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2023.09 㖈侨㶶⻊欰崞굷鸟〄㾝涸➚㣔DTCㅷ晥ⴀ嵳偽毟僽务㕂⟱⚌㼊宠㟞Ɤ灶㽷涸Ⱒꝶ䧶䕶务㕂ⴀ嵳⟱⚌⣜䩯䔂㣐涸⣘䎾Ꝇ⠏⸷㥵⡦鸑鵂䲿⼮荈魧❡ㅷ♸剪⸉腊⸂㖈Ⰼ椕䋑㖞务鄄刿䎛岌涸嶊餩罏䨾䱹「㥵⡦鸑鵂DTCㅷ晥ⴀ嵳䲿⼮ㅷ晥䕧ㆇ⸂ㄤ鳹霋䏞䋞劅շDTCⴀ嵳ㅷ晥涯淼⛼2.0-ㅷ晥蠒Ꝉ㹈Ⱙո腊㢿絛刿㢴涸务㕂ⴀ嵳⟱⚌䲿⣘瘻殜⿬罌♸㹊騨騟䖈涸⦶ꊹկ 勚紱㧙굷⛼帿霿꧋㔙Ꝉ㈒ⶰ䚪鄪Ⱟ歏㉁ㅷ晥✲⚌鿈餏餓➃ 鵳Ⰶ2023䎃ㅷ晥僤椕溏ⵌ馊勻馊㢴涸ㅷ晥㖈Ⰼ椕⻊鵳玐务刿鵳♧姿㖑ꅾ錠ㅷ晥⻊㖈䭯絯❡ㅷ⸂涸ず傞⦶⸔侨㶶⻊ծ欽䨪鵘蠒ㄤⰻ㺂瘝䩛媯♶倗䲿⼮ㅷ晥䒊霃涸腊⸂կ侮⡤罜鎊务㕂ㅷ晥Ⰼ椕⻊⣜搬㢅✵傍劍꣌媯告䊺絑➢雩濼꣌媯鵳Ⰶ遤⸓꣌媯䧮⟌⛲溏ⵌ➢䧭擿ㅷ晥ⵌ倝Ꝙㅷ晥鿪㖈Ⱖ务⨞ⴀ✫霽㢴瑲灶䚍涸㽂霚կず傞鵯⟧涯淼⛼⛲絛务㕂ㅷ晥Ⰼ椕⻊涸匬䒊䲿⣘✫剣渤涸⿬罌♸⦶ꊹկ劢勻ㅷ晥僤椕⛲⠔䭯絯♸⠑⠶⟌♧ず䲀⸓务㕂ㅷ晥Ⰼ椕⻊կ 饆宕ꝓㅷ晥僤椕Brandstar⴯㨤➃ⰯCEO 2 梡㖈㕂ⰻ䋑㖞⽷嵳㢪䋑㖞⛲⽷䨾⟄⨞DTC⛲䊺絑ⵌ✫銳⨞礵絈⻊涸꣌媯⺫ゎ緸餝獴⸓ ⻊ծⰻ㺂⴯䠑ծ暟崨剪⸉ծ露鎊俒⻊鿪銳⨞涸刿⸈劥㕼⻊կ搬た㖈鵯⚡鵂玐务䧮⟌⛲〳⟄溏ⵌ ⽁㹻鿪僽㢴勵艙饥騟DTC+㢴庈麤䊺絑䧭⚹✫㛇炄⨞Ⰼ庈麤䋒㽷♸侨研ծꝆ騟涸䩧鸑䧭 ⚹♴♧姿կ 剎䊫Morketing&ibrandi⴯㨤➃ⰯCEO 騗㞯歏㉁鵛䎃勻㖈㕂꣢䋑㖞⸷㥵灶畾㽍Ⱖ僽务㕂⠛絡涸ㅷ晥⟱⚌⛲鷶幯ꅾ錠杝用畀ⴀ嵳կ 㖈〳곫錛涸劢勻杝用畀㼜僽务㕂❡ㅷ溫姻饥ぢⰌ椕嶊餩䋑㖞涸ⵄ㐼♶➑➑僽⣜䩯侨㶶⻊䩛媯㹊梡❡ㅷ♸嶊餩罏⛓ꢂ涸湬䱹翫禹刿僽劢勻㹊梡⟱⚌⚡䚍⻊㹁ⵖ⻊鲮㘗涸ꅾ銳庈麤⛓♧կ 齠䐀歑帿㖕䋑騗㞯歏㶩㉁⸉⼸⠔灇瑕ꤎ猽⛼Ɤ 3 INDEX湡䔶 01 雩霋DTC垷䒭 5-11 02 倝DT嶊Cㅷ餩晥馋涸⸷䎾♴㼆 12-23 03 ⚥〄㕂㾝ⴀ梡嵳朐DTC 24-30 04 D絑T蠒Cㅷ䭷晥⽂ 31-58 01 雩霋DTC垷䒭 DTCㅷ晥刿㢴➿邍✫㼆✵ㅷ晥♸嶊餩罏Ⱒ禹涸絑蠒椚䙁罜♶僽♧猫ㅷ晥㾩䚍 历⛎僽DTCㅷ晥 餩罏涸㉁⚌垷䒭 ♧涸猫絁絗♳鵂庈䪠麤〄ծ杝ꨪ用㈒畀/ծ荈䎂䒊〵畀瘝务ꢂ㼜梠㉁蒜ㅷ䧴ㅷ剪晥⸉/湬⽁䱹㹻Ꝉ湬㈒䱹絛鸑絊鵂畮杝嶊用 ⠛絡ㅷ晥絑蠒䙼騟DTCㅷ晥絑蠒䙼騟 ㅷ晥 嶊餩罏 ㅷ晥絑Ꝉ㉁庈麤㉁嶊餩罏 Ⱒ✵DTCㅷ晥㶸㖈涸齡❈霴⼓ 霴⼓1DTC=ㅷ晥㸽緸 ㅷ晥㸽緸僽DTC㾝爙ㅷ晥涸庈麤⛓♧ 霴⼓2DTC=ⴲ⴯ㅷ晥 DTCㅷ䎇晥ꬋ僽䨾♧剣猫涸♸ⴲ嶊⴯餩ㅷ罏晥㼆鿪霢僽涸D䔂TC絑ㅷ蠒晥椚䙁 霴⼓3DTC=絁♳Only ꤑ✫絁㸽♴緸꡶㢪䏅瘝D庈T麤CꝈㅷ㈒晥鵮䎇〳♶⟄➑㖈ꣳ歏✵㉁絁䎂副〵 6 Source:MeetIntelligence ⾎絑㢴䎃涸封㾝DTC垷䒭䊺絑䕎䧭✫♧㹁涸⸷腊 鵂⿡涸12䎃ꅽ繠㕂霣欰涸 500+ DTCㅷ晥 鵂⿡涸5䎃ꅽ繠肅♳䋑涸 15 DTCㅷ晥侨ꆀ 䧭擿劍 (2020-荛➚) 蟟蔠劍 (2007-2013) 匹翫緸涸䘯鸟〄㾝꣭⡛✫ㅷ晥⚺♸嶊餩罏鍘緸涸꡶地侨㶶⾲欰ㅷ晥鵯呋涸 ㉁⚌垷䒭Ⱘ㢊✫䧭㘗涸㛇炄 旘〄劍 (2013-2020) 獴⸓匹翫緸崨ꆀ紤ⵄ旘〄ծShopify瘝痦♲倰䒊畀䊨Ⱘ䄕饰ծ歏㉁佅➰♸暟崨ꂁ㤛⡤禹〄㾝⸈鸟ծ餴劥Ⰶ㽷瘝㢴猫㔔稇涸䕧ㆇ♴ ⻌繠䋑㖞꧋务嶑梡✫㣐ꆀ DTCㅷ晥 氋䞔㼋荝絁♳⻊鲮㘗ず傞⛲ⱄ妃䲀⸓✫侨㶶⾲欰DTCㅷ晥涸〄㾝կ ず傞割㼱⠛絡嶊餩ㅷㅷ晥⛲Ⱒ岤ⵌ✫DTC⚌⸉垷䒭絛ㅷ晥䲿⣘痦✳㟞Ɤ刼絁涸劼⠔紹紹䋒㽷DTC垷䒭 7 Source:36Kr,PipeCandy,Bain,MeetIntelligence Ⰼ椕薴㔵ⰻ傞㼿嶊餩ㄤ㹻㾀欽ㅷ僽DTCㅷ晥剒꧋务涸㣐饋麤 繠㺂傈⻊欰崞倰䒭鵘⸓䨪㢪 㹻欽歏㐼 12% 11% 5% 2% 8 ⻌繠㖑⼓傞㼿嶊餩㾀㹻欽ㅷ欰崞倰䒭繠㺂傈⻊嶊餩歏㶩鵘⸓䨪㢪 㹻欽歏㐼 35% 25% 13% 12% 8% 6% 1% 妍崍㖑⼓傞㼿嶊餩㾀㹻欽ㅷ欰崞倰䒭繠㺂傈⻊嶊餩歏㶩鵘⸓䨪㢪 㹻欽歏㐼 34% 26% 12% 11% 11% 6% 1% ⚎⽂❇㖑⼓傞㼿嶊餩㾀㹻欽ㅷ 嶊餩歏㶩 33% 24% 13% Source:GoodSpy,MeetIntelligence %=霪ㅷ碫DTC緸畀䎛デ䫏佞錞垷/䨾剣DTC緸畀䎛デ䫏佞錞垷 9 㽂霚倝䠑ㅷ䡦晥䏞 ⴯䋑倝㖞崞䱹⸂「♸䏞 ⡤ꆀ⿺杝倝用㟞畀鸟䏞 䋑㣢㖞鿈꧋ㅷ务晥䏞 䋑㖞⚚鵳呔Ⰶ玐㠗䏞㘠 禹絡䚍㖑鸑鵂❀㣐霉⠮䭷叻涸䪊䲽罌㻋♶ず嶊餩ㅷ饋麤㼆DTC垷䒭涸Ⱟ㺂䏞 DTC垷䒭Ⱟ㺂䏞/䧭擿䏞 霉碫ㄤ⠮傞䱹嶊㼆「餩✵䠑罏倝䡦㖈ㅷ䏞餝晥✈涸⺫ 碫㽂倝䧭劥ծㅷ晥鲮⻊ 䧭劥ծ欰䙖勲綜瘝㔔稇 霉㼆ꬠ⠮✵ծ霪❡霃ㅷ雦䪮䙼䋑助騟㖞ծ瘝♳锐倰♴䙁꬗康」⴯ 倝⴯崞倝⸂⿺涸嶊➰餩餩䋑䠑㖞䡦㼆 霉⠮暵㹁傞ꢂ媯㖈㣢杝 用畀涸㶸ꆀ⿺㟞Ɤ鸟䏞 霉䔲⠮♴霪涸ㅷ䋑碫㖞涸⽑㣢剣鿈邍ㅷ梡晥 ⟄⿺䋑⽑桧」⻊䞔ⲃ 繠㼆㕂✵䋑霪㖞ㅷ/碫遤涸⚌鵳港Ⰶ盗ꣳ鿈ⵖ꡶ 䧴餴呔雩霆玐劼䏞ⵖ涸⚚呔 DTCㅷ晥幷鷳瑟ꢂ㣐 䠑䡦䏞넞 DTCㅷ晥〄㾝悶⸂㣐 ⴯倝崞⸂넞 DTCㅷ晥Ꝉ㈒〳腊䚍넞 㶸ꆀ⿺㟞ꆀ㣐 DTCㅷ晥畊✰ꦼ䏞⡛ 㣢鿈ㅷ晥䋑⽑⡛ DTCㅷ晥鵳Ⰶ劼⠔㣐 鵳Ⰶ㠗㘠㼱 Source:湱ⰢⰖ぀餒䫣,Shopify,Euromonitor,SimilarWeb,FCC,FDA,MeetIntelligence DTC玐䏞⡛DTC玐䏞넞DTC玐䏞⡛DTC玐䏞넞 ⟄⻌繠䋑㖞⚹⢾♶ず涸絈ⴔㅷ碫饋麤㼆DTCㅷ晥涸Ⱟ㺂䏞剣䨾䊵䒗 傞㼿嶊餩 傞㼿㥎鄳傞㼿歑鄳㶲㮰留剪껑 棟㹈ꂁ껑 繠㺂㐼唒 繠㺂傈⻊ ⚡䫡䊨Ⱘ䩛劼 䩛劼ꂁ⟝ 㾀㹻欽ㅷ 佐紵欽Ⱘ 㹻㾀鄳껑 㹻紼䎯ㅷ 㹻Ⱘ 欰崞倰䒭 獴⸓⸅Ⱆ假遤欽ㅷ綁蒀ⴀ遤⨴䐀⥂⨴㹍暟欽ㅷ 㔩蒌欽ㅷ 嶊餩歏㶩 羭劼 兰腊瑬䨥 䨪㢪欽ㅷ 䨪㢪鵘⸓鵘⸓剪껑 ⯎歏⪰腊䶑䕧䶑⫸ 鵘⸓㐼唒 繠㺂傈⻊ 㹻欽歏㐼 㣐㹻歏幡峇㼭㹻歏⾾䨻㼭㹻歏兰腊㹻㾀䕧갉歏㐼 䕙㥿 䫡肌䫡〄 Source:MeetIntelligence10 userid:414195,docid:140899,date:2023-09-20,sgpjbg.com 11 傞嶊㼿餩 㾀欽㹻ㅷ 繠傈㺂⻊ 嶊歏餩㶩 ぐ㣐饋麤➿邍䚍涸DTCㅷ晥 欰倰崞䒭 鵘䨪⸓㢪 㹻歏欽㐼 Source:Ⱆ䒓餴俱,MeetIntelligence 02 倝DT嶊Cㅷ餩晥馋涸⸷䎾♴㼆 Ⰼ妍椕繠馋絑⸷崸⛓岚♧⸓➠㖈䭯絯㼆嶊餩遤⚹涸䕧ㆇ鷶幯⳼儑 ♰䎃➃ 곫雦Ⰼ锋㣟⚌ꫬ䎃䚪侨 ⚌ 㣟 2019 6,700 䞔ⲃ㽍Ⱖ僽ꫬ䎃➃务կ㽠⚌涸割珘㹁䚍⸈ⶢ✫爢⠔ ꡼ +8.9% ♰䎃➃ 2022 7,300 ⧫ぢ✵Ⲹ㼱ꬋ䗳꨽ㅷ嶊餩 28% 嶊歏餩㶩 2022Q4繠㕂嶊餩罏(%)Ⲹ㼱餝✈✫鵯❈❡ㅷ… 26% 25% 㔩欽蒌ㅷ 25% ⾾欽䨻ㅷ 24% 곿Ⰼ锋絑崸鵳Ⰶ岚⸓ワ劍割㼱㕂㹻ⴀ梡㣟⚌桧饥넞涸 䚍㼆佐Ⰶ涸䬐䘨㼆嶊餩䋑㖞鸣䧭僈儑涸餏꬗䕧ㆇկ 繠㕂㛇炄㉁ㅷ暟⟟♳嶻玐䏞(2023䎃3剢ず嫱) 剪껑 Ɀ瘻Ꝇ騟刿㢕勇ծ刿Ɤ 2022Ⰼ椕嶊餩罏餝✈罌贊㔔稇 51% 31% 䊨蒌ㅷ 31% 13 胆鸑 ꡼ +36% +17% +10% +33% +8% +6% 곿 ⟄2䎃繠ⰻ㕂ⴀ⚹梡⢾僈儑絑♳崸嶻ⵞ赠湬䩛䱹媯⵴♴Ⲹ✫傈嶊䌢餩嶊罏餩涸暟餝⟟✈㖈⸂剒鵛 Source:㕂꣢⸣䊨絆絉,CNN,MeetIntelligence ❡ㅷ餘ꆀ獤匧霉⟟暵婋䫔䩾 刿㢴Ⱒ岤❡ㅷչ䚍⟟嫱պ 42%涸爙Ⰼ⠔锋餝嶊✈餩刿罏⤑㖈㹆涸20❡22ㅷ䎃邍 14 ꬗餩㼆梠馋㞯ぢ佐綫涸嶊 ⴀ慨嵳封齡DT❈C悶ㅷ㖈晥涸㥵嶊⡦ 鲮⻊⤛鵳 餩妝 剪⸉⠏⻊ Source:MeetIntelligence 刿⾝崞ծ刿➃䚍⻊ 涸鷍䰃餗倰䒭꣭ ⡛餝✈곥贊 䩧鸣絁♳爢⼓エ䒸 ず㥩罏ⴔ❧䲿⣘ 爢纈䔱㾩䠭 珘㹁鳕ⴀ剣⟟⧩ 涸ⰻ㺂珘㔿悶㖈 嶊餩罏涸Ⱒ岤 䒊用模㊤涸⠔プ涸 劼ⵖ䲿⣘刿军 䗱涸⠔プ犷ⵄ 僈僤⽀ㅷꂁ㤛饐ㅷ 䲿⼮⟟⧩䠭䎇䌄⸓ ❡ㅷ霚欽 ꣳ傞/ꣳꆀ⤛Ꝉ瘝倰 䒭䩧鸣獺緃䠭赠 〄♴⽀ 絆ざbundleꝈ㈒ ⣜研❡ㅷ⢪欽㖞兞 䲿넞㹐⽀⟟ 䞔絬形⟟ 㢴⯋涸佅➰⿺ꂁ鷐 鷥고㽴〳腊忘駈 割ず涸꨽宠 ꂁ㢊㈒⵸ծ㈒务ծ ㈒た涸㹐剪⡤禹 ⿺傞鍒瘷꡼곿 Ⰼた椕氋馋䞔⸷傞⛓➿✳嶊餩罏䒓㨤㼊宠Ⰼ庈麤涸ㅷ晥⡤낉 Ⰼ锋薴㔵ⰻ刿⨊㥩絁♴餝暟涸嶊餩罏 た氋䞔傞劍涸絁♴嶊餩姻㖈ꅾ䒊 •「䘯ⵌ鸟氋涸䞔歏䕧㉁ㆇ⻊涸鵂⿡⚙䎃务嶊餩罏餝暟⾎玐絑⾎✫ 䎃 2021 43% 絁♴⡤낉㼆♶㼱ㅷ碫罜鎊剣䨾⸔渤 2022 䎃 45% •ꥥ꣢满涸た餝氋暟䞔⡤傞낉劍㔐涸䔱ⵌ✫絁割♴㼱庈涸麤嶊餩罏⚹✫鷅宠刿㹊 낉劍䖉腊㖈割ず涸庈麤务蜦䖤割♧呋涸忘駈 •告⡤♸낉氋꨽䞔宠⵸割割ⱄず僽涸ⶶ僽鄬涸嶊կ餩➭罏⟌㼆䒓✵㨤絁劍♳䖉/刿絁⚹♴輑庈ざ麤涸涸⡤ 2022䎃繠㕂嶊餩罏刿ꫬ滸涸絁♴餝暟❡ㅷ碫ⵆ •㼆ꅾ✵銳割涸㼱կ偽ㅷ雿碫僽霚㖈瑬㹊邆⡤剪梠㞯鍘涸䷫餝勞暟餘⡤낉鵮僽僽㽍❵⚹荈緃⡤涸낉❡ㅷ⸆腊絁♴涸餝暟㖞兞鿪僽割〳䧴 •姼涸㢪❡ㅷ꬗Ꝉ㼆㈒꬗涸涸ⵄ➝絏ծ尲鸑僽䲀⸓♧❈넞㹐⽀ 59% 34%32% 24%23%22%19% 15 剪껑蚋ㅷ歏㶩❡ㅷ⡤肫欽ㅷ㔩蒌欽ㅷ⛼硂㹻Ⱘ Source:PwC,Statista,MeetIntelligence 㸽緸⛓㢪DTCㅷ 絁♳㸽緸 Ⱒ⤑ꝶ霎ⵄ宠 Ⱒ⡤ꝶ霎낉宠 絁♴꡶䏅 ⠽ⵌ絁♴㖞兞务 晥餩⛲罏䎾涸岤湬ꅾ䱹㼜翫♸絕嶊䒁 50% ⻌繠DTCㅷ晥䊺絑䒓霃絁♴庈麤 餝暟♶「㽷ꣳ餝✈鵂玐⤑ⵄ㺂僒㼆嫱⟟呔 絁♳餝暟⚺銳⾲㔔 50% 49% 56% ⡤낉❡ㅷ鍘䠭 ⽰傞䭭饥 ❧「䏅ⰻ⡤낉 絁♴餝暟⚺銳⾲㔔 33% 50% 43% 㹻 15 㖈202⻌3繠Q1D倝TC㟞ㅷ絁晥♴庈麤 ㅷ晥露鎊 ⺫錣䭍⡤ㅷ禹晥ծ霃❡雦ㅷ䙼絕騟匬ծ瘝錠 ⥂䭯嶊餩罏⡤낉涸♧荝䚍 ⟟呔⡤禹 ⺫䭍㹁䏞⟟♸劼蒜ⵖ㤉ծ瘝⤛Ꝉ⸂ 剪⸉劼ⵖ ⺫䭍⡤⠔禹プծ⡤剪禹⸉ծ呍鷍䗱䰃瘝餗 16 Source:Ⱆ䒓餴俱,Statista,IBM,MeetIntelligence 鵳ⴁ絁♴涸ⴀ嵳DTC 䕙㥿ㅷ✫晥嵳蔄㢪銯絁㶩♴㖈䘯2꡸02䏅3ぜ䎃⚹✵⚎ꥧ❩㔩⾲·㺋⚎@❩cꣳo㹁sme䒓゗ 202咕2䎃峯岙岙䩧桾鸣暵䎃㼜鲽껷➃⚡掚Ⰼ昶椕涸偫惐菢崨䏅俒衅⻊䨪⡤껷낉㼷瑟䒾ꢂ㣐銯 ⴀ嵳傞ꢂ湡叻䋑㖞⚺蠒ㅷ碫 2019傈劥䕙㥿 䓎雦够䮔䱡痦✳㟞Ɤ刼絁 2굥0ꬕ19傈䎃劥蔄կ銯2㶩02껷3妃䎃驎♳꬗傈㼆劥㟞䋑Ɤ㖞佞綕傞涸㽠傈⣜劥䩯䋑㖞銯廩蔄⼧銯兞㶩゗⚺⸓곿絁涸♴䕙꡶㥿䏅爞䬪渱 䎃⿺ⴲ鴪➃ծ蔄馄銯㶩50✵0ぜ⚎傈❩劥䒓欽霃䨪ㅷ⵸晥䖃䘯⡤꡸낉䏅❡ㅷ䒓佞䔲傈剣侨ꆀ鵂涰涸䔲㖑㯮⡤ ⚎⯎❩ⴔ䘯⡤꡸梡䏅✫屠ㅷ欽晥✫涸务霃㕂雦㔩露卌鎊霃雦ぢ䩛傈岁劥嶊⟄餩宪罏涯㾝桪爙㖑“⚎꬗倰⚹繠宐㷖”㾝〵⚹〽 ⴀ嵳傞ꢂ湡叻䋑㖞⚺蠒ㅷ碫 2018Ⰼ椕惐梖湧渱 3%կ㔔姼岙岙桾暵꨽銳⸈鸟䬪㾝嵳㢪䋑㖞 岙20岙21桾䎃暵鵯ⴀ♧嵳嫱ⴲ⢾劍⴮㹁鵂♴2025䎃嵳㢪蠒佐⽑50%涸Ⰼ锋䧶殜湡叻罜 惐20梖22碫䎃湡涸ㅷ暵晥䚍㖈Ɀ꯺㹁㕂✫䒓絁霃♴껷嶊⚡餩嵳涸㢪⽰偫傞菢忘䏅駈կ腊꡶㢿䏅⚹馄ㅷ㣐晥꬗䌄獤勻4㟞00Ɤ䎂⸷倰腊碛կ㔵㹻絗❜⟄崨⚁鵶⼓䱹⸈+䟝帿韌磋⚏⚹♸⚺IP곿䕎涸韌鄳涸惂尲霃鸑雦䎇㖈割ず嚁㽻霃縨䩧⼦♸蒌助 䒓䏅䔲㷍嵳㢪⚌⸉㟞Ɤ⸓⸂䔂⸢嵳㢪蠒佐ず嫱㟞Ɤ115%-120% 17 Source:Ⱆ䒓餴俱,MeetIntelligence Ⰼ椕馋⸷⛓♲ Z⚆➿㼆✵嶊餩䋑㖞涸ꅾ銳䚍傈渤⳼儑 ➭⟌僽