2020新电商营销白皮书.pdf

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CONTENTS 01 02 03 04 05 2020 1 1 -2020 12 31 -CC ( :appgrowingxiaoya) K2020 CC 2020 2020 K - 3 VIPK2020 11.53% 9.59% 16.36% 13.03% 12.84% 13.13% 13.22% 11.62% 11.05% 9.77% 8.71% 8.95% 1 2 3 4 5 6 7 8 9 10 11 12 2020 11.50% 3 11 8 - 3 VIP KTop5 / / 2020 Top5 38.02% 17.64% 9.63% 7.68% 7.05% - 1 - - 2 - - 3 - 36.54% 19.49% 7.31% 7.05% 6.80% 47.96% 13.75% 6.12% 5.80% 5.08% 53.30% 11.48% 5.10% 5.07% 5.06% - 4 - - 5 - - 6 - 45.11% 11.26% 7.22% 6.36% 6.14% 49.92% 10.63% 7.19% 5.64% 5.10% 53.17% 11.08% 7.07% 5.91% 5.20% - 7 - - 8 - - 9 - 54.52% 8.26% 7.98% 7.18% 5.07% 56.19% 9.79% 5.65% 5.43% 5.36% 51.92% 15.84% 6.45% 4.95% 4.65% - 10 - - 11 - - 12 - 55.64% 10.98% 6.41% 5.74% 5.05% 57.61% 9.53% 6.16% 5.74% 4.86% Top5 9 Top5 K - 3 VIP3 5.41% 2.40% 2020 , 32.58% , 16.74% , 12.08% , 12.00% , 5.32% , 5.10% , 16.16% 2020 , 53.55% , 11.74% , 5.75% , 5.69% ,5.41% , 17.86% K - 3 VIPK - 1 - 1 - - 3 - - - 1 - 199 - 1 - - 3 VIPK - 20 - 2 - 10 10 - 50 - 10 - 1 76 6 - - 2 - - - 3 VIPK - 1 - - - - 10 - 1 - 7 - 20 - 40 18 20 - 20 - 3 VIP2020 T / / / BB/CC/ / / / K - 3 VIP2020 / T Top20 Top10 2020 Top10 1 2 3 4 5 6 1 T T 2 T T 3 4 5 6 7 / 8 / 9 10 / / 7 8 9 10 11 12 1 2 3 T 4 T 5 / 6 7 / 8 9 10 K - 3 VIPK - 3 VIP/ K - 3 VIPT K - 3 VIP2020 100% 2020 16w+ 44.58% 26.02% 2020 44.58% 26.02% 22.93% 20.04% 14.35% 13.11% 12.62% 9.88% 9.06% 6.40% K - 3 VIP2020 7.37% 4.32% 3.47% 3.08% 2.64% 2.59% 2.44% 2.30% 2.16% 1.98% - - - Top 3 - ( ) K Top 3 - 3 VIP11% 22% 45% 16% 5% 0-22.4 22.4-55 55-198 198-689 689 99 11% 22% 45% 16% 5% 0-23.9 23.9-49.9 49.9-169 169-355 355 19.9 11% 22% 45% 16% 5% 0-12.8 12.8-39 39-139 139-388 388 9.9 9.9 K - 3 VIP11% 22% 45% 16% 5% 0-15.9 15.9-29.9 29.9-99 99-300 300 99 11% 22% 45% 16% 5% 0-15 15-35 35-79 79-198 198 9.9 11% 22% 45% 16% 5% 0-19.78 19.78-49 49-298 298-1149 1149 99 K - 3 VIP- K2020 9 2020 2020 46.36% 30 2020 46.39% 30 2020 40.55% 30 30 2020.12.12-2021.1.13 11 12 13 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 11/1 11/8 11/15 11/22 11/29 12/6 12/13 12/20 12/27 1/3 1/10 (2020.10-2021.1) K - 3 VIP20% 94.86% 20% 96.76% 20% 89.29% 14w+ 11 + 20% 95% 20% 20% K - 3 VIP3 45% 26% 23% 20% 15% 13% Top6 Top6 45% 19% 18% 16% 15% 8% Top6 37% 33% 24% 24% 23% 20% K - 3 VIP11% 22% 45% 16% 5% 0-19.89 19.89-49 49-188 188-699 699 99 11% 22% 45% 16% 5% 0-68 68-99 99-138 138-395 395 99 11% 22% 45% 16% 5% 0-98 98-99 99-298 298-680 680 99 2020 K - 3 VIP2020 5 2020 33.57% 15.61% 14.04% 12.48% 5.01% 4.80% 4.03% 1 32.21% 28.45% 14.78% 9.50% 5.21% 4.38% 2.33% 2 50.37% 12.40% 11.43% 7.09% 5.01% 3.88% 3.30% 3 K - 3 VIP2020 2020 Top20 T / / / T / / / / K - 3 VIP- K2020 Q4 Top100 7 2020 10 -12 Top100 7 28% 16% 14% 79% 84% 66% 85% 93% 72% 10 11 12 2020 Q4, Top100 100% - 3 VIPQ4 11.11 52% 13% 12% 6% 17% 2020 Q4 2020 Q4 89.48 104.83 73.07 10 11 12 CC 7 VIP / / Top 1000 2020 Q4 2020 Q4 Q4 40% 100 4% 4% 5% 6% 6% 6% 6% 7% 15% 12% 10% 11% 10% 18% 24% 20 20-40 40-60 60-80 80-100 100-200 200 CC 7 VIP18% 12% 9% 12% 11% 25% 14% 20 20-40 40-60 60-80 80-100 100-200 200 Top 1000 2020 Q4 2020 Q4 100-200 25% 3% 4% 4% 4% 9% 9% 13% / CC 7 VIPTOP10 10-50 Q4 Top 10 52% 10-50 2020 Q4 5% 16% 52% 14% 13% 1 1 -10 10 -50 50 -100 100 2020 Q4 Top 10 Top 1000 1 166 393 2 3 45 3 137 267 4 20 22 5 63 270 6 8 20 7 110 646 8 nono 4 54 9 14 167 10 39 57 CC 7 VIPTop 1000 nono Top 3 nono 100 2020 Q4 Top 15 1 1404.3 1815.8 2 bb 285.8 1641.2 3 nono 75.0 632.3 4 429.2 1124.6 5 ojaer 157.0 592.5 6 1715.8 1158.2 7 _ 1014.0 957.8 8 2295.5 3605.0 9 254.1 2713.8 10 266.5 734.2 11 gg 2460.4 270.3 12 & 4508.6 1066.4 13 774.6 475.8 14 46.1 548.7 15 2216.9 1997.9 CC 7 VIP10 -50 10 -50 500 Top 1000 10 - 50 100 -500 2020 Q4 Top 1000 20% 56% 11% 10% 4% 1 -10 10 -50 50 -100 100 -500 500 2020 Q4 5% 38% 20% 29% 10% 1 -10 10 -50 50 -100 100 -500 500 CC 7 VIPAOEO 11 Top 10 aoeo KOL AOEO KOL App Growing AOEO KOL AOEO CC 7 VIPAOEO 83% 83% 11% 6% Top 3 46% 36% 11% 6% 2% AOEO CC 7 VIPK10 500 11 K187 88 20 9000 K- / / K2021 2021 “ ” - - - TED K2019 2020 2021 “ ” - - - ERP K2020 2021 2020 MCN ROI MCN “ ” - - K2020, 1500 100 1500 100 30%-50% 2019 5% / / / / “ ” - - K7 2021 : / / / 1 K2 3 4 2020 2020 2021 KSaaS K/ - - 49+ 183+ 3 VIP KCC 7 KTHANK YOU CC K
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