【Youmiyoushu Research Report】 "Perceive the situation, grasp the trend," enabling new e-commerce professionals to promptly understand new ideas and models in category market development and seize market opportunities.
In the past two years, with the rapid rise of new e-commerce platforms such as Douyin and Kuaishou, a new functional species—"new e-commerce operators"—has emerged. They may hold roles such as operations director, e-commerce director, live streaming manager, or bid manager, and generally possess composite skills including product selection, content planning, traffic management, and sales conversion. To explore the current status and future of the new e-commerce industry and to meticulously outline the profile of new e-commerce operators, Youmiyoushu initiated the "2022 New E-commerce Operators Survival Status Annual Survey" at the end of 2022. By "extracting details from data," they derived the group portrait, workplace status, workplace competitiveness, and industry development trends of new e-commerce operators. Therefore, they proudly released the "2022 New E-commerce Operators Survival Status Report" to help new e-commerce operators gain clear understanding and provide the industry with a clearer market interpretation. So, from leveraging new channel momentum to achieve explosive sales, to the current difficulties of growth as dividends fade, what is the current survival status of new e-commerce operators? What are the development trends for new e-commerce enterprises?
Let's delve into the core content of the report together:
60% of operators are post-90s and post-95s, active in Hangzhou and Guangzhou
1. The male-to-female ratio of operators is approximately 7:3 Overall, the male-to-female ratio of operators is about 7:3. Further analysis using the Gender TGI (Target Group Index) reveals that streamers and operations roles have a higher tendency toward females; while bid managers/optimizers, heads/operators, and boss groups show more significant male characteristics.
2. Hangzhou and Guangzhou lead, new first-tier cities rise Similar to most sunrise industries, new e-commerce talent is concentrated in first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen. Hangzhou and Guangzhou lead the country in talent density, with at least one in ten operators rooted in these two places. Additionally, the e-commerce potential of new first-tier cities such as Nanchang, Chengdu, and Zhengzhou is also noteworthy.
3. Experience pays: post-90s high-salary operators outnumber post-00s Among the surveyed subjects, over 60% of new e-commerce operators are post-90s and post-95s in their prime. Analyzing the income status of operators across different age groups reveals that among experienced older operators, the proportion of high salaries is relatively high. From post-00s to post-90s, the proportion of monthly salaries of 30,000-50,000 RMB increases by 8%, and those earning over 50,000 RMB rise from zero to 6%.
More insights into group profiles Scan the QR code and reply with the keyword "operator" to receive the full report
Affected by the pandemic, operator compensation decreased by an average of about 50%
Over 70% of new e-commerce professionals have changed jobs 1-2 times
1. After accumulating 3 years of experience, over 80% of operators earn a monthly salary exceeding 10,000 RMB Analyzing the relationship between monthly salary and years of experience, it is found that as operators' experience and capabilities improve, their compensation gradually increases. After the first year of being a novice, about 90% of operators see their compensation rise to 6,000+ RMB; after the second milestone of 3 years, the proportion of operators earning over 10,000 RMB jumps to over 80%.
2. Over 70% of new e-commerce professionals have changed jobs within 2 times, not particularly frequent In 2022, among operations, bid managers, and operators, over 50% changed jobs 1-2 times. Among them, bid managers changed jobs most frequently, with nearly 20% changing jobs 3-4 times.
3. Work hours are dispersed, nearly 30% of operators do not work in the morning The new e-commerce industry is known for "never-setting live streaming rooms," where peak live e-commerce hours often coincide with people's rest times. Consequently, the working hours of new e-commerce professionals are less regular than other industries, and their work schedules are relatively scattered.
More workplace status analysis Scan the QR code and reply with the keyword "operator" to receive the report
80% of operators participate in training to improve themselves Preference for operational skills & case study content
1. Essential skills for e-commerce professionals: data analysis + content creativity + market insight According to the survey, over 80% of operators believe data analysis capability is an essential skill for career growth. Additionally, about 60% of operators value content creativity and market insight abilities.
2. 80% of operators participate in training, 30% participate more than 3 times a year In 2022, fewer than 20% of operators did not participate in e-commerce training, and over 80% of operators are more concerned about improving their own competitiveness. Among them, over 30% of operators participated in paid training at least 3 times a year, while the majority participated 1-2 times, accounting for over 50%.
3. About 80% of operators choose training in operational skills & case studies Over 80% of operators participate in paid training to master more e-commerce operational skills. Additionally, over 70% of operators participate in training focused on e-commerce case studies, listening to industry operators share practical experience.
More analysis of operator competitiveness Scan the QR code and reply with the keyword "operator" to receive the report
Over 50% of new e-commerce enterprises have monthly GMV exceeding one million Main force "mining gold" on Douyin e-commerce platform
1. Over half of enterprises have monthly GMV exceeding 1 million, with beauty & personal care and food & beverage merchants performing better Over 50% of enterprises have monthly GMV exceeding 1 million, with the 1-5 million monthly GMV range being a key interval (averaging over 20%). New e-commerce enterprises with monthly GMV above 10 million are mainly concentrated in the beauty & personal care and food & beverage categories.
2. Reviewing 2022, 90% of enterprises focus on Douyin for "gold mining" In 2022, over 90% of new e-commerce enterprises deployed their business on Douyin. From the perspective of enterprises in different categories, the "rising star" video account has also attracted attention from merchants in categories such as apparel, shoes & bags, food & beverage, daily necessities, and mother & baby products.
3. Over 80% of new e-commerce enterprises prefer advertising on the Ocean Engine Qianchuan channel It is noteworthy that the survey shows that among numerous advertising platforms, over 84% of new e-commerce enterprises prefer Ocean Engine Qianchuan.
4. 70% of enterprises adopt a "paid traffic + organic traffic" approach According to the survey data, nearly 70% of enterprises use a composite traffic structure of "paid traffic + organic traffic," with paid traffic accounting for over half in about 60% of cases. In terms of ROI for traffic investment, enterprises primarily in apparel, shoes & bags have a higher average ROI.
More insights into the new e-commerce industry Scan the QR code and reply with the keyword "operator" to receive the report
Where will Douyin e-commerce head this year? At the end of the report, Youmiyoushu is honored to invitemultiple top industry operators to share their insights**, bringing us more industry direction and experience sharing. For detailed content on operators' insights, please refer to the full report.
Finally, based on the above insights, here are 10 key takeaways for new e-commerce operators: (1) Besides Hangzhou, operator talent is concentrated in Beijing, Shanghai, Guangzhou, and Shenzhen. The e-commerce potential of cities like Nanchang, Chengdu, and Zhengzhou is also noteworthy. Operators can seek development opportunities in these places. (2) Experienced older operators have a relatively higher proportion of high salaries, so it's important to stay rooted in one industry and one field; opportunities for success are plentiful. (3) 50% of operators hold a bachelor's degree, and over 30% hold a college degree, reflecting that the entry barrier for the new e-commerce industry is not high, and talented individuals with strong learning ability have broad development space. (4) Over 60% of operators entered the industry because they are optimistic about its prospects, showing that the industry's vigorous development in recent years has attracted many talents. (5) A rising tide lifts all boats: operators' compensation is positively correlated with company GMV. The more the company earns, the more the operator earns. (6) Operators have better "money prospects" than operations roles; only about 20% of operators earn less than 10,000 RMB, and the proportion earning 30,000-50,000 RMB is second only to bosses. (7) Over 80% of operators participate in training to learn skills and knowledge, and also to connect with more industry resources and gain peer experience sharing. (8) Over 50% of new e-commerce enterprises have monthly GMV exceeding one million, with enterprises above 10 million concentrated in beauty & personal care and food & beverage. (9) Over 90% of new e-commerce enterprises focus on Douyin, and enterprises have increasingly valued their presence on video accounts in the past two years. (10) 70% of new e-commerce enterprises adopt a composite traffic structure of "paid traffic + organic traffic," with apparel, shoes & bags enterprises having a higher average ROI.
The above is just the "tip of the iceberg" of the **"2022 New E-commerce Operators Survival Status Report"**~ Want to receive the full report? Scan the QR code below and reply with the keyword "operator" to get the 60+ page full report!
Note: This report is produced by Youmiyoushu. All text, images, and tables in the report are protected by relevant trademark and copyright laws. Reproduction must indicate the source. If some text, data, or image materials are collected from public information, they are cited only for explanatory purposes, and the ownership belongs to the original authors. The report content is for general reference only and should not be regarded as opinions or basis for specific matters. The relevant data in this report comes from the new e-commerce operator survey initiated by Youmiyoushu and is for reference only.