IAB：直接品牌2018年创始人的见解(英文版)(25页).pdf

1、0 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS Direct Brands 2018 Founders Insights NEW YORK OCTOBER 31, 2018 The Direct Brand Initiative Strategic Partners: 2 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS Direct Brand Economy, 2010 - Direct Brands create value through low-barrier, capital- flexible, leased or r

2、ented supply chains, with value extraction accomplished primarily through the direct relationships between the company and its end consumers. Indirect Brand Economy, 1879 - 2010 “Indirect Brands” are characterized by value-creation based on dominating O&O, high-barrier, capital-intensive supply chai

3、ns with value extraction accomplished through a series of third-party handoffs (brand to publisher to retailer). 3 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS 50 CXOs 1:1 interviews Founder survey CXO Roundtable What are Direct Brands? How do they behave? How do they sell? 4 DIRECT BRANDS 2018 | FOUNDERS

4、 INSIGHTS the survey remains open & we are sharing back results 5 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS What are Direct Brands? PART I: 6 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS 97% of respondents list “category disruption” as their goal direct brands are born to disrupt 7 DIRECT BRANDS 2018 | FOUND

5、ERS INSIGHTS 10% are using value pricing alone as a differentiator More than half say theyre positioning their products as premium brands 40% are straddling both direct brands = value + premium 8 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS direct brands are in every aisle More than one-third of responden

6、ts are in health, wellness, & beauty 25%+ are in apparel, fashion, jewelry 20%+ are in food & beverage Nearly 40% of respondents selling across multiple product categories 9 DIRECT BRANDS 2018 | FOUNDERS INSIGHTS Almost two-thirds of respondents identify “revenue growth” as a top 3 KPI Average gross