Meta2024跨境电商DTC全阶段增长策略白皮书-78页

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提取的文档内容：DTC2 3 5 DTC P0 16 20 23 26 P1 29 32 35 40 P2 43 46 IP 48 51 Meta Meta 54 573 DTC Meta DTC DTC DTC Meta DTC Meta4 DTC Meta DTC56 2022 200 1 70 2 1,520 1,935 2,073 2,488 2,902 2020 2021 2022 2023 2024E 2,902 2024 2,902 2 14.2% 2023 3 14.2% +17.8% 17.8%2 (CAGR), 2020-2024E [1] [2] 2023 [3] B2C B2B [4]7 2023 1 [1] 2023 [2] [3] Frost & Sullivan 2023 [4] 35% 26% 9% 6% 5% 19% 1,166 2023 1,166 1 35% 35%1 26% 26%1 20% 20%1 2018 2023 (CAGR) 38%3 28 2023 B2C 1 3C [1] 2023 [2] Statista, Cross-border e-commerce in China [3] 3C YOY 30% 96% 4% 2023 2,488 1 2,386 546 515 427 267 162 468 448 419 335 219 125 379 3C 2023年 2022年 22% 23% 28% 22% 30% 23% YOY 2023 B2C 29 DTC [1] 2023 [2] B2C DTC DTC DTC DTC Everlane Allbirds 1 12.7% 2020 2024 DTC (CAGR)1 eBay Wayfair, Lookfantastic 2 3 410 DTC [1] DTC P0 P1 P2 DTC DTC DTC DTC 1. <250 2. 3. 1-2 4. 1. 250-1,500 2. 3. 4. 1. >1,500 2. 3. 4. 本报告来源于三个皮匠报告站（www.sgpjbg.com）,由用户Id:777738下载,文档Id:168616,下载日期:2024-11-1211 [1] DTC P0 1 2 P1 1 2 P2 1 212 DTC13 DTC [1] DTC DTC 1. 2. 1. 2. 1. 2. IP P0 P1 P214 [1] DTC • DTC • • • DTC • • • • • • • • • • 1-2 • • • UGC • • • • IP • • • • AI P0 P1 P215 v DTC P0 • DTC • DTC •16 P0 DTC DTC 1-2 [1]17 P0 [1] Statista E-commerce of Worldwide 2024 [2] 2020-2024E 1 19% 14% 14% 13% 12% 12% 12% 9% 9% 8% 11,601 2023 11,601 1 1,033 2023 1,033 118 P0 [1] • • • • • • •19 DTC DTC P0 [1] DTC DTC DTC DTC20 P0 DTC DTC 1-2 [1]21 1. [1] Chubbies [2] Step 1: • Step 2: • • Step 3: • 1 2 3 P0 1 Chubbies22 2. [1] Fluffillow Spark Paws: Comfort Meets Chic for Your Dog 2024 Spark Paws Instagram [2] P0 Step 1: Step 2: Step 3: 1 2 3 Spark Paws 1 Step 1: Spark Paws … Step 2: Butter-Stretch Spark Paws Butter-Stretch Step 3: Spark Paws Instagram “#SparkPaws” “#SparkPawsPetStyle” 3 15023 P0 DTC DTC 1-2 [1]24 1. [1] P0 Step 1: Step 2: 1-2 1-2 Meta Step 3: ROI 1 2 3 1 Step 1: Step 2: Facebook Google 50 Step 3: 700 CPM ROI>4125 2. [1] AIRBOXR, Rothy’s: How a billion-dollar sustainable shoe company uses data to guide growth 2022 [2] P0 • • • • • AI • • • • Rothy’s 1 Rothy’s Vogue Rothy’s 164 Rothy’s 30 8.526 P0 DTC DTC 1-2 [1]27 DTC P0 4 DTC [1] • • • • • DTC • • • • • • • • KPI28 v DTC P1 • DTC • •29 P1 DTC UGC [1]30 1 DTC 1. [1] P1 • DTC • • • • • • • • • P1 DTC31 2. [1] P1 • • • • • • • • • • • • • • • • • P0 – P1 – 1 2 3 4 532 P1 DTC UGC [1]33 1. [1] P1 1 25-35 … … … … Lazada34 2. [1] P1 Step Step 1 2 3 Step AI 1 202335 P1 DTC UGC [1]36 • • • 1. [1] P1 1 X X X37 UGC UGC 3 UGC UGC UGC 2.UGC [1] P1 UGC 1 UGC UGC38 Chubbies Chubbies 200 Chubbies Chubbies 3. [1] Selling Social, How Chubbies built a $50M business with memes 2021 Chubbies [2] P1 Chubbies 139 4. [1] Harper’s Bazaar Meghan Markle Wore Unexpected Shoes to the Beach, & Now Everybody Wants Them 2018 [2] Artwork Flow, The Genius Brand Strategy of Rothy’s 2024 [3] P1 KOL KOL KOL/KOC Rothy’s · · Harper’s Bazaar 1 Rothy’s Instagram 240 P1 DTC UGC [1]41 • • • • • DTC • • • • • • • • • • • • • • • • IT • • • • • P1 [1] DTC P142 v DTC P2 • DTC • •43 P2 DTC IP IP AI [1]44 1. [1] Retail Dive, Brooklinen launches first pop-up in NYC 2018 [2] Retail TouchPoints, Brooklinen Goes From Pure-Play DTC To Pop-Up Retailer In Four Weeks 2019 [3] P2 • DTC • • • • • • • • / • • • • • / • • Brooklinen 1 2,000 1 Brooklinen 245 2. [1] Vox, “It’s more than a shoe, it’s a sisterhood”: inside the Rothy’s fandom 2020 Rothy’s Facebook [2] P2 Facebook Rothy’s 1 Facebook Rothy’s Facebook “Rothy’s Addicts” 25,000 Facebook Rothy’s V Facebook46 P2 DTC IP IP AI [1]47 [1] P2 Step 1: Step 2: API Step 3: GTM 1 2 348 P2 DTC IP IP AI [1]49 1. [1] Glossy. DTC beauty brands double down on cross-category collabs 2021 [2] Hypebeast. Knickerbocker Enlists ‘The New York Times’ for a Printing Press-Inspired Capsule 2022 [3] P2 IP IP IP 1 Curie Living Root Curie Living Root Curie Living Root 2 Knickerbocker T Knickerbocker Knickerbocker50 2. IP [1] P2 / / / IP IP IP 1 IP 151 P2 DTC IP IP AI [1]52 1. [1] P2 Step 1: • API • Step 2: “ • • • Step 3: • • Step 4: • • 1 VOC53 2. [1] P2 AI AI AR • AI • AI • AR / / AI • • ROI • • • AI • • AI AI AR 1 • • 50+ 20054 Meta55 Meta Meta DTC [1] Meta Meta P0 – DTC 1. ? Reels 2. ASC 3. ACA (DABA) P1 – 1. ACA (DART) 2. Reels partnership ad 3. ? ASC 4. API P2 – IP 1. Reels partnership ad 2. API 3. ASC56 Meta Meta DTC [1] Meta Meta P0 – 1. ? Reels 2. ASC 3. ACA (DABA) P1 – 1. ACA (DART) 2. Reels partnership ad 3. ? ASC 4. API P2 – 1. Reels partnership ad 2. API 3. ASC Meta 1 2 357 Meta – [1] Meta API 1 2 358 1. API [1] 2022 5 8 28 A/B API API [2] 2022 1 1 2022 3 31 1,000 API >1,000 50 (EMQ) 5 90% 300% [3] Meta API Meta Meta 1. 2. 3. Meta Pixel API 13%1 Meta Pixel API 19%2 API API API Meta Pixel 50 Facebook Shopify WooCommerce Google Salesforce FACEBOOK Pixel API 1 2 359 [1] 2022 7 [2] Meta Ray-Ban API Facebook Instagram 36% 1. API 36% Meta Pixel Meta Pixel API 36% 19% Meta Pixel Meta Pixel API , 19% 7% Meta Pixel Meta Pixel API 7% 1 2 360 Pixel /SDK 180 2. [1] Meta 1. 2. 3. 1 2 361 Meta – [1] Meta Reels 1 2 3 partnership ad62 Meta 3 9 / 3 1. [1] 2021 8 1 2022 3 25 200,000 (CPA) [2] Facebook2017 25 / 759 [3] Meta Meta 1. 2. ? (CPA) 12%1 27%2 1 2 363 [1] Meta [2] Meta KiwiCo Instagram Facebook Reels 30% 1. 27% Reels 27% 30% Reels 30% 1 2 364 2.Reels [1] Meta 2023 2024 2 [2] GWI Facebook 2023 6,758 1,178 1,110 1,178 557 515 1,113 1,107 16-64 Reels [3] Meta Reels Reels 1. 2. 3. Reels 35 1 85%2 Reels 79%2 Reels 80% Reels 40% Reels Reels 65% Reels Reels 25% 1 2 365 [1] Meta [2] Meta Meta — 8 Reels Facebook Instagram 2.Reels 1 34% + Reels 34% 4 4 8.5-pt 2 8.5-pt 1 2 366 [1] Meta [2] Meta Carlton Dry Z 2.Reels 2 1.6 1.6 45% 45% 58% 58% 5.5-pt 5.5-pt 1 2 367 3. partnership ad [1] 15 2021 6 2022 1 [2] 2022 9 2023 6 12 Reels [3] Meta partnership ad 1. 2. 3. 4. 5. 19% 19%1 53% 53%1 22% ThurPlay 22%2 21% 3 21%2 1 2 368 Instagram 3. partnership ad [1] Meta Instagram 1 2 369 3. partnership ad [1] Meta • • • • • • • • 1 2 370 Meta – [1] Meta ACA DABA DART ASC 1 2 371 1.ASC [1] Meta 31 2022 7 9 [2] 11 48 [3] Meta ASC AI Meta 1. 2. 3. 4. 32%1 12%2 • • • • ASC • • ASC 1 2 372 [1] Meta [2] Meta Royaura Royaura Royaura 2023 3 12 18 A/B Royaura Royaura 45-65 1.ASC 32% 32% 1 2 373 2.ACA [1] 18 A/B 2021 9 2022 6 [2] Meta 19 A/B 2021 9 2022 6 [3] Meta (DABA) (DART) 20%1 15%1 27%2 (CPA) 21%2 839%2 DABA DART 1 2 374 • 6 • • • DABA DART • • 2.ACA [1] Meta DABA DART 1. 2. 3. 4. 5. 1 2 375 [1] Meta [2] Meta rom&nd Instagram Instagram 2.ACA 1 1.6 1.6 2.5 2.5 36% 36% 1 2 376 [1] Meta [2] Meta 2.2 2.2 2.ACA 2 2.2 2.2 2.2 2.2 2.1 2.1 45% 45% 1 2 377 [1] Meta / 1 2 378 100 Susie Zeng susie.zeng@kantar.com Chloe Wei chloe.wei@kantar.com

文件大小：27.9MB

文档页数：78

适用平台：Amazon,Shopify,Tiktok,Instagram,Facebook

数据用途：DTC品牌全生命周期运营指南