2022中国品牌出海年度报告

2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ1 2ⴀ0嵳22䎃⚥䏞㕂䫣ㅷデ晥 2023.01 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ2 ⵸鎊 2022䎃㼆䨾剣涸务㕂ㅷ晥罜鎊鿪僽ꬋず㼊䌢涸 ♧䎃կ䧮⼜䏞鵂✫㕂ⰻ㢪氋䞔导㢕♶㹁涸䊭㣐䮋䧶䧮⼜꬗㼆满妍繠封鴪䋑㖞涸嶊餩⡛鶴䧮⼜錛霆满Ⰼ椕歏㉁涸鵳♧姿封㾝♸」⻊䧮 ⼜⛲劍䖉满侨㶶蠒Ꝉ倝梖岁絛䋑㖞䌄勻涸刿㣐䕧ㆇ⸂կ 㖈VUCA涸傞去剒㣐涸烁㹁䚍㽠僽䋑㖞♸蠒Ꝉ梠㞯涸♶倗」ꬠկ㖈姼䧮⼜⚹姻饥㖈嵳㢪䖄玐䧴⽰㼜ⴀ嵳鵴菔涸ㅷ晥⚺⼜㔐곥䎇唙锐✫鵂 ⿡♧䎃㖈Ⰼ椕蠒ꝈծⰌ椕歏㉁⿺ⴀ嵳饋麤务涸ꅾ銳」⻊ㄤ馋⸷⸔⸂ㅷ晥⚺⼜刿Ⰼ꬗涸溏ⵌ梠㞯涸」⻊⨞ⴀ刿剣ⵄ涸瘻殜靈侮կ 2023䎃䊺絑ⵌ勻湬꬗Ⰼ椕䋑㖞倝涸劼麁♸䮋䧶䧮⼜㼜♸䨾剣ㅷ晥⚺♧饰Ⱏ⯘ꦼⰢ䪋滑鵴菔雮务㕂ㅷ晥涸Ⰼ椕⻊⛓假饥涸刿鵴⛲刿㥩կ 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ3 굷⛼帿霿꧋㔙 導兑䀔 ⴯㨤➃ⰯCEO 勚紱㧙 굷⛼帿霿꧋㔙 ꝈBe㈒yoⶰn䚪dC鄪liⰯck餏餓➃ 㽴盗2022侮⡤絑崸⡛鶴Ⰼ椕㟞Ɤ⛘⸂䧮⼜⛲⣜搬䭯絯ぢ⵸♶䟍굥ꨍկ⡲⚹Ⰼ椕ⵖ鸣务䗱务㕂涸ꅾ倝䒓佞⛲㼜餻✮ㅷ晥㖈Ⰼ椕⻊封㾝务涸倝⸷㾝梡ⴀ刿䔂涸꯸䚍ㄤ䭯絯⸂կ㼆✵䧮⼜勻霹⵸倰涸騟㥵鷟宐遤莽♶鵳太鷍կ傞♶䧮䖉㖈Ⰼ椕⻊封㾝涸麤騟副䧮⼜ ꨽銳♶倗靈侮կ㔔姼굷⛼帿霿㖈2023䎃ⴲ䲀ⴀշ2022务㕂ㅷ晥ⴀ嵳䎃䏞盟デո䋞劅腊䌐⸔㹐䨪䪪ⲥ⵸鵳涸姿挿ㄤ蒜㤉⸔⸂刿㢴㹐䨪㖈⴯鸣⟟⧩涸騟䖈副絩絯以涬կ 2022䎃㕂ⰻ歏㉁ㅷ晥ⴀ嵳姻㖈絑⾎➢չぢ㢪饥պⵌչぢⰻ宠պ涸鲮 」鵂玐䧮⼜絑⾎✫氋䞔ㄤ㣐梠㞯」䎑蜒崵涸鵯Ⳝ䎃⛲僽Ⰼ椕嶊餩䋑㖞ㄤⰌ椕⟱⚌侨㶶腊⸂♶倗》䖤倝瑲灶涸♧媯傞ꢂկ ㅷ晥⻊+侨㶶⻊姻⸈鸟䲀⸓务㕂⟱⚌涸Ⰼ椕⻊㟞Ɤկ㖈ⴀ嵳ⵌⰌ椕⻊涸麤騟副务㕂⟱⚌⣜䩯䔂㣐涸⣘䎾Ꝇ⠏⸷♶倗䲿⼮荈魧Ꝉ㈒畊✰⸂❡ㅷ畊✰⸂ㄤ鵘蠒畊✰⸂⚹傍傈㹊梡Ⰼ椕⻊ㅷ晥岤Ⰶ刿䔂涸崞⸂կ䧮⼜䋞劅鸑鵂䧮⼜涸剪⸉䌐⸔ ⟱⚌模㊤♲㣐畊✰⸂㠗㘠䲿⼮ⴀ嵳ㅷ晥涸侨㶶⻊腊⸂կ ⚹✫鵳♧姿确瑕չ历⛎僽㥩涸侨㶶⻊ⴀ嵳ㅷ晥务㕂ㅷ晥♸溫姻Ⰼ椕 ⻊ㅷ晥⛓ꢂ涸Ⱒꝶ䊵騄ⴀ嵳侨㶶⻊䙦⛎衅ⵌ㹊㢅պ鵯❈꡼곿굷⛼帿霿封䋒շ2022务㕂ㅷ晥ⴀ嵳䎃䏞盟デո䋞劅絛刿㢴涸务㕂ⴀ嵳⟱⚌䲿⣘瘻殜⿬罌♸㹊騨騟䖈涸⦶ꊹկ 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ4 01 Ⰼ椕蠒Ꝉ馋⸷㔐곥05 Ⰼ椕侨㶶蠒Ꝉ嚋ⲃ侨㶶蠒Ꝉ馋⸷♫㣐馋⸷ 02 Ⰼ椕歏㉁〄㾝㔐곥27 ぐ㖑⼓歏㉁〄㾝♧錢歏㉁㛇䒊〄㾝䞔ⲃ㣢鿈歏㉁䎂〵⚿䲃2022傢㷍⤛Ꝉ㔐곥 03 ⚥㕂ⴀ嵳馋⸷渹挿45 2022ⴀ嵳䧭絫⽀ ⚥㕂ㅷ晥ⴀ嵳Ⱉ㣐馋⸷ 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ5 Ⰼ椕蠒Ꝉ馋⸷㔐곥 •Ⰼ椕侨㶶蠒Ꝉ嚋ⲃ •侨㶶蠒Ꝉ馋⸷♫㣐馋⸷ 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ6 侨䊺㶶䧭⻊Ⱏ蠒霋Ꝉ蠒僽Ꝉ馋獴⸷⸓⻊ 氋䞔⸈鸟Ⰼ椕侨㶶⻊鲮㘗䎛デ⚺㖈侨㶶蠒Ꝉ곭㚖䭯絯⸈瀦 2022䎃Ⰼ椕侨㶶蠒Ꝉ蔄餩鴪ⵌ✫5.7➉繠⯋կ 「絑崸⡛鶴ծ鸑胆⸈ⶢծ⤜⛔䧶✰⟄⿺倝ⱟ氋䞔䧭⚹倝䌢䙖䕧ㆇ䎛デ⚺꬗⚰涸絑蠒梠㞯ծ嶊餩梠㞯ծ㯮➝梠㞯封欰帿ⵠ 」⻊կ꬗㼆⵸䨾劢剣涸♶烁㹁䚍䎛デ⚺涸䎃䏞蠒Ꝉ곫皾錞够㼜」䖤刿⚹靭䢆劢勻Ⰼ椕䎛デ蔄餩㟞鸟곫雦㼜⥂䭯10%䊩〸涸珘㹁㟞鸟封㾝կ ꥥ满➃⼜翫緸鍘㯮涸獴⸓⻊Ⰼ椕侨㶶蠒Ꝉ蔄餩儑衼ぢ獴⸓畮 ⧫俷곫雦2025䎃獴⸓侨㶶蠒Ꝉ蔄餩⽑嫱㼜鴪7䧭կ 2019-2025EⰌ椕侨㶶蠒Ꝉ蔄餩」⻊ 19’-22’CAGR +17.6% 22’-25’CAGR +10.5% 3.5 ⼪繠➉⯋ 5.7 ♰繠➉⯋ 7.7 ♰繠➉⯋ 201920222025E 2019-2025EⰌ椕獴⸓侨㶶蠒Ꝉ蔄餩⽑嫱」⻊ 66%68% 54% 58%60% 62%64% 2019202020212022E2023E2024E2025E SourceeMarketerStatistaMeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ7 ⻌僽涸繠侨⚺ծ㶶䧶❇蠒㣖Ꝉ倝幯䄕Ⱓ饰䋑㖞鷶 䖤渤✵鳅넞涸匹翫緸幷鷳桧ծ넞䏞封鴪涸侨㶶欰䙖禹絡⟄⿺⟱ ⚌㼆侨㶶蠒Ꝉ崞⸓涸넞䏞Ⱒ岤⻌繠⽑研Ⰼ椕侨㶶蠒Ꝉ蔄餩䋑㖞껷⡙千㣖㖑⼓稒ꥥⰦたկ 歏㉁ծ康䧬瘝封㾝悶⸂㣐嶊餩腊⸂鳅䔂ず傞㗂䭆䏐㣐➃〡紤ⵄ涸䬘繠ծ务⚎⻌ꬋ瘝倝Ⱓ䋑㖞劢勻䧴㼜䧭⚹ㅷ晥䧴宇㉁ꅾ挿Ⱒ岤㖑⼓կ 2022VS2025EⰌ椕♶ず㖑⼓侨㶶蠒Ꝉ蔄餩⽑嫱 1.5%1.5% 45.8% 33.4% 13.3% 3.3% 47.4% 31.1% 12.8% 4.1% 2.8%3.1% 务&⚎妍䬘♨繠崍务⚎⻌ꬋ銯妍 ❇㣖 ⻌繠 20222025E Source:eMarketer,MeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ8 㣢鿈䋑㖞 繠㕂➠僽Ⰼ椕侨㶶蠒Ꝉ蔄餩剒㢴涸䋑㖞务㕂稒ꥥⰦた「⤜⛔䧶✰䒸封涸腊彂⣘䎾♶駈ծ务㕂鵳〡綫宐瘝䕧ㆇ薉ծ䗞瘝銯妍㕂㹻蔄餩綫宐僈儑կ 2022Ⰼ椕侨㶶蠒Ꝉ蔄餩TOP5㕂㹻&YoY22’VS21’ 2,487 ➉繠⯋ 12.5% 1,296 ➉繠⯋ 7% 305 ➉繠⯋ -4% 208 ➉繠⯋ 9% 113 ➉繠⯋ -8% 繠㕂务㕂薉㕂傈劥䗞㕂 䬘繠㖑⼓⡲⚹♧⠍宇㉁/ㅷ晥✰湱鷶뛨涸覰嵳倝䋑㖞侨㶶蠒Ꝉ姻Ȿⴁ倝넞䏞2022䎃㟞鸟TOP5㕂㹻㖲㾩䬘繠㖑⼓⟄꣚聊䒄㟞鸟剒⚹儑衼կ 넞㟞Ɤ䋑㖞 2022Ⰼ椕侨㶶蠒Ꝉ蔄餩㟞ꟋTOP5㕂㹻 64%44%36%35% ꣚呏䒄ㆥ⠡嫱千猽됓兰ⵄ 34% 䊼銯 Source:eMarketer,MeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ9 幯䧭馋⸷ 倝⡤չⰣ庈⚙侨麤馄㶶䄕㢴㯮饰䔂պ MetaծGoogle⣜搬僽⟱⚌蠒Ꝉ崞⸓涸䗳鷥고罜⠍㢴痦♲倰䎛デ䎂〵⿺倝Ⱓ㯮⡤䎂〵㥵Bytedance絆䧭涸痦✳唑ꢭ䋑㖞 ⼝괄㟞Ɤ䘯鸟䕎䧭⚙馄㢴䔂㽷꬗կ 鵛⚙䎃歋✵薜卓iOS禹絡IDFAIdentifierforAdvertising倝佟㹊倶瘝䕧ㆇ㣢鿈㯮⡤䎂〵䋑㖞⼝괄♴徾罜㽴❧瀊錠곸饋麤紤ⵄ涸倝Ⱓ庈麤Bytedanceծ䭆剣䏐㣐痦♧倰欽䨪侨研涸千끩鷦㹊梡鷟⸷㟞Ɤկ 2020vs2022EⰌ椕⚺銳蠒Ꝉ庈麤⽑嫱」⻊䭽䎛デ佐Ⰶ 庈2麤2E⽑V嫱S」20⻊ 16.2% -1.1% 1.2%1.5% -2.4%0.1%-3.2%0.1% 1.8% 18.3% 3.6% 2.5% 4.5% 5.7% 5.9% 7.4% 10.4% 8.0% 8.4% 8.5% 16.8% 13.6% 3.0% 2.9% 33.0% 31.2% 20202022E Source:Statista,MeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ10 Ⰼ♫椕㣐侨馋㶶⸷蠒Ꝉ 馋⸷1蠒Ꝉ庈麤欰䙖❑䖉ꬠ倝鲮㘗 崨ꆀ蜦》䧭劥♸傈⥡㟞馋⸷2馋⸷3錠곸䕎䒭ꅾ銳䚍♶倗以⼮ 緸紤絑崸〄㾝♧騟넞姐馋⸷4馋⸷5AR/VR䒸곭蠒Ꝉ倝굥㼿 ⯋㸙㸿䳶猽嶊餩倝傞➿馋⸷6馋⸷7MARTECH䪮助餻腊⟱⚌侨㶶⻊鲮㘗 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ11 馋蠒⸷Ꝉ1庈麤欰䙖鲮❑㘗䖉ꬠ倝 嶊餩罏䋞劅➢ㅷ晥倰蜦䖤⚡䚍⻊ծ㹁ⵖ⻊涸❡ㅷ⿺剪⸉⡤낉告刿⸈䬐䗱侨研㸝Ⰼ⿺⚡➃ꥧ猙⥂䫡կ⚹姼港盗劼匬♶倗佐稒湱Ⱒ岁錞⟄⥂ꥻ侨研⿺⚡➃ꥧ猙㸝Ⰼꥧ猙⥂䫡䭯絯馋⚚կ 㖈Ⰼ椕侨㶶蠒Ꝉ鵳Ⰶたꥧ猙傞去㣐鿈ⴔ崹錢㐼䊺꣖姺騗畀挿鷅驶GoogleChrome⛲㹒䋒㼜✵2024䎃䎃务Ⰼ꬗犜欽Cookieկ㼆䎛デ⚺罜鎊㣟⿡痦♲倰Cookie⸈⛓薜卓倝禹絡䲀ⴀ欽䨪侨研涸蜦》㼜鵳♧姿「ꣳկ㔔姼㥵⡦礵ⲥ㹁⡙湡叻欽䨪㼜䧭⚹♧㣐䮋䧶侨㶶蠒Ꝉ欰䙖❠❑䖉ꅾ㝕կ Ⰼ岁椕錞薴꣣㔵絯ⰻⴀ⚡〵➃⥌䜂⥂䫡岁䖒/ 71% 㕂㹻ⴀ〵侨研/⚡➃ꥧ猙⥂䫡岁呩䨔荛2021䎃䏀 շ侨㶶䋑㖞岁呩ոշ侨㶶剪⸉岁呩ո շ侨㶶䋑㖞畊✰靈叅盟デո 欽䨪⚡➃ꥧ猙⥂䫡䠑霋錣ꄀ 53% Ⰼ椕嶊餩罏邍爙霃㢊港ゑ⟁➃嬁낧䝄搬* 66% Ⰼ〵椕欽⟄䨪䔂劍⻊䖉㼆刿⚡㢴➃侨ꥧ研猙⥂涸䫡⥂岁䫡䖒岁錞ⴀ 18㿨⿺⟄♳嶊餩罏2021䎃5剢 Note*䗞⹷Ⰼ椕蠒Ꝉ馋⸷嶊餩罏靈叅19⚡㕂㹻涸11,500ぜ 緸곜畮鷶幯嶊ꤑ痦♲倰Cookiei僈O呥S獴卹⸓畮䲀ⴀATT䎾欽騈驶鷳 •곫雦2022䎃䏀㣐㢴侨崹錢㐼㼜♶ⱄ佅䭯Cookie •곫雦2024䎃务Google㼜䕸䏀➢ Chrome务幡ꤑCookie FACEBOOKAUDIENCENETWORK •ꣳⵖAPP靀》欽䨪霃㢊涸䎛デ叻霋痗 •⚺⸓ぢ欽䨪䖄宠雽〳〫剣䖤ⵌ欽䨪雽〳倰〳鷅驶䧴霄꡼䎛デ叻霋痗 NoteATTAppTrackingTransparency Source:䗞⹷,36宀,MeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ12 蠒Ꝉ蜦㹐䧭劥副⼮ 䎛デ⚺꬗⚰䮋䧶 㖈倝涸蠒Ꝉ欰䙖♴侨研涸䲿⣘ծ蜦》⿺盗锐倰䒭㖲䊺封欰缺㣔銻㖑涸」⻊կ㼊宠侨研㸝Ⰼծꥧ猙⥂䫡ㄤ蠒Ꝉ鲮⻊⛓ꢂ涸䎂邂䧭⚹霽㢴䎛デ⚺꬗⚰涸⚺銳䮋䧶կ 欽ꦼ䨪⟄⼐㕕ꂁ鷥「礵ꣳ烁「⠍ 䎾㼆䮋䧶ぐ㣐⚺崨䎛デ䎂〵♸ⴀ嵳⟱⚌Ⱏず封⸂㖈侨研⸈㺙ㄤꥧ猙㟞䔂䪮助㽻꬗鵳遤霽㢴确程䎇鷶幯㼜蠒Ꝉ䧶殜呍䗱翸送痦♧倰侨研կ 蠒⻊Ꝉ緃ⰻ⛘㺂侨涸䰘た佅絯税⠏ 遤⚌Ⱒꝶ鍒Ɀ䙼騟 * 61%䎃鲮佐ぢⰆ痦㟞♧Ɤ倰桧侨鴪研ⵌ䧶10%⿺⟄副涸넞㟞Ɤㅷ晥姻㖈 ♲㣐ꥧ㢴倰猙㸝㟞Ⰼ雦䔂皾䪮助ꥧPr猙iva尪c渱ySandbox Next-GenSolutions 劼㐼㷖⛴䊵ⴔꥧ猙 TopicsAPI 蠒ꦼꝈ⟄䔱ⲥ㔔烁㔮邂ꦼꆀ蠒Ꝉ 䧭佪 Note:*䗞⹷Ⰼ椕蠒Ꝉ馋⸷넞盗靈叅,靈灇㼆韌繠㕂ծ薉㕂ծ岁㕂ծ傈劥ㄤ蚚Ⱎ涸1,099⡙⟱⚌넞盗,2021䎃4剢 Source:䗞⹷,MeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ13 崨ꆀ蜦》䧭 馋⸷2 劥♸傈⥡㟞 ꥧ猙倝錞佟瘻♴涸➃纈㹁⡙ꦼ꡼곿鵳♧姿㼋荝䎛デ䫏佞佪桧꣭ ⡛ㄤ䫏佞䧭劥涸㟞⸈կ⟄GoogleծMetaծAmazon瘝Ⰼ椕 ⚺崨䎂〵⚹⢾䎛デ䫏佞䧭劥㾀넞♶♴⚂ッ䭯絯副嶻馋⸷⦝鹦䎛デ⚺♸䎂〵♶倗㼊宠♸⠏⻊欽䨪侨研鍒Ɀ倰呩կ 2021VS202021% AMAZON䎛デ䎂㖲CPC㟞Ɤ 2021-2022䎃Ⰼ椕㹻歏/剪껑蠒ꝈCPC」⻊繠⯋ -㹻歏 -㹻歏 +100% 22’11VS21’11 +77.8% 22’11VS21’11 21'01 21'03 21'05 21'07 21'09 21'11 22'01 22'03 22'05 22'07 22'09 22'11 21'01 21'03 21'05 21'07 21'09 21'11 22'01 22'03 22'05 22'07 22'09 22'11 -剪껑-剪껑 +20.7% 22’11VS21’11 +120% 22’11VS21’11 21'01 21'03 21'05 21'07 21'09 21'11 22'01 22'03 22'05 22'07 22'09 22'11 21'01 21'03 21'05 21'07 21'09 21'11 22'01 22'03 22'05 22'07 22'09 22'11 Source:Sellics,MeetIntelligence 2022⚥㕂ㅷ晥ⴀ嵳䎃䏞䫣デ14 馋錠⸷곸3䕎䒭ꅾ銳⼮䚍♶倗以 㖈䊨⡲欰崞傈渤獴⸓⻊ծ烱晙⻊涸馋⸷务崹錢錠곸䧭⚹Ⰼ字餴雴蜦》ㄤ⠅ꢀ㬛⛙涸ꅾ銳倰䒭կ剣馰㥩梖涸錠곸ⰻ㺂鸑䌢腊餻✮欽䨪ꬋ䌢㢴涸䞔䠭♸匹⸓⡤낉կ㔔姼㢴ⰻ㺂䕎䙖ծエ䒸 ⸂䔂涸錠곸蠒Ꝉ䊺絑䧭⚹✫Ⰼ椕䎛デ⚺蜦》嶊餩罏涸ꅾ銳蠒Ꝉ䩛媯կ 㽠Ⱘ⡤碫㘗溏瀊錠곸刿「嶊餩罏⨊昶갉⛙ծ㋐ⶢ/氻嫫䒭碫䠭群⸂䔂涸錠곸錜溏䏞刿넞湬乄ծ侅玐碫Ⱒ岤䏞鳅넞կ 73% Ⰼ椕嶊餩罏刿㋐妅錜溏瀊錠곸✫鍒❡ㅷ䧴剪⸉ 2022Q2Ⰼ椕緸字剒「妅鵓錠곸碫㘗 *嫦ワ錜溏厤碫錠곸欽䨪⽑「霄✽翫緸欽䨪嫱⢾16-64㿨 25.2% 25.9% 27.0% 27.1% 28.0% 29.2% 29.5% 35.6% 49.9