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中国品牌杂志社X艾媒咨询|2024年中国品牌营销创新与消费趋势洞察报告
2024年5月7日,备受瞩目的第八届中国品牌发展论坛系列活动在北京盛大举行。本次活动由《中国品牌》杂志社与中国品牌网共同主办,聚焦中国品牌在新时代下的创新与发展,探讨中国品牌在转型升级、中国品牌及品牌国际化等方面的新经验和新做法。艾媒咨询分析师受邀出席本次活动,并与《中国品牌》杂志社携手发布了备受瞩目的《2024中国品牌营销创新与消费趋势洞察报告》。随着经济的不断发展与互联网产业、数据科学的进步,市场消费趋势与品牌营销模式都在逐渐发生转变,AI技术、大数据科学等前沿技术为品牌营销提供了强效助力。iiMedia Research(艾媒咨询)数据显示,品牌营销模式逐渐向细分人群、精准定位的方向转变,2023年中国移动广告市场规模为4646.6亿元,同比增长2.7%,预计2025年市场规模有望突破4800亿元。2024年,54.1%的消费者会在除生活必需品外的其他支出中购买兴趣爱好相关产品,且61.4%的消费者通过短视频平台了解国货品牌信息,简约风和国潮风的广告最受消费者青睐。随着国民人均收入的提高,越来越多消费者愿意为个人兴趣买单,青年消费者已走在时代前列。未来,AI赋能品牌营销、大数据精准营销以及多形式、多类别的全覆盖式营销策略将成为品牌营销发展新趋势。
On May 7th, 2024, the high-profile 8th China Brand Development Forum series of activities was held in Beijing. This event, co-sponsored by China Brand Magazine and China Brand Network, focuses on the innovation and development of Chinese brands in the new era, and discusses the new experience and new practices of Chinese brands in transformation and upgrading, Chinese brands and brand internationalization. Imedia Consulting analysts were invited to attend this event, and jointly released the high-profile "China Brand Marketing Innovation and Consumption Trend Insight Report in 2024" with "China Brand" magazine. With the continuous development of the economy and the progress of the Internet industry and data science, market consumption trends and brand marketing models are gradually changing, and cutting-edge technologies such as AI technology and big data science provide a strong boost for brand marketing. iiMedia Research data show that the brand marketing model gradually to the direction of segmentation, accurate positioning, 2023 China's mobile advertising market size of 464.66 billion yuan, an increase of 2.7%, is expected to 2025 market size is expected to exceed 480 billion yuan. In 2024, 54.1% of consumers will purchase hobby related products in addition to daily necessities, and 61.4% of consumers will understand domestic brand information through short video platforms, and simple style and national tide style advertisements are the most favored by consumers. With the increase of national per capita income, more and more consumers are willing to pay for personal interests, and young consumers have been in the forefront of The Times. In the future, AI enabled brand marketing, big data precision marketing and multi-form, multi-category full coverage marketing strategies will become a new trend in the development of brand marketing. -
艾媒咨询|2024年中国睡眠健康产品创新及消费洞察报告
现代社会生活节奏快,工作强度大,生活与工作压力、手机和过量信息干扰等各因素导致睡眠问题突出,消费者对各种助眠及提高睡眠质量的产品需求增加,为睡眠经济行业带来商机。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024年中国睡眠健康产品创新及消费洞察报告》数据显示,2023年中国睡眠经济行业市场规模达4955.8亿元,同比增长8.6%,预计2027年市场规模达6586.8亿元。调研数据显示,2024年超九成国民经常或偶尔会出现睡眠质量问题,睡眠浅、入睡困难等成为影响睡眠质量的主要问题,56.8%的消费者会选择购买家居家纺类产品以改善睡眠质量,更愿意购买专业睡觉抱枕的消费者占77.8%。随着社会整体对睡眠健康重视程度加深,更智能、更人心、更专业的睡眠产品受到诸多消费者推崇。未来,科技推动助眠产品创新、消费主体年轻化以及产品消费升级等将成为行业发展趋势。
In modern society, the pace of life is fast, the work is intense, and various factors such as life and work pressure, mobile phones and excessive information interference lead to prominent sleep problems, and consumers' demand for various products to help sleep and improve sleep quality has increased, bringing business opportunities to the sleep economy industry. According to the latest Research Report on the Development of China Sleep Health Product Innovation and Consumption Insight Report 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market size of China's sleep economy industry reached 495.58 billion yuan in 2023, an increase of 8.6%, and the market size is expected to reach 658.68 billion yuan in 2027. In 2024, more than 90% of the people often or occasionally have sleep quality problems, shallow sleep and difficulty falling asleep have become the main problems affecting sleep quality, 56.8% of consumers will choose to buy home textile products to improve sleep quality, and 77.8% of consumers are more willing to buy professional sleep pillow. With the deepening of social attention to sleep health, more intelligent, more popular and more professional sleep products are respected by many consumers. In the future, technology to promote the innovation of sleep products, younger consumers and product consumption upgrading will become the development trend of the industry. -
艾媒咨询|2024年中国果干蜜饯行业创新及消费者洞察报告
随着经济的不断发展,消费者对食品安全和健康饮食的关注度日益提升,多元化的营养健康需求为中国休闲食品行业的发展提供了巨大的机遇。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024年中国果干蜜饯行业创新及消费者洞察报告》数据显示,果干蜜饯类产品营养价值较高,在休闲食品中占据重要地位,2023年中国果干蜜饯产品市场规模达1462亿元,2019-2023年复合增长率达24.0%,预计2028年市场规模有望增至3353亿元。随着中国居民消费水平的提升,消费者在食品方面的消费支出也随之增加,营养均衡、膳食平衡成为了消费者的首要关注因素。在健康消费趋势下,能够兼具口味和健康、符合消费者多元需求的产品有望成为行业主流。
With the continuous development of the economy, consumers are increasingly concerned about food safety and healthy diet, and diversified nutrition and health needs provide huge opportunities for the development of China's snack food industry. According to the latest Research Report on the Development of China Dried fruit preserves industry Innovation and Consumer Insight Report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, dried fruit preserves have high nutritional value and occupy an important position in leisure food. In 2023, the market size of China's dried fruit preserves products reached 146.2 billion yuan, with a compound growth rate of 24.0% from 2019 to 2023, and the market size is expected to increase to 335.3 billion yuan in 2028. With the improvement of the consumption level of Chinese residents, consumers' consumption expenditure on food has also increased, and balanced nutrition and diet have become the primary concern factor of consumers. Under the trend of healthy consumption, products that can have both taste and health and meet the diversified needs of consumers are expected to become the mainstream of the industry. -
艾媒咨询|2024年中国月饼行业创新发展研究报告
2015年至2023年,中国月饼市场销售规模呈上升趋势,2023年达271.3亿元,预计2025年中国月饼销售规模达332.8亿元。随着居民收入水平的提升和消费观念的转变,月饼作为传递亲情、友情与商务情谊的载体,其市场需求日益旺盛。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024年中国月饼行业创新发展研究报告》数据显示,随着消费者对食品口味需求更加多样化,口味成为43.2%的消费者购买月饼时最关注的因素,超7成消费者认为香港月饼口味多元、创新。面对消费者日益多元且个性化的消费需求,月饼行业在传统口味的基础上,不断推出新口味并研发具有健康养生功能的月饼以适应市场变化,通过线上商城、直播带货等数字化手段实现品牌与消费者的直接互动和销售,拓宽了月饼的市场范围。
From 2015 to 2023, the sales scale of the Chinese mooncake market showed an upward trend, reaching 27.13 billion yuan in 2023, and it is expected to reach 33.28 billion yuan by 2025. As residents' income levels increase and consumption concepts evolve, mooncakes, as carriers of family affection, friendship, and business sentiments, are seeing increasingly robust market demand. According to the latest "Research Report on Innovative Development of China's Mooncake Industry in 2024" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, as consumers' demands for food flavors become more diversified, flavor has emerged as the most critical factor for 43.2% of consumers when purchasing mooncakes. Over 70% of consumers perceive Hong Kong mooncakes as diverse and innovative in flavor. In response to consumers' increasingly diverse and personalized needs, the mooncake industry has continued to introduce new flavors based on traditional tastes and develop mooncakes with health and wellness benefits to adapt to market changes. Through digital means such as online malls and live streaming sales, the industry achieves direct interaction and sales between brands and consumers, thereby broadening the market scope of mooncakes. -
艾媒咨询|2024年中国蒜蓉酱行业创新及消费洞察研究报告
乡村大蒜产业的发展、食品工业化进程的加快、预制菜产业的迅猛发展与B端餐饮市场的不断壮大,进一步推动了调味品的需求增长,为蒜蓉酱细分市场的需求增长注入强劲动力。iiMedia Research(艾媒咨询)的调研指出,消费者购买蒜蓉酱的主要动机是为了增加食物风味(72.4%),有60.0%的消费者表示倾向于选择有益健康的蒜蓉酱产品;在口味偏好上,辣味蒜蓉酱(41.0%)和原味蒜蓉酱(36.3%)受到消费者的欢迎。随着消费者对蒜蓉酱产品品质、健康属性及便捷性要求的不断提升,企业可通过科技创新,推出低盐、无添加、富含天然成分的健康型蒜蓉酱,同时利用智能化生产与绿色包装技术,响应市场对便捷与可持续性的新需求,实现行业内部的精细分化与高质量发展。
The development of the rural garlic industry, the acceleration of the food industrialization process, the rapid development of the prefabricated food industry and the continuous growth of the B-end catering market, the demand for condiments has been further promoted, and the demand growth of the garlic sauce market segment has injected strong momentum. According to iiMedia Research, the main motivation of consumers to buy garlic sauce is to increase the flavor of food (72.4%), and 60.0% of consumers said they prefer to choose healthy garlic sauce products. In terms of taste preferences, spicy garlic sauce (41.0%) and plain garlic sauce (36.3%) were popular among consumers. With the continuous improvement of consumers' requirements for the quality, health attributes and convenience of garlic sauce products, enterprises can launch healthy garlic sauce with low salt, no additives and rich natural ingredients through scientific and technological innovation, and at the same time use intelligent production and green packaging technology to respond to the new market demand for convenience and sustainability, and achieve fine differentiation and high-quality development within the industry. -
艾媒咨询|2024年中国即冲即食山药片市场产品创新专题研究报告
居民健康饮食意识提升,这极大地推动了山药制品的市场需求。山药作为一种营养丰富、具有保健功效的食材,其制品因食用便利和健康价值,受到了越来越多消费者的青睐。山药粉长时间的高需求吸引了众多参与者,加之行业增长缓慢导致对市场份额的争夺激烈,山药粉赛道内部竞争加剧,竞争者数量较多且竞争力量大抵相当,以及竞争对手提供的产品或服务大致相同,难以体现明显差异,在山药粉激烈的竞争下,即冲即食山药片新赛道开始崛起。
The rising awareness of healthy eating among the population has greatly boosted the market demand for yam products. As a nutritious ingredient with health benefits, yam products are favored by more and more consumers due to their ease of consumption and health value. The high demand for yam powder for a long period of time has attracted many participants, coupled with the slow growth of the industry leading to intense competition for market share, increased competition within the yam powder track, a larger number of competitors with roughly equal competitive forces, as well as competitors offering roughly the same products or services, making it difficult to reflect significant differences, the new track of instant yam slices has begun to rise in the face of intense competition in the yam powder track. -
艾媒咨询 | 2023年中国辣条食品行业创新及消费需求洞察报告
在众多休闲食品中,辣条口味浓郁,具有独特的咬劲,为消费者带来愉悦和满足感,拥有一定的市场增量空间。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2023年中国辣条食品行业创新及消费需求洞察报告》数据显示,2022年中国辣条食品市场规模达517亿元,2026年有望达927亿元。对健康美味的休闲食品追求,使得中国辣条消费者在购买辣条时更注重挑选。iiMedia Research(艾媒咨询)调研数据显示,54.6%的辣条消费者偏好香辣口味的辣条;喜欢吃有嚼劲口感的辣条消费者占比达50.1%。
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艾媒咨询|2024-2025年中国上门按摩服务平台市场研究报告
居民可支配收入的提高、数字经济的蓬勃发展、以及上门按摩需求的增长都为上门按摩服务平台的发展提供了为消费升级提供了有力支撑,也为平台的市场扩容注入了强劲动力。上门按摩服务平台的市场空间迅速增长,带来了便利和创新的服务模式,也同时也催生了一系列行业乱象,如平台多次陷入“涉黄”争议,以及与旗下技师劳动关系复杂等,这些乱象急需各方面力量的共同努力来解决和规范。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024-2025年中国上门按摩服务平台市场研究报告》数据显示,61.4%的上门按摩服务平台用户为男性,家中环境舒适与干净为消费者选择上门按摩的主要原因。64.2%受访者认为上门按摩服务存在欺诈风险,服务质量宣传过高为服务中主要存在的问题。上门按摩行业正进入提质扩容的阶段,按摩服务选择也逐渐细化丰富。但目前服务平台技师的专业水平和服务质量仍参差不齐,且发展过程中的法律纠纷、涉黄交易与安全隐患也为平台带来了一系列的大众质疑。相关平台应尽快建立标准化服务流程,并努力打破舆论质疑,构建完善监管体系与重塑消费者信任。
The improvement of residents' disposable income, the booming development of the digital economy, and the growing demand for in-home massage services have provided strong support for the upgrading of consumption and injected strong momentum into the expansion of the market for in-home massage service platforms. The market space for in-home massage service platforms has grown rapidly, bringing convenient and innovative service models, but also giving rise to a series of industry malpractices, such as the platform repeatedly being embroiled in "involving prostitution" controversies, as well as complex labor relations with its technicians. These malpractices urgently need the joint efforts of various forces to resolve and standardize.According to the latest Research Report 2024-2025 China In-Home Massage Service Platforms Market Research Report released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, 61.4% of users of in-home massage service platforms are male, and the comfortable and clean home environment is the main reason why consumers choose in-home massage services. 64.2% of respondents believe that in-home massage services have fraud risks, and excessive promotion of service quality is the main problem in the service. The in-home massage industry is entering a stage of quality improvement and expansion. The choice of massage services is gradually becoming more diverse and refined. However, the professional level and service quality of technicians on service platforms are still uneven, and the legal disputes, prostitution transactions, and safety risks during the development process have brought a series of public doubts to the platform. Relevant platforms should establish standardized service processes as soon as possible and strive to break through the public's doubts to build a comprehensive regulatory system and restore consumer trust.
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