东南亚运动户外行业电商市场洞察
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车┯䄬㏜嬼㴕 ┱◘鲡ⲁ䢓㛚榾ら 2024䇗8僖撷 䡘♜氳顫嶏 丘䩺䥊⼔ 车┯嬼㴕 䄬㏜儗㏐䧗 ⪩减┱◘榾ら车┯嬼㴕硍⮜ ☳2022䇗12僖颯TMOGroup䋯㡏䄭┉硍⮜┱◘榾㯹らⱷ┘⺱车┯氳嬼㴕䥊⼔⮇冫院车┯◲⿁㏇⺨㎁氳ꛖす䗯⬅㞝紇㞧յ㳄榾յ ⟊⢹⿁璡ն䡘♜╯⺵⚢溿狓催㛢懷ꠅ车┯⽰眷泘丒陴僿䏨 亡嫏阷TMOGroup氳┥㳄㍙♔☳┱◘╚金榾ら䇖⺐Shopee⽰Lazada┕ꃾ氳瑭┉䣆丘䩺╙㓹滼ꃾ榫㛢熨┥┯氳⮇冫亡嫏╙陸縖䬠❠僗♯⡬氳䄬㏜嬼鈷ն 顎䄪♯⡬⪩◇儗䥊⼔╈寘⹖氳㲋♯⽰顎䄪⟔䕜♔䎎㏐顎䄪㵒䈒氳紇ꄌꄌ겜⛼╙⮇冫氳㓹⬢ն陴嫱䙬儗䥊⼔☢❠䄬㏜⹇縓╯榫儗⪝㵒䥊⼔╈丘䩺氳⬢漶䓪⽰鈸憠┘䤕䥵♳⛰㲓顏嫏䏱顊♳ն TMO僜ⱷ 䄬㏜䣴䬞┚隀溿 㵒┘⺱䄬㏜鲽车┉╄⮤塠䣴䬞㲋 ╬䖻㏇泘剝䄬㏜氳珒◂䒳ⲡ鴲䦫鴠⺭䖻氳䄬㏜鲽车饖㗟䄭㷀ն 车┯丘䩺㲋⯆ 䅬Ⲃ䖻▽鉯┘亇氳寕顠縖⢏㞑 ⽰姳飊ⲡ♔⹖┘亇㷤氳车┯剝⬢ն 䄬㏜鲽⪍瓀樋┚㲓亨 姻䔅䄬㏜弍ⱱ⽰儗㏐注⪩湳陃 ╙䖻⯆㲋湿僿/╈僿⽰Ꝛ僿氳䄬㏜鲽 ⪍⽰㷤瓀樋ն ┱◘鲡ⲁ䢓㛚⿁眷⮕⮇ ┱◘鲡ⲁ䢓㛚-⪠㎁䄬㏜鈺嘗 ┱◘鲡ⲁ䢓㛚-篱⮇䄬㏜ 泘䎓 ┱◘鲡ⲁ䢓㛚-TOP⿁撿 ┱◘鲡ⲁ䢓㛚-䧝㎁㳄/㏐氳TOP⿁撿 ┱◘鲡ⲁ䢓㛚-♯劲ꠑ 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷 鲡ⲁ僜깳 鲡ⲁꫤ 䢓㛚鲡ⲁ&鲡ⲁ⢹骱鿥♭ TMO懷ꠅ䥊⼔䫠蔘 ⪩◇TMO ┱◘鲡ⲁ䢓㛚⿁眷⮕⮇ ┱◘䢓㛚鲡ⲁ䄬㏜鲤䇗全⼑朆鲆鵮㘍Ꝛ氳飊ⲡն丘䩺侁炐䎎⯥䢓㛚鲡ⲁ注⪩眷⮷氳䇗㘍Ꝛ曎䄖飃鲋100%䄬㏜鈺嘗催佭狰滭▽3☛紇⩕ն꣮浔☕♜榟孨亡䌋氳鯸♔⹖鲡ⲁ┚⢹䉔䙬陃氳䬠ⶍ鲹┉䄬㏜氳䣲㷤飊ⲡ鲸㵨䧏簘ⱶ䍠것阞儔全⭓䇗㵨鲜全催ⱶ䇯꠱氳㷤狝ꠑն TMO⹇縓鲡ⲁ䢓㛚车┯⮇眷⽰榾㯹らⱷ䄬㏜眷泘㵨┱◘篪┕䄬㏜ꛖす氳鲡ⲁ䢓㛚◲⿁⮇╙♔┖㍌╄⿁眷 1.䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷 2.鲡ⲁ僜깳 3.鲡ⲁꫤ 4.䢓㛚鲡ⲁ&鲡ⲁ⢹骱鿥♭ 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷 䢓㛚鲡ⲁ阻㚷䄾瘊յ뀵车舅车鯲璡յ⢹骱免/阻㚷 篱⮇眷泘 鲡ⲁ䢓㛚⿁眷 鲡ⲁ僜깳 办ꠏ鲡ⲁ僜깳鲡ⲁT䕉յ鲡ⲁ辗璡յ┥┯鲡ⲁ僜깳粠杷遤յ痷杷僜յ餉杷僜璡յ⪭☽ 鲡ⲁꫤ ┥┯鲡ⲁꫤ餉杷ꫤյ痷杷ꫤյ絢奓杷ꫤ璡յ办ꠏ鲡ⲁꫤ鲡ⲁ䦐ꫤ璡յ⪭☽ 䢓㛚鲡ⲁ&鲡ⲁ⢹骱鿥♭ 䢓㛚鲡ⲁ鿥♭涉近յ蛈愉յ⟊峪兵յ뀵车鿥♭璡յ杷眷鲡ⲁ/⢹骱阪篮鿥♭⢹骱杷յꡢⱱ䅠յ䥉腔/䥉肶璡鲡ⲁⴎ/䢓㛚羜ⴎ璡յ⪭☽ 餶塠儬յⱱꄈ阪篮危璡յ杷眷鲡ⲁ阻㚷痷杷յ粠杷䦁璡յ姢┕鲡ⲁ阻㚷⫿宫冏璡յ⪭☽ ┱◘鲡ⲁ䢓㛚-⪠㎁䄬㏜鈺嘗 僖ꛖす겜篑2.6☛紇⩕僖ら⿁丘篑98┒ 飉 僖ꛖす겜篑6,036┒紇⩕ 嫿㎁ 僖ꛖす겜篑5,032┒紇⩕ 뀐全重◘ 僖ꛖす겜篑3,032┒紇⩕ 僖ꛖすꄈ篑5,901┒僖㏰♯4.4紇⩕ 虜䏱㳒 僖ꛖす겜篑5,607┒紇⩕ ⷅ䈲㶻重◘ 僖ꛖす겜篑4,630┒紇⩕ 亍ⱶ㐕 僖ꛖす겜篑1,354┒紇⩕ 亍ⱶ㐕 鲡ⲁ䢓㛚 .% 뀐全重◘ .% ⷅ䈲㶻重◘ •2024䇗6僖䡘♜⚽畀┱◘⪠㎁Shopee⽰Lazada䇖⺐鲡ⲁ䢓㛚䄬㏜䔅鈺嘗篑 TMO嬼㴕: •⮇┘⺱㎁㳄洇飉氳䄬㏜♷겜僄냖篑ⶭ23.5%佭┱◘⪠㎁╈僄㛻氳篱 ╙2.6☛紇⩕ն儗䥊⼔╈氳䢦僗⚽畀㏰♔僖䈲ꛖす겜簄 ⮇䄬㏜ն虜䏱㳒♔篑21.8%氳䄬㏜♷겜⛤⮜瑭◅ն⪭埠佭嫿㎁⽰ⷅ䈲㶻重◘ն .% 嫿㎁ .% 飉 .% 虜䏱㳒 .% .% .% .% 虜䏱㳒 .% .% .% .% .% 飉 ┱◘鲡ⲁ䢓㛚-篱⮇䄬㏜ TMO嬼㴕: ☳篱⮇⿁眷洇┱◘鲡ⲁ䢓㛚榫⿁篪┕䄬㏜ⶭ奃僄㛻氳⿁眷佭䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻 㚷㞝杷眷鲡ⲁ阻㚷յ⢹骱免յ蛈䄾瘊璡院⿁眷氳䔅ꛖす겜ⶭ奃篑52.8%䇜 ┦院⿁眷㏇⪠╄㎁㳄╈㏰ⶭ僗僄냖氳䄬㏜♷겜ն ⮇┘⺱㎁㳄洇 •㏇飉⽰亍ⱶ㐕ꢝ䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷㛚鲡ⲁ僜깳㏇鲹┼╄㎁㳄㏰鰏埢 •㏇虜䏱㳒䢓㛚鲡ⲁ&鲡ⲁ⢹骱鿥♭㞝䥉肶յ䍞ⱱ䅠յ羜ⴎ璡佭瑭◅㛻ꛖす⿁ 鲜㶗⪭佭亍ⱶ㐕䄬㏜♷겜飃鲋▽20%ն 眷⪭䄬㏜♷겜篑24.8%ն鲹┉飊ⲡ辑伺鿥♭眷◲⿁㏇虜䏱㳒冓䄬㏜䌖ⱱ寕顠 •注鰏╯┖嫿㎁յⷅ㶻⽰뀐全重◘氳寕顠縖⮟催ⱶ⢏撕鲡ⲁꫤն㏇鲹└╄㎁㳄ꫤ眷 縖㵒냖顏ꄈ鰑Ⲃ䄄氳⪩嫱䈲䏭냖ն ◲⿁䡗╙瑭◅㛻槖ꛖ⿁眷ն .% .% .% .% .% .% .% .% 亍ⱶ㐕 .% .% .% .% ⷅ䈲㶻重◘ .% .% .% .% 뀐全重◘ .% .% .% .% 嫿㎁ 鲡ⲁ䢓㛚篱⮇䄬㏜ 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷鲡ⲁ僜깳䢓㛚鲡ⲁ&鲡ⲁ⢹骱鿥♭鲡ⲁꫤ ┱◘鲡ⲁ䢓㛚-TOP⿁撿 Didooglt GYMPRO(Ⲏ朚鲡ⲁYONEX 飉 ╈㎁ 飉 仼儗 飉 ⷅ㶻 .% .% .% .% .% .% .% .% .% .% 䪷⺳ ⿁撿 ⸊◲㎁ 槖ꛖ㎁㳄 Adidas 䐼㎁ 嫿㎁յ虜䏱㳒 NIKE 紇㎁ 嫿㎁յⷅ㶻 TOP⿁撿䄬㏜♷겜 PUMA 䐼㎁ 뀐全重◘յ嫿㎁ Skechers ORTUSEIGHT 紇㎁ ⷅ㶻 뀐全重◘ ⷅ㶻 SHIMANO UWINFLY 仼儗 ⷅ㶻 虜䏱㳒յ뀐全重◘ ⷅ㶻 AdidasNIKEDidoogltGYMPROYONEXPUMASkechersORTUSEIGHTSHIMANOUWINFLY •┱◘鲡ⲁ䢓㛚车┯⫂埫紇⿁撿ⶭ䩺╚㵗㏐⛤㎁ꡮ湳⺳㛻撿㞝AdidasյNIKEյYONEXյPUMA璡䄬㏜㏐⛤擲㍾㏇┱◘僗鰏 TMO嬼㴕: •㏇儗僖⿁撿槖ꛖ唚╈䐼㎁ꫤ僜眷⿁撿Adidas佭鲡ⲁ䢓㛚颂鷺氳⫦⫠⿁撿䄬㏜♷겜篑7.5%ն䪷⺳瑭◅⽰瑭└氳佭全舅紇㎁氳NIKE⽰全舅 냖氳䄬㏜阡⺎䈲ն⛙车┯䄬㏜♷겜╈䈲注㵒鰏⛦ꢝ▽Adidas㛚⪭⛸9╄⿁撿䄬㏜♷겜㏰儔飃鲋5%亍⿁撿⪍㏜☱僗鰏㛻儬⚢ն 飉氳Didoogltն◘孙⿁撿█僗┉㲋氳䄬㏜珒◂ⱱ⪭╈╈㎁⿁撿GYMPRO(Ⲏ朚鲡ⲁ辑朆荈㏇槖ꛖ唚╈⮇⮷⛤⮜瑭㍌⪭栍⛏յ ⿔ꚙ璡㳄榫⢹骱㵸♭⮽䇯嫚埢鲜ն ┱◘鲡ⲁ䢓㛚-䧝㎁㳄/㏐氳TOP⿁撿 ⷅ㶻 Adidas䐼㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 ORTUSEIGHTⷅ㶻.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Didooglt飉.% 飉 GYMPRO╈㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Adidas䐼㎁.% 嫿㎁ NIKE紇㎁.% UWINFLYⷅ㶻.% Adidas䐼㎁.% Anchi╈㎁.% 䔅阞.% 䔅阞.% 䔅阞.% 虜䏱㳒 Adidas䐼㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Aquaflask虜䏱㳒.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Skechers紇㎁.% 뀐全重◘ PUMA䐼㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Adidas䐼㎁.% 亍ⱶ㐕 ASICS仼儗.% NIKE紇㎁.% Adidas䐼㎁.% Owala紇㎁.% 䔅阞.% 䔅阞.% 䔅阞.% ┱◘鲡ⲁ䢓㛚-♯劲ꠑ ⷅ㶻䧝♯劲葶㍴⽰㎁㳄/㏐⮕⮇氳┱◘鲡ⲁ䢓㛚䄬㏜ꛖす겜 - - - - ♯- - 葶 ㍴ 劲- ⩕紇 - ( - - ) - - 뀐全重◘虜䏱㳒亍ⱶ㐕嫿㎁飉 %%%%.%%%%%%.%%%%%%.%% ⪠㎁ %.%% ┱◘鲡ⲁ䢓㛚䄬㏜丞⛮⢏⺸减╈⛦♯⛤◲⿁ն⪭╈♯劲㏇2-5紇⩕╯ꠑ氳◲⿁僄╙槖ꛖ顈昦▽䫙鲤25%氳ꛖす겜⪭埠佭5-10紇⩕氳◲⿁◲榟▽篑20% 氳ꛖす겜ն┘⺱㎁㳄寕顠縖㵒鲡ⲁ䢓㛚◲⿁氳♯劲䷨䚊䈲┘⺱ •뀐全重◘յ虜䏱㳒յ⽰嫿㎁鲹◙㎁㳄氳寕顠縖僄ꪂ浫♯劲㏇2-5紇⩕╯ꠑ氳◲⿁ն •ⷅ㶻⽰飉5-10紇⩕氳◲⿁ꛖす겜僄냖ն •亍ⱶ㐕⛼╙┉╄注㵒篺宁鱳氳㏐寕顠縖㏇20-50紇⩕鲹┉♯劲ꠑ氳◲⿁┕䤸⪍催㛢⹛何亍ⱶ㐕䄬㏜㵒╈냖珸鲡ⲁ䢓㛚◲⿁氳姳催㛻ն •⡬䐂嫱䙬氳佭㶽留50紇⩕♔┕氳╈냖♯◲⿁㏇丞⛮䄬㏜╈氳ⶭ奃鰏⛦⛙㏇ⷅ㶻յ뀐全重◘⽰嫿㎁鲹┉♯⛤氳◲⿁☱僗┉㲋氳䄬㏜姳ն 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷-䄬㏜鈺嘗 ┱◘⺨㎁氳䄬㏜♷겜 亍ⱶ㐕 阻㚷眷◲⿁ .% 뀐全重◘ .% ⷅ䈲㶻重◘ .% 嫿㎁ .% 飉 .% 虜䏱㳒 .% TMO嬼㴕: •☳⺨㎁䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷氳䄬㏜♷겜洇飉㏇Shopee⽰Lazada䇖⺐氳ꛖす겜ⶭ奃 僄냖ⶭ┱◘䄬㏜䔅ꛖす겜氳25.2%⪭埠佭飉21.1%ն 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷-篱⮇䄬㏜ ┱TM◘O寕嬼顠㴕縖䢓:㛚孨ⲁ氳⹇┚䈲鰏냖ն☳篱⮇⿁眷洇䢓㛚鲡ⲁ阻㚷蛈յ䵕㹿յ뀵车յ㑉ꙩյ帑冏鲡ⲁ璡阻㚷姳㶗╙侁蜷ⶭ䩺▽䄬㏜氳╚金♷겜飃鲋⪠䡗ն ⮇┘⺱㎁㳄洇 .% .% .%.% 6.5% 4% ⷅ䈲㶻重◘ .% 飉 .% .%.% 嫿㎁ 4.5% 1% •飉⽰亍ⱶ㐕ꢝ▽䢓㛚鲡ⲁ㲝⫂⢹骱氳姳█鰏╙伕沸ն⢹骱免㞝餶塠儬յ栍⛏阻㚷յⱱꄈ阪篮危璡㏇鲹┼╄㎁㳄█僗┘⟂氳ꛖす辑朆ꛖす겜ⶭ奃 ㏰飃鲋30%ն •ⷅ㶻┚⪭☽㎁㳄注奃杷眷鲡ⲁ㏇ⷅ㶻鰏埢鲜㶗⪭佭絢奓杷眷◲⿁䡗╙院䄬㏜氳续䑐眷泘ն鲹┚ⷅ㶻絢奓杷鲡ⲁ氳냖俋⹖曎㳢⮊注⪩ն •嫿㎁յ虜䏱㳒⽰뀐全重◘㏇鲹└╄㎁㳄䢓㛚鲡ⲁ阻㚷氳䄬㏜♷겜겅⩝⚝ⲡꪝ䅻伺侁㏰䫙鲤䡝飃鲋65%ն鲹辑伺䢓㛚孨ⲁ㏇鲹◙㎁㳄氳䇯嫚俋⹖┦寕顠縖㵒냖顏ꄈ䢓㛚阻㚷氳姳鰏㛻ն .% .% .% .% % 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷篱⮇䄬㏜ .% .% .%.% 虜䏱㳒 2.3% 1% 1.2%0% .% .% .% 6.0% 亍ⱶ㐕 1% .% .%.% 뀐全重◘ 1.9% 1% 䢓㛚鲡ⲁ阻㚷⢹骱免/阻㚷杷眷鲡ⲁ阻㚷姢┕鲡ⲁ阻㚷⪭☽ 䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷-TOP⿁撿 䪷⺳ ⿁撿 䢦㷯㎁㳄 GYMPRO(劲珀运动） ╈㎁ UWINFLY ⷅ㶻 TOP⿁撿䄬㏜♷겜 GYMPROUWINFLYYONEXSPEEDSAnchiSHIMANO BodimaxEXOTICMoltenDAIWA YONEX仼儗 .% .% .% .% .% .% .% .% .% .% Anchi SHIMANO ╈㎁ 仼儗 Bodimax 紇㎁ SPEEDSⷅ㶻 EXOTIC MoltenDAIWA ⷅ㶻 仼儗 仼儗 TMO嬼㴕: •䢓㛚鲡ⲁ&鲡ⲁ⢹骱阻㚷䄬㏜⿁撿╈䈲注㵒鰏⛦⯥ⶇ⿁撿╈㶉仰╄⿁撿氳䄬㏜♷겜飃鲋5%㵒◇亍⪪⿁撿縡銨鲹熨注㵒⮇丆氳䄬㏜劲㷀█䬠❠▽鲽 •뀵车⿁撿㏇篪┕ꛖす䡗簔┕辑朆狰㏇槖ꛖ⿁撿
