2025跨境电商DTC全阶段营销制胜白皮书

饖㗟榾らDTC⪓ꡙ夀蛈ꛖ⯆羿氫汷░2025 飃飉䤸䷒⯆㲋蛈ꛖ⪓ꛔ饟瓀樋Empower DTC businesses with new Go-beyond-Ads Growth Framework䶺䱹⛮硍SupportingSystems⿁撿Branding⮡䙬Creative蛈ꛖMarketing‘Go-Beyond-Ads’ Integrated Framework 2025 飃飉䤸䷒ 蛈ꛖ⪓ꛔ饟瓀樋 | 'Go-Beyond-Ads’ StrategiesDTC⹠㷤ꡙ夀 “蛈ꛖ⮡䙬” ╚겗 | DTC Lifestage Themes 蛈ꛖ⪓庀习⚝⴬Full funnel marketing strategies⮡鵲⶛飉걽㲙♯⡬Value Creation 藜䐂䡟樋䓪㘍ꝚDeep dive growth opportunities䡗捙僿ⶍ篒Evolution䡗Ꝛ僿儗㎻⴬Localisation颯塠僿䄑䋳⴬Differentiation鲋峛僿䫓碠Discovery3泘䎓⯥銨4饖㗟榾ら车┯劲㷀6饖㗟榾ら车┯劲㷀┚⭴⹾飊ⲡ7㍌㛻眷饖㗟榾らDTCら㳄蛈ꛖ⯆羿瓀樋15蛈ꛖ劭䑐瓀樋18鲋峛僿 丘䩺뀕ⲁ⮇冫յ蛈ꛖ顲耇⿁孾鲍⭴DTCꛖꄈ瑭┉塠18颯塠僿 蛈ꛖROI “㲋” 䄬㏜⽰⿁眷竞⺸յ指⩕蛈ꛖ孨ⲁ䬠ꛖꄈ20䡗Ꝛ僿 儗㎻⴬蛈ꛖ䬠鈺嘗յ냖珸⴬蛈ꛖ䬠♯劲23䡗捙僿 指⿁撿湺ꡘ䣒鵲յ⪓峗鷺丞⺭蛈ꛖ㲓朆ꛖꄈ⮵射⹙㘍Ꝛ26⮡䙬劭䑐瓀樋30鲋峛僿 䫓碠指劫⴬氳DTC蛈ꛖ⮡䙬䎬䌋30颯塠僿 指䎬䌋氳䄑䋳⴬⫂㳋⠺ⱱ篍☕㲓朆䌖搷34䡗Ꝛ僿 ⚩䲭儗㎻⴬յ瞿⬢⴬⽰湺ꡘ⴬䬠ⶍ☕紮峈鵁39䡗捙僿 ⫂㳋䗯䚊⴬յⰎ䗯⴬䌖⪦뙧⛮뀰谑䦟⴬䍠◎ⲁ44⿁撿劭䑐瓀樋48鲋峛僿 ⿁撿㲋⛤⽰⿁撿䎬霅䣒䋯寕顠縖阡湳48颯塠僿 ⮤ꡙ㲋⯆⴬⛮뀰⹖⮡䙬孨ⲁ䬠ⶍ⿁撿阡湳50䡗Ꝛ僿 儗㎻⴬蛈ꛖ䬠鈺嘗յ냖珸⴬蛈ꛖ䬠♯劲52䡗捙僿 ⿁撿IP䬠嶯♯յ⚢⼥儬⯆➢顫出燠碶56䶺䱹⛮硍劭䑐瓀樋60鲋峛僿 䡗环DTC걸泘篯⽰⯆㲋熭㰣것畀⮇鿥儬⯆䋯⻪DTC榟䙬60颯塠僿 㘍阻DTC蛈ꛖ┥☕┥㹞䶺䧏DTC榟䙬狰滭62䡗Ꝛ僿 ⶖ⺱ⶍ篒յꠊ朅留杼䬠ⶍ䷞曎67䡗捙僿 AI保耇⴬䄄㲓朆饖⵲㓊յ指⿁撿냖䷞留杼724䌫姧捈Meta 㛻╈ⶕ⵲╈㵸⚀┯䔅篺杼㏇寕顠꧎姳㘍Ꝛ⽰AI䤗儛ꪵ亍氳⹙ꄆ뀕ⲁ┖饖㗟榾ら鲽⪍▽保耇⪓杷⴬氳⹠㷤亍ꡙ夀⛙⹠㷤存僿⹩⴬յ⪩爒嫧ⲁ┚䷓瓀隀丞⪦⺱㖆鵲▽䎎⯥㛄儷┽㼠氳⪓杷⭴⹾顟佄㷀ꪫն╈㎁⭴宿⚀┯⭡⠺刎䓪❠䈒ꛔ┚丘㰅⸊榟⚝ⲡ㏇⪓杷䄬㏜㷤䋯▽瞿縰䌋䣲䌫⶝篚ꛐ顎⭴宿嘗䌋䄖鉵⹖㘍Ꝛ㛿菋冏DTC⶞㳄┚⿁撿塜篺ⷧ浔☳孲ꄈ◂㜕⮽䑐保ⶭ겅氳䡟樋餠鱻նMeta ⛼╙鳀䫙╈㎁⭴宿ら㳄┚⪓杷寕顠縖氳䇖⺐┚⭤䈲纭䣆⺭⛼⹠䄭儗氫汷░☳蛈ꛖյ⮡䙬յ⿁撿⽰䶺䱹⛮硍㍌㛻簟䈲岑⪍㷤䋯╙骱㚲┘⺱⹠㷤ꡙ夀氳DTC⭴宿⶞㳄┚⿁撿㲋⯆蛈ꛖ瓀樋⛮硍鿥⺭Meta⪓竞⛤氳䇯⼔⽰⮡䙬鉯⬀竞勆Ⲃⱱ⭴宿⶞㳄氳Ꝛ䷞⿁撿䋧阻⽰榟䙬㘍Ꝛն㏇⪓杷榾ら榟䒳氳Ⰾ憷ꄆ冘╈DTC⶞㳄┚⿁撿塜ꪫ║浔⪓亍氳䷞曎䧪䡟┚儬鷕縡 Meta 阡╙滭㷀氳⪩꜄㏇◇㵨䇖⺐䤗儛ⲡ耇┚ら┯嬼㴕鯸⴬╙⺎蛽㏐氳蛈ꛖ瓀樋䧗㵗⽰⿁撿♯⡬㘍Ꝛ䌖䳫●꧎姳ꄆ冘亍┪♏寕顠縖顔▝ⱱꄆ金䓪⽰⬀瓀儹┕ⶍMeta 㵨╙⭴宿⶞㳄䬠❠Ꙟ㵒泘剝⹨⚜氳⪓竞⛤蛈ꛖ鉯⬀竞勆ն●䤗儛餠鱻AIGC䡗╙⮡䙬榟出䄄瞿⬢出⭴耇鉵ⲁ泘剝寕顠☕紮氳䇯⼔縡㓹◇Llama璡㛻陪銨嘗㑔氳保耇㲙僜⮟耇㲓休⿏䈒┘⺱㏐⵲⽰㎁㳄氳寕顠縖ն●⪓㓊踅⺭炙◬䇖⺐䡗╙寕顠縖⬀瓀ꠊ朅氳⪩꜄䇖⺐նMeta 㵨Ⲃⱱ╈㎁DTC饖㗟⶞㳄┚⶞㳄氳⿁撿蛈ꛖ瓀樋蛽㏐ն㏇☫㛿DTC⶞㳄┚⿁撿氳䡗Ⱶ⭴宿◡꧎鵠鲋⮡亍氳蛈ꛖ瓀樋全冘䋧岑㷄氳榫䢓鳀䫙ն꺙⩝炙◬㨦⛮䇖⺐塜㏇☳孲ꄈ㏜⺸蛈ꛖ㏜⽰篺蛈㏜鯸⹩⭴宿氳⿁撿⽰⶞㳄⺎♔䯌鰉 Meta 仝┖指⩕氳炙◬䇖⺐⽰䇯⼔⫂㳋䎬䌋㵨寕顠縖┚⶞㳄⽰⿁撿╯ꠑ氳⪩硍☳⼝䕜⚩鵉ⶍ篒╙出⿁⪦⮡┚杼䒞⪦뙧ն⪭埠DTC⶞㳄┚⿁撿⺎♔⠺Ⲃ Meta 氳⮡⛼縖榟䒳䄑䋳⴬鲽车蛈ꛖ⺭⛼全㲓朆瞿⬢ꄂ䷒䏆⿏ⱱ䇜䎬䡗䲬ⲁꝚ㶾孲ꄈ氳兡儼ն僄⺵⭴宿⶞㳄┚⿁撿鲸⺎♔⠺Ⲃ Meta 氳榟䒳⽰炙紮㵨⪝㓊藜䐂氳泘剝⹨⚜䌖⪍⺎舅╚鲡蛈氳熗㓊ꡘ㏐䬠ⶍ蛈ꛖ⺵簘氳槴㰇⽰Ꝛ僿篺蛈ն⮞䘟㞴Meta 㛻╈ⶕ⵲╈㵸⚀┯Ⱌ䔅篺杼⮞겕Meta 㛻╈ⶕ⵲╈㵸⚀┯┯ⱷ䔅沪⯥銨5鲽⪍2025䇗⪓杷⴬鲽爊┚篺顟劲㷀篺ⷧⰎ憷ꧠ蔷╈㎁⭴宿⶞㳄┚⿁撿塜ꪫ║⯥䢦儔僗氳䡟樋鯸䤽憠䑒걺破聰㵒❠䈒ꛔ篍⮵⽰睱䷒䌋⭴宿ꛖす嘗䌋氳❤顽⬢㚷鲽⪍榟䒳⴬珒◂氳岑姢⵲ն㶗⪭佭㏇孲ꄈ篍⮵鵄峀寕鴚氳⪓杷⴬蛈ꛖ亍存僿╈DTC嘗䌋┖氳珒◂䄖┘⫋⢦槴◇䇖⺐⠺ⲡ縡佭⪓ꪫ鯸⺸榟䒳鵲ⲡ氳䡟樋竞⺸ն䎎┖⭴宿⶞㳄┚⿁撿䘶金簒簘㵖姳㘍Ꝛ氳⪩꜄佭㏇┘漶㲋䓪╈꛰㲋漶㲋䓪ն䡗Ⱶ滭㷀縖꧎㏇䤗儛狪鵁յ榟䒳ⶖ⺱յ突⴬䚊湳└╄簟䈲冘䋧䡟樋篒氳蛈ꛖ耇ⱱն鲹熨㓹◇榟䒳氳ⶍ篒儗顏佭㵨蛈ꛖ☳䡗儗╈䑐鯸⴬╙♯⡬⮡鵲╈凅ն㓹◇指䇗氳溿狓⭤䈲㏇2024䇗⹠䄭氳վ⿁撿㘍Ꝛ衹㎂տ伺漶䧗⭴⿁撿氳♯⡬㘍Ꝛ❤ꪣ㏇催指☕䑐╈䣒鵲⿁撿僗䙬共氳䄑䋳⴬ն縡䎎⿁撿㚷僗䙬共氳䄑䋳⴬休耇奃俋鵠⿁撿藜䐂5⠙氳䄬㏜峈鵁曎㘍Ꝛ⚝ⲡ縡┦䎎⿁撿ⶭ겅催指寕顠縖䑐保⺵耇䅠全奃俋鵠⿁撿냖9⠙氳ꛖす♷겜1⠙氳嶯♯狝ꠑ♔⹖4⠙氳ꛖす겜䄬㏜♷겜㘍Ꝛ⺎耇䓪ն㏇㓹◇⭤䈲⽰ Meta 氳⪦⮡溿狓╈䡘♜䋧阫⭴宿⶞㳄⽰⿁撿⻪ⲁ냖䷞耇氳蛈ꛖ瓀樋⠺Ⲃ Meta 氳榟䒳䇖⺐䣒鵠丘䩺嬼㴕-保耇䤸䷒-㷽篑◬♀氳ꛔ兣冘䋧炙◬㏜-䮣碠㏜-篪┖㏜氳踅⺭蛈ꛖ⽰篺蛈㏜俍ն㵨蛈ꛖ硍簊☳鯸⴬饟䏧ⶍ篒╙⚩鵉♯⡬氳留鷺⽰⮡鵲♯⡬氳头⛮ն傾屍莽⭤䈲⾚陟㛻╈ⶕ⵲⺭动☕⯥銨6饖㗟榾ら车┯劲㷀7╈㎁⭴⹾饖㗟榾ら㘍Ꝛ뀕ⲁ㍕碜⪓杷䷓媪⽰篺宁㏇┘漶㲋䓪╈嫧ⲁ╈㎁饖㗟榾ら车┯☱䦦僗㛢걸䫠ⲁ⹠㷤氳塜ꪫ㍕碜饖㗟榾ら车┯劲㷀丞⛮䄬忽┚飊ⲡ顫乢全嶏[1] ╈㎁宿⪩䔅糓⹠䄭◇2024䇗 [2] ╈㎁宿⪩䔅糓⹠䄭◇2024䇗2024⪓䇗丘䩺╙⭤䈲㓹◇2024䇗┕ⶐ䇗⹖╯⯥氳饖㗟榾ら鲽⭴⹾鈺嘗⽰㘍鵮䫠畀[3] ╈㎁䦵⴮宿⪩վ瞉徦擻孲㍩榾ら┯ⱷ䋯鵠┉⼽䇗26☛⩕饖㗟榾らら⿁槖걹⭴⹾տ2025䇗3僖 [4] ╈㎁らⱷ鼨վ╈㎁⽰罥㶻⼏甌糓榾㯹らⱷ⺭⛼隂鉯㚷䑬䎓տ2025䇗4僖[5] ╈㎁らⱷ鼨⪓㎁榾㯹らⱷ⪝⪦僜ⱷ粠վ䤴⛩儬鷕䫠鲽饖㗟榾ら饖飉⹠㷤տ2025䇗3僖 [6] 勆㜍溿狓⭤䈲⮇冫ⱶ䍠⺭⛼儬⯆䋧环䡽舘2025清4僖免㎁䄖⺱34光㎁㳄甌糓榾㯹らⱷ⺭⛼㚷䑬䎓䇜䋧环⹙鱦榾㯹らⱷ⺭⛼儬⯆4 ㏇23光舅顟ⶖ㲋免篑僗50%阻糌▽榾㯹らⱷ兣著5╙饖㗟榾ら⚀┯䦌㷤宿㛚䄬忽䬠❠▽䷓瓀变꤄⽰⺭⛼儬鷕ն╈㎁饖㗟榾ら⭴⹾ꦻす겜⹖㘍鵮 (☛紇⩕) 21,520 1,935 2,073 2,488 ≈ 2,904 40%28%12%20%12%0%5%10%15%20%25%30%35%40%45% - 500 1,00 0 1,50 0 2,00 0 2,50 0 3,00 0 3,50 020202021202220232024E规模增速20