2022全球时尚IP白皮书

곫崵劢勻剒㥩涸倰䒭僽⴯鸣劢勻կ "Thebestwaytopredictthefutureistocreateit." 䕹䖤v䗞됓⯘ PeterDrucker 傞㼿嶊餩鵳Ⰶ靈侮劍⚥㕂➠僽ꅾ銳䋑㖞 1 痦♧畎 2 痦✳畎 2022BESTGLOBALCOLLABORATION 痦♲畎 2022FASHIONIP100 FASHIONCONSUMPTIONISGOINGTHROUGHAPERIODOFRESTRUCTURING.CHINAISONTRACK. 2022䎃䏞Ⰼ椕⠏餘翫ぜ呩⢾ CONTENTS 2022Ⰼ椕傞㼿IP WHITEPAPER GLOBALFAS涯HI淼O⛼NIP 2022Ⰼ椕傞㼿*1嚸 傊⚆歲♸倝㣐꣣ 3 㖑嚸⼓⽀翸鍒搋區♸RE5G0I1O1N0F鍒O靀CUS 㕂㹻翸搋COUNTRYFOCUS 4⴯䠑⽀⡙♸굥呔꧋㔙㞅邉傊⚆歲涸溫瑟㖑䌄 痦㔋畎 THEFUTURE:FASHIONMATTERS 侨兰傞㼿♧㖞➃餗㖞涸倝蒌助鵘⸓ 劢勻⨞♧꡶俒⻊』✲涸欰䠑 5 2023TENTOWATCH 痦20❀23畎䎃⧩䖤Ⱒ岤涸10⚡傞㼿*1 01 〄梡⚥㕂嶊餩涸倝㣐꣣ 䎸鎊 2023 俒倰嶮㼿❜䨾⴯㨤➃ 㖈➚䎃涸涯淼⛼⚥䧮⟌鵮ꅾ挿䱲雭✫⯋㸙㸿贞䬾傞鄳NFTAIGC瘝㖈2022䎃暵ⵆ抠旘涸霢곿姻㥵➚䎃涸⚺곿THEFUTURE:FASHIONMATTERS猰䪮姻㖈⟄馄⛖㼊䌢涸⸈鸟䏞䕧ㆇ满邆ծ굹ծ⡞ծ遤瘝ぐ⚡❡⚌⟄⿺➃⟌涸欰崞倰䒭կ➢2022 䎃3剢Ⰼ椕껷⚡⯋㸙㸿傞鄳ワ涸⚿⸅ⵌ2023䎃1 剢껷㼷佟䏎䲀ⴀ涸Ⰼ椕껷䏠⯋㸙㸿㙹䋑껷㼷⯋㸙㸿 METAVERSESEOUL姻䒭♳絁➢NFTⵌAIGC(➃ Ⱖ㹊♶➑㥵姼կ䧮⟄⚹넞餘ꆀ涸翫ぜざ⡲剒剣⟟ ⧩剒剣눂⸂涸㖑倰䜄䜄㖈✵㣢腰騗歲♸♶ず곭㚖涸⴯⡲罏⟌㖈⚁⚌♳涸❜崨♸䙼䟝♳涸焥中鵯猫腰⸂慨虹♸馄馊劥遤⚌錠錭涸❜ꝓ♸輑ざ腊⤛⢪⟱⚌䱍菮 ➃⚌⸉Ɀ瘻罏⟌饥ⴀ⥌䜂藽䨻♸荈䧮㽷ꣳ♶倗䩧䒓錠ꅿ䲿넞雩濼կ⼶⚹⟣䚪霹錛霋嫱濼霋ꅾ銳饥ぢ⚆歲饥ぢ䒓佞♧匉ㄳ㉰エ佐㸙㸿腊ꆀկ㸐涸ⰻ巑 僽⦸㼋䒓佞涸䙼䟝❜崨♸兰䢴焥中կ➢鵯挿勻溏㼿 䭭满傊㖑㕃䪪♶ⵌ倝㣐꣣կ 氋䞔3䎃랱㣔뚧✲⟝곸〄⚆歲〄欰✫㣔缺㖑銻涸」 ⻊姼⚆歲䊺ꬋ䧮⟌䨾擿濼涸⚆歲կ⚥㕂涸嶊餩䋑㖞⛲姻㖈絑⾎满⵸䨾劢剣涸」ꬠ♸靈侮կ鵯❈」 ⻊♶➑僽邍꬗♳涸⥌䗱⡛鶴嶊餩♶䮷⟱⚌꬗⚰满♶烁㹁梠㞯♴ぐ倰꬗涸小ꅾ⾓⸂刿ꅾ銳僽⚥㕂嶊餩罏涸嶊餩꨽宠ㄤ嶊餩䗱椚ッ梡✫㢴匧⻊涸䙖⸷կ㕂㹻䲿ⴀ넞餘ꆀ〄㾝涸湡叻⛲⤛⢪鵂⿡䧮⟌⛴⟄⚹䌢涸〄㾝垷䒭ㄤ㟞Ɤ倰䒭〄欰絕匬䚍涸佖」⟱⚌劢勻꨽銳䲿⣘刿넞餘ꆀ涸⣘絛կ2022䎃䧴雽僽ⴢⴔ⚥㕂嶊餩傊⚆歲♸倝㣐꣣涸ⴔ宐䀿կ 䧮⟌䋞劅⦶歋♧䎃♧䏞涸շFashionIP100ոⰌ椕傞㼿IP嚸⽀ㄤշⰌ椕傞㼿IP涯淼⛼ո涸〄䋒➢傞㼿IP鵯 ⚡錭䏞紷帿♴⿡錛♧〽罜濼帿猧瓈♧俤罜錛Ⰼ韵 ⚹䚉鸟」⻊⚥涸⚥㕂嶊餩䋑㖞䲿⣘♧⚡錜㻋ㄤ䙼罌涸錭䏞կ ➚䎃涸嚸⽀剣♶㼱溏挿⧩䖤ⴔ❧կ鵯❈溏挿⿿僥✫䔲♴姻㖈〄欰涸♧❈馋⸷♸」⻊ ♧ծ鵶絯3䎃ꪵ嚸⡙㾀䚪嚸⵸3ぜ涸YEEZY 2019䎃䚪嚸痦32020䎃ㄤ2021䎃鿪僽痦1ㄤSURPREME(2019䎃䚪嚸痦12020䎃䚪嚸痦22021䎃䚪嚸痦3)➚䎃駮衅牟㗐㖲劢鵳Ⰶ䚪嚸TOP 10կⰦ⚥YEEZY㔔⚹ぐ猫⾲㔔劢雦Ⰶ嚸⽀䱗ぜSURPREMEⴭ㖈䚪嚸⚥駮衅荛痦13կ㥩兞♶Ɤ㖈㖈絑鵂㢴䎃掚䰌⛓た遳㣢惐崨烁㹊姻饥ぢ⸷䗎կ ✳ծ➢⼓㚖ㄤ㕂㹻ⴔ䋒♳勻溏➚䎃涸շFASHION IP100ո嚸⽀⚥剣33⡙勻荈繠崍46⡙勻荈❇崍21⡙勻荈妍崍կ鵯⛲僽痦♧妃勻荈❇崍涸傞㼿IP侨ꆀ馄鵂繠崍կⰨ⡤勻溏繠㕂剣31⡙⚥㕂剣24⡙傈劥剣15⡙岁㕂12⡙꯺㕂7⡙薉㕂3⡙կ⚥繠 ⸈㖈♧饰剣55⡙馄鵂䚪嚸♧⼱կ⸈♳傈劥⚥繠傈3㕂涸䚪侨鴪ⵌ✫70⡙կ㥵卓ⱄ⸈♳岁㕂꯺㕂⚥繠 傈岁꯺鵯5⚡㕂㹻Ⱏ剣89⡙⽑嫱䱹鵛90%կ傞㼿IP涸꧋⚥䏞⛓넞〳錛♧俤կ ♲ծⰆ嚸涸⚥㕂傞㼿IP侨ꆀ➢2019䎃涸8⚡2021䎃涸12⚡ⵌ2022䎃ⴭ鴪ⵌ✫24⚡嫱♳䎃侮侮缺✫♧殣կ歋姼〳錛⚥㕂⾲⴯⚥㕂霃雦烁㹊㖈鵂⿡Ⳝ䎃〄㾝⸷㣢葻㥩⚥㕂ㅷ晥♸倝㕂餗「ⵌ✫刿㢴⚥㕂嶊餩罏暵ⵆ僽Z⚆➿偛纈涸ꫬ滸կ♸姼㼆䎾繠㕂涸傞㼿IP➢2019䎃涸47⚡ⵌ22䎃涸31⚡䚪侨鷶䎃♴꣭կ勻荈⚥꯺傈岁瘝㕂㹻涸倝欰霃雦⴯䠑⸂ꆀ姻㖈䄕饰♶倗㖈獺ꅺ⾲勻♧㹻杝㣐涸⟧괄կ Ⱖ➭刿㢴涸侨䰘ծ絈蒜ㄤⰻ㺂㖈➚䎃涸涯淼⛼ꅽ⠔剣霫絈➝絏կշFASHIONIP100ո嚸⽀➢厤猫玐䏞勻雷剣挿⫸傞㼿IP涸䎃䏞⡤唬䫣デկ♧倰꬗㸐⿿僥✫ぐ⚡傞㼿IP㖈⚥㕂䋑㖞ㅷ晥⸂ծ❡ㅷ⸂涸䔂䏞♸「嶊餩罏㋐昶ծ鷅䰌涸玐䏞⺠⹗ⴀ傞㼿IP⡲⚹IP㖈⚥㕂䋑㖞♳涸㉁⚌⟟⧩♸爢⠔⟟⧩〥♧倰꬗㸐⛲⚹ぐ⚡遤⚌ぐ㣐ㅷ晥㼊宠騗歲ざ⡲ㅷ晥翫ぜ霃雦ざ⡲瘝䲿⣘✫侨䰘⿬罌ㄤⱿ瘻⣜䰘碫⡃翫ぜざ⡲䭷⽂կ梡㖈剣馊勻馊㢴涸⟱⚌㹻ծⰖ぀넞盗⚺盗❡ㅷ灇〄ծㅷ晥蠒Ꝉծ倝ꨪ㈒♸歏㉁涸餏餓➃㖈⢪欽嚸⽀ㄤ涯淼⛼⡲⚹䊨Ⱘ鵯⛲絛✫䧮⟌匧㣐涸⥌䗱ㄤ렽莺կ 䊨兰腊欰❡ⰻ㺂)➚䎃䎃ⴲ〄䋒涸ChatGPT刿僽䒸旘Ⰼ椕կ㥵⡦溏䖉⫸MIDJOURNEY鵯呋涸AIGC梡韌紩䎾欽欰䧭䒭➃䊨兰腊⠔雮霃雦䋗㣟⚌に瘝鵯❈꡼곿㖈涯淼⛼涸痦㔋畎剣䨾嶍⿺կ劢勻䊺勻կ ꤑ姼⛓㢪㖈涯淼⛼痦㔋畎䧮⟌⛲翸搋㖈♧❈剣䠑䙼涸 ㉁⚌」⻊♳կꤑ✫⠛絡涸Ⳝ㣐㤱⢸ㅷ傞㼿꧋㔙♧❈㼭㘗ㅷ晥꧋㔙ㄤ⴯䠑⽀⡙ծ杝用ㅷ晥⛲㖈鵂⿡Ⳝ䎃䧭Ɤ鴽鸟♶倗㡫㣐կ鵯ꅽ꬗傁⺫䭍OTB꧋㔙ծNGG꧋㔙VANGUARDS꧋㔙偫♴ㅷ晥⛲⺫䭍GANNIJACQUEMUS瘝ㅷ晥馊勻馊㢴涸鵳Ⰶ✫շFASHIONIP100ո涸嚸⽀䧮⟌鵮䱲雭✫霃雦⸂ㄤ俒⻊⸂涸霢곿鵂⿡Ⳝ䎃ㅷ晥䱍菮➃ծ霃雦䋗涸錭蒀馊勻馊 ⫸俒⻊瘻㾝➃俒⻊』✲腊⸂䧭⚹ぐ㣐ㅷ晥✰㣫嶊餩罏ㄤエ䒸Ⱒ岤䏞涸ꅾ銳銳稇⛓♧կ ➭㿋⛓瀖〳⟄余桪կ㖈2022䎃4㷍㼿❜䨾剒⢕翫ぜざ⡲呩⢾涸43⚡고湡⚥䧮⟌黺鷥ⴀ✫10⚡䎃䏞剒⢕翫ぜざ⡲고湡ッ梡㖈痦✳畎⚥կ埇騗鵘⸓䨪㢪惐崨㹻㾀欰崞3C歏㶩导鲨䩛邍굹ㅷ껏俱瘝遤⚌鵯10⚡고湡㖈❡ㅷ嚋䙁⟟⧩⴯鸣蠒Ꝉ䲀䎛Ꝉ㈒絕卓㹊梡♸欽䨪䞔䠭⡤낉♳㖲邍梡ⴀ蒀鿪剣ぐ荈⧩䖤 ⦶ꊹ涸⟟⧩❭挿♸遤⸓鹤鳓䋞劅腊㢿⚹㣐㹻䲿⣘㖈⨞翫ぜざ⡲⟱ⴢ傞涸⿬罌կ✲㹊霆僈넞餘ꆀ涸騗歲ざ⡲ծㅷ晥翫ぜ➠僽ぐ㣐ㅷ晥䲀倝ㅷ䩧旘妴蜦倝㹐⤛鲮⻊䔂㢕餝䲿ㅷ晥剒遤⛓剣佪⚂Ⱘ넞䫏餴㔐䫣涸荝胿⛓麤կ鵯㖈傞㼿㤱⢸ㅷ导鲨繠㥿䫡肌鵘⸓䨪㢪3C歏㶩鵮剣굹ㅷꂊ宐ծ㹻㾀欰崞ծ䘯傞㼿瘝⠍㢴遤⚌ ⚥䊺㾯錛♶됮կ ❜䨾⿶⡦㽂♶僽♧㹻鵶䱹ㅷ晥欽䨪♸⴯⡲罏涸ㄳ ㉰⾍ャ㖈鵯㹻ㄳ㉰⾍ꅽぐ⚡ㅷ晥ㄤ㼿❜䨾䎂〵♳涸⴯⡲罏ˌ傞㼿IP⟌㔵絗满欽䨪꨽宠鵳遤Ⱏ⴯Ⱏ䒊Ⱏ❧կ罜䧮⟌涸嚸⽀ㄤ涯淼⛼姻僽鵯㹻ㄳ㉰⾍ぢ䨾剣遤⚌➢⚌罏䲿⣘涸䎃䏞㣐귬կ ⚥㕂涸⚙⠔⴮⴮絕勲2023䎃姻僽⚿㕂♳♴䭨絑崸涸Ⱒꝶ傞劍կ⯳涸✳⼧㣐䫣デ⚥⛲僈烁䭷ⴀ銳넞餘ꆀ〄㾝կ넞餘ꆀ〄㾝껷⯓꨽銳넞餘ꆀ㟞Ɤ♶僽ꅾ㢕鵂⿡齡❈⣜饆崨ꆀ⣜饆⟟呔䧶涸⡛餘⡛佪涸㟞Ɤկ넞餘ꆀ㟞Ɤ䠑㄂满㖈❡ㅷ霃雦⟟呔ㅷ餘ㅷ晥ⰻ㺂䏅Ꝃ ⡤낉♸剪⸉♳鿪꨽銳Ⰼ꬗䲿⼮⟄忘駈➃字傈渤㟞Ɤ涸繠㥩欰崞涸꨽銳կ儑罜僒錛鵯⛲猌♶䒓넞餘ꆀ涸ㅷ晥ざ⡲կ 妅鵓㣐㹻勻ⵌ㼿❜䨾ㄳ㉰⾍կ欽♧匉ㄳ㉰涸傞ꢂㄤ䧮 ⟌♧饰❜崨ծ䱲雭넞餘ꆀ〄㾝♸넞餘ꆀ涸ㅷ晥ざ⡲⛓麤 ♧饰⿡〄梡⚥㕂嶊餩涸倝㣐꣣կ 0203 Chapter1 傞⚥㼿㕂嶊➠餩僽鵳ꅾⰆ銳靈䋑侮㖞劍 FASHIONCONSUMPTIONISGOINGTHROUGHAPERIODOF RESTRUCTURING.CHINAISONTRACK. 04㕃晙*OTUBHSBN!jBDRVFNVT05 Ⰼ椕䋑㖞姻㖈絑⾎絕匬䚍ꅾ䒊 ♸2022䎃湱嫱2023䎃ぐ㖑⼓䋑㖞곫雦㟞Ɤ⵸兞⿬♸靈灇涸⟱⚌넞盗嫱⢾ 䭯絯鸑胆涸⾓⸂ծ妍崍腊彂⽭劼ծ㣐㕂⽇䒢♸㖑⼓Ȿ瑲雮Ⰼ椕䋑㖞ꤴⰆ刿 ⚹㢕勇涸♶珘㹁㽷꬗傞㼿⚌⟱湹涸妇妇ぢ虽䧴雽鵮銳鵷❈ⵌ勻կ 2022僽♶䎂䌢涸♧䎃*MF㔋䏞♴靈2023䎃涸絑崸㟞Ɤ곫劍䎇䭷ⴀ⽑ ⚆歲絑崸䚪ꆀ紨♲ⴔ⛓♧涸絑崸⡤㼜㖈⚙䎃ⰻ荛㼱鵶絯⚙⚡㷍䏞ⴀ梡絑崸蟥綫կ♶鵂歋✵2022痦♲㷍䏞ッ梡ⴀ涸䞞➃꯸䚍♧⚡㷍䏞⛓た涸➚䎃 ♧剢*MF㼜2023Ⰼ椕絑崸㟞鸟歋⿡䎃⼧剢䏀곫劍涸2.7%䗎靈荛2.9% ⽰⤑㥵姼⣜傊⡛✵⾎〷䎂㖲宐䎂鵛♧⚡涰ⴔ挿կ 㽴盗2021䎃Ⰼ椕傞㼿遤⚌佐Ⰶず嫱㟞Ɤ21%䎂㖲&B*5"ⵄ嶹桧䱹鵛缺殣㟞Ɤ✫6⚡涰ⴔ挿2022䎃✳剢⟧饰涸♧禹⴩䠑㢪✲⟝鵮僽雮Ⰼ椕傞㼿➃㡦㼆劢勻猥䪬满嫱⟄䖃刿⥂㸛涸곫劍կ띌肤ꝩㄤB0F翫ざ〄䋒涸5IF4UBUFPGFBTIJPO2023⚥䲿⿺㖈⿬⸈靈灇涸紨58%涸傞㼿⟱⚌넞 㢕勇涸㸪錜絑崸♸爢⠔〄㾝絕匬䚍鵳玐Ⱏず䕧ㆇ♴Ⰼ椕傞㼿姻㖈꬗⚰满㖑⼓䚍ꅾ䗱鲮獴♸餴彂ꅾ絆կ妍崍♸⻌繠「腊彂⽭劼♸鸑胆涸䭯絯䕧ㆇ遤⚌㢕蔼䧴㼜꬗⚰刿㢴꣖⸂⚥⚎㖑⼓鷶幯饥ⵌ莺〵⚥㣛㣐佞䒗䕙鶷〄ⴀ⵸䨾劢剣涸 〄㾝悶⸂䭯絯エ䒸餴劥♸⴯䠑涸嶑Ⰶ ⚎⽂❇ծ⽪䏞♸꯺㕂瘝倝Ⱓ䋑㖞涸邍梡ꅺ佞ⴀ獤匧⥌〿湱㼆「鸑胆䕧ㆇ鳅㼭涸⚥㕂䋑㖞⛲㖈⿡䎃痦㔋㷍䏞たッ梡ⴀ獤襴䊺⛉涸旘〄⸂⣜傊僽ぐ倰劍䖉涸ꅾ⚥⛓ꅾկ 悶⸂㣐♶」♶㺂⛙錜 55 33 12 39 39 22 35 44 21 35 38 27 32 32 35 21 39 40 21 39 40 17 32 51 15 41 45 MiddleEastNorthAmerica APAC(excl.IndiaandChina)India China WesternEuropeLAtinAmericaEasternEuropeAfrica 勻彂BPF-MDKJOTFZ4UBUFPGFBTIJPO20234VSWFZ 侮⡤䞔絬 +43 +17 +14 +8 -3 -19 -19 -34 -30 盗雩⚹絑崸⡛鶴♸⤜⛔Ȿ瑲涸♧禹⴩鵶䌄⿿䎾㼜䭯絯⵴䓳劢勻♧䎃Ⰼ椕傞㼿涸邍梡կ 劥鲰絑崸邝鷍⢪Ⰼ椕嶊餩罏涸⚙匧ⴔ⻊⸈ⶢ넞佐Ⰶ纈⡤嶊餩掚䘺劢「鵂㢴䕧ㆇ꬗㼆㤱⢸ㅷ晥涸䱹鵶嶻⟟⣜傊掚䏞♶Ⲹ㼆넞畮嶊餩涸꨽宠珘㹁♳⼮傊⚥❡⚡➃䫏餴♸嶊餩絕匬䊺絑鵓勻鲮㘗鵂庋劍Ɀ瘻刿⚹靭䢆♸⥂㸛嶊餩妝劅呏䰘㢪鿈梠㞯涸」⻊ⴀ梡岚⸓罜ꆄ㶶㝜䏀鿈嶊餩罏ⴭ「ⵌ鳅㣐Ȿⴁ嶊餩妝劅僈儑Ⲹ㼱կ 1 傞㼿❡⚌ⰻ鿈涸⚙匧ⴔ⻊㖈鵂⿡♧䎃⛲䠁⸈⚚ꅾ㤱⢸ㅷ⟱⚌♸ㅷ晥♧騟넞姐傞鄳ワ掚䏞㔐䔱ծꥥ满㕂꣢假遤涸鷶姿㢕蔼⛲♶倗⸈㣐Ⰼ椕薴㔵ⰻ絁♴ꨪ㈒瑟ꢂ涸䫏Ⰶ♸2021ず劍湱嫱2022䎃♳⼱䎃㤱⢸ㅷ遤⚌佐Ⰶ㟞Ɤ27%-7M)ㄤ䒓✻꧋㔙㖈⵸9⚡剢⛲ⴔⵆ㹊梡✫⚙⡙侨涸㟞Ɤկ♸姼ず傞⚹鼙⯝㖑⼓♶烁㹁䚍䌄勻⣘䎾Ꝇ⚥ 㟞⟄涰Ɤⴔ桧侨雦곫崵ず嫱」⻊ 8 倝Ⱓ絑崸⡤ ⚆歲 〄鴪絑崸⡤ 6 2023䎃1剢8&0 2022䎃10剢8&0 㼆⽑⚆⚆歲歲㟞Ɤ(涸%涰1ⴔ嫱㟞Ɤ涸餑柄 4 3⚆歲 倗涸䞔ⲃⱄ妃〄欰㤱⢸ㅷ꧋㔙♸ㅷ晥⛲㖈鵂⿡♧䎃ꅽ䱹鵶✵Ⰼ椕薴㔵ⰻ佐餝⣘䎾Ꝇ♳康⟱⚌Ⰼ倰⡙匬瘰荈䊹䔂剣⸂涸䫡㙹屎կ띌肤ꝩ곫崵㤱⢸ㅷ遤⚌㼜㖈2023䎃絑⾎5-10%涸㟞Ɤկ罜Ⱖ➭傞㼿遤⚌鿈꡶䧴㼜♸➚䎃䭯䎂欨荛ⴀ梡餏㟞Ɤ䞔ⲃ⣜傊♶㺂⛙錜կ 䎂㖲ⵄ嶹2010-20182019-20212010=100 87 倝⚥Ⱓ㕂絑ㄤ崸⽪⡤䏞ꤑ㢪 42〄繠鴪㕂絑ㄤ崸妍⡤⯋⼓ꤑ㢪 71-18% 勻彂MDKJOTFZ(MPCBMFBTIJPO*OEFYM(F* ⽪䏞 21⚥㕂 134184 +37% 77 33-57% 7039-44% 9798 +1% 0 2021202220232024 0 2023 2024 妍繠⯋㕂⼓ 2010-20182