DTC出海白皮书2.0品牌经营宝典

2023.092㖈侨㶶⻊欰崞굷鸟〄㾝涸➚㣔DTCㅷ晥ⴀ嵳偽毟僽务㕂⟱⚌㼊宠㟞Ɤ灶㽷涸Ⱒꝶ䧶䕶务㕂ⴀ嵳⟱⚌⣜䩯䔂㣐涸⣘䎾Ꝇ⠏⸷㥵⡦鸑鵂䲿⼮荈魧❡ㅷ♸剪⸉腊⸂㖈Ⰼ椕䋑㖞务鄄刿䎛岌涸嶊餩罏䨾䱹「㥵⡦鸑鵂DTCㅷ晥ⴀ嵳䲿⼮ㅷ晥䕧ㆇ⸂ㄤ鳹霋䏞䋞劅շDTCⴀ嵳ㅷ晥涯淼⛼2.0
-ㅷ晥蠒Ꝉ㹈Ⱙո腊㢿絛刿㢴涸务㕂ⴀ嵳⟱⚌䲿⣘瘻殜⿬罌♸㹊騨騟䖈涸⦶ꊹկ勚紱㧙굷⛼帿霿꧋㔙Ꝉ㈒ⶰ䚪鄪Ⱟ歏㉁ㅷ晥✲⚌鿈餏餓➃鵳Ⰶ
2023
䎃ㅷ晥僤椕溏ⵌ馊勻馊㢴涸ㅷ晥㖈Ⰼ椕⻊鵳玐务刿鵳♧姿㖑ꅾ錠ㅷ晥⻊㖈䭯絯❡ㅷ⸂涸ず傞⦶⸔侨㶶⻊ծ欽䨪鵘蠒ㄤⰻ㺂瘝䩛媯♶倗䲿⼮ㅷ晥䒊霃涸腊⸂կ侮⡤罜鎊务㕂ㅷ晥Ⰼ椕⻊⣜搬㢅✵傍劍꣌媯告䊺絑➢雩濼꣌媯鵳Ⰶ遤⸓꣌媯䧮⟌⛲溏ⵌ➢䧭擿ㅷ晥ⵌ倝Ꝙㅷ晥鿪㖈Ⱖ务⨞ⴀ✫霽㢴瑲灶䚍涸㽂霚կず傞鵯⟧涯淼⛼⛲絛务㕂ㅷ晥Ⰼ椕⻊涸匬䒊䲿⣘✫剣渤涸⿬罌♸⦶ꊹկ劢勻ㅷ晥僤椕⛲⠔䭯絯♸⠑⠶⟌♧ず䲀⸓务㕂ㅷ晥Ⰼ椕⻊կ饆宕ꝓㅷ晥僤椕Brandstar ⴯㨤➃ⰯCEO3梡㖈㕂ⰻ䋑㖞⽷嵳㢪䋑㖞⛲⽷䨾⟄⨞DTC⛲䊺絑ⵌ✫銳⨞礵絈⻊涸꣌媯⺫ゎ緸餝獴⸓⻊ծⰻ㺂⴯䠑ծ暟崨剪⸉ծ露鎊俒⻊鿪銳⨞涸刿⸈劥㕼⻊կ搬た㖈鵯⚡鵂玐务䧮⟌⛲〳⟄溏ⵌ⽁㹻鿪僽㢴勵艙饥騟DTC+㢴庈麤䊺絑䧭⚹✫㛇炄⨞Ⰼ庈麤䋒㽷♸侨研ծꝆ騟涸䩧鸑䧭⚹♴♧姿կ剎䊫Morketing&ibrandi⴯㨤➃ⰯCEO騗㞯歏㉁鵛䎃勻㖈㕂꣢䋑㖞⸷㥵灶畾㽍Ⱖ僽务㕂⠛絡涸ㅷ晥⟱⚌⛲鷶幯ꅾ錠杝用畀ⴀ嵳կ㖈〳곫錛涸劢勻杝用畀㼜僽务㕂❡ㅷ溫姻饥ぢⰌ椕嶊餩䋑㖞涸ⵄ㐼♶➑➑僽⣜䩯侨㶶⻊䩛媯㹊梡❡ㅷ♸嶊餩罏⛓ꢂ涸湬䱹翫禹刿僽劢勻㹊梡⟱⚌⚡䚍⻊㹁ⵖ⻊鲮㘗涸ꅾ銳庈麤⛓♧կ齠䐀歑帿㖕䋑騗㞯歏㶩㉁⸉⼸⠔灇瑕ꤎ猽⛼ꟋINDEX 湡䔶雩霋DTC垷䒭5-1101倝嶊餩馋⸷♴DTCㅷ晥涸䎾㼆12-2302⚥㕂ⴀ嵳DTC〄㾝梡朐24-3003DTCㅷ晥絑蠒䭷⽂31-5804雩霋DTC垷䒭01DTCㅷ晥刿㢴➿邍✫㼆✵ㅷ晥♸嶊餩罏Ⱒ禹涸絑蠒椚䙁罜♶僽♧猫ㅷ晥㾩䚍Source: Meet Intelligence6历⛎僽DTCㅷ晥♧猫絗鵂䪠〄ծꨪ㈒ծ䎂〵瘝务ꢂ梠蒜ㅷ晥/⽁㹻湬䱹鸑鵂杝用涸絁♳庈麤杝用畀/荈䒊畀㼜㉁ㅷ䧴剪⸉湬䱹Ꝉ㈒絛絊畮嶊餩罏涸㉁⚌垷䒭Ø⠛絡ㅷ晥絑蠒䙼騟ØDTCㅷ晥絑蠒䙼騟Ⱒ✵DTCㅷ晥㶸㖈涸齡❈霴⼓ㅷ晥絑Ꝉ㉁庈麤㉁嶊餩罏ㅷ晥嶊餩罏霴⼓1DTC=ㅷ晥㸽緸ㅷ晥㸽緸僽DTC㾝爙ㅷ晥涸庈麤⛓♧霴⼓2
DTC=ⴲ⴯ㅷ晥DTCㅷ晥僽♧猫♸嶊餩罏㼆霢涸䔂絑蠒椚䙁䎇ꬋ䨾剣涸ⴲ⴯ㅷ晥鿪僽DTCㅷ晥霴⼓3
DTC=絁♳
Onlyꤑ✫㸽緸㢪DTCㅷ晥鵮〳⟄㖈歏㉁䎂〵絁♴꡶䏅瘝庈麤Ꝉ㈒䎇♶➑ꣳ✵絁副⾎絑㢴䎃涸封㾝DTC垷䒭䊺絑䕎䧭✫♧㹁涸⸷腊Source: 36Kr, PipeCandy, Bain, Meet Intelligence7蟟蔠劍旘〄劍䧭擿劍(2007-2013)(2013-2020)(2020-荛➚)獴⸓匹翫緸崨ꆀ紤ⵄ旘〄ծShopify瘝痦♲倰䒊畀䊨Ⱘ䄕饰ծ歏㉁佅➰♸暟崨ꂁ㤛⡤禹〄㾝⸈鸟ծ餴劥Ⰶ㽷瘝㢴猫㔔稇涸䕧ㆇ♴⻌繠䋑㖞꧋务嶑梡✫㣐ꆀDTCㅷ晥匹翫緸涸䘯鸟〄㾝꣭⡛✫ㅷ晥⚺♸嶊餩罏鍘緸涸꡶地侨㶶⾲欰ㅷ晥鵯呋涸㉁⚌垷䒭Ⱘ㢊✫䧭㘗涸㛇炄氋䞔㼋荝絁♳⻊鲮㘗ず傞⛲ⱄ妃䲀⸓✫侨㶶⾲欰DTCㅷ晥涸〄㾝կず傞割㼱⠛絡嶊餩ㅷㅷ晥⛲Ⱒ岤ⵌ✫DTC⚌⸉垷䒭絛ㅷ晥䲿⣘痦✳㟞Ɤ刼絁涸劼⠔紹紹䋒㽷DTC垷䒭500+鵂⿡涸12䎃ꅽ繠㕂霣欰涸DTCㅷ晥15鵂⿡涸5䎃ꅽ繠肅♳䋑涸DTCㅷ晥侨ꆀⰌ椕薴㔵ⰻ傞㼿嶊餩ㄤ㹻㾀欽ㅷ僽DTCㅷ晥剒꧋务涸㣐饋麤Source: GoodSpy, Meet Intelligence8⻌繠㖑⼓妍崍㖑⼓⚎⽂❇㖑⼓35%25%13%12%8%6%1%傞㼿嶊餩㾀㹻欽ㅷ欰崞倰䒭繠㺂傈⻊嶊餩歏㶩鵘⸓䨪㢪㹻欽歏㐼34%26%12%11%11%6%1%傞㼿嶊餩㾀㹻欽ㅷ欰崞倰䒭繠㺂傈⻊嶊餩歏㶩鵘⸓䨪㢪㹻欽歏㐼33%24%13%12%11%5%2%傞㼿嶊餩㾀㹻欽ㅷ嶊餩歏㶩繠㺂傈⻊欰崞倰䒭鵘⸓䨪㢪㹻欽歏㐼% = 霪ㅷ碫DTC緸畀䎛デ䫏佞錞垷/ 䨾剣DTC緸畀䎛デ䫏佞錞垷禹絡䚍㖑鸑鵂❀㣐霉⠮䭷叻涸䪊䲽罌㻋♶ず嶊餩ㅷ饋麤㼆DTC垷䒭涸Ⱟ㺂䏞Source: 湱ⰢⰖ぀餒䫣, Shopify, Euromonitor, SimilarWeb, FCC, FDA, Meet Intelligence9DTC垷䒭Ⱟ㺂䏞/䧭擿䏞倝ㅷ晥㽂霚䠑䡦䏞⴯倝崞⸂♸䋑㖞䱹「䏞杝用畀⡤ꆀ⿺倝㟞鸟䏞㣢鿈ㅷ晥䋑㖞꧋务䏞䋑㖞鵳Ⰶ㠗㘠⚚呔玐䏞霉⠮嶊餩罏㖈餝✈霪ㅷ碫傞㼆✵倝ㅷ晥涸㽂倝ㄤ䱹「䠑䡦䏞⺫䭍ㅷ碫㽂倝䧭劥ծㅷ晥鲮⻊䧭劥ծ欰䙖勲綜瘝㔔稇霉⠮霪ㅷ碫䋑㖞♳♴康㼆✵❡ㅷ䪮助ծ锐䙁」ꬠծ霃雦䙼騟瘝倰꬗⴯倝崞⸂⿺嶊餩䋑㖞㼆⴯倝涸➰餩䠑䡦霉⠮暵㹁傞ꢂ媯㖈㣢鿈䒊畀䎂〵♳霪ㅷ碫杝用畀涸㶸ꆀ⿺㟞Ɤ鸟䏞霉⠮霪ㅷ碫涸㣢鿈ㅷ晥䔲♴涸䋑㖞⽑剣邍梡⟄⿺䋑⽑桧」⻊䞔ⲃ繠㕂䋑㖞/遤⚌港盗鿈꡶㼆✵霪ㅷ碫涸鵳Ⰶꣳⵖ䧴餴呔雩霆劼ⵖ涸⚚呔玐䏞䠑䡦䏞넞DTCㅷ晥幷鷳瑟ꢂ㣐⴯倝崞⸂넞DTCㅷ晥〄㾝悶⸂㣐㶸ꆀ⿺㟞ꆀ㣐DTCㅷ晥Ꝉ㈒〳腊䚍넞㣢鿈ㅷ晥䋑⽑⡛DTCㅷ晥畊✰ꦼ䏞⡛鵳Ⰶ㠗㘠㼱DTCㅷ晥鵳Ⰶ劼⠔㣐⟄⻌繠䋑㖞⚹⢾♶ず涸絈ⴔㅷ碫饋麤㼆DTCㅷ晥涸Ⱟ㺂䏞剣䨾䊵䒗Source: Meet Intelligence 10DTC玐䏞⡛DTC玐䏞넞DTC玐䏞⡛DTC玐䏞넞傞㼿嶊餩傞㼿㥎鄳傞㼿歑鄳㶲㮰留剪껑棟㹈ꂁ껑㾀㹻欽ㅷ佐紵欽Ⱘ㹻㾀鄳껑㹻紼䎯ㅷ㔩蒌欽ㅷ㹻Ⱘ欰崞倰䒭獴⸓⸅Ⱆ假遤欽ㅷ綁蒀ⴀ遤⨴䐀⥂⨴㹍暟欽ㅷ繠㺂傈⻊䕙㥿䫡肌䫡〄繠㺂傈⻊繠㺂㐼唒⚡䫡䊨Ⱘ嶊餩歏㶩䩛劼䩛劼ꂁ⟝羭劼兰腊瑬䨥⯎歏⪰腊䶑䕧䶑⫸䨪㢪鵘⸓䨪㢪欽ㅷ鵘⸓剪껑鵘⸓㐼唒㹻欽歏㐼㣐㹻歏幡峇㼭㹻歏⾾䨻㼭㹻歏兰腊㹻㾀䕧갉歏㐼userid:206478,docid:140899,date:2023-09-19,sgpjbg.comぐ㣐饋麤➿邍䚍涸DTCㅷ晥Source: Ⱆ䒓餴俱, Meet Intelligence11傞㼿嶊餩㾀㹻欽ㅷ欰崞倰䒭繠㺂傈⻊嶊餩歏㶩鵘⸓䨪㢪㹻欽歏㐼倝嶊餩馋⸷♴DTCㅷ晥涸䎾㼆02Ⰼ椕馋⸷⛓♧妍繠絑崸岚⸓➠㖈䭯絯㼆嶊餩遤⚹涸䕧ㆇ鷶幯⳼儑Source: 㕂꣢⸣䊨絆絉, CNN, Meet Intelligence13㣟⚌꡼곿鸑胆꡼곿Ⰼ锋絑崸鵳Ⰶ岚⸓ワ劍割㼱㕂㹻ⴀ梡㣟⚌桧饥넞涸䞔ⲃ㽍Ⱖ僽ꫬ䎃➃务կ㽠⚌涸割珘㹁䚍⸈ⶢ✫爢⠔䚍㼆佐Ⰶ涸䬐䘨㼆嶊餩䋑㖞鸣䧭僈儑涸餏꬗䕧ㆇկ⟄繠㕂⚹⢾絑崸ⵞ赠䩛媯♴傈䌢嶊餩暟⟟㖈剒鵛2䎃ⰻⴀ梡僈儑♳嶻湬䱹⵴Ⲹ✫嶊餩罏涸餝✈⸂Ø ⧫ぢ✵Ⲹ㼱ꬋ䗳꨽ㅷ嶊餩Ø 刿㢴Ⱒ岤❡ㅷչ䚍⟟嫱պ28%26%25%25%24%嶊餩歏㶩剪껑㔩蒌欽ㅷ⾾䨻欽ㅷ䊨蒌ㅷ2022Q4 繠㕂嶊餩罏(%)Ⲹ㼱餝✈✫鵯❈❡ㅷ…Ø Ɀ瘻Ꝇ騟刿㢕勇ծ刿Ɤ42%涸Ⰼ锋嶊餩罏㖈2022䎃邍爙⠔餝✈刿⤑㹆涸❡ㅷ2022Ⰼ椕嶊餩罏餝✈罌贊㔔稇51%31%31%❡ㅷ餘ꆀ獤匧霉⟟暵婋䫔䩾2019䎃6,700♰➃2022䎃7,300♰➃+8.9%곫雦Ⰼ锋㣟⚌ꫬ䎃䚪侨繠㕂㛇炄㉁ㅷ暟⟟♳嶻玐䏞(2023䎃3剢ず嫱)+36%+33%+17%+8%+10%+6%꬗㼆馋ぢ佐綫涸嶊餩梠