全球市场百宝书—日本-TikTok for Business

傈劥 湡䔶 P紷a錜r⚆t歲1痦:♲傈㣐劥絑䋑崸㖞⡤嚋✫錢鍒傈劥涸絑崸梠㞯♸➃俒暵䖄կ CONFIDENTIAL&PROPRIETARY 麤涸傈劥ꅾ銳蠒Ꝉ蒜挿鿪㖈鵯ꅽկ P傈a劥r涸t✽2翫:緸傈兜劥⿺侨桧㶶ㄤ兰㯮腊⡤䩛呔劼㽷䭆剣桧⚹鵳Ⰶ䔲㖑䋑㖞䌄勻✫➊⛎劼麁P✫a鍒r♶tず3⚆:➿傈傈劥劥嶊➃餩涸嶊罏餩嚋錜錢䙁♸⣩ꅾ挿䊵䒗帿䮔➭⟌涸嶊餩汥挿կP帿aⰆr确t程4傈:劥傈䔲劥㖑䋑涸㖞ꅾ挿ꅾ㘌挿湬遤遤⚌⚌馋蠒⸷Ꝉ暵馋挿⸷➢歏㉁康䧬3Cⵌ繠㥿կP✫a鍒r䔲t㖑5埒:蔄傈㷍劥ㄤ䋑䎃㖞劣䎃蒜㨤挿涸蠒峯Ꝉ㻋銳䱍곭䳣絟⢕涸劥㖑蠒Ꝉ傞劼⡹䗳곢濼 涸嫦♧姿亭ⴀ䒸敍嶊餩涸抠蔄կ ⚆➿欽䨪峯㻋ㄤ剒掚꡶涸ⰻ㺂馋⸷կ P傈a劥r嶊t餩6罏:㖈TTikikTTookk獤㖈匧傈ⴔ劥❧ծ綖鸣崨遤鵯ꅽ剣⡹♶腊ꝡ鵂涸傈劥ぐP傈a劥r嶊t餩7罏:昶傈溏劥涸䋑錠㖞곸ⰻ蠒㺂ꝈⰨ䎁㢊餗ㆭ❈暵挿侅⡹㥵⡦♸⴯⡲罏㖈蠒Ꝉ怩修 2 傈劥䋑㖞嚋錢 3 CONFIDENTIAL&PROPRIETARY 傈劥㖑⼓ ⚆歲痦♲㣐絑崸⡤珘㹁〄⸂ $5.05⯐ 㕂ⰻ絑崸㹊梡ⰻ䗄梠1.26➉➃〡 䋑㖞嚋ⲃ GDP䚪괄⚆歲痦♲ CONFIDENTIAL&PROPRIETARY 10 鵛40䎃㢅✵⚆歲곭⯓㖑⡙倝䌢䙖♴⣜搬觌⸽〄㾝涸館僒 ⴀ〡+괄17㟞.5Ɤ%鵶Y絯oY⚡剢 ⚆歲痦㔋㣐嶊餩䋑㖞 15~64㿨➃〡⽑侮⡤Ⱉ䧭,䎃鲽➃〡嫱⢾Ⲹ㼱 傈Ⳝ劥䎃涸勻侮⚡⡤➃錞嶊垷餩㢅⽑✵䚪珘GD㹁P朐涸䙖Ⱉկ䧭,鵛 2018-2022䎃傈劥䧭䎃⯋➃➃㖲餒㺢⽀⡙⼪繠 $2,675➉ 㼆傈䫏餴⡮괄傈劥㕂ⰻ䋑㖞畊✰⸂⚆歲痦❀ 2018 2019 2020 2021 2022 208.78 218.05 221.47 239.39 258.96 Source:WorldBank20214 䭆剣〄鴪⚂Ɤ劍珘㹁涸䧭擿絑崸梠㞯 䧭擿珘㹁涸㉁⚌梠㞯 ⡲傈⚹劥涸⚆ⵖ歲䏞♳♸㾅㛇䭷炄〳霃侨倶涸絑䒊崸霃㣐⼧㕂ⴔ模 ㊤崸կ梠㞯䭆剣〄僽鴪㉁⚂⚌Ɤ〄劍㾝珘涸㹁将涸㕼䧭կ擿絑 㰺繠ぐ㕂涸㖑倰絑崸 傈㖈劥剣ぐꣳ㖑涸倰㕂絑㕼崸꬗湱獤䔲♳✵謉㕂肫㹻✫紩〳⟄GD馄P 馊涸榰넞㡦腊ծ絑榰崸Ⱙ⸂ծկ岲㕂ծ䊼銯瘝㕂㹻 㕂ⰻ㉁⚌Ꝉ㈒괄鷶䎃䛪㢕 ꥥ絑满崸爢崞⠔⸓鷶珘幯姿鷓饥䎾ぢ倝䛪䌢㢕䙖㾝傈梡劥ⴀ涸葻 CONFIDENTIAL&PROPRIETARY ⚡➃嶊餩ㄤ餴劥佅ⴀ涸㟞Ɤկ 㥩涸涸絑〄崸㾝ⵞ䙖赠⸷雦կ够곫䁘雦歊㼜俒꧆鵳佟♧䏎姿ⴀ⤛〵鵳 ⰖⰟ❜鸑剪⸉佪桧䚍岁䖒♸遤佟ⵖ䏞模㊤ ⻌榰嵳Ⱙ麤5ծ4⚎0.5⻌567.5 ♸繠㕂20ծ22妍G崍D㟞PꟋ곫桧雦䭯㟞䎂Ɤ4% ⚆痦歲♧⚆痦歲✳ ⚥榰鿈㡦768707.6 傈劥㕂ⰻꨪ㈒Ꝉ㈒괄⯐傈⯋ 鵳ⴀ〡鷳僈䏞♸佪桧䚍纸㖞鵶䱹䚍 鵛榰毆㡦768705.2 146.46 150.46 154.4 2020 2021 2022 ⚆痦歲♲⚆痦歲♲ 暟⟟䭷侨」⸓㖈3%⟄ⰻ ⼧䎃ꢂ暟⟟珘㹁 (七ꤑ佟䏎嶊餩玘㟞⸈涸䕧ㆇ) Source:Wikipedia;ResearchGate;GCCSTAT;WorldBank ⚥榰㕂㡦㖑6⼓80274.2 ⛰岲䊜㕂445654..33 㔋倛㕂峫⠄1⯘31.965.5 ⽀⡙⼧➉繠⯋2017) Ⱒ䊼⚎銯22006727..82 2⴯0♴22✫傈1劥0ꨪ䎃㈒勻⚌涸Ꝉ倝㈒넞괄կ紨⚹154.4♰➉傈⯋ 5 •傈劥䭆剣䌢䎃〄鴪涸絑崸宐䎂珘㹁涸欰崞梠㞯ㄤ务넞佐Ⰶկ ⟱⚌餘ꆀㄤ剪⸉宐䎂넞넞欰崞ㅷ餘僽䌢䙖 •Ɤ涸劍㕂㹻䲿⣘剒넞㢴餘涸ꆀ㕂❡㹻ㅷㄤ剪⸉僽⟱⚌涸㛇劥䌢霋⢪傈劥䧭⚹Ⰼ椕㶲肫衼ぜꟋ㼑⟱⚌ 傈⚆劥歲㙹䋑痦㸝♧Ⰼ䚍 傈劥涰䎃⟱⚌⽑嫱Ⰼ锋痦♧ ⚎⚆❩歲碛Ⱖ痦卌♧star䚪侨 䋞⚆劅歲㾀⡞痦㙹㔋䋑ˊ⚎❩ 41% 65% CONFIDENTIAL&PROPRIETARY 24% 12% 6%10% ⴯⚌>100䎃 㖈傈㢪⟱雩⚹傈劥䋑㖞˘ 46 62% %ㄤ崨遤⼧ⴔ併䠭꣡⸈⟟⧩ 佐Ⰶ宐䎂넞,䋑㖞錞垷㣐 剪 吳⴯䒭✵⠔1爢87贄2䎃㾋吳䒭⴯⠔✵爢18ꆄ8⴮9䎃絆 吳䒭⠔爢餴傈欰劥㛔衼ぜ涰⟣䎃㣔⟱㛔⚌吳䒭⠔爢 ⴯✵1526䎃⴯✵578䎃 ⴯⚌>200䎃 10% 2% 傈劥繠㕂䗞㕂薉㕂 Source:WorldBank2021;Brookings20216 넞륁㼱㶩⻊涸➃〡絕匬翸꧋✵Ⱒ⚎Ⱒ銯⚙㣐絑崸㕕 ⽀魧欰崞䊺䧭⚺偒䖒 荈䊹Lifestyle涸欰崞կ ꥥEth满ic爢⠡⠔椚錜麤䙁䗞涸錜佖䙁」涸ㄤ䔂㥎⻊䚍㽠㽍⚌Ⱖ桧僽涸䚍䲿ⵆ⼮䎂瘝䙁ㄤ涸翟兜⚌⿺麤䗞雮➃⟌⟄腊⿺刿㢴荈呋⚺䚍莞鷓(D涸iv鷥er䭊sit痗y)ざ嚋 罈䎃➃〡馋ぢ䎃鲽⻊ 㖈♶倗䒁Ɤ⨴䐀㼑ㄐ⚆歲痦♧կ 傈爢劥⠔⛲ꥥ告满㣐⚆륁歲➃馋〡⸷涸鷶湱姿㼆鵳䎃Ⰶ鲽罈傞륁ꢂ⻊姻 48% 20% 38% 7% 2040䎃65+㿨➃〡欰㶸嫱⢾ 呏➃䰘〡➃翸〡꧋ⴔ✵䋒Ⱒծ⚎㖑㚖Ⱒ䊵銯䒗ㄤ絑崸㕕〳 ⟄⼓㼜傈ㄤ劥⟄够㣐ⴔꢼ⚹去⟄邍⚎涸❩Ⱒ⚹銯去㖑邍⼓涸Ⱒկ⚎㖑 CONFIDENTIAL&PROPRIETARY •⚎❩ •㺉䎽 Ⱒ⚎㖑⼓⚺銳㙹䋑Ⱒ銯㖑⼓⚺銳㙹䋑 59%47% 㼑ㄐ鴪90㿨 㼑ㄐ鴪100㿨 •牟㣽䊛 •㛊桪 •⼪衝 •㣐ꢼ •❩鿪 •㣽葻 25-34㿨歑㥎劢㭵桧鷶䎃♳⼮ 傈劥㹻䏭➃侨〄欰尊⻊ 2嫱0侨22䰘䎃⟄勻傈껷劥妃剣駮㷛灶㹻1䏭,0侨00ꆀ♰荈1986䎃剣〳 Source:WorldBank2021;Brookings2021 鵛湱㼆20䎃䎃鲽勻✫罈1䎃0㿨➃կ⡤⸂㟞Ɤ鴽鸟 傈劥僽⚆歲♳곫劍㼑ㄐ剒넞涸㕂㹻⛓♧ 㖑⼓76.6㿨涸䎂㖲곫劍㼑ㄐկ 荈䲿넞1960➢䎃6⟄9㿨勻鷶姿傈㟞劥荛ⴀ欰20傞23곫䎃劍涸㼑8ㄐ4㣐.95䌴㿨⡙կ傈劥넞涸✵곫⚆劍歲㼑⽡ㄐ欰⡙絆㾀絉⚆(W歲H⵸O)⴩銯㣖痦䎂3峕 3,700♰➃〡1,700♰➃〡Ⱒ銯㖑⼓Ⱒ⚎㖑⼓ 7 㼭絕 1傈梡劥ⴀ僽馄⚆馊歲♧痦⠍♲㕂㣐㹻絑涸崸넞⡤腊絑䋑崸㖞⸂錞垷䎛ꢢぐ㖑⼓GDP㾝 CONFIDENTIAL&PROPRIETARY 2倝宐䌢䎂կ䙖⟄勻傈劥ⰻ꨽㟞Ɤⴀ〡䒓㨤㢕蔼䛪㢕ⵌ姻䌢 3傈珘⟝㹁劥涸涸ⵖ䧭䏞擿♸絑㛇崸炄梠㞯霃倶䒊鳅霃㼱⼧ⴀⴔ梡模ぐ㊤猫♶䭆烁剣㹁〄䚍鴪涸굥⚂Ɤꤗ劍✲ 4傈ㅷ劥ㄤꤑ剪✫⸉涸ⵖ涰䏞䎃Ɤ⟱劍⚌珘կ㹁⟄鷅㢪宠넞⟱ㅷ⚌餘⛲欰傋崞㖈礵✵䲿⣘넞餘ꆀ❡ 5⽀罈魧䎃欰➃崞涸䊺湱絑㼆䧭䎃⚹鲽傈傞劥ꢂ涸姻爢㖈⠔♶⚺倗崨䒁Ɤկ➃〡⨴䐀㼑ㄐㄤ 8 傈劥侨㶶㯮⡤呔㽷 9 CONFIDENTIAL&PROPRIETARY 兰腊䩛劼⚹呍䗱翫緸霃㢊 傈䩛劥纸涸僽✽傈翫劥緸Ⰼ兜䎃⿺륁䏞媯鳅剒넞⚺銳涸兰♳腊緸䩛㯮纸➝䭆剣Ⱖ桧务ㄤ緸10絞-2⢪0去欽⢪桧欽鿪䩛㢅纸✵♳嫱緸鳅涸넞傞涸Ɤ宐剒䎂Ɤկկ 90%+ 13-60㿨ぐ䎃륁媯➃纈&䎃佐Ⰶ600♰傈⯋⟄♳㹻䏭涸♳緸嫱桧 88% 兰腊䩛劼䭆剣桧 93%✽➃翫緸兜⿺桧,銻渷1.74➉ CONFIDENTIAL&PROPRIETARY ⠅䜂傈鸑鵂⚺銳霃㢊⢪欽緸絞涸䎂㖲傞Ɤⴔꛦ 248 231 137 110 77 29 40 31 26 34 47 28 ⼿机 PC 平板 电视 10代20代30代40代50代60代 䊨⡲傈鸑鵂⚺銳霃㢊⢪欽緸絞涸䎂㖲傞Ɤⴔꛦ 187 177 114 98 65 34 74 64 59 63 54 47 ⼿机 PC 平板 电视 10代20代30代40代50代60代 10 Source:MinistryofInternalAffairsandCommunications 欽䨪緸絞崞⸓넞곸㢴⯋告곥贊緸絞㸝Ⰼ 傈爢劥❜✽㯮翫⡤緸欽ㄤ䨪緸涸絞♳康緸䧬崞涸⸓䫏⼧Ⰶⴔ玐㢴䏞呋刿կ넞կ湱嫱Ⱖ➭䎃륁꣌媯䎃鲽➃㼆錠곸䫏珳 傈劥Ⰼ䎃륁➃纈涸♳緸崞⸓嫱桧20-30䎃륁媯涸➃刿掚邪✵˘ 78%76%74% 58%56%54% 76% 90% CONFIDENTIAL&PROPRIETARY 74 55 ㉁ㅷ/剪⸉涸餝✈ㄤ❜僒 歏㶩齱⟝涸佐封 佐꧋⥌䜂 ⢪欽爢❜緸絞剪⸉ ꢓ錢/䫏珳/刿倝⚺곜䧴⽇㹐 餝✈㉁ㅷ䧴剪⸉ ⢪欽錠곸䫏珳緸畀 ⢪欽錠곸䫏珳/ⴔ%❧緸畀 ⢪欽爢❜緸絞剪⸉ 緸絞康䧬% 㖈䌢㼆䙖⚡涸➃끮⥌⢪䜂♴屧怩傈ㄤ劥歏㣐腰⠍氻䘯嫫鸟瘝鲮倰ぢ꬗㽍絁⚹♳併剪䠭⸉կ告緸絞㸝Ⰼ➠僽➭⟌涸곥贊䨾 ⢪欽✽翫緸䠭ⵌ♶㸝涸➃嫱⢾ 9% 31% 16% 43% 尵䠭ⵌ♶㸝 嫱鳅尵䠭ⵌ♶㸝嫱鳅䠭ⵌ♶㸝䠭ⵌ♶㸝 Source:MinistryofInternalAffairsandCommunications ⢪欽✽翫緸傞䠭ⵌ♶㸝涸ⰻ㺂 63% 53% 46% 45% 41% 21% 14% 12% 个⼈信息/上⽹历史泄漏 电脑感染病毒虚假缴费/⽹络诈骗 垃圾邮件安全对策 电⼦⽀付的可信度浏览违法有害信息和交流对象的争执 ⽹瘾 92% 11 緸絞㯮⡤䎛デ⽑䰘⚺㼋⸷㥵灶畾 傈⠔劥鷓䎛䎾デ倝䋑䌢㖞䙖鵛⼧䎛䎃デ勻䋑錞㖞垷侮⥂⡤䭯㖈珘20㹁21䎃絕䔂匬⸷♳V歋㶶⠛导絡䔀㯮⡤緸鲮絞ぢ䎛緸デ絞㟞㯮Ɤ⡤㽍կ⚹ꥥ鴽满枡爢կ 䎛$デ5䋑5㖞錞7垷➉紨 䎛デ餩㟞Ɤ嫱桧 27% 15% 15% CONFIDENTIAL&PROPRIETARY 4% YoY23% 2021緸絞䎛デ錞垷侮⡤㟞Ɤ 20152016201720182019202020212022 緸絞䎛デ䎛デ餩䚪ㄤ㔋猫㣐⠍⠛㯮 2⽑0䰘22紨䎃30%緸絞涸䎛䋑デ㖞䧭⼝⚹괄⚺銳蠒Ꝉ庈麤告歏錠ㄤ䫣紺瘝⠛絡䎛デ庈麤㸛⡞✫꣋㖑 2022䎃傈劥䎛デ佅ⴀⴔ䋒 25.4% 5.2% 4.8% 4.2% ✽翫緸歏錠䫣紺湬齱 崞⸓/㾝錢 Source:NIKKEIAdvertisingResearchInstitute;Dentsu,Statista2022 43.5% 2022䎃緸絞䎛デ㯮⡤佅ⴀ⽀⡙⼧➉傈⯋ 976.6 737.2 592 96.5 77.8 ➰餩䵂程䎛デ㾝爙碫䎛デ錠곸䎛デ翫湅䎛デⰦ➭緸絞䎛デ 12 㖈殜Ꝉ➃剣プ♴ㄤ꣭䎛կデ♸「姼⠍ず涸傞爙Ⱒ岤錠կデ곸➠ㄤ⽑爢䰘❜䋑㯮⡤㖞䎛⚺㼋デ㖑涸⡙「妅告鵓㾝玐爙䏞군碫䎛⼮デ涸鴽鸟䋑㖞「⼝ⵌ괄蠒 錠곸䕎䙖ㄤ爢❜㯮⡤䎛デ嶻⸷葻㥩 35% 40% 33% 30% 15% 19% 18% 12% 2020 2023 社程㘗䎛デ㾝爙碫䎛デ錠곸䎛デⰦ➭緸絞䎛デ 9玐䎸0⻊%䎛デ+⽑嫱 CONFIDENTIAL&PROPRIETARY 3錠곸3䎛%デꆄY괄o㟞YꟋ 玐3䎸4⻊%錠곸Y䎛oデY㟞Ɤ 爢❜緸絞3䎛4デ侮%⡤錞Yo垷Y㟞Ɤ錠곸爢❜6䎂4〵䎛%デ錞Yo垷Y㟞Ɤ Source:DentsuInc;CCIInternetAdFeeResearch2022 2⼧0➉2傈0-⯋2023䎃傈劥爢❜㯮⡤䎛デ䎃䏞佅ⴀ⽀⡙ 833 972.4 537.4 679.7 2020202120222023* 13 CONFIDENTIAL&PROPRIETARY 㼭絕 1傈兰劥腊✽䩛翫劼緸僽兜㣐⿺⠍桧涸ㄤ⚺兰銳腊翫䩛緸劼㯮䭆➝կ剣桧鿪㢅✵鳅넞宐䎂 2傈䏞劥刿䎃넞鲽➃傈㼆劥錠緸곸字䫏⼧珳ⴔⰢ岤爢緸❜絞㯮㸝⡤Ⰼㄤㄤ緸ꥧ絞猙康䧬կ涸䫏Ⰶ玐 3傈✫⚺劥崨䎛㯮デ⡤䋑㖑㖞⡙鵛⼧䎃Ⱖ勻錞錞垷垷㖈倝珘㹁䌢䙖緸♴絞⣜䎛搬デ⥂䊺䭯絑㟞㤭Ɤ㹁կ 4錠✫곸〳䎛錜デ涸⼝㟞괄Ɤ䭯絯Ⱖ务的錠㣐곸䎂爢〵❜䎛碫デ緸涸絞㟞䎛Ɤデ剒侮⚹⡤瑲錞ⴀ垷⛲կ㾝梡 14 傈劥嶊餩罏嚋錢 15 CONFIDENTIAL&PROPRIETARY 欰崞罏絶䏞䙼罌僽㛇劥䏀㽻鹤鳓 溏欰䖉崞傈倰劥䒭「⠍㔔倰姼䒭傍䔲䊺➚鲮涸」⟱⚹⚌欰꨽崞銳罏獤匧➭椚⟌鍒涸「嶊⠍餩欰僽崞⚹倰剪䒭⸉ㄤ✵⟟ぢ⧩䖃錜涸կ 鵂⿡嶊餩罏絶䏞梡㖈欰崞罏絶䏞 絑崸 ⟱⚌ 嶊餩罏 傈劥㢅✵絑崸넞鸟㟞Ɤ劍㼋㢴,❡ㅷꝈ痦♧ꅷ》涸蠒Ꝉ⟱瘻⚌殜⚺餝✈㋐妅涸ㅷ晥ㄤ嶊䟝餩銳⿺❡湡ㅷ涸 鵛20䎃㢅✵