亚太地区的万亿美元机遇报告

'TikTokBCG Shoppertainment: APAC'sTrillion-Dollar Opportunity FutureofCommerce ByAparnaBharadwaj,RohitGulati,MeiLee,PatrickWitschi AUGUST2022 ☆ oartnerswitr soc1etytotacklethell andcapturethe1r greatesmities,BCGwasthepioneer Inbusir 1963.Today,emoraceatpeneuin societalimpact Ourdiverse,globalteamsbringdeepindustry echnologyanddesign,andcorporateanc vorkinauniquely couaborat clientorganization Fueledbythe emtomaketheworlda Detterplace BCG TheBostonConsultingGroup,Inc.2022.Allinaccurate.BCGdoesnotprovidefairness RightsReservedopinionsorvaluationsofmarkettransactions ThisreportwascommissionedbyTikTok andthisdocumentshouldnotbereliedonor construedassuch.Further,anyevaluations IntheBCGanalysiswithinthispublication projectedmarketinformation,andconclusions TikTokusersaredefinedasthoseusingthecontainedinthisdocumentarebasedupon appatleastonceinthelast7days standardvaluationmethodologies,arenot Thisdocumenthasbeenpreparedingood faithonthebasisofinformationavailable atthedateofpublicationwithoutany independentverification,BCGdoesnotguaranteeormakeanyrepresentationorwarrantyastotheaccuracy,reliability completeness,orcurrencyoftheinformationinthisdocumentnoritsusefulnessin definitiveforecasts,andarenotguaranteedby BCG.BCGhasuseddatafromvarioussources andassumptionsprovidedtoBCGfromothersources.BCGhasnotindependently verifiedthedataandassumptionsfromthesesourcesusedintheseanalyses.Changesintheunderlyingdataoroperatingassumptionswill clearlyimpacttheanalysesandconclusions achievinganypurpose.Readersare responsibleforassessingtherelevanceand Thisdocumentisnotintendedtomakeorinfluenceanyrecommendationandshould accuracyofthecontentofthisdocument.It notbeconstruedassuchbythereaderorany isunreasonableforanypartytorelyonthis documentforanypurposeandBCGwill otherentity notbeliableforanyloss,damage,cost,orThisdocumentdoesnotpurporttorepresent expenseincurredoranisingbyreasonofanytheviewsofthecompaniesmentionedinthe personusingorrelyingoninformationinthisdocument.Referencehereintoanyspecific document.Tothefullestextentpermittedbycommercialproduct,process,orserviceby law(andexcepttotheextentotherwiseagreedtradename,trademark,manufacturer,or inasignedwritingbyBCG),BCGshallhaveotherwise,doesnotnecessarilyconstituteor noliabilitywhatsoevertoanyparty,andanyimplyitsendorsement,recommendation,or personusingthisdocumentherebywaivesfavoringbyBCG anynghtsandclaimsitmayhaveatanytime againstBCGwithregardtothedocument. ApartfromanyuseaspermittedundertheUS Receiptandreviewofthisdocumentshallbedeemedagreementwithandconsiderationfor CopyrightAct1975,nopartmaybereproducedinanyform theforegoing Thisdocumentisbasedonaprimaryqualitativeandquantitativeresearch executedbyBCG.BCGdoesnotprovidelegal accounting,ortaxadvice.Partiesresponsible forobtainingindependentadviceconcerning thesematters.Thisadvicemayaffectthe guidanceinthedocument.Further,BCGhasmadenoundertakingtoupdatethedocumentafterthedatehereof,notwithstandingthat suchinformationmaybecomeoutdatedor BCG Executive Summary Shoppertainmentis8.US5D1trillionopportunityinAPAC'sShoppertainmentgrowth APAC,offeringthechancetoengageandattra.ctdigitally exhaustedcustomersacrosstheregion. markets .PrajectedmarketvalueofUSD1trillionby2025 IncressingfromUSD500billiontoday High-growthmarketsprojectedtoenjoy+63%CAGR SouthKorea,Thailsind,B.ndVietn8.m—willdrivesignificant valueopportunities. Thisfast-growingopportunityrespondstochanging consumerattituclesdlrivenbyincreasingtechnology Totale-commereeGMVrisingfromUSD5((billionto adoption.Itappealstoconsumerswhodesirsauthentic UsD700billion2022-2025 andemotionalbra.ndcontentdrivenbyexperiential engegement. U5D100billion2022-2025 DefinitionofShoppertainmentTheopportunityforbrands Shoppertainmentisdefinedascontent-drivencommerceBrandsshouldseektoengageShoppertainmentand thstseekstoentertain&educatefirstwhileintegrating contentandcommunitytocreatehighlyimmersive marketgroviththroughflveemotionaltouchpoints,adaptedtomeettheneedisanddesiresofagivenmarket shoppingexperisnces Tellstoniesandeducate Leveraging,ourinnovative,customer-focuseddemandFocusonvideo-first . spacesmethadology,BCGhasunlockedauniquewindowSeu-uo(si2sp8330]3,uoC Besuthentic intotheexpancingarenaofshoppertainment.Ourreseerch revealsthatcustomersareoparatinginsixkeydemand spacesacrosstwocoregroups. Functionaldemandspaces,6c%ofthee-commarcevalueecosystem.Convenience(tasyforme), Improvement(Betterforme),Validation(Confirmfor me) Emotionaldemandspaces.40%ofthee-commerce Recommendthetrends Theseconcernsvillbecomplementedbyfuincls.mental needswithinthefunctionaldemandspacestoprovideclear informationandensureaclearpathtopurchase.Brands caninspireShopperts.inmentgrowththroughafourC's strategyforsuccess valueecosystem.Recommendation(Acviseme): Indulgence(Spoilme),Inspiration(Inspirgme) Campaignstrategywithclearplanningthatsmo-othspainpointswhilefocusingcnentertainment Shoppertainmentoffersthepotentialforbrandstoengageconsumerswithinemotionaldamandspacesbydelivering Customersegmentationthatidentifiestheright