品牌营销数智化转型白皮书—后疫情时代的营销再升级

1、CONTENTS01020809182530313943484952566367 73FOREWORD01/CHANGETo make it easyto do marketing anywhere4.66.81.818.442.15.96.66.616.042.73.96.46.417.243.23.05.75.919.243.73.05.05.721.043.73.04.46.119.444.24.66.42.019.443.44.66.61.818.842.912.813.814.013.815.517.018.018.89.39.08.37.67.06.66.46.5201520162

2、017201820192020E2021E2022E4003.86646.21490.453.34.6-1.10.5-2.8-1.8-7.5-15.8-20.50-5-10-15-20-2516.015.715.815.314.311.58.65.93.081871661451210483624120024%+119Mn+68Mn7.7634Mn755Mn874Mn576Mn674Mn742Mn2018/062019/062020/06Q1 FY19Q1 FY20Q1 FY21ARPU4x3x2x2xRMB 2,500RMB 3,00040003000200010002011-162016-1

3、92019-200 2011 1214151617181920E 28102170806020020192020E2025F2019-202019-25F 2015-1920%2019-20E48%23401420170011301170346020151617181920ECHANGETo make it easyto do marketing anywhereFROMTO3.73.43.23.33.53.33.05060s5060s70s70s0090s80s0090s80s11010510095908580859095100105110115120351.8435305.8366.630

4、2.2361.9163.9203.964.392.53.3.73.453.453.463.632.282.320.951.068191.5016.6 %900080007000600050004000300020001000059%50% 96 %50 %45 %Q1 FY20Q1 FY21FY19FY20Q1 FY 21%2.6040%1.2.2FROMTO79%78%78%2019 E2020 E314%83.557.9_CHER E11.13.4K K 2.42.21.61.51.41.260%54%125%70%KOLXX%XX%KOLAwareness26%14%10%19%6%4%

5、5%26%26%12%13%31%21%77%Interest23%15%6%10%16%5%7%30%26%17%15%27%24%73%Purchase35%22%/5%19%/3%11%20%30%18%85%Loyalty25%23%10%-4%14%-3%5%13%20%15%38%18%30%73%12FROMTO#*# # #* # # #*# #*92%68%65%36%90/00Z 28GMV17%52% 54%TGI44%1169623%16%19%11%10% 9%19%14% 15%“”“”IPTG 1TG 1TG 1 1TG 1TG 1CHANGETo make it easyto do marketing anywherePL2PLPLIAPLOOAI人48*%254(40I0)( 1.1 )12345WAVE2:4538%30%30%29%27%25%23%200%O2OO2OCHANGETo make it easyto do marketing anywhereOLe k superBOSSTOTO cTO4ETLXX90%+1.68M44%ROI0197.7%02 03 CHAN