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1、?2?Part?1?研?Part?2?Part?3?2022?Part?4?Part?5?Part?6?TikTok?TikTok?Part?7?TikTok?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?Source:World Bank,2022;Cimigo,2022;Marketpro by WorldDataLabs;McKinsey Global Institute analysis 20212000-2023?GDP?6.2%?9,8

2、00?15?千?去?3.20?(2011 PPP)?16.8%?5%?1,000?1.7?GDP?20?5%?747258275143657114182000201020202030?70?30-70?11-30?11?23,526 3,756 4,164 4,316 2020202120222023C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?90%?5?絡?6.396.425.815.95.324.67?2022?1,000?務?Source:?Statista?2023;?McKinsey?Global?Institute?analysi

3、s?2021?;?Cimigo2022,?vietnamplus2023?2.2?3491.3756.4164.4316.36.637.341.753.90204060801000.01,000.02,000.03,000.04,000.05,000.02019202020222023人均 GDP（美元）城市人口率(%)3,399 3,480 3,486 3,864 6,022 5,538 5,388 5,945 2019202020212022農村城市C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?6Source:?CIA.gov?2021;?

4、General?Statistics?Office?of?Vietnam?2022?嗶?嗶?2023?10?.?GDP85%?+19%?2020?3,370?140?2022?1-8?+?40.2%?2023?2027?12?2022?9%?GDP?千?千?2.9%?2022?8?4%?-28.4-19.5-12.21.11.33.19.412.122.627.342.650.2Sep-21Dec-21Mar-22Jun-22?+50%2021?8?vs?2022?8?+4.1%C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?7?Source:?

5、Britannica?2022?86%?去?務?Tam?Gio?務?絡?去?去?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?1.7?90%?4C?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?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?10?100?紙?Vsmart?+34.5%+59%?2022-2023?2021-2023?2022?73

6、%63%?2022?紙?98%?2020-2021?Source:?Kepios,?2021;?Cimigo,?2022;?Ookla,?2022?;?eMarketer?2022,?statista2023,?datapoint?2023?/?VR?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?11?紙?2023?6?23?紙?3?27?3?21?紙?94%46%12%?/?+15%?2023?19.3?2027?(CAGR)?15.29%34%2023?(OTT)?2027?40.1%+35%?Source:?Asia?perspectiv

7、e,?2020;?McKinsey,?2021;?Cimigo,?2022;?VOV?world,?202158%2022?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?12?研?2.5?44%?3?51.20%36.80%30.80%29.50%27.30%27.30%27.00%26.00%?/?/?/?/?Vlog/?Source:?Kepios,?2021;?Cimigo,?2022;?Ookla,?2022?紙?送?92%?39%?20%?23%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?

8、R?Y?13?123?2022?送?4C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?14C O N F I D E N T I A L&P R O P R I E T A R Y?！?告?愿?導?#1?#3?#4?Source:?McKinsey?2021;?Bangkok?Post?2021#5?ESG(?)?#2?18#6?38%19%20%20%22%24%?16?2019?60%?務?Source:?Cimigo?2021;?McKinsey,?2021;?PwC,?202159%?85%?75%?C?O?N?F?I?D?E?N?T?I

9、?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?17?！?尊?！?務?告?+8%?絡?務?5%?-?-?-?-?-?-?敘?1,100?務?Source:?McKinsey,?2021;?GroupM?202190%?絡?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?18?去?Z?去?紙?40%?尊?Source:?Statista,?2020;?Milieu,?2021;?Cimigo?2022?1980-2012?2030?去?25%?54%?89%?78%?58%?50%?42%?48%?C?O?N?F?I?D?E?N?T?I?

10、A?L?&?P?R?O?P?R?I?E?T?A?R?Y?19?千?唾睫?睫?37%?37%?17%?59%11%?54%?Source:?Nielsen,?2020;?McKinsey,?202116%80%94%99%99%?告?務?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?20ESG?(?)?睫?！?ESG?91%?Source:?McKinsey,?2021;?PwC,?2021?千?千?86%?75%?46%?睫?51%?ESG?84%?！?睫?59%213?2020?務?32?60?500?2030?17%?紙?唾?Source:

11、?McKinsey?2021;?Cimigo,?2021+33%?50?+26%?50?-15%?50?71%?22?1234?紙?ESG?(?)?5C?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?Facebook?Zalo?TikTok?Instagram?24?紙?2025?570?Source:?International?Trade?Administ

12、ration,?2020;?Statista,?2022;?PwC?2021;?Cimigo,?2021?4.0756.2811.814.823201520162017201820202022*2025*CAGR16.98%?千?Shopee?Lazada?Tiki?務?69%?/?41%61%?16-64?2015-2025?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?25?務?Source:?Statista,?2020;?Deloitte,?2021?3%5%8%9%17%17%4-99-14 14-20 20-4040-60 60+2

13、%7%14%13%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?26?2020?2021?2020-2021?2022?Source:?Statista?2022;?PwC?2021-20222023?41%?73%?31%?36%?37%?+119%?2019?+125%DIY?2019?+52%?2019?85%51%69%40%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?27?告?Source:?PwC?2021;?McKinsey,?2021;?Deloitte,?2021?-?-

14、?告?40%?56%?75%?40%?60%?/?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?28?2021?6.6?7.3%?66%?5,480?務3,330?19.8?Source:?Newzoo,?2023?5.19?CAGR+8.2%?5,200?CAGR+7.9%PC?1,900?CAGR-3.3%?/?PC?2.15?CAGR+7.8%2023?8.05?+7.8%2023?52.933.315.9?PC?70%4%3%23%2023?8.05?+7.8%C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?

15、E?T?A?R?Y?29?40%32%22%22%14%?/?/?/的?/?2022?Source:?Rakuten2022;?Newzoo?x?TikTok?for?Business?2021?Global?Mobile?Gamers?Whitepaper;?WARC?2022?34%?32%?務?16%?TikTok?73%?85%?9/10?79%?2-3?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?30?RPG?RPG?RPG?RPG?2022?#1?37%?#2?32%#1?32%Source:?Rakuten2022;?Newzo

16、o?x?TikTok?for?Business?2021?Global?Mobile?Gamers?Whitepaper?TikTok?RPG?41%?TikTok?RPG?53%?47%?31?#1?RPG?64%#2?MMORPG?58%#3?RPG?48%?#1?64%#2?64%#3?61%64%?RPG?56%?RPG?TikTok?75%?TikTok?48%?52%?30?#1?MOBA?69%#2?44%#3?43%?#1?62%#2?51%#3?51%63%?56%?TikTok?(61%)?(56%)?(52%)?(49%)?(50%)?C?O?N?F?I?D?E?N?T?

17、I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?31?6?2020?2021?告?導?Source:?Euromonitor?International,?2022;?Statista?2022?5.83%77.74%0.79%3.03%2.03%5.69%4.25%0.45%0.18%?2022?+23%?-9%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?32?83%?告?Source:?International?Trade?Administration,?2021;?Statista,?2021;?Euromonitor,

18、?2022?89%?75%?66%?3?2.9%?2019-2023?6.1%?2019-2023?93%?61%?60%?3?務?紙?-?務?告?務?-?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?90%88%87%85%10%12%13%15%2020202120222023?33?告?務?Source:?Statista,?2021-2022;?Euromonitor,?2022?30%23%17%13%10%7%?Unza?22%?20%?17%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?

19、R?Y?Source:?PwC,?2020;?Vietnam-Briefing,?2021;?Statista,?2022;?Starcounter?2022?2022?5G?紙?紙?3481.3?2022?2.35%2022-2027CAGR?97.797.66435.229.918.613.28.8?(%)?1698209221172165396239814131418414371630174819372018202020222024*?65%?+4.7%34%?-6.2%Android?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?Sou

20、rce:?Counterpoint?2021;?Deloitte?2021?35?務?紙?紙?紙?務?務?紙?39%10%25%10%16%37%17%16%12%18%?OPPOvivo?20202021?13%?12%?7%?Vs.?Apple?OPPO?vivo?78%?56%?66%?91%?86%?71%?55%?54%?56%?86%?65%?51%?54%?53%?79%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?36Source:?Statista,?2021;?Lazada,?March?2022;?GWI,?2022?務

21、?70%?Lazada?社?#1?#2?#3?#4?紙?#5?1711757061720182023*?-?務?-?-?-?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?37Source:?data.ai,?2021;?Statista,?2022?;?Rakuten?2021,?adjust.?2023?report?(2022)8.91?(2022-2026)9%?CAGR?(2022)2,300?(IAP)?(2022)4.93?(2022)3.75?(2022)30?千?(2023)?2?+18%2019?務?4%?760?2021?(

22、?)?10?2021?6.5?務?3?2019?iOS?17?2020?22?2022?iOSAndroid?2,333,707,914250,584,1462,083,123,768?265,655,51634,024,083231,631,433?237,242,03039,271,746197,970,284?167,054,91361,445,843105,609,070?140,250,48143,747,28496,503,197C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?38?務?告?2.4?/?21%?OTT?CAGR?(20

23、19-2023)Source:?S&P?Global?Market?Intelligence,?2019;?Statista,?2021;?i-Buzz,?2021;?FlixPatrol,?2022?66%?61%?紙53%?(2022)#1#2#3#4#5#6#7#8#9#10YouTubeVTV?Go?FPT?PlayBOOYAH?LiveYouTube?Kids?NetflixZing?TV?務?務?Netflix?57%?21%?11%?3%務?14%?13%?13%?11%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?39Sour

24、ce:?data.ai,?2021;?Statista,?2022;?Visa?Inc?2022;?PwC?&?United?Overseas?Bank?2021?2022?2950?180?2024?蓮+417%?(2018-2022)?(2022)?-?3?-?#1?Toss#2?MB?Bank#3?ZaloPay#4?CAKE#5?Binance#1?MB?Bank#2?MoMo#3?Vietcombank#4?Toss#5?BIDV?50%?2016?152.8%2025?55.5%2020?19.7%68%?46%?21%?2021?C?O?N?F?I?D?E?N?T?I?A?L?&

25、?P?R?O?P?R?I?E?T?A?R?Y?40?12345?紙?RPG?紙?紙?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?41C 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?對?1?1?2?8-14?7-9?2024?TikTok?2024?2?14?6?1?6?1?6-7?/?務?務?(Tt Trung Thu)?8?務?9?17?9?9?+10?10?+11?11?+12?12?Mega

26、Sales?務?12?25?Mega Sales?9?12?Mega Sales?TikTok?9?2?9?2?(IWD)?務?贈?4?18?務?3?8?8-9?4?30?5?1?8-9?Mega Sales?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?55%?12?12?46%?/?9?10?11?12?1?101112141%?9?9?46%?10?10?44%?11?11?TikTok?+1.1?TikTok?+1.5?TikTok?+1.4?TikTok?+1.8?TikTok?+1.3?9/10?TikTok?2022?Mega?S

27、ales?TikTok?Toluna?863?TikTok?Mega?Sales?2023?9C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?GWI?TikTok?2022?4?n=1,530?55%?42%?套/?41%?38%37%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?1.5?TikTok?300-500?TikTok?TikTok?2022?15.6%?17%?21.6%?10.4%?6.1%?9.4%?9.8%?9.9%?TikTok?Toluna?863?TikTok?Mega

28、?Sales?2023?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?8/10?TikTok?2022?Mega?Sales?TikTok?Shop?2023?TikTok?TikTok?71%?64%?TikTok?TikTok?Shop?38%?47%?55%?28%?23%?24%?24%?26%?TikTok?Toluna?863?TikTok?Mega?Sales?2023?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?Mega?Sales?4?D2C?/?TikTok?Shop?Ti

29、kTok?123447C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?2022?4868%?對?63%?61%?對?85%?68%?61%?對?67%?確?TikTok?60%?58%?84%?TikTok?確?78%?TikTok?確?Source:?TikTok?commissioned?survey?on?Christmas?behaviors?in?VN?(N=2,712)?Jun/Aug?2022C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?49Source:?TikTok?commis

30、sioned?survey?among?TikTok?and?Non?TikTok?users?in?VN,?who?shopped?during?2020?sales?season,?March?2021;?TikTok?internal?data,?Nov?2020?-Feb?2021;?TikTok?commissioned?survey?among?365?TikTok?users?in?VN,?Sep?202127%?40%?34%?65%?37%?69%?51%?71%?#GiangSinh2023?2023?6.21?#Christmas?2?#Movie?8.96?#Unbox

31、ing?2.51?#Kienreview?Kien?5.33?78%?TikTok?#ONhaChoiTet?#TetNayXemGi?對?75%?TikTok?#Giangsinh2020?2020?#ChuanBiDonTet?#LixiTet?67%?TikTok?#MonNgonNgayTet?Tet?#ChuanBiDonTet?44%?TikTok?TikTok?2.75?#DepChuanTet?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?50?T?t?T?t?Nguyn?n?務?Tet?7?9?對?T?t?Tet?務?Tet?

32、Tet?對?Tet?Tet?Tet?Chc?m?ng?nm?m?i(?)Cung?chc?tn?xun(?)V?n?s?nh?(?)?TikTok?TikTok?for?Business?TikTok?2023?1.1?2?TikTok?7/10?TikTok?67%2022?9?2022?11?2022?10?2022?12?2023?1?2023?2?2023?3?52TikTok?#TetMaiMan160?#Tet202328?#AncungTikTok#ReviewAnNgon#NauAnCungTikTok#ChillTiecCuoiNam#TetNayAnGi?TikTok?研?

33、TikTok?for?Business?#VeQueAnTet#DonNhaDonTet#GiaDinh?#TiktokshopTet#MuaTaiTikTok?#GocLamDep#ReviewLamDep#MacDepDonTet#Tet2023?#Duxuan#Dulich#TetNayDiDau#ChoHoaTet#ChupAnhTet?#QuaTet#HopQuaTet?#PhimTet2023#TaoQuan#TikTokGiaiTri#NhacTet#HaiTet?#ThanhCongNghe#YeuCongNghe?TikTok?85%?TikTok?1.3?TikTok?To

34、luna?863?TikTok?2023?55TikTok?96%?/?62%?60%?55%?50%?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?TikTok?Toluna?610?TikTok?2022?TikTok?56?TikTok?Toluna?863?TikTok?Mega?Sales?2023?98%?TikTok?TikTok?務?/?Source?Han?Sans?CN?02?TikTok?Toluna?610?TikTok?2022?/?對?67%?對?66%?1/2?TikTok?Toluna?863?TikTok?20

35、23?62%TikTok?TikTok?Toluna?863?TikTok?2023?60%?8/10?TikTok?Toluna?863?TikTok?2023?270%?1.?TikTok?2022?2.?TikTok?Toluna?863?TikTok?2023?TikTok?189%79%?TikTok?Boston?Consulting?Group?(Future?of?Commerce)?2022?1.3?TikTok?劇?TopView?的?蓮?蓮?2,900?4.67?27.2?#DuetTetXom?TikTok?C O N F I D E N T I A L&P R O P

36、 R I E T A R Y 65?12?Mega?Sales?TikTok?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?66C O N F I D E N T I A L&P R O P R I E T A R Y?TikTokC O N F I D E N T I A L&P R O P R I E T A R Y?TikTok?研?TikTok?for?Business?2023?10?+134%?+151%?+129%?+157%?+148%?+130%?+118%?+128%?DIY?v?*?C O N F I D E N T I

37、A L&P R O P R I E T A R Y TikTok?TikTok?for?Business?Nutriboost?Vinamilk?#AnCungTikTok?TikTok?1,550?#ReviewAnNgon?370?#FoodFestonTikTok?320?#freefire?2,700?#lienquan?Arena?of?Valor?262?#onhachoigame?48?#hieuthuhai?47?#goclamdep?520?#skincare?2,740?#makeup?5,510?Masan?TikTok?#AnCungTikTok?TikTok?Spar

38、k?Ads?(UGC)?#tiktokdancevnTikTok?210?#vietcomedy?200?#giaitri?1,070?C O N F I D E N T I A L&P R O P R I E T A R Y69?longchunchun620?haha_412330?nmtvlog99350?itsdunggee?450?thuyle2000270?tunpham97320?minhu.98390?bongtim96590?tinhlong123120?codongnat_99330?thinhseu550?khietdan0106170?4?23?itsdunggee?1

39、.17?C O N F I D E N T I A L&P R O P R I E T A R Y70?hoaa.hanassii?2.82?linhbarbie1,820?hoaa.hanassii1,220?mr.virgo3501720?cciinnn660?lebong95890?lykio.981,040?tramdo.98570?thanhmeo.18190?phuongku101190?poppyyy0101160?jsol.dreams520?di.thanhthanh370?5?22?C O N F I D E N T I A L&P R O P R I E T A R Y7

40、1?phuongmin_?2.28?hoshiphan550?3tl.team200?hoanglam.foodie280?genjadao200?eatwpeach240?spicykim9386190?phuongmin_570?thiennhan5272370?anden75130?putaangi160?mr.giaoheo140?hykhiduongduong110?5?22?C O N F I D E N T I A L&P R O P R I E T A R Y72?tikkaisweird?6,060?tyle1994370?nganhuane200?tikkaisweird1

41、30?9tailsfoxie100?halinhofficial170?_inlil140?vanmiu_beauty120?quachanh91100?yenjiivu100?blingbabi_160?thuyle2000110?6?22?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?73?123TikTok?TikTok?TikTok?告?4TikTok?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?74C O N F I D E N T I A L&P R O P R I E T A R

42、 Y?-?-?-?TopView?-?-?蓮?-?-?-?千?務?IP?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?76?唾?.?1?2?CTA?3?TopView?KOL?Gravity?VTC?Game?TikTok?CTA?模?720P?粉?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?77?TopView-?-?KOL?-?-?-?KOL?CTA?-?-TikTok?-?KOL?-?-?-?-?TikTok?C?O?N?F?I?D?E?N?T?I?A?L?&?P?R?O?P?R?I?E?T?A?R?Y?78?/?TikTok?Source:?TikTok,?Meta?analyses?by?Kantar,?Apr?2022?SEA?https:/