机构研究报告-Subscriptions direct selling in the U.S.-外文版培训课件

INDUSTRIES

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MARKETSSubscriptions&directsellingintheU.S.CHAPTER

01OverviewShareoftheleadingdirectsellingmarketsworldwideasof2023Shareoftheleadingdirectsellingmarketsworldwide2023Marketshare0%5%10%15%20%25%UnitedStatesGermanyKorea22%12%10%China9%Japan6%6%MalaysiaBrazil5%MexicoTaiwanFranceOther4%3%3%20%3Description:Asof2023,theleadingdirectsellingmarketintheworldwastheUnitedStates,whoheldamarketshareof22percent.Germany,Korea,andChinafollowedat12percent,10percent,andninepercent,respectively.OthermajormarketsincludedcountriessuchasJapan,Malaysia,andBrazil.ReadmoreNote(s):Worldwide;2023Source(s):WFDSARevenueoftheleadingdirectsellingcompaniesworldwidein2023(inbillionU.S.dollars)Revenueoftheleadingdirectsellingcompaniesworldwide2023RevenueinbillionU.S.dollars0123456789AmwayNatura&CoHerbalifeNutritioneXpRealty7.75.35.14.34.2VorwerkPM-InternationalUtilityWarehouseCoway3.032.992.92.81PrimericaSunrun2.26NuSkin1.97ATOMYCo.,Ltd.Vivint1.711.74Description:Duringits2023fiscalyear,Amwaywastheworld’sleadingdirectsellingcompanywithglobalrevenueofnearlyeightbillionU.S.dollars.Amwayisamulti-levelmarketingcompanybasedinMichigan,UnitedStates,thatsellshealth,homecare,andbeautyproducts.Directsellingisabusinessmodelinwhichentrepreneurial-mindedpeopleindependentlyprovideproductsandservicestothecustomerdirectly,eitherbybuyingfromorinaffiliationwithaparentorganization.ReadmoreNote(s):Worldwide;2023Source(s):DirectSellingNewsNumberofindependentrepresentativesintheglobaldirectsellingcommunityfrom2020to2023,byregion(inmillions)Sizeoftheglobaldirectsellingcommunity2020-2023,byregionAsia/PacificAmericasEuropeAfrica/MiddleEast1201008060402005.487.634.7712.644.0812.7215.7114.4832.5529.8732.4927.1359.47202160.95202258.98202358.212020Region5/statistics/293178/size-of-the-global-direct-selling-community-by-regionIn2023,morethan27millionpeoplemadeupthedirectsellingcommunityintheAmericas.OverhalfofthesedirectsellerswerespecificallylocatedinNorthAmerica.Theglobalcommunitystoodatatotalofaround103millionpeopleworldwide.

ReadmoreNote(s):Worldwide;2020to2023;*IndependentrepresentativesaredefinedasindividualswhohavesignedanIndependentContractoragreementwithadirectsellingcompany.Thisincludesfull-timebusinessbuilders,part-timebusiness[...]

ReadmoreSource(s):WFDSARetailsalesoftheglobaldirectsellingindustryfrom2020to2023,byregion(inmillionU.S.dollars)Retailsalesoftheglobaldirectsellingindustry2020-2023,byregionAsia/PacificAmericasEuropeAfrica/MiddleEast200,000180,0001,8051,6071,3961,340160,000140,000120,000100,00080,00060,00040,00020,000035,29834,95833,82436,14964,44567,69565,13562,63270,025202068,817202170,141202267,57320236Description:In2023,62.6billionU.S.dollarsweregeneratedintheAmericasthroughdirectsellingretailsales.Over50percentofthisamountwasspecificallygeneratedbydirectsellersintheUnitedStates.Theglobalindustrymadeatotalofaround168billionU.S.dollarsin2023,whichisa2.3percentdecreasecomparedtothepreviousyear.ReadmoreNote(s):Worldwide;2020to2023Source(s):WFDSALeadingreasonstouseproduct/servicesubscriptionsworldwidein2023Leadingreasonstouseproduct/servicesubscriptionsworldwide2023Shareofrespondents0%10%20%30%40%50%51%60%ItisconvenientformeItiscost-effective47%Ithelpsmemaintainaconsistentlifestylepattern/routine(e.g.,healthyeating,regulargrooming)42%41%41%Itoffersmethechoicetopersonalize/tailorproductsand/orservicestomyneedsItallows/enablesmetotrynewproductsItisachancetotrybeforeyoubuy33%Senseofcommunity(e.g.,caninteractwithotherlike-mindedpeopleviaonlineclubs)24%22%IncludedaspartofanotherdealNochoice/Ineedtosubscribetoaccessthisservice(e.g.,add-ons)16%7Description:In2023,about50percentofconsumerscurrentlysubscribedorplannedtosubscribetosubscriptionservicesduetoconvenience,makingittheleadingreasontodosoworldwide.Thesecond-mostcommonreasonforusingsubscriptionserviceswasmonetaryinnature.ReadmoreNote(s):Worldwide;June2023;6,379respondents;18yearsandolder;consumerswhocurrentlysubscribeorplantosubscribeinthenextsixmonthsSource(s):PwCYear-on-yearchangeofannualcustomerlifetimevalue(LTV)ofsubscribersworldwidein2023,comparedto2022,byverticalYear-on-yearchangeinLTVofsubscribers2022-2023,byvertical20%15%15%10%5%10%6%0%-2%-5%-10%-15%-9%Beauty&personalcareHealth&wellnessFood&beverageHome&petsOther8Description:In2023,thecustomerlifetimevalue(LTV)acrossthebeautyandpersonalcareverticalworldwidehadgrownconsiderably,accordingtoastudyconductedamongasampleofmerchantsspecializinginsubscriptioncommerce.Comparedtothepreviousyear,theaverageannualrevenuebeautyandpersonalcaremerchantsaroundtheworldearnedpersubscriberhadincreasedbysome15percent.Atminustwopercent,theLTVofhomeandpetscompanieshadactuallydecreasedin[...]

ReadmoreNote(s):Worldwide;July2023toJune2024;around20,000;ReChargemerchantsinthesubscriptioncommerceindustrySource(s):ReChargeAveragelifetimevalue(LTV)ofsubscribersworldwidein2023,byvertical(inU.S.dollars)Lifetimevalue(LTV)ofsubscribers2023,byvertical300258250250212197200150100501580Food&beverageHealth&wellnessHome&petsBeauty&personalcareOther9Description:In2023,thecustomerlifetimevalue(LTV)ofthefoodandbeverageverticalworldwidestoodatjustover258U.S.dollars.Thehealthandwellnessindustrycameinseocndplace.

ReadmoreNote(s):Worldwide;July2023toJune2024;around20,000;ReChargemerchantsinthesubscriptioncommerceindustrySource(s):ReChargeCHAPTER

02DirectsellingDirectsalesmarketsizeintheUnitedStatesfrom2016to2023(inmillionU.S.dollars)MarketvalueofdirectsellingcompaniesintheU.S.2016-202370,00060,00065,112.465,203.762,40957,824.354,040.352,220.850,302.848,364.850,00040,00030,00020,00010,000020162017201820192020202120222023*11Description:ThisstatisticdisplaysthesizeofthedirectsellingmarketintheUnitedStatesfrom2016to2023.In2023,thedirectsalesmarketintheU.S.wasprojectedtobeworthapproximately65.2billionU.S.dollars.ReadmoreNote(s):UnitedStates;2016to2023;*Forecast.ReadmoreSource(s):IBISWorldDirectsellingretailsalesintheUnitedStatesfrom2011to2023(inbillionU.S.dollars)RetailsalesofthedirectsellingindustryintheUnitedStatesfrom2011to20234542.740.540.14036.736.1235.5435.435.234.934.47353025201510532.6731.6329.870201120122013201420152016201720182019202020212022202312Description:In2023,directsellingretailsalesintheUnitedStatesreachedatotalofapproximately36.7billionU.S.dollars.ThisisasalesdecreaseofaboutsixbillionU.S.dollarscomparedto2021.

ReadmoreNote(s):UnitedStates;2011to2023Source(s):DSAProductcategorysalesshareofthedirectsellingindustryintheUnitedStatesin2023SalesshareoftheU.S.directsellingindustry2023Salesshare15%0%5%10%20%25%30%35%WellnessFinancialServices32.5%14.6%13.4%HouseholdGoods&DurablesCosmetics&PersonalCareUtilities10.2%6.6%Clothing&Accessories5%Books,Toys,Stationery,Etc.HomeCare2.7%1.5%1%Foodstuff&BeveragesHomeImprovementOther0%12.5%13Description:In2023,theU.S.directsellingindustrygeneratedaround32.5percentofitsretailsalesfromthewellnessproductcategory.TheUnitedStates'second-largestproductcategory,financialservices,accountedfora14.6percentsalesshare.

ReadmoreNote(s):UnitedStates;2023Source(s):WFDSANumberofpeopleinvolvedindirectsellingintheUnitedStatesfrom2018to2023(inmillions)SizeofthedirectsellingcommunityintheUnitedStatesfrom2018to20236051.949.35040302010047.743.743.842.820182019202020212022202314Description:Twoyearsago,thedirectsellingcommunityintheUnitedStatespeakedatover50millionpeople.By2023,however,therewerelessthan44millionAmericansinvolvedindirectselling.Specifically,theU.S.directsellingcommunityconsistedofaboutsixmillionsellersandover37.5milliondiscountbuyersandcustomers.ReadmoreNote(s):UnitedStates;2018to2023Source(s):DSANumberoffullandparttimedirectsellersintheUnitedStatesfrom2018to2023(inmillions)NumberofdirectsellersintheUnitedStatesfrom2018to2023,bycontracttypeParttimeFulltime98765432100.96.80.56.80.56.20.95.90.55.615.220182019202020212022202315Description:In2023,therewerearoundsixmilliondirectsellersoperatingintheUnitedStates.Specifically,therewere5.6millionpart-timedirectsellersandaroundhalfamillionfull-timesellersinthecountry.Thesizeofthepart-timeworkforcehaddecreasedcomparedtothelastfewyears.ReadmoreNote(s):UnitedStates;2018to2023Source(s):DSACHAPTER

03MajordirectsellersGlobalrevenueoftheleadingdirectsalescompaniesintheUnitedStatesin2023(inmillionU.S.dollars)RevenueoftheleadingdirectsellingcompaniesintheUnitedStatesin2023RevenueinmillionU.S.dollars01,0002,0003,0004,0005,0006,0007,0008,0009,000AmwayHerbalife7,7005,100eXpRealtyPrimerica4,3002,810Melaleuca2,3002,260SunrunYoungLivingNuSkinMaryKayForeverLivingProductsVivint2,0001,9701,8001,8001,7001,5001,310DoTerraTupperware17Description:ThisstatisticdepictstherevenueoftheleadingdirectsalescompaniesintheUnitedStatesin2023.Inthatyear,AmwaywasonceagaintheleadingdirectsellingcompanyintheUnitedStateswithglobalrevenuesamountingtonearlyeightbillionU.S.dollars.ReadmoreNote(s):UnitedStates;2023Source(s):BFHAmway'ssalesrevenueworldwidefrom2016to2023(inbillionU.S.dollars)GlobalsalesofAmwayfrom2016to2023108.98.88.898765432108.68.58.48.17.72016201720182019202020212022202318Description:ThisstatisticdepictsAmway'sannualsalesworldwidefrom2016to2023.In2023,Amwayhadglobalsalesamountingtoapproximately7.7billionU.S.dollars,whichisanoticeabledecreasefromthepreviousyear.Thecompany'snetsalespeakedin2021atapproximately8.9billionU.S.dollars.ReadmoreNote(s):Worldwide;2016to2023Source(s):AmwayHerbalife'snetsalesworldwidefrom2013to2023(inmillionU.S.dollars)GlobalnetsalesofHerbalifefrom2013to20237,0005,802.86,0005,0004,0003,0002,0001,00005,541.85,204.45,062.44,958.64,891.84,877.14,825.34,469.94,488.44,427.72013201420152016201720182019202020212022202319Description:In2023,Herbalifehadglobalnetsalesamountingtoapproximately5.1billionU.S.dollars.Thisconstitutesadecreaseofnearly142millionU.S.dollarsincomparisontothepreviousyear.

ReadmoreNote(s):Worldwide;2013to2023Source(s):HerbalifeHerbalife'snetsalesworldwidefrom2015to2023,byregion(inmillionU.S.dollars)GlobalnetsalesofHerbalifefrom2015to2023,byregionAsiaPacificNorthAmericaEMEAChinaMexicoSouth&CentralAmericaLatinAmerica7,0006,0005,0004,0003,0002,0001,0000366.4436.9822.9785.8391437.6467.9379473.6629.5820.9327.4809.6488.7446.6569.7479.9474.3442.77521,335.41,007.69771,078.51,068.81,208.3868.8815.6955.7885.9868.7840.2846.2755.1879.59981,428.91,262.21,131.41,372.91,025.5948.31,686.920221,713.920231,586.120211,347.720201,24920191,053.42018938.62015913915.92017201620Description:In2023,Herbalifehadglobalnetsalesamountingtoapproximately1.71billionU.S.dollarsintheAsiaPacificregion.Thisconstitutesanincreaseofapproximately27millionU.S.dollarsinthatregionincomparisontothepreviousyear.ReadmoreNote(s):Worldwide;2015to2023Source(s):HerbalifeGlobalnetsalesofUsanaHealthSciences,Inc.from2018to2023(inmillionU.S.dollars)GlobalnetsalesofUsanaHealthSciences,Inc.2018-20231,4001,2001,00080060040020001,189.251,186.461,134.641,060.9998.620229212018201920202021202321Description:In2023,USANAgeneratedapproximately921billionU.S.dollarsofglobalnetsales,adecreasecomparedtothepreviousfinancialyear.USANA,alsoknownasUsanaHealthSciences,Inc.,isamulti-levelmarketingcompanybasedinUtah,UnitedStates,thatmanufacturesandsellsskincareandnutritionalproducts,aswellasdietarysupplements.ReadmoreNote(s):Worldwide;2018to2023Source(s):USANADistributionofUSANA'sactivecustomersasofDecember2023,bygeographicregionShareofactiveUsanaHealthSciencescustomers2023,byregionAmericasandEurope20.7%NorthAsia9.9%GreaterChina52.8%SoutheastAsiaPacific16.0%22Description:AsofDecember31,2023,lessthanaquarterofUSANA'stotalcustomerbasewaslocatedintheAmericasandEurope.DespitebeingbasedintheUnitedStates,aboutthree-quartersofthemulti-levelmarketingcompany'sactivecustomerswerefromtheAsiaPacificRegion.ReadmoreNote(s):Worldwide;AsofDecember31,2023Source(s):USANACHAPTER

04PopularsubscriptionservicesNumberofAmazonPrimemembersintheUnitedStatesfrom1stquarter2016to1stquarter2024(inmillions)NumberofAmazonPrimesubscribersintheU.S.2016-2024200180160140180170167147118120103931008060402008058Q12016Q12017Q12018Q12019Q12020Q12021Q12022Q12023Q1202424Description:Forthefirsttimesince2016,thenumberofAmazonPrimemembershasdeclinedintheUnitedStates.Inthefirstquarterof2023,167millionusershadaPrimeaccountonAmazon,downbyroughly3,000comparedtothesamequarterin2022.In2024,itpickedupagain,reaching180millionsubscribers.ReadmoreNote(s):UnitedStates;Q12016toQ12024Source(s):ConsumerIntelligenceResearchPartnersShareofAmazonPrimesubscribersintheUnitedStatesin2024,byincomelevelShareofAmazonPrimesubscribersbyincomeintheU.S.202460%50%40%30%49%34%18%20%10%0%Lessthan40,000U.S.dollars40,000-125,000U.S.dollarsMorethan125,000U.S.dollars25Description:IntheUnitedStates,theAmazonPrimesubscribersharevarieddependingontheirincomelevelin2024.Amazonconsumersthatearnedbetween40,000and125,000U.S.dollarsayearwerethemostlikelytohaveasubscription,withmorethan49percentpayingfortheplatform,asurveyrevealed.ReadmoreNote(s):UnitedStates;July16and17,2024;8,272respondentsSource(s):NumeratorRetailmembershipsownedbyAmazonPrimeshoppersintheU.S.in2023RetailmembershipsownedbyAmazonPrimeshoppersintheU.S.2023Shareofshoppers0%10%20%30%40%50%60%70%80%90%100%AmazonPrimeTargetCircle87%49%Kohl'sRewardsProgramCVSExtraCareorCarePassSam'sClubMembershipmyWalgreensProgramCostcomembershipultaUltimateRewardsMyBestBuy42%42%38%34%33%26%21%20%20%18%PetsmartloyaltyProgramWalmart+SephoraBeautyInsiderBJ'sClubMembershipRiteAideWellness+12%11%PetCoVitalCareMembership6%26Description:A2023surveycarriedoutintheUnitedStatesshowedthat87percentofAmazonPrimeshoppersownthePrimemembership,whileasignificantnumberofU.S.shoppersusesotherretailmemberships,too.49percentofsurveyedrespondentspaidforTargetCicleearningsreward.Amazon'smaincompetitorWalmartwasnotinthetopten,asonly20percentofPrimeshopperswereWalmart+members.

ReadmoreNote(s):UnitedStates;2023;5,530respondentsSource(s):NumeratorNumberofactivecustomersofHelloFreshandBlueApronfrom2016to2023(inmillions)GlobalnumberofactivesubscribersofHelloFreshandBlueApron2016-2023HelloFreshBlueApron8765432107.227.117.075.292.972.041.450.860.880.750.560.3520190.3520200.3420210.30.272023*201620172018202227Description:Whilehavingasomewhatequalcustomerbasein2016,everyyearhasacceleratedHelloFresh'sgainsattheexpenseofBlueApron'sconsumerreach.AsofSeptember30,2023,HelloFreshhadroughly7.07millionactivecustomers,comparedtoBlueApron'scustomerbaseof267,000asofJune30,2023.ReadmoreNote(s):Worldwide;2016to2023;*HelloFreshcustomerbaseasofQ32023,andBlueAproncustomerbaseasofQ22023,accordingtothelatestpubliclyavailabledata.BlueApronfigureswereretrievedfromtheirQ22023reportreleasedon[...]

ReadmoreSource(s):BlueApron;HelloFreshRevenueofHelloFreshfrom2016to2023,byregion(inmillioneuros)RevenueofHelloFresh2016-2023,byregionNorthAmerica*International8,0007,0006,0005,0004,0003,0002,0001,00002,593.83,087.12,6991,676.35,002.820234,519.920223,294.12021785.11,024.82019545.9733.82,073.32020359.8545.2310.2286.920162017201828Description:ThisstatisticshowstheregionalbreakdownofHelloFresh'sglobalrevenues.In2023,themealkitdeliveryservicecompanygeneratedjustoverfivebillioneurosinNorthAmerica(UnitedStatesandCanada.).*UntilDecember31,2022,HelloFreshincludedrevenuesgeneratedinCanadaintheInternationalsegment.ABerlin-basedbrandtakesovertheU.S.BlueApron,theNewYork-basedmealkitcompany,hasledtheU.S.marketforafewyearsafter2012,anditiswell-knownby[...]

ReadmoreNote(s):Worldwide;2016to2023Source(s):HelloFreshNumberofpremiummonthlysubscriptionsonUberandDoorDashplatformsin2024NumberofUberOneandDashPassmonthlysubscribers2024Numberofmonthlysubscribersinmillions10

1505202530UberOneDashPass251829Description:Asofthethirdquarterof2024,Uberreportedmorethan25millionmonthlysubscriberstoitspremiummembershipserviceUberOne,whichallowsuserstobenefitfromfreedeliveryonUberEats,discountedservicefees,andpremiumservicesacrossUber'sotheroperatingsegmentslikeride-hailingandfreight.DoorDash,ontheotherhand,reportedthatitspremiummembershipservice,Dashpass,hadmorethan18millionsubscribersattheendof2023.

ReadmoreNote(s):Worldwide,UnitedStates;2024Source(s):VarioussourcesCHAPTER

05ConsumerinterestinsubscriptionsShareofconsumerswithatleastoneretailproductsubscriptionintheUnitedStatesasofApril2023,bygenerationalcohortU.S.consumerswithatleastoneretailproductsubscriptionin2023,bygeneration45%39%39%40%35%30%25%20%15%10%5%27%22%9.4%0%BabyboomersandseniorsGenXBridgemillennialsMillennialsGenZ31Description:AnApril2023surveyrevealedthatbothBridgeMillennialsandMillennialswerethemostlikelygrouptobesubscribedtoreceiveatleastoneretailproductinthemail,with39percentofrespondentsfromeachcohortreportingthis.Babyboomersweretheleastlikely,at9.4percent.ReadmoreNote(s):UnitedStates;April2023Source(s):PYMNTS;sticky.ioAveragenumberofproductspersubscriberindifferentsubscription-basedindustriesintheUnitedStatesfrom2023to2024U.S.:averagenumberofproductspersubscriberindifferentindustries2023-202476.4265432105.444.834.753.49FoodandbeverageHomeandpetHealthandwellnessIndustryBeautyandpersonalcareOther32Description:Onaverage,consumerswhosubscribetoproductsdonotstopatjustone.InthefoodandbeverageindustryintheUnitedStates,theaverageconsumersubscribestonearlysevenproducts.

ReadmoreNote(s):UnitedStates;July2023toJune2024Source(s):ReChargeLeadingwaysinwhichcustomersreportthatsubscriptionsimprovetheirlivesintheUnitedStatesin2024LeadingwaysinwhichU.S.consumerssaysubscriptionsimprovetheirlives2024Percentageofrespondents10%

15%0%5%20%25%30%35%EntertainmentHealthandfitness33%16%Financialhealth20%Timemanagement10%Socialconnections6%Learningandpersonaldevelopment14%33Description:In2024,approximatelyathirdofsurveyedconsumersintheUnitedStatessaidsubscriptionsimprovetheirlivesasitishowtheykeepthemselvesentertained.Aboutonein10respondentssaidsubscriptionshelpthemwithtimemanagement.

ReadmoreNote(s):UnitedStates;2024;1,026respondentsSource(s):BizrateInsightsLeadingfeaturesthatdrivesubscriptionretailsign-upsbyconsumersintheUnitedStatesasofApril2023Topfeaturesdrivingretailsubscriptionsign-upsintheU.S.2023Shareofrespondents0%

5%10%15%20%25%30%35%40%45%FreeshippingTheabilitytocancelthesubscriptionatanytimeatnocostTheabilitytomakechangestothesubscriptionfrequencywithouttheneedto…TheabilitytosetupmyprofilewithanexistingonlineorsocialmediaprofileAddedbenefitstobeingasubscriberTherenewalofthesubscriptionrequiringmyapprovalOptionstopauseorskipthesubscriptionAvailabilityofBNPLoptionsResponsivecustomerserviceTheabilitytosignupusingoneofmyexistingsocialmediaprofilesAvailabilityofafreetrialAvailabilityofpersonalizedrecommendationsOptionstopersonalizetheproductstobeaddedtoorremovedfromthe…TheabilitytochangetheproductsaftersigningupAclearsatisfactionguaranteeorrefundandcancellationpolicy34Description:Freeshippingwastheleadingfeaturedrivingretailsubscriptionboxsign-upsamongconsumers.Atotal38.5percentofrespondentsinasurveyrevealedthatthiswastheleadingfeaturethatattractedconsumerstobecomeretailsubscribers.Theabilitytocancelasubscriptionatanytimewasrankedsecond,with30.7percent.ReadmoreNote(s):UnitedStates;April3-10,2023;2,094respondentsSource(s):PYMNTS;sticky.ioLeadingreasonsconsumerscancelretailproductsubscriptionsintheUnitedStatesasofApril2023ReasonsforretailsubscriptioncancellationsintheU.S.2023Shareofrespondents10%

15%0%5%20%25%30%35%40%45%FreeshippingisdiscontinuedInabilitytopauseorskipSubscriptionwasrenewedwithoutapprovalBadexperiencewithcustomerserviceMisinformationaboutrecurringcha