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2023年中国KOL营销趋势洞察报告-微播易x中国广告协会-202303.pdf

2022109……KOLKOL2023KOL2023KOLKOLKOLKOLKOLKOLKOLKOLKOLAIGCPREFACE2023*202125.5+4+57%30202245%60%70%+24H*202323+2.5Slogan*20218KFS++3/SEOAttentionInterestSearchPurchaseShareKOL+”42.1%26.5%13.3%12.6%12.6%8.9%3.3%1.0%0.3%2022CTR2022;=-/////••••••••••••••SEO••2000~2010BBS20102013~20192018201820032007201420162013&2023CRconcentrationrateCR555.84%12.37%16.78%19.24%20.08%94.16%87.63%83.22%80.76%79.92%202020212021202220222020-2022%+/CR5(≈10%)CR5≈9%43%47%47%54%55%59%64%65%69%72%73%73%73%74%74%74%76%78%82%83%84%95%100%3C&202220221-91000T97+1.2GMV210+27.60.120.421.242.273.494.92245.9%197.0%83.3%53.7%40.9%1.5%4.2%10.6%15.5%20.1%24.3%20182019202020212022E2023E2018-2023%%577%30%13%50%10%20%26%29%202320232023202268.136.8202220211.9%62.6%6.3%15.1%22.4%25.0%1.1%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%0123456789B2021MAU2022MAU%101.7108.843.887.61955.3133.45127.620.4963557.2431%17%-53%10%84%4%B2021VS20222021202243.3%61.5%84.6%58.0%27.1%32.5%26.8%B2022DAU/MAU/84.6%60%B5%32.5%20212022B/+26%+32%+139%+116%+52%KOLKOLKOLKOLKOLBKOL2021202281962337066118553141667181171034094461832832623055462760126%32%139%116%52%0%20%40%60%80%100%120%140%160%050000100000150000200000250000300000350000400000450000500000B2021-2022KOL20212022KOL41.7%40.5%45.4%16.5%48.2%29.8%149.2%41.2%52.3%51.7%117.4%92.1%44.3%122.3%187.4%375.4%163.0%493.4%433.6%85.7%KOLKOLTOP10KOLTOP10KOLKOL2022KOL•••••••2020H1•2020H2•202010-12•2021•2021•2021456•202111.11/12.122021•tab”•20227•2023120202020~20212021•2014810•2015•20166•2019•2019114•20208•20217•8•10IDEA•20221•202212•20231•22014~20162017~202020222021•20169••••••20223•20226FACT+•20232016~20172020201820192021FieldAllianceCampaignTopKOLVKOLAPPKOL+,29.0%,35.7%,27.0%,4.8%,0.4%,0.5%2022KOL0%50%100%202120220%50%202120220%20%40%60%202120220%20%40%60%202120222021.1.1-2022.11.302022KOLKOLKOC1+12%1+3*KOCKOC5WKOC10WKOC10WKOC5KBKOC1WBUPbilibiliUPBUPKOC≥50001000-5000KOCKOC2022U+KOCKOLKOL2021VS2022KOC20212022QuestmobileKOL&KOL@20208700+30+20211B@xxx2022367BKOL••••••2.8KOL0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%20226202272022820229202210202211202212>1000W500-1000W100-500W50-100W

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