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探谋(TMO):泰国电商市场指南(入门版)(53页).pdf

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探谋(TMO):泰国电商市场指南(入门版)(53页).pdf

1、!TMO|Shanghai Copyright 2019-TMO Group Page?12020(Q1)?!TMO|Shanghai Copyright 2019-TMO Group Page?2?,?1107?309-310?,?148?9?B?,?TMO Group Bv.,van Baerlesstraat 20,?TMO Group?O2O?TMO20?+?TMO?:infotmogroup.asia?:+86(0)21 617 00 396 TMO?!?TMO|Shanghai Copyright 2019-TMO Group Page?3?11?ASEAN?“?”?-TMO?Ji

2、ng Zhou Director TMO Group?TMO Group?TMO?infotmogroup.asia?Jing Zhou?/?Thomas Price Jing Zhou!?3?7?8?8?8?10?10?11?11?4.0?11?11?12?12?12?13?15?15?16?16?19?19?20?20?20?22?22 LAZADA22 SHOPEE23 TMO|Shanghai Copyright 2019-TMO Group Page?4!JD CENTRAL23?26?28?28?28?31?31?31?33?35?35?38?40?42?42?45?47?1:?4

3、7?2:?50?3:?51TMO|Shanghai Copyright 2019-TMO Group Page?5?“?”?30?“?”?80?“?”?“?”?P48-P50?!TMO|Shanghai Copyright 2019-TMO Group Page?6?The Kingdom of Thailand?51.31?Bangkok?THB?2019?8?1?0.032?TH?+66!?The Kingdom of Thailand?700?“?”?6,904?35?51.87%?Z?95%?2015-2022?2019?82%?54%?74%?71%?2018?2019?5?TMO|

4、Shanghai Copyright 2019-TMO Group Page?7!?51.312?27?77?76“?”?changwat?77?5?568?20?6?9?20?TMO|Shanghai Copyright 2019-TMO Group Page?8Source?Statista 2019?World Bank 2018?PPRO 2018?69,037,5134,486,151,5207,444,443,881GDP?USD?US$504,992.76US$22,551,209.12US$74,292,303.73?GDP?USD?US$7,273.56US$5,664.48

5、US$10,112.33?USD?US$221US$908US$1,042?/?3%9.1%6.9%!?95?3.9%?TMO|Shanghai Copyright 2019-TMO Group Page?9!?2019?140?40?28?2019?27?46?2015?GDP?2017?GDP?4552?3.9%?2018?GDP?4.8?-?2015?2019?2019?GDP?2.4%?GDP?8.2%?36.2%?55.6%?2017?26946?(862?)?21437?686?(35.1%)?(20.3%)?(17.4%)?2019?7?0.12%?2016-2018?“?”?2

6、014?7?2015-2022?800?0.3%?95%?IDC Thailand?IT?2016?3.9%?4000?130?2020?5000?162?TMO|Shanghai Copyright 2019-TMO Group Page?10!?2016?10?13?2012?2015?2019?1975?7?1?2012?4?2018?8?4.0?2016?20?“?4.0”?4.0?“?”?“?”?2015?”“?(EEC)?”?TMO|Shanghai Copyright 2019-TMO Group Page?11!?2017-2021?440?10?30?SME?2017?300

7、?99.78%?4?5?2017-2021?GDP?50%?2015-2022?143?152?217?15?3?1961?“?4.0”?“?”?:?2019?62%?100?-?2017?10?TMO|Shanghai Copyright 2019-TMO Group Page?12!?74?2018?1-12?801.4?8.7%?301.8?2.3%?499.6?12.9%?2018?131?13%?554.8?18?9.5%?:?TMO|Shanghai Copyright 2019-TMO Group Page?13!TMO|Shanghai Copyright 2019-TMO G

8、roup Page?14?6904?5661?82%?3750?54%?$221?/?3%!?5,661?82%?3,728?54%?Statista?3%?2023?10%?2021?56.90?2017-2021?16.64?2017?-2021?5?TMO|Shanghai Copyright 2019-TMO Group Page?45006000?%0.00%3.75%7.50%11.25%15.00%200202021e5,5904,9604,3133,7733,38112.70%15.00%14.30%11.60%11.60%14.30

9、%15.00%12.70%?$?Source?Statista 20202017-2021?!?Statista?2019?B2B?B2C?B2G?B2B?55%?B2C?29%?B2G?16%?221?2021?382?173%?Google?49%?45%?“?”?25%?“?”?45%?TMO|Shanghai Copyright 2019-TMO Group Page?16?15.81%?16.15%?17.51%?23.95%?3C26.58%Source?Statista 20202019?!TMO|Shanghai Copyright 2019-TMO Group Page?17

10、?TOP10?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?18?!?2018?11?12?“?the ASEAN Agreement on eCommerce?”?1?2?3?1?2?3?4?5?6?7?8?9?“?”?“?”?TMO|Shanghai Copyright 2019-TMO Group Page?19!?(Ministry of Commerce)?;?WTO?BOI?TMO|Shanghai Copyright 2019-TMO Group Page?20?“?”?!TMO|Shanghai Copyright 2019-T

11、MO Group Page?21?!?B2C?3?“Lazada?Shopee?JD Central”?“?TOP10”?B2B?TMO?Lazada TH?Shopee TH?“?”?TOP10?83.58%?JD Central?TOP10?2019?TOP3?Lazada Lazada?Lazada?6?135,000?3,000?5.6?Lazada?2007?Rocket Internet?2012?2014?Lazada South East Asia Pte.Ltd?2016?Lazada?Lazada?5?Lazada?Lazada?2019?2016?Lazada?Lazad

12、a Tech Hub?TMO|Shanghai Copyright 2019-TMO Group Page?22!?Lazada?DIY?Lazada?11.11“?”?-?Shopee Shopee?2015?Sea Limited?Garena?2015?Shopee?Sean Limited?40?Shopee?2,300?80?1,000?700?Shopee?Shopee?Shopee?“?”?Shopee?Shopee?Lazada?-?Shopee?JD Central JD Central?2018?9?JD?Central?50?JD Central?TMO|Shanghai

13、 Copyright 2019-TMO Group Page?23!Central Group?JD Central?Lazada?Shoppe?JD Central?JD Central?2019?2020?JD Central?4?TMO|Shanghai Copyright 2019-TMO Group Page?24?TOP3?“?”?TOP3?TOP3?TOP3?TOP3?TOP3?TOP3?TOP3?B2B?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?25!?/?TMO|Shanghai Copyright 2019-TMO Gr

14、oup Page?26?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?27?!?12?2016?2018?45?32?GDP?2016?14%?2021?12%?/?1?2?TMO|Shanghai Copyright 2019-TMO Group Page?28!?“?”(4PL)?TMO|Shanghai Copyright 2019-TMO Group Page?29?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?30?!?99?99/1?EDI?38/2543?1?2?3?3?4?5?1

15、00/1?469?6?50?7?8?9?1.?EDI?2.?45?60?3.?/?TMO|Shanghai Copyright 2019-TMO Group Page?31!TMO|Shanghai Copyright 2019-TMO Group Page?32?“?”?!?VAT?TMO|Shanghai Copyright 2019-TMO Group Page?33?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?34?!?40?51.87%?2018?GDP?7273.56?“?MAC?”?MAC?“?”?“?”?“?”?15?64%?

16、27%?21%?29%?18%?TMO|Shanghai Copyright 2019-TMO Group Page?35!?TMO|Shanghai Copyright 2019-TMO Group Page?36?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?37?!?2019?30%,Card?23%,E-walltet?23%?Bank Transfer?20%,Cash on Delivery?9%?TMO|Shanghai Copyright 2019-TMO Group Page?38?“?”?9%?30%?23%?15%?23%

17、?Source?J.P.Morgan 2019!TMO|Shanghai Copyright 2019-TMO Group Page?39?&?98%?:82%?71%?:25%?:12%?*:74%!?2019?9,200?6,900?1.33?82%?71%?APP?2016?“?4.0?”?“?”?TMO|Shanghai Copyright 2019-TMO Group Page?40?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?41!?2010?2018?1184.8?38?2019?1242?40?2019?8.94?4.14?1

18、.91?TMO|Shanghai Copyright 2019-TMO Group Page?42?02.755.58.250192020e10.018.947.76.46Source?Statista 20192019?(?)?01.252.53.7554.141.851.911.230.88Source?Statista 2019!TMO|Shanghai Copyright 2019-TMO Group Page?43?KOL?“?”?!TMO|Shanghai Copyright 2019-TMO Group Page?44?!?TMO|Shanghai Copy

19、right 2019-TMO Group Page?45?:?App/Web?O2O?TMO Group?partnertmogroup.asia?!TMO|Shanghai Copyright 2019-TMO Group Page?46?!?1:?“?”?90?“?”?TMO|Shanghai Copyright 2019-TMO Group Page?47!TMO|Shanghai Copyright 2019-TMO Group Page?48!TMO|Shanghai Copyright 2019-TMO Group Page?49!?2:?1.?www.thaigov.go.th

20、2.?www.moc.go.th 3.?www.mof.go.th 4.?www.mfa.go.th 5.?www.industry.go.th 6.?www.moj.go.th 7.?www.moph.go.th 8.?www.mict.go.th 9.?www.mol.go.th 10.?www.ieat.go.th 11.?www.port.co.th 12.?www.customs.go.th 13.?www.ipthailand.go.th 14.?www.bot.or.th 15.?www.fti.or.th 16.?www.thaichamber.org 17.?www.boi.

21、go.th 18.?TISI?www.tisi.go.th/home/en 19.?FDA?http:/www.fda.moph.go.th/TMO|Shanghai Copyright 2019-TMO Group Page?50!?3:?TMO?TMO 20?+?TMO|Shanghai Copyright 2019-TMO Group Page?51?!?2020?01?TMO Group?Jing Zhou?Dominiek Pouwer?Thomas Price?TMO?infotmogroup.asia TMO|Shanghai Copyright 2019-TMO Group Page?52Dominiek Pouwer Director TMO GroupJing Zhou Business Director TMO GroupThomas Price Content Marketeer TMO Group!TMO|Shanghai Copyright 2019-TMO Group Page?53Our Services?UX/UI?

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