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1、?DTC(Direct To Consumer)?Direct to Consumer?Direct-to-Consumer?“DTC”?DTC的优势日益明显，DTC不局限于单一的销售渠道，而是以消费者为终端，结合电商生态体系的各个环节来管理和扩大生意。?Facebook?Instagram?1.?2.DTC?3.DTC?4.DTC?5.DTC?1.2020?$4.29?2019?24.1%?$4.29?Statista 2021EShopWorld?4?77%?3100%100%177%209%April 2019 April 2020May 2019May 2020?5?4?109%77%
2、?111%2020?1.12?240%?1?Global COVID19:The impact on Cross-Border Ecommerce?2020?5?2?2）中国政府网（http:/ 年；3?WWD?U.S Brands With International Reach Are Winning E-commerce?2020?5?2020?$180.39$96.86$73.80$794.50$110.60$141.26$55.35?2020?(?)?Global Ecommerce 2020.eMarketer.June 2020?Emarketer?“D2C?2020?”?202
3、1?2?“?”?2021?2?“?”?2020?10?$77$112$129$151$17524.9%45.5%15.9%16.9%15.7%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%$0$20$40$60$80$100$120$140$160$180$20020192020202120222023?(DTC)?10?2020?2026?(CARG)?28%?52%?20%?DTC?2.DTC?Z?1.3.2.?1980-1994?Z?1995?“Coronavirus Research April 2020”by Globa
4、lWebindex(online survey of people in US),Mar 31-Apr 2,2020DTC?182%?Z?78%14?&18?&Z?47%Criteo2019?eMarketer,Sustainability Is Factoring into 2019 Holiday Purchases,Oct 2019DTC?250%+35%?Facebook companyDTC?1?2?3?4?DTC?3?“Facebook Seasonal Holidays Study by YouGov(Facebook-commissioned online study of 3
5、,046 people aged 18+).US data only.2 Dec to 24 Dec 2019.?DTC?5DTC?3.$53$62$33$25$36$44$16$13$6$7$4$-$10$20$30$40$50$60$70?2020?年复合增长率(2015-2020)14.8%3.7%20.7%23.8%17.9%23.9%19.1%13.3%20.5%25.9%11.1%?10?Euromonitor?”?/?/?/?/?/?2020“?2021?4?Statista?”?2020“?2021?4?3.13.23.33.4?3.1$26$30$2$31$30$2$36$3
6、3$3$41$36$4$48$37$4$53$36$6 15%3.7%20.7%0%5%10%15%20%25%$-$10$20$30$40$50$60北美西欧东欧?2015201620172018201920202015-2020年电子商务市场规模CAGR(%)55%?(以10亿计的销售额)?Euromonitor?“?/?2020”?2021?4?“?8?5?”?2021?$22$17$4$9$3$1$19$3$1$3$14$0$-$5$10$15$20$25北美西欧东欧2020?(以10亿计的销售额)?Euromonitor?“?/?2020”?2021?4?17.2%11.6%21.4
7、%13.0%14.4%20.9%14.3%11.3%14.7%8.5%-4.6%28.0%北美西欧东欧时尚类电商市场规模的增长（%）2015-2020鞋类年复合增长率2015-2020箱包年复合增长率2015-2020珠宝年复合增长率2015-2020手表年复合增长率?Euromonitor?“?/?2020”?2021?4?2014?Sheown?Messenger?Facebook?(Poll Ad)?(Video Ad)?Messenger?4X?59%59%?2.6?2.6X?3.2?资料来源：Euromonitor，“家居及园艺2020”，2021年4月访问(?10?)$279$26
8、9$35$286$266$33$299$272$37$311$284$39$324$273$40$341$283$40 4.1%1.0%2.7%23.8%17.9%23.9%0.0%5.0%10.0%15.0%20.0%25.0%30.0%$-$50$100$150$200$250$300$350$400?2015201620172018201920202015-2020?(%)2015-2020?CAGR(%)?2015-2020?$97$60$11$49$35$3$19$25$5$177$163$20$-$20$40$60$80$100$120$140$160$180$200?$8$2$2
9、$5$9$-$5$3$1$44$3$4$-$5$10$15$20$25$30$35$40$45$50?(以10亿计的销售额)(以10亿计的销售额)?Euromonitor?“?2020”?2021?4?13.0%15.0%25.0%?13.0%14.0%25.0%?Kantar?“COVID-19?”?2020?2.8X?80%?Instagram?80%18-24?72%?Instagram?72%32%?Instagram?32%?3.3$156$132$34$162$131$35$168$134$39$174$142$41$179$138$41$180$136$39 2.9%0.6%2.
10、4%19.1%13.3%20.5%0.0%5.0%10.0%15.0%20.0%25.0%$-$20$40$60$80$100$120$140$160$180$200北美西欧东欧?2015201620172018201920202015-2020年总市场规模(单位%)2015-2020年电子商务市场规模CAGR(单位%)(以10亿计的销售额)?Euromonitor?“?/?2020”?2021?4?2015-2020?$14$16$19$22$25$33$10$11$12$14$15$20 201520162017201820192020?美容和个人护理消费者健康年复合增长率年复合增长率(2
11、015-2020):18.5%年复合增长率年复合增长率(2015(2015-2020)2020):17.0%:17.0%?OTC?Euromonitor?“?/?2020”?2021?4?34.9%10.6%21.2%24.3%15.1%22.9%13.8%10.6%20.9%北美西欧东欧?2015-2020头发护理年复合增长率2015-2020皮肤护理年复合增长率2015-2020彩妆年复合增长率?Euromonitor?“?/?2020”?2021?4?2010?20?20?15000?%1.5?ROI?1515?3.4注：体育用品的市场规模值，按生产价值计算。?Euromonitor?“
12、?2020”?2021?4?Statista?“?2020”?2021?4?$12$13$12$12$13$12$8$8$8$9$8$7 201520162017201820192020?10?(2015-2020):-0.6%?(2015-2020)?-2.0%$12$16$20$25$9$10$11$13 2017201820192020?10?(2015-2020)?-25.9%?(2015-2020)?11.1%?2020?10?2021?4?84.0%72.0%69.0%44.0%37.0%23.0%23.0%21.0%17.0%7%?2021?%?400%?2020?1?2020?
13、8?“?”?250%?2020?1?2020?8?“Pelotan?”?2021?MySport?2019?Instagram?(PhotoAd)?(Video Ad)?Facebook?Instagram?2.3?2.3X?Instagram?40%40%?Instagram?6.6?6.6X?Instagram?18-24?MySport?2.7?2.7X?DTC?4.?/?25%26%28%29%29%29%30%31%31%40%?/?/?2020?12.1%15.4%17.7%20.6%34.2%?2019?10?DTC?11%12%14%15%17%19%28%31%34%35%?
14、DTC?DTC?DTC?DTC?Social media platform?CAC?LTV?(CAC)(?20%)20%20%21%21%21%21%23%23%25%25%28.0%29.0%29.0%36.0%?/?/?/?/?(LTV)(?20%)20%20%20%21%21%25%25%25%26.0%26.0%31.0%36.0%?/?/?/?”Direct Brands:Media&Customer Acquisition 2019-2020”,iabFacebook?Facebook IQ Source:“Global Retail Re-emerge Study”by Ipso
15、s(Facebook-commissioned online survey of 43,474 people ages 18+across AU,BR,CA,DE,FR,IN,JP,MX,SK,TH,UK,US),July August 2020.?Facebook?YouTube?74%58%56%21%15%?400?DTC?Facebook?DTC?DTC?DTC?Facebook?Facebook?DTC?5.?4.1?DTC?“?”?“?”?24%94%“?”?Instagram Success Story?KOL?Facebook?(Polling Ads)?DTC?(Live)?
16、(Collection Ads)?/?/?15s?ROAS?15s?KOL?KOL?品牌内容广告?(BCA)?KOL?KOL?DTC?KOL粉丝DTC品牌的广告受众+?Facebook Success Story2016?TIJN?TIJN?TIJN?CPA?68%68%ROAS?2.3?2.3X?add to cart?19.7%19.7%?4.2?*65%?+?*16%*?1,311?2018?9?2020?2?sResultAge 1834Age 3560?+14?+9?+10?/?/?custom audience?Product setsDPACustom Audience来源:Fa
17、cebook Success Story?22.1?Catalog Manager?catalog sales?custom audience?ROAS?CRM?engagement?chatbot?DTC?2019?2?:CommerceNext;Oracle Statista 2019?66.7%59.3%51.8%25.9%33.3%25.9%33.3%11.1%7.4%11.1%14.8%40.7%55.6%55.6%55.6%70.4%14.8%22.2%33.3%25.9%11.1%14.8%11.1%18.5%11.1%7.4%7.4%3.7%0%10%20%30%40%50%6
18、0%70%80%90%100%?DART?CRM?CRM?Facebook?180?3.6xROAS提升46%?57%?CRM?Facebook?4.3?Facebook?How?Messenger?How?Facebook Live?Facebook?HowFacebook?/Instagram?How?/?/?:?:GfK 2019?8?30?|?36%36%?65%65%?28%56%?33%63%?56%82%?42%72%?19%38%?31%68%?44%73%?:?/?/?1?2?3?3.?1.?/?4.?/?2.Messenger?+?14.2?3.6?4.3?LABSENCE?Instagram?Facebook?4.3?DTC?品牌成熟期?DTC?