (
            [0] => 
        )

    [_ct_template_blog_posts] => Array
        (
            [0] => 
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    [_ct_template_date_archive] => Array
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    [_ct_template_search_page] => Array
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    [_ct_template_inner_content] => Array
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    [_ct_template_404_page] => Array
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    [_ct_template_all_archives] => Array
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            [0] => 
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    [_ct_template_archive_among_taxonomies] => Array
        (
            [0] => a:0:{}
        )

    [_ct_template_apply_if_archive_among_taxonomies] => Array
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            [0] => 
        )

    [_ct_template_archive_post_types] => Array
        (
            [0] => a:0:{}
        )

    [_ct_template_apply_if_archive_among_cpt] => Array
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        )

    [_ct_template_authors_archives] => Array
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    [_ct_template_apply_if_archive_among_authors] => Array
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    [_ct_template_single_all] => Array
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    [_ct_template_post_types] => Array
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            [0] => a:0:{}
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    [_ct_template_exclude_ids] => Array
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    [_ct_template_include_ids] => Array
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    [_ct_template_taxonomies] => Array
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        )

    [_ct_use_template_taxonomies] => Array
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    [_ct_template_post_of_parents] => Array
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    [_ct_template_apply_if_post_of_parents] => Array
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    [_ct_template_order] => Array
        (
            [0] => 0
        )

    [_ct_builder_shortcodes] => Array
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    [_oxygen_lock_post_edit_mode] => Array
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        )

    [_qa_6_answer] => Array
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        )

    [qa_3_question] => Array
        (
            [0] => 我需要定制化的数据或报告，怎样获取？
        )

    [qa_3_answer] => Array
        (
            [0] => 需要获取定制版的数据／报告，我们提供市场扫描、每月数据和长期监控以及定制数据收集和分析，帮助确定您行业的市场结构、定价、主要竞争对手、趋势等。您可以点击联系我们，或发邮件至info@tmogroup.asia或拨打我们的电话+86 (0)21 617 00 396和我们取得联系。
        )

    [qa_4_question] => Array
        (
            [0] => 为何付费报告显示的购买货币是“港元HKD”而非“人民币RMB”？
        )

    [qa_4_answer] => Array
        (
            [0] => 我们目前仅以港元定价。但若您选择支付宝或信用卡支付，将为你自动转化汇率，折算为您的本地货币进行购买。
        )

    [qa_5_question] => Array
        (
            [0] => 如果付款失败，或付款成功但未通过电子邮件收到我们的指南怎么办？
        )

    [qa_5_answer] => Array
        (
            [0] => 请点击联系我们，或发送邮件至info@tmogroup.asia，或拨打我们的直线电话+86 (0)21 617 00 396和我们取得联系。
        )

    [qa_6_question] => Array
        (
            [0] => 如果付费购买成功，我是否可以获取发票？
        )

    [qa_6_answer] => Array
        (
            [0] => TMO可根据您的选择为您开具付款收据或形式发票，如欲获取，请将您的中文或英文公司名称和付款收据信息以邮件形式发送至info@tmogroup.asia，我们将在收到邮件后10个工作日内为您开具电子收据或形式发票至您的指定邮箱。
        )

    [_edd_download_gross_sales] => Array
        (
            [0] => 22
        )

    [_edd_download_gross_earnings] => Array
        (
            [0] => 0
        )

    [_edd_button_behavior] => Array
        (
            [0] => add_to_cart
        )

)