2023消费电子

出海白皮书

2023.06
 INDEX

01 02 03 04 05
DTC

务
愿
TA
 •

01
•
•
 割 2022 3C 1.5%
3C 75% 3C

3C
5
撰
3-5

3C

16’-22’ 22’-26’
CAGR CAGR

$3,410
$2,214 $2,738 +12.0% +8.4%
$2,472

$1,248
$2,642 $2,657
$2,525
$2,518 +3.7% +1.3%
$2,024

+2.1% +2.5%
$5,003 $4,731 $4,983 $5,214
$4,184

2016 2021 2022 2023E 2026E

Source: Statista, IDC, Gartner, 锐 , Meet Intelligence 4

/

VR

5
 告 割
• 2

•
•

16’-22’ 22’-26’
CAGR CAGR
2022 $3,410
+10.7%
$268 -2.7% +2.0%
+11.7%
$2,738 $321
10%
$2,473
8% $597 +13.6% +12.6%
$2,214 $248
42% $200

$552 $810 +4.7% +2.0%

22%
$1,248
$440
+21.1% +16.5%
18% $1,413
$1,032
+22.5% +8.2%

2016 2021 2022 2023E 2026E

Source: Statista, IDC, Gartner, 锐 , Meet Intelligence 6

 割
割

VR

7
 –

18’-22’ CAGR 51% 22’-26’ CAGR 22%

•
22’-26’ CAGR
16.5%
• 务 粉 务
$4 1

Rokid Nreal 务

•
18’-22’ CAGR 17% 22’-26’ CAGR 11.5%
$261 1

•
锐 千
赠 矿

• 务
18’-22’CAGR
21%
$2
$86
• VR 18’-22’ CAGR 50% 22’-26’ CAGR 32%
告
•
$545

• Meta Pico
$17
$352

•
$188
1

2018 2022 2026E

Source: Statista, Meet Intelligence 8

–

Ø 2014 2019

18 36
20

去 2022
宇 2015 2020 Oppo
Vivo

24 20

告 模 务

Garmin Forerunner 265 (2023) Polar Grit X Pro (2021)

13 7

AMOLED
Livetrack

Source: , Meet Intelligence 9

–

VR

Ø VR

粉
告粉 研
VR PC

务 VR 2014 VR 2016 PCVR 2020 VR

• VR • PCVR VR • VR

Ø VR务
VR
粉 VR
粉 VR

VR
务 模

Source: , Meet Intelligence 10

 –
18’-22’ CAGR 171% 22’-26’ CAGR 35%

22’-26’ CAGR 务
12.6%
•
务 务 告2-3

18’-22’ CAGR 9.2% 22’-26’ CAGR 5.7%

• 务
•
务
告 $127 1

• 18’-22’ CAGR
12.5%
告
$38
•

$99 1
18’-22’ CAGR 4.9% 22’-26’ CAGR 3.8%

•
$86

$71 • 务

• 矿
$95
$76
1

$53

2018 2022 2026E

Source: 锐 , Meet Intelligence 11

 –

Ø Anker Nano
2.84*2.84*3.53cm
30W
告 22.99

5.08*4.57*2.79cm
历 30W
15.99

ZLONXUN
4.8*2.59*2.79cm
GaN 5W
6.99

Ø
1000

Anker 733
11.1*7.09*3.1cm
320g
65W
67.15

Source: , Meet Intelligence 12

–

Ø
粉
务
4-5
2.5hr
MPPT IBC 200w *6
5
2.5
5Hr
100w *6

Ø
锐 BMS 锐

Source: , Meet Intelligence 13

 –

18’-22’ CAGR -7.8% 22’-26’ CAGR -4.3%

• 务 告

22’-26’ CAGR •
8.2% 研
$37
1

18’-22’ CAGR 36.8% 22’-26’ CAGR 10.5%

• 千
务
18’-22’ CAGR
21.3%
• $44
$859

18’-22’ CAGR 13.0% 22’-26’ CAGR 5.8%

• 矿 告
• 务
务 $576
务

•
$61

$164
1

•
$517 1

$412
$252

2018 2022 2026E

Source: Counterpoint, Canalys, Statista, Meet Intelligence 14

 –

历 •

的 73%
务
(Spatial Sound)
锐 研
•

100%
TWS

41% 56%

Source: , Meet Intelligence 15

–

HIFI

Hifi Hifi

DSP 研 锐 KEF LS60 Harman Kardon Aura

HIFI Studio 2

务 USD $6,999.98 USD $ 299.95

24 /384kHz 20kHz
Hifi DSD and MQA^ DSP

Hifi Hifi
LDAC

锐
对

Source: , Amazon, Meet Intelligence 16

 –

18’-22’ CAGR 1.0% 22’-26’ CAGR 2.1%

18’-22’ CAGR 22’-26’ CAGR • 研 8

-3.6% 2.0%
•
18’-22’ CAGR 7.2% 22’-26’ CAGR 2.2% $29

• $23 $33

• 告 $31
$33
$30
•

18’-22’ CAGR -5.5% 22’-26’ CAGR 1.9%

$235 •
$202
$187
矿

/
2018 2022 2026E

Source: Forest and Sullivan, Statista, Meet Intelligence 17

 –

18’-22’ CAGR 4.7% 22’-26’ CAGR 0.4%

22’-26’ CAGR
2.0% •
18’-22’ CAGR 矿
5.1%
•
18’-22’ CAGR 5.4% 22’-26’ CAGR 2.9%
$209
•
$206
矿
务
$172
•
/
•

$388
$346
1
$280

2018 2022 2026E

Source: Statista, Meet Intelligence 18

 /

VR

Source: Meet Intelligence 19

 •

02
•
• TA
 •
• 务

29.4%

21.6%
•
•

2022
务
11.2% • 务 务
务
•
16.6%
2.6%
3.3% 务
4.4% 6.2%
4.8%

•
• 告

Source: Euromonitor, Meet Intelligence 21

 4 务 3

-
( )
2021
(vs 2019 )
/
US 13.2% CA 18.9%
(-20.9%) (-29.5%)

US 25.1% CA 35%
(-33.3%) (-47.2%)
US 4.5% CA 8.1%
(-8.2%) (-12% )

(US) (CA)
US 2.6% CA 2.5%
(-3.6%) (-3.3%)

US 74.9% CA 65%
(+33.3%) (+47.2%)

Source: Euromonitor, Meet Intelligence 22

 Tech-Lover GenZ

- TA 23% 18.4%

" "

确
TA Ø 务

Source: GWI, Meet Intelligence 23

 /
务
务
-
( )
2021 /
(vs 2019 )
UK DE FR ES IT
25.2% 46.3% 36.8% 38.6% 42.5%
(-16%) (-3.6%) (-1.6%) (-1.6%) (-9.1%)

务 /
UK DE FR ES IT
UK DE FR ES IT 7.2% 4.7% 4.4% 14.4% 2.3%
38.7% 62.2% 66.2% 67.1% 56.3% (-5.1%) (-0.6%) (-0.6%) (-0.1%) (-0.1%)
(-23.4%) (-4.9%) (-6.3%) (-3.9%) (-11%)
/
(UK) (DE) (FR)
UK DE FR ES IT
4.7% 1.4% 13.9% 4.3% 8.6%
(-1.5%) (-0.1%) (-2.1%) (-0.5%) (-1.7%)

UK DE FR ES IT
(ES) (IT)
0.4% 4.4% 4.9% 1.9% 0.9%
(-0.1%) (-0.6%) (-0.6%) (-0.1%) (-0%)

UK DE FR ES IT
61.3% 37.8% 33.8% 32.9% 43.7%
(+23.4%) (+4.9%) (+6.3%) (+3.9%) (+11%)
/

Source: Euromonitor, Meet Intelligence 24

 Tech-Lover GenZ

- TA 21.3% 18.5%

Ø 告

TA Ø

锐 Ø

Source: GWI, Meet Intelligence 25

 务 务 务
务
-
( )
2021
(vs 2019 )
/
SAU 52.2% UAE 30.9% EGP 43.5%
(-4.8%) (-7.2%) (-2.9%)

SAU 85.4% UAE 75.1% EGP 65.8% /

(-9.2%) (-9.1%) (-2.9%)
SAU 18.5% UAE 39.1% EGP 20.7%
(-1.0%) (-2.3%) (-0.4%)

务 /
(SAU) (UAE) (EGP)
SAU 5.9% UAE 0.4% EGP /
(-3.5%) (-0.2%) /

SAU 14.6% UAE 24.9% EGP 34.2%

(+9.2%) (+9.1%) (+2.9%)

Source: Euromonitor, Meet Intelligence 26

务 Tech-Lover GenZ

- TA 25.8% 23.0%
⼦

TA Ø

Source: GWI, Meet Intelligence 27

务 Tech-Lover GenZ

- TA 17.4% 38.4%
务 务

Ø 告

TA Ø
Ø

Source: GWI, Meet Intelligence 28

 务 告
务

-
2022
(vs 2018? )

/
ID TH MY PH VN
57.4% 44.9% 60.2% 65% 61.2%
(-7.4%) (-7.8%) (-7.5%) (+/- XX%) (-4.8%)

ID TH MY PH VN
59.8% 57.5% 65.1% 65.5% 62%
(-7.9%) (-6.6%) (-8.1%) (-3.8%) (-4.6%)
/
(ID) (TH) (MY)
ID TH MY PH / VN /
1.6% 5.4% 1.2%
(-0.4%) (+0.1%) (-0.5%) / /

(PH) (VN)

ID TH MY PH VN
40.2% 42.5% 34.9% 34.5% 38%
(+7.9%) (+6.6%) (+8.1%) (+3.8%) (+4.6%)
/

Source: Euromonitor, Meet Intelligence 29

 Tech-Lover GenZ

- TA 29.6% 33%

Ø 务
Ø

TA Ø

对 KOL

Source: GWI, Meet Intelligence 30

 •

03
•
AWARE/ APPEAL/ ASK/ ACT/ ADVOCATE/

• • • • •
• • • • •

• / • 社 空 • 社 空 • •
• / • / • • • APP
• 社 空 • / • • / •
• • • / • / •
.

导 导 赠

Source: Meet Intelligence 32

 务
务

2022 * * 匹

vs 2018
10%
+2.6% +3.1% +4.6% +3.8% +2.8% +4.8% +4.5% 0%

90
%

92% -2 0 %

87% 86% 84%

80
%

81%
74%
70
% -4 0 %

69%
64%
60
%

-6 0 %

50
%

AWARE -8 0 %

40
%

30
% -1 0 0
%

务 千 务
APPEAL

2022
ASK

Z X
40%
ACT 32%
29%
30%
25% 24%

20% Z 务
ADVOCATE
TA
10%
社
0%
⾝ 确

Source: eMarketer, Sproutsocial, Meet Intelligence 33

 80% 72% 67% 61% 56% 48% 45% 43% 43%

- 16%

66% 63% 64%

37% 38% 30%
19% 23% 24%

77%
65% 61% 59%
44% 35% 40%
32% 32%
12%

90% 93% 87% 78%

74%
37% 43%
22%

96% 77% 85% 84%

67%
39%
13% 13% 17%

81% 88% 89% 82% 78% 73%

43% 38%
13%

Source: GWI, Meet Intelligence 34

 务
2022
59%
撰 务

告
⼜
AWARE

u u Z
告 Z
APPEAL

ASK TGI
撰
40%
70% 127.2

65% 147.5
ACT

63% 146.6 19%

56% 130.1
ADVOCATE
41% 143.1
52%
36% 145.8
31%
140.8

Source: PwC, GWI, Meet Intelligence 35

KOL 务
KOL⼜
2020 务
KOL
KOL

14% in 2020 12% in 2020 25% in 2020 24% in 2020

20% in 2022 19% in 2022 34% in 2022 28% in 2022

AWARE

历 KOL
APPEAL

Ø Ø KOL Ø
KOL KOL
ASK 割

MarkRober UTD
NASA DIY
ACT 2380W 380W
X
Vsauce ‫ﻣﺣﻣد ﺣداﺋدي‬
务 Claw Quest
META VR
1880W 94.3W
ADVOCATE

SONNENSEITE
X
150W
Minibricks craft Anycubic
DIY 3D

Source: PwC, Meet Intelligence 36

DTC DTC

69% 25% 33% 17%

AWARE

APPEAL
DTC

ASK

锐 •

•
模 •
ACT ESG
• • 锐
•
/
• • (
ADVOCATE 愿 / )
• 撰 撰 撰
• CDP 撰
研 研务
• pi GA
• CRM
UTM 研
Source: McKinsey, PwC, Meet Intelligence 37
 Ø

/
/
87%
/

/
AWARE
/

APPEAL
Ø
TA …
ASK

43%
ACT

TA 割 …
ADVOCATE

+8% vs 2021

Source: Adobe, Publicis Sapient, Meet Intelligence 38

 TA 历

82%
77% 74% 72%
57% 54% 54%
47%
42%

告
太

/
Source: Adobe, Meet Intelligence 39
TA … Ø

• •
• •
• •
ü 10
•
ü
•
ü

• •
#Garmin Fit JR. 3
• 够 •
• •
• ü
• ü
• ü

Source: , Meet Intelligence 40

TA …

20
8-9
…

⼜ …
…

#Anker Nano3 #DJI MiniSE #Gimi Z7X

70% 69% 42%

3.5 3.8 55%

Source: , Meet Intelligence 41

TA …
2022
60% 74%
够
FANCY 告
47% 40%
够

• • •
务
• • 对 •

Source: MARIGOLD, Trading Economics, Meet Intelligence 42

 •

04
•
 告

2022 *

-1.3%
4.3% vs 2021

Source: GoodsFox 44
 务 8-9

2022

15.8%

12.5%
11.9%

9.4% 9.0%
8.4%
7.6%
6.8%
6.0%
5.2%
4.0%
3.3%

1 2 3 4 5 6 7 8 9 10 11 12

Source: GoodsFox 45
• 愿 7
• 群 2022

2022

3.1% 4.5% 5.0% 5.0%

20.0%
22.6% 25.0% 28.2%

愿 76.9% 72.9% 70.0% 66.8%

Q1 Q2 Q3 Q4

Source: GoodsFox 46
 37 16 1
Meta 12
-
😍Introducing the latest Lenovo XT80 Wireless Bluetooth 5.3 Wireless
Earphones wih Mic Button Noise Redcution! Features include: 🔹 Advance
Bluetooth V5.3 🔹 HIFI Stereo 🔹 Powerful Bass ……

37 16 1
Meta 12
0s~15s

😍Introducing the latest Lenovo XT80 Wireless Bluetooth 5.3 Wireless

Earphones wih Mic Button Noise Redcution! Features include: 🔹 Advance
Bluetooth V5.3 🔹 HIFI Stereo 🔹 Powerful Bass ……
16s~35s

Source: GoodsFox 47
 44 43 1
Meta
-
Elevate your games. Feel your music. Get lost in your movies. Connect
with your inner self. Catapult any multimedia experience to another
dimension.

0s~8s VR
赠 锐

167 41 1
Meta 资
0s~15s

😍Introducing the latest Lenovo XT80 Wireless Bluetooth 5.3 Wireless

Earphones wih Mic Button Noise Redcution! Features include: 🔹 Advance
Bluetooth V5.3 🔹 HIFI Stereo 🔹 Powerful Bass 🔹 IPX7 Waterproof ……

16s~37s

Source: GoodsFox 48
 198 100 1
Meta
-
🤠40000mAh Massive Power!🔥 🤠😎One charge for TWO WEEKS! One
power bank lasts for FIVE YEARS!👇👇

56 13 1
Meta 12

Designed for the digital nomad. Intelligently power or charge nearly

anything, anywhere – equipped with: 🔋(1) AC/DC Power Outlet 🔋(2) USB
Fast-Charge Ports 🔋(1) USB-C Port 🔋Wireless Charging 🔋OLED Display
Screen 🔋Solar Recharging 🔋20,000 mAh……

59s
KOL KOL
KOL

Source: GoodsFox 49
 DTC
• 2018
• 78.4% 愿 19.2%
• TA
•
Unlock a better music experience! Stone
◦ Bluetooth speakers are here to keep
◦ your party going🎶 Grab Yours Now 🔥
u ◦ 锐
u

( )

F a
c e
bok

131
•
400 6 0 .0 0
%

5 0 .0 0
%

35
00

In st a
g ra
m

94 300
420% 4 0 .0 0
%

3 0 .0 0
% 26%
25
00

224%2 0 .0 0
%

24
200

25%
T iw t
e r

1 0 .0 0
%

61% 54%
10%
15
00

0% -18% -24% -37%

0 .0 %

-63% -53% -44%

24%
100

-1 0 0
. 0%

Yo
uT
ub
e

13 50

-2 0 0
. 0%

0 -3 0 0
. 0%

24%
22'5 22'6 22'7 22'8 22'9 22'10 22'11 22'12 23'1 23'2 23'3 23'4

Source: GoodsFox, Meet Intelligence 50

 DTC
• 2018
• 55% 愿 40.2%
• TA

•
Still struggling with a single screen set
◦
up? We've got you covered! With
u 资 ◦ no charging required and just a single
cable connection, ……
◦
u

( )

F a
c e
bok

3.9
• 务
400 6

35
00

In st a
g ra
m

1.7 300
4

3 25%
25
00

266%
2

0.5 121%
200

109% 25%
T iw t
e r

61% 43%
13%
15
00

0% 0% 0% 0

-55% -32% -47%

25%
100

-1

Yo
uT
ub
e

0.1 50

-2

0 -3

25%
22'5 22'6 22'7 22'8 22'9 22'10 22'11 22'12 23'1 23'2 23'3 23'4

Source: GoodsFox, Meet Intelligence 51

 务
•

05
•
务
粉 务
务 务
模 务

(2012- )

(2008-2011)

• 务 •
宇 矿
(~2007)
• 模 务
•
• 务 DVD
务

• 务
模
• 宇

Source: Meet Intelligence 53

务

宇 务 务
锐 务

模
务 (2021)
务
Ø 2C Ø 2B 37%
7,900
6% 22%
8,500 务 4%

2,810
务

8,500 534 5.
3
2021
7,900
2011 2021

2018 2021 300

1000 900

16

Source: , , Meet Intelligence 54

务
确

务 TOP 10 *

2021 2022
50%

40%

30%

20%

10%

0%
务

* 3 Facebook, Google TikTok

Source: Meet Intelligence 55

 务

5 .5

VR

3 .0
务

0 .5
1 .5 3 .0 4 .5

Source: Meet Intelligence 56

务 务
务

• 务

• 模 去
• 割 务
• 割

•
• 割

•
•

• 愿
•

Source: Meet Intelligence 57

Source: Meet Intelligence 58
59
BeyondClick

洞察 优化 创意 社媒红人
Insight Optimization Creative Social Media &
KOL
• 8,800万+
有数据 • 10年全球投放数据沉淀 • 对接全球创意素材资源 • 连接100,000+网红资源
全球消费者样本库

有策略 • 系统诊断评估出海投放策略 • 账户数据结构诊断优化 • 数据效果导向优化创意内容 • 系统性媒介与内容营销方案

• 本地化创意持续迭代，高效输
能落地 • 数字媒介资产利益最大化 • 投放过程可控，效果可观
出
• 有效链接海外本地用户

60
 38

Yahoo！JAPAN LINE SmartNews

ASA Reddit HUAWEI Ads

SHAREit Telegram myTarget

Kwai LinkedIn Quora

Meta Twitter Snapchat

Eagllwin Foonet WeTV

The Trade Desk Criteo MIQ

Xender Start.io Amazon DSP Hivestack

Outbrain DV360 Bing

Google TikTok Pinterest Taboola iQIYI Bigo Ads Twitch Fandom Spotify LoopMe

61
 TA

ü
ü
…

ü
ü …

ü
ü
…

ü
…
ü
…
62
–

63
 AI
AI

撰 研 AI
233 研
研 研

ROI 务 KPI
SEO AI
50 QC

benchmark
锐

AI
ROI

Media Hub + Data Hub

撰
研

64
 TA

AI

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

& AR 3D

& …
65
- AR

AI

- - 研导

AI 愿
+AI
Ø NBA

ROI 2-3
66
 z

PR
锐 KOL

/ AI
锐

67
 –

YouTube WEEKLY VLOG

•
• •
DIY

Instagram
•
• 撰 … …
TikTok
•
•

68
TikTok 研

69
 割
导 务

务 研 割
研 割

务
https://www.meetsocial.com/

70
2023
Meet Intelligence
Meet Intelligence
3C 10

Yvette ZHANG
Uni GUO