%DJTSCFDUUP$POTVNFS& (Direct To Consumer) $騗P㞯N歏N㉁涯FS淼D⛼F1MBZCPPL ➊⛎僽 Direct to Consumer Direct-to-Consumer⟄♴皍獦“DTC”湬蠒歏㉁僽䭷荈ㅷ晥鸑鵂✽ 翫緸絁♳Ꝉ㈒庈麤鍘鴪嶊餩罏㼜㉁ㅷ湬䱹Ꝉ㈒絛嶊餩罏涸涸鵘蠒垷䒭կ 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。 荈⚺䱍䳣♸嶊餩罏涸 Ⱒ禹 ㅷ晥♸嶊餩罏鸑鵂 Facebookㄤ Instagram瘝庈麤䒊用 湬䱹涸翫禹痦♧傞ꢂ 㼜ㅷ晥⟟⧩ծ❡ㅷ⥌䜂 瘝⠛鷻絛㹐䨪鸑鵂䪾 䱽庈麤勻盗椚㹐纈⟄ 䮔䱡㹐纈涸⟟⧩剒㣐⻊ ⚡䚍⻊蠒Ꝉ雷 鶣ㅷ晥佦✲ 䶓膴✫䎂〵⼪ 眜♧䖒涸蠒Ꝉ 垷晜鸑鵂絈 蒜涸㾝爙蠒鸣 葻㥩涸餝暟⡤ 낉Ⰼ倰⡙㖑 㾝爙ㅷ晥⟟⧩ 蠒Ꝉ끮⸓❡ㅷ 鶛➿ ㅷ晥♸嶊餩罏湬䱹 涸✽⸓⟄蜦》宠 ⨊㥩ծ餝✈ワ劍瘝 ⥌䜂勻䌐⸔❡ㅷ霃 雦ծ佖鵳♸倝 ⼸⸔⠏⻊❡ㅷ涸鷥 䭊ㄤ霃雦꣭⡛䎽 㶸瘝 湡䔶 1. 氋䞔♴Ⰼ椕歏㉁〄㾝馋⸷ 2. DTC嶊餩罏遤⚹峯㻋 3. DTC倝ⰣⰢ岤ㅷ碫 4. DTC鵘蠒ㄤ〄㾝垷䒭 5. DTC蠒Ꝉ鍒Ɀ倰呩 1. 氋䞔♴ Ⰼ椕歏㉁⸈鸟〄㾝 $4.29♰➉繠⯋ 2020Ⰼ䎃Ⰼ椕歏㶩㉁⸉Ꝉ㈒䚪괄 넞鴪$4.29♰➉繠⯋鳅2019䎃㣐䌴㟞24.1%կ 侨䰘勻彂© Statista 2021 㼓㙹䲃倶䌄⸓騗㞯嶊餩 11% Ⰼ椕䨾剣䋑㖞涸騗㞯歏 ㉁⚌絫䧭䌴䏞湱鳅 ✵䎃ず劍 1 40% 2020䎃⚥㕂騗㞯歏㉁ ⴀ〡嫱⢾㟞䌴䚪괄鴪 1.12♰➉鵴넞✵Ⰼ椕 䎂㖲宐䎂կ2 EShopWorld 涸䎂〵〳⼸⸔ㅷ晥〄㾝㞯㢪䋑㖞罜➭⟌〄梡4剢涸雧⽀ꆀ ♸䎃ず劍湱嫱䧭 77%Ⱖ⚥⟄剪껑ծꭑ碫ㄤ鵘⸓欽ㅷ鵯♲碫㉁ㅷ涸䧭桧剒넞կ3 77% 嫱䎃4剢ず劍涸 䎃㟞桧㟞 177% 100% April 2019 April 2020 209% 100% May 2019 May 2020 109% 嫱䎃5剢ず 劍涸䎃㟞桧 㟞 侨䰘勻彂 1չⰌ椕倝ⱟ肽拧氋䞔騗㞯歏㶩㉁⸉「ⵌⱾⴁպGlobal COVID19: The impact on Cross-Border Ecommerce2020 䎃 5 剢 22） 中国政府网（ http://english.www.gov.cn/ ），2020 年； 3WWDչ鍘⿺薴㔵麑⿺Ⰼ椕涸繠㕂ㅷ晥僽歏㶩㉁⸉㣐饒㹻պU.S Brands With International Reach Are Winning E-commerce2020 䎃 5 剢 絑鵂2020䎃氋䞔涸⪶⻊⡲欽た ⛓た涸䎃㟞곫雦⠔鷶幯佞綕 2020䎃歏㉁Ꝉ㈒괄 (䭽㕂㹻⼧➉) ⽪䏞 $55.35 傈劥 $141.26 㕂 $110.60 繠㕂 $794.50 岁㕂 $73.80 䗞㕂 $96.86 薉㕂 $180.39 㖈⻌繠ㄤ妍崍⣜䩯爢❜歏㉁ %5$㖈劢勻侨䎃㼜⣜搬⥂䭯넞鸟㟞 $200 $180 $160 $140 $120 $100 $80 $60 $40 $20 $0 湬嶊餩罏(DTC)歏㉁㖈繠㕂Ꝉ㈒괄 100.0% $175 90.0% $129 $112 45.5% $77 $151 80.0% 70.0% 60.0% 50.0% 40.0% 24.9% 15.9% 16.9% 30.0% 15.7% 20.0% 10.0% 2019 2020 2021 ⟄10➉雦涸Ꝉ㈒괄 2022 2023 鳅䎃涸㟞」⻊ 0.0% 妍崍爢❜歏㉁䋑㖞 2020䎃荛2026䎃 涸㢕ざ䎃㖲㟞桧 (CARG)곫雦〳鴪 28% Ⱖ⚥傞㼿碫ⵆⰨ 넞㟞悶⸂ 52% 繠㕂嶊餩罏邍僈㼜 剣20%涸餝✈遤⚹ 㼜湬䱹鸑鵂DTCㅷ 晥 侨䰘勻彂Global Ecommerce 2020. eMarketer. June 2020 餴俱勻彂շEmarketerո“D2C歏㶩㉁⸉㖈2020䎃〄㾝䊭㣐䎇㼜絩絯僽♧⚡ꅾ銳涸畊✰罏”2021 䎃2剢ⴀ晜շ㛇✵濼霋涸⟟⧩灇瑕ո“妍崍爢⠔㉁⚌䋑㖞”2021䎃2剢ⴀ晜շ䪈侔ո“湬䱹ⵌ嶊餩 罏䭷侨”2020䎃10剢ⴀ晜 2. 氋䞔♴ 嶊餩罏遤⚹峯㻋 DTC嶊餩罏峯㻋 1. ⼪狣♧➿ㄤZ⚆➿ 僽䒸곭Ⰼ椕嶊餩 遤⚹ㄤ䌄⸓歏㶩 ㉁⸉⚌絫䧭涸 ⚺⸂偛纈 2. ㅷ晥⟟⧩䕧ㆇ嶊餩 餝✈ 3. 絈蒜⠍㢴㢴挿 鍘〄剒絊䕎䧭餝 ✈Ɀ瘻 ⼪狣♧➿僽䭷1980-1994 䎃ⴀ欰涸➃纈Z⚆➿僽 䭷1995䎃⟄たⴀ欰涸➃纈 鵯碫➃纈䭆剣荈⚺嶊餩腊 ⸂䎇⽑䰘嶊餩餝暟涸⚺ 銳⸂ꆀ DTC嶊餩罏峯㻋1 82% 涸⼪狣♧➿➃纈⥂䭯緸絞餝暟涸⛴䟗 罜鵯⚡侨㶶㖈Z⚆➿➃纈僽 78% 14妃&18妃 繠㕂⼪狣♧➿&Z⚆➿䎃䎂㖲㖈絁餝✈妃侨 餴俱勻彂 “Coronavirus Research April 2020” by GlobalWebindex (online survey of people in US), Mar 31- Apr 2, 2020 Criteo2019 ꛏ㼆繠㕂嶊餩罏㾝䒓涸靈灇儑爙 50%+ 涸繠㕂「霄罏邍爙➭⟌涸餝✈Ɀ瘻 佐ⵌㅷ晥⟟⧩涸䕧ㆇ 35% 涸嶊餩罏㖈껷妃餝✈た⠔㔔⚹ㅷ晥⟟⧩ ♸荈魧椚䙁♧荝罜刿⧫ぢ✵ⱄ妃餝✈ 47% Ⰼ椕緸餝嶊餩罏邍爙 剎絑㔔⚹ㅷ晥⟟⧩鵵 ⿿✫⚡➃椚䙁罜佖欽 Ⱖ➭ㅷ晥❡ㅷ DTC嶊餩罏峯㻋2 餴俱勻彂eMarketer, Sustainability Is Factoring into 2019 Holiday Purchases, Oct 2019 嶊餩罏餝✈僽♧⚡㢕勇涸遤⚹ Ɀ瘻鵂玐➢〄嶊餩罏✫鍒 傞㼿⥌䜂鲮⻊⚹餝✈遤⚹ ⵌ佅➰ㄤ暟崨梠蒜涸⡤낉ⱄ ⵌ鵂玐⚥䭯絯涸✽⸓䎇エ䒸 嶊餩罏㢕餝剒絊䲿⼮嶊餩罏 涸絊魧⟟⧩嫦⚡梠蒜鿪僽 DTCㅷ晥♸嶊餩罏涸Ⱒꝶ鍘 挿կ 餴俱勻彂“Facebook Seasonal Holidays Study" by YouGov (Facebook-commissioned online studFaycoefb3oo,0k4c6ompepoanpyle aged 18+). US data only. 2 Dec to 24 Dec 2019. DTC嶊餩罏峯㻋3 DTCㅷ晥嶊餩罏 Ⱒ岤涸餝✈㔔稇 1 ⟟呔 2 ❡ㅷ⣘䎾 3 ⺫齱 4 ❡ㅷ鷥䭊 5 偽䘨涸歏㉁⡤낉 3. DTC倝ⰣⰢ岤ㅷ碫 た氋䞔傞➿剣㔋㣐呍 䗱ㅷ碫蜦䖤넞鸟䧭 ⴔⵆ僽傞㼿碫㹻㾀ㄤ 㔩蒌⨴䐀♸繠㺂⡤ 肫欽ㅷկ 劥妃䫣デ⚁岤㖈ꬋ剪鄳涸傞㼿倝Ⱓㅷ碫 餴俱勻彂շEuromonitorո”剪鄳ㄤꭑ碫/⚡➃ꂁ⟝/㹻㾀 ㄤ㔩蒌/繠㺂ㄤ⚡➃䫡椚/嶊餩罏⨴䐀/⡤肫欽ㅷ2020“2021 䎃4剢叅ꢓշStatistaո”⡤肫ㄤ䨪㢪歏㶩㉁⸉2020“ 2021䎃4剢叅ꢓ 䭽碫ⵆⴢⴔ涸歏㉁䋑㖞錞垷 2020 年复合增长 率 (2015- 2020) 14.8% 3.7% 20.7% ⟄10➉雦涸Ꝉ㈒괄 23.8% 17.9% 23.9% 19.1% 13.3% 20.5% 25.9% 11.1% $70 $62 $60 $53 $50 $44 $40 $36 $33 $30 $20 $10 $6 $- 傞㼿碫ꬋ剪鄳 $16 $7 $4 㹻㾀ㄤ㔩蒌 ⨴䐀♸繠㺂 ⻌繠 銯妍 ⚎妍 $25 $13 ⡤肫欽ㅷ 3.1 傞㼿碫 3.2 㹻㾀ㄤ㔩蒌 3.3 ⨴䐀♸繠㺂 3.4 ⡤肫欽ㅷ 劥妃䫣デ⚁岤㖈ꬋ剪鄳涸傞㼿倝Ⱓㅷ碫 3.1 傞㼿碫 氋䞔⸈鸟✫絁♳餝暟 涸幷鷳桧㟞 餴俱勻彂շEuromonitorո“剪鄳ㄤꭑ碫/⚡➃ꂁ⟝2020” 2021䎃4剢霄շ㉁⚌ⰻ鿈ո“㣐紨8♰㹻㉁䏅岤㹁銳㖈劢 勻5䎃Ⱒ㔔⚹ꨪ㈒爙絩絯丘鄬繠㕂”2021䎃 55% 涸⻌繠ㄤ妍崍涸餝暟罏邍爙荈氋 䞔䒓㨤⟄勻傞㼿碫ꬋ剪鄳㉁ ㅷ涸緸♳餝✈崞⸓ 鵯妃氋䞔㼜㼋荝餝暟罏宕⛉佖」 ➭⟌涸餝暟⛴䟗⸈鸟㼆歏㉁罜 ♶僽㹊⡤䏅餝暟涸⣜饆կ 榰Ꜿⴔ區䋗շ㉁⚌ⰻ䍋ո㽠ぢ緸 ♳餝暟涸鲮獴⨞霉雿 (以10亿计的销售额) $60 $50 䭽㖑⼓ⴢⴔ涸歏㶩㉁⸉剪껑碫ꬋ剪鄳歏㉁䋑㖞錞垷 $53 $48 20.7% $41 $40 $36 15% $31 $30 $26 $36 $37 $36 $33 $30 $30 $20 25% 20% 15% 10% 3.7% 5% $10 $2 $2 $3 $4 $4 $6 $- 0% 北美 西欧 东欧 2015 2016 2017 2018 2019 2020 2015-2020年电子商务市场规模CAGR (%) 㖈䨾剣㖑⼓ꅽꭑ碫 ㄤ棟㹈涸歏㉁䋑㖞⟟ ⧩僽傞㼿碫涸䨾剣㶩 碫⚥剒㣐涸 歏㉁Ꝉ㈒鸑鵂✽翫緸ぢⰖ⠍鵳 遤倝傊❡ㅷꨪ㈒⣘⚡➃䧴㹻䏭 嶊餩⺫䭍鸑鵂獴⸓ㄤ䎂匣歏腰 Ꝉ㈒կ✽翫緸ꨪ㈒⺫䭍鸑鵂紱歏 㶩㉁⸉緸畀ㄤ鸑鵂緸䏅ꨪ㈒㉁絑 蠒涸緸畀鵳遤涸Ꝉ㈒կꝈ㈒侨䰘 䔱㔔✵嶊餩罏䨾㖈涸㕂㹻罜♶ 僽ꨪ㈒㉁䨾㖈涸㕂㹻կ 餴俱勻彂շEuromonitorո“剪鄳ㄤꭑ碫/⚡➃ꂁ⟝2020” 2021䎃4剢叅ꢓ (以10亿计的销售额) $25 $22 $20 $15 2020䎃剪껑㶩碫歏㉁絈ⴔ䋑㖞錞垷 $19 $17 $14 $10 $9 $5 $3 $北美 $3 $3 西欧 $4 $1 $1 $0 东欧 ꭑ碫 盲⺫ 棟㹈 䩛邍 ꤑ✫銯妍涸䩛邍歏㉁ 䋑㖞⛓㢪Ⱖ➭䨾剣 㶩碫鿪儑爙㟞 餴俱勻彂շEuromonitorո“剪鄳ㄤꭑ碫/⚡➃ꂁ⟝2020” 2021䎃4剢叅ꢓ 时尚类电商市场规模的增长（%） 28.0% 17.2% 14.3% 13.0% 8.5% 14.4% 11.6% 11.3% 21.4% 20.9% 14.7% 北美 西欧 东欧 2015-2020鞋类年复合增长率 2015-2020珠宝年复合增长率 -4.6% 2015-2020箱包年复合增长率 2015-2020手表年复合增长率 荈 2014 䎃饰Sheown ⤑䒓㨤⚹⚆歲ぐ㖑涸➃⟌䲿⣘⚡䚍棟㹈繠 껑鵯⚡ㅷ晥⛲鷶幯䧭⚹✫䌐⸔㹐䨪鍒Ɀ鷐爞ꦼ곿涸Ⱆ雩⚁㹻կⵄ欽 匧Ⱘエ䒸⸂涸 Messenger ⡤낉ծFacebook 靈灇䎛デ (Poll Ad) ㄤ 錠곸䎛デ (Video Ad) 鵯㹻棟㹈歏㉁䧭⸆䲿⼮ㅷ晥濼ぜ䏞♸Ꝉꆀկ 4X 蠒Ꝉ崞⸓䌄⸓ Messenger 雧䨪ꆀ㟞 荛 ⦔ 59% 㖈溏鵂䎛デ涸➃纈⚥ 緸畀餝✈鲮⻊ꆀ䲿넞 ✫ 59% 2.6X 㖈溏鵂䎛デ涸➃纈⚥ 緸畀ⰻ㺂崹錢ꆀ㟞荛 2.6 ⦔ 呩⢾勻彂https://www.facebook.com/business/success/sheown 䧭⸆呩⢾ 3.2 㹻㾀ㄤ㔩蒌 ꥥ满嶊餩罏㖈氋䞔 ⚥剣刿㢴涸傞ꢂ㖈 㹻ꅽ㹻㾀ㄤ㔩蒌 ㅷ碫剣✫匧㣐涸㟞 㽍Ⱖ僽㖈㖈絁 餝暟涸嫱⢾䖤ⵌ儑 衼䲿⼮ 歋✵雽㢴嶊餩罏곫雦荈䊹ゾ㖈㹻ꅽ涸傞ꢂ刿 㢴⽰⢪㖈㼓ꝉ鍒ꤑた➭⟌⛲䖎넞Ⱓ㖈緸 ♳蔄刿㢴涸勻佖㊤欰崞瑟ꢂ⢪荈䊹涸欰 崞刿⸈莞鷓կ ˊ歏㶩㉁⸉⚡䚍⻊䎂〵/PTUPㅷ晥蠒Ꝉ⚺盗 շⰢ✵㹻䏭ㄤ㔩蒌❡ㅷ佅ⴀ涸㟞ո (⟄10➉雦涸Ꝉ㈒괄) $400 䭽㖑⼓ⴢⴔ涸㹻㾀ㄤ㔩蒌䋑㖞錞垷 $350 $300 $250 $200 $341 $324 $311 $299 $279$286 23.8% $269$266$272$284$273$283 17.9% 23.9% 30.0% 25.0% 20.0% 15.0% $150 $100 $50 $- 10.0% 4.1% ⻌繠 1.0% 銯妍 $35 $33 $37 $39 $40 $40 2.7% ⚎妍 5.0% 0.0% 2015 2016 2017 2018 2019 2020 2015-2020䎃䚪䋑㖞錞垷 (%) 2015-2020䎃歏㶩㉁⸉䋑㖞錞垷CAGR (%) 叙朐㕃⡙2015-2020䚪⡤ꨪ㈒䋑㖞錞垷帿蒀䫔絁㕃⚹Ⱖ䎃㢕ざ㟞崯蒀䫔絁㕃⚹歏㶩㉁⸉䋑㖞䎃㢕ざ㟞կ 资料来源：《Euromonitor》，“家居及园艺2020”，2021年4月访问 ➢絁♳Ꝉ㈒錞垷勻雷 㹻㾀ㄤ䶓霃碫ⵆ嫱⢾ 剒넞⡎㖈銯妍ⴭ僽 㔩蒌碫ⵆկ 㹻䏭佖鸣 嵮㹔ㄤ峇Ⱘծ 鄳껑勇暟瘝Ⱖ ➭㹻㾀佖㊤❡ ㅷկ 㔩蒌 虊㗣ㄤ蔄㔩䫡椚ծ 㔩蒌霃㢊ծ蔄渜 ㄤ乄猫劼瘝կ 㹻㾀欽ㅷ 拠Ⱘծ⾾Ⱘծ 귬껏ㄤⰦ➭㹻 䏭欽ㅷկ 㹻䏭㹻Ⱘ 㹻䏭⚥㼆✵莞鷓ㄤ倰 ⤑僽䗳銳涸䧴剣䌐⸔ 涸㹔ⰻ㹻Ⱘծ㹻紼ㄤ Ⱖ➭〳獴⸓涸暟ㅷկ 餴俱勻彂շEuromonitorո“㹻㾀♸㔩蒌2020”2021䎃4剢叅ꢓ (以10亿计的销售额) 䭽㖑⼓ⴔ碫涸㹻㾀ㄤ㔩蒌㶩碫䋑㖞錞垷 $200 $180 $160 $177 $163 $140 $120 $100 $97 $80 $60 $40 $20 $- $49 $19 $60 $35 $25 $20 $11 $3 $5 ⻌繠 銯妍 ⚎妍 㹻䏭佖鸣 㔩蒌 㹻㾀欽ㅷ 㹻䏭㹻Ⱘ (以10亿计的销售额) 歏㶩㉁⸉䋑㖞錞垷涸㹻䏭ㄤ㔩蒌㶩碫ⵆ䭽㖑⼓ $50 $45 $44 $40 $35 $30 $25 $20 $15 $10 $8 $5 $5 $5 $- ⻌繠 $9 $2 $3 $3 銯妍 $2 $- $1 $4 ⚎妍 㹻䏭佖鸣 㔩蒌 㹻㾀欽ㅷ 㹻䏭㹻Ⱘ 㣐㢴侨餝暟罏鿪䋞劅 㖈緸♳餝✈㹻Ⱘ欽ㅷ 㔔⚹傁倰⤑⿶㺂僒 – 䕧ㆇ緸♳餝暟涸Ⱖ➭ 㔔稇鵮⺫䭍僽や㹊䟃 ⻌繠ㄤ㖈氋䞔⚥ ⥂霆㸝Ⰼ妍崍կ ⻌繠ㄤ妍崍㖈緸♳餝✈㹻㾀欽ㅷ涸⚺銳⾲㔔 ⻌繠 妍崍 㸐刿㹊䟃 25.0% 䟝銳鼙⯝⨴䐀굥ꤗ 25.0% 㺂僒㖈緸♳䪪ⵌㄤ餝✈ 15.0% 㺂僒㖈緸♳䪪ⵌㄤ餝✈ 14.0% 餴俱勻彂շKantarո“COVID-19兦ꨍ邍”2020䎃ⴀ晜 倰⤑涸鷐餗鷥䭊 13.0% 倰⤑涸鷐餗鷥䭊 13.0% 欰崞➩䎽僽♧㹻䚪鿈⡙✵〵弩涸㹻㾀鄳껑Ⱆ鸑鵂Ⱖ歏㉁緸畀㈒ ⽁ぐ䒭ぐ呋涸㹻㾀껑ㅷㄤ欰崞欽ㅷ傋㖈⚹嫦♧⡙곥㹐涸㹻㾀欰崞 䌄勻庛꼕♸妅⛙կ鸑鵂㖈⾲剣涸 'BDFCPPL䌢錞蠒Ꝉ崞⸓㛇炄♳㟞 ⸈ *OTUBHSBN䎛デ涸䫏佞䲿⼮侮⡤䧭佪կ 2.8X 餝✈鲮⻊㟞ꆀ 涸䲿⼮䌴䏞 72% 18-24 㿨霄㹐涸崨ꆀ 㟞⚥72% 勻荈 Instagram 䎛デ 80% 㟞⸈涸緸畀崨ꆀ⚥ 80% 歋 Instagram 䎛デ䌄勻 32% 32% 涸銻渷➃侨㟞 䖤渤✵ Instagram 䎛デ 呩⢾勻彂https://reachtheworldonfacebook.com/success/life-warehouse 䧭⸆呩⢾ 3.3 ⨴䐀♸繠㺂 赡搬⨴䐀ㄤ繠㺂涸䚪 䋑㖞⟟⧩㢴䎃勻馋✵ 䎂珘⡎絁♳Ꝉ㈒錞 垷㖈鵯♲⚡㖑⼓絩絯 ッ梡䔂⸢㟞 (以10亿计的销售额) $200 䭽㖑⼓ⴢⴔ涸⨴䐀ㄤ繠㺂䋑㖞䚪錞垷 $180 $160 $140 $179 $180 $174 $168 $162 $156 19.1% $142 $132 $131 $134 $138 $136 $120 $100 13.3% 20.5% 25.0% 20.0% 15.0% $80 10.0% $60 $40 $39 $41 $41 $39 $34 $35 5.0% $20 2.9% $- 北美 2015 2017 2019 2015-2020年总市场规模 (单位%) 0.6% 西欧 2.4% 0.0% 东欧 2016 2018 2020 2015-2020年电子商务市场规模CAGR (单位%) 叙朐㕃⡙2015-2020䚪⡤ꨪ㈒䋑㖞錞垷帿蒀䫔絁㕃⚹Ⱖ䎃㢕ざ㟞崯蒀䫔絁㕃⚹歏㶩㉁⸉䋑㖞䎃㢕ざ㟞կ 餴俱勻彂շEuromonitorո“繠㺂ㄤ⚡➃䫡椚/嶊餩罏⨴䐀2020”2021䎃4剢叅ꢓ 繠㺂ㄤ⚡➃䫡椚ծ 嶊 餩罏⨴䐀 儑爙✫䔂⸢ 㟞䭆剣✫刿㣐涸 歏㉁䋑㖞錞垷կ 繠㺂ㄤ⚡➃䫡椚 䕙㥿ծꤑ荎ㄤ 껺ծ㣢〄䫡椚瘝կ 嶊餩罏⨴䐀 OTCծ鵘⸓蠒 Ⱞծ絶欰稇ㄤ苇 굹邉⯎瘝կ 歏㉁䋑㖞錞垷涸絈ⴔ碫ⵆ⨴䐀ㄤ繠㺂⟄➉雦涸Ꝉ㈒괄 $33 年复合增长率 (2015-2020) : 18.5% $14 $10 $16 $11 $19 $12 $22 $14 $25 $15 年复合增长率 $20 (2015-2020) : 17.0% 2015 2016 2017 2018 美容和个人护理 消费者健康 2019 2020 餴俱勻彂շEuromonitorո“繠㺂ㄤ⚡➃䫡椚/嶊餩罏⨴䐀2020”2021䎃4剢叅ꢓ ⧺〄♸淼肌䫡椚碫ⵆ 匧Ⱘ悶⸂㖈鵯♲⚡ 㖑⼓涸鿪剣넞㟞桧կ 䭽㶩碫ⴔ碫涸⚡➃䫡椚♸繠㺂涸㟞 34.9% 24.3% 13.8% 15.1% 10.6% 10.6% 22.9% 21.2% 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 餴俱勻彂շEuromonitorո“繠㺂ㄤ⚡➃䫡椚/嶊餩罏⨴䐀2020”2021䎃4剢叅ꢓ 䧭用✵2010䎃涸䎛䊜䗞戇⥌䜂猰䪮剣ꣳⰖ⟄♴皍獦䗞戇 ⟄ぢ妍繠䋑㖞涸랱➃㥎䚍Ꝉ㈒⧺〄⚹⚺蠒⚌⸉կ荈用⛓ⴲ䗞戇 㽠鸑鵂猰㷖靈灇潐ⲥ嵳㢪絈ⴔ䋑㖞⳪⦶Ⱖ礵繠涸❡ㅷㄤ넞餘ꆀ 涸剪⸉♶倗饒䖤嵳㢪嶊餩罏涸ꫬ滸ㄤ㥩霉կ㖈 'BDFCPPL涸⸔⸂ ♴䗞戇剣涸佞濶㖑㾝梡Ⱖ❡ㅷ涸杝暵䚍➢㣐嵠希尪涸䋑㖞⚥膴 곽罜ⴀկ 20♰ ⽀䎛デ剒넞錠곸 佐溏ꆀ鴪20♰ 15 霪䎛デROI鴪ⵌ15 1.5♰ 霪䎛デ䌄勻15000 繠ꆄꝈ㈒괄% 呩⢾勻彂https://reachtheworldonfacebook.com/success/dehan 䧭⸆呩⢾ 3.4 ⡤肫欽ㅷ ⡤肫欽ㅷㅷ碫涸ꨪ㈒ Ꝉ㈒괄㖈銯妍ㄤ⻌繠 㖑⼓鿪剣♴꣭馋⸷կ 搬罜⡤肫欽ㅷ涸歏 ㉁Ꝉ㈒儑爙ⴀ䔂⸢涸 㟞鶺韌㽍Ⱖ僽㖈 ⻌繠կ $12 $8 $13 $8 ⡤肫欽ㅷ䋑㖞錞垷10➉繠⯋ $12 $12 $13 $8 $9 $8 $12 䎃㢕ざ㟞桧 (2015-2020) : -0.6% $7 䎃㢕ざ㟞桧 (2015-2020) -2.0% 2015 2016 2017 ⻌繠 銯妍 2018 注：体育用品的市场规模值，按生产价值计算。 歏㉁⡤肫欽ㅷ䋑㖞錞垷10➉繠⯋ $12 $9 $16 $10 $20 $11 2019 2020 $25 䎃㢕ざ㟞桧 (2015-2020) -25.9% $13 䎃㢕ざ㟞桧 (2015-2020) 11.1% 2017 2018 ⻌繠 銯妍 2019 2020 餴俱勻彂շEuromonitorո“⡤肫⛓牟2020”2021䎃4剢叅ꢓշStatistaո “⡤肫♸䨪㢪歏㶩㉁⸉2020”2021䎃4剢叅ꢓ 鵯僽歋✵㖈氋䞔劍 ꢂ嶊餩罏⨞鵘⸓ ㄤ㹻䏭ꞃ捃涸Ⱓ馰 馊勻馊㣐鵯⚡馋 ⸷⠔㖈2021䎃䒁絯կ ♸氋䞔⛓嫱鳅곫劍㖈2021䎃㟞⸈涸♸䏞% 84.0% 72.0% 69.0% 44.0% 37.0% 23.0% 23.0% 21.0% 17.0% 7% 䨪㢪⚡➃鵘⸓ 剣歏㶩䭷爙 荈䊹㸤䧭 㹻䏭鵘⸓ 㹻䏭鵘⸓ 兜䬘䲿ծ榭⡄ 䨪㢪㔙ꢭ鵘⸓ ♧㼆♧鵘⸓ 宐♳鵘⸓ ⨴魧䨻鵘⸓ Ⱶ㷍鵘⸓ 㹔ⰻ㔙ꢭ鵘⸓ 400% ➢2020䎃1剢荛2020䎃8剢薉㕂 “剒⢕㹻䏭ꞃ捃霃㢊”䵂程ꆀ涸㟞⸈ 䌴䏞 250% ➢2020䎃1剢ⵌ2020䎃8剢繠㕂 “Pelotan荈遤鲨”䵂程ꆀ涸㟞⸈䌴䏞 餴俱勻彂띌肤ꝩㄤ⚆歲⡤肫欽ㅷ䊨⚌翫ざ⠔շⰌ椕⡤肫굹ㅷ䊨⚌䫣デո 2020䎃10剢ⴀ晜靽姐馋⸷2021䎃4剢叅ꢓ ⡙✵〵弩涸 MySport籖⡤⚥俒ぜ獦⚹麋⹛䋑꧋䧭用✵ 2019 䎃Ⰼ⸂䩧鸣♧畀䒭涸⡤肫欽ㅷ餝暟䎂〵䲿⣘ぐ猫⡤肫鵘⸓⚥涸㢴 呋⻊㉁ㅷկ鵯㹻ⴲ⡤肫欽ㅷꨪ㈒㉁㼜 Instagram 撑晙䎛デ (Photo Ad) ㄤ錠곸䎛デ (Video Ad) 紵ⰆⰦ䌢錞 Facebook 蠒Ꝉ崞⸓⚥雮銻 渷➃侨ㄤ㉁ㅷ〄梡桧㹊梡⿽䲿⼮կ 2.3X 絕ざ⢪欽 Instagram 䎛デ た⸈Ⰶ餝暟鲨✲⟝涸妃 侨㟞荛劢⢪欽傞涸 2.3 ⦔ 6.6X 絕ざ⢪欽 Instagram 䎛デた緸畀崨ꆀ㟞 荛劢⢪欽傞涸 6.6 ⦔ 40% 絕ざ⢪欽 Instagram 䎛 デた銻渷➃侨鳅劢⢪ 欽傞䲿⼮ 40% 2.7X 絕ざ⢪欽 Instagram 䎛 デた18- 24 㿨涸 MySport 緸畀霄㹐㟞荛 劢⢪欽傞涸 2.7 ⦔ 呩⢾勻彂https://reachtheworldonfacebook.com/success/mysport 䧭⸆呩⢾ 4. 氋䞔♴ DTCㅷ晥鵘蠒⿺〄㾝垷䒭 DTCㅷ晥銳ꅾ挿Ⱒ岤 欽䨪忘䠑䏞ㄤ欽䨪涸㟞 DTCㅷ晥Ⱆ剒溏ꅾ涸䋍㖞湡叻僽欽䨪涸忘䠑䏞կ 倝欽䨪㟞⛲僽♧⚡䖎ꅾ銳涸䋍㖞湡叻鵯❈僽끮⸓ 劍ㅷ晥⨴䐀ㄤ〳䭯絯㟞涸㔔稇կ ⼧㣐蠒Ꝉ/䎛デ湡叻 䲿넞㹐䨪忘䠑䏞 䪪ⵌ넞⟟⧩「⠍ 㟞⸈㹐䨪絁程 䲿넞㹐䨪殆㶸桧/䘞霟䏞 끮⸓껷妃餝✈ 끮⸓ꅾ㢕餝✈ 倝❡ㅷ〄䋒 㟞⸈넞⟟⧩「⠍ 끮⸓ㅷ晥濼ぜ䏞 䪪ⵌ倝涸㹐䨪纈 31% 31% 30% 29% 29% 29% 28% 26% 25% 40% 餴俱勻彂 https://www.iab.com/wp-content/uploads/2019/11/DTC_Media-_CustomerAcquisition-Study_WEB_FINAL.pdf 2019䎃10剢繠㕂DTCㅷ晥涸⼧㣐㉁⚌Ⱒꝶ絫佪䭷叻 渠ⵄ腊⸂ 곥㹐忘䠑䏞 倝㹐䨪 佐Ⰶ 蠒⚌ⵄ嶹桧 湡叻䋑㖞 殆㶸桧 獤匧♸涸㹐䨪 雧ꢓ 䋑㖞⟧괄 19% 17% 15% 14% 12% 11% 35% 34% 31% 28% 薉㕂/繠㕂涸ㅷ晥ㄤ蠒Ꝉ➃プ雦ⴢ㥵⡦㖈2020䎃雮ㅷ晥瑲㔵罜ⴀ 佖㊤ㄤ⠏⻊欽䨪⡤낉 ⸈㣐ㅷ晥ⰻ㺂⸂䏞 ⸈㣐灇瑕ㄤ崵霚⸂䏞 慨崞ㅷ晥➿鎊➃ ⸈⦔䫏餴劼㐼㷖⛴ծ ➃䊨兰腊ㄤ䪮助끮⸓倝 20.6% 17.7% 15.4% 12.1% 34.2% DTCㅷ晥〄㾝倰䒭 欽䨪涸㟞⽰僽ㅷ晥涸㟞 欽䨪僽䭯絯鸣⟟⧩涸㛇炄䬘倝♸殆㶸僽 DTCㅷ晥〄㾝鵂玐⚥Ⱒ岤涸⚙⚡呍䗱䭷叻 䬘 䬘倝 倝 ㄤ 欽䨪殆㶸 欽 䨪 䬘倝涸ꅾ銳䚍⡤ ㅷ晥殆㶸欽䨪ꥥ满⨊㥩⿺ 殆 欽䨪殆㶸ⴭ僽 〳⟄䒁欽 殆㶸欽䨪❡欰 珘㹁涸㢕餝桧僽ㅷ 梡㖈ㅷ晥畀挿䒊 䎃륁涸」⻊⠔䭯絯♶倗 㶸 㼜ⴲ劍♶珘㹁 䨪餝✈欰ㄐ 涸㢕餝〳⟄Ⲹ 晥〳䭯絯〄㾝涸佅 用⛓ⴲ⣜ꬑ㣐ꆀ 涸崨㣟罜♶倗剣倝涸欽 ⿽ 涸欽䨪鲮⻊⚹ ワ劍䕎䧭 㼱⟱⚌涸蠒Ꝉ 丒⸂ㅷ晥㼜ꅾ䗱 涸䬘倝勻蜦》ㄤ 䨪痗ざㅷ晥㹁⡙䭯絯䬘 垷 珘㹁欽䨪欨 㼆✵ㅷ晥涸 䫏Ⰶ꣭⡛蜦 佞㖈❡ㅷ涸倝ㄤ 獤稡欽䨪 倝⢪䖤ㅷ晥涸欽䨪纈⡤⥂ 䬘 荛䘞霟欽䨪涸 劍䘞霟 㹐䧭劥 餘ꆀ䲿⼮♳〳刿 䭯⸓䙖♶」 ⸓ 鵂玐Ⱖꅾ銳 剒㣐⻊䮔䱡 欽 䨪 䚍⡤梡㖈 㟞 ⽀⚡欽䨪涸 絊魧⟟⧩ 㥩㖑剪⸉㹐䨪㹊 梡葻䚍䗄梠鲮⻊ ㊤欽 Social media platform 䲿넞䝠涸 CAC ㄤ LTV 鸑鵂㯮⡤庈麤䲿⣘〳䱹「涸㹐䨪蜦》䧭劥(CAC) (㣐✵20%) 爢❜䎂〵埇䌴/⸓䙖嶊䜂儑爙 崨㯮⡤䎾欽♳涸㖈絁錠곸 갉⛙崨/♴鲿 乄㹐崨㯮⡤/♴鲿 侨㶶湬齱 爢❜䎂〵䘯䬝 侨㶶歏〵 䎛乄/緸絞歏錠 爢❜䎂〵饎⸔䎛デ〸吃 㖑⼓歏〵 ⠛絡湬齱 侨㶶䨪㢪䎛デ 剣絁歏錠 爢❜䎂〵涸⸓䙖嶊䜂錠곸 36.0% 29.0% 29.0% 28.0% 25% 25% 23% 23% 21% 21% 㖈絁庈麤 21% 21% 猌絁庈麤 20% 20% ⚹㹐䨪䲿⣘넞絊魧⟟⧩(LTV) (㣐✵20%) 爢❜䎂〵埇䌴/⸓䙖嶊䜂儑爙 崨㯮⡤䎾欽♳涸㖈絁錠곸 爢❜䎂〵䘯䬝 갉⛙崨/♴鲿 㖑⼓歏〵 乄㹐崨㯮⡤/♴鲿 侨㶶湬齱 雧ꢓ剪⸉♳涸㖈絁錠곸 爢❜䎂〵饎⸔䎛デ〸吃 ⽪ⵘㅷ 剣絁歏錠 侨㶶䨪㢪䎛デ 餴俱勻彂”Direct Brands: Media & Customer Acquisition 2019-2020”, iab 36.0% 31.0% 26.0% 26.0% 25% 25% 25% 21% 21% 20% 20% 㖈絁庈麤 猌絁庈麤 20% Facebook 䎂〵 剣⸔✵䲀⸓ꅾ㢕餝✈ ㄤ劍䘞霟䏞 Facebook IQ Source: “Global Retail Re-emerge Study” by Ipsos (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. 「㖈絁ⰻ㺂끮⸓㖈ず♧餝暟緸畀♳㢴妃餝✈涸Ⰼ椕緸 餝罏⚥嶊餩罏⚿✫⟄♴䕧ㆇ➭⟌ⱄ妃Ɀ㹁餝✈涸 緸畀䎾欽 Facebook 䵂程䒸乾 YouTube 䲀暵 䫐갉 21% 15% 74% 58% 56% DTCㅷ晥〄㾝倰䒭 欽䨪涸㟞⽰僽ㅷ晥涸㟞 ㉁⚌露㞯 Facebook㖈ㆭ❈ 梠蒜腊䌄勻⟟⧩ Ⰼ椕剣馄鵂400⚡DTCㅷ晥銻渷ぐ⚡ㅷ碫կ㸐⟌㖈佖」 嶊餩罏餝暟垷䒭涸ず傞⛲㖈♶倗蜦》䋑㖞⟧괄⡲⚹ㅷ晥 㸐⟌䗳곢⳼儑荈魧涸杝暵⛓㢅䎇♶倗⚹嶊餩罏䌄勻⟟⧩ 䩞腊》胿կ Facebook腊끮⸓ㅷ晥〄梡䌐⸔蜦》嶊餩罏⿺⥂䭯㹐䨪 殆㶸腊⚹⟱⚌涸䪈䓎䧶殜䲿⣘⥌䜂ず傞⟄荈⸓⻊䌐⸔ ⟱⚌蜦䖤䪈䓎ㄤ㟞涸腊⸂կ DTC 蠒Ꝉ瘻殜媯ⴔ䋒㕃 欽䨪餝✈騟䖈 灇瑕⿺錞ⴢ ❡ㅷ〄梡 ♴⽀崨玐 〄餗 餝た 㖈⨞➊⛎ ❡ㅷ灇瑕곜 ㄤ剦⿼❜靍 餝✈怩修 濼ぜ䏞 ㄤ㹐䨪㔙ꢭ❜靍 嫱⟟ 餝✈罌ꆀ 絕餖崨玐 餝✈ 毟ꦼ鍒瘷 唬叅雧⽀朐䙖 佐ⵌ佐䰘 Ⱏ❧霉⟟ 殆㶸 銳宠鷍妴 㺕㔐❡ㅷ 「⠍㽻紩 倝欽䨪 鲮⻊涸欽䨪 넞⟟⧩欽䨪 䘞霟欽䨪 DTC蠒Ꝉ瘻殜 蜦》倝嶊餩罏 殆⡞梡剣嶊餩罏⿺渠ⵄ 䲿⼮㹐䨪絊欰⟟⧩ 嶊餩ワ劍 Facebook呏䰘嶊餩罏⟟⧩」⻊錞䖒䲿⣘Ⰼ倰⡙ 蠒Ꝉ鍒Ɀ倰呩忘駈鍘鴪ぐ碫欽䨪宠 䬘倝 倝㹐 梡剣㹐䨪 嶊餩罏➃侨Ⲹ㼱 鵂嶊餩罏 嶊 餩 罏 ⟟ ⧩ 䬘倝 껷妃餝✈ 㢕餝罏 䘞霟餝✈罏 索絕餝✈罏 傞ꢂ 鵂餝✈罏 5. DTC 鵘蠒鍒Ɀ倰呩 4.1 䬘倝 ㅷ晥蠒Ꝉ ⰻ㺂蠒Ꝉ 佪卓蠒Ꝉ ㅷ晥蠒Ꝉ 峯㻋 嵳㢪嶊餩罏溏⚥ㅷ晥䌄勻涸⟟⧩㔔姼%5$ㅷ晥⟟ ⧩涸䒊用㽍⚹ꅾ銳կ㖈⥂霆❡ㅷ♸欽䨪剣帿Ⰶ鵶䱹 涸ず傞%5$ㅷ晥刿溏ꅾぢ欽䨪⠛鷻Ⱖ杝剣涸ㅷ 晥⟟⧩կ 䒊用ㅷ晥䠑霋 呍䗱ㅷ晥䧴❡ㅷ⟟⧩⟄ 䊵ⵆ✵ず碫❡ㅷ畊✰ 杝暵䎇絡♧涸ㅷ晥蒀靈 ⠛鷻ㅷ晥涸ⰻ巑 俒呩ぢ嶊餩罏幷鷳ㅷ晥 〳⥌䏞⿺♸⛓䒊用鸑䠭 䩧鸣錠錣佦✲䔂⻊嶊餩 罏䗱湡⚥涸ㅷ晥䕎韌 4PVSDFIUUQTXXXGBDFCPPLDPNCVTJOFTTTVDDFTTEBG '#⚺곜 稇勞侮⡤ッ梡 俒蒌傞㼿굥呔 ㅷ晥MPHPⰻ䅺 ㅷ晥㸽緸 緸畀굥呔♸ 稇勞絡♧ 絛欽䨪♧荝 涸⡤낉 ㅷ晥蠒Ꝉ 峯㻋 DTCㅷ晥蠒Ꝉ倝倰ぢ〳餏䬐涸〳⥌饆涸 〳遤⸓涸 劼⠔挿 • 㖈㹒⠛❡ㅷ涸ず傞㹒⠛ㅷ晥⟟⧩錜կ ⢾㥵㖈稇勞⚥⸈Ⰶ“䯩妴”瘝䕥儑ㅷ晥㣐 昶⟟⧩錜涸ⰻ㺂կ • 鼜霼嶊餩罏♧ず⸈Ⰶ遤⸓կ⢾㥵㖈稇勞 ⚥⸈Ⰶ✽⸓䕎䒭雮嶊餩罏㖈餝✈❡ㅷ ず傞欽㹊꣢遤⸓⡤낉ㅷ晥⟟⧩錜կ 勻彂Instagram Success Story “䯩妴”餤紺 靈灇䎛デ⚹梠⥂⸔⸂ 24% ⸈餝桧䲿⼮ 94% “랱❀”Ꝉ㈒괄䲿⼮ ⰻ㺂蠒Ꝉ 峯㻋 ♸剣蠒Ꝉ⸂涸⠑⠶ざ⡲ⵄ欽KOL涸 餴彂鍘鴪倝涸嶊餩罏䎇ⵄ欽 Facebook⚪㺢涸䎛デ䕎䒭勻㟞䔂✽⸓ 劼⠔挿 • 靈灇䎛デ(Polling Ads)կⵄ欽 靈灇䎛デ靈⸓「⠍獤匧䚍㟞 ⸈♸DTCㅷ晥涸✽⸓ • 湬乄(Live)կ鸑鵂湬乄䌄餗湬 䱹ぢ嶊餩罏⠛鴪❡ㅷ⥌䜂䎇 ⥂霆♸嶊餩罏䭯絯涸♸䏞 • 礵ㅷ吃䎛デ(Collection Ads)կ 㼜湬乄涸錠곸鵳遤ⶨ鳓/⢪欽梡 剣ㅷ晥㹒⠛錠곸䵨ꂁ❡ㅷ鵳 遤湬䱹涸Ꝉ㈒ 靈灇䎛デ 湬乄 礵ㅷ吃䎛デ ⰻ㺂蠒Ꝉ 峯㻋 ⾲欰錠곸>15sⰻ㺂⡲⚹䎛デ稇勞腊⚹ㅷ 晥䌄勻刿넞涸䎛デ✽⸓桧欨荛䌄勻刿㥩涸 ROAS㼆嫱15s錠곸稇勞 䎛デ㾝爙 ⾲欰錠곸 〳ぢ欽䨪㾝 爙刿㢴ㅷ晥/ ❡ㅷ⥌䜂 ⵄ欽KOL❡欰 ⾲欰錠곸䬘鵛 ♸欽䨪涸騄猌 㟞⸈ㅷ晥㋐㥩䏞 ⾲欰錠곸 㟞⸈ㅷ晥⥌ ⟣䠭 ⰻ㺂蠒Ꝉ 峯㻋 ♸剣蠒Ꝉ⸂涸⠑⠶ざ⡲ⵄ欽KOL 涸餴彂鍘鴪倝涸嶊餩罏կ 劼⠔挿 ㅷ晥ⰻ㺂䎛デ(BCA)կㄤKOLざ⡲䲀䎛KOL 涸⾲欰ⰻ㺂雮DTCㅷ晥銻渷刿㢴「⠍կ KOL粉丝 DTC品牌的 广告受众 勻彂Facebook Success Story 品牌内容广告 + 2016䎃TIJN➢滚Ꞥ鵯♧㘌湬ㅷ碫Ⰶ䩛䱲程嵳㢪⚌⸉կTIJN 䋞劅腊 鸣ⴀ刿⸈痗ざ〳䭯絯〄㾝惐崨涸欰崞繠㷖ㅷ晥䎇鸑鵂騗馊魧⟧雩 ず涸㢴呋⻊蒌助䕎䒭♸欽䨪Ⱏず鸣鲽匠䠄䝝涸嶊餩⡤낉կ㊤欽ㅷ 晥ⰻ㺂䎛デ⿺緸紤蠒ꝈTIJN 䧭⸆䲿⼮鲮⻊կ 68% CPA꣭⡛68% 2.3X ROAS䲿⼮2.3⦔ 19.7% 㖈add to cart幑⸈ 荛餝暟鲨涸㟞ꆀ鲮 ⻊鴪19.7% 呩⢾勻彂 https://reachtheworldonfacebook.com/success/tijn 䧭⸆呩⢾ 佪卓蠒Ꝉ 荈⸓⻊僽䲿넞䬘倝佪桧涸剒⢕ⵄ㐼 㯮⡤荈⸓⻊ 䎛デ禹곫皾⠏⻊ 荈⸓⻊晜⡙ 荈⸓㼜䎛デ곫皾ⴔꂁ絛 刿剣邍梡劼⠔涸䎛デ絆 荈⸓㼜䎛デ䫏鷻ⵌ㔐䫣 桧剒넞涸晜⡙ 䎛デ䫏佞荈⸓⻊ ⸓䙖䎛デ 荈⸓㼜㉁ㅷ䫏鷻絛剣湱ⰢⰣ馰 涸嶊餩罏 䎛デ「⠍荈⸓⻊ 「⠍抳崞䏞 呏䰘嶊餩罏ꅷ》涸遤⸓䪪 ⴀ椚䟝「⠍ 佪卓蠒Ꝉ 峯㻋 ⵄ欽荈⸓⻊劼㐼㷖⛴皾岁勻䌐⸔蜦 㹐ⵄ渤剒㣐⻊ 劼⠔挿 • 荈⸓晜⡙⠏⻊ • 䎛デ禹곫皾⠏⻊ • .FTTFOHFS䎛デ䲀虛㉁ㅷ • ⸓䙖䎛デꛏ㼆❡ㅷ4,6侨ꆀ鳅㢴 涸㉁㹻 • 「⠍㹁⡙抳崞䏞 ざ椚鵘欽絆ざ「⠍抳崞䏞䌐⸔䲿 ⼮䫏餴㔐䫣桧 荈㹁⛐「⠍湱⡃「⠍ ぢ䎂〵䲿⣘刿㢴Ⱒ✵ㆭ❈「⠍碫㘗刿剣〳腊㼆䝠涸 ㅷ晥鵳遤鲮⻊䎇⚂ⵄ欽湱⡃「⠍勻䪈㾝倝㹐錞垷 䎛岌㹁⡙ Ⱘ⡤䭷〫鵳遤㖑椚⡙縨䎃륁䚍ⵆ涸「⠍㹁⡙罜♶ 鵳遤Ⱖ➭「⠍侨䰘涸㹁⡙ 絈ⴔ㹁⡙ Ⱘ⡤䭷ꤑ㖑椚⡙縨䎃륁䚍ⵆ㹁⡙⛓㢪䲿⣘霫絈涸 「⠍侨䰘鵳遤「⠍㹁⡙կ 4.2 殆㶸♸䘞霟䏞 欽䨪䘞霟䏞 㹁ⵖ⻊欽䨪䎛デ 欽䨪盗椚涸假玐宕♶䎾⨢姺 瀊劍 ꅾ㢕餝✈ ꅾ倝慨崞 䘞霟䏞 劍 ꛏ㼆悶㖈㹐䨪 ✈ 悶㖈㹐䨪⟌㼜♧❈暟ㅷ⸈Ⰶ✫餝暟鲨 䧴罏欽Ⱖ➭倰䒭邍鴪✫餝暟䠑㕃⽲ 鵷鵷劢♴⽀ ꛏ㼆껷妃餝✈㹐䨪 ⱄ✈ 껷妃餝✈㹐䨪䊺絑餝✈鵂ㅷ晥涸❡ㅷ⽲ 㖈剒鵛涸蠒Ꝉ崞⸓⚥尵剣⟣⡦餝✈遤⸓ ꛏ㼆䘞霟㹐䨪 ✈㢴挿 ㅷ晥鸑鵂鷅⸈Ꝉ㈒䧴❜⿸Ꝉ㈒雮 䘞霟㹐䨪♧✈ⱄ✈ ♧湬勻✈ ㅷ晥欽䗱䒊用♸嶊餩罏涸劍Ⱒ禹雮䘞 霟㹐䨪ⵆ偽➭鷥 㹁ⵖ⻊欽䨪䎛デ 㹁⡙㺈岌「⠍涸⸓䙖䎛デ + ⱄ蠒Ꝉ䌐⸔䲿⼮蜦㹐ꆀ 㹁⡙㺈岌「⠍涸⸓䙖䎛デ 㹊낉絆 ⱄ蠒Ꝉ 鿈ⴔ嶊餩罏餝✈ 鿈ⴔ嶊餩罏霄✫ 緸畀⡎尵剣餝✈ 65% ⽀妃蜦》餩欽꣭䌴* ⱄ蠒Ꝉ䎛デ〫㹁⡙ 㼿劢餝✈涸➃纈 16% 蜦》涸倝㹐䨪㟞䌴* *呏䰘 1,311 妃ꛏ㼆ꨪ㈒遤⚌絁♳餝✈✲⟝䒓㾝涸Ⰼ䧭佪䲿⼮靈灇䖤ⴀ涸侨䰘靈灇傞ꢂ⚹ 2018 䎃 9 剢荛 2020 䎃 2 剢կ䨾剣靈灇㖲痗ざ⢪欽⸓䙖䎛デ涸勵⟝կ 㹁ⵖ⻊欽䨪䎛デ 呏䰘「⠍㹁ⵖ䎛デ䠑 ⚹嫦⚡「⠍纈⡤霃㹁暵蒀涸 䎛デ䠑 • 俒呩/㕃晙/錠곸鿪㹁ⵖ⻊ • 䎛デ䠑銳ꛏ㼆「⠍纈⡤ 剣넞䏞湱Ⱒ䚍 • 呏䰘♶ず宠䒊 custom audience 呩⢾ꛏ㼆♶ず䎃륁㽻霃雦涸⚁㾩䎛デ䠑 +14 䎛デ㔐䟝䏞 +9 ⥌䜂湱Ⱒ䚍 Age 18–34 ✽♶ꅾ〜涸「⠍纈⡤ 䧭⸆呩⢾ +10 餝✈䠑ぢ Age 35–60 Res s ult 㹁ⵖ⻊欽䨪䎛デ 㹁ⵖ⻊❡ㅷ湡䔶 㖈Catalog Manager⚥霃㹁剣ꛏ㼆䚍涸 ❡ㅷ絆ざ鵳遤catalog sales涸Ꝉ㈒կ 䵨ꂁcustom audienceⵄ欽⸓䙖䎛デ ⱄ蠒Ꝉ䲿⼮ROAS佐渤 Product sets DPA Custom Audience 22.1挿 ㅷ晥䕧ㆇ⸂䲿⼮ 来源: Facebook Success Story 䧭⸆呩⢾ 欽䨪䘞霟䏞 呏䰘⻌繠DTCꨪ㈒蠒Ꝉ➃プ涸侨䰘䨔荛2019䎃2剢 倝Ⱓ䋑㖞蠒Ꝉ䪮助䫏餴涸」⻊ 䨾⟄䒊用㥩涸CRM禹絡 䖎ꅾ銳կ⟄欽䨪⚹劥⸈ 䔂欽䨪涸engagement ⛲〳⟄鷳鵂chatbot涸䪮助կ 湡涸⚹⸈䔂欽涸䘞霟䏞կ 餴俱勻彂: CommerceNext; Oracle @ Statista 2019 㹐䨪侨䰘䎂〵 翜㣔劼㐼➃ㄤ Ⱖ➭欽✵㹐䨪剪⸉涸➃䊨兰腊 ⚡䚍⻊䪮助 11.1% 33.3% 25.9% 70.4% 55.6% 55.6% 18.5% 11.1% 14.8% 3.7% 蒜湡歏錠 33.3% 55.6% 11.1% 剏➿➰妴 25.9% 40.7% 25.9% 7.4% 錠錣䵂程 51.8% 14.8% 33.3% 露갉䵂程 59.3% 11.1% 22.2% 7.4% 㟞䔂䧴贞䬾梡㹊 0% 10% 20 % 66.7% 30% 40% 50% 60% 7.4% 70% 䫏餴Ⲹ㼱 「霄罏嫱⢾ ず瘝䫏餴宐䎂 䫏餴㟞⸈괄 14.8% 11.1% 80% 90% 100% 偽䫏餴 欽䨪䘞霟䏞 ⡹雩⚹♧♴ㆭ고僽剒腊㔐껩荈䊹涸ㅷ晥䘞霟䏞⨞岁 䫔䩾梡ꆄ瘝⧩䫔䩾ծ⤛Ꝉ崞⸓瘝 䲿鸑濼倝ㅷ〄䋒 ⯝餩鷐餗 䘞霟㹐䨪獤ⴔ ㅷ晥⚺〳鸑鵂佐꧋ ⵌ涸㹐䨪⥌䜂鵳遤 ⾲欰倰䒭涸䘞霟䏞 盗椚⽰ⵄ欽緸畀 ⤛Ꝉ崞⸓罈㹐⠏ 䟃欽荈搬庈麤鵳遤 罈㹐盗椚 欽䨪䘞霟䏞 峯㻋 侨䰘䎾鵳遤剣佪ㄤ剒㣐⻊涸ⵄ欽կ 䒊涸荈㹁⛐「⠍㼜荛㢴㖈 Facebook⥂殆180㣔կ 劼⠔挿 • 鷅⸈Ꝉ㈒ • ❜⿸Ꝉ㈒ • 歋CRM♳⠛侨䰘鵳遤欽䨪ꅾ倝慨崞 餴俱勻彂:; https://www.facebook.com/business/help/419552341510847 梡剣㹐䨪怩修 ♳㽻怩修 끮⸓餝✈ ⱄ慨崞 霚欽罏 끮⸓ꅾ㢕餝✈ 䘞磋 끮⸓⺫⟧괄ㄤ絊魧⟟⧩ ꅾ倝㹁⡙涸⸓䙖䎛デ 崵霚❜⿸Ꝉ㈒ 㼜 DART 幑⸈ⵌ CRM 㐛暵颪僽〵弩㖑⼓♧⚡♶倗㟞涸暵⽁緸畀Ꝉ㈒➢剪鄳ⵌꂁ 껑涸ぐ猫⠏餘嶊餩ㅷ䎇䲿⣘♧崨涸剪⸉⟄饒䖤滚⯕併Ꝙ涸㹐䨪կ ⚹✫》䖤〄㾝㐛暵颪䋞劅♶倗䒊用㹐䨪䘞霟䏞㛆Ⱞ䌢㹐կ 鸑鵂鸑鵂㼊䪪♶崞駟㹐䨪䎇侮ざ勻荈Ⱖⰻ鿈 CRM 侨䰘䎽ㄤ Facebook 䊨Ⱘ涸⥌䜂䧭⸆佖㊤✫「⠍㹁⡙㹊梡Ꝉꆀ䲿⼮կ 3.6x ROAS提升 57% ⸈餝桧䲿⼮ 46% 餝✈桧䲿⼮ 呩⢾勻彂https://www.facebook.com/business/success/91up 䧭⸆呩⢾ 4.3 欽䨪磨䚍 爢纈盗椚 欽䨪⡤낉 爢纈盗椚 ⢪䝠涸爢纈䧭⚹ㅷ晥涸欰⸂ⱙ ⵄ欽Facebook纈絆䩧鸣崞⸂爢纈 㼭絆僽䝠♸Ⱓ馰湱䫏涸⿼➃鵳遤✽ ⸓❜崨涸䎂〵䝠〳⟄䒊♧⚡㼭絆 䎇絓㹁荛䝠涸⚺곜鼜霼磋⚏ㄤ佅 䭯罏Ⱏず䩧鸣爢纈կHow ⵄ欽Messenger♸㹐䨪✽⸓ 〄嶊䜂⡲⚹♧猫猙㺙涸倰䒭倰 ⤑䝠䒓〄悶㖈㹐䨪ծ㸤䧭❜僒ծ 䲿넞濼ぜ䏞䧴ꅾ倝エ䒸㹐䨪瘝կ How ⵄ欽Facebook Live㟞⸈䕧ㆇ⸂ Facebook 湬乄餝暟僽㹊傞Ꝉ㈒㉁ ㅷծ湬䱹♸錜⠍✽⸓ず傞鵮腊〄 䱡ⵌ悶㖈㹐䨪涸絟⢕倰䒭կ How Facebook⚺곜/Instagram磋⚏佪䎾 䒊用⚺곜傞⸉䗳銳烁⥂㸐腊㢿 エ䒸㼆䝠ⴔ❧涸㉁ㅷծ剪⸉䧴ⰻ 㺂䠭Ⱓ馰涸欽䨪կ㡫㣐⚺곜「⠍ 纈䲿넞「⠍♸䏞կ How 欽䨪⡤낉 騗㞯嶊餩罏劍䖉满偽綟涸 緸餝⡤낉 餝暟⛓假⚥剣雽㢴㔔稇⠔䕧ㆇ嶊餩罏涸⥌⟣䏞կ 㼆騗㞯歏㉁餝暟罏罜鎊剒ꅾ銳涸❀㣐㔔 稇 ⟟呔 ㄤ劥㖑〄餗涸ㅷ 晥/❡ㅷ嫱鳅 ꥧ猙 欽䨪⥌䜂ꥧ猙 㥵⚡➃魧⟧ ⥌欽⽓⥌䜂瘝 鷍餗⿺鷍妴 皍⽀涸鷍餗/ 鷍妴佟瘻 餴俱勻彂: 騗㞯㉁⚌䩛ⱃ 鷳僈䏞 鷳僈㖑儑爙䨾 剣餩欽⺫䭍 鵘餩ծ䩛絯餩 ㄤ鷓欽涸玘餩 溫㹊䚍 溫㹊䚍⥂ꥻㄤ 餘ꆀ⥂霆劼ⵖ 欽䨪⡤낉 騗㞯嶊餩罏⣜搬劍䖉❡ㅷ腊㢿鄄䘯鸟ꂁ鷐 ⡎ぐ㕂嶊餩罏涸劍䖉⧩剣䨾♶ず 36% 36%涸騗㞯餝暟罏劍䖉 ꂁ鷐⛓ꢂ㖈♧ワ⛓ⰻ⚂ ➭⟌䋞劅❡ㅷ⺫齱 65% 65%涸騗㞯餝暟罏劍䖉 㖈➰✫鵘餩涸䲿♴❡ ㅷ腊㖈♧ワ⛓ⰻ鷐鴪 餴俱勻彂: GfK 2019䎃8剢30傈 | 騗㞯䎛デ峯㻋灇瑕 劍䖉❡ㅷ㖈♧ワⰻ鷐鴪 繠㕂 薉㕂 ⽪䏞 ⽪㽲 䊼銯 㟯銯ㆥ 尪暵䬘⠭ ⯝餩ꂁ鷐 28% 33% 56% 42% 19% 31% 44% ➰餩ꂁ鷐 56% 63% 82% 72% 38% 68% 73% 欽䨪⡤낉 鸑鵂䎛デ䩧鸣⧩䖤⥌饆涸 餝✈⡤낉 䲿⣘⧩䖤⥌饆涸餝暟⡤낉涸Ⱒꝶ僽㖈餝✈鵂玐⚹ 㹐䨪霃㹁ⲥ烁涸劍劅⧩⚺銳衅膃挿⺫䭍❡ㅷ涸 ⲥ烁䚍〄餗ㄤ㹐䨪剪⸉կ 餴俱勻彂: 騗㞯㉁⚌䩛ⱃ ❡ㅷ礵烁䏞 幡嘽䲽鶣⡹䲿⣘/ⴀ㈒涸⚎銯 〄餗 㗞霟❜➿〄餗傞ꢂ/鵘餩 㹐䨪剪⸉ ⚹㹐䨪霃用幡兠涸劍䖉 欽䨪⡤낉 剒⢕㹊騨 1 ⯓欽㼭錞垷涸䎛デ佪䎾崞⸓鵳遤崵霚絕ざ㹐䨪⿿껩鵳遤⠏⻊ⱄ湱䎾䒓㾝㣐錞垷崞⸓㽍Ⱖ僽〄䋒倝ㅷ䧴鵳Ⰶ倝䋑㖞傞 2 傞ⵠⰢ岤䝠涸㹐䨪⿿껩ⴔ侨䪪ⴀ〳⟄⨞䖤刿㥩涸鿈ⴔ 3 雵⡞⟄♴霅璑⸔䝠䩧鸣獤匧涸餝暟⡤낉 ❡ㅷ礵烁䚍 幡嘽䲽鶣⡹䲿⣘ⴀ㈒涸⚎銯 〄餗 㗞霟❜➿〄餗傞ꢂ鵘餩 ⃞ ⢪欽溫㹊ծ넞ⴔ鳹桧涸㕃⫸ ⃞ ⥂霆❡ㅷ䲽鶣涸礵烁䚍 ⃞ 僈❡ㅷ涸Ⱘ⡤㽯㼄 ⃞ 䲿⣘溫㹊涸㹐䨪霉⟟ ⃞ ⢪欽ざ鷓涸邂ꆀ叻ⲥⱿ㹁㖈䎛デ⚥㾝爙ㆭ❈❡ㅷ ⃞ 幡兠꣥鶣〄餗傞ꢂ⿺餩欽 ⃞ 䲿⣘⺫醙鷅驶剪⸉ ⃞ 幡嘽ꢞ僈〄餗佟瘻 ⃞ ⿺傞Ⱒ岤䎽㶸䎇湱䎾䪈㣐䎛デ錞垷 㹐䨪剪⸉ ⚹㹐䨪霃用幡兠涸劍䖉 ⃞ 礵烁ⴀ䝠涸鷍䰃餗佟瘻 ⃞ ㄤ㹐䨪涸尲鸑銳獤匧⚂넞佪 ⃞ ⿺傞鍒Ɀ㹐䨪Ⱒ岤涸곿 ⃞ 港崵鷍餗鷍妴桧⿺傞ꅷ》遤⸓ ⃞ ⢪欽⧩䖤⥌饆涸痦♲倰佅➰䎂〵䩧鸣〳ꬑ⡤낉 欽䨪⡤낉 ⵄ欽⽰傞鸑雴䊨Ⱘ鵳遤欽䨪⡤낉絶䫡⿺䲿⼮ 1. 霃縨鵓倝/㹐䨪剪⸉㔐㢕 2. 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