群邑_百度营销：2023快消行业营销白皮书_51页_9mb.pdf
2023 1 2023 2023 /2 12 3 24 20-40 3000 18-60 34CONTENTS1|2|3|AIA AIA 6.02.28.13.08.0-3.912.50.72019 2020 2021 2022.Q3 GDP VS%Source:6%“”30%24%2021 20225 2023 2022 3 0.7%GDP 3%Source:GDP 0 50 100%3.6 Source:2022.11 N=30006 80%76%2022 2021 175%TOP3 2022 VS.2021 Source:7 175%89%31%28 8 2022 5.4 2020 5.220195.420205.620215.42022 Source:9 Source:2022.11 N=3000 71%“”10CONTENTS1|2|3|AIA AIA 0.714.312.4-50510152025305.62019 2020 2021 2022/VS%Source:Euromonitor 1 2022.Q32022-2025 CAGR 5%12%13%1 2022 3 0.7%4.9%13.6%11.7%2022-2025 5%12%13%11 5.53 2.8%76 1000 10 100 0-5.56 3.2%78-10 100 0 1000 5.81 3.9%8210 100 0 1000 12Source:2022.11 N=3000 AH!-HA!Bubly Source CBN&/2021 2021 VS 2019 2/2021 2020 2019X2 14 0%50%100%1 2 3 Source Mintel 2022.11 N=3000 1 1 2 151 99.8%2 98.5%1 2 3 3.8 2022.9 VS 2021.9 86.4%186.2%90%48.2%52%Source 2022.11 N=3000 16 33#83.4%“”Source N=3000 2022.11 17 25#Source N=3000 2022.11 92%18/XX 35#1 2 3 3 TOP3 Source N=3000 2022.11 Monster 19 Monster IP 20#144%2022.10.20 VS 10.19 Source N=3000 2022.11 20IP 21TGI 111 TGI 124 IP-Source 2022.11 N=3000 11 77.9%97%121%Lululemon 3 41%2Source Kearney Euromonitor,1 2 2022 3-1001020302020 2017 2018 2019 2021 VS 1VS%2%2020-2030 CAGR12.8%2020-2025 CAGR1.50012.00015.0002005 2010 20207.23010.5822.1534.615201512.55120218,0005,000/GDP GDP:GDP 14.1%2020-2025 CAGR 23 GDP 2 18.7%8%3 237%1382%Source 2022.11 N=3000 1 2022.9 VS 2021.9 2 2022.9 VS 2021.9 3 2022.9 VS 2021.9 TOP5 1 31 24 53%2022 66%100%273%155%89%942%1+102%2+78%3+48%4+27%5+22%Source 2022.11 N=3000 4 2022.9 VS 2021.9 25 58%4 Source N=3000 2022.11 37#82%26 27#+25%1 27 Source N=3000 2022.11 1(2022.9 VS 2021.9 28Source N=3000 2022.11 1 2022.9 25#TOP1 1 The North Face 29Source N=3000 2022.11 1 2022.9 28#1 30TGI 131 TGI 123 BGC PGC UGC-Source 2022.11 N=3000 Source Bain 1 19%16%15%/25%25%1.5 2019-2021 CAGR1201752019 2021120140175 2102021 2019 2020 140170%21%2019-2021 CAGR20%27%2019-2021 21%2021 VS 2020 25%2019-2021 19%2019-2021 TOP10 26%2019-2021.2 2%2019-2021 CR10 186 VS 1902020 VS 2021 GMV 1 30%2019-2021 TOP10 32 33Source Bain CBN Data 2022.11 N=3000 1 2022.9 2 VS GMV/2 1 2021 TOP10 71%GMV55%TOP3 2022.9 VS 2022.9+90%+60%+42%62%70%60%50%70%Source 2022.11 N=3000 34 Source N=3000 2022.11 28#35TGI 113 82%Source N=3000 2022.11 30 3C#36 Source N=3000 2022.11 1 2022.9 30#TOP2 1 37 Source N=3000 2022.11 1 2022.9 35#38 XX 139TGI 113 TGI 122-Source 2022.11 N=300040CONTENTS1|2|3|AIA AIA 41-42 43 AIA A GD Awareness I n t e n t i o nA A c t i o n/Always GD APP-I-2 I-1 AI AI-AI-AI-44+6.34 APP 8 DAU 500 4.6+40%150+DeepQA AI 60+1300 1.1 DAU45/+PGC UGC/2021 12 21 1994111.1W 832W 109W 439W KOL PGC UGC KOL-1|Source 46&USERPOI&banner POI Monster-2|47-1|+3 29 Big Day APP 5200+12%CTR 380%28%+40W+Sales 36%+48-2|49|1V1 LTV 2800 43%2 1 2023快消行业营销白皮书 2022 12
