1、2023年前三季度跨境电商出口规模1.3万亿元同比增长 17.7%2023 MeetBrands2023 MeetBrands9-|-“5G飞书深诺建议 如果要专注在某些特殊市场,可以考虑借助于讲好“中国故事”、“一带一路”合作共赢的故事,赢得更广泛的当地消费者 设计“互利共赢”的模式,让当地消费者和产业链、公共部门获得合理的收益,建设可持续的合作模式 借助国内大型企业的“标准制定者”身份与机遇,抱团出海,深刻融入当地社会与市场特别学术指导伙伴 史志钦 清华大学国际关系教授、博士生导师 一带一路战略研究院执行院长2023 MeetBrands2023 MeetBrands10-|-飞书深诺建议
2、 新兴市场中巨大的年轻人口体量,对品牌方们而言,蕴含着巨大的产品和创新潜力,贴近和洞察这些年轻人群,可以获得源源不断的创新灵感 发掘新的细分市场机会,而不仅仅只是采用“copy from China”的模式 在供应链研发不具备优势的品牌方,可以优先选择新兴市场国家进行尝试,积累经验和资源,以避开欧美市场的激烈竞争,获得宝贵的早期增长空间特别学术指导伙伴 肖皓 湖南大学教授、博士生导师 中非经贸合作研究院执行秘书长Kilimall,13 1024 33%2023 MeetBrands+11-|-业绩较好的上市跨境电商类企业(示例)近期成功IPO的跨境电商企业致欧科技市值约93亿元三态股份市值约1
3、20亿元赛维时代市值约140亿元太力科技欧陆家居星卡科技德兰明海绿联科技睿联技术通力科技渡远户外正在排队IPO的跨境电商企业(示例)70.6亿元收入8.2亿元净利润(5.5亿扣非归母净利润)研发+品牌 双轮驱动16.8亿元收入4.4亿元净利润(0.8亿扣非归母净利润)自研自造、海外建厂、建仓29.9亿元收入2.08亿元净利润(1.9亿扣非归母净利润)精品铺货安克创新乐歌股份华凯易佰1120225,56645 34 33 77 43 42 201820192020202120222023Q1-Q32023 MeetBrands2023 MeetBrands12-|-AI2023 MeetBran
4、ds13-|-XIAOMIAPPLEECOVACSIROBOTSHEINZARADJI2023314%2022314iRobot11.820233240H&MZARA80%PARROT2023 MeetBrands14-|-1020231,067 1,726 3,201 4,789 4,061 20182019202020212022新消费品牌10传统国货品牌海外原生品牌铺货型大卖转型工厂型卖家转型2023 MeetBrands2023 MeetBrands16-|2023 MeetBrands 2023 MeetBrands 0110NN+2023 MeetBrands17-|202
5、3 MeetBrands2023 MeetBrandsWin Model18-|2023 MeetBrandsCEM/CX/DSP/KOL/APS2023 MeetBrands2023 MeetBrands19-|2023 MeetBrands2023Meet IntelligenceDMES.2023 MeetBrands20-|2023 MeetBrandsD-MESBrand MomentumsDigital Competence2023 MeetBrands21-|2023 MeetBrands8AmazonShopeeTikTok ShopLazadaMercadoNoonJumia
6、Ozon298 242000+5000+9 87 260+10+2023 MeetBrands2023 MeetBrands5022-|2023 MeetBrands70,000+40050强0110NN+标杆参考27000+50000+*DMES502023 MeetBrands2023 MeetBrands50*AZ2023 MeetBrands2023 MeetBrandsPART2023 MeetBrands5032023 MeetBrands2023 MeetBrands26-|6502023 MeetBrands2023 MeetBrands27-|74%60%34%26%14%8
7、%4%502023 MeetBrands28-|5075033C*-26%16%14%12%10%10%12%2023 MeetBrands29-|D-MESD-MESDMESTOP50TOP502023 MeetBrands30-|50D-MES123 4TOP50-D 品牌综合势能-MES 得分4消费电子家用电器家居生活时尚潮流美妆个护宠物用品户外用品3212023 MeetBrands2023 MeetBrandsD-MES31-|UGREENUGREEN20123C3C-+13%+15%+27%+35%SEDMD-MES 总分对比上榜品牌均值+19%UGREENPLM20%UGREEN
8、SQE2023 MeetBrands2023 MeetBrandsD-MES32-|JACKERYJackery2016-+Jackery-M2C3030Jackery2020+2%+15%+27%+35%D-MES 总分对比上榜品牌均值+13%SEDM2023 MeetBrands5033-|58%新锐品牌,2023年上半年新品销售对品牌海外业务贡献超30%48%新锐品牌,获得过各类产品设计大奖且注册研发专利 40%新锐品牌,平均研发投入占营收的比重超10%80%新锐品牌,拥有属于自己品牌的独立站 66%新锐品牌,海外线下销售对整体业绩贡献超过10%38%新锐品牌,2022年海外整体营收超5
9、亿元 78%新锐品牌,在社交媒体上的消费者平均好感度超过50%26%新锐品牌,产品能完全满足当地消费者在功能性方面的诉求 14%新锐品牌,忠实消费者(优先消费选择)的占比超过40%501005710068100652023 MeetBrands2023 MeetBrands34-|1020%/5011MORE2BEDSTORY3DYU4JACKERY5TORRAS6UGREEN7Y.O.U8ZENDURE9ZHIYUN10ZOSI*2023 MeetBrands2023 MeetBrandsD-MES35-|ZENDUREZENDURE201376100+50%-D+8%M+38%E+18%S
10、D-MES 总分对比上榜品牌均值+18%ZENDUREKOLZENDURE2023 MeetBrands2023 MeetBrandsMental Dominance36-|50100691004350502023 MeetBrands37-|100100 TOP502023 MeetBrands38-|100100 66 79 70 82 72 48 77 54 37 38 24 33 15 24 TOP502023 MeetBrands2023 MeetBrandsD-MES39-|Y.O.UY.O.UOPPO20224,000C-Y.O.U Y.O.U200 D+22%MESD-MES
11、总分对比上榜品牌均值+10%Y.O.UTikTok214260Y.O.UTikTok2023 MeetBrands2023 MeetBrandsProduct Evolution40-|10082100481006850505010%502023 MeetBrands2023 MeetBrandsD-MES41-|BEDSTORYBedStory20182021Best Sellers-DM+38%ESBedStory6AID-MES 总分对比上榜品牌均值-5%2023 MeetBrands2023 MeetBrandsSales Performance42-|B2B+1+1210055100
12、70505076%1+12502023 MeetBrands2023 MeetBrandsD-MES43-|DYUDYU2016100202250-DME+35%SDYUDYUCostcoDYUD-MES 总分对比上榜品牌均值+7%2023 MeetBrands5044-|10080100611006650 84%新锐品牌,以供应链管理协同工具串联企业各环节,增强信息共享效率 80%新锐品牌,采用需求预测工具优化产能规划和库存管理 78%新锐品牌,使用生产计划和排程(APS)系统提升品牌精细化供应链管理 78%新锐品牌,分别投入建设了独立的数字化建设团队和数据分析团队 70%新锐品牌,使用云计
13、算技术,对企业的软硬件资源采取集中式和动态化管理 62%新锐品牌,对数据安全隐私保护采用身份验证、安全监控、入侵检测等措施 85%新锐品牌,使用建站数据分析工具支持独立站运营 82%新锐品牌,采用广告营销归因分析工具帮助品牌业务增长 78%新锐品牌,使用AIGC营销,并搭载智能AI客服2023 MeetBrands2023 MeetBrands45-|1AIPER2CATLINK3ENCHEN4GOVEE5OCLEAN6QYSEA7VELOTRIC8VESTA SLEEP9ZOSI10ZENDURE1020%/50*2023 MeetBrands2023 MeetBrandsD-MES46-|
14、GOVEEGovee60+3300%-+43%DMESD-MES 总分对比上榜品牌均值+23%GoveeappGovee+GoveeGovee20236TTDDOOH2023 MeetBrands2023 MeetBrandsD-MES47-|OCLEANOclean2016APP2021Oclean1-+17%DMESD-MES 总分对比上榜品牌均值+6%OcleanAPPAPPCRM2023 MeetBrands2023 MeetBrandsD-MES48-|CATLINKCATLINK10650.6-+11%DMESCATLINKAPPD-MES 总分对比上榜品牌均值+3%2023 Me
15、etBrands5050-|1010AIPERCATLINKENCHENHIBOBIOCLEANPETLIBROVELOTRICVESTA SLEEPY.O.UZENDURE70MAIBIAQUABLOOMCHICFOCALLURELILYSILKLUVMEHAIRMAKUKUMOJAWASTARPONYURTOPIA*2023 MeetBrands51-|()2023 MeetBrands2023 MeetBrands52-|50 90%5040%10%5020231070%新兴市场的成长规模和速度都更加可观运动户外宠物用品美妆个护时尚潮流家居生活家用电器消费电子2023年零售总额增长(%)
16、2023年电商零售销售额增长(%)eMarketerHIBOBI2022 10.9%4.8%27.8%51.8%4.7%Hibobi10001100+hibobi2023 MeetBrands53-|MAKUKUMAKUKUMAKUKUTikTok#MAKUKUBestGiftOfLoveKOLUGCUIBIOAQUABIOAQUABIQAQUABIOAQUA2023 MeetBrands54-|54-|BloomchicBloomchicBloomchicAIPERAIPERAmazonBestSellerAIPERBLOOMCHIC2023 MeetBrands55-|/LilysilkL
17、ilysilkVestaVESTA SLEEPLILYSILK2023 MeetBrands57-|D-MES/0110NN+2023 MeetBrands2023 MeetBrands-58-|DTC+DTC1001NDTCDTC/2023 MeetBrands,66.34%,33.66%2022+AmazonEbayWalmartBestBuyTARGET7/11AnkerAmazonAnker2023 MeetBrands2023 MeetBrands1001N-59-|OEM/ODMC2M2023 MeetBrandsEcovacsEcovacs12001.22.12.83.45.52
18、0172018201920202021Ecovacs+46%2023 MeetBrands2023 MeetBrands-60-|1001NKOLKOL/MCN/2023 MeetBrandsDJIDJIdjicreator”Instagram-UGCKOLKOLKOLPGCInstagram/Youtube2023 MeetBrands2023 MeetBrands1001N-61-|MartechBICDPERPDMPAI2023 MeetBrandsSHEIN25%SHEIN 2023 MeetBrands/62-|1011011001101111100010010002023 Meet
19、Brands63-|10/1101102023 MeetBrands64-|/KOL011012023 MeetBrands65-|BGCPGCUGCMartech111102023 MeetBrands66-|/00102023 MeetBrands67-|2C00-12C010002023 MeetBrands2023 MeetBrands68-|0110NN+2023 MeetBrands2023 MeetBrands69-|01 AmazonShopee Amazon/Shopee2023 MeetBrands2023 MeetBrands70-|110有数据有策略能落地8,800+I
20、nsight Optimization CreativeSocial Media&KOL104300+2023 MeetBrands2023 MeetBrands71-|10N2023 MeetBrands2023 MeetBrands73-|1/31MORE1More1MORE1MORE3912CES1 MoreJACKERYJackeryJackeryBaseus2011BaseuseMeet200eMeet30BASEUSEMEET2013201220162016502023 MeetBrands2023 MeetBrands74-|2/3JSAUXJsaux20162000Js
21、auxSOUNDPEATSSOUNDPEATSSOUNDPEATS30OttocastCarPlayOttocastOttocastQYSEAGICCESiFQYSEAOTTOCASTQYESA2016201320162019502023 MeetBrands2023 MeetBrands75-|3/3TORRASTORRAS3CTORRASIF2012UGREENUgreen1004000Ugreen2012ZENDUREZendureZendure2013ZHIYUNZHIYUNZHIYUN2015ZOSIZOSI1002500ZOSI2013502023 MeetBrands2023 M
22、eetBrands76-|1/2AIPERAiperAiper+GEVIGeviGeviGeviDreoDreo25dBDreoDreo,EnchenEnchenDREOENCHEN2019202120192021502023 MeetBrands2023 MeetBrands77-|2/2GOVEEGoveeGoveeIOTAPPDIYSIMPLUSSimplusSimplus6100Simple+PlusJOVSJOVSOclean40020OcleanApp230JOVSOCLEAN2017202120162018502023 MeetBrands2023 MeetBrands78-|1
23、/2BEDSTORYBedStoryBedStoryHIBOBIhibobiHibobi6-7BedsureGet Cozy”BedsureDeconovoDeconovoBEDSUREDECONOVO2018201920142015502023 MeetBrands2023 MeetBrands79-|2/2HOMCOMSWEET NIGHTVESTA SLEEP201320202016HomcomHomcomSweetnightSweetNight100SweetNightSweetNight130Vesta SleepVesta SleepHOMCOM502023 MeetBrands2
24、023 MeetBrands80-|1/2COLORKEYColorkeyZColorkeySKINTIFCSKINTIFICSKINTIFICTikTok ShopsFlower KnowsFlower KnowsModelonesModelonesModelonesFLOWER KNOWSMODELONES2018202020152016502023 MeetBrands2023 MeetBrands81-|2/2Y.O.UZEESEA20182013Y.O.UOPPOCEOY.O.UY.O.UZeeseaZeeseaIP502023 MeetBrands2023 MeetBrands82
25、-|1/2BALEAFBaleaflululemon”EKOUAEREkouaer180EkouaerCiderZZY2KCiderCupsheCupsheCIDERCUPSHE2014201220152020502023 MeetBrands2023 MeetBrands83-|2/2POSEEZEELOOL20132017POSEEShopeePOSEEZeeloolZeeloolZeelool301()502023 MeetBrands2023 MeetBrands84-|CATLINKCATLINKAPPCATLINK2017PETLIBROPETLIBRO2L1-616PETLIBRO4225-342019PET MARVELPet MarvelPet Marvel2019PIDANPidanPidan9Pidan2015UAHPETUahpetUahpet2019502023 MeetBrands2023 MeetBrands85-|DYU50TOP602016FIIDO200+350,0002017NATUREHIKENaturehike80722016SEAFLOSEAFLO2012VELOTRICVelotricEbike202050PART7