跨境电商DTC全阶段增长策略白皮书

DTC235DTCP0 -16202326P1 -29323540P2 -4346IP4851MetaMeta54573DTCMetaDTCDTCDTCMetaDTCMeta4DTCMetaDTC56202220017021,520 1,935 2,073 2,488 2,902 20202021202220232024E2,90220242,902214.2%2023314.2%+17.8%17.8%2(CAGR), 2020-2024E[1] [2] 2023[3] B2CB2B[4] 720231[1] 2023[2] [3] Frost & Sullivan2023[4] 35%26%9%6%5%19%1,16620231,166135%35%126%26%120%20%120182023(CAGR)38%3282023B2C13C[1] 2023[2] Statista, Cross-border e-commerce in China [3] 3CYOY30%96%4%20232,48812,3865465154272671624684484193352191253793C2023年2022年22%23%28%22%30%23%YOY2023B2C29DTC[1] 2023[2] B2CDTCDTCDTCDTCEverlaneAllbirds112.7%20202024DTC(CAGR)1eBayWayfair, Lookfantastic23410DTC[1] DTCP0 -P1 -P2 -DTCDTCDTCDTC1.<2502.3.1-24.1.250-1,5002.3.4.1.>1,5002.3.4.11[1] DTCP0 -12P1 -12P2 -1212DTC13DTC[1] DTCDTC1.2.1.2.1.2.IPP0 -P1 -P2 -14[1] DTC•DTC•••DTC••••••••••1-2•••UGC••••IP••••AIP0 -P1 -P2 -15vDTCP0 -•DTC•DTC•1516P0 -DTCDTC1-2[1] 17P0 -[1] StatistaE-commerce of Worldwide2024[2] 2020-2024E119%14%14%13%12%12%12%9%9%8%13,263202413,26311,16420241,164118P0 -[1] •••••••19DTCDTCP0 -[1] DTCDTCDTCDTC20P0 -DTCDTC1-2[1] 211.[1] Chubbies[2] Step 1:•Step 2:••Step 3:•123P0 -1Chubbies222.[1] FluffillowSpark Paws: Comfort Meets Chic for Your Dog2024Spark PawsInstagram[2] P0 -Step 1:Step 2:Step 3:123Spark Paws1Step 1:Spark Paws…Step 2:Butter-StretchSpark PawsButter-StretchStep 3:Spark PawsInstagram“#SparkPaws”“#SparkPawsPetStyle”315023P0 -DTCDTC1-2[1] 241.[1] P0 -Step 1:Step 2:1-21-2MetaStep 3:ROI1231Step 1:Step 2:FacebookGoogle50Step 3:700CPMROI>41252.[1] AIRBOXR, Rothy’s: How a billion-dollar sustainable shoe company uses data to guide growth2022[2] P0 -•••••AI••••Rothy’s1Rothy’sVogueRothy’s164Rothy’s308.526P0 -DTCDTC1-2[1] 27DTCP0 -4DTC[1] ••••• DTC••••••••KPI28vDTCP1 -•DTC••2829P1 -DTCUGC[1] 301DTC1.[1] P1 -• DTC•••••••••P1DTC312.[1] P1 -•••••••••••••••••P0 –P1 –1234532P1 -DTCUGC[1] 331.[1] P1 -125-35…………Lazada342.[1] P1 -StepStep123StepAI1202335P1 -DTCUGC[1] 36•••1.[1] P1 -1XXX37UGCUGC3UGCUGCUGC2.UGC[1] P1 -UGC1UGCUGC38ChubbiesChubbies200ChubbiesChubbies3.[1] Selling Social, How Chubbies built a $50M business with memes2021Chubbies[2] P1 -Chubbies1394.[1] Harper’s BazaarMeghan Markle Wore Unexpected Shoes to the Beach, & Now Everybody Wants Them2018[2] Artwork Flow, The Genius Brand Strategy of Rothy’s2024[3] P1 -KOLKOLKOL/KOCRothy’s··Harper’s Bazaar1Rothy’sInstagram240P1 -DTCUGC[1] 41••••• DTC•••••••••••••••• IT•••••P1 -[1] DTCP142vDTCP2 -•DTC••4243P2 -DTCIPIPAI[1] 441.[1] Retail Dive, Brooklinen launches first pop-up in NYC2018[2] Retail TouchPoints, Brooklinen Goes From Pure-Play DTC To Pop-Up Retailer In Four Weeks2019[3] P2 -• DTC••••••••/•••••/••Brooklinen12,0001Brooklinen2452.[1] Vox, “It’s more than a shoe, it’s a sisterhood”: inside the Rothy’s fandom2020Rothy’s Facebook[2] P2 -FacebookRothy’s1FacebookRothy’sFacebook“Rothy’s Addicts”25,000FacebookRothy’sVFacebook46P2 -DTCIPIPAI[1] 47[1] P2 -Step 1:Step 2:APIStep 3:GTM12348P2 -DTCIPIPAI[1] 491.[1] Glossy.DTC beauty brands double down