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2021中国跨境电商发展报告.pdf

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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,

2、30084%4%46,40074%4%29,60060%3%40,50071%4%?82%?1?12?2?12?n=5,005?620?/12%2,763?/55%1,622?/33%?08?42?35?28%28%44%?24%25%50%?23%31%46%19%25%56%?23%33%44%21%16%63%?18-25?26-35?36-45?46-55?56-65?82%45%32%93%60%70%92%31%66%?3?45?60%+?4.75.92.8?23%21%19%17%21%42?15%24%23%20%17%?38?27%11%16%22%24%?45?12?12?

3、12?12?n=5,005?n=620?n=2,763?n=1,622 50%:50%51%:49%46%:54%09?1,0021,001?1?12?2?12?n=5,005?n=1,002?n=1,001?n=1,001?n=1,000?n=1,00133%54%14%37%53%10%1,00130%57%13%1,0011,00040%48%12%22%65%13%?n=620?n=2,763?(%)5%10%15%20%25%30%35%40%?(%)86%84%82%80%78%76%74%72%70%68%66%64%0%0?75%?17%?3C?(%)?(%)85%80%75%

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5、n=864?n=901?n=880?n=868?n=872?18%22%24%13%18%13%?n=4,385?3C?23%23%22%22%20%23%22%19%18%17%14%14%14%21%19%14%N=315N=207N=318N=382N=408N=827N=1,107N=1,390N=179N=292N=554N=77N=429N=441N=183N=339?14?12?n=5,005?n=1,002?n=1,001?n=1,001?n=1,000?n=1,001?44%43%27%21%27%24%28%54%40%23%19%19%17%18%50%46%28%20%

6、30%25%13%53%38%35%28%21%23%18%53%37%19%27%16%17%12%?15?n=5,005?33%31%30%22%22%20%19%13%11%?n=5,005?n=1,002?n=1,001?n=1,001?n=1,000?n=1,001?33%29%32%21%24%21%20%30%33%31%21%26%19%15%32%26%26%34%18%21%17%28%37%34%19%22%28%22%43%30%26%16%19%14%23%?16?X?n=5,005?n=721?n=1,702?n=1,596?30%34%41%44%30%34%38

7、%47%30%31%35%39%30%30%28%24%22%23%20%17%26%24%27%28%?Z?18-23?Y?24-39?X?40-55?56-65?17?2019?31%?42%?69%58%31%42%?n=600?n=334?n=1,718?n=334?n=335?n=334?n=339?n=376?58%42%64%36%62%38%72%28%57%43%?18?n=188?n=138?39%42%31%28%12%11%7%14%10%4%?27%35%23%12%14%11%14%4%9%12%9%17%10%?n=412?n=191?19?87%?56%?67%

8、?n=4,360?46%37%35%30%24%22%20%19%15%12%10%?56%67%87%84%?1?2?n=5,00520?n=2,818?52%31%22%21%19%9%?n=4,219?47%38%36%21%17%?n=3,346?52%32%30%17%?21?n=5,005?n=1,718?n=1,638?n=1,649?Womens powerDiversity and inclusionSustainabilityHuman equalityCreativityEthical businessAnimal protectionMinimalismPublic g

9、oodWomens powerDiversity and inclusionSustainabilityHuman equalityCreativityEthical businessAnimal protectionPublic goodAccessibilityMinimalismWomens powerDiversity and inclusionSustainabilityHuman equalityCreativityEthical businessPublic goodAccessibilityMinimalism?n=5,005?49%37%33%25%18%17%12%?22?

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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15、CostwayBissellBirch LaneLa-Z-BoyWayfairAllModernTouch of ModernLowesThe Home DepotHarbor FreightIKEAOuterReplacementsSweet NightCostwayMy PillowScentsyPampered ChefOuter206%205%157%146%141%119%?100%?2020?YoY?%?0 25 50 75 100 150 175 200 2253,6002,0001,6001,2008004000?DTC?2020?App?50,000,000?29?App?A

16、pp?20%?Touch of Modern?App?53%?DTC?App?App?App?2020?8?Similar Web?App Annie?Google?Touch ofModern?Wayfair?Lowes?TheHome Depot?Overstock?IKEA?AllModern?RoomsTo Go?HarborFreight?Houzz?Barn?Crate&Barrel?BirchLane?at home?PamperedChef0%0%0%0%0%0%0%100%?DTC?App?53%47%24%76%21%79%18%82%12%88%9%91%1%99%1%9

17、9%100%100%100%100%100%100%8?APP?9?Similar Web?Top 100?20?DTC?8?DTC?2020?9?Euromonitor?Google?2020?1,000?3010?Similar Web 3C?Top 100?3C?DTC?3500?2020?App?3C?3C?3C?DTC?2020?DTC?2020?3C?10?Similar Web?App Annie?Google?DTC?2020?App?100,000,000?2020?YOY(%)1,6001,200800400-60-300306090120570600630CricutOn

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19、TC?2020?13?Similar Web?Top 100?39?DTC?1?DTC?50?2020?12?Similar Web?App Annie?Google?DTC?2020?App?100,000,000Too Faced?SephoraSally BeautybareMineralsPaulas ChoiceThe Body ShopColourPopBath and Body WorksGlossierCliniqueLOccitaneFragranceNetEste LauderLancmeUniceBeautycounterLuvme HairMorphe?Kiehlse.

20、l.f CosmeticsThrive CausemeticsFenty BeautyMONATLange HaireSalonFunction of BeautyUltra BeautyIPSY?2020?YOY(%)20015010050-3003060901802102020?13?Euromonitor?Google?2020?1,000?33?DTC?DTC?50?30-150?DTC?DTC?50?SHEIN?DTC?App?App?DTC?2020?100%?DTC?DTC?App?3C?DTC?3C?DTC?DTC?DTC?50?DTC?3?3435?COVID-19?IT?2

21、0?DTC?36?2020?5?46?6?7?11?RCEP?DTC?37?18?ebay?Amazon?Google?38?2C?2010?B2C?SKU?C?Google?39?40?Shopify?XShoppy?Ueeshop?2019?2017?2019?2019?Google?41?42?Google?43?Google?44?GMV?4?DTC?45?DTC?46?DTC?DTC?DTC?Google/Looker?Google?DTC?47?AMII?2018?AMII?AMII?AMII?AMII?2020?AMII?AMII?Eloquii?DTC?DTC?48?Eloqu

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

26、re comparable to Sams Club?Sams Club?“Macys furniture”?Macys?Macys?Sams Club?Outer?SimilarWeb“2020?Q2?DTC?Q1 17?2.?Outer?Shark Tank?Outer?BusinessWire?DTC?64?DTC?A/B?Google?SKU?5?65?66?2021?1?Google?12?5,005?Google?3C?Similar Web 2020?Top 100?DTC?App?18?3C?Gross Merchandise Volume?DTC?Lulus?Outer?Eloquii?DTC?AMII?676?68?Google?Google?Google?-?Google?

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