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1、?C O N F I D E N T I A L&P R O P R I E T A R Y 2?Part 1:?Part 2:?Part 3:?Part 4:?确?3C?Part 5:?Part 6:TikTok?TikTok?Part 7:?C O N F I D E N T I A L&P R O P R I E T A R Y 3C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 4?GDP?$5.05?40?Source:?World Bank 2021

2、?2018-2022?GDP?,?10?+17.5%?YoY?1.26?1564?,?$2,675?208.78218.05221.47239.39258.96200212022C O N F I D E N T I A L&P R O P R I E T A R Y 5Source:?Wikipedia;?ResearchGate;?GCCSTAT;World Bank?3%?(?)?GDP?赠?够?模?纸?2022?GDP?4%?2022?154.4?10?模?567.5?540.5?777.6?680?775.2?680?274.2?680?464.3?455.3?

3、131.6?95.5?2077.2?2062.8?2017)146.46150.46154.4202020212022C O N F I D E N T I A L&P R O P R I E T A R Y 6?Source:?World Bank 2021;Brookings 2021?锋?务?star?41%24%6%2%65%12%10%10%?100?200?46%62%?,?1872?1889?1526?578?C O N F I D E N T I A L&P R O P R I E T A R Y 7?Ethic?(Diversity)?Lifestyle?尊?Source:?

4、World?Bank?2021;?Brookings?2021?告?够?去?去?25-34?59%47%48%20%?90?100?38%7%2040?65+?3,700?1,700?20?10?2022?1986?1,000?1960?69?2023?84.95?3?(WHO)?76.6?C O N F I D E N T I A L&P R O P R I E T A R Y 8?123?GDP?4?模?5C O N F I D E N T I A L&P R O P R I E T A R Y 9C O N F I D E N T I A L&P R O P R I E T A R Y?

5、C O N F I D E N T I A L&P R O P R I E T A R Y 10?纸?纸?务10-20去?纸?Source:?Ministry?of?Internal?Affairs?and?Communications?88%13-60?&?600?90%+2482329403126342810代20代30代40代50代60代机PC平板电视?655434746459634710代20代30代40代50代60代机PC平板电视?93%?,?1.74?C O N F I D E N T I A L&P R O P R I E T A R

6、Y 11?告?Source:?Ministry?of?Internal?Affairs?and?Communications?12%14%21%41%45%46%53%63%92%瘾和交流对象的争执浏览违法有害信息电付的可信度安全对策垃圾邮件虚假缴费/络诈骗电脑感染病毒个信息/上历史泄漏?9%16%43%31%?78%76%74%58%56%54%?封?/?/?76%?/?74%?/?90%?55%?告?20-30?C O N F I D E N T I A L&P R O P R I E T A R Y 12?Source:?NIKKEI?Advertising?Research?Insti

7、tute;?Dentsu,?Statista?202227%15%15%4%200182019 202020212022?2022?告?30%?$557?23%YoY2021?2021?V?导?2022?43.5%25.4%5.2%4.8%4.2%?/?2022?976.6737.259296.577.8?C O N F I D E N T I A L&P R O P R I E T A R Y 13?社?告?Source:?Dentsu Inc;CCI Internet Ad Fee Research 202290%+2020-2023?34%?YoY?64%?YoY?

8、33%?YoY34%?YoY?42%34%24%44%28%28%18%12%15%19%33%30%35%40%20202023社?537.4679.7833972.42020202120222023*C O N F I D E N T I A L&P R O P R I E T A R Y 14?123?4?的?务?C O N F I D E N T I A L&P R O P R I E T A R Y 15C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y

9、 16?,?20?C O N F I D E N T I A L&P R O P R I E T A R Y 17C O N F I D E N T I A L&P R O P R I E T A R Y?愿?婴?送?Lifestyle?Source:?1965-1971?油?去?睫?去?CHANEL/LV?1971-1982?去?1983-2004?去?去?APPLE?去?C O N F I D E N T I A L&P R O P R I E T A R Y 18C O N F I D E N T I A L&P R O P R I E T A R Y?36%?X?151?79%2018

10、-2022?19%15%?14%10%Source:?MUFG;?SB?Payment?Service?Corp21%24%27%30%32%36%2002020212022C O N F I D E N T I A L&P R O P R I E T A R Y 35%33%33%42%55%29%21%18%18%15%?,?,?,?,?,?34%48%53%55%55%71%?1982%?社?vs.?65%?2016?73%?vs.?54%?2016?85%?vs.?65%?2016?Source:?WeAreSocial;?Consumer?Affairs?Age

11、ncy,?2021?White?Paper?C O N F I D E N T I A L&P R O P R I E T A R Y 20C O N F I D E N T I A L&P R O P R I E T A R Y Source:?e-stat;Kantar;IMRG;?Wagaya Japan?纸/?55?55%?60-69?vs.20%?20-39?:?58%42%$900+81%C O N F I D E N T I A L&P R O P R I E T A R Y 21?123?4?务?5?务?6C O N F I D E N T I A L&P R O P R I

12、E T A R Y 22C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 23Gaming?PlayStation?纸?7,000?2022?2021?207?178?告?务?纸?4.8?2019?Source:?PR?Times;Research and Markets;Japan?Online?Game?Association?2019-2022?38.751.620192022C O N F I D E N T I A L&P R O P R I E T

13、A R Y 4.30%31.60%52.30%9.90%分认同较认同难说不是很认同完全不认同24Gaming?Source:?:?PR?Times;Japan?Online?Game?Association?:?74%70%65%31%45%45%?纸PC?36%34%24%?1.47h1.12h(-0.14h?YoY)(-0.21h?YoY)?60%+?/?49%42%?/?41%39%?39%31%?C O N F I D E N T I A L&P R O P R I E T A R Y 25Gaming?KYC?VIP?VIP?20%?JOGA?2016?3?25?务?纸?100?5?

14、纸?JOGA?务?21?17?5?务?NCsoft?EA?GungHo?C O N F I D E N T I A L&P R O P R I E T A R Y 26E-commerceSource:?ECN;?Statista?务?的?2021?1,412.6?14.7%?2025?3,246?2025?1.13?92%?的?纸?2020?2022?56%?2015-2022?B2C?27.4%31.9%35%39.3%42.4%50.9%52.2%56%2000212022C O N F I D E N T I A L&P R O P R I

15、E T A R Y 27?&?Source:?METI,?statista?2013?B2C?务?Top?务?5306222189?,?,?,?,?,?,?,?,?,?,?PC?$189?,?,PC?+28%?YoY?+16%?YoY$179?$178?,?,?+21%?YoY$171?+22%?YoY?去?1Rakuten?Ichiba?Yahoo?$363?$258?$83?23E-commerce3.85%4.37%4.75%5.43%5.79%6.22%6.76%8.1%8.78%9.13%2000

16、022C O N F I D E N T I A L&P R O P R I E T A R Y 28?7.5%?2030?57?2019?PPRO?务?32%?30%?19%?2022?Source:?e-stat;?METI;?IMRG;?Wagaya Japan;?Grand?View?Research;?Ipsos?Marketing?Research?Camp?23%?:?69%65%?(?,?)?(?,?)?40%36%30%26%?E-commerce32%30%19%务?C O N F I D E N T I A L&P R O P R I E T A R Y 293C?千?务

17、?千?2022-2025?6.9%?2025?354?纸?2017?64%?2022?85%?2027?94%?1.15?纸?Source:?Statista?Globaldata68.74%74.34%78.54%82.22%85.3%87.83%89.9%91.58%92.95%94.05%2002120222023*2024*2025*2026*2027*C O N F I D E N T I A L&P R O P R I E T A R Y 303C5G?Source:ITmedia Mobile;30.9%4.3%docomoahamo19.9%1.8%4.5

18、%auUQ mobilepovo0.7%8.3%12.5%LINEMOSoftBankY!mobile1.5%7.8%Rakuten UN-LIMIT VI乐天mobile(MVNO)35.2%26.1%21.5%9.3%?267021功能手机智能手机含SIM Free的智能手机?5G?2023?35.8%5.8%27%20.8%2023SoftBankKDDI GroupNTT Docomo（移动虚拟运营商）NTT Docomo?2025?5G?6.7?5G?83%?C O N F I D E N T I A L&P R O P R I E T A

19、 R Y 10?20?30?40?50?60?IOS?313CSource:?Mobile?Marketing?Data?LaboOS?iOS?,?10-20?去?iOS2023?iPhone?10?20?30?40?50?60?47%46%18%14%14%11%8%7%5%4%4%3%iPhone SE(?去)iP 7?纸?iP 8&8 PlusiP 11iP 12iP XRiP 12 miniiP 12 ProiP XSiP X31%24%14%6%5%5%4%3%2%2%AQUOSXperiaGalaxyarrowsOPPOHUAWEIGooglePixelAndroidOneXiao

20、miRakuten57%8%10%6%3%16%苹果索尼夏普三星OPPO其他C O N F I D E N T I A L&P R O P R I E T A R Y 2939346?32Beauty?313?2025?346?2020?告2021?务?Source:?Euromonitor200620202025C O N F I D E N T I A L&P R O P R I E T A R Y 33Beauty?Source:?METI;Euromonitor?53%21%17%6%3%36%17%18%12%17%?4,263?350?group?groupP

21、&G?FANCLPOLA?ORBISHoyugroup?group$29.9?(13%)$27.5?(12%)$16.6?(7%)$8.4?(4%)$6.9?(3%)$5.8?(3%)$5.2?(2%)$4.8?(2%)$4.2?(2%)DHC$3.4?(2%)2015-2023?group?FT?group?kanebo?prestige?kanebo COSMET?group?资?Cosme PortP&G?prestige?P&G?Hoyu group?Hoyu Kracie Home?Products?$262vs.?务?$50?59.293.520152023*C O N F I D

22、 E N T I A L&P R O P R I E T A R Y 34Beauty?务?Source:?METI;21st?Century?Business?Review;?2022.04.06;?务?务?务?务?务?务?2019?务?Chiborg(?)?China?Cyborg?纸?务?务?务?$8,200?务?务?(2022)务?LoFt?Plaza?$9,415?千?:?务?务?90%+?务?C O N F I D E N T I A L&P R O P R I E T A R Y 35?123?4?5G?5?务?C O N F I D E N T I A L&P R O P R

23、I E T A R Y 36C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 2024?赠?1?1-3?对?2?14?对?10?31?11?24?11?对?务?12?25?赠?動?3?1?3?务?3?4?对?对?-?7?15?-?8?10-18?2024?7?26?8?11?4?27?5?6?4?5?3?14?5?2?赠?5?12?6?3?6?16?C O N F I D E N T I A L&P R O P R I E T A R Y?38?对?对?务?IP

24、?去?23?#TikTok?(2020)1?Source:https:/www.meti.go.jp/policy/it_policy/statistics/outlook/210730_new_hokokusho.pdfC O N F I D E N T I A L&P R O P R I E T A R Y 39C O N F I D E N T I A L&P R O P R I E T A R Y 7?12?8?粉?113?#TikTok?6-8?935?Source:https:/www.meti.go.jp/policy/it_policy/statistics/outlook/2

25、10730_new_hokokusho.pdf?C O N F I D E N T I A L&P R O P R I E T A R Y 40?2?14?务?逢?对?对?2?14?3?14?3?14?2?14?100%?对?务?4?5?1?8?务?7?务?cosplay?对?cosplay?Halloween?Night?粉粉?Cosplay?Coser?C O N F I D E N T I A L&P R O P R I E T A R Y?11?1?TikTok?&?+?Source:?TikTok Internal?Data?2020/10/12020/11/12020/12/120

26、21/1/1#tiktok?#?#?#?#?#?2020/10/12020/11/12020/12/12021/1/1#?#?#?#?#?36?#TikTok?对?对?:?1?1?3?1?1?:?41C O N F I D E N T I A L&P R O P R I E T A R Y 42?123?对?告?对?12?6?C O N F I D E N T I A L&P R O P R I E T A R Y 43C O N F I D E N T I A L&P R O P R I E T A R Y TikTok?C O N F I D E N T I A L&P R O P R I

27、 E T A R Y C O N F I D E N T I A L&P R O P R I E T A R Y 44?180%*?89%*?TikTok?20021?Vlog?Source:?TikTok Internal Data 2021;Macromill TIkTok user surey 2021?C O N F I D E N T I A L&P R O P R I E T A R Y 45C O N F I D E N T I A L&P R O P R I E T A R Y?尊?QAXX?尊?尊?62%?1.12x?的?TikTok?vs.?X451%

28、?逢?16%10%12%10%13%71%67%65%59%67%APP?AAPP?BAPP?CAPP?D?够?*?Source:Macromill TikTok user survey 2021;TikTok Marketing Science research 2021C O N F I D E N T I A L&P R O P R I E T A R Y 46?TikTok?14?2021?TikTok?TikTok?(TikTok?)2021?Trendy?best30?8?5000?2?UP+BLS?1.3?Source:?;Macromill TIkTok user surey

29、2021C O N F I D E N T I A L&P R O P R I E T A R Y 47?TikTok?Source:?Kantar 2021;Macromill TikTok user survey 2020-2021?TikTok?Kantar?77%1?30?84%?81%?TikTok?(TikTok?vs.?)136%167%144%163%TikTok?TikTok?A?BNo.1No.2No.3No.4No.5?C?D1.47x?SNS?务?TikTok?1.91x47C O N F I D E N T I A L&P R O P R I E T A R Y 48

30、?TikTok?Source:Macromill TikTok user survey 2020-2021?49%38%37%19%19%14%13%10%10%?,?务?/?对?(?TikTok?)+30%?check?社?务?+74%+21%(TikTok vs.?)1.35x?2x?SNS?TikTok?+92%?+28%?1.24x(?TikTok?)C O N F I D E N T I A L&P R O P R I E T A R Y 49?TikTok Z?48%28%?51%28%34%?Z?17%20%11%?Z?去?TikTok?Z?TikTok?(vs.?)?务?/?愿

31、?3?PR?(vs.?)TikTok?42%?36%?TikTok务?38%?TikTok?#1#2#3?+4.5%+4.5%+8.8%?去?#4#5?+7.3%+4.5%Source:Macromill TikTok user survey 2020-2021C O N F I D E N T I A L&P R O P R I E T A R Y 50?TikTok?务?67%64%51%?务?28%54%?务?11%9%9%?去?去?TikTok?TikTok?6?务?PR?(vs.?)TikTok?#1#2#3?+4.1%+3.3%+5.1%

32、?去?TikTok?(vs.?)?動?24%?24%?TikTok务?18%?TikTok?#4?+3.2%Source:Macromill TikTok user survey 2020-2021C O N F I D E N T I A L&P R O P R I E T A R Y 51?TikTok X?64%67%66%?69%72%?X?66%17%16%?TikTok?X?TikTok?(vs.?)?TikTok?/?愿?2?务?PR?(vs.?)TikTok?24%?19%?TikTok务?12%?TikTok?#1#2#3?+4.5%+4.4%+6%?去

33、?Source:Macromill TikTok user survey 2020-2021C O N F I D E N T I A L&P R O P R I E T A R Y?TikTok?的?TikTok?TikTok?Fibe-Mini?TikTok?TikTok?的?TikTok?TikTok?锋?告?！?https:/mainichi.jp/articles/20210623/k00/00m/020/214000c?30?告?Yusuke?Matsukura/?TikTok?#?41?+#asmr?39?+#TikTok?19?+#TikTok?17?+#?19?+#?14?+

34、#?5.73?+#?2.49?+?务?务?TikTok?TikTok?52Source:?Yahoo;?mainichi.jp;?C O N F I D E N T I A L&P R O P R I E T A R Y TikTok?TikTok?TikTok?TikTok?#asmr?39?+#?22?+#?13?+#?13?+#?11?+#?1.66?+#?1.35?+TikTok?逢?TikTok?Fino?TikTok?TikTok?的?TikTok?10?封?5?https:/bg-mania.jp/2021/08/18422458.html?TikTok?https:/news.

35、yahoo.co.jp/articles/427f246e466135739f06af8fc3f39b902f5ec0122021?|?Mart?2021?TikTok?Nature?Republic?92%?300?600-800?53?Source:?Yahoo;?;?Tokyo?Bargain?ManiaC O N F I D E N T I A L&P R O P R I E T A R Y?TikTok?TikTok?TikTok?TikTok?on?TikTokTikTok?on?TikTok54?#FamimaSocks?TikTok?30?35,000?野?BMW9900?30

36、000?TikTok?#FamimaSocks?FamilyMartTikTok?野?TikTok?TikTok?TikTok?#BookIntros?600?TikTok?3?Source:?Yahoo;?mainichi.jp;?Business?Insider;?excite;?JIJI.com;?TikTokForBusinessC O N F I D E N T I A L&P R O P R I E T A R Y 55?123?TikTok?TikTok?4?TikTok?TikTok?5TikTok?XYZ?去?对?C O N F I D E N T I A L&P R O P

37、 R I E T A R Y 56C O N F I D E N T I A L&P R O P R I E T A R Y?C O N F I D E N T I A L&P R O P R I E T A R Y 57?0-2?够?1?6?鲷?睫?6?鲷?2?TikTok?3?TikTok?(tone&manner)?4l?l?/?l?l?l?6?l6?l?l?l?TikTok?lCall?to?Action?5%15%19%8%22%39%10%?C O N F I D E N T I A L&P R O P R I E T A R Y 58?TikTok?15?务?务?务?Before?&?After?导?务?逢?逢?Source:?TikTok?BP?Creative?Tips?2020.3?;?IDEA?BOOK?(2021)C O N F I D E N T I A L&P R O P R I E T A R Y 59?去?vlog?睫?确?vlog?Source:?TikTok?BP?Creative?Tips?2020.3?;?IDEA?BOOK?(2021)?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 60?12?TikTok?TikTok?34?