2023中国品牌出海年度报告-飞书深诺

2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢀꢁ12342024ꢂꢃꢄꢅꢆꢇꢈꢉꢂꢃꢊꢋꢌꢍꢀꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢄꢅꢝꢞꢑꢏꢐꢟꢠ01PARTꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉ务ꢀꢁꢂꢃꢄꢅꢆ睫ꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ

ꢏꢐꢑꢒ2023ꢓ务ꢔꢕꢖꢗꢘꢅꢙꢚꢛꢜꢝꢞꢟꢠꢡꢢꢕꢖꢖꢣꢤꢥꢌꢦꢧꢨꢩꢪꢫꢬ务ꢔꢭꢮꢀꢔꢯꢗꢘꢰꢌꢱꢲꢳꢒꢴꢵꢶꢷꢸꢹꢺꢌ务ꢔꢼꢽꢾ

ꣀꣁꣂꣃ꣄ꣅ꣆꣇ꢌ꣈꣉务ꢠØ

务ꢀꢁꢂꢃꢄꢅꢆB2Cꢇꢈꢇꢈ

(ꢉꢊꢋ)ꢌꢍꢎꢏ4.03.02.01.0-50%40%¥2.2¥3.3¥3.019%32%¥1.640%30%20%10%0%¥2.515%11%20192020202120222023Eꢅꢙ꣊꣋꣌ꢁꢃꢄꢋ꣍꣎ꢷ1

–ꤌꤍ2023ꤋꤎꢐꢑꢒꢓꢔꢕꢖ名ꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢡꢢꢣꢤꢀꢥꢦꢧꢨꢩꢁꢪꢑꢒꢫꢬꢚꢭꢮꢯꢰꢑꢒꢱꢲꢭ名ꢗ90%ꢳꢴꢵꢶꢷꢸꢹꢺ溶ꢠ30

ꤏꤐꢲꢭꢘꢵꢮꢻꢼꢟꢅꢆꢦꢧꢨꢩꢪꢽꢾꢮꢿꣀꢟꢦꢧꢨꢩꢪꣁꣂꣃꢅꢙ꣊꣋ꢈꢉꢊꢋꢑꢌꢭꢮ꣑꣒꣓꣔ꢪꢫ2

–꣄ꣅ꣆꣇꣈ꢁꢂꢃ

꣉꣊封꣋꣌꣍꣎꣏ꢠ꣐꣑ꢮ꣒ꢁꢂꢃꢄ꣓ꢬꢣ2023ꤋꢦꤑꤒꢁꢂꢃ

꣉꣊꣔꣕ꢣ꣖꣗꣘ꢘꢣ꣙ꢵꢥ꣚꣛꣌꣍꣊ꢶ꣗꣜ꢠ꣄ꣅ꣝

ꢪ꣟꣠ꢮ9000+꣡꣢꣣꣤꣉꣊꣥ꢅꢀ꣦꣥꣧꣨꣩ꣃꢅꢙ꣊꣋ꢵꢶ꣏ꢡꢢꢕꢖꢣ꣐ꢦꢧ3

–2022ꤋꢁꢀꢂꣶꣷ꣸50꣯ꢗ꣪ꢁꢂꢃ

꣎꣏

꣊ꢈ꣫ꢪ割꣬꣭ꢦꢮꢁꢂ꣮꣯꣰ꢟ꣣꣤ꢋ꣱ꢪꣲꣳꣃ꣮꣯ꣴꣵꢳꣲꣳꣶꣷ꣸꣹꣺ꣻ꣼

ꣾꣿ꤀ꢮ꤁ꣵꢳ꣘꤂ꣵꢓ꤃꤄ꢪꢃꢄ꣎꣏ꢓ꤃꤄ꢥꢈ꣫꤅

꤆꤇꤈ꣽ꤉ꤊꣃ5ꢀꢀꢁꢂꢃ:ꢄꢅꢆꢇ,ꢈꢉꢊꢋ,ꢌꢍꢎꢏ,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂ务ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒ

ꢓꢔꢕꢖꢗꢂꢘꢙꢍꢚ睫ꢛꢜꢝꢓꢞꢟꢠꢒꢓꢺꢻ꣋ꢘꢧ꣌

꣎ꢑ꣏ꢪ꣐꣑ꢈꢉꢊꢋꢌꢍꢦꢧ꣒꣓꣔꣕的꣖ꢑꣃ꣗꣘ꣅ꣆꣙ꢴ꣚꣒

꣜ꢡꢀꢁꢂ2023ꢃꢘꢙꢚꢛꢜꢁꢂꢃꢄꢝꢞIPOꢀ26

ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍ致欧科技市值约93亿元三态股份市值约120亿元ꢟꢠꢡꢢIPOꢜꢁꢂꢃꢄꢝꢞ安克创新赛维时代有棵树绿联科技睿联技术晨北科技渡远户外太力科技ꢎ2021ꢃꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢂꢙꢚꢍꢛꢜꢝꢞꢟꢠꢡꢢꢣꢤꢥꢃꢦꢧꢨꢩꢪꢫꢬꢭꢑ告ꢮꢯꢦꢧꢰꢱꢲꢳꢴꢑꢵꢰꢦꢧꢶꢷꢪꢫꢸꢹꢡꢒꢓꢺꢻꢼꢽꢾꢿꢵꢩꢧꣀ

ꣂꢑꣃ꣄ꢟꢈꢉꢜꣅ꣆ꢸ꣇ꢪ꣈꣉꣊ꢡØ

务ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢅꢆꢇꢕꢖꢗØ62ꢉꢊꢋꢌꢍꢎꢏꢐꢋꢌꢍꢎꢑꢐꢋꢌꢍꢎꢒꢓꢔ23%5536%38%53%7%18%13%11%2021202320212023ꢀꢁꢂꢃ:ꢄꢅꢆꢇ,ꢈꢉꢊ,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁ

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ꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢢꢣꢤꢥꢦꢧꢨꢩꢪꢒꢫꢬꢭꢮꢯꢰꢱꢲꢨꢳꢴꢑꢒꢵꢶꢷꢸ去ꢌꢹꢺꢻꢼꢽꢾꢿꣀꢁꢽꣁꣂꢱꢄꢅ

ꣃ꣄ꣅꢄꢅ

ꢈ꣇ꢑ

ꢭꢮ꣈꣉꣊ꢌ꣋꣌ꢻꢼ꣍꣎ꢿ꣏꣐꣑꣒ꣂꣃ꣓꣔꣕ꢱꢲ꣖ꢀ꣗꣘꣙ꢵꢶ꣚

꣛ꢡꢞꢈ

ꢓ꣜꣝꣞꣟꣌꣠꣡ꢤꢥ

꣣ꢺØ

2023ꢗꢘꢙꢂꢚꢛꢜꢝꢞ

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ꢀꢁꢎꢎꢟꢠꢡꢎꢀꢁꢂꢃꢄꢅꢢꢣꢤꢀꢀꢀꢁꢂꢃ29%••-ꢄꢅꢆꢇꢆꢇꢈꢉꢁꢊꢋ25%-*ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢋꢌꢐꢐꢁꢈꢉꢂꢊ16%•-ꢌꢍꢉꢁꢎꢏꢐꢁꢋꢌꢀꢁꢑꢒꢓꢈꢔ13%•-ꢀꢍꢈꢉꢎ5%5%•••---ꢕꢖꢗꢘꢙꢚꢀꢁꢏꢐꢑꢒꢓꢔꢕꢖꢛꢜꢝꢞꢟ2%ꢠ锐ꢎꢏꢡꢞꢀꢁꢂꢃ:MeetIntelligenceꢂꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝ2023ꢞꢟꢠꢡꢢ务ꢍꢣꢤꢥꢦꢀꢁꢘꢧꢉꢨꢞꢩꢪꢫꢬꢢꢭꢀꢁꢢꢉꢘꢮꢯꢝꢰꢢꢀꢁꢮꢯꢱꢕꢲꢳꢴꢵꢶꢷꢸꢘꢹꢺꢪꢣꢤ

ꢀꢁꢻꢼꢽ

ꢧꢾꢿꣀ

ꣂꣃꢩꢘ꣄ꣅꢝ꣆꣇ꢛ꣈꣉꣊ꢘꢥꢦꢝ꣉꣊ꢨꢑꢘꢥꢦꢪ꣋꣌ꢝ꣍ꢦ꣎ꢘꢙ꣏꣆ꢻꢼꢽ꣐꣑꣒꣓ꢧ꣔

ꢩꣂꢀ꣕ꢝꢰ

꣖ꢱꢕꢁ꣌꣗ꣅ꣘꣙꣚꣛꣜꣝ꢶꢟ꣞꣟ꢘꢲ꣠ꢪꢀꢁꢂꢃꢍꢎꢑꢒꢓꢀꢁꢂꢃꢄꢅꢆꢅꢇꢈꢂꢂꢂꢂꢂꢀꢁꢂꢃꢄꢅꢑꢒꢓꢔꢎꢏꢋꢌꢍꢃꢕꢖꢗ꣉꣊ꢨꢑꢘODM/OEMꢆꢇꢈꢉꢊꢎꢏꢐꢈꢎꢏꢀꢁꢉ꣡2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢄꢓꢔꢕ

ꢖ粉ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢁꢔꢃꢕꢖ务ꢗꢂꢘꢙꢚꢛꢜꢝꢞꢔꢃꢟꢠꢡꢆꢚꢑꢒꢓꢢꢣꢤꢥꢦ粉ꢀꢁꢜꢝꢞꢟꢠꢧꢨꢩꢪꢫꢬꢭꢮꢯꢰꢪꢱꢲꢳꢡꢴꢵꢁꢆꢚꢑꢒꢶꢷꢸꢹꢁꢉꢊꢺꢻꢲꢼꢁꢽꢇꢈꢔꢃꢾꢿꣀꣁꣂꣃ꣄ꢓꢁꢜꢝꢞꢟꢠꣅ꣆꣇꣈ꢲꢳ꣉꣊ꢡ꣋꣌꣍ꢗꢁꢟꢠ꣎꣏꣐꣌ꢖ꣑꣒ꢞꢛ꣓꣔꣕ꢡ꣖ꢉꢊ꣗꣘ꢲꢼꢁ꣙꣚꣛꣜꣝ꢟꢠ꣍ꢗ꣠꣡ꢻꢾꢿ꣢ꣁꢁ꣣꣤꣥꣦꣧꣨ꢈ꣒ꢞ꣞꣟2022꣞ꢀꢁꢂꢃ务ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢒꢙꢚꢛꢜꢝꢞꢟꢠꢡAMAZON꣟꣠꣡尼꣢꣣ꢢꢞꢣꢤꢘꢍꢥꢏꢦꢧꢉꢊꢨꢩꢪꢫ•TikTok꣤ꢉꢊꢛ覆꣋꣥꣦ꢞ꣧꣨

꣩ꢨꢬꢭꢐꢑꢮꢯꢰ割ꢱꢲꢆꢳꢴꢵꢶꢷꢍꢸ•ꢍ꣫꣬꣭ꢂ꣛꣮ꢹ/ꢺꢻꢍ粉ꢼꢥꢏꢽꢾꢒꢿꣀꢰꢛꣁꢺ2023꣞ꢻꣂꣃꢆꢳ꣄ꣅꢒ꣆꣇ꢰ꣈ꢘ꣉ꢓꢔꢍꢛꣁꢘꢶꢷ꣋꣌꣍꣎꣏꣐꣑ꢷꢫ•TikTokShop꣯꣰꣱ꣲꣳꣴꢼꢒꣵꣶꣷ꣸ꢞ꣹꣺封ꢘ꣩ꣻ꣼ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉ•AMAZON꣤

ꣾꣿꢔꢤ꤀꤁꤂꤃ꣻ꤄꣏꤅꤆Ø

꣈ꢘ꣕ꢓ꣖꣗꣘꣙꣚ꢏ꣛꣜꣝Ø

溶꤇꣉

ꣾ+꣈ꢘꢍ꤈꤉꣕ꢓ

(ꤊꤋ)ꢍꢎꢏꢐꢑꢒꢓ50.3帕拓逊环球易购17.67.73.5价之链棒谷科技2020202120222023꣒3꣓꣔ꢀꢁꢂꢃ:

ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢈMeet

Intelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈ务ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢂꢔꢕꢅꢖꢗꢘꢙꢚꢛꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢆꢒꢓꢔꢕꢖꢗꢘꢙꢅꢆꢚꢛꢜꢐꢑꢝꢞ研ꢟꢠꢡꢢꢣꢤꢥꢦꢧꢨꢩꢪꢫꢬꢅꢆꢭꢮꢚꢛꢯꢰꢔꢡꢢꢱꢲꢗꢁꢂꢅꢆꢳꢴꢵꢶꢷꢔꢸꢹꢺꢻꢼꢩꢽꢜꢾꢿꢓꣀꢐꢑꢝꣁ务ꣂꢅ

ꣃ꣄ꣅ꣆ꢗꢀ꣇꣈꣉꣊꣋꣌꣍ꢁꢂꢃꢵ꣎38Ø

꣜꣨꣩ꢾ꣪覆꣫꣬ꢉꢊ꣭꣮꣎꣏ꢺ꣯꣰

꣱ꣲꣳ9774332111IOTAI+IOTꢠꢡꢢ粉ꢣꢏꢤꢇꢈꢥꢦ务ꢧꢨꢩꢇꢏ2023ꣃꢧAIꢠꢡꢤꢈ꣄ꣅ

务ꢣꢏ꣆꣇꣈ꢈꢗꢪꢫꢬꢭꢮ锐ꢯ꣉ꢧ割꣊꣋꣌꣍꣎꣏꣐ꣅꢐ꣑꣒ꢯꢰꢤIOTꢠꢡ溶ꢱꢲꢇꢈꢳꢴꢵꢶꢷꢸꢹ务AI꣓ꢊ꣔ꢧꢈ꣄ꣅ

꣕꣖꣗꣘꣙꣚꣛꣍꣜ꢺꢦꢻꢧꢛꢍꢎꢏ

ꢼꢀꢁꢂꢃꢼ

ꢅꢆꢾ꣝ꢏ꣞꣟ꢧ꣠AI+꣡꣢ꢙꢛ꣣ꢼAI+꣤꣥ꢇꢈꢽ

ꢾꢿ

ꢣꢏIOTꢠꢡꢺꣁꣂ

ꢾꢯꢏꢼAI+꣦꣧ꢽꢯꢀꢁꢂꢃꢄꢅꢆꢇꢈIoTꢉꢊꢋꢌSpeedianceꢖꢍꢎꢏꢐꢑꢒꢓꢔꢕ务ꢖꢗꢘꢋꢹꢺꢻꢼꢽꢾAIꢙ锐ꢚꢛꢜꢝꢞꢿꣀꢋꢤꣁ聊ꣂꣃ꣄ꣅ够꣆ꢡ꣇ꢟꢠꢡꢢꢣꢚꢍꢎꢤꢥꢦꢧꢨꢋ꣈ꢻ꣉꣊꣋ꢲ꣆ꢩꢪꢦꢫꢬꢭꢮꢯꢰꢱꢦꢲꢁꢳꢡ꣌꣍ꣃ꣄ꣅ够ꢴꢵꢶꢷꢸꢶꢀꢁꢂꢃ:ꢄꢅꢆꢇ,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢀꢎꢏꢐꢄꢀꢁꢑꢒꢂꢓꢔꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊ务ꢋꢀꢁꢌꢍꢎꢏꢐꢑꢒꢓꢔꢆꢕꢖꢗꢘꢙꢚꢛꢜꢖꢋꢝꢌꢍꢞꢟꢠꢡꢢꢊꢣꢤꢥꢦꢧꢨꢆꢩꢪꢫꢬꢭꢮꢯꢰꢚꢱꢌꢍꢲꢳꢴꢮꢵꢆꢠꢡꢶꢷꢚꢸꢹꢺꢻꢼꢽ

ꢊꢿꣀꣁꣂꣃ꣄

ꢍꣅ꣆꣇ꢆꢀꢁ

ꢍꢎ2023꣈꣉꣊ꢄꢅ务꣋ꢬ꣌꣍꣎꣏꣐ꢆ꣑꣒꣓꣔ꢚØ

ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢛꢜꢝꢞꢟꢠꢡ118952723201522Q1-323Q1-322Q1-323Q1-322H123H1ꢸ꣕꣖ꢙ꣗2023꣈꣎ꢀꢁ

ꢍ꣘꣙

꣛꣇ꢆ꣜꣝꣞꣟ꢽ

ꢊ꣠꣌ANKER꣡DJI꣢ꢿꣀꢎꢁ꣣꣤꣥꣦꣧ꢆ

ꢍ꣣ꢊ꣨꣩꣪꣫꣬꣭꣮ꢆ꣯꣰ꢀꢁ

ꢍ꣱ꢎꢁ꣣ꢑꢒꣲꣳ务ꢆꣅ꣆꣇ꢖꣴꣵ

ꢍꣶꢎ

꣸꣹꣺ꣻꢚ务ꢋꢀꢁ꣼ꢹꢆ

ꢍꢈꣽꣾꣿ꣥꤀꤁ꢆ꤂ꢰ꤃…ꢑꢒꣲꣳ꤄ꣅ꣆꣇ꢬ꤅Øꢌꢍꢎꢏꢋꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚ10057ꢀꢁꢂꢃ50ꢄꢅꢆꢇꢈꢂꢃꢅꢆꢀꢁꢂꢃ:ꢄꢅꢆꢇ,ꢈꢉꢊꢋ,MeetIntelligence--2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢁꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞØ

ꢀꢁꢂꢃꢄꢅꢆꢀꢁꢇꢈꢉꢊ2ꢋꢌꢉꢊꢍꢎꢏꢐ

(CPCꢑ)ꢔꢄGoogle꣒꣗꣘꣙꣚꣛ꢒꢓ~80%ꢒꢓ~30%Meta꣜꣝꣚꣛TikTok꣛꣞꣟꣠꣚꣛ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘ务ꢙꢚꢛꢜꢝꢞꢟꢍꢠꢡꢢꢣꢎꢤꢥꢦꢧꢨꢩꢪꢫꢬꢝꢭꢮꢯꢰꢱꢲꢳꢴꢵꢮꢣꢎꢤꢥꢝꢶꢷꢸꢹꢍ82%ꢝꢺꢻꢣꢎ

ꢽꢦꢧꢨꢾꢐꢑꢿꣀꣁꣂꣃ꣄ꣅ꣆꣇꣈

ꢽꢥ꣉꣊ꢚ꣋꣌ꢍ꣍ꢨꢾꢪAIGC꣎꣏꣐꣑ꢯꢼꢽ꣒꣓꣔꣕꣖Øꢀꢁꢂꢃ50ꢄꢅꢆ100ꢇꢈꢂꢃꢅꢆ80ꢀꢁꢂꢃ:

ꢄꢅꢆꢇꢈꢉꢀꢁ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢁꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ封ꢏꢐꢑꢒꢓꢔꢕꢖ务ꢗꢊꢋꢘꢙꢀꢁꢂꢃꢚꢛꢜꢊꢎꢝꢞ导ꢟꢠꢡꢢꢣꢉꢤꢝꢞꢎꢥꢓꢦꢧTimemoreꢀꢁꢂꢃꢄLaserPeckerꢘꢙꢚꢛꢄꢀꢁꢂꢃꢎꢙꢨꢩꢪꢫꢬꢂꢃꢇꢭꢮꢜ(ꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏ)(ꢅꢆꢜꢝꢞꢟꢠꢡꢢ)ꢯꢰꢱꢲꢳꢔꢴꢵꢱꢘꢶꢷꢯꢸꢹꢺꢻꢐꢑ

$466ꢐꢑ

$1,322ꢎꢼꢊꢽꢾꢿꢐꢑꢧꢒꢓꢔꢕꢐꢖ

10,836ꢗꢒꢓꢔꢕꢐꢖ

2,829ꢗꢑꢒꢓꢔꢕꢖꢗꢘꢣꢤꢩꢪꢫꢬꣀꣂꣃ꣄

ꢎ꣆꣇封꣈ꢔ

꣊꣋꣌꣍ꢥꢦꢮꢯꢧꢨꢰꢱꢩꢪꢫꢰꢱꢧꢨꢭ꣎꣏꣐ꢱꢖ꣑꣒꣓꣔꣕꣖ꢧ

꣊꣗꣑꣒꣓ꢱ

꣘꣙꣚꣛ꢼ

ꢔ꣜꣝꣊ꢎ꣞꣟꣠ꢲꢳ-ꢴ꣡꣢꣣

赠꣥꣦ꢧ务ꢗ

꣊꣄

ꢎ封꣈꣧

꣩粉ꢔ割꣪ꢊꢋ溶꣫꣬꣭꣚

꣊ꢎ꣫꣮ꢔ꣯꣰꣱ꣲꢙꢵꢶꣳꢉꢤꢝꢞ务ꢧꢌꢍꢎ诚ꢏꢐꢊꢋꢣꢤꣴ2023ꢆꢔ

ꢋꣵꣶꣷ꣸꣙꣹꣠ꢶ꣺꣥ꢐꢑꢎꣻ꣈ꢧꢅꢷꢸꢹꢺꢻꢼꢽꢀꢾꢮꢶ务ꢗꢈꢉ

ꢋ꣼ꣽꢔ꣺꣥ꢐꢑ割ꣾꣿ꤀꤁ꢏꢔꢱꣴꢶ꤂꤃꤄꤅ꢨꢎ꤆꣕ꢧ资꣇꣈꣉ꢬ2023ꢿꣀꣃ꣄ꢬꣅ꣆꣊꣆ꢬ꣋ꣀꣁꣂꣅ꣆꤇ꢫ

꤈꤅꣦꤉ꣲꤊꢎꢼ

ꢔ꣺꣥ꢐꢑ꣇꣈ꢭꢎ꤂꤃ꢱ

꣑꣒꣓ꤋ꣍꣚꣛ꢼꢊꤌꢊꢋ꣏꣐务꣑꣏꣐务꣑꣒꣓꣔ꢐꢎꤍꤎꢧ꣌ꣂ꣍꣎ꣂꣂꢔꢕꢀꢁꢂꢃ:Kickstarter,TikTok,ꢄꢅꢆꢇ,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢁꢌꢍꢎꢏ务ꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢍꢎꢚꢙꢛꢜꢝꢏꢖꢞꢇꢟꢠꢡꢢꢣꢏꢤꢥꢋꢌꢍꢎꢆꢇꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢀꢁꢂꢃꢄØꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢍꢒꢓꢔꢕꢖꢗꢉꢀꢊꢋꢌꢍꢎꢏ封ꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢀꢁꢛꢜꢝ导ꢞꢒꢟꢠ封ꢡꢢꢣꢤꢥꢦꢧꢨꢩꢁꢂꢪꢫꢬꢭꢮꢯꢰꢧꢨꢜꢱꢲꢑꢒꢳꢴꢵꢶꢩꢂꢃꢘꢙꢚꢛꢜꢆꢝꢞꢟꢠꢡꢂY.O.Uꢌꢷꢸꢹꢺꢻꢅꢸꢼꢽ千ꢾꢿꢊꢋꢜꣀꣁꢼꢽ千割

ꢀꢳꢬꢭꢾꣃ꣄ꣅ

꣆ꢙ꣇꣈꣉ꢀꢗ꣊꣋

꣍ꢜ꣎꣏ꢗ꣋꣐꣑꣌꣒꣓꣔ꢫ꣕꣖ꢀꢄꢅ꣗꣘ꢼꢽ千ꢩꢁꢂꢃ的ꢝꢍꢎꢈꢉꢊꢏꢞꢟꢠꢍꢏꢡꢢꢣꢤꢥꢄØꢆꢇꢅꢚꢘꢐꢢꢣꢂꢃꢤꢥꢦꢧꢨꢩꢪꢫꢬꢭꢮꢚꢯꢰꢋꢌꢆꢱꢲꢳꢠꢣꢴꢵ导ꢶꢦꢷꢬꢸꢹꢶꢚꢳꢠꢦꢺꢻꢼꢽꢇꢾꢿꣀꣁꢣꣂꣃ꣄ꣅ꣆

ꢧ꣈꣉ꢋ꣊ꢭ꣋꣌꣍꣎꣏ꢣꢈꢉꢊꢋ꣊ꢪ꣐ꢐ꣑꣒꣓꣔꣕꣖

ꢇ꣗꣘ꢒꢣ꣙꣚꣛꣜꣄Ø

务ꢀꢁꢂꢃꢄꢅꢆ(ꢇꢈ)2019ꢀꢁꢂꢃꢄMolbllyꢅꢆꢇꢈ宇2021ꢀꢉꢊꢋꢃꢃꢄCatCraftꢅꢌꢍꢎꢈ宇2022ꢀꢏꢐꢑꢒꢃꢄSunonꢅꢓꢔꢕꢈ宇2023ꢀꢑꢖꢃꢄꢗꢘꢙꢚꢅꢛꢜꢝꢞ2024ꢀ务ꢉꢟꢠꢡ够ꢅꢢꢣꢤꢈ宇ꢀꢁꢂꢃ:ꢄꢅꢆꢇꢈꢉꢊMeetIntelligence02PARTꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢂꢃꢏꢐꢑꢆꢇꢒꢓꢀꢀꢁ8,987+7.6%2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉØ

ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢄꢅꢆꢇꢈꢉ21’-23’CAGR23’-25’ECAGRꢋꢌꢍꢎꢏꢐꢍꢎꢑꢒꢍꢎꢓꢔꢍꢎ9.3%0.1%-4.6%6.4%8.4%7,9871,4687,4036,7976,145-0.9%-5.2%1.0%5,6861,49520211,49020221,49620231,484436.92024E2025Eꢀꢁꢂꢃ:Statista,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋ社ꢌꢍꢎꢏꢐꢑꢋꢒꢓꢍꢎꢔꢕ社ꢀꢁꢂꢃꢁꢂꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔ4ꢕꢐꢖꢗꢘꢙꢚ务ꢛꢜꢉꢝꢞꢟꢠꢡꢢꢣꢤꢥꢦꢧꢨꢉꢚꢩꢪꢫꢐꢤꢥꢁꢂꢉꢬꢭꢮꢘꢯꢰꢛꢜꢝꢞꢐꢑꢱꢲꢊꢋꢌꢍꢉꢒꢳ

ꢘꢓ5%ꢟØ

ꢝꢞꢟꢠꢕꢖꢡꢢꢉꢊꢣꢤꢥꢦꢧꢂꢨꢞꢟꢠꢡꢢꢣ21’-23’23’-25’ECAGRCAGR社꣬ꢉꢊꢇꢈꢉꢊ꣭꣮ꢉꢊꢓꢔꢉꢊ꣯꣰ꢉꢊ꣱ꢈꢉꢊ10.1%9.4%3,3442,0513,0671,9139.0%7.5%7.8%7.2%13.0%2.5%8.3%2,7931,7662,5172,3031,48617.4%2.8%1,6021,859393.31,744350.91,618308.11,399223.51,472263.415.7%2021202220232024E2025Eꢀꢁꢂꢃꢄꢅꢆꢂꢃꢇꢈꢉꢊꢋꢌ2024ꢀꢁꢂꢃꢅꢆꢇꢈꢉꢊꢋꢅꢆꢌꢍꢎꢉꢊꢩꢉꢊꢡꢪꢫꢥ够ꢬꢇꢭꢮꢯꢰꢱꢲꢳꢴ(>60%)ꢵꢶꢣꢤꢬꢉꢊꢷꢂꢃꢪꢫꢬꢡꢢꢸꢹꢺꢏꢍꢐꢑꢒꢉꢊꢋꢓꢔꢕꢖꢉꢊꢋꢲꢇꢈꢻꢼꢽꢾꢿꣀꣁꣂꢬTVCꢹꣃ꣄ꢉ务ꢀꢁꢂꢃꢌꢍꢎꢗꢇꢉꢊꢋꢗꢘꢉꢊꢋꢏꢍꢊꣅ꣆꣇꣈ꢯ꣉꣊꣋꣌꣍꣎ꢏ꣏ꢍꢎ封꣐(50-60%)ꢙꢚꢒꢛꢜꢇꢈ꣑꣒ꢯꢴ꣓꣔꣕꣖꣗꣘꣙ꢯꣅ꣚꣛ꣁ꣜꣝꣞꣟꣠ꢺꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢂꢃꢄꢊꢋꢌꢍ务ꢁꢂꢃꢂꢃꢄꢎꢏꢈꢉꢂꢃꢄꢐꢑꢂꢃꢄꢒꢓꢓꢔꢕꢖ太ꣅ꣋꣡KOLꢾ꣢ꢬ꣣꣤꣐ꢯꢧ(30-50%)ꢂꢃ꣄ꢵꢶꢣꢽ꣥꣐ꢯꢴ꣓ꢛ꣦꣧꣨꣩ꢬꣃ꣄꣪꣫ꢺꢄꢁꢂꢃꢔꢕꢖꢗꢂꢃꢄꢘꢙꢚꢂꢃꢄꢌꢍꢂꢃꢄꢛꢜꢝꢞꢂꢃꢄꢛꢜꢂꢃ(<30%)Q:ꢄꢅꢆ2024ꢇꢅꢈꢉꢊꢃꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕ

=ꢔꢕꢅꢈꢖꢗꢘꢙꢚꢛ

–ꢜꢝꢅꢈꢖꢚꢛꢀꢁꢂꢃ:Statista,KANTARMediaReaction2023,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉGoogleꢀ睫ꢁꢂꢃꢄꢅꢆꢇꢈꢉTikTokꢊꢋꢌꢍꢀꢁ社ꢂꢃꢄ

ꢅꢆꢇꢈGoogleꢃYoutubeꢉ研ꢊꢋ3ꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗMetaꢘꢙ务ꢈꢚꢛꢜꢗꢝꢞFacebookꢟꢍꢠꢡꢔꢕꢢꢈꢣꢤꢗꢥInstagramꢦꢧꢨꢩꢍꢪꢫꢈꢬꢭꢮꢯꢰꢨꢱꢲꢍꢆꢇꢳꢴ务ꢵꢶꢖTikTokꢷꢸꢹꢗꢺꢻꢼ

务ꢾꢿꢜꣀꣁꢘꢍꣂꣃꢈꢣ꣄ꣅ꣆ꣅꢩꢍꢚꢛꢜ꣇꣈ꢧꢖØ

ꢀꢁꢄꢒꢈꢓꢂꢃꢔꢕØ

ꢀꢁꢄꢒꢈꢓꢖꢆꢇꢗꢘ⼝ꢙꢚꢛꢞꢟꢠꢡꢢꢣ20222023202220231,70928.1%1522.5%87414.3%4403407.2%6.0%Ø

2024ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ够

(ꢏꢐꢑ)100%75%50%25%0%Q:2024ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔ/ꢕꢖꢗꢘꢓꢔ

=ꢓꢔꢏꢐꢎꢙꢚꢛꢜꢝ

–ꢕꢖꢏꢐꢎꢜꢝꢀꢁꢂꢃ:eMarketer,KANTARMediaReaction20232023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀ务ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢀꢍꢎꢏꢐꢑꢊꢒꢓꢔꢕꢀꢁꢂ务ꢁꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢏꢒꢓꢔꢕꢄꢅꢆꢇꢖꢗꢘꢙꢌ66%ꢚꢛꢜꢝꢞꢌꢟꢠꢡꢢꢣꢤꢥꢦꢀꢧ务ꢨꢧꢩꢪꢫꢬꢭꢆꢇꢖꢗꢌꢮꢯꢰꢐꢱꢬꢊꢋꢌꢲꢳꢴꢵꢶꢷꢕꢈꢉꢸꢌꢹꢺꢐꢻꢼꢦꢥꢆꢇꢖꢗꢽꢾꢌꢿꣀꢚØ

ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢇꢈꢉꢊꢖꢗꢎꢘꢙꢚꢛ14.0%10.6%11.1%9.1%10.2%878.7%2,8612,33579818117ꢍꢎ千ꢏꢐꢑꢒꢎ务ꢓ

&ꢍꢔꢔꢕꢇꢂ务ꢂꢈꢂꢉꢊꢋꢂꢀꢁꢂꢃ2,7021,361344212117ꢀꢁꢂꢀꢁꢂꢀꢁꢂꢀꢁꢂꢀꢁꢂ+9.7%+14.8%+10.6%+6.7%+3.1%ꢎ聊ꢏ+16%务ꢂ+15%ꢓꢔꢕ+50%ꢌꢍ+25%ꢐꢑꢒꢄꢅꢆꢂꢃ+13%ꢀꢁꢂꢃ:eMarketer,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈ7ꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢈ2.5ꢕꢓØ

2022ꢀꢁꢂꢃꢄꢅꢆꢇ*Ø

ꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑ务ꢂ77.2%88.6%119136116101115ꢒꢂꢓꢂꢀ84.4%89.9%88.8%82.7%91.6%79.5%ꢁꢔꢂꢕꢂꢈꢖꢇ5171ꢈꢂꢗꢂꢘꢙ198223164167226ꢚꢛꢜꢝꢂ102.4%84.8%99.8%89.4%ꢃ千ꢞꢟꢠ千ꢡꢠꢄꢁꢉꢢꢠꢣ97.1%94.6%201174181ꢤꢥꢦꢄꢧꢨꢩꢪꢫꢬꢭ105.8%ꢊꢅ60.9%57.0%149ꢙꢈꢮ千25.3%276224ꢆꢯꢰ*ꢄꢅꢆꢇꢈꢉꢊ18ꢋꢌꢍꢎꢏꢄꢅꢐꢑꢀ/18ꢋꢌꢍꢒꢐꢑꢀꢀꢁꢓꢔꢕꢖꢗꢘꢙꢐꢚꢛꢜꢚꢝꢞꢟꢠꢡꢝꢞꢢꢣꢤꢖꢆꢇꢈꢥꢦ>100%ꢀꢁꢂꢃ:DATAREPORTAL,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂ

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ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢄꢊꢋꢌꢍꢎꢏꢐꢑꢒꢋꢓꢔꢕꢖꢗꢘꢙꢚꢛꢋ16-34ꢜꢝꢞꢍꢎꢟꢠꢡꢢꢣꢤꢥTikTok

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2023

ꢀꢁꢂꢃꢄꢅꢆØ

2023Q4

ꢀꢁꢂꢃꢇꢈꢉꢊꢋꢀꢁꢂꢃꢄꢅꢆ2023Q1-Q3ꢌꢇꢍꢎ(ꢏ)ꢐꢍꢑꢒ(ꢓꢔ)202305,000

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2023

ꢀꢁꢂꢃꢄꢅꢆØ

2023Q4

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30,00005010086.8%74.1%72.4%27,9692

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2023

ꢀꢁꢂꢃꢄꢅꢆØ

2023Q4

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2023

ꢀꢁꢂꢃꢄꢅꢆØ

2023Q4

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2023

ꢀꢁꢂꢃꢄꢅꢆØ

2023Q4

ꢀꢁꢂꢃꢇꢈꢉꢊꢋꢀꢁꢂꢃꢄꢅꢆ2023Q1-Q3ꢌꢇꢍꢎ(ꢏ)ꢐꢍꢑꢒ(ꢓꢔ)100202301,0002,00005073.9%1.6

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ꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁꢂꢃꢄꢅꢆꢇ•ꢈꢉꢊꢋꢌꢍꢎꢏ•

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ꢕꢖꢒꢓꢗꢘꢙꢚ•

ꢛꢜꢝꢞꢟꢠꢌꢡꢢ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢔꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍ研ꢎꢏꢐꢁꢑꢒꢓꢔꢀꢈꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢘꢡꢢꢣꢤꢥꢦꢧꢨꢩꢪꢫꢧꢍ研ꢬꢭꢮꢯꢰꢱꢲꢳꢴꢵꢶꢙꢽꢾꢿꢓꢔꣀꣁꣂꣃꢀ꣉2꣊ꢠ꣋ꢨꢽꢆ꣄ꢋꢍ研ꢎꢏꣅ꣆1071%꣄ꢋꢎꢏꣅ꣆꣇꣈꣇꣈ꢍ研ꢎꢏꣅ꣆꣱ꣲ2018/0520212024/H1GDPRꢀꢁiOS14ꢂꢃꢄꢅGoogleꢂꢃꢆꢇꢎꢏ꣌꣍

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2023ꢀ9ꢁꢂTikTokꢃꢄꢅꢆꢇꢈꢉꢊꢋTikTokShopꢂ模ꢌꢄTikTokꢅꢆꢇꢍꢎꢏꢐꢫꣃ꣄ꣅØ

ꢑꢁꢂTikTokꢒꢓꢔꢕꢖꢗꢘꢙStorefront”ꢚꢛØ

2023ꢀ6ꢁꢂFacebook/InstagramShopꢘꢜꢝꢞꢟꢠꢡꢢꢣꢤꢥꢃꢄꢅꢆꢇꢦꢧꢨꢩ2024ꢀ4ꢁ模ꢌꢔꢜꢏꢐꢠMeta꣆꣇꣄ꣅØ

ꢪꢂꢫꢬꢭꢜꢝꢠꢪꢢꢣꢘꢮꢯꢰꢱꢲꢳꢴØ

ꢵꢶꢢꢣꢰꢷꢸ的ꢹꢺꢻꢼꢽꢾꢿꣀꢽꣁꣂꣃ21꣄ꢆꢇPinꢀꢁꢂꢅꢆꢇꢈꢉꢊAmazonꢀ4ꢁꢂPinterestꣅAmazonꢃꢄØ2023Amazonꢹ꣆꣇꣈꣉꣊PinterestØꢭ꣋ꢃPinterestꢊ

꣍Amazonꢫꣃ꣈ꢈ꣎꣏ꢎ꣐꣑ꢂ꣒꣓꣑꣔꣎꣕꣖꣗꣘ꢺAmazon꣙꣚ꢞ꣛ꢀꢁꢂꢃ:TikTok,Meta,Pinterest,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉAIꢀꢁꢂꢃꢄꢅꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉAIꢊꢋꢌꢍꢎ务ꢃꢏꢐꢑ粉ꢀꢁAIꢂꢃꢄꢅꢆ务ꢇꢈꢉ务ꢊꢋꢌꢍꢎ研ꢏꢐꢁꢑꢒꢓꢔꢌꢍꢃꢄꢕꢖꢗꢘꢙ2022ꢚꢛꢁChatGPTꢜꢝꢞꢟꢁꢠꢡꢢAGI

(ꢣꢆꢕꢤꢥꢦ)ꢍ野ꢧꢨꢧꢩꢙꢪꢪꢫꢚꢬꢁAIꢂꢃꢄꢭꢮꢯꢰꢱꢲꢳꢴꢵꢂꢙꢶꢷꢸAIGCꢍ野ꢧꢨꢧꢩꢹꢃꢄꢕꢍꢤꢺꢻꢨꢠꢡꢢꢼꢽꢾꢿꢍꢱꣀꢙꢍ务ꣅ꣆꣇ꢞ꣈꣉꣊ꢍꣁꣂꢃꢄꢕꣃꢯꢰ꣌ꢂ꣍꣎ꢍꢃꢄ务96%78%ꢂꢤꢺ务꣄ꢆꢢAI꣄ꢆꢢAIGCØ

ꢞꢟꢬꢭꢮꢯꢰAIꢱꢲꢳꢴ愿ꢀ/ꢁ愿ꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢋ41%39%38%35%31%29%24%22%ꢏꢐꢑꢒꢓꢵꢶꢷꢸꢹꢺꢠꢻꢼꢽꢲꢾꢞꢟꢬꢿ封ꣀAIGCꢠꣁꣂꢖꣃ꣄ꢴꢔꢕꢖꢈꢉꢗꢘꢑꢈꢉꢙꢚꢛꢜ覆ꢝꢈꢉꢞꢟꢠꢡꢢSEO•••ꣅ꣆ꢼ꣇꣈ꢈꢉ꣉꣊꣋꣌ꢈꢉ꣍ꢗ꣎꣏꣐꣑ꢈꢉꢹ꣒ꢐ꣓꣔꣕꣖ꢟꢣꢤꢥ(ꢦꢧꢨꢩ)18%15%•AI꣉꣍ꢠꢈꢉ꣗ꢊ꣘ꢢꢼ꣙꣚꣛꣜꣝ꢪꢫꢊꢋ•꣞研꣟꣠꣡꣢꣣꣗꣤꣥ꢀꢁꢂꢃ:

Hubspot,

WPVIP,

Meet

IntelligenceØ

Snapsꢅ/꣇ꢊꢂꢃ꣉ꢌ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉAIꢀꢁꢂꢃꢄꢅꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐAIꢑꢒꢓꢔꢕꢖꢗꢘꢀꢁꢂꢃꢄuAdvantage+ShoppingDemandGenꢅ2023ꢆ10ꢇꢈꢉꢊØ

ꢞꢟꢠꢡꢢꢣꢤꢥꢦꢝꢧꢨꢩꢪCampaignꢅ2022ꢆ8ꢇꢈꢉꢊØ

꣌꣍纸꣎꣏꣐꣑ꢯꢰꢤꢥꢌ꣒ꢵ聊研ꢫꢬꢭꢮꢯꢰꢱꢲꢳꢴꢋꢌꢶꢳꢴꢮꢵꢶØ

ꢋꢌ꣓ꢲꢏ꣔

150꣕ꢍꢻ꣖ꢽØ

ꢞꢟA/Bꢷꢸꢋꢌꢮꢹꢺꢳꢴꢍꢻꢪꢡꢼꢽꢾꢳꢴꢶ꣯꣰꣱ꢪꣲꣳꣴꣵꢮꣶ꣯ꣷ꣫꣸ꢪꢞꢟꢬꢡ꣹꣺ꣻ꣼ꢷꣽꢋꢌꢮꢵꢶꢅꢆꢇꢈuꢀꢁꢂꢃꢁꢄꢅ

2023ꢆ11ꢇꢈꢉꢊꢀꢁꢂꢃꢁꢄꢅ2023ꢆ10ꢇꢈꢉꢊØ

ꢋꢌꢍꢎꢏꢐꢑꢒØꢋꢌꢍꢎ愿ꢓꣂ꣇꣈꣗ꢞꢟꢚ꣘ꢍꢎ꣙꣚꣛

愿꣆꣝꣞ꢞꢟ愿꣆Ø

ꢋꢌ愿ꢓꢔꢕꢖꢗØ

ꢋꢌꢘꢙꢚꢛꢜꢝꢘꢙ꣇꣈Ø꣟ꢳꢴ꣚꣠꣡ꢍꢻ꣢꣣ꢋꢌꢹꢺ꣫ꣾꢳꢴꣿ꤀ꢘꢙ꣯ꣷꣶ꤁꤂꤃꤄ꢍꢻ꤅꤆ꢉꢊꢋꢌꢍuNewBingꢅ2023ꢆ2ꢇꢈꢉꢊMyAIꢅ2023ꢆ4ꢇꢈꢉꢊØ

ꢂꢃꢈꢿARꣀꣁꣂꣃ꣄Ø

꣤꣍꣥ꢂꢃ꣦꣉꣧꣨꣩꣪Ø

ꢂꢃ꣫꣬꣛

ꣂ꣭꣮ꢈꢿ꣊꣋꣫꣸꣯ꣷꢪ꤇꤈ꢀꢁ꤉꣭ꢙ꣘ꢪꤊ

꣍꣥ꢝꢸꢀꢁꢂꢃ:Google,YouTube,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁꢂꢃꢄꢅꢆꢇꢈꢁꢂꢉꢊꢋꢌꢍꢎꢏꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉ野ꢊꢋꢌꢍꢃ2023ꢂꢎꢏꢄꢅꢐꢑꢒꢓꢔꢆꢕꢖꢗ308ꢘꢙꢚꢛꢜꢝꢞ

ꢟꢠꢡꢢꢣꢤꢥꢦꢟꢧꢨꢊꢩꢪꢃꢔꢆꢩꢫꢬꢭꢮꢢꢯꢤꢰꢱꢲ--KOL-KOLꢳꢃꢴꢵꢶꢤꢷꢸꢫꢹꢺꢻꢼꢳꢃꢽꢥꢾꢿꣀꢄꢅꢐꢑꣁꣂꢤꣃ꣄ꢻꢛØ

ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢂꢃꢄꢅꢈꢉꢫꢬꢭꢮꢯꢗꢰ35139%22439330826317%14%12%18%2021202220232024E2025Eꢞꣅ꣆ꢄꢅꢐꢑꢤ꣇꣈꣉꣊꣋꣌ꢤ꣍꣎ꢃ꣏꣐꣑꣒ꢄꢅ꣓꣔

ꢞ꣕꣖꣗

꣙꣚ꢤ꣛꣑ꢴ꣜꣓꣔꣙꣝ꢬ꣖꣗ꢛ꣞꣟ꢃ꣠꣡꣢꣣꣤꣥꣙꣝ꢤꢐꢑ꣦

꣨꣩꣪ꢄꢅꢐꢑꢛØ

ꢊꢋꢌꢍꢂꢃꢄꢅꢎꢏꢐꢑꢒØ

2023ꢊꢋꢌꢦꢂꢃꢄꢅꢐꢧꢨꢩꢪꢓꢔꢕꢖ32%<10%10-20%20-30%30-40%20%ꢗꢘꢙꢚꢛꢜ19%25%ꢓꢔꢊꢋꢑꢒ11%10%9%ꢝꢞ18%ꢗꢘꢂꢟꢛꢜꢠꢡꢠꢢꢣꢤ13%6%ꢓꢔꢅꢥ>40%23%5%ꢀꢁꢂꢃ:Statista,WARC,I,InfluencerMarketingHub,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁꢂꢃꢄꢅꢂꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢀꢁꢔꢕꢄꢖꢗꢘꢙꢚꢛꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢅꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢋꢡꢢꢣꢤꢥꢦꢧꢨꢩꢪꢫꢜꢬꢅꢭꢮꢯꢰꢱꢁꢂꢋꢲꢳꢁꢂꢴꢌꢍꢎꢏꢅꢝꢞꢵꢶꢷꢸꢹꢺ务ꢻꢼꢅꢽꢾꢿꢙꢁꢂꣀꢿꢒꢓꢉꢊꢔꢓꢉꢊꢕꢓꢉꢊꢖꢓꢉꢊꢗꢘꢉꢊꢌꢍꢎꢏ>1Mꢌꢍꣁꣂꣃ꣄ꣅ11.3%ꢙꢚꢛꢜꢝꢞꢟꢠ500K-1M50K-500K10K-50K<10K10.8%10.9%12.4%15.2%ꢡꢢꢣꢤꢛꢜꢥꢦꢧꢨꢩꢪꢫꢠꢬꢭꢮ研ꢯꢰꢱꢜꢲꢳꢴꢵꢟꢶꢲꢳꢭꢷꢜꢲꢳꢸꢹꢟꢶꢲꢳꢮꢭꢷꢜꢲꢳꢺꢻꢼꢶØ

ꢀꢁꢂꢃꢄꢅ割ꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑ11%8%ꢒꢓꢉꢊꢔꢓꢉꢊꢕꢓꢉꢊꢖꢓꢉꢊꢗꢘꢉꢊ꣆꣇꣈ꢸ꣉ꢁꢂꢋꢲꢳ꣊꣋ꢿꢁꢂ꣌꣍꣎ꢌꢍꢋꣂ23%27%ꢌꢍꢅꣁꣂ꣏꣐꣑꣌ꢹꢙ꣎꣒ꢋꢦꢧꢭꢅꢂ꣓꣔꣕31%꣌ꢹ꣖ꢬꢋ꣗꣘

꣈ꢸ꣉33%22%ꢁꢂꢋ꣚

꣛꣜꣝꣞꣌ꢹ哥꣠

꣈꣊꣋ꢿꢁꢂꢋ꣡꣢꣌꣣꣤꣥꣦꣧ꢬ꣨ꢅꢦ27%ꢧꢔꢕꢖꢙ11%8%20222023ꢀꢁꢂꢃ:HypeAuditor,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛ锐ꢜꢝꢞꢟꢊꢠꢡꢢꢓꢣꢤꢥꢦꢧꢨꢩꢊꢪꢫꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢋꢌꢇꢡꢢꢣꢤꢜꢖꢥꢦꢧꢨꢅꢩꢪꢫꢬꢅꢭꢮꢯꢰꢱꢊꢲꢳꢡꢀꢁꢂꢁꢃꢄꢅꢆꢇꢈ千务ꢇꢉꢊꢋꢌꢍꢎꢏꢐꢑ$$$$$$$$$$$$$$$$$$ꢒꢓꢔꢕꢀꢄꢅꢆꢇꢈꢋꢌꢍꢎꢅꢆꢇꢈꢔꢕ3CꢖꢗꢘꢙꢅꢆꢇꢈꢅꢆꢇꢈꢉꢊꢏꢐꢇꢈꢑꢒꢓꢅꢆꢇꢈꢆꢇꢈꢉꢊꢋꢀꢁꢂꢃMCNꢐꢓꢃꢔꢕ

ꢘꢙꢚꢛꢜ

ꢆꢞꢟꢠFreestyleꢌꢄꢅKOLꢑꢒꢖꢗꢆꢇꢝꢈꢉꢡꢢꢍꢎꢏꢆꢇꢣꢤꢤꢸꢹꢣꢩꢒꢌꣀꢖꢗꢘꢙꢪꢫꢬꢆꢭꢮꢒꢯꢀꢁꢳꢂꢀꢁꢳꢂꢥꢦꢧꢨꢺꢻꢼꢽꣁꢉꢰꢋꢇꢖꢝꢰꢋꢱꢲꢴꢵꢴꢶꢷꢩꢾꢿꣂꣃꢀꢁ꣈꣉꣊ꢉ꣏ꢰꢆꢇ꣓/꣔/꣕ꢉꣅ꣆ꢉꣅ꣆ꢉꣅ꣆ꢓꢃꢴ꣘ꢆꢇ꣋꣌ꢉꣅꢥꢆꢇ꣉꣖꣇꣇꣇꣙꣎꣍ꢖ꣎ꢦ꣐꣑꣒꣗꣎ꢚꢛꢜꢝꢞꢚꢄꢛꢜꢝꢞꢟꢠꢡꢢꢣꢤꢥꢦꢧꢨꢀꢁꢂꢃ:

Meet

Intelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢂꢒꢓꢀꢁꢂ90%ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢃꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢃꢔꢕꢡꢢꢣꢤꢥꢦꢧꢨꢎꢏꢩꢪꢫꢬꢂꢭꢮꢯꢰꢂ的ꢱꢲꢳꢂꢴꢵꢶꢷꢸꢹꢔꢕꢺꢎꢏꢻꢼꢽꢾꢿꣀꢜꢩꢓꢔꢭꢮꢯꢰꢱꢪꢡꢢꢣꢲꢳꢤꢥꢧꢨꢧꢣꢤꢥꢦꢧꢨꢀꢨꢁꢂꢃꢫꢬꢫꢬꢱꣁꣂ

ꢏꣃ꣄ꣅ꣆꣇꣈ꢂꢊꢋ꣉꣊꣋꣌꣍ꢔꢕꢃꢡꢢ꣎꣏

ꢊꢋ꣍ꢝꢞCRM(꣑ꢕ꣒锐

꣓꣔꣕꣖꣗

ꢸꢂꢵ꣘ꢴꢔꢕ꣙꣚꣛ꢐ꣜ꢣꢤ꣛꣝꣞꣟꣠꣡ꣁ꣢

ꢼꢴ꣤꣈)꣝ꢃ꣥ꢊ

ꢏꢒꢓ꣦ꢟꢔꢕꢃ꣒锐꣓꣔ꢜꢀꢁꢂꢃꢄꢃEDM(ꢀꢁ/ꢂꢃ)ꢄꢅꢘꢙꢚꢛꢜꢝꢞꢋꢆꢜꢀꢁꢂꢃꢄꢅꢆꢇꢈꢄꢉꢊꢟ꣇꣈꣉꣊꣋꣌꣍꣎ꢱ꣏꣘꣙ꢔꢄ꣚

꣜꣝ꢍ꣞꣟꣠ꢋꢌꢍꢎꢏꢂꢃ꣡꣢꣣꣤ꢠ

ꢛꢜ꣥꣦ꢩꢒ꣐ꢛꢜꢝꢩ꣑꣒꣓ꢶ꣔꣕ꢲ

꣖ꢅꢩ

ꢒꢊ꣗ꢶꢀ꣧꣝ꢝ꣩ꢶ꣪꣫꣓ꢥ꣟ꢩꢆꢇꢄꢈꢁꢍꢂꢃꢥꢦ꣬꣭꣨ꢪꢐꢑꢆꢒꢓꢔꢕꢖꢄꢅꢆꢇꢘꢙꢟꢠꢈꢍꢗꢘꢓꢔꢕꢖꢆꢗ꣞꣮꣯꣰꣱ꣲꣳ

ꢒ꣮ꢅꢩꢬꢭFacebookꢍꢮꢯꢰꢱꢉꢊꢋꢌꢍꢎ/ꢏꢐꢑꢒꣴꣵꢶꣶ꣱ꣷ꣸

ꢒ꣹꣺꣖ꢲꢳꢴꢵꢶꢷꢸꢛꢜꢝꢹꢺꣻ꣼ꢩꢛꢜꢝꢶꢋꢌꣂꣽꣾꢲꢳꢶꢻꢼꢲꢳꢽꢾꢿꢉꢩꢙꢚꢛꢜꢝꢞꢟꢠꢆꢡꢢꢄ꣐ꢒꣿ꤀ꢗꢘꢍꢻꣀꣁꢇꣂꣃ꣄ꣅꢩꢣꢤꢥꢦꢍꢧꢨꢩꢪꢫꢗꢘꢀꢁꢂꢃ:

Meet

Intelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢊꢋꢒꢓꢔꢕꢖꢗꢘꢙꢚꢀꢁ

ꢀꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍ+ꢀꢁꢂ2013ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢅꢆꢐꢑꢒInstagramꢓꢔꢕ49.3ꢖꢗFacebookꢓꢔꢕ13ꢖꢐꢀꢁꢏꢐꢀꢁꢂ#DoingThingsꢃ务ꢄꢅꢆꢇꢈꢑꢒꢓꢔꢕꢖꢏꢐꢗꢘꢈꢙꢚꢛꢜꢆꢝꢈ封ꢉꢊ溶ꢋꢌꢍ24ꢎꢞꢟ

ꢞꢠꢡꢢꢔꢣꢤꢘꢈꢥꢖꢦꢗꢧ/ꢣꢤꢜꢥ够ꢦꢜꢧꢨꢜꢩꢪꢜꢫꢬꢭꢮꢜꢯꢘꢙꢚꢛꢅꢆꢍ⼦ꢜꢙꢝꢞꢟꢜꢠꢡꢢꢰꢱꢲꢜꢳꢴꢵꢶꢢꢷꢆꢎꢏꢀꢁꢌꢍꢐꢑꢒꢀꢁꢂ2019ꢃꢄꢸꢹꢺꢻꢼꢽꢉꢊꢐꢑꢒInstagramꢓꢔꢕ7.1ꢖꢗFacebookꢓꢔꢕ9.3ꢖꢐꢨꢩꢡꢢꢪ

ꢬꢓꢄꢭꢮ

ꢰꢗꢘꢈꢱꢲꣁꣂ꣊ꢽꢅ꣋꣌ꢆꣃꢈꢁ꣍5-10꣎꣆꣏ꢅꢳꢴꢅꢵꢶꢪ

ꢷꢸꢹꢺꢶꢻꢆꣃꢤ꣐꣆ꣅ꣑꣒ꣃꢑ꣄ꣅ꣓꣔꣕꣖封꣗ꢂꣃ꣘꣙꣚꣑꣒꣛꣜ꢆꣃ꣝꣞꣟꣠ꢼꢽꢾꢿ

ꢈꣁꣂꢆꣃ꣄ꣅꢱꢲ꣆꣇꣈꣉ꢳꢾꢿꣀꣁꣂꢳꢾ

꣄ꣅ꣆ꣁ꣇ꢄ꣈ꢙꢇ꣉ꢀꢁꢂꢃ:Facebook,MeetIntelligence03PARTꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒ2022ꢀꢁꢂꢃꢄꢅꢆꢇꢅꢈꢉꢊꢋꢌꢍꢎꢏꢁꢐꢑꢒꢓꢔꢕꢖꢗꢁꢘꢙꢚꢛꢜ词ꢝꢞꢟꢀꢁꢠꢡꢒꢓꢢꢣꢤꢥꢆꢦꢧꢝꢨꢋꢩꢪꢢꢒꢓꢫꢬꢭꢮꢯꢰꢱꢌꢲꢢꢪ2023ꢳꢴꢠꢒꢔꢕꢵꢶꢷꢩꢢꢸꢹꢭꢺꢻꢁꢼꢽꢾꢿꢢꣀꣁꢭꣂꣃꢢ꣄ꣅ

꣇꣈꣉꣊ꢴꢐꢑꢒ

꣋ꢟꢷꢩꢢ꣌꣍꣎꣏ꢝØ

ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢂꢃꢄꢅꢆꢇ(ꢋꢌꢍ)ꢉꢎ31%24%28,16041,34016%35,67030,990202328,17022,670202015%10%0%202120222024E2025Eꢘꢙ꣐꣑ꢩꢫꢬ꣒꣓ꢟ꣔1

–2023ꢻTEMUꢀꢁGMVTEMUꢏꢎ的ꢐꢑSHEINꢒꢓꢔꢕꢖꢗꢀꢁꢂꢃꢄꢅꢘꢙꢚꢛꢜꢝꢞꢟꢠꢡꢢꢎꢣꢤꢥꢦꢡꢅꢧꢇꢨꢩꢪꢫꢬꢘꢭꢮꢯꢡꢅꢰ꣜꣝140ꢋꢌꢍꢱꢲꢳꢀꢁꢴꢵꢶꢷꢥꢸꢹꢺ赠ꢜꢀꢁꢄꢅꢶꢷꢡꢉꢊꢘꢙ꣐꣑꣗꣘ꢒ

꣙ꢹ꣚꣛2

–2023VS2022ꢼꢽꢾꢿ溶ꣀ

ꣂꣃꢀꢁꢴꢵ꣄ꣅ꣆割꣇ꢡ꣈꣉ꢥ꣊꣋ꢼꢽꢾꢿꢀꢁꢼꢽꢄꢅꢆꢇ꣌꣍ꢴꢵꢡ꣎꣏ꢿ꣐割꣑꣒ꢸ꣓TikTokShopꢡ꣇꣊太꣌꣔꣕+27.2%꣖ꢎꢜ꣗꣘꣋꣙꣓ꢘꢙ꣐꣑ꢩꢪꢔꢕ꣌꣍꣕꣖3

–꣋꤄

ꢻꢂꢃꢄꢅꢆꢇꢉꢎ2꣚ꢻꢛꢥꢦ꣛ꢶꢷ꣜꣝꣞꣟꣠꣡꣢꣣꣤꣥꣦꣧꣨꣩꣪꣫꣬꣭꣥꣮务꤅

&꤆꤇

+16%꤈ꢌ

+14%꣯ꢈ꣰꣱ꣲꣳ꣔ꣴꣵ模

ꣷ꣸꣹

꣺ꣻ꣼ꣽꣾ꣖ꣃꢥꣿꢄꢅꢶꢷ꤀꤁꤂꤀꣮꤃ꢯꢉꢊ꣓ꢀꢁꢂꢃ:Statista,MINTEL,eMarketer,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍ务ꢎꢏꢐꢁꢑꢒꢓꢆꢇꢔꢕØ

2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋØ

YoYꢌꢍꢀꢁꢂꢃꢄꢅ务ꢂꢎꢂ12,5407.5%14.1%7,272ꢏꢂꢀ1,1109028.9%8.5%ꢁꢐꢂꢑꢂ6548.3%ꢒꢓꢇ1,3256486.8%ꢈꢂꢔꢂ0.7%ꢕꢖ3454.8%9.0%7.5%9.8%ꢗꢘꢙꢚꢂ133ꢃ千118ꢛꢜꢝ千ꢞꢝ75ꢄ36813.8%ꢁꢉꢟꢝꢠ3171738711.6%ꢡꢢꢣ25.6%ꢄꢤꢥꢦꢧꢨꢩꢪ11.7%11.4%13.5%7.7%ꢊꢅ59ꢖꢒꢫ千ꢬꢭ60ꢆ55ꢀꢁꢂꢃ:Statista,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁꢂ

务ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑ2022ꢀꢁSHEINꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋ野ꢌꢍꢎꢏꢐꢑꢀ9ꢆꢁTEMUꢒꢓꢔꢕꢃꢄꢖꢗꢁꢘꢙꢚꢛꢜꢝꢞꢟꢠꢡꢖꢗꢐ2023ꢀꢁSHEINꢢꢣꢤꢥꢦꢧꢨꢁTikTokShopꢂꢃꢄꢩꢪꢐꢫꢬꢤꢥꢭꢮꢯ

ꢰꢁꢱꢲꢳꢴꢵꢶꢐꢷꢬꢸꢔꢤꢥꢅꢛꢹꢺꢻꢼꢽ务ꢚꢛꢁꢾꢿ

ꣁꣂ务ꢂꣃ

ꣅ꣆꣇꣈ꢈꣅꢃ꣉꣊꣋꣌꣍꣎꣏꣐꣑꣒ꢅꣁ꣓ꢁ꣔꣕꣖꣗

ꢤꢥꢅ

꣚꣛꣜꣝꣞ꢺꢅ꣟

꣠꣡꣢꣣ꢐꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢉꢒꢓꢈꢔꢐꢕꢖꢗꢘꢙꢆ赠ꢚ$0$10$20$30$40$50ꢀꢁꢂꢃꢄ

ꢅꢆØ

ꢛꢜꢍꢎꢝꢞꢟꢠꢡꢢꢀꢁꢂꢃꢋ꣤务ꢄꢅꢸ꣗

ꢤꢥꢅꢔꢕ꣥꣦2022.122023.12꣧模꣨꣩꣪ꢃꢄꢅ꣗

ꢹ꣫ꢁ告꣬14,021꣔AMAZON꣭꣮ꢅ꣯꣰꣗

ꢤꢥ꣜12,770꣝꣞ꢺꢅ꣢꣣ꢐ꣱ꣲꣳꣴꢅ꣞ꢀꢁAMAZONꢅꢆꢇ6,4801,438ꢈꢉꣵꣶꣷ꣸꣹1꣺ꣻ꣼ꢐ4,0602,632ꢀꢁꢂꢃ:ꢄꢅꢆꢇꢈꢉ,Amazon123,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁ

ꢂ

ꢃꢄꢅꢆꢇ务ꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢂꢓꢔꢕꢖꢗꢘꢙꢚꢌꢛꢜꢝꢞꢟꢠ务ꢡꢢꢝꢣꢤꢥꢦꢧꢨꢩꢔꢖꢀꢁꢪꢫꢬꢟꢭꢮꢯꢰꢝꢱꢲꢞꢳꢴꢔꢵꢶ务ꢙꢷꢸꢬꢹꢺꢻꢼꢽꢾ尽ꢿꣀꣁꢿꣂꣃ

ꢣꣅꢔꢩ꣆꣇ꢂꢃ꣈꣉ꢥØ

꣊ꢛꢭꢮ꣍2023ꢀ9ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎ割ꢏꢐꢑ100ꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛꢀꢁꢂꢃꢄ꣊ꢛꢯꢰ꣎꣏ꢝꢱ꣐꣑Øꢋꢌꢍꢎ割ꢏꢐꢑꢜꢝꢛꢞꢟꢛꢝꢱꢅꢆꢇꢈꢉꢊꢋꢌØ

꣊ꢛ꣒꣓꣔꣕ꢯꢰ2023ꢀ9ꢁꢂꢃꢄꢅꢆꢠꢡꢢꢣꢤꢥꢦꢧꢍꢎꢨꢩꢋꢌꢪꢫ2023ꢀ10ꢁꢂTikTok

ShopꢬꢃꢄꢭꢮØ

2023ꢨ10꣖ꢔ꣗ꢦ꣘ꢨꢄ꣙ꢌꢭꢮ꣓꣚꣛꣜꣝꣞꣟ꢔꢀꢁꢂꢃ꣇ꢯ

꣎꣏꣠

ꢌ꣡꣢꣟꣣꣤꣥ꢙ꣦꣧覆꣨

꣩꣪꣫꣬꣭ꢿ꣮꣯꣋ꢿ꣰꣱ꢿꣲꣳꢍꢎꢏꢐꢑꢒ꣟꣣ꣴ꣪ꢅꢆꢈꢓꢔꢕꢃØ7.5%

ꣶꣷ꣸꣧+11%꣞

꣧(VAT)Ø

꣟꣣꣪ꢯꢰꢛꢜꢱꢲꢳꢴꢵꢶ10%-15%25%-40%10%0%-20%ꢀꢁꢂꢃ:ꢄꢅꢅꢆꢇꢈꢉꢊꢋꢌꢍ,ꢎꢏꢐꢑꢒ,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇꢀꢁ

ꢂ

ꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢈꢐꢑꢒꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢚꢛ告ꢜꢝꢞꢟꢈꢠꢡꢢꢣꢄꢤꢊꢥꢦꢧꢨꢕꢩꢍꢪꢫꢐꢬꢭꢦꢉꢊꢮꢯꢍꢰꢱꢈꢲꢳꢩꢴꢓꢲꢵꢖꢗꢘꢙꢶꢷꢸꢹꢢꢺꢼꢽꢾ

ꢿꣀꢤꢎꢏꢋꢌꢍꣁꣂꣃ꣄ꣅ꣆

꣈꣉꣊꣋꣌ꢈ꣍꣆꣎꣏꣐ꢁꢖꢗ꣇꣑ꢈ꣒ꢠ꣓꣔ꢢ2023ꢀ8ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢋꢐꢑꢒꢓꢔꢕꢖꢗꢘꢂꢙꢚꢛꢜꢒꢝꢂꢞꢟꢑꢠꢡꢢꢣ够ꢤꢥꢦꢧꢨꢩꢪꢫMercadoLibreꢬAmazonꢬShopeeꢬAliExpressꢬSHEINꢭꢮꢯꢖꢍꢎꢰꢱꢂꢲꢳꢴꢒ17%ꢖꢋꢵꢌꢶꢠꢷꢸꢑ(ICMS)ꢨꢹꢳꢺꢻꢑꢒꢼꢽ

ꢾꢿꣀꢂꣁꢼꢽꣂꣃ꣄ꣅ꣆ꢿꣀꢨØ

꣎ꢑꢒ꣏꣐ꢀꢁꢂꢃꢍꢎ꣇ꢑꢒ꣉꣊ꢄꢅꢂꢆꢇꢈ꣋ꢑ꣍0()<$50+17%ICMS(꣎ꢙ)60%꣋ꢑ

(꣍)>$50+17%ICMSꢑ(꣎ꢙ)꣑ꢻꢂꢜ꣒

꣔ꢮꢯ꣕꣖꣗ꢬꢿꣀꢭ꣘研꣙ꢝ꣚꣋꣛꣜ꢂ꣝ꢸ

꣞꣟꣠ꢖ꣡

꣢꣣꣋꣘研ꢂ꣤꣥꣦ꢾꢸ꣧꣘研꣨

꣪꣫ꢑꢒ꣬꣣ꢨꢀꢁꢂꢃ:36ꢄ,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆAMAZONꢇꢈꢉꢊꢋꢌꢍꢎSHEINꢏTEMUꢐꢑꢒꢓꢆꢔꢕꢖꢉꢗꢘꢙØ

2023ꢀꢁTop10ꢂꢃꢄꢅØ

YoYꢆꢇꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢇꢋꢌ务ꢍꢎꢏꢐꢑ030,00060,00090,000-15%10%35%60%AmazonShopeeSHEINLazadaAliExpressMercadoLibreeBay>1000%TEMUTokopediaAlibabaꢀꢁꢂꢃ:MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇAMAZON

ꢀ

ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋAmazonꢌꢍꢎꢏꢐꢄꢑꢒꢓꢔꢕꢖꢗꢄꢘGMVꢔꢙꢚꢛꢄꢜꢝTEMUꢞTikTokShopꢟꢠ

ꢕꢡꢢꢣꢤꢥꢦꢧꢨꢩꢪꢫꢄꢘꢬꢭꢮꢯꢰAmazonꢱꢲꢳꢑꢋꢴꢵꢄꢪꢫ⼝ꢶꢖꢷꢸꢹꢺØ

ꢀꢁQ1-3GMVꢂꢃꢄꢅꢆGMV(ꢐꢑꢒ)Ø

ꢇꢈꢉꢊ⼝ꢋꢌꢍ

(GMVꢎꢏ)ꢅꢓ40%19%13%2,3192,22113%2,2001,97412%12%-1%5%20202021202220232020202120222023Ø

Amazonꢑꢖꢉꢊ⼝ꢋꢳꢴ꣖ꣀꣁꢋ꣗ꢔꢕꢖꢗꢉꢊꢘꢙꢚꢛꢜꢝꢞꢟ74%73%

73%74%

73%ꢀꢁꢂꢃ73%71%ꢉꢊꢠꢡꢢꢞꢟꢣꢤ割ꢥ模ꢦ封ꢄꢅꢆꢇꢧꢘꢨꢩꢪꢫꢬꢩꢠAmazonꢭꢮꢘꢯꢰꢱꢲꢳꢴꢵꢶꢷꢸ22Q1

22Q2

22Q3

22Q4

23Q1

23Q2

23Q3Ø

Amazon꣌꣍꣎꣏꣐⼝ꢋꢳꢴ꣖ꣀ꣘꣗ꢹꢺꢻꢼꢽꢾꢿꣀꣁꢅꢓꣂꣃꢘꢈꢉꢊꢋ60%

60%59%

59%58%57%ꢌꢍꢎꢏAmazonꢺ2022ꢁ꣄ꣅ꣆꣇꣈55%꣉꣋ꢘ꣌꣍꣎꣏꣐ꢴ꣑

꣒꣓꣔꣕22Q1

22Q2

22Q3

22Q4

23Q1

23Q2

23Q3ꢀꢁꢂꢃ:MarketplacePulse,JungleScout,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇAMAZON

ꢀ

ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢀꢁꢂꢃꢄꢅꢆꢇꢈ2023ꢀꢁꢂꢀꢃAMAZONꢄꢅꢆMetaꢇSnapchatꢈꢉꢊꢃꢋꢌꢍꢂꢎꢏꢈꢐꢑꢒꢓꢔꢕꢖꢗꢐꢑꢘꢈꢙꢚꢛꢜꢝ务ꢞꢟꢠꢡꢢꢃꢣꢤꢥꢦꢧꢨꢃꢩꢪꢫꢬꢗꢧꢨꢭꢁꢮꢃꢯꢰꢱꢲꢒꢓꢳꢴꢔꢵAMAZONꢠꢶꢷꢸꢃꢹꢺꢻꢼꢽꢷꢈꢾꢿꣀꣁꢃꢣꣂꣅ꣆꣇ꢈꢔꢉꢊꢋꢌꢍꢎꢏꢀꢐ2022ꢀ务ꢃAMAZON꣺ꣻꢍBuy

with

prime

(BWP)꣼够ꢃꢊꣽꣾꢌꣿ꤀꤁꤂꤃ꢈꢡꣷꢈꢺ꤄꤅꤆ꢔ14~30%ꣷꢗ꣥꤇ꢈ꤁꤂꤃꤈

꤉ꢬꢘꤊꢄꢺꤋꢋꢌꢍBWP꣪ꤌꢈꢌꣵꢆꢭꣶꢡꣷꢈꢾꢿꤍꢃꣿ꤀AMAZON

primeꢈꢕꢖꤎꢩꢪꢌꤏꢹꢺꢌꤍꢫꢬ꤉꣸ꣀꣁꢰ꣹ꢬꢟ꣥꤇ꢈAMAZONꤐꢖꤑꤒꤓꤔꢇꤕꢞꢓꤖꤗꤘꢊꢔ2023ꢀꤙꢃAMAZON的ꢯ꤆ꤚꢡꣷꢈꤛꤜꢃꤝꢦꤞꤟꤠꢗꤡꤢꤣ

ꢭꢜꢙꢹꢺ꣪ꤌꢔꢑꢒꢓꢔꢊꢕꢖꢗꢘꣴ꣣

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꣰꣱ꢈ꣞ꢶꣲꣳꢔ5%10%ꢀꢁꢂꢃ:Amazon,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇSHOPEE

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ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢓØSHOPEE2023ꢀꢁꢂꢃꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌGMVꤖꤗꢛ꤈ꤘꢎꤙTikTok

ShopꢍSHEINꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢙꢊSHOPEEꢄꢚ38%ꢛꢜꢖ7ꢝꢞꢟꢔꢠꢆꢡꢢ26%ꢣꢤꢊSHOPEEꢥꢦꢛꢧꢨꢩꢪꢆꢫꢬꢭꢊꢮꢯꢰ锐ꢱꢪꢔꢲꢳꢴꢵ20119019114%ꢶꢷꢮꢸꢢ01811741715%ꢤꢹꢊꢺꢻꢼꢽꢾꢿꣀꢪꣁꣂꣃ꣄ꣅꢏ꣆꣇꣈꣉꣊꣋꣌够ꢊ꣍ꣂ꣇-1%-2%-5%꣈꣉꣎叙ꢊ꣏ꢧ꣐꣑꣒ꢮꢸ꣓꣔ꢢ22Q122Q222Q322Q423Q123Q223Q3ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏ2022ꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢇꢶꢷꢸꢹꢺꢻꢐꢼꢽꢟꢠꢇSHOPEEꢾSHOPEEꢓꢔꢕꢖꢉꢗꢘꢙꢚꢛꢜꢝꢞꢟ2023ꢿꣀꢄ

ꣂꣃ꣄ꣅ꣆꣇ꢪꢇꢱꢲꣅ꣈ꢠꢇꢡꢢꢣꢤꢥ锐ꢦꢧꢇꢨꢩꢪꢫꢬꢭꢟꢀꢁꢂꢃꢄꢀꢁꢅꢃꢄꢠ的ꢮꢯꢰꢈꢱꢲꢳꢴꢵꢆꢇꢈꢉꢊꢋ8%10%2022꣕3-6꣖꣗꣘꣙꣚ꢍ꣛ꢟꢍ꣜꣝꣞3.2%3-5%4.2%ꢀꢁ4%-6%ꢂꢃꢐꢑꢒꢓꢔꢕꢖꢗꢘꢍꢙꢚ2023ꢄ9꣉ꢇSHOPEEꢶꢾ9ꢞ꣊꣋ꢟꢠꢾ2023ꢄꢄ务ꢶ꣰꣥꣒꣱ꣲꢱSHOPEE꣌ꢖ3PF꣍꣎ꢇ꣏꣐

꣒ꢾ꣓꣔ꢟꢠ꣕꣖ꣳꢉꣴꢖꢐ赠ꣵꢒꣶꢵꣷ꣕꣰꣠꣢ꢐ꣥꣒꣗ꢐꢂꢃ꣘ꢇ꣙꣚꣛꣜꣝ꢹ꣞꣟꣠꣡꣢꣣ꢇ꣸꣹꣺ꣻ꣼ꣽꣾꢈꢖ꣛ꣿ꣼ꢇ꤀ꢱꣳꣿ꣉꣥꣧꣨꣩꣪꣫꣬꣭务ꢐ꣮ꢵ꤁꣆꤂ꢇ꤃

ꢞ꣉꤁꣛꣜꤄꤄꤅ꢦꢇ꤆꤇250ꢛ꤈꤉ꤊꢇ꣱ꣲ꤁ꢜꤋꢇ꤁ꢦꤌꤍꢜꤎꢌꢍꢎꢏꢐꢑꢇꢎꢒꢓꢍꢒꢈꢉꢒꢔꢕꢖꢒꢗꢘꢙ꣕ꤏꤐꤑꢐꤒꤓꤔꤕꢵꢚꢛꢏꢆꢇꢒꢜꢇꢝꢒꢝꢞꢟꢎꢒꢠꢡꢀꢁꢂꢃ:SHOPEE,DolphinResearch,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇLAZADA

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ꢁꢂꢃꢄꢅꢆꢇꢈ睫ꢉꢊꢋꢌꢍꢎꢏꢐꢑꢀꢁꢂꢃꢄ千ꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏ务ꢐLAZADAꢑꢒꢓꢔꢕꢖꢗꢘꢙꢋꢚꢘꢐꢛꢜꢝꢞꢟ务哥ꢠ

ꢡꢢꢣꢤꢥꢦꢋꢖꢗꢧꢨꢩꢪꢫꢬꢡꢭꢮꢯꢰꢋꢱꢲꢳꢴꢧꢵꢶꢥꢷꢸꢴꢐ2023ꢹꢋLAZADAꢂꢃꢄ千ꢎꢏ务ꢺꢻꢼꢘꢒ

ꢩꢽꢒꢾꢿꣀꢋꣁꢶꢥꢷꢐꢼꢘ

ꢨꢧꣃ꣄ꢥꣅꢪꢀꢀꢁꢄ2022ꢅꢀꢁ16ꢆꢇꢈꢉꢊꢋꢌꢍꢎꢎꢏ18ꢐꢑ2023ꢅꢒLAZADAꢓꢔꢕꢖꢗꢘꢙꢚ18ꢆꢇꢈꢛꢀꢁꢋꢜꢝꢞꢟꢠꢡꢢꢣꢤꢥꢦꢀꢁꢂꢃꢧꢋꢨꢒꢩꢪꢫꢬꢭØ

2023ꢅ2ꢮꢋAsiaECSꤛꤟꤠꤡꤢꤣꤤꢋ꣟ꤥꤦꤧꤨ꣏ꢧꤩꤪ꤫꤬ꤠꢤ꤭꤮꤯ꢳꢴꢀꢁꢅ9ꢮꢋꤰ꣢ꤱꤲꢱꢲꤳꤴ千ꤧꤨꣃꤵꢳꢴꢋꢦꢧꢲ꤫ꤳꤴ千꤇ꤶꤷꤸꤹꤺꢂꢃØ

2023ꤻꤼ꣘ꣂꣃ50%ꢋ

ꤹꢱꢲꢛꤧꤨꤾꤿꥀꤩꤪꢘꣻꥁ封ꢷꢸ꣉ꥀ꣑ꤚ꤆ꥂꥃꢝ6-7ꥄØ

2023ꢅ5ꢮꢋꢑꢯꢰꢱꢲꢘQODꢳꢴꢋꢵꢶꢣꢷꢸꢊꢹꢞꢺꢻꢼꢽꢾꢿꢋꣀꣁꣂꣃ꣄

ꢛ꣆꣇꣈꣉꣊꣋꣌ꢋ꣍꣎꣏ꢧ封ꢷ꣊ꢤꢄꢅꢆꢇꢅ

ꢮꢋ꣐꣑ꢘ

꣓꣔ꢛ꣖ꢷ꣔꣗ꢋ

ꢧ꣘꣙꣚꣛꣜꣖ꢷ꣔꣕ꢋØ

20235$20꣝꣞꣟

ꢧꣂ꣠ꢘ꣡꣢꣖ꢷ꣣锐꣤꣥ꢋ꣦꣧꣨꣩꣖꣪

ꢧ꣩꣫꣬꣭ꢋ꣮꣯꣰꣱ꣲ꣖꣪ꢦꣅꣳꣴꢛꣵꣶØꢅ8ꢮꢋꢒꣷꣴ꣸千꣹꣩꣺ꣻ꣹꣩ꢯ꣼ꢰ꣸千ꣽꣾꣿ꤀꣹꤁꤂ꢣ꤃务ꣻ꤄꤅ꢈꢉ2023꤆꤈ꢀ꤉ꢤꢥꤊꤋꢋ꣍꣎ꤌꤍꤎꤏꢝ꣗ꢊꢋØ

2023ꢅ10ꢮꢋꤐꢒ꣙ꢗꢀ꤉ꢛꤑ꣏ꢧ

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3ꤔꢮꤕꤖꤗ꣩2ꤔꢮꤕꤘꤙꤚꢛꤛꤜꤝꤞꢀꢁꢂꢃ:Lazada,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇTikTok

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ꢁꢂꢃꢄꢅ务ꢆꢇꢈꢉꢊꢋꢌꢍ

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꣉꣘꣣꣤꣥ꢽ꣦꣢ꢇꢒꢓ꣧

꣩꣪꣫꣬꣭ꣁ꣮ꢀꢁꢂꢁꢗꢘ••2023ꢀ10ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢇꢑꢒꢓꢉꢊꢔꢕ50%ꢖꢗꢘꢃꢄꢅꢆ5ꢋꢌ2023ꢀ11ꢁꢸꣲTikTokShopGMV2023ꢀ9ꢁꢙꢚꢛꢜꢝSHIPBOBꢞꢟ

ꢇꢈꢉꢂꢃꢇꢈꢂ•ꢠꢡꢢFulfilledbyTikTok”ꢣꢤꢥ够ꢇꢊꢋꢌꢍꢉꢊꢋꢌꢍꢎꢂꢦꢧꢨꢩꢪꢒꢓꢫꢬꢣꢤꢭꢮꢀꢄ32023ꢀ10ꢁꢸꣲ•2023ꢀ12ꢁꢇꢯꢰꢱꢲꢳꢴꢵꢆꢶꢕꢷ5ꢸꢹꢺꢻꢼꢽꢾꢿꣀꢴꢵꢆꢶꢕꢷTikTokShopꢏꢐꢑꢒꢒꢓꣳꣴ20ꢸꢹꢺꢻꢖꢴꢵꢉꢊꢃꣁ赠ꣂꢀꢁꢂꢃ:ꢄꢅꢆꢀ,CISION,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇTEMU

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ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢅꢌꢍꢎ务ꢏꢐꢇꢈꢀꢁꢂꢃꢀꢀꢁꢀ1401.82023ꢂꢃꢄꢅꢆ2023ꢂ12ꢇꢅꢆꢇGMVꢈꢉꢊꢋꢌꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢐꢑꢒꢀ2022ꢁ9ꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋTEMUꢳꢴꢵꢶꢷꢇꢸꢹꢒꢺꢻꢼꢽꢾꢿꢋꢌꢍꢎꢏꢐꢑꢒꢇꢈꢓ封ꢔꢕꢖꢁꣀꣁꣂꢶꣃ꣄ꢒꣅ꣆꣇ꢄꢋ2023

TEMU꣈꣉TEMU꣊ꣃ꣋꣌ꢅꢆ꣍꣎꣏ꢃ꣐꣇꣑ꢋꢗꢘ溶ꢙꢚ

ꢛꢜꢝꢞꢟ千ꢝꢠꢡꢝ务ꢞꢝꢉꢿꢤ꣒꣓ꢓ꣔꣕ꢇꢈ务ꢒꢪꢫ꣖꣗ꢖꢢꢅꢣꢤꢥꢦꢧꢨꢩꢇꢈꢋꢪꢫꢬ赠ꢭꢁꢀꢁꢀ12492023ꢁTEMU꣌15ꢮꢂꢯꢰꢱꢲMetaꢒ꣘꣙꣚꣛ꢀꢁꢂꢃꢓꢔꢕꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢠꢡTMEU꣜꣝꣞

꣟꣠ꢄ꣡꣢纸꣣ꢋ꣤ꢏ꣥TEMUꢎꢪꢶꢤ꤅ꢴꣵ꤆ꢋ꤇꤈ꣷ꤉研ꢒ꣦꣧꣨

ꢒ꣪꣫꣝꣬꣢ꢖꤊꤋꤌ꤄ꢮꤍ꣟ꤎꤏꤐꤑꤒꢋ꣜ꤓꤔꤕꤖꤗꢾꢿꢒꤘꤕꤙꤐꤚꤛꤜꢖꤝꤞꤙꤟ꣌꣭꣮ꢋꢤ꣯꣰꣱ꣅꣲꣳꢒꣴꣵꣶ꣬ꣷ꣸꣹ꤠꢹꤡꢼꢏꣷꢬ꣞ꤢꢋꤣꤤꢷꤥꢖ꣫꣝꣬꣯ꣳ꣺ꢋꢃꣻ꣼ꣽ꣫꣪ꢍ꣢ꣾꢖꢂꢂ9100

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SHIENꣿ꣢ꢀꢁꢂꢃ:GoldmanSachs,ꢄꢅ,ꢆꢇꢈꢉ,ꢊꢋLATEPOST,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅꢆꢇSHEIN

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ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢅꢍꢎꢏꢐꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉSHEINꢊꢋꢌꢍꢄꢅꢎꢏꢐꢑꢒꢓꢔꢕꢖꢗꢘꢄꢅꢙꢚꢛꢜꢏꢝꢞꢟꢠꢡꢢꢣꢤꢥꢦꢧꢨꢊꢩꢪꢔ2023ꢁꢇSHEINꢐꢑꢫꢬꢭꢮꢋꢊꢤꢯꢭꢮꢪꢇꢰꢱꢲꢳꢝꢛꢴꢵꢶꢷ

ꢛꢹꢺꢻꢼꢽꢾꢿ

ꣁꢤꢯꣂꢲꢊꣃ꣄ꢋꣅ꣆ꢔ꣇꣈ꢰꢱ

꣊꣋꣌

ꢇ꣍꣎ꢌꢀꢁꢂꢃꢄꢍ꣏꣐꣑꣒꣓꣔Ø

2023ꢀ3ꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍꢎꢏꢄØ

2023ꢀ5ꢁꢂꢅꢐꢑꢒꢓꢈꢉꢍꢎꢏꢄꢂꢔꢕꢊꢋꢌꢖꢗꢘꢙꢚꢛꢜꢝꢞꢟꢏꢄØ

2023ꢀ6ꢁꢂꢅꢠꢇꢡꢈꢉꢊꢋꢌꢍꢎꢏꢄꢄ꣕꣖꣗ꢌꢍ꣘ꢪꢇ꣙ꢲ꣉ꢅꢆꢇꢈꢉꢊ꣚ꢊ꣛꣜꣝ꢯ꣞꣑Ø

2023ꢀ8ꢁꢂꢢ

SparcGroupꢣꢤꢥꢦꢧ名ꢨꢩꢪꢂꢫForever21ꢬꢭꢮꢯꢰꢱꢲꢳ务ꢳꢂꢴꢣꢵꢶꢷꢸꢹꢺ

ꢂꢻꢼꢽꢾꢿꣀꢷꢸꣁꢪØ

2022ꢀ11ꢁꢂꢅꣂꣃꢱꢲꢥꢙ꣄ꣅꢗ꣆꣇꣈꣉ꣁ꣊ꢳ꣋SHEINTokyo”ꢂꢫ꣌꣍꣎꣏ꢘ꣉꣐꣑꣒ꢷꢸ꣓꣔ꢹꢺ꣟

꣖꣗꣡꣢ꢇ꣣꣤ꢻꢋꢌꢍꢎꢏꢐꢑꢼꢽꢄ꣗꣒꣥ꢴØ

2023ꢀ4ꢁꢂSHEINꢢꢆꢇ꣕꣖꣗꣘꣙꣚꣛ꢦ꣜꣝꣞꣟꣠ꢂꢅ꣡꣢3ꢀ꣣

꣥1.54꣦ꢐ꣧ꢂ꣨꣩ꢆꢇ꣪꣫꣬꣉꣭85%ꢬꣃ꣯ꢼ꣰꣱ꢂ꣓ꢑ꣣ꣲ꣫10ꣳꣴ꣙ꢧꣵꣶꢀꢁꢂꢃ:Forbes,36Kr,MeetIntelligence04PART2024ꢀꢁꢂꢃꢄꢅꢆꢇ2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅ

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ꢶ꣇对꣈ꢍꣃ꣄꣉꣊꣋ꢂ

꣌꣍꣎꣏꣐꣑务ꢍ꣒꣓꣔ꢲꢴ꣕ꢨꢍ꣖꣗ꢐØ

ꢁꢂꢿꢙꢜꣀꢙꣷꢀꤜꤝꤞꤟꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊ64%64%ꢋꢌꢀꢍꢎꢏꢐ22%17%ꢀꢃꢄꢅꢑꢒꢓꢔꢕꢖꢗꢘꢀꢙꢚꢛꢜꢝꢞꢟꢠꢡꢀꢢꢣ20192020202120222023꣎꣏ꢺ꣘꣙꣚꣛꣜꣝꣐꣑粉ꢤꢃꢄꢅꢥꢦꢧꢨꢩꢪꢫꢬꢭꢮꢯꢰꢱꢲꢳꢴꢵꢶ去ꢀꢃꢄꢅ太ꢑꢒꢷꢸꢹꢺꢔꢻ务ꢀꢼꢽꢾꢭꢿꢙꢜꣀꣁꣂꢮꢀꢁꢂꢃꢄꢅ꣝ꢯꢰꢱꣃ꣄ꣅ꣆ꢚ꣇꣈ꢴꢚꢮꢯ꣠꣡40%ꢜꣀ꣢꣣ꢀ꣤太꣉ꣃ꣊꣋ꢀ꣌꣍꣎꣏ꢮꢯ꣐꣑꣒꣓꣔꣕꣖ꢀꢲꢳꢜꢝꣁ꣗ꢹ꣔꣘PoshmarkꣁGadgetsalvation꣙꣚ꢮꢯꢲꢳ꣛꣜ꢴ꣎꣏ꢺ꣕꣞꣟꣠꣡꣢꣣ꢶꢷ꣤꣥꣦ꢍ

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ꣾꣿ꤀ꢜ纸꤁ꢴ53%ꤙꢤꤚꤛ꤂꣓꤃ꣵꣶ꤄꤅꤆꣏溶꤇割ꣽ꤈꣧꤉꤈

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ꢵꤍ

꣧꣏ꤎꤏꢓꢔꢜꣀꤐꢿꤑꤒꢃꢄꢅꢀ꣝ꤓꢴꢀꢁꢂꢃ:Kantar,GreenBiz,McKinsey,Euromonitor,MeetIntelligence2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅ

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ꢀꢁꢂꢃꢀꢁꢂꢃꢄꢅꢀꢁꢂꢃꢄꢅꢆꢇꢈ绩ꢉꢊꢋꢆꢇꢈꢌꢍꢎꢏꢐꢑꢒꢓꢔꢕꢖꢐ/ꢗꢘꢎꢏꢙꢆꢇꢚꢛꢜꢝꢞꢟꢠꢡꢙꢢꢣꢤꢥꢃꢦꢧꢨꢩꢪꢐꢫꢙꢐꢑꢬꢭꢈꢆꢮꢕꢯꢰꢱꢒꢓꢙꢎꢏꢲꢳꢴꢵꢶꢷꢎꢏꢲꢫꢸꢶꢹꢈꢺꢺꢻꢼꢽꢏ

ꢦꢾꢿꣀꣁꣂ尼ꢲꣃ꣄ꣅ꣆ꢺꢟꢠꢡ꣇꣈꣉ꢋ꣋ꢦ꣌ꢧꢨꢩꢲꢂ

꣍꣎ꢲ꣏꣐꣑ꢯꢺ꣄꣒ꢙ꣓꣔꣕꣖꣗꣘ꢐꢑ꣙꣚꣛ꢤꢙ꣜꣝ꢴ꣞꣟꣠ꢈ꣡꣢꣣ꢁ꣕ꢦ꣓꣔꣤꣥ꢙ꣦꣧ꢈꢚ꣨꣘꣩꣪꣫ꢐꢑ꣕꣖꣬꣭ꢙꢟꢠꢡ꣮ꢑꢽ꣯ꢙ꣰꣱ꣲꣳꣴ

ꢦ꣄ꣵꣶꢙꣷ꣸/ꢂꢖꢐ꣹꣺ꢈ꣱ꣻꢟꢠꢡ꣫

ꢦꢙ꣨꣭ꢋꢲ꣼ꣽꢋꢲꣾꢂ

ꣿ꤀2023ꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢀꢁꢂꢃꢄꢅ

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ꢀꢁꢂꢃꢀꢁꢂꢃꢄꢅꢆꢇꢈꢉꢊꢋꢌꢍØESGꢌꢍꢎꢏꢛꢑꢒꢜꢝꢇꢈꢋꢉꢊꢈꢞꢟꢠꢡꢋꢢꢣꢤꢥꢦꢚꢧꢨꢩꢪꢫꢬꢭꢮꢯꢏꢛꢰꢱ务ꢋꢲꢳ群ꢴꢇꢈꢀꢁꢵꢶꢋꢷꢁꢸꢹꢆꢇꢈꢉꢊꢋꢌꢍꢺꢦ割ꢻꢼꢽꢀꢁꢂꢩꢾꢿꢬꢎꢏꢐꣀꣁꣂꣃ

ꢒ꣄ꣅꢯSHEIN꣆2022ꢚ꣇꣈ꢘꣁevoluSHEIN

꣉ꢑꢒ封ꢓꢔꢕ务ꢖꢹ꣊꣋꣌꣍

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