CTC：2023年电子商务假日购物季营销策略的4个高峰（英文版）（29页）.pdf

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1、As we look forward to theFourth Peakof the year,BFCM/Holiday 2023,its tempting to think the work is almost done and youve almost reached the summit of this years journey.While there is some truth to that,heres what you need to understand to win Holiday 2023:The Black Friday peak within the yearly ma

2、rketing calendar is really better thought of asfour separate mini-peaks.Maximizing your Q4 outcome is contingent upon your ability to master each of the 4 mini-peaks within the 4th peak.行业报告资源群行业报告资源群1.进群福利：进群即领万份行业研究、管理方案及其他学习资源，直接打包下载2.每日分享：6份行研精选报告、3个行业主题3.报告查找：群里直接咨询，免费协助查找4.严禁广告：仅限行业报告交流，禁止一切无关

3、信息知识星球 行业与管理资源知识星球 行业与管理资源专业知识社群：每月分享8000+份行业研究报告、商业计划、市场研究、企业运营及咨询管理方案等，涵盖科技、金融、教育、互联网、房地产、生物制药、医疗健康等；已成为投资、产业研究、企业运营、价值传播等工作助手。微信扫码，长期有效微信扫码，长期有效微信扫码，行研无忧微信扫码，行研无忧免责申明：1.本内容非原报告内容;2.报告来源互联网公开数据；如侵权请联系客服微信，第一时间清理；3.报告仅限社群个人学习，如需它用请联系版权方；4.如有其他疑问请联系微信2The Setup Over the course of this year,weve been

4、 closely tracking against one of the most important macro trends within our broader data set of DTC Ecommerce brands.The data indicates that brands realized the value from their 2020 new customer growth over the course of 2021-2022,with flat new customer growth during that time period.3Or,to say it

5、another way,brands filled their sponge full of new customers during 2020,and then squeezed the sponge over the course of 2021-2022,meaning revenue over that period was heavily propped up by Returning Customers.The big issue here:In Q1 2023,we saw the lowest YoY Growth in Returning customers weve see

6、n in the past 4 years.Case in point,Q1 2023 is+5%YoY,while Q1 2022 was+38%YoY.Meaning brands Existing Customer Rev base has fallen off of a cliff.4And we saw this trend continue through Q2 as well.So if Returning Customers are flat,any growth brands want to realize must come from their New Customer