2023.

09
 DTC 务 务
务
DTC DTC 2.0 -
务

2023 务
务
告
务 务
务

Brandstar CEO

2
 DTC
务
DTC+ 研

Morketing&ibrandi CEO

务
务

3
INDEX

01 02 03 04
DTC DTC DTC
DTC
5-11 12-23 24-30 31-58
 DTC

01
DTC

历 DTC DTC

务 /
/
1 DTC=
DTC

Ø Ø DTC
2 DTC=
DTC
DTC

3 DTC= Only
DTC
副

Source: Meet Intelligence 6

 封 DTC

(2020- )

500+
(2013-2020) 12
DTC
DTC
割
匹
DTC
Shopify
(2007-2013)
DTC
匹

务
15
DTC 5
DTC

Source: 36Kr, PipeCandy, Bain, Meet Intelligence 7

 DTC 务

35% 34% 33%

25% 26% 24%

13% 12% 13%

12% 11% 12%

8% 11% 11%

6% 6% 5%

1% 1% 2%

%= DTC / DTC
Source: GoodSpy, Meet Intelligence 8
 DTC

DTC /

/
锐

DTC DTC DTC DTC DTC

Source: , Shopify, Euromonitor, SimilarWeb, FCC, FDA, Meet Intelligence 9

 DTC
DTC DTC DTC DTC

Source: Meet Intelligence 10

userid:206478,docid:140899,date:2023-09-19,sgpjbg.com
DTC

Source: , Meet Intelligence 11

 DTC

02
 Ø
锋 2022Q4 (%) …

+8.9% 28%
2019 2022 26% 25% 25% 24%
6,700 7,300

锋 割
务 割
Ø
2022

(2023 3 ) 51%
31% 31%

+36% +17% +10%

+33% +8% +6%

Ø

锋 2022
赠 42%
2

Source: , CNN, Meet Intelligence 13

 / 研

DTC 赠 bundle

⾝ 务

Source: Meet Intelligence 14

 锋
• 务

2021 2022
• 割

43% 45% • 告 割 /
割
割 务 割

2022
59%
• 割

割
34% 32%
• 24% 23% 22% 19%

Source: PwC, Statista, Meet Intelligence 15

 DTC

务
56% 50%

50% 43%

50%
DTC
49% 33%

15
DTC
2023Q1

Source: , Statista, IBM, Meet Intelligence 16

 DTC

2019

Ø 2019
2023
够
Ø
500

2023 @cosme
Ø 务
· “ ”

2018

Ø 2025 50% 锋
2021 3%
Ø
2022 400
+ 割 ⼦
2022
IP
Ø 115%-120%

Source: , Meet Intelligence 17

Z

… …

97% Z 去 54% Z 去
1997 -2012 ⾝ 社

2022 Z 去
TGI

锋 26 Instagram 81.5% 116.6

Facebook 70.6% 95.1

TikTok 52.6% 115.9

3 Twitter 51.1% 116.7

Snapchat 43.7% 149.7

Pinterest 37.2% 123.6

2023 48%Z 去 LinkedIn 24.2% 93.8

Reddit 16.8% 133.3

Tumblr 7.9% 123.4

Likee 5.9% 111.3

Source: Bank of America, Snapchat, The Influencer Marketing Factory, GWI, Statista, Meet Intelligence 18
 DTC

73% Z DTC

ü / ü
ü ü
ü 筛 务 ü

ü 割 ü 知

ü ü

Source: Meet Intelligence 19

 DTC • ⽼
100%
(1/4) • 494,000 占
够

2014

务
副
/ 千
务

Source: Facebook, Instagram, YouTube, Meet Intelligence 20

 DTC • 知 知
/ 务
=知
知
(2/4) /
3,500 务 知 知 1

2013

千
/

Source: Facebook, Instagram, YouTube, Meet Intelligence 21

 DTC • ⽼
100%
(3/4) • 1%

务 sustainability 务 知
婴

2020

/
千 务

Source: Facebook, Instagram, YouTube, Meet Intelligence 22

 DTC •
100%
(4/4)
• 知 1% 知

ESG
副 务 聆 务
/ 历
outer ESG

2017

+
/

Source: Facebook, Instagram, YouTube, Meet Intelligence 23

 DTC

03
 DTC 封

• 割 割 • 割
筛 割

• 锐 • CRM 务
⾝ 锐 割 赠
DTC 赠

•
锐
• 割
务

• 割

Source: Meet Intelligence 25

DTC

Ø Ø Ø 锋

Ø Ø Ø

/COD DTC
• • Amazon •
• • 模
• 告

• TEMU SHEIN • +
•
•
•

Source: Meet Intelligence 26

Ø Ø Ø 锋

Ø Ø Ø

Source: Meet Intelligence 27

 AMAZON DTC …

AMAZON DTC

Best Seller

社 务

烯
社

ROI

Source: Meet Intelligence 28

 DTC

DTC

•
• •
研
• 告导 • •
导

• 撰聆
•
• 够
社 空

• 研 匹 • •
呗

• 撰 务 • 务
•
• 撰 •
呗 ⾝

• 模 • 锐
•
• • 赠
•

Source: Meet Intelligence

 Ø Ø

40% 46% 68% 29%

64% 26% 77% 19%

54% 36% 71% 23%

38% 46% 65% 29%

研 2023
Q: (N=243)

Source: Meet Intelligence 30

 DTC
• DTC

04
• 务
 DTC

务 割
TA

务 聊

Source: Meet Intelligence 32

DTC

研 研 研 研

• /去 • • • • / • • 匹
• • • 吁 • • • 匹
• • • • • • • 导
• • • • • •
•
• • • •
… … … … … …
…

研 研 研
研/ 研
研 研

• • 研 • • / • • /
研 盟 • / 研 研 研 • 研
• Martech … • 名 … • 研 •
研 研 …

Source: Meet Intelligence 33

 ü ü

洞察
ü ü

ü ü
Insight ü ü

34
 DTC

/ /

LOGO SLOGAN & 割 导

…
…

…
Source: Meet Intelligence 35
AWARE 2023H1
• • /
• /
• • 社 空 Facebook 72.8%
•
Instagram 69.6%
APPEAL • 社 空
•
• /
• 赠 TikTok 45.2%
• /
• 副
Twitter 41.6%
ASK • 社 空
•
• Pinterest 29.8%
• 赠 •
• / Snapchat 28.5%
ACT •
• LinkedIn 25.2%
•
• 赠 •
• / Reddit 11.6%

ADVOCATE •
• Kuaishou 5.8%
• APP
• •
Tumblr 4.8%
•

Source: GWI, Meet Intelligence 36

 DTC …

CPC
+16%
22’06 VS 23’06

+31% 研
22’06 VS 23’06

22'06 22'07 22'08 22'09 22'10 22'11 22'12 23'01 23'02 23'03 23'04 23'05 23'06
Ø

确 撰
2022 vs 2020
务 ⼜

+52% +31%
lululemon

Source: Meet Intelligence 37

 – META
% 2022
74% 63% 43%

90%

83% 54%
47%
91%

93% 73% 43% 85%

91%

92% 74%
68% 70%

94% 54% 46%

千
90% 77%

62% 60%

94% 91% 78%

94% 48% 45% 63% 68%
Source: GWI, Meet Intelligence 38
–

副 3

75% 1.77 74% 1.23

50% 1.73 58% 1.58

49% 1.66 37% 1.27

61% 1.43 79% 1.86

47% 1.62 72% 2.46

43% 1.47 59% 1.57

Source: GWI, Meet Intelligence 39

 …

洞察
Insight … …

40
 锐

AI

AI ROI

优化 Media Hub + Data Hub

Optimization

41
 BGC PGC UGC
愿 AR/VR
( ) ( ) ( )

撰
务

81% KOL/ 导
2021 3%
/
2022 (%) IP
74% / /
… … …
68%

50%

46%
模
42%

41%

Source: Wyzowl, Meet Intelligence 42

Ø Ø 6
去

锋
撰

聆 …

Ø
割
锐

Source: Meet Intelligence 43

 AI
• • Creative Booster • AI
-
• - 研
• 研 •

& AR 3D

& …

创意
Creative

44
DTC
锋
DTC
CAGR
2022 2025
+14% • 2023
263 393 LGBT
⼜
LGBT
• Twitter副 50
DTC 历

DTC

• TikTok撰

DTC DTC

• 撰
DTC 60

Source: Statista, Social Shepherd, Instagram, Digital Marketing. Institute,

Twitter, TikTok, Meet Intelligence 45
 $
$$$ •
•
• KOL

$$$
•
•

$$$
• 3C
•

务
千

$$ $$

• • $$

• free • •
style •

Source: Nox , Meet Intelligence 46

 …

James Charles DTC Glossier Emily Weiss

Instagram 2142 Instagram 77
Marques Brownlee DTC Blogilates Cassey Ho
e.g. YouTube 1730 e.g. YouTube 882
Kayla Itsines DTC Jungalow
Instagram 1604 Justina Blakeney
Instagram 54

Alex Costa Janet Lansbury

TikTok 150 Instagram 38.4

e.g. Zoe Sugg e.g.

YouTube 494 Dr. Mark Hyman
YouTube 88.7

MrBeast
YouTube 1.7

WhatsUpMoms
e.g. YouTube 379 e.g.

Vsauce
YouTube 1940

Source: Instagram, YouTube, Meet Intelligence 47

 PR
锐 KOL

AI

社媒红人 锐
/ AI

Social Media & KOL

48
 DTC
DTC 务

DTC

- - – 务

• • • &
• 愿 • 匹 /导 • /

• • / • /
• & • •

• •
• 撰 研 CDP
• 撰 • CRM
• 研务
• GA •

Source: Meet Intelligence 49

 DTC
Ø

• 副 •
副
• +
66% • 副 社
社
• 筛 •
64% • 愿

58%
• • 副

•
•
47%
•
• 愿
愿
47%
愿 /
•
42% 2

Source: Statista, Google, DTC , Meet Intelligence 50

 …
裂 e.g.

•
• / /
聊研 / /
筛
65% •

• 社 聊研
e.g.
社
/
务

•
• 聊研

90% • 80%
•

• 导
副 • 聊研

Source: DTC , Wyzowl, Meet Intelligence 51

 DTC

•
2022
51% DTC •

•
/
•
DTC • /

47%
AMAZON

22% • 千 FBA 千 务
千
16%
•
5% 5% 4% 2%

2 3-5 6-8 9-11 12-14 2

Source: Attest, Meet Intelligence 52

 BNPL
割
31% DTC
BNPL

3.6 2022 BNPL

⼦ ⼦

75% 去 Z 去
37% 24% 13% 7% 4%

44% 25% 10% 7% 4% 呗

17% 24% 5% 28% 6%

22% 21% 4% 31% 18%

去
15% 26% 3% 33% 16%

35% 22% 9% 19% 10%

Source: Adyen, Statista, Juniper Research, eMarketer, Meet Intelligence 53

DTC

à
1.5

/
à 1.3

à 77%
对

à 赠
5

Source: Forbes, Temkin Group, Meet Intelligence 54

 DTC

Ø RFM Ø

R( )
•
• / 套
赠 •
F( )
•

M( )
• 套 ⼜
• 对
赠 •

+ + + + + - • /
赠
+ - + + - -
• 研
- + + - + -
- - + - - -

Source: Meet Intelligence 55

 DTC

• WhatsApp /
EDM( / )
• •
•

• DTC
•

• Facebook Discord
务
• / • 割

Source: Meet Intelligence 56

 DTC
1998 2022 81 30%
2020.4-2023.4 APP 52 86 65%

Lululemon

/ /
•
健身教练、企业家、营养师等多个职业
/ /

• 撰 聆
/

•
/
/

• /
/

Source: Lululemon , Meet Intelligence 57

研
400 务
2023 Q2 5 副

2023 6 2023 7 2023 7 副

务

Source: , Instagram, Meet Intelligence 58

 务

39家全球媒体资源采买、 基于媒体基础上的专业 赋能出海营销全域的

接入和管理服务。 出海营销服务。 数字技术服务。
帮助中国企业实现出海第一 助力中国企业塑造品牌力、 助力出海企业精细化运营，
步“走出去”。 提升差异化品牌认知。 提升用户留存和转化。

59
盟 盟
盟
盟 导 务

盟 务 研
盟 盟 研

盟 务
https://www.meetsocial.com/ ⼜

60
DTC 2.0 -
Meet Intelligence
盟 Meet Intelligence
3C 10

Yvette ZHANG
Uni GUO
Olivia LI