DTC出海白皮书2.0：品牌经营宝典.pdf

2023.092?DTC?务?务?务?DTC?DTC?2.0?-?务?2023?务?务?告?务?务?务?Brandstar?CEO3?DTC?务?DTC+?研?Morketing&ibrandi?CEO?务?务?INDEX?DTC?5-1101?DTC?12-2302?DTC?24-3003DTC?31-5804?DTC?01DTC?Source:Meet Intelligence6历?历?DTC?务?/?/?DTC?DTC?1 1?DTC=DTC=?DTC?2 2?DTC=DTC=?DTC?DTC?3 3?DTC=DTC=?OnlyOnly?DTC?副?封?DTC?Source:36Kr,PipeCandy,Bain,Meet Intelligence7?(2007-2013)(2013-2020)(2020-?)?匹?Shopify?务?DTC?匹?DTC?割?DTC?DTC?500+?12?DTC?15?5?DTC?DTC?务?Source:GoodSpy,Meet Intelligence8?35%25%13%12%8%6%1%?34%26%12%11%11%6%1%?33%24%13%12%11%5%2%?%=?DTC?/?DTC?DTC?Source:?,Shopify,Euromonitor,SimilarWeb,FCC,FDA,Meet Intelligence9DTC?/?务?务?锐?/?DTC?DTC?DTC?DTC?DTC?DTC?Source:Meet Intelligence 10DTC?DTC?DTC?DTC?DTC?Source:?,Meet Intelligence11?DTC?02?Source:?,CNN,Meet Intelligence13?锋?割?务?割?赠?2?28%26%25%25%24%?2022Q4?(%)?42%?锋?2022?2022?51%31%31%?2019?6,700?2022?7,300?+8.9%?锋?锋?(2023?3?)+36%+33%+17%+8%+10%+6%?DTC?封?Source:Meet Intelligence14?/?赠?研?bundle?割?务?模?Source:PwC,Statista,Meet Intelligence15?务?割?告?割?/?割?割?务?割?割?割?2021?43%2022?45%?锋?59%34%32%24%23%22%19%?2022?DTC?务Source:?,Statista,IBM,Meet Intelligence 16?56%50%49%?50%43%33%?50%?DTC?15?DTC?2023Q1?DTCSource:?,Meet Intelligence172019?2023?够?500?务?“?”?2019?2025?50%?锋?2021?3%?2022?400?+?割?IP?115%-120%?2018?2023?cosme?2022?Z?Source:Bank of America,Snapchat,The Influencer Marketing Factory,GWI,Statista,Meet Intelligence18?1997?-2012?锋?锋?26?3?2023?48%Z?去?97%Z?去?54%?Z?去?社?81.5%70.6%52.6%51.1%43.7%37.2%24.2%16.8%7.9%5.9%InstagramFacebookTikTokTwitterSnapchatPinterestLinkedInRedditTumblrLikeeTGI116.6 95.1 115.9 116.7 149.7 123.6 93.8 133.3 123.4 111.3 2022?Z?去?DTC?Source:Meet Intelligence19DTC?/?筛?务?割?知?73%Z?DTC?(1/4)Source:Facebook,Instagram,YouTube,Meet Intelligence20?2014?/?千?务?100%?494,000?占?够?务?副?DTC?(2/4)Source:Facebook,Instagram,YouTube,Meet Intelligence21?2013?/?千?知?知?知?=知?/?务?知?/?3,500?务?知?知?1?知?副?DTC?(3/4)Source:Facebook,Instagram,YouTube,Meet Intelligence22?2020?副?/?千?务?100%?1%?务?sustainability?务?知?婴?DTC?(4/4)Source:Facebook,Instagram,YouTube,Meet Intelligence23?100%?知?知?1%知?2017?/?ESG?副?/?历?outer?ESG?+?务?聆?务?DTC?03?DTC?封?Source:Meet Intelligence25DTC?割?割?筛?割?割?锐?锐?务?务?割?CRM?务?锐?锐?割?赠?赠?割?割?DTC?Source:Meet Intelligence26?锋?/COD?TEMU?SHEIN?Amazon?告?DTC?模?+?Source:Meet Intelligence27?锋?AMAZON?DTC?Source:Meet Intelligence28?AMAZON?DTC?Best Seller?烯?社?社?务?ROI?DTC?Source:Meet Intelligence?DTC?研?告导?导?撰聆?研?匹?呗?社?空?够?撰?务?撰?呗?务?模?锐?锐?赠?Source:Meet Intelligence30?研?2023?Q:?(N=243)?40%46%64%26%38%46%54%36%68%29%77%19%71%23%65%29%DTC?务?DTC?04?DTC?Source:Meet Intelligence32?务?聊?务?割?TA?DTC?Source:Meet Intelligence33?研?研?研/?研?研?研?研?研?研?研?研?研?研?研?研?研?研?研?/去?吁?/?匹?匹?导?研?/?研?研?名?研?/?研?研?盟?Martech?研?研?/?研?34?洞察Insight?DTC?35?Source:Meet Intelligence?/?/?/?SLOGANLOGO?&?割?导?36?AWARE?APPEAL?ASK?ACT?ADVOCATE?赠?赠?赠?/?/?社?空?社?空?/?/?副?社?空?/?/?APP?2023H1?Source:GWI,Meet Intelligence72.8%69.6%45.2%41.6%29.8%28.5%25.2%11.6%5.8%4.8%FacebookInstagramTikTokTwitterPinterestSnapchatLinkedInRedditKuaishouTumblr?37?Source:?Meet Intelligence?研?确?撰?务?DTC?+31%2206 VS 23062206 2207 2208 2209 2210 2211 2212 2301 2302 2303 2304 2305 2306?+16%2206 VS 2306?CPC?2022 vs 2020?lululemon+52%+31%?META?Source:GWI,Meet Intelligence38?74%63%43%?2022?91%?47%?68%70%93%73%43%?94%54%46%?94%94%48%45%?90%?91%?83%54%?85%?92%74%?千62%60%90%77%?91%78%63%68%?Source:GWI,Meet Intelligence39?副?75%50%49%1.77?1.73?1.66?2?61%47%43%1.43?1.62?1.47?3?74%58%37%1.23?1.58?1.27?79%72%59%1.86?2.46?1.57?40?洞察Insight?41?Media Hub+Data Hub?AI?AI?ROI?优化Optimization?锐?Source:Wyzowl,Meet Intelligence42?愿?愿?AR/VR?务?81%?2021?3%41%42%46%50%68%74%?2022?(%)?BGC(?)PGC(?)UGC(?)?KOL/?IP?/?/?导?/?撰?模?Source:Meet Intelligence43?6 6?去?锋?锋?撰?割?割?锐?锐?聆?44创意 Creative?&?&?AR?3D?Creative Booster?-?-?研?研?AI?AI?DTC?Source:Statista,Social Shepherd,Instagram,Digital Marketing.Institute,Twitter,TikTok,Meet Intelligence45?2023?LGBT?LGBT?Twitter副?50?TikTok撰?撰?60?DTC?历?历?DTC?DTC?锋?2022?263?2025?393?CAGR+14%?DTC?DTC?DTC?Source:Nox?,Meet Intelligence46?$?$?千?千?$?务?务?$?$?free style?$?3C?$?KOL?Source:Instagram,YouTube,Meet Intelligence47?e.g.?e.g.?e.g.?James CharlesInstagram?2142?Marques BrownleeYouTube?1730?Kayla ItsinesInstagram?1604?Alex CostaTikTok?150?Zoe SuggYouTube?494?MrBeastYouTube?1.7?WhatsUpMomsYouTube?379?VsauceYouTube?1940?e.g.?e.g.?e.g.?DTC?Glossier?Emily WeissInstagram?77?DTC?Jungalow?Justina BlakeneyInstagram?54?DTC?Blogilates?Cassey HoYouTube?882?Dr.Mark HymanYouTube?88.7?Janet LansburyInstagram?38.4?48社媒红人Social Media&KOL?锐?KOL?/?锐?PR?AI?AI?DTC?Source:Meet Intelligence49?务?-?务?务?-?DTC?务?DTC?愿?&?撰?GA?匹?/导?/?CRM?&?/?/?撰?研?CDP?研务?DTC?Source:Statista,Google,DTC?,Meet Intelligence50?66%64%58%47%47%42%?2?愿?/?副?副?副?社?社?筛?愿?+?副?愿?愿?Source:DTC?,Wyzowl,Meet Intelligence51?裂?裂?80%?副?聊研?聊研?65%?务?聊研?/?/?社?社?聊研?社?90%?导?e.g.?e.g.?/?/?筛?/?DTC?Source:Attest,Meet Intelligence52?51%2022?DTC?DTC?5%16%47%22%5%4%2%?2?3-5?6-8?9-11?12-14?2?AMAZON?/?/?千?千?FBA?千?务?千?BNPL?Source:Adyen,Statista,Juniper Research,eMarketer,Meet Intelligence53?31%?割?DTC?37%44%17%22%15%35%24%25%24%21%26%22%13%10%5%4%3%9%7%7%28%31%33%19%4%4%6%18%16%10%?BNPL?3.6?2022?BNPL?75%?去?Z?去去?呗?DTC?Source:Forbes,Temkin Group,Meet Intelligence54?1.5?/?1.3?77%?对?赠?5?DTC?Source:Meet Intelligence55?RFM?R(?)?F(?)?M(?)?赠赠?赠赠?+?+-+?-+?-+?+-?+-?-+-?-?/?套?/?赠?研?套?对?DTC?Source:Meet Intelligence56?EDM(?/?)?/?Facebook?Discord?割?导?WhatsApp?务?/?DTC?务?DTC?Source:Lululemon?,Meet Intelligence57?1998?2022?81?30%2020.4-2023.4?APP?52?86?65%?健身教练、企业家、营养师等多个职业?撰?聆?Lululemon?/?/?/?/?/?/?/?/?/?/?Source:?,Instagram,Meet Intelligence58?T?2023?6?2023?7?研?400?务?2023?Q2?5?副?2023?7?副?务?务?59基于媒体基础上的专业出海营销服务。助力中国企业塑造品牌力、提升差异化品牌认知。赋能出海营销全域的数字技术服务。助力出海企业精细化运营，提升用户留存和转化。39家全球媒体资源采买、接入和管理服务。帮助中国企业实现出海第一步“走出去”。