1、?2021?02?3C?DTC?03050609121722242528303133343744454653586465672020?Google?2021?DTC?3C?DTC?03?DTC?04?Google?051?06?2020?2019?2020?15%?12?5,005?2019-2020?Statista;?2019-2020?YoY(%)504030201000102030405060708090100 1051,120?15%07?Statista;The World Bank;?2019?GDP(?)?2020?(%)2019?-2020?(%)65,30077%4%42,
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10、2019?2020?15%?12%?55%?56?65%?2%?23?2?24?25?DTC?3C?2?30-150?DTC?50?DTC?SHEIN?2020?2?Euromonitor?Statista?Google?2019-2020?(%)2020?(%)20%15%10%5%0%0%10%20%30%40%?26?3?Similar Web?Top 100?DTC?Top 100?550?2020?App?Macys?Nike?DTC?SHEIN?Teespring?4?APP?DTC?App?DTC?App?SHEIN?App?7?Fashion Nova?App?App?App?
11、2020?4?Similar Web?App Annie?Google?SHEIN?Fashion Nova?Forever 21?Hollister?thredUP?American Eagle?Nike?Zara?H&M?Macys?Victorias Secret?DSW?JCPenney?Gap?Finish Line0%100%?DTC?App?72%28%49%51%47%53%46%54%42%58%41%59%36%64%26%74%25%75%19%81%14%86%11%89%8%92%3%97%2020?3?Similar Web?App Annie?Google?202
12、0?YOY(%)?DTC?2020?App?25,000,000?50025020015010050-80-60-40-20020406080100?30150?BerryLookZafulRotitaForever 21DresslilyStyleWeJust Fashion NowModlilyAdidasLululemonSkechersLillySilkChic MeTeespringAllbirdsNewchicJ.CrewMacysCupsheBanana RepublicRalph LaurenLane BryantSHEINKate SpadeFinish LineNikeFa
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22、ii?/KOL?Eloquii?Eloquii?Eloquii?Eloquii?40?Eloquii?YouTuber?Z?Eloquii?Eloquii?Reese Witherspoon?Draper James?Draper James?DTC?49?DTC?A/B?Google?NPS?CPC?CPA?GMV?/SMS?DTC?50Lulus?Google?Lulus?Lulus?summer dress?Lulus?SEO?Lulus?Lulus?Lulus?Acquisition?Activation?Revenue?Retention?Referral?CPC?Lulus?DTC
23、?51?Lulus?Lulus?VIP?Pepperjam?7%?Adore Me?A/B?390%?40%?A/B?VIP?15%?20%?DTC?52Outer?2019?5?Outer?“Host”?20-50?1000?5000?Outer?Outer?Outer“?”?Google?Host?Outer1.?2.?3.?4.?&?5.?DTC?53?DTC?DTC?54Outer?Google?2019?5?9?80?1?2?3?“Outershell”?2?14?Outer:?BrandStar?14?DTC?55?Google?2?1?DTC?56?AMII?AMII?DTC?5
24、7?AMII?AMII?AMII?AMII?AMII?AMII?5-10%?40%?AMII?510%?AMII?AMII?3%?AMII?DTC?58?Eloquii?Kady Pants?Eloquii?Eloquii?Mike Zhao?Cupshe?CEO?DTC?59?DTC?1.?Lulus?Lulus?1998?Lulus?Lulus?100?100?Quality?Lulus?91%?Lulus?Lulus?Lulus?DTC?60?2.?Google Brand Sprint?Outer?Lululemon?“?”?bring life back outside?15?Out
25、er?15?Outer:?BrandStar?Google Brand Sprint?Google Brand Sprint?Google Ventures?20?1”What/How/Why”?2Top 3?3?6?5?4?DTC?61?Google?DTC?62?30%?100%?1188?Outer?16?16?Outer:?BrandStar?DTC?1.?Outer?Outdoor furniture for small spaces?Patio furniture with built in footrest?DTC?63?Outer?Outer?any patio furnitu
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