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1、?C O N F I D E N T I A L&P R O P R I E T A R Y 2?Part?1?Part?2?Part?3?2022?Part?4?Part?5?务?Part?6?TikTok?TikTok?Part?7?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 3C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y C O N F I D E N T I A L&P R O P R I

2、 E T A R Y 4Source:?World?Bank,?2021?;?US?2021?Census?Bureau?Factsheet?7,001?20?10%?GDP?务?2001?2015?50%?2023?30%?15%?30%?5.5%4.8%4.5%1.4%美国中国英国泰国4.7%2.5%1.2%1.0%美国英国泰国中国$10,918$12,167$12,647$13,920$7,189$7,233$6,909$7,298 2020202120222023(F)全球泰国C O N F I D E N T I A L&P R O P R I E T A R Y 5?莲?2023?

3、1,100?28%?务?Source:?World?Bank,?2021;?Thailand?Central?Bank?2022?告?2022?2,500?C O N F I D E N T I A L&P R O P R I E T A R Y?6?40.9?5%9%6%9%13%14%16%14%14%0-45-1213-1718-2425-3435-4445-5455-6465+?务?48.6?43.6?31.1?28.7?65?Source:?World?Bank,?2021?38.4?务?16%31%2023206068%56%20232060C O N F I D E N T I

4、A L&P R O P R I E T A R Y 7?络?1000?13%?务?33%30%14%10%7%5%?69%?务?Source:?National?Statistical?Office,?Numbers?of?population?from?Registration?TH,?2021?88%?93%?2022?2565?C O N F I D E N T I A L&P R O P R I E T A R Y 8?1234?GDP?导?2022?69%?务?C O N F I D E N T I A L&P R O P R I E T A R Y 9C O N F I D E N

5、 T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 10?6,120?2023?85%?务?1.012?纸?2023?141%?务?5,225?2023?72%?务?8?6?2023?Source:?KEPIOS,?2022?;?Nielsen?2021,?datareportal.?2023?vs.?6?41?确?15%?C O N F I D E N T I A L&P R O P R I E T A R Y 11C O N F I D E N T I A L&P R O P R I E

6、T A R Y?2022?模?Source:?SPEEDTEST,?2021;?OPENSIGNAL,?2021;?KEPIOS,?2022?;?eMarketer?2022?;?S&P?Market?Intelligence?2022,?datareportal.?2023+20%+18.7%?2023?12?2023?12?/?+22.2%?+38.0%98.8%?52%84%85%94%泰国美国中国日本?愿?C O N F I D E N T I A L&P R O P R I E T A R Y?94.3%?36.7%?19.4%?Vlog58.0%?52.1%?48%8%38%6%已

7、经出现1 年内1-3 年内3 年后?68%44%?/?/?Source:?eMarketer,?The?Global?Media?Intelligence?Report?2021;?Datareportal,?2021;?GWI,?2022?;?Statista?2022?;?Bain?&?Company?20215.243.462.010.51手机桌面电脑/笔记本/平板电脑广播电视广播电台?40%?2020?36%?+20%?(OTT)?OTT?14?C O N F I D E N T I A L&P R O P R I E T A R Y 13%14%16%28%29%37%在社交媒体上向

8、品牌咨询问题在社交媒体上分享品牌发布的内容在社交媒体上点击推广/赞助内容访问品牌的社交媒体页在社交媒体上观看品牌制作的视频在社交媒体上关注品牌/给品牌点赞13?16-64?93.3%92.8%68.7%53.1%79.6%Source:?eMarketer,?The?Global?Media?Intelligence?Report?2021;?Datareportal,?2021;?GWI,?2022泰国全球平均用时美国中国英国日本2?59?2?24?2?03?1?57?1?48?51?2022?72%?1?35%?3?75%?C O N F I D E N T I A L&P R O P R

9、 I E T A R Y 14?1234?C O N F I D E N T I A L&P R O P R I E T A R Y 15C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y?2030?90%?11?70%?30?务?20%?2030?40%?告?#1?#3?#4?Source:?McKinsey?2021;?Bangkok?Post?2021#5?#6?#2?牌?18C O N F I D E N T I A L&P R O P R I E T A

10、 R Y 17?3?1.46?莲?3?3.1?2023?2022?1.02%?务?30%?24%?21%?Source:?McKinsey?2021?;?Bangkok?Post?2021?;?GWI?2022?64%?61%?/?45%C O N F I D E N T I A L&P R O P R I E T A R Y 1840%?60?60?20%?牌?务?57%70%73%58%婴儿潮一代X 世代Y 世代Z 世代Source:?McKinsey?2021;?Bangkok?Post?2021;?Ministry?of?Digital?Economy?and?Society?Thai

11、land?2021?2020?92%87%85%85%85%泰国印度尼西亚印度巴西南非C O N F I D E N T I A L&P R O P R I E T A R Y 19?去?97%?52%?2021?确?Z?Y?够?37%?Source:?GWI?2022;?Statista?2021-2022;?Wunderman?Thompson?202228%?24%?88%86%84%泰国印度中国C O N F I D E N T I A L&P R O P R I E T A R Y 20?Source:?GWI?2022;?Statista?2021-2022;?Mintel?202

12、2?880?800?务?务?务?81%?75%?C O N F I D E N T I A L&P R O P R I E T A R Y 21?-?Z?-?83%?vs.?务?71%4/5?60%?Source:?Wunderman?Thompson?2022;?Mintel?2022?/?C O N F I D E N T I A L&P R O P R I E T A R Y 22?Source:?GWI?2021;?Source:?TikTok?commissioned?study?on?consumer?lifestyles?and?behaviors?among?n=1,669?T

13、hais?in?Thailand,?Dec?2021?曼谷依善无线电广播36%29%广播电视76%66%移动设备的线上媒体97%96%?5?21?1?51?3.5?2800?TikTok?1.3?34%?TikTok?务?TikTok?1.2?络?络?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 23?1234?/?5C O N F I D E N T I A L&P R O P R I E T A R Y 24C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N

14、T I A L&P R O P R I E T A R Y 25?12?2025?13%?2022?vs?2023?2022?4?93%Source:?WARC,?2022;?Bangkok?Post,?2023?;?Statista?2023?;?PwC?Global?Consumer?Insights?Pulse?Survey?2021?;?Wunderman?Thompson?2022?;?KrungsriResearch?2021?60%?vs.?48%+10%?vs.?6%?7%84%77%?vs.?2021?15?63.4?51.4?39.8?14?/?/?DIY直销超市杂货店便利

15、店大型超市药妆店电商28%9%0%0%-4%-6%-8%C O N F I D E N T I A L&P R O P R I E T A R Y?Source:?WARC,?2022;?Statista,?2022?;?Wunderman?Thompson?2022?;?iKala2021?！?筒尊?+37%2020?2022?57?82%?务?61%?#1?44%#2?34%#3?33%#4?32%#5?30%?69%?54%25%5%2%14%17?/?17%47%19%10%6%3?3-5?6-7?8-14?40?14?16?41?C O N F I D E N T I A L&P R

16、 O P R I E T A R Y 27?社?LINE?社?#1?54-59%?#2?41-48%?#3?31-33%社?95%90%88%86%77%74%66%泰国巴西印度中国美国英国日本?模?Source:?WARC,2022;?Statista,?2021;?Wunderman?Thompson?2022;?iKala?202177%务?75%?74%?-?社?-?务?-?52%?70%?67%?62%?50%?C O N F I D E N T I A L&P R O P R I E T A R Y 28?2023?3,200?PC?Source:?Newzoo,?2022;?St

17、atista?20232023?32.119.117.8手游玩家主机游戏玩家PC 端游戏玩家?95%?84%?PC?69%?(+3%)?PC?+12%?PC?+5%?20%?3%?14%?9%?34%?20%?C O N F I D E N T I A L&P R O P R I E T A R Y 55%41%4%1%花费 1-4 小时花费低于 1 小时花费 5-6 小时花费 8 小时以上29?2022-2027?CAGR?7.83%?2027?18.6?2021?42%?Source:?Newzoo,?2022;?Statista?2022;?Wunderman?Thompson?2022

18、;?i-dac?Bangkok?survey?2021?80%82%51%48%64%63%泰国中国日本英国美国巴西95%?46%?237?65?ARPU?50%6%5%40%一天玩 1-3 次一天玩 6 次以上一天玩 4-5 次偶尔玩一下?4?50%22%16%2%11%每天每周 3-6 天每周 1-2 天每月 1-2 次每月不超过 1 次?C O N F I D E N T I A L&P R O P R I E T A R Y 30?务?Source:?Newzoo,?2022;?i-dac?Bangkok?Survey?2021?42%?1-3?2?IAP?告?IAA?#1?莲?42%

19、?#2?36%?#3?MOBA?35%?#4?34%?#5?29%?25%?4?3?模?模?IAP?IAA?21%?务?10%?2%?Piggy?Go2022?11?132?2022?7?Race?Master?3D2022?234?2022?7?C O N F I D E N T I A L&P R O P R I E T A R Y 31?2022?2022?务?2027?43.6?的?41%40%19%支出增加维持不变支出降低?2021-2023?Source:?Statista,?2022;?Euromonitor?International,?2021?;?Mintel?2021?;

20、?Bangkok?Post?2022?莲?2027?43.6?2022?#1?务?#2?#3?纸?务?67%16%11%6%个护产品护肤品化妆品香氛C O N F I D E N T I A L&P R O P R I E T A R Y 32?务?务?务?的?Source:?Statista,?2022;?Mintel?2022;?Bain?2022?51%?34%?务?28%46%?#1?23%#2?17%#3?/?12%?-?-?C O N F I D E N T I A L&P R O P R I E T A R Y 332020?2023?务?2027?43.6?的?1,800?1,

21、200?Source:?Statista,?2022;?Rakuten?Insight?2021?42%?52%?40%?28%39%21%?87%?务?25%?85%?务?25%?53%60%61%65%泰国印度尼西亚越南马来西亚?(2022)?C O N F I D E N T I A L&P R O P R I E T A R Y?Source:?GWI,2022;?Statista,?20223C?2023?2019?2023?3462.5%?2?2?告?2022?(?%)50%?够?2023?2021?3C?56%?65%?/?98%?82%?64%?47%25%23%22%20%1

22、9%19%18%15%14%13%11%三星LG松下Apple日立夏普索尼东芝GooglePhilips小米华为2023?19791543642103851计算机游戏设备电话电视、广播和多媒体电视周边设备C O N F I D E N T I A L&P R O P R I E T A R Y Source:?GWI,?2021;?Statista,?202235?20%?10?33.3%?4-10?21.3%?10?2021?32.50%28.10%18.90%15.20%11.30%8.80%SamsungiPhoneOppoVivoHuaweiXiaomi?70%iOS?30%:?12?

23、/?54.3%?56.6%?愿?37.4%?:?务?83.5%?87.8%?88.6%?89%?3CC O N F I D E N T I A L&P R O P R I E T A R Y 362022?5G?Source:?GWI,?2022;?Yozoo,?2022?2021?5G?19%5G?4.3/105G?13%?3.5/10?11%?2.3/10?220?200?2021?5G?:?5G?5G?43%?42%26%?:?8%?17%?去?3-6?纸10%?3-6?/?28%?22%?/?5G?3CC O N F I D E N T I A L&P R O P R I E T A

24、R Y 37?(2022)?28?(2022-2026)9%?CAGR?(2022)?6400?IAP(2022)?15?(2022)?12?(2022)?27?2961871439988565645232213111087照片与视频实用工具娱乐音乐社交网络效率提升生活方式教育健康与健身商务理财图书与参考资源天气运动导航?2022?7?48.5%51.5%AppleGoogle?No.?1#12?#14?2021?10.87?Source:?data.ai,?2021;?Statista,?2022C O N F I D E N T I A L&P R O P R I E T A R Y#1#

25、2#3#4#5#6#7#8#9#1038?2020?75%?务?59%?18-24?75%?59%?/?69%?33%?62%?/?叙58%?/?50%?/?37%?/?25%?#?#Source:?GWI,?2021;?Statista,?2022;Data.ai2022?2022?LINETikTokFacebookBIGO LIVEZEPETOLysnVibieMliveLINE PLAYLitmatch?务?Metaverse?TikTokFacebookFacebook MessengerInstagramLINETwitterPinterestBIGO LIVELitmatchDi

26、scordC O N F I D E N T I A L&P R O P R I E T A R Y 39Source:?data.ai,?2021;?GWI,?2021;?Statista,?2022?16-64?/?31%16-64?29%?+95%?2022?1?2023?2022?53%?:?尽?务?务?！?告?#1?Wallet?by?Truemoney#2?K?PLUS#3?KTB?netbank#4?SCB?EASY#5?MyMo by?GSB#1?TradingView#2?FIN#3?Money?Lover#4?Crypto?Tab?Farm:?Digital?Gold#5?

27、I?/?16-64?5?1,900?+141%?2022?1?2023?C O N F I D E N T I A L&P R O P R I E T A R Y 4012345?告?PC?务?的?2021?5G?C O N F I D E N T I A L&P R O P R I E T A R Y 41C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 2024?1?1?1?2?1?2?TikTok?宋?务?宋?2?10?8?12?9?寺 9?寺?9?9?9

28、?9?9?10?31?12?25?宋 12?吉?4?13-15?吉?2?14?5?务?10?1-10?5?17?(Gin?Jay)?宋 9?吉?10?5?1?5?1?11?15?11?11?11?11?11?11?莲?寺 11?12?5?12?寺 11?Lazada?尼?寺 12?9?9?9?Mega?Sales?43?Mega?Sales?9?9?10?10?11?11?11?24?11?27?12?25?1?1?9?10?11?12?1?9101112112?12?43Mega?Sales?68%?TikTok?Toluna?4,500?TikTok?Mega?Sales?2023?Tik

29、Tok?够?50?Mega?Sales?53%?47%?32%?30%?42%?/?44C O N F I D E N T I A L&P R O P R I E T A R Y?Mega?Sales?TikTok?Mega?Sales?81%?TikTok?Toluna?4,500?TikTok?Mega?Sales?2023?TikTok?Mega?Sales?89?TikTok?TikTok?97%?+58+40%?40?(BAU)?TikTok?Shop?(ROAS)?2?34%?6/10?32%?34%?TikTok?Boston?Consulting?Group?(Future?o

30、f?Commerce)?2022?4?资?85%?务?51%?36%?46?TikTok?Boston?Consulting?Group?(Future?of?Commerce)?2022?4?资?77%2/3?2025?1?47?C O N F I D E N T I A L&P R O P R I E T A R Y C O N F I D E N T I A L&P R O P R I E T A R Y 48TikTok?Mega Sales?2-5?7-14?7-14?粉?纸?TopView?11?SparkAds?C O N F I D E N T I A L&P R O P R

31、I E T A R Y?务?58%?TikTok?2021?Source:?TikTok?commissioned?study?among?305?TikTok?users?in?Thailand,?Sep?TikTok?TikTok?3.2?47%?TikTok?1.6?2.5?2.1?1.2?C O N F I D E N T I A L&P R O P R I E T A R Y Source:?TikTok?internal?data?Mar-Apr?2021?TikTok?9.8?#?300?#?400?#?200?#?300?#?去?3800?#?1.84?#Songkran?15

32、00?#?6600?#?82.3?#?3500?#?600?#?Mario?2500?C O N F I D E N T I A L&P R O P R I E T A R Y 51?-?-?-?纸?-?-?-?-?-?-?-?-?TikTok?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y?务?52?告?59%62%58%60%东南亚泰国TikTok 用户社交媒体用户Source:?TikTok?commissioned?survey?among?TikTok?and?Social?Media?users,?who?shopped?d

33、uring?2020?sales?season,?March?2021TikTok?users?in?SEA,?n=1,815Social?media?users?in?SEA,?n=3,290?700?TikTok?600?#2023?2023?1.111?#Christmas?2,020?#merrychristmas?299?#christmas2023?2023?62?C O N F I D E N T I A L&P R O P R I E T A R Y 53C O N F I D E N T I A L&P R O P R I E T A R Y 2023?TikTok?Sour

34、ce:?TikTok?internal?data,2023C O N F I D E N T I A L&P R O P R I E T A R Y C O N F I D E N T I A L&P R O P R I E T A R Y C O N F I D E N T I A L&P R O P R I E T A R Y 54?/?Source:?TikTok?commissioned?study?among?338?TikTok?users?in?Thailand,?Sep?2021?/?对?72%?TikTok?71%?TikTok?44%?TikTok?TikTok?2.75?

35、66%?TikTok?TikTok?1.35?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 务?55?务?务?TikTok?务?#?2.89?#2022?2022?7900?#?1900?Source:?TikTok?internal?data,?Jan-May?2022TikTok?社?TikTok?2.?1.?3.?3?C O N F I D E N T I A L&P R O P R I E T A R Y 56?1234?TikTok?TikTok?告?务?TikTok?Mega Sales?C O N F I D E N T

36、 I A L&P R O P R I E T A R Y 57C O N F I D E N T I A L&P R O P R I E T A R Y?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 58?TikTok?Source:?GlobalWebIndex,?Thailand?TikTok?Users,?Q4?2021?-Q1?2022,?n=6585;?TikTok?commissioned?study?on?n=720?TikTok?users?and?non-users?consumption?and?behavior?

37、in?TH,?Feb?2022?TikTok?5?71%?/?57%?/?50%?32%?对?31%?TikTok?250-500?TikTok?3.6?3.6?C O N F I D E N T I A L&P R O P R I E T A R Y?TikTok?Source:?TikTok?internal?data,?TH?,?July?2022?July?2023?+130%?+164%?+124%?+214%?+135%?+125%?+109%?+111%?DIY?C O N F I D E N T I A L&P R O P R I E T A R Y 60?TikTok?Sou

38、rce:?TikTok Internal Data,Jan?2023?Oct?2023?#TikTok?13?#?32?#?19?190?#?4.63?#?4.19?#?3.26?#?1.85?#?1.68?16?180?Vaseline?#?13?#TikToklooks?TikTok?6.84?#skincare?2.15?#TikTokBeauty?TikTok?3.35?30?够?#?24?#?19?#?11?C O N F I D E N T I A L&P R O P R I E T A R Y 61?1234?TikTok?250-500?TikTok?3.6?务?60%?Tik

39、Tok?TikTok?TikTok?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 62C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 1.?模?务?2.?务?3.?63?去?安?务?C O N F I D E N T I A L&P R O P R I E T A R Y 64?1?3?2?3?TopView?BGM?TikTok?Branded Effect?务?TikTok?务?务?C O N F

40、 I D E N T I A L&P R O P R I E T A R Y 65?TikTok?务?2021?TikTok?TikTok?Spark?Ads?UGC?莲?TikTok?Campaign?TikTok?900?Campaign?130%?83%?Tip:?务?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 66?/?Source:?TikTokMarketingScienceGlobal CreatorsLikeMeStudy(Thailand)2021conductedbyHotspex;Top?1000?TikTok

41、?Influencers?In?Thailand,?Jun?2022?(https:/ O N F I D E N T I A L&P R O P R I E T A R Y 67?宣?导?TikTok?务?TOA?4?Seasons?TikTok?64%?TikTok?TikTok?TikTokSource:?TikTokSEATheJoyFactorStudy(2021)Campaign 务?benchmark?C O N F I D E N T I A L&P R O P R I E T A R Y 68Key Takeaways123?务?3?TikTok?务?TikTok?45C O N F I D E N T I A L&P R O P R I E T A R Y