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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?千?Part 2?Part 3?Part 4?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?千?千?2.6%?8.6%?Source:?Worldometer;Nielsen 202

2、1 report?75%?5?千?(35?),?58%?務?46%2.7%3.2%2.3%5.9%美國英國中國印尼1,0001,5002,0002,5003,0003,5002019 年2 月2019 年8 月2020 年2 月2020 年8 月2021 年2 月2021 年8 月2022 年2 月2022 年8 月3.7%5.3%2021202220212022C O N F I D E N T I A L&P R O P R I E T A R Y 5Source:?Worldometer;BCG forecast 2021?2.74?千?42.7%?千?GDP?1?GDPPPP?務?務?

3、9,700?17,508?1,300?6?Bahasa?800?2?2024?Jakarta?Kalimantan?Island?Borneo?Java?Sumatra?Kalimantan(Borneo)?Sulawesi?Papua?Jakarta,Surabaya,Medan,Makassar,Balikpapan?宣?C O N F I D E N T I A L&P R O P R I E T A R Y 1.07?2.30?5,200?1.85?6Source:?Worldometer;BCG forecast 2021;Google;?Temasek?Holdings;?Bain

4、?&?Company 2022?務?的?20222025e?GDP(USD)4?8?務?1,600?3,500?2023?100 vs 4720212026e?4%?370?C O N F I D E N T I A L&P R O P R I E T A R Y 7?1234?千?告?千?的?C O N F I D E N T I A L&P R O P R I E T A R Y 8C 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$240$2509Sourc

5、e:?Google;?Temasek?Holdings;?Bain?&?Company 2021?$770?$3,600?2020-2023?務?GMV?213553862019202020232028e5.75.16.916.82019202020232025e1.41.82.73.692019202020232027e?+52%+18%+36%+25%+48%+26%20222030e80%91%?20222028e2.12?2.69?20222028e?20212025eC O N F I D E N T I A L&P R O P R I E T A R Y 10Source:?SPE

6、EDTEST,?2021;?OPENSIGNAL,?2021;?模?+40%?Q2?2020?Q2?2021?89.2%4G?名?27?4G?84%202120208.56.26.15.04.68.36.15.95.04.4TelkomselXLIndosatSmartfren3?4G?(0-10?)?98%?+24.8%?+71%2023?600?92.3%7.5%0.3%安卓系統在印尼市場占統治地位安卓iOS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 Source:?Deloitte?Indonesia?Business?and?Indu

7、stry?Updates,?2020;?JP?Morgan,?2019?33%29%16%16%6%2019 消費占比信用卡銀行轉賬現金電子錢包其他34%28%12%22%4%2023e 消費占比信用卡銀行轉賬現金電子錢包其他?QRIS?QR?6500?務?務?2X?+37.8%2,600.0 685.3 334.0 190.7 9.3 超小型企業小型企業中型企業大型企業社會型企業已加入QRIS的商家總數截止7/20（千個）?C O N F I D E N T I A L&P R O P R I E T A R Y 12Source:?eMarketer,?The?Global?Media?I

8、ntelligence?Report?2021;?Datareportal,2021;GWI,2019?3.2 2.8 1.6 1.5 1.3 0.7 0.6 社交媒體看劇(電視+視頻流媒體)讀新聞(線上+實體)聽流媒體樂玩游戲聽播客聽播每天花在不同媒體上的時間（小時）98.5%?84.0%?74.3%?vlog58.0%?52.1%?71%29%媒體日均使用時長占比新媒體傳統媒體C O N F I D E N T I A L&P R O P R I E T A R Y 13Source:?Datareportal,?2021;?Telkomsel,?2021,?AJ?Marketing?20

9、22?49.7%39.2%39.0%37.6%35.9%搜索引擎社交廣告社交種草品牌官網買家評論發現新品牌的地方主要是66.6%65.1%54.2%41.6%32.7%搜索引擎社交媒體買家評論品牌官網移動App了解和研究品牌的主要渠道?社?社?2022?$25.6?$8.286?$6.602?$7.439?$1.533?$4,725?$3,863?C O N F I D E N T I A L&P R O P R I E T A R Y 141234?2020?告?千?務?MLBB?PUBG?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

10、 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 16Source:?Deloitte consumer insights 2021;Worldometer,?NIQ?2023?Report?2023?64%CCI(Consumer ConfidenceIndex?)?OECD?G7?82%15%16%30%44%10%26%22%25%燃料/運輸價格上漲新常態經濟衰退食品價格上漲2022 年中期2023 年58%?83%?C O N F I D E N T I A

11、L&P R O P R I E T A R Y 17Source:?Deloitte consumer insights 2019-2021;McKinsey 2014 Indonesia Consumer Report?務?務?43%41%38%3%4%2%生活必需品家用產品消費電子價格品牌國?務?夠?務?盡?97962952347148美妝個護服裝產品3C家電LocalForeign?務?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 18?告?務?87%?務?務?Logo?告?務?C O N F I D E N T I A L&P

12、 R O P R I E T A R Y 19C O N F I D E N T I A L&P R O P R I E T A R Y Source:?Deloitte Consumer Insights Indonesia 2021?Gen?Z?-?-?-?-?-?-?App?-?-?-?對-TikTok-Instagram-Reddit-?Z?18-24?100?app?84%?Gen Z?3%4%12%6%11%19%21%28%35%47%42%26%23%16%9%15-2425-3435+從不幾乎沒有(每周少于5小時)有時(每周5-20小時)經常(每周20-40小時)頻繁(每周超

13、過40小時)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?63%?Source:?Deloitte Consumer Insights Indonesia 2021?25-34?750-1000?-3C-?-?-?-?-?App?-?-?對?-?-Telegram-LinkedIn-?34%?42%?23%22%39%56%58%48%14%13%9%6%4%4%1%3%15-2425-3435+從不每月1次每周1次每周2-3次每周多于4次?app?C

14、O N F I D E N T I A L&P R O P R I E T A R Y 21C O N F I D E N T I A L&P R O P R I E T A R Y?Gen?X?務?Source:?Deloitte Consumer Insights Indonesia 2021?Gen?X+?35+?1,500?-?-?-?-?-?-?-?-?對?-?-Facebook-WhatsApp-?告?務?23%30%23%28%59%62%63%61%18%8%14%11%食品飲料美妝個護時裝產品消費電子高品牌忠誠度中等品牌忠誠度低品牌忠誠度?app?C O N F I D E

15、N T I A L&P R O P R I E T A R Y 221234?2019?務?務?Gen Z?去?務?C O N F I D E N T I A L&P R O P R I E T A R Y 23C 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 24?千?8.78%?(CAGR?2021-2024)?Source:Newzoo,Niko?report?2023研 Niko?2027?15?千?(ARPU)?千?告?ARPU?千?20?020406

16、0801001201402021202220232024*單位：百萬人印尼菲律賓馬來西亞越南泰國新加坡C O N F I D E N T I A L&P R O P R I E T A R Y 25Gaming?Consumers?23%83%?Free?FireBattle?royaleMLBBMOBAHiggs?Domino?IslandCasinoGenshin?ImpactRPGState?of?SurvivalSLGHiggs?Domino?IslandCasinoMLBBMOBAFree?FireBattle?royaleWormsZoneHypercasualIsland?Kin

17、gLuck?battle?Source:?GWI;InMoBi,2021;AppAnnie?80%13%7%18-34?86%9%5%35-44?68%18%4%45+?38%33%21%7%2%16-2425-3435-4445-5455-64?55%?45%?C O N F I D E N T I A L&P R O P R I E T A R Y 26Gaming?ConsumersGaming?ConsumersSource:?Google,?2021;Tencent,2021;ESPORT CHARTS?100%?BahasaBahasa?Bahasa?告?務?-?-?告?MPL?(

18、?)?300?MLBB?PUBG?Mobile?Free?Fire?42%?467K2019?MLBB?-MOBA?務?-?Google?社?C O N F I D E N T I A L&P R O P R I E T A R Y 27Gaming?ConsumersGaming?ConsumersSource:?Newzoo,?2021;InMoBi,2021?4X?2X?導?對?#1?#3?/?/?#2?務?46%?4+?34%20%46%每月少于1次 每月多于1次 每周多于1次下載頻次2020-2021?46%?-?-?務?-?CTA?C O N F I D E N T I A L&P

19、 R O P R I E T A R Y 28?的?2021?2021-2025?12.74%?Source:Statista,2021?2023?的?68%?51%?68%68%51%51%42%42%41%41%41%41%35%35%服飾鞋履美妝和身體護理箱包配件食品飲料配飾C O N F I D E N T I A L&P R O P R I E T A R Y 29Gaming?Consumers75%?Source:?GWI;JAKAPAT,2021;SIRCLO?2020;?Neurosensum,202144%51%99%?%?95%?9?(?務 58%?)20%?71%?64

20、%?54%?54%?53%?47%?32%?24%?82%?81%?72%?70%?70%?+51%?/App?C O N F I D E N T I A L&P R O P R I E T A R Y 30Gaming?ConsumersSource:ISEAS,;Momentum?Works,?Business?Indonesia?2023?2021?2023?Shopee?2023?Shopee?Shopee?務?Tokopedia?Tokopedia?Shopee?-?務?-?務?USP?-?對?社?-?尊?尊?務?36%35%10%10%9%2023 年印尼電商市場份額ShopeeT

21、okopediaLazadaBukalapak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 31Gaming?ConsumersGaming?Consumers?務?務?-?務?尊?務?確?58%?2021?牌?80%?-?模?-?Source:JAKAPAT,2021;SIRCLO?2020;?Neurosensum,2021;PwC social commerce report 2020;PayPal social commerce report 2020?C O N F I D E N T I A L&P R O P R I E T A

22、R Y 32Gaming?ConsumersSource:ISEAS,2021;Momentum?Works,?2020Shopee?2021?Shopee?去?Tokopedia?千?-?務?-?嗎務?-?2021-Q1?Tokopedia?告?K-pop?vs?2019?Q4?Tokopedia?BTS?2020?Q1?Shopee?Didi?Kempot?BTS?YouTube?Tokopedia?BTS?59.3?Shopee?520?-?Shopee?Tokopedia?3C?Tokopedia?務?BTS?Didi?Kempot?BTS?-?Tokopedia?x?BTS?K-po

23、p?Shopee?x?Didi?Kempot?C O N F I D E N T I A L&P R O P R I E T A R Y 33?千?的?2020?告?2021?導?2021-2026?7.52%?Source:Euromonitor,2021?2023?87.8?務?37.1?2023-2028?4.40%(CAGR)?2023?21.7%?0.001.002.003.004.005.006.007.008.009.0010.00202120222023美妝科技化妝品香水個護產品護膚品C O N F I D E N T I A L&P R O P R I E T A R Y 3

24、4Gaming?Consumers?45%41%32%19%7%1%16-2425-3435-4445-5455-64?15%?85%?Source:?GWI 2021;Statista,2920;Bazaar voice,2020?價格成分折扣品牌貨存?印尼品牌韓國品牌國際品牌?Top10?51%?38%?33%?64%?K-BeautyC O N F I D E N T I A L&P R O P R I E T A R Y 35Gaming?ConsumersGaming?Consumers?！?去?告?務?sawo?matang?-?務?嗎?務?58%?-對?務?群?-?Source:

25、Cekindo,2021?C O N F I D E N T I A L&P R O P R I E T A R Y 363C?2019?2023?2028?2,350?告?Source:FitchSolutions,20212022-2028?05,00010,00015,00020,00025,00030,00035,00040,00045,00050,000202220232024*2025*2026*2027*2028*消費電子品電話計算機電視、廣播和多媒體電視周邊設備無人機C O N F I D E N T I A L&P R O P R I E T A R Y 37?Source:

26、?GWI;eMarketer,The?Global?Media?Intelligence?Report?2021;Deloitte?consumer?insights?2021?PC?(?)98%?70%?26%?17%?14%?14%?11%?7%?6%?5%?5%VR?17%17%67%63%16%20%疫情之前疫情之后?零售商線下店鋪電商3C36%32%22%8%2%16-2425-3435-4445-5455-64?55%?45%C O N F I D E N T I A L&P R O P R I E T A R Y 38Gaming?ConsumersSource:Counterp

27、oint?Research,2021;YouGov,?2021?！?告?-?full-screen?ad?+?infeed?ads?-?5G?務5G?36%?10%31%?13%60%?5G?#1?#3?#2?3C?2023?7?OPPO?20%?18%?2023?2?400?5G?11%?Galaxy?A14?5G?A23?5G?A34?5G?Redmi?Note?12?-?尼?-?3C?38%?3C20.25%18%15.69%14.77%8.76%Oppo三星小米VivoAppleC O N F I D E N T I A L&P R O P R I E T A R Y 39?2021?

28、3.88?2021-2026?12.06%?2026?6.85?務?SVoD?2021?2.23?Source:The?Ken?Research,?2021AVOD?SVOD?Netflix?(?)YouTube?(?)40%60%?千 AVOD?SVOD?YouTube?(AVOD)?務?Netflix?(SVOD)?%C O N F I D E N T I A L&P R O P R I E T A R Y 40Gaming?Consumers?Source:?GWI,?2021;?i-Buzz?Asia,?2019;?eMarketer,?2021?66%15%14%3%2%按地區韓國中

29、國臺灣美國日本中國33%27%19%11%6%4%按類別搞笑動畫卡通紀錄恐怖動作?16.218.420.321.622.620212022202320242025百萬美元5.9%6.6%7.2%7.7%8.0%人口百分比?OTT?(2021-2025)C O N F I D E N T I A L&P R O P R I E T A R Y 41Gaming?ConsumersSource:?Pioneer?Consultanting?Asia-Pacific,2021;?FuturePlay?Interview?with?Gen?Z-ers?in?Indonesia?2021;?TheJak

30、artaPost,?2021?Gen?Z?Gen?Z?務?Z?-Gen?Z?62%?Gen?Z?3?+18-24?牌?Twitter?2020?#kpopTwitter?務?K-pop?72.7%?51.8%?46.7%?務?-?盡?去?25015011085Disney+HotstarViu(HK)Vidio(Indonesia)NetflixSVOD 用戶（萬）Disney+?2021?Disney+?OTT?106%?Telkomsel?Netflix?-?OTT?C O N F I D E N T I A L&P R O P R I E T A R Y 421234?務?確?務?3C?

31、務?5?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?C O N F I D E N T I A L&P R O P R I E T A R Y 2024?1?1?2?10?務?Imlek/?Imlek?2?14?/?6?8?17?12?25?30?3?10?4?9?9?9?9?Mega?Sales?Mega?Sales?Mega?Sales?4?9?10?11?12?Shopee?11?Harbolnas?12?10?10?10?11?11?11?12

32、?12?12?4?21?12?22?12?22?C O N F I D E N T I A L&P R O P R I E T A R Y 45?Ramadan?導?20?2.31?98%?87%Source:?Statista?2023,?Snapcart:Tren Perilaku Belanja Online Sambut Ramadhan 2023?2024?ID?Brand StrategyC O N F I D E N T I A L&P R O P R I E T A R Y 46?Ramadan(Arabic:)?sawn?導?29-30?sahur?ngabuburit?bu

33、ka?puasa?務?salat?對?Tunjiangan?Hari?Raya?THR?Ramadan?Mubarak?Ramadan?Kareem?C O N F I D E N T I A L&P R O P R I E T A R Y 47?6?務?46%?務?研?Source:?Google Trend Data,Ramadan 2020;Janio 2021 Ramadan Report;M&C Saatchi 2021 Ramadan Whitepaper;The?Trade?Desk 2021 Ramadan Survey?Tunjangan?Hari?Raya?夠?OTT?4,

34、000?務?C O N F I D E N T I A L&P R O P R I E T A R Y 48?TikTok?TikTok?63%Source:?TikTok?Ramadan?Research?2021?conducted?by?Toluna?in?Indonesia;A;?Indonesians?splurge?during?Ramadan;TikTok?Ramadan?Research?2021?conducted?by?Toluna?in?Indonesia20%24%6%18%31%1?TikTok?57%?TikTok?/?63%?TikTok?59%?TikTok?務

35、?39%?TikTok?2022?62%2022?TikTok?2-3?TikTok?1.3?確?TikTok?(vs.?TikTok?)?2.4x?2.4x?2.3x?2.0 x?1.7x?1.1x49TikTok?commissioned?study?conducted?by?Toluna on?behaviours during?Ramadan?among?(n=500)?TikTok?users?and?non-users?in?Indonesia,?Sep?2023?1?1?%77?2?TikTok?%58?夠?7/10?TikTok?5050TikTok?commissioned?

36、study?conducted?by?Toluna on?behaviours during?Ramadan?among?(n=500)?TikTok?users?and?non-users?in?Indonesia,?Sep?2023?TikTok?2024?1?/2?2023?/?2024?1.2?71%?91%?2.7?42%?C O N F I D E N T I A L&P R O P R I E T A R Y 51C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?TikTok?Tokopedia?Source:?Future?of?C

37、ommerce?research?by?Boston?Consulting?Group,?commissioned?by?TikTok.?Conducted?in?ID,?TH,?VN,?JP,?KR,?AU,?Apr 2022C O N F I D E N T I A L&P R O P R I E T A R Y 52?Mega?Sales?TikTok?務?3C?TikTok?Source:?TikTok?Internal?Data,?Indonesia?users,?Q3?-Q4?2020;TikTok?commissioned?survey?among?TikTok?users?in

38、?SEA,?who?shopped?during?2020?sales?season,?March?2021,?n=1,815;Omnibus?survey?commissioned?by?TikTok,?Q4?202017-Aug14-Sep12-Oct9-Nov7-DecVideo?viewsVideos?created9.911.1112.12?9.9?11.11?2?Beauty andpersonal careFashion andaccessoriesElectronics andappliancesFood andbeveragesHouseholditemsDigital pr

39、oductsHealth andfitnessBaby andchildrenBooks andstationeryTikTok usersOther social media users?TikTok?1?in?4?TikTok?67%C O N F I D E N T I A L&P R O P R I E T A R Y 53Source:?TikTok?commissioned?survey?among?TikTok?users?in?SEA,?who?shopped?during?2020?sales?season,?March?2021,?n=1,815?TikTok?Mega?S

40、ales?33%21%13.9%10%9%7%7%5%美妝個護時裝產品運動產品食品飲料嬰幼兒產品消費電子醫療健康數字產品?72%?70%?55%?(?)66%?60%?78%?/?C O N F I D E N T I A L&P R O P R I E T A R Y 54?25?尼?Source:?TikTok commissioned survey?on?consumers?behaviour and?perceptions?towards?pay?day?in?SEA,?ID?Result?202262%?TikTok?#gajian#gajiantelahtiba#gajiannum

41、panglewat66%?TikTok?1?/?C O N F I D E N T I A L&P R O P R I E T A R Y 551234?TikTok?Mega Sales?TikTok?TikTok?C O N F I D E N T I A L&P R O P 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 TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 57?TikTokers?Source:?GlobalWebIndex ID TikTo

42、k users vs non-TikTok users?Q1?20213C3C3C3C?54%?(?TikTok?12%?67%?(?TikTok?4%)31%?(?TikTok?21%)19%?(?TikTok?21%)24%?(?TikTok?28%)41%?(?TikTok?18%)24%?(?TikTok?20%?91%?(?TikTok?3%)66%?務?(?TikTok?7%)54%?(?TikTok?10%)C O N F I D E N T I A L&P R O P R I E T A R Y 58TikTok?Source:?GlobalWebIndex,?Q1?2021,

43、?Indonesia?TikTok?Users?who?shopped?online?in?past?week36%31%22%10%16-2425-3435-4445+?TikTok?VS.?TikTok?)44%56%?時裝手機音樂影視線上產品美妝科技美食游戲體育音樂美食科技影視裝備烹飪健康飲食旅游新聞經濟/金融?Open-mindedSocial/outgoingConfidentAdventurousHealth-consciousCreativePrice-consciousCareer-focusedMoney-drivenTikTok用戶非TikTok用戶C O N F I D

44、E N T I A L&P R O P R I E T A R Y 59?千 TikTokers?Source:?GlobalWebIndex ID TikTok users vs non-TikTok users?Q2?2020?Q1?2021;TikTok?Internal?Data,?ID,?July?202195%?57%?TikTok?42%?尼34%?TikTok?35%?27%?23%?37%29%35%18%23%29%21%26%17%14%看過品牌視頻點擊廣告通過廣告購買產品沖動消費購買高端產品印尼TikTok用戶印尼非TikTok用戶C O N F I D E N T I

45、 A L&P R O P R I E T A R Y 60?千 Gen Z?+22%?22%?Gen?Z?去?220?TikTok?Gen?X?TikTok?+118%?TikTok?Gen?Z?去?8%?32%?Gen?Z?90%?Gen?Z?Green?Screen?&?Color?Customizer?Gen?Z?Source:?GlobalWebIndex ID TikTok users 25-55 Q2?2020?Q1?2021;TikTok?Internal?Data,?ID,25-55 year old users,2021C O N F I D E N T I A L&P R

46、O P R I E T A R Y 61Source:?GlobalWebIndex ID TikTok users 25-55 Q2?2020?Q1?2021;TikTok?Internal?Data,?ID,25-55 year old users,2021?44%?TikTok?TikTok?去?確?1 in 4?TikTok?1 in 4?TikTok?/?TikTok?千?去?1 in 4?TikTok?40%?TikTok?去?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 62Source:?TikTok?commissi

47、oned?Kantar?to?research,October?-November?2020?TikTok?91%?TikTok?6%89%?TikTok?2%TikTok?88%?TikTok?87%?TikTok?90%?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 63It?Starts?On?TikTok?admm29_?務?Bubur?Pink?Masha?TikTok?TikTok?TikTok?Bubur?Pink?Masha?TikTok?App?TikTok?Instagram?Runaway?TikTok?TikT

48、ok?#FotoVirtual?UGC?TikTok?UGC?C O N F I D E N T I A L&P R O P R I E T A R Y 641234TikTok?千?App?TikTok?尼?TikTok?務?告?TikTok?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 65C 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 66?1:?千?務?千?研?務?號?務?-?研?-?TikTok?Creative?Center?C O N F I D E N T I A L&P R O P R I E T A R Y 67?2?務?研?Wardah?導?去?去?-?TikTok?去?-?務?務?TopView?務?C O N F I D E N T I A L&P R O P R I E T A R Y 68?3?TikTok?TikTok?35%?TikTok?1.4?務?-?TikTok?姿?TikTok?C O N F I D E N T I A L&P R O P R I E T A R Y 69123?務?TikTok?