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4、%202011TechnavioB2C- 2021-202512DTCLED1.2DTC 13DTCLoctekVesta SleepLilysilkSmugdeskBeddinginnAosomGTRACINGDeconovoComHomaSongmics2005010101000a.b.10 31 Instagram Facebook c.2021 5 10 1.2DTC2021DTC寝具品类代表了一种对品牌附加值要求相对较高的生活方式。消费者愿意为高端寝具品牌支付高价，但不一定愿意为满足基本需求，比如购买园艺工具而支付高价。14DTC1.3161.3STORIES OF CHINA DT

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6、 5 10 1.3 DTC大部分中国健康美容品类的DTC品牌选择在线上开展业务。这些品牌严重依赖第三方电商平台作为全球销售渠道，并通过社交媒体进行品牌内容运营。对于这些DTC品牌而言，其独立站的运营和建设还处于起步阶段。18DTC191.425%27%32%41%35%Adidas34%40%NikeUnderArmourPUMA33%202020191.4DTC1DTC2DTC1-20212021112Statista20211120DTC2020107,215127,453161,035186,74920182021E20202019+19%+26%+16%1.4211Stephania