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1MBZCPPLDTC(Direct To Consumer)騗㞯歏(休)涯淼⛼ ➊⛎僽Direct to Consumer Direct-to-Consumer⟄♴皍獦“DTC”湬蠒歏(休)僽䭷荈ᄩ晥鸑鵂✽翫緸絁♳Ꝉ(마)庈麤鍘鴪嶊餩罏㼜(休)ᄩ湬䱹Ꝉ(마)絛嶊餩罏涸涸鵘蠒垷䒭կDTC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。⚡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⡤낉Ⰼ倰⡙㖑㾝爙ᄩ晥⟟⧩荈⚺䱍䳣♸嶊餩罏涸Ⱒ禹ᄩ晥♸嶊餩罏鸑鵂FacebookㄤInstagram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(休)〄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 氋䞔♴Ⰼ椕歏(休)⸈鸟〄㾝1. 2020Ⰼ䎃Ⰼ椕歏㶩(休)⸉Ꝉ(마)䚪괄넞鴪$4.29♰➉繠⯋鳅2019䎃㣐䌴㟞Ɤ24.1%կ$4.29♰➉繠⯋侨䰘勻彂© Statista 2021 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Ɤ77%Ⱖ⚥⟄剪껑ծꭑ碫ㄤ鵘⸓欽ᄩ鵯♲碫(休)ᄩ涸䧭Ɤ桧剒넞կ3100%100%177%209%April 2019 April 2020May 2019May 2020嫱⿡䎃5剢ず劍涸䎃㟞Ɤ桧㟞Ɤ嫱⿡䎃4剢ず劍涸䎃㟞Ɤ桧㟞Ɤ109%77%Ⰼ椕䨾剣䋑㖞涸騗㞯歏(休)⚌絫䧭Ɤ䌴䏞湱鳅✵⿡䎃ず劍111%2020䎃⚥㕂騗㞯歏(休)ⴀ〡嫱⢾㟞䌴䚪괄鴪1.12♰➉鵴넞✵Ⰼ椕䎂㖲宐䎂կ240%侨䰘勻彂1չⰌ椕倝ⱟ肽拧氋䞔騗㞯歏㶩(休)⸉「ⵌⱾⴁպGlobal COVID19:The impact on Cross-Border Ecommerce2020 䎃5 剢22） 中国政府网（http://english.www.gov.cn/ ），2020 年；3WWDչ鍘⿺薴㔵麑⿺Ⰼ椕涸繠㕂ᄩ晥僽歏㶩(休)⸉㣐饒㹻պU.S Brands With International Reach Are Winning E-commerce2020 䎃5 剢㼓㙹䲃倶䌄⸓騗㞯嶊餩 絑鵂2020䎃氋䞔涸⪶⻊⡲欽た⛓た涸䎃㟞Ɤ곫雦⠔鷶幯佞綕$180.39 $96.86 $73.80 $794.50 $110.60 $141.26 $55.35 薉㕂䗞㕂岁㕂繠㕂꯺㕂傈劥皮䏞2020䎃歏(休)Ꝉ(마)괄(䭽㕂㹻宀➉)侨䰘勻彂Global Ecommerce 2020. eMarketer. June 2020餴俱勻彂շEmarketerո“D2C歏㶩(休)⸉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⠔(休)⚌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$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$20020192020202120222023湬꬗嶊餩罏(DTC)歏(休)㖈繠㕂Ꝉ(마)괄⟄10➉雦涸Ꝉ(마)괄鳅⿡䎃涸㟞Ɤ」⻊妍崍爢❜歏(休)䋑㖞2020䎃荛2026䎃涸㢕ざ䎃㖲㟞Ɤ桧(CARG)곫雦〳鴪28%Ⱖ⚥傞㼿碫ⵆⰨ넞㟞Ɤ悶⸂52%繠㕂嶊餩罏邍僈㼜剣20%涸餝✈遤⚹㼜湬䱹鸑鵂DTCᄩ晥㖈⻌繠ㄤ妍崍⣜䩯爢❜歏(休)%5$ 㖈劢勻侨䎃㼜⣜搬⥂䭯넞鸟㟞Ɤ 氋䞔♴嶊餩罏遤⚹峯㻋2. DTC嶊餩罏峯㻋尢狣♧➿ㄤZ⚆➿僽䒸곭Ⰼ椕嶊餩遤⚹ㄤ䌄⸓歏㶩(休)⸉⚌絫䧭Ɤ涸⚺⸂偛纈ᄩ晥⟟⧩䕧ᆄ嶊餩餝✈絈蒜⠍㢴㢴挿鍘〄剒絊䕎䧭餝✈Ɀ瘻1.3.2. 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餴俱勻彂“Coronavirus Research April 2020” by GlobalWebindex(online survey of people in US), Mar 31- Apr 2, 2020DTC嶊餩罏峯㻋182%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 Ⰼ椕緸餝嶊餩罏邍爙剎絑㔔⚹ᄩ晥⟟⧩鵵⿿✫⚡➃椚䙁罜佖欽Ⱖ➭ᄩ晥❡ᄩ47%Criteo2019ꛏ㼆繠㕂嶊餩罏㾝䒓涸靈灇儑爙餴俱勻彂eMarketer, Sustainability Is Factoring into 2019 Holiday Purchases, Oct 2019DTC嶊餩罏峯㻋250%+35%涸嶊餩罏㖈껷妃餝✈た⠔㔔⚹ᄩ晥⟟⧩♸荈魧椚䙁♧荝罜刿⧫ぢ✵ⱄ妃餝✈涸繠㕂「霄罏邍爙➭⟌涸餝✈Ɀ瘻佐ⵌᄩ晥⟟⧩涸䕧ᆄ Facebook companyDTCᄩ晥嶊餩罏Ⱒ岤涸餝✈㔔稇1⟟呔2❡ᄩ⣘䎾3⺫齱4❡ᄩ鷥䭊DTC嶊餩罏峯㻋3偽䘨涸歏(休)⡤낉餴俱勻彂“Facebook Seasonal Holidays Study" by YouGov (Facebook-commissioned online study of 3,046 people aged 18+). US data only. 2 Dec to 24 Dec 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⡤낉ⱄⵌ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կ5 DTC倝ⰣⰢ岤ᄩ碫3. $53$62$33$25$36$44$16$13$6 $7 $4 $- $10 $20 $30 $40 $50 $60 $70傞㼿碫ꬋ剪鄳㹻㾀ㄤ㔩蒌⨴䐀♸繠㺂⡤肫欽ᄩ䭽碫ⵆⴢⴔ涸歏(休)䋑㖞錞垷 2020 ⻌繠銯妍⚎妍年复合增长率(2015-2020)14.8%3.7%20.7%23.8%17.9%23.9%19.1%13.3%20.5%25.9%11.1% ⟄10➉雦涸Ꝉ(마)괄 た氋䞔傞➿剣㔋㣐呍䗱ᄩ碫蜦䖤넞鸟䧭Ɤⴔⵆ僽傞㼿碫㹻㾀ㄤ㔩蒌⨴䐀♸繠㺂⡤肫欽ᄩկ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ꢓշStatistaո”⡤肫ㄤ䨪㢪歏㶩(休)⸉2020“2021䎃4剢叅ꢓ劥妃䫣デ⚁岤㖈ꬋ剪鄳涸傞㼿倝Ⱓᄩ碫 傞㼿碫㹻㾀ㄤ㔩蒌⨴䐀♸繠㺂⡤肫欽ᄩ3.13.23.33.4 劥妃䫣デ⚁岤㖈ꬋ剪鄳涸傞㼿倝Ⱓᄩ碫傞㼿碫3.1 $26 $30 $2 $31 $30 $2 $36 $33 $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北美西欧东欧䭽㖑勹ⴢⴔ涸歏㶩(休)⸉剪껑碫ꬋ剪鄳歏(休)䋑㖞錞垷2015201620172018201920202015-2020年电子商务市场规模CAGR (%)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(休)ᄩ涸 緸♳餝✈崞⸓(以10亿计的销售额)餴俱勻彂շEuromonitorո“剪鄳ㄤꭑ碫/⚡➃ꂁ⟝2020”2021䎃4剢霄꡼շ(休)⚌ⰻ鿈ո“㣐紨8♰㹻(休)䏅岤㹁銳㖈劢勻5䎃Ⱒ꡻㔔⚹ꨪ(마)゗爙絩絯丘鄬繠㕂”2021䎃氋䞔⸈鸟✫絁♳餝暟涸幷鷳桧㟞Ɤ鵯妃氋䞔㼜㼋荝餝暟罏宕⛉佖」➭⟌涸餝暟⛴䟗⸈鸟㼆歏(休)罜♶僽㹊⡤䏅餝暟涸⣜饆կ榰Ꜿⴔ區䋗շ(休)⚌ⰻ䍋ո㽠ぢ緸♳餝暟涸鲮獴⨞霉雿 $22 $17 $4 $9 $3 $1 $19 $3 $1 $3 $14 $0 $- $5 $10 $15 $20 $25北美西欧东欧2020䎃剪껑㶩碫歏(休)絈ⴔ䋑㖞錞垷ꭑ碫盲⺫棟㹈䩛邍(以10亿计的销售额)餴俱勻彂շEuromonitorո“剪鄳ㄤꭑ碫/⚡➃ꂁ⟝2020”2021䎃4剢叅ꢓ㖈䨾剣㖑勹ꅽ ꭑ碫ㄤ棟㹈涸歏(休)䋑㖞⟟⧩僽 傞㼿碫涸䨾剣㶩碫⚥剒㣐涸歏(休)Ꝉ(마)鸑鵂✽翫緸ぢⰖ⠍鵳遤倝傊❡ᄩꨪ(마)⣘⚡➃䧴㹻䏭嶊餩⺫䭍鸑鵂獴⸓ㄤ䎂匣歏腰Ꝉ(마)կ✽翫緸ꨪ(마)⺫䭍鸑鵂紱歏㶩(休)⸉緸畀ㄤ鸑鵂緸䏅ꨪ(마)(休)絑蠒涸緸畀鵳遤涸Ꝉ(마)կꝈ(마)侨䰘䔱㔔✵嶊餩罏䨾㖈涸㕂㹻罜♶僽ꨪ(마)(休)䨾㖈涸㕂㹻կ 17.2%11.6%21.4%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ꤑ✫ 銯妍涸䩛邍歏(休)䋑㖞⛓㢪Ⱖ➭䨾剣㶩碫鿪儑爙㟞Ɤ餴俱勻彂շEuromonitorո“剪鄳ㄤꭑ碫/⚡➃ꂁ⟝2020”2021䎃4剢叅ꢓ 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(休)䧭⸆䲿巛ᄩ晥濼ぜ䏞♸Ꝉꆀկ蠒Ꝉ崞⸓䌄⸓Messenger 雧䨪ꆀ㟞荛 
⦔4X㖈溏鵂䎛デ涸➃纈⚥緸畀餝✈鲮⻊ꆀ䲿넞✫59%59%㖈溏鵂䎛デ涸➃纈⚥緸畀ⰻ㺂崹錢ꆀ㟞荛2.6 ⦔2.6X呩⢾勻彂https://www.facebook.com/business/success/sheown䧭⸆呩⢾ 㹻㾀ㄤ㔩蒌3.2 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(休)⸉⚡䚍⻊䎂〵/PTUP ᄩ晥蠒Ꝉ⚺盗շⰢ✵㹻䏭ㄤ㔩蒌❡ᄩ佅ⴀ涸㟞Ɤո资料来源：《Euromonitor》，“家居及园艺2020”，2021年4月访问(⟄10➉雦涸Ꝉ(마)괄)$279 $269 $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⻌繠銯妍⚎妍2015201620172018201920202015-2020䎃䚪䋑㖞錞垷(%)2015-2020䎃歏㶩(休)⸉䋑㖞錞垷CAGR (%)䭽㖑勹ⴢⴔ涸㹻㾀ㄤ㔩蒌䋑㖞錞垷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Ɤ㽍Ⱖ僽㖈㖈絁餝暟涸嫱⢾䖤ⵌ儑衼䲿巛叙朐㕃⡙2015-2020䚪⡤ꨪ(마)䋑㖞錞垷帿蒀䫔絁㕃⚹Ⱖ䎃㢕ざ㟞Ɤ崯蒀䫔絁㕃⚹歏㶩(休)⸉䋑㖞䎃㢕ざ㟞Ɤկ 㹻䏭佖鸣嵮㹔ㄤ峇Ⱘծ鄳껑勇暟瘝Ⱖ➭㹻㾀佖㊤❡ᄩկ$97 $60 $11 $49 $35 $3 $19 $25 $5 $177 $163 $20 $- $20 $40 $60 $80 $100 $120 $140 $160 $180 $200⻌繠