Facebook：2021DTC跨境电商白皮书（70页）.pdf

1、?DTC(Direct To Consumer)?Direct to Consumer?Direct-to-Consumer?“DTC”?DTC的优势日益明显，DTC不局限于单一的销售渠道，而是以消费者为终端，结合电商生态体系的各个环节来管理和扩大生意。?Facebook?Instagram?1.?2.DTC?3.DTC?4.DTC?5.DTC?1.2020?$4.29?2019?24.1%?$4.29?Statista 2021EShopWorld?4?77%?3100%100%177%209%April 2019 April 2020May 2019May 2020?5?4?109%77%

2、?111%2020?1.12?240%?1?Global COVID19:The impact on Cross-Border Ecommerce?2020?5?2?2）中国政府网（http:/ 年；3?WWD?U.S Brands With International Reach Are Winning E-commerce?2020?5?2020?$180.39$96.86$73.80$794.50$110.60$141.26$55.35?2020?(?)?Global Ecommerce 2020.eMarketer.June 2020?Emarketer?“D2C?2020?”?202

3、1?2?“?”?2021?2?“?”?2020?10?$77$112$129$151$17524.9%45.5%15.9%16.9%15.7%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%$0$20$40$60$80$100$120$140$160$180$20020192020202120222023?(DTC)?10?2020?2026?(CARG)?28%?52%?20%?DTC?2.DTC?Z?1.3.2.?1980-1994?Z?1995?“Coronavirus Research April 2020”by Globa

4、lWebindex(online survey of people in US),Mar 31-Apr 2,2020DTC?182%?Z?78%14?&18?&Z?47%Criteo2019?eMarketer,Sustainability Is Factoring into 2019 Holiday Purchases,Oct 2019DTC?250%+35%?Facebook companyDTC?1?2?3?4?DTC?3?“Facebook Seasonal Holidays Study by YouGov(Facebook-commissioned online study of 3

5、,046 people aged 18+).US data only.2 Dec to 24 Dec 2019.?DTC?5DTC?3.$53$62$33$25$36$44$16$13$6$7$4$-$10$20$30$40$50$60$70?2020?年复合增长率(2015-2020)14.8%3.7%20.7%23.8%17.9%23.9%19.1%13.3%20.5%25.9%11.1%?10?Euromonitor?”?/?/?/?/?/?2020“?2021?4?Statista?”?2020“?2021?4?3.13.23.33.4?3.1$26$30$2$31$30$2$36$3

6、3$3$41$36$4$48$37$4$53$36$6 15%3.7%20.7%0%5%10%15%20%25%$-$10$20$30$40$50$60北美西欧东欧?2015201620172018201920202015-2020年电子商务市场规模CAGR(%)55%?(以10亿计的销售额)?Euromonitor?“?/?2020”?2021?4?“?8?5?”?2021?$22$17$4$9$3$1$19$3$1$3$14$0$-$5$10$15$20$25北美西欧东欧2020?(以10亿计的销售额)?Euromonitor?“?/?2020”?2021?4?17.2%11.6%21.4